What Should You Do (And Not Do) When Launching a New Brand in Digital Marketing?

There’s Search Engine Optimisation — and now Generative Engine Optimisation.
There are social media ads on Facebook, TikTok, and every platform in between.
Then advertorials. Geo-listings like Google Maps and Grab (if you’re a restaurant, mart, or have a physical store).
Influencers of every size and category.
Creators. UGC creators.

And that’s before you even touch e-commerce: Shopee listings, TikTok Shop listings, search placements, feed posts, vouchers, promos…

The list never ends — and it gets overwhelming fast. But fret not, we’re here to help! Here’s a simple, practical guide written for real new founders — not textbook theory. If you’re starting a new brand or new product in 2025, this is the actual sequence that works.

Let’s Understand the Digital Marketing Components
Below is a breakdown of the major areas, what they are, and who should use them.

1. Advertorials

(Think traditional outlets like New Straits Times, or modern digital publishers like SAYS, Tech in Asia, etc.)

What it is:

Paid articles presented in an editorial or storytelling format.

Who should use this:

Brands with a compelling or meaningful narrative — something that genuinely stands out.
For example: “Local founder creates skincare for eczema after struggling for 10 years.”

When to use it:

Only when you have a story worth reading.
If your announcement is something basic like “We launched new collagen gummies,” it won’t get traction. Save your budget for channels that convert.

2. SEO → now evolved into GEO

GEO (Generative Engine Optimisation) (The evolution of SEO for platforms like ChatGPT, Perplexity, Gemini, Claude, etc.)

What it is:

GEO is the optimisation of your brand’s content so that AI search engines—not just Google—can understand, summarise, and recommend your brand as an answer.
It focuses on structured content, clarity, factual consistency, and being “AI-readable,” so your brand appears when someone asks:

1. “What’s the best skincare brand for dry skin?”

2. “Which influencer platforms are easiest for SMEs?”
   “How do I start selling on TikTok Shop?”
   
   

Instead of ranking on page one of Google, you’re aiming to be the top answer in AI-generated results.

Who should use this:

Any brand that relies on search-based discovery can benefit from strategic content optimization. This includes service businesses, DTC products, e-commerce brands, digital platforms and apps, educational or consultative businesses, and even founders who want to establish authority on a specific topic. By focusing on how their content appears in search results, these brands can attract the right audience, increase visibility, and drive engagement or conversions from people actively looking for their products, services, or expertise. Search-optimized content becomes a powerful tool for discovery, credibility, and growth.

If people Google you today, they will “AI search” you tomorrow.

When to use it:

Immediately — because AI search is already eating into traditional SEO traffic.
You should prioritise GEO if:

1. your website depends on organic search

2. you want to be recommended as an expert or top choice in your category

3. you frequently publish blogs, FAQs, or organic content

4. you’re launching a new brand or product and want instant legitimacy

5. you want your brand to be included when AI models summarise “best options”
   
   

GEO is no longer optional.
It’s simply the next generation of search visibility — and the earlier you optimise, the more the AI models “learn” to associate your brand with your niche.

3. Influencers (big & small) + UGC creators.

We have an entire blogpost written about the differences and similarities of Influencers, creators and UGC creators, you can refer here 

What it is:

Influencer marketing includes UGC creators, micro-influencers, mid-tier creators, and large celebrities/KOLs.
The role varies by size:

1. UGC Creators (0–5k followers)

2. Micro Influencers (5k–50k)

3. Macro/KOL (100k–1M+)

Example:
A small Malaysian baby food brand worked with 40 micro-mummy creators first → then only brought in a bigger mummy influencer like Cheesie. Their conversion skyrocketed because customers already saw a lot of reviews before seeing the “big push.”

Who should use this:

1. New brands that need trust and content fast

2. Beauty, wellness, fashion, F&B, lifestyle, home products

3. Any brand that needs social proof before scaling ads

4. Founders who don’t want to rely purely on paid ads

UGC is especially useful for Shopee, TikTok Shop, Instagram Reels, because these platforms thrive on relatable, real-person content.

