Startup Marketing101

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This document provides tips for marketing a startup. It discusses validating product-market fit, then focusing 50% of time on building the product and 50% on building traction through various marketing channels like content marketing, social media, and inbound marketing. Key advice includes engaging customers by telling stories, measuring key performance indicators, and continually testing and improving marketing strategies through repetition.

Marketing

The technological revolution
changed our access to information.
Jennifer Rosenblatt
@jennrosenblatt

People don’t buy products.
People pay for solutions to problems.
Jennifer Rosenblatt
@jennrosenblatt

Product Market Fit
Jennifer Rosenblatt
@jennrosenblatt

Customer Development
Jennifer Rosenblatt
@jennrosenblatt

Jennifer Rosenblatt
@jennrosenblatt
2 RULES
Don’t talk about your idea.
Don’t ask about the future.
{Don’t pitch at the end.}

Jennifer Rosenblatt
@jennrosenblatt
1. What’s the hardest part about X?
2. Can you tell me about the last time that happened?
3. Why was that hard?
• What is your greatest pain with X?
• If you could change one thing about X what
would it be?
4. What, if anything, have you done to solve X?
5. What don’t you love about the solutions you’ve tried?

Jennifer Rosenblatt
@jennrosenblatt
Bonus Questions:
How often do you experience this problem?
How much are you spending to solve this problem now?
Where do you ﬁnd information about X online?

I validated my product market ﬁt.
Now what?
Jennifer Rosenblatt
@jennrosenblatt

I validated my product market ﬁt.
Now what?
Jennifer Rosenblatt
@jennrosenblatt
Build Traction.

In your startup you should spend
50% of your time building your
product or service (solution) and 50%
of your time building traction.
Jennifer Rosenblatt
@jennrosenblatt

1. Viral Marketing
2. Public Relations
3. Unconventional PR
4. Search Engine Marketing
(SEM)
5. Social & Display Ads
6. Ofﬂine Ads
7. Search Engine Optimization
(SEO)
8. Content Marketing
9. Email Marketing
10. Engineering as Marketing
11. Targeting Blogs
12. Business Development (BD)
13. Sales
14. Afﬁliate Programs
15. Existing Platforms
16. Trade Shows
17. Ofﬂine Events
18. Speaking Engagements
19. Community Building
Jennifer Rosenblatt
@jennrosenblatt

Jennifer Rosenblatt
@jennrosenblatt
-  Website, Blog, & Facebook
-  Twitter, Instagram, Google+,
Pinterest, LinkedIn, tumblr, YouTube,
Vimeo

KPIs
Measure
A/B Test
Jennifer Rosenblatt
@jennrosenblatt
“If it can’t be
measured, it can’t
be duplicated.”

Beware of vanity metrics!
Jennifer Rosenblatt
@jennrosenblatt
‘Likes’ do not pay the bills. Sales do.
~ Noah Kagan

Jennifer Rosenblatt
@jennrosenblatt
-  Have a plan and stick to it
-  A/B test and measure performance
-  If it works, do it again
-  If it doesn’t, try something else
-  Rinse and repeat

Jennifer Rosenblatt
@jennrosenblatt
Inbound Marketing
Attract ➢ Convert ➢ Close ➢ Delight

Jennifer Rosenblatt
@jennrosenblatt
Fans

Marketing Your Startup 101
slideshare.net/ArgyleOctopus/
Jennifer Rosenblatt
@jennrosenblatt

Resources
Udacity.com The Lean Launchpad by Steve Blank
Business Model Canvas & Startup Owners Manual
All In Startup by Diana Kander
Jennifer Rosenblatt
@jennrosenblatt

Do you work in an office and you find yourself counting down to Friday? Have you ever dreamed of travelling the world or working on your own schedule and not typical 9 to 5? Actually, there’s another option than the typical career. In 2011, I started freelancing on the side. Now, I am a full-time freelancer, working on various exciting projects for clients all over the world. Do you want to know how I got my very first freelance project, why I chose freelancing and how to land your first client? In this talk, you'll hear about my personal experiences and lessons learned from 6 years of freelancing. This talk was given at HackConf, Sofia, Bulgaria on September 30, 2017. Speaker: Jenny is a Senior UX/Product Designer at Toptal, an exclusive global network of the top freelance designers, developers, and finance experts. With a passion for helping newcomers in UX to grow and succeed, she mentors designers under her mentorship program. She also founded and co-organizes the Ladies that UX Amsterdam community. In her spare time, she likes globetrotting and has explored over 45 countries.

