Marketing for Startups
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Marketing for Startups

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Marketing for Startups Marketing for Startups Presentation Transcript

  • 9 — MarketingFrom Code to Productgidgreen.com/course
  • Definition“Marketing is the activity, set ofinstitutions, and processes forcreating, communicating, delivering,and exchanging offerings that havevalue for customers, clients, partners,and society at large.” — American Marketing AssociationFrom Code to Product Lecture 9 — Marketing — Slide 2 gidgreen.com/course
  • Lecture 9•  The marketing problem•  Inbound marketing•  Viral marketing•  Your website•  CopywritingFrom Code to Product Lecture 9 — Marketing — Slide 3 gidgreen.com/course
  • Traditional marketing•  Trade shows•  Hosted events•  Email blasts•  Cold calling•  Advertising•  Public relationsFrom Code to Product Lecture 9 — Marketing — Slide 4 gidgreen.com/course
  • Trade shows http://www.exhibitionnews.co.uk/featuredetails/102/research-volatile-times ✘  Cost ✘  Time ✘  Not for niches ✘  Far from purchaseFrom Code to Product Lecture 9 — Marketing — Slide 5 gidgreen.com/course
  • Email blasts http://www.siteadvisor.com/sites/eharmony.com/msgpageFrom Code to Product Lecture 9 — Marketing — Slide 6 gidgreen.com/course
  • AdvertisingFrom Code to Product Lecture 9 — Marketing — Slide 7 gidgreen.com/course
  • Advertising email list manager sudokuFrom Code to Product Lecture 9 — Marketing — Slide 8 gidgreen.com/course
  • Public relationsFrom Code to Product Lecture 9 — Marketing — Slide 9 gidgreen.com/course
  • The purchase processFrom Code to Product Lecture 9 — Marketing — Slide 10 gidgreen.com/course
  • The purchase processFrom Code to Product Lecture 9 — Marketing — Slide 11 gidgreen.com/course
  • The purchase processFrom Code to Product Lecture 9 — Marketing — Slide 12 gidgreen.com/course
  • Lecture 9•  The marketing problem•  Inbound marketing•  Viral marketing•  Your website•  CopywritingFrom Code to Product Lecture 9 — Marketing — Slide 13 gidgreen.com/course
  • Inbound marketing“Any marketing tactic that relies onearning people’s interest instead of buyingit.” — Wikipedia“Instead of driving their message into acrowd over and over again like asledgehammer, they attract highly qualifiedcustomers to their business like a magnet.” — Rick Burnes, Hubspot BlogFrom Code to Product Lecture 9 — Marketing — Slide 14 gidgreen.com/course
  • Search engine visibilityFrom Code to Product Lecture 9 — Marketing — Slide 15 gidgreen.com/course
  • Universal searchFrom Code to Product Lecture 9 — Marketing — Slide 16 gidgreen.com/course
  • Blog on your subjectFrom Code to Product Lecture 9 — Marketing — Slide 17 gidgreen.com/course
  • Comments on other blogsFrom Code to Product Lecture 9 — Marketing — Slide 18 gidgreen.com/course
  • (E-)booksFrom Code to Product Lecture 9 — Marketing — Slide 19 gidgreen.com/course
  • InfographicsFrom Code to Product Lecture 9 — Marketing — Slide 20 gidgreen.com/course
  • Facebook pagesFrom Code to Product Lecture 9 — Marketing — Slide 21 gidgreen.com/course
  • Twitter tweets •  Status updates •  Links to blog •  Support (public) •  But think about it…From Code to Product Lecture 9 — Marketing — Slide 22 gidgreen.com/course
  • WidgetsFrom Code to Product Lecture 9 — Marketing — Slide 23 gidgreen.com/course
  • BannersFrom Code to Product Lecture 9 — Marketing — Slide 24 gidgreen.com/course
  • Opt-in email newslettersFrom Code to Product Lecture 9 — Marketing — Slide 25 gidgreen.com/course
  • Forum hostingFrom Code to Product Lecture 9 — Marketing — Slide 26 gidgreen.com/course
  • Forum posts with link•  xxFrom Code to Product Lecture 9 — Marketing — Slide 27 gidgreen.com/course
  • PresentationsFrom Code to Product Lecture 9 — Marketing — Slide 28 gidgreen.com/course
  • VideosFrom Code to Product Lecture 9 — Marketing — Slide 29 gidgreen.com/course
  • And crazy stuff…From Code to Product Lecture 9 — Marketing — Slide 30 gidgreen.com/course
  • Lecture 9•  The marketing problem•  Inbound marketing•  Viral marketing•  Your website•  CopywritingFrom Code to Product Lecture 9 — Marketing — Slide 31 gidgreen.com/course
  • Viral marketing“A method of product promotion thatrelies on getting customers to marketan idea, product, or service on theirown by telling their friends about it,usually by e-mail.” — Oxford English DictionaryFrom Code to Product Lecture 9 — Marketing — Slide 32 gidgreen.com/course
