Marketing for Startups

9 — Marketing

From Code to Product gidgreen.com/course

Definition

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

— American Marketing Association

From Code to Product Lecture 9 — Marketing — Slide 2 gidgreen.com/course

Lecture 9

•  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting

From Code to Product Lecture 9 — Marketing — Slide 3 gidgreen.com/course

Traditional marketing

•  Trade shows •  Hosted events •  Email blasts •  Cold calling •  Advertising •  Public relations

From Code to Product Lecture 9 — Marketing — Slide 4 gidgreen.com/course

Trade shows

From Code to Product Lecture 9 — Marketing — Slide 5 gidgreen.com/course

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✘ Cost ✘ Time ✘ Not for niches ✘ Far from purchase

Email blasts

From Code to Product Lecture 9 — Marketing — Slide 6 gidgreen.com/course

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Advertising

From Code to Product Lecture 9 — Marketing — Slide 7 gidgreen.com/course

Advertising

From Code to Product Lecture 9 — Marketing — Slide 8 gidgreen.com/course

email list manager

sudoku

Public relations

From Code to Product Lecture 9 — Marketing — Slide 9 gidgreen.com/course

The purchase process

From Code to Product Lecture 9 — Marketing — Slide 10 gidgreen.com/course

The purchase process

From Code to Product Lecture 9 — Marketing — Slide 11 gidgreen.com/course

The purchase process

From Code to Product Lecture 9 — Marketing — Slide 12 gidgreen.com/course

Lecture 9

•  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting

From Code to Product Lecture 9 — Marketing — Slide 13 gidgreen.com/course

Inbound marketing

“Any marketing tactic that relies on earning people’s interest instead of buying it.” — Wikipedia

“Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet.”

— Rick Burnes, Hubspot Blog

From Code to Product Lecture 9 — Marketing — Slide 14 gidgreen.com/course

Search engine visibility

From Code to Product Lecture 9 — Marketing — Slide 15 gidgreen.com/course

Universal search

From Code to Product Lecture 9 — Marketing — Slide 16 gidgreen.com/course

Blog on your subject

From Code to Product Lecture 9 — Marketing — Slide 17 gidgreen.com/course

Comments on other blogs

From Code to Product Lecture 9 — Marketing — Slide 18 gidgreen.com/course

(E-)books

From Code to Product Lecture 9 — Marketing — Slide 19 gidgreen.com/course

Infographics

From Code to Product Lecture 9 — Marketing — Slide 20 gidgreen.com/course

Facebook pages

From Code to Product Lecture 9 — Marketing — Slide 21 gidgreen.com/course

Twitter tweets

From Code to Product Lecture 9 — Marketing — Slide 22 gidgreen.com/course

•  Status updates •  Links to blog •  Support (public) •  But think about it…

Widgets

From Code to Product Lecture 9 — Marketing — Slide 23 gidgreen.com/course

Banners

From Code to Product Lecture 9 — Marketing — Slide 24 gidgreen.com/course

Opt-in email newsletters

From Code to Product Lecture 9 — Marketing — Slide 25 gidgreen.com/course

Forum hosting

From Code to Product Lecture 9 — Marketing — Slide 26 gidgreen.com/course

Forum posts with link

•  xx

From Code to Product Lecture 9 — Marketing — Slide 27 gidgreen.com/course

Presentations

From Code to Product Lecture 9 — Marketing — Slide 28 gidgreen.com/course

Videos

From Code to Product Lecture 9 — Marketing — Slide 29 gidgreen.com/course

And crazy stuff…

From Code to Product Lecture 9 — Marketing — Slide 30 gidgreen.com/course

Lecture 9

•  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting

From Code to Product Lecture 9 — Marketing — Slide 31 gidgreen.com/course

Viral marketing

“A method of product promotion that relies on getting customers to market an idea, product, or service on their own by telling their friends about it, usually by e-mail.”

