Ultimate start up marketing
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Here are the slides from our 'Ultimate Start-up Marketing' briefing event on 2nd December 2015. If you'd like to download the full written guide, you can do so here: knowledge.dontbeshydigital.com/ultimate-startup-marketing-guide. Thanks for your interest!
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Ultimate start up marketing
- 1. Ultimate start-up marketing Your recipe for creating lean, scalable digital marketing from day 1.
- 4. It doesn’t matter how brilliant your product or service is, if no- one knows about it, no-one’s going to buy it or invest in it. #UltimateStartupMarketing
- 5. Of course, there’s a catch… £ #UltimateStartupMarketing
- 6. Marketing doesn’t have to be EXPENSIVE Sound too good to be true? Actually, it’s not. #UltimateStartupMarketing
- 7. Start with ‘why’ Here’s the link to Simon Sinek’s TED Talk www.ted. com/talks/simon_sinek_how_great_leaders_inspire_action What do you believe in? What are your core values? What sparked the idea that gave birth to your business? #UltimateStartupMarketing
- 8. What How Why Here’s an example of starting with ‘why’ #UltimateStartupMarketing
- 9. Define your voice and establish what your brand offers. How are you going to talk? What’s your USP? What’s your brand’s name? Action point: Once you’ve decided your brand name register domain names and social handles immediately - be proactive, second-guess what you might need in future. The cost is next to nothing now but could be vast if left till later! Here’s our blog post on the importance of defining your USP: http://www.dontbeshydigital.com/defining-your- usp #UltimateStartupMarketing
- 10. Understand your audiences All of your marketing decisions will be based on who you are targeting, so it’s essential that you work out exactly who that is. #UltimateStartupMarketing
- 11. Developing ‘personas’ is the best way to fine tune your understanding of your target audience Buyer personas are semi-fictional representations of your ideal customers, characterised by a single persona for each segment of your audience. Roles Goals Challenges Communication channels Common objections Knowledge gaps Demographics Influencers #UltimateStartupMarketing
- 12. Here’s an example Entrepreneurial Eddie PLC Pete One job title = CEO #UltimateStartupMarketing
- 13. Think beyond your customers too #UltimateStartupMarketing
- 14. So how do I create my personas? #UltimateStartupMarketing
- 15. Think Strategy EARN your online real estate, your audience and you share of voice. DON’T buy it. #UltimateStartupMarketing
- 16. Ok, so how do I earn it? A blog is the best starting point for content marketing. #UltimateStartupMarketing
- 17. More often than not, your website is the first point of contact between a potential customer or investor and your brand. Don’t underestimate the importance of good web design. It’s time to set up a slick, modern website. #UltimateStartupMarketing
- 18. Some technical to dos when creating your site: - Make it responsive - Focus on good UX - Consider dynamic content - Integrate it with your social strategy - Optimise for search, as much as you can Here’s our blog on why you need responsive web design asap: http://www. dontbeshydigital.com/why-you-need-responsive-web-design/ And one on the value of spending a bit of money on SEO: http://www. dontbeshydigital.com/seo-is-a-waste-of-money-or-is-it/ #UltimateStartupMarketing
- 19. Get social, get shared Use your persona insights to target the most relevant channels with the most engaging content. Create a buzz!
- 20. Once you’ve got your site, your content, and your channels, track them, optimise them and allow them to evolve as your business does. #UltimateStartupMarketing
- 21. First things first: set up Google Analytics and Search Console, and learn how to use them. Get tracking from day one! #UltimateStartupMarketing
- 22. Consider a marketing technology and automation platform like HubSpot. Tracking every interaction between a customer and your brand, from first touch to purchase and beyond allows you to calculate marketing ROI in great detail. www.hubspot.com/jumpstart #UltimateStartupMarketing
- 23. Modern marketing is never a case of ‘create, hope and pray’ - it’s now much more akin to science than ever before. #UltimateStartupMarketing
- 25. We’re here to help! #UltimateStartupMarketing
- 26. Any questions or comments? #UltimateStartupMarketing
- 27. Thanks for coming! You can get the full ‘Ultimate Start-up Marketing’ recipe book, which has lots more detail on what we’ve covered today... Printed editions available here today or Download it from our website: http://knowledge.dontbeshydigital.com/ultimate-startup-marketing-guide Today’s slides will be available on our blog next week #UltimateStartupMarketing
Hinweis der Redaktion
- JULIAN
- JULIAN Intro DBS - we’re a start-up too, here’s where you can connect with us, here’s the hashtag if you want to tweet about anything you hear tonight or ask questions after the event plus we’re a HubSpot partner
- JULIAN intro self, john, caroline
- “It doesn’t matter how brilliant your product or service is, if no-one knows about it, no-one’s going to buy it or invest in it.”This is the key issue we’ll be covering throughout this presentation - how to best combat a lack of awareness of your business. Whilst the issues and strategies in this presentation suit start-ups in that we are looking at the highest priority activities to be undertaking from day 1, this is pertinent to any and every business that is looking to increase awareness, engagement and ultimately revenue for their brand.
