Marketing for startups_microsoft_academy_shira_abel_2014
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Marketing for startups_microsoft_academy_shira_abel_2014



The talk I just gave at the Microsoft Academy about Marketing for Startups.

The talk I just gave at the Microsoft Academy about Marketing for Startups.



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  • Shira, thanks a million for sharing this presentation. There is so much helpful knowledge in there that I'll surely return to theses slides to get some inspiration. Great work!
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Marketing for startups_microsoft_academy_shira_abel_2014 Marketing for startups_microsoft_academy_shira_abel_2014 Presentation Transcript

  • MARKETING FOR STARTUPS! Yes, your mom is excited, but is anyone else?!
  • @shiraabel   Marko Jovanovich! Engineering! Shira Abel! Marketing / Strategy! Ivana Buric! Design! + An amazing team of developers, designers, UX, UI, copywriters, ! & content writers! Partners!
  • @shiraabel   Clients! View slide
  • !   CEO, Hunter & Bard! !   Marketing strategy! !   Marketing implementation! !   Full branding & design! !   Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)! !   Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more! !   MBA, Kellogg School of Management! Shira Abel View slide
  • “A true unfair advantage! is something that cannot! be easily copied or bought.”! ! - Jason Cohen! @shiraabel!
  • Agenda! !  Strategy! !  Alpha! !  Launch! !  Web / Tablet vs. Mobile! !  Building Marketing Into the Product! !  Branding! !  Product market fit! ! @shiraabel!
  • @shiraabel   alpha!
  • Marketing for the Concept Phase! Build the marketing into the product. Create an incentive to share. Make sharing easy.! Test assumptions (cost, messaging, bundle mix, etc.). Mobile ads à app/ Ads à landing page! Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything.! 1! 2! 3! @shiraabel!
  • How to Test Your Idea - Web! !   Create a Minimal Viable Product MVP! !  This’ll be ugly and basic! !  Take people through the motions! !   Ads to landing pages to test messages – see what people click on! !   Can build an entire product & take’m down to BUY! !   Once product/market fit has been reached à do a Big Launch ! @shiraabel!
  • How to Test Your Idea - Mobile! !   Create a rough app & have friends & family test via Testflight (very beginning)! !   Make a MVP and launch in the app store of a smaller country only! !   Create a Minimal Viable Brand ! !  Purpose – Why do we exist! !  Positioning – Where do we fit in the market! !  Personality – How do we tell that story*! !   Once product/market fit had been reached, build the main app and do a Big Launch ! @shiraabel!
  • Alpha Phase! !  Start the blog with newsletter sign up (think Danielle Morrill & Mattermark)! !  Landing pages à more sign ups! !  A/B test messaging & optimization using or (more sign ups)! !  Social outreach starts to the media! The point is to begin building an interest and an audience through good content before launch! @shiraabel!
  • @shiraabel   launch!
  • Launch! !  Ask the media people and influencers who now know you if they would be willing to check out your product & give feedback ! !  PR on a slow news day (avoid days where Apple announces anything, election days, CES, DLD, etc…)! !  Send an announcement to the list you’ve been growing through the blog, ads, and social! !  Attempt an act of virility (I say attempt, because nothing is guaranteed)! @shiraabel!
  • What’s Your Strategy! @shiraabel!
  • Example! @shiraabel! ! ! Business Objective! Improve Financial Performance! Business Metric! Reduce Long-Term Dependence on Ads & Lower Overall Costs! Marketing Metric! Increase Relationship / Content Marketing – Raise percentage of traffic from blog versus ads!
  • Sample Marketing 
 Strategies for Web! !  Become known as a product leader in a chosen niche (think Martha Stewart – home, or Buffer – social media management)! !  Increase average purchase rate (in- store recommendations are great for this)! @shiraabel! !  Create evangelists who will bring in a wider client base! !  Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost – think Kissmetrics blog)!
