Download - Startup Marketing
Startup MarketingGetting off the ground floor
Sean O’MalleyProduct Guyhttp://seancomalley.com
You have a new product
You want it to go viral
But traditional marketing doesn’t work
1. Buy Ads
2. Get More Distribution
Buy Ads3. Sell More Products
4. Make a Profit
Traditional marketing machine
From Seth Godin on Sliced Bread at Ted, Feb 2003
It doesn’t work because consumers have more choice and less time
It doesn’t work because startups don’t have the money
You need a marketing elevator to get your startup off the ground
Push Button to: acquire users build a brand get recommended
1. Build a remarkable product
2. Market to passionate influencers
3. Build loyalty through community management
1. Build a remarkable product
“Something remarkable is worth talking about...It’s a Purple Cow… Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin
Remarkable is hard
“A lot of times, people don't know what they want until you show it to them.”
Steve Jobs
Let’s say you build a remarkable product so influential people can’t help but talk about it
The product is the marketing
But what if my product isn’t Google?
Watch, Listen and Iterate
Scientific Product Development
Be an astronomer ....not an astrologer
AcquisitionActivationRetentionReferral
Monetization
Problem,Hypothesis
& Test
Keep or kill feature
Traditional methods
Surveys
Google Analytics
1:1 Interviews
Ethnographic studies
Usability testing
Focus groups
Emerging Methods...Social media
2. Market to the passionate Influencers
10% influence the purchasing behavior of the other 90%
Malcolm Gladwell The Tipping Point
Where do you find the influencers?
Ask the question...
Who do my customers listen to?
Reach the Mac user....not the PC user
Methods
Word of Mouth Marketing
Buzz Marketing
Community Mktg
Grassroots MarketingEvangelist Marketing
Product Seeding
Cause Marketing
Evangelist Marketing Brand Blogging
Referral Programs
Viral Marketing
Your biggest bang for the buck...embrace the influential bloggers
3. Build loyalty through Community Management
A happy customer is the greatest endorsement
Basically, it comes down to treat me well and I’ll return the favor
Be a talk show host... not a preacher
Methods
Give a great experience
Give customers a voice
Listen
Foster customer reputations
Engage the community
If you remember anything...
Most successful marketing elevators are about making lives better
Sean O’MalleyProduct GuyVenrock [email protected]://seancomalley.com
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Image Credits
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