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Marketing for startups

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Malcolm Gordon
Malcolm Gordon

This document provides marketing tips for startups. It discusses defining the target audience, learning key marketing metrics like CPA and LTV, deciding between paid and viral marketing models, continuously testing different platforms, media, and paid versus earned versus owned strategies. Key tips include adapting what works and adding your own ideas, using paid strategies like search ads and display ads, leveraging earned media by creating shareable content, and building an owned media presence through content marketing and viral content. The document emphasizes the importance of an ongoing experimentation in marketing.

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Marketing for Startups Malcolm Gordon
Who? • Online Marketing • 6 figure budgets • Startup Weekend (Team Threadster) • Founder’s Institute • Former copywriter • Some viral success • Paid, earned, owned experience
Define your Target Audience • Who are you selling to? • Where do they congregate? Online? Offline? • Where do they spend time?
Learn to speak metric • CPA • Customer LTV • Net margin
Paid Versus Viral model • Decide early on how you’re going to get noticed and grow • It’s okay to pay • Going viral is hard • Usually know within the first few hours • Color = $40 million failure in 45 minutes
An ongoing experiment • Never stop testing • Platforms • Media • Paid Vs Earned Vs Owned mix • Ads - copy, imagery, content • Targeting • Budgets/bids
“Adapt what is useful, reject what is useless, and add what is specifically your own.” - Bruce Lee "Adapt what is useful, reject what is useless, and add what is specifically your own.”
Paid • Search Engine advertising – AdWords, BingAds • Display - Remarketing • SEO • Email Marketing • Affiliates
Earned • The media are content hungry & very approachable • Investigative journalism is dead • Tight deadlines • Lots of content to fill
Users = 1,000,000,000 users number of users = 1,000 1,000,000,000 $0 marketing spend advertising spend = $0
Owned • Content Marketing (overlaps SEO) • Infographics • Video (dollar shave club) • Website • apps • Content that may go viral
“Make an awesome product and get it featured in the App Store” – Dave Mckinney, Discovr
“You cannot fool all of the people all of the time” – Abraham Lincoln
Contact Me Web: malgordon.com LinkedIn: au.linkedin.com/in/malcolmgordon/ Email: mal@malgordon.com Twitter: @malgordon

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Marketing for startups

  • 2. Who? • Online Marketing • 6 figure budgets • Startup Weekend (Team Threadster) • Founder’s Institute • Former copywriter • Some viral success • Paid, earned, owned experience
  • 3. Define your Target Audience • Who are you selling to? • Where do they congregate? Online? Offline? • Where do they spend time?
  • 4. Learn to speak metric • CPA • Customer LTV • Net margin
  • 5. Paid Versus Viral model • Decide early on how you’re going to get noticed and grow • It’s okay to pay • Going viral is hard • Usually know within the first few hours • Color = $40 million failure in 45 minutes
  • 6.
  • 7. An ongoing experiment • Never stop testing • Platforms • Media • Paid Vs Earned Vs Owned mix • Ads - copy, imagery, content • Targeting • Budgets/bids
  • 8. “Adapt what is useful, reject what is useless, and add what is specifically your own.” - Bruce Lee "Adapt what is useful, reject what is useless, and add what is specifically your own.”
  • 9. Paid • Search Engine advertising – AdWords, BingAds • Display - Remarketing • SEO • Email Marketing • Affiliates
  • 10. Earned • The media are content hungry & very approachable • Investigative journalism is dead • Tight deadlines • Lots of content to fill
  • 11.
  • 12. Users = 1,000,000,000 users number of users = 1,000 1,000,000,000 $0 marketing spend advertising spend = $0
  • 13.
  • 14. Owned • Content Marketing (overlaps SEO) • Infographics • Video (dollar shave club) • Website • apps • Content that may go viral
  • 15. “Make an awesome product and get it featured in the App Store” – Dave Mckinney, Discovr
  • 16. “You cannot fool all of the people all of the time” – Abraham Lincoln
  • 17. Contact Me Web: malgordon.com LinkedIn: au.linkedin.com/in/malcolmgordon/ Email: mal@malgordon.com Twitter: @malgordon