- As a start-up, or a business first embarking on proactive marketing, money is almost always tight. There may be skepticism from other members of the team, or perhaps you had underestimated the fact that starting marketing does mean starting to spend money in order to make it.
- However, there are a lot of things you can do, often at a one-off cost, minimal ongoing cost, or sometimes even for free, that can have huge benefits to your marketing plan and business, without breaking the bank. The things that always produce ROI within a short period of time - often in a matter of months. You just need to be smart about what you spend money on, and lay the foundations now for a scalable marketing plan for the future. This is what we hope to help you with this evening.
- You all know what you do, most of you know how you do it, but do you know why? Why does your business exist? What do you believe in? What are your core values? What sparked the idea that gave birth to you business, and why did you care enough to make it happen? More often than not, it is actually answering these questions within your marketing that will convince customers to buy and investors to invest. Simon Sinek gives a great TED Talk on this, where he explains why this is the case - it’s all down to the biology of how the brain works. The link is up on the screen now if you’d like to take a look.
- Traditional marketing techniques have for decades focused on the ‘what’ - the hard facts, then the ‘how’ - the slightly fuzzier facts, and almost never focuse on teh ‘why’. This is because this is what feels natural when conversing, and is easy to get caught up in doing when you’re very invovled in teh make-up of your wonderful product or service. But, here’s an example of how working from the outside in would work for a company well known for emotive marketing that starts with ‘why’... Apple. What: we make great computers and phones. How: they’re beautifully designed and really easy to use. Do you want to buy one? This isn’t particularly compelling. Here’s how they actually market: ‘Everything we do, is because we believe in challenging the status quo, and we believe in thinking differently’ - that’s the why. How we do this is by making our products beautifully designed compared to everything else in the market and extremely easy to just pick up and use. We happen to make really good computers and phones - do you want to buy one? This is so much more compelling, and plays to the emotions of you buyer - regardless of whether you are targeting business or consumers, humans want to know ‘why’. Starting with why also gives you a headstart on my next item on the to do list...
- Your voice determines the personality of your brand - what your marketing messages say and how they say it. It’s good to get this clear early on so everything you produce is consistent. And of course then you need something compelling to talk about - defining your USP early on is so important for your marketing strategy moving forward - how are you differentiated from your competitors? What makes you different? It’s good to go as far as documenting this formally so everyone has something to refer back to. The final element of your voice of course is what your brand is actually called. Most of you will already have a brand name. If you haven’t done so already, as soon as you leave this room you need to go and claim every website domain you may ever need, and the best handle or URL possible for every social media platform - although you might not use them now, it will be such a pain later on if someone else lays claim in the meantime, and you end up having to either pay someone laods of money for it, or settle for second-best.
- The best marketing is characterised by highly targeted and personalised messages that speak directly to the audience’s wants and needs. That means potentially creating a range of different marketing messages that may ultimately end in the same result i.e. a purchase decision, but that get each type of audience to that decision in a very different manner.
- Developing personas is the best way to fine tune your understanding of your audience. A buyer persona is a semi fictional representation in words of your ideal customers, characterised by a single persona for each audience segment. So, essentially we paint a picture of each type of our buyers, and make marketing decisions based off the back of them, with an understanding of things like roels, goals, challenges, communications channels, common objections - to your business, and influencers. It’s important to note here that personas are representations of groups with similar goals and issues, not a simple description of a broad demographic like ‘middle-aged women’ or a job title like ‘CEO’.
- Here’s an example of how a persona can be so much more than a job title. Recently we conducted a persona workshop for Panmure Gordon. Panmure are an investment bank that amongst other things float businesses one they’re ready. Previously, Panmure had produced the same marketing messages for all CEOs, regardless of their ‘persona’. However, after conducting the persona workshop and looking into things like roles, goals, demographics, common objections to Panmure etc, we discovered there were at least 2 very distinct types of CEO - which were characterised as Entreprenerial Eddie and PLC Pete. Eddie is a first-timer, fairly inexperienced in the field, needs a lot of education on the process and is open to ideas and proof points of any potential partner for going public. So, we are now developing lots of content for Eddie that helps educate on why you would go public in the first place, what the process involves, and how Panmure can help inexperienced CEOs get the best deal. Pete on the other hand, is a seasoned serial CEO who knows, or at least believes he knows ‘it all’. and just wants the job done by whoever he believes from his previous experience and his influencers may be best for the job. For Pete, we needed to take a completely different approach - developing marketing collateral that targets his influencers - so accountants and lawyers, as well as showing ourselves to be at the top of our game via insights reports and up-to-date case studies. So you can see here, it’s important to not generalise by job title, demographic or even industry - what’s most important for the foundation of your marketing strategy is that you understand each persona, that characterises a group of people with similar goals and challenges.
