This document provides tips and strategies for startups to effectively conduct marketing with limited budgets. It discusses defining clear marketing objectives tied to business goals and metrics. Key recommendations include creating engaging content, using hashtags and social media to build awareness, attending events to network, and targeting influential individuals. Measuring growth rates and a few important metrics is advised over complex analytics. Overall, the document emphasizes iterating quickly and finding product-market fit through experimentation and hustle.
5. Marketing
mar·ket·ing [mahr-ki-ting]
Noun
Marketing is the process of communicating the
value of a product or service to customers, for
the purpose of selling the product or service. It
is a critical business function for attracting
customers.
7. Kevin Costner is a lousy entrepreneur.
Startups measure in silos.
Agencies analyze relationships cross
platform and cross channel.
8. Kevin Costner is a lousy entrepreneur.
Startups have one or two people working
on marketing.
Agencies manage experts executing
coordinated marketing initiatives on a
international scale – and establish
consensus among the many global clients
who must weigh in
9. Kevin Costner is a lousy entrepreneur.
Startups will need to focus on optimizing
one or two things against a small number
of metrics.
Agencies optimize entire portfolios.
10. Kevin Costner is a lousy entrepreneur.
Startups will be identifying swings in online
conversion metrics.
Agencies optimize metrics across both
online and offline initiatives.
11. Kevin Costner is a lousy entrepreneur.
Startups deal with marketing budgets in the
tens to hundreds of thousands.
Agencies deal in the millions and the
problems are different, growing
exponentially as higher numbers of
products, competitors, etc., are added
12. Kevin Costner is a lousy entrepreneur.
Agencies are working toward predictive
measurement and analytics using all of
these factors.
Startups utilize reactive analytics… but
that’s OK.
14. Promotion
pro·mo·tion /prəˈmōSHən/
Noun
Activity that supports the furtherance of a cause, venture, or aim.
The publicization of a product,
organization, or venture to increase sales
or public awareness.
Synonyms
advancement - preferment - rise
65. Set a goal
• Find users / customers: Get 100 legitimate prospects in
your email list
• Prepare to raise money: Target 10 firms and their
principals/ analysts/ associates
• Connect with influencers: Get 10 relevant people
following you
• Network with peers: Connect with 10 people in your
field. Establish a relationship
68. A good metric is
Clear, comparable ratios
Tied to your business model
Actionable, not vain
Correlated or causal
Leading or Lagging
69. Comparable ratios: think about a car
• Clear: You know 60MPH is twice as fast as 30MPH
– In a country, speed limits and mileage are well
understood
– Kilometers are conveniently decimal; miles map to
hours
• Rates: Miles travelled is good; miles per hour is better;
accelerating or decelerating changes your gas pedal
• Business model: You can measure ―MPH divided by
speeding tickets‖ as a metric of ―driving fast without
losing my license‖
82. Correlated Causal
Two variables that
change in similar
ways, perhaps
because they’re
linked to something
else.
An independent
factor that directly
impacts a
dependent one.
Summer
Ice cream
consumption
DrowningCorrelated
83. Leading Lagging
Number today that
shows metric
tomorrow—makes
the news.
Historical metric that
shows how youre
doing—reports the
news.
84. If it can’t change
your behavior, then
it’s a…
bad
metric.
http://www.flickr.com/photos/circasassy/7858155676/
86. Kevin Costner is a lousy entrepreneur.
In a startup, the purpose of
analytics is to iterate to a
product/market fit before
the money runs out.
87. Hotmail
was a
database
company
Flickr
was going to
be an MMO
Twitter
was a
podcasting
company
Autodesk
made
desktop
automation
Paypal
first built for
Palmpilots
Freshbooks
was invoicing
for a web
design firm
Wikipedia
was to be
written by
experts only
Mitel
was a
lawnmower
company
Most startups don’t know what they’ll
be when they grow up.
89. Kevin Costner is a lousy entrepreneur.
• As a startup, you must measure growth
• A growth rate of 5% per week is good,
7% is very good, more than 7% is
excellent.
90. Kevin Costner is a lousy entrepreneur.
But what kind of growth should you be
measuring?
91. Kevin Costner is a lousy entrepreneur.
Startups and smaller initiatives should
consider measuring the following:
• Revenue
• Conversions
• Uniques
• Shares of content or product
• Engagement with your content or
products
94. Owned
• Research TW & FB hashtags relevant to your company
• Create and circulate content using the same hashtags
• Cross post: TW, FB, Tumblr
• Comment on relevant blogs only where you add to the
conversation
– Don’t shill
– Add links to other relevant conversations, not just your own site
• Follow everyone back, to start
95. Twitter now has analytics. Use them to perfect
your messaging.
