Marketing Basics for Tech Start-ups - Shira Abel from Hunter & Bard

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Marketing basics for tech start-ups. Last night I lectured an entrepreneur class at Tel Aviv -Jaffa Academic College on internet and mobile marketing.

Transcript of Marketing Basics for Tech Start-ups - Shira Abel from Hunter & Bard

  • 1.@shiraabel Social / Digital Marketing forStart-upsThings You Need to Know (an overview does not includeemail marketing)

2. Shira Abel CEO, Hunter & Bard 10+ years in hi-tech internet marketing EMBA from Kellogg School ofManagement, Tel Aviv University Branch Lectured worldwide on digital marketing Marketing blogger, Twitter fiend 3. @shiraabel Questions 1.When should I start thinking about marketing? 2.How do I test my ideas before spending money on development? 3.What do I need to know about packaging my app? 4.How do I encourage people to share? 5.Ok - Ive launched Now what? 6.Where does social media marketing fit in? 7.What is the cheapest way to get user acquisition? 8.What is the future of app stores and external devices + how to make the best out of it? 9. Viral marketing for close communities - how to get to people who know each other to share? 10. B2B marketing where does social fit in? 4. @shiraabel When should I start thinking about marketing for my product? FROM THE VERY BEGINNING 5. @shiraabelCreate a Product Worth Spreading An intuitive (and gorgeous) user interface can occasionally get press all on its own. 6. @shiraabelMarketing will not save a bad product 7. @shiraabel How do I test my ideas before spending money on development? 8. @shiraabelCreate a Free App (or Several) & Test**Disclosure: clients 9. @shiraabel Test Via Adwords*Disclosure: clients 10. @shiraabel What do I need to know about packaging my app? (People need to find & download the app, before they can share the app) 11. @shiraabel Naming is Crucial Make sure you can be found 12. @shiraabel What is Your Product? Descriptive names help you be found in the iTunes store 13. @shiraabelWhat are People Searching For?Key words in thetitle and text 14. @shiraabel Show the PrettyGreat screen shotswill take you far.People react towhat they can see. 15. @shiraabel How do I encourage people to share? 16. @shiraabel Make it Easy for Them Make sharing a part of the product experience 17. @shiraabel Turn It Into a GameGive anincentive forpeople to share(leaderboard,badges, etc) 18. @shiraabel Reputation Economy 19. @shiraabel Give a Warm Fuzzy Feeling Build a community 20. @shiraabel Social Proof Ratings 21. @shiraabel What do Others Think (in detail)? Reviews 22. @shiraabel Possibly The Best Review of All Time The Mountain Three Wolf Moon Short Sleeve Tee 23. @shiraabel Ok - Im ready to launch Now what? 24. @shiraabel The Trinity of Internet Marketing Earned Media GoodProduct SEO / SEM Pull Marketing 25. @shiraabel Define Your Objective 26. @shiraabel Whats Your Strategy 27. @shiraabelSample Marketing Strategies for Apps Create several free apps Have in-app rev-share that have in-app advertising and go for advertisements large numbers directing to your paid (Interactive, Admob, appetc) Have your free app Have a Lite Free and a represent a much largerPremium Paid version service (store, blog,(Lite having advertising service, company Premium having this is where thenone) monetization is) 28. @shiraabelSample Marketing Strategies for Products Become known as a Create evangelists who product leader in a will bring in a wider chosen niche (think client base about crossing the Increase customer chasm)lifetime by giving Increase averageinformation that the purchase rate (in-store customer values recommendations are (creates loyalty / great for this) increases switching cost) 29. @shiraabel Sample Tactics Facebook Seeding posts YouTube Infographics Twitter Forum Quora E-book LinkedIn Webinars Blogging Community Newsletter Guest blogging Google+ Alter product with game Blog commentingelements (e.g. leaderboard, 80% signed up) 30. @shiraabelPERFORMANCE MEASUREMENT What is your objective (SMART: specific, measurable, aggressive, realistic & time specific)? What are your strategic initiatives? Build awareness Expand distribution Build penetration Build buying rate Increase loyalty