helpful marketing at omaha-lincoln lean startup meetup
TRANSCRIPT
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You have to FIND customers to develop them
Helpful MarketingTM for Lean Startups
by Kevin Dewalt
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Save the date: Justin coming to Lincoln …
Week of June 23rd: Meetups, Workshops for Lean Startup training
Brian ArdingerEmail: [email protected]: @ardinger, @NMotionStartupMobile: 402-770-9567
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FounderSoHelpful, 3 previous
Angel Investor Collabspot (JFDI), Power Supply (500 Startups), Vericant (???)
Mentor/Advisor 1,000s, mostly Lean Startup
Ruby Programmer
Former VC
kevindewalt.com@kevindewalt
Beijing, China
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3rd Major Marketing Shift
Before 1995Mass Advertising
1995 - 2012Niche Marketing
TodayHelpful Marketing
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You ignore 99% of your inbox
and 99.9999% of your ads
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I hear …
“We can’t FIND customers to DO Customer Development”
“I have paying customers … and they STILL won’t talk to me”
“Nobody reads our blog … or opens our email”
Finding Customers + Winning Trust = EVERYTHING
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Worse yet … what works in SV doesn’t work everywhere …
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Helpful Marketing
A strategy for winning customers by proving you help them solve problems.
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Prove you are helpful and customers will …
• Find you
• Trust you
• Buy from you
• Tell everyone about you
And most importantly for Lean Startups …
TELL YOU THEIR PROBLEMS
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Fail to win trust?
You product or service needs to be transformative
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About … Help
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This is what struggling business do …
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Case Study # 1 – Customer.io
“The CEO who writes email copy”
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Case Study # 2 – Klinify
“The CEO who will sort your email”
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“Do you need help with your email?”
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Help them through…
Blogging … Speaking … Newsletters … Face-to-Face … 1-on-1 over Skype or Hangout … Webinars … Hangouts on Air … Drip email … ebooks … courses … workshops … organizing meetups … hackathons … office hours
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But … how do I … ?
… identify WHO is my customer?
… know WHAT problems they have?
… know HOW to solve them?
… WRITE something?
… get them to READ it?
… use this trust to SELL to them?
… create EVANGELISTS?
… get customers to CALL ME for help?
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Let’s Do Helpful Marketing!
1. Create a Target Persona2. Identify a key problem3. Write helpful content4. Get them to find it5. Develop your 1-on-1 help strategy6. Get customers to call you for help7. Take what you learn to develop products
& content that sells
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Target Personas bring focus
A fictitious caricature of the most important person your business needs to influence.
(usually the paying customer)
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My “Dave” Target Persona
Dave is a 35-year-old American who lives in Wichita, Kansas. He is married, college educated, and has a daughter. Dave’s life dream is to become an entrepreneur and sell web and mobile products online. He has a full-time job and is willing to work very hard to make his dream a reality. He has some technical skills but unfortunately doesn’t live near a startup hub - and thus he has a hard time connecting with entrepreneurs to get advice when he needs it.
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Target Persona Tips
• Based on a REAL person
• Have 1 Target – or at most 2
• Don’t sweat details.
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Let’s hear some of your targets!
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How to use your target
• Pick “Dave’s” problems
• Offer Dave solutions
• Write/Speak/ TO Dave
Dear Dave …
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How ‘Help’ impacts Cust Dev
• Gets you Earlyvangelists
• Gets you insight
• Helps validate demand
• Positions you as a trusted source
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Closing
Why you should be VERY optimistic …
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I met some of your future customers last week … in Manila
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But you need to get above the noise
Few will create “the next Twitter”
But we can all be helpful
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Helpful Marketing Workshop Omaha
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By the end of the workshop you will …
Write helpful content that sells Build your evangelists by helping 1-on-1
SoHelpful.me/KevinDewalt
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Sat Apr 19 8:30-5:00
workshop.sohelpful.me/omaha.html
$249
$99 – use code KD99
@kevindewalt