Digital Marketing for Startups

4 marketing trends that are actually worth paying attention to in 2025: (Because not every ‘trend’ deserves a place in your strategy.) 1/ Quiz Funnels We’re seeing smart brands drive stupid amounts of leads through sharing targeted quizzes with their prospects. And it’s a no brainer. Your prospects answers 5-10 questions → Then gets a personalised outcome. While you get: - A prospect who’s shown interest - Data on that prospect - A built-in lead qualifier These are also much easier to create than you may think. ——— 2/ Employee-Led Content Marketing B2C companies are spending millions on UGC creators to create content for them, because they understand that people want to hear from people. The B2B world hasn’t caught on yet, but the way to solve this is to utilise your team. - Pick 2-3 key staff members. - Try to pick different personalities. - Post 70% of your content from them. We avg. 60,000 views/month per employee brand. That’s not personal branding. It’s strategic distribution. ——— 3. Campaign-Based Marketing Most marketing teams are stuck in content maintenance. They publish consistently, but never move the needle. The marketing teams that are winning are the ones focused on campaigns and not stuck in this “Cycle Trap”. Here’s how you do it: - Weekly content campaigns: Focused on brand awareness - Monthly lead magnets: Capture interested prospects - Quarterly flagships: Large launches that drive pipeline Content alone just creates awareness. It’s the campaigns that create demand. ——— 4/ Video Content (Built for LinkedIn) LinkedIn is the single most underrated marketing channel right now. Many overlook it as a recruitment platform, others get carried away thinking it’s full of “Creators”. Both camps forget that it’s where 99% of B2B buyers hang out. That’s why (at a minimum) all B2B companies should be creating video content that: A) The key people behind their business B) How they actually operate day-to-day C) What truly makes them different in their space Very quickly people will start talking about your business more. ——— This is still barely scraping the surface of what’s working, but if you actioned on any of these 4 trends I think they’d have a massive impact. I didn’t include any AI trends in this, maybe I do another one of these around AI? Let me know if I should. P.S. Follow me for B2B marketing Niall Ratcliffe

Businesses have to start acting like media companies. As fewer companies win solely on better technology (thx to AI, access to tech, competition), more companies will try to differentiate via better marketing. More competition for better marketing will accelerate trends we're already seeing: - Decreased efficacy of SEO - Increased cost to acquire paid customers - More founders going direct to audience - More events. More podcasts. More youtube channels. More newsletters. More blog posts. More everything. That means there will be more desire to own an audience through original content. There will be two things that separate the content winners from the losers: better ideas & better creative. For every Liquid Death there will be a commoditized, poorly marketed CPG brand. For every HubSpot there will be a commoditized, venture-backed martech zombie. This is why I launched storyarb in the first place & why so many companies trust us to crush their content. I believe more companies, CMOs, and marketing orgs are going to realize the post-ZIRP, post-COVID playbook must look different. But many won't feel equipped to create exceptional content that actually earns an audience (and eventually, customers). 1) Sterile, SEO-optimized articles will be replaced by authentic, high-specificity, data rich essays - See Jason Fried, Tyler Denk 🐝, Hampton 2) Self-serving, sales-driven company newsletters will be replaced by value-first, newsletters-as-a-product - See Morning Brew, Lenny Rachitsky, CB Insights 3) Lifeless company social that doubles as customer service for pissed off customers will be replaced by voicey accounts with a strong POV run by a 23-year old digital native - See The Wendy's Company, Duolingo, Mid-Day Squares The list goes on. Content is moving from forgotten stepchild to favorite kid in a company's marketing department... so unless you're a truly generational technology business (read: Anduril Industries, Tesla, NVIDIA), better marketing is your best chance at sustained success.

People Google everything. Including you. Before meetings, interviews, or even dates, your online presence is scrutinized. It's not just about looking good online, it's about strategically positioning yourself as an authority in your field. Here's how to make your PERSONAL BRAND stand out: 1. Create content that showcases your expertise • Write articles or blog posts on industry trends • Share insights from your professional experiences • Showcase unique stories from your personal client experiences. 2. Use SEO to ensure your content ranks • Research relevant keywords in your industry • Optimize your LinkedIn profile with these keywords • Include them naturally in your content titles and descriptions 3. Build a network that amplifies your voice • Engage meaningfully with others' content • Collaborate on projects or co-create content • Participate in relevant LinkedIn groups and discussions 4. Consistency is key • Maintain a regular posting schedule • Ensure your messaging aligns across all platforms • Keep your visual branding cohesive (profile picture, banner, etc.) 5. Showcase your achievements • Update your profile with recent accomplishments • Share case studies or success stories • Request and display recommendations from colleagues These strategies can transform your digital footprint from a mere online presence into a powerful personal brand. It opens doors to new opportunities, builds credibility, and creates a lasting impression in the minds of potential employers, clients, or partners. What steps are you taking to enhance your online presence? P.S. Need help with your personal brand? Send me a DM. #PersonalBranding #ProfessionalDevelopment #OnlinePresence #LinkedInTips

