7 tips for marketing your lean startup
TRANSCRIPT
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7 TIPSFOR MARKETINGYOUR LEAN STARTUP
Bob Samii | @cultureslurp
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Expensive Cost-effective
Push/Outbound/Interruption Pull/Inbound/Attraction
SEMDisplay
AffiliatesRetargetting
TVPrint mediaBillboards
Sponsorships
SEOBlogs
Content MarketingCRM
Social MediaLanding pages
Word of mouthSocial / Shares / Mentions
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1. Find a talented writer
SEO (content pages, articles, …)
Social Media (blog posts, shareable content, …)
SEM (ad copy, landing pages, …)
PR (press releases, corporate comms, …)
Biz dev (white papers, case studies, …)
CRM/Email (newsletters, promos, …)
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Plenty of resources…
Full-time
Part-time
In-house External
or
Freelancers (Elance, Odesk, …)
Paid services (Content.ly, Scripted)
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2. Produce high quality, relevant content
Become an authority in your industry by producing
great content (original, useful, educational, entertaining)
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Content comes in
many shapes and
colors…
Link to infographic: http://bit.ly/AlNoDG
Blog postsInfographicsSurveysGuidesReportsInterviews
VideosWhite papersCase studieseBooksPresentationsArticles
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3. Orchestrate the distribution
“CONTENT PIECE“ ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
______________
YOUR WEBSITE
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Publish, Distribute, Rinse, Repeat
Build buzz SEO links Brand awareness Traffic & leads
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Pro tip: Give exclusivity to influencers
Public launch day
*Contact influencers*
Share to public
PRE
LAU
NCH
POST
LAU
NCH
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4. Network, network, network
Who´s there (everyone!):Bloggers JournalistsAnalystsInvestorsPartnersCustomers
Where: Conferences Trade shows Startup competitions Meetups
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5. Develop a SEO strategy
1. Keyword reasearch (Adwords tool, KeywordSpy, SEMRush …)
2. Technical modifications of website
3. Action plan for ongoing initiatives (link building, content marketing, …)
4. Measure and track progress
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Head vs. Long tailBranded keywords Non-branded keywords
Head keywords“shoes”
Long-tail keywords“red mens running shoes”
“Nike”
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Pro tip: Use KeywordSpy to find out what your competitors are doing
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6. If you can’t measure it… don’t mess with it
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Conversions(transactions, user registrations, sales leads)
Visitors
1. Decide on key metrics (relevant to your business objectives)
2. Establish monthly reporting
3. Track competitor benchmarks
4. Analyze your traffic sources
SEO
PPC
SocialMedia
Display
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Channel SEO PPC Social media Email Display
Total Visitors 5000 6500 3200 2400 1500
Share of visits 27% 35% 17% 13% 8%
Total Conversions 38 30 8 4 5
Conversion Rate 0,30% 0,46% 0,25% 0,17% 0,13%
Total Cost 800 600 200 150 500
Total Revenues 1900 1500 400 200 250
Net income 1.100 € 900 € 200 € 50 € -250 €
CPA (cost per acquisition) 21 € 20 € 25 € 38 € 100 €
Net income per acquisition 29 € 30 € 25 € 13 € -50 €
measure often, analyze a lot, iterate quickly
Data is your friend
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Drill down deeper…
SEO:Keyword rankingsTop converting keywordsTop converting landing pages% Branded vs. Non-branded% Head vs. Long tailBounce rate of pages# Pages with at least 1 visit
Email:Open rateCTRBounce rateUnsubscribes
Social Media:Follower growthTotal reach InteractionsMentions% Positive v negativeVirality
PPC:Avg positionAvg CPCCTRsTop performing AdsTop performing keywords
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7. Focus on your productConsumers have high bullshit meter these days
and… WOM remains as the most powerful and highest converting segment for any business
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Take aways
1. Find a writer2. Produce relevant content3. Orchestrate the distribution4. Network, network, network5. Develop a SEO plan6. Measure, analyze, iterate7. Focus on building great stuff
Bob Samii | @cultureslurp