Pirate Marketing for Startups - by Peter van Sabben - Pirate Summit 2014
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The document discusses key marketing lessons for tech startups, focusing on customer engagement and unconventional marketing strategies, which the author refers to as 'pirate marketing.' It identifies common reasons for startup failures, such as lack of customers and ineffective content, and emphasizes the importance of unique messaging and distribution channels. The author provides various tactics for content creation and marketing strategies that increase visibility and traction for startups.
Pirate Marketing for Startups - by Peter van Sabben - Pirate Summit 2014
- 1. STARTUP MARKETING! What (Tech) Startups can learn from Pirates! by Peter van Sabben
- 2. Who is this Captain Hook? @sabben
- 3. 3 years Red Bull HQ in Fuschl am See, Austria
- 4. Red Bull BPM, gateway to DJing on iPhone/iPad
- 5. Red Bull BPM, gateway to DJing on iPhone/iPad
- 6. First Neuromarketing Research Attention = Novelty + Controversy + Clear Message
- 7. Own Startup = FAILED + Lost €€€ + Experience
- 8. Now: Head of Marketing for Startupbootcamp
- 9. Now: Head of Marketing for Startupbootcamp
- 10. Voted: Best Startup Accelerator 2014!
- 12. "It's much easier to spend a lot of time making your microphone louder than it is working on making your message more compelling" – Seth Godin My Mentor in Marketing
- 13. Build something people want or need Alrrrright Let’s Go!!! & You create joy or you remove pain
- 14. Main Reasons Startups FAIL with Marketing!
- 15. “Almost every failed startup has a product. What failed startups don’t have are enough customers.” - Gabriel Weinberg, Traction Book The #1: Not Enough Customers Too much product, no distribution strategy
- 16. The #2: Crappy Content! Most is self-serving, not useful and pointless!
- 17. The #3: Don’t get enough attention Crowded + doing what everybody else does
- 18. What can we learn from Pirates? Pirate Marketing! ;-)
- 19. Testing Channels -> Getting Customers
- 22. 1. Viral marketing 2. Public Relations (PR) 3. Unconventional marketing 4. Search Engine Marketing 5. Content Marketing 6. Email Marketing 7. Engineering as Marketing 8. Targeting Blogs 9. Business Development 10. Sales 11. Affiliate Programs 12. Existing Platforms 13. Trade Shows 14. Offline Events 15. Speaking Engagement 16. Community Building 17. Social & Display Ads 18. Offline Ads 19. Search Engine Optimization 1: The 19 Channels Parallel Focus: 50% Product & 50% Traction
- 23. 1: Test Channels: Bullseye Framework
- 25. “Content is the keystone to inbound marketing. Without content, there is no SEO, no Social Media, no community and no revenue.” - Rand Fishkin, Founder of Moz 2: Ideal: It’s fast, cheap, free to distribute, measurable, build community and repeatable.
- 26. Inform Amuse Educate Inspire 2: Content Topics: Write about problems / challenges your target customers have.
- 27. 2: Content Calendar: Create list of topic ideas, post frequently, create repeatable concepts.
- 28. 2: Weekend Reading: 5 News items, 5 Blog post, 5 New Product launches. Every Friday.
- 29. 2: Headline Strategy: Number + Reader Addressing + How to’s
- 30. Use BuzzSumo to find content and topics. Use Bitly to track links. Use IFTTT to automate. Use Canva to design fancy pictures, photos, graphic, etc. Use Tweetbinder & Followerwonk to analyse tweets and followers. Use crowd speaking platform Tunderclap to get heard. Use Socialcam to produce video content. Use Trello to create Content Calendar. 2: Content Tools:
- 31. CAN YOU HANDLE THE BIG GUN??! 3: Unconventional Marketing
- 32. “Unconventional Marketing is leaving them no choice but to look at you” - Old colleague at Red Bull 3: Grabbing Attention: (Uniqueness + Controversy + Simple Message)
- 33. “Publicity stunts can propel a startup from anonymity to national recognition in an instant.” 3: Publicity Stunt - Traction Book
- 34. 3: Publicity Stunt: WePay 600 pound block ice in front of PayPal Conference.
- 35. 3: Publicity Stunt: Take a position, don’t just have a positioning! -> Pick a Fight!
- 36. 3: Publicity Stunt: Tip: Signkick, book 1 billboard for < £300
- 37. 3: Publicity Stunt: Sponsorship Parasite Tipl’s fake parking tickets at YC Demo Day.
- 38. 3: Customer Appreciation: Hipmunk & Zappos Be awesome to your customers
- 39. 3: Window of Opportunities: Ads on Instagram Which appear unexpectedly & temporarily
- 40. ● http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version ● http://cdn.chiefmartec.com/wp-content/uploads/2014/01/marketing_technology_jan2014.png ● https://farm3.staticflickr.com/2843/9087761103_4d41e58245_o.png ● http://sethgodin.typepad.com/seths_blog/2012/07/the-circles-of-marketing.html ● http://sethgodin.typepad.com/files/circles-of-mktg.pdf ● http://www.slideshare.net/ashmaurya/10-steps-to-productmarket-fit?qid=17739ce4- ddba-4985-9171-19e79e83fcbf&v=qf1&b=&from_search=1 ● http://www.theexpertgeneralist.com/2014/01/23/inverting-the-marketing-funnel-for-startups/ ● http://discuss.tractionbook.com/t/bullseye-resources-chapter-2/10/2 ● http://blog.bufferapp.com/headline-strategies-psychology ● http://blog.twoodo.com/14/huge-epic-list-of-growth-hacking-tools-for-non-coders/ ● http://whattowrite.org/ ● http://www.slideshare.net/500startups/06-hiten-shah-kiss-final?ref=http://growthhackers.com/ slides/making-business-go-boom/ ● http://www.slideshare.net/helpscout/customer-service-stories?ref=http://blog.bufferapp.com/ great-customer-service-legendary ● http://www.slideshare.net/Startupbootcamp/sbc-content-marketing Links & Further Reading: Enjoy!
- 41. “You can't beat ambivalence. It's attention, it’s controversy, it’s discussion that keeps a product alive." - #selfquote Conclusion & QA: Peter van Sabben [email protected] & @sabben