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Marketing & PR for Startups: London Edition

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  • 1. MARKETING & PR FOR STARTUPS Courtney Boyd Myers Founder, audience.io & 3460 Miles Wednesday, December 4, 13
  • 2. INTRODUCTION 2 COURTNEY BOYD MYERS (@CBM) FOUNDER, AUDIENCE.IO & 3460 MILES ‣ Working with Fueled, Makeshift, SHADOW, REQQI, Artsy, Rize, YPlan, Qriously and Ignite100 ‣ Director of Audience Development at General Assembly London ‣ Member of #10’s Tech City Advisory Group ‣ Writer at Wired UK & The Next Web ‣ Mentor at BBC WorldWideLabs, Seedcamp, Ignite100 ‣ Community Wednesday, December 4, 13 Member of Sandbox, Summit Series & ICE
  • 3. AGENDA ‣ Setting the Foundation ‣ The Many Facets of Marketing ‣ Building an Audience ‣ Tools of the Trade ‣ Media & PR ‣Q & A Wednesday, December 4, 13 3
  • 4. MARKETING & PR FOR STARTUPS FIRST RULE OF MARKETING: DON’T MARKET A SHIT PRODUCT Wednesday, December 4, 13 4
  • 5. MARKETING & PR FOR STARTUPS MISSION, VISION + VALUES ‣ Vision: The company’s long-term, aspirational business goals. What's the change you want to make in the world? ‣ Mission: The company’s purpose and reason for being. What are the big first steps to make that change? ‣ Values: How will you make those choices, changes and first steps? Wednesday, December 4, 13 5
  • 6. MARKETING & PR FOR STARTUPS 6 MISSION: To become the world’s largest community for dreamers. VISION: To create the world’s best app that helps people remember and record their dreams. VALUES: Curious, DataDriven, Exploratory, and Secure Wednesday, December 4, 13
  • 7. MARKETING & PR FOR STARTUPS “Many companies try to dive into driving awareness for their product or service before they figure out who they are, what they stand for, and what they are driving for. At Eventbrite, we set out 6 years ago to democratize the ticketing industry through innovative products and top notch support. The great news is that through all the growth we’ve had – in customers and in company size – these are still our primary areas of focus.” -JULIA HARTZ, CO-FOUNDER OF EVENTBRITE Wednesday, December 4, 13 7
  • 8. MARKETING & PR FOR STARTUPS 8 MESSAGING It’s is the one thing you want to tell people about your startup. -It needs to be compelling (NO BS!) Text different from and your competition. Source Wednesday, December 4, 13
  • 9. MARKETING & PR FOR STARTUPS MESSAGING It’s is the one thing you want to tell people about your startup. -It needs to be compelling (NO BS!) Text different from and Text your competition. A fun online world where kids can adopt their very own monster, go on adventures, play games, solve puzzles, be creative, and communicate with their friends. Wednesday, December 4, 13 9
  • 10. MARKETING & PR FOR STARTUPS 10 Text Text Wednesday, December 4, 13
  • 11. MARKETING & PR FOR STARTUPS MESSAGING FOR A TWO-SIDED MARKET Wednesday, December 4, 13 11
  • 12. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS STARTUP MARKETING If you are a marketer working at a startup, today you might be strategizing about a new campaign, and tomorrow you’ll have to go open Adobe Illustrator and change the copy on a flyer that you’ll send to be printed at Staples later. In the morning of the next day ‣L you might be trying get ahold of the editor of the lifestyle section of the Seattle Times and in the afternoon you are creating 7 ad variations for a Google Adwords campaign, and that same night you and the CEO will be having dinner with the VP of Marketing of a large consumer company and you’ll be discussing a two-year strategy roadmap and bringing product vision ideas back to the team the next morning. -Marcelo Calbucci, the co-founder & CTO of EveryMove Wednesday, December 4, 13 12
  • 13. MARKETING & PR FOR STARTUPS 13 PRODUCT AS MARKETING • Hotmail’s growth was almost entirely due to a “Get your free email at Hotmail” sentence at the bottom of every email. • Airbnb reverse-engineered Craigslist to let users post listings automatically despite no public Craigslist API. • Allowing users to embed videos was key to the success of YouTube and Vimeo. • Slideshare included a plain-text link in their embed code, driving traffic back to their site to get an SEO boost to boot. • Dropbox incentivized referrals by giving free extra storage space – a strategy they claim accounted for 60% of their growth. Source Wednesday, December 4, 13
  • 14. MARKETING & PR FOR STARTUPS 14 STUNT MARKETING ‣L Wednesday, December 4, 13
  • 15. MARKETING & PR FOR STARTUPS SIDE NOTE MARKETING Wednesday, December 4, 13 15
  • 16. MARKETING & PR FOR STARTUPS 16 USING SOCIAL GOOD AS MARKETING Your actions speak louder than words. Wednesday, December 4, 13
