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How to promote your tech startup through digital marketing

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How to promote your tech startup through digital marketing

Over the last year I was involved in an exciting project with Innovate UK where I helped deliver half day training sessions (Growth workshops) where my role was simple: Explain how to grow a web fuelled business.

In its most simplistic terms, a web fuelled business is using the internet and mobile to grow. I learnt a lot about this when working in marketing for the social networking site MySpace in 2006 to 2009.

As a digital marketing trainer and consultant, I have worked with some amazing tech companies that unfortunately nobody has heard of, simply because they didn’t know how to market and promote their message. Working with Innovate UK, I saw this as one of the biggest challenges for the tech scene.

So, how do you stand out? How can you be the tech start up where your target audience has heard of you and want to use your product?

Proposition, traffic, action, nurture, sell

I love teaching in frameworks and a framework I used for the Growth Workshops was “The T.A.N Model”. This model consisted of five different steps, all needed if you wanted success online. They were:

  • Proposition
  • Traffic
  • Action
  • Nurture
  • Sell

TAN Model

You can find a full break down of this digital marketing strategy but right now I will explain possibly the two most important parts:

  1. How do I get the right people to my site (Traffic)
  2. How do I keep them interested (Nurture)


Do you have at least one of the following:

  • website
  • social media profile
  • blog posts
  • tweet
  • video
  • image
  • any type of content that can be uploaded to the internet?

If so, you are in the content business. You are a broadcaster or publisher by default. Because of this, you need to start acting like one. You are fighting for attention against everybody else who has uploaded something to the internet. The way you get traffic to your site is through the content you create.

The quickest way to start is with paid advertising

Now there are many ways to get people to your website and some of the best ones will be social media, search, and email marketing.

However, the quickest way, especially if you are at the start of your journey, is to pay via advertising.

As the social media platforms are becoming pay to play arenas, understanding social advertising is key.

Don’t let advertising put you off because there are many people who drive a lot of traffic via social ads because they know how to get people to take action (next section).

Remember people will only find your content through search, people sharing or by accident. So key questions you need to ask to get traffic are:

  • What keywords are people typing?
  • What relevant content are they sharing?
  • How is my content performing with the algorithm of the website it is on?


The reality is when you're ready to sell, people are not always ready to buy. One of the best ways to improve your relationship with people and to stay front of mind, is to build and nurture a community.

Every successful company has some form of database and it’s no different here. You need to have campaigns through the year but also you need to build relationships.

People need to know you, then like you, then trust you before any action will happen and conversations with your community is important.


Typically, B2B buyers are not ready to engage with sales until nearly 60% of the way through the buying process. (CEB Customer Purchase Research Survey)

You can keep a community through social media pages or groups and even your mailing list. I also created a guide where you can find some fantastic free marketing tools to help nurture and build relationships with your community.

So there you have it. 5 steps in growing a web fuelled business. I hope you found that useful and please feel free to leave a comment if you have any questions.

Follow me on Twitter: @andrew_davis

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  1. Comment by Matt posted on

    I'm quite interested in digital marketing for my business <a href="">MOD Locksmiths</a>. In this day and age of computers and instant communication, having a presence in the digital world is something that every business needs

  2. Comment by Andrew Davis posted on

    Hi Matt.

    Very true, digital marketing is becoming a key component to companies growth. In the article above, there is a link to some of the best free tools you can use to do this.