Mobile & Web Marketing
For Entrepreneurs
B2C & B2B"In the beginning no one cares"Well, your mom cares"But that’s about it"
BEFORE	   AFTER	  DOUBLED VIEWS & REVENUE!We Help Companies	  
"   CEO, Hunter & Bard""   Marketing strategy""   Marketing implementation""   Full branding & design""   Teach Marketing ...
Agenda""  Strategy""  When to do marketing""  Product market fit""  Lean marketing""  Mobile marketing""  Web marketing""  ...
SOME BASICSTHAT YOUSHOULD KNOW!@shiraabel"
ERIC REIS – THE LEAN STARTUP!
Nir	  Eyal	  –	  If	  you	  don’t	  know	  him	  –	  you	  should.	  
Business	  Model	  GeneraBon	  
The Wrong Way to Do Marketing "Build product"We’re launching – we should do some PR"Run alpha test with friends and family...
MARKETINGSHOULD STARTTHE MOMENT THEPRODUCT ISCONCEPTUALIZED"@shiraabel"
What’s Your Strategy"@shiraabel"
Define Your Objectives"@shiraabel"
Marketing for the Concept Phase"Build the marketing into the product. Createan incentive to share. Make sharing easy."Test...
Performance Measurement""   Is your objective SMART: specific, measurable, aggressive,realistic & time specific?""   What ar...
IN THE BEGINNINGTHE GOAL SHOULDBE PRODUCT /MARKET FIT"40% IS GOLD*"*FOR MOST"@shiraabel"
Alpha Phase""  Start the blog with newsletter sign up""  Landing pages à more sign ups""  A/B test messaging & optimizati...
Reputation Economy"@shiraabel"Everyone	  has	  an	  acBon	  trigger	  -­‐	  it’s	  up	  to	  you	  to	  find	  out	  what	 ...
Sample Tactics (not in order)"•  Online Ads (FB, Google & more)"•  PR (Media Kit recommended)"•  Facebook "•  Pinterest"• ...
AFTER PRODUCTMARKET FIT –SEEK TO ACQUIREMASS USERS"@shiraabel"
WEB / !BIG TABLET!MARKETING !@shiraabel"
Sample Marketing 
Strategies for Web""  Become known as aproduct leader in achosen niche (thinkMartha Stewart –home, or Bu...
Launch Phase""  Ask the media people and influencers whonow know you if they would be willing tocheck out your product & gi...
The	  Holy	  Trinity	  of	  MarkeBng	  Online	  	  GOODPRODUCT"Earned Media / PRRelationshipMarketingSEO / Ads /Affiliate@...
Earned Media & PR""  Brings big numbers all at one""  Gives a spike of traffic""  May not be aimed at the target market(i.e...
Affiliate, SEO & Media Buy (Ads)""  Immediate""  Targeted""  Costs (which is fine if you charge, could bea dilemma if you’re...
Relationship Marketing""  Takes time""  Builds the brand""  Costs (yes, time is money)""  Builds a relationship""  Increas...
Viral If You Can"@shiraabel"
Know Your Market"@shiraabel"
ONCE PEOPLE STARTTO COME – HOW DOYOU GET THEM TOSTAY? FURTHERMORE,HOW DO YOU GETTHEM TO COME BACK? "AND SHARE?"@shiraabel"
Questions for the Retention Phase"Where is the funnel going through the site?"What action triggers can induce them tocome ...
Give Good Content"@shiraabel"
