Digital marketing for startups - a presentation at Boost Turku Entrepreneurship Society, 7.7.2014.

1. Digital
marketing
Startup perspective
Joni Salminen
keltainen@gmail.com 7.7.2014

2. Contents
1. SEO
2. AdWords
3. Facebook
4. Content marketing
a. Definition
b. The good and bad
c. How to use it in a startup?
d. How to start?
e. Metrics
f. Tools & where to learn more?
2

3. SEO
(search
engine
optimization)
Definition: Creating content, links, and social
signals to rank better in search engines
(Google) for selected terms which are deemed
important for the business.
Example: ElämysLahjat.fi
3

4. The
Good
and
Bad
Good Bad
Pretty much every website
needs to know this
Results take time to show
Free traffic from Google It’s not ”free”; it takes time,
3-6 months
Results can last long Vulnerability to Google’s
algorithm changes
Doesn’t work when people are
not looking for products in
your category
4

5. How
to
use
it
in
a
startup?
Rank better for relevant terms, when people
are looking for a solution in your product
category.
5

6. How
to
start?
1. Do keyword research
2. Map who rank the best, think of ways to
cooperate for links
3. Make sure all content is original and fresh
4. Hire a good SEO guy (but be beware of
blackhat!).
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7. Metrics
O Growth of organic traffic
O Links (PageRank profile)
O Indexed content pages
O Duration of visits, bounce
O Page load time.
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8. Tools
O Tools:
O AWR Cloud
O Google Webmaster Tools
O Screaming Frog SEO Spider
O Google PageSpeed Insights
O Google Analytics.
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9. AdWords
Definition: Paid text ads in Google.
Example: Lelut.fi, Netrauta.fi
9

10. The
Good
and
Bad
Bad Good
As soon as you stop paying,
you stop showing
The results are instant
Competitors tend to push up
prices every year (bid wars)
Only pay for clicks
Interest at a given point is
naturally limited; restricts
scaling
Total control over keywords:
which ones & how much
When people are not
searching for your category…
Quality can counter money
(Quality Score)
It’s always on
10

11. How
to
use
it
in
a
startup?
Rank better for relevant terms, when people
are looking for a solution in your product
category.
11

12. How
to
start?
1. Learn the basics of A/B-testing
2. Get some money to test paid ads
3. Learn short copy
4. Read Google’s help for AdWords Certificate
(and get the certificate ;)
5. Get a good designer for GDN (display &
retargeting).
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13. Metrics
O CPC = cost per click
O CTR = click-through rate
O CVR = conversion rate
O CPA = cost per action (usually sales)
O QS = quality score.
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14. Tools
O Tools:
O AdWords Editor
O Übersuggest
O Keyword Planner
O Google Analytics.
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15. Facebook
Marketing
Definition: Using Facebook to reach potential
customers via organic and paid means.
Example: BodyBuilding.com
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16. The
Good
and
Bad
Good Bad
Pay only for clicks/
impressions
Social mode is not as strong
for conversion as search
mode
Superior demographic
targeting
Fake clicks, bots, and
Banglaheshi
True Superplatform; reach
1Bn people in 100 countries!
Constant reduction of organic
reach makes you want to look
for other social platforms
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17. How
to
use
it
in
a
startup?
O Testing value propositions
O Interaction (surveys, qualitative research)
O Building international following
O Sales? (30/70 rule)
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18. How
to
start?
1. Learn A/B-testing methodology
2. Get some money to run tests on paid ads
3. Focus on finding out if you can get 1) any
conversions at all, and 2) how well would it
scale if somebody gave you 1000x more
money
4. …also, learn about newsfeed optimization.
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19. Metrics
Metrics:
O Likes
O Shares
O Comments
O Frequency of posting
O Engagement ratio (!)
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20. Tools
O Tools:
O Facebook Power Editor
O Qwaya
O Smartly.io
O Rapportive (for networking)
O Buffer (for sharing).
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21. Content
Marketing
Definition: Creation of content, such as text,
videos, pictures, infographs and slideshows in
order to communicate expertise in a given field
or industry, and to generate business leads.
Example: Mint.com
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22. The
Good
and
Bad
Good Bad
If results comes, they can last
a long long time (opinion
leader)
Expensive, because it takes
so much time (remember,
your time is not free!)
It’s easy to start if you know
about the topic
Showing direct ROI is difficult
Potential for crowdsourcing
(Freelancer.com, Fiverr.com)
Getting results takes time; 1-2
years
Requires true passion,
knowledge, and consistency
(if you dropped college
because writing thesis was
too hard, forget about this) 22

23. How
to
use
it
in
a
startup?
O Become a thought-leader in your field
O Make buzz in social media (remember,
effects carry over to SEO)
O Generate leads by giving people something in
exchange for email addresses (and then
follow-up with a proper lifetime marketing
approach).
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24. How
to
start?
1. Think if you want to start; content marketing is
parallel to turning into a publishing house; it works
for ~1% of startups
2. If you do want, subscribe to Colibri.io, start tracking
relevant industry terms and be ready to comment in
relevant discussions e.g. in Quora and Twitter
3. Join every possible LinkedIn and Facebook group in
your field
4. Create a content calendar and stick to it
5. Every time you create content, post it to the
aforementioned LinkedIn and Facebook groups
6. Also curate other industry players’ content and
share it in your social media profiles
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25. Metrics
O Number of generated leads (#)
O Value of those leads (€)
O Content-specific metrics (shares, likes,
inbound links…).
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26. Tools
O Tools:
O Fiverr.com (for content production)
O Colibri.io
O gDocs (for content calendar)
O Google Analytics.
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27. Startup
Metrics
O CAC = customer acquisition cost
O CLV = customer lifetime value
O (Revenue per month x Avg. Lifetime)
O AARRR (Dave McClure)
O Acquisition
O Activation
O Revenue
O Referral
O Retention.
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28. Innovative
approaches…
O Crowdfunding
O Kickstarter
O IndieGoGo
O Growth hacking
O (search in Quora)
O App Store Optimization (ASO)
O (Google this)
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29. Where
to
learn
more?
O AdWords
O PPC Hero
O Search Engine Land
O Facebook
O Jon Loomer
O Fiercer Media (Marko Pyhäjärvi)
O SEO
O MOZ blog
O Matt Cutts
O Content marketing
O Buffer Blog
O Content Marketing Institute
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30. Thanks!
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