Marketing for-startups-branded05may2013-130517130149-phpapp02
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Some of the Slideshare Presentations I have uploaded were developed by others. They are all worth a look. I am Stephen Darori on Linkedin. If you think we have Synergy now or may have in the future, ...

Some of the Slideshare Presentations I have uploaded were developed by others. They are all worth a look. I am Stephen Darori on Linkedin. If you think we have Synergy now or may have in the future, please send me an invitation to connect on Linkedin. I will never IDK an invitation

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    Marketing for-startups-branded05may2013-130517130149-phpapp02 Marketing for-startups-branded05may2013-130517130149-phpapp02 Presentation Transcript

    • Mobile & Web Marketing
 For Entrepreneurs
 B2C & B2B" In the beginning no one cares" Well, your mom cares" But that’s about it"
    • We Help Companies   BEFORE   AFTER   DOUBLED VIEWS & REVENUE!
    • Shira Abel "   CEO, Hunter & Bard" "   Marketing strategy" "   Marketing implementation" "   Full branding & design" "   Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)" "   Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more" "   Cover Israeli startups for TNW"
    • @shiraabel" Agenda" " " " " " " "  Strategy"  When to do marketing"  Product market fit"  Lean marketing"  Mobile marketing"  Web marketing"  B2B"
    • @shiraabel" SOME BASICS THAT YOU SHOULD KNOW!
    • ERIC REIS – THE LEAN STARTUP!
    • Nir  Eyal  –  If  you  don’t  know  him  –  you  should.  
    • Business  Model  GeneraBon  
    • @shiraabel" The Wrong Way to Do Marketing " 1" Build product" 2" Run alpha test with friends and family " 3" We’re launching – we should do some PR" OR" 3" Our product is so awesome we don’t need to do marketing"
    • @shiraabel" MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED"
    • @shiraabel" What’s Your Strategy"
    • @shiraabel" Define Your Objectives"
    • @shiraabel" Marketing for the Concept Phase" 1" Build the marketing into the product. Create an incentive to share. Make sharing easy." 2" Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything." 3" Test assumptions (cost, messaging, bundle mix, etc.). Ads to landing pages. "
    • @shiraabel" Performance Measurement" "   Is your objective SMART: specific, measurable, aggressive, realistic & time specific?" "   What are your strategic initiatives?" " " " " "           Build awareness" Expand distribution" Build penetration" Build buying rate" Increase loyalty" "   Funnel" " " " " "           Where do you want people to go?" What action do you want people to take? " Track the movement" Conversion rate / A/B Testing" Test & iterate"
    • @shiraabel" IN THE BEGINNING THE GOAL SHOULD BE PRODUCT / MARKET FIT" 40% IS GOLD*" *FOR MOST"
    • @shiraabel" Alpha Phase" "  Start the blog with newsletter sign up" "  Landing pages à more sign ups" "  A/B test messaging & optimization using unbounce.com (more sign ups)" "  Social outreach starts" The point here is to begin to build interest and an audience through good content before launch" "
    • @shiraabel" Reputation Economy" Everyone  has  an  acBon  trigger  -­‐  it’s  up  to  you  to  find  out  what  your  customer’s  is.    
    • @shiraabel" Sample Tactics (not in order)" •  •  •  •  •  •  •  •  •  •  •  •  •  •  Online Ads (FB, Google & more)" PR (Media Kit recommended)" Facebook " Pinterest" YouTube" Twitter" Quora" LinkedIn" Blogging" Newsletter / Email (highest ROI of all digital media)" Google+" Blog commenting" Games" Forums" •  •  •  •  •  •  •  •  •  •  •  •  White papers / Case studies" Peer review" Seeding posts" Infographics" E-book" Webinars" Community" Guest blogging " Podcast" Teleseminar" Affiliate Marketing" Game elements (e.g. leader board, 80% signed up, awards for actions)" •  SEO / SEM"
    • @shiraabel" AFTER PRODUCT MARKET FIT – SEEK TO ACQUIRE MASS USERS"
    • @shiraabel" WEB / ! BIG TABLET! MARKETING !
