Startup Marketing Playbook
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A down-and-dirty, tactic-laden, six-week program to develop a digital brand online. As you build out a content platform to promote your brand through social channels, and a digital hub to handle in-bound traffic, you'll need a variety of low-cost, effective tools and tactics to help you get the most out of your marketing efforts. This presentation will help. Updated for Q1 2014.
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Startup Marketing Playbook
- 1. Startup Marketing Playbook Setting Up a Social Marketing Platform in 6 weeks Q1.2014
- 3. If you don’t promote it, it doesn’t exist.
- 4. Today’s Objectives •Introduce the Digital Marketing Ecosystem •40 Tactics to Brand Yourself Online •Outline a 6 Week Plan to Launch
- 5. Table of Contents Week One Establish Your Brand Online Week Two Establish a Central Brand Hub Week Three Meet Your Audience Week Four Find Influencers Week Five Dig for Content Week Six Collect & Curate Each daily task should take >1 Hour
- 7. The Ecosystem The Wheel of Marketing by Oli Gardner
- 8. The Social Media Slice The Wheel of Marketing by Oli Gardner
- 9. There are plenty of channels
- 10. The Real Power of Social Marketing •Meeting users where they dwell •Real time listening and responding •Building relationships •Building loyalty
- 11. Goals for Social Media Marketing • Build brand awareness • Find new customers/users • Introduce new products • Sell products/services
- 12. My Approach •Establish Your Brand Hub •Define Your Audience •Find and Connect with Key Channels •Begin a “Test & Learn” Phase with Content We’ll talk Content Strategy later.
- 13. Two Quick Tips Before You Start 0.0 Photo by http://www.flickr.com/photos/jon_marshall/
- 14. Get a Great Browser 0.1 Best feature: multiple user accounts
- 15. Get a Management Tool TweetDeck 0.2 Best feature: scheduling your posts.
- 16. Week One Establish Your Brand 1.0 Photo by http://www.flickr.com/photos/powerbooktrance/
- 17. Get a Google Account 1.1 This will be your Master Admin account.
- 18. Secure Your Domain Name 1.2 Get .com, .net, and .org
- 20. Connect Your Team 1.4 Google has email, docs & hangouts.
- 21. Set Up an Email List 1.5 Free up to 2000 subscribers.
- 22. Get a Brand Identity 1.6 See OC Designer & Developer Matchmaking
- 23. Choose a Font 1.6.1 Google webfonts are free.
- 25. Set Up a Facebook Page 1.7
- 27. Week Two Establish a Central Hub 2.0 Photo by Lisa Cousineau (http://www.artis
- 28. Choose a Web Host 2.1 Get just what you need. You can upgrade later.
- 30. ★ Set Up a CMS 2.2 I recommend Wordpress.org
- 31. Get a Good Looking Theme 2.3 Premium themes run around $30
- 32. Get the Crucial Plug-ins 2.4
- 34. S.E.O. 2.4.2 Wordpress SEO by Yoast
- 37. Google Analytics 2.4.5 Super Simple Google Analytics
- 39. Write an ‘About Us’ Page 2.6 Highly trafficked by new users.
- 40. Befriend Webmaster 2.7 This is crucial for SEO.
- 41. Week Three Meet Your Audience 3.0 Photo by http://www.flickr.com/photos/ jaredeberhardt/
- 42. Describe Your Target 3.1 Write down a description. Workshop it.
- 43. Define Demographics 3.2 Try the Facebook Ad Tool.
- 44. Create Some Personas 3.3 http://www.flickr.com/photos/aehohikaruki/ Choose photos and names. http://www.flickr.com/photos/titlap/
- 45. Personas are NOT Profiles •Describe your target in 1st person. •List their pain points and needs. •List their objectives •What are their obstacles? •What channels do they use? When? 3.3.1
- 49. Choose Some Key Channels 3.5 Start slow and grow.
