STARTUP MARKETING FOR THE COLLEGE GRAD

@sydneylai

@sydneylai

About MePassionate: the sociology behind marketingCurrently: marketing managerBackground: banking, VC, startupsFave emoji: “Creepy Murderer Stalker”

Why Should You Care?

Unimpressed by marketers

They don’t understand

How vs. What

What we think marketing is

What we didn’t realize was marketing

What I didn’t know when I startedDifferences between:➤ B2B vs B2C➤ Startup vs Tech Company➤ Generalist vs Specialist➤ Marketing Manager:

➤ content marketer➤ social media manager➤ ads manager➤ community manager➤ email marketer➤ product marketer

➤ Trends: “growth-hacker”, “data-driven”

B2C v. B2B

Strategies align with industryType of business >> Acquisition channelPublishing >> FB, SEO, emailE-commerce >> paid social, adwords, IRLSocial network/B2C app >> social/IRL/internal viralityConsulting,Freelance >> Public speakingSaaS >> all of the above!Enterprise companies >> partnerships, board members

Startups v. Tech Companies

Generalist v. Specialist

Marketing ManagersInbound Marketing ManagerSocial Media/Community ManagerBlog ManagerContent Marketing ManagerSEO Manager Email Marketing ManagerProduct Marketing ManagerPaid Marketing ManagerPublic Relations/Media Relations Manager"Data-driven Marketer”"Growth-hacker"

What I do as a marketer

What I do as a social media managera = setInterval(function () {window.scrollTo(0,document.body.scrollHeight); $('.not-following .user-actions-follow-button.js-follow-btn').click();}, 1000);

What I do as an inbound marketer

What I do as an email marketer

Tools I’ve usedEmail: MailchimpSocial: Buffer, HootsuiteAnalytics: Google Analytics, MixpanelA/B testing: OptimizelyLanding Pages: UnbounceOperations: Asana, Trello, Gantt chartsDesign: Canva, SketchCoded templates: html, css, jsSales Integration: SalesforceMarketing tool: HubspotGolden nugget: Excel Spreadsheet

What makes a good marketer?

Stay relevant. Learn newest marketing techniquesBe shady. Jk but do think outside the boxGooooalllllll. Be metric/goal driven

Growth StudyMint.com (acquired in 2 years)

9 month pre-launch strategyLots of written content and infographics to be shared on Reddit, Digg, Facebook, etcQ&A w/finance bloggers (or tech journalists with a big reach)Email box at the end of every single blogpost - acquired 20k-30k emailsTo get Mint first, bloggers put the “I want Mint” badge on their blogFounders spent one week out of every two months on a press tour (They hired a PR agency to help w/this, but you can do press w/out) - PR sometimes added 20K signups a day post-launch“Mint answers” section answered questions about finance (by experts)SEO “For every popular finance query on Google, we had a page and content for it, and iterated landing pages to optimize conversions”Cost of user acquisition was under $1

Q&A

Find slides shared here

@sydneylai