The document outlines a comprehensive guide to startup marketing, emphasizing the importance of understanding your target market and defining success metrics early on. It explores key components such as setting core metrics, utilizing social media, and content marketing as effective strategies for growth. The guide highlights that traditional marketing methods may not suffice and encourages startups to focus on measurable outcomes to ensure their campaigns are impactful.

1. The Ultimate Guide to
Startup
Marketing
presents
Friday, December 20, 13

2. Table of Contents
Foundation Social Media Startup PR
● Choosing a market
● Defining success
● Defining keywords
● Setting core metrics
● Estimating a conversion rate
● Setting a budget
● Choosing social media networks
● Defining the best times to post
● Using a keyword list
● Creating & using an influencer list
● Setting up a blog
● Craft meaningful position statements
● Define your startup sensitivities
● Identifying writers for a media list
● Creating a press kit
● Reaching out to journalist
Content creation Test and Iterate Best Practices
● Creating a topic list
● Knowing what content to publish
● Guest blogging
● Capturing emails
● Setting up analytics tools
● Measuring against benchmarks
● Brainstorming creative new ideas
● Sell the solution
● Have a compelling story
● Use all your resources
Slides 1-6 Slides 7-11 Slides 12-16
Slides 17-19 Slides 20-23 Slides 24-27
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3. Startup Marketing
is a Whole
Different Science
“Build it and they will come” doesn’t work
Those overnight success stories are often the result of years of hard work.
Startup marketing is challenging because of limited resources (Time,
money, or talent.)
Every effort, no matter how small, must be flawlessly executed.
Traditional strategies don’t always work.
The secret is combining the right channels: Content marketing and PR.
Friday, December 20, 13

4. Foundation
Before you start laying bricks you need a solid
foundation. Learn how to choose a market, define
keywords, define success and set a budget.
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5. Choosing a Market
Only a small portion of the population is
interested in your product.
You waste time and money by trying to
market to everyone.
Identify a niche target market and focus on
just them.
You

6. can’t

7. be

8.
everything

9. to

10.
everyone
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11. How Do You Choose a Market?
1. Market Size - Who are you targeting and how many potential
customers are there?
2. Market Wealth - Does this target have money to spend on your
product?
3. Market Competition - Is the market saturated with competitors?
4. Value Proposition - Is your value proposition unique enough to
cut through the noise? What are your differentiators?
Friday, December 20, 13

12. Defining Success
Success

13. may

14. be

15. 500

16.
new

17. signups

18. for

19.
Startup

20. A

21. while

22.
Startup

23. B

24. thinks

25.
success

26. is

27. $50,000

28.
monthly

29. revenue.
Success is different for every startup.
Define your idea of success early and
rigidly.
Make sure your team and partners
understand your definition of success.
Stay consistent each month. Pick a
definition and commit to it.
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30. Setting Core Metrics
Core metrics should be measurable and
specific.
Use highly valuable metrics based on your
customer acquisition funnel.
Only measure what matters! Focus on
your KPI’s.
TIP: record baseline metrics as soon as
you start so you can easily determine
growth and what’s working/what’s not.
Vanity

31. metrics

32. are

33.
appealing

34. to

35. your

36. ego,

37.
but

38. they

39. are

40. useless!
They

41. are

42. not

43. tied

44. to

45.
real

46. growth