Digital Marketing For Startups By Riyaz Hyder
•Descargar como PPTX, PDF•
1 recomendación•122 vistas
Digital Media Marketing is a quintessential tool today. With the global internet population of over 4 billion, an increasing number of customers now make their purchase decisions online. The story is no different in India – with more than 60% of India’s population below the age of 40; we find a lot of them logging into the internet and social media pro-actively. With an increasingly disposable income, this crowd too is sure to make a large portion of their purchases online. With the growth of online purchases, it is not surprising that the power of paid media advertising is declining in comparison to newer advertising trends. For example; Print Ads, Television commercials, radio, and even online digital campaigns are being overtaken by company websites who use unpaid, earned, and owned messaging. Other advertising methods are hugely dominated by social media, along with key market influencers and existing customer word-of-mouth. The rapidly spreading flame of digital connectivity has also attracted organizations such as political parties, NGOs, and, small and large corporates likewise, to try to engage proactively through the digital media. Find the answers you have been searching for. Participate in NSRCEL’s ‘Digital Marketing For Startups’ seminar to unlock the world of Digital Media Marketing. Generate ideas on how you can leverage this crucial marketing tool to make your business more successful.
Recomendados
Recomendados
Más contenido relacionado
Más de Kesava Reddy
Más de Kesava Reddy (20)
Último
Último (20)
Digital Marketing For Startups By Riyaz Hyder
- 1. Hello! I am Riyaz Hyder I am keen student of marketing, here to share some of my learnings 1 www.linkedin.com/in/riyazhyder@riyazhyderriyazhyder@gmail.com
- 2. Building Growth Muscle WhatI learnedbybuilding marketingfunctionsfor4 Startups (And2 ofthem failed 🤭)
- 3. What will we cover? 3 ● Basic concepts ● When to start? ● Where to start? ● Setting goals ● Mapping the TG ● Budgeting for growth ● Owned Vs Earned Vs Paid ● Broad marketing structure
- 4. Start Yesterday! There’s no right time to start sales & marketing. Start now! 1
- 6. Quant- Based Marketing 3 • Identify & define buyers • List down USPs • Create positioning document • Design campaigns • Measure results • Refine & repeat Marketing automation Define marketing approach | Create marketing elements Content framework | Calendar | Dashboard Workflows & processes Pipeline EnrichmentDemadGenDefine Value Proposition
- 7. Now to Data & Details Breaking up the setup grid activity wise. 7
- 8. Where to start? ● Define your audience ● Create personas for ○ Consumer ○ Customer ○ Influencer ○ Prospect 8 Buyers Sample persona document Tools I use • Xtensio • Makemypersona
- 9. Setting Goals ● Map customer lifecycle in as much detail as possible ● Evaluate the country/ segment/ industry based on ‘fastest to buy’ ● Define addressable market ● Create targets for each funnel stage 9 Sirius Decisions Demand Waterfall Benchmarks - Funnel Metric Average Strong Best Lead to MQL 3.9% 5.8% 9.7% MQL to SQL 58.3% 65.6% 74.5% SQL to Opportunity 49.1% 56.4% 60.5% Opportunity to Customer 23.1% 26.9% 30.7% Source –Sirius Decisions
- 10. Mapping Lifecycle ● How the persona determines if they have a problem/need? ● How they find out about your product? ● How they vet your product? ● How they purchase your product? ● How they get set up on your product? ● How they use your product? ● How they determine the value they get from your product? ● How they pay for your product? ● How they get support for your product? ● How they buy more/spread the word about your product? 10 “An increase in effectiveness at any stage of a sales funnel cascades through to the end funnel. But improvements to the early parts of the funnel are more important than those later in the funnel, because they meaningfully improve key SaaS metrics like cost-of-customer acquisition and pay-back period.” - Tomasz Tunguz
- 11. Funding Growth ● Golden rule – Prioritize growth ● First couple of years budget to invest at least 60% of revenue ● SaaS rule of thumb – CAC < ACV 11 0 10 20 30 40 50 60 S&M expenses Vs. Growth rate Source – Pacific Crest Survey Tools I use • Ad Spend Calculator for Healthy Business: By Qwilr • NewBreedMarketing’s template for visitor to revenue calculation
- 12. Fail Fast 4
- 14. Key digital plays 14 Social – Mentions & Shares Influencers – Analysts & Product Reviews T. leadership – PR, Guest Blogs & NTC Ads – SEM, Display, Re- targeting Content Promotion – Syndication, Publisher programs. Social – Promoted content & Lead cards SEO, Organic Influencer Marketing Content Amplification Direct - Web + Blogs Indirect – Medium, Quora, Reddit, LI Pulse Social – Twitter Scheduled – Webinars + Podcasts Nurtures – Programs for ABM, customers & partners
- 15. Leads Growth 5
- 16. Key Metrics To Track CAC Customer Acquisition cost Marketing + Sales cost New customers LTV Life Time Value (simple) ARR/MRR Churn ACV growth Indicates persona match New ACV- Current ACV 16 CPA Cost per action of paid channels. Conversion by channel Most important indicator to gauge if our persona assumptions are correct. Funnel Progression A good indicator of product market fit, leadgen quality and onboarding friction A good template • SaaS Metrics 2.0 by Forentrepreneurs
- 17. 6 If you can’t attribute, you cannot automate. If you can’t automate you cannot be in business!
