Text of Marketing for startups Techchill Shira Abel 2014
MARKETING FOR STARTUPS! Because if people dont know you exist, it really doesnt matter how much your product rocks!
We Help Companies BEFORE AFTER DOUBLED VIEWS & REVENUE!
Shira Abel ! CEO, Hunter & Bard! ! Marketing 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!
A true unfair advantage is something that cannot be easily copied or bought.! - Jason Cohen!
@shiraabel! Agenda! ! Strategy! ! Alpha! ! Launch! ! Web / Tablet vs. Mobile! ! Building Marketing Into the Product! ! Branding! ! Product market t! !
@shiraabel! MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED!
@shiraabel! Whats Your Strategy!
@shiraabel! Example! ! ! Business Objective! Improve Financial Performance! Business Metric! Reduce Long-Term Dependence on Ads & Lower Overall Costs! Marketing Metric! Increase Relationship / Content Marketing Raise percentage of trafc from blog versus ads!
@shiraabel! 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 (instore recommendations are great for this)! 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)!
@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)! Have in-app revshare advertising and go for large numbers (Inneractive, Admob, etc.)! Have a free Lite and a Premium Paid version (Lite having advertising Premium having none)!
@shiraabel! Performance Measurement! ! Is your objective SMART: specic, measurable, attainable, realistic & time specic?! ! What are your strategic initiatives?! ! ! ! ! ! Build awareness! Expand distribution (i.e. increase downloads)! Build penetration! Build buying rate! Increase loyalty! ! Funnel e.g. when purchases through the app! ! ! ! ! ! Where do you want people to go?! What action do you want people to take? ! Track the movement! Conversion rate / A/B Testing! Test & iterate!
@shiraabel! Marketing for the Concept Phase! 1! Build the marketing into the product. Create an incentive to share. Make sharing easy.! 2! Get to know inuencers & media people on Twitter. Give a lot. Dont ask for anything.! 3! Test assumptions (cost, messaging, bundle mix, etc.). Mobile ads app/ Ads landing page!
@shiraabel! How to Test Your Idea - Web! ! Create a Minimal Viable Product MVP! ! Thisll be ugly and basic! ! Take people through the motions! ! Ads to landing pages to test messages see what people click on! ! Can build an entire product & takem down to BUY! ! Once product/market t has been reached do a Big Launch !
@shiraabel! How to Test Your Idea - Mobile! ! Create a rough app & have friends & family test via Testight (very beginning)! ! Make a MVP and launch in the app store of a smaller country only! ! Create a Minimal Viable Brand ! ! Purpose Why do we exist! ! Positioning Where do we t in the market! ! Personality How do we tell that story*! ! Once product/market t had been reached, build the main app and do a Big Launch !
@shiraabel! Alpha Phase! ! Start the blog with newsletter sign up (think Daniel Morrill & Mattermark)! ! Landing pages more sign ups! ! A/B test messaging & optimization using unbounce.com or launchrock.com (more sign ups)! ! Social outreach starts to the media! The point is to begin building an interest and an audience through good content before launch!
AFTER PRODUCT MARKET FIT SEEK TO ACQUIRE MASS USERS!
The Holy Trinity of Marke8ng Online @shiraabel! Earned Media / PR GREAT! PRODUCT! SEO / Ads / Affiliate Relationship Marketing
@shiraabel! The Holy Trinity of Mobile Marketing! Earned Media / PR! / Reviews! GREAT PRODUCT IS REQUIRED GREAT PRODUCT! SEO / Ads / ! Localization! Social Integration!
@shiraabel! After Product Market! ! Ask the media people and inuencers 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 youve been growing through the blog, ads, and social! ! Attempt an act of virility (I say attempt, because nothing is guaranteed)!
@shiraabel! Sample Tactics (not in order)! Mobile Ads (FB, Google & in complimentary apps)! PR (Media Kit recommended)! Facebook ! Podcast! YouTube! Twitter! Quora! LinkedIn! Blogging! Newsletter / Email (highest ROI of all digital media)! Google+! Games! Forums! White papers / Case studies! Peer review! Seeding posts! Infographics! E-book! Webinars! Community! Guest blogging ! Teleseminar! Afliate Marketing! Game elements (e.g. leader board, 80% signed up, awards for actions)! SEO / SEM! Pinterest! Blog commenting!
@shiraabel! Earned Media & PR! ! Brings big numbers all at once! ! Gives a spike of trafc! ! May not be aimed at the target market (i.e. much of the time TechCrunch isnt the target market, but its what VCs read & gives social proof)! ! Has a strong trust rate!
@shiraabel! Afliate, SEO & Media Buy (Ads)! ! ! ! ! ! Immediate! Targeted! Mobile has a stronger conversion than web! Strongest conversion is mobile FB! Costs (which is ne if you charge, could be a dilemma if youre free)! ! Doesnt build a relationship ! ! Has the lowest trust rate! ! Afliate needs to be well vetted in order to not destroy the brand!
@shiraabel! Relationship Marketing! ! ! ! ! ! ! Takes time! Builds the brand! Costs (yes, time is money)! Builds a relationship! Increases referral rate! One key point social needs to be built into the product!
@shiraabel! BEHAVIORAL! ENGINEERING!
Simplicity changes behavior.! - BJ Fogg!
@shiraabel! T-shirt Economy!
T-Shirt Economy ! Reputa8on based ! Incen8ves are about doing something for the love of it NOT nancial reward ! Easier to get someone to do something for free than for less money (e.g. lawyers would rather do pro bono than get paid less per hour for the same work) ! Changes the way we perceive the work we do ! When we already have our basic needs met, were more likely to do something for our own joy ! This is where the evangelists should be thats why not paying them is a good thing
@shiraabel! Financial Economy!
Financial Economy ! People judge if something is worth their 8me ! Become less enthusias8c if the work is not paid according to expecta8ons ! Make sure incen8ves are aligned with goals ! Proven to be a bad way to build incen8ves to get people to work harder ! Studies have shown that for cogni8ve work, a larger reward results in worse results ! Loss aversion, however, brings beZer results ! This will aect the aliates the most
@shiraabel! ONCE PEOPLE START TO COME HOW DO YOU GET THEM TO COME BACK? AND SHARE?!
@shiraabel! Action Triggers! What gets your customer mo