<\/p>\n
Part 2: Marketing Assets & Advertising Engine<\/h1>\n
When you\u2019re done with the first draft of your positioning statement it\u2019s time to create some assets to communicate it.<\/p>\n
In this part of the handbook let\u2019s talk about marketing assets and advertising engine. We\u2019ll be answering questions like:<\/p>\n
- \n
- How do I write value propositions?<\/li>\n
- Which assets do I need to create to get started?<\/li>\n
- What advertising channels exist out there?<\/li>\n
- How do I choose which channels to use for paid media?<\/li>\n<\/ul>\n
The Only Marketing Assets You Need<\/strong><\/h5>\n
This is going to be the recurring theme throughout this article \u2013 do not overcomplicate. It\u2019s a trap.<\/u><\/p>\n
The only assets you need in the beginning to start running experiments are:<\/p>\n
- \n
- Value Props<\/li>\n
- Ad Copies<\/li>\n
- Ad Creatives<\/li>\n
- A Landing Page<\/li>\n
- A Sign-up Page<\/li>\n
- Product Onboarding<\/li>\n<\/ul>\n
This is of course assuming that your product works.<\/p>\n
Value Props<\/h5>\n
For all these you first need value propositions. I\u2019m going to use Julian Shapiro\u2019s<\/a> framework and examples.<\/p>\n
Here’s an exercise for finding your product’s value props:<\/p>\n
- \n
- What bad alternative do people resort to when they lack your product?<\/li>\n
- How is your product better than that bad alternative?<\/li>\n
- Now turn the last step into an action statement\u2014that’s your value prop.<\/li>\n<\/ul>\n
A few examples:<\/p>\n
![\"\"](\"https:\/\/forbes.ge\/wp-content\/uploads\/2023\/10\/mi1.jpg\")
<\/p>\nNow you take these value props and do some copywriting.<\/p>\n
Ad Copies & Creatives<\/strong><\/h5>\n
Ads are one of the most effective ways to find new customers and connect with people already familiar with your company. But there’s a big hurdle you have to overcome if you want to make money off your ads: user intent.<\/p>\n
Someone on Facebook is not actively searching for a product or service. It’s not like Google, where they want to find results related to their search.<\/p>\n
![\"\"](\"https:\/\/forbes.ge\/wp-content\/uploads\/2023\/10\/mi2.jpg\")
<\/p>\nThat\u2019s why ad copies are important. Here I will be quoting from Demand Curve<\/a>.<\/p>\n
Headline copy<\/h5>\n
A few specific formulas that work best for headline copy:<\/p>\n
- \n
- A headline that focuses on the target audience\u2019s biggest anxieties (pull these from the problem and implication sections of your value props sheet).<\/li>\n
- A headline that focuses on the solution and benefits of your product.<\/li>\n
- A straightforward description of the product itself.<\/li>\n
- A headline that focuses on social proof: ratings, press, famous customers, testimonials, etc.<\/li>\n<\/ul>\n
Here are a few formatting and word tips:<\/p>\n
- \n
- Keep the headline to 50 characters or less.<\/li>\n
- If the headline is one sentence, don\u2019t end it with a period.<\/li>\n
- If it\u2019s two sentences or more, use periods.<\/li>\n
- We’ve found headlines that use \u201cthe only \u2026 in the world\u201d, as in \u201cthe only organic dog food in the world\u201d, convert particularly well.<\/li>\n<\/ul>\n
Body copy<\/h5>\n
Each \u2018block\u2019 in your ad template has three length options:<\/p>\n
- \n
- Short body copy variations: (150 characters and less)<\/li>\n
- Medium body copy variations: (150 – (roughly) 250 characters)<\/li>\n
- Long body copy variations: (250+ characters)<\/li>\n<\/ul>\n
You might think short copy outperforms the others. But our data tells us otherwise. That\u2019s why it\u2019s a good idea to come up with at least a couple of variations for each body length.<\/p>\n
The more you test, the more you\u2019ll know.<\/p>\n
By the way, when you do come up with long body copy variations, it\u2019s best to follow this formula:<\/p>\n
- \n
- Hook<\/li>\n
- Product\/service explanation<\/li>\n
- Handle objections<\/li>\n
- Write in a CTA<\/li>\n<\/ul>\n
Creative Copy<\/h5>\n
The creative part of your ad (the image, graphic, or video) is the first element of your ad that people see in their feed. Most channels, including Facebook’s and Twitter’s, provide space for both copy and creative.<\/p>\n
Your creative need to do just one thing:<\/p>\n
- \n
- Depict the product in action.\n
- \n
- If you’re selling software, show a decluttered screenshot of the dashboard instead of an abstract vector illustration of your services.<\/li>\n
- If you’re selling services, show the service in action, e.g. a dog walker walking a dog instead of an image of a dog next to a leash.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
That\u2019s it. Do not overcomplicate.<\/p>\n
