Helpful Marketing at DC Lean Startup

581 views
517 views

Published on

My presentation at the April 29 DC Lean Startup meetup. Great seeing everyone.

My workshop this Fall:
http://workshop.sohelpful.me/dc.html

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
581
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Helpful Marketing at DC Lean Startup

  1. 1. You have to FIND customers to develop them Helpful MarketingTM for Lean Startups by Kevin Dewalt DC LeanStartup
  2. 2. Founder SoHelpful, 3 previous Angel Investor Collabspot (JFDI), Power Supply (500 Startups), Vericant (???) Mentor/Advisor 1,000s, mostly Lean Startup Ruby Programmer Former VC kevindewalt.com @kevindewalt Beijing, China
  3. 3. 3rd Major Marketing Shift Before 1995 Mass Advertising 1995 - 2012 Niche Marketing Today Helpful Marketing
  4. 4. You ignore 99% of your inbox and 99.9999% of your ads
  5. 5. I hear … “We can’t FIND customers to DO Customer Development” “I have paying customers … and they STILL won’t talk to me” “Nobody reads our blog … or opens our email” Finding Customers + Winning Trust = EVERYTHING
  6. 6. Worse yet … what works in SV doesn’t work everywhere …
  7. 7. Your Lean Startup stories? • Challenges finding customers? • Getting users to return your emails?
  8. 8. Helpful Marketing A strategy for winning customers by proving you help them solve problems.
  9. 9. Prove you are helpful and customers will … • Find you • Trust you • Buy from you • Tell everyone about you And most importantly for Lean Startups … TELL YOU THEIR PROBLEMS
  10. 10. Fail to win trust? You product or service needs to be transformative
  11. 11. About … Help
  12. 12. This is what struggling business do …
  13. 13. Case Study # 1 – Customer.io “The CEO who writes email copy”
  14. 14. Case Study # 2 – Klinify “The CEO who will sort your email”
  15. 15. “Do you need help with your email?”
  16. 16. Help them through… Blogging … Speaking … Newsletters … Face-to-Face … 1-on-1 over Skype or Hangout … Webinars … Hangouts on Air … Drip email … ebooks … courses … workshops … organizing meetups … hackathons … office hours
  17. 17. But … how do I … ? … identify WHO is my customer? … know WHAT problems they have? … know HOW to solve them? … WRITE something? … get them to READ it? … use this trust to SELL to them? … create EVANGELISTS? … get customers to CALL ME for help?
  18. 18. Let’s Do Helpful Marketing! 1. Create a Target Persona 2. Identify a key problem/solution 3. Write helpful content 4. Get them to find it 5. Develop your 1-on-1 help strategy 6. Get customers to call you for help 7. Take what you learn to develop products & content that sells
  19. 19. Target Personas bring focus A fictitious caricature of the most important person your business needs to influence. (usually the paying customer)
  20. 20. My “Dave” Target Persona Dave is a 35-year-old American who lives in Wichita, Kansas. He has a family, is college educated, and a full- time job. Dave’s life dream is to become an entrepreneur and sell web and mobile products online. He doesn’t live near a startup hub - and thus he has a hard time getting startup advice.
  21. 21. Let’s hear some of your targets!
  22. 22. Name & Demographics Dave is a 35 yo American living in Wichita … college educated Behaviors Follows regional tech scene … uses twitter for news … reads TechCrunch … read Running Lean … Dreams or Needs Wants to become a web/mobile entrepreneur & make a living selling online Challenges or Obstacles Doesn’t have active startup community locally, no way to get advice Target Persona
  23. 23. Target Persona Tips • Based on a REAL person • Have 1 Target – or at most 2 • Don’t sweat details
  24. 24. How to use your target • Use it to give FOCUS. • Pick your Target’s PROBLEMS and help her by providing a SOLUTION. This is how Gary wins trust …
  25. 25. Example Problem/Solution Problem Need to do Customer Development but don’t know where/when to find customers. Solution Engage people immediately when they sign up at your landing page
  26. 26. Let’s hear some problems/solutions for written content My Target Persona’s name is .... XXXXX … … he/she has a problem …. XXXXX … I can help her by writing the solution …. XXXXX
  27. 27. Problem/Solution Tips • Pick a REAL Problem! • Solution just needs to be helpful. (tangentially related to your product is ok)
  28. 28. Bad: “problem” that needs your product Polly Lou lives in a trailer park - loves lobster but can’t afford it.
  29. 29. A Bad McBlog “Lobster on a budget!!!!”
  30. 30. Bad Idea Writing about a “problem” … … that needs your product as the “solution” This isn’t helpful …
  31. 31. Hey Kevin … … can we do Helpful Marketing on MY startup … ?
  32. 32. <shameless plug>
  33. 33. Help them through… Blogging … Speaking … Newsletters … Face-to-Face … 1-on-1 over Skype or Hangout … Webinars … Hangouts on Air … Drip email … ebooks … courses … workshops … organizing meetups … hackathons … office hours
  34. 34. SoHelpful.me/BruceMcCarthy
  35. 35. </shameless plug> try.sohelpful.me
  36. 36. Helpful Marketing Workshop DC This Fall … only 25 spots
  37. 37. Updates & discounts: 1. workshop.sohelpful.me/dc.html 2. To: kevindewalt@kevindewalt.com Subj: Workshop 3. Just give me your card … Helpful Marketing Workshop DC

×