Startup Customer Acquisition - Marketing Channels for Startups

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My Startup Customer Acquisition presentation given to the AngelCube Startup Accelerator teams for 2013. …

My Startup Customer Acquisition presentation given to the AngelCube Startup Accelerator teams for 2013.

I give an overview of the various startup customer acquisition channels available as well as pros and cons of each channel. We cover things such as PPC, SEO, Facebook ads, Retargeting, Email, Business Development and Growth Hacking.

I also jump into the importance of building great marketing systems so that founders can fire themselves from the process and scale up fast.

More in: Business , Technology
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  • Dear Ladies and Gentlemen!

    Successful and future-oriented, Arcom Investments LTD makes capital for innovative and future-oriented businesses available.

    Our clients investors and borrowers find through our meditation always the right solution for profitable collaborations.

    These are usually classic loans or dormant partnerships which becomes to profitable business corporations for years in the financing area.

    Our interest is directed on, All type of investment opportunities Therefore, we would be pleased if you contact us and present your projects which you have a funding requirement for.

    I am looking forward to your reply.

    Yours sincerely


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  • 1. Startup Customer AcquisitionThe search for customers and $$$.... on scale!!Ivan LimHead of Marketing - Tweaky@ivanmelvinivan@tweaky.com
  • 2. Startup Customer AcquisitionMost of the timestartup marketingfeels like this
  • 3. Startup Customer Acquisition
  • 4. Startup Customer AcquisitionThere are very rarely any silverbullets in startup marketingStartups need to commit totrying lots of different thingsand failing at most until somemethods stick.
  • 5. Startup Customer AcquisitionThe lay of the land(startup marketing)
  • 6. Startup Customer AcquisitionChannels & ToolsPaid Content & SEO Email Growth HackingPartnerships
  • 7. Startup Customer AcquisitionPaid
  • 8. Startup Customer AcquisitionPaidProsCons- Fast setup- Quick validation- Highly targeted- Expensive & Saturated- No long term asset value- There are incumbent advertisers- Requires active optimizationSearch PPC
  • 9. Startup Customer AcquisitionPaid
  • 10. Startup Customer AcquisitionPaidProsCons- Targeted audiences- Fast setup- Generally very poor engagement- More likely to complete Naval Seal Training than click a banner ad- More likely to survive a plane crash than click a banner adDisplay advertising
  • 11. Startup Customer AcquisitionPaidProsCons- Targeted audiences- Fast setup- Generally very poor engagement- More likely to complete Naval Seal Training than click a banner ad- More likely to survive a plane crash than click a banner adDisplay advertising
  • 12. Startup Customer AcquisitionPaidProsCons- Targeted audiences- Fast setup- Generally very poor engagement- More likely to complete Naval Seal Training than click a banner ad- More likely to survive a plane crash than click a banner adDisplay advertising
  • 13. Startup Customer AcquisitionPaid
  • 14. Startup Customer AcquisitionPaidProsCons- Some of the cheapest advertising inventory out there- Strong engagement audience- Highly targeted segmentation based on visitor actions- Cool factor and makes you appear bigger- You need visitors first- Requires regular refreshing due to ad fatigue- Requires active optimizationDisplay Retargeting
  • 15. Startup Customer AcquisitionPaid
  • 16. Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
  • 17. Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
  • 18. Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
  • 19. Startup Customer AcquisitionPaidProsCons- Cheap inventory (but is rapidly rising)- Super awesome for consumer products- The most powerful demographic targeting available- Great for persona testing- Facebook users starting to experience ad fatigue- Requires even more ad refreshing- Can get expensive very fast if not monitored- Best results come from driving traffic to a FB pageFacebook Ads & Custom Audiences
  • 20. Startup Customer AcquisitionPaid
  • 21. Startup Customer AcquisitionPaidProsCons- Cheap inventory- Some large publishers- Decent engagement powered by email effectiveness- Great for identifying future partnerships- Limited by inventory of publishers- Monthly minimum of $500Launchbit Email Ad Network
  • 22. Startup Customer AcquisitionPaid
