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Agile Marketing for Startups
The document discusses agile marketing strategies for startups, focusing on priorities like planning, budgeting, understanding the market, and effective messaging while avoiding complex topics like fundraising. It emphasizes utilizing digital tools, understanding buyer journeys, and measuring success through defined metrics. Key recommendations include allocating 12-20% of projected revenue for marketing, tailoring content to buyer personas, and consistently iterating marketing approaches.
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Agile Marketing for Startups
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- 2. June 2016 What we’llcover: • Priorities and Challenges • Building a Budget • Getting to your market • Messaging • Measuring What we won’t cover: • Agile as a Discipline • Fundraising • Product Viability • Product Go to Market Agile Marketing for Startups
- 3. June 2016 • NotEnough Money • Not Enough People • Not Enough Clients • You don’t know what you don’t know • CAC < TLV Top Marketing Challenges You have a Great Idea… Now What?
- 4. June 2016 The Good News Digital isthe great equalizer Technology is our friend Do more with less Better means to measure Never Been a Better Time for Marketing
- 5. June 2016 It’s aNoisy Market The Bad News Buyers have more control than ever A sea of tools Drowning in data SEO PPC Banner Ads Video Blogs LinkedIn eNewsletters Events Webinars Email campaigns Lead nurturing Tradeshows Conferences Seminars CTA’s Facebook Twitter Google+
- 6. June 2016 #1: Makea Plan • Define Your Market • Know Your Buyers & Their Journey(s) • Validate Your So What • Pick Your Channels #2: Create a Budget #3: Execute Top Marketing Priorities Be Agile! • Learn • Fail • Iterate
- 7. June 2016 How muchto spend? • 12- 20% of projected gross revenue • 20-25% of your time What to spend it on? • Research • Brand • Website • Tools • Content • Distribution: Email & Social • Events – Face to Face and Online • Ads/Content Syndication Marketing Budget: Money & Time Rule #1 – Make one If you don’t lay the groundwork for the future, You’ll never have one.
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- 9. June 2016 Know YourBuyers It’s not about you... Bob: VP Franchise Operations Functional Attributes Job Role Common Titles Org Chart Buying Center Demographics/Firmagraphics Emotive Attributes Initiatives Challenges Buyer Need Lexicon Decision Process Attributes Buyer Role Level of Engagement Decision Drivers Behavioral Attributes Content Asset Types Interaction Types Watering Holes (Figuratively) Get real about your importance in their world Map their pain points to your services Use their language Get into their shoes Tip #1 Download the Free Hubspot Tool
- 10. June 2016 The path israrely a straight line… Awareness…Consideration...Decision Tip #2 Map Your Buyer’s Journeys Understand their Journey
- 11. SEO Blogs Social Publishing Link Building SocialPromotion Paid Advertising Content Syndication PR/Influencers Events/Trade Shows Messaging Navigation Calls to Action Landing Pages Forms Management List Management Buyer’s Journey Content Marketing Emails Workflows Lead Scoring Events Influencers/Social Database Management Offers Promotions Onboarding CRM Integration Net Promoter Score Ratings/Feedback Client Successes Advanced Workflows Word of Mouth Referrals Visitors Leads Opportunities CustomersStrangers Evangelists DELIGHTCLOSEENGAGECONVERTATTRACT Build Your Process June 2016 67% of the buyer journey is now done digitally. SiriusDecisions
- 12. To reach yourlead generation and engagement goals, select and integrate: • Tools • Channels • Processes And leverage them with the right: • Messaging • Content • Calls to Action • Nurturing Define Your Digital Ecosystem June 2016 Picking the Right Mix
- 13. 13 June 2016 Put YourWebsite to Work Your MVP (Most Valuable Property) An Effective Website Must: 1. Attract visitors • SEO • Links 2. Engage Visitors • Provocative Information • Relevant Content 3. Convert them to Leads (or Sales) • Calls to Action • Downloadable assets • Ecommerce engine 4. Keep them coming back • Content for each stage of the buyer journey • Fresh content = Blog Tip #4 Obey the Goldfish Rule
- 14. 14 June 2016 Automate andIntegrate Pick Your Tools Tip #5 KISS Rule
- 15. 15 June 2016 Amplifying yourvoice Pick The Right Channels www.yourwebsite.com
- 16. June 2016 Messaging: Outside-Innot Inside-Out Emotions Drive Decisions • Right Message. Right Person. Right Time. – It’s not about you. • Map core benefits specific to each Buyer Persona. – It’s not about you. • Build content for each stage of the buying process, for each buyer persona. – It’s not about you. • Tell Stories. – It’s not about your product.
- 17. June 2016 Metrics: Accountabilityto Action Metrics Enable Agility
- 18. June 2016 No MatterHow Many Hats You Wear You Need a Plan
- 19. June 2016 Ship. The.Work. Measure. Rinse. Repeat. A lot.
- 20. June 2016 Look OutsideYourself to Learn It’s Not About You
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Editor's Notes
- #7 Weightwatchers Story: M A Plan – write it down Accountability – have to look at it each week. Support structure.
- #10 Tip #1: Download the Fee Hubspot Tool: http://offers.hubspot.com/free-template-creating-buyer-personas?_ga=1.103499328.1901073781.1426685753
- #11 Tip #2: Map Your Buyers’ Journeys: http://blogs.forrester.com/lori_wizdo/15-05-25-b2b_buyer_journey_mapping_basics While we all want to find that “ready to buy” prospect, you can’t count on it and you need to create ways to get to all the prospects. Only 3% of your market is buying at any time (Stick brand) AND – Buyers now learn
- #14 Tip #4: Obey the Goldfish Rule.
- #15 Tip #5: KISS Rule
- #16 Facebook? Twitter? Linked In? Pinterest? How do you know?
- #17 While we all want to find that “ready to buy” prospect, you can’t count on it and you need to create ways to get to all the prospects. Only 3% of your market is buying at any time (Stick brand) AND – Buyers now learn
- #18 Good news – data! Bad news – data! Loosing weight – write it down. Weight Watchers. Who’s accountable? What should we measure? What matters? Pick the items that have the highest yield.