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Reach Hacking: Strategic Marketing for Startups

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Strategies and tactics for digital marketing (that don't cost $1 million).

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Reach Hacking: Strategic Marketing for Startups

  1. 1. August 13, 2013 Reach Hacking: Strategic Marketing for Startups
  2. 2. Blake Robinson - @blake Dir, Social Strategy & Development, @Annalect Israel Mirsky - @israelmirsky Global Managing Dir, Social & Performance, @Annalect Margaret Francis - @margaretfrancis VP, Social Products, @SalesForce Marshall Kirkpatrick - @marshallk CEO, @GetLittleBird 2
  3. 3. GET READY.
  4. 4. WHAT IS MARKETING?
  5. 5. Marketing mar·ket·ing [mahr-ki-ting] Noun Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.
  6. 6. WHAT’S THE DIFFERENCE? Scrappy startups vs. Big budget Marketing
  7. 7. Kevin Costner is a lousy entrepreneur. Startups measure in silos. Agencies analyze relationships cross platform and cross channel.
  8. 8. Kevin Costner is a lousy entrepreneur. Startups have one or two people working on marketing. Agencies manage experts executing coordinated marketing initiatives on a international scale – and establish consensus among the many global clients who must weigh in
  9. 9. Kevin Costner is a lousy entrepreneur. Startups will need to focus on optimizing one or two things against a small number of metrics. Agencies optimize entire portfolios.
  10. 10. Kevin Costner is a lousy entrepreneur. Startups will be identifying swings in online conversion metrics. Agencies optimize metrics across both online and offline initiatives.
  11. 11. Kevin Costner is a lousy entrepreneur. Startups deal with marketing budgets in the tens to hundreds of thousands. Agencies deal in the millions and the problems are different, growing exponentially as higher numbers of products, competitors, etc., are added
  12. 12. Kevin Costner is a lousy entrepreneur. Agencies are working toward predictive measurement and analytics using all of these factors. Startups utilize reactive analytics… but that’s OK.
  13. 13. BE PROMOTION WORTHY
  14. 14. Promotion pro·mo·tion /prəˈmōSHən/ Noun Activity that supports the furtherance of a cause, venture, or aim. The publicization of a product, organization, or venture to increase sales or public awareness. Synonyms advancement - preferment - rise
  15. 15. BE PROFESSIONAL
  16. 16. Worst.Website.Ever.
  17. 17. Unless you founded Blogger and/or Twitter.
  18. 18. BE SUCCINCT
  19. 19. Be upfront with your value proposition
  20. 20. Product name and explanation
  21. 21. Learn more about the product and/or signup right from the front page
  22. 22. Three step explanation of functionality. Got it.
  23. 23. YOUR ADDRESS MATTERS
  24. 24. Mogulus! What does it mean?!
  25. 25. MOST POWERFUL ON THE INTERNET!
  26. 26. Oh.Mogulus is now Livestream? That makes more sense.
  27. 27. YOUR SOCIAL ADDRESSES MATTER
  28. 28. The startup says exactly what it does.
  29. 29. Its social presences are clearly named.
  30. 30. COLLECT CONTACTABLE ADDRESSES
  31. 31. BE CONTACTABLE
  32. 32. TOOLS: Putting contacts to use
  33. 33. Nimble Contactually
  34. 34. Email Tagging: Tout
  35. 35. DESIGN MATTERS
  36. 36. A design lesson from Little Bird
  37. 37. Before
  38. 38. After Contactable Descriptive Succinct
  39. 39. SOLID SOLUTIONS Design on the cheap
  40. 40. 99designs
  41. 41. dribbble
  42. 42. GET SET…
  43. 43. IF YOU BUILD IT… THEY STILL MIGHT NOT COME
  44. 44. Kevin Costner is a lousy entrepreneur. Don’t sell what you can make. Make what you can sell.
  45. 45. PLANNING FOR SUCCESS
  46. 46. Start with your Business Model http://businessmodelgeneration.com/canvas
  47. 47. CHOOSING YOUR OBJECTIVES
  48. 48. Set a goal • Find users / customers: Get 100 legitimate prospects in your email list • Prepare to raise money: Target 10 firms and their principals/ analysts/ associates • Connect with influencers: Get 10 relevant people following you • Network with peers: Connect with 10 people in your field. Establish a relationship
  49. 49. ANALYZING YOUR OBJECTIVES
  50. 50. http://www.flickr.com/photos/itsgreg/446061432/ Analytics are the measurement of movement toward your business goals.