  • Sample Marketing 
 Strategies for Apps! !  Create several free apps that have in-app advertisements directing to your paid app! !  Have your free app represent a much larger service (store, blog, service, company ß this is where the monetization is)! @shiraabel! !  Have in-app rev- share advertising and go for large numbers (Inneractive, Admob, etc.)! !  Have a free Lite and a Premium Paid version (Lite having advertising – Premium having none)!
  • Performance Measurement! !   Is your objective SMART: specific, measurable, attainable, realistic & time specific?! !   What are your strategic initiatives?! !   Build awareness! !   Expand distribution (i.e. increase downloads)! !   Build penetration! !   Build buying rate! !   Increase loyalty! !   Funnel ß e.g. when purchases through the app! !   Where do you want people to go?! !   What action do you want people to take? ! !   Track the movement! !   Conversion rate / A/B Testing! !   Test & iterate! @shiraabel!
  • @shiraabel   product / market fit!
  • The  Holy  Trinity  of  Marke:ng   Online     GREAT! PRODUCT! Earned Media / PR Relationship Marketing SEO / Ads / Affiliate @shiraabel!
  • The Holy Trinity of Mobile Marketing! GREAT PRODUCT! Earned Media / PR! / Reviews! Social Integration! SEO / Ads / ! Localization! @shiraabel! GREAT   PRODUCT  IS   REQUIRED  
  • Sample Tactics (not in order)! •  Mobile Ads (FB, Google & in complementary apps)! •  PR (Media Kit recommended)! •  Facebook ! •  Podcast! •  YouTube! •  Twitter! •  Quora! •  LinkedIn! •  Blogging! •  Newsletter / Email (highest ROI of all digital media)! •  Google+! •  Games! •  Forums! •  White papers / Case studies! •  Peer review! •  Seeding posts! •  Infographics! •  E-book! •  Webinars! •  Community! •  Guest blogging ! •  Teleseminar! •  Affiliate Marketing! •  Game elements (e.g. leader board, 80% signed up, awards for actions)! •  SEO / SEM! •  Pinterest! •  Blog commenting! @shiraabel!
  • Earned Media & PR! !  Brings big numbers all at once! !  Gives a spike of traffic! !  May not be aimed at the target market (i.e. much of the time TechCrunch isn’t the target market, but it’s what VCs read & gives social proof)! !  Has a strong trust rate! @shiraabel!
  • Affiliate, SEO & Media Buy (Ads)! !  Immediate! !  Targeted! !  Mobile has a stronger conversion than web! !  Strongest conversion is mobile FB! !  Costs (which is fine if you charge, could be a dilemma if you’re free)! !  Doesn’t build a relationship ! !  Has the lowest trust rate! !  Affiliate needs to be well vetted in order to not destroy the brand! @shiraabel!
  • Relationship Marketing! !  Takes time! !  Builds the brand! !  Costs (yes, time is money)! !  Builds a relationship! !  Increases referral rate! !  One key point – social needs to be built into the product! @shiraabel!
  • @shiraabel   behavioral engineering!
  • “Simplicity changes behavior.”! - BJ Fogg! @shiraabel!
  • T-shirt Economy! @shiraabel!
  • T-Shirt Economy! !   Reputation based! !  Incentives are about doing something for the love of it NOT financial reward! !  Easier to get someone to do something for free than for less money (e.g. lawyers would rather do pro bono than get paid less per hour for the same work)! !  Changes the way we perceive the work we do! !  When we already have our basic needs met, we’re more likely to do something for our own joy! !   This is where the evangelists should be – that’s why not paying them is a good thing!
  • Financial Economy! @shiraabel!
  • Financial Economy !! !   People judge if something is “worth” their time! !   Become less enthusiastic if the work is not paid according to expectations! !   Make sure incentives are aligned with goals! !   Proven to be a bad way to build incentives to get people to work harder! !  Studies have shown that for cognitive work, a larger reward results in worse results ! !  Loss aversion, however, brings better results! !   This will affect the affiliates the most!
  • Priming! @shiraabel!
  • Framing!
