MARKETING FOR STARTUPS
Because if people don’t know you exist, it really
doesn’t matter how much your product rocks
We Help Companies

BEFORE

AFTER

DOUBLED VIEWS & REVENUE
Shira Abel
CEO, Hunter & Bard
Marketing strategy
Marketing implementation
Full branding & design

Teach Marketing for Star...
“A true unfair advantage is
something that cannot be
easily copied or bought.”
- Jason Cohen
@shiraabel

Agenda
Strategy
Alpha
Launch

Web / Tablet vs. Mobile
Building Marketing Into the Product
Branding
Product mar...
@shiraabel

MARKETING
SHOULD START
THE MOMENT THE
PRODUCT IS
CONCEPTUALIZED
@shiraabel

What’s Your Strategy
@shiraabel

Example
Business
Objective
Improve Financial
Performance
Business Metric
Reduce Long-Term
Dependence on Ads & ...
EXAMPLE
@shiraabel

Sample Marketing
Strategies for Web
Become known as a
product leader in a
chosen niche (think
Martha Stewart –...
@shiraabel

Sample Marketing
Strategies for Apps
Create several free
apps that have in-app
advertisements
directing to you...
@shiraabel

The Holy Trinity of Marketing
Online
Earned Media / PR

GOOD
PRODUCT
SEO / Ads /
Affiliate

Relationship
Marke...
@shiraabel

The Holy Trinity of Mobile
Marketing
Earned Media / PR
/ Reviews

GREAT
PRODUCT IS
REQUIRED

GREAT
PRODUCT
SEO...
@shiraabel

Performance Measurement
Is your objective SMART:
specific, measurable, attainable, realistic & time
specific?
...
@shiraabel

Marketing for the Concept Phase

1

Build the marketing into the product. Create
an incentive to share. Make s...
@shiraabel

IN THE BEGINNING
THE GOAL SHOULD
BE PRODUCT /
MARKET FIT
40% IS GOLD*
* 40% of your customer base would be ups...
@shiraabel

How to Test Your Idea - Web
Create a Minimal Viable Product MVP
This’ll be ugly and basic
Take people through ...
@shiraabel

How to Test Your Idea - Mobile
Create a rough app & have friends & family
test via Testflight (very beginning)...
@shiraabel

Alpha Phase
Start the blog with newsletter sign up
(think Daniel Morrill & Mattermark)
Landing pages  more si...
@shiraabel

Launch Phase
Ask the media people and influencers who
now know you if they would be willing to
check out your ...
@shiraabel

Sample Tactics (not in order)
•

•
•
•
•
•
•
•
•
•
•
•
•

Mobile Ads (FB, Google & in
complimentary apps)
PR (...
AFTER PRODUCT
MARKET FIT –
SEEK TO ACQUIRE
MASS USERS
@shiraabel

Earned Media & PR
Brings big numbers all at once
Gives a spike of traffic
May not be aimed at the target marke...
@shiraabel

Affiliate, SEO & Media Buy (Ads)
Immediate
Targeted
Mobile has a stronger conversion than web
Strongest conver...
@shiraabel

Relationship Marketing
Takes time
Builds the brand
Costs (yes, time is money)
Builds a relationship
Increases ...
@shiraabel

BEHAVIORAL
ENGINEERING
“Simplicity changes
behavior.”
- BJ Fogg
@shiraabel

T-shirt Economy
@shiraabel

Financial Economy
@shiraabel

Priming
Framing
@shiraabel

ONCE PEOPLE START
TO COME – HOW DO
YOU GET THEM TO
COME BACK? AND
SHARE?
@shiraabel

Action Triggers
What gets your customer moving?
Nir Eyal – If you don’t know him – you should.
@shiraabel

Jack Dorsey:
The Power of User Narratives
http://www.youtube.com/watch?v=acMXhhdWylQ
UXArchive.com – Amazing Resource
@shiraabel

Give an Incentive
Keep in Touch – Email
Keep it short
A/B test several subject lines
Action-trigger emails have a higher opening
rate
Keep i...
Keep in Touch – Notifications
iOS 108 characters max
Android – recommended 50 characters max (1line on the notification ba...
@shiraabel

