Marketing for Startups - By Shira Abel of Hunter & Bard

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A high level overview of what startups should know about marketing. This guide is especially good for engineers who need a basic understanding of what marketing should be doing. Talk given at the Microsoft Azure Accelerator on October 9, 2012

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  • SpecificMeasurableAggressiveRealisticTime specific
  • Marketing for Startups - By Shira Abel of Hunter & Bard

    1. 1. Marketing for StartupsIn the beginning, no one cares. Well, your mom cares. But that’s about it.
    2. 2. Shira Abel• CEO, Hunter & Bard• Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)• 10+ years in marketing• EMBA from Kellogg School of Management, Tel Aviv University Branch• Lectured worldwide on digital marketing• Cover Israeli startups for TNW
    3. 3. @shiraabel The Wrong Way to Do Marketing 1 Build product 2 Run alpha test with friends and family Oh sh#t – we’re launching – we should do 3 some PR O R Our product is so awesome we don’t need to 3 do marketing
    4. 4. @shiraabel MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED
    5. 5. @shiraabel Marketing 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. Do ads to landing pages.
    6. 6. @shiraabel Strategy - Define Your Objective
    7. 7. @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
    8. 8. @shiraabel What’s Your Strategy
    9. 9. @shiraabel Sample Marketing Strategies for Web Products • Become known as a • Create evangelists product leader in a who will bring in a chosen niche (think wider client base about crossing the • Increase customer chasm) lifetime by giving • Increase average information that the purchase rate (in- customer values store (creates loyalty / recommendations are increases switching great for this) cost)
    10. 10. @shiraabel Sample Marketing Strategies for Apps • Create several free • Have in-app rev-share apps 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)
    11. 11. @shiraabel Sample Tactics (not in order) • PR (Media Kit recommended) • White papers / Case studies • Facebook • Peer review • Pinterest • Seeding posts • YouTube • Infographics • Twitter • Forum • Quora • E-book • LinkedIn • Webinars • Blogging • Community • Newsletter • Guest blogging • Google+ • Podcast • Blog commenting • Teleseminar • Games • Affiliate Marketing • Forums • Game elements (e.g. leader board, 80% signed up)
    12. 12. @shiraabel Alpha Phase Start the blog (if it’s web based) with newsletter sign up Landing pages  more sign ups A/B test messaging & optimization using unbounce.com (more sign ups) Social outreach starts The point here is to build interest and an audience before launch with good content
    13. 13. @shiraabel Launch 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, etc…) Send an announcement to the list you’ve been growing through the blog and social Attempt an act of virility (cause nothing is guaranteed)
    14. 14. @shiraabel IN THE BEGINNING YOUR MAIN GOAL IS TO ACQUIRE USERS
    15. 15. @shiraabel The Holy Trinity of Marketing Online Earned Media / PR GOOD PRODUCT SEO / Ads / Pull Marketing Affiliate
    16. 16. @shiraabel Earned 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
    17. 17. @shiraabel Affiliate, 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
    18. 18. @shiraabel Relationship 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 platforms and browser plays Content can be SEO’d
    19. 19. @shiraabel Viral If You Can
    20. 20. @shiraabel Know Your Market
    21. 21. @shiraabel ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO STAY? FURTHERMORE, HOW DO YOU GET THEM TO COME BACK? AND SHARE?
    22. 22. @shiraabel Questions 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?
    23. 23. @shiraabel HOW DO I ENCOURAGE PEOPLE TO SHARE?
    24. 24. @shiraabel Give Good Content
    25. 25. @shiraabel Give an Incentive
    26. 26. @shiraabel Give a Warm Fuzzy Feeling Build a community
    27. 27. @shiraabel Give Them the Freedom of Expression Reviews
    28. 28. @shiraabel Make it Easy for Them Make sharing a part of the product experience
    29. 29. @shiraabel Turn It Into a Game Give an incentive for people to share (leaderboard, badges, etc…)
    30. 30. @shiraabel Give Them Social Proof Ratings
    31. 31. @shiraabel THE Best Review Of All Time The Mountain Three Wolf Moon Short Sleeve Tee
    32. 32. @shiraabel Close Running BIC Cristal For Her Ball Pen
    33. 33. @shiraabel Reputation Economy
    34. 34. @shiraabel Watch the Funnel Acquisition – Learns About Product Conversion – Signs Up Retention – Uses Product WOM (Sharing) Buys
    35. 35. Hat tip:
    36. 36. @shiraabel Take Aways Marketing starts the second you have an idea for a product / service / business Every tactic taken should be with a goal in mind Social is more than just engagement – it’s listening and reacting to criticisms 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 buying path THANK YOU
    37. 37. @shiraabel References & Reads 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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