Digital Marketing

Keywords are Key to Visibility


Joy Fairbanks provides a reminder on the importance of understanding and applying SEO in today’s online, digital world where algorithms decide what gets seen by whom. And while keywords play an integral role, SEO doesn’t stop there. 

Does SEO matter for an early stage company focusing on building social media connections first? 

It does.  Founders, how do you think you get visibility in the sea of social media posts?  The strategy that goes into social media optimization is at the core of search engine optimization (SEO).  SEO is the online viral result of everything you do online and offline to match your customer’s pain point to your solution.

I am a promoter of growth hacking.  That means that I advise startups on the ways to achieve maximum growth with the minimum required resources.  This growth hacking is part of an overall short-cycle, learning-based approach for companies validating product-market fit.

A digital marketing strategy begins by thinking of the ways to connect with the people you have targeted to serve.  In the early stages, you are making an extra effort to target customers whom you hope will best promote your product to go viral.  So how do you get these early customers to begin the journey to your solution?  You go to them.  You go to where your customers reside offline and online, and attract them with their own language.

What words do your customers use when beginning a search?  How do those customers want content?  Photos, videos, infographics, audio, podcasts?  Do your customers rely on user-generated content (UGC)?  Who do your customers go to for buying advice?  Your ability to figure out the content preferences and leverage the network of relationships offline and online will help bond you to your customers.  The result of doing this well raises your online presence in the ranks of SEO. 


Key points include:

  • Understanding your customer
  • SEO as an outcome of your strategy
  • The benefits of buzz


Read the full article, Should Startups Care About Search Engine Optimization (SEO)?, on LinkedIn.


The Future of Foodservice is Digital

December 25, 2020


Jim Klass shares a downloadable PDF that provides insight into the current disruption of the food industry with examples on how to use technology to improve cash flow and remove friction in the supply chain. 

Foodservice has changed…

A new Model is needed, one that creates value for all partners in the supply chain

Consumers will demand transparency, cleanliness and a frictionless digital experience

Operators must maximize each guest interaction their menu, and even their unit layout must change

Distributors can’t count on Sheltered Income and high-margin Exclusive Brands

Agencies will need to develop new types of offerings

Manufacturers must better understand consumer behavior and what is driving their away from home dining

Digital is the new currency


Key areas covered in this resource include:

  • IFMA projections
  • The overlooked divergence in operators
  • Why going digital is important


Access the full PDF,  The Future of Foodservice – Digital Collaboration to Help the Operator on the website.


Key Tips on Using Video in Your Marketing Strategy


Johannes Hoech shares a post on how to use video effectively in your digital marketing strategy.

Videos help businesses get 66% more qualified leads according to Renderforest. According to HubSpot, you may be able to increase conversion rates by over 80% if you add a video on your landing page. If you’re looking for an easy-to-execute approach to producing videos as part of your digital marketing strategy in 2020 and 2021, here are practical ideas that fit your startup’s budget.  

At MarqetU, we can help you develop engaging and authentic video content to attract, engage, and delight your prospects and customers. To get started with your video marketing strategy, start by developing a video content plan:

There are many types of video content that can be leveraged to attract and retain customers in different stages of the customer lifecycle. Some of the types of video formats that you can leverage for your B2B technology startup include:

Brand Videos: Showcase your products, services, your mission, and your vision in a brand video. You can use this video in the about section of your company’s LinkedIn page, as a pinned/introduction video on your YouTube channel, and on your website landing pages. We made this video recently for our website along similar lines.

How-to Videos: You can create how-to videos or how-to series to help your audience with education about topics that they need help with. For example, we recently developed a video about automating lead generation for our LinkedIn.


The article includes information about:

  • Choosing the right digital platform
  • Writing the script
  • Editing the video


Read the full post, The end-to-end DIY video cookbook, on the MarqetU website.