Published on March 6, 2013
Startup MarketingMarketing & PR tips for early stage Internet startupsBy Frederik HermannAt Upwest Labs - May 28th, 2013
FocusPhoto credit: James Walsh / jcbwalsh @ Flickr
Set your goalsWith limited resources you need to focus your eﬀorts on a fewmain goals, include realistic numbers you can achieve
Your marketing & PRshould now work towardsachieving these goalsIf the eﬀorts are not contributing towards achieving the goals, don’t do it
Start with the homeworkPhoto credit: rokley @ Flickr
One-linerElevator PitchProblemSolutionBig IdeaVisionProductDescriptionPositioningWhy*MissionThis will help you tell your story
- Identity, branding, positioning ✓- Build virality into product ✓- Search engine optimization (SEO) ✓- Communications (PR, social media, events)- Email Marketing / Re-targeting- Partnerships + third-party validation/trust
How to get heard
1. Build relationships2. Provide larger story/context3. Provide comment4. Create your own content5. Be part of the community/conversation6. Maintain momentum
1. Building relationshipsWith journalists, bloggers, inﬂuencers, analysts...
1. Identify journalists, bloggers, inﬂuencersin media outlets that your potentialcustomers read/are exposed tovia search, getlittlebird.com, twitaholic.com, etc2. Build your own list (a Google spreadsheet works ﬁne)3. Start the conversation (IN ADVANCE)most journalists actually honor embargoes4. Maintain the relationship (be a great contact)
Always put yourself into theposition of the receiving endof your message.Know who you are talking to, introduce yourself,provide context, be polite, personalize your story“
2. What’s news?What do journalists/bloggers usually care about hearing
- Are you part of a trend?- Can you provide insight or comment ona larger industry story that you ﬁt into?- Are you disrupting an industry?- Evolution of something big/important- Great success, traction, numbers
3. Provide commentThis falls into the category of “thought leadership” and being recognizedas somebody knowledgable and insightful in your industry
- Sign up on HARO and provide a commentto a story relevant to your industry- Write an interesting/helpful/insightfulguest post and reach out to media- Professionally comment on articles aboutyour industry on other blogs/media- Engage in conversations on social media
4. Create your own contentCommonly referred to as “content marketing”, can be very powerfulbut also requires signiﬁcant resources to create great content
1. Create interesting content on your blogsome of it you can cross-post to Google+, LinkedIn, Quora,Medium, and share through your own social media channels2. Presentations (post them to Slideshare)3. Case studies4. Videos5. Whitepapers6. Infographics
Maintain professional presencesand be part of the conversation:- Through your blog, Twitter, Facebook,Google+, LinkedIn, Quora, etc- Have a maintained proﬁle on LinkedIn,AngelList, CrunchBase and later Wikipedia- Always professional, don’t diss yourcompetition, never get angry
6. MomentumPlan a series of talking points, feature launches, and initiatives a fewmonths in advance to keep the conversation going.
Make it easyto talk about you
- Good media kit page (diﬀerent length descriptions, team...)- Have a good one-pager (example http://swp.it/XMAahp)- Have a more detailed presentation (on Slideshare)- Have art assets to share (graphics, screenshots, photos)- Have a video to integrate- Share/follow links/buttons (eg. http://swp.it/175h655)
Some other tips
- Optimize for organic search (SEO)- Have a decent mobile experience- Test email marketing (Marketo, Hubspot, Pardot, ...)- Test online advertising (Facebook, Twitter, AdWords, ...)- Startup/networking events & conferences- Thought leadership, speaking engagements
MarketLandscapeTractionValidationBusinessModelTeam FutureInvestmentUsageDetails at http://www.slideshare.net/ryanspoon/how-to-create-an-early-stage-pitch-deck
Swipp captures, aggregates, and reportsreal time sentiment data via consumerand commercial applications.www.swipp.com
Questions? Connect.Frederik Hermannfrederik.firstname.lastname@example.org/netzkoboldwww.frederikhermann.comlinkedin.com/in/frederikhermann/Swipp Inc.2513 Charleston Rd, # 102Mountain View, CA 94043twitter.com/getswippwww.swipp.com
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