12 digital marketing tools every startup should know.

digital marketing

At a particular stage of development, each company is faced with a problem – how to promote its product. For each company, the set of tools may be different. Some companies can use the tools and thrive, while for other companies, the same tools will only bring losses or, at best, be ineffective. Ideally, every company should work with TheDigiLead that provides its digital marketing expertise and looks at all digital marketing channels, and choose the most effective set. So, we will look at the main tools:

1. Content Creation:

How it works: Content creation is at the heart of inbound marketing, and quality plays a key role. Inbound marketing is an affordable substitute for intrusive and expensive ads. By creating engaging and valuable content, companies earn their place in the market, not buy it. A prime example of inbound marketing is corporate blogging at Geektimes 🙂

2. SMM:

Definition: Social marketing is getting traffic/audience attention through social media.

How it works: Thanks to a massive active audience, social networks are used both to maintain the brand and to expand the audience and even for active sales. Even though social marketing is becoming quite an expensive tool for promotion, it has ample opportunities. You can also find a loyal audience, receive helpful feedback and increase the activity of your users.

3. Landing page (or standard website):

How it works: A landing page is the foundation and face of your company. This is a business card for some, but for others, the only tool is getting users (leads). Conversion is the leading indicator of your website’s performance. The landing page should appeal to and focus on the decision-maker, a housewife or director of the company, and your primary task is to determine your target audience = decision-maker.

4. App store:

How it works: App stores have their promotion mechanisms: ratings, reviews, popularity, and featured. First of all, you need to design your product page in quality and attractive way. Promotional text, screenshots, videos, ratings, and testimonials – all of these affect the success of your product. Do not hesitate to write to store managers about your product and its uniqueness. If your application/game is like it, it can be placed in the recommended category, attracting a different audience.

5. SEO:

It would help if you worked both with the technical part: optimization of the site architecture, working with HTML and links, and with content that increases your ranking in search results and creates trust in your product and company. 

6. Working with the Press (Press Releases):

Definition: Managing the dissemination of information through electronic and traditional media.

How it works: Working with the press has a lot to do with content creation, but here you cannot completely control the information about your product. You can write about Both the good and evil of your company. It would help if you treated journalists with respect and consideration of their interests. Few people want to post text that only praises your product in their column. It would help if you interested the editor in your product, and then they will write about you.

7. Customer Support:

Definition: Customer Support provides services to customers before, during, and after purchasing a product.

How it works: Only one user out of ten loyal to the product will write a good review, but nine out of ten will write them in the case of bad reviews. Good customer support can iron out product flaws and reduce negativity. The user should feel your concern and desire to improve their product, and for this, they will be ready to endure inconvenience.

8. UX:

Definition: User experience is any aspect of human interaction with a product, including interface, graphics, design, content, physical interaction.

How it works: If your app is free or has a free trial, you need to build the UX structure to maximize user engagement and action. If your app/product is not unique in the marketplace, then UX will be one of the primary metrics influencing the user’s choice.

9. Strategic Partnerships:

Definition: Strategic partnerships are mutually beneficial relationships with other companies operating in the same field but not competing with your product.

How it works: You can increase brand awareness, expand your audience, and increase user loyalty through partnerships with other companies.

The exchange of affiliate links, the provision of joint promotions, and marketing campaigns make it possible to reduce advertising costs and increase audience coverage.

10. Marketing Channel:

Definition: This is a promotion model where your product is promoted by other companies: publishers, resellers, distributors, marketing companies.

How it works: There can be a flat fee, a percentage rate, or a revenue share model for these services. This tool often helps young startups with no experience, large advertising budget, or human resources.

11. E-mails:

Definition: Sending product information via e-mail to a specific person or group of recipients.

How it works: Many treat e-mail newsletters as spam. Still, if you correctly configure and correctly identify the mailing list recipients, this tool can become a relatively effective way of selling.

12. Affiliates (ad networks, webmasters):

Definition: A tool for online business promotion, which is similar to affiliate marketing, the essence of which is to provide traffic/users to the customer and receive payment for a specific action.

How it works: You pay the traffic source directly for the user or some action. There are several payment models:

CPM (cost per mille) – you pay for impressions of your ad (banner). The unit of measurement is 1000 impressions.

CPC (cost per click) – you pay for clicks on your link. The unit of calculation is 1 click.

CPI (cost per install) – you pay for the installation of your application/game. The unit of calculation is 1 installation.

CPA (cost per action) – you pay for a specific action, for example, installation + purchase in the game, passing to level 3, buying a subscription, etc.

We have described the main tools that are most popular today in the IT industry. It cannot say that some instrument is better or worse, each has its pros and cons. Test and try, choose the most optimal ways to promote your product. We can say unequivocally that using only one tool will not bring you serious results. In the following articles, we will tell you in detail about each device separately and describe all its pros and cons.  

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