This document provides an overview of online marketing strategies for early-stage startups. It discusses the importance of planning, beta testing the product, and using analytics tools. It also outlines strategies for organic marketing through content creation, social media, and public relations. Paid marketing options like search ads, social ads, and remarketing are described as amplifiers to discover organic efforts. The document emphasizes testing approaches, optimizing campaigns, and focusing on return on investment.
Selling via Digital Channels - how to manage performance campaignsIABRomania
Prezentare sustinuta de Catalin Vasile (ING Bank) in cadrul IAB Forum 2014. Cateva idei:
- adauga valoare in orice interactiune!
- 20% awareness genereaza 80% performance in campaniile digitale
- multichannel - trebuie inteles ce actuine genereaza ce rezultat
- sfaturi: derulati campanii de awareness chiar daca nu puteti calcula ROI-ul imediat
Reinventing Business with Social Command Centers (Beyond Social Media (WOM) T...Brandwatch
WOMMASummit presentation with Matt Anchin & Will McInnes
Brandwatch and Monster.com will deliver a joint case study on how social command centers are reinventing business.
Monster will present everyday uses of their social command center and its impact on their business practices. This talk will discuss the intricate insights command centers provide that distinguish a business in the realm of social media monitoring.
Brandwatch will uncover innovative ways to improve business practices through visualizing the impact of campaigns, sentiment and reach, as well as help you understand the real-time marketing capabilities that arise from social command centers, and learnings on how to do social every day.
Takeaways:
1. Visualize the impact of campaigns, sentiment, and reach
2. Learn new ways to improve business practices and how to do social every day
3. Find engagement opportunities with customers
4. Capabilities of real-time marketing via social command centers
Big Company/Budget/Intermediate/C-Suite, marketers, community managers, CMOs, other curious brands
CreativeMMS Drexel Class - "Building a website the converts"creativemms
This slide deck was presented on 4/30/2014 to a group of Drexel students. It demonstrates key processes and data points around designing a website, including site content, organization and layout, as well as conversion, tracking and key ingredients to building or designing a website.
This work aims at developing a better understanding towards the process of Video Content Analysis. Video analysis is basically how the computer interprets any video. This process of analyzing is completed in 4 steps namely, feature extraction, Structural Analysis, Clustering and Indexing, Browsing and Retrieval. In this paper, we have included various algorithms to understand how each of the above steps is applied in analyzing of any of the sports video. For example, in cricket we first extract the various features by attacking on the most often occurring color, i.e. ground color. Then, we divide the video according to various high points e.g., sixes and fours. Finally we cluster these divisions and arrange them in a table of contents for users to browse and retrieve the video part they require.
Selling via Digital Channels - how to manage performance campaignsIABRomania
Prezentare sustinuta de Catalin Vasile (ING Bank) in cadrul IAB Forum 2014. Cateva idei:
- adauga valoare in orice interactiune!
- 20% awareness genereaza 80% performance in campaniile digitale
- multichannel - trebuie inteles ce actuine genereaza ce rezultat
- sfaturi: derulati campanii de awareness chiar daca nu puteti calcula ROI-ul imediat
Reinventing Business with Social Command Centers (Beyond Social Media (WOM) T...Brandwatch
WOMMASummit presentation with Matt Anchin & Will McInnes
Brandwatch and Monster.com will deliver a joint case study on how social command centers are reinventing business.
Monster will present everyday uses of their social command center and its impact on their business practices. This talk will discuss the intricate insights command centers provide that distinguish a business in the realm of social media monitoring.
Brandwatch will uncover innovative ways to improve business practices through visualizing the impact of campaigns, sentiment and reach, as well as help you understand the real-time marketing capabilities that arise from social command centers, and learnings on how to do social every day.
Takeaways:
1. Visualize the impact of campaigns, sentiment, and reach
2. Learn new ways to improve business practices and how to do social every day
3. Find engagement opportunities with customers
4. Capabilities of real-time marketing via social command centers
Big Company/Budget/Intermediate/C-Suite, marketers, community managers, CMOs, other curious brands
CreativeMMS Drexel Class - "Building a website the converts"creativemms
This slide deck was presented on 4/30/2014 to a group of Drexel students. It demonstrates key processes and data points around designing a website, including site content, organization and layout, as well as conversion, tracking and key ingredients to building or designing a website.