  • Measuring virality Viral coefficient = [number of people who registered this month as a direct result of the activity of people who registered last month] ÷ [number of people who registered last month]From Code to Product Lecture 9 — Marketing — Slide 33 gidgreen.com/course
  • Small changes, big effects 0.99 1.01Registrations 1.05 1.1 Month From Code to Product Lecture 9 — Marketing — Slide 34 gidgreen.com/course
  • Redefining viral marketing“Any method of product promotion whichhas a viral coefficient > 1.0•  For a user action of genuine value•  Measured for a time period which is short enough for the company to survive•  Sustainable for long enough for the company to reach much of its market.” — MeFrom Code to Product Lecture 9 — Marketing — Slide 35 gidgreen.com/course
  • Pure viralityFrom Code to Product Lecture 9 — Marketing — Slide 36 gidgreen.com/course
  • InvitationsFrom Code to Product Lecture 9 — Marketing — Slide 37 gidgreen.com/course
  • Self promotion by emailFrom Code to Product Lecture 9 — Marketing — Slide 38 gidgreen.com/course
  • Self promotion by webFrom Code to Product Lecture 9 — Marketing — Slide 39 gidgreen.com/course
  • Self promotion by webFrom Code to Product Lecture 9 — Marketing — Slide 40 gidgreen.com/course
  • Self promotion by printoutFrom Code to Product Lecture 9 — Marketing — Slide 41 gidgreen.com/course
  • Self promotion by transactionFrom Code to Product Lecture 9 — Marketing — Slide 42 gidgreen.com/course
  • User sharingFrom Code to Product Lecture 9 — Marketing — Slide 43 gidgreen.com/course
  • And of course videos…From Code to Product Lecture 9 — Marketing — Slide 44 gidgreen.com/course
  • How it looksFrom Code to Product Lecture 9 — Marketing — Slide 45 gidgreen.com/course
  • The opposite of viral•  Requires many users to work –  But no motivation for early sharing•  Think smaller –  Start within niche –  Fake early users –  Spread from there•  Or: value for first user –  del.icio.usFrom Code to Product Lecture 9 — Marketing — Slide 46 gidgreen.com/course
  • Lecture 9•  The marketing problem•  Inbound marketing•  Viral marketing•  Your website•  CopywritingFrom Code to Product Lecture 9 — Marketing — Slide 47 gidgreen.com/course
  • Your home page must…•  Appear quickly•  Explain what you do You have 5 –  Make it big! seconds!•  Provide a call to action –  Make it prominent!•  Highlight key benefit(s)•  Provide navigationFrom Code to Product Lecture 9 — Marketing — Slide 48 gidgreen.com/course
  • Good home pagesFrom Code to Product Lecture 9 — Marketing — Slide 49 gidgreen.com/course
  • Good home pagesFrom Code to Product Lecture 9 — Marketing — Slide 50 gidgreen.com/course
  • Good home pagesFrom Code to Product Lecture 9 — Marketing — Slide 51 gidgreen.com/course
  • (Real) credibilityFrom Code to Product Lecture 9 — Marketing — Slide 52 gidgreen.com/course
  • Direct to actionFrom Code to Product Lecture 9 — Marketing — Slide 53 gidgreen.com/course
  • Direct to actionFrom Code to Product Lecture 9 — Marketing — Slide 54 gidgreen.com/course
  • Landing pages •  Organic search results •  Paid search ads •  Links from affiliatesFrom Code to Product Lecture 9 — Marketing — Slide 55 gidgreen.com/course
  • About (not about you!)From Code to Product Lecture 9 — Marketing — Slide 56 gidgreen.com/course
  • Features and benefits Feature BenefitFrom Code to Product Lecture 9 — Marketing — Slide 57 gidgreen.com/course
  • Terms and PrivacyFrom Code to Product Lecture 9 — Marketing — Slide 58 gidgreen.com/course
  • Contact detailsFrom Code to Product Lecture 9 — Marketing — Slide 59 gidgreen.com/course
  • Contact formFrom Code to Product Lecture 9 — Marketing — Slide 60 gidgreen.com/course
  • FAQ / Forums / Q&AFrom Code to Product Lecture 9 — Marketing — Slide 61 gidgreen.com/course
  • Avoid…From Code to Product Lecture 9 — Marketing — Slide 62 gidgreen.com/course
  • Lecture 9•  The marketing problem•  Inbound marketing•  Viral marketing•  Your website•  CopywritingFrom Code to Product Lecture 9 — Marketing — Slide 63 gidgreen.com/course
  • A few short wordsFrom Code to Product Lecture 9 — Marketing — Slide 64 gidgreen.com/course
  • Space and factsFrom Code to Product Lecture 9 — Marketing — Slide 65 gidgreen.com/course
  • Free free freeeasy simple instant quick fast save new guaranteed safe secureFrom Code to Product Lecture 9 — Marketing — Slide 66 gidgreen.com/course
  • SubtitlesFrom Code to Product Lecture 9 — Marketing — Slide 67 gidgreen.com/course
  • EmphasisFrom Code to Product Lecture 9 — Marketing — Slide 68 gidgreen.com/course
  • From Code to Product Bad copyLecture 9 — Marketing — Slide 69gidgreen.com/course Source: http://www.webdesignerdepot.com/2011/03/ how-to-spot-and-avoid-web-copy-that-kills-websites/