The document discusses the concept of startups, defining them as ventures aimed at solving marketplace problems and achieving sustainable business models. It emphasizes the importance of community-building around startups, highlighting strategies for audience engagement, content creation, and CRM usage to maintain relationships with customers. Furthermore, it offers practical tools and methods for attracting and delighting customers to facilitate growth and success in the startup ecosystem.

1. Inbound & Digital Marketing
for STARTUPS
STARTUP WEEK 2018
Presented MAGNETIC

3. A Startup is...
“A startup is an entrepreneurial venture which is a newly emerged business venture that
aims to meet a marketplace need, want or problem by developing a viable business model
around products, services, processes or platforms.”
Wikipedia
“A startup is a human institution designed to create a new product or service under
conditions of extreme uncertainty.”
Eric Ries, the creator of the Lean Startup methodology

4. A Startup Is...
A startup is… focused on growth.
A startup is… solving a problem.
A startup is… changing the ways things are traditionally done.
A startup is… searching for product/market fit.
A startup is… filling a gap in the market.

5. So, what is a start up? Really?
“A startup to me is when a person or group are trying to figure out an idea and then
execute that idea with the goal of becoming a sustainable business model”
“Having a sustainable business means you are making more money than the
business takes to run.
You are not a startup anymore once you have a sustainable business, and your job then
becomes to improve your key metrics over time, like revenue and profitability.”
Steve Benson, Founder and CEO

6. So, what is a start up? Really?
“A startup to me is when a person or group are trying to figure out an idea and then
execute that idea with the goal of becoming a sustainable business model”
“Having a sustainable business means you are making more money than the
business takes to run.
You are not a startup anymore once you have a sustainable business, and your job then
becomes to improve your key metrics over time, like revenue and profitability.”
Steve Benson, Founder and CEO

7. So, what is a start up? Really?
“A startup to me is when a person or group are trying to figure out an idea and then
execute that idea with the goal of becoming a sustainable business model”
“Having a sustainable business means you are making more money than the
business takes to run.
You are not a startup anymore once you have a sustainable business, and your job then
becomes to improve your key metrics over time, like revenue and profitability.”
Steve Benson, Founder and CEO

8. Why do I feel like we’re
missing something?

10. Startups make people's
lives better and/or easier.

12. FUGOO - From Startup to $4 Million
Introducing the world’s toughest
bluetooth speaker.
Read the Full Brand Story >>

18. Inbound is...
Inbound is a method of attracting, engaging,
and delighting people to grow a business that
provides value and builds trust.

19. Inbound is...
Inbound is a better way to market, a better way to sell,
and a better way to serve your people (customers).

20. Let’s, remember...
“A startup is when a person or group are trying to figure
out an idea and then executing that idea with the goal of
becoming a sustainable business model”

21. Let’s, remember...
“You are not a startup anymore once you have a
sustainable business, and your job then becomes
to improve your key metrics over time, like revenue and
profitability.”

23. How to turn a startup into a successful business?
Put people in the middle and build a community.
Successful startups put people in the middle of all they do and
build community around their niche.

24. How to turn a startup into a successful business?
Put people in the middle and build a community.
Successful startups put people in the middle of all they do and
build community around their niche.
Because a Community can:
● Validate the offering
● Mold the direction of the business
● Test new offerings
● Evangelize your brand (Word of Mouth)
● Become customers

25. So how do I build
this community?

26. Define Your Audience
Demographics are great - but you have
to go deeper.

27. Define Your Audience
Demographics are great - but you have
to go deeper.
● What are their goals/challenges?

28. Define Your Audience
Demographics are great - but you have
to go deeper.
● What are their goals/challenges?
● What type of content do they
consume?

29. Define Your Audience
Demographics are great - but you have
to go deeper.
● What are their goals/challenges?
● What type of content do they
consume?
● Where do they go for information?