This work aims at developing a better understanding towards the process of Video Content Analysis. Video analysis is basically how the computer interprets any video. This process of analyzing is completed in 4 steps namely, feature extraction, Structural Analysis, Clustering and Indexing, Browsing and Retrieval. In this paper, we have included various algorithms to understand how each of the above steps is applied in analyzing of any of the sports video. For example, in cricket we first extract the various features by attacking on the most often occurring color, i.e. ground color. Then, we divide the video according to various high points e.g., sixes and fours. Finally we cluster these divisions and arrange them in a table of contents for users to browse and retrieve the video part they require.
This summary is based on results from Ipsos’ 1st Quarter SPEC survey of 2015 that was conducted between March 28 and April 7. It is the 9th such release. Given that the tragic attack on Garissa University College occurred on April 2, about 25% of the interviews took place after that date. However, in comparing the results obtained before and after April 2, their distribution was clearly affected more on some issues than others, or not at all. For example, the proportion of those perceiving al-Shabaab as “very much a threat” after April 2 was 14% higher than before that date. By contrast the results presented here (on issues unrelated to security, presidential approval, etc.) were not affected by that tragic attack.
Laura Baddish, CEO of the Baddish Group, shares information about how the best marketing experts can leverage best practices to get food and beverage brands to the forefront.
Employment laws govern virtually every aspect of an employer/ employee relationship. If a dispute arises under employment law, an employment law lawyer can represent workers or employers.
My VeloCity Campus session on how to set up a launch page, how to buy ads to generate traffic, test market demand, how to split A/B test.
In this session, I covered the essential steps needed to test market demand, build a launch page, conduct keyword research, launch an AdWords campaign and measure and track demand.
Extracted from my experiences building a startup during the Next36 as well as during my 14 Day Startup Challenge.
More information available on my blog at henrythe9th.com
20 Ways to Shaft your Split Tesring : Conversion ConferenceCraig Sullivan
This talk is the latest deck showing common problems that will easily break or skew your ab and multivariate testing results. Avoid these problems by following the simple advice in this deck!
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist.
But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate.
Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model.
Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?
This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.
WORKSHOP: Inovation Lab- Discover Careers and New Trends in Digital & Social ...Digital SCRM
WORKSHOP: Innovation Lab. Monday March 28th- Discover Careers and New Trends in Digital & Social Media Marketing.
Attendees will learn about career opportunities and obtain FREE training in Digital and Social Media Marketing fields. This workshop is designed to teach anyone about Careers in Digital Marketing and Social Media, as well to learn the basics of SEO Search Engine Marketing and discuss the new trends in Digital Marketing: Social Media and Mobile Marketing. Learn how to obtain Free Certifications from Google and other, major well-known Social Media Companies.
Captionless Image
Presented by:
Mary Pozo is an Integrated Digital Marketing expert and member of the America Marketing Association. With over 9 years of experience on the agency side, Mary has worked with clients such as HP, LATimes, and Monster.com. She has been the creative Director for find.com, and Media Buy Manager for Media Trust (now Oneqube). Mary is the founder of Blue Media Consulting, and she's currently the Head of Digital Strategy at Artworksforchange.org.
This summary is based on results from Ipsos’ 1st Quarter SPEC survey of 2015 that was conducted between March 28 and April 7. It is the 9th such release. Given that the tragic attack on Garissa University College occurred on April 2, about 25% of the interviews took place after that date. However, in comparing the results obtained before and after April 2, their distribution was clearly affected more on some issues than others, or not at all. For example, the proportion of those perceiving al-Shabaab as “very much a threat” after April 2 was 14% higher than before that date. By contrast the results presented here (on issues unrelated to security, presidential approval, etc.) were not affected by that tragic attack.
