WTF	  is	  Startup	  Marke0ng?                           	   Channels,	  Data,	  and	  Lots	  of	  Chads	                 ...
Caveats	  •    Worldview,	  not	  a	  Bible	  •    E-­‐commerce,	  not	  free	  products	  •    Startup	  =	  online,	  ch...
Big	  Goals	  •  Raise	  awareness	  •  Educate	  •  Generate	  Traffic	  •  Close	  Sales	  Source:	  Rand	  Fishkin,	  hPp...
Tac,cal	  Goals	  •  Tes0ng	  assump0ons	  •  Customer	  discovery	  •  Itera0ng	  Source:	  Rand	  Fishkin,	  hPp://www.s...
Tac,cal	  Goals	                                                               Requirements	  •  Tes0ng	  assump0ons	     ...
Chad	  
Plans,	  Ac0on,	  and	  Organiza0on	  (Product)	  Self-­‐Improvement	  Ac0vi0es	  (Engineering)	  
“I	  need	  a	  wife.	  Now.”	  Playing	  the	  Field	  and	  Gathering	  Feedback	                       (Marke0ng)	  
“Come	  here	  o`en?”	  “Ugh,	  lame.”	  
Did	  it	  work?	             “She	  said	  no.”	  
Meta	  Data	  • What	  were	  you	  wearing?	  • Had	  you	  met	  her	  before?	  • What	  did	  you	  say?	  • Where	  w...
Change	  audience?	                Change	  surface?	                (marke0ng)	                                Result	   ...
Why	  didn’t	  it	  work?	                   “I’m	  into	  juice	  heads.”	  
Why	  didn’t	  it	  work?	                   “I’m	  married.”	  
“Come	  here	  o`en?”	     “Um,	  no	  thanks”.	  “Need	  a	  spot?”	        “Creep.”	  “Bulls	  win!”	             “High	...
Bars	                Gyms	                       Work	  Blind	  dates	      Friend	  of	  Friend	     Vaca0on	  Running	  ...
Meta	  Data	  •  What	  happened?	  •  When	  did	  failure	  occur?	  •  What	  were	  you	  doing/wearing/etc.	  
(Funnel)	  
Bulls	  win!	                            High	  five!	  My	  mom’s	  the	  greatest	           That’s	  so	  sweet	  I’m	  ...
Bulls	  win!	                            High	  five!	                                             a5en,on	  My	  mom’s	  t...
Single	  interac,on	  Complex	  rela,onship	  
(Mul0-­‐aPribu0on)	  
Online	  Math	  Course	  
Traffic	              ???	  Profit	  
Traffic	                Channels	  Profit	  
Channels	  Paid	                             In-­‐House	  •  ads	  (display)	              •  blogging	  •  SEM/paid	  sea...
Channels	  Paid	                             In-­‐House	  •  ads	  (display)	              •  blogging	  •  SEM/paid	  sea...
Channels	  Paid	                             In-­‐House	  •  ads	  (display)	              •  blogging	  •  SEM/paid	  sea...
Traffic	                Channels	  Profit	  
Traffic	                Channels	  Profit	  
Goals	  •  Raise	  Awareness	  -­‐	  the	  current	  marketplace	     doesnt	  have	  enough	  familiarity/comfort	  with	...
Goals	  •  Educate	  -­‐	  the	  market	  for	  your	  product/service	     needs	  to	  be	  created;	  poten0al	  custom...
Goals	  •  Sales	  -­‐	  your	  business	  has	  clear	  market	     demand	  on	  the	  web	  that	  needs	  to	  be	  dr...
Source:	  Rand	  Fishkin,	  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-...
Source:	  Rand	  Fishkin,	  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-...
Strong	  Dev	  Resources:	                  •  conversion	  rate	  op0miza0on	                  •  SEO	                  •...
Adwords	             SEO	                     Landing	  pages	  Conferences	         Customer	  Support	     Email	  Socia...
Frac,ons	                •    Cost	  to	  manage	                •    Cost	  per	  click	                •    %	  who	  cl...
Frac,ons	                •    Cost	  to	  manage	  (internally	  or	  using	  agency)	                •    #	  0mes	  your...
