PariSoma<br />STARTUP MARKETINGJared Goralnick(@technotheory)www.AwayFind.com<br />September, 2011<br />1<br />
September, 2011<br />2<br />Startup Marketing / Jared Goralnick<br />Relationship Marketing<br />
Startup Marketing / Jared Goralnick<br />3<br />September, 2011<br />The last time you…<br />Emailed somebody you didn’t k...
Startup Marketing / Jared Goralnick<br />4<br />September, 2011<br />Relationships<br />Users<br /><ul><li>Volume purchase
Sneezers</li></ul>Advisors / Investors<br />Competitors<br />Influencers<br /><ul><li>Journalists
Bloggers
Connectors
Users</li></li></ul><li>Startup Marketing / Jared Goralnick<br />5<br />September, 2011<br />Where?<br />Show Up<br /><ul>...
Shared-interest organizations
Forums</li></ul>Be a thought leader<br /><ul><li>Write
Speak
Participate</li></ul>Email them<br />
Startup Marketing / Jared Goralnick<br />6<br />September, 2011<br />Examples<br />Inbox Love Panels<br />Geeks on a Plane...
Startup Marketing / Jared Goralnick<br />7<br />September, 2011<br />Who will you email tomorrow?<br />
September, 2011<br />8<br />Startup Marketing / Jared Goralnick<br />Staying Front of Mind<br />
Startup Marketing / Jared Goralnick<br />9<br />September, 2011<br />Forget analytics.<br />Track real people.<br />Sugges...
Startup Marketing / Jared Goralnick<br />10<br />September, 2011<br />Sample Lists<br />User Lists<br />Blog or Newsletter...
Startup Marketing / Jared Goralnick<br />11<br />September, 2011<br />Do something.<br />Send links<br />Send tips<br />Se...
Be Frequent: 2 weeks – 2 months</li></li></ul><li>Startup Marketing / Jared Goralnick<br />12<br />September, 2011<br />Di...
Startup Marketing / Jared Goralnick<br />13<br />September, 2011<br />Blog<br />If you don’t blog, you need to have press ...
Startup Marketing / Jared Goralnick<br />14<br />September, 2011<br />Forget  the list…<br />And remember the relationship...
Startup Marketing / Jared Goralnick<br />15<br />September, 2011<br />Thought Leadership = Existing More.<br />
Startup Marketing / Jared Goralnick<br />16<br />September, 2011<br />What about speaking?<br />
September, 2011<br />17<br />Startup Marketing / Jared Goralnick<br />PUBLIC RELATIONS<br />
Startup Marketing / Jared Goralnick<br />18<br />September, 2011<br />
Startup Marketing / Jared Goralnick<br />19<br />September, 2011<br />http://bit.ly/jenlaunch<br />
Startup Marketing / Jared Goralnick<br />20<br />September, 2011<br />Do you Need a Firm?<br />
September, 2011<br />21<br />Startup Marketing / Jared Goralnick<br />DISTRIBUTION<br />
Startup Marketing / Jared Goralnick<br />22<br />September, 2011<br />Name an App Store…<br />
Startup Marketing / Jared Goralnick<br />23<br />September, 2011<br />Name a Reseller…<br />
Startup Marketing / Jared Goralnick<br />24<br />September, 2011<br />Marketing Vs Distribution<br />
September, 2011<br />25<br />Startup Marketing / Jared Goralnick<br />SEARCH ENGINE MARKETING<br />
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STARTUP Marketing

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Slides from the Startup Marketing presentation delivered at PariSoma SF on Dec 19, 2011 by Jared Goralnick (@technotheory) of http://awayfind.com.

Topics covered:
* Relationship Marketing
* Staying front of Mind
* PR
* Marketing vs Distribution
* SEM

