Marketing for early stage startups
Recommended reading:
Blog posts
- HBR – Minimum Viable Brand
- HBR – Jobs To Be Done
- Example Marketing Plan (Ladder.io)
- Amateurs vs professionals
- Journalist Pitch tips from Mike Butcher
- Proposition, Messaging and Branding from Rob Moffat of Balderton
- Hubspot – Running growth marketing experiments
Books
Traction: How Any Startup Can Achieve Explosive Customer Growth
Archive
Planning your content with PR and SEO opportunities in mind
Use the Google Keyword Planner to:
- research keywords that your superuser might Google – how much do they cost with Adwords? How many impressions do they get? The keywords with the most impressions may be worth targeting for content marketing or even PPC ads
- put your website URL in the planner to see what Google sees (for SEO purposes) – this can help you sharpen your on-site metadata or content to make sure you are ranking for the right terms
Use the Google Trends site to find interesting trends around the keywords you're researching. Is there a trend for a particular company, or jargon term, or event? Those are opportunities to latch onto.
Use the Website Grader website to see whether or not there are things you could improve with your website for SEO purposes.
Put a competitor's company or product name into the Moz Backlinks tool and see all the recent backlinks for that site. Note all the blogs and publishers that have written about them recently and the blogger/journalist's name, and then email that person with an intro to your company, mentioning that you read their recent blog/article. This kind of PR coverage is relatively easy to get, has relevant traffic and helps with SEO.
Tips for PR:
- Trial Gorkana for free to see lots of requests from journalists (http://www.gorkana.com/)
- Follow the #journorequest feed on Twitter and respond quickly to journalists who want help (https://twitter.com/search?q=%23journorequest&src=tyah)
- Always put the press release detail in the body of the email, never as an attachment!
Social Media for Lead Gen // Split Testing
Managing corporate partners // Hiring a marketer
Worksheets and templates from workshops:
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