![Page 1: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/1.jpg)
MARKETING FOR STARTUPS!Yes, your mom is excited, but is anyone else?!
![Page 2: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/2.jpg)
@shiraabel
Marko Jovanovich!Engineering!
Shira Abel!Marketing / Strategy!
Ivana Buric!Design!
+ An amazing team of developers, designers, UX, UI, copywriters, !& content writers!
Partners!
![Page 3: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/3.jpg)
@shiraabel
Clients!
![Page 4: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/4.jpg)
! CEO, Hunter & Bard!! Marketing strategy!! Marketing implementation!! Full branding & design!
! Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)!
! Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more!
! MBA, Kellogg School of Management!
Shira Abel
![Page 5: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/5.jpg)
BEFORE AFTER
DOUBLED VIEWS & REVENUE!
We Help Companies
![Page 6: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/6.jpg)
“A true unfair advantage!is something that cannot!be easily copied or bought.”!!- Jason Cohen!
@shiraabel!
![Page 7: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/7.jpg)
Agenda!! Strategy!
! Alpha!! Launch!
! Web / Tablet vs. Mobile!! Building Marketing Into the Product!
! Branding!! Product market fit!
!
@shiraabel!
![Page 8: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/8.jpg)
@shiraabel
alpha!
![Page 9: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/9.jpg)
MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED!
@shiraabel!
![Page 10: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/10.jpg)
Marketing for the Concept Phase!
Build the marketing into the product. Create an incentive to share. Make sharing easy.!
Test assumptions (cost, messaging, bundle mix, etc.). Mobile ads à app/ Ads à landing page!
Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything.!
1!2!3!
@shiraabel!
![Page 11: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/11.jpg)
How to Test Your Idea - Web!! Create a Minimal Viable Product MVP!
! This’ll be ugly and basic!! Take people through the motions!
! Ads to landing pages to test messages – see what people click on!
! Can build an entire product & take’m down to BUY!
! Once product/market fit has been reached à do a Big Launch !
@shiraabel!
![Page 12: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/12.jpg)
![Page 13: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/13.jpg)
How to Test Your Idea - Mobile!! Create a rough app & have friends & family test
via Testflight (very beginning)!! Make a MVP and launch in the app store of a
smaller country only!! Create a Minimal Viable Brand !
! Purpose – Why do we exist!! Positioning – Where do we fit in the market!! Personality – How do we tell that story*!
! Once product/market fit had been reached, build the main app and do a Big Launch !
@shiraabel!
![Page 14: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/14.jpg)
Alpha Phase!! Start the blog with newsletter sign up
(think Danielle Morrill & Mattermark)!! Landing pages à more sign ups!! A/B test messaging & optimization using
unbounce.com or launchrock.com (more sign ups)!
! Social outreach starts to the media!The point is to begin building an interest and an audience through good content before launch!
@shiraabel!
![Page 15: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/15.jpg)
@shiraabel
launch!
![Page 16: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/16.jpg)
Launch!
! Ask the media people and influencers who now know you if they would be willing to check out your product & give feedback !
! PR on a slow news day (avoid days where Apple announces anything, election days, CES, DLD, etc…)!
! Send an announcement to the list you’ve been growing through the blog, ads, and social!
! Attempt an act of virility (I say attempt, because nothing is guaranteed)!
@shiraabel!
![Page 17: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/17.jpg)
What’s Your Strategy!
@shiraabel!
![Page 18: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/18.jpg)
Example!@shiraabel!
!!
Business Objective!
Improve Financial Performance!
Business Metric!Reduce Long-Term
Dependence on Ads & Lower Overall Costs!
Marketing Metric!Increase Relationship / Content Marketing – Raise percentage of traffic from blog versus
ads!
![Page 19: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/19.jpg)
EXAMPLE
![Page 20: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/20.jpg)
Sample Marketing Strategies for Web!! Become known as a
product leader in a chosen niche (think Martha Stewart – home, or Buffer – social media management)!
