Human + Marketer

Resources for new ideas

This page is for everyone who wants to create something new that people need.

The resources listed below will help you answer key questions about your idea and audiences you aim to reach.

I've collected these resources over years when held digital marketing roles and worked on startups. Note: I have no affiliation with the organisations listed below, I'm just a happy user of tools they provide.

Enjoy your journey!


Fundamentals

No matter what your product idea is, your goal is to foster trustful relationships with your audiences — the community.

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Stage #1: You have an idea

Goal: Discover a problem worth solving

1) Start to think like your potential customers with "Design Thinking" methodology: https://www.nngroup.com/articles/design-thinking, http://www.ideou.com/pages/design-thinking

2) Get an early feedback from your potential customers with "Customer Development" interviews: http://www.cindyalvarez.com, http://steveblank.com

3) Explain your product idea visually with "Wireframing" and "Prototyping": https://www.uxapprentice.com, http://uxmastery.com/wireframing-for-beginners,

4) Explain your business visually with "Lean Canvas": https://leanstack.com

5) Decide who your customers are with "Jobs To Be Done" and "Value Proposition Map" frameworks: https://strategyzer.com/canvas

6) See how many people are searching for your type of product with "Google Keyword Research" tool: https://adwords.google.com/KeywordPlanner

Goal: Get productive and organise your work

7) Change the way you think about failure with "Growth Mindset": http://mindsetonline.com

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

9) Speed up how you get things done with "Kanban" and "Agile" methodologies: https://leankit.com/learn/kanban, http://agilemanifesto.org, https://gyshido.com

10) Organise your work on your laptop and phone: https://trello.com, https://www.google.com/sheets/about, https://workflowy.com


Stage #2: You're looking for a product/market fit

Goal: Understand your audience

11) Estimate how big your market is with "TAM, SAM, SOM" framework: https://www.coursera.org/learn/open-innovation-entrepreneurship/lecture/EjSxj/tam-sam-som

12) Learn to view the world as your potential customer with "Target Persona" and "Customer Journeys" communication tools: https://www.interaction-design.org, https://library.hubspot.com

13) Get a product feedback from your customers with "User Research": https://www.nngroup.com/articles, https://uxmag.com

Goal: Inform your audience about your offer

14) Create digital content for your audience with "Inbound Marketing": https://library.hubspot.com, https://moz.com/beginners-guide-to-content-marketing

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

16) Build a website or a landing page: Squarespace, Wordpress, Ghost

17) Build a contact list with "Email Marketing": https://blog.mailchimp.com

18) Bring your website to google results with "Search Engine Optimisation (SEO)": https://support.google.com/webmasters, https://moz.com/learn/seo

Goal: Measure your results and improve actions

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

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

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

22) Improve your website performance with "A/B Testing": https://blog.optimizely.com


Stage #3: You have a growing customer base

Goal: Prepare to scale

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

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

25) Discover growth opportunities from within your product with "Growth Marketing": http://www.coelevate.com, http://www.startup-marketing.com, http://andrewchen.co, https://blog.kissmetrics.com

26) Build better products with "Product Management": https://www.intercom.com/books, https://producthabits.com

27) 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


Need a hand?

I'm happy to help.