  • Loss Aversion ! @shiraabel!
  • Inclusion – e.g. Easter Egg! @shiraabel!
  • Achievement !
  • Action Triggers! @shiraabel! What  gets  your  customer  moving?    
  • Nir  Eyal  –  If  you  don’t  know  him  –  you  should.  
  • Jack Dorsey: 
 The Power of User Narratives! !! @shiraabel!
  • – Web !
  • – Mobile!
  • Engineering Social Proof !!
  • Engineering Social Proof !! Ask for reviews in update notes!
  • Engineering the Path to OK! @shiraabel! The user must do a set of actions, before permission is requested.!
  • Engineering the Path to OK! @shiraabel! User-triggered requests showed the highest conversion rates!
  • Engineering Viral! @shiraabel!
  • How You Say Things Matters! ‘Researchers found that placing the following statement at the end of an ad… caused their trust scores to jump as much as 33 percent!’! “You can trust us to do the job for you.”! !
  • Emotional Triggers – Examples ! 1.  Fear – Insurance! 2.  Guilt – Mother’s Day! 3.  Trust – Financial institutions! 4.  Value – Matching prices! 5.  Belonging – Part of our community! 6.  Competition – Doing better than the Jones’s! 7.  Instant Gratification – I want it now! 8.  Leadership – Early adopter & evangelist ! 9.  Trendsetting – What are the leaders doing? ! 10. Time – Save time!
  • Cognitive Resources! !   Behavior depends on time of day – we’re more likely to have no patience at the end of the day, when we’re hungry or tired! !   Place – if we’re being interrupted every 30 seconds, our cognitive resources will be spent – decision making goes down! !   How much we’ve had to concentrate – again, using up cognitive resources! !   We can’t decipher truth from fiction when we’re cognitively spent! !   Our mood can change simply by putting a pencil between our teeth and forcing ourselves to smile ! Point being – When is your customer using your product? What’s their cognitive level? !
  • Keep in Touch – Email! !   Keep it short! !   A/B test several subject lines! !   Action-trigger emails have a higher opening rate! !   Keep it relevant! !   Appropriate landing page à funnel them in! !   Let people choose what they want to be notified for! !   DON’T BUY LISTS OR SPAM!
  • Keep in Touch – Notifications!! ! iOS 108 characters max! !   Android – recommended 50 characters max (1- line on the notification bar) * ht/ Danya Schwartz Bar-El ! !   Localize sending so user receives notification between 9-11am or 2-5pm (but test first)! !   A/B test messaging for a couple of days then blast everybody else with the winner! !   In-app landing page – like all landing pages - fitted to the message and the push campaign!
  • Engineering Good Feelings! @shiraabel!
  • Engineering Good Feelings! @shiraabel!
  • Know Your Market! @shiraabel!
  • Viral If You Can! @shiraabel!
  • Watch the Funnel! Acquisition – ! Learns About Product! Conversion – ! Signs Up! Retention – ! Uses Product! WOM (Sharing)! Buys! @shiraabel!
  • @shiraabel   mobile!
  • Build an App Family! !   Send  adver:sing  to  main  app   !   Do  complementary  apps  –  NOT  same  app  with   different  names  (branded  house  or  a  house  of  brands)     !   Lite  and  paid  versions   Main App! @shiraabel!
  • @shiraabel! Localization!
  • Chevy Nova! In Spanish “no va” means No Go! hUp://­‐content/uploads/2013/09/Chevy-­‐Nova-­‐SS-­‐1.jpg   @shiraabel!
  • Branding! Apps are all about branding. The app store is like the supermarket shelf.! @shiraabel!
  • Ugly Icon* ! @shiraabel! *What NOT to do!
  • Pretty Icon! @shiraabel!
  • Best Pics of the App! @shiraabel!
  • Text is Below = No One Reads It, ASO Only
 ! @shiraabel!
  • Social Proof = 
 Ratings & Reviews
 ! @shiraabel!
  • @shiraabel   b2b!
