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Start-up marketing insights form DraugiemGroup.

Start-up marketing insights form DraugiemGroup.
A presentation from Lotus 9 - conference about startups.
Website: http://www.aiesec.lv/lotus

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    DraugiemGroup presentation DraugiemGroup presentation Presentation Transcript

    • Start-up Marketing Insights from DraugiemGroup Davis Siksnans Lotus conference 15.12.2012.
    • Background• 115+ employees (Dec ’12)• 15m eur revenue in 2011• 1.2m eur profit• 15+ active startup projects/companies
    • Background• Information Systems at University of Wisconsin-Eau Claire and University of Latvia• 3+ years at DraugiemGroup• Worked with both Draugiem and Idea Bits projects
    • Insights come from these projects
    • Projects at a glance• DeskTime - Time-Tracking Productivity Software (web-app, SaaS)• Friendly Bracelets - Unique, Hand-made Bracelets (e-commerce store)• Behappy.me – Inspirational Quotes on Products (e-commerce store/community)• StartupVitamins - Motivating posters for your startup (e-commerce store)
    • Startup Marketing1. Conversion rate optimization2. Online communities – how to use them for marketing?3. Traditional paid advertising – what works and what doesn’t?4. Social media marketing & PR
    • Conversion rate optimization• Conversion optimization is the process by which a Web page is optimized to increase the rate of conversions.• Typically you achieve by developing hypothesis and doing tests (split A/B tests etc.)
    • What can you measure?• Conversions can be – User registration – Email list subscription – Product added to cart – E-commerce conversion (purchase) – Subscription start etc.• You can also test time spent on site, bounce rate (also important in SEO), pages visited etc.
    • Why do conversion rate optimization?• Best way to increase your marketing ROI
    • How I can do this & examples• Google Analytics Experiments (free & our pick), Optimizely and Unbounce and many others• Custom Google Analytics reports for CRO• Heatmaps (CrazyEgg etc.)• Build, Measure, Learn cycle (Eric Ries, Lean Startup)
    • What typically works in CRO• Clear call-to-action, one user goal per page• Use of good images (no stock images, though)• Testimonials (with people faces, if you can)• Ask for less info, even if your sales people insist
    • What typically works in CRO• Make specific landing pages for your sales channels• Make trust visible – Trust seals – Social proof (social buttons, statistical data) – About us page matters
    • What typically works in CRO• A 1 second delay in page response can result in a 7% reduction in conversions• If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year• Very important on mobile
    • Post-conversion• Don’t forget to engage users further – CTA to follow you on social networks• Don’t leave user just hanging - direct to another page or provide some additional coupon/offer
    • Startup Marketing1. Conversion rate optimization2. Online communities – how to use them for marketing?3. Traditional paid advertising – what works and what doesn’t?4. Social media marketing & PR
    • Online Communities• CSSMania – online design showcase gallery ($10)• Automatic CSS galleries submitters might work for SEO, but does very little in terms of traffic
    • Online Communities• Quora – question and answer website
    • Online communities• Dribbble, Behance – designer communities (a more web-design centric DeviantArt)
    • Online communities• Reddit, Hacker News (it used to be Slashdot and Digg)• Reddit – 2k uniques for Behappy (didn’t even make it to the front page)• Hackers News – 34k uniques in 2 days, great exposure on Twitter
    • App directories• BestVendor (free), AppStorm (paid), GetApp (paid), Chrome Web Store, Google Apps, AppAppeal, ratemystartup, new-startups.com, betali.st etc.
    • Startup Marketing1. Conversion rate optimization2. Online communities – how to use them for marketing?3. Traditional paid advertising – what works and what doesn’t?4. Social media marketing & PR
    • Traditional paid advertising• Experiment with images and text for the best CTR (click-through-rate - clicks divided by impressions, higher the better)• Be specific with your audience• On Facebook you can often bid below asked rate and still get a lot of clicks
    • Traditional paid advertising• Custom Audiences – import your mailing list to Facebook to target your existing users• Retargeting – recapture your visitors - Adroll.com – Site wide or on specific pages (e.g., cart or registration page)• Retargeting now available also for social networks – PerfectAudience.com• Use Google’s URL builder for better analytics data (utm parameters)
    • Startup Marketing1. Conversion rate optimization2. Online communities – how to use them for marketing?3. Traditional paid advertising – what works and what doesn’t?4. Social media marketing & PR
    • Social media marketing• Monitor not only your brand name, but also competitors (TweetDeck)• Experiment with post timing• mention.net – far better alerts for your brand mentions across the web than Google Alerts• TweetAdder (paid) – follow accounts by bio keywords• Sponsored Tweets don’t work, identifying and reaching out to influencers does
    • PR• Online press release distribution PRWeb helps SEO, but can’t reach real media• Individual pitches and personal connections work• Andris K. Berzins: Insurgency Marketing for your startup http://bit.ly/T1mOcT
    • Final tips• E-commerce sites should take full advantage of CyberMonday (Monday after Thanksgiving)• Email marketing still one the best ways to keep users coming back to the site (MailChimp/Mailigen)• Don’t underestimate mobile (33% of Behappy users come from mobile, m.facebook.com a strong referrer)• Read blog.kissmetrics.com & quicksprout.com• Measure, measure, measure…
    • Thanks! Davis Siksnans davis@draugiemgroup.comFollow me on Twitter @imruffian www.draugiemgroup.com