Mobile & Web MarketingFor Entrepreneurs

B2C & B2B

SHIP SHIP SHIP

FOCUS FOCUS FOCUS

BEFORE AFTER

DOUBLED VIEWS & REVENUE

We Help Companies

CEO, Hunter & BardMarketing strategy

Marketing implementation

Full branding & design

Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)

Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more

Cover Israeli startups for TNW

Shira Abel

Agenda

Strategy

When to do marketing

Product market fit

Lean marketing

Mobile marketing

Web marketing

B2B

@shiraabel

The Wrong Way to Do Marketing

Build product

We’re launching – we should do some PR

Run alpha test with friends and family

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Our product is so awesome we don’t need to do marketing3

OR

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MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED

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What’s Your Strategy

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Define Your Objectives@shiraabel

Marketing for the Concept Phase

Build the marketing into the product. Create an incentive to share. Make sharing easy.

Test assumptions (cost, messaging, bundle mix, etc.). Ads to landing pages.

Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything.

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@shiraabel

IN THE BEGINNING THE GOAL SHOULD BE PRODUCT / MARKET FIT40% IS GOLD* *FOR MOST

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Reputation Economy

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Everyone has an action trigger - it’s up to you to find out what your customer’s is.

Performance Measurement

Is your objective SMART: specific, measurable, aggressive, realistic & time specific?

What are your strategic initiatives?Build awarenessExpand distributionBuild penetrationBuild buying rateIncrease loyalty

FunnelWhere do you want people to go?What action do you want people to take? Track the movementConversion rate / A/B TestingTest & iterate

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Alpha Phase

Start the blog with newsletter sign up

Landing pages more sign ups

A/B test messaging & optimization using unbounce.com (more sign ups)

Social outreach starts

The point here is to begin to build interest and an audience through good content before launch

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AFTER PRODUCT MARKET FIT – SEEK TO ACQUIRE MASS USERS

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Sample Tactics (not in order)• Online Ads (FB, Google & more)• PR (Media Kit recommended)• Facebook • Pinterest• YouTube• Twitter• Quora• LinkedIn• Blogging• Newsletter / Email (highest ROI of

all digital media)• Google+• Blog commenting• Games• Forums

• White papers / Case studies• Peer review• Seeding posts• Infographics• E-book• Webinars• Community• Guest blogging • Podcast• Teleseminar• Affiliate Marketing• Game elements (e.g. leader

board, 80% signed up, awards for actions)

• SEO / SEM

@shiraabel

WEB / BIG TABLETMARKETING

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Sample Marketing Strategies for Web

Become known as a product leader in a chosen niche (think Martha Stewart – home, or Buffer – social media management)

Increase average purchase rate (in-store recommendations are great for this)

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Create evangelists who will bring in a wider client base

Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost – think Kissmetrics blog)

Launch Phase

Ask the media people and influencers who now know you if they would be willing to check out your product & give feedback

PR on a slow news day (avoid days where Apple announces anything, election days, CES, DLD, etc…)

Send an announcement to the list you’ve been growing through the blog, ads, and social

Attempt an act of virility (I say attempt, because nothing is guaranteed)

@shiraabel

The Holy Trinity of Marketing Online

GOOD PRODUCT

Earned Media / PR

RelationshipMarketing

SEO / Ads /Affiliate

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Earned Media & PR

Brings big numbers all at one

Gives a spike of traffic

May not be aimed at the target market (i.e. much of the time TechCrunch isn’t the target market, but it’s what VCs read & gives social proof)

Has a strong trust rate

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Affiliate, SEO & Media Buy (Ads)

Immediate

Targeted

Costs (which is fine if you charge, could be a dilemma if you’re free)

Doesn’t build a relationship

Has the lowest trust rate

Affiliate needs to be well vetted in order to not destroy the brand

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Relationship Marketing

Takes time

Builds the brand

Costs (yes, time is money)

Builds a relationship

Increases referral rate

Doesn’t work as well for mobile apps – better for B2B, platforms and browser plays

Content can be SEO’d

@shiraabel

Viral If You Can

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Know Your Market

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ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO STAY? FURTHERMORE, HOW DO YOU GET THEM TO COME BACK? AND SHARE?

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Questions for the Retention Phase

Where is the funnel going through the site?

What action triggers can induce them to come back?

Where are you losing the customer?

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Give Good Content

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Give an Incentive

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Watch the FunnelAcquisition – Learns About Product

Conversion – Signs Up

Retention – Uses Product

WOM (Sharing)

Buys

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MOBILE MARKETING

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The Holy Trinity of Mobile Marketing

GREAT PRODUCT

Earned Media / PR / Reviews

Social Integration

SEO / Ads / Localization

@shiraabel

Sample Marketing Strategies for Apps

Create several free apps that have in-app advertisements directing to your paid app

Have your free app represent a much larger service (store, blog, service, company this is where the monetization is)

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Have in-app rev-share advertising and go for large numbers (Inneractive, Admob, etc.)