- And remember, your ideal customers might not be the only audiences deserving of persona work - for start-ups looking for investment, it may be wise to develop personas for VCs, private investors, crowdfunders or any other investors you’re interested in appealing to. Similarly, if your customers are likely to be influenced by a set of people that don’t actually purchase from you, you may want to consider developing personas for them and targetting them thrugh your marketin gtoo.
- Personas are normally developed via a persona workshop, which is one of our core services to provide. It’s great to substantiate your personas with external research and questionnaires, however these are often expensive, and we can get pretty far just with the input from the persona workshop. I’d highly recommend it.
- The key to a sustainable and scalable marketing strategy is earning your space or ‘real estate’, earning your following and audience and earning your share of voice in the industry. Although it may be tempting to buy these things, in the form of lots of paid media advertising and Pay Per Click campaigns, and by purchasing databases to send emails and texts to or cold call, our advice is don’t. These things are temporary and often, in the case of the database, not particularly relevant, offering poor value for money. There is always the risk too, that you will irritate the people on the receiving end of these tactics, rather than ingratiate yourselves. A good rule of thumb is, if you’d find it irritating yourself to be on the receiving end of one of your marketing techniques, don’t do it.
- The key to earning interest and engagement with your brand, products and services is to genuinely be interesting and engaging and be present on the platforms and channels that your audiences are on. To get started on your path to engaging marketing, or what has become termed ‘content marketing’, you need to develop interesting content that answers your personas’ questions and provides them with truly valuable information. The easiest way to get going is to start a blog. Not only does blogging regularly vastly improve your chances of getting found by your searching prospects, but it also improves your Google rankings, and help you to look like a thought leader in your industry. A blog that includes news is also a great way to get peopel not only engaging with your brand, but to let investors knwo what you’re up to and be seen to be proactively marketing your business. Lng ™ ky ds
- Often your website is the first point of in-depth contact between a potential customer or investor and your brand. As such, it’s really important to make a good first impression. Your homepage is your online shop window - you want it looking as impressive and enticing as possible when it comes to getting your prospective customers to investigate further. If your web design is unattractive and outdated, every visitor who lands on your website will assume that your company is likewise behind the times.
- Responsive - Google, user, consistent across all devices UX(User Experience) - buttons that don’t click, confusing menus, carousels that spin around too fast Dynamic content - going back to treating users as individuals - based on pages visited, wemails opened, whether theyve visited before etc Social strategy - web and social talk to each other, consistent message, share what’s on your site, share your site on social Search - get the quick wins out of the way yourself - give every page a relevant page title, fill in the META description for each page, give your images relevant alt text - then if you can, spend some money to outsource a full research and implementatino job - you’ll feel the beneifts if you can spare the cash.
- as mentioned before, claim all your handles from the persona work we know which channels are most useful for our business - get on those as top priority, then if you don’t have the time or budget worry about the rest later. don’t go crazy posting across twitter, facebook, linkedin, google +, instagram, tumblr, pinterest, foursquare and snapchat, when actually only half of those are relevant to your audience in the first place, and you only really have time to dedicate to 2 for the foreseeable future. It looks worse to have the start of a social programme on a platform that’s turned into a ghost town, than nothing there at all. you have you voice worked out from our first step, so make sure it’s consistent across your chosen channels. create content, like the blogs we discussed before, to share across the platforms - and don’t be shy about sharing it multiple times - you’ve worked hard on the content, now make it work hard for you! 80/20 rule - talk about yourself max 20% of the time Keep learning, and start outsourcing if it gets too much Social, especially for start-ups, can really get an idea going and give it the lift it needs to ‘get big’ - don’t underestimate the power of the conversation.
- Every tactic and strategy I’ve covered so far can be tracked and optimised as time goes by. Optimisation of existing content and assets can be one of the most cost and time-effective methods of improving your marketing output. Here’s how to get started doing it
- lets you know which channels traffic is coming from, how much traffic, where your audience is etc
- benefits of automation, tracking roi from first tough to final purchase and onwards et.
- Whatever you use to implement these practices, remember that modern marketing required ongoing care and attention Evolve your efforts as you grow, add more as you can, always be optimising
- The most important area for ROI and keeping your spend effective is to optimise your existing efforts...
- Don’t be Shy are a digital marketing agency...