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Shira Abel presentation at TechChill Baltics

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Presentation by Shira Abel on Marketing at TechChill Baltics conference

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Shira Abel presentation at TechChill Baltics

  1. 1. MARKETING FOR STARTUPS Because if people don’t know you exist, it really doesn’t matter how much your product rocks
  2. 2. BEFORE AFTER DOUBLED VIEWS & REVENUE We Help Companies
  3. 3. CEO, Hunter & Bard Marketing strategy Marketing implementation Full branding & design Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College) Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more Cover Israeli startups for TNW Shira Abel
  4. 4. “A true unfair advantage is something that cannot be easily copied or bought.” - Jason Cohen
  5. 5. Agenda Strategy Alpha Launch Web / Tablet vs. Mobile Building Marketing Into the Product Branding Product market fit @shiraabel
  6. 6. MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED @shiraabel
  7. 7. What’s Your Strategy @shiraabel
  8. 8. Example @shiraabel Business Objective Improve Financial Performance Business Metric Reduce Long-Term Dependence on Ads & Lower Overall Costs Marketing Metric Increase Relationship / Content Marketing – Raise percentage of traffic from blog versus ads
  9. 9. EXAMPLE
  10. 10. Sample Marketing Strategies for Web Become known as a product leader in a chosen niche (think Martha Stewart – home, or Buffer – social media management) Increase average purchase rate (in- store recommendations are great for this) @shiraabel Create evangelists who will bring in a wider client base Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost – think Kissmetrics blog)
  11. 11. Sample Marketing Strategies for Apps Create several free apps that have in-app advertisements directing to your paid app Have your free app represent a much larger service (store, blog, service, c ompany  this is where the monetization is) @shiraabel Have in-app rev- share advertising and go for large numbers (Inneractive, Admob, etc.) Have a free Lite and a Premium Paid version (Lite having advertising – Premium having none)
  12. 12. Performance Measurement Is your objective SMART: specific, measurable, attainable, realistic & time specific? What are your strategic initiatives? Build awareness Expand distribution (i.e. increase downloads) Build penetration Build buying rate Increase loyalty Funnel  e.g. when purchases through the app Where do you want people to go? What action do you want people to take? Track the movement Conversion rate / A/B Testing Test & iterate @shiraabel
  13. 13. Marketing for the Concept Phase Build the marketing into the product. Create an incentive to share. Make sharing easy. Test assumptions (cost, messaging, bundle mix, etc.). Mobile ads  app/ Ads  landing page Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything. 1 2 3 @shiraabel
  14. 14. How to Test Your Idea - Web Create a Minimal Viable Product MVP This’ll be ugly and basic Take people through the motions Ads to landing pages to test messages – see what people click on Can build an entire product & take’m down to BUY Once product/market fit has been reached  do a Big Launch @shiraabel
  15. 15. How to Test Your Idea - Mobile Create a rough app & have friends & family test via Testflight (very beginning) Make a MVP and launch in the app store of a smaller country only Create a Minimal Viable Brand Purpose – Why do we exist Positioning – Where do we fit in the market Personality – How do we tell that story* Once product/market fit had been reached, build the main app and do a Big Launch @shiraabel
  16. 16. Alpha Phase Start the blog with newsletter sign up (think Daniel Morrill & Mattermark) Landing pages  more sign ups A/B test messaging & optimization using unbounce.com or launchrock.com (more sign ups) Social outreach starts to the media The point is to begin building an interest and an audience through good content before launch @shiraabel
  17. 17. AFTER PRODUCT MARKET FIT – SEEK TO ACQUIRE MASS USERS
  18. 18. The Holy Trinity of Marketing Online GREAT PRODUCT Earned Media / PR Relationship Marketing SEO / Ads / Affiliate @shiraabel
  19. 19. The Holy Trinity of Mobile Marketing GREAT PRODUCT Earned Media / PR / Reviews Social Integration SEO / Ads / Localization @shiraabel GREAT PRODUCT IS REQUIRED
  20. 20. After Product Market Ask the media people and influencers who now know you if they would be willing to check out your product & give feedback PR on a slow news day (avoid days where Apple announces anything, election days, CES, DLD, etc…) Send an announcement to the list you’ve been growing through the blog, ads, and social Attempt an act of virility (I say attempt, because nothing is guaranteed) @shiraabel
