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Marketing for startups

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Malcolm Gordon
Malcolm Gordon

Marketing for startups presentation at Silicon Beach, Friday, February 1st, 2013

Business
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Marketing for Startups Malcolm Gordon
Who? • Online Marketing • 6 figure budgets • Startup Weekend (Team Threadster) • Founder’s Institute • Former copywriter • Some viral success • Paid, earned, owned experience
Define your Target Audience • Who are you selling to? • Where do they congregate? Online? Offline? • Where do they spend time?
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 hard • Usually know within the first few hours • Color = $40 million failure in 45 minutes
An ongoing experiment • Never stop testing • Platforms • Media • Paid Vs Earned Vs Owned mix • Ads - copy, imagery, content • Targeting • Budgets/bids
“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.”
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 content to fill
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 go viral
“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

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Marketing for startups

  • 2. Who? • Online Marketing • 6 figure budgets • Startup Weekend (Team Threadster) • Founder’s Institute • Former copywriter • Some viral success • Paid, earned, owned experience
  • 3. Define your Target Audience • Who are you selling to? • Where do they congregate? Online? Offline? • Where do they spend time?
  • 4. Learn to speak metric • CPA • Customer LTV • Net margin
  • 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.
  • 7. An ongoing experiment • Never stop testing • Platforms • Media • Paid Vs Earned Vs Owned mix • Ads - copy, imagery, content • Targeting • Budgets/bids
  • 8. “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.”
  • 9. Paid • Search Engine advertising – AdWords, BingAds • Display - Remarketing • SEO • Email Marketing • Affiliates
  • 10. Earned • The media are content hungry & very approachable • Investigative journalism is dead • Tight deadlines • Lots of content to fill
  • 11.
  • 12. Users = 1,000,000,000 users number of users = 1,000 1,000,000,000 $0 marketing spend advertising spend = $0
  • 13.
  • 14. Owned • Content Marketing (overlaps SEO) • Infographics • Video (dollar shave club) • Website • apps • Content that may go viral
  • 15. “Make an awesome product and get it featured in the App Store” – Dave Mckinney, Discovr
  • 16. “You cannot fool all of the people all of the time” – Abraham Lincoln
  • 17. Contact Me Web: malgordon.com LinkedIn: au.linkedin.com/in/malcolmgordon/ Email: mal@malgordon.com Twitter: @malgordon