Startup Marketing: Video

Here are two short videos and the text of the introductory course we recently taught on Startup Marketing.

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Customer Focused Marketing
Build a great product that customers love in the Search Phase
Communicate your product’s value to your potential customers in the Execute Phase

Marketing is the set of strategies that communicate the value of your product to your potential customers

The 4 Ps of Product Marketing
Originally, marketing was very “product focused”
The Product you’re selling
The Price for which you’re selling it
The Places where your product is available
The Promotional activities that communicate the product’s feature and benefits and persuade people to purchase

The 4 Cs of Customer Marketing
Today, marketing has become much more customer-oriented
Customer Solutions – the product is viewed as the solution to the customer’s problems
Customer Costs – the price is seen as more than just the purchase price and includes other customer costs such as the time and effort needed to learn and maintain the product
Convenience – the place aspect is focused on making it as convenient as possible for the customer to investigate and purchase the product
Communication – promotion has been transformed from a one-way sales pitch to a two-way communication with the customer

In the next video we’ll look at the methods and mechanics of marketing.

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The Mechanics of Marketing

Marketing
Marketing is communicating the value of your product to your potential customers
It’s often divided into 2 categories, direct marketing and indirect marketing

Direct Marketing
A straightforward communication to the customer of a product’s features, benefits and cost
It can take the form of sales in a store, direct mail, phone solicitations, emails, web stores, Google ads or mobile promotions. One of the biggest advantages of direct marketing is that the outcomes can be measured
For example, you can measure how many clicks your Google Ad receives and how many of those clicks convert to paying customers

Indirect Marketing
Indirect Marketing is focused on activities that create a deeper, often emotional, relationship between the customer and the company
Indirect activities include radio and television commercials, print ads, conference sponsorships and providing valuable information to the potential customer
These activities are often described as branding

Software Startups and the AARRR Framework
Primarily employ direct marketing strategies with a focus on getting, keeping and growing the customer base
Acquisition begins when a potential customer comes to your site or app via email, link, search or a promotion
Activation occurs when he signs up or installs the app and has the first user experience
Retention is when the customer keeps coming back for more
Referrals occur when the customer loves your product enough to refer it to others
Revenue is realized when a product or service is sold or a third party buys advertising on your site or App

Viral Growth
What makes a software startup successful is viral growth
To achieve that, you need high degrees of customer retention and referrals.
These come from building a product that people love with a built-in referral mechanism
In addition to these retention and referral essentials, you need to continually focus on the acquisition and activation mechanics to ensure continuous double digit growth

In this video, we’ve given you an overview of the major methods and mechanics of the marketing processing for software startups.