Just remember \u2013 video ads usually outperform static visual ads simply because they display products in action better.<\/p>\n
And you don\u2019t need a designer to create these visuals. Here are some tools instead:<\/p>\n
- \n
- Sketch<\/a> or Canva<\/a> – Lightweight drag-and-drop design tools.<\/li>\n
- Unsplash<\/a> – High-quality and natural-looking free photos.<\/li>\n
- Animoto<\/a> – Create affordable videos at scale.<\/li>\n<\/ul>\n
Building an Effective Landing Page<\/strong><\/h5>\n
Your website is your #1 most important marketing asset.<\/p>\n
When your homepage content and copy miss the mark, your conversion rate suffers, and all of your top-of-funnel efforts are wasteful.<\/p>\n
This is the landing page framework I swear by, designed by Emily Kramer:<\/p>\n
![\"\"](\"https:\/\/forbes.ge\/wp-content\/uploads\/2023\/10\/mi3.jpg\")
<\/p>\nEverything is on the visual, so zoom in.<\/p>\n
Here are some additional tips:<\/p>\n
- \n
- Don\u2019t model your website after a late-stage company<\/strong>: If you are an early or growth-stage startup, don\u2019t look at Stripe or Notion\u2019s website. People know what Stripe and Notion are. They don\u2019t know you.<\/li>\n
- Communicate your product, not your vision<\/strong>: Users don\u2019t care about your vision (investors do). What users care about is whether or not this is the product they need. Again \u2013 product-led.<\/li>\n
- Be clear about who you\u2019re talking to: <\/strong>Be realistic. Your budget is limited. You can only reach so many people. Be picky with who you target.<\/li>\n
- Copy is only half the battle:<\/strong> You need design and images to augment the words on the page. Do NOT use stock photos.<\/li>\n<\/ul>\n
The tools I\u2019d recommend to build a landing page:<\/p>\n
- \n
- Webflow <\/a>– for a full-blown professional website with a blog.<\/li>\n
- Carrd <\/a>– for a one-page simple website. This is as simple as it gets.<\/li>\n<\/ul>\n
Recommended Articles<\/h5>\n
- \n
- How to create a more effective homepage – MKT1<\/a><\/li>\n
- Your website is your most important marketing asset – MKT1<\/a><\/li>\n
- Startup Handbook: Landing Page Copywriting – Julian Shapiro<\/a><\/li>\n
- How to write your landing page – Demand Curve<\/a><\/li>\n<\/ul>\n
Sign-up Page and Onboarding<\/strong><\/h5>\n
Most SaaS apps lose 95% of their new users after 90 days. That’s insane.<\/p>\n
When you lose a user’s interest on the sign-up page or during onboarding, your first impression is complete, and they typically never return.\u200c<\/p>\n
When you onboard users, you want to welcome them into your product in a way that excites them to become lifelong customers.<\/p>\n
You can do this multiple ways:<\/p>\n
- \n
- Integrated walkthrough <\/strong>– Walk the user through one product feature at a time while having them fill out their profile or create a sample project in the process.<\/li>\n
- Sample data and tooltips <\/strong>– Or you can throw them right into their account. If you do this, present them with pre-filled sample data to play with in places where they’re expected to enter their own input.<\/li>\n
- Video <\/strong>– only if you can easily visualize your product’s value \u2014 or if you have a very complex product that requires intricate explanation \u2014 make users watch an optional screen recording video.<\/li>\n<\/ul>\n
These are the principles of onboarding design:<\/p>\n
- \n
- Decrease friction (remove obstacles)<\/li>\n
- Make it enticing<\/li>\n
- Make it productive<\/li>\n<\/ul>\n
One last thing to remember is that the onboarding doesn\u2019t start after signing up. It starts when they see the ad. That\u2019s why the road from the ad \u2192 to the landing page \u2192 to the sign-up page \u2192 to the product onboarding \u2013 needs to be smooth and productive.<\/p>\n
Recommended Articles<\/h5>\n
- \n
- How to do user onboarding – Julian Shapiro<\/a><\/li>\n
- Outcome-Based Onboarding for Users vs. Customers – Reforge<\/a><\/li>\n
- Your guide to product-led onboarding – Kyle Poyar<\/a><\/li>\n
- Your guide to self-serve onboarding – Kyle Poyar<\/a><\/li>\n
- Mastering onboarding – Lenny\u2019s Newsletter<\/a><\/li>\n<\/ul>\n
Product-led Advertising<\/strong><\/h5>\n
People don\u2019t like ads. There, I said it.<\/p>\n
But here\u2019s the irony \u2013 done right, they can’t resist clicking.<\/p>\n
You\u2019re going to need all the assets you created in the previous chapter. That goes for all the channels over here. But which channels?<\/p>\n
Google Search \u00b7 Instagram \u00b7 Facebook \u00b7 Quora \u00b7 Amazon \u00b7 Google Display \u00b7 App Store \u00b7 Pinterest \u00b7 YouTube \u00b7 Bing \u00b7 LinkedIn \u00b7 Affiliates \u00b7 Influencers \u00b7 Email \u00b7 Physical ads \u00b7 TV \u00b7 Print \u00b7 Radio \u00b7 Community<\/p>\n
