Lecture 15: Product Marketing

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In this lecture Poornima covers some product marketing strategies that scrappy startups can use such as search, social media, and email campaigns.

You can watch the lecture here: http://youtu.be/ShCs1oKJdBI

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Lecture 15: Product Marketing

  1. 1. Duke ECE 490L: How to Start New Ventures in Electrical and Computer Engineering Poornima Vijayashanker poornima@femgineer.com Jeff Glass jeff.glass@duke.edu Akshay Raut ar118@duke.edu 1
  2. 2. Review • Breaking down features into stories • Prioritizing product development • Process for shipping consistently Duke ECE 490L 2
  3. 3. Review Session: Wednesday October 23, 2013 DUHatch Idea Summary Sign up for a session here! 3
  4. 4. Agenda • Scrapping Marketing • SEO • e-mail • Social Media Duke ECE 490L 4
  5. 5. Case Study #1: Food on the Table • Creates weekly meal plans and grocery lists, and hooks into grocery stores to find best deals for ingredients • Began with a single customer! • Interviewed customers are local super markets. • Signed up 1st customer and dropped off groceries weekly. • Collected $9.95 on each visit! Duke ECE 490L 5
  6. 6. Not enough to build a product... Duke ECE 490L 6
  7. 7. We also need to build awareness amongst early adopters. Duke ECE 490L 7
  8. 8. Market Share v. Market Adoption Duke ECE 490L 8
  9. 9. We need scalable strategies. Duke ECE 490L 9
  10. 10. Strategies that will have a multiplying effect. Duke ECE 490L 10
  11. 11. Need strategies that will still work even as you grow. Duke ECE 490L 11
  12. 12. To Build Awareness • Marketing with a shoestring budget • Need to attract early adopters • Long term strategy Duke ECE 490L 12
  13. 13. Too many channels, too little time. Duke ECE 490L 13
  14. 14. Customers Channel Duke ECE 490L 14
  15. 15. Comes back to mental models. Duke ECE 490L 15
  16. 16. Experiment & measure to figure out best channel. Duke ECE 490L 16
  17. 17. Include investigation of channels in your customer interview. Duke ECE 490L 17
  18. 18. Channels will change! Duke ECE 490L 18
  19. 19. Social Search e-mail Duke ECE 490L 19
  20. 20. Content marketing. Duke ECE 490L 20
  21. 21. Storytelling. Duke ECE 490L 21
  22. 22. Storytelling • Relatable • Capture values • Repeatable • Solve a problem or Create an opportunity Duke ECE 490L 22
  23. 23. Capturing user’s experience. Duke ECE 490L 23
  24. 24. Landing Page OR Blog Post Duke ECE 490L 24
  25. 25. Case Study #2: Mint.com • Why? Makes your financial life easier. • How? Putting all your financial information in one place. • What? Aggregating accounts, creating budgets, automatically sending alerts, capturing investments, and tracking loans. Duke ECE 490L 25
  26. 26. Duke ECE 490L 26
  27. 27. Duke ECE 490L 27
  28. 28. Case Study #3: Evernote Why? How? What? Duke ECE 490L 28
  29. 29. Once we’ve told the story we need to get technical. Duke ECE 490L 29
  30. 30. Social Search e-mail Duke ECE 490L 30
  31. 31. 1. SEO Duke ECE 490L 31
  32. 32. Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. Duke ECE 490L 32
  33. 33. Location. Location. Location. Duke ECE 490L 33
  34. 34. SEO is powerful. Duke ECE 490L 34
  35. 35. SEO Will Only Work If... are patient, it is a long term strategy. • You’re customers are searching for your product or services. • You adhere to ALL the following strategies. • You Duke ECE 490L 35
  36. 36. SEO Has a Longer Shelf Life • Tweet: minutes maybe hours. • Email: 7 days max! • AdWords: turn it off and you’re history. Duke ECE 490L 36
  37. 37. Google Wants to be TOP Search Engine needs to provide clean content • Relevant • Timely • Accessible • Fast • It Duke ECE 490L 37
  38. 38. Make a crawler your BFF! Duke ECE 490L 38
  39. 39. Crawlers LOVE • Links • Clear site structure • Clear navigation (internal links to webpages) • HTML & CSS (JavaScript & AJAX is harder) • Categories • Short URLs Duke ECE 490L 39
  40. 40. DINGS • Keyword stuffing • Duplicate content Duke ECE 490L 40
  41. 41. Can only crawl public sites, no logins! Duke ECE 490L 41
  42. 42. Check if you’ve been indexed. Duke ECE 490L 42
  43. 43. How to Become Crawl Worthy • Optimize headlines and titles. • Title Tag <head> <title>Example Title</title> </head>   Duke ECE 490L 43
