The document provides tips for marketing a start-up online. It recommends focusing on website design to optimize conversions over aesthetics, using Google AdWords to test campaigns and measure ROI, building a community through content creation and social media, and establishing an online presence as an industry expert through blogging and thought leadership. While PR agencies can be expensive, free methods like content marketing and social media engagement are suggested to build awareness and a following on a limited budget. Measuring tactics and constantly testing optimizations is emphasized over unfocused spending.

1. Price Cash Flow Marketing Idea Innovation Operations Sales

2. Marketing the start-up online

8. 80% failure rate

9. Well that didn’t work…

10. WHY

12. liability of newness and liability of size

14. R 250,000 Start-up Capital

17. #1 Your Website

20. DON’T Raise R 250,000 on starting a business and spend R 4,000 on your website

21. Design your site to convert not to look good

26. A B 22% Conversion 30% Conversion 36%increase The numbers 10,000 visits a month 800 more conversions R 250 per conversion R 200,000 revenue increase per month Investment R 15,000

27. DO Have a strong opening offer / call to action why should people sign-up?

28. Doubled conversion rates overnight

29. #2 Getting Traffic

33. And Here Focus Here First Long Term Focus

34. 110% Increase In average CPC 5% of marketing spend Expected to grow to 25%

35. Measure ROI

37. Cost Per Widget is R 50.00

38. Widget Selling Price is R 100.00

39. Average Customer Buys 3 widgets at a time

40. Average Customer will Purchase 2 times over a 3 year period

41. Google AdWords CPC on Widgets is R 10.00

42. WidgetCo Google Campaign gets 2,000 impressions a monthwith a 3% click-through rate

43. 15% of the click-through sign-up to Widget Co

44. Only 30% of sign-ups make a purchase and become an average customerWhat is the Google AdWords cost of sale? Is this a profitable campaign? What is the total profit / loss per customer?

47. DON’T buy banners on high-traffic websites unless you want to burn cash Seriously, don’t. (we did)

48. DON’T send out spam at 30 cents per mail or buy an email list

49. DO get an expert to get your SEO and SEM right They will save you time, and loads of money

50. #3 Build a community of followers and establish yourself as the expert

56. 2 Billion videos watched per day

57. 35 hours of video uploaded every minute

61. PR #4

62. DON’Twaste your money on a PR agency Leave them for the big guys, with money to burn (We burned R 350,000)

63. DO

64. Website Drives Conversions and Sales R 15,000 to R 20,000 on the design UI testing through SiteTuners.com and UserTesting.com Always tweak Use Google Analytics to track everything Google Adwords and AdSense for Traffic R 10,000 per month on SEM | R 2,000 per month on SEO Run two campaigns and test click-through rates Try yourself for 2 months and then get an expert Create Content to Build Reputation Takes time, lots of time but worth it in the long run Become a thought leader and “give away” content Aim for a blog post a day, every day Build a Community and your own PR channel Use Facebook, Twitter and LinkedIn Facebook for promotions, coupons, special deals Twitter to share interesting news about your industry connect with influencers LinkedIn to build your network

65. DO be in the top 5% of start-ups in SA

66. Yossi Hasson {email} yossih@synaq.com {twitter} @yossihasson