  21. 21. Sample Tactics (not in order) • Mobile Ads (FB, Google & in complimentary apps) • PR (Media Kit recommended) • Facebook • Podcast • YouTube • Twitter • Quora • LinkedIn • Blogging • Newsletter / Email (highest ROI of all digital media) • Google+ • Games • Forums • White papers / Case studies • Peer review • Seeding posts • Infographics • E-book • Webinars • Community • Guest blogging • Teleseminar • Affiliate Marketing • Game elements (e.g. leader board, 80% signed up, awards for actions) • SEO / SEM • Pinterest • Blog commenting @shiraabel
  22. 22. Earned Media & PR Brings big numbers all at once Gives a spike of traffic May not be aimed at the target market (i.e. much of the time TechCrunch isn’t the target market, but it’s what VCs read & gives social proof) Has a strong trust rate @shiraabel
  23. 23. Affiliate, SEO & Media Buy (Ads) Immediate Targeted Mobile has a stronger conversion than web Strongest conversion is mobile FB Costs (which is fine if you charge, could be a dilemma if you’re free) Doesn’t build a relationship Has the lowest trust rate Affiliate needs to be well vetted in order to not destroy the brand @shiraabel
  24. 24. Relationship Marketing Takes time Builds the brand Costs (yes, time is money) Builds a relationship Increases referral rate One key point – social needs to be built into the product @shiraabel
  25. 25. BEHAVIORAL ENGINEERING @shiraabel
  26. 26. “Simplicity changes behavior.” - BJ Fogg
  27. 27. T-shirt Economy @shiraabel
  28. 28. T-Shirt Economy Reputation based Incentives are about doing something for the love of it NOT financial reward Easier to get someone to do something for free than for less money (e.g. lawyers would rather do pro bono than get paid less per hour for the same work) Changes the way we perceive the work we do When we already have our basic needs met, we’re more likely to do something for our own joy This is where the evangelists should be – that’s why not paying them is a good thing
  29. 29. Financial Economy @shiraabel
  30. 30. Financial Economy People judge if something is “worth” their time Become less enthusiastic if the work is not paid according to expectations Make sure incentives are aligned with goals Proven to be a bad way to build incentives to get people to work harder Studies have shown that for cognitive work, a larger reward results in worse results Loss aversion, however, brings better results This will affect the affiliates the most
  31. 31. Priming @shiraabel
  32. 32. Framing
  33. 33. ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO COME BACK? AND SHARE? @shiraabel
  34. 34. Action Triggers @shiraabel What gets your customer moving?
  35. 35. Nir Eyal – If you don’t know him – you should.
  36. 36. Jack Dorsey: The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ @shiraabel
  37. 37. UserOnboarding.com – Web
  38. 38. UXArchive.com – Mobile
  39. 39. Give an Incentive @shiraabel
  40. 40. Keep in Touch – Email Keep it short A/B test several subject lines Action-trigger emails have a higher opening rate Keep it relevant Appropriate landing page  funnel them in Let people choose what they want to be notified for DON’T BUY LISTS OR SPAM
  41. 41. Keep in Touch – Notifications iOS 108 characters max Android – recommended 50 characters max (1- line on the notification bar) * ht/ Danya Schwartz Bar-El Localize sending so user receives notification between 9-11am or 2-5pm (but test first) A/B test messaging for a couple of days then blast everybody else with the winner In-app landing page – like all landing pages - fitted to the message and the push campaign
  42. 42. Community @shiraabel
  43. 43. Community @shiraabel
  44. 44. Know Your Market @shiraabel
  45. 45. Viral If You Can @shiraabel
  46. 46. Watch the Funnel Acquisition – Learns About Product Conversion – Signs Up Retention – Uses Product WOM (Sharing) Buys @shiraabel
  47. 47. Build an App Family Send advertising to main app Do complimentary apps – NOT same app with different names (branded house or a house of brands) Lite and paid versions Main App @shiraabel
  48. 48. @shiraabel Localization
  49. 49. Chevy Nova In Spanish “no va” means No Go http://americanmusclepictures.com/wp-content/uploads/2013/09/Chevy-Nova-SS-1.jpg @shiraabel
  50. 50. Branding Apps are all about branding. The app store is like the supermarket shelf. @shiraabel
  51. 51. Ugly Icon* @shiraabel *What NOT to do
  52. 52. Pretty Icon @shiraabel
  53. 53. Best Pics of the App @shiraabel
  54. 54. Text is Below = No One Reads It, ASO Only @shiraabel