  • 17. MARKETING & PR FOR STARTUPS 16 USING SOCIAL GOOD AS MARKETING Your actions speak louder than words. Wednesday, December 4, 13
  • 18. MARKETING & PR FOR STARTUPS EVENT MARKETING Wednesday, December 4, 13 17
  • 19. MARKETING & PR FOR STARTUPS EMAIL MARKETING How do I get users to sign up for my mailing list? •Start by scraping you inbox. Your friends will forgive you + they can always unsubscribe. •Grow your user base through strategic partnerships, events and sweepstakes! What kind of content should I send? Don’t always sell, sell, sell; also send emails that are 100% value-add •Repurposed content from your blog or exclusive content • Wednesday, December 4, 13 18
  • 20. MARKETING & PR FOR STARTUPS CONTENT MARKETING • Content marketing is a cost effective, smart and scalable way to acquire customers • Content should include educational, analytical industry-related blog posts mixed with fun, viral content like infographics • Content marketing should be authentic and show your company’s culture (culture marketing) Wednesday, December 4, 13 19
  • 21. MARKETING & PR FOR STARTUPS 20 CONTENT MARKETING • Remember to capture as many email addresses as possible! Wednesday, December 4, 13 • Be educational. Tie it back to your product but don’t SELL
  • 22. MARKETING & PR FOR STARTUPS CONTENT MARKETING • Content marketing can be easily enhanced with social media marketing and syndication • Your content marketing should support your company’s SEO efforts Wednesday, December 4, 13 21
  • 23. MARKETING & PR FOR STARTUPS 22 GROWTH HACKING “When women do it, it’s marketing. When men do it, it’s growth hacking.” @Shanley Source Wednesday, December 4, 13
  • 24. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS COLLECT THE DATA •Do people event want your product? •What do they think of your product? •How are they using your product? ‣L Are they referring their friends? • •Who are your top users? Where do they live? How many Twitter followers do they have? •How can you incentivize your power users to share the service? •How will you communicate with your customers? Wednesday, December 4, 13 23
  • 25. MARKETING & PR FOR STARTUPS TOOLS OF THE TRADE •Market Research: Typeform •Database Analytics: Wrangler •Customer Support: Intercom •Email marketing: •Mailchimp •Analytics: Google Analytics, MixPanel Wednesday, December 4, 13 24
  • 26. MARKETING & PR FOR STARTUPS SOCIAL MEDIA BEST PRACTICES •Improve your inbound •Make more original content •Curate other people’s content - Like, Share and RT •ENGAGE!- Answer questions, tweets, comments, etc. •Be opinionated •Throw a Party (Get to know people IRL first) •Make your details public + up to date •Get off social media! • Wednesday, December 4, 13 25
  • 27. MARKETING & PR FOR STARTUPS PINTEREST - THE LONDONER Great for: • showing off products • categorizing content • building your brand visually Wednesday, December 4, 13 26
  • 28. MARKETING & PR FOR STARTUPS INSTAGRAM Great for: • showing off company culture • show-casing products in-action • building your brand visually Wednesday, December 4, 13 27
  • 29. MARKETING & PR FOR STARTUPS YOUTUBE •Viewed more than 12.5 million times •instantly went viral + jointly conveyed the brand personality and the benefits of the service deftly. Wednesday, December 4, 13 28
  • 30. MARKETING & PR FOR STARTUPS YOUTUBE •Viewed more than 12.5 million times •instantly went viral + jointly conveyed the brand personality and the benefits of the service deftly. Wednesday, December 4, 13 28
  • 31. MARKETING & PR FOR STARTUPS TOOLS OF THE TRADE •Facebook •Twitter/Twitter Ads •Pinterest •Tumblr •LinkedIn •Foursquare •YouTube •Instagram •Mention •Hootsuite •Buffer Wednesday, December 4, 13 29
  • 32. MARKETING & PR FOR STARTUPS PRESS - ARE YOU READY? “Patience is important. Media coverage is easier and more effective once you have a killer product. If you’re trying to create buzz too early, you’re doing it wrong.” -MICHELLE ZATLYN, CO-FOUNDER OF CLOUDFLARE Wednesday, December 4, 13 30
  • 33. MARKETING & PR FOR STARTUPS BEFORE PRESS ‣ Your product has been thoroughly alpha tested with not only friends, family but a wide group of users so you know it works ‣ mTurk.com, followerwonk.com, usertesting.com, betali.st ‣ You’re familiar with the media landscape and can name at least three journalists... Wednesday, December 4, 13 31
  • 34. MARKETING & PR FOR STARTUPS UK/EUROPE TECH MEDIA @TheNextWeb @WiredUK • • @MartinSFP @TechCrunch • @MikeButcher • @IngridLunden @TechCityNews @AlexWoodCreates @Olivia_Solon @tech_eu • @RobinWauters @Telegraph • @Kate_Day @WSJEurope @GuardianTech • • @BenJRooney Wednesday, December 4, 13 @CharlesArthur 32
