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Startup Marketing Masterclass

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Marketing is vital for businesses of all stages, especially startups that are just beginning to build their presence. Effective marketing builds trustworthy brands that drives strong customer relationships, leads, and business growth. Creating and executing a marketing plan for your early-stage business will require the right mindset and framework.

On April 4, 2019, The Port led a Masterclass with the early-stage startups of OKThess to discuss actionable tips, strategy frameworks, and tools to start building effective marketing for their ventures.

The presentation from this workshop covers:
- Marketing, Sales, and The Buyer Journey
- Steps for building content that engages and converts
- Resources for tracking performance
- Marketing tools and frameworks every business should have
- and more.

To download the accompanying Marketing Strategy Workbook for this masterclass, visit: www.totheport.com/marketing-strategy-workbook

Published in: Business
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Startup Marketing Masterclass

  1. 1. @gototheport • #MarketingforStartups Startup Marketing Masterclass THU, APR 04 • OK!THESS • THESSALONIKI #marketingforstartups PRESENTED BY
  2. 2. @gototheport • #MarketingforStartups Lucy Xu Founder The Port About Me @xulucy @gototheport NEW YORK, NY ATHENS, GREECE
  3. 3. @gototheport • #MarketingforStartups
  4. 4. @gototheport • #MarketingforStartups Our Journey Tonight Understanding your customers & what they need Understanding Building a marketing plan to create engaging content Creating Measuring & evaluating the performance of your marketing Measuring
  5. 5. @gototheport • #MarketingforStartups About You
  6. 6. @gototheport • #MarketingforStartups What you’re thinking Top Marketing Problems What your audience is thinking
  7. 7. @gototheport • #MarketingforStartups Top Marketing Problems Chaos & Noise Too. Many. Buzzwords. “I NEED LEADS” Marketing for Yourself, Not Your Customers
  8. 8. @gototheport • #MarketingforStartups Our Goals for Today Understand Your Customers Get Organized Create the *Right* Content
  9. 9. @gototheport • #MarketingforStartups Stop & Think No matter who you are, you are selling something (a product, image, or brand...)
  10. 10. @gototheport • #MarketingforStartups Stop & Think What is it that you are offering?
  11. 11. @gototheport • #MarketingforStartups
  12. 12. @gototheport • #MarketingforStartups UnderstandingI. @gototheport • #MarketingforStartups
  13. 13. @gototheport • #MarketingforStartups
  14. 14. @gototheport • #MarketingforStartups Getting in the “Buyer Persona” Mindset
  15. 15. @gototheport • #MarketingforStartups Developing Your Buyer Personas To convince your potential buyers to choose you, organize your audience into 3-5 key personas & create targeted messaging and content Considerations ● Age ● Gender ● Experience ● Related Titles ● Business Goals ● Pain Points ● Objections & Follow Up Q’s ● Online Behavior ● Contact Method Preference / ● Interest in Product Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 BACKGROUND& DEMOGRAPHIC BUSINESS ROLE BEHAVIOR& IDENTIFIERS
  16. 16. @gototheport • #MarketingforStartups Example: E-Shop Software, Selleroo
  17. 17. @gototheport • #MarketingforStartups Example: E-Shop Software, Selleroo By identifying buyer personas, Selleroo understood each customer’s specific needs. Selleroo was marketing randomly, and not reaching all target customers.PROBLEM Identified 3 buyer personas for Selleroo.SOLUTION Alexa the Small Business Owner ● Running her store for 10 years ● Wants to reach larger audience by moving from brick-and-mortar to web. ● Researching what similar retail stores are doing. Laura the Director of Retail & Ecomm ● Leads multi-million dollar retail business. ● Wants to expand and change online strategy. ● Desire to experiment with new, innovative ecommerce ideas ● Has great idea but no experience ● Wants foundational knowledge on ecommerce. ● Google searching “How to start a retail business?” Chris the guy with a business idea RESULT
  18. 18. @gototheport • #MarketingforStartups Stop & Think Who are your buyers?
  19. 19. @gototheport • #MarketingforStartups Stop & Think You have a product / brand you are selling ...now what? You know your target audience
  20. 20. @gototheport • #MarketingforStartups Another (Free!) Tool for Building Your Personas “Make My Persona” by HubSpot
  21. 21. @gototheport • #MarketingforStartups
  22. 22. @gototheport • #MarketingforStartups CreatingII. @gototheport • #MarketingforStartups
  23. 23. @gototheport • #MarketingforStartups
  24. 24. @gototheport • #MarketingforStartups The process that your prospect or customer goes through with your company. Introduction to the Buyer Journey Purchase Consideration Decision Has a problem, but not aware of the solution. Aware of the solution, but not [your company]. Aware of [your company], but needs some convincing. Awareness CONTENT TO CREATEDESCRIPTION Conversion Content Case studies, webinars, e-books, white papers, events, podcasts. Problem Agitation Content Blog posts, infographics, images, how-to guides or videos. Solution Content Reports, white papers, expert interviews, Q&As.
