startup marketing basics
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SSE Labs
Startup Marketing Basics
Adam RodnitzkyCMO, ReTel Technologies
What Marketing Isn’t
Marketing Isn’t Only
Advertising
Advertising Is A Part Of Marketing
What Marketing Is
1. Discoverin
g Core Needs In
A Particular
Market
1I. Learning
To Engage With
Users/ Customers Who Have The Need
III. Experimen
t To Engage More Users/
Customers With The
Need
IV. Working
To Grow & Retain Users/
Customers Over Time
Marketing
Lifecycle
Basic Marketing Concepts
The 4 P’s1. Price How much does it cost?
2. Product What are the features/benefits?
3. Promotion How do customers hear about it?
4. Place Where can customers buy it?
The 3 C’s1. Company What makes us different/better?
2. Competition What makes them a threat?
3. Customers Who are they, why will they care?
What Marketing Is
1. Discoverin
g Core Needs In
A Particular
Market
1I. Learning
To Engage With
Users/ Customers Who Have The Need
III. Experimen
t To Engage More Users/
Customers With The
Need
IV. Working
To Grow & Retain Users/
Customers Over Time
Marketing
Lifecycle
Discovering Core Needs1. Know Your Customers
Who Are They? | What Is Their Need? | How Is It Served Now?
Do They Pay For It?
1I. MethodsSurveys
Competitive Review
Vertical ForumsSEM & A/B Testing
1V. Interpretation
Intellectual Honesty
Long Tail FeedbackAspirin Vs. Vitamin
Statistical Relevance
Gut Instinct
1II. ToolsLimeSurveyGoogle Suite
(AdWords, Analytics)
V. Your End Goal:Build Something People Want To Buy Based
On What They Say, Not What You Think
Discovering Core Needs – Tip
Surveying is powerful when done right.Avoid leading questions.
Bad: How happy would you be if you had my product?
Good: On a scale of 1-10, with 1 being unhappy and 10 being very happy, how do you think this product
would make you feel?
Learning To Engage1. Know Your Customers
What Are Their Channels For Learning And/Or Buying? | How/When Do They Buy, & Who Decides? | What
Happens Next?
1I. MethodsSurveys
Competitive Review
Low-Cost Media Tests
Social MediaSEM & A/B Testing
1V. Interpretation
Intellectual HonestyLong TailStatistical Relevance
Gut Instinct
1II. ToolsLimeSurvey
Google Suite (Add Optimizer)
Social MediaEmail
WOM/Referral Tools
V. Your End Goal:Understand How & Where Customers/Users Learn About & Acquire Products Like Yours
Learning To Engage – TipAdWords ads don’t have to advertise
products.
Use them for market research!
Example 1 Headline: Lower Your Bills By
10%
Example II Headline: Organize Your Bills
Online
Example III Headline:
Stop Paying Late Bill Fees
Experimenting To Engage More
1. Know Your Channels & UsersHow Do You Test? | What Can You Test? | Which Variables Can
You Isolate? Early Adopters Vs. Mainstream?
1I. MethodsA/B Test As Much As Possible!
- Promotion: Message, Channel, Frequency, Target
- Product: Features, Pricing, Bundling, False Features
- Other: Virality Tools, Partnerships, Etc
III. ToolsGoogle Suite
Customer Use Logs
Virality Tools
IV. Your End Goal:Kaizen To Build Scalable, Repeatable
Customer Acquisition & Retention
Experimenting To Engage – Tip
Want to test market response to new
features?
Add it to your UI as if it were real.
Let people opt in to receive more info
Analyze response like a conversion funnel
Make your decision based on customer
behavior
Growing & Retaining Customers
1. Growth & Retention QuestionsWhat Do Users Love Most? | How Do You Message That?
How Do You Expand On That? | How Do You Help Users Market?
What Happens When Love Dies (Churn)?1I. Methods
Feature Testing/False
FeaturesFeedback &
SurveysVirality Tools
Churn AnalysisCOA/LTV Analysis
1V. Interpretation
Intellectual Honesty
Adopter ExclusionStatistical Relevance
1II. Toolssurvey.io
Net Promoter Score
Your ProductCustomer LogsVirality Tools
Spreadsheets
V. Your End Goal:Keep Your Users Happy, & Help Them Spend More Time (& Money) With You
Growth & Retention – TipKeeping Customers Is Often Cheaper Than Acquiring New Ones
Pay Customers To Stay, & Understand
Why They Wanted To Leave
• Know COA
• Know LTV
• Pay Up To COA To Retain An Existing
User - Once
Key Metrics & Tools• Customer Acquisition (COA)• Cost Of Acquisition• How Much Do You Spend To Acquire A
Customer?• Includes Cost Of Who You Didn’t Acquire• Direct Costs & Indirect Allocated Costs
• Avg Revenue/User (ARPU) & Avg Transaction Value (ATV)• Determine Your ATV & Unit (Time, Usage, Etc)• How Many Units Do Users Typically Consume?
• Lifetime Value (LTV)• ARPU x Average Lifespan Of User
• Churn Rate• Compounded % Of Users Who Leave• Understand Lost Revenue That Results From
Churn• You Can Pay Customers To Stay If It Makes
$ Sense
Key Metrics & Tools
• Conversion Funnels• Can Start Online Or Offline• Define Conversion Goal & Value• Track Where Prospects Drop Off & A/B Test To
Optimize• Latency• 100% – (Active Users/Total Users)• Try To Engage Latents To Understand Latency• Represents Huge Opportunity For Low-Cost
Acquisition• Lead Nurturing• Your Customers Buy On Their Schedule, Not
Yours• Understand How To Keep Them Engaged (And
Not Annoyed) So You’re Top Of Mind When They Want To Buy
Framework Recap
1. Build What
Users Say They
Want, Not What You
Think They Want
1I. How & Where Users
Purchase Products
Like Yours
III. Build Scalable, Repeatabl
e Customer Acquisitio
n
IV. Help Customers
Spend More Time & Money With You
Marketing
Lifecycle
What Does A Total Marketing Program Look Like?
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