- 50. Communications •Add Channels Conservatively •Write Natively in Each Channel •Drive Conversation Back to Hub 3.5.1 Start slow and grow.
- 51. Brand Each Channel 3.6 Stay true to your brand identity.
- 52. Connect Friends & Family 3.7
- 53. Week Four Find Your Influencers 4.0 Photo by: http://flickr.com/photos/ cmichel67/
- 54. Leverage Klout 4.1 Look for a Klout.com score over 40
- 55. Try All the Trackers 4.1.1
- 56. Note Categories & Tags 4.2 They are your high-value keywords.
- 57. Search & Build Lists 4.2.1 Makes for easier reading.
- 58. Join Groups, Like Pages 4.3 Browse as your Facebook Page
- 59. Create & Follow Circles 4.4 Google+
- 61. ★ Listen & Learn 4.6 Twitter + SocialBro
- 62. Truly Follow People 4.7 Turn acquaintances into friends
- 63. Write Down Patterns 4.7.1 Free data is everywhere. Use it.
- 64. Week Five Dig for Content 5.0 Photo by http://www.flickr.com/photos/
- 69. Subscribe to Everything 5.5 RSS feeds rule.
- 70. Set Email Alerts 5.6 Set to weekly to avoid overload.
- 71. Ask for Recommendations 5.7 From friends, co-workers, forums & groups
- 72. Week Six Collect & Curate 6.0
- 73. Pin Pictures on Pinterest 6.1 Fastest site to 10 million users ever.
- 74. Like Videos on YouTube 6.2 Second largest search engine.
- 76. Like on Instagram 6.4 Statigr.am makes this easy.
- 78. Prepare to Blog 6.6 Content Strategy is a future presentation.
- 80. Track Your Progress Six Week Checklist DO IT Photo by: http://flickr.com/photos/32961941@N03
- 81. Marketing Playbook Checklist Week One Week Two Week Three Establish Your Brand Establish a Hub Meet Your Audience Week Four Week Five Week Six 1.1 Get a Google Account 1.2 Secure Your Domain 1.3 Register on NameChk 1.4 Upgrade to Google Apps 1.5 Sign Up for MailChimp 1.6 Set Identity (Logo/etc.) 1.7 Set Up a Facebook Page Find Influencers 4.1 Leverage Klout.com 4.2 Note Categories & Tags 4.3 Join Groups, Like Pages 4.4 Create & Follow Circles 4.5 Ask & Answer 4.6 Listen & Learn 4.7 Write Down Patterns 2.1 Choose a Web Host 2.2 Choose a Publishing Tool 2.3 Select a Great Theme 2.4 Add in Crucial Plug-ins 2.5 Launch “Coming Soon” 2.6 Write “About Us” Page 2.7 Google Webmaster Dig for Content 5.1 Compile Your Keywords 5.2 Find Content Sources 5.3 Find Content Lists 5.4 Track Trends 5.5 Subscribe to Everything 5.6 Set Email Alerts 5.7 Ask for Recommendations 3.1 Describe Your Target 3.2 Define Demographics 3.3 Create Some Personas 3.4 Find Their Hangouts 3.5 Choose Key Channels 3.6 Brand Each Channel 3.7 Connect Friends & Family Collect & Curate 6.1 Pin Pictures on Pintrest 6.2 Like Videos on YouTube 6.3 Favorite Tweets 6.4 Like on Instagram 6.5 Retweet on Twitter 6.6 Prepare to Blog 6.7 Invite to Join/Follow/Like http://sarensakurai.com/startup-marketing-playbook/ For a PDF of this page, and a library of links, please visit http://sarensakurai.com/
- 82. After six weeks you will •Own your digital brand •Be much closer to your consumer •Be connected to influencers •Be sharing as a brand •Start to get great feedback
- 83. Thank You. sarensakurai.com @saren Ask me about: Pitching, Emotional Design, Content Strategy, Storytelling & Gamification