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STARTUP Marketing

  1. 1. PariSoma<br />STARTUP MARKETINGJared Goralnick(@technotheory)www.AwayFind.com<br />September, 2011<br />1<br />
  2. 2. September, 2011<br />2<br />Startup Marketing / Jared Goralnick<br />Relationship Marketing<br />
  3. 3. Startup Marketing / Jared Goralnick<br />3<br />September, 2011<br />The last time you…<br />Emailed somebody you didn’t know?<br />Asked for an introduction?<br />Asked for a discount?<br />Connected two people?<br />
  4. 4. Startup Marketing / Jared Goralnick<br />4<br />September, 2011<br />Relationships<br />Users<br /><ul><li>Volume purchase
  5. 5. Sneezers</li></ul>Advisors / Investors<br />Competitors<br />Influencers<br /><ul><li>Journalists
  6. 6. Bloggers
  7. 7. Connectors
  8. 8. Users</li></li></ul><li>Startup Marketing / Jared Goralnick<br />5<br />September, 2011<br />Where?<br />Show Up<br /><ul><li>Events
  9. 9. Shared-interest organizations
  10. 10. Forums</li></ul>Be a thought leader<br /><ul><li>Write
  11. 11. Speak
  12. 12. Participate</li></ul>Email them<br />
  13. 13. Startup Marketing / Jared Goralnick<br />6<br />September, 2011<br />Examples<br />Inbox Love Panels<br />Geeks on a Plane<br />500 Startups List<br />Hacker News, AVC, Twitter, etc.<br />
  14. 14. Startup Marketing / Jared Goralnick<br />7<br />September, 2011<br />Who will you email tomorrow?<br />
  15. 15. September, 2011<br />8<br />Startup Marketing / Jared Goralnick<br />Staying Front of Mind<br />
  16. 16. Startup Marketing / Jared Goralnick<br />9<br />September, 2011<br />Forget analytics.<br />Track real people.<br />Suggestions?<br />
  17. 17. Startup Marketing / Jared Goralnick<br />10<br />September, 2011<br />Sample Lists<br />User Lists<br />Blog or Newsletter lists<br />Event RSVPs<br />LinkedIn<br />Facebook and Twitter<br />CRM<br />
  18. 18. Startup Marketing / Jared Goralnick<br />11<br />September, 2011<br />Do something.<br />Send links<br />Send tips<br />Send surveys<br />Send a tiny bit of news<br /><ul><li>Be Personal: “Hi Steve,”
  19. 19. Be Frequent: 2 weeks – 2 months</li></li></ul><li>Startup Marketing / Jared Goralnick<br />12<br />September, 2011<br />Direct Marketers vs Startups?<br />Drip email sequences = A-OK.<br />
  20. 20. Startup Marketing / Jared Goralnick<br />13<br />September, 2011<br />Blog<br />If you don’t blog, you need to have press releases<br />Press releases suck.<br />Be part of the conversation. Be a thought leader.<br />Don’t sell (hard).<br />
  21. 21. Startup Marketing / Jared Goralnick<br />14<br />September, 2011<br />Forget the list…<br />And remember the relationship » just email them directly<br />
  22. 22. Startup Marketing / Jared Goralnick<br />15<br />September, 2011<br />Thought Leadership = Existing More.<br />
  23. 23. Startup Marketing / Jared Goralnick<br />16<br />September, 2011<br />What about speaking?<br />
  24. 24. September, 2011<br />17<br />Startup Marketing / Jared Goralnick<br />PUBLIC RELATIONS<br />
  25. 25. Startup Marketing / Jared Goralnick<br />18<br />September, 2011<br />
  26. 26. Startup Marketing / Jared Goralnick<br />19<br />September, 2011<br />http://bit.ly/jenlaunch<br />
  27. 27. Startup Marketing / Jared Goralnick<br />20<br />September, 2011<br />Do you Need a Firm?<br />
  28. 28. September, 2011<br />21<br />Startup Marketing / Jared Goralnick<br />DISTRIBUTION<br />
  29. 29. Startup Marketing / Jared Goralnick<br />22<br />September, 2011<br />Name an App Store…<br />
  30. 30. Startup Marketing / Jared Goralnick<br />23<br />September, 2011<br />Name a Reseller…<br />
  31. 31. Startup Marketing / Jared Goralnick<br />24<br />September, 2011<br />Marketing Vs Distribution<br />
  32. 32. September, 2011<br />25<br />Startup Marketing / Jared Goralnick<br />SEARCH ENGINE MARKETING<br />
  33. 33. Startup Marketing / Jared Goralnick<br />26<br />September, 2011<br />Does your site convert?<br />
  34. 34. September, 2011<br />27<br />Startup Marketing / Jared Goralnick<br />http://bit.ly/piratesnew<br />
  35. 35. September, 2011<br />28<br />Startup Marketing / Jared Goralnick<br />http://bit.ly/piratesnew<br />
  36. 36. Startup Marketing / Jared Goralnick<br />29<br />September, 2011<br />Testing Software?<br />Optimizely, Kiss, visualwebsiteoptimizer, Google Website optimizer<br />
  37. 37. Startup Marketing / Jared Goralnick<br />30<br />September, 2011<br />A FEW SEM TIPS<br />Negative Keywords<br />Test LOTS of Ads<br />Use numbers<br />SEGMENT!<br />Conversion Optimizer (Google)<br />
  38. 38. Startup Marketing / Jared Goralnick<br />31<br />September, 2011<br />And Don’t Forget…<br />It’s all people<br />You must give<br />
  39. 39. Startup Marketing / Jared Goralnick<br />32<br />September, 2011<br />Getting in Touch…<br />www.awayfind.com<br />www.technotheory.com<br />jared@awayfind.com <br />@technotheory<br />

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