Mobile & Web Marketing  For Entrepreneurs      B2C & B2B    SHIP SHIP SHIP  FOCUS FOCUS FOCUS
We Help Companies    BEFORE          AFTER        DOUBLED VIEWS & REVENUE
Shira AbelCEO, Hunter & Bard  Marketing strategy  Marketing implementation  Full branding & designTeach Marketing for Star...
@shiraabelAgenda Strategy When to do marketing Product market fit Lean marketing Mobile marketing Web marketing B2B
@shiraabelThe Wrong Way to Do Marketing1       Build product2       Run alpha test with friends and family3       We’re la...
@shiraabelMARKETINGSHOULD STARTTHE MOMENT THEPRODUCT ISCONCEPTUALIZED
@shiraabelWhat’s Your Strategy
@shiraabelDefine Your Objectives
@shiraabelMarketing for the Concept Phase 1     Build the marketing into the product. Create       an incentive to share. ...
@shiraabelIN THE BEGINNINGTHE GOAL SHOULDBE PRODUCT /MARKET FIT40% IS GOLD**FOR MOST
@shiraabelReputation EconomyEveryone has an action trigger - it’s up to you to find out what your customer’s is.
@shiraabelPerformance Measurement Is your objective SMART: specific, measurable, aggressive, realistic & time specific? Wh...
@shiraabelAlpha Phase  Start the blog with newsletter sign up  Landing pages  more sign ups  A/B test messaging & optimiz...
@shiraabelAFTER PRODUCTMARKET FIT –SEEK TO ACQUIREMASS USERS
@shiraabelSample Tactics (not in order)•   Online Ads (FB, Google & more)    •   White papers / Case studies•   PR (Media ...
@shiraabelWEB /BIG TABLETMARKETING
@shiraabelSample MarketingStrategies for Web  Become known as a     Create evangelists  product leader in a   who will bri...
@shiraabelLaunch Phase Ask the media people and influencers who now know you if they would be willing to check out your pr...
@shiraabelThe Holy Trinity of Marketing Online              Earned Media / PR               GOOD              PRODUCTSEO /...
@shiraabelEarned Media & PR Brings big numbers all at one Gives a spike of traffic May not be aimed at the target market (...
@shiraabelAffiliate, SEO & Media Buy (Ads) Immediate Targeted Costs (which is fine if you charge, could be a dilemma if yo...
@shiraabelRelationship Marketing Takes time Builds the brand Costs (yes, time is money) Builds a relationship Increases re...
@shiraabelViral If You Can
@shiraabelKnow Your Market
@shiraabel             ONCE PEOPLE START             TO COME – HOW DO             YOU GET THEM TO             STAY?       ...
@shiraabelQuestions for the Retention Phase 1     Where is the funnel going through the site? 2     Where are you losing t...
@shiraabelGive Good Content
@shiraabelGive an Incentive
@shiraabelWatch the Funnel           Acquisition –       Learns About Product           Conversion –             Signs Up ...
@shiraabelMOBILEMARKETING
@shiraabelThe Holy Trinity of MobileMarketing     Earned Media / PR                   / Reviews                 GREAT     ...
@shiraabelSample MarketingStrategies for Apps  Create several free        Have in-app rev-  apps that have in-app      sha...
@shiraabelBuild an App Family                 Main                 App Send advertising to main app Do Lite version of app...
@shiraabel             Localization
@shiraabelBrandingApps are all about branding. The app storeis like the supermarket shelf.
@shiraabelUgly Icon**What NOT to do
@shiraabelPretty Icon
@shiraabelBest Pics of the App
@shiraabelText is Below = No One ReadsIt, SEO Only
@shiraabelSocial Proof =Ratings & Reviews
@shiraabelHOW DO YOUTURN YOUR APPINTO A HABIT?
@shiraabelDesign
@shiraabelWarm Fuzzy Feeling=Community
@shiraabelMake Sharing Part of theExperience
@shiraabelGamification*        * Use with caution – the obvious ways are already passé
@shiraabelNotifications
@shiraabelEmail Marketing
B2B
@shiraabelSample Marketing Strategiesfor B2B  Become known as a        Let the end-user (who  industry leader in a     may...
@shiraabel    Sample Tactics (not in order)•   White papers / Case studies          •   Online Ads (FB, Google & more)•   ...
@shiraabelCommunicating to anInternational Market Americans spell correctly. However, the British disagree. There are more...
@shiraabelInternational Partnerships Europe & Israel are local – use it to your advantage Find companies in complimentary ...
@shiraabelThought Leadership is Critical Blogging and guest blogging is one of the best ways to do this Webinars / Present...
@shiraabelMarketing is a Sales Tool Case studies show your ideal customer and how things go when everything is perfect Con...
@shiraabelSocial Media for Research What is the title of the person in the organization that typically makes the decisions...
@shiraabelRapportive             Find the email of the             person you want to             connect to by checking  ...
@shiraabelLinkedIn           Choose who you want to connect           to:           What groups is the person in?         ...
@shiraabelWho Are You Looking For
@shiraabelGoogle Search
@shiraabelFirst & Last Name Found!
Random StuffI Like
@shiraabelPR for Startups by Colette Ballou http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-...
@shiraabelJack Dorsey:The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ
@shiraabelTHE Best Review Of All TimeThe Mountain Three Wolf MoonShort Sleeve Tee
@shiraabelClose RunningBIC Cristal For Her Ball Pen
Hat tip:
@shiraabelTakeaways Marketing starts the second you have an idea for a product / service / business Every tactic should ha...
@shiraabelReferences & Reads http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/ http://www.avc.com...
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Hunter & Bard Marketing for Startups & Entrepreneurs

