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4 Deadly Mistakes Most Startups Make When They Launch

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DEADLY MISTAKES MOST STARTUPS MAKE WHEN THEY launch Ross Simmonds | rosssimmonds.com | @TheCoolestCool


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Have you ever wondered why some startup launches are things of beauty, while others fail to meet the mark? 


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Could it be the fault of the founder for not planning well enough in advance?


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Or is it their PR teams fault for not positioning them correctly?


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The reality is, not all launches are created equal…


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HOT NEWS Some get more media than others. Some get more social shares than others. Some have to go back to the drawing board.


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HOT NEWS Some get more media than others. Some get more social shares than others. Some have to go back to the drawing board.


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T TES Through all of my research on this topic, and through experience with several successful and failed startups alike, there are a few things I’ve learned over the last few years.


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EST T In this deck, you’re going to learn 4 deadly launch mistakes and how to avoid them… Through all of my research on this topic, and through experience with several successful and failed startups alike, there are a few things I’ve learned over the last few years.


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Deadly Mistakes 1 for Startup Launches 2 3 4 Using Sign Ups As Your Only Metric Not Planning Your Media Strategy Before Launch Not Asking For Help From Others Thinking Of Launch Day As a 24 Hour Event


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Using Sign Ups As Your Only Metric Seasoned marketers know this quite well you’re not going to acquire every single person that visits your site at launch. TOTAL VISITORS It should also be pretty obvious that the majority of your customers aren’t going to come from a single 24-hour bump in traffic. NEW CUSTOMERS


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Using Sign Ups As Your Only Metric You need to recognize that your customers have a lifecycle, before they actually buy your product or sign up. TOTAL VISITORS During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention. NEW CUSTOMERS LEAD GEN


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Using Sign Ups As Your Only Metric It’s important that you recognize that your customers have a lifecycle, before they actually buy your product or sign up. It’s your job to help move them through that life cycle and get closer to actually buying your product or signing up. During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention.


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You Ups As to say Using Signwant themYour Only Metric It’s important that you recognize that your customers have a lifecycle, before they actually buy your product or sign up. It’s your job to help move them through that life cycle and get closer to actually buying your product or signing up. During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention.


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Using Sign Ups As Your Only Metric Rather than solely focusing on new customers, focus on using your launch to capture emails of relevant leads. TOTAL VISITORS Create content that is relevant to their interests and align with your product offering. LEAD GEN NEW CUSTOMERS


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For example, if you’re in Accounting Software, create an eBook or course that your target audience would be interested in downloading. The Ultimate Guide to Managing Your Finances Without An Expensive Accountant Ask for first name (for personalization) & email for outreach. FREE: Five Week Course How To Charge More Than Your Competition And Win Business


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Not Planning Your Media Strategy Before Launch This is a big one. Planning your media outreach the day before launch is a one-way street to mediocre coverage and results. 


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Not Planning Your Media Strategy Before Launch If you have a product or service that you’re planning to launch within the next twelve months, start planning your media strategy NOW. Generating press and earning mentions on influential blogs isn’t a 24-hour game.  Su JUL Y JUL 20 Y 205 1 15 M Su o Tu 1 Mo W 2 T e 3 u We Th 8 1 F 4 9 2 T r S 8 5 h 10 3 15 Fr a 6 11 4 Sa 16 9 7 22 15 1 17 10 1 12 5 23 6 1 18 1 1 13 6 22 24 7 1 19 2 1 14 7 23 8 20 3 1 2 24 5 26 19 21 4 25 2 20 26 7 28 21 27 28 START NOW


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Not Planning Your Media Strategy Before Launch For brands that are relatively unknown and new to the market, success in generating buzz will take time and a rigorous effort. First, it’s important to figure out exactly what your key message is. Here are a few stories that tend to resonate with journalists and press: Game changing product Accepted in accelerator Already Successful Founder Founder Has Unique Story Raised $500K+ VC Relevant To Current Issues


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Not Planning Your Media Strategy Before Launch Once you’ve uncovered your story, it’s time to start pitching media with the goal of landing a big story. If no one bites, it’s time to go after some smaller fish in the sea. Another great launch strategy is leveraging sites like: ProductHunt CrunchBase ShowHN BetaList Mashable Reddit (Trust me)


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Not Planning Your Media Strategy Before Launch Once you have a clear understanding of the story you’re hoping to tell, it’s time to start finding the right media outlets and journalists to establish rapport with.  Dmitry Dragilev calls it the Hit List.


