7 TIPSFOR MARKETINGYOUR LEAN STARTUP

Bob Samii | @cultureslurp

1. Find a talented writer

SEO (content pages, articles, …)

Social Media (blog posts, social content, …)

SEM (ad copy)

PR (press releases)

Biz dev (white papers, case studies, …)

Email (newsletters, promos)

Plenty of resources…

Full-time Part-time

or

Freelancers (Elance, Behance.net, FreelanceSwitch, …)

Paid services (Content.ly)

In-house

External

2. Produce great content

Become an authority in your industry by producing

great content (original, useful, educational, entertaining)

Content comes in

many shapes and

colors…

Link to infographic: http://bit.ly/AlNoDG

Blog postsInfographicsSurveysGuidesReportsInterviews

VideosWhite papersCase studieseBooksPresentationsArticles

3. Orchestrate the distribution

“Some Amazing Content “

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

_____________

Your Website

Publish, Distribute, Rinse, Repeat

Website Build buzz SEO links Brand awareness Traffic & leads

Pro tip: Give exclusivity to influencers

Public launch day

Contact influencers

Share with your network

PRE

LAU

NCH

POST

LAU

NCH

4. Network, network, network

Who´s there:BloggersJournalistsAnalystsCommunity leadersOnline influencers

Not to mention…Investors, partners, potential customers

Where:ConferencesTrade showsStartup competitionsMeetups

5. Develop a SEO strategy

1. Keyword reasearch (Adwords tool, KeywordSpy, SEMRush …)

2. Technical modifications of website

3. Action plan for ongoing initiatives (link building, content marketing, …)

4. Measure and track progress

Head vs. Long tailBranded keywords Non-branded keywords

Head keywords“shoes”

Long-tail keywords“red mens running shoes”

“Nike”

Pro tip: Use KeywordSpy to find out what your competitors are doing

6. If you can’t measure it… don’t mess with it

Conversions(transactions, user registrations, sales leads)

Visitors

1. Decide on key metrics (relevant to your business objectives)

2. Establish monthly reporting

3. Track competitor benchmarks

4. Analyze your traffic sources

SEO

PPC

SocialMedia

Email

Display

Channel SEO PPC Social media Email Display

Total Visitors 5000 6500 3200 2400 1500

Share of visits 27% 35% 17% 13% 8%

Total Conversions 38 30 8 4 5

Conversion Rate 0,30% 0,46% 0,25% 0,17% 0,13%

Total Cost 800 600 200 150 500

Total Revenues 1900 1500 400 200 250

Net income 1.100 € 900 € 200 € 50 € -250 €

CPA (cost per acquisition) 21 € 20 € 25 € 38 € 100 €

Net income per acquisition 29 € 30 € 25 € 13 € -50 €

measure often, analyze a lot, iterate quickly

Data is your friend

Drill down deeper…

SEO:Keyword rankingsTop converting keywordsTop converting landing pages% Branded vs. Non-branded% Head vs. Long tailBounce rate of pages# Pages with at least 1 visit

Email:Open rateCTRBounce rateUnsubscribes

Social Media:Follower growthTotal reach InteractionsMentions% Positive v negativeVirality

PPC:Avg positionAvg CPCCTRsTop performing AdsTop performing keywords

7. Focus on your productConsumers have a high bullshit meter these days

and… WOM remains as the most powerful and highest converting segment for any business

Take aways

1. Find a writer2. Produce great content3. Orchestrate the distribution4. Network, network, network5. Develop a SEO plan6. Measure, analyze, iterate7. Focus on building great stuff

Bob Samii | @cultureslurp