Community
@shiraabel

Community
@shiraabel

Know Your Market
@shiraabel

Viral If You Can
@shiraabel

Watch the Funnel
Acquisition –
Learns About Product
Conversion –
Signs Up
Retention –
Uses Product
WOM
(Sharin...
@shiraabel

Build an App Family
Main
App

Send advertising to main app
Do complimentary apps – NOT same app with different...
@shiraabel

Localization
@shiraabel

Chevy Nova
In Spanish “no va” means No Go

http://americanmusclepictures.com/wp-content/uploads/2013/09/Chevy-...
@shiraabel

Branding
Apps are all about branding. The app store
is like the supermarket shelf.
@shiraabel

Ugly Icon*

*What NOT to do
@shiraabel

Pretty Icon
@shiraabel

Best Pics of the App
@shiraabel

Text is Below = No One Reads
It, SEO Only
Social Proof =
Ratings & Reviews

@shiraabel
@shiraabel

HOW DO YOU
TURN YOUR APP
INTO A HABIT?
@shiraabel

Design
@shiraabel

Warm Fuzzy Feeling=
Community
@shiraabel

Make Sharing Part of the
Experience
@shiraabel

Gamification*

* Use with caution – the obvious ways are already passé
B2B
@shiraabel

Sample Marketing Strategies
for B2B
Become known as a
industry leader in a
chosen niche (think
about crossing ...
@shiraabel

Sample Tactics (not in order)
•
•
•
•
•
•
•
•
•
•
•
•

•

White papers / Case studies
Peer review
Newsletter /...
@shiraabel

Communicating to an
International Market
Americans spell correctly. However, the British disagree.
There are m...
@shiraabel

International Partnerships
Europe & Israel are local – use it to your advantage
Find companies in complimentar...
@shiraabel

Thought Leadership is Critical
Blogging and guest blogging is one of the best ways
to do this
Webinars / Prese...
@shiraabel

Marketing is a Sales Tool
Case studies show your ideal customer and how
things go when everything is perfect
C...
@shiraabel

Social Media for Research
What is the title of the person in the organization that
typically makes the decisio...
@shiraabel

Rapportive

Find the email of the
person you want to
connect to by checking
names through the
Rapportive plugi...
@shiraabel

LinkedIn

Choose who you want to connect
to:
What groups is the person in?
If you know the title but not the
w...
@shiraabel

Who Are You Looking For
@shiraabel

Google Search
@shiraabel

First & Last Name Found!
Random Stuff
I Like
@shiraabel

PR for Startups by Colette Ballou
http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentatio...
@shiraabel

THE Best Review Of All Time
The Mountain Three Wolf Moon
Short Sleeve Tee
@shiraabel

Close Running
BIC Cristal For Her Ball Pen
Hat tip:
@shiraabel

References & Reads
THANK YOU’S: Dan-ya Shwartz Bar-El & Ze'ev Rosenstein
http://www.slideshare.net/startupless...
Marketing for Startups Next Sofia Shira Abel 2013
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Marketing for Startups Next Sofia Shira Abel 2013

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Lecture given at Next in Sofia, Bulgaria in November, 2013.

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  • Marketing for Startups Next Sofia Shira Abel 2013