  51. 51. A good metric is Clear, comparable ratios Tied to your business model Actionable, not vain Correlated or causal Leading or Lagging
  52. 52. Comparable ratios: think about a car • Clear: You know 60MPH is twice as fast as 30MPH – In a country, speed limits and mileage are well understood – Kilometers are conveniently decimal; miles map to hours • Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal • Business model: You can measure ―MPH divided by speeding tickets‖ as a metric of ―driving fast without losing my license‖
  53. 53. http://www.flickr.com/photos/roryfinneren/65729247 A few words on causality.
  54. 54. http://www.rvca.com/anp/wp-content/plugins/wp-o-matic/cache/57226_07+proof+1a+hb+beach+day.jpg
  55. 55. http://www.imdb.com/media/rm3768753408/tt0073195
  56. 56. http://www.flickr.com/photos/kapungo/2287237966
  57. 57. http://www.flickr.com/photos/25159787@N07/3766111564
  58. 58. http://www.flickr.com/photos/wheressteve/3284532080
  59. 59. http://www.flickr.com/photos/wtlphotos/1086968783
  60. 60. http://www.flickr.com/photos/stuttermonkey/57096884
  61. 61. http://www.flickr.com/photos/germanuncut77/3785152581
  62. 62. http://www.flickr.com/photos/fasteddie42/2421039207
  63. 63. Correlated Causal Two variables that change in similar ways, perhaps because they’re linked to something else. An independent factor that directly impacts a dependent one. Summer Ice cream consumption DrowningCorrelated
  64. 64. Leading Lagging Number today that shows metric tomorrow—makes the news. Historical metric that shows how youre doing—reports the news.
  65. 65. If it can’t change your behavior, then it’s a… bad metric. http://www.flickr.com/photos/circasassy/7858155676/
  66. 66. IF YOU CAN ONLY MEASURE A FEW THINGS
  67. 67. Kevin Costner is a lousy entrepreneur. In a startup, the purpose of analytics is to iterate to a product/market fit before the money runs out.
  68. 68. Hotmail was a database company Flickr was going to be an MMO Twitter was a podcasting company Autodesk made desktop automation Paypal first built for Palmpilots Freshbooks was invoicing for a web design firm Wikipedia was to be written by experts only Mitel was a lawnmower company Most startups don’t know what they’ll be when they grow up.
  69. 69. IF YOU CAN ONLY MEASURE A FEW THINGS
  70. 70. Kevin Costner is a lousy entrepreneur. • As a startup, you must measure growth • A growth rate of 5% per week is good, 7% is very good, more than 7% is excellent.
  71. 71. Kevin Costner is a lousy entrepreneur. But what kind of growth should you be measuring?
  72. 72. Kevin Costner is a lousy entrepreneur. Startups and smaller initiatives should consider measuring the following: • Revenue • Conversions • Uniques • Shares of content or product • Engagement with your content or products
  73. 73. (PRACTICA)
  74. 74. REACH HACKING 101: Owned
  75. 75. Owned • Research TW & FB hashtags relevant to your company • Create and circulate content using the same hashtags • Cross post: TW, FB, Tumblr • Comment on relevant blogs only where you add to the conversation – Don’t shill – Add links to other relevant conversations, not just your own site • Follow everyone back, to start
  76. 76. Twitter now has analytics. Use them to perfect your messaging.
  77. 77. ON THE IMPORTANCE OF GOOD CONTENT
  78. 78. Content Marketing PolerStuff has a YouTube Channel, a Tumblr blog…
  79. 79. Content Marketing …and an Instagram feed
  80. 80. REACH HACKING 201: Earned
  81. 81. • Follow everyone back, to start – Use lists to filter noise based on your research • Go interact with the people most like the ones you want to reach. – Thank them for the follow. DM/ Email/ Comment is fine – Reach out to them, start interacting Earned
  82. 82. • Attend in person events and carry a card with with all your info on it. Social is not just FB. It’s ―network‖ in all dimensions • Research all the people who sign up for your list, to follow you, who comment on your FB page or blog or whatever – Run them through LinkedIn & find out who they are – Try Topsy, Little Bird, to see who the influential accounts are similar to the ones that follow you. Earned
  83. 83. REACH HACKING 201: Paid
  84. 84. Paid • Use promoted products from Twitter & Facebook to narrowly target campaigns that are highly, highly relevant – Have a clear call to action – Link back to that site – Few hundred dollars in media spend • Critical audience and awareness building tool • Look for domains in GA and cultivate contacts at those companies • Search advertising on category keywords is easy to set up. Focus on your differentiators
  85. 85. AFFORDABLE TOOLS FOR A COMPETITIVE EDGE
  86. 86. Google Analytics: Learn it well.
