Marketing Communications for Startups - Entrepreneurship 101

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Find out about tools you can use to demonstrate your thought leadership and where to go for help when developing a marketing plan.

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Marketing Communications for Startups - Entrepreneurship 101

  1. 1. Marke&ng  Communica&ons     for  Startups    
  2. 2. Marke&ng  is  a….  
  3. 3. Marke&ng  Sucks  
  4. 4. Marke&ng  is  Stupid  
  5. 5. "Half   the   money   I   spend   on  adver4sing   is   wasted;   the  trouble   is   I   dont   know   which  half.”  -­‐  John  Wannamaker    
  6. 6. The  March  to  Marke&ng   Product  
  7. 7. The  March  to  Marke&ng   Product   Sales  
  8. 8. The  March  to  Marke&ng   Product   Sales   Marke&ng  
  9. 9. How  big   is  the   What  are  your   market?   strengths  and   weaknesses?   Who’s  the   compe44on?   What  are   your     resources?   What  are  the  opportuni4es  and   challenges?  
  10. 10. What  Makes  You  Unique?  
  11. 11. What  Makes  You  Unique?   What’s  Your     Compe&&ve  Edge?  
  12. 12. What  Makes  You  Unique?  Why  Should    I  Care?   What’s  Your     Compe&&ve  Edge?  
  13. 13. What  Makes  You  Unique?  Why  Should    I  Care?   What’s  Your     Compe&&ve  Edge?   Who’s  the   Target   Audience?  
  14. 14. Core  Messaging  
  15. 15. The  Keys  to  Core  Messaging  •  The  One  Breath  Rule    
  16. 16. The  Keys  to  Core  Messaging  •  The  One  Breath  Rule  •  How  does  your  product  help  customers?    
  17. 17. The  Keys  to  Core  Messaging  •  The  One  Breath  Rule  •  How  does  your  product  help  customers?  •  What  are  the  most  interes4ng  features?    
  18. 18. The  Keys  to  Core  Messaging  •  The  One  Breath  Rule  •  How  does  your  product  help  customers?  •  What  are  the  most  interes4ng  features?  •  Avoid:  “leading”,  “advanced”,  “state  of  the   art”  or  “best  in  class”.  
  19. 19. Elevator  Pitch  
  20. 20. Website  Design  
  21. 21. Markevans.ca    Three  itera4ons  
  22. 22. Why  Blog?   Insight  &   Informa4on   Domain  Cost-­‐Effec4ve   Exper4se   A  Powerful   Google  Juice/ Content  Engine   SEO  
  23. 23. Coming  up  with  100  blog   post  ideas  is  easy!    
  24. 24. Social  Media  
  25. 25. Key Considerations Why  social  media?  What  are  your  goals?   Target  audiences   What’s  the   Resources   compe44on  doing?      
  26. 26. What  is  Content  Marke&ng?  The   crea4on   and   distribu4on   of   relevant  content   to   a[ract   and   engage   target   audiences  to  drive  profitable  customer  ac4on.  (aka  sales)  
  27. 27. Why  Videos  Work   Web  users  are   lazy  Mul4-­‐purpose,   We  live  in  a  video  long  shelf  life   culture     Google  loves,   Good  ROI   loves  videos  
  28. 28. NewsleOers  
  29. 29. Why  NewsleOers  Work   Great  Sales  &   Marke4ng  Tool    Create  Once,  Lots   Build  and  nurture   of  Distribu4on   rela4onships   Get  real-­‐4me   Cost-­‐Effec4ve   feedback  &   analy4cs  
  30. 30. Public  Rela4ons  
  31. 31. Why?   Awareness   Demonstrate  Sales  leads   Trac4on     Partnership   Media/blogger   opportuni4es   coverage  
  32. 32. The  Best  PR  is…..  
  33. 33. The  Best  PR  is…..  
  34. 34. Resources  Presenta&on  link:    h[p://bit.ly/marsmarke4ng    Social  media  cheat  sheet:  h[p://www.flowtown.com/blog/the-­‐small-­‐business-­‐social-­‐media-­‐cheat-­‐sheet  15  Essen&al  tools  for  lean  startups:  h[p://welovelean.posterous.com/15-­‐essen4al-­‐tools-­‐every-­‐lean-­‐startup-­‐cant-­‐li  ConnectedHQ  –  free  CRM  h[p://connectedhq.com/  A  Smart  Bear  (Good  startup  blog)  h[p://blog.asmartbear.com/  25  Non-­‐Financial  Benefits  of  Business  Blogging:    h[p://www.businessesgrow.com/2012/02/07/25-­‐non-­‐financial-­‐benefits-­‐of-­‐business-­‐blogging/  Content  Grid  infographic:  h[p://www.b2bbloggers.com/blog/the-­‐ul4mate-­‐content-­‐marke4ng-­‐infographic/    

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