- 18. Marketing Tool Stack ● Marketing Automation + CRM ○ Hubspot ○ LeadSquared ○ Zoho ● Messaging & chat ○ Intercom ○ Fresh chat ● Newsletter ○ Mailchimp ○ Beefree ● Website user tracking ○ Hotjar 18 ● Attribution ○ Mixpanel ○ Webengage ○ intercom ● SEO ○ Moz ○ Semrush ○ yoast ● Email automation ○ Gmail genius (Gmass) ○ Sendgrid ● Landing page ○ Optimizely
- 20. 20 Thanks! Any questions? You can find me at @riyazhyder & riyazhyder@gmail.com Presentation template by SlidesCarnival
Notas del editor
- Once this session was announced I had many you reaching out to me on LinkedIn and email with many questions. Thanks for the same. Since most of these were by startups who are yet to start or are starting with their marketing, I’ll be primarily focusing on setting up bit rather than scaling part. Some of the companies in audience here, with established marketing functions may find this basic. If you have queries on scaling I can connect one on one separately Being a Bangalorean who stays near silk board, I am not used to a ‘free flow’. So please feel free to raise your hand at the end each slide if have suggestions. But do reserve your questions for a QnA session.
- Many a time I have entrepreneurs telling me that we are on stealth and we have not started marketing or sales. I am not saying stealth is bad, but being stealth is not a reason to procrastinate creation of a narrative. You’ll amazed at the product enhancements you can gather just by writing down customer lifecycle. Many a time people misconceive marketing to be running ads. So start now.
- Ok! One existential question. What is paramount for you to be a good at marketing. The very basic that makes you the the top dog? I had to learn this the hardway. As a fresh grad, I chose marketing for the glamour, honestly. With Samusng I was part of “team Samsung” campaign where we had 7 top cricketers, I was accompanying channel V Vjs across the country for audio launches etc. But soon I realized that you are not adding value. And I was stuck for the next 4 years in this headless chicken race with no control on outcomes but I was super busy all the time. Sam, Samyukth, who was from coke and an IIM-A grad, who became my manager, helped me redefine my priorities. Your most important buddies are data and details in marketing. If you are able to track these and attribute them rightly, half of your battle is won.
- Let’s face it, marketing is a wishlist. There is always something else that you could have done. So when I started mobisy, I was the only non-coding member. Coming from very structured marketing functions, I was spoilt for choices to do. I thought to myself I am gonna do everything I can, and I ended up failing. That was tough one on my ego, dammit! my campaign had won the best brand activation award worldwide from ING, how can I fail? Learning? Prioritizing and focusing are best virtues for a marketing professionals. How many of you are familiar with the term Quant-based Marketing? It is very simple, to have a quant based marketing plan you need to satify two parameters A quantitative top-line goal that says what and by when. Every feeder channel to your funnel should be named with numbers attributed This is want we are set to do.
- The learnings doesn’t stop here, it’s only that I am trying to list down the key activities, phase wise.
- This is the foundation of marketing, sales and success of your company. Who’s responsible? Founders. If you have not already mapped your buyer and user, I’d say your product is not ready even if it is GA. Many a times I’ve seen lot of us confusing consumers Vs customer. How many of us had a gaming console as a kid? So you are the consumer, and your parent, who paid for it is the customer. Please note that the rational that drove you and your parent to choose this device were very different. So same messaging to you and your parent would not have worked. I am sure most of us can say my product will be used by the marketing team or infrastructure & ops teams, but till you have fleshed out the exact roles and profile of these buyers and users you cannot create a narrative that connects with your audience. So the first step towards getting started is identifying buyers and users with details.
