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Startup Jet Fuel

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Move faster by modeling success and using methods and tools that build better results faster.

Move faster by modeling success and using methods and tools that build better results faster.

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  • The head fake.
  • Before you market online you need to know marketing fundamentals.

Startup Jet Fuel Startup Jet Fuel Presentation Transcript

  • Startup Jet Fuel W W W . S TA R T U P J E T F U E L . C O M / AT D C
  • GOALS Goal 1 – give you ideas and tactics to work more efficiently Goal 2 – give you inbound marketing ideas/methods that you can implement
  • SECTION 1BIG PICTURE / OPTIMIZATION
  • What Easy Button? Lots of risk factors. Lots of learning. Lots of people who want to take your $$ and produce no meaningful results.
  • FILM SHOPArea Who?Finance YOUIT YOULegal Outsource as neededMarketing YOU / YOU + Consultant or AdvisorSales YOUHR YOUOperations YOUProduct/Service YOU
  • Mentors / Learning Find mentors in each area of business. Does not always in person meeting. Use Twitter (TweetDeck or other) to follow “thought leaders” in the different areas of business. Also follow local “smart” people. Read blogs that give you useful info that relates to your business.
  • Online Education Steve Blank – How to Build a Startup Course Business Model Generation - Canvas 37 Signals – They wrote a book and free PDF telling you how they did it. Google Webmaster Videos Digital “stalking” – smart people will meet with other smart people and tweet about it.
  • Model Success What successful companies in your space can you model?  Research them thoroughly. Decide the info you want. Outsource this.  How do they sell and market their products  Direct sales, channel, distribution  What keywords do they use?  How are they using social media?  How do they engage website visitors, customers, etc.?
  • Feedback Loops / Reporting / Metrics You need feedback loops. WGMGD – What Gets Measured Gets Done Dave McClure – Startup Metrics for Pirates  Slideshare  Video
  • Strategy and Tactics You need both. The better strategy usually wins. Strategy is easy. Execution is hard.
  • Listen to Customers Do not assume too much about what customers want or will use. Talk to them and gather as much info as possible. Surveys are great but so much more will be revealed via conversation.
  • My Shortcuts Microsoft Action Pack Perry Marshall Audio Tech Audio Books The Teaching Company I follow key people on twitter and read key blogs. YouTube is filled with videos on how to do stuff. Use Evernote or OneNote to add RAM to your brain.
  • Blueprints There are “baseline” templates all over the web for nearly any topic. Example: Go To Market Strategies kit I helped someone use a $20 website template to outperform a $25,000 site design that had no SEO.
  • Google Power Research Save tons of time by learning to search effectively Google Search Tricks, Tips and Hints
  • Beginning of the Lifecycle Nail down product and market research. Get version 1.0 going (MVP, Lean Startup) Paul Graham says: "I like to find (a) simple solutions (b) to overlooked problems (c) that actually need to be solved, and (d) deliver them as informally as possible, (e) starting with a very crude version 1, then (f) iterating rapidly."
  • Theoretical vs. Empirical Theory and strategy are important. But sometimes you just gotta take action. Adwords is much like this. Take action. Iterate and play “beat the control”
  • Smart Outsourcing Elance oDesk Amazon Mechanical Turk Smartsheet
  • Time and Cents What is your time worth? Trading time for $$ (consulting) versus Build it once, sell it many*OK to trade time for $$ to get $$ to Build It Once
  • Efficiency Don’t reinvent wheel Learn to manipulate data in Excel, learning some basic visual basic coding could be very helpful Build Engines (example: presentation folder mailout) Online mentors and digital stalking, find 2-10 tweeple in each biz area, follow them, spend 5-30 min a day online looking at ideas that count
  • Code to create Code Sometimes it best to write some script code Use MS Excel to slice, dice, parse, etc. DEMO: use excel to “build” twitter and linkedin links
  • SECTION 2Online Marketing
  • 2 AssetsMarketing &Innovation
  • Marketing Fundamentals Market Push / Pull Four P’s of marketing / FAB / USP What is the “job” of marketing? Good marketing leads to _______________. Analyze marketing efforts - what is the lowest effort that will bring the biggest results? Inbound versus Outbound
  • Online Marketing IMME – Internet Marketing Mindmap Startup Metrics for Pirates – AARRR (must read for SaaS companies)  Slideshare presentation  YouTube Video
  • Some Online Marketing Vehicles Start with your website and basic SEO. What is SEO?  Webmastersworld.com, seomoz, Matt Cutts videos, etc.  Careful of outsourcing. EDU marketing Landing pages / Microsites / other domain names Email, videos, newsletters PPC / Adwords Social Media (twitter, blog, facebook) Multi-touch campaigns / new tools like Postwire Set it and forget vs. feeding fish
  • Step by Step Step 1: Optimize your site Step 2: Cast bait to get found  No cost to you.  No maintenance needed.  Think YouTube, Scribd, Slideshare, etc. Step 3: Promote site via paid “vehicles”  Low cost.  Think adwords, postcard+landing page, paid whitepaper placement, etc.
  • Your Website Perry Marshall – “The search engine is the motor. Your website is the glider.” Is your website ready for this?  How will you capture visitor info?  What value are you providing for them (videos, e-books, mini- whitepapers, info via email, etc.)?  What are you teaching them?  What is a conversion? What is the goal?  Autoresponders. Even the best marketing will not be successful if the website or product sucks.
  • Website Content Not Gobbledygook Marketing BS Detector The more content the better. Content must be focused. Keyword density. If you product works well or is a “complimentary” sell to another product mention it on the site (and pickup extra inbound traffic)
  • Getting Found How do search engines see you? Let’s tear apart a website or two! Description, meta tags, sitemap.xml, content, url, url parameters, images, menus, layout, etc.
  • Market Segmentation Customer Persona “The conversation in their head”
  • Who needs your solution?Do not know they need solution Know they need solutionTradeshows Prospect Google search (list of driving factors below)Telesales press releasesnFrontLabs website Post software information to freeMagazine Ads download sitesOnline Ads Mention products in forumsSpeak at conferences Website SEO tacticsInfluence conference speakers Product submission toolsInfluence bloggers Google AdsInfluence authors Security websitesInfluence industry experts Download
  • Pay Per Click / Adwords Two Words – Perry Marshall (www.perrymarshall.com)  Buy the $100 kit. Read it. Read it again. Apply it. This is the cheapest way to find what ad copy works.  The ad copy that works here will work in other mediums like:  Sales letters  Postcards  Telesales scripts Writing good ad copy – www.bly.com
  • Growth Hacking Using marketing, strategy and coding to leverage a huge platform to reach customers. Read this article on Growth Hacking. Read it again. Figure out how to do it with your product or service.
  • Social Media Scares the hell out of big companies. Levels the playing field because even a senior marketing exec at a Fortune 100 knows no more than you about the medium. Follow @mareketingProfs on twitter Watch video of Chris Brogan or read Trust Agents (his book)
  • Cast a big net Twitter account (personal, not biz, biz accts get far fewer followers) Linkedin account (personal acct) Scribd (post whitepapers and product datasheets there) Slideshare (put public presos there), maybe do PostWire if you sell a high priced premium product with long sales cycle to customers that need nurturing YouTube channel (product/service videos) or Vimeo videos if you want to avoid ads or both (host vimeo videos on your site and leave you tube videos out there for whomever may run across them) Facebook company page Google Adwords with PM (www.perrrymarshall.com) techniques applied Google Alerts for keywords related to your products/services and to monitor competitors
  • THE ENDNow go build a kick-ass company Get someone else to run it And do it over again Because it is in your blood.