    • @shiraabel" Sample Marketing 
 Strategies for Web" "  Become known as a " product leader in a chosen niche (think Martha Stewart – " home, or Buffer – social media management)" "  Increase average purchase rate (instore recommendations are great for this)"  Create evangelists who will bring in a wider client base"  Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost – think Kissmetrics blog)"
    • @shiraabel" Launch Phase" "  Ask the media people and influencers who now know you if they would be willing to check out your product & give feedback " "  PR on a slow news day (avoid days where Apple announces anything, election days, CES, DLD, etc…)" "  Send an announcement to the list you’ve been growing through the blog, ads, and social" "  Attempt an act of virility (I say attempt, because nothing is guaranteed)"
    • @shiraabel" The  Holy  Trinity  of  MarkeBng  Online     Earned Media / PR GOOD PRODUCT" SEO / Ads / Affiliate Relationship Marketing
    • @shiraabel" Earned Media & PR" "  Brings big numbers all at one" "  Gives a spike of traffic" "  May not be aimed at the target market (i.e. much of the time TechCrunch isn’t the target market, but it’s what VCs read & gives social proof)" "  Has a strong trust rate"
    • @shiraabel" Affiliate, SEO & Media Buy (Ads)" "  Immediate" "  Targeted" "  Costs (which is fine if you charge, could be a dilemma if you’re free)" "  Doesn’t build a relationship" "  Has the lowest trust rate" "  Affiliate needs to be well vetted in order to not destroy the brand"
    • @shiraabel" Relationship Marketing" " " " " " "  Takes time"  Builds the brand"  Costs (yes, time is money)"  Builds a relationship"  Increases referral rate"  Doesn’t work as well for mobile apps – better for B2B, platforms and browser plays" "  Content can be SEO’d "
    • @shiraabel" Viral If You Can"
    • @shiraabel" Know Your Market"
    • @shiraabel" ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO STAY? FURTHERMORE, HOW DO YOU GET THEM TO COME BACK? " AND SHARE?"
    • @shiraabel" Questions for the Retention Phase" 1" Where is the funnel going through the site?" 2" Where are you losing the customer?" 3" What action triggers can induce them to come back?"
    • @shiraabel" Give Good Content"
    • @shiraabel" Give an Incentive"
    • @shiraabel" Watch the Funnel" Acquisition – " Learns About Product" Conversion – " Signs Up" Retention – " Uses Product" WOM (Sharing)" Buys"
    • @shiraabel" MOBILE MARKETING!
    • @shiraabel" The Holy Trinity of Mobile Marketing" Earned Media / PR" / Reviews" GREAT PRODUCT" SEO / Ads / " Localization" Social Integration"
    • @shiraabel" Sample Marketing 
 Strategies for Apps" "  Create several free " apps that have in-app advertisements directing to your paid app" "  Have your free app " represent a much larger service (store, blog, service, company ß this is where the monetization is)"  Have in-app revshare advertising and go for large numbers (Inneractive, Admob, etc.)"  Have a free Lite and a Premium Paid version (Lite having advertising – Premium having none)"
    • @shiraabel" Build an App Family" Main App" "  Send  adverBsing  to  main  app   "  Do  Lite  version  of  app   "  Do  complimentary  apps  –  NOT  same  app   with  different  names    
    • @shiraabel" Localization"
    • @shiraabel" Branding" Apps are all about branding. The app store is like the supermarket shelf."
    • @shiraabel" Ugly Icon* " *What NOT to do"
    • @shiraabel" Pretty Icon"
    • @shiraabel" Best Pics of the App"
    • @shiraabel" Text is Below = No One Reads It, SEO Only
 "
    • Social Proof = 
 Ratings & Reviews
 " @shiraabel"
    • @shiraabel" HOW DO YOU TURN YOUR APP INTO A HABIT?"
    • @shiraabel" Design"
    • @shiraabel" Warm Fuzzy Feeling=
 Community"
    • @shiraabel" Make Sharing Part of the Experience"
    • @shiraabel" Gamification*" * Use with caution – the obvious ways are already passé "
    • @shiraabel" Notifications"
    • @shiraabel" Email Marketing"
    • B2B!
