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- 1. G O TO M A R K E T B y : S h a h a b F a r j a m p o u r a n d N i m a S h a f i e z a d e h Customer Success Manager (CSM) @ NazarBazaar.ir and Content Marketing Manager @ NazarBazaar.ir
- 2. L E TS S T A R T W I T H S O M E F A C T S A N D S T A T I S T I C S The challenge is how to sell your product or service and create a sustainable revenue stream
- 3. W H Y M A N Y T E C H S T A R T U P S G E T S T U C K A T T H I S S T A G E Can’t figure out a scalable way to GTM Sales is not an area of expertise The invention is good enough to sell itself Sales doesn’t become a focus of attention until cash starts to burn
- 4. Thinking about what thecustomers are trying to achieve and what problems they need to solve THROUGH THIS WAY Startups need to take their customers’ perspective HOW TO APPROCH THE MARKET Just focus on the perspective of the startup and the technology THE WRONG APPROACH IS EASTWAY UNIVERSITY OF HUMANITIES WWW.EUSS.EDU/EIPA
- 5. M A RK E T I N G S T R A T E G Y V S G O - T O - M A R K E T S T R A T E G Y
- 6. MAKE IT CLEAR FOR YOUR STARTUP Focused onthe entire product lifecycle is a superset of marketing strategies as it impacts all functions GTM STRATEGY Marketing strategy and Go-to-market strategy Are used interchangeable when they are actually very different concepts
- 7. Marketing strategy involvesWHO the firm wil go after and WHAT it will offer them GTM strategy is concerned with HOW the firm make it happen
- 8. How to Acquire Customers:19 "Traction" Channels
- 9. 19 CUSTOMER ACQUISITION CHANNELS IDENTIFIED BY WEINBERGAND MARES IN TRACTION 1. Viral Marketing 2. Public Relations (PR) 3. Unconventional PR 4. Search Engine Marketing 5. Social and Display Ads 6. Offline Advertising 7. Search Engine optimization 8. Content Marketing 9. Email Marketing 10. Engineering as Marketing 11. Targeting Blogs 12. Business Development 13. Sales 14. Affiliate Programs 15. Existing Platforms 16. Trade Shows 17. Offline Events 18. Speaking Engagements 19. Community Building
- 10. "Almost every failedstartup has a product. What failed startups don’t have are enough customers." 50%—SPLIT TIME EVENLY BETWEEN BUILDING YOUR PRODUCT OR SERVICE AND BRINGING IN NEW CUSTOMERS FOR IT TRACTION: A STARTUP GUIDE TO GETTING CUSTOMERS
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- 13. VIRAL MARKETING Word ofMouth - simply tell their friends Inherent Virality - User value increases when their friends sign up Collaboration - Products benefit from having other users on them Communication - you need the people you communicate Incentives - Your users can earn rewards by getting their friends to sign up Embedding - new users are exposed to it
- 14. PUBLIC RELATIONS (PR) Traction through being talked about in the media When you reach out to a media outlet, you’re doing them a favor. You’re giving them something to talk about, and possibly giving them the first go at a story
- 15. UNCONVENTIONAL PR They mean anything you could do that would result in a huge amount of publicity No effort needed for it to spread, even if that publicity is negative
- 16. SEARCH ENGINE OPTIMIZATION (SEO) Good search engine optimization (SEO) means free traffic for your keywords you need to figure out what types of things your ideal customers would be searching for
- 17. SEARCH ENGINE MARKETING(SEM) These are the ads that you see above and alongside search results Suggesting certain sites related to the keywords you plugged in that might not be the top ranked sites
- 18. CONTENT MARKETING Is the process of creating content that your users and customers would be interested in There are variety of ways you can publish content, including: - Blog posts related to your field - Informational guides - Videos explaining certain concepts or answering questions - Downloadable ebooks or PDFs
- 19. SOCIAL AND DISPLAYADS The benefit of advertising on social networks is that it will let you target your ads with greater specificity than on Google or another search engine certain demographics, interests, pages people have liked, and more, which you can’t do on a search engine
- 20. EMAIL MARKETING The stats show it: email is the most effective way to re-engage your existing users and customers Don’t sell too hard in your emails, balance them between useful information and calls to action
- 21. ENGINEERING AS MARKETING You can use engineering projects that provide value to your target market to draw new users or customers to your site This is any web service, app, or free tool that offers value to your target market for little or no cost
- 22. TARGET MARKET BLOGS If you can build strong relationships with bloggers in your niche, then they’ll be more likely to reference you and your product Make sure you return the favor though. If a blog is letting you post on their site and they’re talking about you, then you should make an effort to share your audience with them as well
- 23. T H AN K Y O U F O R L I S T E N I N G [email protected] [email protected] NazarBazaar.ir