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
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
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.
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
Keyword ResearchAre you building a product people are looking for?Are you creaCng a new market?
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
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
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
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)
Create an Editorial CalendarMake your contentstrategy robust throughEditorial Calendarssource: www.Betaout.com-‐ keep track of content distribuEon-‐ idenEfy themes for each month
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
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
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