Marketing Basics for Tech Start-ups - Shira Abel from Hunter & Bard
@shiraabel Social / Digital Marketing for Start-ups Things You Need to Know (an overview – does not include email marketing)
Shira Abel• CEO, Hunter & Bard• 10+ years in hi-tech internet marketing• EMBA from Kellogg School of Management, Tel Aviv University Branch• Lectured worldwide on digital marketing• Marketing blogger, Twitter fiend
@shiraabel Questions 1. When should I start thinking about marketing? 2. How do I test my ideas before spending money on development? 3. What do I need to know about packaging my app? 4. How do I encourage people to share? 5. Ok - I’ve launched – Now what? 6. Where does social media marketing fit in? 7. What is the cheapest way to get user acquisition? 8. What is the future of app stores and external devices + how to make the best out of it? 9. Viral marketing for close communities - how to get to people who know each other to share? 10. B2B marketing – where does social fit in?
@shiraabel When should I start thinking about marketing for my product? FROM THE VERY BEGINNING
@shiraabel Create a Product Worth Spreading An intuitive (and gorgeous) user interface can occasionally get press all on its own.
@shiraabel Marketing will not save a bad product
@shiraabel How do I test my ideas before spending money on development?
@shiraabel Sample Marketing Strategies for Apps • Create several free apps • Have in-app rev-share that have in-app advertising and go for advertisements large numbers directing to your paid (Interactive, Admob, app etc) • Have your free app • Have a Lite Free and a represent a much larger Premium Paid version service (store, blog, (Lite having advertising service, company – Premium having this is where the none) monetization is)
@shiraabel Sample Marketing Strategies for Products • Become known as a • Create evangelists who product leader in a will bring in a wider chosen niche (think client base about crossing the • Increase customer chasm) lifetime by giving • Increase average information that the purchase rate (in-store customer values recommendations are (creates loyalty / great for this) increases switching cost)
@shiraabel Sample Tactics • Facebook • Seeding posts • YouTube • Infographics • Twitter • Forum • Quora • E-book • LinkedIn • Webinars • Blogging • Community • Newsletter • Guest blogging • Google+ • Alter product with game • Blog commenting elements (e.g. leader board, 80% signed up)
@shiraabel PERFORMANCE MEASUREMENT • What 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
@shiraabel Where does social media marketing fit in?
Integrate Social Into Your Marketing Strategy This one scares me…
@shiraabel Give People a Reason To Return Paid Media/ Advertising (SEO / SEM) Earned Media / PR Social / Relationship Marketing $ •People find you via a •People find you via an •People come to your website search (better) or an ad article or blog post online & see your social media (hit & miss) •Brings in a lot of people profiles •Brings in people (top tier publication •OPT-IN means people are •Lower conversion rate •Higher conversion rate choosing to get your daily •Lower retention rate •Higher retention rate updates •Social proof (so and so has •High conversion rate written about you, you must •High retention rate be good) •Social proof (your friends are •One time. Once the article following) has passed, so have the people.
Strategy & Real Engagement Works YouTube Views 2010 An ave. increase of 176%YouTube Views 2009
@shiraabel What is the cheapest way to get market penetration and user acquisition?
@shiraabel When You Don’t Have Money Who are the Who are Media? industry your target leaders / customers? influencers? GET TO KNOW THEM AND DON’T ASK FOR ANYTHING!!!!!
@shiraabel Getting Started • Build buzz before launch • Start social • Closed beta – invite only • Launch • Build in social / sharing elements • SEO / Media Buy / Earned media • Keep the social going • LISTEN & ITERATE
@shiraabel How do you do Facebook marketing without "spamming"
@shiraabel Facebook • Ask for permission • Give interesting content that isn’t about you • Ask questions • Put the right mix on the page • Controversy • Create an app • Give something exclusive on the FB page
@shiraabel What is the future of app stores and external devices + how to make the best out of it?
@shiraabel Viral marketing for close communities - how to get to people who know each other to share?
@shiraabel Getting Started • Build in social / sharing elements • Start social for feedback & start community • Soft launch – no advertising or buzz (get the kinks out first!) • Launch • SEO / Media Buy / Earned media • Keep the social going • LISTEN & ITERATE
@shiraabel Build Community into Product • Ratings & Reviews (push request reviews) • Game mechanics • Build sharing into the product • Give give give • Build a reputation economy • And when you get comments from users – USE THEM & TAILOR ACCORDINGLY
@shiraabel B2B marketing – where does social fit in?
@shiraabel Where does your customer live online? It’s not about having Give the customer Create a LinkedIn numbers, it’s about information that they group for your having The Right can use industry or join & be Numbers active in groups already open (without spamming your product) DO NOT MAKE EVERY Utilize Q&A sites (like Create a community BLOG POST ABOUT Quora) YOUR PRODUCT
@shiraabel Take Aways • Marketing starts the second you have an idea for a product / service / business • Social is more than just engagement – it’s listening and reacting to criticisms • When you listen and respond, the result is a better product and a happier customer • Opt-in is more powerful than push THANK YOU