Marketing Communications for Startups - Entrepreneurship 101

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…..

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/

Marketing Communications for Startups - Entrepreneurship 101

by Cathy Bogaart

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Marketing Communications for Startups - Entrepreneurship 101 Presentation Transcript