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Marketing + PR for Startups: for General Assembly London October 2014

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marketing and pr for startups

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Marketing + PR for Startups: for General Assembly London October 2014

  1. Courtney Boyd Myers Founder, audience.io MARKETING & PR FOR STARTUPS
  2. INTRODUCTION ‣ Working with Summit Series, Fueled, Geckoboard, Gordon & Eden ‣ Director of Audience Development at General Assembly London ‣ Member of #10’s Tech City Advisory Group ‣ Writer at Wired UK, The Daily Beast & The Next Web ‣ Mentor at BBC WorldWideLabs, Seedcamp, Ignite100 ‣ Community Member of HQ, Summit Series & ICE COURTNEY BOYD MYERS (@CBM) FOUNDER, AUDIENCE.IO & 3460 MILES
  3. AGENDA ‣ Marketing ‣ PR ‣ Q & A
  4. 4 FIRST RULE OF MARKETING ! MARKETING & PR FOR STARTUPS
  5. 5 FIRST RULE OF MARKETING: ! MARKETING & PR FOR STARTUPS DON’T MARKET A SHIT PRODUCT
  6. MARKETING & PR FOR STARTUPS ‣ Vision: The company’s long-term, aspirational business goals. What's the change you want to make in the world? ! ‣ Mission: The company’s purpose and reason for being. What are the big first steps to make that change? ! ‣ Values: How will you make those choices, changes and first steps? MISSION, VISION + VALUES
  7. MARKETING & PR FOR STARTUPS VISION: To become the world’s largest community for dreamers. ! MISSION: To create the world’s best app that helps people remember and record their dreams. ! VALUES: Curious, Data- Driven, Exploratory, and Secure
  8. MARKETING & PR FOR STARTUPS MESSAGING Text It’s is the one thing you want to tell people about your startup. ! -It needs to be compelling (NO BS!) and different from your competition. Source
  9. MARKETING & PR FOR STARTUPS MESSAGING Text It’s is the one thing you want to tell people about your startup. ! -It needs to be compelling (NO BS!) and different from your competition. ! ! Text A fun online world where kids can adopt their very own monster, go on adventures, play games, solve puzzles, be creative, and communicate with their friends.
  10. MARKETING & PR FOR STARTUPS TextText
  11. MARKETING & PR FOR STARTUPS MESSAGING FOR A TWO-SIDED MARKET
  12. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS STARTUP MARKETING INCLUDES… ‣ Creating quarterly marketing campaigns that tie together multiple distribution platforms and partnerships ‣ Writing blog posts or sending out newsletter campaigns ‣ Tracking social media growth metrics ‣ Creating flyers for a guerrilla street marketing campaign ‣ Writing press releases or wooing journalists over dinner ‣ Creating 7 ad variations for a Google Adwords campaign ‣ A/B testing sign-up buttons or copy or working with developers to “growth hack” your product and make it more “viral” ‣ Having dinner with your CEO and the VP of Marketing of a large consumer company to discuss a two-year strategy roadmap
