Marketing 4 StartUp Britain - The 3 Hour StartUp

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WELCOME & INTRODUCTIONS

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Transcript of Marketing 4 StartUp Britain - The 3 Hour StartUp

Page 1: Marketing 4 StartUp Britain - The 3 Hour StartUp

WELCOME & INTRODUCTIONS

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Introductions

Guy McConnell

Founder and Jt MD of BURN

www.burnmarketing.com

@burnmarketing

Adam Ball

Head of Hacking for Concept Cupboard

www.conceptcupboard.com

@conceptcupboard

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INTRODUCING BURN

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Who are we?

• Award-winning brand response agency

• Work on-line and off-line, ATL and BTL

• Unique approach to creative development

• Innovative costing model

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Who we work for

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Our Entrepreneurial Pedigree

• Sold our last agency to WPP

• Founded One water

• Founded and run Concept Cupboard

• 18th in Smarta 100

• 59th in Startups top 100

• One of Red Bull’s Future 50

PLUS JUST LAUNCHED OUR NEW COMPANY – CREATED IN 3 HOURS FOR UNDER £300

MORE LATER...

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HOW TO LAUNCH A COMPANY IN 3 HOURS FOR UNDER £300

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First, the assumptions

1. You have an idea

2. You know how it’ll work online

3. You have basic technical know-how

4. You write decent copy

5. You accept it’ll need further refinement

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The Process

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What

Briefing branding

How How long

Concept Cupboard 5 minutes

Cost

£36

Choosing branding Concept Cupboard 5 minutes £180

Purchasing domain & hosting

1 and 1 5 minutes £31

Choosing WP theme Theme Forest 5 minutes £40

Writing SEO +ve content

You 10 minutes FREE

Setting up site WordPress 130 minutes FREE

Setting up social channels

Knowem & You 20 minutes FREE

TOTAL 180 minutes £287

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How we’ll structure today...

Branding – Concept Cupboard

Build – Wordpress & Theme Forest

SEO and Analysis - You

Getting Customers - Various

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BRANDING YOUR BUSINESS

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Importance

Professional branding:

Builds trust

Creates stand-out

Delivers competitive differentiation

Helps communicates your values

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Importance

V

All things being equal, which company would you choose?

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Branding options for start-ups

DIY

Friends and Family

Small agency

Copy shop / Printer

Crowdsourcing

Questionable quality

Awkward to challenge

Questionable quality

Potentially costly

Remote working

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Introducing Concept Cupboard

• Access 2000 creatives• Award-winning• Affordable• High quality• See before you buy• 50+ ideas per brief

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Introducing Concept Cupboard

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A FinalOffer

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Access 2,000 of the UK’s best young creatives!50% off the Concept Cupboard listing fee

Visit: www.conceptcupboard.comUse code: maa50

Expires September 30th 2012

Access 2,000 of the UK’s best young creatives!50% off the Concept Cupboard listing fee

Visit: www.conceptcupboard.comUse code: maa50

Expires September 30th 2012

StartUp Britain offer

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Getting Your Business Online

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WHERE TO START ONLINE

Landing pageIf you haven’t got a landing page already then why

not?

Initial siteSo many tools available today that allow you to get a site up and running with less technical skill than has ever been needed before. Low barriers to entry.

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Landing Page

No product, no hope.Not the case. You can start attracting early users and traction with nothing even launched.

How do I do this?Sites like launchrock exist for this very reason. They allow users to sign up for early access straight away. These early adopters are going to be your best customers. Because they care.

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Landing Page

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Landing Page

Key Takeaways

Start getting traction from the start, no excuses.

Start building your reputation early on.

Get the best users you’re ever going to have. The early adopters.

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Landing Page

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Initial Site

The main event: Setting a website up

Starting steps – setting up a CMS.Frameworks like Wordpress allow you to have a site up and running very quickly and easily.

You don’t have to have a degree in Computer Science to do this.

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Initial Site

What is Wordpress?

Wordpress is a framework that allows you to creates pages, blog posts and structure information without having to look at a line of code.

Easy to manage, free to use and highly robust.

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Initial Site

The ingredients

Hosting – Rackspace, AWS etc

Domain names – 1and1, GoDaddy etc

Wordpress

Theme – Wordpress, Themeforest

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Themeforest

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Themeforest

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Initial Site

Mixing them all together

Once you’ve got all these elements in place it’s then up to you to adapt your blank canvas for purpose. In other words, customise.

Branding, content, SEO etc. It all needs to be done and the sooner the better.

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Initial Site

Adapting your site to sell

You’re going to want to make some money at some point.

To get set up quickly you can use something like Paypals ‘Buy Now’ button.

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Initial Site

Where do we go from here?

Once your site is established you need to do two things.

1. Tracking progress / SEO2. Promote it

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Track your progress

What does this mean?

If you’re not tracking various metrics then you’ll won’t know whether you’re heading to success or failure...or why.

It is so important to keep track of what works and what doesn’t.

Building a successful business involves experimenting.

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Track your progress

Bare minimum

Get Google Analytics.