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Not Planning Your Media Strategy Before Launch The hit list is the list of reporters and journalists you need to connect with before and during your launch. This process starts with a quick visit to Google, selecting news, and typing in keywords using the following formulas: [Your Industry] [Startup] [Competitors Name] [Your Industry] [Launch] [Your Industry] [Investment]


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Not Planning Your Media Strategy Before Launch Another great approach to finding sites worth pitching is using Google image search to track competitors’ primary photos.  Start by finding one of the most recent or popular stories that were used in one of your competitor’s content. COMPETITOR CONTENT


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Not Planning Your Media Strategy Before Launch Upon finding this image, you would take it over to Google Image Search and see what other blogs or influencers used that image in their content. Once you drop it in, Google will give you a list of articles and Twitter users who shared the image. COMPETITOR COMPETITOR COMPETITOR CONTENT CONTENT CONTENT COMPETITOR COMPETITOR COMPETITOR CONTENT CONTENT CONTENT


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Not Planning Your Media Strategy Before Launch Your next step is to find out who authored these articles and start building a relationship. It could start with a simple back and forth exchange over Twitter or LinkedIn. From there, it should be taken into email where you can start to explain what you do and what problem your product is looking to solve. Click for more on this from Dmitry Dragilev


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Not Planning Your Media Strategy Before Launch But don’t stop there… Your next step is to find out who authored these articles and start building a relationship. It could start with a simple back and forth exchange over Twitter or LinkedIn. From there, it should be taken into email where you can start to explain what you do and what problem your product is looking to solve.


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Not Planning Your Media Strategy Before Launch Game changing product This is really just the beginning. The key is to recognize that this is about establishing a relationship, nurturing that relationship, and having a story worth writing about when you make the request.


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Not Asking For Help From Others Don’t be afraid to reach out to your those in your circle for help. Don’t be afraid to ask investors, partners, clients, or past colleagues to support your launch. If you have built strong relationships, this isn’t going to feel like an annoyance to your network; it’s going to feel like a friend or someone they like is simply asking for a favour.


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Not Asking For Help From Others If someone doesn’t want to support your launch, it’s likely that you simply don’t have that strong of a connection yet.


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Not Asking For Help From Others If someone doesn’t want to support your launch, it’s likely that you simply don’t have that strong of a connection yet. Plus, the people who have your back when you need it are the people who you’ll know to support when they need you. (Tweet This)


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Build a real connection. Add value to their life before you need something. Develop that bond. Don’t be afraid to get personal and hang out. S.O.S And don’t be afraid to ask for help.


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Thinking Of Launch Day As a 24 Hour Event Your launch isn’t a one time thing. your launch is happening 24-7-365


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Thinking Of Launch Day As a 24 Hour Event ! You’re always launching. You’re always trying to get buzz. SIGN UP You’re always trying to drive more sign ups & generate leads.


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Thinking Of Launch Day As a 24 Hour Event For some reason, a lot of founders crack a bottle on launch day and think it’s over. In reality, the launch “day” should actually be an entire month of effort and push.


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Thinking Of Launch Day As a 24 Hour Event It’s not over when TechCrunch writes about you. It’s not over when you’re number one on ProductHunt. It’s not over when the folks at Shark Tank reach out to you. It’s not over until you’ve successfully built a thriving and concrete business. $ $ $ $ $


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Thinking Of Launch Day As a 24 Hour Event You need to now start looking at how you can get an endorsement from a relevant industry blogger. You need to start thinking about how you can land an interview on a very targeted podcast. You need to start building connections with relevant influencers who would benefit from using your product.


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$ $ Keep that Momentum. Keep Launching. Keep Hustling.


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For additional tips on how to successfully launch a startup, check out my book - Stand Out: A Content Marketing Guide for Entrepreneurs www.standoutguide.com


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Ross Simmonds www.rosssimmonds.com @TheCoolestCool


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