Digital Marketing expert and friend of Ignition, James Schad from We Grow Startups, shared his wealth of knowledge on digital marketing for start-ups.
Read the top 5 principles from his webinar session below:
Prioritise New Customer Acquisition
Acquiring new customers is crucial for growth. Use owned channels like email or organic social to reach existing customers, and exclude them from paid digital campaigns. Exceptions include targeted ads for non-openers or lapsed users.
Target Broad Audiences
Avoid overly niche targeting, which can increase costs and limit the data available to ad platforms. Broad targeting allows algorithms to optimise based on user actions, often achieving better results. Only exclude those you definitely don’t want to reach.
Optimise for Valuable Actions
Focus on actions that reflect customer intent, such as purchases or demo bookings, rather than simple clicks or engagement. This approach aligns marketing efforts with measurable outcomes.
Leverage Data for Performance
Paid platforms thrive on data, requiring 5–10 conversions per campaign daily to optimise effectively. If data is insufficient, adjust to track more frequent valuable actions or allocate higher budgets to fewer campaigns.
Test and Iterate on Creatives
Creative content significantly impacts ad performance, with videos often outperforming static images and text. Test multiple creatives (3–5 per campaign) and refine based on performance metrics, using subtitles for accessibility.
About Ignition Law’s Commercial Conversations series
Ignition law’s Commercial Conversations webinar series combines honest, no-fluff discussions with the power of our extensive network of experts, entrepreneurs, and industry leaders. Whether your scaling questions are legal or extend into areas like strategy, branding, or operations, we’ll connect you with the right people to help.
Our network is vast, and our commitment is simple: if we don’t have the answer, we’ll introduce you to someone who does. Designed for decision-makers ready to think bigger and act smarter, this free programme delivers insights, strategies, and connections to support every step and element of your growth journey.
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Related pages:
- Advertising & Marketing Regulations – some of the key legal considerations.
- Interview with eCommerce SEO Agency: NOVOS – part of our Igniting the Spark series.
- What achieving B Corp status means to us here at Ignition Law.
