Marketing Communications for Startups - Entrepreneurship 101
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Marketing Communications for Startups - Entrepreneurship 101

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Find out about tools you can use to demonstrate your thought leadership and where to go for help when developing a marketing plan.

Find out about tools you can use to demonstrate your thought leadership and where to go for help when developing a marketing plan.

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Marketing Communications for Startups - Entrepreneurship 101 Marketing Communications for Startups - Entrepreneurship 101 Presentation Transcript

  • Marke&ng  Communica&ons     for  Startups    
  • Marke&ng  is  a….  
  • Marke&ng  Sucks  
  • Marke&ng  is  Stupid  
  • "Half   the   money   I   spend   on  adver4sing   is   wasted;   the  trouble   is   I   dont   know   which  half.”  -­‐  John  Wannamaker    
  • The  March  to  Marke&ng   Product  
  • The  March  to  Marke&ng   Product   Sales  
  • The  March  to  Marke&ng   Product   Sales   Marke&ng  
  • How  big   is  the   What  are  your   market?   strengths  and   weaknesses?   Who’s  the   compe44on?   What  are   your     resources?   What  are  the  opportuni4es  and   challenges?  
  • What  Makes  You  Unique?  
  • What  Makes  You  Unique?   What’s  Your     Compe&&ve  Edge?  
  • What  Makes  You  Unique?  Why  Should    I  Care?   What’s  Your     Compe&&ve  Edge?  
  • What  Makes  You  Unique?  Why  Should    I  Care?   What’s  Your     Compe&&ve  Edge?   Who’s  the   Target   Audience?  
  • Core  Messaging  
  • The  Keys  to  Core  Messaging  •  The  One  Breath  Rule    
  • The  Keys  to  Core  Messaging  •  The  One  Breath  Rule  •  How  does  your  product  help  customers?    
  • The  Keys  to  Core  Messaging  •  The  One  Breath  Rule  •  How  does  your  product  help  customers?  •  What  are  the  most  interes4ng  features?    
  • The  Keys  to  Core  Messaging  •  The  One  Breath  Rule  •  How  does  your  product  help  customers?  •  What  are  the  most  interes4ng  features?  •  Avoid:  “leading”,  “advanced”,  “state  of  the   art”  or  “best  in  class”.  
  • Elevator  Pitch  
  • Website  Design  
  • Markevans.ca    Three  itera4ons  
  • Why  Blog?   Insight  &   Informa4on   Domain  Cost-­‐Effec4ve   Exper4se   A  Powerful   Google  Juice/ Content  Engine   SEO  
  • Coming  up  with  100  blog   post  ideas  is  easy!    
  • Social  Media  
  • Key Considerations Why  social  media?  What  are  your  goals?   Target  audiences   What’s  the   Resources   compe44on  doing?      
  • What  is  Content  Marke&ng?  The   crea4on   and   distribu4on   of   relevant  content   to   a[ract   and   engage   target   audiences  to  drive  profitable  customer  ac4on.  (aka  sales)  
  • Why  Videos  Work   Web  users  are   lazy  Mul4-­‐purpose,   We  live  in  a  video  long  shelf  life   culture     Google  loves,   Good  ROI   loves  videos  
  • NewsleOers  
  • Why  NewsleOers  Work   Great  Sales  &   Marke4ng  Tool    Create  Once,  Lots   Build  and  nurture   of  Distribu4on   rela4onships   Get  real-­‐4me   Cost-­‐Effec4ve   feedback  &   analy4cs  
  • Public  Rela4ons  
  • Why?   Awareness   Demonstrate  Sales  leads   Trac4on     Partnership   Media/blogger   opportuni4es   coverage  
  • The  Best  PR  is…..  
  • The  Best  PR  is…..  
  • Resources  Presenta&on  link:    h[p://bit.ly/marsmarke4ng    Social  media  cheat  sheet:  h[p://www.flowtown.com/blog/the-­‐small-­‐business-­‐social-­‐media-­‐cheat-­‐sheet  15  Essen&al  tools  for  lean  startups:  h[p://welovelean.posterous.com/15-­‐essen4al-­‐tools-­‐every-­‐lean-­‐startup-­‐cant-­‐li  ConnectedHQ  –  free  CRM  h[p://connectedhq.com/  A  Smart  Bear  (Good  startup  blog)  h[p://blog.asmartbear.com/  25  Non-­‐Financial  Benefits  of  Business  Blogging:    h[p://www.businessesgrow.com/2012/02/07/25-­‐non-­‐financial-­‐benefits-­‐of-­‐business-­‐blogging/  Content  Grid  infographic:  h[p://www.b2bbloggers.com/blog/the-­‐ul4mate-­‐content-­‐marke4ng-­‐infographic/