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A presentation i gave at BootupCamp this morning
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Building Buzz for your Startup
BootupCamp, July 2009
Todays Agenda
1. Types of Marketing2. The Sales funnel3. The Buyers Journey4. Sales Prioritisation5. Creating a Marketing Strategy6. Leveraging Free Marketing Opportunities to
Build a Buzz
About Me
BuzzNumbers
Shifted Pixels
iTrainer.com.au
Blogger
Video Podcaster
Marketing Background
Types of Marketing
Brand Marketing
Acquisition Marketing
The Sales Funnel
The Buyers Journey
The Buyers Journey Do you need different marketing messages for each
stage of the Buyers Journey? Are individuals in the same company or market at
different stages of the same journey? Which stage of the buyers journey are each potential
customer at? Individuals start the buyers journey at different times
and travel at different speeds You can't skip stages in the Buyers Journey
Sales Prioritisation Segment your multiple customer markets
Evaluate◦ Stage of buyers journey◦ Time to purchase◦ Value of purchase◦ Likelihood of purchase◦ Size of market
Improves Focus and Revenue Growth
Why Marketing Strategy?
Leveraging Free Marketing Opportunities
Keyword Research How do your customers find you?
“Budget Accommodation” vs. “Cheap Hotels”
Our Market:
Keyphrase Searches
Sydney Digital Marketing 14
Sydney Web Marketing 399
Sydney Online Marketing 556
Sydney Internet Marketing 4900
Blog Marketing Create lots of easy to read, easy to consume, easy to
share content and make it pretty with images.
Write Link bait titles◦ “Top 10 reasons your losing to your competitors”◦ “5 Ways to improve your life in just 24 hours”
Ensure your Blog Title and Content is Keyword Heavy
Distribute your Blog to Directories (more than 250)
http://www.masternewmedia.org/rss/top55/
Leverage your Social Network Share your value added content (blog) to your Social
Networks◦ Facebook◦ Twitter◦ LinkedIn◦ Digg◦ Reddit◦ HackerNews
Target the Message to the Medium Don’t Spam, be interesting. Case Study: uTag FailSnail on Reddit
Engage your Social Network Search based on Target Audiences◦ Primary Audience◦ Secondary Audiences
Engage Groups
Add Value and interestingness
Ask Questions and ask for feedback
Press Release Use Statistics and Research
Make your messages relevant to current events
Remember journalists are (mostly) lazy and mainstream news is mostly un-fact checked
PR is Brand Marketing not Acquisition
Case Study: BuzzNumbers Claire the Bogan
Community Engagement Search and Engage in communities◦ Forums – Post questions◦ Blogs – Leave Comments◦ Twitter – Search keywords and engage, ask for ReTweets
Be Relevant and Interesting
Use Primary and Secondary Target Audiences
Email Marketing (EDM) Create Website and Blog Email Signup Features
Use ZooKoda or FeedBurner Blog to Email◦ Easy HTML Snippet to Add to List
Email your Personal Contacts to first build your list
Ensure all Marketing material has EDM Signup Capabilities
Blogger Engagement Build a list of top X Bloggers who speak to your target
audiences Build a relationship. Engage with them through
comments, re-posts, tweets, community and reviews Ask to include one of your blog posts as a “Guest Blog
Writer” Ask them to review your product. Provide them with something interesting to their
customers, make them look good
Business Development Partnering is a path to significant growth
Case Study: Microsoft
Which companies could take your product to their customers in a mutually beneficial way?
Cold Call, don’t be scared and don’t be shy to ask.
Leverage LinkedIn Shared relationships where possible
Sales Call your top 100 Customers, divide and conquer.
Call the switchboard and ask to speak with person responsible for your market
Ask for 2 minutes of their time, introduce your company and ask if you can email them more information. Add them to your EDM.
High success rate (low rejection) & build your pipeline
Surveys Survey different aspects of your market
Use this information for Blog Posts, Community Engagement and PR
Builds a relationship
Gets your market thinking about the need for your product or service
Set your execution schedule Understand your resources and team capabilities
Marketing and sales is everyone responsibility in a startup
Set a schedule for execution of each of your marketing tactics
Get Pumped!There are people out there who want your product,
Go get them!
