digital marketing for startups 101 [startup saturday delhi]

© BoldKiln Services LLP www.boldkiln.com

Startup Marketing16th July 2016


What are you looking for?


Business Objective


● Sales

● App Installs

● Brand building

● Customer education

● Awareness

● Product validation

● Hype

● …

Define your business objective


Strategy


● Influencer campaigns

● Content marketing

● Paid advertising

● Brand collaborations

● Offline marketing

● …

Identify a strategy


Platforms


● Twitter

● FB

● IG

● Snapchat

● Pinterest

● LinkedIn

● Quora

● …

Pick your platforms


Review + Refine


● Track

● Measure

● Analyse

● Build insights + intelligence

Review + Refine


Misc. Gyaan


● Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship.

● Identify the true influencers.

Influencer marketing


● How core is it to running your business?

● What is the opportunity cost?

● Capability

Inhouse vs. Outsource


● Experiment continuously

● Double down on what works

● Be fast

Experiment


● Build a human persona to your brand

● Be emotional

● Relate

Humanise


Summary1. Identify business objective

2. Plan a broad strategy

3. Pick platforms

4. Build platform wise strategy

5. Review, refine, continue


ToolsRegular ones: Canva, Buffer, Tweetdeck, Hootsuite

Less common ones:

1. Reach (schedule repeating tweets)*2. Iconosquare (IG analytics)3. Keyhole, Tweetreach (Hashtag tracking + analytics)4. Flume (IG on desktop - Mac only)5. Edgar (Content management for your social accounts)


Case Study 1: DoolallyPost the success of the weekly pub quiz, Doolally was looking to extend it to:• actively engage its customers & followers on Twitter

#doolallyq, the Friday Twitter quiz• Engage Doolally fans on Social Media via a weekly quiz• Running since Apr 2014; 100+ episodes• Helped Doolally’s Twitter account measurably increase

its social media reach and engagement levels.• Created a dedicated base of participants


Case Study 2: Athlos

• Nodal influencer campaign

• Word of mouth

• Community play

• VERY good product


Case Study 2: HEAL Institute

• Experimentation

• Business Objective -> Generate walk ins


Pimping@ Bold Kiln

- Solutions for Startups- Information: Free high quality information curated / created for the ecosystem- Services: Design (Branding & UI/UX), Development (Web/Mobile), Digital Marketing etc.- Products: Building a suite of products to help startups.

- Co-working: Plug & play co working space in Noida

@ OperatorVC

- New Angel Fund


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“Marketing is storytelling. Learn to tell it yourself.

Helps in multiple ways.”Co-founder & CEO

Eventosaur