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How you can enhance your startup’s digital marketing

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by Startacus Admin

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Improve your startup's digital marketing and create compelling messages that resonate with your target audience thanks to these tips from Cristina Plamadeala of Toastmasters International.

As we know you need to work hard to keep up with the ever-changing digital landscape and digital marketing for your startup.

campaign-creators-pypeCEaJeZY-unsplash (A big influence on my approach to digital marketing has been the book by Simon Sinek: Start with Why. In the book he outlines Golden Circle concept which helps in providing powerful messages that will resonate with your potential customers

Three principles form the basis of the Golden Circle: why, how, and what. 

Their application in your digital marketing will mean that your startup can create more impactful messages that will connect with your specific target audience.

First principle: WHY

Why - relates to the purpose or the reason behind a company's existence. In digital marketing, the why could be the company's mission statement, values, or the problem they are trying to solve. Communicating this effectively can create an emotional connection with your startup’s target audience, and lead to increased brand loyalty.

Second principle: HOW

How - relates to your approach to achieving your goals. For example, i.e., how could the strategies, tactics, and tools be used to reach the target audience? By communicating how effectively you can demonstrate your startup’s expertise and build trust with your target audience.

Third principle: WHAT

What - relates to the products or services you are offering.  What are the features, benefits, and unique selling points? By communicating effectively you can differentiate your startup from your competitors and persuade your target audience to take action.

Now let's consider some key strategies and tactics to help your startup to build a strong online presence. For each approach start with the HOW, and then use your WHY and WHAT to define the actions you decide to take. 

Social Media Marketing

Social media marketing involves promoting your business through social media platforms such as Facebook, LinkedIn, and Instagram. This can include organic posts as well as paid ads.

One of the best approaches when using Social Media is to create engaging content. Whichever Social Media platform you choose, create content that showcases your brand’s personality enabling you to connect with people on a more personal level. 

For example, your WHY might be to launch a new product, the HOW is using LinkedIn and creating engaging content, and the WHAT is to focus on how your new product solves a particular problem or challenge people have.  

Using hashtags is another tactic that can increase the visibility of your social media posts. Hashtags allow you to reach a wider audience by categorising your posts with relevant keywords. It is essential to research the most effective hashtags – and deploy them consistently across Instagram and Facebook. This helps to ensure you are reaching the right people. 

campaign-creators-Kwykr5hes2k-unsplashTargeting the right audience. Instagram, for example, has robust targeting options that allow you to narrow down your audience based on demographics, interests, and behaviour. By targeting the right audience, you can ensure that your ads are seen by people who are most likely to be interested in your product or service.

Email Marketing

Email marketing involves sending helpful emails to your subscriber base in order to build relationships and promote your products or services. Email marketing is a cost-effective way to reach your target audience and build customer loyalty.

One of the key tactics for email marketing, is to create compelling subject lines. The subject line is the first thing the subscribers will see in their inbox, and it can determine whether or not they open your email. A good subject line should be attention-grabbing and give subscribers a reason to open your email. Generally, a ‘does what it says on the tin’ subject line is much better than something obscure and unclear. 

Again, by referring back to the WHY and WHAT of the Golden Circle, you’ll be able to create subject lines that will resonate with your audience (and work for your business). 

Personalising your emails is another effective tactic for email marketing. By addressing the subscribers by name and tailoring the content to their interests, you can make them feel valued and increase the likelihood that they will engage with your emails.

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) involves optimising your website or landing pages to rank higher in search engine results pages.

One of the key strategies for SEO is thorough keyword research. By identifying the keywords and phrases that your target audience is searching for, you can create content that is appropriately optimised. This increases the visibility of the landing pages in search results, drives organic traffic, and maximises conversions.

Creating high-quality content is also important for SEO. Search engines prioritise websites/landing pages that provide valuable and relevant content to their users. By creating content that answers the audience's questions and provides value, it can increase the authority and credibility of your website.  Your content should be inspired by the WHY and WHAT of your ‘Golden Circle’.

Pay-Per-Click (PPC) Advertising

Pay-Per-Click advertising involves paying for ads appearing on search engine results pages or social media platforms. PPC can be a cost-effective way to reach your target audience and drive conversions.

An important approach for PPC is to target the right keywords. I have found that the ‘Answer the Public’ tool is one of the best ways to identify the keywords that are most relevant to your business and target them with your ads; you can ensure that your ads are seen by people who are most likely to be interested in your products or services.

Creating compelling ad copy is also important for PPC success. Be sure to tailor your ad for each platform as they all have different requirements.  Ads, in particular, should address the WHAT, specifically WHAT you can do to help solve your customers’ problems/challenges. Always focus on what is in it for the customer, not what you want to ‘sell’. 

Monitoring and optimising your ad campaigns is another important tactic for PPC success. With regular analysis of your ad performance you can make adjustments to your targeting, ad copy, and bidding strategy. This will mean you can improve the ROI of your campaigns and drive more conversions.

In conclusion

Digital marketing is an ongoing process. The dynamic nature of the digital landscape requires continuous adaptation and keeping up with the latest changes. And at each stage, always refer back to the ‘Golden Circle’. By starting with "Why", you’ll ensure a solid foundation for your digital marketing decision-making process. Understanding the purpose behind your efforts will allow you to align your strategies and tactics for success. 

Remember, it's not just about what you do; it's about why you do it and how you do it that can make all the difference in the world of digital marketing.

Cristina PlamadealaABOUT THE AUTHOR

Cristina Plamadeala is a member of Toastmasters International, a not-for-profit organisation that has provided communication and leadership skills since 1924 through a worldwide network of clubs.

There are more than 400 clubs and 10,000 members in the UK and Ireland. Members follow a structured educational programme to gain skills and confidence in public and impromptu speaking, chairing meetings and time management. To find your nearest club, visit



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Published on: 9th July 2023

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