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Setting Up a Digital Marketing Platform in 6 weeks
Startup Marketing Playbook
Q2.2015
SMP
Q2.15
sarensakurai.com
@saren
Saren Sakurai
SMP
Q2.15
If you don’t promote it,
it doesn’t exist.
SMP
Q2.15
Week Five
Dig for
Content

Week Six
Collect &
Curate

Week Two
Establish a
Central
Brand Hub
Week Four
Find
Influencers

We...
•Meeting users where they dwell
•Real time listening and responding
•Building on-going 1-on-1 relationships
The Real Power...
Photo by http://www.flickr.com/photos/jon_marshall/
Before You Start
0.0
Two Quick Tips
SMP
Q2.15
Best feature: multiple user accounts
Get a Great Browser
0.1
SMP
Q2.15
TweetDeck
Best feature: scheduling your posts.
Get a Management Tool
0.2
Establish Your Brand
1.0
Week One
1
SMP
Q2.15
This will be your Master Admin account.
Get a Google Account
1.1
Get .com, .net, and .org
Secure Your Domain Name
1.2
NameChk.com
Register Everywhere
1.3
slack.com is Awesome
Connect Your Team
1.4
Free up to 2000 subscribers.
Set Up an Email List
1.5
See OC Designer & Developer Matchmaking
Get a Brand Identity
1.6
Google webfonts are free.
Choose a Font
1.6.1
Choose a Color
1.6.2 Color comes with personality.
Choose a Shape
1.6.3
Set Up a Facebook Page
1.7
Get Social Kit
1.7.1 http://socialkit.madebysource.com
2.0
Week Two
2Establish a Central Hub
SMP
Q2.15
Get just what you need. You can upgrade later.
Choose a Web Host
2.1
★
I recommend Wordpress.org
Set Up a CMS
2.2
Premium themes run around $30
Get a Good Looking Theme
2.3
Get the Crucial Plug-ins
2.4
Akismet.com
Spam Blocker
2.4.1
Wordpress SEO by Yoast
S.E.O.
2.4.2
Socializer
Social Sharing Tools
2.4.3
Editorial Calendar
Post Scheduler
2.4.4
Super Simple Google Analytics
Google Analytics
2.4.5
seedprod.com
Launch ‘Coming Soon’
2.5
Highly trafficked by new users.
Write an ‘About Us’ Page
2.6
This is crucial for SEO.
Befriend Webmaster
2.7
Photo by http://www.flickr.com/photos/jaredeberhardt/
Meet Your Audience
3.0
Week Three
3
SMP
Q2.15
Write down a description. Workshop it.
Describe Your Target
3.1
SMP
Q2.15
Try the Facebook Ad Tool.
Define Demographics
3.2
Choose photos and names.
Create Some Personas
3.3
http://www.thesartorialist.com/
•Describe your target in 1st person.
•List their pain points and needs.
•List their objectives
•What are their obstacles?
...
AdWords.Google.com
Find Their Hangouts
3.4
Start slow and grow.
Choose Some Key Channels
3.5
Spend plenty of time on each.3.5.1
•Add Channels Conservatively
•Write Natively in Each Channel
•Drive Conversation Back t...
Stay true to your brand identity.
Brand Each Channel
3.6
Connect Friends & Family
3.7
Photo by: http://flickr.com/photos/
cmichel67/
4.0
Week Four
4Find Your Influencers
SMP
Q2.15
Look for a Klout.com score over 40
Leverage Klout
4.1
Try All the Trackers
4.1.1
They are your high-value keywords.
Note Categories & Tags
4.2
Makes for easier reading.
Search & Build Lists
4.2.1
Browse as your Facebook Page
Join Groups, Like Pages
4.3
Google+
Follow on Google
4.4
Quora.com
Ask & Answer
4.5
★
Twitter + SocialBro
Listen & Learn
4.6
Turn acquaintances into friends
Truly Follow People
4.7
Free data is everywhere. Use it.
Write Down Patterns
4.7.1
Photo by http://www.flickr.com/photos/terinea/
Dig for Content
5.0
Week Five
5
SMP
Q2.15
★
adwords.google.com
Compile Your Keywords
5.1
alltop.com
Find Content Sources
5.2
wefollow.com
Find Content Producers
5.3
http://search.twitter.com
Track Trends
5.4
RSS feeds rule.
Subscribe to Everything
5.5
Set to weekly to avoid overload.
Set Email Alerts
5.6
From friends, co-workers, forums & groups
Ask for Recommendations
5.7
Collect & Curate
6.0
Week Six
6
SMP
Q2.15
Fastest site to 10 million users ever.
Pin Pictures on Pinterest
6.1
Second largest search engine.
Like Videos on YouTube
6.2
http://twitter.com/#!/saren/favorites
Favorite Tweets
6.3
Statigr.am makes this easy.
Like on Instagram
6.4
Twitter.com
Retweet on Twitter
6.5
Content Strategy is a future presentation.
Prepare to Blog
6.6
Sign Up Subscribers
6.7 This is the #1 task for all efforts.
Photo by: http://flickr.com/photos/32961941@N03
Six Week Checklist
DO IT
Track Your Progress
SMP
Q2.15
Marketing Playbook Checklist
Week Four
Find Influencers
4.1 Leverage Klout.com
4.2 Note Categories & Tags
4.3 Join Groups, ...
sarensakurai.com
@saren
Thank You.
SMP
Q2.15
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Startup Marketing Playbook (Q2.2015)

