The Ultimate Guide to Startup Marketing

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    23-Aug-2014

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From Content Marketing, to Social Media and PR, here is a scaled down version of the ultimate guide to startup Marketing.

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  • presents The Ultimate Guide to Startup Marketing Friday, December 20, 13
  • Table of Contents Foundation Social Media Startup PR Choosing a market Choosing social media networks Craft meaningful position statements Dening success Dening the best times to post Dene your startup sensitivities Dening keywords Using a keyword list Identifying writers for a media list Setting core metrics Creating & using an inuencer list Creating a press kit Estimating a conversion rate Setting up a blog Reaching out to journalist Slides 17-19 Test and Iterate Slides 20-23 Best Practices Creating a topic list Setting up analytics tools Sell the solution Knowing what content to publish Measuring against benchmarks Have a compelling story Guest blogging Brainstorming creative new ideas Use all your resources Slides 1-6 Slides 7-11 Slides 12-16 Setting a budget Content creation Capturing emails Friday, December 20, 13 Slides 24-27
  • Startup Marketing is a Whole Dierent Science Build it and they will come doesnt work Those overnight success stories are often the result of years of hard work. Startup marketing is challenging because of limited resources (Time, money, or talent.) Every eort, no matter how small, must be awlessly executed. Traditional strategies dont always work. The secret is combining the right channels: Content marketing and PR. Friday, December 20, 13
  • Foundation Before you start laying bricks you need a solid foundation. Learn how to choose a market, dene keywords, dene success and set a budget. Friday, December 20, 13
  • Choosing a Market Only a small portion of the population is interested in your product. You
  • cant
  • be
  • everything
  • to
  • everyone You waste time and money by trying to market to everyone. Identify a niche target market and focus on just them. Friday, December 20, 13
  • How Do You Choose a Market? 1. Market Size - Who are you targeting and how many potential customers are there? 2. Market Wealth - Does this target have money to spend on your product? 3. Market Competition - Is the market saturated with competitors? 4. Value Proposition - Is your value proposition unique enough to cut through the noise? What are your dierentiators? Friday, December 20, 13
  • Dening Success Success is dierent for every startup. Dene your idea of success early and rigidly. Make sure your team and partners understand your denition of success. Stay consistent each month. Pick a denition and commit to it. Friday, December 20, 13 Success
  • may
  • be
  • 500
  • new
  • signups
  • for
  • Startup
  • A
  • while
  • Startup
  • B
  • thinks
  • success
  • is
  • $50,000
  • monthly
  • revenue.
  • Setting Core Metrics Core metrics should be measurable and specic. Use highly valuable metrics based on your customer acquisition funnel. Only measure what matters! Focus on your KPIs. TIP: record baseline metrics as soon as you start so you can easily determine growth and whats working/whats not. Friday, December 20, 13 Vanity
  • metrics
  • are
  • appealing
  • to
  • your
  • ego,
  • but
  • they
  • are
  • useless! They
  • are
  • not
  • tied
  • to
  • real
  • growth
  • so
  • you
  • wont
  • know
  • how
  • your
  • startup
  • is
  • doing
  • until
  • its
  • too
  • late. Let
  • me
  • explain...
  • Setting Core Metrics Lets
  • say
  • your
  • goal
  • is
  • 100
  • email
  • signups
  • in
  • one
  • month.
  • To
  • determine
  • your
  • core
  • metrics,
  • work
  • backwards
  • through
  • the
  • signup
  • funnel.
  • For
  • 100
  • signups,
  • youll
  • want
  • to
  • focus
  • on
  • (1)
  • the
  • conversion
  • rate
  • of
  • the
  • signup
  • form,
  • and
  • (2)
  • the
  • amount
  • of
  • unique
  • traffic
  • you
  • get.
  • 3%
  • is
  • a
  • decent
  • conversion
  • rate
  • for
  • most
  • SaaS
  • startups,
  • so
  • well
  • use
  • that
  • as
  • an
  • estimate.
  • In
  • that
  • case,
  • youll
  • need
  • to
  • send
  • approximately
  • 3,333
  • unique
  • visitors
  • to
  • the
  • top
  • of
  • your
  • conversion
  • funnel. If
  • you
  • focus
  • on
  • those
  • core
  • metrics,
  • you
  • know
  • youll
  • be
  • able
  • to
  • achieve
  • your
  • goal
  • of
  • 100
  • signups.
  • A
  • 3%
  • conversion
  • rate
  • and
  • 3,333
  • unique
  • visitors
  • sounds
  • much
  • less
  • daunting
  • than
  • 100
  • signups.
  • Focus
  • on...