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Customer Acquisition: Growth marketing for startups

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Ready, set, launch! Were you thinking "if you build it they will come" would work? …

Ready, set, launch! Were you thinking "if you build it they will come" would work?

This deck is a how-to guide for developing a customer acquisition for your startup. Customer acquisition marketing has become a hot topic with the expansion of "growth hacking" and Chris breaks down the lenses of how to develop your own strategy.

Topics covered include:
* The "field of dreams" misconception - if you build it they will come
* The Ravikant Thesis by Naval Ravikant - there are only three customer acquisition strategies that matter for startups, SEO, SEM & Viral - how to understand if they will work for you
* Understanding the basis of Growth Hacking by Thomas Knoll
* Devising strategies for inbound marketing channels
* User retention through drip marketing
*

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  • 1. The field of dreams gap If you build it they will come
  • 2. Launch!
  • 3. Launch!
  • 4. Launch!
  • 5. Launch!
  • 6. Field of dreams gaphttp://chrisschultz.net/post/42363863885/testing-validating-your-market-assumptions
  • 7. Ravikant thesis The only customer acquisition strategies that matter in a startup are: http://venturehacks.com/
  • 8. Ravikant thesis The only customer acquisition strategies that matter in a startup are: Spending $25,000 on PR to get into TechCrunch http://venturehacks.com/
  • 9. Ravikant thesis The only customer acquisition strategies that matter in a startup are: Spending $25,000 on PR to get into TechCrunch http://venturehacks.com/
  • 10. Ravikant thesis The only customer acquisition strategies that matter in a startup are: Spending $25,000 on PR to get into TechCrunch • SEO • SEM •Viral http://venturehacks.com/
  • 11. Create a lensMethod Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees •sharing built into productViral •shareable content (ie: says something about user)
  • 12. Create a lens “I’m a great photog”Method Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees •sharing built into productViral •shareable content (ie: says something about user)
  • 13. Create a lens “I’m a great photog”Method Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links “I’m smart” •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees •sharing built into productViral •shareable content (ie: says something about user)
  • 14. Create a lens “I’m a great photog”Method Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links “I’m smart” •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees “I’m hilarious” •sharing built into productViral •shareable content (ie: says something about user)
  • 15. Who is your customer? (or no-nonsense growth hacking)1) Who would be pissed if they could nolonger use your product?2) Where do they hang out?3) What creates trust? a) referral b) “thecrowd” c) an expert4) Put high-trust experience in front of most-likely-to-be-interested people. Scale, repeat. http://www.quora.com/Growth-Hacking/Is-growth-hacking-nonsense/answer/Thomas-Knoll
  • 16. Inbound marketing http://www.slideshare.net/randfish/the-power-of-inbound-marketing
  • 17. Devise scalable &repeatable strategies You 1. Do it yourself 2. Did it work? Repeatable 3. Document it 4. Delegate it Editorial 5. Calendar it 6. Measure it
  • 18. Measure & optimize AARRRR http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
  • 19. Metrics that matterCreate a dashboard of what matters in your business Map metrics to actions http://www.ashmaurya.com/2010/07/3-rules-to-actionable-metrics/
  • 20. User retentionLifecycle email marketing http://paulstamatiou.com/startup-user-retention-lifecycle-email
  • 21. User retentionLifecycle email marketing Ego boost http://paulstamatiou.com/startup-user-retention-lifecycle-email
  • 22. Use toolsOutreach Measure Optimize
  • 23. Simple, right? Let’s apply to BarNotes
  • 24. Ravikant thesisMethod Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees •sharing built into productViral •shareable content (ie: says something about user)
  • 25. Ravikant thesisMethod Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees •sharing built into productViral •shareable content (ie: says something about user)
  • 26. Ravikant thesisMethod Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees •sharing built into productViral •shareable content (ie: says something about user)
  • 27. Ravikant thesisMethod Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees •sharing built into productViral •shareable content (ie: says something about user)
  • 28. Ravikant thesisMethod Lens Y/N •accessible UGCSEO •content hub & authoritative •content generates links “I am a cocktail aficionado” •immediate path to revenueSEM •CPA < LTV • revenue≠affiliate fees •sharing built into productViral •shareable content (ie: says something about user)
  • 29. App store SEO
  • 30. Link building
  • 31. Weekly tweets
  • 32. Newsletter
  • 33. Influencer outreach
  • 34. Thanks! @flatstack @launchpad• Twitter: @cschultz• Blog: chrisschultz.net• Email: chris@flatstack.com