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Growth Marketing
There it is, after weeks/months/years of pre-development your startup is ready for launch.

Now, how are potential customers going to find you?

Here are 4 growth strategies you can implement for your startup:
  • Viral

  • SEO

  • Paid advertising

  • Partnerships


1. Viral


Going viral” – it’s probably one of the hippest terms in the marketing world nowadays.


Lots of followers added to your brand with the click of a button. Free publicity around the web. It’s the dream for every startup.


And all because of a single post on social media right?


The truth is that “going viral” only rarely happens overnight. Most things that look spontaneous, are actually backed up by a well-planned marketing strategy.

What makes things go viral?
One of the most successful viral marketing campaigns was the “Ice Bucket Challenge”. Chances are that you have seen at least one movie of a person throwing a bucket of ice cold water over themselves. This was started by Pete Frates, to raise awareness for ALS.


The best-seller Contagious: Why Things Catch On of Jonah Berger, describes six factors of why things go viral:


Jonah Bergers six stepps to virality.

These six factors form the acronym STEPPS.


The “Ice Bucket Challenge” checks all of these boxes:

  • Social Currency – it shows that you’re a risk taker.

  • Triggers – it’s funny to see your friends throw a bucket of water over themselves.

  • Emotion – there’s an underlying thought of charity.

  • Public – throwing a bucket of water is something you can easily do yourself.

  • Practical Value – raising awareness for ALS.

  • Stories – there’s a deeper story behind it.

  • How to make things viral – the snowball effect


Viral marketing is all about word of mouth.


Like a snowball, your message will get picked up by more people and your reach gets bigger and bigger over time.


As a startup, you will have to make sure that the original content gets picked up by as much as possible people:

  • Create a large initial followers base on social media.

  • Collect email addresses of your website visitors.

  • Promote visitors and followers to invite other people.

  • Use call-to-actions in your post to share with others.

  • Make sure your messaging follow the STEPPS principle.


2. SEO


As a startup, there are a few ways to grow your business organically.

Organic means that potential customers will be able to find your product when they’re looking for it, or at least it’s on the top of their mind.

Increase your Google organic rankings

Depending on your business model, Google might be your best source to get organic traffic.

Optimising your website for SEO means that you get ranked for relevant search queries in Google.

Search Engine Optimisation image.

In order to optimise your website for SEO you can:

  • Optimise the meta tags on your website.

  • Create content and become an online authority.

  • Optimise that content to get ranked for particular keywords.

  • Create backlinks from other websites.

  • Improve the loading time of your website.


SEO is a long-term investment, where you have to invest time (and sometimes money if you’re using an agency) to improve your ranking. As a startup, you’re likely to have a new domain name which means you’ll have to build up credit before Google will give you a high ranking.


3. Paid advertising


Paid online advertising is the way to get relevant traffic to your website immediately. Depending on the business model of your startup, there are a few tactics you might want to consider:



Google Ads
The Google search network is one of the most targeted ways of advertising on the web.


You will have the ability to only target people that are actively searching for your product or service. As with any form of PPC advertising you will only have to pay when someone actually clicks on your ad.


Google Ads is the perfect platform to test different keywords, ads, landing pages etc. When setting up the right way you’ll be able to optimise your campaigns significantly based on the data and get more bang for your buck.


Facebook & Instagram Ads
If you have a very specific audience that you target, you might want to consider running ads on social media.


Facebook & Instagram give the opportunity to set up very specific audience lists based on demographics, interests and much more.


Social media advertising for startups.

For startups that are launching a product in a relatively unknown market this might be a good option, as the Google search network might not be able to give you much relevant traffic.


Google Display Network (Remarketing)


The Google Display Network (GDN) contains millions of website all over the world. You’re able to show ads to your target audience when they’re browsing around the web.


When you get started I wouldn’t recommend starting with generic display advertising. There are a lot of ways to target your ads, and finding the one that works for you requires a lot of testing, which means it could cost you a lot of money. However, you can use the GDN for remarketing ads.


With remarketing you’re advertising for people that already visited your site. As they’re already familiar with your brand they’re more likely to click your ad and convert. Your CAC (cost of acquiring a customer) will be significantly lower compared to generic display.


4. Partnerships


As a startup, you might want to start building partnerships to grow your business.


Although partnerships are sometimes hard to get off the ground (and require a lot of time investment), they might turn in your most profitable channel.


A partnership is often based on a commision, meaning that there’s a low risk from your end. If a partner is unable to get your sales or leads, you simply don’t have to pay them.

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Growth Marketing
On Friday 30 November and Saturday 1 December 2018 Vazooky Digital was present at StartCon 2018.
StartCon is Australia’s largest startup and growth conference.