    1. 1. MARKETING FOR STARTUPS Because if people don’t know you exist, it really doesn’t matter how much your product rocks
    2. 2. We Help Companies BEFORE AFTER DOUBLED VIEWS & REVENUE
    3. 3. Shira Abel CEO, Hunter & Bard Marketing strategy Marketing implementation Full branding & design Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College) Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more Cover Israeli startups for TNW
    4. 4. “A true unfair advantage is something that cannot be easily copied or bought.” - Jason Cohen
    5. 5. @shiraabel Agenda Strategy Alpha Launch Web / Tablet vs. Mobile Building Marketing Into the Product Branding Product market fit
    6. 6. @shiraabel MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED
    7. 7. @shiraabel What’s Your Strategy
    8. 8. @shiraabel Example Business Objective Improve Financial Performance Business Metric Reduce Long-Term Dependence on Ads & Lower Overall Costs Marketing Metric Increase Relationship / Content Marketing – Raise percentage of traffic from blog versus ads
    9. 9. EXAMPLE
    10. 10. @shiraabel Sample Marketing Strategies for Web Become known as a product leader in a chosen niche (think Martha Stewart – home, or Buffer – social media management) Increase average purchase rate (instore recommendations are great for this) Create evangelists who will bring in a wider client base Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost – think Kissmetrics blog)
    11. 11. @shiraabel Sample Marketing Strategies for Apps Create several free apps that have in-app advertisements directing to your paid app Have your free app represent a much larger service (store, blog, service, c ompany  this is where the monetization is) Have in-app revshare advertising and go for large numbers (Inneractive, Admob, etc.) Have a free Lite and a Premium Paid version (Lite having advertising – Premium having none)
    12. 12. @shiraabel The Holy Trinity of Marketing Online Earned Media / PR GOOD PRODUCT SEO / Ads / Affiliate Relationship Marketing
    13. 13. @shiraabel The Holy Trinity of Mobile Marketing Earned Media / PR / Reviews GREAT PRODUCT IS REQUIRED GREAT PRODUCT SEO / Ads / Localization Social Integration
    14. 14. @shiraabel Performance Measurement Is your objective SMART: specific, measurable, attainable, realistic & time specific? What are your strategic initiatives? Build awareness Expand distribution (i.e. increase downloads) Build penetration Build buying rate Increase loyalty Funnel  e.g. when purchases through the app 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
    15. 15. @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 (cost, messaging, bundle mix, etc.). Mobile ads  app/ Ads  landing page
    16. 16. @shiraabel IN THE BEGINNING THE GOAL SHOULD BE PRODUCT / MARKET FIT 40% IS GOLD* * 40% of your customer base would be upset if your product disappeared. – Seth Ellis
    17. 17. @shiraabel How to Test Your Idea - Web Create a Minimal Viable Product MVP This’ll be ugly and basic Take people through the motions Ads to landing pages to test messages – see what people click on Can build an entire product & take’m down to BUY Once product/market fit has been reached  do a Big Launch
    18. 18. @shiraabel How to Test Your Idea - Mobile Create a rough app & have friends & family test via Testflight (very beginning) Make a MVP and launch in the app store of a smaller country only Create a Minimal Viable Brand Purpose – Why do we exist Positioning – Where do we fit in the market Personality – How do we tell that story* Once product/market fit had been reached, build the main app and do a Big Launch
    19. 19. @shiraabel Alpha Phase Start the blog with newsletter sign up (think Daniel Morrill & Mattermark) Landing pages  more sign ups A/B test messaging & optimization using unbounce.com or launchrock.com (more sign ups) Social outreach starts to the media The point is to begin building an interest and an audience through good content before launch
    20. 20. @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, 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)
    21. 21. @shiraabel Sample Tactics (not in order) • • • • • • • • • • • • • Mobile Ads (FB, Google & in complimentary apps) PR (Media Kit recommended) Facebook Podcast YouTube Twitter Quora LinkedIn Blogging Newsletter / Email (highest ROI of all digital media) Google+ Games Forums • • • • • • • • • • • • • • White papers / Case studies Peer review Seeding posts Infographics E-book Webinars Community Guest blogging Teleseminar Affiliate Marketing Game elements (e.g. leader board, 80% signed up, awards for actions) SEO / SEM Pinterest Blog commenting
    22. 22. AFTER PRODUCT MARKET FIT – SEEK TO ACQUIRE MASS USERS
    23. 23. @shiraabel Earned Media & PR Brings big numbers all at once 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
    24. 24. @shiraabel Affiliate, SEO & Media Buy (Ads) Immediate Targeted Mobile has a stronger conversion than web Strongest conversion is mobile FB 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
    25. 25. @shiraabel Relationship Marketing Takes time Builds the brand Costs (yes, time is money) Builds a relationship Increases referral rate One key point – social needs to be built into the product
