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Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
Marketing for Startups
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Marketing for Startups

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An update to a talk I gave months ago, this touches more on website development, marketing automation, and lead management. …

An update to a talk I gave months ago, this touches more on website development, marketing automation, and lead management.

Marketing for Startups: Read notes and talking points at http://seobrien.com/entre-internet-marketing-startups

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  • 1. Entre to the Internet Paul O'Brien @seobrien @entreapp & @Fovnders
  • 2. Marketing for Startups Spot the Difference
  • 3. - Peter Drucker; invented Management by Objectives The only things that matter
  • 4. Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.
  • 5. And yet... Typical Priorities 1. Finance 2. Sales 3. Production 4. Management 5. Legal 6. People 1. Finance 2. Sales 3. Production 4. Management 5. Legal 6. People 1. Finance 2. Sales 3. Production 4. Management 5. Legal 6. People 1. Finances 2. Sales 3. Production 4. Management 5. Legal 6. People
  • 6. There's hope 1. Finance 2. Sales 3. Production 4. Management 5. Legal 6. People 1. Finance 2. Sales 3. Production 4. Management 5. Legal 6. People Typical Priorities 1. Finance 2. Sales 3. Production 4. Management 5. Legal 6. People 1. Finances 2. Sales 3. Production 4. Management 5. Legal 6. People Startup Priorities 1. Talking to customers 2. Improving account metrics 3. Understanding the market 4. Content marketing 5. Acquisition - Activation - Retention - Referral - Revenue Ideas popularized by Steve Blank and Dave McClure
  • 7. The Art of Startup MarketingThe Art of Startup Marketing 1. Fail, fail fast, fail frequently 2. Collaboration and focus create synergy 3. The results that matter are not the results that matter
  • 8. The Art of Startup MarketingThe Art of Startup Marketing 1. Foundation 2. Function 3. Finesse Allocate everything accordingly
  • 9. The Art of Startup MarketingThe Art of Startup Marketing - Website - Analytics - Technical SEO - Optimization - Lead capture and email Your Foundation
  • 10. The Art of Startup MarketingThe Art of Startup Marketing - Theme Forest Your Foundation: Website IMPACT? Cost : $250 Investment: $50-$2000 Opportunity: Conversion – Build your site in WordPress – pay $50 for the design – Host with WPEngine –- Hire a WordPress designer if you MUST have something custom --- WP developers in India run $7-$10 / hour – Good Designers are worth their weight in gold –- But are they worth the investment?
  • 11. The Art of Startup MarketingThe Art of Startup Marketing - Google Analytics Your Foundation: Analytics IMPACT? Cost : $0 Investment: <$500 Opportunity: Knowing – Set up and value goal and event tracking – Enable remarketing – Enable Google Webmaster Tools – Use segmentation – Use funnels, reverse goal paths, and assisted conversions – How you organize and use campaign tracking is critical – Set up dashboards for everyone in the organization
  • 12. The Art of Startup MarketingThe Art of Startup Marketing - Responsible for this? Developers / Designers Your Foundation: Technical SEO IMPACT? Cost : Org. Culture Investment: $2000 Opportunity: Organic – WordPress SEO or All-In-One help – Site architecture – Prioritization and organization of pages – Recognizing the impact of bounce rates (design & performance) – Appreciating the importance of user experience on social media – Best done in house
  • 13. The Art of Startup MarketingThe Art of Startup Marketing - Google Analytics Experiments Your Foundation: Optimization IMPACT? Cost : $0 Investment: Org. Culture Opportunity: Conversion – Puts testing in everyone's hands – Very least: Messaging Buttons Call to action Forms
  • 14. The Art of Startup MarketingThe Art of Startup Marketing - MailChimp (in WordPress: GravityForms) - See also: Fliptop.com Your Foundation: Lead Capture & Email IMPACT? Cost : < $100 / month Investment: $500 / month Opportunity: Database – Every opportunity to capture an email address – Segment database by location and context – Email twice a month BE CREATIVE! Contact Us or Coffee with Paul
