4. EMAIL MARKETING
Building
a
list
Never
buy
a
list
Ask
permission
first
(pref.
double
opt-‐in)
Build
list
early
(even
before
the
launch)
Give
away
freebies
(ebooks,
whitepapers,
free
tools)
Technology Don’t
use
same
email
or
IP
for
both
transacEonal
and
markeEng
emails
Amazon
SES
is
very
reliable
and
cheap.
100%
deliverability
Unsubscribes
list
should
be
maintained
very
carefully,
especially
when
switching
providers
5. EMAIL MARKETING (cont.)
Email
Design Not
tested
properly
Use
standard
templates
(Mailchimp
offers
tons
of
free
templates)
Deliverability Don’t
use
same
email
or
IP
for
both
transacEonal
and
markeEng
emails
Properly
set
SPF/Sender
ID
/
Domain
Keys
for
all
domains
sending
emails
A/B
test
for
clicks,
open-‐thru,
unsubscribes
etc
Use
proper
headers
in
email
Properly
handle
bounce
6. EMAIL MARKETING (cont.)
Frequency Too
many
emails
Mix
Good
free
content
with
your
product
launches/announcements.
Create
a
email
markeEng
plan.
Follow
it
religiously
Subject
Lines
Write
your
subject
lines
like
adverEsement
Focus
on
acEonable
subject
lines
Frame
your
subject
line
as
a
quesEon,
and
target
the
quesEon
at
the
types
of
problems
your
customers/leads
need
answers
to.
7. EMAIL MARKETING (cont.)
Different
types
of
email
you
need
-‐
Product
Launches
/
announcements
-‐
NewsleZer
-‐
AcEvaEon
-‐
Onboarding
-‐
CancellaEon
-‐
RetenEon
-‐
EducaEon
(Based
on
level
customer
is
on)
-‐
Billing
9. Keyword Research
Are
you
building
a
product
people
are
looking
for?
Are
you
creaCng
a
new
market?
10. Short Tail vs Long Tail
Long
tail
keywords
o]en
convert
beZer,
because
they
catch
people
later
in
the
buying/conversion
cycle
-‐
brainstorm
-‐
log
files
-‐
look
at
compeEtors
long
tail
(semrush)
-‐
understand
the
keyword
intent
13. Social Media
Make
your
site
Social
Make
your
CRM
Social
-‐
Social
Login
-‐
Single
SignOn
-‐
Encourage
users
to
sign
up,
share,
engage
-‐
Connect
with
your
customers
on
their
social
networks
-‐
Engage
with
them
-‐
Group
them
in
stage
of
sales
cycle
-‐
Use
TwiZer
Private
Lists
-‐
Quora
and
TwiZer
work
best
for
Tech
companies
Make
your
Product
Social
-‐
Default
avatar
vs
Social
network
Image
-‐
Ease
of
signup
15. Content Marketing
-‐
use
content
markeEng
to
educate
your
community
well
before
you
have
a
polished
product.
-‐
2-‐3
great
arEcles
per
week
-‐
Focus
on
educaEng
your
target
customers
rather
than
selling
-‐
Blogs
/
Webinars
/
eBooks
-‐
Invite
influenEal
people
to
blog
on
your
site
(you
need
to
build
a
good
audience
first)
-‐
Email
NewsleZer
is
a
part
of
content
markeEng
16. Curation vs Original Content
-‐
Don’t
overdo
curaEon.
Social
channels
are
best
for
distribuEng
good
arEcles
-‐
Re-‐wriEng
popular
content
is
not
a
a
long
term
strategy
-‐
Every
content
page
you
create
add
to
your
sales
funnel
-‐
Talk
about
your
market.
Challenges
faced
by
your
customers.
Best
pracEces
in
your
market
-‐
Create
Evergreen
content
-‐
Leverage
Just-‐in-‐Time
content
-‐
Co-‐Create
Content
with
your
peers,
partners
and
customers
(read
case
studies)
17. Create an Editorial Calendar
Make your content
strategy robust through
Editorial Calendars
source:
www.Betaout.com
-‐
keep
track
of
content
distribuEon
-‐
idenEfy
themes
for
each
month
19. Outreach
-‐
Complete
your
social
persona.
-‐
Your
accounts
on
top
social
networks
like
TwiZer,
Linkedin,
Google+
and
Facebook
should
be
up-‐to-‐date
-‐
Generate
some
great
content
about
your
industry
first
-‐
On
your
personal
blog,
company
blog
or
quora
etc.
-‐
IdenEfy
sites
you
like
to
contribute
to
-‐
Start
by
your
linkedin
connecEons,
twiZer
followers
etc.
Pitch
them
your
idea
-‐
Give
them
some
link
love
or
social
love
first.
Share
some
of
the
content
they
have
wriZen.
Leave
intelligent
comments
etc.
-‐
Pitch
them
ideas
-‐
Write
them
an
personalized
email
with
some
topics
you
want
to
write
on,
your
relevant
experience
etc.
-‐
Offer
to
update
a
post
they
have
previously
wriZen
-‐
Offer
to
post
content
in
category
they
have
limited
content
21. Partnerships
-‐
Shortlist
other
startups
and
companies
you
can
have
strategic
partnerships
-‐
Discuss
markeEng
and
visibility
for
your
startups
-‐
email
newsleZers
-‐
showcase
on
partner’s
page
-‐
joint
webinars
-‐
There
could
be
different
type
of
partnerships
-‐
cocreaEng
new
products
-‐
co-‐operaEon
in
R&D
-‐
integraEon
of
services
-‐
Build
API
of
your
product
early
-‐
Integrate
with
industry
leaders
like
Google
Drive,
Dropbox
if
it
makes
sense
-‐
New
Customers
conversion
is
high
if
they
find
integraEon
of
their
favorite
products
22. Shameless Plug
Looking
for
Beta-‐testers
for
a
upcoming
product
-‐
social
infrastructure
for
your
website,
product
or
app
-‐
ready
made,
turnkey
social
and
gamificaEon
apps
-‐
API
integraEon,
PHP
SDK
ready