Have a free Lite and a Premium Paid version (Lite having advertising – Premium having none)

Build an App Family

Send advertising to main appDo Lite version of appDo complimentary apps – NOT same app with different names

Main App

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Localization

BrandingApps are all about branding. The app store is like the supermarket shelf.

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Ugly Icon*

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*What NOT to do

Pretty Icon

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Best Pics of the App

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Text is Below = No One Reads It, SEO Only

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Social Proof = Ratings & Reviews

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HOW DO YOU TURN YOUR APP INTO A HABIT?

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Design

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Warm Fuzzy Feeling=Community

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Make Sharing Part of the Experience

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Gamification*

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* Use with caution – the obvious ways are already passé

Notifications

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Email Marketing

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B2B

Sample Marketing Strategies for B2B

Become known as a industry leader in a chosen niche (think about crossing the chasm – Outbrain does this well)

Connect with those who use your product where they live online (Objet has a FB page for that reason)

@shiraabel

Let the end-user (who may not be the client) know about your work (i.e. Intel inside)

Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)

Sample Tactics (not in order)• Online Ads (FB, Google & more)• PR (Media Kit recommended)• Facebook • Pinterest• YouTube• Twitter• Quora• LinkedIn• Blogging• Seeding posts• Google+• Blog commenting• Games• Infographics

• White papers / Case studies• Peer review• Newsletter / Email (highest ROI of

all digital media)• Forums• E-book• Webinars• Community• Guest blogging • Podcast• Teleseminar• Affiliate Marketing• Game elements (e.g. leader board,

80% signed up)• SEO / SEM

@shiraabel

Communicating to an International Market

Americans spell correctly. However, the British disagree. There are more Americans than British (localize your English – even when it’s for Australians)

Spelling and grammar count – mistakes lower trust levels in all languages and cultures

Find someone from the culture you’re aiming to sell to, who knows marketing – to do your marketing. OR – go there & live for a bit. Understanding culture is critical.

@shiraabel

International Partnerships

Europe & Israel are local – use it to your advantage

Find companies in complimentary industries to do joint partnerships with – e.g. A high end organic bed company does a joint promotion with a high end organic bedding (sheets) company – email lists are combined & both companies & customers benefit

Face to face is ideal, but Skype works wonders when F2F is not possible

@shiraabel

Thought Leadership is Critical

Blogging and guest blogging is one of the best ways to do this

Webinars / Presentations that give helpful industry related information (think Crunched and its Growth Hacker series)

White papers (sign up to our newsletter and get this white paper for free!)

@shiraabel

Marketing is a Sales Tool

Case studies show your ideal customer and how things go when everything is perfect

Connecting with individuals on social builds the relationship, e.g.

Object can showcase customers design work on its FB page

LinkedIn group about industry – lead generation

Social CRM on Twitter

Email marketing reminds companies that you exist & what you can do for them

@shiraabel

Social Media for Research

What is the title of the person in the organization that typically makes the decisions?

Rapportive

LinkedIn

Who are the media people who cover your industry?Twitter

FB

Quora

LinkedIn

Pinterest

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Rapportive

Find the email of the person you want to connect to by checking names through the Rapportive plugin.

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LinkedIn

Choose who you want to connect to:

What groups is the person in?

If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name.

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Who Are You Looking For

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Google Search

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First & Last Name Found!

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Random Stuff I Like

PR for Startups by Colette Ballou

http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012

@shiraabel

Jack Dorsey: The Power of User Narratives

http://www.youtube.com/watch?v=acMXhhdWylQ

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THE Best Review Of All Time

The Mountain Three Wolf Moon

Short Sleeve Tee

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Close Running

BIC Cristal For Her Ball Pen

@shiraabel

Hat tip:

TakeawaysMarketing starts the second you have an idea for a product / service / business

Every tactic should have a goal in mind

Social is more than just engagement – it’s listening and reacting to criticism

Listen & respond – you’ll get a better product & happier customers

Opt-in is more powerful than push

Call-to-action gets you more

Follow the trail to see where you’re losing people along the funnel

THANK YOU

@shiraabel

References & Reads

http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/

http://www.avc.com/a_vc/2004/03/its_a_small_wor.html

http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly

http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A

http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6

http://www.youtube.com/watch?v=7QmCUDHpNzE

http://www.youtube.com/watch?v=ZUG9qYTJMsI

http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/  

http://flowingdata.com/2011/09/18/yoda-pie-chart/

http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay

http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/

http://www.slideshare.net/setlinger/altimeter-social-analytics081011final

Breakthrough Marketing Plans

http://www.seomoz.org/blog/tracking-the-roi-of-social-media

http://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile-platforms/

http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/

http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/

http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/

http://www.facebook-studio.com/

http://www.seomoz.org/blog/tracking-the-roi-of-social-media

http://marketingfortomorrow.com/tag/marketing-tone/

@shiraabel