2. 1
ROGER
LOPEZ
VP MARKETING
Sideqik
@inemode
www.sideqik.com
Linkedin.com/in/imroger
3. A marketing technique developed by technology
startups which uses creativity, analytical
thinking, and social metrics in order to sell
products or gain exposure.
4. THE 3P’S OF GETTING VISITORS
★ PULL
★PUSH
★PRODUCT
5. PULL
➔ Pulling customers in
➔ Giving reason to come to us
➔ Finding us before we find them
➔ Drawing them to us
6. PUSH
➔ More aggressive than pull strategy
➔ Not to appeal, but to convince
➔ Paid result - based
➔ Practically, pushing the customers to the
product/service
7. PRODUCT
➔ Through the product itself
➔ The product brings the traffic/awareness
➔ Paid result - based
➔ Practically, a product being used by a group that gets
another group to use it
➔ Plays a crucial role in the customer experience
8. PUSH
“ It’s important to realize that all of the 3P’s work together really well and in the right context but
when executed by the right person. Growth hackers are for big growth, not a growth in certain
narrowly defined reasons. “
10. BLOGGING OR GUEST BLOGGING
➔ Keyword rich, and are easily indexed by Google, which aides an overall SEO strategy.
➔ Have a compounding effect. The more you write, the more total chances you’ll have of pulling people towards
your product over time.
➔ Usually based around specific niches, so if you are guest blogging then you can tap into large swaths of your
market with a single post.
➔ Great at educating people, and people that are informed about your product are more likely to move through
your funnel.
➔ Can position you as a thought leader, and people would rather use a product that has been created by an expert
rather than a nobody.
➔ Blog owners are always looking for new guests post, which makes this low hanging fruit in many cases.
12. PODCASTING
Podcasting is another great pull tactic because audio has inherent
inbound qualities.
TIPS & TRICKS when podcasting:
➔ Dominate the market by going niche & narrow
➔ Instead of making weekly shows, set a goal of 10 episodes
total and make it on a certain topic
➔ Focus on beautiful album art and/or great audio intro which
makes people curious
➔ Never promise more episodes
13. E-BOOKS, GUIDES & WHITEPAPERS
A valid tactic in which a number of large written documents have a number of advantages in terms of
getting traffic.
➔ Ebooks, guides, and whitepapers have a certain draw to them. It’s somewhat easy to ignore a new blog post,
but when there is a new hefty document on a niche subject you care about, it’s hard to ignore.
➔ Ebooks, guides, and whitepapers have a high perceived value, and you can ask for an email address in
exchange for downloading them. It feels like a fair trade, and it helps you build an email list that you will
eventually work through your funnel.
➔ Ebook, guides, and whitepapers spread through social media very effectively when they are executed well.
➔ As an author (even a self-published one) you are a thought leader of sorts, and people will want to use the
product you’ve created.
➔ Ebook, guides, and whitepapers can be written to specifically educate people about your product. Informed
visitors are more likely to become members and users.
16. INFOGRAPHICS
Infographics can entice people to your product because they simultaneously display expertise and aesthetic taste.
Visualizations are powerful tools, and they are spread using social media extremely easily. Adam Breckler, of Visual.ly,
provides the following advice when creating an infographic :
➔ Select a good topic
➔ Find the right data
➔ Analyze the data
➔ Build the narrative
➔ Come up with a design concept
➔ Polish and refine the design
➔ Distribute the infographic
17. WEBINARS
➔ Webinars are considered to be an event
➔ Webinars are made so that they can educate people
➔ Webinars allow interaction
➔ Can end with a special promotion for the product so it
can drive traffic to your product.
➔ Can be done in collaboration with another company in
order to promote both products/services with the cross-sales
principle
18. CONFERENCE PRESENTATION
➔ The conference presentation creates a
number of by-products which can be used
to pull in visitors more effectively
➔ The slide deck from the conference can be
uploaded to slideshare
➔ The audio/video recording can be uploaded
to social media channels, to the company’s
blog etc.
19. SEO
Two types of SEO:
CONTENT
By virtue of creating content, even if you don’t
know how SEO works, you will be optimizing
for it. Just keep producing and you’ll be using
SEO to your advantage even if you don’t
know what an algorithm is.
CODER
There are also things you can do at the code
level which enable a solid SEO strategy. Are
your links seo optimized with keywords? Are
H1 tags properly labeled. Do you use
Schema.org tags for specific kinds of content?
Do you have an up-to-date site map?
