Marketing for
Startups
Malcolm Gordon
Who?
•
•
•
•
•
•
•

Online Marketing
6 figure budgets
Startup Weekend (Team Threadster)
Founder’s Institute
Former copywri...
Define your Target Audience
• Who are you selling to?
• Where do they congregate? Online? Offline?
• Where do they spend t...
Learn to speak metric
• CPA
• Customer LTV
• Net margin
Paid Versus Viral model
• Decide early on how you’re going to get
noticed and grow
• It’s okay to pay
• Going viral is har...
An ongoing experiment
•
•
•
•
•
•
•

Never stop testing
Platforms
Media
Paid Vs Earned Vs Owned mix
Ads - copy, imagery, c...
“Adapt what is
useful, reject what
is useless, and add
what is specifically
your own.”
- Bruce Lee
"Adapt what is useful, ...
Paid
•
•
•
•
•

Search Engine advertising – AdWords, BingAds
Display - Remarketing
SEO
Email Marketing
Affiliates
Earned
• The media are content hungry & very
approachable
• Investigative journalism is dead
• Tight deadlines
• Lots of c...
Users =
1,000,000,000 users
number of users = 1,000
1,000,000,000
$0 marketing spend

advertising
spend = $0
Owned
•
•
•
•
•
•

Content Marketing (overlaps SEO)
Infographics
Video (dollar shave club)
Website
apps
Content that may g...
“Make an awesome
product and get it
featured in the App
Store”
– Dave Mckinney,
Discovr
“You
cannot fool
all of the
people all
of the time”
– Abraham
Lincoln
Contact Me
Web: malgordon.com
LinkedIn: au.linkedin.com/in/malcolmgordon/
Email: mal@malgordon.com
Twitter: @malgordon
Marketingforstartups 130131082220-phpapp01
Marketingforstartups 130131082220-phpapp01
Marketingforstartups 130131082220-phpapp01
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Marketingforstartups 130131082220-phpapp01

  1. 1. Marketing for Startups Malcolm Gordon
  2. 2. Who? • • • • • • • Online Marketing 6 figure budgets Startup Weekend (Team Threadster) Founder’s Institute Former copywriter Some viral success Paid, earned, owned experience
  3. 3. Define your Target Audience • Who are you selling to? • Where do they congregate? Online? Offline? • Where do they spend time?
  4. 4. Learn to speak metric • CPA • Customer LTV • Net margin
  5. 5. Paid Versus Viral model • Decide early on how you’re going to get noticed and grow • It’s okay to pay • Going viral is hard • Usually know within the first few hours • Color = $40 million failure in 45 minutes
  6. 6. An ongoing experiment • • • • • • • Never stop testing Platforms Media Paid Vs Earned Vs Owned mix Ads - copy, imagery, content Targeting Budgets/bids
  7. 7. “Adapt what is useful, reject what is useless, and add what is specifically your own.” - Bruce Lee "Adapt what is useful, reject what is useless, and add what is specifically your own.”
  8. 8. Paid • • • • • Search Engine advertising – AdWords, BingAds Display - Remarketing SEO Email Marketing Affiliates
  9. 9. Earned • The media are content hungry & very approachable • Investigative journalism is dead • Tight deadlines • Lots of content to fill
  10. 10. Users = 1,000,000,000 users number of users = 1,000 1,000,000,000 $0 marketing spend advertising spend = $0
  11. 11. Owned • • • • • • Content Marketing (overlaps SEO) Infographics Video (dollar shave club) Website apps Content that may go viral
  12. 12. “Make an awesome product and get it featured in the App Store” – Dave Mckinney, Discovr
  13. 13. “You cannot fool all of the people all of the time” – Abraham Lincoln
  14. 14. Contact Me Web: malgordon.com LinkedIn: au.linkedin.com/in/malcolmgordon/ Email: mal@malgordon.com Twitter: @malgordon
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