— Oxford English Dictionary

From Code to Product Lecture 9 — Marketing — Slide 32 gidgreen.com/course

Measuring virality

Viral coefficient = [number of people who registered this month as a direct result of

the activity of people who registered last month]

÷ [number of people who registered

last month]

From Code to Product Lecture 9 — Marketing — Slide 33 gidgreen.com/course

Small changes, big effects R

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From Code to Product Lecture 9 — Marketing — Slide 34 gidgreen.com/course

Redefining viral marketing

“Any method of product promotion which has a viral coefficient > 1.0 •  For a user action of genuine value •  Measured for a time period which is short

enough for the company to survive •  Sustainable for long enough for the

company to reach much of its market.” — Me

From Code to Product Lecture 9 — Marketing — Slide 35 gidgreen.com/course

Pure virality

From Code to Product Lecture 9 — Marketing — Slide 36 gidgreen.com/course

Invitations

From Code to Product Lecture 9 — Marketing — Slide 37 gidgreen.com/course

Self promotion by email

From Code to Product Lecture 9 — Marketing — Slide 38 gidgreen.com/course

Self promotion by web

From Code to Product Lecture 9 — Marketing — Slide 39 gidgreen.com/course

Self promotion by web

From Code to Product Lecture 9 — Marketing — Slide 40 gidgreen.com/course

Self promotion by printout

From Code to Product Lecture 9 — Marketing — Slide 41 gidgreen.com/course

Self promotion by transaction

From Code to Product Lecture 9 — Marketing — Slide 42 gidgreen.com/course

User sharing

From Code to Product Lecture 9 — Marketing — Slide 43 gidgreen.com/course

And of course videos…

From Code to Product Lecture 9 — Marketing — Slide 44 gidgreen.com/course

How it looks

From Code to Product Lecture 9 — Marketing — Slide 45 gidgreen.com/course

The opposite of viral

•  Requires many users to work – But no motivation for early sharing

•  Think smaller – Start within niche – Fake early users – Spread from there

•  Or: value for first user – del.icio.us

From Code to Product Lecture 9 — Marketing — Slide 46 gidgreen.com/course

Lecture 9

•  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting

From Code to Product Lecture 9 — Marketing — Slide 47 gidgreen.com/course

Your home page must…

•  Appear quickly •  Explain what you do – Make it big!

•  Provide a call to action – Make it prominent!

•  Highlight key benefit(s) •  Provide navigation

From Code to Product Lecture 9 — Marketing — Slide 48 gidgreen.com/course

You have 5 seconds!

Good home pages

From Code to Product Lecture 9 — Marketing — Slide 49 gidgreen.com/course

Good home pages

From Code to Product Lecture 9 — Marketing — Slide 50 gidgreen.com/course

Good home pages

From Code to Product Lecture 9 — Marketing — Slide 51 gidgreen.com/course

(Real) credibility

From Code to Product Lecture 9 — Marketing — Slide 52 gidgreen.com/course

Direct to action

From Code to Product Lecture 9 — Marketing — Slide 53 gidgreen.com/course

Direct to action

From Code to Product Lecture 9 — Marketing — Slide 54 gidgreen.com/course

Landing pages

From Code to Product Lecture 9 — Marketing — Slide 55 gidgreen.com/course

•  Organic search results •  Paid search ads •  Links from affiliates

About (not about you!)

From Code to Product Lecture 9 — Marketing — Slide 56 gidgreen.com/course

Features and benefits

From Code to Product Lecture 9 — Marketing — Slide 57 gidgreen.com/course

Feature Benefit

Terms and Privacy

From Code to Product Lecture 9 — Marketing — Slide 58 gidgreen.com/course

Contact details

From Code to Product Lecture 9 — Marketing — Slide 59 gidgreen.com/course

Contact form

From Code to Product Lecture 9 — Marketing — Slide 60 gidgreen.com/course

FAQ / Forums / Q&A

From Code to Product Lecture 9 — Marketing — Slide 61 gidgreen.com/course

Avoid…

From Code to Product Lecture 9 — Marketing — Slide 62 gidgreen.com/course

Lecture 9

•  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting

From Code to Product Lecture 9 — Marketing — Slide 63 gidgreen.com/course

A few short words

From Code to Product Lecture 9 — Marketing — Slide 64 gidgreen.com/course

Space and facts

From Code to Product Lecture 9 — Marketing — Slide 65 gidgreen.com/course

Free free free

From Code to Product Lecture 9 — Marketing — Slide 66 gidgreen.com/course

easy simple instant quick fast save new guaranteed safe secure

Subtitles

From Code to Product Lecture 9 — Marketing — Slide 67 gidgreen.com/course

Emphasis

From Code to Product Lecture 9 — Marketing — Slide 68 gidgreen.com/course

Bad copy

From Code to Product Lecture 9 — Marketing — Slide 69 gidgreen.com/course

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