THE MOMENT THE
Marketing for the Concept Phase
Build the marketing into the product. Create
an incentive to share. Make sharing easy.
Get to know influencers & media people on
Twitter. Give a lot. Don’t ask for anything.
Test assumptions (cost, messaging, bundle
mix, etc.). Ads to landing pages.
Amazon Method of Product
Internal press release announcing
finished product – BEFORE IT’S MADE
Target audience – new product’s customers
(retail customers or internal users of a tool
Centered around the customer problem
How current solutions (internal or external)
How the new product will blow away
Amazon Internal PR - Layout
Heading - Name the product in a way the reader (i.e. your target customers) will
Sub-Heading - Describe who the market for the product is and what benefit they
get. One sentence only underneath the title.
Summary - Give a summary of the product and the benefit. Assume the
reader will not read anything else so make this paragraph good.
Problem - Describe the problem your product solves.
Solution - Describe how your product elegantly solves the problem.
Quote - A quote from a spokesperson in your company.
How to Get Started - Describe how easy it is to get started.
Customer Quote - Provide a quote from a hypothetical customer that describes
how they experienced the benefit.
Closing and Call to Action - Wrap it up and give pointers where the reader
should go next.
http://tomtunguz.com/ good stuff here
Start a blog with newsletter sign up
Landing pages more sign ups (is there
a way to advertise the service on an
A/B test messaging & optimization
Social outreach starts
The point here is to begin to build interest
and an audience through good content
IN THE BEGINNING
THE GOAL SHOULD
BE PRODUCT /
40% IS GOLD*
* 40% of your customer base w ould be upset if your product disappeared. – Seth Ellis
Dependence on Ads & Lower
Increase Relationship / Content Marketing –
Raise percentage of traffic from blog versus ads
Is your objective SMART: specific, measurable,
attainable, realistic & time specific?
What are your strategic initiatives?
Build buying rate
Funnel e.g. when purchases through the website
Where do you want people to go?
What action do you want people to take?
Track the movement
Conversion rate / A/B Testing
Test & iterate
Potential Strategic Initiatives
BUILD AWARENESS in the early adopters of the target
market INCREASE LOYALTY of the target market
IMPROVE PRODUCT QUALITY by ensuring that the
product perfectly matches customer needs and
INCREASE REFERRALS by establishing strong
personal connections with customers, and giving them
the tools to “spread the word” of their satisfaction within
the entire group
ACCELERATE NEW PRODUCT DEVELOPMENT by
continuously increasing your knowledge and
understanding of the needs of your customer, and
encouraging innovative solutions to address those
Marketing for the Launch Phase
Ask the media people and influencers who
now know you if they would be willing to
check out your product & give feedback .
PR on a slow news day (avoid days where
Apple announces anything, election days,
CES, DLD, etc…)
Send an announcement to the list you’ve
been growing through the blog, ads, & social.
Attempt an act of virility (it just might work)
Earned Media & PR
Brings big numbers all at one
Gives a spike of traffic
May not be aimed at the target market
(i.e. WSJ may not be the target market,
but it’s what Execs read & gives social
Has a strong trust rate
ONCE PEOPLE START
TO COME – HOW DO
YOU GET THEM COME
Questions for the Retention Phase
Where is the funnel going through the site?
Where are you losing your customer?
What action triggers can induce them to
Potential Marketing Tactics
Reward evangelists who bring in a wider
client base with specially designed SWAG
Become known as a industry leader
Connect with those who use your product
where they live online (e.g. have a private
Increase average purchase rate
(recommendations are great for this)
Increase customer lifetime value by giving
information that the customer values
(creates loyalty / increases switching cost –
think Kissmetrics blog)
Watch the Funnel
Learns About Product
“Buys” & “Retention”
MARKET FIT –
SEEK TO ACQUIRE
Sample Digital Marketing Tactics
More Relevant for B2B
• White papers / Case studies
• Newsletter / Email (highest
ROI of all digital media)
Less Relevant for B2B
• Blog commenting
• Peer review
• Seeding posts
• Guest blogging
• Game elements (e.g. leader
board, 80% signed up, awards
• SEO / SEM
The Holy Trinity of Online Marketing
Earned Media / PR
SEO / Ads /
Builds the brand
Costs (yes, time is money)
Builds a relationship
Increases referral rate
Critical for B2B
Content can be SEO’d
Affiliate, SEO & Media Buy (Ads)
Immediate (if your client base is looking to
buy what you’re offering online)
Costs (which is fine if you charge, could be
a dilemma if you’re free)
Doesn’t build a relationship
Has the lowest trust rate
Affiliate needs to be well vetted in order to
not destroy the brand
Thought Leadership is Critical
Blogging and guest blogging is one of the best ways
to do this
Webinars / Presentations that give helpful industry
related information (think Crunched and its Growth
White papers (sign up to our newsletter and get this
white paper for free!)
Speaking at industry events, while it may not have an
immediate effect – it will have a HUGE influence
when PR’d within the industry
Marketing is a Sales Tool
Case studies show your ideal customer and how
things go when everything is perfect
Connecting with individuals on social builds the
Object can showcase customers design work on its FB page
LinkedIn group about industry – lead generation
Social CRM on Twitter
Email marketing reminds companies that you exist &
what you can do for them
Builds the sales funnel – makes potential customers
come to you instead of you to them (much better
position to be in)
Social Media for Research
Where is your customer online?
Are you being mentioned? If so, is it good?
What is the title of the person in the organization that
typically makes the decisions?
Who are the media people who cover your industry?
Find the email of the
person you want to
connect to by checking
names through the
Choose who you want to connect
What groups is the person in?
If you know the title but not the
whole name – do a search in
Google of the partial name and
title & you’ll get the whole name.
Marketing starts the second you have an idea for a product / service /
Every tactic should have a goal in mind
GET TO KNOW YOUR CUSTOMER
Social is more than just engagement – it’s listening and reacting to
Listen & respond – you’ll get a better product & happier customers
Opt-in is more powerful than push
Call-to-action gets you more
Follow the trail to see where you’re losing people along the funnel