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Marketing For Startups

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Marketing For Startups

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Marketing For Startups

  1. 1. Marketing for Startups
  2. 2. Karan Sarin - ex CMO @ Razorpay, OnePlus - Failed startup founder - Awarded CMO of the Year by IAMAI
  3. 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. 4. So, when is the right time to think about marketing for a startup?
  5. 5. Don’t start on day 1.
  6. 6. “Nothing kills a bad company faster than good marketing”
  7. 7. For early-stage startups, feedback is more important than customers.
  8. 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. 9. But, don't wait till its too long.
  10. 10. Start The Moment You Find The Right Product Market Fit
  11. 11. But, where to start?
  12. 12. Don’t go mass market too soon. Start with your early adopters.
  13. 13. Your initial launch strategy and messaging must appeal to innovators and early adopters.
  14. 14. Build case studies, testimonials, and respected innovators singing your praises first.
  15. 15. The why, what & how of your marketing.
  16. 16. Rule 1: be the shepherd, not a sheep.
  17. 17. Its is not about first-mover advantage; its about observing what everyone else is, and being the opposite.
  18. 18. Rule 2: start with WHY, that’s how great leaders & organisations inspire everyone to take action.
  19. 19. “Consumers buy brands, they don’t buy products”
  20. 20. But, what the hell is branding?
  21. 21. Branding = Name / Logo
  22. 22. Branding = Advertising
  23. 23. Branding = Design
  24. 24. Branding = Social Media
  25. 25. Branding = PR
  26. 26. Branding = Website
  27. 27. Branding = Long Term
  28. 28. Branding = Grinding
  29. 29. Branding = Authenticity
  30. 30. Branding = Culture
  31. 31. Branding = What you stand for
  32. 32. Branding = Why you do what you do
  33. 33. Great leaders & organisations inspire action through intrinsic motivation.
  34. 34. Apple talk about pushing humanity forward and challenging the status quo, Dell talk about the size of their processors and RAM.
  35. 35. If you want to inspire someone to take action, you must begin by explaining why you do what you do. Not what or how.
  36. 36. Ok, how should I do my outreach now?
  37. 37. > Paid Media Marketing > Earned Media Marketing > Owned Media Marketing
  38. 38. Paid Media Marketing > Facebook Advertising > Google Adwords (Search & Display) > Remarketing > Twitter & LinkedIn Advertising > Affiliate Marketing
  39. 39. Earned Media Marketing > Focus on SEO > PR (remember Lady Gaga?) > Meet your influencers > Build exceptional resources
  40. 40. 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
  41. 41. Thank You @KS5

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