  44. 44. How to Become Crawl Worthy Continued • URL • Good URL Structure: http://www.dmoz.org/Games/Video_Games/History/ • Bad URL Structure: http://www.imdb.com/title/tt0468569/ • Images are indexed too! Provide clear image tags and names. • <img src="http://www.example.com/example.png" alt="Keyword"> • Link traffic: guest blog posts and press pieces. Duke ECE 490L 44
  45. 45. Blogger’s block. Duke ECE 490L 45
  46. 46. Easy Methods to Create Content • Be observant • Turn conversations into posts. • Showcase: customers (case studies) and experts (interviews). • Start linking to other sites! (People check their referral traffic sources.) Duke ECE 490L 46
  47. 47. Tools • OpenSite Explorer: search engine for links • Who is currently linking to you • Search for broken links • Who is linking to competitors Duke ECE 490L 47
  48. 48. Tools Continued • Google Keyword Tool • Search volume • Competition • Long tail keywords • Google • track links • referral traffic • conversions • Analytics setup goals Duke ECE 490L 48
  49. 49. Improve Search Rankings • Do an SEO Audit of entire site • Long tail search terms • Consider location - submit to local directories Duke ECE 490L 49
  50. 50. Social Search e-mail Duke ECE 490L 50
  51. 51. Why We Think E-mail Sucks • Inbox clutter • Low open rate and/or high bounce rate • Lists & quality of content affect results Duke ECE 490L 51
  52. 52. Truth most targeted communication channel • $2.1B being spent on e-mail marketing • Everything matters in email: delivery timing, subject, sender, and message • The Duke ECE 490L 52
  53. 53. Still don’t believe me? Duke ECE 490L 53
  54. 54. Duke ECE 490L 54
  55. 55. Building Up Your List • Opt-in • Remind them that they opted in! • Segment your list e.g. paid v. non-paid, prospects v. customer • Frequently opened • Location • Characteristics Duke ECE 490L 55
  56. 56. Types of E-mails • Drip Campaign aka auto-responders, weekly emails • Sales • Newsletter Duke ECE 490L 56
  57. 57. Goals of a Drip Campaign • Provide valuable info: e.g. sign up workflow, share your expertise, countdown to an event • Keep customers engaged and stay relevant! • Not to spam • Consistent frequency: weekly or monthly Duke ECE 490L 57
  58. 58. Drip Campaign Process Create list. Automatically add or pull together contacts. Create stages and frequency. Figure out your message. Week 1. Week 2. Value of product. Schedule it out. Use an e-mail marketing tool. Review stats. Open rate. Bounce. Links clicked on. Duke ECE 490L 58
  59. 59. Drip Campaign: 2 Week Trial 1. How to get setup. 2. Feature benefits to business. 3. Additional resources e.g. customer support. 4. Reiterate value proposition. 5. Close First day. Day 2 or 3. Day 5. Week 2. 14th day. Duke ECE 490L 59
  60. 60. More personalized the message the better! Duke ECE 490L 60
  61. 61. Did they buy something? Did they just sign up? Keep it short. Follow up! Action Item! Compelling subject line. Duke ECE 490L 61
  62. 62. Why are we doing all of this again? Duke ECE 490L 62
  63. 63. Attract early adopters! Duke ECE 490L 63
  64. 64. Reuse content! Duke ECE 490L 64
  65. 65. Common Re-uses • Snippet of blog post in an e-mail • E-mail can also become a blog post • Tweet out blog post periodically Duke ECE 490L 65
  66. 66. Social Search e-mail Duke ECE 490L 66
  67. 67. Your audience must be social. Duke ECE 490L 67
  68. 68. Comes back to mental models. Duke ECE 490L 68
  69. 69. Social • User’s persona • User’s behavior • Awareness v. Intent (search) Duke ECE 490L 69
  70. 70. Need to build an audience. Duke ECE 490L 70
  71. 71. Building Up Followers • Follow a diverse set • Follow what they share • Follow their followers • Engage in conversations • Take conversations offline Duke ECE 490L 71
  72. 72. Understand audience. Duke ECE 490L 72
  73. 73. Test if you can sell to audience. Duke ECE 490L 73
  74. 74. Case Study #4: Femgineer • Content Marketing • Persona of Twitter Followers • Value Add + Sales Duke ECE 490L 74
  75. 75. Channel’s effectiveness comes down to analytics. Duke ECE 490L 75
  76. 76. May uncover more channels. Duke ECE 490L 76
  77. 77. EXERCISE KEY OBJECTIVE(S) AGENDA Understand how to build a feature within the context of a business goal, and break it down into stories. 10 minutes 1.Choose a business goal from last week’s product roadmap exercise. 2.Pick one feature. 3.Break the feature down into stories. 4.Highlight scope creep! DELIVERABLE RESOURCES Stories for one feature. Sprint.ly 77
  78. 78. Review • Scrapping Marketing • SEO • e-mail • Social Media Duke ECE 490L 78

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