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Today show we interview CJ Terral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment of the we talked to CJ an hour after the show finished filming to see if there was more information he wished we had covered on the show
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what information did you want to see on the show that you didn't have a chance to say? Well, I think it's important for people to keep in mind the importance of marketing, speak versus marketing do. And what I mean by that is a lot of people kind of talk high level marketing. And they think that that's enough sometimes. But it's important to remember that marketing is not just about the words that you run into a piece of paper. It's about what customers actually say how they actually interact with actually do marketing, speak versus marketing do and those are the types of things that I think people should really keep in mind. It's the real world that we're looking for responses from, it's not just what a team talks about in a boardroom or during a white boarding session. Okay, so if I'm a startup, do I change my product based on the feedback from my marketing campaign? And if so, what is something like that look like? Yeah, I tend to look, because I see there's four different types of products. And each type of product requires different types of iteration, the one type product would be a platform. So for example, like an e commerce website, you may make something like that, or a SAS product, right? Software as a Service, as people call it may be a solution, right? So it may still be those types of things. But perhaps they're customizable, and they're tailored according to the business's needs. And and I will answer your question by just saying, it's worth clarifying, because there's a different approach to each one of these. And then the third one would be services. So it's not a platform that you're using, but it's just more by the hour project basis. And these are basically experts, or people come in and help out. And the fourth type is easily see it as a physical product, not a software platform, a customizable solution, it's a thing that you use, interact with, maybe combine it with others, like Legos, or maybe the phone right at physical entity. So for each of those, how you do change based on marketing, you know, marketing speak, and all that kind of stuff, right,
each of them as different approach platform, any sort of technology platform solutions, they're primarily the ones where you're going to actually product tacking, right, where you change the product itself, so that it's inherently more usable, shareable talk where the things like that the messaging of any of these four is distinct, it's different, it's the content you might put on a social media channel, it's the content, you might you know, what you might voiceover rate during a video, things like that, that's more than messaging. But the actual product tweaking that's important for technology for the actual product itself that is out there in the real world, you know, perhaps it as firmware, which is tough to, you know, update, or if it's a entity, like you put it in an office score, or something like that, right, or a beer bottle or something that's physical, right? Those are tough to tweak, obviously, because they're remotes that are not in your control. And so that's where the messaging becomes especially important. So you might have, for example, there might be one product you make, and there happens to be bad PR around it. For example, if you think it's the greatest thing in the world, you launch it. And then people say, hey, this thing sucks, or something that just goes against it, this is where messaging really comes into it. You have to think, okay, now that people don't like this thing, the fact that it's still out there, we have to work with this somehow. Otherwise, it's going to hurt our other product lines and our company's brand eventually. So that's, you know, the importance of messaging. So if it's something is attached natively to it either played directly into that set to as it basically some crit satire. And so you actually make fun of yourself a little bit, and people can't make fun of you anymore because of that, right? Or you start to just simply associate it with more admirable things are admirable traits, or whatever it is that they're downplaying on how do you flip that, right, if a company has an ethical issue, fix that, right, promote justice, fix the issue, get the people out, the need to, this is all part of the messaging part of marketing, most athletes are very developed company. So this is actually stuff that can still be true with any sort of product line. And as simple as if you get your let's say, your product or a platform on one of the popular you know, news outlets out there, right, one of the big ones that you can probably name, you know, top your head, those even if you just launched a few months ago, they may pick it up, and if they pick it up, they may get you access to 10s of thousands of hundreds of thousands of people, some of them even millions of people, and some of them could be random, some could be paid, some can be favorites, and people you know, regardless of what it is, that is now we're you know, that's something that's out there that people are reading about, and people may be favorable, they may not, how do you deal with it when it's unfavorable? It's a lot easier when it's favorable. Great. Well, CJ, thank you for your time. The Silicon Valley successes after our show, if you want further information, can find it on our website, Silicon Valley successes.com. If you do we look forward to your future visits on your show and all the information that you that you're willing to share. And thank you.
