7 — Marketing
From Code to Product
gidgreen.com/course
Definition
“Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exc...
Lecture 7
•  The marketing problem
•  Inbound marketing
•  Viral marketing
•  Your website
•  Copywriting
From Code to Pro...
Traditional marketing
•  Trade shows
•  Hosted events
•  Email blasts
•  Cold calling
•  Advertising
•  Public relations
F...
Trade shows
From Code to Product Lecture 7 — Marketing — Slide 5 gidgreen.com/course
http://www.exhibitionnews.co.uk/featu...
Email blasts
From Code to Product Lecture 7 — Marketing — Slide 6 gidgreen.com/course
http://www.siteadvisor.com/sites/eha...
Advertising
From Code to Product Lecture 7 — Marketing — Slide 7 gidgreen.com/course
Advertising
From Code to Product Lecture 7 — Marketing — Slide 8 gidgreen.com/course
email list manager
sudoku
Public relations
From Code to Product Lecture 7 — Marketing — Slide 9 gidgreen.com/course
The purchase process
From Code to Product Lecture 7 — Marketing — Slide 10 gidgreen.com/course
The purchase process
From Code to Product Lecture 7 — Marketing — Slide 11 gidgreen.com/course
The purchase process
From Code to Product Lecture 7 — Marketing — Slide 12 gidgreen.com/course
Lecture 7
•  The marketing problem
•  Inbound marketing
•  Viral marketing
•  Your website
•  Copywriting
From Code to Pro...
Inbound marketing
“Any marketing tactic that relies on
earning people’s interest instead of buying
it.” — Wikipedia
“Inste...
Search engine visibility
From Code to Product Lecture 7 — Marketing — Slide 15 gidgreen.com/course
Universal search
From Code to Product Lecture 7 — Marketing — Slide 16 gidgreen.com/course
Blog on your subject
From Code to Product Lecture 7 — Marketing — Slide 17 gidgreen.com/course
Comments on other blogs
From Code to Product Lecture 7 — Marketing — Slide 18 gidgreen.com/course
(E-)books
From Code to Product Lecture 7 — Marketing — Slide 19 gidgreen.com/course
Infographics
From Code to Product Lecture 7 — Marketing — Slide 20 gidgreen.com/course
Facebook pages
From Code to Product Lecture 7 — Marketing — Slide 21 gidgreen.com/course
Twitter tweets
From Code to Product Lecture 7 — Marketing — Slide 22 gidgreen.com/course
•  Status updates
•  Links to blo...
Widgets
From Code to Product Lecture 7 — Marketing — Slide 23 gidgreen.com/course
Banners
From Code to Product Lecture 7 — Marketing — Slide 24 gidgreen.com/course
Opt-in email newsletters
From Code to Product Lecture 7 — Marketing — Slide 25 gidgreen.com/course
Forum hosting
From Code to Product Lecture 7 — Marketing — Slide 26 gidgreen.com/course
Forum posts with link
•  xx
From Code to Product Lecture 7 — Marketing — Slide 27 gidgreen.com/course
Presentations
From Code to Product Lecture 7 — Marketing — Slide 28 gidgreen.com/course
Videos
From Code to Product Lecture 7 — Marketing — Slide 29 gidgreen.com/course
And crazy stuff…
From Code to Product Lecture 7 — Marketing — Slide 30 gidgreen.com/course
Lecture 7
•  The marketing problem
•  Inbound marketing
•  Viral marketing
•  Your website
•  Copywriting
From Code to Pro...
Viral marketing
“A method of product promotion that
relies on getting customers to market
an idea, product, or service on ...
Measuring virality
Viral coefficient =
[number of people who registered
this month as a direct result of
the activity of p...
Small changes, big effectsRegistrations
Month
0.99
1.01
1.05
1.1
From Code to Product Lecture 7 — Marketing — Slide 34 gid...
Redefining viral marketing
“Any method of product promotion which
has a viral coefficient > 1.0
•  For a user action of ge...
