How Marketing Should Be Done In A Startup

614 views
549 views

Published on

Published in: Business, Technology
2 Comments
5 Likes
Statistics
Notes
No Downloads
Views
Total views
614
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
24
Comments
2
Likes
5
Embeds 0
No embeds

No notes for slide

How Marketing Should Be Done In A Startup

  1. 1. HOW MARKETING SHOULD BE DONE IN A STARTUP Ashish Rai Startup Marketer @areahouse40
  2. 2. A bit about me ● Started my career as a tele-sales rep in 2005 ● Worked for BPO/Offshore Web Development companies in variety of roles including Head of Total Quality, Head of Search Engine Marketing + led over 30 inside sales reps. ● Co-founded an SEO company, Koncept Web Services (2011-12) ● Primarily B2B, some B2C ● Today: Inside Sales & Marketing Manager at CloudFactory, providing advanced Data Services to F5000 ● Interest: Entrepreneurship, Marketing, SaaS, Ecommerce
  3. 3. Have you ever sat down and considered why most startups fail?
  4. 4. You have a better mousetrap
  5. 5. and you want to sell it to the world...
  6. 6. ...in reality the world looks a lot different Where is everybody!?
  7. 7. ...in reality the world looks a lot different Where is everybody!? Get overwhelmed. Go back to building the product
  8. 8. Where did the learning happen? What was the point of looking at the analytics? Why did we even set-up the analytics in the first place? Three questions to consider
  9. 9. t The recipe for failure in building a web product is to build the product.
  10. 10. The Lean Startup Process A better way to do a startup
  11. 11. The Lean Startup Process Step 1: Build an experimental product A better way to do a startup
  12. 12. The Lean Startup Process Step 1: Build an experimental product Step 2: Measure how users respond to your experiment A better way to do a startup
  13. 13. The Lean Startup Process Step 1: Build an experimental product Step 2: Measure how users respond to your experiment Step 3: Learn whether your experiment worked or not A better way to do a startup
  14. 14. The Lean Startup Process A better way to do a startup
  15. 15. The Lean Startup Process A better pictorial representation
  16. 16. Step 1: Decide What you want to learn? The Lean Startup Process A better pictorial representation
  17. 17. Step 1: Decide What you want to learn? Step 2: Then draw a line in the sand (what’s your goal post?) The Lean Startup Process A better pictorial representation
  18. 18. Step 1: Decide What you want to learn? Step 2: Then draw a line in the sand (what’s your goal post?) Step 3: Figure out how you’re going to measure it The Lean Startup Process A better pictorial representation
  19. 19. Case Study: Airbnb
  20. 20. One day, one of the co-founders hypothesized that professional photography would help Airbnb hosts attract more renters. Case Study: Airbnb
  21. 21. One day, one of the co-founders hypothesized that professional photography would help Airbnb hosts attract more renters. So they ran an experiment Case Study: Airbnb
  22. 22. Airbnb hired 20 professional photographers on a trial basis. The photographers met with a small subset of hosts and took photos of their homes and spare bedrooms. Case Study: Airbnb
  23. 23. Then they measured how the new photos performed. And true to their guess, listings with professional photos got 2-3x more bookings! Case Study: Airbnb
  24. 24. Airbnb’s hypothesis was validated, so they expanded the program. Now they do 5,000 photo shoots a month because they know they increase their bottom line. Case Study: Airbnb
  25. 25. But not all experiments are successful So, when should you pivot or quit?
  26. 26. Lean analytics framework helps you make honest, pragmatic decisions about your progress and what to do next.
  27. 27. Pivot when you know what you’re pivoting to, quit if you don’t.
  28. 28. Entering Startup Marketing
  29. 29. Direct Response MarketingBrand Marketing There are two types of marketing
  30. 30. Creates Awareness Direct Response MarketingBrand Marketing There are two types of marketing
  31. 31. Creates Awareness Direct Response MarketingBrand Marketing Creates Sales There are two types of marketing
  32. 32. Creates Awareness Direct Response MarketingBrand Marketing Creates Sales There are two types of marketing
  33. 33. Brand marketing doesn’t work because startups don’t have resources...
  34. 34. At a certain scale, awareness/brand building makes sense. But for the first year or two it’s a total waste of money. - Sean Ellis http://www.startup-marketing.com/awareness-building-is-a-waste-of-startup-resources/
  35. 35. Direct response marketing drives revenue quickly, is measurable, and can improve efficiencies and close rates.
  36. 36. ...it’s designed to elicit an immediate response from consumers who might be interested in your product. www.shoedazzle.com
  37. 37. Lets users personalize their experience
  38. 38. Do anything possible to get immediate action http://www.ideeli.com