! Increase average purchase rate (in-store recommendations are great for this)!
@shiraabel!
! Create evangelists who will bring in a wider client base!
! Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost – think Kissmetrics blog)!
![Page 21: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/21.jpg)
Sample Marketing Strategies for Apps!! Create several free
apps that have in-app advertisements directing to your paid app!
! Have your free app represent a much larger service (store, blog, service, company ß this is where the monetization is)!
@shiraabel!
! Have in-app rev-share advertising and go for large numbers (Inneractive, Admob, etc.)!
! Have a free Lite and a Premium Paid version (Lite having advertising – Premium having none)!
![Page 22: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/22.jpg)
Performance Measurement!! Is your objective SMART: specific, measurable,
attainable, realistic & time specific?!! What are your strategic initiatives?!
! Build awareness!! Expand distribution (i.e. increase downloads)!! Build penetration!! Build buying rate!! Increase loyalty!
! Funnel ß e.g. when purchases through the app!! Where do you want people to go?!! What action do you want people to take? !! Track the movement!! Conversion rate / A/B Testing!! Test & iterate!
@shiraabel!
![Page 23: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/23.jpg)
@shiraabel
product /market fit!
![Page 24: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/24.jpg)
AFTER PRODUCT MARKET FIT – SEEK TO ACQUIRE MASS USERS!
@shiraabel!
![Page 25: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/25.jpg)
The Holy Trinity of Marke:ng Online
GREAT!PRODUCT!
Earned Media / PR
Relationship Marketing
SEO / Ads / Affiliate
@shiraabel!
![Page 26: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/26.jpg)
The Holy Trinity of Mobile Marketing!
GREAT PRODUCT!
Earned Media / PR! / Reviews!
Social Integration!
SEO / Ads / !Localization!
@shiraabel!
GREAT PRODUCT IS REQUIRED
![Page 27: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/27.jpg)
Sample Tactics (not in order)!• Mobile Ads (FB, Google & in
complementary apps)!• PR (Media Kit recommended)!• Facebook !• Podcast!• YouTube!• Twitter!• Quora!• LinkedIn!• Blogging!• Newsletter / Email (highest
ROI of all digital media)!• Google+!• Games!• Forums!
• White papers / Case studies!• Peer review!• Seeding posts!• Infographics!• E-book!• Webinars!• Community!• Guest blogging !• Teleseminar!• Affiliate Marketing!• Game elements (e.g. leader board,
80% signed up, awards for actions)!• SEO / SEM!• Pinterest!• Blog commenting!
@shiraabel!
![Page 28: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/28.jpg)
Earned Media & PR!
! Brings big numbers all at once!! Gives a spike of traffic!! May not be aimed at the target market
(i.e. much of the time TechCrunch isn’t the target market, but it’s what VCs read & gives social proof)!
! Has a strong trust rate!
@shiraabel!
![Page 29: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/29.jpg)
Affiliate, SEO & Media Buy (Ads)!
! Immediate!! Targeted!! Mobile has a stronger conversion than web!! Strongest conversion is mobile FB!! Costs (which is fine if you charge, could be
a dilemma if you’re free)!! Doesn’t build a relationship !! Has the lowest trust rate!! Affiliate needs to be well vetted in order to
not destroy the brand!
@shiraabel!
![Page 30: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/30.jpg)
Relationship Marketing!! Takes time!! Builds the brand!! Costs (yes, time is money)!! Builds a relationship!! Increases referral rate!! One key point – social needs to be built
into the product!
@shiraabel!
![Page 31: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/31.jpg)
@shiraabel
behavioral engineering!
![Page 32: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/32.jpg)
“Simplicity changes behavior.”!- BJ Fogg!
@shiraabel!
![Page 33: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/33.jpg)
T-shirt Economy!@shiraabel!
![Page 34: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/34.jpg)
T-Shirt Economy!! Reputation based!
! Incentives are about doing something for the love of it NOT financial reward!