  • 23. Startup Customer AcquisitionPaidProsCons- Strong ROI potential- Outsourced salesforce strategy- Pay for results- Potential SEO benefits if configured correctly- Around 10% of total affiliates do the work- Affiliate networks can be expensive to enter- Can get lost among sea of other advertisersAffiliate Marketing
  • 24. Startup Customer AcquisitionPaid Email Growth HackingContent & SEOChannels & ToolsPartnerships
  • 25. Startup Customer AcquisitionContent & SEO
  • 26. Startup Customer AcquisitionContent & SEO
  • 27. Startup Customer AcquisitionContent & SEO
  • 28. Startup Customer AcquisitionContent & SEO
  • 29. Startup Customer AcquisitionContent & SEOh"p://seogadget.com/content1strategy1generator1tool1v21update/
  • 30. Startup Customer AcquisitionContent & SEOh"p://www.slideshare.net/ipullrank/scaling1quality1v10
  • 31. Startup Customer AcquisitionProsCons- Building long term asset- “Free” traffic- Viral Potential- Positioning tool- Competitive advantage- Good for lead generation- Typically a Long Game- Typically Poor direct ROI- Becoming increasingly saturated, requires Awesome not just Good contentContent Marketing & SEOContent & SEO
  • 32. Startup Customer AcquisitionPaid Email Partnerships Growth HackingContent & SEOChannels & Tools
  • 33. Startup Customer AcquisitionEmail
  • 34. Startup Customer AcquisitionEmail
  • 35. Startup Customer AcquisitionEmail
  • 36. Startup Customer AcquisitionEmail
  • 37. Startup Customer AcquisitionEmail
  • 38. Startup Customer AcquisitionProsCons- Still one of the most engaged marketing channels- Drives significant revenue through timely offers- Trigger based email- Strong lead nurturing capability- Cheap Cheap Cheap- Need a sizeable list to be big- Can’t hammer with offers all the time, focus on valueEmail marketingEmail
  • 39. Startup Customer AcquisitionPaid Email Growth HackingContent & SEOChannels & ToolsPartnerships
  • 40. Startup Customer AcquisitionPartnershipsFind marketing fire hoses
  • 41. Startup Customer AcquisitionPartnerships
  • 42. Startup Customer AcquisitionPartnerships
  • 43. Startup Customer AcquisitionPartnerships
  • 44. Startup Customer AcquisitionYou can hire a Virtual Assistant and OnlineResearcher for $3.33 an hourPartnerships
  • 45. Startup Customer AcquisitionPartnerships
  • 46. Startup Customer AcquisitionPartnerships
  • 47. Startup Customer AcquisitionPartnerships
  • 48. Startup Customer AcquisitionPartnershipshttp://www.distilled.net/blog/miscellaneous/find-almost-anybodys-email-address/
  • 49. Startup Customer AcquisitionPartnerships
  • 50. Startup Customer AcquisitionPartnerships
  • 51. Startup Customer AcquisitionPartnerships
  • 52. Startup Customer AcquisitionProsCons- Competitive Advantage- Huge Audiences- Brand Presence- Benefits other marketing channels- Hard to automate- Long sales cyclePartnershipsPartnerships
  • 53. Startup Customer AcquisitionPaid Email Partnerships / Direct Sales Growth HackingContent & SEOChannels & Tools
  • 54. Startup Customer AcquisitionGrowth Hacking
  • 55. Startup Customer AcquisitionGrowth Hacking
  • 56. Startup Customer AcquisitionGrowth HackingJosh ElmanWe dug in to our data for our most engaged users and tried to learn what the “aha” moment was forthem. We then rebuilt our entire new user experience to engineer that moment more quickly.It turned out that if you manually selected and followed at least 5-10 Twitter accounts in your first dayon Twitter, you were much more likely to become a long term user, since you had chosen things thatinterested you. And if we helped someone you know follow you back, then even better. As we kepttweaking the features to focus on helping users achieve these things, our retention dramatically rose.
  • 57. Startup Customer AcquisitionGrowth Hacking
  • 58. Startup Customer AcquisitionGrowth Hacking
  • 59. Startup Customer AcquisitionGrowth Hacking
  • 60. Startup Customer AcquisitionGrowth Hacking
  • 61. Startup Customer AcquisitionMix tactics together
  • 62. ContactNew Partnerfor Co-brandWebinarLanding Page& WebinarPurchase &EngageThose whodidn’t attendwebinar or notengagingStartup Customer Acquisition
  • 63. Almost anything can scaleStartup Customer Acquisition
  • 64. Startup Customer AcquisitionFire yourself
  • 65. Startup Customer AcquisitionAttribution is important
  • 66. Startup Customer AcquisitionStrong Systems=Strong Startup Marketing
  • 67. Startup Customer Acquisition
  • 68. Startup Customer AcquisitionThe search for customers and $$$.... on scale!!Ivan LimHead of Marketing - Tweaky@ivanmelvinivan@tweaky.com