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Inbound Marketing for Startups
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Inbound Marketing for Startups

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  • 1. Ankit Maheshwaritwitter: @ankitindemail: ankit@betaout.comInboundMarketingfor StartupsBeta OUT
  • 2. CustomersStartupSOCIALMEDIAEMAILMARKETINGSEO / SEMCONTENTMARKETINGOUTREACHPARTNERSHIPS
  • 3. EMAIL MARKETING
  • 4. EMAIL MARKETINGBuilding  a  list   Never  buy  a  listAsk  permission  first  (pref.  double  opt-­‐in)Build  list  early  (even  before  the  launch)Give  away  freebies  (ebooks,  whitepapers,  free  tools)  Technology Don’t  use  same  email  or  IP  for  both  transacEonal  and  markeEng  emailsAmazon  SES  is  very  reliable  and  cheap.100%  deliverability  Unsubscribes  list  should  be  maintainedvery  carefully,  especially  whenswitching  providers
  • 5. EMAIL MARKETING (cont.)Email  Design Not  tested  properlyUse  standard  templates  (Mailchimp  offers  tons  of  free  templates)Deliverability Don’t  use  same  email  or  IP  for  both  transacEonal  and  markeEng  emailsProperly  set  SPF/Sender  ID  /  Domain  Keysfor  all  domains  sending  emailsA/B  test  for  clicks,  open-­‐thru,  unsubscribes  etcUse  proper  headers  in  emailProperly  handle  bounce
  • 6. EMAIL MARKETING (cont.)Frequency Too  many  emailsMix  Good  free  content  with  your  product  launches/announcements.  Create  a  email  markeEng  plan.  Follow  it  religiously  Subject  LinesWrite  your  subject  lines  like  adverEsementFocus  on  acEonable  subject  linesFrame  your  subject  line  as  a  quesEon,  and  target  the  quesEon  at  the  types  of  problems  your  customers/leads  need  answers  to.
  • 7. EMAIL MARKETING (cont.)Different  types  of  email  you  need-­‐  Product  Launches  /  announcements-­‐  NewsleZer-­‐  AcEvaEon-­‐  Onboarding-­‐  CancellaEon-­‐  RetenEon-­‐  EducaEon  (Based  on  level  customer  is  on)-­‐  Billing
  • 8. SEO / SEM
  • 9. Keyword ResearchAre  you  building  a  product  people  are  looking  for?Are  you  creaCng  a  new  market?
  • 10. Short Tail vs Long TailLong  tail  keywords  o]en  convert  beZer,  because  they  catch  people  later  in  the  buying/conversion  cycle-­‐  brainstorm-­‐  log  files-­‐  look  at  compeEtors  long  tail  (semrush)-­‐  understand  the  keyword  intent
  • 11. SEO PYRAMIDvia  seoMOZ
  • 12. Social Media
  • 13. Social MediaMake  your  site  SocialMake  your  CRM  Social-­‐  Social  Login  -­‐  Single  SignOn-­‐  Encourage  users  to  sign  up,  share,  engage-­‐  Connect  with  your  customers  on  their  social  networks-­‐  Engage  with  them-­‐  Group  them  in  stage  of  sales  cycle-­‐  Use  TwiZer  Private  Lists-­‐  Quora  and  TwiZer  work  best  for  Tech  companiesMake  your  Product  Social-­‐  Default  avatar  vs  Social  network  Image-­‐  Ease  of  signup
  • 14. Content Marketing
  • 15. Content Marketing-­‐  use  content  markeEng  to  educate  your  community  well  before  you  have  a  polished  product.-­‐  2-­‐3  great  arEcles  per  week-­‐  Focus  on  educaEng  your  target  customers  rather  than  selling  -­‐  Blogs  /  Webinars  /  eBooks  -­‐  Invite  influenEal  people  to  blog  on  your  site  (you  need  to  build  a  good  audience  first)-­‐  Email  NewsleZer  is  a  part  of  content  markeEng
  • 16. Curation vs Original Content-­‐  Don’t  overdo  curaEon.  Social  channels  are  best  for  distribuEng  good  arEcles-­‐  Re-­‐wriEng  popular  content  is  not  a  a  long  term  strategy-­‐  Every  content  page  you  create  add  to  your  sales  funnel-­‐  Talk  about  your  market.  Challenges  faced  by  your  customers.  Best  pracEces  in  your  market-­‐  Create  Evergreen  content-­‐  Leverage  Just-­‐in-­‐Time  content-­‐  Co-­‐Create  Content  with  your  peers,  partners  and  customers  (read  case  studies)
  • 17. Create an Editorial CalendarMake your contentstrategy robust throughEditorial Calendarssource:  www.Betaout.com-­‐  keep  track  of  content  distribuEon-­‐  idenEfy  themes  for  each  month
  • 18. Outreach
  • 19. Outreach-­‐  Complete  your  social  persona.  -­‐  Your  accounts  on  top  social  networks  like  TwiZer,  Linkedin,  Google+  and  Facebook  should  be  up-­‐to-­‐date-­‐  Generate  some  great  content  about  your  industry  first  -­‐  On  your  personal  blog,  company  blog  or  quora  etc.-­‐  IdenEfy  sites  you  like  to  contribute  to-­‐  Start  by  your  linkedin  connecEons,  twiZer  followers  etc.  Pitch  them  your  idea-­‐  Give  them  some  link  love  or  social  love  first.  Share  some  of  the  content  they  have  wriZen.  Leave  intelligent  comments  etc.-­‐  Pitch  them  ideas-­‐  Write  them  an  personalized  email  with  some  topics  you  want  to  write  on,  your  relevant  experience  etc.-­‐  Offer  to  update  a  post  they  have  previously  wriZen-­‐  Offer  to  post  content  in  category  they  have  limited  content
  • 20. Partnerships
  • 21. Partnerships-­‐  Shortlist  other  startups  and  companies  you  can  have  strategic  partnerships-­‐  Discuss  markeEng  and  visibility  for  your  startups-­‐  email  newsleZers-­‐    showcase  on  partner’s  page-­‐    joint  webinars-­‐  There  could  be  different  type  of  partnerships-­‐  cocreaEng  new  products-­‐  co-­‐operaEon  in  R&D-­‐  integraEon  of  services-­‐  Build  API  of  your  product  early-­‐  Integrate  with  industry  leaders  like  Google  Drive,  Dropbox  if  it  makes  sense-­‐  New  Customers  conversion  is  high  if  they  find  integraEon  of  their  favorite  products
  • 22. Shameless PlugLooking  for  Beta-­‐testers  for  a  upcoming  product-­‐  social  infrastructure  for  your  website,  product  or  app-­‐  ready  made,  turnkey  social  and  gamificaEon  apps-­‐  API  integraEon,  PHP  SDK  ready
  • 23. ? !QUESTIONS & ANSWERSDon’t  be  shy  Ankit Maheshwaritwitter: @ankitindemail: ankit@betaout.comThanks

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