Marketing for StartupsMalcolm Gordon

Who?

• Online Marketing

• 6 figure budgets

• Startup Weekend (Team Threadster)

• Founder’s Institute

• Former copywriter

• Some viral success

• Paid, earned, owned experience

Define your Target Audience

• Who are you selling to?

• Where do they congregate? Online? Offline?

• Where do they spend time?

Learn to speak metric

• CPA

• Customer LTV

• Net margin

Paid Versus Viral model

• Decide early on how you’re going to get noticed and grow

• It’s okay to pay

• Going viral is hard

• Usually know within the first few hours

• Color = $40 million failure in 45 minutes

An ongoing experiment

• Never stop testing

• Platforms

• Media

• Paid Vs Earned Vs Owned mix

• Ads - copy, imagery, content

• Targeting

• Budgets/bids

"Adapt what is useful, reject what is useless, and add what is specifically

your own.”

“Adapt what is useful, reject what is useless, and add what is specifically your own.”- Bruce Lee

Paid

• Search Engine advertising – AdWords, BingAds

• Display - Remarketing

• SEO

• Email Marketing

• Affiliates

Earned

• The media are content hungry & very approachable

• Investigative journalism is dead

• Tight deadlines

• Lots of content to fill

number of users = 1,000Users = 1,000,000,000

advertising spend = $0

1,000,000,000 users$0 marketing spend

Owned

• Content Marketing (overlaps SEO)

• Infographics

• Video (dollar shave club)

• Website

• apps

• Content that may go viral

“Make an awesome product and get it featured in the App Store”

– Dave Mckinney, Discovr

“You cannot fool all of the people all of the time” – Abraham Lincoln

Contact Me

Web: malgordon.com

LinkedIn: au.linkedin.com/in/malcolmgordon/

Email: mal@malgordon.com

Twitter: @malgordon