Marketing Basics for Tech Start-ups - Shira Abel from Hunter & Bard
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Transcript of Marketing Basics for Tech Start-ups - Shira Abel from Hunter & Bard
Social / Digital Marketing for Start-ups
Things You Need to Know(an overview – does not include
email marketing)
@shiraabel
• CEO, Hunter & Bard• 10+ years in hi-tech internet marketing• EMBA from Kellogg School of
Management, Tel Aviv University Branch• Lectured worldwide on digital marketing• Marketing blogger, Twitter fiend
Shira Abel
Questions
1. When should I start thinking about marketing?2. How do I test my ideas before spending money on development?3. What do I need to know about packaging my app? 4. How do I encourage people to share?5. Ok - I’ve launched – Now what?6. Where does social media marketing fit in?7. What is the cheapest way to get user acquisition? 8. What is the future of app stores and external devices + how to
make the best out of it?9. Viral marketing for close communities - how to get to people who
know each other to share?10. B2B marketing – where does social fit in?
@shiraabel
When should I start thinking about marketing for my product?
FROM THE VERY BEGINNING
@shiraabel
Create a Product Worth Spreading
An intuitive (and gorgeous) user interface can occasionally get press all on its own.
@shiraabel
Marketing will not save a bad product@shiraabel
How do I test my ideas before spending money on development?
@shiraabel
Create a Free App (or Several) & Test*@shiraabel
*Disclosure: clients
Test Via Adwords@shiraabel
*Disclosure: clients
What do I need to know about packaging my app? (People need to find & download the app, before they can share the app)
@shiraabel
Naming is Crucial
Make sure you can be found
@shiraabel
What is Your Product?
Descriptive names help you be found in the iTunes store
@shiraabel
What are People Searching For?
Key words in the title and text
@shiraabel
Show the Pretty
Great screen shots will take you far. People react to what they can see.
@shiraabel
How do I encourage people to share?
@shiraabel
Make it Easy for Them
Make sharing a part of the product experience
@shiraabel
Turn It Into a Game
Give an incentive for people to share (leaderboard, badges, etc…)
@shiraabel
Reputation Economy@shiraabel
Give a Warm Fuzzy Feeling
Build a community
@shiraabel
Social Proof
Ratings
@shiraabel
What do Others Think (in detail)?
Reviews
@shiraabel
Possibly The Best Review of All Time
The Mountain Three Wolf Moon Short Sleeve Tee
@shiraabel
Ok - I’m ready to launch – Now what?
@shiraabel
The Trinity of Internet Marketing
Good Product
Earned Media
Pull MarketingSEO / SEM
@shiraabel
Define Your Objective@shiraabel
What’s Your Strategy@shiraabel
Sample Marketing Strategies for Apps
• Create several free apps that have in-app advertisements directing to your paid app
• Have your free app represent a much larger service (store, blog, service, company this is where the monetization is)
• Have in-app rev-share advertising and go for large numbers (Interactive, Admob, etc)
• Have a Lite Free and a Premium Paid version (Lite having advertising – Premium having none)
@shiraabel
Sample Marketing Strategies for Products
• Become known as a product leader in a chosen niche (think about crossing the chasm)
• Increase average purchase rate (in-store recommendations are great for this)
• Create evangelists who will bring in a wider client base
• Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)
@shiraabel
Sample Tactics
• Facebook • YouTube• Twitter• Quora• LinkedIn• Blogging• Newsletter• Google+• Blog commenting
• Seeding posts• Infographics• Forum• E-book• Webinars• Community• Guest blogging • Alter product with game
elements (e.g. leader board, 80% signed up)
@shiraabel
PERFORMANCE MEASUREMENT• What is your objective (SMART: specific, measurable, aggressive, realistic
& time specific)?• What are your strategic initiatives?
– Build awareness– Expand distribution– Build penetration– Build buying rate– Increase loyalty
• Funnel– Where do you want people to go?– What action do you want people to take? – Track the movement– Conversion rate / A/B Testing– Test & iterate
@shiraabel
Where does social media marketing fit in?
@shiraabel
Integrate Social Into Your Marketing Strategy
This one scares me…
Discovery & Retention@shiraabel
@shiraabel
Give People a Reason To Return@shiraabel
Paid Media/Advertising(SEO / SEM)
Social / Relationship Marketing
Earned Media / PR
•People find you via a search (better) or an ad (hit & miss)•Brings in people•Lower conversion rate•Lower retention rate
•People find you via an article or blog post online•Brings in a lot of people (top tier publication•Higher conversion rate•Higher retention rate•Social proof (so and so has written about you, you must be good)•One time. Once the article has passed, so have the people.
•People come to your website & see your social media profiles•OPT-IN means people are choosing to get your daily updates•High conversion rate•High retention rate•Social proof (your friends are following)
$
Strategy & Real Engagement Works
YouTube Views 2009
YouTube Views 2010An ave. increase of 176%
Be Where the Customer Lives@shiraabel
Be Where the Customer Lives@shiraabel
Be Where the Customer Lives@shiraabel
What is the cheapest way to get market penetration and user acquisition?
@shiraabel
When You Don’t Have Money
GET TO KNOW THEM AND DON’T ASK FOR ANYTHING!!!!!
Who are the industry leaders / influencers?
Media?Who are your target customers?
@shiraabel
Getting Started
• Build buzz before launch• Start social• Closed beta – invite only• Launch• Build in social / sharing elements• SEO / Media Buy / Earned media• Keep the social going • LISTEN & ITERATE
@shiraabel
How do you do Facebook marketing without "spamming"
@shiraabel
NO SPAM@shiraabel
• Ask for permission• Give interesting content that isn’t about you• Ask questions• Put the right mix on the page• Controversy• Create an app• Give something exclusive on the FB page
@shiraabel
What is the future of app stores and external devices + how to make the best out of it?
@shiraabel
From the App End - Cannibalize@shiraabel
Viral marketing for close communities - how to get to people who know each other to share?
@shiraabel
Getting Started
• Build in social / sharing elements• Start social for feedback & start community• Soft launch – no advertising or buzz (get the
kinks out first!)• Launch• SEO / Media Buy / Earned media• Keep the social going • LISTEN & ITERATE
@shiraabel
Build Community into Product
• Ratings & Reviews (push request reviews)• Game mechanics• Build sharing into the product• Give give give• Build a reputation economy • And when you get comments from users – USE
THEM & TAILOR ACCORDINGLY
@shiraabel
B2B marketing – where does social fit in?
@shiraabel
Where does your customer live online?It’s not about having numbers, it’s about having The Right Numbers
Create a communityUtilize Q&A sites (like Quora)
DO NOT MAKE EVERY BLOG POST ABOUT YOUR PRODUCT
Create a LinkedIn group for your industry or join & be active in groups already open (without spamming your product)
Give the customer information that they can use
@shiraabel
Hat tip:
Take Aways
• Marketing starts the second you have an idea for a product / service / business
• Social is more than just engagement – it’s listening and reacting to criticisms
• When you listen and respond, the result is a better product and a happier customer
• Opt-in is more powerful than push
@shiraabel
THANK YOU
Thank Yous & References & Reads• Hillel Fuld• Shai Tsur• Kfir Pravda• Ahuvah Berger• Daniel Waisberg• http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A• 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://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile-platforms/• 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
@shiraabel