20. SOCIAL MEDIA
➔ Know your demographics and engage with the people
interested in your product/service
➔ Provide value by answering questions, giving advice,
offering assistance
➔ Become a hub of interesting content, whether you
produce it or not
➔ Make your customer support public on the social
media
21. CONTESTS
Contests are an awesome
way to drive new traffic to
your product.
They are good for small companies and big companies alike.
22. APP MARKETPLACES
B2C Marketplaces
➔ Make perfect screenshots
➔ Choose the name of the app
carefully
B2B Marketplaces
➔ These marketplaces are less crowded so it
is easier to stand out
➔ They are apt to promote your product on
their blog, social media sites, ect.
➔ B2B marketplaces will even pay you to build
an integration with their product
23. DEAL SITES
In the aftermath of Groupon’s rise (and slow demise) there have been a number of deal sites
created in their wake.
For many niches there is a deal site which has a substantial email list and is willing to promote
your product. The arrangement with these companies is usually pretty straight forward. You
provide a discount to their audience, and in exchange they provide you with distribution.
This is a quick way to get traffic, and given how easy it is to set up this kind of relationship it’s
worth trying.
Another unexpected side benefit of these deal sites is the number of people who will purchase
your product at full price even though they came from the deal site. The internet is a strange place
and this will happen more than you would guess.
25. TOGETHER MARKETING
LOPA (LEVERAGE OTHER PEOPLE’S AUDIENCE)
Although this is built into many of the tactics already covered I still wanted to talk about
LOPA explicitly. Basically, building an audience is incredibly hard. So if you can find any
way to leverage someone else’s audience then you will be taking advantage of a traffic
shortcut. Guest blogging is a form of LOPA. Guest podcasting is a form of LOPA. Even
marketplaces are a form of LOPA. Here are some other ways that you can take advantage
of LOPA:
•Create a giveaway for a specific blog that has your demographic as their audience.
•Reach out to group leaders on Meetup.com that run communities that could use your product,
and ask them if they’d tell their group about you.
•Offer free accounts to thought leaders in your industry and if they have a great experience they
will share it with their audience.
•There are literally too many possibilities of LOPA to even begin listing them all. If you are creative
enough you will always have new opportunities for LOPA.
28. LIFETIME VALUE OF A CUSTOMER (LTV)
“The amount of money that you are going to make from a customer throughout their
life. “
*The primary difference between pull and push tactics is that push tactics usually cost money
29. PURCHASE ADS
➔ LEARN THE TECHNICAL DETAILS
OF YOUR CHOSEN PLATFORM
➔ CONSIDER THE VARIOUS
PERSONAS OF YOUR
CUSTOMER
➔ IF YOU ARE PAYING PER CLICK
THEN QUALIFY EVERY CLICK
➔ TEST VARIATIONS OF YOUR AD
30.
31. PROMO SWAP
The easiest, and free way to drive traffic to your site is
through cross promotions with other companies by:
➔ SWAP TWEETS
➔ SWAP FACEBOOK POSTS
➔ DEDICATED EMAIL SWAP
➔ SPONSORED EMAIL SWAP
➔ AD SPACE SWAP
➔ PRE-ROLL VIDEO SWAP
➔ GIVEAWAY SWAP
32. AFFILIATES
➔ Think carefully about the
incentives
➔ Choose the affiliates very
carefully
➔ Don’t roll your own affiliate
solution
Vet every new affiliate early on
When someone becomes an affiliate for you then they are representing your business to some
extent. The tactics they use, the language they employ, and their general style, is a reflection
on you. They may not be an employee, but they will be the front of your brand for the people
they reach. Choose your affiliates very carefully.
33. DIRECT SALES
➔ Way of getting traffic up the
funnel
➔ Best lead-generating tactic
➔ For our business model it’s
highly effective
35. “ The aim of the product strategy is to make a way every visitor uses your
product. If that happens, you made an achievement - you’ve gone viral. “
37. SOCIAL SHARING
➔ Popular blogs are the
main solution
➔ Code-based widgets for
sharing
➔ Understand where your
traffic naturally comes
from
38. API INTEGRATION
➔ Integrate the product with existing
social network through API level
➔ Give access to social media for
logins
➔ Great growth hacking tactic, but also
very risky
➔ Nike+, Spotify etc.
40. INCENTIVES
The best way of bringing people to the product.
★ Great tactic if you have:
➔ Something low-cost to you
➔ Storage is not expensive
➔ Getting new users is very valuable
➔ A “perfect storm” - a particularly violent storm
arising from a rare combination of adverse
meteorological factors.