When to use it:

1. Start immediately with UGC (10–100 pieces) to build your content library

2. Use micro-influencers once you’re ready for sales testing

3. Only use big influencers AFTER your pages look active — otherwise the traffic leads to “empty shelves”

Think of it like this:
UGC builds your foundation → micro tests → macro scales.

4. Social Media Ads (Meta, TikTok, Instagram)

What it is:

Paid advertisements on platforms like Facebook, Instagram, TikTok, and YouTube.

Types of ads include:

1. Boosted posts (low quality control)

2. Conversion ads (best for sales)

3. Lead ads

4. Video views

5. Spark Ads (TikTok)

Who should use it:

This strategy is ideal for e-commerce brands, service businesses such as clinics, gyms, salons, classes, or repair services, as well as restaurants and cafés. It’s particularly effective for local Malaysian SMEs that want to build awareness within a specific area. Brands that have already prepared strong creative assets—such as UGC content, testimonials, or landing pages—will benefit most, as these materials can be leveraged to create compelling, discoverable content that drives engagement and conversions.

When to use it:

NOT at the very beginning.
Run ads only when:

1. Your social pages have 10–20 posts

2. Your website or Shopee/TikTok Shop listing is complete

3. You have at least 3–5 good creatives

4. People who search your name can actually find you

Note that ads amplify — they don’t fix missing foundations.

5. Your Own Social Media Content (IG/TikTok/FB/RED/YouTube)

What it is:

If you’re a brand, it’s important to establish your own social media presence, which can be thought of as the heartbeat of your brand identity. This presence is made up of all the organic content you publish, including Reels or TikTok videos, static posts, carousels, Stories, and live streams such as Facebook Live, Instagram Live, or TikTok Live. By consistently sharing content across these formats, your brand can engage audiences, showcase its personality, and build a recognizable and trustworthy identity online.

Who should use it:

Every brand — even if you rely mainly on ads or influencers.
This is where people will find your true stories, your founder stories, your behind the scenes. Take this as a channel to talk to your customers in a less formal way and more frequently. 

When to use it:

Start before anything else.
Minimum, post 2–3 times a week
Remember, avoid live streaming until:

1. Your page has posts

2. Your shop or website is ready

3. You have product information available
   Otherwise, viewers will leave immediately because “there’s nothing else to see.”

6. e-Commerce Search Optimisation (Shopee, Lazada, TikTok Shop)

What it is:

Many brands have dedicated teams to manage their e-commerce operations, handling everything from inventory and product listings to promotions and marketing. However, if you’re a smaller setup, you might not be aware of all the components involved. Effective e-commerce management requires optimizing your product listings so they appear when users search within platforms like Shopee or TikTok. Key elements include crafting optimized titles, writing keyword-rich product descriptions, using high-quality images, managing product ratings and reviews, selecting the correct categories, setting bundle pricing, and configuring shipping options and vouchers to attract and convert customers.

Example:
Searching “serum for acne” on Shopee shows the listings with:
✔ good reviews
✔ keyword-based titles
✔ strong main photo
✔ competitive pricing

Who should use it:

Any brand selling online:

In general, any business to consumer (B2C) products, with a tangible product should list on e-commerce marketplaces and try to optimise as best you can. Do consider enticing your users to provide reviews, and also putting contents into the feed frequently to drive more followers. . 

When to use it:

Immediately after your product listing is created.
This is free organic exposure — don’t skip it.

Do it before running TikTok/Shopee ads; otherwise the platform sends traffic to a weak listing that will not convert.

7. Grab App/ Food Panda App (for physical stores + F&B) 

What it is:

Listing your products or menu items on platforms like GrabMart, GrabFood, Foodpanda, or PandaMart allows you to sell directly to customers through these popular delivery and e-commerce apps. It’s a way to expand your reach beyond your physical store and tap into a digital audience.

