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What are your recommendations on Digital Marketing when starting a first company?

When you are starting building your first company and digital presence
what do you recommend regarding content generation and social media strategy.

I have seen several discussions about what is best:
  • Create your own content vs hire a company to do it. Usually inclined to create your own content.

My concern is about the time consumption, since starting a business requires lots of time in many different areas:
  • Customer Research
  • Product/Services Development
  • Meetings & Networking
  • Digital Marketing

and so on.


How do a 2-3 person team successfully create high quality content if they all have a full time job.

I understand a marketing plan should be created one year in advance, but (correct me if I'm wrong),
the articles/post or any content shared should be created close to the date when it is going to be published,
since content created one year ago could be obsolete today

17 Replies

Jenn Marie
3
0
Jenn Marie Advisor
Freelance Evangelist & Coach, Content Marketing Specialist
Hello Eduardo,

I recently dealt with this question when starting my company Freelance America. Because it is entirely digital, I needed to engage a digital marketing strategy while also doing customer research, and product and services development. I am a solopreneur with the assistance of two freelancers that share my vision. It can be overwhelming, especially when I have another digital company to manage as well as regular freelance writing clients.

Having said that here is my suggestion:

Outsource it.

I'm not saying that to self-promote. I am saying that founder to founder... I am perfectly capable of writing all of the content for my company. I am an expert at that. However, I am also an expert at knowing when other people are good at something as well. I write some of my content -- but I also train other people to write the rest to my specifications. If I did not, I would not be able to launch a 2nd company while maintaining one and still freelancing.

I firmly believe that knowing how to leverage your resources is a huge difference between being a worker and being an entrepreneur.

Establish your brand voice, then find the perfect freelancer or agency to help with your content strategy. (Here's a great video on branding if you aren't familiar.) You can't and shouldn't try to do everything yourself.


Gary May
3
0
Gary May Advisor
Founder and President of Interactive Marketing and Consulting Services (IM@CS)
For starters, great perspective. While a standing content calendar or marketing strategy is good, in many of today's verticals content needs are more fluid. So keep in mind that you may have to go off plan, possibly regularly. We never plan more than quarterly for our clients (automotive).

Before the push of content, you may also want to ensure ALL of your SEO and social signals are in good order, so checking all of your local citations (are you rick-and-mortar?), links, creating landing pages, having a repository for content and other important facets are usually missed quite badly for startups.

You may want to have a partnership with an outside company/agency (as we are) versus all in-house. Many balanced approaches are most effective. It should also keep you abreast to important updates/changes in requirements, techniques and technology.

Wishing you success!

-Gary
Patrina Mack
0
0
Patrina Mack Advisor
Experts in global commercialization
It's not clear what your new business does but sometimes a digital strategy is not that relevant if you have a B2B business. It's more critical to get those early design partner wins to validate your solution which are often biz dev/direct sales types of activities. Having said that if you really understand how your customers or your channels/partners want to learn about you (become aware of you as a solution) and how you are differentiated in the market place you will also identify the best go to market strategy. Understanding the best strategy and the optimal budget is the preplanning work you need to do. The implementation of the plan can be more opportunistic as others have suggested to take advantage of what's happening in the marketplace. As long as you're clear about what your key sales messages for all the purchase influencers during the sales cycle you can easily outsource portions or all of your marketing to free you up for moving the business forward in other ways.
Clay Coomer
0
0
Clay Coomer Entrepreneur
Digital Analyst & Content Creator at Seven Corners, Inc.
I (literally) just wrote about this subject yesterday on LinkedIn Pulse. 3 Essential Elements for Implementing a Tactical Content Marketing Strategy: https://www.linkedin.com/pulse/3-essential-elements-implementing-tactical-content-marketing-coomer?trkSplashRedir=true&forceNoSplash=true Hope that helps! Clay Coomer c: [removed to protect privacy] http://goo.gl/Vjulf1 Sent from my iPhone (Please excuse typos and brevity)
Terry Cutler
0
0
Terry Cutler Entrepreneur
I help secure any size business from hackers and other cyber threats saving them thousands of dollars in legal fees
Hire a journalist to blog on your behalf *Book an online meeting with me at https://tcutler.youcanbook.me *Be sure to connect with me Http://www.terrycutler.com Http://www.InternetSafetyUniversity.com Http://Twitter.com/terrypcutler Http://www.facebook.com/CyologyLabs
Daniel Roger Smith
0
0
Daniel Roger Smith Entrepreneur
Founder jimmyCASE / jimmyBRANDS
Eduardo,

Great question. I am two years into B-2-C Kickstarter-funded startup, doing the initial photo/video/writing work myself. Once cash-flow started, we began to use photographers we found through Instagram, models we found through Craig's List and some writers we know. I found that doing the initial work on my own worked well. Instead of following a calendar, I broke down the social work into initiatives/chunks and executed them consistently, as time allowed.
Good luck. Reach out if I can answer any questions.
Our site.
http://thejimmycase.com/
https://www.instagram.com/thejimmycase/
Caroline Ostrander
0
0
Caroline Ostrander Entrepreneur
Inbound Marketing Specialist at HubSpot
Check out Hubspot for Startups - great program. *Schedule Time on my calendar here * *Caroline Ostrander* Inbound Marketing Expert, HubSpot p:857- 209-9450 Why is Hubspot the #1 Marketing Platform?
Marie Šnajderová
0
0
Marie Šnajderová Entrepreneur
Marketing
Hello Eduardo. It's always good to have professionaly written content. But you can do it yourself. There are few types of content: news, product description or content about an industry you are in. We are a small team and the product we have is a marketplace. But the market we target to is Antiques and collectibles. So, we regularly posting articles about different type of antiques, collectibles, history of art etc. If we have some new feature, we post it only when it is released. News we post also when we have it. You can plan in advance, write yourself or with somebody's help a range of articles and schedule to post it keep writing content for the future. How does it sound? 22:23, ??, 29.01.2016, Eduardo Fonseca :
Kasandra Clemente
1
0
Founder/Director, Circle One Visionary Multi-Media Center
Hi Eduardo, I'm in the same boat as you are--A business marketing start-up, even tho I've been developing my business plan for several years. I was recently recommended to a social media marketer. She and I had a recent one hour consult, which, even tho she got my ideas and purpose, I found that I already knew most of her advice. However, time constraints are what makes this person valuable. As you said in your comment, managing a business and personnel, plus daily tasks that come up, does not give me the time or freedom to focus on maintaining the marketing end of my business. So I am going to be raising money specifically to pay her fees, which are not cheap. I also suggested that she and I do a six month contract, that would delineate specifically what her services would be in exchange for her steep rates. I think it's wise to even do a three month contract, so I do not feel obligated or hemmed in, if she turns out to not be as effective as she claims. Hope this helps. All the best, Kasandra
Andy Catsimanes
0
0
Andy Catsimanes Entrepreneur
Owner, Principal Consultant at DayByDay Marketing
You might find this content creation guide handy...

http://daybydaymarketing.com/wp-content/downloads/e-book_Crazy-Busy-Marketers-Guide-to-Content-Creation-in-the-Real-World.pdf

Cheers,
Andy Catsimanes
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