Marketing for Geeks. This page serves as the table of contents for my series of articles entitled "Marketing for Geeks".
The central theme here is that if we demystify marketing, it can be competently done by technical people. The series is still being written, with new articles coming soon to an RSS feed near you. In most small ISVs, it's important for at least some of the developers to have an understanding of basic marketing. However, most geeks tend to shy away from marketing, citing their lack of creativity and graphic design skills.
But these are typically not the differentiators which determine whether marketing is competent or not. The Two Phases of Marketing When we build software, we typically have a design phase, followed by an implementation phase. Likewise, marketing has a strategic phase, followed by a communication phase. The strategic phase is analogous to the design phase of building software. Articles about Strategy Product Parenting (Wednesday, 22 October 2008) Why Branding Is the Next Essential Startup Competency. Why Every Startup Marketer Needs to Learn SQL. About four weeks back, I learned SQL, and it’s been one of the greatest skills I could have ever acquired as a marketing / business guy at a startup.
Since learning SQL, our marketing team has: Determined the interests which are most highly correlated with our user base –> allowing us to create super high-value target groups for our Facebook ads.Determined the courses which are most highly correlated with those target groups (so that we know which courses to advertise).Compiled a set of rockstar vanity metrics that showcase the size and awesomeness of Udemy –> Did you know that students have enrolled in more than 143,907 courses on Udemy? And a whole lot more really cool stuff. *** Learn the basics with this FREE SQL tutorial for beginners on Udemy. If you don’t know, SQL is a database language designed to enable you to query, manipulate, and communicate with your database. . #1 – Learning SQL has literally DOUBLED or TRIPLED the speed at which our marketing team can learn & execute. Promoting a Mobile App. Finding And Buying A Domain Name. I believe that a good domain name is an important success factor in building and launching consumer web services.
It's not in my top ten but it could be. It's certainly something we think about a lot when making investments and working with companies post investment. A number of our portfolio companies have acquired their domain names in connection with or shortly after our investment. Del.icio.us purchased Delicious.com with some of the proceeds of our investment. Marketing. You asked for it Arnold and 84 others (so far).
So I'm gonna talk about marketing. I believe that marketing is what you do when your product or service sucks or when you make so much profit on every marginal customer that it would be crazy to not spend a bit of that profit acquiring more of them (coke, zynga, bud, viagra). A very experienced and successful entrepreneur came into our office a week ago to pitch his latest company. At the end of his pitch he showed us some numbers.
Normally for a raw startup we see almost all product and engineering expenses (headcount). So a few days later, I called him. Zynga has spent millions on customer acquisition and continues to do so. In my talk at Harvard Business School, I said "Early in a startup, product decisions should be hunch driven. Early in a startup you need to acquire your customers for free. Why Marketing is Becoming Like Software Development. Software development is influencing marketing a lot these days with the emergence of Agile Marketing and Test-Driven Marketing - Agile and Test-Driven concepts being two concepts that have dominated software development for the last 5 years. The reason is not a fad crossing over, but rather a more fascinating and powerful phenomena.
As the Internet has become pervasive in our lives Marketing has become testable , much like software, as well as more impactful due to the amount of reading buyers now do during the buying cycle. Agile software development embraces change and measurement, allowing responses to “market” signals that are leading indicators of failure. Signals include early customer feedback, early robustness feedback from automated tests, and ongoing feedback from regression testing, which captures failures due to the landscape changing. But so what, you might ask? My answer? That’s no longer the case.
How to Acquire Customers by Marketing “Heroes” Social Proof in Action … Yesterday I wrote about the benefits of using social proof and authority in raising venture capital.
If you didn’t read that yet it might be worth having a quick skim as a primer. Social proof is defined as “looking for others to guide our decisions” and is also one of the most important techniques in acquiring customers in your company. Many of you have read or at least know the primary thesis of “Crossing the Chasm” the seminal book on marketing your products to mainstream consumers by Geoffrey Moore. The Medium Is No Longer The Message, . . . You Are. Editor’s note: This guest post is written by Seth Goldstein (@seth), the Co-Founder of socialmedia.com, which is building the first ad server based on people not pages.
Its platform provides authoring, serving and reporting across different types of social media. All of its ads are real messages from real people. Seth is also the Co-Chairman of the IAB’s Social Media Committee. Gary's Social Media Count. Click for App Store Page Original Counter and Post from 24 Sep 2009! June 2013 ‘Social’ Update (mobile, games & heritage to come) June 2012 ‘Social’ Update August 2011 Update.
Speaking properly of your product. Building a brand. Best practice marketing. Buzz? Working with PR. Metrics. Marketing blogs. Other marketing pearltrees. Community management. Blogger. Social Media Marketing: You Fear, You Fail. A few weeks ago a company I work with lost an amazing opportunity.
We gave them the idea to create one of the best brand blogs I've ever seen. They said no. Instead, they decided to create a social media strategy that was boring and dictated by legalities. Just imagine a blog that doesn't allow customer comments. The campaign not only offered zero value to customers, but in the end it ignored them by turning the blog into a press release platform.