Published on December 19, 2013
Lean Marketing For Startups #b2bmarketing #growthhacking #startupmarketing ! ! At Upwest Labs - October 10th, 2013 By Frederik Hermann
Start with the homework Photo credit: rokley @ Flickr
Have this taken care of: - Identity, branding, positioning, story ✓ - Clean website, SEO optimized, clear call to action ✓ - Social channels and blog set up ✓ - Email marketing / newsletter (eg. MailChimp) ✓ - Social sharing built into product & website ✓ - Decent ﬂywheel (notiﬁcations/triggers) ✓ #START
Product/Market Fit Test and validate your assumptions, build a product that people want.
Acquisition Activation Referral Retention Revenue How do you move users from one state to the next, optimizing the conversion from visitor to customer. #AARRR #LMF
Make sure you have good analytics in place to measure events and track conversions. Your goal is to optimize the funnel! #ANALYTICS
Customer Acquisition #GROWTH
Growth Hacking Traditional marketing isn’t as eﬀective anymore and growth hacking is a cheaper and more eﬀective way of getting your products visibility and customers. Growth hacking is very data/ analytics driven approach but requires creativity and curiosity. Growth hackers are a hybrid of marketer and coder as the discipline of marketing is shifting from people-centric to APIcentric activities. Repeat, reﬁne, improve. #GROWTHHACKING
A/B and Multivariate Testing Highrise (37signals) tested many diﬀerent landing pages against one another, gradually improving conversions. Make sure you run your changes/ tests against a control group (A/B test) to measure the diﬀerence. Control Test
Inbound / Content Marketing - “The creation and sharing of media and publishing content in order to acquire customers.” Blog posts (1-3 times a week - useful to your customers) Social media (share content to Facebook, Twitter, Google+, LinkedIn, Slideshare, Medium, Reddit, Quora, StumbleUpon, Tumblr etc., share relevant industry/client news, participate in conversations) Newsletters (twice a month, not too long, ONE call-to-action) Guest posts (write them ﬁrst then oﬀer to a tech blog) Ebooks (with designated landing page for lead generation) Videos (a short video can give a great overview, eg. Veed.me) Furthermore: Infographics, how-to guides, case studies, whitepapers ... #OWNED
Paid Channels Online Advertising: Simply test diﬀerent channels with a small budget, measure the conversion rate and reinvest into the ones that perform well. You can use AdStage to manage campaigns for Google AdWords, Bing, Facebook and LinkedIn all within one dashboard. ! Retargeting/Remarketing: Serving ads to people more frequently after they have left your website. Retargeting helps you bring back the 98% of visitors you haven’t converted yet (eg. AdRoll). #PAID #ADSTAGE #ADROLL
Public Relations - Identify journalists, bloggers, inﬂuencers in media outlets that your potential customers read/are exposed to (check getlittlebird.com) - Build your own list (a Google spreadsheet works ﬁne) - Start the conversation in advance (they need to schedule stories) - Maintain the relationship (be a great contact) - Commentary, sign up on HARO and provide industry comment - Potential story: funding, traction, large trend, launch, disruption #PR
Other Initiatives - Refer-a-friend / Member get member (best if you provide an incentive for both parties) Partnerships with other companies/startups Social proof / third party validation (logos, testimonials, stats) Post content on Reddit, measure results Try to get a higher listing on Hacker News (news.ycombinator.com) Check Google Trends for ideas (http://www.google.com/trends/) Keep optimizing your onboarding (take tour, try now, ...) Simple homepage with clear call to action + good mobile experience #GROWTHHACKING
Source: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012 #AARRR #LMF
Qualiﬁers Closers Farmers Outbound sales representatives Inbound Marketing (blog, social media, SEO, press, newsletters, Slideshare, videos) New Customers Qualiﬁed Opportunities Online Advertising (LinkedIn, Facebook, Twitter, Adwords, Bing, Reddit, Sites) Account Executives Customer Success / Account Management Product driven (social sharing, powered by, refer-a-friend, incentives) Dividing your sales team and eﬀorts into clear roles. #SALES
Swipp oﬀers solutions for marketers to increase engagement, gain insight and generate leads. www.swipp.com
Questions? Connect. ! ! Frederik Hermann firstname.lastname@example.org twitter.com/netzkobold www.frederikhermann.com linkedin.com/in/frederikhermann/ Swipp Inc. 2513 Charleston Rd, # 102 Mountain View, CA 94043 twitter.com/getswipp www.swipp.com
Some of the resources used for this presentation: - “Startup Metrics for Pirates” by Dave McClure http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012 - “Growth Hacking” by Mattan Griﬀel http://www.slideshare.net/mattangriﬀel/growth-hacking - “The Lean Startup” by Eric Ries http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/0307887898/ - “Why Sales People shouldn’t Prospect” an interview with Aaron Ross http://www.forentrepreneurs.com/predictable-revenue/ - “Behind the scenes: A/B testing part 3: Finalé” by 37signals http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-ﬁnal - “How To Become A Customer Acquisition Expert” by Brian Balfour http://brianbalfour.com/post/63581380690/customer-acquisition
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