marketing communications for startups - entrepreneurship 101

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/