Laura Baddish, CEO of the Baddish Group, shares information about how the best marketing experts can leverage best practices to get food and beverage brands to the forefront.
Employment laws govern virtually every aspect of an employer/ employee relationship. If a dispute arises under employment law, an employment law lawyer can represent workers or employers.
My VeloCity Campus session on how to set up a launch page, how to buy ads to generate traffic, test market demand, how to split A/B test.
In this session, I covered the essential steps needed to test market demand, build a launch page, conduct keyword research, launch an AdWords campaign and measure and track demand.
Extracted from my experiences building a startup during the Next36 as well as during my 14 Day Startup Challenge.
More information available on my blog at henrythe9th.com
20 Ways to Shaft your Split Tesring : Conversion ConferenceCraig Sullivan
This talk is the latest deck showing common problems that will easily break or skew your ab and multivariate testing results. Avoid these problems by following the simple advice in this deck!
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist.
But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate.
Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model.
Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?
This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.
WORKSHOP: Inovation Lab- Discover Careers and New Trends in Digital & Social ...Digital SCRM
WORKSHOP: Innovation Lab. Monday March 28th- Discover Careers and New Trends in Digital & Social Media Marketing.
Attendees will learn about career opportunities and obtain FREE training in Digital and Social Media Marketing fields. This workshop is designed to teach anyone about Careers in Digital Marketing and Social Media, as well to learn the basics of SEO Search Engine Marketing and discuss the new trends in Digital Marketing: Social Media and Mobile Marketing. Learn how to obtain Free Certifications from Google and other, major well-known Social Media Companies.
Captionless Image
Presented by:
Mary Pozo is an Integrated Digital Marketing expert and member of the America Marketing Association. With over 9 years of experience on the agency side, Mary has worked with clients such as HP, LATimes, and Monster.com. She has been the creative Director for find.com, and Media Buy Manager for Media Trust (now Oneqube). Mary is the founder of Blue Media Consulting, and she's currently the Head of Digital Strategy at Artworksforchange.org.
Steve Phipps of LunaWeb presents to the Sales and Marketing Society of Memphis. How to evaluate your website's performance in terms of lead generation and what tools you can use to ramp up your website as a lead generation tool.
Content Marketing For Building And Construction ProductsLeigh Simpson
Discussing why content and inbound marketing is ideal for selling building products, how to create and promote your content, what tech stacks to use to make your life easier and how to measure your ROI. More info from www.insynth.co.uk
How to Generate Revenue from Inbound MarketingRyan Hanley
Inbound marketing holds the key to small business growth in today's business landscape. In this presentation we discuss inbound marketing, content marketing and social media marketing concepts and strategies that can, if implemented with belief and dedication, drive exponential growth for small businesses, despite their Big Box competitors.
Marketing is everything you do, whether your efforts are one-on-one, traditional marketing or online marketing. And ecommerce is just part of that effort.
The Internet has changed everything in so many industries. And at the same time, in marketing, some fundamental truths never change.
- Americans are now spending more time online than watching TV, much of that on social media sites that did not exist 10 years ago.
- Newspaper advertising revenue has dropped by over 50%.
- About $50 billion/year is now spent on online advertising
70% of Americans use mobile as part of their retail experience
- P&G is now spending over a third of its marketing budget on digital.
Marketers need to explore the buyer’s journey, develop personas, and use the right mix of digital and traditional media to respond to where that customer is – from awareness to customer to advocate. This presentation addresses some of the disruption caused by digital and the new opportunities that it produces, and technologies to enable them.
This presentation was developed by Louis Gudema, Senior Digital Marketing and Sales Maven, and was given at NEDMA's 2014 DM Innovations Symposium.
2. About Me
• Hometown of Savannah, GA
• UGA Grad – BBA MIS 2010
• Symantec Wonder Workshop Symantec
• Business Intelligence + Marketing + Front-End Dev
• Youngest Finalist for Digital Analytics Rising Star Award
@akhil_anumolu
7. n00b marketing plan
1. Build a product
2. PR the heck out of it
3. Wait on users
4. Start buying users
5. Bang your head on a wall
@akhil_anumolu
8. Pre Game: Where are you going?
1. Who is our market?
– Are you sure?
