7 Tips for Marketing Your Lean Startup

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Practical marketing advice and actionable tips for early-stage startups.

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  • Going to focus on inbound marketing because it’s cost-effective and there is a fundamental shift in consumer behavior… pounding a message into consumers does not work as effectively as providing value and earning customer loyalty
  • Content = heart of inbound marketing
  • Adjust content strategy depending on B2B or B2C. Important to have a diverse content mix.
  • Creating content by itself is not enough. You need disseminate across various networks and ignite fires.
  • Breaking news = gold for journalists. Influencers create shockwaves
  • Key to marketing (and business) is the relationships you have. Build and cultivate relationships.
  • High impact, maximize your marketing spend
  • Good brand experience is key for any of the marketing channels to be effective
  • 7 Tips for Marketing Your Lean Startup

    1. 1. 7 TIPS FOR MARKETING YOUR LEAN STARTUP Bob Samii | @cultureslurp
    2. 2. Expensive Cost-effective Push/Outbound/Interruption Pull/Inbound/Attraction SEM Display Affiliates Retargetting TV Print media Billboards Sponsorships SEO Blogs Content Marketing CRM Social Media Landing pages Word of mouth Social / Shares / Mentions
    3. 3. Plenty of resources… Full-time Part-time or Freelancers (Elance, Odesk, …) Paid services (Content.ly, Scripted)
    4. 4. Become an authority in your industry by producing great content (original, useful, educational, entertaining)
    5. 5. Link to infographic: http://bit.ly/AlNoDG Blog posts Infographics Surveys Guides Reports Interviews Videos White papers Case studies eBooks Presentations Articles
    6. 6. “CONTENT PIECE“ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ YOUR WEBSITE
    7. 7. Publish, Distribute, Rinse, Repeat
    8. 8. Pro tip: Give exclusivity to influencers Public launch day PRELAUNCHPOSTLAUNCH
    9. 9. Who´s there (everyone!): Bloggers Journalists Analysts Investors Partners Customers Where:  Conferences  Trade shows  Startup competitions  Meetups
    10. 10. 1. Keyword reasearch (Adwords tool, KeywordSpy, SEMRush …) 2. Technical modifications of website 3. Action plan for ongoing initiatives (link building, content marketing, …) 4. Measure and track progress
    11. 11. Head vs. Long tail Branded keywords Non-branded keywords Head keywords “shoes” Long-tail keywords “red mens running shoes” “Nike”
    12. 12. Pro tip: Use KeywordSpy to find out what your competitors are doing
    13. 13. Conversions (transactions, user registrations, sales leads) Visitors SEO PPC Social Media Email Display
    14. 14. Channel SEO PPC Social media Email Display Total Visitors 5000 6500 3200 2400 1500 Share of visits 27% 35% 17% 13% 8% Total Conversions 38 30 8 4 5 Conversion Rate 0,30% 0,46% 0,25% 0,17% 0,13% Total Cost 800 600 200 150 500 Total Revenues 1900 1500 400 200 250 Net income 1.100 € 900 € 200 € 50 € -250 € CPA (cost per acquisition) 21 € 20 € 25 € 38 € 100 € Net income per acquisition 29 € 30 € 25 € 13 € -50 € measure often, analyze a lot, iterate quickly Data is your friend
    15. 15. Drill down deeper… SEO: Keyword rankings Top converting keywords Top converting landing pages % Branded vs. Non-branded % Head vs. Long tail Bounce rate of pages # Pages with at least 1 visit Email: Open rate CTR Bounce rate Unsubscribes Social Media: Follower growth Total reach Interactions Mentions % Positive v negative Virality PPC: Avg position Avg CPC CTRs Top performing Ads Top performing keywords
    16. 16. Consumers have high bullshit meter these days and… WOM remains as the most powerful and highest converting segment for any business
    17. 17. Take aways 1. Find a writer 2. Produce relevant content 3. Orchestrate the distribution 4. Network, network, network 5. Develop a SEO plan 6. Measure, analyze, iterate 7. Focus on building great stuff Bob Samii | @cultureslurp

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