Pure virality
From Code to Product Lecture 7 — Marketing — Slide 36 gidgreen.com/course
Invitations
From Code to Product Lecture 7 — Marketing — Slide 37 gidgreen.com/course
Self promotion by email
From Code to Product Lecture 7 — Marketing — Slide 38 gidgreen.com/course
Self promotion by web
From Code to Product Lecture 7 — Marketing — Slide 39 gidgreen.com/course
Self promotion by web
From Code to Product Lecture 7 — Marketing — Slide 40 gidgreen.com/course
Self promotion by printout
From Code to Product Lecture 7 — Marketing — Slide 41 gidgreen.com/course
Self promotion by transaction
From Code to Product Lecture 7 — Marketing — Slide 42 gidgreen.com/course
User sharing
From Code to Product Lecture 7 — Marketing — Slide 43 gidgreen.com/course
How it looks
From Code to Product Lecture 7 — Marketing — Slide 44 gidgreen.com/course
The opposite of viral
•  Requires many users to work
– But no motivation for early sharing
•  Think smaller
– Start within...
Lecture 7
•  The marketing problem
•  Inbound marketing
•  Viral marketing
•  Your website
•  Copywriting
From Code to Pro...
Your home page must…
•  Appear quickly
•  Explain what you do
– Make it big!
•  Provide a call to action
– Make it promine...
Good home pages
From Code to Product Lecture 7 — Marketing — Slide 48 gidgreen.com/course
Good home pages
From Code to Product Lecture 7 — Marketing — Slide 49 gidgreen.com/course
Good home pages
From Code to Product Lecture 7 — Marketing — Slide 50 gidgreen.com/course
(Real) credibility
From Code to Product Lecture 7 — Marketing — Slide 51 gidgreen.com/course
Direct to action
From Code to Product Lecture 7 — Marketing — Slide 52 gidgreen.com/course
Direct to action
From Code to Product Lecture 7 — Marketing — Slide 53 gidgreen.com/course
Landing pages
From Code to Product Lecture 7 — Marketing — Slide 54 gidgreen.com/course
•  Organic search results
•  Paid ...
About (not about you!)
From Code to Product Lecture 7 — Marketing — Slide 55 gidgreen.com/course
Features and benefits
From Code to Product Lecture 7 — Marketing — Slide 56 gidgreen.com/course
Feature Benefit
Terms and Privacy
From Code to Product Lecture 7 — Marketing — Slide 57 gidgreen.com/course
Contact details
From Code to Product Lecture 7 — Marketing — Slide 58 gidgreen.com/course
Contact form
From Code to Product Lecture 7 — Marketing — Slide 59 gidgreen.com/course
FAQ / Forums / Q&A
From Code to Product Lecture 7 — Marketing — Slide 60 gidgreen.com/course
Avoid…
From Code to Product Lecture 7 — Marketing — Slide 61 gidgreen.com/course
Lecture 7
•  The marketing problem
•  Inbound marketing
•  Viral marketing
•  Your website
•  Copywriting
From Code to Pro...
A few short words
From Code to Product Lecture 7 — Marketing — Slide 63 gidgreen.com/course
Space and facts
From Code to Product Lecture 7 — Marketing — Slide 64 gidgreen.com/course
Free free free
From Code to Product Lecture 7 — Marketing — Slide 65 gidgreen.com/course
easy simple instant quick fast sa...
Subtitles
From Code to Product Lecture 7 — Marketing — Slide 66 gidgreen.com/course
Emphasis
From Code to Product Lecture 7 — Marketing — Slide 67 gidgreen.com/course
Bad copy
From Code to Product Lecture 7 — Marketing — Slide 68 gidgreen.com/course
Source:http://www.webdesignerdepot.com/...
