Marketing for Startups at Pirate Summit by Shira Abel of Hunter & Bard
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- 1.StarrrrtupMarke+ngfor Entrepreneurs Makingagoodmaptondyour treasure!
2. BEFORE AFTER DOUBLED VIEWS & REVENUE! We Help Companies 3. ! CEO, Hunter & Bard! ! Marketing strategy! ! Marketing implementation! ! Full branding & design! ! Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)! ! Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more! ! Cover Israeli startups for TNW! Shira Abel 4. A true unfair advantage is something that cannot be easily copied or bought.! - Jason Cohen! 5. Agenda! ! Strategy! ! When to do marketing! ! Product market t! ! Lean marketing! ! Mobile marketing! ! Web marketing! ! B2B! @shiraabel! 6. SOME BASICS THAT YOU SHOULD KNOW! @shiraabel! 7. ERIC REIS THE LEAN STARTUP! 8. NirEyalIfyoudontknowhimyoushould. 9. BusinessModelGenera+on 10. The Wrong Way to Do Marketing ! Build product! Were launching we should do some PR! Run alpha test with friends and family ! 1! 2! 3! Our product is so awesome we dont need to do marketing!3! OR! @shiraabel! 11. MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED! @shiraabel! 12. Whats Your Strategy! @shiraabel! 13. Example! @shiraabel! ! ! Business Objective! Improve Financial Performance! Business Metric! Reduce Long-Term Dependence on Ads & Lower Overall Costs! Marketing Metric! Increase Relationship / Content Marketing Raise percentage of trafc from blog versus ads! 14. Marketing for the Concept Phase! Build the marketing into the product. Create an incentive to share. Make sharing easy.! Test assumptions (cost, messaging, bundle mix, etc.). Ads to landing pages. ! Get to know inuencers & media people on Twitter. Give a lot. Dont ask for anything.! 1! 2! 3! @shiraabel! 15. Performance Measurement! ! Is your objective SMART: specic, measurable, attainable, realistic & time specic?! ! What are your strategic initiatives?! ! Build awareness! ! Expand distribution! ! Build penetration! ! Build buying rate! ! Increase loyalty! ! Funnel e.g. when purchases through the website! ! 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! @shiraabel! 16. IN THE BEGINNING THE GOAL SHOULD BE PRODUCT / MARKET FIT! 40% IS GOLD*!* 40% of your customer base would be upset if your product disappeared. Seth Ellis! @shiraabel! 17. Alpha Phase! ! Start the blog with newsletter sign up! ! Landing pages more sign ups! ! A/B test messaging & optimization using unbounce.com or launchrock.com (more sign ups)! ! Social outreach starts! The point here is to begin to build interest and an audience through good content before launch! @shiraabel! 18. Sample Tactics (not in order)! Online Ads (FB, Google & more)! PR (Media Kit recommended)! Facebook ! Pinterest! YouTube! Twitter! Quora! LinkedIn! Blogging! Newsletter / Email (highest ROI of all digital media)! Google+! Blog commenting! Games! Forums! White papers / Case studies! Peer review! Seeding posts! Infographics! E-book! Webinars! Community! Guest blogging ! Podcast! Teleseminar! Afliate Marketing! Game elements (e.g. leader board, 80% signed up, awards for actions)! SEO / SEM! @shiraabel! 19. AFTER PRODUCT MARKET FIT SEEK TO ACQUIRE MASS USERS! 20. WEB / ! BIG TABLET! MARKETING ! @shiraabel! 21. Sample Marketing Strategies for Web! ! Become known as a product leader in a chosen niche (think Martha Stewart home, or Buffer social media management)! ! Increase average purchase rate (in- store recommendations are great for this)! @shiraabel! ! Create evangelists who will bring in a wider client base! ! Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost think Kissmetrics blog)! 22. Launch Phase! ! Ask the media people and inuencers who now know you if they would be willing to check out your product & give feedback ! ! PR on a slow news day (avoid days where Apple announces anything, election days, CES, DLD, etc)! ! Send an announcement to the list youve been growing through the blog, ads, and social! ! Attempt an act of virility (I say attempt, because nothing is guaranteed)! @shiraabel! 23. TheHolyTrinityofMarke+ngOnline GOOD PRODUCT! Earned Media / PR Relationship Marketing SEO / Ads / Affiliate @shiraabel! 24. Earned Media & PR! ! Brings big numbers all at one! ! Gives a spike of trafc! ! May not be aimed at the target market (i.e. much of the time TechCrunch isnt the target market, but its what VCs read & gives social proof)! ! Has a strong trust rate! @shiraabel! 25. Afliate, SEO & Media Buy (Ads)! ! Immediate! ! Targeted! ! Costs (which is ne if you charge, could be a dilemma if youre free)! ! Doesnt build a relationship! ! Has the lowest trust rate! ! Afliate needs to be well vetted in order to not destroy the brand! @shiraabel! 