  13. MARKETING & PR FOR STARTUPS EVENT MARKETING
  14. MARKETING & PR FOR STARTUPS STUNT MARKETING
  15. MARKETING & PR FOR STARTUPS SIDE NOTE MARKETING
  16. MARKETING & PR FOR STARTUPS USING SOCIAL GOOD AS MARKETING Your actions speak louder than words.
  17. MARKETING & PR FOR STARTUPS EMAIL MARKETING How do I get users to sign up for my mailing list? ! •Start by scraping you inbox. Your friends will forgive you + they can always unsubscribe. •Grow your user base through strategic partnerships, events and sweepstakes! ! What kind of content should I send? ! • Don’t always sell, sell, sell; also send emails that are 100% value-add •Repurposed content from your blog or exclusive content
  18. MARKETING & PR FOR STARTUPS CONTENT MARKETING • Content marketing is a cost effective, smart and scalable way to acquire customers • Content should include educational, analytical industry-related blog posts mixed with fun, viral content like infographics • Content marketing should be authentic and show your company’s culture (culture marketing)
  19. MARKETING & PR FOR STARTUPS CONTENT MARKETING! ! • Remember to capture as many email addresses as possible! ! ! • Be educational. Tie it back to your product but don’t oversell
  20. MARKETING & PR FOR STARTUPS CONTENT MARKETING • Content marketing can be easily enhanced with social media marketing and syndication to larger news sites ! • Your content marketing should support your company’s SEO efforts
  21. MARKETING & PR FOR STARTUPS GROWTH HACKING Source “When women do it, it’s marketing. When men do it, it’s growth hacking.” - @Shanley
  22. MARKETING & PR FOR STARTUPS PRODUCT AS MARKETING! • Hotmail’s growth was almost entirely due to a “Get your free email at Hotmail” sentence at the bottom of every email. ! • Airbnb reverse-engineered Craigslist to let users post listings automatically despite no public Craigslist API. ! • Allowing users to embed videos was key to the success of YouTube and Vimeo. ! • Slideshare included a plain-text link in their embed code, driving traffic back to their site to get an SEO boost to boot. ! • Dropbox incentivized referrals by giving free extra storage space – a strategy they claim accounted for 60% of their growth. Source
  23. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS COLLECT THE DATA ‣ L •Do people even want your product? •What do they think of your product? •How are they using your product? •Are they referring their friends? •Who are your top users? Where do they live? How many Twitter followers do they have? •How can you incentivize your power users to share the service? •How will you communicate with your customers?
  24. 24 TOOLS OF THE TRADE ! MARKETING & PR FOR STARTUPS •Market Research: Typeform ! •Database Analytics: Wrangler ! •Customer Support: Intercom ! •Email marketing: Mailchimp ! •Analytics: Google Analytics, MixPanel, SocialRank
  25. MARKETING & PR FOR STARTUPS SOCIAL MEDIA BEST PRACTICES •Improve your inbound ! •Make more original content ! •ENGAGE!- Like, Share, RT; Answer questions, tweets, comments, etc. ! •Be opinionated ! •Throw a Party (Get to know people IRL first) ! •Make your details public + up to date !
  26. MARKETING & PR FOR STARTUPS PINTEREST - THE LONDONER Great for: • showing off products • categorizing content • building your brand visually
  27. MARKETING & PR FOR STARTUPS INSTAGRAM Great for: • showing off company culture • show-casing products in-action • building your brand visually
  28. MARKETING & PR FOR STARTUPS YOUTUBE ! ! ! •Viewed more than 12.5 million times •Instantly went viral + jointly conveyed the brand personality and the benefits of the service deftly.
  29. MARKETING & PR FOR STARTUPS PRESS!
  30. MARKETING & PR FOR STARTUPS WHY DO YOU NEED PRESS? 1. Users 2. SEO 3. Building Credibility + Trust 4. Raising Money 5. Testing Out a New Idea 6. Recruitment Source
  31. MARKETING & PR FOR STARTUPS I NEED USERS! ‣ Common but often misguided ‣ Entrepreneurs tend to set expectations too high ‣ Viral and WOM marketing are usually more powerful channels for startups, but press is a great way to get the loop going. ‣ Target: Whatever your perspective customers or users read. A tool for small business might pitch Inc., while a sports app could target ESPN. Source
  32. MARKETING & PR FOR STARTUPS SEO ‣ Getting wide press coverage across a variety of press outlets w/ PR 5+ scores is a great way to boost your SEO Source‣ Target: Low-hanging fruit; smaller blogs, sometimes the ones no one has heard of! And PR newswires.
  33. MARKETING & PR FOR STARTUPS BUILDING CREDIBILITY Source ‣ Target: Go for big names!
  34. MARKETING & PR FOR STARTUPS RAISING MONEY ‣ This is repeatedly the number one benefit of getting press that startups mention to me ‣ To aim your story at investors mention impressive usage metrics or key hires Source ‣ Target: TechCrunch, The Next Web, GigaOm and the Wall Street Journal.
  35. MARKETING & PR FOR STARTUPS TESTING OUT A NEW IDEA ‣ Without more than 100 users, how can you know if your MVP is right for the market? ! ‣ It’s very tempting to use press to test an MVP but if it’s a total flop it will be burned permanently on the Internet Source
  36. MARKETING & PR FOR STARTUPS RECRUITING ‣ Attract new hires by showing off your company’s culture or office space ‣ ZenDesk, GitHub, Evernote, and Fueled have all done this really well Source ‣ Target: Where your potential hires read! e.g. If you’re hiring developers, try to get posted on Hacker News, Reddit, or Product Hunt
  37. MARKETING & PR FOR STARTUPS BEFORE PRESS ‣Your product has been thoroughly alpha tested with not only friends, family but a wide group of users so you know it works ‣mTurk.com, followerwonk.com, usertesting.com, betali.st ‣You’re familiar with the media landscape and can name at least three journalists...
