Inbound Marketing - Tips and Insights

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Marketing for Start Ups:
More Bang, Less Buck
An Introduction to The Power of Inbound Marketing, and
the Memonic Example
Keren Eldad, Marketing Director
20101104

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“If you have more money than brains, focus on
outbound marketing. If you have more brains than
money, focus on inbound marketing”
New Order, New Mantra

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This Will Not Be A Declaration of the
Death of Old School Marketing
…it's just that we live in a new world!
People live on the web. They shop differently, they consume media
differently, and they interact with each other differently.
The Rules Have Changed.
Luckily, the new rules fit your wallet.

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First, let’s re-visit the past: What is
Outbound Marketing?
In the Olden Days…or even in
my last job (the Los Angeles
Times, this year) – it was all
about Outbound Marketing.
We thought we were avant
guard when we complied opt
in email lists, or bought email
lists. We ran print ads and
extremely expensive TV ads.
We threw big parties, with
celebrities. I had a HUGE
expense account.
It was fun.

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Why It Sucks
Outbound marketing techniques are getting less
and less effective over time for two reasons:
1.your average person today is inundated with over 2000
outbound marketing interruptions per day and is figuring out
more and more creative ways to block them out
2.The cost of learning about something new or shopping for
something new using the internet (search engines, blogs, and
social media sites) is much lower than going to a seminar at the
Marriott or flying to a trade show
Frivolous Spending is Over

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That was Then. This is Now.
Marketing for start-ups is a whole new world, with
different rules and different tools.
Inbound Marketing is the name of the game, and it
is the art of harnessing the web's power for your
message
•It's SEO
•It’s GOOGLE
•It's Blogging
•It's FACEBOOK, man
•Become a Marketing Hub
The Goal Is Not To Publish. It’s To GET FOUND

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The Basics Have Not Changed!
You Still Need To…
•Identify your audience
•Create value for them
•Keep them HAPPY
•Be entertaining
•Get noticed
GET EXCITED.

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Toolbox
Like a Crayon Box. Less Messy.

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Get Found – Use that geek power to
SEO the crap out of your vehicle
97% more links for co’s who rock their SEO optimization

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Google Ad Words:
Best Friend, or Pure Evil?
Prognosis: It’s Worth A Shot
A brief introduction to Google’s
Empire (of Evil)
Picking Perfect Keywords: mostly
impossible, but sometimes…
Focus On The Easy Stuff (Because
Google is for Pros)
By the way; FB ads don’t suck,
either

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Blogging Counts
When it comes to blogging, variety is the spice of life
• Plan to Blog
• Create Remarkable
Content
• Focus on the Big
Picture/The Industry,
not yourself
• Involve Experts/Guest
Bloggers

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Get SOCIAL
It’s Part of Getting Found: But take it with a grain of salt

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Choose Engagement over Masses
Don’t Just Get Users. Get FANS.
“Thank you very much for your 6 month upgrade.”
Regards,-- Gene Rosen
Creative Director -Photogenec Design

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Engage With Influencers
• READ KEY BLOGS and
interact with Influencers
Seth Godin,
Onstartups.com,
Startuplessonslearned.com,
LifeHacker,
TechCrunch,
Contagious Magazine,
GigaOm,
Reddit,
Digg….
.
Don’t Just Read. Participate.

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A Few Extras
Free Tips Here

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Measure Your Progress
• It's good to have friends: use socialmention.com
• Stats – collect everything. Personally
• Google Analytics – measuring your traffic, your blog…and
your audience!
• Google Page Rank
• Website Grader
• Number of Press mentions and Speaking Engagements
• Collect feedback (use Zendesk/Survey Monkey)
The More You Track, The More You Know

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Keep An Eye On The Competition
Know Thy Marketplace. And Don’t Be Too Proud To Adapt.

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Take Failure As A Lesson Learned
Inbound Marketing, like Google adwords, is like a
guessing game. You have to try, and try again
• HARO: Help a Reporter – something Memonic tried, which
yielded very little results
• ….but we tried it, the cost was low enough to absorb, and
we learned something
• It was Dorian's suggestion, anyway.
The More You Fail, The More You Learn

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Don’t Be Boring
• Social Media is a two way
street (we don't care what
you ate for lunch)
• Engage with the industry
• Be a Digital Citizen
• Read Up
• Be Cool, man.
People Who are Boring in real life are Boring in Social Media.

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Oldies But Goodies
Not ALL Outbound Marketing is Bad

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ONE Outbound Element To Keep: PR
• There is nothing that can replace old fashioned PR …yet
• If you have any money – invest it there
• Tips for choosing a PR firm:
• Have they done their homework (your product, your competitors, the
marketplace?)
• How's their track record in your field?
• Are they themselves Digital Citizens?
• Do they walk the walk AND talk the talk? (run them through Google, websitegrader
and socialmention yourself)
• Meausure their results: your stats, their clippings- and beyond
PR Teams are Salespeople. Don’t Fall For Charm.

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And Two Others…
• Branding tools - like postcards and brochures
• Networking at Conferences and Events (good for industry, PR AND
sales leads)
It’s Expensive, But It WORKS.

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Goals
Go Get ‘em, Tigers!

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Goal 1: Get More Inbound Links
Bottom Line: YOU WANT A LOT OF THESE.
What Are Inbound Links?
Simply: Links Leading to Your Site.
How Do You Get More Inbound Links?
There are Tricks.
The Importance of Tracking Inbound Links: Google Analytics
and Google Page Rank are Key

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Goal 2: Make yourself look bigger
“I Get By With A Little Help From My Friends”
Look familiar? 
The web was built
to be a collaboration
Our eKnife is a good
example, and has
been a huge success
…and by the way, it
was born on Twitter

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Goal 3: Converge
• Make sure you're sync-ed
• Include more in mobile
offerings
• Make your product or
service share-focused
mArchi
v
Give Your Users a Richer Experience: Anywhere, Anytime

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The Future
Is Gaming the Next Big Thing in Inbound Marketing?

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Gaming: Example
•The LA Times Used a simple concept: snapping pictures of others and
submitting them to STREET FASHION via Facebook
•Readers got a chance for looks to be featured in the Sunday Style
Section: IMAGE

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Gaming: Examples
Coke Spin The Bottle:
•Connects users to Facebook to spin with friend's profiles or use the images in
their phone's camera roll
•Users can then choose whether players Kiss, Hug, Tickle or High-five Viral
Effect: Once choice is make, app posts messages about the winners of their
Spin the Coke game to their Facebook walls
•870,000 downloads

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Memonic Marketing
ROCKS
A Little Self-Congratulation

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„The Proof Is In The Pudding“: Press!

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Awards
CTI Startup Certificed
Winner W.A. De Vigier Price for Startups
Winner Red Herring Top 100 Europe
Winner Bronze Medal Business Idea 2010

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It’s All About the Fans
„Memonic is my choice of Google Notebook replacement! A gem! „
RogerDis on Twitter
„Kerzchen!” frescosecco on Twitter
"Cheers, Memonic Team. Keep the great stuff coming!"
Rico Wyder on Facebook
Zagen jullie dat? @mymemonic reageert binnen 13 minuten (!) zonder
@-mention in mijn tweet. Zo kan het dus ook #hulde
#geweldighttp://twitter.com/jaspervanvugt/status/415912894766284
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Thanks for your time!
Keren Eldad, Marketing Director
+41 44 586 98 98, keren@memonic.com
Feldstrasse 133, CH-8004 Zurich
www.memonic.com