Launches, SEO, Adwords, Twitter, Blog, Search Engine, Keyword Research

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- Embarrassing Mistakes I've Made In Launches
- Things I've Learned
- Detailed Launch Plan for SpyFu SEO RECON Files (Agency Ready White Label SEO Reporting).

See the presentation here: http://vimeo.com/14965166

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Launches, SEO, Adwords, Twitter, Blog, Search Engine, Keyword Research

  1. 1. How I Do Launches: (Painful) Lessons Learned Bringing My Own Products to Market Mike Roberts President, SpyFu, Inc. @mrspy
  2. 2. What I’m Gonna Cover • Embarrassing Mistakes I’ve Made. • Cool Stuff I’ve Learned Lately • Detailed Launch Plan for RECON Files
  3. 3. Spring, 2002 : Skills Assessment • 6 months into dev of first product • Average developer • Above average at interviewing (for a geek) • ZERO marketing experience
  4. 4. Why Does This Matter? • Reasonably smart at times. • Totally stupid at times. • (Still am.) • 2002: Pre-a-lot-of-things.
  5. 5. Spring 2002: My Finances • No savings.
  6. 6. This Can’t Possibly Matter. • Spending $100 means it *better* f’ing work. – Or else I gotta get a job.
  7. 7. On Track: My Very First Launch • 14 months of work (nights and weekends) • Put up a website. • Posted the product to Download.com. • … • Waited for the sales to roll in.
  8. 8. Lesson 1: Kevin Costner is a Lying Douchebag
  9. 9. How’d That Work Out? • 5 sales of $849 in 6 months. • Had to get a job – actually a couple – ugh.
  10. 10. Lesson 2: Never Do Your Own Creatives
  11. 11. Local Designer: ~$1000
  12. 12. Excuse: I can’t afford a designer
  13. 13. Excuse: I don’t suck like you, Mike. • Shut up. • Design is one of the cheapest skills you have to replace. – you have a product to launch. • Spend your time on: – User experience (UX) design, development, conversion tactics, strategic marketing…
  14. 14. Resources: • Vworker.com (aka Rentacoder) – cheap. • Guru.com – good. • Elance, oDesk – heard good things.
  15. 15. Lesson 3: Don’t Name Your Product Something That Sounds Like a Venereal Disease Providus
  16. 16. Lesson 3 Restated: Choose a Name That… • Is as descriptive as possible. – Gets a lot of searches • Providus vs. Web Scraper Plus
  17. 17. You Don’t Necessarily Need the Domain Name.
  18. 18. “Cool” Names are Overrated • Unless you can afford to build a brand – Then, cool = more memorable • Suggestion: CoolCompanyName.com + Descriptive Product Name
  19. 19. Descriptive Name = Good SEO • Also, good communication • Elevator Pitch  Bullet Point  Product Name
  20. 20. I try to follow this advice:
  21. 21. How’d All That Work Out? • 3 Employees. • Solutions business = Product + Consulting • No need for me to work “in” the business.
  22. 22. GoogSpy  SpyFu • Learning Adwords • GoogSpy.com
  23. 23. Lesson 4: It Really Helps a Launch if You Tell Someone About It • This is embarrassing… • It’s not complicated.
  24. 24. Lesson 4 Restated: People Want to Hear About Your New Thing • Bloggers need something to write about. • Everybody wants to be first. • People actually care.
  25. 25. Big Follows Small • Tweet  Blog  Trade Pub  WSJ
  26. 26. 15 Months Later…
  27. 27. Late 2006: My Biggest Launch Ever (until now): • 3-month Free Beta Period • Tell a few bloggers a couple days in advance • Issue a press release the day of the launch (PRNewswire) • Send out an email on the day of the launch • Onsite promotion (subscribe now button) • Went to happy hour…
  28. 28. My Hype Cycle: Equivalent of Cult Movie DVD Sales
  29. 29. *Real* Launches Last Weeks, Months, or Years
  30. 30. Why did we succeed? • Partially free. • Latent need. • Innovative.
  31. 31. Lesson 5: Make Something that is Free • Nobody writes / speaks about paid stuff.
  32. 32. Why did we succeed? • Partially free. • Latent need. • Innovative.
  33. 33. Non-Lesson: My One Saving Grace as a Human… • Finding the Latent Need
  34. 34. Easier Ways to Make Money • Extreeemely Risky • Very Hard to Predict
  35. 35. My Advice: if (competitors = 0) then RUN AWAY!!!
  36. 36. My Actions: …Like Kevin Garnett, Anything is Possible…
  37. 37. Record:
  38. 38. If You Get Off on This Sort of Thing… • Trust your instinct • Choose projects that: – You can test quickly – Scale well
  39. 39. Why did we succeed? • Partially free. • Latent need. • Innovative.
  40. 40. Innovative • Hire and Grow Brilliant People. • Tolerate Failure.
  41. 41. Latent + Innovative + Free = Blogger Love • Blogger Love = Pretty Good SEO = Strong Brand
  42. 42. Blogger Love = SpyFu Success
  43. 43. Today…
  44. 44. Student of the Launch
  45. 45. Good vs. Bad Launches Good Bad • Apple • Google • Movies (Blair Witch) • Banks • Star Craft 2 • Microsoft • Clickbank IM Launches • Politicians (AZIMA 9/14)
  46. 46. Internet Launch in Action
  47. 47. Back to the Hype Cycle
  48. 48. Tease Core Audience Tools • Existing Customers • Teasers • Twitter, LinkedIn, • Sneak Peaks Facebook Followers • “Leaks” • Tradeshow Visitors • Secret Demos
  49. 49. Pre-Launch Visitors Tools • Launch Story • Everybody in our email list • Free Stuff • Demo Videos • All website visitors • Marketing Copy • Personal Twitter • Feature Emails and Accounts Autoresponders • Webinars
  50. 50. Pre-Launch: Telling the Story
  51. 51. Identify (I’m a lot like you) • Persona. • Identity implied – be real. • JIF • Old Spice
  52. 52. Common Frustrations • Clients can’t understand value proposition of SEO. • Very high “baseline” and research cost when onboarding a client. • Month-end reports are tedious and time consuming.
  53. 53. Pre-Launch: Telling the Story
  54. 54. What If? • Make it as easy for clients to understand SEO as it is PPC? • Eliminate baselining? • Automatically create month-end reports that make clients want to buy more services?
  55. 55. Pre-Launch: Telling the Story
  56. 56. How I Found the Solution • Top 50 organic positions, 20M keywords, 3 years. • No more page load times. • Answer real questions. • Sizzle sells.
  57. 57. And now it’s ready to share…
  58. 58. Well, not really. To be continued…
  59. 59. Our Launch Plan: Tease
  60. 60. Our Launch Plan: Pre-Launch
  61. 61. On to the Launch…
  62. 62. We’d Love Your Feedback... mike@spyfu.com @mrspy, @spyfu youtube.com/spyfuteam spyfu.com/recon
  63. 63. Thank You mike@spyfu.com @mrspy spyfu.com/facebook
  64. 64. Launch Targeted Universe Tools • Other Peoples’ Email • Banner Ads Lists • Text Ads • Industry Website • Emails Visitors • Interviews • Demographically Targeted Web Users
  65. 65. Retention Customers Tools • People who bought • Instructional Content • People in the (Videos and Articles) conversion funnel • Auto-Responders • Webinars • Support
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