  • 35. CROSSING THE POND READ! Blogs ‣Fred Wilson (A VC) — http://avc.com ‣Chris Dixon — http://cdixon.org ‣Paul Graham’s Essays — http://paulgraham.com ‣Hacker News — http://news.ycombinator.com ‣The Full Start - http://fullstart.com Newsletters ‣The Fetch http://thefetch.com ‣3460 Miles http://3460miles.com ‣Startup Digest http://startupdigest.com Wednesday, December 4, 13 33
  • 36. MARKETING & PR FOR STARTUPS GETTING PRESS ‣ Tell ‣ Be a Story technically prepared ‣ Choosing ‣ Tech Press first? ‣ Think Wednesday, December 4, 13 Outlets non-traditional 34
  • 37. MARKETING & PR FOR STARTUPS WHAT’S THE STORY? •“We’ve launched” •Funding •Trend Stories •We’ve hit X # of users •New features •Acquiring •Big, new hire •Future plans Wednesday, December 4, 13 35
  • 38. MARKETING & PR FOR STARTUPS FINDING THE JOURNALIST 1. Do your homework 2. STALK 3. Get an introduction! 5. Cocktail party rules apply 5. Talk like a human 6. Give them a scoop! Wednesday, December 4, 13 36
  • 39. MARKETING & PR FOR STARTUPS WRITING THE PITCH 1. Be brief. 2. Craft an eye-catching subject line.  3. Don’t copy paste! Oh Hey Caroline at The Next Crunch.. 4. Give a reasonable time frame. 5. Say why it's DIFFERENT  6. Avoid jargon like DISRUPTIVE, CURATED, HYBRID, INNOVATIVE, GAME-CHANGING etc. 7. Give an offer if you can: Beta invites. App Codes. Exclusive details, etc.  Wednesday, December 4, 13 37
  • 40. MARKETING & PR FOR STARTUPS Wednesday, December 4, 13 38
  • 41. MARKETING & PR FOR STARTUPS 39 Courtney B of the deep blue sea, Would you could you should you if you please When you’ve got a moment so free Let known when you could lend your ear to me? Wednesday, December 4, 13
  • 42. MARKETING & PR FOR STARTUPS 40 Subject: Exclusive for TC: Launching XXX- make any blog look like a sexy iPad app Hey Mike, I’m George, the founder of XXX. Launching XXX next week, on Thursday at noon EST and TC gets free reign on an exclusive before then. XXX makes any blog look and behave like a native iPad app. We’re talking accelerometer aware column resizing, swipe to advance articles, touch navigation, home screen icon support, and more. We’ve built somecool tech to make this happen smoothly, and it works with your existing layout... PS- Would also be happy to do giveaways to TC readers. Thanks again and feel free to reach out if you have anymore questions (skype,phone,etc. listed below). Video Demo: http://vimeo.com/13487300 Live demo site (if you’re on an iPad): jasonlbaptiste.com Feature overviews: http://padpressed.com/features My contact info: George@xxx.com , Phone:xxx.xxx.xxxx, Twitter: @xxx, Skype: xxx -George #xxx.xxx.xxxx You Should Check Out xxx.com Wednesday, December 4, 13
  • 43. MARKETING & PR FOR STARTUPS GIVE WRITERS EVERYTHING THEY NEED Provide external links (not attachments) to: •Awesome Videos •Beautiful, High-Res Photos •Company Facts: Founded Date, Funding Details, # of employees, Founder’s Names, etc. Be Available! Wednesday, December 4, 13 41
  • 44. MARKETING & PR FOR STARTUPS AFTER THE PITCH 1. Follow up! - Appropriate time on this? One week? 3-4 days? 2. Handling multiple outlets. Tell Multiple Stories. And Don't be misleading.  3. Don't break your own embargo.  Wednesday, December 4, 13 42
  • 45. MARKETING & PR FOR STARTUPS 43 TIPS FOR YOU -Don’t be afraid to ask questions. Is this on or off the record? What’s the story angle? Do they require exclusivity? -Don’t say “we have no competitors” -- choose your competitors are or the media will choose for you. - Put yourself in the mindset of the journalist. How will this story get them on Techmeme or featured by their editors? Is it like stories the journalist has written before? -Be good to the journalist. Don’t just hit them up when you need them. They want your scoops, tips, etc. since you’re on the ground in the midst of it all. Wednesday, December 4, 13
  • 46. MARKETING & PR FOR STARTUPS TAKE NOTES FROM Wednesday, December 4, 13 44
  • 47. MARKETING & PR FOR STARTUPS SHOULD YOU HIRE A PR AGENCY? ‣ Internal ‣ Doing vs Agency it on your own Wednesday, December 4, 13 45
  • 48. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved Wednesday, December 4, 13 46
  • 49. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between Wednesday, December 4, 13 47
  • 50. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between READ, FOR THE LOVE OF GOD READ. Wednesday, December 4, 13 48
  • 51. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between READ, FOR THE LOVE OF GOD READ. Tweet. Wednesday, December 4, 13 49
  • 52. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between READ, FOR THE LOVE OF GOD READ. Tweet. Write. Wednesday, December 4, 13 50
  • 53. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between READ, FOR THE LOVE OF GOD READ. Tweet. Write. Be happy. But know it’s OK and TOTALLY NORMAL to be sad, angry, frustrated, disappointed and insanely crazy too. Wednesday, December 4, 13 51

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