2016 has brought a new year of change. Like every year, some marketing strategies become less effective and some more effective. As a startup, you need to pay especially close attention to what's current so you can get the most for your marketing budget.

You already know that you have to setup social media accounts and such, but this guide is going to go into some of the ways you may not have considered.

Make a Video

Everyone knows that video production is effective for business, but many startups dismiss the idea because they believe it's expensive. The truth is that it's nowhere near as expensive as you think. A simple slideshow with a narrator will cost you no more than a hundred dollars to purchase the software and learn how to use it.

Yet video marketing growth can pay dividends. Studies have shown that it's one of the most effective marketing tactics around.

Focus on the Individuals

Whenever someone mentions marketing they automatically think of trying to attract the masses. But according to Len Davis, CEO of Chicago advertising agency, PUREi, "There's so much more to marketing than just trying to attract the masses. Marketing to the people who already know you can be just as effective. When you think about it, 80% of your revenue will come from just 20% of your customers."

Your most loyal customers will make up the bulk of your business. Direct your marketing campaign to those who have already bought from you through your email list and through staying in touch in order to turn them from buyers into brand ambassadors.

Think about Your Online Reputation

The online reputation industry is huge. The power of word of mouth marketing can't be underestimated. The reality is that people have the power to bring down your business through a slew of bad reviews, whether they are justified or not. If you allow them to do this, you are going to find yourself struggling for purchases.

Online reputation from day one of your business is the answer. It's about setting up Google Alerts for your company name and monitoring every mention of your brand. Not only is your aim to bury the bad apples with a cascade of positive reviews, your aim is to find out what people dislike the most about your business.

By keeping your finger on the pulse of public opinion, you can change your business to ensure that you are not sabotaging your formal marketing campaigns.

Don't Disregard Offline Marketing

The online world may be the key to success these days, but that doesn't mean you should completely disregard the idea of offline marketing. Handing out business cards and generating leads at local networking events can be beneficial.

For a startup, building your local presence can be a highly rewarding way of landing your first few customers. Digital marketing should still be your priority, but a smidgen of offline marketing can make all the difference.

Content Marketing the Right Way

You likely already know that content marketing will make up the bulk of your online marketing efforts. On the other hand, blindly posting blogs isn't good enough. Content has changed in 2016 as Google makes a move towards rich content. Current studies say that around 30% of all Google search results are made up of rich content.
These content pieces are longer than the average blog and they answer specific customer queries and issues. If your target audience types in a long tail query, a rich piece of content will appear.

Eventually, Google wants this to be the norm for its search results, so it makes sense to start adapting to it now.

Conclusion--Should You Be Bootstrapping?

Bootstrapping with a startup is the reality for many businesses that have just got off the ground. Although it would be ideal to have a significant instillation of investment, this isn't always possible.

Just because you are struggling with money in the short-term doesn't mean that you can't become a success. There are many companies that have become success stories, even while bootstrapping. It's what you do with the resources you have, rather than the amount of resources you have overall.

How will you market your startup in 2016?