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Customers
Startup
SOCIALMEDIA
EMAILMARKETING
SEO / SEM
CONTENTMARKETING
OUTREACH
PARTNERSHIPS
EMAIL MARKETING
EMAIL MARKETING
Building a list Never buy a listAsk permission first (pref. double opt-‐in)Build list early (even before the launch)Give away freebies (ebooks, whitepapers, free tools)
Technology Don’t use same email or IP for both transacEonal and markeEng emailsAmazon SES is very reliable and cheap.100% deliverability Unsubscribes list should be maintainedvery carefully, especially whenswitching providers
EMAIL MARKETING (cont.)
Email Design Not tested properlyUse standard templates (Mailchimp offers tons of free templates)
Deliverability Don’t use same email or IP for both transacEonal and markeEng emailsProperly set SPF/Sender ID / Domain Keysfor all domains sending emails
A/B test for clicks, open-‐thru, unsubscribes etc
Use proper headers in email
Properly handle bounce
EMAIL MARKETING (cont.)
Frequency Too many emails
Mix Good free content with your product launches/announcements.
Create a email markeEng plan. Follow it religiously
Subject LinesWrite your subject lines like adverEsement
Focus on acEonable subject lines
Frame your subject line as a quesEon, and target the quesEon at the types of problems your customers/leads need answers to.
EMAIL MARKETING (cont.)
Different types of email you need
-‐ Product Launches / announcements-‐ NewsleZer-‐ AcEvaEon-‐ Onboarding-‐ CancellaEon-‐ RetenEon-‐ EducaEon (Based on level customer is on)-‐ Billing
SEO / SEM
Keyword Research
Are you building a product people are looking for?
Are you creaCng a new market?
Short Tail vs Long Tail
Long tail keywords o]en convert beZer, because they catch people later in the buying/conversion cycle
-‐ brainstorm-‐ log files-‐ look at compeEtors long tail (semrush)-‐ understand the keyword intent
SEO PYRAMID
via seoMOZ
Social Media
Social MediaMake your site Social
Make your CRM Social
-‐ Social Login -‐ Single SignOn-‐ Encourage users to sign up, share, engage
-‐ Connect with your customers on their social networks-‐ Engage with them-‐ Group them in stage of sales cycle-‐ Use TwiZer Private Lists-‐ Quora and TwiZer work best for Tech companies
Make your Product Social-‐ Default avatar vs Social network Image-‐ Ease of signup
Content Marketing
Content Marketing
-‐ use content markeEng to educate your community well before you have a polished product.
-‐ 2-‐3 great arEcles per week
-‐ Focus on educaEng your target customers rather than selling
-‐ Blogs / Webinars / eBooks
-‐ Invite influenEal people to blog on your site (you need to build a good audience first)
-‐ Email NewsleZer is a part of content markeEng
Curation vs Original Content
-‐ Don’t overdo curaEon. Social channels are best for distribuEng good arEcles
-‐ Re-‐wriEng popular content is not a a long term strategy
-‐ Every content page you create add to your sales funnel
-‐ Talk about your market. Challenges faced by your customers. Best pracEces in your market
-‐ Create Evergreen content
-‐ Leverage Just-‐in-‐Time content
-‐ Co-‐Create Content with your peers, partners and customers (read case studies)
Create an Editorial Calendar
Make your content strategy robust through Editorial Calendars
source: www.Betaout.com
-‐ keep track of content distribuEon-‐ idenEfy themes for each month
Outreach
Outreach-‐ Complete your social persona. -‐ Your accounts on top social networks like TwiZer, Linkedin, Google+ and Facebook should be up-‐to-‐date
-‐ Generate some great content about your industry first -‐ On your personal blog, company blog or quora etc.
-‐ IdenEfy sites you like to contribute to-‐ Start by your linkedin connecEons, twiZer followers etc. Pitch them your idea-‐ Give them some link love or social love first. Share some of the content they have wriZen. Leave intelligent comments etc.
-‐ Pitch them ideas-‐ Write them an personalized email with some topics you want to write on, your relevant experience etc.-‐ Offer to update a post they have previously wriZen-‐ Offer to post content in category they have limited content
Partnerships
Partnerships-‐ Shortlist other startups and companies you can have strategic partnerships
-‐ Discuss markeEng and visibility for your startups-‐ email newsleZers-‐ showcase on partner’s page-‐ joint webinars
-‐ There could be different type of partnerships-‐ cocreaEng new products-‐ co-‐operaEon in R&D-‐ integraEon of services
-‐ Build API of your product early-‐ Integrate with industry leaders like Google Drive, Dropbox if it makes sense-‐ New Customers conversion is high if they find integraEon of their favorite products
Shameless Plug
Looking for Beta-‐testers for a upcoming product
-‐ social infrastructure for your website, product or app
-‐ ready made, turnkey social and gamificaEon apps
-‐ API integraEon, PHP SDK ready
? !
QUESTIONS & ANSWERSDon’t be shy
Ankit Maheshwaritwitter: @ankitindemail: [email protected]
Thanks
