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Marketing for startups

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Marketing for startups: You already know dozens of marketing tactics, but are you doing the ones that matter? Here are four marketing priorities entrepreneurs tend to overlook.

With a smart marketing strategy, your limited resources go toward marketing that matters. Focus on the customer with customer-centric, benefits-oriented messages and quality content.

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Marketing for startups

  1. 1. What Startups Need to Know About Marketing Photo: http://upload.wikimedia.org/wikipedia/commons/3/35/STS-123_launch_new.jpg Moe Rubenzahl moe@moerubenzahl.com
  2. 2. “Around 13% of Americans run their own companies. Almost everyone else is an employee.” — Business Insider 13% More: http://www.businessinsider.com/personality-difference-between-entrepreneurs-and-employees-2015-2 Why are you here?
  3. 3. — 2103 study by Uschi Backes-Gellnera and Petra Moog in The Journal of Socio-Economics While an employee is a specialist, an entrepreneur is a jack-of-all-trades. http://www.sciencedirect.com/science/article/pii/S1053535713001236
  4. 4. – David Hieatt, Founder of howies and Hiut Denim “I am an entrepreneur, mostly because I am unemployable.” Overthrow, Adam Morgan and Mark Holden
  5. 5. Why are you here? http://fortune.com/2015/01/22/the-age-of-unicorns/
  6. 6. — Dharmesh Shah, Founder of HubSpot “You are building something people will love. Marketing can help you find people to love it.” More: http://onstartups.com/the-gentle- and-visual-guide-to-startup-marketing Why you need marketing
  7. 7. Brand and Messaging Strategy Marketing Communications Product Marketing Research Lead Management, Automation Sales and Support Channels More: http://www.slideshare.net/eisens/roles-in-marketing
  8. 8. Four Marketing Priorities
  9. 9. Four Marketing Priorities 1. Strategy 2. Message 3. Customer 4. Content
  10. 10. Text 1. Strategy http://upload.wikimedia.org/wikipedia/commons/d/dc/Second_world_war_asia_1943-1945_map_de.png “Begin with the end in mind.” — Steven Covey
  11. 11. © Moe Rubenzahl Marketing Many tactics, few resources Strategy = tactics + time + priority
  12. 12. 1. Strategy Written strategy Because everyone is “the marketing guy”
  13. 13. — David Packard “Marketing is too important to be left to the marketing department.”
  14. 14. http://commons.wikimedia.org/wiki/File:Map_of_the_Advancement_of_the_Japanese_3rd_Army.jpg A written marketing strategy means everyone on your team knows what to do
  15. 15. Four Marketing Priorities 1. Strategy 2. Message 3. Customer 4. Content
  16. 16. Text 2. Brand and product message http://upload.wikimedia.org/wikipedia/commons/a/a3/One_Made_it.jpg You’re doing it wrong.
  17. 17. 2. Message The most important element in your marketing strategy It’s how you talk about your company, your products, and your services And the most important thing you need to know?
  18. 18. But I’ll bet your messaging is!
  19. 19. Text IT’S ABOUT THEM (you knew that) (but we all forget) http://www.wired.com/images_blogs/wiredscience/2012/10/CROWDS.jpg
  20. 20. — Henneke Duistermaat “The hard truth is that nobody is interested in you, your company, or your products. Because people are only interested in themselves.”
  21. 21. Message IS NOT What it is What it does Features Fantastic, wonderful features! http://upload.wikimedia.org/wikipedia/ commons/2/2f/M4_Inbusschraube_focusstacked.jpg
  22. 22. Message IS A love story! http://fc09.deviantart.net/fs70/i/2010/101/6/1/ Colourful_Love_by_abbachibi.png
  23. 23. Message Relationship Brand=trust Make a difference Authentic, real It’s how you make your customers feel http://fc09.deviantart.net/fs70/i/2010/101/6/1/ Colourful_Love_by_abbachibi.png
  24. 24. –Bernadette Jiwa “If you want to be the best in the world, don’t start by trying to create the best product or service. Start by figuring out how people want to feel.”
