Internet Marketing Case

Customer acquisition is one of the most crucial and important early-stage element to consider when it comes to establishing a brand new start-up company. It is easy to waste a lot of money in the wrong channels, especially ones where you go toe-to-toe with the big guys and can easily be outspent.

In this competitive market, it is vital but difficult for any new start-up business to succeed and thrive. However, one of the method is to differentiate ourselves by executing our customer acquisition strategy in a different way. In other words, we aim to thrive by marketing smart; acquiring customers in a way that differentiates us from the crowd and aims to build an enthusiastic and extensive customer base.

In most cases, most start-up companies have relatively low cash flow. Therefore, one of the most effective tactic for acquiring new customers as a cash-poor start-up is utilizing the power of content marketing. Content marketing can be defined as a marketing technique that creates and shares valuable, informative and relevant content to attract and convert prospects into customers with the objective of driving profitable customer action. (Pulizzi & Barrett, 2009)

As a brand new start-up company, our first step is to attract and communicate with our customers and prospects without selling but with the intention of changing customer behaviour. Specifically we will be using inbound marketing channels like YouTube and SlideShare. Instead of pitching our products or services, our main focus will be to deliver information about our website so that our potential customers will be aware of our new existence in the industry. (Halligan & Shah, 2009). This is because we believe as this is an ongoing process of delivering valuable information to buyers, eventually they will reward us with their business and loyalty.

Search Engine Optimization (SEO) is the methodology of promoting and with the intention of increasing the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine. There are three major search engines companies in the world which includes Google, Yahoo and Bing. Basically SEO is simply a matter of making sure your site is accessible to search engine and it is structured in a way that search engines could understand so that it will improve the chances that the site will be found by search engines. (West, 2012)

Keyword research is one of the most important factor when it comes to promoting your brand/company via SEO. Sometimes it is so crucial that the ranking for the "right" keywords can make or break your website. The right keywords plays a huge part when it comes to getting the right kind of visitors to your site and with the right keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking. (Joshi & Motwani,