She was visible in the room but invisible online. A client said to me recently, “In person, people know who I am and what I bring. But online? You’d never know it.” And she was right. In person it was clear she had decades of credibility. She was the person people turned to when decisions needed to be made, things needed to get done, problems solved, or trust established. Her peers knew it. Her clients knew it. Her team knew it. But when someone Googled her, her LinkedIn profile came up, and the message simply didn’t match. 📉 A profile that undersold her expertise. 📉 Inconsistent or non-existent activity. 📉 A digital first impression that didn’t reflect the reputation she’d earned. And here is the challenge with this - people don’t separate offline from online anymore. ✨ The client meeting you tomorrow has already looked you up today. ✨ The board member you’re pitching to has already scanned your profile. ✨ The graduate considering your firm has already checked your team’s presence. ✨ The investor you’re meeting next week has already searched your name. ✨ The client referral you haven’t even met yet has already formed an impression. If your online presence doesn’t reflect your offline reputation, it creates disconnect before you even enter the room. “Are they really the expert?” “If their business is as strong as they say, why can’t I see it here?” You’ve worked too hard to be invisible. The good news? You don’t need constant posting or flashy campaigns to close that gap. What you need are the right foundations: ✔️ A profile that communicates value, not just a job title. ✔️ Consistent, purposeful activity that mirrors how you show up in person. ✔️ A digital presence that builds trust before the first handshake. Because your reputation shouldn’t depend on which version of you people happens to find first. Make sure the person people meet online is the same one they already trust in the room.

Startup go-to-market goes through 3 major phases. Failure to recognize which phase you’re in will cause pain, frustration — and often, failure. 🔴 Phase 1 — Market Experimentation This phase is all about learning. But it’s not “research.” The fastest way to find a viable market is by selling. The keys to this phase are speed and volume — you’re trying to get in front of as many potential customers as you can. You’ll start with your network, but should also be creating content, cold DMing prospects, attending meetups, etc. The goal isn’t to hit $1M ARR. It’s to figure out who cares most about the problem you’re solving. Once you know that, you can focus your efforts. 💢 A word of caution: This phase is messy. You’ll face rejection. A lot. But keep going and remember, this is temporary. You’ll know you’re ready for the next phase when you have a gut feeling that you could sell a lot of your product to a specific market. 🔵 Phase 2 — Beachhead Growth This phase is about building systems. The name of the game here is “repeatability.” 👉 To create effective systems, you MUST narrow your focus. You need to solve one use case for one specific group of people. This focus is your competitive advantage for breaking into the market. Without it, you’ll feel like you’re boiling the ocean, and your GTM efforts won’t be effective. Tactically, this phase is about setting up the “plumbing” for how prospects find, evaluate, buy, and use your product. This often involves: • Building marketing and sales assets (homepages, sales decks, email campaigns, etc.) • Developing top-of-funnel content (blogs, social posts, webinars) • Setting up tools to track leads and prospects (CRM) • Creating onboarding materials The goal? Dominate this segment. This should get you to at least $1M ARR. 🟢 Phase 3 — Expansion Growth By this point, you should have a repeatable GTM program that’s generating revenue and earning you some name recognition as a rising player. Now, it’s time to reinvest that revenue and grow. You have 2 main options to consider: • Enter adjacent markets with the same use case (horizontal) • Solve new use cases for your current market (vertical) Which route you take depends on the type of business you want to build, who you want to serve, and your market’s appetite. 💢 But don’t make the classic mistake of going after multiple markets all at once. Expansion is like restarting phase 2—new segments require new systems. The smartest move? Take it one segment at a time. (Sequencing) ——— Remember: Building GTM programs is just like building a product. Mindset is key. There’s a time for learning. There’s a time for building something small (but viable). And there’s a time to scale. Know what phase you’re in, and you’ll have a much smoother time growing your startup. #startups #gotomarketstrategy #growth