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Today show we interview CJ Terral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment of the show discusses what is the onboarding process for working with a new marketing client This show
With all that information, yes,
narrow it down even more. What advice would you give a founder, number one, focus on delivering something of value, right? What that means is, if people see it, they say they want it, and then they buy it, you're going to be a pretty good place. If you can then do that same exact process at scale,
you're going to be even better.
Pretty good advice. I was gonna ask you another question, you know, what would be the most invaluable advice you'd give a founder, but I think you think you just nailed
focus on the customer,
they love you, you're going to be doing well. Okay. And CJ, I want to give you the opportunity, could you talk about yourself, and how you work specifically with companies right now, in the past or moving forward? Absolutely.
So I work with companies on a number of ways. Three, in particular one is Business Model Generation thinking through the foundation of your business, this is going to be so important later on, there's nine key areas to look through. But the most important part to remember out of this stage, just saying, we know what the heck we're doing from a company standpoint, we know what we're doing for a product and we know what we're going to deliver, when we're going to deliver things like that. It's generating that business model, all encompassing of what is we're going to do. The second thing is brand formation, this is going to be a continuous evolution that your company's entire history and present and future and what I mean by history is some things when people look in the past, you may need to rebuffed that and live up to those values that you want said and build that into the future I'm trying to impress is the fact that with brand management, you have to understand who you are, what you represent your origins, your present your future, what people are going to perceive you as here, they're going to associate with you. And the first thing that they think of you is what you want them to think about you that's part of the brand formation and that can be pre launch or post lunch. And the third being go to market management go to market management is critical to understanding not only is what you are trading useful, it's understanding how we're going to get to that next stage, how we're going to think through the five different phases of the product innovation lifecycle, everything from the innovators, the early adopters to the early majority, late majority, 68% of the market is contained just within the early and late majorities interesting, you have to sell to them somehow, if you want to scale your company, and the last part being the laggards. Those who are kind of content with what they're already doing, but you can still sell it to them either if you have fix it to a product, their content with or other options and each of these five stages have their own method of approach and within each of these five then you start to think about the five stages captivate the viewers, convert them into leads, nurture them is prospects, close them as customers and of course, once they're delighted enough with what you offer, make them your advocates and sky's the limit Oh wow.
Okay. CJ with that want to thank you for all the help that in your time that you've given to us.
I want to thank everyone for watching.
Today show we interview CJterral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment is the show recap of all the marketing advice that has been given. See the full episode on the channel :)
Okay, so, so far, we've talked about many different things. We've talked about growth marketing, guerrilla marketing, talk about online, offline, we've talked about how to build a brand. We've talked about go to market and the cost that are with that. Yeah, we've talked about adjusting the marketing plan. What else? Could we summarize what you've just talked about in ADS? Any more tidbits or tricks? While you're while you're doing that?