2. How big is this market?
3. Who are the competitors in the space?
4. Is there a geographic bias?
5. What resources do we have?
– Content
– Budget
– Value Proposition of Minimum Viable Product
@akhil_anumolu
9. Beta It, Bro
• Test and Get Feedback From:
– Family
– Friends
– Online Communities (HackerNews, Product Hunt,
G+ Communities)
– Local Community (FourAthens, Classes, Other
Startups)
– Influencers (bloggers, investors, local celebs)
– Be Daring: Ask a stranger
@akhil_anumolu
10. Beta It, Bro (cont.)
• When doing the beta, capture honest &
precise feedback:
– No rating system
– Precisely what is wrong or good
• Understand if there are any reoccurring or
correlating feedback
• Determine if those changes need to be made
• Beta trials are great for R&D and marketing
@akhil_anumolu
12. Top Gear: The Helpful Tools – Analytics
• Analytics
– Core base of
understanding:
• Customers
• Page Flow
• Conversion Flow
• Demographics
• Usage
• Google Analytics
– Google Tag Manager*
• Mixpanel
• Kissmetrics
• CrazyEgg
• Facebook Insights
• Twitter Analytics
@akhil_anumolu
13. Top Gear: The Helpful Tools - Organic
• Organic
– Easy ability to be found
– Zero-to-low cost
– Can be time draining:
• Setup
• Update
• Optimize
• Multi-Platform
• Google Webmaster Tool
• Bing Webmaster Tool
• Structured HTML
• Schema.org
• Moz.com
• Yslow
• Yoast – Wordpress
• Google Search Trends
• Twitter Cards
• Facebook Open Graph
• Desk.com (feedback)
• MailChimp
@akhil_anumolu
14. Top Gear: The Helpful Tools – Paid Media
• Paid Media
– Most platforms now plug
and play
– Can both market and
gather insights
– Can get pricey fast
– Need to keep an eye for
low ROI spending
• Paid Search
– Google Adwords
– Bing/Yahoo Adcenter
• Social Ads
– FB/Twtr/LI Ads
• Display
– Google
– Luminate
• Remarketing
– Adwords
– FB Exchange (Adroll)
@akhil_anumolu
16. Lights, Camera, Transaction: Organic
• Content is still king
– Blogging
– Social Media
– Getting “featured”
• Content = backlinking
– Still a core function of SEO
– When you backlink, the other site will probably
see
• Hope is to have backlinks to your site
@akhil_anumolu
17. Lights, Camera, Transaction: Organic
(cont.)
• Social is major to organic growth
– Voice of brand
– Visual lifestyle presentation
– Outreach to and from customers
– Social results now indexed
• PR is still a top initial driver
– Reach out for stories
– Give exclusive content
– Can tell stories from a different angle
@akhil_anumolu
18. Lights, Camera, Transaction: Paid
• If Organic is discovery, Paid is AMPLIFIER
– Don’t shotgun approach
• Use your analytics
• Use top engaging content
• Look towards known customer bases
• Search Engine Marketing is for “what?”
– People looking for an answer
– Compelling to click message – original clickbait
– Personalization is key
@akhil_anumolu
19. Lights, Camera, Transaction: Paid
(cont.)
• Social Media Paid Marketing is “who?”
– People not expressly looking, but:
• Ads can be highly targeted
• Ads can be visually compelling
• Direct voice to the customer: how can we help you?
• Remarketing is the “when?”
– Customers have shown interest
• Can convert them
• Bring them back to share/refer
@akhil_anumolu
20. Lights, Camera, Transaction: Paid
(cont.)
