Building Buzz for your Startup


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A presentation i gave at BootupCamp this morning

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Building Buzz for your Startup

  1. 1. Building Buzz for your Startup<br />BootupCamp, July 2009<br />
  2. 2. Todays Agenda<br />Types of Marketing<br />The Sales funnel<br />The Buyers Journey<br />Sales Prioritisation<br />Creating a Marketing Strategy<br />Leveraging Free Marketing Opportunities to Build a Buzz<br />
  3. 3. About Me<br />
  4. 4. BuzzNumbers<br />
  5. 5. Shifted Pixels<br />
  6. 6.<br />
  7. 7. Blogger<br />
  8. 8. Video Podcaster<br />
  9. 9. Marketing Background<br />
  10. 10. Types of Marketing<br />
  11. 11. The Sales Funnel<br />
  12. 12. The Buyers Journey<br />
  13. 13. The Buyers Journey<br />Do you need different marketing messages for each stage of the Buyers Journey?<br />Are individuals in the same company or market at different stages of the same journey?<br />Which stage of the buyers journey are each potential customer at?<br />Individuals start the buyers journey at different times and travel at different speeds<br />You can&apos;t skip stages in the Buyers Journey<br />
  14. 14. Sales Prioritisation<br />Segment your multiple customer markets<br />Evaluate<br />Stage of buyers journey<br />Time to purchase<br />Value of purchase<br />Likelihood of purchase<br />Size of market<br />Improves Focus and Revenue Growth<br />
  15. 15. Why Marketing Strategy?<br />
  16. 16. Leveraging Free Marketing Opportunities<br />
  17. 17. Keyword Research<br />How do your customers find you?<br />“Budget Accommodation” vs. “Cheap Hotels”<br />Our Market:<br />
  18. 18. Blog Marketing<br />Create lots of easy to read, easy to consume, easy to share content and make it pretty with images.<br />Write Link bait titles<br />“Top 10 reasons your losing to your competitors”<br />“5 Ways to improve your life in just 24 hours”<br />Ensure your Blog Title and Content is Keyword Heavy<br />Distribute your Blog to Directories (more than 250)<br /><br />
  19. 19. Leverage your Social Network<br />Share your value added content (blog) to your Social Networks<br />Facebook<br />Twitter<br />LinkedIn<br />Digg<br />Reddit<br />HackerNews<br />Target the Message to the Medium<br />Don’t Spam, be interesting.<br />Case Study: uTagFailSnail on Reddit<br />
  20. 20. Engage your Social Network<br />Search based on Target Audiences<br />Primary Audience<br />Secondary Audiences<br />Engage Groups <br />Add Value and interestingness<br />Ask Questions and ask for feedback<br />
  21. 21. Press Release<br />Use Statistics and Research<br />Make your messages relevant to current events<br />Remember journalists are (mostly) lazy and mainstream news is mostly un-fact checked<br />PR is Brand Marketing not Acquisition<br />Case Study: BuzzNumbers Claire the Bogan<br />
  22. 22. Community Engagement<br />Search and Engage in communities<br />Forums – Post questions<br />Blogs – Leave Comments<br />Twitter – Search keywords and engage, ask for ReTweets<br />Be Relevant and Interesting<br />Use Primary and Secondary Target Audiences<br />
  23. 23. Email Marketing (EDM)<br />Create Website and Blog Email Signup Features<br />Use ZooKoda or FeedBurner Blog to Email<br />Easy HTML Snippet to Add to List<br />Email your Personal Contacts to first build your list<br />Ensure all Marketing material has EDM Signup Capabilities<br />
  24. 24. Blogger Engagement<br />Build a list of top X Bloggers who speak to your target audiences<br />Build a relationship. Engage with them through comments, re-posts, tweets, community and reviews<br />Ask to include one of your blog posts as a “Guest Blog Writer”<br />Ask them to review your product.<br />Provide them with something interesting to their customers, make them look good<br />
  25. 25. Business Development<br />Partnering is a path to significant growth<br />Case Study: Microsoft<br />Which companies could take your product to their customers in a mutually beneficial way?<br />Cold Call, don’t be scared and don’t be shy to ask.<br />Leverage LinkedIn Shared relationships where possible<br />
  26. 26. Sales<br />Call your top 100 Customers, divide and conquer.<br />Call the switchboard and ask to speak with person responsible for your market<br />Ask for 2 minutes of their time, introduce your company and ask if you can email them more information. Add them to your EDM.<br />High success rate (low rejection) & build your pipeline<br />
  27. 27. Surveys<br />Survey different aspects of your market<br />Use this information for Blog Posts, Community Engagement and PR<br />Builds a relationship<br />Gets your market thinking about the need for your product or service<br />
  28. 28. Set your execution schedule<br />Understand your resources and team capabilities<br />Marketing and sales is everyone responsibility in a startup<br />Set a schedule for execution of each of your marketing tactics<br />
  29. 29. Get Pumped!<br />There are people out there who want your product,<br />Go get them!<br />
  30. 30. Contact<br />Email:<br />Twitter: @nickhac<br />Skype: Nickhac<br />Slideshare: nickhac<br />