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LEAN MARKETING FOR STARTUPS
How to survive and grow on a shoestring
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Hi!
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Who is this guy?
General Manager of Talent Cupboard (more on this in a minute)
I’m an “accidental entrepreneur”
Comp Sci w/ Business grad but have since morphed into a jack of all trades.
Find me on twitter: @AdamJBall
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What is Talent Cupboard?
Talent Cupboard is an online marketplace connecting businesses with the best student and graduate digital talent for freelance projects and jobs.
How it works:
Post a project -> set a budget & deadline -> pick a freelancer
We’re passionate about helping businesses to grow and young people to gain vital work experience. It’s a win:win.
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First, a problem
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The problem
It’s never been easier or a better time to start a business.
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The problem
Great support networks, alternative access to finance and the internet has changed
the game.
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The problem
But surviving and growing a business is as hard as it’s ever
been.
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The problem
500,000+ new businesses registered with Companies House last year.
Only 43% of businesses survived their first 5 years between 2008 and
2013.
A lack of growth is part of the problem.
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What people thing growth will be like
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What it actually looks like
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How to tackle growth
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What I want to talk to you about
Some fundamental marketing tactics to help you through the early years and achieve growth.
- Metrics - define success for you- Targets - make a commitment- Audience - pick your tribe- Channel - make some noise- Track - fail fast & learn
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Metrics - define success for you
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Metrics - define your success
What is the single most important metric to your
business?
Revenue?Users?
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Metrics - don’t get distracted
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Targets- make a commitment
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Pick a target, then be relentless about it
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Make your target weekly
Weekly Yearly
1% 1.7x
2% 2.8x
5% 12.6x
7% 33.7x
10% 142.0x
http://www.paulgraham.com/growth.html
Growth becomes the compass that guides you.
“Will this meeting help me hit my growth target this
week?”
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Audience- pick a your tribe
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Your audience
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Your audience
Have a firm idea of who you want to be selling to.
Create user personas to help you do this.
Read this:
http://marketingbeforefunding.com/2013/02/26/complete-guide-to-creating-a-customer-persona-for-your-startup/
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Pick a channel- make some noise
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Where to start?
Your website
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Where to start?
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Where to start?
Only 50% of SMEs and charities in the UK have a website!
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Where to start?
It’s 2015 and every business needs to have a strong online presence in order to survive.
That’s why we’re launching a new initiative that gets businesses
online for a low monthly fee rather than a huge upfront cost.
We handle the design, build and hosting.
Email [email protected] if you need help with a website.
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Where to start?
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Where to start?
Pick two or three channels to test at the beginning. Gain insights into which one works best for you.
Content SEO Email
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Content
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Content
The normal responses to “Do you produce content?”
“I don’t understand content”
“I just don’t have time to write a blog”
“Where do I even start?”
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Content in 4 steps
1. Plan 2. Execute
3. Distribute 4. Learn
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Content in 4 steps
Plan
We write for our customers. Figure out what problems &
challenges they face and help by writing great
content on the subject.
Come up with 15-20 different blog post titles.
We use Trello to organise ideas within the team.
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Content in 4 steps
Figure out what’s worked for others
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Content in 4 steps
Carve out time for blog writing.
Come up with a schedule for when content should be live and stick to it.
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Content in 4 steps
Execute
You need to build a content habit.
Whether that’s 500 words a day over a few days or a Sunday spent writing 2000 words in
one go.
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Content in 4 steps
Pro-tips
Make content 2,000 words+
Usehttp://www.hemingwayapp.com/
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Content in 4 steps
Distribute
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Content in 4 steps
Learn
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SEO
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SEO
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SEO
Some quick SEO wins
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SEO
Use woorank.com to get insights into where you website can improve. Use this as your cheat
sheet when talking to agencies.
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SEO
Blog. A LOT.
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SEO
Make sure your site is mobile optimised.
Over 60% of traffic is now via mobile. Google has recently updated it’s algorithm to weight websites on this factor.
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Email > Social
Customer acquisition rate (%)
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Social is awesome for connecting with people.
But there is a shift towards getting you to pay for eyeballs as social networks monetise.
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Email lists let you keep control.
Use a service like Mailchimp to help you manage
subscribers, grow your lists and send mobile responsive
emails easily.
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Some final tips
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Some final tips
Celebrate the small wins
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Some final tips
Don’t be afraid to mess up
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Some final tips
Do what you do best, outsource the rest
- Bloggers- Coders- Designers
- Animators- Copywriters- Marketers
Head on over to talentcupboard.com
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Thanks!
Get in touch!
@AdamJBall