Who should use it:

1. Physical stores selling groceries or daily essentials

2. Restaurants, cafés, and F&B outlets

3. Home-cooked (take-outs only) and really small businesses can use this too.
   
   

When to use it:

Use this channel if you want to increase sales, attract new customers, or offer convenience for existing ones who prefer online ordering. It’s especially effective during peak delivery periods, promotions, or for expanding your business locally.

8. Your Website

What it is:

Creating your own website means building a dedicated online presence for your brand where you control content, branding, and customer experience. It serves as a central hub for information, product listings, blogs, and e-commerce functionality, allowing you to showcase your offerings, capture leads, and sell directly to customers without relying solely on third-party platforms.

Who should use it:

1. EVERYONE. Period.

When to use it:

1. When you want a centralized platform for your brand and products

2. To support marketing campaigns or content initiatives

3. When growing your audience beyond social media or third-party marketplaces

4. For businesses planning long-term digital growth and customer retention

9. ClassPass & Airbnb Experience (For event based businesses) 

What it is

ClassPass and Airbnb Experiences are platforms that allow event-based businesses to list and sell their classes, workshops, or experiences online. They connect hosts with audiences actively seeking unique activities, fitness classes, or lifestyle experiences, providing visibility and booking functionality without needing your own website or reservation system.

Who should use it:

1. Fitness instructors, yoga studios, or gyms offering classes

2. Workshop hosts (cooking, crafts, wellness, art, etc.)

3. Event-based businesses or pop-up experiences looking to attract new customers
   
   

When to use it:

1. When launching a new class, workshop, or pop-up event

2. To reach a wider audience without heavy marketing spend (there is a commission that the Apps take - consider that ad spent)

3. During seasonal or special events to boost bookings and attendance

While all these can feel overwhelming, here are the steps on which are the ones to do first. 

Step 1: Do All the FREE and EASY things first

These cost RM0 but build your brand foundation.

1. Facebook page

2. Instagram/TikTok page

3. Google Maps listing

4. Simple website (even a 1-page one)

5. Write 2–3 blog articles for GEO

6. Register your brand name on Shopee/Lazada/TikTok Shop

7. Upload at least 10 pieces of social content (to look alive)

No need to overthink this. Just start.

Step 2: Clarify Your Strategy (pace yourself)

Before spending a single cent on ads, it’s important to ask yourself: “Where do my customers actually hang out?” Your advertising efforts will be far more effective if you focus on the platforms where your target audience is most active. For example, if you’re selling home-organising tools, TikTok may be the best place to reach your audience; supplements often perform well on Instagram and Shopee; café items can do well on TikTok and Grab; and baby products are best promoted on Instagram and parenting or mummy groups. Don’t try to be everywhere—focus on the platforms where people are actually buying.

Step 3: Start testing (cheaply!)

This is where most brands overspend.

Start testing with:

1. RM10–RM30 per ad set

2. 5–10 small influencers

3. 5 product videos

4. 1–2 Shopee keyword campaigns

5. 2 landing page variations

The goal is NOT to grow fast — The goal is to learn fast.

Step 4: Build credibility BEFORE you scale

If your product has:
✔ reviews
✔ UGC videos
✔ simple website
✔ decent social content

THEN you can invest into:

1. bigger influencers

2. bigger ad budgets

3. PR stories

4. advanced SEO/GEO

5. livestreaming

6. advertorials

Sequence matters.

Step 5: Advertorials — only when the story is actually GOOD

Ask yourself:
“Why would a stranger care about this story?”

If you cannot answer that, don’t write the advertorial.
Either get a PR expert or wait until you have a proper angle.

Step 6: Generative Engine Optimisation (future-proofing)

A simple rule:
Write so that AI can quote you.

Meaning:

1. Clear answers

2. Real tips

3. Structured info

4. FAQs

5. No fluff

6. No keyword stuffing

When someone asks Gemini:
“Best collagen for early 30s women in Malaysia,”
your content should appear.

Step 7: If all of this feels overwhelming… talk to us

Our consultations are free, and honestly sometimes 20 minutes of guidance can save you thousands. We’re happy to just help! Connect with us at [email protected]