  39. 39. Use Reason - ‘Why’ Copy The saddest thing about poverty is wasted talent. Unlocking this human potential is the driving force behind CloudFactory where we aim to connect 1 million people to basic computer work over the next 5 years. http://cloudfactory.com/pages/social-mission.html
  40. 40. Use Reason - ‘Why’ Copy The saddest thing about poverty is wasted talent. Unlocking this human potential is the driving force behind CloudFactory where we aim to connect 1 million people to basic computer work over the next 5 years. http://cloudfactory.com/pages/social-mission.html Telling people the reason why you are doing something is one of the most powerful influences of human behavior.
  41. 41. Create a sense of irresistible value in your direct marketing response http://www.dailylook.com/g/Invite-Friends/2212.html
  42. 42. Humanize - Being human works! https://twitter.com/honzavalustik
  43. 43. Honza got hundreds of responses, from some of the most well known startups. https://twitter.com/honzavalustik Humanize - Being human works!
  44. 44. Always elicit the desired condition NOT the problem your products solve
  45. 45. Always elicit the desired condition NOT the problem your products solve
  46. 46. Selling fashion? Sell looks not items. Always elicit the desired condition NOT the problem your products solve
  47. 47. Selling clothes? Show people looking well dressed and classy Selling fashion? Sell looks not items. Always elicit the desired condition NOT the problem your products solve
  48. 48. Selling clothes? Show people looking well dressed and classy Selling fashion? Sell looks not items. Btw, have you ever seen a dentist advertise bad teeth they can fix? Always elicit the desired condition NOT the problem your products solve
  49. 49. Selling clothes? Show people looking well dressed and classy Selling fashion? Sell looks not items. Btw, have you ever seen a dentist advertise bad teeth they can fix? (it’s a rhetorical qusestion) Always elicit the desired condition NOT the problem your products solve
  50. 50. Design - Make use of whitespace http://blog.landerapp.com/how-to-design-a-landing-page-when-youve-never-designed-in-your-life/
  51. 51. Design - Make use of whitespace First impression matters! http://blog.landerapp.com/how-to-design-a-landing-page-when-youve-never-designed-in-your-life/
  52. 52. First impression matters! Remember, marketing is art + craft. http://blog.landerapp.com/how-to-design-a-landing-page-when-youve-never-designed-in-your-life/ Design - Make use of whitespace
  53. 53. Design - Make use of whitespace You don’t need to be world class designers, you just need to space things well then you can fool a lot of your visitors. :) First impression matters! Remember, marketing is art + craft. http://blog.landerapp.com/how-to-design-a-landing-page-when-youve-never-designed-in-your-life/
  54. 54. Communicate your value proposition
  55. 55. What is the value being communicated? Communicate your value proposition
  56. 56. What Value Proposition is NOT It’s not a slogan or catch phrase. It’s not a positioning statement It’s not your product’s benefit or feature statement Neither, it is your business model
  57. 57. value proposition is a clear statement that... explains how your product solves customers’ problems or improves their situation (relevancy) delivers specific benefits (quantified value) tells the ideal customer why they should buy from you and not from the competition (unique differentiation). What exactly is a value proposition?
  58. 58. Good value proposition example
  59. 59. Good value proposition example Evernote clearly communicates ‘what’ and ‘how’. As a result, their landing page is very easy to follow.
  60. 60. Good value proposition example
  61. 61. Good value proposition example KISSmetrics uniquely differentiates from their major competitor
  62. 62. What else should you be testing on your landing page? http://bit.ly/1h6mKnK Always be testing
  63. 63. What else should you be testing on your landing page? http://bit.ly/1h6mKnK Always be testing
  64. 64. What else should you be testing on your landing page? http://bit.ly/1h6mKnK Always be testing
  65. 65. What else should you be testing on your landing page? http://bit.ly/1h6mKnK Always be testing
  66. 66. What else should you be testing on your landing page? http://bit.ly/1h6mKnK Always be testing
  67. 67. What else should you be testing on your landing page? http://bit.ly/1h6mKnK Always be testing
  68. 68. What else should you be testing on your landing page? http://bit.ly/1h6mKnK Always be testing
  69. 69. Startup Pyramid + Marketing Type
  70. 70. Startup Pyramid + Marketing Type Direct Response Marketing
  71. 71. Startup Pyramid + Marketing Type Positioning & Growth Hacking Direct Response Marketing
  72. 72. Startup Pyramid + Marketing Type Direct Response Marketing Positioning & Growth Hacking Branding
  73. 73. Remember, marketing is selling at scale.
  74. 74. Remember, marketing is selling at scale. ...and it doesn’t make any sense to market something that is not ready to scale.
  75. 75. How can I help you? Email: areahouse40@gmail.com Hit me up on Twitter: @areahouse40

×