30. Define Your Audience
Demographics are great - but you have
to go deeper.
● What are their goals/challenges?
● What type of content do they consume?
● Where do they go for information?
● Why should they care about you?
Get the Full Persona Worksheet >>

31. WHY

32. If you’re trying to get someone to do something, then lead with the
benefit. Don’t start by explaining the action. Start with why they
should take that action.
Don’t have a benefit in mind? Easy. Act like a bratty teenager is asking you
“So what?” over and over and over.
< More Copywriting Tips >

33. For Instance...
You: We bought a Dyson vacuum today!
“So, what?” says the little twerp.
You: Well, now we have the suction power of 10 vacuums built into 1.
“So, what?”
You: So now we can clean all that dirt you track in every week.
“So, what?”
You: So that our house doesn’t look like a pig pen.
“So, what?”
“So I can finally feel clean in my own home!”

34. Features Provide Facts Benefits Answer “What’s in it for me?”
24/7 Customer Service Never be in the dark with access to an expert, day or night.
Good Gas Mileage Save money and avoid making extra trips to the gas pump.
Home Delivery It arrives at your doorstep without disrupting your day.
Lightweight You won’t strain your back carrying it up and down the stairs.

35. now what

37. Build Interest
How to attract people to your idea and build community.
- Create owned content that’s laser focused on
providing value (avoid the sales pitch)
- Leverage any existing audience for initial shares and
connections (even if it’s friends and family)
- Consistency is key

38. Consistency is key.

39. Be consistent.

40. Tools to Attract People
How to attract people to your idea and build community.
- Blogging
- Video
- Social Media
- Facebook / LinkedIn / Instagram / Twitter
- Video
- Content Marketing
**SEO is fundamental to all**

41. Avoid “Paralysis by Analysis”
Don’t get overwhelmed by the thousands of
different platforms out there.
Choose 1 based on your audience definition
above, and go all in.
Remember - the ultimate purpose of using
these channels is to build an ownable
community through your website.
*Owned content lives on your website

42. Teach your audience about your idea.
Engaging with your audience is the key
to making sure they understand
what you offer.
Talk to people like people.
Lead with the benefit.
Enable communication.

43. Teach your audience about your idea.
How to engage people with joining your community.
- CTAs
- Lead Forms
- Email Marketing
- Marketing Automation
- Messenger / Chat Services
- Social Media
- Facebook / LinkedIn / Instagram / Twitter
- Sales Automation
- Video

44. A CRM that can grow with you from startup to
sustainable business is a good idea.
< contact us for a good recommendation >

45. Now that you have customers...
Delight them.
Deliver the right information to the right person
at the right time.
Use what you know about your customer’s
journey to create memorable experiences.
Exceed expectation.

46. Now that you have customers...
Tools to help you delight your community:
- Marketing / Sales / Service Automation
- 1-to-1 email marketing
- FAQs
- Social Media Groups
- Messenger / Chat Services
- Relationship management
- 1-to-1 Video

47. 1-to-1 Videos Build Trust quickly.
...plus look at the funny faces you catch ;)

48. Build exponential community.
A CRM is crucial in order to build an owned community.
- Social media likes and followers belong to the platform (FB, Twitter, IG, YouTube)... great for
exposure, but not something you can take with you.
- Social media algorithms block how many of your followers see your content
Get people into your CRM as soon as possible to own the relationship.
Continue to delight them and they will invite more people into the community.

50. If you want these slides + more:
● These slides
● Answers to lingering questions
● Actionable marketing strategy templates
● More information about the free CRM to
grow with your business
Email: Matt@mag.cr or Trey@mag.cr*
*We may or may not have a bonus prize for funny subject lines
Let’s Stay in Touch

51. CRM
● Hubspot (Free)
Email Marketing / Automation
● MailChimp
● Hubspot
Analytics
● Google Analytics (Free)
● Bitly (Free)
● URL Builder (Free)
Tools for the Modern Marketer
Social Media Management
● Hootsuite
● Hubspot
● Buffer
Blogging
● Hubspot
● WordPress
Image Libraries
● UnSplash (Free)
● Pexels (Free)
User Friendly Design Tools
● Canva
● Adobe Spark
Video
● Wistia / Soapbox
● Hubspot

52. Get these slides at:
startup