Some	  Rules	                 •  CPA	  <	  ARPU	                      •  Fixed	  costs	  and	  personnel	  some0mes	  excl...
Ques0ons	  
WTF is Startup Marketing?
WTF is Startup Marketing?
WTF is Startup Marketing?
WTF is Startup Marketing?
WTF is Startup Marketing?
WTF is Startup Marketing?
WTF is Startup Marketing?
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WTF is Startup Marketing?

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WTF is Startup Marketing?

  1. 1. WTF  is  Startup  Marke0ng?   Channels,  Data,  and  Lots  of  Chads       Robbie  Mitchell  |  7/1/2011  
  2. 2. Caveats  •  Worldview,  not  a  Bible  •  E-­‐commerce,  not  free  products  •  Startup  =  online,  cheap,  fast  •  This  is  a  work  in  progress  
  3. 3. Big  Goals  •  Raise  awareness  •  Educate  •  Generate  Traffic  •  Close  Sales  Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  4. 4. Tac,cal  Goals  •  Tes0ng  assump0ons  •  Customer  discovery  •  Itera0ng  Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  5. 5. Tac,cal  Goals   Requirements  •  Tes0ng  assump0ons   •  Experimenta0on  •  Customer  discovery   •  Data  Collec0on  •  Itera0ng   •  Analysis  •  Targe0ng   •  Talking  to  Customers  Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  6. 6. Chad  
  7. 7. Plans,  Ac0on,  and  Organiza0on  (Product)  Self-­‐Improvement  Ac0vi0es  (Engineering)  
  8. 8. “I  need  a  wife.  Now.”  Playing  the  Field  and  Gathering  Feedback   (Marke0ng)  
  9. 9. “Come  here  o`en?”  “Ugh,  lame.”  
  10. 10. Did  it  work?   “She  said  no.”  
  11. 11. Meta  Data  • What  were  you  wearing?  • Had  you  met  her  before?  • What  did  you  say?  • Where  were  you?  • What  0me  of  day  was  it?  • etc.  
  12. 12. Change  audience?   Change  surface?   (marke0ng)   Result   Meta  Data  Change  more?  (product,  engineering)  
  13. 13. Why  didn’t  it  work?   “I’m  into  juice  heads.”  
  14. 14. Why  didn’t  it  work?   “I’m  married.”  
  15. 15. “Come  here  o`en?”   “Um,  no  thanks”.  “Need  a  spot?”   “Creep.”  “Bulls  win!”   “High  five!”  
  16. 16. Bars   Gyms   Work  Blind  dates   Friend  of  Friend   Vaca0on  Running  club   Da0ng  site   Vaca0on  
  17. 17. Meta  Data  •  What  happened?  •  When  did  failure  occur?  •  What  were  you  doing/wearing/etc.  
  18. 18. (Funnel)  
  19. 19. Bulls  win!   High  five!  My  mom’s  the  greatest   That’s  so  sweet  I’m  having  a  party  later   Sounds  fun  You  should  come  over   Let  me  get  my  coat  
  20. 20. Bulls  win!   High  five!   a5en,on  My  mom’s  the  greatest   That’s  so  sweet   interest  I’m  having  a  party  later   Sounds  fun   desire  You  should  come  over   Let  me  get  my  coat   ac,on  
  21. 21. Single  interac,on  Complex  rela,onship  
  22. 22. (Mul0-­‐aPribu0on)  
  23. 23. Online  Math  Course  
  24. 24. Traffic   ???  Profit  
  25. 25. Traffic   Channels  Profit  
  26. 26. Channels  Paid   In-­‐House  •  ads  (display)   •  blogging  •  SEM/paid  search/PPC   •  SEO/organic  •  email  list  (rental)   •  social  media  •  affiliates   •  email  remarke0ng  •  conferences/events   •  landing  pages  •  PR   •  conversion  rate     op0miza0on     •  word  of  mouth     •  customer  support     •  cold  call  
  27. 27. Channels  Paid   In-­‐House  •  ads  (display)   •  blogging  •  SEM/paid  search/PPC   •  seo/organic  •  email  list  (rental)   •  social  media  •  affiliates   •  email  remarke0ng  •  conferences/events   •  landing  pages  •  PR   •  conversion  rate     op0miza0on     •  word  of  mouth     •  customer  support     •  cold  call  