  87. 87. Recorded Future: Know your market
  88. 88. Topsy: Know what topics to target.
  89. 89. 113 Little Bird: Know who to target.
  90. 90. Bitly: Sharing content is just the start. Always be tracking to understand what happens to the content you share.
  91. 91. Simply Measured: To understand your owned properties.
  92. 92. How to get (a lot of) press coverage for your startup, initiative, etc.
  93. 93. Step 1. Make a list of people you want to cover your launch • Pick some obvious ones • Pick some non-obvious ones • Think of a couple of people at specific publications • Too many is better than not enough 117
  94. 94. Step 2. Prepare your materials • Company story, value proposition • Founders’ backgrounds • Target market and use cases • Competitive differentiation • Business model • Meaningful words of support from credible people • Graphic assets (logo, screenshots) Now go rewrite all that stuff as bullet points, in half as many words. 118
  95. 95. Step 3. Reach out to your list • Email them • Ask if they’d like info about your startup under embargo until 9:00 AM PST Tuesday next week • Tell them only thematic info until they say ―Yes, I would like to learn more about that.‖ 119
  96. 96. Step 4. Brief them • Tell them: – your background – why you started the company – tell them how you make money – show them a demo, answer their questions – different people like different things Focus on a bright line to cross, typically moving from private to public 120
  97. 97. FAQ • Do I need to hire a PR agent? • Should I offer exclusives? • Are embargoes respected? • Will anyone respond to my emails? 121
  98. 98. Maybe.
  99. 99. People respond to my emails. • Why? • Because I... • * have a history of adding value to their lives • * am likable and interesting • * evidence thus suggests that I will deliver interesting, likable value next time we talk. 123
  100. 100. Be someone who has added value in the past • Little Bird can help. • We’ll help you figure out which leaders in your field are people that other leaders pay attention to. • And we’ll make it easier than ever for you to listen to them too. 124
  101. 101. After you listen to them, you can respond. • Respond intelligently and you’ll become a person who has responded intelligently to them in the past. 125
  102. 102. Technology will not get you out of work. • You can do this with elbow grease, time and smarts. It’s not easy. (Little Bird only makes it easier, you still have to work at it.) • Or you could be a needy stranger who emails busy people out of the blue. It’s up to you. 126
  103. 103. Not all press is good press…
  104. 104. Don’t send 1,000 emails 128 http://gawker.com/5992733/how-to-become-a-teen-millionaire-be-an- insufferable-startup-brat
  105. 105. Let this not be your TechCrunch debut 129
  106. 106. And do not quote your mother. • ―This is the third attempt by the company in the last two weeks to reach out to your U.S. staff and get your attention with an exclusive. • [XXXX] is a legendary figure in the world of Asian personal computing..He was a pal of Steve Jobs when Jobs was first brooding about touch tech and pad computing…He is now preparing a broader assault on the US apps market in the Fall. You don’t seem to know him. You don’t seem to care. • Let’s give it one last shot, shall we? • We are offering you an opportunity to meet them. We are offering you an advance glimpse at what they will do in September. No one is demanding that you love what they might tell you. But we are baffled and bewildered at why you don’t seem to value that!‖ 130 http://techcrunch.com/2013/07/18/urgent-for-alexia-and-eldon/
  107. 107. Perfect your presentation
  108. 108. Use an email tracking service like BananaTag to understand what emails work and hone your messaging.
  109. 109. STARTING FROM ZERO WITH MARSHALL K
  110. 110. Step 1: Find good people and websites on the internet Step 2: Read their content when they publish it Step 3: Get your house in order Step 4: Respond to what people post online, focus on adding value Ways to add value: a. be first b. be best, c. bring resources together d. be funny Step 5: Create your own original content for others to follow Wash, rinse, repeat. Hustle harder. Take risks. Meet people and be nice. Get lucky.
  111. 111. GO!
  112. 112. Still have questions? Reach out to us individually on Twitter or via the #reachhack or #reachhacking hashtags.

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