26. Relationship Marketing! ! Takes time! ! Builds the brand! ! Costs (yes, time is money)! ! Builds a relationship! ! Increases referral rate! ! Doesnt work as well for mobile apps better for B2B, platforms and browser plays! ! Content can be SEOd ! @shiraabel! 27. BEHAVIORAL! ECONOMICS! @shiraabel! 28. ONCE PEOPLE START TO COME HOW DO YOU GET THEM TO COME BACK? AND SHARE?! @shiraabel! 29. Action Triggers! @shiraabel! Whatgetsyourcustomermoving? 30. Jack Dorsey: The Power of User Narratives! ! http://www.youtube.com/watch?v=acMXhhdWylQ! @shiraabel! 31. Give an Incentive! @shiraabel! 32. Community! @shiraabel! 33. Know Your Market! @shiraabel! 34. Viral If You Can! @shiraabel! 35. Questions for the Retention Phase! Where is the funnel going through the site?! What action triggers can induce them to come back?! Where are you losing the customer?! 1! 2! 3! @shiraabel! 36. Watch the Funnel! Acquisition ! Learns About Product! Conversion ! Signs Up! Retention ! Uses Product! WOM (Sharing)! Buys! @shiraabel! 37. MOBILE MARKETING! @shiraabel! 38. The Holy Trinity of Mobile Marketing! GREAT PRODUCT! Earned Media / PR! / Reviews! Social Integration! SEO / Ads / ! Localization! @shiraabel! 39. Sample Marketing Strategies for Apps! ! Create several free apps that have in-app advertisements directing to your paid app! ! Have your free app represent a much larger service (store, blog, service, company this is where the monetization is)! @shiraabel! ! Have in-app rev- share advertising and go for large numbers (Inneractive, Admob, etc.)! ! Have a free Lite and a Premium Paid version (Lite having advertising Premium having none)! 40. Build an App Family! ! Sendadver+singtomainapp ! DoLiteversionofapp ! DocomplimentaryappsNOTsameapp withdierentnames Main App! @shiraabel! 41. @shiraabel! Localization! 42. Branding! Apps are all about branding. The app store is like the supermarket shelf.! @shiraabel! 43. Ugly Icon* ! @shiraabel! *What NOT to do! 44. Pretty Icon! @shiraabel! 45. Best Pics of the App! @shiraabel! 46. Text is Below = No One Reads It, SEO Only ! @shiraabel! 47. Social Proof = Ratings & Reviews ! @shiraabel! 48. HOW DO YOU TURN YOUR APP INTO A HABIT?! @shiraabel! 49. Design! @shiraabel! 50. Warm Fuzzy Feeling= Community! @shiraabel! 51. Make Sharing Part of the Experience! @shiraabel! 52. Gamication*! @shiraabel! * Use with caution the obvious ways are already pass ! 53. Notications! @shiraabel! 54. Email Marketing! @shiraabel! 55. B2B! 56. Sample Marketing Strategies for B2B! ! Become known as a industry leader in a chosen niche (think about crossing the chasm Outbrain does this well)! ! Connect with those who use your product where they live online (Objet has a FB page for that reason)! @shiraabel! ! Let the end-user (who may not be the client) know about your work (i.e. Intel inside)! ! Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)! 57. Sample Tactics (not in order)! Online Ads (FB, Google & more)! PR (Media Kit recommended)! Facebook ! Pinterest! YouTube! Twitter! Quora! LinkedIn! Blogging! Seeding posts! Google+! Blog commenting! Games! Infographics! White papers / Case studies! Peer review! Newsletter / Email (highest ROI of all digital media)! Forums! E-book! Webinars! Community! Guest blogging ! Podcast! Teleseminar! Afliate Marketing! Game elements (e.g. leader board, 80% signed up)! SEO / SEM! @shiraabel! 58. Communicating to an International Market! ! Americans spell correctly. However, the British disagree. There are more Americans than British J (localize your English even when its for Australians)! ! Spelling and grammar count mistakes lower trust levels in all languages and cultures! ! Find someone from the culture youre aiming to sell to, who knows marketing to do your marketing. OR go there & live for a bit. Understanding culture is critical.! @shiraabel! 59. International Partnerships! ! Europe & Israel are local use it to your advantage! ! Find companies in complimentary industries to do joint partnerships with e.g. A high end organic bed company does a joint promotion with a high end organic bedding (sheets) company email lists are combined & both companies & customers benet! ! Face to face is ideal, but Skype works wonders when F2F is not possible! @shiraabel! 60. Thought Leadership is Critical! ! Blogging and guest blogging is one of the best ways to do this! ! Webinars / Presentations that give helpful industry related information (think Crunched and its Growth Hacker series)! ! White papers (sign up to our newsletter and get this white paper for free!)! @shiraabel! 61. Marketing is a Sales Tool! ! Case studies show your ideal customer and how things go when everything is perfect! ! Connecting with individuals on social builds the relationship, e.g.! ! Object can showcase customers design work on its FB page! ! LinkedIn