The 2-day conference featured world-famous speakers for some of the largest companies in the world, 600+ startups, startup pitches, hackathons and startup awards.

Now, it’s impossible to see all the speakers during these 2 days. However, from the speakers I did see, there were a few that stand out.


Krista Seiden – Measurement for Growth: The AAA Growth Framework


Krista Seiden is an Analytics Advocate for Google.


In her talk, she dug further into the possibilities of Google Analytics and Google Tag Manager with examples from personal experiences. She showed how tracking can help you to accelerate the growth of your company.


Setting up additional tracking can also help you to identify budget. Even when you think you don’t need it at first.


Obviously, this is a topic that is close to our heart, as data is the core of what we do.

Krista gave a similar chat on OMR 2018, which you can see here:

 


Jay Samit – Exponentials Disrupted: Strategies for Billion Dollar Success in the Era of Endless Innovation


Jay Samit is the bestselling author of Disrupt You!.


He went through how quickly innovation is progressing in our era and how you can benefit from this and grow your business.


Our favourite phrase? Data beats opinions.

Here’s a TedX Talk of Jay Samit to give you an impression: 


Craig Blair – A billion dollars was invested into startup Aus in 2018 – which companies got funded and why?


Craig Blair is a co-founder and managing partner of Airtree Ventures, an Australian venture capital firm.


At the end of day one, he gave an overview of the funding landscape in Australia in 2018.


Overall there are more dollars invested in 2018, which is good news for startup founders. However, a larger portion is going to Series A and B funding.


Seed funding is getting a smaller portion and this a trend that seems to continue. Investors seem to be investing in more mature companies than before.



Holy Chen – Paying for Growth: when should you use it and how?


Holy Chen is the Head of Digital at Slack.


She gave a talk about the many strategies one can use to drive growth. See dug in deeper in which marketing channels you should use, when you should start using them and with which tactics.


Again, just like Krista’s chat, this is a topic that is close to our heart.


April Dunford – Positioning for Startups: How to make complex products obviously awesome!


April Dunford is the founder of Rocket Launch Marketing. She is a consultant, entrepreneur, board member, angel investor and advisor.


She gave one of the most honest and funniest talks on StartCon 2018. With personal examples, she talked about how you can slightly tweak your products to make them awesome for your potential customers.


These tactics have helped her to build and grow several startups in the past.

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Google Ads, Growth Marketing
When talking about search volume, Google has the majority of the vote.

Within Australia roughly 94% of 2016’s online searches were done using the search engine giant. Microsoft’s Bing Ads follows with just over 4%.

For search advertisers Bing Ads might give you that extra volume to boost your conversions. However, using another advertising platform also doubles the time and effort of setting up and managing your campaigns.

Therefore, is it worth going the extra mile to get started with Bing Ads?

Image that shows going the extra mile for Bing Ads.

Bing Ads, how it works


For who is familiar with Google Ads, Bing Ads works pretty much the same.

You can set up an account for free and gain access to their platform instantly. Once you’re logged in to the interface you’ll notice that the account structure is similar as well.

The main thing to remember is that Bing Ads uses its own conversion tracking. There’s no way to import goals or data straight from Google Analytics.

So before launching any campaigns, you will need to add the Bing UET tag to your site.


Comparing Bing Ads with Google Ads


Bing won’t be able to give you the same volume as Google Ads.

However, in the past, I have been running successful ads on Bing for several advertisers. Due to the low market share, it’s obvious that the amount of times your ads are being served is a lot lower on Bing.

As there are fewer advertisers using Bing Ads the average cost per click tends to be lower than Google Ads.

Here’s per country a benchmark of what you can expect from Bing Ads compared to Google Ads:

  • Australia: -92% fewer impressions than AdWords. Average CPC is 41% lower.

  • United Kingdom: -87% fewer impressions. -27% lower average CPC.

  • United States: -43% fewer impressions. -16% lower average CPC.


Is it worth it to use Bing Ads?


This really depends on the type of advertiser that you are.

For large advertisers that are targeting worldwide, this is a no-brainer. Yes, you should be advertising on Bing.

Especially in the United States Bing has a decent market share and can offer you more search volume. Combined with the lower average cost per click you’re likely to get conversions for a lower cost as when using Google AdWords.

For regional advertisers within Australia, I would hold off on this, depending on the knowledge you have in-house. Unless you reached your limits with Google AdWords already, there’s no point in managing another search advertising platform.

Because of the low market share of Bing Ads in Australia, the number of clicks and conversions you’d be able to get remains low.

Need help improving your campaigns? As a boutique Bing & Google Ads agency we can def help you out, get in touch today.

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