toolbox marketing-for-startups02
TRANSCRIPT
[email protected]: jtag
Marketing for Startups
Toolbox WorkshopDLA | Piper, Palo Alto, CA
June 12, 2010
Public relationsSocial Media
BrandingMarketingCustomer
Relationships
Marketing is as valuableas your product
Marketing (and Design) connect you to customers.It organizes information and convinces through emotion.
It is helps to raise $, acquire customers, attract employees, enable your business to grow.
“Perception is reality.”
DesignContentWritingSocial MediaPublic Relations
Marketing for Startups
Know yourself and
your customers
Put yourself out there,
consistently
Engineer a brand/social experience
Evaluate your efforts
YOU
Brand experienceCustomer Dev
Social MediaPublic relations
DesignBranding
Customer Dev
Public RelationsMetricsFeedback
Know yourself and
your customers
“Know thyself.”
• Who are you?
• What do you do?
• Why does it matter?
Know your customers.
“It’s not what you think, it’s what your customers think.”
“Extreme Customer Support”
• Gain high-quality feedback.
• Builds early adopters/spokespeople.
• Strengthens trust, reinforces 1:1.
Customer Personas
• Create (fictional) personas for 2-3 segments of your audience.
• Consider demographics, socialgraphics, psychographics...
• Refer to when planning goals, and deciding media, design directions, copy writing, etc.
STAY CONNECTEDTO ALL YOUR FRIENDS!
Know your competitionBut focus on your own direction the most.
Name & LogoPossibly a tagline
Your name should be:
1. Distinctive
2. Descriptive
3. Short
4. Appropriate
5. Easily spelled & pronounced
6. Likable, good “mouth feel”
7. Protected ™ www.protected.com
FacebookCraigslistRescueTimeAirbnbPosterousYourVersionClearBitsEngineYardKissmetricsDropboxTwitterCitizen Space
Legal TorrentsClearBits
openoopenopen.netopencultureopencontentopendistributionclearcontentclearmedia
Tagline
ClearBits Distribute Everything.
Citizen Space A Nicer Place to Work.
The Helmet Lock Lock Your Lid.
Engine Yard Rails in the Cloud.
Logo
Identifies, differentiates and reinforces your brand.
1. Distinctive
2. Relevant
3. Memorable
4. Extendable
5. Depth
Designing your identity
Do it yourselfClip ArtCrowdsourcedLogo website
Graphic Designer Referrals, AIGA, Coroflot
Craft a brand/social experience
Put yourself out there,
consistently
Social Media Marketing
• Content associatedw/your company
• Customer loyalty (micro)
• Word of mouth, viral (macro)
• 1:1 and “1:1”
• Easy
• Affordable
How do you share your content?
• Web site
• Blog
• Email newsletters
• Email signatures
• YouTube
• E-books
• Flickr
• Whitepapers
• Webinars
• Podcasts
• Vlogs
• Presentations
Social Media
How do you create content?
• What are you doing?
• Ask a question and answer it.
• Find your strong p.o.v. and express it.
• Solve a customer’s problem.
• Don’t “sell” your product.
• Write about making your product.
• Conduct polls, ask questions and post answers/results.
• Post other’s content about your product.
• Crowdsource something cool (video, event, etc.)
Edward Boches
• You directly influence and generate media
• Your customers generate your pr online.
• News releases have multiple uses
• Target/befriend influential bloggers
• 1:1 customer interactions en masse
• Apologize if you mess up
• Opportunities to measure
Public Relations
“You can’t delete a cereal box.”
Get feedback.Evaluate your
efforts
• Google analytics
• bit.ly
• Online polls
• Focus groups
• Facebook tools
• Customer dialogues
• helpastartupout.com
Some resources to explore
BOOKS
The New Rule of Marketing & PRDavid Meerman Scott
Made to StickChip Heath & Dan Heath
REWORKJason Fried & David Heinemeier Hansson
The Brand Gap: How to Bridge the Distance Between Business Strategy and DesignMarty Neumeier
BLOGS + WEB
http://darmano.typepad.com
http://blog.asmartbear.com
http://startup-marketing.com/
http://paulgraham.com/articles.html
http://www.conversationagent.com
http://helpastartupout.com
http://www.biztechday.com