Certainly. And it's a lot to ask, but I think it's or the question to ask, nonetheless, cuz it's the earliest days of any companies launch the most important
until the point they start getting customers. And then all of a sudden, it becomes even more important to live up to what you say on paper, and make that a reality to them. It's part of that brand promise that I mentioned earlier. And so I go back to this five stage efforts, right, it's idea that you first want to understand, and actually, even before we get there, I mentioned this, first off, understand what it is you're making, right? That's going to be supercritical, right. And I don't mean that if you know what, how to make it doesn't mean necessarily, you know, what you actually are making customers may change their minds about how they want it to be or what they want it to be. And that's the idea of pivoting according to how customers regularly engage as an important one. And more importantly, if it's something that costs money, watch the customers who are paying for this, not the people that are not paying for it, okay, if it's a service that they use for free a freemium service, or if it's a free offering, in general, just watch for those who use it, right, but watched in mass, you don't want to go simply towards the people, you know, small quantities, people want to try to make us what we call statistically significant as possible, okay, in other words, the lowest Delta. And what I mean by delta is basically the lowest change. So in other words, if a lot of people are doing it, there's a good chance more people want to do it, too. But then you have to understand how to segment this accordingly. And so again, go back to this five, you know, step process, when you know who you're going to understand how many people you need to kind of see this to understand, you know, what they're going to regularly engage with? First off, you have to get people to look at it right, go online, offline. Regardless, you have to get people in front of it. Quantity matters when it comes to the marketing funnel, right? And so when you get enough people or viewers to see it, then you have to think through Well, how do we get them to that next level? How do we get them closer to becoming users or customers, right? Okay, so the next one is, again, becoming a lead, right? And leads can come from typically what you call landing pages, you might use that in an advertisement leads may also come from trade shows where you exchange business cards. Leads may also come from simply casual and countenances on the streets, things like this, the ideas that you exchange information, that's the key part exchange information with an intent for something more interesting. And if you give them let's say, for b2b company, you give them a white paper or you give them a cell sheet or you give them a reviewers guide, or you give them a free sample of the product for influencer on YouTube or Instagram, something like that, that's going to be important to then get them to the next level, right? Where if they're going to be now influenced some way through what you're offering, nurture them into prospects, get them to understand really the value of what you're delivering, instead of choosing a competitor, right? think through how you can engage them more does that mean getting their friends and involved with them? Does that mean getting their colleagues involved with them? Does that meeting getting specifically their department or influencers at their school or workplace other things like that, so
Today show we interview CJterral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment of the show discusses the first steps to build a brand for you startup and the cost. This show segment focuses on what is the difference between Growth vs Guerrilla marketing
question on that when to focus on grill marketing, when to focus on growth, marketing and when to change your plan in the process? Yes. So that's a lot in one question, but it is.
But it's a great question. And it's something that people need to deliberate. Some companies are inherently not built for guerrilla marketing or growth hacking. Some companies have very expensive products. I'll give you an example. By the way, there is this idea of what's called a viral loop. And some people who have not heard of it. Yeah,
go into detail, please. Sure. Explain. So
viral loop. It's debated a little bit exactly what this means. But pretty clearly stated. His idea is that think of any popular I won't name names, but the fastest growing social media startups that you may have heard of, or they're very popular out there, or any sort of email that grew very fast. We can all think of examples, right? Yeah, I say I don't say a name on purpose, so that we can fill in what resonates with us most. Yeah, right. The idea is that those are inherently viral enabled. In other words, you sign up you share to a friend. And by the time that friend that you referred signs backup to that service. Yeah, that's one viral loop, or simply put, and some products just they're not built for that some products when they cost 50,000 to half 1,000,003 million dollars for a government project, for example, something that scale, right, it's not going to be viral in terms of the product itself, but the information surrounding it could be viral. So
what did that type of information could be used by startups, early stage companies? Which information
are you referring to just any tips or tricks for if they want to do a viral campaign themselves. So first, I would understand I would need to understand or the founders would need to just internally think about this is their product actually built for vitality. And it's fine. If it's not, it doesn't have to be to be successful. But for those that are in the software space, for those that are basically digitally focused, or if they're not digitally focused, but they have a digital footprint, they get their name out online, for example, things like that they have much higher chances of success to go viral. And again, this is a great way to do it on a limited budget, if you have the right mechanics built into this, if there's a trigger if there's an action or reward, things like that, okay. And if it also builds value for them over time, it increases in value, which if you can do that, Oh, my gosh, you're gonna you're going to get them hooked, right? It's it's invaluable to do and so there are some really cool ways in which to do that. But each company has their own opportunity. And when it comes to guerrilla marketing, I'd say some really cool ways to think about that is look for what inspires you on lines, think through things that you've seen do this, whether they be posters on bus stops that just made you stop and Gok, right, I mean that's an example of guerrilla marketing. If there's something online that you just can't get out of your head, right? That's an example of growth marketing or a very well made advertisements, right, it takes us definitely a creative approach to do this.
