marketing for (almost) no money - startup special
DESCRIPTION
A pragmatic view (based on our experience) of the DOs and DON’Ts of marketing for start-ups. Top tips: start with research, don't jump blindly into social media, don't forget about email marketing, and always look for the right partners! Oh, and this is the 16th edition of the presentation, last updated on 17 May 2012. Thanks for viewing, and don't hesitate to ask questions.TRANSCRIPT
![Page 1: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/1.jpg)
Effective marketing for startups
on zero budget
Leo Exter, founder @ westartup
![Page 2: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/2.jpg)
The things I do
![Page 3: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/3.jpg)
There really is NO “silver bullet”
![Page 4: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/4.jpg)
Clever is good… well-funded is better
![Page 5: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/5.jpg)
Marketing isn’t complex… it’s complicated
![Page 6: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/6.jpg)
Exception?
No, just proves the rules…
![Page 7: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/7.jpg)
Strategy
Forget about it.
For now.
The Missing Word
![Page 8: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/8.jpg)
Don’t
• Don’t wait with name, logo & business cards
• Don’t start with advertising
• Don’t do press releases
• Don’t waste time!
![Page 9: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/9.jpg)
There’s no such thing as “people”
There’s individuals and their unique needs
![Page 10: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/10.jpg)
This is a niche.
10
Chose yours wisely:Not too big
Not too smallVery clearly defined
![Page 11: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/11.jpg)
Research: test your (implicit) assumptions
• Talk to 1 person to understand
• Survey 100 peopleto make a choice
•Listen!
![Page 12: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/12.jpg)
Build a basic website first
![Page 13: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/13.jpg)
Work with forums
Fans for every conceivable thing
Find “movers and shakers”
Make them privileged partners
![Page 14: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/14.jpg)
Email marketing:bad rep, great results
• Perfect for keeping in touch with your customers
• Follow basic rules for success
• Plenty of good free tools around
http://www.b2bemailmarketing.com/
![Page 15: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/15.jpg)
Social media: BEWARE!
Not free: costs you time!
Not everyone is (really) on Facebook
More miss than hit – It’s not as “viral” as you think– Takes a lot of skill to do it right
![Page 16: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/16.jpg)
16
![Page 17: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/17.jpg)
17
![Page 18: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/18.jpg)
Social media crash course
Stick to the big 3
Good content wins
Be social!
![Page 19: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/19.jpg)
19
Do-it-yourself PR
Don’t forget about “traditional” press!
Choose right journalists, focus
Bring them storiesto copy / paste
![Page 20: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/20.jpg)
Partner power!
Ideal partner:– Same target– Awesome power– Complementary
(non-competing)
Find a win-win
20
![Page 21: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/21.jpg)
To create word-of-mouth: under-promise and over-deliver
“€ 75 for a life-changing experience”
Dann Rogge
![Page 22: Marketing for (almost) no money - Startup Special](https://reader034.vdocuments.mx/reader034/viewer/2022052522/554ebefbb4c905de468b49e1/html5/thumbnails/22.jpg)
Get professional help
Wait till you’ve run out of free stuff to do
Think three times before choosing the cheapest service
Always watch out for bullshit