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Here is a cutdown of the class I've been teaching at Hatchwork Real Learn in Irvine, CA. I've updated the deck from the previous version of these ideas to reflect some new tools and techniques from 2015. Please post comments and ideas below. Let's talk about it.

Published in: Marketing

Startup Marketing Playbook (Q2.2015)

  1. 1. Setting Up a Digital Marketing Platform in 6 weeks Startup Marketing Playbook Q2.2015 SMP Q2.15
  2. 2. sarensakurai.com @saren Saren Sakurai SMP Q2.15
  3. 3. If you don’t promote it, it doesn’t exist. SMP Q2.15
  4. 4. Week Five Dig for Content
 Week Six Collect & Curate
 Week Two Establish a Central Brand Hub Week Four Find Influencers
 Week Three Meet Your Audience
 Week One Establish Your Brand Online Each daily task should take >1 Hour The Full Six Week Program SMP Q2.15
  5. 5. •Meeting users where they dwell •Real time listening and responding •Building on-going 1-on-1 relationships The Real Power of Social Marketing SMP Q2.15
  6. 6. Photo by http://www.flickr.com/photos/jon_marshall/ Before You Start 0.0 Two Quick Tips SMP Q2.15
  7. 7. Best feature: multiple user accounts Get a Great Browser 0.1 SMP Q2.15
  8. 8. TweetDeck Best feature: scheduling your posts. Get a Management Tool 0.2
  9. 9. Establish Your Brand 1.0 Week One 1 SMP Q2.15
  10. 10. This will be your Master Admin account. Get a Google Account 1.1
  11. 11. Get .com, .net, and .org Secure Your Domain Name 1.2
  12. 12. NameChk.com Register Everywhere 1.3
  13. 13. slack.com is Awesome Connect Your Team 1.4
  14. 14. Free up to 2000 subscribers. Set Up an Email List 1.5
  15. 15. See OC Designer & Developer Matchmaking Get a Brand Identity 1.6
  16. 16. Google webfonts are free. Choose a Font 1.6.1
  17. 17. Choose a Color 1.6.2 Color comes with personality.
  18. 18. Choose a Shape 1.6.3
  19. 19. Set Up a Facebook Page 1.7
  20. 20. Get Social Kit 1.7.1 http://socialkit.madebysource.com
  21. 21. 2.0 Week Two 2Establish a Central Hub SMP Q2.15
  22. 22. Get just what you need. You can upgrade later. Choose a Web Host 2.1
  23. 23. ★ I recommend Wordpress.org Set Up a CMS 2.2
  24. 24. Premium themes run around $30 Get a Good Looking Theme 2.3
  25. 25. Get the Crucial Plug-ins 2.4
  26. 26. Akismet.com Spam Blocker 2.4.1
  27. 27. Wordpress SEO by Yoast S.E.O. 2.4.2
  28. 28. Socializer Social Sharing Tools 2.4.3
  29. 29. Editorial Calendar Post Scheduler 2.4.4
  30. 30. Super Simple Google Analytics Google Analytics 2.4.5
  31. 31. seedprod.com Launch ‘Coming Soon’ 2.5
  32. 32. Highly trafficked by new users. Write an ‘About Us’ Page 2.6
  33. 33. This is crucial for SEO. Befriend Webmaster 2.7
  34. 34. Photo by http://www.flickr.com/photos/jaredeberhardt/ Meet Your Audience 3.0 Week Three 3 SMP Q2.15
  35. 35. Write down a description. Workshop it. Describe Your Target 3.1 SMP Q2.15
  36. 36. Try the Facebook Ad Tool. Define Demographics 3.2
  37. 37. Choose photos and names. Create Some Personas 3.3 http://www.thesartorialist.com/
  38. 38. •Describe your target in 1st person. •List their pain points and needs. •List their objectives •What are their obstacles? •What channels do they use? When? Personas are NOT Profiles 3.3.1
  39. 39. AdWords.Google.com Find Their Hangouts 3.4
  40. 40. Start slow and grow. Choose Some Key Channels 3.5