Give an Incentive"@shiraabel"
Watch the Funnel"Acquisition – "Learns About Product"Conversion – "Signs Up"Retention – "Uses Product"WOM(Sharing)"Buys"@s...
MOBILEMARKETING!@shiraabel"
The Holy Trinity of MobileMarketing"GREATPRODUCT"Earned Media / PR"/ Reviews"SocialIntegration"SEO / Ads / "Localization"@...
Sample Marketing 
Strategies for Apps""  Create several freeapps that have in-appadvertisementsdirecting to your paidapp""...
Build an App Family""  Send	  adverBsing	  to	  main	  app	  "  Do	  Lite	  version	  of	  app	  "  Do	  complimentary	  a...
@shiraabel"Localization"
Branding"Apps are all about branding. The app storeis 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,SEO Only
"@shiraabel"
Social Proof = 
Ratings & Reviews
"@shiraabel"
HOW DO YOUTURN YOUR APPINTO A HABIT?"@shiraabel"
Design"@shiraabel"
Warm Fuzzy Feeling=
Community"@shiraabel"
Make Sharing Part of theExperience"@shiraabel"
Gamification*"@shiraabel"* Use with caution – the obvious ways are already passé "
Notifications"@shiraabel"
Email Marketing"@shiraabel"
B2B!
Sample Marketing Strategies 
for B2B""  Become known as aindustry leader in achosen niche (thinkabout crossing thechasm – ...
Sample Tactics (not in order)"•  Online Ads (FB, Google & more)"•  PR (Media Kit recommended)"•  Facebook "•  Pinterest"• ...
Communicating to anInternational Market""   Americans spell correctly. However, the British disagree.There are more Americ...
International Partnerships""   Europe & Israel are local – use it to your advantage""   Find companies in complimentary in...
Thought Leadership is Critical""   Blogging and guest blogging is one of the best waysto do this""   Webinars / Presentati...
Marketing is a Sales Tool""   Case studies show your ideal customer and howthings go when everything is perfect""   Connec...
Social Media for Research""   What is the title of the person in the organization thattypically makes the decisions? "" Ra...
Rapportive"Find the email of theperson you want toconnect to by checkingnames through theRapportive plugin."@shiraabel"
LinkedIn"Choose who you want to connectto:""What groups is the person in? ""If you know the title but not thewhole name – ...
Who Are You Looking For"@shiraabel"
Google Search"@shiraabel"
First & Last Name Found!"@shiraabel"
Random Stuff !I Like!
PR for Startups by Colette Ballou"" http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012...
Jack Dorsey: 
The Power of User Narratives""  http://www.youtube.com/watch?v=acMXhhdWylQ"@shiraabel"
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:
Takeaways""   Marketing starts the second you have an idea for a product /service / business""   Every tactic should have ...
References & Reads""" http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk"" http:/...
Upcoming SlideShare
Loading in …5
×

