Marketing For Startups

1. Marketing for Startups

2. Karan Sarin
- ex CMO @ Razorpay, OnePlus
- Failed startup founder
- Awarded CMO of the Year by IAMAI

3. > Should you be thinking about marketing?
> When is the right time?
Agenda
> Where should you focus?
> Should you worry about brand building?
> What marketing channels should you use?

4. So, when is the right time
to think about marketing
for a startup?

5. Don’t start on day 1.

6. “Nothing kills a bad company
faster than good marketing”

7. For early-stage startups,
feedback is more
important than customers.

8. “Sales and marketing are two ends of a
continuum. At the sales end your outreach
is narrow and deep. At the marketing end
it is broad and shallow. And for an early
stage startup, narrow and deep is what you
want — not just in the way you appeal to
users, but in the type of product you build”

9. But, don't wait till its too long.

10. Start The Moment You Find The
Right Product Market Fit

11. But, where to start?

12. Don’t go
mass
market too
soon.
Start with
your early
adopters.

13. Your initial launch strategy
and messaging must appeal to
innovators and early adopters.

14. Build case studies, testimonials,
and respected innovators
singing your praises first.

15. The why, what & how of
your marketing.

16. Rule 1: be the shepherd, not a
sheep.

18. Its is not about first-mover
advantage; its about observing
what everyone else is, and
being the opposite.

19. Rule 2: start with WHY, that’s
how great leaders &
organisations inspire everyone
to take action.

20. “Consumers buy brands, they
don’t buy products”

21. But, what the hell is
branding?

22. Branding = Name / Logo

23. Branding = Advertising

24. Branding = Design

25. Branding = Social Media

26. Branding = PR

27. Branding = Website

28. Branding = Long Term

29. Branding = Grinding

30. Branding = Authenticity

31. Branding = Culture

32. Branding = What you stand for

33. Branding = Why you do what you do

34. Great leaders & organisations
inspire action through intrinsic
motivation.

35. Apple talk about pushing
humanity forward and
challenging the status quo, Dell
talk about the size of their
processors and RAM.

36. If you want to inspire someone
to take action, you must begin
by explaining why you do what
you do. Not what or how.

37. Ok, how should I do
my outreach now?

38. > Paid Media Marketing
> Earned Media Marketing
> Owned Media Marketing

39. Paid Media Marketing
> Facebook Advertising
> Google Adwords (Search & Display)
> Remarketing
> Twitter & LinkedIn Advertising
> Affiliate Marketing

40. Earned Media Marketing
> Focus on SEO
> PR (remember Lady Gaga?)
> Meet your influencers
> Build exceptional resources

41. Owned Media Marketing
> Build a blog that converts
> Email marketing (use Drip)
> Create different forms of content
> Engage on social media
> Leverage the 2nd largest search engine

42. Thank You
@KS5