View
644
Download
2
Category
Tags:
Preview:
DESCRIPTION
5 cheap ways to grow your market. If you have a bootstrapped startup and can't afford a massive campaign, what do you do? Here's some advice for you.
Citation preview
Marketing on a Budget 5 Low-cost high impact
ways to grow your brand*
S h i r a A b e l • VP Marketing, Musketeer • CEO, Hunter & Bard
– Marketing strategy – Marketing implementation – Full branding & design
• Taught Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)
• Mentor at: Google Campus, Microsoft, Founder Institute, Seedcamp, Trento, & more
• MBA, Kellogg School of Management
@shiraabel
http://www.getmusketeer.com/startupsocials
Launching Mid-November
No Money? 5 Things* 1. Great Product 2. PR 3. Content 4. Email Marketing 5. Behavioral Engineering 6. *Small Things Matter 7. *Good Things you need to know
@shiraabel
Do you have what it takes to win?
@shiraabel
The Holy Trinity of Marketing Online
GREAT PRODUCT
Earned Media / PR
Relationship Marketing
SEO / Ads / Affiliate
@shiraabel
The Holy Trinity of Mobile Marketing
GREAT PRODUCT
Earned Media / PR
Mobile Ads Seamless Social sharing
@shiraabel
How are you thrilling your customer?
PR & EARNED MEDIA Noise has value
How do we buy? Familiarity builds trust. This is true for B2C, B2B, and B2D.
@shiraabel
Why Earned Media & PR • Exposes you to big numbers all at once • Gives a spike of traffic • May be strategic instead of pure growth
(e.g. much of the time TechCrunch isn’t the target market, but it’s what VCs read & gives social proof)
• Has a strong trust rate
@shiraabel
What is Earned Media & PR • Blog posts that you write and submit for
publishing (how-to’s are great for this) • Coverage from any media (radio
interview, blog post, news article, etc) • Mentions from others that you didn’t
pitch • Evangelists who are well known (imagine
Oprah mentioning you to her minions)
@shiraabel
How to Do Earned Media & PR • Get to know media & bloggers on Twitter long before
launch • Give • 2 weeks before launch ask if they would be willing to
check out your product (consider an embargo) • I’ve heard of success from mass emails (luckiest woman
I’ve ever met – only case of success I know) • KEEP YOUR ASK SHORT
@shiraabel
Sample Email
CONTENT For inquisitive minds
Content 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
@shiraabel
What Do You Read? • No one cares about your company • People are busy • They care about what they need for
work or life • Don’t waste their time • Speak to your customer with respect
@shiraabel
EMAIL MARKETING Sound old school? DON’T CARE!
Highest ROI of all digital marketing!
@shiraabel
Test Everything Never assume you’re right.
A/B test: Subject lines
Content Colors
Pictures
@shiraabel
One Ask Call to Action
If you don’t ask – how will anyone know what you want them to do?
@shiraabel
BEHAVIORAL ENGINEERING Building the marketing into the product
Reward Status Achievement Self Expression Competition Altruism
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifting & Charity
Engineering Social Proof @shiraabel
Engineering Social Proof
Ask for reviews in update notes
@shiraabel
Engineering the Path to OK The user must do a set
of actions, before permission is requested.
@shiraabel
Engineering the Path to OK
User-triggered requests showed the highest
conversion rates
@shiraabel
Engineering the Path to OK
Marking optional fields only encourages
‘voluntary over-disclosure’
@shiraabel
How You Say Things Matters ‘Researchers found that placing the following statement at the end of an ad… caused their trust scores to jump as much as 33 percent!’
“You can trust us to do the job for you.”
@shiraabel
SMALL THINGS MATTER It all adds up
Priming @shiraabel
Framing How you say and do things matters.
@shiraabel
Loss Aversion Fear of missing out.
@shiraabel
Inclusion – e.g. Easter Egg
Achievement
GOOD THINGS These will help you
@shiraabel
Localization
Viral If You Can @shiraabel
Sample Tactics (not in order) • Mobile Ads (FB, Google & in complementary 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
@shiraabel
Rapportive
Find the email of the person you want to connect to by checking names through the Rapportive plugin.
@shiraabel
Boomerang in Gmail @shiraabel
This helps you remember to send that follow up email.
Signals @shiraabel
Find out when the email you sent was opened by the recipient.
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.
@shiraabel
Who Are You Looking For @shiraabel
Google Search @shiraabel
First & Last Name Found! @shiraabel
Hat tip:
Connect! • @shiraabel • http://www.linkedin.com/in/shiraabel • http://www.facebook.com/shiraabel • https://plus.google.com/u/0/+ShiraAbel/
posts • http://www.instagram.com/shiraabel • http://www.pinterest.com/shira_abel
Thank you!
References & Reads • All of the stock photos are taken from http://thestocks.im/ • http://uxmovement.com/forms/why-users-fill-out-less-if-you-mark-required-fields/ • http://dancounsell.com/articles/prompting-for-app-reviews • http://agevik.se/post/72876032312/20-lessons-about-making-viral-apps-i-learned-the-hard • http://contentmarketinginstitute.com/2011/09/web-content-conversions/ • http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk • http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit • http://www.businessmodelgeneration.com/canvas • http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/ • http://www.avc.com/a_vc/2004/03/its_a_small_wor.html • http://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/B002HJ377A • http://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-pay • http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/ • http://www.slideshare.net/setlinger/altimeter-social-analytics081011final • Breakthrough Marketing Plans • http://www.seomoz.org/blog/tracking-the-roi-of-social-media • http://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-media • http://marketingfortomorrow.com/tag/marketing-tone/
@shiraabel
Recommended