! Easier to get someone to do something for free than for less money (e.g. lawyers would rather do pro bono than get paid less per hour for the same work)!
! Changes the way we perceive the work we do!! When we already have our basic needs met, we’re
more likely to do something for our own joy!! This is where the evangelists should be –
that’s why not paying them is a good thing!
![Page 35: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/35.jpg)
Financial Economy!@shiraabel!
![Page 36: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/36.jpg)
Financial Economy !!! People judge if something is “worth” their time!! Become less enthusiastic if the work is not
paid according to expectations!! Make sure incentives are aligned with goals!! Proven to be a bad way to build incentives to
get people to work harder!! Studies have shown that for cognitive work, a
larger reward results in worse results !! Loss aversion, however, brings better results!
! This will affect the affiliates the most!
![Page 37: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/37.jpg)
Priming!@shiraabel!
![Page 38: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/38.jpg)
Framing!
![Page 39: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/39.jpg)
Loss Aversion !@shiraabel!
![Page 40: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/40.jpg)
Inclusion – e.g. Easter Egg!@shiraabel!
![Page 41: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/41.jpg)
Achievement !
![Page 42: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/42.jpg)
ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO COME BACK? AND SHARE?!
@shiraabel!
![Page 43: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/43.jpg)
Action Triggers!@shiraabel!
What gets your customer moving?
![Page 44: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/44.jpg)
![Page 45: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/45.jpg)
Nir Eyal – If you don’t know him – you should.
![Page 46: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/46.jpg)
Jack Dorsey: The Power of User Narratives!! http://www.youtube.com/watch?v=acMXhhdWylQ!
@shiraabel!
![Page 47: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/47.jpg)
UserOnboard.com – Web !
![Page 48: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/48.jpg)
UXArchive.com – Mobile!
![Page 49: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/49.jpg)
Engineering Social Proof !!
![Page 50: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/50.jpg)
Engineering Social Proof !!
Ask for reviews in
update notes!
![Page 51: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/51.jpg)
Engineering the Path to OK!@shiraabel!
The user must do a set of actions, before
permission is requested.!
![Page 52: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/52.jpg)
Engineering the Path to OK!@shiraabel!
User-triggered requests showed the highest
conversion rates!
![Page 53: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/53.jpg)
Engineering Viral!
@shiraabel!
![Page 54: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/54.jpg)
How You Say Things Matters!‘Researchers found that placing the following statement at the end of an ad… caused their trust scores to jump as much as 33 percent!’!
“You can trust us to do the job for you.”!
!
![Page 55: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/55.jpg)
Emotional Triggers – Examples !1. Fear – Insurance!2. Guilt – Mother’s Day!3. Trust – Financial
institutions!4. Value – Matching
prices!5. Belonging – Part of
our community!6. Competition – Doing
better than the Jones’s!
7. Instant Gratification – I want it now!
8. Leadership – Early adopter & evangelist !
9. Trendsetting – What are the leaders doing? !
10. Time – Save time!
![Page 56: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/56.jpg)
Cognitive Resources!! Behavior depends on time of day – we’re more likely
to have no patience at the end of the day, when we’re hungry or tired!
! Place – if we’re being interrupted every 30 seconds, our cognitive resources will be spent – decision making goes down!
! How much we’ve had to concentrate – again, using up cognitive resources!! We can’t decipher truth from fiction when we’re cognitively
spent!! Our mood can change simply by putting a pencil between
our teeth and forcing ourselves to smile !Point being – When is your customer using your product? What’s their cognitive level? !
![Page 57: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/57.jpg)
Keep in Touch – Email!! Keep it short!! A/B test several subject lines!! Action-trigger emails have a higher opening
rate!! Keep it relevant!! Appropriate landing page à funnel them in!! Let people choose what they want to be notified
for!! DON’T BUY LISTS OR SPAM!
![Page 58: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/58.jpg)
Keep in Touch – Notifications!!! iOS 108 characters max!! Android – recommended 50 characters max (1-
line on the notification bar) * ht/ Danya Schwartz Bar-El !