    • @shiraabel" Sample Marketing Strategies 
 for B2B" "  Become known as a " industry leader in a chosen niche (think about crossing the chasm – Outbrain " does this well)" "  Connect with those who use your product where they live online (Objet has a FB page for that reason)"  Let the end-user (who may not be the client) know about your work (i.e. Intel inside)"  Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)"
    • @shiraabel" Sample Tactics (not in order)" •  White papers / Case studies" •  Peer review" •  Newsletter / Email (highest ROI of all digital media)" •  Forums" •  E-book" •  Webinars" •  Community" •  Guest blogging " •  Podcast" •  Teleseminar" •  Affiliate Marketing" •  Game elements (e.g. leader board, 80% signed up)" •  SEO / SEM" •  •  •  •  •  •  •  •  •  •  •  •  •  •  Online Ads (FB, Google & more)" PR (Media Kit recommended)" Facebook " Pinterest" YouTube" Twitter" Quora" LinkedIn" Blogging" Seeding posts" Google+" Blog commenting" Games" Infographics"
    • @shiraabel" Communicating to an International Market" "   Americans spell correctly. However, the British disagree. There are more Americans than British J (localize your English – even when it’s for Australians)" "   Spelling and grammar count – mistakes lower trust levels in all languages and cultures" "   Find someone from the culture you’re aiming to sell to, who knows marketing – to do your marketing. OR – go there & live for a bit. Understanding culture is critical."
    • @shiraabel" International Partnerships" "   Europe & Israel are local – use it to your advantage" "   Find companies in complimentary industries to do joint partnerships with – e.g. A high end organic bed company does a joint promotion with a high end organic bedding (sheets) company – email lists are combined & both companies & customers benefit" "   Face to face is ideal, but Skype works wonders when F2F is not possible"
    • @shiraabel" Thought Leadership is Critical" "   Blogging and guest blogging is one of the best ways to do this" "   Webinars / Presentations that give helpful industry related information (think Crunched and its Growth Hacker series)" "   White papers (sign up to our newsletter and get this white paper for free!)"
    • @shiraabel" Marketing is a Sales Tool" "   Case studies show your ideal customer and how things go when everything is perfect" "   Connecting with individuals on social builds the relationship, e.g." "   Object can showcase customers design work on its FB page" "   LinkedIn group about industry – lead generation" "   Social CRM on Twitter" "   Email marketing reminds companies that you exist & what you can do for them"
    • @shiraabel" Social Media for Research" "   What is the title of the person in the organization that typically makes the decisions? " " Rapportive" "   LinkedIn" "   Who are the media people who cover your industry?" " " " " "   Twitter "   FB" Quora"   LinkedIn" Pinterest"
    • @shiraabel" Rapportive" Find the email of the person you want to connect to by checking names through the Rapportive plugin."
    • @shiraabel" LinkedIn" Choose who you want to connect to:" " What groups is the person in? " " If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name."
    • @shiraabel" Who Are You Looking For"
    • @shiraabel" Google Search"
    • @shiraabel" First & Last Name Found!"
    • Random Stuff ! I Like!
    • @shiraabel" PR for Startups by Colette Ballou" " http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012 "
    • @shiraabel" Jack Dorsey: 
 The Power of User Narratives" "  http://www.youtube.com/watch?v=acMXhhdWylQ"
    • @shiraabel" THE Best Review Of All Time" "The Mountain Three Wolf Moon " "Short Sleeve Tee"
    • @shiraabel" Close Running" BIC Cristal For Her Ball Pen ""
    • Hat tip:
    • @shiraabel" Takeaways" "   Marketing starts the second you have an idea for a product / service / business" "   Every tactic should have a goal in mind" "   Social is more than just engagement – it’s listening and reacting to criticism" "   Listen & respond – you’ll get a better product & happier customers" "   Opt-in is more powerful than push" "   Call-to-action gets you more " "   Follow the trail to see where you’re losing people along the funnel" THANK YOU"
    • @shiraabel" References & Reads" " " " " " " " " " " " " " " " " " " " " " " " " " http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk" http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit" http://www.businessmodelgeneration.com/canvas" http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/" http://www.avc.com/a_vc/2004/03/its_a_small_wor.html" http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly " http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A" http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 " http://www.youtube.com/watch?v=7QmCUDHpNzE " http://www.youtube.com/watch?v=ZUG9qYTJMsI " http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/  " http://flowingdata.com/2011/09/18/yoda-pie-chart/ " http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay" http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/" http://www.slideshare.net/setlinger/altimeter-social-analytics081011final" Breakthrough Marketing Plans" http://www.seomoz.org/blog/tracking-the-roi-of-social-media" http://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile-platforms/" http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/" http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/" http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/" http://www.facebook-studio.com/" http://www.seomoz.org/blog/tracking-the-roi-of-social-media" http://marketingfortomorrow.com/tag/marketing-tone/ "