  25. 25. –Bernadette Jiwa “If you want to be the best in the world, don’t start by trying to create the best product or service. Start by figuring out how people want to feel.”
  26. 26. –Bernadette Jiwa “Empathy is the killer app.”
  27. 27. www.thestoryoftelling.com
  28. 28. Message elements Mission, purpose, vision Values Unique value proposition Elevator pitch…
  29. 29. Elevator pitch You need two! EVERYone needs to know them They need to address feelings Leave a question unanswered
  30. 30. Clear. Universal. Simple.
  31. 31. Why?
  32. 32. Text http://fc09.deviantart.net/fs70/i/2010/101/6/1/ Colourful_Love_by_abbachibi.png — David Packard “Marketing is too important to be left to the marketing department.”
  33. 33. Features vs. benefits © 2013, Moe Rubenzahl
  34. 34. Features vs. benefits The big problem…
  35. 35. — Theodore Levitt “Buyers do not buy drills. They buy the expectation of a hole!” Features vs. benefits
  36. 36. Features vs. benefits Here is what you can do with our product Here is what our product can do — Jason Fried BENEFITSFEATURES
  37. 37. Benefits = “What’s in it for me?”
  38. 38. Benefits vs. Features
  39. 39. So what? Features to benefits Your secret weapon! Free at http://www.enchantingmarketing.com/
  40. 40. Features vs. benefits Learn more: http://moerubenzahl.com/benefits/
  41. 41. Four Marketing Priorities 1. Strategy 2. Message 3. Customer 4. Content
  42. 42. Text 3. The customer wikipedia Definition: Anyone for whom you provide value, paying or not
  43. 43. Who is your customer? http://www.wired.com/images_blogs/wiredscience/2012/10/CROWDS.jpg 35 % 29 % 11 % 10 % 8% 7% Segments Personas
  44. 44. Persona Based solely on behavior and desires Hard to do well, but… Simple to understand, easy to remember Company-wide understanding
  45. 45. Buyer’s journey AWARENESS > FAMILIARITY > CONSIDERATION > PURCHASE > LOYALTY https://openclipart.org/
  46. 46. AWARENESS > FAMILIARITY > CONSIDERATION > PURCHASE > LOYALTY Persona 1 Persona 2 Persona 3 Persona 4 The customer Buyer's journey
  47. 47. Buyer legends A persona, a desire, a task = a story “Use case” Story makes it real Read the book: $3, one hour
  48. 48. Four Marketing Priorities 1. Strategy 2. Message 3. Customer 4. Content
  49. 49. Text 4. Content marketing Content Marketing Institute Provide value for every step of the buyer's journey
  50. 50. – Rebecca Lieb “Content is the atomic particle of all marketing.”
  51. 51. Content Search Best buddies
  52. 52. Content Creates value, builds relationship, trust At every phase! AWARENESS > FAMILIARITY > CONSIDERATION > PURCHASE > LOYALTY CONTENT!
  53. 53. But: HOW??? The people you need to develop content are absorbed by higher priorities. Always.
  54. 54. — Rebecca Lieb “Think like a publisher.”
  55. 55. The content machine “Think like a publisher.”
  56. 56. A culture of content Build content into the organization EVERYone owns content And is part of the content machine As soon as everyone leaves it to the “content guy,” you’ve lost!
  57. 57. Learn more: http://pages.altimetergroup.com/culture-of-content-report.html
  58. 58. Content on content Learn more: http://moerubenzahl.com/content/
  59. 59. AWARENESS > FAMILIARITY > CONSIDERATION > PURCHASE > LOYALTY Persona 1 Persona 2 Persona 3 Persona 4 Audience Buyer's journey
  60. 60. About me 30 years in high-tech marketing EE degrees, Princeton and Stanford B2B marketing: Hewlett-Packard, Maxim Integrated Marketing director for consumer startup Marketing consultant Moe Rubenzahl moe@moerubenzahl.com www.moerubenzahl.com http://www.linkedin.com/in/moerubenzahl/
  61. 61. Moe Rubenzahl Marketing Moe Rubenzahl moe@moerubenzahl.com www.moerubenzahl.com http://www.linkedin.com/in/moerubenzahl/ Marketing is not just a matter of opinion Sensible, effective marketing using straightforward processes Strategy Brand and message Content and search marketing
  62. 62. Questions?

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