Today show we interview CJ Terral who is a marketing expert. Who has worked with several early stage startups to help them grow.
You know, one is something that some people watching today might actually have heard of. It's called guerilla marketing. Tell us about it. How is that different than growth marketing. So I'll actually draw a parallel between growth hacking and guerrilla marketing. There's a lot of similarities. Growth Hacking happens to be online. And guerrilla marketing happens to be offline, okay? And so when it comes to growth hacking, it's more of a product tweak product enhancement, maybe, you know, downloading information or something like that to get your company had online. When it comes to guerrilla marketing. The idea is that they're low cost or free options in which to really broaden the exposure to whatever is you're building. For example, if you're going on a popular if there's thousands of people that wanted a popular hike right on the mountains, and you were a popular company that happened to like to sell to hikers, and there were some popular destinations along the way. And let's say, for example, you had the rights to maybe paint a boulder right or something almost ridiculous, right? Like that. But the thing is, people will stop and look at it. People will remember that people will make that part of the destination. Oh, and when people take photos of that we live in a world of social media sharing selfies and all the photos and videos you could imagine.
Yeah, over here. I'm sure everyone here on the stage is going to share this with all their social media. Absolutely,
and no, you're absolutely right, Sean. And that's the neat thing about this too, with guerrilla marketing, it's offline. It's relatively low price. And that is that you get mass exposure, but it's not guaranteed. Okay. And there is a technique to doing that. And so bringing on the right people to help you do that sort of thing can definitely help if you have people internally that can help you out as well. It's really important. It's not that it has to be difficult. It just has to be something that's special that people care about to share. And if you can think about that in any local where there are a lot of eyeballs, people seeing stuff that's the important part.
Today show we interview CJterral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment of the show discusses the first steps to build a brand for you startup and the cost.
Okay, so tell me about the first steps to build a brand. Absolutely.
First thing people have to understand if you're externally facing already. In other words, you've already made something you're going out to the public. People have to know who you are.
A lot of people buy into companies, kind of like as their friends they like to buy from people, regardless of how many people you're marketing to. They still like to get to know the people behind it. And so the first step to a brand is telling people again, who you are. So your origin story, your vision, what do you want to do in this world? What do you want to change about it? It doesn't have to be the whole world could simply be local communities. It could simply be a new organization and nonprofits, maybe 1000 nonprofits, but ideas, what is it that you envision for the future? What is it that you are going to be doing? And then the mission? How are you going to get there?
Okay, now, question on this. If I'm an early stage startup, I may not have funded at all, I may have a very limited budget. Well, you just told me this big vision may not be in my presence range, what what does it go to market strategy cost? or What should I be thinking about when I make a budget for it? Yeah,
and Sean, you bring up a good point. There are a lot of people who think that branding, marketing advertising is really expensive, there's, I think in anything you do, there's always an opportunity to make it very expensive, but the best ones out there, find a way to maximize the limited resources that they have. And the good thing about it is that branding and go to market, which I'll go to in a moment, that's actually free. If I want to make it free. Tell us about that. Sure. Because I know a lot of people are interested in this. Now, I don't want to confuse the viewers to think that all branding and all marketing is free. It's not true. But what I'm saying is that to understand what you represent, to understand the values to understand what you want to be associated with as a company, and what you don't want to be associated with reading those ideas out are free, right? understanding who you are, what you represent, and where you want to go. That's something that you can find out internally and amongst your founding team. Okay. Right. When it comes to the idea of then employing more people to do blogging at scale, or webinars at scale, or email marketing at scale, or some sort of channel activity, right. That is, you have different channels to market to. Yeah, right. You're going to probably need more people. And those people are probably going to cost money because they're building their own careers as well. It's a sensible act, right? Yeah. And so that's really when a lot of market marketing money comes into talk and advertising, it's almost always going to cost you right practically every time there are exceptions but you have any tips or tricks or hacks or eating there's um, there are definitely a couple of