Marketing for Startups

2,214 views

Published on

Marketing for startups. A great overview for engineers who want to understand what the marketing department is doing and why, as well as for experienced marketers who want a broad overview review.

Published in: Business
0 Comments
13 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,214
On SlideShare
0
From Embeds
0
Number of Embeds
87
Actions
Shares
0
Downloads
35
Comments
0
Likes
13
Embeds 0
No embeds

No notes for slide

Marketing for Startups

  1. 1. Mobile & Web Marketing
For Entrepreneurs
B2C & B2B"In the beginning no one cares"Well, your mom cares"But that’s about it"
  2. 2. BEFORE   AFTER  DOUBLED VIEWS & REVENUE!We Help Companies  
  3. 3. "   CEO, Hunter & Bard""   Marketing strategy""   Marketing implementation""   Full branding & design""   Teach Marketing for Startups atStartHub (Tel Aviv/ JaffaAcademic College)""   Mentor at: Google, Microsoft,Founder Institute, Seedcamp, &more""   Cover Israeli startups for TNW"Shira Abel
  4. 4. Agenda""  Strategy""  When to do marketing""  Product market fit""  Lean marketing""  Mobile marketing""  Web marketing""  B2B"@shiraabel"
  5. 5. SOME BASICSTHAT YOUSHOULD KNOW!@shiraabel"
  6. 6. ERIC REIS – THE LEAN STARTUP!
  7. 7. Nir  Eyal  –  If  you  don’t  know  him  –  you  should.  
  8. 8. Business  Model  GeneraBon  
  9. 9. The Wrong Way to Do Marketing "Build product"We’re launching – we should do some PR"Run alpha test with friends and family "1"2"3"Our product is so awesome we don’t need todo marketing"3"OR"@shiraabel"
  10. 10. MARKETINGSHOULD STARTTHE MOMENT THEPRODUCT ISCONCEPTUALIZED"@shiraabel"
  11. 11. What’s Your Strategy"@shiraabel"
  12. 12. Define Your Objectives"@shiraabel"
  13. 13. Marketing for the Concept Phase"Build the marketing into the product. Createan incentive to share. Make sharing easy."Test assumptions (cost, messaging, bundlemix, etc.). Ads to landing pages. "Get to know influencers & media people onTwitter. Give a lot. Don’t ask for anything."1"2"3"@shiraabel"
  14. 14. Performance Measurement""   Is your objective SMART: specific, measurable, aggressive,realistic & time specific?""   What are your strategic initiatives?""   Build awareness""   Expand distribution""   Build penetration""   Build buying rate""   Increase loyalty""   Funnel""   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"
  15. 15. IN THE BEGINNINGTHE GOAL SHOULDBE PRODUCT /MARKET FIT"40% IS GOLD*"*FOR MOST"@shiraabel"
  16. 16. Alpha Phase""  Start the blog with newsletter sign up""  Landing pages à more sign ups""  A/B test messaging & optimization usingunbounce.com (more sign ups)""  Social outreach starts"The point here is to begin to build interestand an audience through good contentbefore launch""@shiraabel"
  17. 17. Reputation Economy"@shiraabel"Everyone  has  an  acBon  trigger  -­‐  it’s  up  to  you  to  find  out  what  your  customer’s  is.    
  18. 18. Sample Tactics (not in order)"•  Online Ads (FB, Google & more)"•  PR (Media Kit recommended)"•  Facebook "•  Pinterest"•  YouTube"•  Twitter"•  Quora"•  LinkedIn"•  Blogging"•  Newsletter / Email (highest ROIof all digital media)"•  Google+"•  Blog commenting"•  Games"•  Forums"•  White papers / Case studies"•  Peer review"•  Seeding posts"•  Infographics"•  E-book"•  Webinars"•  Community"•  Guest blogging "•  Podcast"•  Teleseminar"•  Affiliate Marketing"•  Game elements (e.g. leader board,80% signed up, awards for actions)"•  SEO / SEM"@shiraabel"
  19. 19. AFTER PRODUCTMARKET FIT –SEEK TO ACQUIREMASS USERS"@shiraabel"
  20. 20. WEB / !BIG TABLET!MARKETING !@shiraabel"
  21. 21. Sample Marketing 
Strategies for Web""  Become known as aproduct leader in achosen niche (thinkMartha Stewart –home, or Buffer –social mediamanagement)""  Increase averagepurchase rate (in-storerecommendations aregreat for this)"@shiraabel""  Create evangelistswho will bring in awider client base""  Increase customerlifetime value bygiving information thatthe customer values(creates loyalty /increases switchingcost – thinkKissmetrics blog)"