Massively powerful dashboard that will give you huge insights into

– Who is using your site– When– Where from

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Track your progress

Start tracking from the offset

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Track your progress

See what’s going on with your site right now

Woopra allows you to see how many visitors are on your site in real time as well as where traffic is coming in from.

Just sent a newsletter or a tweet? See how much traffic that just generated for you.

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Track your progress

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SEO

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SEO

What the hell is SEO?

It’s basically refining your website to feature higher up the search engine leader board.

It’s something that takes time and effort to master and you’ll never stop adapting your strategy.

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SEO

Why invest time in it?

• People are at the point of trying to find your product i.e. great marketing design

• An advert works in the opposite way by trying to interrupt their attention

• SEO should be your biggest source of leads

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SEO

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SEO

SEO starters

To give you a head start you can install a plugin on Wordpress called “All in One SEO Pack”.

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SEO

Further content

Loads of guides and videos out there.

Highly recommend –

•SEOMOZ•SEO for startups by Google. [VIDEO]

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Next Steps

Summary

•Get set up online

•Start tracking

•Be searchable, get to grips with SEO

•Next, learn how to grow your business….

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PROMOTING YOUR NEW BUSINESS

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Recap...

Branding – Concept Cupboard

Build – Wordpress & Theme Forest

SEO - You

Now to find some customers...

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The Best Free Opportunities

PRDirectorie

s

Social Email

Networking

Content

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PR

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The Best Free Opportunities

What?

PR

Enter Awards

Local Stories

Show Expertise (events/blog)

Stunts / Virals

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The Best Free Opportunities

What?

PR

Enter Awards

Local Stories

Show Expertise (events/blog)

Stunts / Virals

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The Best Free Opportunities

What?

PR

Enter Awards

Local Stories

Show Expertise (events/blog)

Stunts / Virals

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The Best Free Opportunities

What?

PR

Enter Awards

Local Stories

Show Expertise (events/blog)

Stunts / Virals

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The Best Free OpportunitiesPR

Write release

Identify targets

Contact

Thank advocates

How?

Top Tips:

Identify angle

Compelling headline

Make every word count

Don’t oversell

Provide background info

Include contact details

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The Best Free OpportunitiesPR

Write release

Identify targets

Contact

Thank advocates

How?

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The Best Free OpportunitiesPR

Write release

Identify targets

Contact

Thank advocates

How?

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The Best Free OpportunitiesPR

Write release

Identify targets

Contact: phone/Twitter

Thank advocates

How?

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Directories

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The Best Free OpportunitiesDirectorie

s

They’re free. So use them!

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Social

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The Best Free OpportunitiesSocial

The only cost is your time!

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The Best Free OpportunitiesSocial

A tool to help you get set up:

Know Em

Social Media reservation tool

Check’s availability for FREE

Enter your business name

What is it?

Best feature

Get started

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knowem.com

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The Best Free OpportunitiesSocial

A tool to help you participate easier:

TweetDeck

Social media aggregator

Updating multiple networks

Register (and download)

What is it?

Use it for

Get started

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tweetdeck.com

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The Best Free OpportunitiesSocial

A tool to help you monitor competitors:

Social Mention

Social monitoring tool

See who’s saying what

Just visit the site

What is it?

Use it for

Get started

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socialmention.com

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The Best Free OpportunitiesSocial

A tool to evaluation your performance:

TwitSprout

Social tracking tool

Checking social performance

Register and link an account

What is it?

Use it for

Get started

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twitsprout.com

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The Best Free OpportunitiesSocial

Top Tips:

Plan (time, audience)

Research (ideal channels)

Promote (emails, web etc)

Develop content

Listen

BE PATIENT

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Email

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The Best Free OpportunitiesEmail

Build sales / advocacy cheaply

1. De-anonymise visitors

1. Engage via e-newsletter

2. Use customer data

1. Create simple CRM plan

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The Best Free OpportunitiesEmail

Keeping in touch with customers:

Mailchimp

Email marketing tool

Tracking is unreal

Register for free

What is it?

Best feature

Get started

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mailchimp.com

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Networking

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The Best Free OpportunitiesNetworkin

g

Effective business networking is the

linking together of individuals who,

through trust and relationship

building, become walking, talking

advertisements for one another.

“ “

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The Best Free OpportunitiesNetworkin

g

Top Tips:

Hit the road

Be brave

Make friends not biz contacts

Don’t ask, don’t get

Return the favour

Mates are customers

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Content

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The Best Free OpportunitiesContent

Content marketing is the process of

creating unique and valuable content for

your audience and spreading the word

about this content.

““Examples of content marketing include:

• eBooks• Reports• White papers• Blog posts• Videos.

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The Best Free OpportunitiesContent

Examples of content marketing include:

• eBooks

• Reports

• White papers

• Blog posts

• Videos

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The Best Free Opportunities

Top Tips:

Think of the audience needs

Use a mix of media

Make it searchable

Make it shareable

Persist - think long-term

Content

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SO...IS IT POSSIBLE TO SET UP A BUSINESS IN 3 HOURS?

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Introducing...

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What it does

Does that outfit suit you? Should you buy it?

Ask for an unbiased view from others via Shopinion.

And make the right choice, every time.

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Our site

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Twitter

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Facebook

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How we did it...

PLAY VIDEO!

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