Lean Startup 101 at Lean Startup Circle Jakarta Meetup July 2013
Lean startup marketing pr and social media v061112 2
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Transcript of Lean startup marketing pr and social media v061112 2
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Lean Startup Marketing,Social Media, and PR
Steve Farnsworth
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Minimum Viable Marketing
• Landing Page• Establish Domain Expertise• News Releases• Free and Cheap Tools• Connect With Influencers • Social Time Management
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Question 1
Who Is Actually Going To Buy Your Product First?
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Question 2
Who Are The Customer-Side Players In The Buying Process?
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* Influences?* Will use?* Recommend?* Review?* Demo?* Budget sign off?
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Question 3
What Pain Points Do They Have That Your Domain Expertise Can Help Solve?
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Question 4
How Can I Most Effectively Deliver To Them That Knowledge?
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The Marketing Geeks' Tom Peters
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The David Meerman Scott Experiment
In last 1 to 2 months, in order to research a product or service you might want to buy, either personally or professionally, have you…
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In last 1 or 2 months, in order to research a product or service used
• Direct mail?• Yellow pages?• Trade Show as a non-
vendor?• Mainstream media?
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
In last 1 or 2 months, in order to research a product or service used
• Asked via your social network (email/Facebook) for advice and they sent you a link?
• Google or other search engine?
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
In last 1 to 2 months, in order to research a product or service
•Direct mail ad 2%•Yellow pages 5%•Trade Show as a non-
vendor 5%•Mainstream media 20%
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
In last 1 to 2 months, in order to research a product or service
•Asked via your social network (email/Facebook) for advice and they sent you a link 95%
•Google or other search engine ~100%
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Old School Thinking
I don't have time for marketing
Marketing is not the priority
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New Reality
Buying eyeballs is uber expensive and not effective longer term
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Landing Page
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@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Establish Domain Expertise
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Start Blogging Now
Write What You Know,Not About What
You Sell
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
PAID Advertising
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“Free” Organic Search
Impact Of Blog Posts On Leads
0-11 12-23 24-51 52+0
5
10
15
20
25
910
13
23
30% Increase
77% Increase
Source HubSpot
Content impact leads because...
• Grow indexed pages in Google • Increase the number of keywords you're
ranked for by Google • Generate inbound links (A key factor in
Google's organic search ranking.)
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Blog Posts In 1 Pomodoro
* Keep a list of ideas* POV: customers’ pain points * Challenge/solution format* Keep it short and sweet* Write One Pomodoro
(25 mins)* Review next day
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How Much? How Often?
342 to 600 words
At Least Once A Week Or More
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@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
News Releases
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Show Momentum and Growth To Investors, and
Stability To Customers
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@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
6 News Release Elements
* Headline <80 Characters* Subhead <120 Characters* Lead (News) <75 Words* Comments <2 Quotes* Facts <5 Bullet points* Relevant Links 3 to 6
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A+A+A+
A+A+
No Subhead :-(
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A Good Quote
Talk about the impact of your news on* Company* Technology* People* Industry
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Talk Like A Human Being
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Distribution
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Free and Cheap Tools
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Distribution
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Social Management
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Social Management
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Connect With Influencers
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How To Nicely Cyberstalk Influencers
If they have a blog, thoughtfully comment on two or three posts.
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How To Nicely Cyberstalk Influencers
If they are on Twitter, RT their tweets and tweet several blog posts being sure to include their Twitter handle
How To Nicely Cyberstalk Influencers
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Marketing Time Management
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2 Hrs A Week
Daily* Management (Hootsuite)
5 mins am & 5 mins PM
Weekly* Blogging
Selecting a topic -15 mins. Writing – Pomodoro 25 mins. Rewriting and editing - 15 mins. Posting – 15 mins.
@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.
Steve Farnsworth
Joltsocialmedia.com
@Steveology
650-331-0594