  55. 55. Social Proof = Ratings & Reviews @shiraabel
  56. 56. B2B
  57. 57. Sample Marketing Strategies for B2B Become known as a industry leader in a chosen niche (think about crossing the chasm – Outbrain does this well) Connect with those who use your product where they live online (Objet has a FB page for that reason) @shiraabel Let the end-user (who may not be the client) know about your work (i.e. Intel inside) Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)
  58. 58. Sample Tactics (not in order) • Online Ads (FB, Google & more) • PR (Media Kit recommended) • Facebook • Pinterest • YouTube • Twitter • Quora • LinkedIn • Blogging • Seeding posts • Google+ • Blog commenting • Games • Infographics • White papers / Case studies • Peer review • Newsletter / Email (highest ROI of all digital media) • Forums • E-book • Webinars • Community • Guest blogging • Podcast • Teleseminar • Affiliate Marketing • Game elements (e.g. leader board, 80% signed up) • SEO / SEM @shiraabel
  59. 59. Communicating to an International Market Americans spell correctly. However, the British disagree. There are more Americans than British  (localize your English – even when it’s for Australians) Spelling and grammar count – mistakes lower trust levels in all languages and cultures Find someone from the culture you’re aiming to sell to, who knows marketing – to do your marketing. OR – go there & live for a bit. Understanding culture is critical. @shiraabel
  60. 60. International Partnerships You’re in Europe – use it to your advantage – partner with other European & Israeli companies Find companies in complimentary industries to do joint partnerships with – e.g. A high end organic bed company does a joint promotion with a high end organic bedding (sheets) company – email lists are combined & both companies & customers benefit Face to face is ideal, but Skype works wonders when F2F is not possible @shiraabel
  61. 61. Thought Leadership is Critical Blogging and guest blogging is one of the best ways to do this Webinars / Presentations that give helpful industry related information (think Crunched and its Growth Hacker series) White papers (sign up to our newsletter and get this white paper for free!) @shiraabel
  62. 62. Marketing is a Sales Tool Case studies show your ideal customer and how things go when everything is perfect Connecting with individuals on social builds the relationship, e.g. Object can showcase customers design work on its FB page LinkedIn group about industry – lead generation Social CRM on Twitter Email marketing reminds companies that you exist & what you can do for them @shiraabel
  63. 63. Social Media for Research What is the title of the person in the organization that typically makes the decisions? Rapportive LinkedIn Who are the media people who cover your industry? Twitter FB Quora LinkedIn Pinterest @shiraabel
  64. 64. Rapportive Find the email of the person you want to connect to by checking names through the Rapportive plugin. @shiraabel
  65. 65. LinkedIn Choose who you want to connect to: What groups is the person in? If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name. @shiraabel
  66. 66. Who Are You Looking For @shiraabel
  67. 67. Google Search @shiraabel
  68. 68. First & Last Name Found! @shiraabel
  69. 69. Random Stuff I Like
  70. 70. THE Best Review Of All Time The Mountain Three Wolf Moon Short Sleeve Tee @shiraabel
  71. 71. Close Running BIC Cristal For Her Ball Pen @shiraabel
  72. 72. Hat tip:
  73. 73. References & Reads THANK YOU’S: Dan-ya Shwartz Bar-El & Ze'ev Rosenstein http://contentmarketinginstitute.com/2011/09/web-content-conversions/ http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit http://www.businessmodelgeneration.com/canvas http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/ http://www.avc.com/a_vc/2004/03/its_a_small_wor.html http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 http://www.youtube.com/watch?v=7QmCUDHpNzE http://www.youtube.com/watch?v=ZUG9qYTJMsI http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/ http://flowingdata.com/2011/09/18/yoda-pie-chart/ http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/ http://www.slideshare.net/setlinger/altimeter-social-analytics081011final Breakthrough Marketing Plans http://www.seomoz.org/blog/tracking-the-roi-of-social-media http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/ http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/ http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/ http://www.facebook-studio.com/ http://www.seomoz.org/blog/tracking-the-roi-of-social-media http://marketingfortomorrow.com/tag/marketing-tone/ @shiraabel

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