Marketing Communications for Startups - Entrepreneurship 101

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Find out about tools you can use to demonstrate your thought leadership and where to go for help when developing a marketing plan.

Transcript of Marketing Communications for Startups - Entrepreneurship 101

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Marke&ng  Communica&ons    for  Startups    

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Marke&ng  is  a….  

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Marke&ng  Sucks  

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Marke&ng  is  Stupid  

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"Half   the   money   I   spend   on  adver4sing   is   wasted;   the  trouble   is   I   don't   know   which  half.”  -­‐  John  Wannamaker    

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Product  

The  March  to  Marke&ng  

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Sales  

Product  

The  March  to  Marke&ng  

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Sales  

Marke&ng  

Product  

The  March  to  Marke&ng  

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How  big  is  the  

market?  

Who’s  the  compe44on?  

 What  are  the  

opportuni4es  and  challenges?  

What  are  your  strengths  and  weaknesses?  

What  are  your  

resources?  

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What  Makes  You  Unique?  

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What  Makes  You  Unique?  

What’s  Your    Compe&&ve  Edge?  

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What  Makes  You  Unique?  

What’s  Your    Compe&&ve  Edge?  

Why  Should    I  Care?  

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What  Makes  You  Unique?  

What’s  Your    Compe&&ve  Edge?  

Why  Should    I  Care?  

Who’s  the  Target  

Audience?  

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Core  Messaging  

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The  Keys  to  Core  Messaging  

•  The  One  Breath  Rule    

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The  Keys  to  Core  Messaging  

•  The  One  Breath  Rule  •  How  does  your  product  help  customers?    

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The  Keys  to  Core  Messaging  

•  The  One  Breath  Rule  •  How  does  your  product  help  customers?  •  What  are  the  most  interes4ng  features?    

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The  Keys  to  Core  Messaging  

•  The  One  Breath  Rule  •  How  does  your  product  help  customers?  •  What  are  the  most  interes4ng  features?  •  Avoid:  “leading”,  “advanced”,  “state  of  the  art”  or  “best  in  class”.  

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Elevator  Pitch  

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Website  Design  

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Markevans.ca    

Three  itera4ons  

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Why  Blog?  

Insight  &  Informa4on  

Domain  Exper4se  

Google  Juice/SEO  

A  Powerful  Content  Engine  

Cost-­‐Effec4ve  

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Coming  up  with  100  blog  post  ideas  is  easy!    

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Social  Media  

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Why  social  media?  

Target  audiences  

What’s  the  compe44on  doing?    

 Resources  

What  are  your  goals?  

Key Considerations

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What  is  Content  Marke&ng?  

The   crea4on   and   distribu4on   of   relevant  content   to  a[ract  and  engage   target  audiences  to  drive  profitable  customer  ac4on.  (aka  sales)  

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Web  users  are  lazy  

We  live  in  a  video  culture    

Google  loves,  loves  videos  Good  ROI  

Mul4-­‐purpose,  long  shelf  life  

Why  Videos  Work  

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NewsleOers  

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Why  NewsleOers  Work  Great  Sales  &  Marke4ng  Tool    

Build  and  nurture  rela4onships  

Get  real-­‐4me  feedback  &  analy4cs  

Cost-­‐Effec4ve  

Create  Once,  Lots  of  Distribu4on  

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Public  Rela4ons  

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Why?  

Awareness  

Demonstrate  Trac4on    

Media/blogger  coverage  

Partnership  opportuni4es  

Sales  leads  

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The  Best  PR  is…..  

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The  Best  PR  is…..  

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Resources  Presenta&on  link:    h[p://bit.ly/marsmarke4ng    Social  media  cheat  sheet:  h[p://www.flowtown.com/blog/the-­‐small-­‐business-­‐social-­‐media-­‐cheat-­‐sheet  15  Essen&al  tools  for  lean  startups:  h[p://welovelean.posterous.com/15-­‐essen4al-­‐tools-­‐every-­‐lean-­‐startup-­‐cant-­‐li  ConnectedHQ  –  free  CRM  h[p://connectedhq.com/  A  Smart  Bear  (Good  startup  blog)  h[p://blog.asmartbear.com/  25  Non-­‐Financial  Benefits  of  Business  Blogging:    h[p://www.businessesgrow.com/2012/02/07/25-­‐non-­‐financial-­‐benefits-­‐of-­‐business-­‐blogging/  Content  Grid  infographic:  h[p://www.b2bbloggers.com/blog/the-­‐ul4mate-­‐content-­‐marke4ng-­‐infographic/