Presentation for SVForum, Silicon Valley, CA June 2012

1. Lean Startup Marketing,
Social Media, and PR
Steve Farnsworth
@Steveology
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2. Minimum Viable Marketing
• Landing Page
• Establish Domain Expertise
• News Releases
• Free and Cheap Tools
• Connect With Influencers
• Social Time Management
@Steveology
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3. Question 1
Who Is Actually Going To
Buy Your Product First?
@Steveology
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4. Question 2
Who Are The Customer-
Side Players In The
Buying Process?
@Steveology
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5. * Influences?
* Will use?
* Recommend?
* Review?
* Demo?
* Budget sign off?
@Steveology
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6. Question 3
What Pain Points Do
They Have That Your
Domain Expertise Can
Help Solve?
@Steveology
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7. Question 4
How Can I Most
Effectively Deliver To
Them That Knowledge?
@Steveology
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8. The Marketing Geeks'
Tom Peters
@Steveology
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9. 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…
@Steveology
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10. 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?
@Steveology
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copyrighted material of Steve Farnsworth.
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11. 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?
@Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
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12. 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%
@Steveology
• Mainstream media 20%
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
shared, published, or distributed.

13. 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%
@Steveology
• Google or other search
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
engine ~100%
shared, published, or distributed.

14. Old School Thinking
I don't have time for
marketing
Marketing is not the
priority
@Steveology
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15. New Reality
Buying eyeballs is uber
expensive and not
effective longer term
@Steveology
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16. Landing Page
@Steveology
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17. @Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
shared, published, or distributed.

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

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

20. Establish Domain
Expertise
@Steveology
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21. Start Blogging Now
Write What You Know,
Not About What
You Sell
@Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
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22. @Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
shared, published, or distributed.

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

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

25. @Steveology
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copyrighted material of Steve Farnsworth.
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shared, published, or distributed.

26. PAID Advertising
@Steveology
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27. “Free” Organic
Search
@Steveology
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28. Impact Of Blog Posts On Leads
25
23
77% Increase
20
15 13
10 30% Increase
9
10
5
0
0-11 12-23 24-51 52+

29. 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.)

30. 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
@Steveology
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31. How Much? How Often?
342 to 600 words
At Least Once A Week
Or More
@Steveology
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32. @Steveology
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copyrighted material of Steve Farnsworth.
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shared, published, or distributed.

33. News Releases
@Steveology
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34. Show Momentum and
Growth To Investors, and
Stability To Customers
@Steveology
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35. @Steveology
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36. 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
@Steveology
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copyrighted material of Steve Farnsworth.
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shared, published, or distributed.

37. No Subhead :-(
A+
A+
A+
A+
A+
@Steveology
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38. A Good Quote
Talk about the impact of your
news on
* Company
* Technology
* People
* Industry
@Steveology
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39. Talk Like A Human Being
@Steveology
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40. Distribution
@Steveology
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41. @Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
shared, published, or distributed.

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

43. Free and Cheap Tools
@Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
shared, published, or distributed.

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

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

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

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

48. Distribution
@Steveology
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shared, published, or distributed.

49. Social Management
@Steveology
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It is confidential and may not be copied,
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50. @Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
shared, published, or distributed.

51. Social Management
@Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
shared, published, or distributed.

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

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

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

57. Connect With Influencers
@Steveology
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copyrighted material of Steve Farnsworth.
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58. How To Nicely Cyberstalk
Influencers
If they have a blog,
thoughtfully comment on
two or three posts.
@Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
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59. 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
@Steveology
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60. How To Nicely Cyberstalk
Influencers

61. Marketing Time
Management
@Steveology
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copyrighted material of Steve Farnsworth.
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62. 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.
@Steveology
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Posting – 15 mins.
copyrighted material of Steve Farnsworth.
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65. Steve Farnsworth
Joltsocialmedia.com
@Steveology
650-331-0594
@Steveology
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copyrighted material of Steve Farnsworth.
It is confidential and may not be copied,
shared, published, or distributed.