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Lecture given at CoLab in Athens Greece pre-Startup Weekend

Published in: Business

Hunter & Bard Marketing for Startups & Entrepreneurs

  1. 1. Mobile & Web Marketing For Entrepreneurs B2C & B2B SHIP SHIP SHIP FOCUS FOCUS FOCUS
  2. 2. We Help Companies BEFORE AFTER DOUBLED VIEWS & REVENUE
  3. 3. Shira AbelCEO, Hunter & Bard Marketing strategy Marketing implementation Full branding & designTeach Marketing for Startups atStartHub (Tel Aviv/ JaffaAcademic College)Mentor at:Google, Microsoft, FounderInstitute, Seedcamp, & moreCover Israeli startups for TNW
  4. 4. @shiraabelAgenda Strategy When to do marketing Product market fit Lean marketing Mobile marketing Web marketing B2B
  5. 5. @shiraabelThe Wrong Way to Do Marketing1 Build product2 Run alpha test with friends and family3 We’re launching – we should do some PR O R Our product is so awesome we don’t need to3 do marketing
  6. 6. @shiraabelMARKETINGSHOULD STARTTHE MOMENT THEPRODUCT ISCONCEPTUALIZED
  7. 7. @shiraabelWhat’s Your Strategy
  8. 8. @shiraabelDefine Your Objectives
  9. 9. @shiraabelMarketing for the Concept Phase 1 Build the marketing into the product. Create an incentive to share. Make sharing easy. 2 Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything. 3 Test assumptions (cost, messaging, bundle mix, etc.). Ads to landing pages.
  10. 10. @shiraabelIN THE BEGINNINGTHE GOAL SHOULDBE PRODUCT /MARKET FIT40% IS GOLD**FOR MOST
  11. 11. @shiraabelReputation EconomyEveryone has an action trigger - it’s up to you to find out what your customer’s is.
  12. 12. @shiraabelPerformance Measurement Is your objective SMART: specific, measurable, aggressive, realistic & time specific? What are your strategic initiatives? Build awareness Expand distribution Build penetration Build buying rate Increase loyalty Funnel 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
  13. 13. @shiraabelAlpha Phase Start the blog with newsletter sign up Landing pages  more sign ups A/B test messaging & optimization using unbounce.com (more sign ups) Social outreach startsThe point here is to begin to build interestand an audience through good contentbefore launch
  14. 14. @shiraabelAFTER PRODUCTMARKET FIT –SEEK TO ACQUIREMASS USERS
  15. 15. @shiraabelSample Tactics (not in order)• Online Ads (FB, Google & more) • White papers / Case studies• PR (Media Kit recommended) • Peer review• Facebook • Seeding posts• Pinterest • Infographics• YouTube • E-book• Twitter • Webinars• Quora • Community• LinkedIn • Guest blogging• Blogging • Podcast• Newsletter / Email (highest ROI • Teleseminar of all digital media) • Affiliate Marketing• Google+ • Game elements (e.g. leader board,• Blog commenting 80% signed up, awards for• Games actions)• Forums • SEO / SEM
  16. 16. @shiraabelWEB /BIG TABLETMARKETING
  17. 17. @shiraabelSample MarketingStrategies for Web Become known as a Create evangelists product leader in a who will bring in a chosen niche (think wider client base Martha Stewart – home, or Buffer – Increase customer social media lifetime value by management) giving information that Increase average the customer values purchase rate (in- (creates loyalty / store increases switching recommendations are cost – think great for this) Kissmetrics blog)
  18. 18. @shiraabelLaunch Phase 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)
  19. 19. @shiraabelThe Holy Trinity of Marketing Online Earned Media / PR GOOD PRODUCTSEO / Ads / RelationshipAffiliate Marketing
  20. 20. @shiraabelEarned Media & PR Brings big numbers all at one 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
  21. 21. @shiraabelAffiliate, SEO & Media Buy (Ads) Immediate Targeted 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
  22. 22. @shiraabelRelationship Marketing Takes time Builds the brand Costs (yes, time is money) Builds a relationship Increases referral rate Doesn’t work as well for mobile apps – better for B2B, platforms and browser plays Content can be SEO’d
  23. 23. @shiraabelViral If You Can
  24. 24. @shiraabelKnow Your Market
  25. 25. @shiraabel ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO STAY? FURTHERMORE, HOW DO YOU GET THEM TO COME BACK? AND SHARE?
  26. 26. @shiraabelQuestions for the Retention Phase 1 Where is the funnel going through the site? 2 Where are you losing the customer? 3 What action triggers can induce them to come back?
  27. 27. @shiraabelGive Good Content
  28. 28. @shiraabelGive an Incentive