  25. 25. @gototheport • #MarketingforStartups Example: Rental Management Platform, Booking-O Consideration Decision Awareness BLOG SERIES Tips & Tricks for Hosts #HostingHacks WHITEPAPER Top 10 Must-Have Tools for Airbnb Hosts CASE STUDY How Hosts Triple Their Revenue with Booking-O “I need a way to manage my bookings. What are my options?” “I’m ready to buy a platform. Why should I use Booking-O?” “I think I need a way to manage my bookings better…” Booking-O wanted to build content that would accomplish 3 goals: drive more awareness, generate leads, and convert leads to purchase. PROBLEM Developed the Buyer Journey to understand buyer’s thoughts at each stage, and create relevant, useful content that would move them towards purchase. SOLUTION By mapping the buyer journey & creating targeted content, Booking-O was able to speak to address specific persona needs & drive conversions.
  26. 26. @gototheport • #MarketingforStartups Stop & Think What does your buyer’s journey look like?
  27. 27. @gototheport • #MarketingforStartups
  28. 28. @gototheport • #MarketingforStartups MeasuringIII. @gototheport • #MarketingforStartups
  29. 29. @gototheport • #MarketingforStartups
  30. 30. @gototheport • #MarketingforStartups What makes content useful? Stop & Think
  31. 31. @gototheport • #MarketingforStartups Your Content Homebase Business Objective Category Content Analytics / KPIs Get organized with this simple spreadsheet.
  32. 32. @gototheport • #MarketingforStartups Your Content Homebase Business Objective Category Content Analytics / KPIs Increase Website Traffic Tips & Best Practices [Blog] How to Design the Perfect UI for Your Customer 15% increase in site visits Book More Demos Trends & Resources [Blog] Why Every Retail Store is Switching to this Platform 200 downloads / new emails Convert Leads to Customers Client Interview Series [Case Study] How I Took My Business from 0 to 10MM Influence 10% of leads to book a demo Get organized with this simple spreadsheet.
  33. 33. @gototheport • #MarketingforStartups Your Content Homebase Business Objective Category Content Analytics / KPIs Increase Website Traffic Tips & Best Practices [Blog] How to Design the Perfect UI for Your Customer 15% increase in site visits Book More Demos Trends & Resources [Blog] Why Every Retail Store is Switching to this Platform 200 downloads / new emails Convert Leads to Customers Client Interview Series [Case Study] How I Took My Business from 0 to 10MM Influence 10% of leads to book a demo Get organized with this simple spreadsheet.
  34. 34. @gototheport • #MarketingforStartups Your Content Homebase Business Objective Category Content Analytics / KPIs Increase Website Traffic Tips & Best Practices [Blog] How to Design the Perfect UI for Your Customer 15% increase in site visits Book More Demos Trends & Resources [Blog] Why Every Retail Store is Switching to this Platform 200 downloads / new emails Convert Leads to Customers Client Interview Series [Case Study] How I Took My Business from 0 to 10MM Influence 10% of leads to book a demo Get organized with this simple spreadsheet.
  35. 35. @gototheport • #MarketingforStartups Getting Organized with Content Categories CATEGORY 1 CATEGORY 2 CATEGORY 3 Identify key categories and their purpose to streamline your content strategy.
  36. 36. @gototheport • #MarketingforStartups Getting Organized with Content Categories CATEGORY 1 CATEGORY 2 CATEGORY 3 Identify key categories and their purpose to streamline your content strategy. Business Objective 1 Business Objective 2 Business Objective 3 Establish a clear objective for each category, addressing specific personas’ questions, objectives, and pain points.
  37. 37. @gototheport • #MarketingforStartups Example: E-Shop Software, Selleroo CATEGORY 1 Tips & Best Practices CATEGORY 2 Trends & Resources CATEGORY 3 Client Interview Series CURRENT&FUTURE CONTENTTOPICS GOAL ● Why I Became an Amazon Partner ● How I Took My Business from 0 to 10MM in 3 Years ● How to Design the Perfect UI for Your Customer ● How to Drive More Sales From Your E-Shop Website ● Partnering with Amazon: A Cost-Benefit Analysis ● Thinking About Brick-and-Mortar Retail Establish thought leadership in ecomm space with tips for building a product, designing for users, etc. Showcase ecommerce trends, solutions to common pain points, and resources for retailers/SMBs. Mini case studies and interviews with clients and experts in the field to showcase best practices.
  38. 38. @gototheport • #MarketingforStartups Stop & Think What are your 3 content categories?
  39. 39. @gototheport • #MarketingforStartups Your Content Homebase Business Objective Category Content Analytics / KPIs Increase Website Traffic Tips & Best Practices [Blog] How to Design the Perfect UI for Your Customer 15% increase in site visits Book More Demos Trends & Resources [Blog] Why Every Retail Store is Switching to this Platform 200 downloads / new emails Convert Leads to Customers Client Interview Series [Case Study] How I Took My Business from 0 to 10MM Influence 10% of leads to book a demo Get organized with this simple spreadsheet.
