Startup Marketing & PR

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  • Startup MarketingMarketing & PR tips for early stage Internet startups

    By Frederik HermannAt Upwest Labs - May 28th, 2013

  • Focus

    Photo credit: James Walsh / jcbwalsh @ Flickr

  • Set your goals

    With limited resources you need to focus your efforts on a fewmain goals, include realistic numbers you can achieve

  • Your marketing & PR should now work towards

    achieving these goals If the efforts are not contributing towards achieving the goals, dont do it

  • Start with the homework

    Photo credit: rokley @ Flickr

  • One-linerElevator Pitch

    ProblemSolution

    Big IdeaVision

    ProductDescription

    PositioningWhy*

    Mission

    This 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 relationships

    2. Provide larger story/context

    3. Provide comment

    4. Create your own content

    5. Be part of the community/conversation

    6. Maintain momentum

  • 1. Building relationships

    With journalists, bloggers, influencers, analysts...

  • 1. Identify journalists, bloggers, influencers in media outlets that your potential customers read/are exposed tovia search, getlittlebird.com, twitaholic.com, etc

    2. Build your own list (a Google spreadsheet works fine)3. Start the conversation (IN ADVANCE)

    most journalists actually honor embargoes

    4. Maintain the relationship (be a great contact)

    http://getlittlebird.comhttp://getlittlebird.comhttp://twitaholic.comhttp://twitaholic.com

  • Always put yourself into the position of the receiving end of your message.

    Know who you are talking to, introduce yourself, provide context, be polite, personalize your story

  • 2. Whats 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 comment

    This falls into the category of thought leadership and being recognizedas somebody knowledgable and insightful in your industry

  • - Sign up on HARO and provide a comment to a story relevant to your industry

    - Write an interesting/helpful/insightful guest post and reach out to media

    - Professionally comment on articles about your industry on other blogs/media

    - Engage in conversations on social media

  • 4. Create your own content

    Commonly 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 channels

    2. Presentations (post them to Slideshare)3. Case studies4. Videos5. Whitepapers6. Infographics

  • 5. Conversations

  • 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, dont diss your competition, never get angry

  • 6. Momentum

    Plan a series of talking points, feature launches, and initiatives a few months 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)

    http://swp.it/XMAahphttp://swp.it/XMAahphttp://www.slideshare.net/swipphttp://www.slideshare.net/swipphttp://swp.it/175h655http://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

    http://www.marketo.com/http://www.marketo.com/http://www.hubspot.com/http://www.hubspot.com/http://www.pardot.com/http://www.pardot.com/

  • Investor pitch

  • MarketLandscape

    TractionValidation

    BusinessModel

    Team FutureInvestment

    Usage

    Details at http://www.slideshare.net/ryanspoon/how-to-create-an-early-stage-pitch-deck

    http://www.slideshare.net/ryanspoon/how-to-create-an-early-stage-pitch-deckhttp://www.slideshare.net/ryanspoon/how-to-create-an-early-stage-pitch-deck

  • Swipp captures, aggregates, and reports real time sentiment data via consumer and commercial applications.

    www.swipp.com

    http://www.swipp.comhttp://www.swipp.com

  • Questions? Connect.

    Frederik Hermannfrederik.hermann@gmail.comtwitter.com/netzkoboldwww.frederikhermann.comlinkedin.com/in/frederikhermann/

    Swipp Inc.2513 Charleston Rd, # 102Mountain View, CA 94043

    twitter.com/getswippwww.swipp.com

    mailto:frederik.hermann@gmail.commailto:frederik.hermann@gmail.comhttp://twitter.com/netzkoboldhttp://twitter.com/netzkoboldhttp://www.frederikhermann.comhttp://www.frederikhermann.comhttp://linkedin.com/in/frederikhermann/http://linkedin.com/in/frederikhermann/https://twitter.com/getswipphttps://twitter.com/getswipphttp://www.swipp.comhttp://www.swipp.com