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Marketing for Startups 2013

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Marketing for Startups 2013

  1. 1. 7 — Marketing From Code to Product gidgreen.com/course
  2. 2. Definition “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” — American Marketing Association From Code to Product Lecture 7 — Marketing — Slide 2 gidgreen.com/course
  3. 3. Lecture 7 •  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting From Code to Product Lecture 7 — Marketing — Slide 3 gidgreen.com/course
  4. 4. Traditional marketing •  Trade shows •  Hosted events •  Email blasts •  Cold calling •  Advertising •  Public relations From Code to Product Lecture 7 — Marketing — Slide 4 gidgreen.com/course
  5. 5. Trade shows From Code to Product Lecture 7 — Marketing — Slide 5 gidgreen.com/course http://www.exhibitionnews.co.uk/featuredetails/102/research-volatile-times ✘ Cost ✘ Time ✘ Not for niches ✘ Far from purchase
  6. 6. Email blasts From Code to Product Lecture 7 — Marketing — Slide 6 gidgreen.com/course http://www.siteadvisor.com/sites/eharmony.com/msgpage
  7. 7. Advertising From Code to Product Lecture 7 — Marketing — Slide 7 gidgreen.com/course
  8. 8. Advertising From Code to Product Lecture 7 — Marketing — Slide 8 gidgreen.com/course email list manager sudoku
  9. 9. Public relations From Code to Product Lecture 7 — Marketing — Slide 9 gidgreen.com/course
  10. 10. The purchase process From Code to Product Lecture 7 — Marketing — Slide 10 gidgreen.com/course
  11. 11. The purchase process From Code to Product Lecture 7 — Marketing — Slide 11 gidgreen.com/course
  12. 12. The purchase process From Code to Product Lecture 7 — Marketing — Slide 12 gidgreen.com/course
  13. 13. Lecture 7 •  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting From Code to Product Lecture 7 — Marketing — Slide 13 gidgreen.com/course
  14. 14. Inbound marketing “Any marketing tactic that relies on earning people’s interest instead of buying it.” — Wikipedia “Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet.” — Rick Burnes, Hubspot Blog From Code to Product Lecture 7 — Marketing — Slide 14 gidgreen.com/course
  15. 15. Search engine visibility From Code to Product Lecture 7 — Marketing — Slide 15 gidgreen.com/course
  16. 16. Universal search From Code to Product Lecture 7 — Marketing — Slide 16 gidgreen.com/course
  17. 17. Blog on your subject From Code to Product Lecture 7 — Marketing — Slide 17 gidgreen.com/course
  18. 18. Comments on other blogs From Code to Product Lecture 7 — Marketing — Slide 18 gidgreen.com/course
  19. 19. (E-)books From Code to Product Lecture 7 — Marketing — Slide 19 gidgreen.com/course
  20. 20. Infographics From Code to Product Lecture 7 — Marketing — Slide 20 gidgreen.com/course
  21. 21. Facebook pages From Code to Product Lecture 7 — Marketing — Slide 21 gidgreen.com/course
  22. 22. Twitter tweets From Code to Product Lecture 7 — Marketing — Slide 22 gidgreen.com/course •  Status updates •  Links to blog •  Support (public) •  But think about it…
  23. 23. Widgets From Code to Product Lecture 7 — Marketing — Slide 23 gidgreen.com/course
  24. 24. Banners From Code to Product Lecture 7 — Marketing — Slide 24 gidgreen.com/course
  25. 25. Opt-in email newsletters From Code to Product Lecture 7 — Marketing — Slide 25 gidgreen.com/course
  26. 26. Forum hosting From Code to Product Lecture 7 — Marketing — Slide 26 gidgreen.com/course
  27. 27. Forum posts with link •  xx From Code to Product Lecture 7 — Marketing — Slide 27 gidgreen.com/course
  28. 28. Presentations From Code to Product Lecture 7 — Marketing — Slide 28 gidgreen.com/course
  29. 29. Videos From Code to Product Lecture 7 — Marketing — Slide 29 gidgreen.com/course
  30. 30. And crazy stuff… From Code to Product Lecture 7 — Marketing — Slide 30 gidgreen.com/course
  31. 31. Lecture 7 •  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting From Code to Product Lecture 7 — Marketing — Slide 31 gidgreen.com/course
  32. 32. Viral marketing “A method of product promotion that relies on getting customers to market an idea, product, or service on their own by telling their friends about it, usually by e-mail.” — Oxford English Dictionary From Code to Product Lecture 7 — Marketing — Slide 32 gidgreen.com/course
  33. 33. Measuring virality Viral coefficient = [number of people who registered this month as a direct result of the activity of people who registered last month] ÷ [number of people who registered last month] From Code to Product Lecture 7 — Marketing — Slide 33 gidgreen.com/course
