Pirate Marketing for Startups! For Pirate Summit 2014 in Cologne. How to do marketing for your startup! The common mistakes, how to test channels, focus on distribution, do proper content marketing and be controversy with unconventional marketing. By Peter van Sabben - http://twitter.com/sabben

1. STARTUP MARKETING! What (Tech) Startups
can learn from Pirates! by Peter van Sabben

2. Who is this Captain Hook? @sabben

3. 3 years Red Bull HQ in Fuschl am See, Austria

4. Red Bull BPM, gateway to DJing on iPhone/iPad

5. Red Bull BPM, gateway to DJing on iPhone/iPad

6. First Neuromarketing Research
Attention = Novelty + Controversy + Clear Message

7. Own Startup = FAILED + Lost €€€ + Experience

8. Now: Head of Marketing for Startupbootcamp

9. Now: Head of Marketing for Startupbootcamp

10. Voted: Best Startup Accelerator 2014!

11. Let’s talk Marketing?!

12. "It's much easier to spend a lot of time
making your microphone louder
than it is working on making your
message more compelling"
–
Seth Godin
My Mentor in Marketing

13. Build something people want or need
Alrrrright Let’s Go!!!
&
You create joy or you remove pain

14. Main Reasons Startups FAIL with Marketing!

15. “Almost every failed startup has a product.
What failed startups don’t have
are enough customers.”
-
Gabriel Weinberg, Traction Book
The #1: Not Enough Customers
Too much product, no distribution strategy

16. The #2: Crappy Content!
Most is self-serving, not useful and pointless!

17. The #3: Don’t get enough attention
Crowded + doing what everybody else does

18. What can we learn from Pirates?
Pirate Marketing! ;-)

19. Testing Channels -> Getting Customers

20. Content Marketing

21. Unconventional Marketing

22. 1. Viral marketing
2. Public Relations (PR)
3. Unconventional marketing
4. Search Engine Marketing
5. Content Marketing
6. Email Marketing
7. Engineering as Marketing
8. Targeting Blogs
9. Business Development
10. Sales
11. Affiliate Programs
12. Existing Platforms
13. Trade Shows
14. Offline Events
15. Speaking Engagement
16. Community Building
17. Social & Display Ads
18. Offline Ads
19. Search Engine Optimization
1: The 19 Channels
Parallel Focus: 50% Product & 50% Traction

23. 1: Test Channels: Bullseye Framework

24. 2: Content Marketing

25. “Content is the keystone to inbound
marketing. Without content, there is no
SEO, no Social Media, no community
and no revenue.”
-
Rand Fishkin, Founder of Moz
2: Ideal: It’s fast, cheap, free to distribute,
measurable, build community and repeatable.

26. Inform Amuse
Educate Inspire
2: Content Topics: Write about problems /
challenges your target customers have.

27. 2: Content Calendar: Create list of topic ideas,
post frequently, create repeatable concepts.

28. 2: Weekend Reading: 5 News items, 5 Blog post,
5 New Product launches. Every Friday.

29. 2: Headline Strategy: Number + Reader
Addressing + How to’s

30. Use BuzzSumo to find content and topics.
Use Bitly to track links.
Use IFTTT to automate.
Use Canva to design fancy pictures, photos, graphic, etc.
Use Tweetbinder & Followerwonk to analyse tweets and followers.
Use crowd speaking platform Tunderclap to get heard.
Use Socialcam to produce video content.
Use Trello to create Content Calendar.
2: Content Tools:

31. CAN YOU
HANDLE THE
BIG GUN??!
3: Unconventional Marketing

32. “Unconventional Marketing is leaving
them no choice but to look at you”
-
Old colleague at Red Bull
3: Grabbing Attention:
(Uniqueness + Controversy + Simple Message)

33. “Publicity stunts can propel a startup
from anonymity to national recognition
in an instant.”
3: Publicity Stunt
-
Traction Book

34. 3: Publicity Stunt: WePay 600 pound block ice in
front of PayPal Conference.

35. 3: Publicity Stunt: Take a position, don’t just
have a positioning! -> Pick a Fight!

36. 3: Publicity Stunt:
Tip: Signkick, book 1 billboard for < £300

37. 3: Publicity Stunt: Sponsorship Parasite
Tipl’s fake parking tickets at YC Demo Day.

38. 3: Customer Appreciation: Hipmunk & Zappos
Be awesome to your customers

39. 3: Window of Opportunities: Ads on Instagram
Which appear unexpectedly & temporarily

40. ● http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
● http://cdn.chiefmartec.com/wp-content/uploads/2014/01/marketing_technology_jan2014.png
● https://farm3.staticflickr.com/2843/9087761103_4d41e58245_o.png
● http://sethgodin.typepad.com/seths_blog/2012/07/the-circles-of-marketing.html
● http://sethgodin.typepad.com/files/circles-of-mktg.pdf
● http://www.slideshare.net/ashmaurya/10-steps-to-productmarket-fit?qid=17739ce4-
ddba-4985-9171-19e79e83fcbf&v=qf1&b=&from_search=1
● http://www.theexpertgeneralist.com/2014/01/23/inverting-the-marketing-funnel-for-startups/
● http://discuss.tractionbook.com/t/bullseye-resources-chapter-2/10/2
● http://blog.bufferapp.com/headline-strategies-psychology
● http://blog.twoodo.com/14/huge-epic-list-of-growth-hacking-tools-for-non-coders/
● http://whattowrite.org/
● http://www.slideshare.net/500startups/06-hiten-shah-kiss-final?ref=http://growthhackers.com/
slides/making-business-go-boom/
● http://www.slideshare.net/helpscout/customer-service-stories?ref=http://blog.bufferapp.com/
great-customer-service-legendary
● http://www.slideshare.net/Startupbootcamp/sbc-content-marketing
Links & Further Reading: Enjoy!

41. “You can't beat ambivalence.
It's attention, it’s controversy, it’s
discussion that keeps a product alive."
-
#selfquote
Conclusion & QA: Peter van Sabben
peter@startupbootcamp.org & @sabben