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Lean Startup Marketing,Social Media, and PR

Steve Farnsworth

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Minimum Viable Marketing

• Landing Page• Establish Domain Expertise• News Releases• Free and Cheap Tools• Connect With Influencers • Social Time Management

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Question 1

Who Is Actually Going To Buy Your Product First?

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Question 2

Who Are The Customer-Side Players In The Buying Process?

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* Influences?* Will use?* Recommend?* Review?* Demo?* Budget sign off?

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Question 3

What Pain Points Do They Have That Your Domain Expertise Can Help Solve?

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Question 4

How Can I Most Effectively Deliver To Them That Knowledge?

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The Marketing Geeks' Tom Peters

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The David Meerman Scott Experiment

In last 1 to 2 months, in order to research a product or service you might want to buy, either personally or professionally, have you…

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In last 1 or 2 months, in order to research a product or service used

• Direct mail?• Yellow pages?• Trade Show as a non-

vendor?• Mainstream media?

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In last 1 or 2 months, in order to research a product or service used

• Asked via your social network (email/Facebook) for advice and they sent you a link?

• Google or other search engine?

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In last 1 to 2 months, in order to research a product or service

•Direct mail ad 2%•Yellow pages 5%•Trade Show as a non-

vendor 5%•Mainstream media 20%

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In last 1 to 2 months, in order to research a product or service

•Asked via your social network (email/Facebook) for advice and they sent you a link 95%

•Google or other search engine ~100%

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Old School Thinking

I don't have time for marketing

Marketing is not the priority

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New Reality

Buying eyeballs is uber expensive and not effective longer term

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Landing Page

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@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

Establish Domain Expertise

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Start Blogging Now

Write What You Know,Not About What

You Sell

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@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

PAID Advertising

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“Free” Organic Search

Impact Of Blog Posts On Leads

0-11 12-23 24-51 52+0

5

10

15

20

25

910

13

23

30% Increase

77% Increase

Source HubSpot

Content impact leads because...

• Grow indexed pages in Google • Increase the number of keywords you're

ranked for by Google • Generate inbound links (A key factor in

Google's organic search ranking.)

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Blog Posts In 1 Pomodoro

* Keep a list of ideas* POV: customers’ pain points * Challenge/solution format* Keep it short and sweet* Write One Pomodoro

(25 mins)* Review next day

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How Much? How Often?

342 to 600 words

At Least Once A Week Or More

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News Releases

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Show Momentum and Growth To Investors, and

Stability To Customers

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6 News Release Elements

* Headline <80 Characters* Subhead <120 Characters* Lead (News) <75 Words* Comments <2 Quotes* Facts <5 Bullet points* Relevant Links 3 to 6

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A+A+A+

A+A+

No Subhead :-(

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A Good Quote

Talk about the impact of your news on* Company* Technology* People* Industry

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Talk Like A Human Being

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Distribution

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@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

Free and Cheap Tools

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

Distribution

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Social Management

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@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

Social Management

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

@SteveologyThis document is proprietary and copyrighted material of Steve Farnsworth. It is confidential and may not be copied,shared, published, or distributed.

Connect With Influencers

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How To Nicely Cyberstalk Influencers

If they have a blog, thoughtfully comment on two or three posts.

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How To Nicely Cyberstalk Influencers

If they are on Twitter, RT their tweets and tweet several blog posts being sure to include their Twitter handle

How To Nicely Cyberstalk Influencers

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Marketing Time Management

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2 Hrs A Week

Daily* Management (Hootsuite)

5 mins am & 5 mins PM

Weekly* Blogging

Selecting a topic -15 mins. Writing – Pomodoro 25 mins. Rewriting and editing - 15 mins. Posting – 15 mins.

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Steve Farnsworth

Joltsocialmedia.com

@Steveology

650-331-0594