  28. 28. Channels  Paid   In-­‐House  •  ads  (display)   •  blogging  •  SEM/paid  search/PPC   •  SEO/organic  •  email  list  (rental)   •  social  media  •  affiliates   •  email  remarke0ng  •  conferences/events   •  landing  pages  •  PR   •  conversion  rate     op0miza0on     •  word  of  mouth     •  customer  support     •  cold  call  
  29. 29. Traffic   Channels  Profit  
  30. 30. Traffic   Channels  Profit  
  31. 31. Goals  •  Raise  Awareness  -­‐  the  current  marketplace   doesnt  have  enough  familiarity/comfort  with   your  brand  to  visit,  engage  or  purchase  from   you  Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  32. 32. Goals  •  Educate  -­‐  the  market  for  your  product/service   needs  to  be  created;  poten0al  customers   dont  yet  realize  the  problem  they  need  you  to   solve  Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  33. 33. Goals  •  Sales  -­‐  your  business  has  clear  market   demand  on  the  web  that  needs  to  be  drawn   to  your  site  and  converted  into  leads/sales  Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  34. 34. Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  35. 35. Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  36. 36. Strong  Dev  Resources:   •  conversion  rate  op0miza0on   •  SEO   •  Viral  Content  (par0cularly  dev  intensive  stuff  like  tools,  widgets,   etc.)     Strong  Crea,ve  Resources:   •  Viral  Content  (par0cularly  wriPen/graphic  content  that  can  be   produced  in  a  standard  CMS)   •  Email  (great  copywriters  write  great  emails)   •  Display  (great  designers  make  great  ads)     Strong  Search  Marke,ng  Resources:   •  SEO   •  PPC     Strong  Social  Resources:   •  Social  Media  Marke0ng   •  Viral  Content   •  Online  PR  Source:  Rand  Fishkin,  hPp://www.seomoz.org/blog/a-­‐checklist-­‐to-­‐choose-­‐which-­‐internet-­‐marke0ng-­‐channel-­‐is-­‐right-­‐for-­‐your-­‐business,  retrieved  6/30/2011  
  37. 37. Adwords   SEO   Landing  pages  Conferences   Customer  Support   Email  Social  Media   Sales  Team   Free  Trial  
  38. 38. Frac,ons   •  Cost  to  manage   •  Cost  per  click   •  %  who  click  on  ad   •  %  who  sign  up  right  away   •  %  who  click  through  to  website   •  %  who  eventually  sign  up  for  trial  Adwords   •  %  of  trial  users  who  eventually  purchase   •  %  of  all  visitors  who  eventually  purchase   •  Cost  per  trial   •  Cost  per  purchase   •  Average  revenue  per  purchase  
  39. 39. Frac,ons   •  Cost  to  manage  (internally  or  using  agency)   •  #  0mes  your  ad  appears  (impressions,  CPM)   •  Cost  per  click  (CPC)   •  %  who  click  on  ad  (click-­‐through  rate,  CTR)   •  %  who  sign  up  right  away  (conversion  rate,  CVR)   •  %  who  click  through  to  website  Adwords   •  %  who  eventually  sign  up  for  trial   •  %  of  trial  users  who  eventually  purchase  (trial  CVR)   •  %  of  all  visitors  who  eventually  purchase  (total  CVR)   •  Cost  per  trial  user  (cost  per  lead)   •  Cost  per  purchase  (cost  per  acquisi0on,  CPA)   •  Average  revenue  per  user  (ARPU)  
  40. 40. Some  Rules   •  CPA  <  ARPU   •  Fixed  costs  and  personnel  some0mes  excluded   from  CPA   •  ARPU  more  complicated  when  it’s  a  calculated   over  a  life0me  of  repeated  ac0vity  (average   life0me  value,  ALV)  Adwords   •  %  increase  in  conversion  >  %  increase  in  traffic   •  Always  Be  Closing  Tes0ng   •  Talk  to  customers  
  41. 41. Ques0ons  
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