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Businesses know they need to localize their products before expanding into a new market. However, many businesses neglect the importance of cultural diversity and merely offer translations. In this talk, we will discuss examples from Jenny’s experience of designing for users in Europe, North- and South America, Asia, and Southeast Asia. Topics will include: • what does culture influence? • common design patterns for different cultures • do’s and dont’s for cross-cultural UX design

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1. Marketing Your Startup 101 Jennifer Rosenblatt @jennrosenblatt @ArgyleOctopus @hearMusicSpoke /jenn.rosenblatt /ArgyleOctopus /MusicSpoke linkedin.com/in/jenniferrosenblatt jenn@argyleoctopus.com 402.937.9740

2. Marketing Your Startup 101 Jennifer Rosenblatt Jennifer Rosenblatt @jennrosenblatt

3. The technological revolution changed our access to information. Jennifer Rosenblatt @jennrosenblatt

4. People don’t buy products. People pay for solutions to problems. Jennifer Rosenblatt @jennrosenblatt

6. Product Market Fit Jennifer Rosenblatt @jennrosenblatt

8. Customer Development Jennifer Rosenblatt @jennrosenblatt

9. Jennifer Rosenblatt @jennrosenblatt 2 RULES Don’t talk about your idea. Don’t ask about the future. {Don’t pitch at the end.}

10. Jennifer Rosenblatt @jennrosenblatt 1. What’s the hardest part about X? 2. Can you tell me about the last time that happened? 3. Why was that hard? • What is your greatest pain with X? • If you could change one thing about X what would it be? 4. What, if anything, have you done to solve X? 5. What don’t you love about the solutions you’ve tried?

11. Jennifer Rosenblatt @jennrosenblatt Bonus Questions: How often do you experience this problem? How much are you spending to solve this problem now? Where do you ﬁnd information about X online?

12. I validated my product market ﬁt. Now what? Jennifer Rosenblatt @jennrosenblatt

13. I validated my product market ﬁt. Now what? Jennifer Rosenblatt @jennrosenblatt Build Traction.

14. In your startup you should spend 50% of your time building your product or service (solution) and 50% of your time building traction. Jennifer Rosenblatt @jennrosenblatt

15. 1. Viral Marketing 2. Public Relations 3. Unconventional PR 4. Search Engine Marketing (SEM) 5. Social & Display Ads 6. Offline Ads 7. Search Engine Optimization (SEO) 8. Content Marketing 9. Email Marketing 10. Engineering as Marketing 11. Targeting Blogs 12. Business Development (BD) 13. Sales 14. Affiliate Programs 15. Existing Platforms 16. Trade Shows 17. Offline Events 18. Speaking Engagements 19. Community Building Jennifer Rosenblatt @jennrosenblatt

16. Jennifer Rosenblatt @jennrosenblatt -  Website, Blog, & Facebook -  Twitter, Instagram, Google+, Pinterest, LinkedIn, tumblr, YouTube, Vimeo

17. Jennifer Rosenblatt @jennrosenblatt -  Tell stories. Your brand story. Employee’s stories. Your customers’ stories. -  Engage with people don’t push products. 80/20 rule -  Create content worth reading and sharing. Solve problems.

18. KPIs Measure A/B Test Jennifer Rosenblatt @jennrosenblatt “If it can’t be measured, it can’t be duplicated.”

19. Beware of vanity metrics! Jennifer Rosenblatt @jennrosenblatt ‘Likes’ do not pay the bills. Sales do. ~ Noah Kagan

20. Jennifer Rosenblatt @jennrosenblatt -  Have a plan and stick to it -  A/B test and measure performance -  If it works, do it again -  If it doesn’t, try something else -  Rinse and repeat

21. Jennifer Rosenblatt @jennrosenblatt Inbound Marketing Attract ➢ Convert ➢ Close ➢ Delight

22. Jennifer Rosenblatt @jennrosenblatt Fans

23. Marketing Your Startup 101 slideshare.net/ArgyleOctopus/ Jennifer Rosenblatt @jennrosenblatt

24. Resources Udacity.com The Lean Launchpad by Steve Blank Business Model Canvas & Startup Owners Manual All In Startup by Diana Kander Jennifer Rosenblatt @jennrosenblatt

25. Jennifer Rosenblatt @jennrosenblatt

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