Leads are the lifeblood of a startup. One common mistake made by startup marketing teams is ignoring leads that are not ready to pass to sales. These leads need to be nurtured – helped along – until they are ready. If you ignore them, you have wasted the money you spent to acquire them in the first place, and paying yet again for brand new leads that may or may not be more qualified. And as you nurture your leads, you can learn more about them, using what’s known as progressive profiling. – … [Read more...]
Startup Marketing Essentials: #7 How to Build a Great Website
Every startup needs a website. I’m stating the obvious. So I’ll restate. Every successful startup needs a great website that meets its business goals: awareness, reach, virality, conversion. Building (or rebuilding) the right one takes a lot of effort. Here are some pointers on how you should conceive and plan your site. – TM It’s funny to think that the web, which hundreds of millions of people use every day for shopping, dating, gaming, news, and socializing, began as a technology to help … [Read more...]
Marketingspeak: What is Parallax?
You've probably seen a parallax website before. Especially common on long, single-page scrolling sites, images in the background seem to scroll at a different speed than the text or images in the foreground. That's called parallax. According to web design site Awwwards: The parallax effect uses multiple backgrounds which seem to move at different speeds to create a sensation of depth (creating a faux-3D effect) and an interesting browsing experience. They have some great examples. Since, … [Read more...]
Startup Marketing Essentials: #6 How to Write a Press Release
The workhorse of public relations is the press release. Written in the form of a conventional news story, a press release alerts the media to an organization’s news and presents it in that organization’s point of view. Editors and reporters use facts, quotes, and other information contained in releases to flesh out their stories. Blogs are great, but if you are really going to grow, you need to know how to write a good press release. – TM There is a standard structure for press releases. Your … [Read more...]
Startup MarketingEssentials: #5 How to Build a Funnel Model
How many leads do you need, exactly? Don’t know? It all starts with the funnel model. If you are in a startup and your product is ready to sell, you need to model your sales process to understand how much to invest in your sales team and marketing budget. The model also acts as a set of guideposts that will let you know if you are on track to hit your numbers. Learn how to reverse calculate from your revenue target back up through the funnel to visitors on your website. – TM To effectively … [Read more...]
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