lean marketing for startups

Lean Marketing For Startups#b2bmarketing #growthhacking #startupmarketing !

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At Upwest Labs - October 10th, 2013 By Frederik Hermann

Start with the homework

Photo credit: rokley @ Flickr

Have this taken care of:

- Identity, branding, positioning, story ✓

- Clean website, SEO optimized, clear call to action ✓

- Social channels and blog set up ✓

- Email marketing / newsletter (eg. MailChimp) ✓

- Social sharing built into product & website ✓

- Decent flywheel (notifications/triggers) ✓#START

Product/Market Fit

Test and validate your assumptions, build a product that people want.

Activation

Acquisition

Retention

Revenue

How do you move users from one state to the next, optimizing the conversion from visitor to customer.

#AARRR #LMF

Referral

Make sure you have good analytics in place to measure eventsand track conversions. Your goal is to optimize the funnel!

#ANALYTICS

Customer Acquisition

#GROWTH

Growth Hacking

Traditional marketing isn’t as effective anymore and growth hacking is a cheaper and more effective way of getting your products visibility and customers. Growth hacking is very data/analytics driven approach but requires creativity and curiosity. Growth hackers are a hybrid of marketer and coder as the discipline of marketing is shifting from people-centric to API-centric activities.

#GROWTHHACKING

Repeat, refine, improve.

A/B and Multivariate Testing

Highrise (37signals) tested many different landing pages against one another, gradually improving conversions. Make sure you run your changes/tests against a control group (A/B test) to measure the difference.

Control

Test

Inbound / Content Marketing

- Blog posts (1-3 times a week - useful to your customers) - Social media (share content to Facebook, Twitter, Google+, LinkedIn,

Slideshare, Medium, Reddit, Quora, StumbleUpon, Tumblr etc., share relevant industry/client news, participate in conversations)

- Newsletters (twice a month, not too long, ONE call-to-action) - Guest posts (write them first then offer to a tech blog) - Ebooks (with designated landing page for lead generation) - Videos (a short video can give a great overview, eg. Veed.me) - Furthermore: Infographics, how-to guides, case studies, whitepapers ...

“The creation and sharing of media and publishing content in

order to acquire customers.”

#OWNED

Paid Channels

Online Advertising: Simply test different channels with a small budget, measure the conversion rate and reinvest into the ones that perform well. You can use AdStage to manage campaigns for Google AdWords, Bing, Facebook and LinkedIn all within one dashboard. !

Retargeting/Remarketing: Serving ads to people more frequently after they have left your website. Retargeting helps you bring back the 98% of visitors you haven’t converted yet (eg. AdRoll).

#PAID #ADSTAGE #ADROLL

Public Relations

- Identify journalists, bloggers, influencers in media outlets that your potential customers read/are exposed to (check getlittlebird.com)

- Build your own list (a Google spreadsheet works fine)

- Start the conversation in advance (they need to schedule stories)

- Maintain the relationship (be a great contact)

- Commentary, sign up on HARO and provide industry comment

- Potential story: funding, traction, large trend, launch, disruption

#PR

Other Initiatives

- Refer-a-friend / Member get member (best if you provide an incentive for both parties)

- Partnerships with other companies/startups - Social proof / third party validation (logos, testimonials, stats) - Post content on Reddit, measure results - Try to get a higher listing on Hacker News (news.ycombinator.com) - Check Google Trends for ideas (http://www.google.com/trends/) - Keep optimizing your onboarding (take tour, try now, ...) - Simple homepage with clear call to action + good mobile experience

#GROWTHHACKING

Source: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012 #AARRR #LMF

Inbound Marketing

(blog, social media, SEO, press, newsletters, Slideshare, videos)

Outbound sales representatives

Product driven

(social sharing, powered by, refer-a-friend, incentives)

Online Advertising

(LinkedIn, Facebook, Twitter, Adwords, Bing, Reddit, Sites)

Account Executives

Customer Success / Account

Management

New Customers

Qualified Opportunities

Qualifiers Closers Farmers

Dividing your sales team and efforts into clear roles. #SALES

Swipp offers solutions for marketers to increase engagement, gain insight and generate leads.

www.swipp.com

Questions? Connect. !

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Frederik Hermann frederik.hermann@gmail.com twitter.com/netzkobold www.frederikhermann.com linkedin.com/in/frederikhermann/

Swipp Inc. 2513 Charleston Rd, # 102

Mountain View, CA 94043 twitter.com/getswipp

www.swipp.com

Some of the resources used for this presentation:

- “Startup Metrics for Pirates” by Dave McClurehttp://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012

- “Growth Hacking” by Mattan Griffel http://www.slideshare.net/mattangriffel/growth-hacking

- “The Lean Startup” by Eric Rieshttp://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/0307887898/

- “Why Sales People shouldn’t Prospect” an interview with Aaron Ross http://www.forentrepreneurs.com/predictable-revenue/

- “Behind the scenes: A/B testing part 3: Finalé” by 37signalshttp://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final

- “How To Become A Customer Acquisition Expert” by Brian Balfour http://brianbalfour.com/post/63581380690/customer-acquisition