105. • Follow everyone back, to start
– Use lists to filter noise based on your research
• Go interact with the people most like the ones you want
to reach.
– Thank them for the follow. DM/ Email/ Comment is fine
– Reach out to them, start interacting
Earned
106. • Attend in person events and carry a card with with all
your info on it. Social is not just FB. It’s ―network‖ in all
dimensions
• Research all the people who sign up for your list, to
follow you, who comment on your FB page or blog or
whatever
– Run them through LinkedIn & find out who they are
– Try Topsy, Little Bird, to see who the influential accounts are
similar to the ones that follow you.
Earned
108. Paid
• Use promoted products from Twitter & Facebook to
narrowly target campaigns that are highly, highly relevant
– Have a clear call to action
– Link back to that site
– Few hundred dollars in media spend
• Critical audience and awareness building tool
• Look for domains in GA and cultivate contacts at those
companies
• Search advertising on category keywords is easy to set
up. Focus on your differentiators
116. How to get (a lot of) press coverage for your
startup, initiative, etc.
117. Step 1. Make a list of people you want to cover
your launch
• Pick some obvious ones
• Pick some non-obvious ones
• Think of a couple of people at specific publications
• Too many is better than not enough
117
118. Step 2. Prepare your materials
• Company story, value proposition
• Founders’ backgrounds
• Target market and use cases
• Competitive differentiation
• Business model
• Meaningful words of support from credible people
• Graphic assets (logo, screenshots)
Now go rewrite all that stuff as bullet points, in half as
many words.
118
119. Step 3. Reach out to your list
• Email them
• Ask if they’d like info about your startup under embargo
until 9:00 AM PST Tuesday next week
• Tell them only thematic info until they say ―Yes, I would
like to learn more about that.‖
119
120. Step 4. Brief them
• Tell them:
– your background
– why you started the company
– tell them how you make money
– show them a demo, answer their questions
– different people like different things
Focus on a bright line to cross, typically
moving from private to public
120
121. FAQ
• Do I need to hire a PR agent?
• Should I offer exclusives?
• Are embargoes respected?
• Will anyone respond to my emails?
121
123. People respond to my emails.
• Why?
• Because I...
• * have a history of adding value to their lives
• * am likable and interesting
• * evidence thus suggests that I will deliver
interesting, likable value next time we talk.
123
124. Be someone who has added value in the past
• Little Bird can help.
• We’ll help you figure out which leaders in your
field are people that other leaders pay attention
to.
• And we’ll make it easier than ever for you to
listen to them too.
124
125. After you listen to them, you can respond.
• Respond intelligently and you’ll become a
person who has responded intelligently to them
in the past.
125
126. Technology will not get you out of work.
• You can do this with elbow grease, time and
smarts. It’s not easy. (Little Bird only makes it
easier, you still have to work at it.)
• Or you could be a needy stranger who emails
busy people out of the blue. It’s up to you.
126
130. And do not quote your mother.
• ―This is the third attempt by the company in the last two weeks to reach
out to your U.S. staff and get your attention with an exclusive.
• [XXXX] is a legendary figure in the world of Asian personal
computing..He was a pal of Steve Jobs when Jobs was first brooding
about touch tech and pad computing…He is now preparing a broader
assault on the US apps market in the Fall. You don’t seem to know him.
You don’t seem to care.
• Let’s give it one last shot, shall we?
• We are offering you an opportunity to meet them. We are offering you
an advance glimpse at what they will do in September. No one is
demanding that you love what they might tell you. But we are baffled
and bewildered at why you don’t seem to value that!‖
130
http://techcrunch.com/2013/07/18/urgent-for-alexia-and-eldon/
134. Step 1: Find good people and websites on the internet
Step 2: Read their content when they publish it
Step 3: Get your house in order
Step 4: Respond to what people post online, focus on
adding value
Ways to add value: a. be first b. be best, c. bring
resources together d. be funny
Step 5: Create your own original content for others to
follow
Wash, rinse, repeat. Hustle harder. Take risks. Meet
people and be nice. Get lucky.
136. Still have questions?
Reach out to us individually on Twitter or via
the #reachhack or #reachhacking hashtags.
Notes de l'éditeur
So what do you need to so, as a startup, to maximize your promotional impact? That’s what this first section is about. Getting ready. Your effort at promotion will be wasted if you don’t cover these basic steps first.
Israel to talk
Israel to talk
Can you tell what this company does? No one can. It’s the worst website ever.
If you are one of these people you can get away with that website. If not, listen up.
BE SUCCINCT. IF I CAN’T FIGURE IT OUT IN 10 SECONDS I’m moving on
Even Biz & Ev treat their current project sites differently. There’s a short explanation above the fold, larger images, larger text.