  40. 40. @gototheport • #MarketingforStartups Stop & Think List the first 3 KPIs you will track.
  41. 41. @gototheport • #MarketingforStartups
  42. 42. @gototheport • #MarketingforStartups Connecting Marketing & SalesIV. @gototheport • #MarketingforStartups
  43. 43. @gototheport • #MarketingforStartups “Our Sales team is closing the deals. Why do we even need marketing?” FAQ
  44. 44. @gototheport • #MarketingforStartups
  45. 45. @gototheport • #MarketingforStartups Role of Marketing Generate awareness, drive leads into top of funnel. Connecting Marketing to Sales Awareness Consideration Decision Purchase Role of Sales Move leads through the pipeline. Close deals.
  46. 46. @gototheport • #MarketingforStartups Connecting Marketing to Sales: B2B Example Awareness Consideration Decision Purchase BUYER JOURNEY Alexa makes purchase. Alexa reads blog post, downloads whitepaper created by Marketing Marketing team emails Alexa similar, useful content Sales sends cold email to Alexa and team. Marketing & Sales efforts influence Alexa & company to sign up for a demo. Sales provides demo to Alexa & her company.
  47. 47. @gototheport • #MarketingforStartups Connecting Marketing to Sales: B2B Example Awareness Consideration Decision Purchase BUYER JOURNEY Alexa makes purchase. Alexa reads blog post, downloads whitepaper created by Marketing Marketing team emails Alexa similar, useful content Sales sends cold email to Alexa and team. Marketing & Sales efforts influence Alexa & company to sign up for a demo. Sales provides demo to Alexa & her company. Marketing provides Conversion Content (1-pager, company deck)
  48. 48. @gototheport • #MarketingforStartups Connecting Marketing to Sales: B2B Example Awareness Consideration Decision Purchase BUYER JOURNEY Sales closes deal. Alexa makes purchase. Alexa reads blog post, downloads whitepaper created by Marketing Marketing team emails Alexa similar, useful content Sales sends cold email to Alexa and team. Marketing & Sales efforts influence Alexa & company to sign up for a demo. Sales provides demo to Alexa & her company. Marketing provides Conversion Content (1-pager, company deck)
  49. 49. @gototheport • #MarketingforStartups
  50. 50. @gototheport • #MarketingforStartups Case StudiesIV. @gototheport • #MarketingforStartups
  51. 51. @gototheport • #MarketingforStartups Case Study #1: Rental Management Platform, Booking-O How can Booking-O help me find a flat? What features does Booking-O have that other platforms don’t? How can I use Booking-O to increase my income? Buyer Journey Buyer Personas Questions the Personas Are Asking Helen the Tourist / Expat Steve the Property Owner John the Digital Nomad CONSIDERATION Aware that there are rental solutions, but not Booking-O. AWARENESS Prospect needs a rental, not aware of the solution. DECISION Aware of Booking-O, needs some convincing.
  52. 52. @gototheport • #MarketingforStartups Case Study #1: Rental Management Platform, Booking-O How can Booking-O help me find a flat? What features does Booking-O have that other platforms don’t? How can I use Booking-O to increase my income? Case Studies Knowledge Base Blog Post Buyer Journey Buyer Personas Questions the Personas Are Asking Content to Create Helen the Tourist / Expat Steve the Property Owner John the Digital Nomad CONSIDERATION Aware that there are rental solutions, but not Booking-O. AWARENESS Prospect needs a rental, not aware of the solution. DECISION Aware of Booking-O, needs some convincing.
  53. 53. @gototheport • #MarketingforStartups Case Study #2: You Let’s walk through a real world example.
  54. 54. @gototheport • #MarketingforStartups Recap @gototheport • #MarketingforStartups
  55. 55. @gototheport • #MarketingforStartups Before the workshop, marketing was a confusing jungle to navigate. Chaos & Noise Too. Many. Buzzwords. Marketing for Yourself, Not Your Customers “I NEED LEADS”
  56. 56. @gototheport • #MarketingforStartups After the workshop, you learned …
  57. 57. @gototheport • #MarketingforStartups After the workshop, you learned … You have a product & story you are selling How to understand your audience & their pain points How to create content for your specific audience(s)
  58. 58. @gototheport • #MarketingforStartups Learn More @gototheport • #MarketingforStartups
  59. 59. @gototheport • #MarketingforStartups About The Port The Port provides businesses with the frameworks, strategy, and execution required to reach the next stage of business growth.
  60. 60. @gototheport • #MarketingforStartups About The Port Whether your business is early-stage, ready to scale, or somewhere in the middle and looking to grow, The Port is here for you. Build Services for Mid-Stage Businesses: • Marketing & Sales Support • Business Development • U.S. Collaboration Exploration Create Services for Early-Stage Startups: • Ideation Action Plans • Pitch Deck & Investor Documents • Marketing & Sales Collateral Support Services for Businesses at Maturity: • Best Practice Workshops • Message & Process Refinement • Tailored Business Strategies
  61. 61. @gototheport • #MarketingforStartups INSIGHTS WORKSHOPSGUIDES & TEMPLATES www.totheport.com
  62. 62. @gototheport • #MarketingforStartups

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