! Localize sending so user receives notification between 9-11am or 2-5pm (but test first)!
! A/B test messaging for a couple of days then blast everybody else with the winner!
! In-app landing page – like all landing pages - fitted to the message and the push campaign!
![Page 59: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/59.jpg)
Engineering Good Feelings!@shiraabel!
![Page 60: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/60.jpg)
Engineering Good Feelings!@shiraabel!
![Page 61: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/61.jpg)
Know Your Market!@shiraabel!
![Page 62: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/62.jpg)
Viral If You Can!@shiraabel!
![Page 63: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/63.jpg)
Watch the Funnel!Acquisition – !
Learns About Product!Conversion – !
Signs Up!Retention – !
Uses Product!WOM
(Sharing)!
Buys!
@shiraabel!
![Page 64: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/64.jpg)
@shiraabel
mobile!
![Page 65: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/65.jpg)
Build an App Family!
! Send adver:sing to main app ! Do complementary apps – NOT same app with different names (branded house or a house of brands)
! Lite and paid versions
Main App!
@shiraabel!
![Page 66: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/66.jpg)
@shiraabel!
Localization!
![Page 67: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/67.jpg)
Chevy Nova!In Spanish “no va” means No Go!
hUp://americanmusclepictures.com/wp-‐content/uploads/2013/09/Chevy-‐Nova-‐SS-‐1.jpg
@shiraabel!
![Page 68: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/68.jpg)
Branding!Apps are all about branding. The app store is like the supermarket shelf.!
@shiraabel!
![Page 69: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/69.jpg)
Ugly Icon* !
@shiraabel!
*What NOT to do!
![Page 70: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/70.jpg)
Pretty Icon!
@shiraabel!
![Page 71: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/71.jpg)
Best Pics of the App!
@shiraabel!
![Page 72: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/72.jpg)
Text is Below = No One Reads It, ASO Only!
@shiraabel!
![Page 73: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/73.jpg)
Social Proof = Ratings & Reviews!
@shiraabel!
![Page 74: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/74.jpg)
@shiraabel
b2b!
![Page 75: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/75.jpg)
![Page 76: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/76.jpg)
Sample Marketing Strategies for B2B!! Become known as a
industry leader in a chosen niche (think about crossing the chasm – Outbrain does this well)!
! Connect with those who use your product where they live online (Objet has a FB page for that reason)!
@shiraabel!
! Let the end-user (who may not be the client) know about your work (i.e. Intel inside)!
! Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)!
![Page 77: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/77.jpg)
Sample Tactics (not in order)!• Online Ads (FB, Google & more)!• PR (Media Kit recommended)!• Facebook !• Pinterest!• YouTube!• Twitter!• Quora!• LinkedIn!• Blogging!• Seeding posts!• Google+!• Blog commenting!• Games!• Infographics!
• White papers / Case studies!• Peer review!• Newsletter / Email (highest ROI of
all digital media)!• Forums!• E-book!• Webinars!• Community!• Guest blogging !• Podcast!• Teleseminar!• Affiliate Marketing!• Game elements (e.g. leader board,
80% signed up)!• SEO / SEM!
@shiraabel!
![Page 78: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/78.jpg)
Communicating to an International Market!! Americans spell correctly. However, the
British disagree. There are more Americans than British J (localize your English – even when it’s for Australians)!
! Spelling and grammar count – mistakes lower trust levels in all languages and cultures!
! Find someone from the culture you’re aiming to sell to, who knows marketing – to do your marketing. OR – go there & live for a bit. Understanding culture is critical.!
@shiraabel!
![Page 79: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/79.jpg)
International Partnerships!! You’re in Europe – use it to your advantage –
partner with other European & Israeli companies!
! Find companies in complimentary industries to do joint partnerships with – e.g. A high end organic bed company does a joint promotion with a high end organic bedding (sheets) company – email lists are combined & both companies & customers benefit!
! Face to face is ideal, but Skype works wonders when F2F is not possible!