- This are the details, we need to map customer lifecycle to the ‘T’. not just buying cycle. Once done just like the saying goes ‘pick your battles’ we need to pick persona’s based on how fast they can become our customer and has least friction with our product capabilioties. To me for a growth oriented SaaS startup this is a very important filter. By this time you usually would have narrowed down your TAM considerably, which in my experience is the best thing. We are not trying to impress the VC on market opportunities here, instead really counting on figers, who’ll buy our product or solution. Once you have this number you can use industry metrics ‘like the one by Sirius decisions to breakup it up into funnel stage wise targets. Because tracking funnel health is the best known method to ensure more customers faster.
- These are the 10 questions that you can ask yourself to help you build out your customers lifecycle. This will also help you breakdown your funnel. Tom, His full name is tongue twister for me, so I usually refer to him as Tom. Some some one I urge all of you to follow especially if you are into SaaS. He is
- Like any great project, it’s important to your startup to be adequately funded. While exceptional cases of bootstrapping success exist, It’s is very unlikely that all the statups in Bangalore will succeed this way. This is even more critical if you are a SaaS startup. As a rule of thumb a SaaS CAC can be 100-120% of the ACV, which meant that we end up spending the entire amount that a customer will pay, upfront to acquire. These are the tools I use to not only budget right, but also to check if my funnel costs are also healthy.
- Great! Now we know our customer and consumer well, we also know how many customers we need to get to which we have already allocated budgets. Now, what next.? Fail, I mean fail fast. Now we are entering demandgen territory and the survival mantra is experiment, track tweak, repeat till you hit your sweet spot of success.
- To start experimenting as a founder you need to choose your primary channel of customer acquisition. Even if you choose to go with multiple channels, I strongly urge you to differentiate one as primary driver. So the question may be how to choose. My learning is that if your ACV is less than $6K and product is less complex, like an email marketing tool, digital, specifically inbound is your best bet. Inside sales works best for higher ACV where we may need some level of onboarding and acv is $25K or more. Field may be your best bet if you are selling to government, or G2K enterprise where buying cycles are long.
- Now there’s a debate regarding whether outbound is dying or inbound is the silver bullet etc. Though I feel inbound investments give better ROI, you cannot take the pedal off outbound as marketing is best effective if it’s an integrated approach. Now is PPC outbound or inbound? I prefer to to divide digital as owned, earned paid to avoid these confusion. This also helps the marketing roles to be defined as they actually are, overlyed. Just like a blog needs to be promoted to reach it’s full potential of a landing page needs traffic to improve SEO ratings.
- Having good amount of leads are good, or it’s a must have. But I myself have made this mistake earlier and I see many companies making this now. They optimize their online and offline efforts for leads rather than customers. Let me give you an example. A b2b SaaS company can easily throw in a $10 t-shirt for all signups as their cost per signup is usually around $125. This will definitely fill up the top of the funnel. But better would be to tie these swags to events to later in the funnel, like an important milestone in the trial lifecycle.
- Marketing tools are a boon, it automates not only mundane tasks but breaks down complex process so the marketing team can focus on key focus areas. A CRM is a table stake in any startup today especially if you have a website and are already bringing ins signups. GA is a great tool but for SaaS more important aspect to be able to track customer events and attributions inside the app. This is where as founders, should sensitize engineering teams to be able not only to capture the events but also share this with external tools like adrol or other messaging apps etc.
- These are some of the tools that I liked and loved using. Couldn’t cover all, but if you have these most of it is covered. I strongly recommend that you start exploring various tools to automate your marketing processes.
- A great mistake that technology startups make today is hire freshers to manage digital. Hire expertise always, a minimum 3-4 years of experience is a must to understand the nuances of budgeting, tweaks and know the cheast sheats etc. You may hire less experienced resources or even interns for list building support etc. But don’t expect the SEO person to know how be on position 0 from you. Another thing – Do not hire head of marketing first. I’d hire in the following order Web developer Content specialist + social Product marketing + ops As founders you know your product better than anyone. You should herd this team for atleast 6 months so that you have an ear on the ground on the product marketing fit. You may hire an external coach for processes or templates. But you should hire a head of marketing only when you feel the need. Trust me, you’ll know it.