Basically, whichever happens to cost-effectively scale for your startup. Nobody can tell you for sure what will work for you but here are some of the experiments I would prioritize based on your business type:<\/p>\n
For B2C<\/h5>\n
- \n
- B2C eCommerce<\/strong>: Instagram\/FB, influencers, sponsorships, and marketplaces should be your playground. You might also try dipping your toes into Pinterest, Google Ads, and Google Shopping.<\/li>\n
- B2C Mobile Apps<\/strong>: Your best bets? Instagram\/FB Ads, Google Ads and Apple Search. Maybe a bit of good old referrals.<\/li>\n
- B2C SaaS<\/strong>: Facebook Ads, content-driven strategies, and product-led growth should be your mantra. And don\u2019t be shy to play with Google Ads and collaborative partnerships.<\/li>\n
- Brick and Mortar<\/strong>: Traditional, but evergreen. Try Facebook Ads, Instagram Ads, Banners, and a bit of PR magic. Maybe even Google Ads, and affiliate program.<\/li>\n<\/ul>\n
For B2B<\/h5>\n
- \n
- Niche B2B with high ARPU<\/strong>: Think enterprise software charging big bucks annually. Sales, content, webinars, partnerships, Facebook Ads, Google Ads, and LinkedIn Ads will be your allies for lead generation.<\/li>\n
- Broad B2B with medium ARPU<\/strong>: Imagine software for small businesses, say, accounting tools. The tactics from the previous point largely apply. The only twist: a bit more focus on ads and content and a bit less on sales, webinars and partnerships.<\/li>\n
- Niche B2B with low ARPU<\/strong>: Say, a specialized tool for app developers. With limited ad and sales budgets, your best shots are word-of-mouth, communities, product-led growth, and genuine content.<\/li>\n
- Broad B2B with low ARPU<\/strong>: General software products that don\u2019t break the bank. Content Marketing, Google Ads, and perhaps Apple Search Ads if you’ve got an app in the mix. Mass distribution partnerships and integrations could be the cherry on top.<\/li>\n<\/ul>\n
*ARPU – average revenue per user<\/em><\/p>\n
Use ICE Framework to Choose<\/h5>\n
So, you’re gearing up to test the waters. But a word of caution \u2013 don’t dive in head-first without a strategy. Sean Ellis\u2019s ICE prioritization framework is your compass here. Rank each channel using the ICE method:<\/p>\n
- \n
- Impact (1-10): <\/strong>How game-changing would the channel be if it hits the bullseye?<\/li>\n
- Confidence (1-10): <\/strong>How sure are you about its potential?<\/li>\n
- Ease (1-10): <\/strong>How effortless is the trial?<\/li>\n<\/ul>\n
Armed with this, you’re not just throwing darts in the dark. You’re aiming with precision.<\/p>\n
That\u2019s it for marketing assets and advertising engine. The next part will focus on content and SEO.<\/p>\n
Recommended Articles<\/h5>\n
- \n
- Startup Handbook: Product-Led Acquisition – Julian Shapiro<\/a><\/li>\n
- Startup Handbook: Customer Acquisition Channels – Julian Shapiro<\/a><\/li>\n
- How to measure a product marketing strategy – 10 KPIs to track – Pdocut Marketing Alliance\u00a0<\/a><\/li>\n
- Digital Advertising in 2022 – Ben Thompson<\/a><\/li>\n
- The (marketing) funnel isn\u2019t dead – MKT1<\/a><\/li>\n<\/ul>\n
<\/p>\n
- Startup Handbook: Customer Acquisition Channels – Julian Shapiro<\/a><\/li>\n
- Confidence (1-10): <\/strong>How sure are you about its potential?<\/li>\n
- Broad B2B with medium ARPU<\/strong>: Imagine software for small businesses, say, accounting tools. The tactics from the previous point largely apply. The only twist: a bit more focus on ads and content and a bit less on sales, webinars and partnerships.<\/li>\n
- B2C Mobile Apps<\/strong>: Your best bets? Instagram\/FB Ads, Google Ads and Apple Search. Maybe a bit of good old referrals.<\/li>\n
- Outcome-Based Onboarding for Users vs. Customers – Reforge<\/a><\/li>\n
- How to do user onboarding – Julian Shapiro<\/a><\/li>\n
- Sample data and tooltips <\/strong>– Or you can throw them right into their account. If you do this, present them with pre-filled sample data to play with in places where they’re expected to enter their own input.<\/li>\n
- Your website is your most important marketing asset – MKT1<\/a><\/li>\n
- Carrd <\/a>– for a one-page simple website. This is as simple as it gets.<\/li>\n<\/ul>\n
- Communicate your product, not your vision<\/strong>: Users don\u2019t care about your vision (investors do). What users care about is whether or not this is the product they need. Again \u2013 product-led.<\/li>\n
- Unsplash<\/a> – High-quality and natural-looking free photos.<\/li>\n
- Sketch<\/a> or Canva<\/a> – Lightweight drag-and-drop design tools.<\/li>\n
- Depict the product in action.\n