The document provides advice for marketing a high tech startup. It discusses focusing resources on creating products people love and finding people to love those products. Specific tips mentioned include increasing social media activity, maximizing online presence through a new website and social media channels, and creating and sharing content. Engaging with influencers, companies, and trade journals is also recommended. The document notes that converting leads and better engaging customers have not yet worked and increasing US brand awareness is a next step. It stresses starting marketing early, focusing on early adopters, telling a compelling story, and sticking with marketing efforts over time.

1. Marketing a High Tech Start Up
Lorna Elmslie
Marketing Manager
Dimensional Imaging Ltd

2. “Building a great company means spending the vast majority of your time and resources on two things:
1.Creating products and services people will love, and
2.Finding people to love those products and services.” HubSpot Founder & CEO

3. Excuses Excuses…
I’ve no budget
I don’t have enough time
It’s not a priority for me
I know I probably should do Marketing, but I don’t know where to start…

4. The ‘Marketing Minefield’
•What Marketing should I do?
•What do you focus on and why?
•When should you start marketing?
•What marketing are your competitors doing?

5. What’s worked for me at DI?
•Increasing our Social Media activity
•Maximising our online presence
–New website – Sept 2014
–Across social media channels
•Creating content (& sharing it!)
•Engaging with key influencers/companies/trade journals in our sector
–Online and face to face

6. What’s not worked for me…yet
•Converting those leads generated from marketing activities
•Engaging better with customers and prospects
•Increasing our brand awareness in US

7. Next Steps
•Identify the right channels for your product/service
•Define keywords & USP’s
•Define success
•Create SMART objectives
•Set a budget, goals & timeline

8. PR
What Should You Do?
Content Creation
Social Media
Engagement Marketing
Digital Marketing

9. Relevant content earns permission to sell. Content is the fuel that drives the inbound effect from partner sites and outposts, content is the conversation starter and problem solver in social media…

10. Lessons Learned
•Marketing takes time, so start early
•Early adopters are crucial
•Marketing is about telling a story
•Stick with it!

11. Useful Free Resources
•Keywords – Google’s Keyword tool
•Social Media – Hootsuite, Linked In
•Website – Google Analytics, Website Grader, AddThis
•Blogging – Wordpress/Yoast
•Email Campaigns - Mailchimp