    26. 26. @shiraabel BEHAVIORAL ENGINEERING
    27. 27. “Simplicity changes behavior.” - BJ Fogg
    28. 28. @shiraabel T-shirt Economy
    29. 29. @shiraabel Financial Economy
    30. 30. @shiraabel Priming
    31. 31. Framing
    32. 32. @shiraabel ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO COME BACK? AND SHARE?
    33. 33. @shiraabel Action Triggers What gets your customer moving?
    34. 34. Nir Eyal – If you don’t know him – you should.
    35. 35. @shiraabel Jack Dorsey: The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ
    36. 36. UXArchive.com – Amazing Resource
    37. 37. @shiraabel Give an Incentive
    38. 38. Keep in Touch – Email Keep it short A/B test several subject lines Action-trigger emails have a higher opening rate Keep it relevant Appropriate landing page  funnel them in Let people choose what they want to be notified for DON’T BUY LISTS OR SPAM
    39. 39. Keep in Touch – Notifications iOS 108 characters max Android – recommended 50 characters max (1line on the notification bar) * ht/ Danya Schwartz Bar-El Localize sending so user receives notification between 9-11am or 2-5pm (but test first) A/B test messaging for a couple of days then blast everybody else with the winner In-app landing page – like all landing pages fitted to the message and the push campaign
    40. 40. @shiraabel Community
    41. 41. @shiraabel Community
    42. 42. @shiraabel Know Your Market
    43. 43. @shiraabel Viral If You Can
    44. 44. @shiraabel Watch the Funnel Acquisition – Learns About Product Conversion – Signs Up Retention – Uses Product WOM (Sharing) Buys
    45. 45. @shiraabel Build an App Family Main App Send advertising to main app Do complimentary apps – NOT same app with different names (branded house or a house of brands) Lite and paid versions
    46. 46. @shiraabel Localization
    47. 47. @shiraabel Chevy Nova In Spanish “no va” means No Go http://americanmusclepictures.com/wp-content/uploads/2013/09/Chevy-Nova-SS-1.jpg
    48. 48. @shiraabel Branding Apps are all about branding. The app store is like the supermarket shelf.
    49. 49. @shiraabel Ugly Icon* *What NOT to do
    50. 50. @shiraabel Pretty Icon
    51. 51. @shiraabel Best Pics of the App
    52. 52. @shiraabel Text is Below = No One Reads It, SEO Only
    53. 53. Social Proof = Ratings & Reviews @shiraabel
    54. 54. @shiraabel HOW DO YOU TURN YOUR APP INTO A HABIT?
    55. 55. @shiraabel Design
    56. 56. @shiraabel Warm Fuzzy Feeling= Community
    57. 57. @shiraabel Make Sharing Part of the Experience
    58. 58. @shiraabel Gamification* * Use with caution – the obvious ways are already passé
    59. 59. B2B
    60. 60. @shiraabel Sample Marketing Strategies for B2B Become known as a industry leader in a chosen niche (think about crossing the chasm – Outbrain does this well) Connect with those who use your product where they live online (Objet has a FB page for that reason) Let the end-user (who may not be the client) know about your work (i.e. Intel inside) Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)
    61. 61. @shiraabel Sample Tactics (not in order) • • • • • • • • • • • • • White papers / Case studies Peer review Newsletter / Email (highest ROI of all digital media) Forums E-book Webinars Community Guest blogging Podcast Teleseminar Affiliate Marketing Game elements (e.g. leader board, 80% signed up) SEO / SEM • • • • • • • • • • • • • • Online Ads (FB, Google & more) PR (Media Kit recommended) Facebook Pinterest YouTube Twitter Quora LinkedIn Blogging Seeding posts Google+ Blog commenting Games Infographics
    62. 62. @shiraabel Communicating to an International 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.
    63. 63. @shiraabel International 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
    64. 64. @shiraabel Thought 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!)
    65. 65. @shiraabel Marketing 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
    66. 66. @shiraabel Social 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
    67. 67. @shiraabel Rapportive Find the email of the person you want to connect to by checking names through the Rapportive plugin.
    68. 68. @shiraabel LinkedIn 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.
    69. 69. @shiraabel Who Are You Looking For
    70. 70. @shiraabel Google Search
    71. 71. @shiraabel First & Last Name Found!
    72. 72. Random Stuff I Like
    73. 73. @shiraabel PR for Startups by Colette Ballou http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012
    74. 74. @shiraabel THE Best Review Of All Time The Mountain Three Wolf Moon Short Sleeve Tee
    75. 75. @shiraabel Close Running BIC Cristal For Her Ball Pen
    76. 76. Hat tip:
    77. 77. @shiraabel References & Reads THANK YOU’S: Dan-ya Shwartz Bar-El & Ze'ev Rosenstein http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit http://www.businessmodelgeneration.com/canvas 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://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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