  22. 22. Launch Phase""  Ask the media people and influencers whonow know you if they would be willing tocheck out your product & give feedback ""  PR on a slow news day (avoid days whereApple announces anything, election days,CES, DLD, etc…)""  Send an announcement to the list you’vebeen growing through the blog, ads, andsocial""  Attempt an act of virility (I say attempt,because nothing is guaranteed)"@shiraabel"
  23. 23. The  Holy  Trinity  of  MarkeBng  Online    GOODPRODUCT"Earned Media / PRRelationshipMarketingSEO / Ads /Affiliate@shiraabel"
  24. 24. Earned Media & PR""  Brings big numbers all at one""  Gives a spike of traffic""  May not be aimed at the target market(i.e. much of the time TechCrunch isn’tthe target market, but it’s what VCs read& gives social proof)""  Has a strong trust rate"@shiraabel"
  25. 25. Affiliate, SEO & Media Buy (Ads)""  Immediate""  Targeted""  Costs (which is fine if you charge, could bea dilemma if you’re free)""  Doesn’t build a relationship""  Has the lowest trust rate""  Affiliate needs to be well vetted in order tonot destroy the brand"@shiraabel"
  26. 26. Relationship Marketing""  Takes time""  Builds the brand""  Costs (yes, time is money)""  Builds a relationship""  Increases referral rate""  Doesn’t work as well for mobile apps –better for B2B, platforms and browserplays""  Content can be SEO’d "@shiraabel"
  27. 27. Viral If You Can"@shiraabel"
  28. 28. Know Your Market"@shiraabel"
  29. 29. ONCE PEOPLE STARTTO COME – HOW DOYOU GET THEM TOSTAY? FURTHERMORE,HOW DO YOU GETTHEM TO COME BACK? "AND SHARE?"@shiraabel"
  30. 30. Questions for the Retention Phase"Where is the funnel going through the site?"What action triggers can induce them tocome back?"Where are you losing the customer?"1"2"3"@shiraabel"
  31. 31. Give Good Content"@shiraabel"
  32. 32. Give an Incentive"@shiraabel"
  33. 33. Watch the Funnel"Acquisition – "Learns About Product"Conversion – "Signs Up"Retention – "Uses Product"WOM(Sharing)"Buys"@shiraabel"
  34. 34. MOBILEMARKETING!@shiraabel"
  35. 35. The Holy Trinity of MobileMarketing"GREATPRODUCT"Earned Media / PR"/ Reviews"SocialIntegration"SEO / Ads / "Localization"@shiraabel"
  36. 36. Sample Marketing 
Strategies for Apps""  Create several freeapps that have in-appadvertisementsdirecting to your paidapp""  Have your free apprepresent a muchlarger service (store,blog, service,company ß this iswhere themonetization is)"@shiraabel""  Have in-app rev-share advertising andgo for large numbers(Inneractive, Admob,etc.)""  Have a free Lite and aPremium Paid version(Lite havingadvertising –Premium havingnone)"
  37. 37. Build an App Family""  Send  adverBsing  to  main  app  "  Do  Lite  version  of  app  "  Do  complimentary  apps  –  NOT  same  app  with  different  names    MainApp"@shiraabel"
  38. 38. @shiraabel"Localization"
  39. 39. Branding"Apps are all about branding. The app storeis like the supermarket shelf."@shiraabel"
  40. 40. Ugly Icon* "@shiraabel"*What NOT to do"
  41. 41. Pretty Icon"@shiraabel"
  42. 42. Best Pics of the App"@shiraabel"
  43. 43. Text is Below = No One Reads It,SEO Only
"@shiraabel"
  44. 44. Social Proof = 
Ratings & Reviews
"@shiraabel"
  45. 45. HOW DO YOUTURN YOUR APPINTO A HABIT?"@shiraabel"
  46. 46. Design"@shiraabel"
  47. 47. Warm Fuzzy Feeling=
Community"@shiraabel"
  48. 48. Make Sharing Part of theExperience"@shiraabel"
  49. 49. Gamification*"@shiraabel"* Use with caution – the obvious ways are already passé "
  50. 50. Notifications"@shiraabel"
  51. 51. Email Marketing"@shiraabel"
  52. 52. B2B!
  53. 53. Sample Marketing Strategies 
for B2B""  Become known as aindustry leader in achosen niche (thinkabout crossing thechasm – Outbraindoes this well)""  Connect with thosewho use your productwhere they live online(Objet has a FB pagefor that reason)"@shiraabel""  Let the end-user (whomay not be the client)know about your work(i.e. Intel inside)""  Increase customerlifetime by givinginformation that thecustomer values(creates loyalty /increases switchingcost)"
  54. 54. 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 ofall 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"
