Marketing for Startups Next Sofia Shira Abel 2013
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Transcript of Marketing for Startups Next Sofia Shira Abel 2013
MARKETING FOR STARTUPSBecause if people don’t know you exist, it really doesn’t matter how much your product rocks
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
“A true unfair advantage is something that cannot be easily copied or bought.”
- Jason Cohen
Agenda
StrategyAlpha
Launch
Web / Tablet vs. Mobile
Building Marketing Into the ProductBranding
Product market fit
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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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Example@shiraabel
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 traffic from blog
versus ads
EXAMPLE
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)
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)
The Holy Trinity of Marketing Online
GOOD PRODUCT
Earned Media / PR
RelationshipMarketing
SEO / Ads /Affiliate
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The Holy Trinity of Mobile Marketing
GREAT PRODUCT
Earned Media / PR / Reviews
Social Integration
SEO / Ads / Localization
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GREAT PRODUCT IS REQUIRED
Performance MeasurementIs your objective SMART: specific, measurable, attainable, realistic & time specific?
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 appWhere do you want people to go?
What action do you want people to take?
Track the movement
Conversion rate / A/B Testing
Test & iterate
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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.). Mobile ads app/ Ads landing page
Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything.
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IN THE BEGINNING THE GOAL SHOULD BE PRODUCT / MARKET FIT40% IS GOLD* * 40% of your customer base would be upset if your product disappeared. – Seth Ellis
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How to Test Your Idea - WebCreate a Minimal Viable Product MVP
This’ll 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 & take’m down to BUY
Once product/market fit has been reached do a Big Launch
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How to Test Your Idea - MobileCreate a rough app & have friends & family test via Testflight (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 fit in the market
Personality – How do we tell that story*
Once product/market fit had been reached, build the main app and do a Big Launch
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Alpha PhaseStart 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
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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)
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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• Affiliate Marketing• Game elements (e.g. leader board,
80% signed up, awards for actions)• SEO / SEM• Pinterest• Blog commenting
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AFTER PRODUCT MARKET FIT – SEEK TO ACQUIRE MASS USERS
Earned Media & PR
Brings big numbers all at once
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
Mobile has a stronger conversion than web
Strongest conversion is mobile FB
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
One key point – social needs to be built into the product
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BEHAVIORALENGINEERING
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“Simplicity changes behavior.”
- BJ Fogg
T-shirt Economy
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Financial Economy
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Priming
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Framing
ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO COME BACK? AND SHARE?
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Action Triggers
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What gets your customer moving?
Nir Eyal – If you don’t know him – you should.
Jack Dorsey: The Power of User Narratives
http://www.youtube.com/watch?v=acMXhhdWylQ
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UXArchive.com – Amazing Resource
Give an Incentive
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Keep in Touch – Email
Keep it short
A/B test several subject lines
Action-trigger emails have a higher opening rate
Keep it relevant
Appropriate landing page funnel them in
Let people choose what they want to be notified for
DON’T BUY LISTS OR SPAM
Keep in Touch – Notifications
iOS 108 characters max
Android – recommended 50 characters max (1-line on the notification bar) * ht/ Danya Schwartz Bar-El
Localize sending so user receives notification between 9-11am or 2-5pm (but test first)
A/B test messaging for a couple of days then blast everybody else with the winner
In-app landing page – like all landing pages - fitted to the message and the push campaign
Community
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Community
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Know Your Market
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Viral If You Can
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Watch the FunnelAcquisition –
Learns About ProductConversion –
Signs UpRetention –
Uses Product
WOM (Sharing)
Buys
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Build an App Family
Send advertising to main appDo complimentary apps – NOT same app with different names (branded house or a house of brands) Lite and paid versions
Main App
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Localization
Chevy Nova
In Spanish “no va” means No Go
http://americanmusclepictures.com/wp-content/uploads/2013/09/Chevy-Nova-SS-1.jpg
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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
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)
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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
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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.
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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
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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!)
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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
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Social Media for Research
What is the title of the person in the organization that typically makes the decisions?
Rapportive
Who are the media people who cover your industry?Twitter
FB
Quora
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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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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
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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
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Hat tip:
References & Reads THANK YOU’S: Dan-ya Shwartz Bar-El & Ze'ev Rosensteinhttp://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talkhttp://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummithttp://www.businessmodelgeneration.com/canvashttp://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/http://www.avc.com/a_vc/2004/03/its_a_small_wor.htmlhttp://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/B002HJ377Ahttp://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-payhttp://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/http://www.slideshare.net/setlinger/altimeter-social-analytics081011finalBreakthrough Marketing Planshttp://www.seomoz.org/blog/tracking-the-roi-of-social-mediahttp://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-mediahttp://marketingfortomorrow.com/tag/marketing-tone/
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