@shiraabel!
![Page 80: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/80.jpg)
Thought Leadership is Critical!! Blogging and guest blogging is one of the
best ways to do this!! Webinars / Presentations that give helpful
industry related information (think Crunched and its Growth Hacker series)!
! White papers (sign up to our newsletter and get this white paper for free!)!
@shiraabel!
![Page 81: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/81.jpg)
Marketing is a Sales Tool!! Case studies show your ideal customer and how
things go when everything is perfect!! Connecting with individuals on social builds the
relationship, e.g.!! Object can showcase customers design work on its FB page!! LinkedIn group about industry – lead generation!! Social CRM on Twitter!
! Email marketing reminds companies that you exist & what you can do for them!
@shiraabel!
![Page 82: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/82.jpg)
Social Media for Research!! What is the title of the person in the organization that
typically makes the decisions? !! Rapportive!! LinkedIn!
! Who are the media people who cover your industry?!! Twitter !! FB!! Quora!! LinkedIn!! Pinterest!
@shiraabel!
![Page 83: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/83.jpg)
Rapportive!
Find the email of the person you want to connect to by checking names through the Rapportive plugin.!
@shiraabel!
![Page 84: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/84.jpg)
Boomerang in Gmail!@shiraabel!
This helps you remember to send that follow up email. !
![Page 85: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/85.jpg)
Signals!@shiraabel!
Find out when the email you sent was opened by the recipient.!
![Page 86: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/86.jpg)
LinkedIn!
Choose who you want to connect to:!!What groups is the person in? !!If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name.!
@shiraabel!
![Page 87: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/87.jpg)
Who Are You Looking For!@shiraabel!
![Page 88: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/88.jpg)
Google Search!@shiraabel!
![Page 89: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/89.jpg)
First & Last Name Found!!@shiraabel!
![Page 90: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/90.jpg)
@shiraabel
random!
![Page 91: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/91.jpg)
THE Best Review Of All Time!!The Mountain Three Wolf Moon !!Short Sleeve Tee!
@shiraabel!
![Page 92: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/92.jpg)
Close Running!BIC Cristal For Her Ball Pen !!
@shiraabel!
![Page 93: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/93.jpg)
Hat tip:
![Page 94: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/94.jpg)
Connect!!! @shiraabel ! hUp://www.linkedin.com/in/shiraabel ! hUp://www.facebook.com/shiraabel ! hUps://plus.google.com/u/0/+ShiraAbel/posts
![Page 95: Marketing for startups_microsoft_academy_shira_abel_2014](https://reader034.vdocuments.site/reader034/viewer/2022051322/5409d9958d7f72d24b8b45b2/html5/thumbnails/95.jpg)
References & Reads!!! THANK YOU’S: Dan-‐ya Shwartz Bar-‐El & Ze'ev Rosenstein ! http://dancounsell.com/articles/prompting-for-app-reviews!! http://agevik.se/post/72876032312/20-lessons-about-making-viral-apps-i-learned-the-hard!! http://contentmarketinginstitute.com/2011/09/web-content-conversions/!! http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk!! http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit!! http://www.businessmodelgeneration.com/canvas!! http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/!! http://www.avc.com/a_vc/2004/03/its_a_small_wor.html!! http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly !! http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A!! http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 !! http://www.youtube.com/watch?v=7QmCUDHpNzE !! http://www.youtube.com/watch?v=ZUG9qYTJMsI !! http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/ !! http://flowingdata.com/2011/09/18/yoda-pie-chart/ !! http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay!! http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/!! http://www.slideshare.net/setlinger/altimeter-social-analytics081011final!! Breakthrough Marketing Plans!! http://www.seomoz.org/blog/tracking-the-roi-of-social-media!! http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/!! http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/!! http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/!! http://www.facebook-studio.com/!! http://www.seomoz.org/blog/tracking-the-roi-of-social-media!! http://marketingfortomorrow.com/tag/marketing-tone/ !
@shiraabel!