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?

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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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/yT1SNP
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Customer Acquisition: Growth marketing for startups

  1. 1. The field of dreams gap If you build it they will come
  2. 2. Launch!
  3. 3. Launch!
  4. 4. Launch!
  5. 5. Launch!
  6. 6. Field of dreams gaphttp://chrisschultz.net/post/42363863885/testing-validating-your-market-assumptions
  7. 7. Ravikant thesis The only customer acquisition strategies that matter in a startup are: http://venturehacks.com/
  8. 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. 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. 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. 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. 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. 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. 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. 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. 16. Inbound marketing http://www.slideshare.net/randfish/the-power-of-inbound-marketing
  17. 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. 18. Measure & optimize AARRRR http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
  19. 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. 20. User retentionLifecycle email marketing http://paulstamatiou.com/startup-user-retention-lifecycle-email
  21. 21. User retentionLifecycle email marketing Ego boost http://paulstamatiou.com/startup-user-retention-lifecycle-email
  22. 22. Use toolsOutreach Measure Optimize
  23. 23. Simple, right? Let’s apply to BarNotes
  24. 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. 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. 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. 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. 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. 29. App store SEO
  30. 30. Link building
  31. 31. Weekly tweets
  32. 32. Newsletter
  33. 33. Influencer outreach
  34. 34. Thanks! @flatstack @launchpad• Twitter: @cschultz• Blog: chrisschultz.net• Email: chris@flatstack.com

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