Startup Customer AcquisitionThe search for customers and $$$.... on scale!!Ivan LimHead of Marketing - Tweaky@ivanmelviniv...
Startup Customer AcquisitionMost of the timestartup marketingfeels like this
Startup Customer Acquisition
Startup Customer AcquisitionThere are very rarely any silverbullets in startup marketingStartups need to commit totrying l...
Startup Customer AcquisitionThe lay of the land(startup marketing)
Startup Customer AcquisitionChannels & ToolsPaid Content & SEO Email Growth HackingPartnerships
Startup Customer AcquisitionPaid
Startup Customer AcquisitionPaidProsCons- Fast setup- Quick validation- Highly targeted- Expensive & Saturated- No long te...
Startup Customer AcquisitionPaid
Startup Customer AcquisitionPaidProsCons- Targeted audiences- Fast setup- Generally very poor engagement- More likely to c...
Startup Customer AcquisitionPaidProsCons- Targeted audiences- Fast setup- Generally very poor engagement- More likely to c...
Startup Customer AcquisitionPaidProsCons- Targeted audiences- Fast setup- Generally very poor engagement- More likely to c...
Startup Customer AcquisitionPaid
Startup Customer AcquisitionPaidProsCons- Some of the cheapest advertising inventory out there- Strong engagement audience...
Startup Customer AcquisitionPaid
Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
Startup Customer AcquisitionPaidProsCons- Cheap inventory (but is rapidly rising)- Super awesome for consumer products- Th...
Startup Customer AcquisitionPaid
Startup Customer AcquisitionPaidProsCons- Cheap inventory- Some large publishers- Decent engagement powered by email effec...
Startup Customer AcquisitionPaid
Startup Customer AcquisitionPaidProsCons- Strong ROI potential- Outsourced salesforce strategy- Pay for results- Potential...
Startup Customer AcquisitionPaid Email Growth HackingContent & SEOChannels & ToolsPartnerships
Startup Customer AcquisitionContent & SEO
Startup Customer AcquisitionContent & SEO
Startup Customer AcquisitionContent & SEO
Startup Customer AcquisitionContent & SEO
Startup Customer AcquisitionContent & SEOh"p://seogadget.com/content1strategy1generator1tool1v21update/
Startup Customer AcquisitionContent & SEOh"p://www.slideshare.net/ipullrank/scaling1quality1v10
Startup Customer AcquisitionProsCons- Building long term asset- “Free” traffic- Viral Potential- Positioning tool- Competit...
Startup Customer AcquisitionPaid Email Partnerships Growth HackingContent & SEOChannels & Tools
Startup Customer AcquisitionEmail
Startup Customer AcquisitionEmail
Startup Customer AcquisitionEmail
Startup Customer AcquisitionEmail
Startup Customer AcquisitionEmail
Startup Customer AcquisitionProsCons- Still one of the most engaged marketing channels- Drives significant revenue through ...
Startup Customer AcquisitionPaid Email Growth HackingContent & SEOChannels & ToolsPartnerships
Startup Customer AcquisitionPartnershipsFind marketing fire hoses
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionYou can hire a Virtual Assistant and OnlineResearcher for $3.33 an hourPartnerships
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionPartnershipshttp://www.distilled.net/blog/miscellaneous/find-almost-anybodys-email-address/
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionPartnerships
Startup Customer AcquisitionProsCons- Competitive Advantage- Huge Audiences- Brand Presence- Benefits other marketing chann...
Startup Customer AcquisitionPaid Email Partnerships / Direct Sales Growth HackingContent & SEOChannels & Tools
Startup Customer AcquisitionGrowth Hacking
Startup Customer AcquisitionGrowth Hacking
Startup Customer AcquisitionGrowth HackingJosh ElmanWe dug in to our data for our most engaged users and tried to learn wh...
Startup Customer AcquisitionGrowth Hacking
Startup Customer AcquisitionGrowth Hacking
Startup Customer AcquisitionGrowth Hacking
Startup Customer AcquisitionGrowth Hacking
Startup Customer AcquisitionMix tactics together
ContactNew Partnerfor Co-brandWebinarLanding Page& WebinarPurchase &EngageThose whodidn’t attendwebinar or notengagingStar...
Almost anything can scaleStartup Customer Acquisition
Startup Customer AcquisitionFire yourself
Startup Customer AcquisitionAttribution is important
Startup Customer AcquisitionStrong Systems=Strong Startup Marketing
Startup Customer Acquisition
Startup Customer AcquisitionThe search for customers and $$$.... on scale!!Ivan LimHead of Marketing - Tweaky@ivanmelviniv...
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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.

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.