Funnel Where do you want people to go? What action do you want people to take? Track the movement Conversion rate / A/B Testing Test & iterate 31. @shiraabel Where does social media marketing fit in? 32. Integrate Social Into Your MarketingStrategy This one scares me 33. @shiraabel Discovery & Retention 34. @shiraabel 35. @shiraabel Give People a Reason To Return Paid Media/ Advertising (SEO / SEM) Earned Media / PR Social / Relationship Marketing $ People find you via a People find you via anPeople come to your website search (better) or an ad article or blog post online& see your social media (hit & miss) Brings in a lot of people profiles Brings in people(top tier publicationOPT-IN means people are Lower conversion rate Higher conversion ratechoosing to get your daily Lower retention rateHigher retention rate updatesSocial proof (so and so has High conversion ratewritten about you, you mustHigh retention ratebe good) Social proof (your friends areOne time. Once the articlefollowing)has passed, so have thepeople. 36. Strategy & Real Engagement Works YouTube Views 2010 An ave. increase of 176%YouTube Views 2009 37. @shiraabelBe Where the Customer Lives 38. @shiraabelBe Where the Customer Lives 39. @shiraabelBe Where the Customer Lives 40. @shiraabel What is the cheapest way to get market penetration and user acquisition? 41. @shiraabelWhen You Dont Have MoneyWho are theWho are Media?industry your targetleaders /customers?influencers? GET TO KNOW THEM AND DONT ASK FOR ANYTHING!!!!! 42. @shiraabel Getting Started Build buzz before launch Start social Closed beta invite only Launch Build in social / sharing elements SEO / Media Buy / Earned media Keep the social going LISTEN & ITERATE 43. @shiraabel How do you do Facebook marketing without "spamming" 44. @shiraabel NO SPAM 45. @shiraabel Facebook Ask for permission Give interesting content that isnt about you Ask questions Put the right mix on the page Controversy Create an app Give something exclusive on the FB page 46. @shiraabel What is the future of app stores and external devices + how to make the best out of it? 47. @shiraabelFrom the App End - Cannibalize 48. @shiraabel Viral marketing for close communities - how to get to people who know each other to share? 49. @shiraabel Getting Started Build in social / sharing elements Start social for feedback & start community Soft launch no advertising or buzz (get the kinks out first!) Launch SEO / Media Buy / Earned media Keep the social going LISTEN & ITERATE 50. @shiraabelBuild Community into Product Ratings & Reviews (push request reviews) Game mechanics Build sharing into the product Give give give Build a reputation economy And when you get comments from users USE THEM & TAILOR ACCORDINGLY 51. @shiraabel B2B marketing where does social fit in? 52. @shiraabel Where does your customer live online?Its not about having Give the customer Create a LinkedInnumbers, its about information that they group for yourhaving The Rightcan use industry or join & beNumbers active in groupsalready open (withoutspamming yourproduct)DO NOT MAKE EVERY Utilize Q&A sites (like Create a communityBLOG POST ABOUT Quora)YOUR PRODUCT 53. Hat tip: 54. @shiraabelTake Aways Marketing starts the second you have an idea for a product / service / business Social is more than just engagement its listening and reacting to criticisms When you listen and respond, the result is a better product and a happier customer Opt-in is more powerful than pushTHANK YOU 55. @shiraabel Thank Yous & References & Reads Hillel Fuld Shai Tsur Kfir Pravda Ahuvah Berger Daniel Waisberg http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A http://flowingdata.com/2011/09/18/yoda-pie-chart/ http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/ http://www.slideshare.net/setlinger/altimeter-social-analytics081011final Breakthrough Marketing Plans http://www.seomoz.org/blog/tracking-the-roi-of-social-media http://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile-platforms/ http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/ http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/ http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/ http://www.facebook-studio.com/ http://www.seomoz.org/blog/tracking-the-roi-of-social-media