  38. MARKETING & PR FOR STARTUPS 38 UK + EUROPE TECH MEDIA @TheNextWeb • @MartinSFP • @TheNextWoods ! @TechCrunch • @MikeButcher • @IngridLunden ! @TechCityNews @AlexWoodCreates ! @Informlio • @BenJRooney @DailyMirror • @Olivia_Solon ! @tech_eu • @RobinWauters ! @TheRudeBaguette • @LiamBoogar ! @GuardianTech • @CharlesArthur ! !
  39. BRILLIANT PR ON A STARTUP BUDGET NETWORKING: A NECESSARY EVIL “The single most effective way to get an article on any publication is to know someone at the publication.” - @DavidSpinks
  40. BRILLIANT PR ON A STARTUP BUDGET TOOLS OF THE TRADE HARO: “Help a Reporter Out” Help A Reporter connects news sources with journalists looking for their expertise. ! MuckRack: Track Journalists and key words on Twitter, Facebook and Linkedin ! Twitter
  41. CROSSING THE POND READ! 41 Blogs ‣Fred Wilson (A VC) — http://avc.com ‣Chris Dixon — http://cdixon.org ‣Paul Graham’s Essays — http://paulgraham.com ‣Hacker News — http://news.ycombinator.com ‣The Full Start - http://fullstart.com ! !Newsletters ‣The Fetch http://thefetch.com ‣3460 Miles http://3460miles.com ‣Startup Digest http://startupdigest.com
  42. BRILLIANT PR ON A STARTUP BUDGET PR AGENCY COSTS ‣ $3K - $30K per month ‣ Try negotiating a "success-based" PR package that gives you the security of knowing that you will only pay for PR if certain pre-determined goals for coverage are met. ‣ If those goals are not met, you wont have to pay. If the goals are reached, you will be happy to pay, because you’re paying for actual results.
  43. MARKETING & PR FOR STARTUPS GETTING PRESS ‣ Tell a Story ‣ Be technically prepared ‣ Choosing Outlets ‣ Tech Press first? ‣ Think non-traditional
  44. MARKETING & PR FOR STARTUPS WHAT’S THE STORY? •“We’ve launched” •Funding •Trend Stories •We’ve hit X # of users •New features •Acquiring •Big, new hire •Future plans
  45. BRILLIANT PR ON A STARTUP BUDGET PRESS GETS YOU MORE PRESS ‣ Journalists read other publications to find ideas for articles ! ‣ Getting a good article on the right publications will lead to more press. For example, Feast, a SF based startup, landed an article in Greatist, which led to articles in Men’s Fitness and The Bold Italic.
  46. MARKETING & PR FOR STARTUPS FINDING THE JOURNALIST 1. Do your homework ! 2. STALK ! 3. Get an introduction! ! 4. Invite them to a party! ! 5. Cocktail party rules apply ! 6. Give them a scoop!
  47. MARKETING & PR FOR STARTUPS WRITING THE PITCH 1. Be brief. 2. Craft an eye-catching subject line.  3. Don’t copy paste! Oh Hey Caroline at The Next Crunch.. ! 4. Give a reasonable time frame. 5. Say why it's DIFFERENT  6. Avoid jargon like DISRUPTIVE, CURATED, HYBRID, INNOVATIVE, GAME-CHANGING etc. ! 7. Give an offer if you can: Beta invites. App Codes. Exclusive details, etc. 
  48. MARKETING & PR FOR STARTUPS
  49. MARKETING & PR FOR STARTUPS Courtney B of the deep blue sea,
 Would you could you should you if you please
 When you’ve got a moment so free
 Let known when you could lend your ear to me?
