Balancing digital dominance with traditional marketing: a startup's journey to €13M ARR

The journey of scaling a startup can be a challenging yet rewarding endeavor. In this article we reflect back to my Freska experience taking the company from €700K to €13M in revenue. The key takeaways from the marketing journey highlight the synergy between digital and traditional marketing platforms, emphasizing the importance of diversifying your marketing strategy for maximum impact.

The platforms that made a difference

1. Google: our efficiency champion
In the vast world of digital marketing, Google consistently proved itself as our knight in shining armor. Whether it was targeted ads, keyword research, or search engine optimization, Google's tools and platforms always delivered high efficiency. Especially in the home cleaning industry, people google for the services mainly to order it from somewhere.

2. Facebook: best of scalability
With its vast user base and sophisticated ad targeting, Facebook emerged as our go-to for reaching wider audiences and scaling our offerings. The platform's capabilities to fine-tune and optimize ads proved invaluable in our growth journey. Today? I would probably choose TikTok over Facebook.

3. Door-to-Door Sales: discovering the undiscovered
Surprisingly, in an age dominated by pixels and data packets, the traditional approach of door-to-door sales played a pivotal role. It not only allowed us to establish genuine connections but also helped us tap into audiences we didn't even know existed.

The underestimated power of traditional marketing

It's easy to be swept away by the allure of digital marketing in today's age. Yet, the sheer power and potential of traditional marketing avenues should never be underestimated. Depending on your target audience and product, the old school might just be your goldmine.

• Television commercials: A well-made commercial can create a lasting impression and catapult your brand into the limelight.
• Radio spots: A captivating jingle or a memorable spot can remain etched in listeners' minds, driving brand recall and engagement.
• Print ads: The tactile experience of a newspaper or magazine ad can sometimes communicate far more than a fleeting digital ad.

Yes, these avenues might demand a heftier investment compared to their digital counterparts, but their potential reach and impact can be absolutely unparalleled.

Crafting a traditional marketing plan

1. A month of tradition: Dedicate an entire month each year focusing solely on traditional marketing efforts. This deep dive will give you clarity and perspective.

2. Locale scouting: Keep an eye out in your local region for the most lucrative and effective ad deals.

3. The negotiation game: Mastering the art of negotiation is key. Always aim for those prime slots and look out for bulk ad deals that give you more bang for your buck.

4. Engage and enthrall: To truly connect with your local audience, use testimonials from locals and offer attractive incentives. This personal touch can make all the difference.