  • 15. The Art of Startup MarketingThe Art of Startup Marketing - Search Engine Marketing - Social Advertising - Marketing Automation - Lead Marketing Functional Marketing
  • 16. The Art of Startup MarketingThe Art of Startup Marketing - Google AdWords Functional Marketing: SEM IMPACT? Cost : ~$500 Investment: Perf. Based Opportunity: $$$ & Data – Start simple: brand terms and product names – Work into category and industry terms – Appreciate the data as much as the customers – Always be optimizing!! – Understand the importance of contextual relevance
  • 17. The Art of Startup MarketingThe Art of Startup Marketing - Twitter, LinkedIn, Facebook Functional Marketing: Social Advertising IMPACT? Cost : Perf. Based Investment: $1000 Opportunity: $$$ & Partner – Twitter: Use “Cards,” Auto tweet, and always @ someone – LinkedIn: Target precisely, use Lead Capture – Facebook: Promote viral content to build your audience
  • 18. The Art of Startup MarketingThe Art of Startup Marketing - ORBTR or Net-Results Functional Marketing: Marketing Automation IMPACT? Cost : $500+ Investment: Variable Opportunity: Conv. & $$$ – Track known individuals on your site ---- Score them for Sales or BD ---- Automatically email them depending on their actions – Remember: we're capturing EVERY email address – Automate customer support, appear to care, personalize your site
  • 19. The Art of Startup MarketingThe Art of Startup Marketing - Get lists overseas and consider how to use them Functional Marketing: Lead Marketing IMPACT? Cost : $200 Investment: $1500 Opportunity: $$$ – Data.com is an incredible data source – Spam is illegal but tweets are not – Work with a print designer on the mailing – yes Mail. It works. – Send letters, not ads (true of email and postal)
  • 20. The Art of Startup MarketingThe Art of Startup Marketing - Marketing SEO & Content - Public Relations - Social Marketing - Lead Management The Finesse
  • 21. The Art of Startup MarketingThe Art of Startup Marketing - Raven Tools The Finesse: Marketing SEO & Content IMPACT? Cost : $500 Investment: $1500 Opportunity: $$$ & Data – Think like your audience. Google does. – Track every imaginable keyword – leverage that data for SEM – Create Pages for every key concept, location, product, and service – Develop relationships with bloggers in your industry – Content creation is often best outsourced
  • 22. The Art of Startup MarketingThe Art of Startup Marketing - PUBLIC RELATIONS not “Press” The Finesse: Public Relations IMPACT? Cost : $500 Investment: $2000 - $3000 Opportunity: Awareness – Deal with the press directly. Press releases only mark milestones. ---- Industry stories in which you are merely featured ---- “Macro” stories that involve your competitors & industry – Bloggers often more valuable – they understand SEO – Consider the role of Sales and Business Development ---- HARO is a great place to start
  • 23. The Art of Startup MarketingThe Art of Startup Marketing - Starts with your blog The Finesse: Social Marketing IMPACT? Cost : $500 / $75 per post Investment: $1000 Opportunity: Growth – Social marketing is about telling stories ---- Blog > Facebook > Twitter ---- Social validation affects SEO – Understand the impact of the @ (on Facebook too) – Trying to reach customers or partners, influencers, or media? – Fans affect conversion rates (get to 1,000)
  • 24. The Art of Startup MarketingThe Art of Startup Marketing - Nimble & Pipedrive The Finesse: Lead Management IMPACT? Cost : $50 per month Investment: $500 Opportunity: Growth – Automated contact management – Deal flow tracking and collaboration – Integrate EVERYTHING: Site w/ analytics > Forms > Mailchimp > Orbtr > Nimble > Pipedrive
  • 25. The Art of Startup MarketingThe Art of Startup Marketing Foundation Function Finesse
  • 26. The Art of Startup MarketingThe Art of Startup Marketing Foundation Function Finesse Fail, fail fast, fail frequently Collaboration and focus creates synergy The results that matter are not the results that matter
  • 27. The Art of Startup MarketingThe Art of Startup Marketing seobrien.com seobrien 512-944-0007 Paul O'Brien

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