  50. MARKETING & PR FOR STARTUPS Subject: Exclusive for TC: Launching XXX- make any blog look like a sexy iPad app ! Hey Mike, ! I’m George, the founder of XXX. ! Launching XXX next week, on Thursday at noon EST and TC gets free reign on an exclusive before then. XXX makes any blog look and behave like a native iPad app. We’re talking accelerometer aware column resizing, swipe to advance articles, touch navigation, home screen icon support, and more. We’ve built somecool tech to make this happen smoothly, and it works with your existing layout... ! PS- Would also be happy to do giveaways to TC readers. Thanks again and feel free to reach out if you have anymore questions (skype,phone,etc. listed below). ! Video Demo: http://vimeo.com/13487300
 Live demo site (if you’re on an iPad): jasonlbaptiste.com
 Feature overviews: http://padpressed.com/features
 My contact info: George@xxx.com , Phone:xxx.xxx.xxxx, Twitter: @xxx, Skype: xxx ! -George
 #xxx.xxx.xxxx
 You Should Check Out xxx.com
  51. MARKETING & PR FOR STARTUPS GIVE WRITERS EVERYTHING THEY NEED Provide external links (not attachments) to: •Awesome Videos •Beautiful, High-Res Photos •Company Facts: Founded Date, Funding Details, # of employees, Founder’s Names, etc. Be Available! !
  52. MARKETING & PR FOR STARTUPS AFTER THE PITCH 1. Follow up! - Appropriate time on this? One week? 3-4 days? ! 2. Handling multiple outlets. Tell Multiple Stories. And Don't be misleading.  ! 3. Don't break your own embargo.  !
  53. MARKETING & PR FOR STARTUPS TIPS FOR YOU -Don’t be afraid to ask questions. Is this on or off the record? What’s the story angle? Do they require exclusivity? ! -Don’t say “we have no competitors” -- choose your competitors are or the media will choose for you. ! - Put yourself in the mindset of the journalist. How will this story get them on Techmeme or featured by their editors? Is it like stories the journalist has written before? ! -Be good to the journalist. Don’t just hit them up when you need them. They want your scoops, tips, etc. since you’re on the ground in the midst of it all.
  54. MARKETING & PR FOR STARTUPS WAKEFIELD’S PAPER NAPKIN PITCH ‣ The Paper Napkin Pitch started because TechCrunch said they’d write about one of Wakefield’s events but needed a new angle other than just an event cover. ‣ So the Founders came up with the idea of having attendees write ideas on napkins and win prizes: “The Paper Napkin Pitch”. ‣ They submitted it to TechCrunch, but didn't hear a damn thing so they put it on the back burner. ‣ Then day of their event came around and TechCrunch published the article so they had to cobble it together with last-minute prizes. ‣ But now the Paper Napkin Pitch is their most desirable sponsorship picking up brands like American Airlines and SXSW.
  55. MARKETING & PR FOR STARTUPS BABELVERSE ‣ In 2012, Babelverse live translated the US president Barack Obama’s 2012 State of the Nation address into up to 6,796 languages (ie all of them) ! ‣ The press releases duly went out and TechCrunch and CNN were among those to pick the story up. ! ‣ Meanwhile, Dunne, de Bornial and their designer did an all-nighter to pull it off. “We were like – ‘make it live, make it live!” Dunne recalls.
  56. MARKETING & PR FOR STARTUPS SHUTL ‣ Shutl, a venture capital-backed UK startup that delivers goods purchased online with haste, has sent a letter to Usain Bolt, whom I trust does not need an introduction. ! ‣ In it, the company promises the man 1 percent equity in the venture and “all the McNuggets” he needs. In return, Bolt has to spare up to 2 hours of time to help Shutl set the world record for fastest delivery – again.
  57. MARKETING & PR FOR STARTUPS SLIDEBEAN ‣ Scored blog posts on TechCrunch and The Next Web ‣ Took 3 months to plan in advance ‣ Took Time to Develop Relationships ‣ Followed + interacted w/ journalists on social networks ‣ Took photos personalized for journalist in their travels around the world ‣ Kept pitch email short + sweet ‣ Submitted through Tips to TechCrunch Source
  58. MARKETING & PR FOR STARTUPS IF ALL ELSE FAILS, GET NAKED
  59. MARKETING & PR FOR STARTUPS TAKE NOTES FROM
  60. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved
  61. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between
  62. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between ! READ, FOR THE LOVE OF GOD READ. !
  63. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between ! READ, FOR THE LOVE OF GOD READ. ! Tweet.
  64. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between ! READ, FOR THE LOVE OF GOD READ. ! Tweet. ! Write.
  65. MARKETING & PR FOR STARTUPS RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between ! READ, FOR THE LOVE OF GOD READ. ! Tweet. ! Write. ! Be happy. But know it’s OK and TOTALLY NORMAL to be sad, angry, frustrated, disappointed and insanely crazy too.

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