the art of startup marketing. big results, small budget
DESCRIPTION
Are you struggling to find ways to market your business? Limited staff and capital can make marketing a big challenge but they also set boundaries that demand exceptional, creative, and efficient techniques. Approaches startups take to scale quickly and significantly. Techniques everyone should know.TRANSCRIPT
David Vogelpohl@davidvmc
facebook.com/BeAUSOME#beAUSOME
The Art of Startup Marketingwith Paul O’Brien
ATT 4G LTE Wifi: askrobert Flying Saucer Wifi: beerknurd
The Art of Startup MarketingThe Art of Startup Marketing
facebook.com/beAUSOME
#AUSOME
The Art of Startup Marketing
Who the heck is this guy?
local search, event management, small business accounting, crowdsourcing, translation, ecommerce, social data intelligence, coworking, payment platforms, mobile, incubation, fund raising
The Art of Startup MarketingThe Art of Startup Marketing
Spot the Difference
#AUSOME@seobrien
The Art of Startup MarketingThe Art of Startup Marketing
#AUSOME@seobrien
1. Fail, fail fast, fail frequently
2. Collaboration and focus create synergy
3. The results that matter are not the results that matter
The Art of Startup MarketingThe Art of Startup Marketing
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1. Foundation
2. Function
3. Finesse
Allocate everything accordingly
The Art of Startup MarketingThe Art of Startup Marketing
#AUSOME@seobrien
- Analytics- Design- Technical SEO- Optimization- Lead capture and email
Your Foundation
The Art of Startup MarketingThe Art of Startup Marketing
#AUSOME@seobrien
- Google Analytics
Your Foundation: Analytics
IMPACT?
Cost : $0Investment: <$500Opportunity: Knowing
– Set up goal and event tracking– Set up social analytics– Use segmentation– Use funnels, reverse goal paths, and assisted conversions– How you organize and use Campaign tracking is critical– Set up dashboards for everyone in the organization
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- Theme Forest (Designer for everything else)
Your Foundation: Design
IMPACT?
Cost : $100Investment: $50-$2000Opportunity: Conversion
– Build your site in WordPress – pay $50 for the design–- Hire a WordPress designer if you MUST have something custom--- WP Developers in India run $7-$10 / hour
– Good Designers are worth their weight in gold
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- Work with the Developers / Designers
Your Foundation: Technical SEO
IMPACT?
Cost : Org. CultureInvestment: $2000Opportunity: Organic
– WordPress SEO or All-In-One help– Site architecture– Prioritization and organization of pages– Recognizing the impact of bounce rates (design & performance)– Appreciating the importance of user experience on social media– Best done in house
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- Why Google Analytics? Content Experiments
Your Foundation: Optimization
IMPACT?
Cost : $0Investment: Org. CultureOpportunity: Conversion
– Formerly Website Optimizer– Puts multivariant testing in everyone's hands– Not A/B?– Very least: messaging, buttons, call to action, & forms
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- MailChimp (in WordPress: GravityForms)- Fliptop.com
Your Foundation: Lead Capture & Email
IMPACT?
Cost : < $100 / monthInvestment: $500 / monthOpportunity: Database
– Every opportunity to capture an email address– Segment database by location and context– Email twice a month– Fliptop? Email addresses into full social profiles
The Art of Startup MarketingThe Art of Startup Marketing
#AUSOME@seobrien
- SEM- Affiliate Marketing- Marketing Automation- Direct Mail
Functional Marketing
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- Google AdWords
Functional Marketing: SEM
IMPACT?
Cost : ~$1000 ($3000)Investment: Perf. BasedOpportunity: $$$ & Data
– Start simple: brand terms and product names– Work into category and industry terms– Appreciate the data as much as the customers– Always be optimizing!!– Understand the importance of contextual relevance
The Art of Startup MarketingThe Art of Startup Marketing
#AUSOME@seobrien
- Share a Sale (Zferral)
Functional Marketing: Affiliate Marketing
IMPACT?
Cost : Perf. BasedInvestment: $1000Opportunity: $$$ & Partner
– Favor content producers who will write about your business– Compensate well : You pay for a sale but benefit from the advertising– Work the relationships – these are partnerships (big ones are gold)
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- Net-Results
Functional Marketing: Marketing Automation
IMPACT?
Cost : $500+Investment: VariableOpportunity: Conv. & $$$
– Track known individuals on your site---- Score them for Sales or BD---- Automatically email them depending on their actions– Remember: we're capturing EVERY email address– Automate customer support, appear to care
The Art of Startup MarketingThe Art of Startup Marketing
#AUSOME@seobrien
- Get lists overseas
Functional Marketing: Direct Mail
IMPACT?
Cost : $200 / 4000Investment: $1500Opportunity: $$$
– Jigsaw.com is an incredible data source---- Implications to Marketing Automation?– Work with a print designer on the mailing– Mail letters, not ads– Works incredibly well for B2B
The Art of Startup MarketingThe Art of Startup Marketing
#AUSOME@seobrien
- Marketing SEO & Content- Public Relations- Social Media
The Finesse
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- Raven Tools
The Finesse: Marketing SEO & Content
IMPACT?
Cost : $500Investment: $1500Opportunity: $$$ & Data
– Think like your audience. Google does.– Track every imaginable keyword – leverage that data for SEM– Track all of your competitors – optimize realistically– Create Pages for every key concept, location, product, and service– Develop relationships with bloggers in your industry (start with affiliates)– Can be outsourced
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- PUBLIC RELATIONS not “Press”
The Finesse: Public Relations
IMPACT?
Cost : $500Investment: $2000 - $3000Opportunity: Awareness
– Deal with the press directly. Press releases only mark milestones.---- Notable business news---- Industry stories in which you are only featured---- HARO is a great place to start– Bloggers often more valuable – they understand SEO– Includes Customer Support team, return policy, review management– Consider role of Sales and Business Development
The Art of Startup MarketingThe Art of Startup Marketing
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- Starts with your blog!
The Finesse: Social Media
IMPACT?
Cost : $500Investment: $75 per postOpportunity: Growth
– Social marketing is about telling stories---- Blog > Facebook > Twitter---- Social validation affects SEO– Understand the impact of the @ (on Facebook too)– Trying to reach customers or partners, influencers, and media?– Fans affect conversion rates (get to 1,000)
The Art of Startup MarketingThe Art of Startup Marketing
#AUSOME@seobrien
Putting it all together
Foundation
Function
Finesse
The Art of Startup MarketingThe Art of Startup Marketing
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The Impact
Foundation
Function
FinesseFail, fail fast, fail
frequently
Collaboration and focus creates synergy
The results that matter are not the results that
matter
The Art of Startup MarketingThe Art of Startup Marketing
seobrien.com
seobrien
512-944-0007
Paul O'Brien