I've made a Marketing Process Notion board you can copy. Here's why you should use it.
Trying to get your first 100 users?
Is your startup about to begin marketing experimentation? Do you need to build an audience? And convert landing page visitors into customers? You're going to need a marketing process.
Clone my proven marketing process and use it personally or introduce it into your team to deliver your marketing objectives.
What you should be trying to achieve: two channels
We're trying to experiment with different marketing channels - free and paid - to discover those that offer the best ROI in terms of time and money. Of course not all experiments will deliver results immediately, but we're looking for high-level indicators.
Once you've discovered signs that a channel may work for your business? Double down. Continue experimenting, spend more time refining and improve the ROI.
It's likely you only need to find one or two marketing channels to drive the first 100 users of your product.
What marketing channels should I be using?
The post you are reading is focused only on the process used to deliver marketing experiments.
Specific ideas per channels can be found on my Notion board with 100 marketing experiment ideas.
So, what's wrong with strategy documents?
Early stage startups do not need a marketing strategy document.
It only acts as a blocker to marketing experimentation. And without that experimentation across different channels you'll have no data to model and no real-world experience promoting your business.
As an early-stage startup founder you need to be optimising to learn, not plan.
As a freelance marketer I've been asked to create extensive marketing strategies for 100s of startups. The few times I have completed the work, it was based on made-up projections and guesstimates that rapidly proved to be irrelevant. Often large amounts of work was spent creating and recreating these documents, but very little of it was executed.
What is a good marketing process?
From my experience working with 100s of startups a good early stage marketing process needs to be:
- Light touch - so you can get to the work quicker.
- Collaborative - so everyone can take part.
- Measurable - so you can learn what works.
- Experimental - so you can try things without prejudice.
- Gratifying - so you see results sooner and continue working.
- Fits into existing company work flows and cycles - so you don't create unnecessary work.
I've tried to ensure my process is consistent with these values.
So what Marketing Process should I use?
You need a process that optimises for learning. That's why I use a lean, kanban style process which facilitates rapid experimentation, reporting and refining.
This simple and collaborative marketing process will allow you to create a backlog of marketing ideas, turn them into specific experiments, execute them, track them, and measure their performance.
This process is built around quick experimentation and results. Leading to a tight feedback cycle which is optimised for identifying opportunities and motivating you to continue. You can think of it as a form of agile marketing.
The template process is built in Notion so you'll need to sign up for a free account to successfully clone it to your own workspace.
- Run marketing sprints of one, two or three weeks
- To populate the backlog, pull ideas from my 100 ideas for your startup's first 100 users board
- After measuring: repeat, refine and ultimately scale things that work
- Stop things that don't work, review again later when you have the time, budget, or insights to improve.
- Things that consistency deliver results can become recurring tasks and considered BA
- Once you've identified your top-performing marketing channels, consider overlaying marketing campaigns
- When you reach this point you'll want to engage a marketer. Here's how to hire a marketer.