Marketing for Startups Silicon Valley in the Baltics - Shira Abel 2013


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Lecture given at Silicon Valley in the Baltics. Encompases both mobile & web marketing + behavioural engineering.

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  • Marketing for Startups Silicon Valley in the Baltics - 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
    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
    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, company  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 or (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
    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
    28. 28. @shiraabel Action Triggers What gets your customer moving?
    29. 29. Nir Eyal – If you don’t know him – you should.
    30. 30. @shiraabel Jack Dorsey: The Power of User Narratives
    31. 31. – Amazing Resource
    32. 32. @shiraabel Give an Incentive
    33. 33. 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
    34. 34. 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
    35. 35. @shiraabel Community
    36. 36. @shiraabel Community
    37. 37. @shiraabel Know Your Market
    38. 38. @shiraabel Viral If You Can
    39. 39. @shiraabel Watch the Funnel Acquisition – Learns About Product Conversion – Signs Up Retention – Uses Product WOM (Sharing) Buys
    40. 40. @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
    41. 41. @shiraabel Localization
    42. 42. @shiraabel Branding Apps are all about branding. The app store is like the supermarket shelf.
    43. 43. @shiraabel Ugly Icon* *What NOT to do
    44. 44. @shiraabel Pretty Icon
    45. 45. @shiraabel Best Pics of the App
    46. 46. @shiraabel Text is Below = No One Reads It, SEO Only
    47. 47. Social Proof = Ratings & Reviews @shiraabel
    48. 48. @shiraabel HOW DO YOU TURN YOUR APP INTO A HABIT?
    49. 49. @shiraabel Design
    50. 50. @shiraabel Warm Fuzzy Feeling= Community
    51. 51. @shiraabel Make Sharing Part of the Experience
    52. 52. @shiraabel Gamification* * Use with caution – the obvious ways are already passé
    53. 53. B2B
    54. 54. @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)
    55. 55. @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
    56. 56. @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.
    57. 57. @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
    58. 58. @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!)
    59. 59. @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
    60. 60. @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
    61. 61. @shiraabel Rapportive Find the email of the person you want to connect to by checking names through the Rapportive plugin.
    62. 62. @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.
    63. 63. @shiraabel Who Are You Looking For
    64. 64. @shiraabel Google Search
    65. 65. @shiraabel First & Last Name Found!
    66. 66. Random Stuff I Like
    67. 67. @shiraabel PR for Startups by Colette Ballou
    68. 68. @shiraabel THE Best Review Of All Time The Mountain Three Wolf Moon Short Sleeve Tee
    69. 69. @shiraabel Close Running BIC Cristal For Her Ball Pen
    70. 70. Hat tip:
    71. 71. @shiraabel References & Reads THANK YOU’S: Dan-ya Shwartz Bar-El & Ze'ev Rosenstein Breakthrough Marketing Plans