Startups aren't the only companies starting from scratch in the world of online marketing. Many companies are starting over as they update their branding, adjust to mergers and acquisitions or seek to modernize their Web and social media presence. The question is always, how to begin this process and what's the scope of the project to rapidly develop a successful brand online? Here are a few tips CMOs should consider as they begin the planning process.
It's true, the clock is ticking. Your competition is already out there and probably has a substantial lead in brand awareness, Web traffic and lead generation. How can you close the gap quickly and start to capture market share? How do you balance this sense of urgency with the desire to make a great first impression and develop a loyal following? Here are a few ideas:
You're fighting for the attention of potential buyers, people who have already been reached by your competitors and aren't necessarily looking for new options. By definition, you are a disruptive force in the marketplace, but that won't win you new customers by itself. You must strike the right balance between intrusiveness and thought leadership to attract visitors and stimulate repeat visits and lead conversions. Consider a mixed strategy of inbound and outbound tactics such as:
You can't easily start from 0 and get to 60 in a hurry online. There are too many barriers to overcome, and you're fighting an uphill battle against oversaturation and complacency in the marketplace. The only way to beat the odds is to be all-in with budget, manpower and commitment to succeed sooner rather than later. You need to use every tool with proven traction in your industry and hit the ground running. A deliberate, tentative approach will not work well in today's ultra-fast-paced online environment. I know, it sounds severe, but the conservative approach to marketing is yesterday's strategy for startups and rebrands. If you want to be disruptive, you need to disrupt.
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