Entering a market isn’t guesswork. It’s math. And the equation is simpler than you think. When a new player shows up, incumbents move fast: → Drop prices until rivals run out of cash → Lock up distributors and suppliers → Flood the market with brand spend → Sign long contracts with penalties → Lobby regulators to raise barriers That’s 5 of 10 ways big companies protect their turf. For new entrants, fighting head-to-head rarely works. The smarter play is partnership. Instead of burning years and millions, you can borrow scale, credibility, and access. Here are 5 proven ways to do it: Co-distribution ⤷ Partner with a non-competitor who already sells to your target customers ⤷ You get reach without building your own network. Joint innovation ⤷ Collaborate with an incumbent to launch a new product ⤷ You share costs and inherit their credibility White-label supply ⤷ Sell your product under an incumbent’s brand ⤷ You scale quietly, while learning how the market really works Adjacent alliances ⤷ Enter through a related industry ⤷ Bypass the strongest defences Anchor partnership ⤷ Land one marquee partner ⤷ Their endorsement signals trust and opens doors The question is: how do you know if you have a real chance? Use the Entry Equation. Success Score = (Distribution × Incentive × Differentiation) ÷ (Switching + Regulatory + Capital) Score each factor 1–5 (5=Excellent): • Distribution Access • Incumbent Incentive • Differentiation • Switching Costs • Regulatory Barriers • Capital Intensity Interpretation: 0–5 = Low viability 6–10 = Conditional entry 11–15 = Strong entry Need an example? An EV battery startup partners with a Tier-1 auto supplier. Here's the assessment: • Distribution = 4 • Incentive = 5 • Differentiation = 5 • Switching = 3 • Regulatory = 4 • Capital = 3 Score = (4×5×5) ÷ (3+4+3) = 10 Interpretation → Conditional entry The path forward: reduce regulatory drag or switching pain This is how experienced CEOs think about market entry. Not just, “Can we compete?” But, “Who can we partner with to get through the defences?” Remember: Go-to-market partnerships aren’t a growth lever for new entrants. They’re the only way in. --------------------------- Was this helpful? Get cheatsheets like this each Wednesday. Subscribe to my free newsletter: https://philhsc.com ♻️ Repost this to help a founder or CEO assessing a new market ➕ Follow me, Phil Hayes-St Clair for more like this

Curious about how I’ve been leveraging the latest digital marketing changes to drive success for my clients?👇 As we move into 2024, I see the digital marketing landscape undergoing significant transformations. Here are some key trends that businesses need to watch out for: 1. AI-Enabled Chatbots: Having AI-enabled chatbots on websites is revolutionizing customer service. Many American companies, such as H&M and Bank of America, leverage AI like ChatGPT to provide users with a seamless experience. I recently implemented ChatGPT-based chatbots for one of my clients, resulting in a significant improvement in customer satisfaction and conversion rates by offering instant, personalized responses around the clock. 2. Voice Search Optimization: With the rise of smart speakers, optimizing for voice search is paramount. By focusing on natural language processing and long-tail keywords, I helped an e-commerce client optimize for voice search, leading to a substantial increase in voice search-driven traffic. For example, Domino's Pizza saw a 5% increase in orders through voice search optimization. 3. Personalized Marketing Strategies: Today’s consumers demand bespoke experiences. I always use data-driven insights to craft highly targeted campaigns. For instance, analyzing customer behavior for a B2B client allowed me to develop a personalized email marketing strategy that resulted in a marked increase in engagement and lead generation. Amazon's recommendation engine, which uses personalized marketing, accounts for 35% of its sales. 4. CGI Integration: CGI is becoming increasingly important in digital marketing. I have catered to numerous clients seeking high-quality CGI for their campaigns. By leveraging cutting-edge CGI technology, I help brands create visually stunning and immersive ads that captivate their audience. Companies like Audi and BMW have seen significant engagement increases by incorporating CGI in their marketing. 5. Social Commerce: Social media platforms are evolving into comprehensive shopping destinations. Features like Instagram Shops and Facebook Marketplace are pivotal in driving sales. I assisted one of my clients in setting up and optimizing their Instagram Shop, resulting in a significant increase in social media-driven sales and customer engagement. Brands like Nike and Zara have successfully utilized social commerce to boost their online sales. #DigitalMarketingTrends #MarketingInnovation #BusinessGrowth

