Post on 13-Jan-2015
description
Conversations with
Startup CEOsabout
Judy Schramm, CEO ProResource, Inc.February 11, 2014
Don’t think about marketing until after you have your first
customers
In an established business, marketing comes before sales
ESTABLISHEDBUSINESS
In a startup, there’s too much that’s uncertain…
You don’t know enough to create a marketing plan until you have your first customers.
The process of getting those customers will give you the information you need to create your marketing strategy.
STARTUP
Who are your first customers? People you know
People who know people you know
So tell everyonewhat you are doing!
“Startup Marketing:How to Get YourFirst Customers Fast”
Don’t worry about someone stealing your idea…
• Most people are not entrepreneurs
• Entrepreneurs have their own ideas (which they think are better than
yours)
If they actually can do it better than you…
Let them!You can come up with an even better idea.
Next Step to Getting Early Customers
Run experiments on LinkedIn to discover:
Who is most interested in what you are doing How best to describe your solution
Create a Testing MatrixMessage
#1Message
#2Message
#3Message
#4Message
#5
Target#1
Target#2
Target#3
Try differentbenefits
Use different words
Try different industries, job titles, keywords
You need 50-100 per cell Tag them so you know who was in each group (and you don’t contact anyone twice) Track results!
1000 introductions = 50 interested
How to Price for Your First Customers
Early Pricing• First customers – FREE• Next customers pay
something• Start charging full price as
quickly as possible
Better Strategy• Find 3 customers willing to
fund development• Give 50-75% off• They get in first• They get to help define the
product• You get proof, early
references
Now it’s time to think about marketing…
Educate
Build Credibility
Identify
People who have the problem
Know they have the problem
Know there’s a solutionWilling to solve
it your way
Willing to pay what you charge
Your Target Market
Inbound vs. Outbound
Being findable• SEO• Blogging• Social media• AdWords
Finding them• Email blasts• Direct mail• Conference• Public relations
Closer to the center of the target? Inbound.At the outside? Outbound.
Content Marketing Strategy
Focus education efforts on the biggest issue…• Do they recognize they have a problem?• Do they know it’s solvable?• What are the solutions they know about?• Do they understand your approach?• Do they appreciate why it is better?
What do they need to know?• What problem(s) do you solve?• How do you solve them? (how the
process/product works)• What will they have to do to
before they can use it?• What are common objections or
misconceptions?• How does pricing work?• What kind of results can they
expect?• How long will it take to get results?• What sets you apart from similar
solutions?• Why is your solution worth what
you charge? “Ideas for Educational Articles”
Build credibility
• When you have customers– Quotes, case studies
• Before you have reference-able customers– Statistics – show you understand the process– Third-party validation– Social media activity
“5 Ways to Increase Credibility on Your Website”
Marketing has to be debugged,just like software.
Try
MeasureAnalyze
Do small,inexpensive testsuntil you get something that works
“The Role of MarketingDuring Beta Testing”
Getting Ready to Hire Marketing
Before you hire, set the foundation:• LinkedIn experiments• Keyword analysis• Personas
Message#1
Message#2
Message#3
Message#4
Message#5
Target#1
Target#2
Target#3
“Create Website Personas”
Your Marketing Team• Get advice, strategy from a senior person– Take advantage of free consultations– Buy an hour of brainstorming at a time
• Execute with junior people• Hire for skill in the area you need most +
expertise in your target market
“12 Questions to AskAny Marketing Professional”
Contact
Judy SchrammProResource, Inc.703-824-8482jschramm@proresource.com
http://blog.proresource.com/
www.linkedin.com/in/judyschramm
@proresource
We design LinkedIn lead generation programs
for B2B tech firms.