  55. 55. Communicating to anInternational Market""   Americans spell correctly. However, the British disagree.There are more Americans than British J (localize yourEnglish – even when it’s for Australians)""   Spelling and grammar count – mistakes lower trust levelsin all languages and cultures""   Find someone from the culture you’re aiming to sell to,who knows marketing – to do your marketing. OR – gothere & live for a bit. Understanding culture is critical."@shiraabel"
  56. 56. International Partnerships""   Europe & Israel are local – use it to your advantage""   Find companies in complimentary industries to do jointpartnerships with – e.g. A high end organic bed company does ajoint 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 notpossible"@shiraabel"
  57. 57. Thought Leadership is Critical""   Blogging and guest blogging is one of the best waysto do this""   Webinars / Presentations that give helpful industryrelated information (think Crunched and its GrowthHacker series)""   White papers (sign up to our newsletter and get thiswhite paper for free!)"@shiraabel"
  58. 58. Marketing is a Sales Tool""   Case studies show your ideal customer and howthings go when everything is perfect""   Connecting with individuals on social builds therelationship, 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"
  59. 59. Social Media for Research""   What is the title of the person in the organization thattypically makes the decisions? "" Rapportive""   LinkedIn""   Who are the media people who cover your industry?""   Twitter ""   FB"" Quora""   LinkedIn"" Pinterest"@shiraabel"
  60. 60. Rapportive"Find the email of theperson you want toconnect to by checkingnames through theRapportive plugin."@shiraabel"
  61. 61. LinkedIn"Choose who you want to connectto:""What groups is the person in? ""If you know the title but not thewhole name – do a search inGoogle of the partial name andtitle & you’ll get the whole name."@shiraabel"
  62. 62. Who Are You Looking For"@shiraabel"
  63. 63. Google Search"@shiraabel"
  64. 64. First & Last Name Found!"@shiraabel"
  65. 65. Random Stuff !I Like!
  66. 66. PR for Startups by Colette Ballou"" http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012 "@shiraabel"
  67. 67. Jack Dorsey: 
The Power of User Narratives""  http://www.youtube.com/watch?v=acMXhhdWylQ"@shiraabel"
  68. 68. THE Best Review Of All Time""The Mountain Three Wolf Moon ""Short Sleeve Tee"@shiraabel"
  69. 69. Close Running"BIC Cristal For Her Ball Pen ""@shiraabel"
  70. 70. Hat tip:
  71. 71. Takeaways""   Marketing starts the second you have an idea for a product /service / business""   Every tactic should have a goal in mind""   Social is more than just engagement – it’s listening and reactingto criticism""   Listen & respond – you’ll get a better product & happiercustomers""   Opt-in is more powerful than push""   Call-to-action gets you more ""   Follow the trail to see where you’re losing people along thefunnel"THANK YOU"@shiraabel"
  72. 72. References & Reads""" http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk"" http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit"" http://www.businessmodelgeneration.com/canvas"" http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/"" http://www.avc.com/a_vc/2004/03/its_a_small_wor.html"" http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly "" http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A"" http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 "" http://www.youtube.com/watch?v=7QmCUDHpNzE "" http://www.youtube.com/watch?v=ZUG9qYTJMsI "" http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/  "" http://flowingdata.com/2011/09/18/yoda-pie-chart/ "" http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay"" http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/"" http://www.slideshare.net/setlinger/altimeter-social-analytics081011final"" Breakthrough Marketing Plans"" http://www.seomoz.org/blog/tracking-the-roi-of-social-media"" http://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile-platforms/"" http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/"" http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/"" http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/"" http://www.facebook-studio.com/"" http://www.seomoz.org/blog/tracking-the-roi-of-social-media"" http://marketingfortomorrow.com/tag/marketing-tone/ "@shiraabel"

×