Published in: Business, Technology
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Startup Customer Acquisition - Marketing Channels for Startups

  1. 1. Startup Customer AcquisitionThe search for customers and $$$.... on scale!!Ivan LimHead of Marketing - Tweaky@ivanmelvinivan@tweaky.com
  2. 2. Startup Customer AcquisitionMost of the timestartup marketingfeels like this
  3. 3. Startup Customer Acquisition
  4. 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. 5. Startup Customer AcquisitionThe lay of the land(startup marketing)
  6. 6. Startup Customer AcquisitionChannels & ToolsPaid Content & SEO Email Growth HackingPartnerships
  7. 7. Startup Customer AcquisitionPaid
  8. 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. 9. Startup Customer AcquisitionPaid
  10. 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. 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. 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. 13. Startup Customer AcquisitionPaid
  14. 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. 15. Startup Customer AcquisitionPaid
  16. 16. Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
  17. 17. Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
  18. 18. Startup Customer AcquisitionPaidTargeted Facebook adsaccording to customeremails, Facebook IDs orphone numbers!!
  19. 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. 20. Startup Customer AcquisitionPaid
  21. 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. 22. Startup Customer AcquisitionPaid
  23. 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. 24. Startup Customer AcquisitionPaid Email Growth HackingContent & SEOChannels & ToolsPartnerships
  25. 25. Startup Customer AcquisitionContent & SEO
  26. 26. Startup Customer AcquisitionContent & SEO
  27. 27. Startup Customer AcquisitionContent & SEO
  28. 28. Startup Customer AcquisitionContent & SEO
  29. 29. Startup Customer AcquisitionContent & SEOh"p://seogadget.com/content1strategy1generator1tool1v21update/
  30. 30. Startup Customer AcquisitionContent & SEOh"p://www.slideshare.net/ipullrank/scaling1quality1v10
  31. 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. 32. Startup Customer AcquisitionPaid Email Partnerships Growth HackingContent & SEOChannels & Tools
  33. 33. Startup Customer AcquisitionEmail
  34. 34. Startup Customer AcquisitionEmail
  35. 35. Startup Customer AcquisitionEmail
  36. 36. Startup Customer AcquisitionEmail
  37. 37. Startup Customer AcquisitionEmail
  38. 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. 39. Startup Customer AcquisitionPaid Email Growth HackingContent & SEOChannels & ToolsPartnerships
  40. 40. Startup Customer AcquisitionPartnershipsFind marketing fire hoses
  41. 41. Startup Customer AcquisitionPartnerships
  42. 42. Startup Customer AcquisitionPartnerships
  43. 43. Startup Customer AcquisitionPartnerships
  44. 44. Startup Customer AcquisitionYou can hire a Virtual Assistant and OnlineResearcher for $3.33 an hourPartnerships
  45. 45. Startup Customer AcquisitionPartnerships
  46. 46. Startup Customer AcquisitionPartnerships
  47. 47. Startup Customer AcquisitionPartnerships
  48. 48. Startup Customer AcquisitionPartnershipshttp://www.distilled.net/blog/miscellaneous/find-almost-anybodys-email-address/
  49. 49. Startup Customer AcquisitionPartnerships
  50. 50. Startup Customer AcquisitionPartnerships
  51. 51. Startup Customer AcquisitionPartnerships
  52. 52. Startup Customer AcquisitionProsCons- Competitive Advantage- Huge Audiences- Brand Presence- Benefits other marketing channels- Hard to automate- Long sales cyclePartnershipsPartnerships
  53. 53. Startup Customer AcquisitionPaid Email Partnerships / Direct Sales Growth HackingContent & SEOChannels & Tools
  54. 54. Startup Customer AcquisitionGrowth Hacking
  55. 55. Startup Customer AcquisitionGrowth Hacking
  56. 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. 57. Startup Customer AcquisitionGrowth Hacking
  58. 58. Startup Customer AcquisitionGrowth Hacking
  59. 59. Startup Customer AcquisitionGrowth Hacking
  60. 60. Startup Customer AcquisitionGrowth Hacking
  61. 61. Startup Customer AcquisitionMix tactics together
  62. 62. ContactNew Partnerfor Co-brandWebinarLanding Page& WebinarPurchase &EngageThose whodidn’t attendwebinar or notengagingStartup Customer Acquisition
  63. 63. Almost anything can scaleStartup Customer Acquisition
  64. 64. Startup Customer AcquisitionFire yourself
  65. 65. Startup Customer AcquisitionAttribution is important
  66. 66. Startup Customer AcquisitionStrong Systems=Strong Startup Marketing
  67. 67. Startup Customer Acquisition
  68. 68. Startup Customer AcquisitionThe search for customers and $$$.... on scale!!Ivan LimHead of Marketing - Tweaky@ivanmelvinivan@tweaky.com
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