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Marketing for startups by Elena Galani


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This talk was given during the workshop 'Start Your Own Business' organised by Bristol Business Mums.
November 2013

Published in: Business, Technology
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Marketing for startups by Elena Galani

  1. 1. Bristol Business Mums ‘Starting your own business’ workshop 15/11/2013
  2. 2. All you need is …
  3. 3. What a Marketing Plan shouldn’t be … The Plan : Make money !
  4. 4. 4 simple things for a good Marketing Plan
  5. 5. Start with making 4 questions … Who ? (target group) Where ? (category frame) What ? (unique benefit) Why ? (reason to believe)
  6. 6. Your answers will lead you to …
  7. 7. Marketing Mix Elements How Target Market What
  8. 8. Product : Tips to identify the right product - Get consumer insights before launching a product. Be open to negative feedback - Listen to your consumers after & refine your product constantly - Check your competition and try to differentiate - Remember: You don’t offer products you offer benefits for specific needs
  9. 9. Price : Tips to identify the right price - Use your competition as a good benchmark - Be very aware of your product costs - Make some safe assumptions about first year sales - Make frequent reviews of total revenues and total Refine if necessary costs/expenses – - Remember : First set the Value and then the price
  10. 10. Place : Tips for on line selling -Start small. Test product demand -Carefully evaluate a.Existing market places alternatives : b.Hosted services c.Your own e-shop -Focus on: a. Convenience (from landing to receipt) b. Reliability (quality standards delivery, return policy, order tracking) c. Security (data protection, payment methods)
  11. 11. Promo : Offline & online activities should go together
  12. 12. one G line Off
  13. 13. Networking -Participate local or national business clubs, forums, events -Establish yourself as an expert in -Build alliances with other local businesses Public Relationships Local Press -Send press releases – -Place ads in free magazines, special interest magazines -Offer free useful content -Give freebies -Organize an event for media people -Check circulation & readership data, quality of content -Check where your competition is -Ask your consumers what
  14. 14. Sponsorships Trade shows - Sponsor local -Participate at local trade shows / markets relevant to your business events / charities -Engage with the local community and build word of mouth -link your brand name with positive values -Gain publicity -Offer products, services, time. Not necessarily money. -Reach a lot of people, gain awareness for your product,. -Network with other local businesses Marketing Materials -Create a professional business card -Create leaflets with product info, offers etc Distribute through local business, on street, door to door, in press -Use free notice boards (eg nursery, university, gym ) - Brand your business car
  15. 15. Website -Start simple -Choose a short, memorable name -Offer value : useful content , resources, helpful videos -Build trust : Testimonials /reviews -Ensure usability : Easy to navigate, organised content, fast -Professional look : in line with your branding -Always analyse and refine Search Marketing 1.SEO : Activities helping your site rank high in search engines. Takes place both on site & off site. 2.SEM : Paid ads shown in search engines when specific words are searched Try to use both in the beginning
  16. 16. Display Advertising Email Marketing -Place banner ads in websites relevant to your target group -Build an email list (give incentives, explain benefits) -Be clear on your message objectives - Create relevant landing pages -Opt in & opt out -Offer consistently relevant content & clear call to action -Use free on line tools (eg MailChimp free for 2000) -Measure & refine.
  17. 17. Social Media Marketing -Activities that help you reach consumers in social networks and engage with them. General tips -Have clear objectives (eg awareness, interaction, insights, SEO) -Choose 1-2 platforms and do them well -Engage or don’t do it all. -Focus on your customer not your brand -Make it personal. People interact with people. Not brands -Commit to it. Plan your resources. Don’t expect instant results. -Constantly monitor, evaluate, adapt
  18. 18. Twitter (500 mio) -For all ages -Good for a wide range of businesses (from travel agencies to plumbers) -Great to connect with industry peers and share expertise -Great customer service tool Tips -Follow, participate, contribute, be followed -Tweet regularly - Offer value -Be consistent (topics, style) - Be responsive/polite
  19. 19. Pinterest (0,7 mio) Ideal for creative, visual oriented businesses Tips -Use high quality photos -Link to your site -Follow & interact with other individuals / relevant businesses so as to grow your community
  20. 20. Other Social Media Networks Linkedin : Good for getting introductions, industry knowledge, displaying recommendations as a word of mouth tool. Google + : Great SEO tool, good for tailor made messages towards different circles (based on age, location, level of intimacy etc), good for getting industry knowledge, great for getting closer to target audiences through Google hangouts (video calls, live chats) Instagram : For posting pictures, for brands which could create visual messages
  21. 21. Keep trying, experimenting, changing & good luck 