marketing communications for startups - entrepreneurship 101
DESCRIPTION
Find out about tools you can use to demonstrate your thought leadership and where to go for help when developing a marketing plan.TRANSCRIPT
Marke&ng Communica&ons for Startups
Marke&ng is a….
Marke&ng Sucks
Marke&ng is Stupid
"Half the money I spend on adver4sing is wasted; the trouble is I don't know which half.” -‐ John Wannamaker
Product
The March to Marke&ng
Sales
Product
The March to Marke&ng
Sales
Marke&ng
Product
The March to Marke&ng
How big is the
market?
Who’s the compe44on?
What are the
opportuni4es and challenges?
What are your strengths and weaknesses?
What are your
resources?
What Makes You Unique?
What Makes You Unique?
What’s Your Compe&&ve Edge?
What Makes You Unique?
What’s Your Compe&&ve Edge?
Why Should I Care?
What Makes You Unique?
What’s Your Compe&&ve Edge?
Why Should I Care?
Who’s the Target
Audience?
Core Messaging
The Keys to Core Messaging
• The One Breath Rule
The Keys to Core Messaging
• The One Breath Rule • How does your product help customers?
The Keys to Core Messaging
• The One Breath Rule • How does your product help customers? • What are the most interes4ng features?
The Keys to Core Messaging
• The One Breath Rule • How does your product help customers? • What are the most interes4ng features? • Avoid: “leading”, “advanced”, “state of the art” or “best in class”.
Elevator Pitch
Website Design
Markevans.ca
Three itera4ons
Why Blog?
Insight & Informa4on
Domain Exper4se
Google Juice/SEO
A Powerful Content Engine
Cost-‐Effec4ve
Coming up with 100 blog post ideas is easy!
Social Media
Why social media?
Target audiences
What’s the compe44on doing?
Resources
What are your goals?
Key Considerations
What is Content Marke&ng?
The crea4on and distribu4on of relevant content to a[ract and engage target audiences to drive profitable customer ac4on. (aka sales)
Web users are lazy
We live in a video culture
Google loves, loves videos Good ROI
Mul4-‐purpose, long shelf life
Why Videos Work
NewsleOers
Why NewsleOers Work Great Sales & Marke4ng Tool
Build and nurture rela4onships
Get real-‐4me feedback & analy4cs
Cost-‐Effec4ve
Create Once, Lots of Distribu4on
Public Rela4ons
Why?
Awareness
Demonstrate Trac4on
Media/blogger coverage
Partnership opportuni4es
Sales leads
The Best PR is…..
The Best PR is…..
Resources Presenta&on link: h[p://bit.ly/marsmarke4ng Social media cheat sheet: h[p://www.flowtown.com/blog/the-‐small-‐business-‐social-‐media-‐cheat-‐sheet 15 Essen&al tools for lean startups: h[p://welovelean.posterous.com/15-‐essen4al-‐tools-‐every-‐lean-‐startup-‐cant-‐li ConnectedHQ – free CRM h[p://connectedhq.com/ A Smart Bear (Good startup blog) h[p://blog.asmartbear.com/ 25 Non-‐Financial Benefits of Business Blogging: h[p://www.businessesgrow.com/2012/02/07/25-‐non-‐financial-‐benefits-‐of-‐business-‐blogging/ Content Grid infographic: h[p://www.b2bbloggers.com/blog/the-‐ul4mate-‐content-‐marke4ng-‐infographic/