Human Strategies

Resources

Marketing for Authentic Businesses

The goal of marketing is to foster trustful relationships between business and audiences - the community.

Marketers use experimentation as a tool to answer key questions about the business and audiences it aims to reach, and then develop products and brands that provide value to people. (View an image below)

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On a daily basis, marketing brings together business strategy, product design, communication and analytics.

If you're considering building a business with a digital product, the following resources will give you marketing and self-management skills and know-how.


Stage1: You Have a Business Idea

Goal: Discover a market opportunity in your customers problems

Learn how your audience experiences similar products with Design Thinking methodology: https://www.nngroup.com/articles/design-thinking

Validate if your audience values your solution with Customer Development: http://www.cindyalvarez.com, http://steveblank.com

Create a visual business plan with Lean Canvas: https://leanstack.com

Discover your positioning with Value Proposition Map and Jobs To Be Done framework: https://strategyzer.com/canvas

Validate search volume for your type of business with Google Keyword Research tool: https://adwords.google.com/KeywordPlanner

Goal: Organise your work

Change the way you think about failure and learning with Growth Mindset from Carol Dweck: http://mindsetonline.com

Develop work ethic with Agile: http://agilemanifesto.org, https://gyshido.com

Set actionable goals with Objectives and Key Results (OKR) framework: https://www.wikiwand.com/en/OKR

Speed up how you get things done with Kanban methodology: https://leankit.com/learn/kanban

Organise your work across devices with simple tools: https://trello.com, https://www.google.com/sheets/about, https://workflowy.com

Learn from other founders stories: http://firstround.com/review


Stage2: You're Looking for Product/Market Fit

Goal: Understand your audience

Estimate a market size with TAM, SAM, SOM framework: https://www.coursera.org/learn/open-innovation-entrepreneurship/lecture/EjSxj/tam-sam-som

Empathise with your customer needs with Target Persona and Customer Journeys communication tools: https://www.interaction-design.org, https://library.hubspot.com

Gather qualitative feedback about how your customers use similar products with User Research: https://www.nngroup.com/articles, https://uxmag.com

Goal: Inform your audience about your business

Educate your audience about your business with Inbound Marketing: https://library.hubspot.com

Write to appeal to your audience with Copywriting: http://www.copyblogger.com

Explain what your business does on your website: https://www.smashingmagazine.com, https://www.w3schools.com, https://teamtreehouse.com

Engage your audience with Email Marketing: https://blog.mailchimp.com

Optimise your website to appear on Google with Search Engine Optimisation (SEO): https://moz.com/learn/seo

Goal: Measure your results and change actions

Track marketing performance with Google Analytics: https://analyticsacademy.withgoogle.com

Discover what marketing automation can do for you: https://blog.kissmetrics.com

Test your website performance with A/B Testing: https://blog.optimizely.com

Understand when to change your marketing actions and website with Conversion Rate Optimisation (CRO): https://conversionxl.com, http://unbounce.com/resources

Understand what metrics to measure and when with AAARR framework: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version


Stage3: You Have a Growing Customer Base

Goal: Prepare to scale your business by optimising product and human resources

Structure sales into a process: http://academy.hubspot.com/broadcasts/inbound-sales, https://blog.hubspot.com/sales, https://www.saastr.com/academy

Provide helpful support to your customers with Customer Success: https://www.helpscout.net/resources, https://www.groovehq.com/support

Grow your business by optimising your product with Growth Marketing: http://www.coelevate.com, http://www.startup-marketing.com, http://andrewchen.co

Build better product with Product Management: https://www.intercom.com/books, https://producthabits.com

Stay mindful about how you use knowledge, know-how and customers data with Ethical Design: http://www.timewellspent.io/designers, https://ind.ie/ethical-design