  41. 41. Spend plenty of time on each.3.5.1 •Add Channels Conservatively •Write Natively in Each Channel •Drive Conversation Back to Hub Communications
  42. 42. Stay true to your brand identity. Brand Each Channel 3.6
  43. 43. Connect Friends & Family 3.7
  44. 44. Photo by: http://flickr.com/photos/ cmichel67/ 4.0 Week Four 4Find Your Influencers SMP Q2.15
  45. 45. Look for a Klout.com score over 40 Leverage Klout 4.1
  46. 46. Try All the Trackers 4.1.1
  47. 47. They are your high-value keywords. Note Categories & Tags 4.2
  48. 48. Makes for easier reading. Search & Build Lists 4.2.1
  49. 49. Browse as your Facebook Page Join Groups, Like Pages 4.3
  50. 50. Google+ Follow on Google 4.4
  51. 51. Quora.com Ask & Answer 4.5
  52. 52. ★ Twitter + SocialBro Listen & Learn 4.6
  53. 53. Turn acquaintances into friends Truly Follow People 4.7
  54. 54. Free data is everywhere. Use it. Write Down Patterns 4.7.1
  55. 55. Photo by http://www.flickr.com/photos/terinea/ Dig for Content 5.0 Week Five 5 SMP Q2.15
  56. 56. ★ adwords.google.com Compile Your Keywords 5.1
  57. 57. alltop.com Find Content Sources 5.2
  58. 58. wefollow.com Find Content Producers 5.3
  59. 59. http://search.twitter.com Track Trends 5.4
  60. 60. RSS feeds rule. Subscribe to Everything 5.5
  61. 61. Set to weekly to avoid overload. Set Email Alerts 5.6
  62. 62. From friends, co-workers, forums & groups Ask for Recommendations 5.7
  63. 63. Collect & Curate 6.0 Week Six 6 SMP Q2.15
  64. 64. Fastest site to 10 million users ever. Pin Pictures on Pinterest 6.1
  65. 65. Second largest search engine. Like Videos on YouTube 6.2
  66. 66. http://twitter.com/#!/saren/favorites Favorite Tweets 6.3
  67. 67. Statigr.am makes this easy. Like on Instagram 6.4
  68. 68. Twitter.com Retweet on Twitter 6.5
  69. 69. Content Strategy is a future presentation. Prepare to Blog 6.6
  70. 70. Sign Up Subscribers 6.7 This is the #1 task for all efforts.
  71. 71. Photo by: http://flickr.com/photos/32961941@N03 Six Week Checklist DO IT Track Your Progress SMP Q2.15
  72. 72. Marketing Playbook Checklist Week Four Find Influencers 4.1 Leverage Klout.com 4.2 Note Categories & Tags 4.3 Join Groups, Like Pages 4.4 Create & Follow Circles 4.5 Ask & Answer 4.6 Listen & Learn 4.7 Write Down Patterns •Week Six •Collect & Curate •6.1 Pin Pictures on Pintrest •6.2 Like Videos on YouTube •6.3 Favorite Tweets •6.4 Like on Instagram •6.5 Retweet on Twitter •6.6 Prepare to Blog •6.7 Invite to Join/Follow/Like Week One Establish Your Brand 1.1 Get a Google Account 1.2 Secure Your Domain 1.3 Register on NameChk 1.4 Upgrade to Google Apps 1.5 Sign Up for MailChimp 1.6 Set Identity (Logo/etc.) 1.7 Set Up a Facebook Page Week Two Establish a Hub 2.1 Choose a Web Host 2.2 Choose a Publishing Tool 2.3 Select a Great Theme 2.4 Add in Crucial Plug-ins 2.5 Launch “Coming Soon” 2.6 Write “About Us” Page 2.7 Google Webmaster Week Five Dig for Content 5.1 Compile Your Keywords 5.2 Find Content Sources 5.3 Find Content Lists 5.4 Track Trends 5.5 Subscribe to Everything 5.6 Set Email Alerts 5.7 Ask for Recommendations Week Three Meet Your Audience 3.1 Describe Your Target 3.2 Define Demographics 3.3 Create Some Personas 3.4 Find Their Hangouts 3.5 Choose Key Channels 3.6 Brand Each Channel 3.7 Connect Friends & Family sarensakurai.com
  73. 73. sarensakurai.com @saren Thank You. SMP Q2.15

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