5 Cheap Ways to Grow Your Market - Startup Marketing Conference Shira Abel

Marketing on a Budget 5 Low-cost high impact

ways to grow your brand*

S h i r a A b e l •  VP Marketing, Musketeer •  CEO, Hunter & Bard

–  Marketing strategy –  Marketing implementation –  Full branding & design

•  Taught Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)

•  Mentor at: Google Campus, Microsoft, Founder Institute, Seedcamp, Trento, & more

•  MBA, Kellogg School of Management

@shiraabel

http://www.getmusketeer.com/startupsocials

Launching Mid-November

No Money? 5 Things* 1.  Great Product 2.  PR 3.  Content 4.  Email Marketing 5.  Behavioral Engineering 6.  *Small Things Matter 7.  *Good Things you need to know

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Do you have what it takes to win?

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The Holy Trinity of Marketing Online

GREAT PRODUCT

Earned Media / PR

Relationship Marketing

SEO / Ads / Affiliate

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The Holy Trinity of Mobile Marketing

GREAT PRODUCT

Earned Media / PR

Mobile Ads Seamless Social sharing

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How are you thrilling your customer?

PR & EARNED MEDIA Noise has value

How do we buy? Familiarity builds trust. This is true for B2C, B2B, and B2D.

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Why Earned Media & PR •  Exposes you to big numbers all at once •  Gives a spike of traffic •  May be strategic instead of pure growth

(e.g. much of the time TechCrunch isn’t the target market, but it’s what VCs read & gives social proof)

•  Has a strong trust rate

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What is Earned Media & PR •  Blog posts that you write and submit for

publishing (how-to’s are great for this) •  Coverage from any media (radio

interview, blog post, news article, etc) •  Mentions from others that you didn’t

pitch •  Evangelists who are well known (imagine

Oprah mentioning you to her minions)

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How to Do Earned Media & PR •  Get to know media & bloggers on Twitter long before

launch •  Give •  2 weeks before launch ask if they would be willing to

check out your product (consider an embargo) •  I’ve heard of success from mass emails (luckiest woman

I’ve ever met – only case of success I know) •  KEEP YOUR ASK SHORT

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Sample Email

CONTENT For inquisitive minds

Content 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

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What Do You Read? •  No one cares about your company •  People are busy •  They care about what they need for

work or life •  Don’t waste their time •  Speak to your customer with respect

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EMAIL MARKETING Sound old school? DON’T CARE!

Highest ROI of all digital marketing!

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Test Everything Never assume you’re right.

A/B test: Subject lines

Content Colors

Pictures

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One Ask Call to Action

If you don’t ask – how will anyone know what you want them to do?

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BEHAVIORAL ENGINEERING  Building the marketing into the product  

Reward Status Achievement Self Expression Competition Altruism

Points

Levels

Challenges

Virtual Goods

Leaderboards

Gifting & Charity

Engineering Social Proof @shiraabel

Engineering Social Proof

Ask for reviews in update notes

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Engineering the Path to OK The user must do a set

of actions, before permission is requested.

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Engineering the Path to OK

User-triggered requests showed the highest

conversion rates

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Engineering the Path to OK

Marking optional fields only encourages

‘voluntary over-disclosure’

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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.”

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SMALL THINGS MATTER It all adds up

Priming @shiraabel

Framing How you say and do things matters.

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Loss Aversion Fear of missing out.

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Inclusion – e.g. Easter Egg

Achievement

GOOD THINGS These will help you

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Localization

Viral If You Can @shiraabel

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

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Rapportive

Find the email of the person you want to connect to by checking names through the Rapportive plugin.

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Boomerang in Gmail @shiraabel

This helps you remember to send that follow up email.

Signals @shiraabel

Find out when the email you sent was opened by the recipient.

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

Who Are You Looking For @shiraabel

Google Search @shiraabel

First & Last Name Found! @shiraabel

Hat tip:

Connect! •  @shiraabel •  http://www.linkedin.com/in/shiraabel •  http://www.facebook.com/shiraabel •  https://plus.google.com/u/0/+ShiraAbel/

posts •  http://www.instagram.com/shiraabel •  http://www.pinterest.com/shira_abel

Thank you!

References & Reads •  All of the stock photos are taken from http://thestocks.im/ •  http://uxmovement.com/forms/why-users-fill-out-less-if-you-mark-required-fields/ •  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/

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