  • Sample Marketing Strategies 
 for B2B! !  Become known as a industry leader in a chosen niche (think about crossing the chasm – Outbrain does this well)! !  Connect with those who use your product where they live online (Objet has a FB page for that reason)! @shiraabel! !  Let the end-user (who may not be the client) know about your work (i.e. Intel inside)! !  Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)!
  • Sample Tactics (not in order)! •  Online Ads (FB, Google & more)! •  PR (Media Kit recommended)! •  Facebook ! •  Pinterest! •  YouTube! •  Twitter! •  Quora! •  LinkedIn! •  Blogging! •  Seeding posts! •  Google+! •  Blog commenting! •  Games! •  Infographics! •  White papers / Case studies! •  Peer review! •  Newsletter / Email (highest ROI of all digital media)! •  Forums! •  E-book! •  Webinars! •  Community! •  Guest blogging ! •  Podcast! •  Teleseminar! •  Affiliate Marketing! •  Game elements (e.g. leader board, 80% signed up)! •  SEO / SEM! @shiraabel!
  • Communicating to an International Market! !   Americans spell correctly. However, the British disagree. There are more Americans than British J (localize your English – even when it’s for Australians)! !   Spelling and grammar count – mistakes lower trust levels in all languages and cultures! !   Find someone from the culture you’re aiming to sell to, who knows marketing – to do your marketing. OR – go there & live for a bit. Understanding culture is critical.! @shiraabel!
  • International Partnerships! !   You’re in Europe – use it to your advantage – partner with other European & Israeli companies! !   Find companies in complimentary industries to do joint partnerships with – e.g. A high end organic bed company does a joint promotion with a high end organic bedding (sheets) company – email lists are combined & both companies & customers benefit! !   Face to face is ideal, but Skype works wonders when F2F is not possible! @shiraabel!
  • Thought Leadership is Critical! !   Blogging and guest blogging is one of the best ways to do this! !   Webinars / Presentations that give helpful industry related information (think Crunched and its Growth Hacker series)! !   White papers (sign up to our newsletter and get this white paper for free!)! @shiraabel!
  • Marketing is a Sales Tool! !   Case studies show your ideal customer and how things go when everything is perfect! !   Connecting with individuals on social builds the relationship, e.g.! !   Object can showcase customers design work on its FB page! !   LinkedIn group about industry – lead generation! !   Social CRM on Twitter! !   Email marketing reminds companies that you exist & what you can do for them! @shiraabel!
  • Social Media for Research! !   What is the title of the person in the organization that typically makes the decisions? ! ! Rapportive! !   LinkedIn! !   Who are the media people who cover your industry?! !   Twitter ! !   FB! ! Quora! !   LinkedIn! ! Pinterest! @shiraabel!
  • Rapportive! Find the email of the person you want to connect to by checking names through the Rapportive plugin.! @shiraabel!
  • Boomerang in Gmail! @shiraabel! This helps you remember to send that follow up email. !
  • Signals! @shiraabel! Find out when the email you sent was opened by the recipient.!
  • LinkedIn! Choose who you want to connect to:! ! What groups is the person in? ! ! If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name.! @shiraabel!
  • Who Are You Looking For! @shiraabel!
  • Google Search! @shiraabel!
  • First & Last Name Found!! @shiraabel!
  • @shiraabel   random!
  • THE Best Review Of All Time! !The Mountain Three Wolf Moon ! !Short Sleeve Tee! @shiraabel!
  • Close Running! BIC Cristal For Her Ball Pen !! @shiraabel!
  • Hat tip:
  • Connect!! ! @shiraabel   ! hUp://   ! hUp://     ! hUps:// posts    
  • References & Reads!! !     THANK  YOU’S:  Dan-­‐ya  Shwartz  Bar-­‐El  &  Ze'ev  Rosenstein   !! !! !! !! !! !! !! !! ! ! !! ! ! ! ! ! ! !  ! ! ! !! !! !! ! Breakthrough Marketing Plans! !! !! !! !! !! !! ! ! @shiraabel!