Lean Marketing


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I've been thinking a lot recently about how we apply 'The Lean Startup' principles to marketing projects.

We find success in tight feedback loops - where we get feedback on content or marketing tactics and then improve through iteration. This presentation shares some of the tools, tactics and approaches that have been used on successful campaigns.

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Lean Marketing

  1. 1. Lean MarketingRob Ousbey – Distilled@RobOusbey
  2. 2. Agile Principles
  3. 3. Agile Marketing Whiteboard Friday with @jcolmanhttp://www.seomoz.org/blog/agile-marketing-whiteboard-fridayExcellent 6 minute video showing how to applythe Agile principles to marketing teams.
  4. 4. Iterativefeedbackloopswill have a bigger impact thanPREDETERMINED PLANS
  5. 5. Image – and applications of the Lean Startup principles to non-profits – at:But don’t consider this as just a loop to keep goingaround, it’s also principle: always think aboutwhether you’ve validated enough to move on.Early iterations will be fast, tight &numerous.
  6. 6. Ideas InBuildMeasure & LearnValidating marketing is hard, but incredibly effective. Thesetactics can help small companies and start-ups outplay the ‘bigboys’, but smart teams inside big companies can do it too!
  7. 7. IDEAS INYou can collect ton of ideas when you’re lean. It’s like onemassive brainstorm, where volume at the top is fine.
  9. 9. Come preparedGive your brainstorm attendees all the necessary information inadvance and make them come along with a bunch of ideas.
  10. 10. Read more: http://dis.tl/YXnnKSEvery story at The Onion begins with headlines. The writers beginbrainstorms by writing hundreds of headlines, the whittling themdown to the best few. Only then do they write articles.
  11. 11. IterationA great technique to develop ideas.
  12. 12. Ideas Machine@RobOusbeyRob OusbeyThe ‘Ideas Machine’ was built in minutes using Google Forms and hada $300 budget – every submitted idea got a coffee reward. StarbucksB2B cards can be recharged remotely: www.starbuckscardb2b.com
  13. 13. Private Trello@RobOusbeyRob OusbeyA Kanban board that works great for managing the marketingprocess, but also great for capturing ideas from the team.
  14. 14. Public Trello@RobOusbeyRob OusbeyWe list our content plans publicly on Trello. Customers can add theirsuggestions and vote on the content they’d like to see.
  15. 15. BUILD
  16. 16. WireframesWireframing is also an appropriate technique for content planning.It’s useful internally or to share with experts for feedback and buy-in.
  17. 17. POPBalsamiqTwo tools I’ve been using recently.
  18. 18. Launchrock@RobOusbeyRob OusbeyLaunchrock is an incredible tool for marketers. Read about how this page allowed us tolaunch Distilled U in one day – for free – and got a 43% conversion rate: http://dis.tl/wZHIwh
  19. 19. Ship DayNot a hack day where you get started on something. Focus onhaving something finished and shipped in 8 hours. Collaborationunder these circumstances can give tight feedback loops.
  20. 20. Ship Day@RobOusbeyRob OusbeyOne thing we delivered on a ship-day was 50short videos, generating thousands of views.www.youtube.com/user/DistilledSEO
  21. 21. Build ‘Part 1’Don’t create all the content immediately; launch somethingsomething as an MVP and collect feedback.
  22. 22. Create a SeriesThe first part worked out, so let’s pretend we always intendedto run a long series.
  23. 23. Build ‘Part 1’Classic ad, obviously.
  24. 24. Create a SeriesWhen it became clear howsuccessful the campaign was, theywere ready to jump on a follow up.
  25. 25. Your Team@RobOusbeyRob OusbeyMake sure your team is ready to iterate fast – includingboth getting the feedback and responding to that.
  26. 26. Other ToolsSome other tools that help me create MVPs quickly.
  27. 27. Measure& LearnThe whole purpose is to validate as you go.
  28. 28. Example: AppSumo@RobOusbeyRob Ousbey20% of AppSumo’s time is spent testing. 14% of tests give ROI –these get unlimited budget.Big tests are necessary to big learnings, and can bring big returns.
  29. 29. What are we measuring?@RobOusbeyRob OusbeySales conversionsLead generationSocial visibilityEngaged visitsIf you track/monitor/optimize for engagement then you focus on earningattention, rather than just the underlying numbers.Will Critchlow created a GA custom report to help track engaged visits.
  30. 30. Zynga’s TestingBegin testing content, concepts, UX ideas, etc with your existingaudience – they’re predisposed to be supportive of you trying things.Zynga’s ghetto testing process: create a short pitch, post it on the site for5 minutes and monitor how many people click it. http://dis.tl/11dr4J0
  31. 31. Audience Feedback@RobOusbeyRob OusbeyMass-marketing paperback publishers will ask audience membersto give direct feedback on content before it’s released.
  32. 32. Audience Feedback@RobOusbeyRob Ousbey
  33. 33. Starbucks TestSolicit feedback from people in public places; offer to buy them a coffee / beer inreturn for 5-10 minutes of their time. For example: http://dis.tl/197Y8tz
  34. 34. Paid SourcesEven those marketers who don’t deal with paid traffic sourcesin general should look at paying for small numbers of visitorsto new content in order to test it quickly.
  35. 35. Paid SourcesTim Ferris bought Google Ads to test different titlesfor his book: http://dis.tl/11dtUNW
  36. 36. EmailTest content ideas or pitches by including them in youremails: newsletters, alerts, updates & lifecycle emails.
  37. 37. Pre OutreachBefore you send in the Outreach Army….
  38. 38. Pre Outreach… go an do reconnaissance on your ideas & approach.
  39. 39. Typical Outreach ProcessResearchContentPublishContentCreateContentPush on social networksPromote to appropriate sites
  40. 40. Pre-Outreach Feedback LoopResearchContentPublishContentCreateContentTalk to those sites againPromote on socialTalk to relevant sites & individuals
  41. 41. Pre-Outreach Feedback LoopTalk to relevant sites & individualsAsk these people to:give their feedback on content / draft“what do you think of this?”give their feedback on the idea / concept“would you be interested in this?”suggest resources or data“what should we include?”
  42. 42. Pre-Outreach Feedback LoopUse the phone for lots of this. It’s way faster and youmight just make some great relationships this way.
  43. 43. Co-learningLearnings from one test – such as email a/b tests on subjectlines – can be used elsewhere, such as in your Tweets.
  44. 44. Thank you!Rob OusbeyCOO, Distilled@RobOusbey
  45. 45. CC Photo Creditshttp://www.flickr.com/photos/rohdesign/3307873748/http://www.flickr.com/photos/la-citta-vita/5852209501/http://www.flickr.com/photos/12426416@N00/518821732/http://www.flickr.com/photos/12426416@N00/385846462/http://www.flickr.com/photos/barteko/6127853053/http://www.flickr.com/photos/77725780@N00/4835354126/