  34. 34. Small changes, big effectsRegistrations Month 0.99 1.01 1.05 1.1 From Code to Product Lecture 7 — Marketing — Slide 34 gidgreen.com/course
  35. 35. Redefining viral marketing “Any method of product promotion which has a viral coefficient > 1.0 •  For a user action of genuine value •  Measured for a time period which is short enough for the company to survive •  Sustainable for long enough for the company to reach much of its market.” — Me From Code to Product Lecture 7 — Marketing — Slide 35 gidgreen.com/course
  36. 36. Pure virality From Code to Product Lecture 7 — Marketing — Slide 36 gidgreen.com/course
  37. 37. Invitations From Code to Product Lecture 7 — Marketing — Slide 37 gidgreen.com/course
  38. 38. Self promotion by email From Code to Product Lecture 7 — Marketing — Slide 38 gidgreen.com/course
  39. 39. Self promotion by web From Code to Product Lecture 7 — Marketing — Slide 39 gidgreen.com/course
  40. 40. Self promotion by web From Code to Product Lecture 7 — Marketing — Slide 40 gidgreen.com/course
  41. 41. Self promotion by printout From Code to Product Lecture 7 — Marketing — Slide 41 gidgreen.com/course
  42. 42. Self promotion by transaction From Code to Product Lecture 7 — Marketing — Slide 42 gidgreen.com/course
  43. 43. User sharing From Code to Product Lecture 7 — Marketing — Slide 43 gidgreen.com/course
  44. 44. How it looks From Code to Product Lecture 7 — Marketing — Slide 44 gidgreen.com/course
  45. 45. The opposite of viral •  Requires many users to work – But no motivation for early sharing •  Think smaller – Start within niche – Fake early users – Spread from there •  Or: value for first user – del.icio.us From Code to Product Lecture 7 — Marketing — Slide 45 gidgreen.com/course
  46. 46. Lecture 7 •  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting From Code to Product Lecture 7 — Marketing — Slide 46 gidgreen.com/course
  47. 47. Your home page must… •  Appear quickly •  Explain what you do – Make it big! •  Provide a call to action – Make it prominent! •  Highlight key benefit(s) •  Provide navigation From Code to Product Lecture 7 — Marketing — Slide 47 gidgreen.com/course You have 5 seconds!
  48. 48. Good home pages From Code to Product Lecture 7 — Marketing — Slide 48 gidgreen.com/course
  49. 49. Good home pages From Code to Product Lecture 7 — Marketing — Slide 49 gidgreen.com/course
  50. 50. Good home pages From Code to Product Lecture 7 — Marketing — Slide 50 gidgreen.com/course
  51. 51. (Real) credibility From Code to Product Lecture 7 — Marketing — Slide 51 gidgreen.com/course
  52. 52. Direct to action From Code to Product Lecture 7 — Marketing — Slide 52 gidgreen.com/course
  53. 53. Direct to action From Code to Product Lecture 7 — Marketing — Slide 53 gidgreen.com/course
  54. 54. Landing pages From Code to Product Lecture 7 — Marketing — Slide 54 gidgreen.com/course •  Organic search results •  Paid search ads •  Links from affiliates
  55. 55. About (not about you!) From Code to Product Lecture 7 — Marketing — Slide 55 gidgreen.com/course
  56. 56. Features and benefits From Code to Product Lecture 7 — Marketing — Slide 56 gidgreen.com/course Feature Benefit
  57. 57. Terms and Privacy From Code to Product Lecture 7 — Marketing — Slide 57 gidgreen.com/course
  58. 58. Contact details From Code to Product Lecture 7 — Marketing — Slide 58 gidgreen.com/course
  59. 59. Contact form From Code to Product Lecture 7 — Marketing — Slide 59 gidgreen.com/course
  60. 60. FAQ / Forums / Q&A From Code to Product Lecture 7 — Marketing — Slide 60 gidgreen.com/course
  61. 61. Avoid… From Code to Product Lecture 7 — Marketing — Slide 61 gidgreen.com/course
  62. 62. Lecture 7 •  The marketing problem •  Inbound marketing •  Viral marketing •  Your website •  Copywriting From Code to Product Lecture 7 — Marketing — Slide 62 gidgreen.com/course
  63. 63. A few short words From Code to Product Lecture 7 — Marketing — Slide 63 gidgreen.com/course
  64. 64. Space and facts From Code to Product Lecture 7 — Marketing — Slide 64 gidgreen.com/course
  65. 65. Free free free From Code to Product Lecture 7 — Marketing — Slide 65 gidgreen.com/course easy simple instant quick fast save new guaranteed safe secure
  66. 66. Subtitles From Code to Product Lecture 7 — Marketing — Slide 66 gidgreen.com/course
  67. 67. Emphasis From Code to Product Lecture 7 — Marketing — Slide 67 gidgreen.com/course
  68. 68. Bad copy From Code to Product Lecture 7 — Marketing — Slide 68 gidgreen.com/course Source:http://www.webdesignerdepot.com/2011/03/ how-to-spot-and-avoid-web-copy-that-kills-websites/
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