Advancements in technology during the 21st century have revolutionised how businesses in Australia market their goods or services.
Regardless of whether the company is a start-up or established, it is imperative for the people running the firm to implement a structured marketing strategy.
That point is particularly pertinent where start-ups are concerned, as gaining a foothold in any industry is generally an extremely difficult task.
With that in mind, we take a look at four key marketing strategies Australian start-ups can use to boost their chances of making a success of their new enterprise.
Social Media & Content Marketing
Social media marketing and content marketing work best when combined with each other, providing start-ups with a powerful way to engage with potential and existing customers.
All businesses should build a vibrant social media presence, as platforms such as Facebook, X and Instagram are generally the first place consumers turn to when searching for goods or services.
However, it is worth noting that spreading your resources too thinly on social can be counter-productive. It is better to manage one platform really well, than three or four badly.
Incorporating content marketing into this strategy not only helps to keep a company’s social feeds active, but also drives traffic to its website.
The ultimate aim of social and content marketing is to build authority, improve brand recognition, engage with customers and generate sales.
The ethos of ‘everyone loves free stuff’ undoubtedly rings true, and can be a hugely successful marketing tactic if utilised in a structured manner.
For instance, many new online sportsbook operators in Australia have successfully leveraged promotional marketing to help build and retain their customer database.
Using betting sites bonuses to reward people for opening a new wagering account is a simple way to entice people into becoming long-term customers.
Matched deposits, no deposit bonuses and free bets are among a plethora of ways start-up companies can make their mark in this hugely competitive sector.
Promotional offers for existing customers are also an important marketing tool as a business progresses, as these play a key role in keeping retention rates at a sustainable level.
Search Engine Optimisation
While most start-up businesses invest in a new website when they first launch the company, many make the mistake of overlooking the importance of search engine optimisation (SEO).
Unless you have an in-depth knowledge of how SEO works, it is imperative to plough extra resources into engaging the services of an individual or company who specialise in this.
The extra financial outlay may seem excessive, but will undoubtedly pay dividends when it comes to getting your business noticed on Google and other search engine platforms.
Pay-per-click (PPC) marketing through services such as Google Ads should also form an integral part of your start-up’s SEO strategy.
Relevant keywords and high-quality landing pages on your website will also play a major role in ensuring your PPC marketing campaigns deliver the desired results.
Influencer & Affiliate Marketing
For start-ups aiming to target the Generation Z demographic, influencer and affiliate marketing should be high up the list of business growth strategies used.
Research has shown that many younger consumers do not respond to traditional marketing practices, but are more engaged when the messages are delivered by influencers.
The key to successfully implement influencer marketing is to work with someone who knows your goods and services inside out and is completely trustworthy.
Affiliate marketing has its roots in influencer marketing, but appeals to a much broader ranger of consumers than the latter concept.
It is also a little more subtle and arguably much less intrusive, as it provides consumers with added value to the content they are already engaged with.