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Marketing for Start Ups: More Bang, Less BuckAn Introduction to The Power of Inbound

Marketing, and the Memonic Example

Keren Eldad, Marketing Director

20101104

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“If you have more money than brains, focus on outbound marketing. If you have more

brains than money, focus on inbound marketing”

New Order, New Mantra

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This Will Not Be A Declaration of the Death of Old School Marketing

…it's just that we live in a new world!

People live on the web. They shop differently, they consume media differently, and they interact with each other differently.

The Rules Have Changed.

Luckily, the new rules fit your wallet.

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First, let’s re-visit the past: What is Outbound Marketing?

In the Olden Days…or even in my last job (the Los Angeles Times, this year) – it was all about Outbound Marketing.

We thought we were avant guard when we complied opt in email lists, or bought email lists. We ran print ads and extremely expensive TV ads. We threw big parties, with celebrities. I had a HUGE expense account.

It was fun.

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Why It Sucks

Outbound marketing techniques are getting less and less effective over time for two reasons:1.your average person today is inundated with over 2000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out

2.The cost of learning about something new or shopping for something new using the internet (search engines, blogs, and social media sites) is much lower than going to a seminar at the Marriott or flying to a trade show

Frivolous Spending is Over

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That was Then. This is Now.

Marketing for start-ups is a whole new world, with different rules and different tools.

Inbound Marketing is the name of the game, and it is the art of harnessing the web's power for your message•It's SEO

•It’s GOOGLE

•It's Blogging

•It's FACEBOOK, man

•Become a Marketing HubThe Goal Is Not To Publish. It’s To GET FOUND

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The Basics Have Not Changed!

You Still Need To…

•Identify your audience

•Create value for them

•Keep them HAPPY

•Be entertaining

•Get noticed

GET EXCITED.

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ToolboxLike a Crayon Box. Less Messy.

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Get Found – Use that geek power to SEO the crap out of your vehicle

97% more links for co’s who rock their SEO optimization

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Google Ad Words: Best Friend, or Pure Evil?

Prognosis: It’s Worth A Shot

A brief introduction to Google’s Empire (of Evil)Picking Perfect Keywords: mostly impossible, but sometimes…

Focus On The Easy Stuff (Because Google is for Pros)

By the way; FB ads don’t suck, either

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Blogging Counts

When it comes to blogging, variety is the spice of life

• Plan to Blog• Create Remarkable

Content • Focus on the Big

Picture/The Industry, not yourself

• Involve Experts/Guest Bloggers

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Get SOCIAL

It’s Part of Getting Found: But take it with a grain of salt

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Choose Engagement over Masses

Don’t Just Get Users. Get FANS.

“Thank you very much for your 6 month upgrade.”Regards,-- Gene RosenCreative Director -Photogenec Design

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Engage With Influencers

• READ KEY BLOGS and interact with Influencers

Seth Godin,

Onstartups.com,

Startuplessonslearned.com,

LifeHacker,

TechCrunch,

Contagious Magazine,

GigaOm,

Reddit,

Digg….

.

Don’t Just Read. Participate.

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A Few ExtrasFree Tips Here

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Measure Your Progress

• It's good to have friends: use socialmention.com• Stats – collect everything. Personally• Google Analytics – measuring your traffic, your

blog…and your audience!• Google Page Rank• Website Grader• Number of Press mentions and Speaking

Engagements• Collect feedback (use Zendesk/Survey Monkey)

The More You Track, The More You Know

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Keep An Eye On The Competition

Know Thy Marketplace. And Don’t Be Too Proud To Adapt.

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Take Failure As A Lesson Learned

Inbound Marketing, like Google adwords, is like a guessing game. You have to try, and try again• HARO: Help a Reporter – something Memonic

tried, which yielded very little results• ….but we tried it, the cost was low enough to

absorb, and we learned something• It was Dorian's suggestion, anyway.

The More You Fail, The More You Learn

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Don’t Be Boring

• Social Media is a two way street (we don't care what you ate for lunch)

• Engage with the industry

• Be a Digital Citizen

• Read Up

• Be Cool, man.

People Who are Boring in real life are Boring in Social Media.

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Oldies But GoodiesNot ALL Outbound Marketing is Bad

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ONE Outbound Element To Keep: PR

• There is nothing that can replace old fashioned PR …yet

• If you have any money – invest it there• Tips for choosing a PR firm:

• Have they done their homework (your product, your competitors, the marketplace?)

• How's their track record in your field?• Are they themselves Digital Citizens?• Do they walk the walk AND talk the talk? (run them through Google,

websitegrader and socialmention yourself)• Meausure their results: your stats, their clippings- and beyond

PR Teams are Salespeople. Don’t Fall For Charm.

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And Two Others…

• Branding tools - like postcards and brochures 

• Networking at Conferences and Events (good for industry, PR AND sales leads)

It’s Expensive, But It WORKS.

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GoalsGo Get ‘em, Tigers!

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Goal 1: Get More Inbound Links

Bottom Line: YOU WANT A LOT OF THESE.

What Are Inbound Links?

Simply: Links Leading to Your Site.

How Do You Get More Inbound Links?There are Tricks.

The Importance of Tracking Inbound Links: Google Analytics and Google Page Rank are Key

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Goal 2: Make yourself look bigger

“I Get By With A Little Help From My Friends”

Look familiar? The web was builtto be a collaboration

Our eKnife is a good example, and has been a huge success

…and by the way, it was born on Twitter

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Goal 3: Converge

• Make sure you're sync-ed

• Include more in mobile offerings

• Make your product or service share-focused

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Give Your Users a Richer Experience: Anywhere, Anytime

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The FutureIs Gaming the Next Big Thing in Inbound

Marketing?

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Gaming: Example

•The LA Times Used a simple concept: snapping pictures of others and submitting them to STREET FASHION via Facebook

•Readers got a chance for looks to be featured in the Sunday Style Section: IMAGE

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Gaming: Examples

Coke Spin The Bottle:

•Connects users to Facebook to spin with friend's profiles or use the images in their phone's camera roll

•Users can then choose whether players Kiss, Hug, Tickle or High-five Viral Effect: Once choice is make, app posts messages about the winners of their Spin the Coke game to their Facebook walls

•870,000 downloads

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Memonic Marketing ROCKSA Little Self-Congratulation

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„The Proof Is In The Pudding“: Press!

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Awards

CTI Startup Certificed

Winner W.A. De Vigier Price for Startups

Winner Red Herring Top 100 Europe

Winner Bronze Medal Business Idea 2010

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It’s All About the Fans

„Memonic is my choice of Google Notebook replacement! A gem! „ RogerDis on Twitter

„Kerzchen!” frescosecco on Twitter

"Cheers, Memonic Team. Keep the great stuff coming!"

Rico Wyder on Facebook

Zagen jullie dat? @mymemonic reageert binnen 13 minuten (!) zonder @-mention in mijn tweet. Zo kan het dus ook #hulde #geweldighttp://twitter.com/jaspervanvugt/status/4159128947662848

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Thanks for your time!

Keren Eldad, Marketing Director

+41 44 586 98 98, keren@memonic.com

Feldstrasse 133, CH-8004 Zurich

www.memonic.com