@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.
@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? 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
@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
@shiraabelAFTER PRODUCTMARKET FIT –SEEK TO ACQUIREMASS USERS
@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
@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)
@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)
@shiraabelThe Holy Trinity of Marketing Online Earned Media / PR GOOD PRODUCTSEO / Ads / RelationshipAffiliate Marketing
@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
@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
@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
@shiraabelThe Holy Trinity of MobileMarketing Earned Media / PR / Reviews GREAT PRODUCT SEO / Ads / Social Localization Integration
@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)
@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
@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)
@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
@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.
@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
@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!)
@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
@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
@shiraabelRapportive Find the email of the person you want to connect to by checking names through the Rapportive plugin.
@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.
@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