Most companies suck at launching products. They’re like Alice in Wonderland — chasing shiny objects and getting lost along the way. Here’s the 11-step process we perfected after 25 years of product launches (in a collaboration with Jason Oakley): 1. Competitive Research The key to great strategy is to look externally. Take notes on competitor's features and how they grow. Build a database so you can counter-position appropriately. 2. Segmentation A launch aimed at “everyone” will miss everyone. Instead, build a laser-focused Ideal Customer Profile (ICP). Follow this chain of thought: What are they craving? → What frustrates them daily? → What job are they trying to accomplish? 3. Pricing & Packaging Even the smallest feature can have a ripple effect on your pricing and packaging. Don’t wait until launch week to figure this out. Before launching, assess things like: Will this be a paid feature or free? Who will get access? What’s the plan for feature gating? 4. Positioning Now it’s time to craft a message that resonates. Speak to their deeper desires, not just their immediate problems. Communicate the outcome your product delivers and why you’re different from the rest. 5. Assemble Your Launch Team You can’t do it alone, and you shouldn’t. A successful launch involves stakeholders across the company. Use the RACI framework to assign clear roles. 6. Clear Objectives Too many teams dive into a launch without defined goals. And that’s why they miss the mark. Set clear objectives and key results. 7. Distribution Channels Many teams fall into the trap of trying to be everywhere; LinkedIn, email, ads, you name it. Reality check: Most startups only have 1-2 effective distribution channels. Find yours and double down on it. 8. Launch Milestones Planning your entire launch around individual tasks will overwhelm you. Instead, focus on major milestones and build a work-back plan. Some key milestones to include: Early access launch → Customer launch → Kickoff meeting. 9. Bill of Materials Your Bill of Materials is the content engine of your launch. Focus on: → Writing the message they want to hear → Designing visuals that captivate and appeal to them → Creating email sequences tailored to every user flow 10. Sales & Customer Success Teams Too many launches fail because these teams are looped in at the last minute. Enable them early with a messaging deck, internal FAQs, and demo materials... And they’ll become powerful advocates for your product. 11. Launch Day Make sure everything is launched smoothly and on time. If you achieve early wins, be the first to celebrate them and rally the team. And don’t forget to keep pushing the momentum forward. There's much more in the deep dive: https://lnkd.in/eB7s6umA If you don't plan your launches, even the best products will fail.

Most businesses are marketing like it’s 2015. The problem? It’s 2025. Marketing today moves fast, and if you’re not adapting, you’re falling behind. After working with startups, SMEs, and global brands at 2Stallions Digital Marketing Agency, here’s what I see shaping digital marketing in 2025: The Biggest Shifts Happening Right Now: 1️⃣ AI isn’t replacing marketers, but it’s replacing old strategies. If you’re not using AI-powered tools for content, automation, or ad targeting—you’re already behind. 2️⃣ SEO is no longer just about keywords. Google’s search results are changing with AI-powered summaries. Brands need to focus on authority, expertise, and real insights—not just ranking for a keyword. 3️⃣ Paid ads are getting more expensive—but more effective for those who adapt. With rising costs, brands that invest in first-party data, better audience segmentation, and creative automation will win. 4️⃣ Short-form video still dominates—but engagement matters more than views. High-retention, value-driven content will outperform flashy viral trends. 5️⃣ Brand trust = The biggest growth lever. Consumers are skeptical. They trust real people, experiences, and social proof more than traditional ads. If you’re not investing in storytelling, UGC, and authenticity—you’ll struggle. 👉 Which of these trends do you think will have the biggest impact in 2025? #DigitalMarketing #MarketingTrends #AI #SEO #Growth

Almost every startup founder I mentor asks the same question: How do we make influencer marketing actually work? It’s an evolving space, full of buzzwords, constant algorithm shifts, and formats that become stale overnight. Here’s my quick checklist from what’s worked across the brands I’ve led and the startups I’ve advised: 1) Start with the “why.” Are you using influencers to build brand awareness and relevance (long term objectives), amplify a campaign, or drive sales (short term objectives)? Your objective dictates everything from investment levels to creator selection, content strategy, to paid media amplification. 2) Measure what matters. Define which metrics should move as a result of influencer activity. For awareness, track site visits or a surge in brand searches; for relevance, focus on engagement and shift in sentiment; and for sales, look at add to cart or conversions. Brand lift studies are a good start, but don’t stop there. Build a full measurement framework. 3) Build social intelligence to fuel your creator strategy. Don’t just track brand mentions or sentiment on social. Analyze trending conversations, buzzwords, and creator themes. The Vaseline Verified campaign that won a Grand Prix this year is a great example of using social intelligence to spark creative ideas. 4) Avoid format fatigue with social fresh storytelling. GRWM (Get Ready With Me) videos owned beauty last year but quickly flatlined as more brands copied them. Experiment with episodic storytelling in social first series instead. Gen Z and Gen Alpha follow creators like they follow shows. Multiple exposures in the same content series with a loyal fan base earn brand recognition quicker than stand alone creator videos. 5) Go broad, not just big. Many nano and micro creators across different niches often outperform a few big names. Diversity drives discovery. 6) Frequency compounds. Working with the same creator across multiple drops builds trust faster than one off shoutouts. 7) Let creators lead. Campaigns that start from creators, not with them, scale better and feel more authentic. #ShotOniPhone is a great example, always fresh, always creator led. 8) 9) 10) Leaving the last three open, what would you add to this checklist?