Shira Abel presentation at TechChill Baltics

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Presentation by Shira Abel on Marketing at TechChill Baltics conference

Transcript of Shira Abel presentation at TechChill Baltics

  • 1.MARKETING FOR STARTUPS Because if people dont know you exist, it really doesnt matter how much your product rocks

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 Alpha Launch Web / Tablet vs. Mobile Building Marketing Into the Product Branding Product market fit @shiraabel 6. MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED @shiraabel 7. Whats Your Strategy @shiraabel 8. 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 traffic from blog versus ads 9. EXAMPLE 10. 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) 11. 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, c ompany 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) 12. Performance Measurement Is your objective SMART: specific, measurable, attainable, realistic & time specific? What are your strategic initiatives? Build awareness Expand distribution (i.e. increase downloads) Build penetration Build buying rate Increase loyalty Funnel e.g. when purchases through the app 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 13. 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.). Mobile ads app/ Ads landing page Get to know influencers & media people on Twitter. Give a lot. Dont ask for anything. 1 2 3 @shiraabel 14. How to Test Your Idea - Web Create a Minimal Viable Product MVP Thisll be ugly and basic Take people through the motions Ads to landing pages to test messages see what people click on Can build an entire product & takem down to BUY Once product/market fit has been reached do a Big Launch @shiraabel 15. How to Test Your Idea - Mobile Create a rough app & have friends & family test via Testflight (very beginning) Make a MVP and launch in the app store of a smaller country only Create a Minimal Viable Brand Purpose Why do we exist Positioning Where do we fit in the market Personality How do we tell that story* Once product/market fit had been reached, build the main app and do a Big Launch @shiraabel 16. Alpha Phase Start the blog with newsletter sign up (think Daniel Morrill & Mattermark) Landing pages more sign ups A/B test messaging & optimization using unbounce.com or launchrock.com (more sign ups) Social outreach starts to the media The point is to begin building an interest and an audience through good content before launch @shiraabel 17. AFTER PRODUCT MARKET FIT SEEK TO ACQUIRE MASS USERS 18. The Holy Trinity of Marketing Online GREAT PRODUCT Earned Media / PR Relationship Marketing SEO / Ads / Affiliate @shiraabel 19. The Holy Trinity of Mobile Marketing GREAT PRODUCT Earned Media / PR / Reviews Social Integration SEO / Ads / Localization @shiraabel GREAT PRODUCT IS REQUIRED 20. After Product Market Ask the media people and influencers 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 21. Sample Tactics (not in order) Mobile Ads (FB, Google & in complimentary apps) PR (Media Kit recommended) Facebook Podcast YouTube Twitter Quora LinkedIn Blogging Newsletter / Email (highest ROI of all digital media) Google+ Games Forums White papers / Case studies Peer review Seeding posts Infographics E-book Webinars Community Guest blogging Teleseminar Affiliate Marketing Game elements (e.g. leader board, 80% signed up, awards for actions) SEO / SEM Pinterest Blog commenting @shiraabel 22. Earned Media & PR Brings big numbers all at once Gives a spike of traffic 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 23. Affiliate, SEO & Media Buy (Ads) Immediate Targeted Mobile has a stronger conversion than web Strongest conversion is mobile FB Costs (which is fine if you charge, could be a dilemma if youre free) Doesnt build a relationship Has the lowest trust rate Affiliate needs to be well vetted in order to not destroy the brand @shiraabel 24. Relationship Marketing Takes time Builds the brand Costs (yes, time is money) Builds a relationship Increases referral rate One key point social needs to be built into the product @shiraabel 25. BEHAVIORAL ENGINEERING @shiraabel 26. Simplicity changes behavior. - BJ Fogg 27. T-shirt Economy @shiraabel 28. T-Shirt Economy Reputation based Incentives are about doing something for the love of it NOT financial reward Easier to get someone to do something for free than for less money (e.g. lawyers would rather do pro bono than get paid less per hour for the same work) Changes the way we perceive the work we do When we already have our basic needs met, were more likely to do something for our own joy This is where the evangelists should be thats why not paying them is a good thing 29. Financial Economy @shiraabel 30. Financial Economy People judge if something is worth their time Become less enthusiastic if the work is not paid according to expectations Make sure incentives are aligned with goals Proven to be a bad way to build incentives to get people to work harder Studies have shown that for cognitive work, a larger reward results in worse results Loss aversion, however, brings better results This will affect the affiliates the most 31. Priming @shiraabel 32. Framing 33. ONCE PEOPLE START TO COME HOW DO YOU GET THEM TO COME BACK? AND SHARE? @shiraabel 34. Action Triggers @shiraabel What gets your customer moving? 35. Nir Eyal If you dont know him you should. 36. Jack Dorsey: The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ @shiraabel 37. UserOnboarding.com Web 38. UXArchive.com Mobile 39. Give an Incentive @shiraabel 40. Keep in Touch Email Keep it short A/B test several subject lines Action-trigger emails have a higher opening rate Keep it relevant Appropriate landing page funnel them in Let people choose what they want to be notified for DONT BUY LISTS OR SPAM 41. Keep in Touch Notifications iOS 108 characters max Android recommended 50 characters max (1- line on the notification bar) * ht/ Danya Schwartz Bar-El Localize sending so user receives notification between 9-11am or 2-5pm (but test first) A/B test messaging for a couple of days then blast everybody else with the winner In-app landing page like all landing pages - fitted to the message and the push campaign 42. Community @shiraabel 43. Community @shiraabel 44. Know Your Market @shiraabel 45. Viral If You Can @shiraabel 46. Watch the Funnel Acquisition Learns About Product Conversion Signs Up Retention Uses Product WOM (Sharing) Buys @shiraabel 47. Build an App Family Send advertising to main app Do complimentary apps NOT same app with different names (branded house or a house of brands) Lite and paid versions Main App @shiraabel 48. @shiraabel Localization 49. Chevy Nova In Spanish no va means No Go http://americanmusclepictures.com/wp-content/uploads/2013/09/Chevy-Nova-SS-1.jpg @shiraabel 50. Branding Apps are all about branding. The app store is like the supermarket shelf. @shiraabel 51. Ugly Icon* @shiraabel *What NOT to do 52. Pretty Icon @shiraabel 53. Best Pics of the App @shiraabel 54. Text is Below = No One Reads It, ASO Only @shiraabel 55. Social Proof = Ratings & Reviews @shiraabel 56. B2B 57. 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) 58. 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 Affiliate Marketing Game elements (e.g. leader board, 80% signed up) SEO /