There’s a product name and explanation.
I can sign up for this new effort, or see how it works. There’s a clear call to action. Both of these sites pass the 10 second rule. If you don’t have a demo ready, fine. Collect an email address for when you do. More on that later.
Three step explanation. Perfect. Got it.
Here are some even more compelling examples of startups whose purpose and value is totally understandable in the first 10 seconds.
Notice the big, colored buttons with calls to action? Well done.
Not that there’s a trend in big hero photographs on homepages or anything.
I am a fan of vowels in web addressesIf I can’t spell it, remember it, if it’s confusing I’m already annoyed So think about your URL
How are we supposed to pronounce this? And what does this product do?
Note: Do not say you are the most powerful anything on the internet. Unless you are provably, demonstrably, Scoble says so most powerful. You are inviting derision.
$100K for the URL later, Mogulus is Livestream. Tell me that is not more memorable, descriptive yet expansive, sayable, spellable, findable, pronounceable- you name it. Biggest marketing expense the company ever had. Startups I have been involved in, this has been a major expense and worth every penny.
Likewise, your social media addresses matter. These should not be too hard if you nailed the URL.
This startup is about using three words to describe any set of geo coordinates.
Ditto on Twitter. Look at their updates- they’re newbies!
Ditto on Facebook.
So now you look good. Are you ready to promote? No. Two more points.
Fancy may just have got a big round, but I would not recommend this form. I would get an email. Twitter and Facebook are cool, but not addressable.
Boom. This is the join/ get updates/ get started/ get info form right here.
If someone wants to contact you, let them give you an email address
Even these guys had an email signup on their page. Put the addresses in a google doc or gmail or salesforce starter edition or write them on notecards or whatever, but get them!
And let them email you!
Thank you Branch. I can email you.
Thank you Fiksu. I can chat, email, call- which is what Coke, Zynga, & more probably want to do.
OpenDNS. So professional. Complete data, totally transparent.
And let them email you!
Get your customer relationship management (CRM) in place early.
Which leads me to the next point: Design matters. It really does. I swear we will get to promoting your startup via social media, but before you invest that effort, you absolutely need to be worthy of promotion.
How much do you think this site makes per year? Surprise surprise: Over a million dollars. How much do you think revenue is increasing YOY?Not a surprise: It’s not really increasing much. This page is optimized for Google search word “foam mattress” It hit its high point in revenue about when you think it did- some years ago It doesn’t inspire the modern bed buyer It’s a commodity business Capture data to follow up with users Have a privacy policy / TOS Include your social media handles
This site inspires the modern bed buyer And their margins on online bed purchases are likewise very different So are you a commodity business?
Look at the role design has played in recent startup success storiesAll these pictures were already on the internet Laying them out in a visually consistent way- applying design- created a whole new audience for the content
Another design success
More hero photographs
I love the design of this startup site Moral of the story: Highlight design. Find a student graphic designer, try out one of the crowdsource design sitesWrite a brief and post it 99Designs, CrowdspringOffer shares if you don’t have money
Which leads me to the next point: Design matters. It really does. I swear we will get to promoting your startup via social media, but before you invest that effort, you absolutely need to be worthy of promotion.
Little Bird launched with this. The site is passable, but neglects to execute on many of established lessons.
The newly redesigned homepage is succinct, descriptive and easily contactable.
Which leads me to the next point: Design matters. It really does. I swear we will get to promoting your startup via social media, but before you invest that effort, you absolutely need to be worthy of promotion.
It’s best to start with an objective
It’s best to start with an objective
Pick one of these. Which one do you need to tackle first? Up to you. But pick one. Setting an arbitrary goal is a useful exercise. 10 influencers, 100. 1 investor, 100. Pick a number and see if you can actually work to achieve it.
Israel to talk
Israel to talk
BLAKE TO TALK
Blake to talk
Blake to talk
OK admit it: You are reading this chart right now and not even listening to me Cuddling & church = gentle sexSmoking & piercings = rough sexWhat a surprise. But still, compelling content
I love this blog. It has data, big data, infographics, relevanceIt has interesting contentTwitterers break up faster
And are more likely to masturbate today. This is awesome content.
Shifting gears so we can all focus again. Gnip. Great content. So shareable, so engrossing with the visualizations and interviews
Simply Measured. Always timely and topical. THEY have content that is READY TO PROMOTE!
Blake to talk
Israel to talk
Choose the right tools for the job
Which leads me to the next point: Design matters. It really does. I swear we will get to promoting your startup via social media, but before you invest that effort, you absolutely need to be worthy of promotion.