Digital marketing is a crucial part of running a business in the digital era. As more customers go online for everything they need, organizations worldwide brace for tougher competition to attract the market they desire.
Digital marketing in 2024is expected to be more challenging as more companies venture digitally. With the right strategy and planning, startups and small businesses are likely to succeed with their marketing efforts online.
For starters, here’s what you need to know about digital marketing for startups in 2024.
Why digital marketing is essential for startups
Naturally, building a startup requires you to make an extra effort, even with limited resources. You cannot just launch your brand without knowing your market or raising awareness about your company.
Digital marketing helps you get the visibility and online presence you desire for your startup. Unlike traditional marketing, digital marketing only takes minimal resources to start with.
Aside from this, an efficient digital marketing team allows you to optimize your customer experience and make it as agile as possible.
Here are other reasons that tell why digital marketing is essential for startups.
- Understand your customers. Digital marketing helps you understand your customers further through their demographic, purchasing behavior, and interests.
- Create engagement. Digital marketing creates better engagement between you and your customers through your content and social media posts.
- Track and monitor your ROI. Unlike traditional marketing, you can better track and monitor your return on investments (ROIs) through digital marketing.
- Increase reputation. Lastly, digital marketing is a great tool for building your reputation online. You can showcase your authority and knowledge to your customers through your content and online pages.
Qualities of a good digital marketing strategy for startups
Forming a good digital marketing strategy according to your needs can guarantee success in the form of traffic, customer base, and revenue.
Unless you pay close attention to the trends and focus on becoming a marketer, determining the best marketing strategy can be challenging. This is because trends constantly change along with technological advancements.
However, a number of solid strategies can still take you to your goals, including the following.
A strong website
Your website serves as your venture in the market. Especially for e-commerce stores, you need a strong website to showcase your company, products, and services to your customers.
Having optimized content generates great traffic and interaction between you and your audience. It even takes you to your target market better with the right keywords and forms of content you curate.
Nowadays, most people use mobile phones to shop and communicate with businesses. This is why having a mobile-optimized website is a sure win for startups like you.
Social media presence
Social media will always be relevant in all aspects. Startups could use their social media pages to post updates and interact with their audience.
Top digital marketing strategies for startups in 2024
A recent CMO survey by Deloitte revealed that spending in marketing efforts increased to 11.8% over the past decade, more substantial than its pre-pandemic levels.
Trends in digital marketing continue to evolve, especially with the involvement of technology in business operations. For instance, studies on automation affecting marketing processes show that AI continues to shape how businesses attract their customers through an algorithm.
Apart from this, the increased marketing efforts push startups to develop stronger strategies that would work in the long run.
Below are some top digital marketing strategies that startups should watch out for in 2024.
Increased concern in gathering data
While big data guides marketers in personalizing offers, privacy laws in different countries continue to change how they gather customer data.
In 2024, experts will see more ways to gather customer data without using third-party factors. Form-building is one of the increasingly popular ways to do this, capturing only relevant information for product improvements.
Heightened demand in influencer marketing
Influencer marketing has become one of the most effective marketing strategies with the spike in social media usage worldwide. Its market value doubled during the pandemic, reaching US$13.9 billion in 2021.
With this, startups are expected to utilize influencers for advertising their products and services. Whether through Tiktok, Instagram, or any social media platform, you can guarantee ROI from this strategy with the right approach.
Real-time personalized messaging
Real-time messaging platforms have been helpful for marketing teams in terms of reaching out to markets instantly.
Marketers will continue to use real-time personalized messaging, given its benefits. The more they use these platforms, the better they can utilize this to reach out to more markets.
Messaging platforms could also serve as data hubs for marketers to store information and get a full view of their customers.
The rise of niche communities
Niche communities hold the potential to be the future of social media and digital marketing.
Niche platforms such as Discord and Reddit have become more attractive for users looking to connect with like-minded people. One of the reasons for this move involves meaningful conversations with other users.
Based on recent surveys, 45% of social media users are tired of bullying and offensive remarks they get online, while 36% look for more genuine connections.
As users veer away from broad social media platforms, businesses can better target their audiences through shared interests and discussions.
Live streaming as a marketing strategy
Livestreaming changed the way startups and e-commerce markets conducted their businesses during the pandemic. Studies have even shown how it affected the digital transformation of startups worldwide.
In 2020, it was projected that consumers worldwide had spent almost 500 billion hours on live-streaming apps alone.
Even when in-person activities are back, startups still look to utilize online platforms to expand their customer base and influence.
Short-form videos are in
Those that don’t see live streaming as their option can still use short-form videos as their strategy.
Tiktok, Instagram Reels, and YouTube Shorts are some of the platforms gaining popularity for short-form content. Startups can best use them to showcase their products, connect with audiences, and even increase their authority online.
LinkedIn for B2B marketing
Despite being around for some time now, LinkedIn has recently seen tremendous growth and engagement in the past years. The platform is most popular in B2B marketing, especially in the US.
It is projected that LinkedIn will account for around 44% of B2B marketing spending in the US by 2024. Only a small percentage of companies are expected to take advantage of this at first.
However, now is the best time for businesses to expand their networks and showcase their brands through the platform
Outsourced digital marketing in all forms
Startups won’t always be able to handle their marketing efforts on their own, especially with a limited workforce and resources. As they continue to outsource their services, more options and avenues to outsource will be available for them.
A good example of this involves outsourcing to marketing agencies. Startups can delegate short-term projects as needed, managing their team’s workload volume better through peak seasons.
Emphasis on social responsibility
Social responsibility plays a massive role in a company’s reputation nowadays. Beyond outreach programs and other activities, customers now look at a startup’s commitment to sustainability and inclusivity.
Impact sourcing is a good way to establish inclusivity in the workplace. Through their service providers, startups can hire diverse workers from developing countries and delegate their functions equally.
The next steps in formulating a good marketing strategy
Given the trends that will shape businesses by 2024, startups should put their efforts into creating customer-driven marketing strategies. This prevents you from wasting time and resources and getting less audience and revenue.
Forming a good strategy requires you to balance your goals and resources with suitable tools and plans of action for your marketing efforts.
However, this should not simply end in implementing your strategies. Here are your next steps to ensure your strategy will work.
- Stick with your strategies. The results you expect won’t easily appear overnight. You have to be consistent with your strategies to see their actual outcome.
- Monitor from time to time. You don’t have to stick with your original strategies when you know they do not work. Monitor your plans for a certain period and see what could be improved in them.
- Let your metrics and customer feedback guide you in further developing your strategies.
The key to successful digital marketing for startups
It is clear that digital marketing is an essential tool for startups in today’s competitive landscape. This gives them an edge to compete with established brands, possibly leveling the field once done right.
Consistency, continuous improvement, and smart decision-making are the keys to successful digital marketing for startups and small businesses. While there is no single formula for marketing successfully, knowing the right strategy is essential to see what works for your brand.
At the same time, as a business owner, you should recognize that you need help in managing your marketing efforts. It’s best to outsource your functions as much as possible.
 Automation affecting marketing processes. Dumitriu, D. and Popescu, M.A.-M. (2020). Artificial Intelligence Solutions for Digital Marketing. Procedia Manufacturing, 46, pp.630–636. doi:10.1016/j.promfg.2020.03.090.