• When doing paid, always note:
– ROI – Return On Investment
– COA – Cost Of Acquisition
– CTR – Click Through Rate
– BR% - Bounce Rate Percent
– TOS - Time On Site
– Drop Off Funnel
• Paid does not equal sales
– Effective paid does
• Optimize and test
@akhil_anumolu
Born and raised (for the most part) in GA
Graduated from UGA in Dec 2010
Started at Symantec, First Employee at Wonder Workshop (formerly Play-i), now back at Symantec
Plethora of roles and experience
Pics of places my jobs have taken me
No definitive where to start. Each company needs to consider where their resources are best spent.
Operation analogy: you can start anywhere to address any problem but every small movement can make a big difference (positive or negative)
No matter where you start, once you start seeing positive movement, it will seem like magic. We need to help you decipher the tricks from the treats
Adora Cheung from Homejoy presented it best about what Homejoy originally thought for user acq/marketing, like most startups, which she presented in Sam Altman’s Stanford Startup class. Sam Altman also runs Y Combinator.
Who and why is your market? What lead you to believe this? Always a good idea to understand whom your are filling a need for although you may learn over time that your best customers are not who you intended to sell to
How big is this market and what is the growth rate? A market we see with potential now may not exist in the future: competitors take the space, market changes, or lack of acq. Lack of acq: lots of great kickstarters that get traffic but don’t get funded. Creators Conundrum: great idea but no uptake… world may not be ready for it. Apple Watch was done before my Steve Jobs but never progressed till now. Tablets started by Microsoft but world wasn’t capable of utilizing it yet.
Understanding your competitors can help you understand your own business’ ability to market. Where are they succeeding and failing? Competition is good, can build off each other. Lyft and Uber teamed up to help pass gov’t regulation for ridesharing.
Goes back to who is your market a bit, but where are they and will there be a geographic bias to your product? Look at home companies expand outside of the Bay Area, usually to NY, Chicago, Austin, Seattle, LA, maybe ATL. Why does this occur in a pattern? Uptake ability aka user acq. Every new market presents unique problems for user acq. Lyft in KC example.
Look at what resources you have to determine how you want to progress. Inbound (content, blog, seo, social media, whitepapers, podcasts) vs Outbound (paid media). Inbound then Outbound to help answer the past 4 questions. Also ensure your MVP has a solid value proposition that provide content by itself: is it solid enough to sell alone?
Before you decide to full fledge and launch, take time to beta test your product with select groups like those listed. Be able to capture feedback: email, onsite, in app, etc. (talk more about it in tools)
Family: will be the nicest to you. “Well done kiddo” won’t be the best feedback but if your family can understand and use the product, there is some level of validation.
Friends: can be similar to family but more blunt with feedback.
Online Communities: So these can be great for quick, targeted feedback but you need to be ready for the influx of traffic and join requests.
Influencers: This will be similar to cold calling but can’t hurt. Most will ignore you or say no, keep trying. Your investors can help with connections as well.
Finally, ask strangers. Go out to a park, a festival, food truck park and just ask random folks. I got a lot of good feedback like this and these are the type of people you will market to later
Feedback needs to be precise as to what is great and what is not. This will also tell you the types of customer demographics that appreciate your product, a la your customer marketing segment.
Beta trials are an honest and simple way to easily find out, before spending, who your demographic is. That type of data is extremely valuable to smartly market the product to that demographic, which should be a cheaper cost of acquisition than other groups.
Analytics are the key foundation to effectively marketing, whether organic or paid. The questions presented earlier about understanding your market can be answered with greater certainty by having a proper analytics implementation.
The best and cheapest start is with Google Analytics. It is worth spending time understand the full features of this tool, as it can provide a plethora of useful data for you. Demographic data, traffic referral, page flow analysis, on-site event analysis, transactional, etc. Recommend deploying Google Tag Manager first, as you will be able to deploy all your tools and tags through it to your site much easier. GTM is a container that sits on the page that will allow you to choose when and where to fire what tags in it. Has pre-built sections for easily deployment of google products and open HTML/JS editor to deploy outside products/tags.
Organic is the cheap but time intensive way to get yourself going. This is the best way to rank well early for easy customer discovery.
It may cost you little to nothing only because your time cannot be quantified yet.
Discuss on each tool
Paid Media is when you are ready to share out and amplify the content you have.