  29. 29. @shiraabelWatch the Funnel Acquisition – Learns About Product Conversion – Signs Up Retention – Uses Product WOM (Sharing) Buys
  30. 30. @shiraabelMOBILEMARKETING
  31. 31. @shiraabelThe Holy Trinity of MobileMarketing Earned Media / PR / Reviews GREAT PRODUCT SEO / Ads / Social Localization Integration
  32. 32. @shiraabelSample MarketingStrategies for Apps Create several free Have in-app rev- apps that have in-app share advertising and advertisements go for large numbers directing to your paid (Inneractive, Admob, app etc.) Have your free app represent a much Have a free Lite and a larger service Premium Paid version (store, blog, service, c (Lite having ompany  this is advertising – where the Premium having monetization is) none)
  33. 33. @shiraabelBuild an App Family Main App Send advertising to main app Do Lite version of app Do complimentary apps – NOT same app with different names
  34. 34. @shiraabel Localization
  35. 35. @shiraabelBrandingApps are all about branding. The app storeis like the supermarket shelf.
  36. 36. @shiraabelUgly Icon**What NOT to do
  37. 37. @shiraabelPretty Icon
  38. 38. @shiraabelBest Pics of the App
  39. 39. @shiraabelText is Below = No One ReadsIt, SEO Only
  40. 40. @shiraabelSocial Proof =Ratings & Reviews
  41. 41. @shiraabelHOW DO YOUTURN YOUR APPINTO A HABIT?
  42. 42. @shiraabelDesign
  43. 43. @shiraabelWarm Fuzzy Feeling=Community
  44. 44. @shiraabelMake Sharing Part of theExperience
  45. 45. @shiraabelGamification* * Use with caution – the obvious ways are already passé
  46. 46. @shiraabelNotifications
  47. 47. @shiraabelEmail Marketing
  48. 48. B2B
  49. 49. @shiraabelSample Marketing Strategiesfor B2B Become known as a Let the end-user (who industry leader in a may not be the client) chosen niche (think know about your work about crossing the (i.e. Intel inside) chasm – Outbrain Increase customer does this well) lifetime by giving Connect with those information that the who use your product customer values where they live online (creates loyalty / (Objet has a FB page increases switching for that reason) cost)
  50. 50. @shiraabel Sample Tactics (not in order)• White papers / Case studies • Online Ads (FB, Google & more)• Peer review • PR (Media Kit recommended)• Newsletter / Email (highest ROI of • Facebook all digital media) • Pinterest• Forums • YouTube• E-book • Twitter• Webinars • Quora• Community • LinkedIn• Guest blogging • Blogging• Podcast • Seeding posts• Teleseminar • Google+• Affiliate Marketing • Blog commenting• Game elements (e.g. leader • Games board, 80% signed up) • Infographics• SEO / SEM
  51. 51. @shiraabelCommunicating to anInternational 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.
  52. 52. @shiraabelInternational Partnerships Europe & Israel are local – use it to your advantage 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
  53. 53. @shiraabelThought 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!)
  54. 54. @shiraabelMarketing 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
  55. 55. @shiraabelSocial 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
  56. 56. @shiraabelRapportive Find the email of the person you want to connect to by checking names through the Rapportive plugin.
  57. 57. @shiraabelLinkedIn 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.
  58. 58. @shiraabelWho Are You Looking For
  59. 59. @shiraabelGoogle Search
  60. 60. @shiraabelFirst & Last Name Found!
  61. 61. Random StuffI Like
  62. 62. @shiraabelPR for Startups by Colette Ballou http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012
  63. 63. @shiraabelJack Dorsey:The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ
  64. 64. @shiraabelTHE Best Review Of All TimeThe Mountain Three Wolf MoonShort Sleeve Tee
  65. 65. @shiraabelClose RunningBIC Cristal For Her Ball Pen
  66. 66. Hat tip:
  67. 67. @shiraabelTakeaways Marketing starts the second you have an idea for a product / service / business Every tactic should have a goal in mind Social is more than just engagement – it’s listening and reacting to criticism Listen & respond – you’ll get a better product & happier customers Opt-in is more powerful than push Call-to-action gets you more Follow the trail to see where you’re losing people along the funnel THANK YOU
  68. 68. @shiraabelReferences & Reads 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://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile-platforms/ 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/

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