Marketing Your Startup
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updating, 226–27
Pina, Zach, 80–81
Pinterest, 83–91
Add a Pin, 86
article pins, 88
being traffic ready, 89–90
cost of, 90–91
Create a Board, 86
creating pins, 86–87
finding affiliates, 91
measurability of, 90
Pin It, 88
place pins, 88
product pins, 88
refining your profile, 85
repinning, 88
researching your audience, 84–85
scheduling and looping pins, 88–89
setting up business page, 85–86
pitch, 155–56
Pixability, 218–19
Popick, Janine, 63, 175
Popular Pays, 68, 84
Postcard Mania, 130
products, positioning, 19–27
Pruitt, Jeff, 26
psychographics, 23–24, 104
public relations, 5, 192–96
case study, 196
connecting with the press, 193–94
cost of, 194–95
DIY, 194–95
Questival, 182
QuickSprout, 180
radio advertising, 137–41
buying remnants, 140
cost of, 138
DIY, 140
getting a bargain, 139
getting creative, 139
measurability of, 141
rotator spots, 139–40
run of station (ROS) commercials, 139–40
Rainey, Don, 160
Rampton, John, 120
rankings on, search results, 41, 42
Red Antler, 13
Red Bull, “Wings Team,” 162–63
Red Meets Blue Branding, 13
referral marketing, 168–73
adding incentives, 170–71
case study, 172–73
cost of, 171
how to ask for referrals, 169–70
measurability of, 171
when to ask for referrals, 168–69
requests for proposals (RFPs), writing, 236
Rice, Julie, 11
Roberts, Brian, 131–32
Roberts, Deb, 209, 210, 211–12
ROI (return on investment), 146, 158, 214
event marketing and, 151–53
influencer marketing and, 114
ROI calculation, 43
Rothstein, Larry, 190–91
sales collateral, creating, 229–30
Salesforce, 204, 243
2017 State of Marketing report, 225
sales team, listening to, 227–30
Sam Adams, 164–65
Schultz, Howard, 12
SEO (search engine optimization), 41–45
conversion goals, 44
cost of, 44
customized metrics, 43
DIY, 45
measurability of, 43–44
ROI calculation, 43
source attribution, 43–44
visitor behavior, 44
Shedivy, Audrey, 148, 149
Sherman, Erik, 105, 111
ShortStack, 178, 179
Singer, Steven, 143–44
Small Business Saturday, 222
Smith, Davis, 182
Snapchat, 92–97
case study, 96
cost of, 95
DIY, 94
finding B2B success, 96
geofilters, 95
how to use it, 93–94
Lightbulb Moments, 96
measurability of, 95
Snap Ad videos, 95
Snapchat Publisher, 95
Snapchat Stories, 92, 93
Snapchat Story, 93
who’s doing it well, 97
Snyder, Jeff, 176
social media management, 244–46
social media marketing, 52
content marketing, 103–13
editorial calendars, 78–79, 81
Facebook, 54–59
influencer marketing, 113–21
Instagram, 71–83
LinkedIn, 59–64
Pinterest, 83–91
researching your audience, 84–85
Snapchat, 92–97
Twitter, 64–71
YouTube, 97–103
Soul Cycle, 11–12
source attribution, 43–44
Source Communications, 190
South by Southwest, 101
Sowards, Vicki, 130
sponsorships, 188–91
company day of service events, 189
corporate grant programs, 189
cost of, 191
fundraisers, 189
matching gift programs, 189
measurability of, 191
nontraditional, 189–90
prize donations, 188–89
providing local meeting space, 189
Steele, Dennis, 144
Steinfeld, Jay, 21–22
Super Bowl XVIII, 97
survey deployment and management, 245
SurveyMonkey, 245
Susan G. Komen Foundation, 175
sweepstakes, 178–88. See also contests
Sykes, Timothy, 181
Synapse Marketing Solutions, 209
talking points, brand identity and, 17–18
Tallwave, 26
target audience
identifying, 34
researching, 33–34
target market
considering psychographics, 23–24
evaluating, 24–25
finding, 22
specific factors, 23
TechCrunch, 101
Tesla, 172–73
TheBeautyBean.com, 69
Toback, Todd, 130, 131
TOMS, 68
Tootsie Roll Industries, 179
trade shows, 153–61
case study, 157–59
cost of, 156
guerilla marketing at, 160–61
measurability of, 156
starting before the show, 154
think one person at a time, 154–56
traditional advertising, consumers’
increasing distrust of, 113
TV advertising, 132–37
buying remnants, 136
committing to multiple-week schedule, 135
cost of, 133–34
DIY, 137
finding bargains, 135–36
local, 135
looking for fire sales, 136
measurability of, 137
negotiating added value, 136–37
negotiating media mix, 137
paying up front, 135
purchasing at auctions, 136
taking advantage of market conditions, 136
Twitter, 64–71
Analytics, 71
case study, 69
cost of, 70
DIY, 71
engagement rate, 68
events calendar, 66
hashtags on, 66
impressions, 67
link clicks, 67–68
measurability of, 67–68
not for everyone, 68
profile visits, 68
Promote Your Tweet button, 70
promoting tweets, 70–71
retweets, 67
thinking real time, 66
Top Tweets button, 71
Tweet Activity, 67
Tweets tab, 71
Ultimate Fighting Championship, 189–90
Unilever, 100
Urban Outfitters, 131–32
user generated content (UGC), 75
Vanhulst, Jean-Luc, 214
Vaynerchuk, Gary, 53, 66, 77, 87
Vertical Response, 175
video
analytics, 113
content marketing, 112–13
kinds of, 98–99
Snap Ad videos, 95
viral videos, 99, 102, 240
YouTube, 97–103
viral videos, 99, 102, 240
Virgin Group, 247
visi
tor behavior, 44
Visram, Shavi, 166–67
Wagner, Steven, 131
Want, Robert, 119
Warby Parker, 5, 177
Warnick, Melody, 135
WealthySingleMommy.com, 114
websites, 243–44
Westenberg, Jon, 96
Whole Foods, 166
Wolfer, Alexis, 69
word-of-mouth marketing. See referral marketing
WordStream, 57, 156, 157–59
workplace, brand identity and, 17
Write2Market, 214
writers, hiring, 105, 111–12
Yadav, Rani, 106–7
YouTube, 97–103
case study, 100–101
choosing kind of video, 98–99
DIY, 102–3
going viral, 99, 102
humor and, 100–101
timing and, 100–101
Zuckerberg, Mark, 16
Zurixx, 129, 218