LEAN MARKETING

f!r "#$r#%p" $&' "($)) b%"*&+""
Sophia Eng - @sophianeng

eleomeetups.com | @eleo
Gr!w#, ,$-.*&/ *" $ "+# !f #$-#*-" $&' b+"#
pr$-#*-+" f!r '+$)*&/ w*#, #,+ pr!b)+( !f %"+r
/r!w#,, +"p+-*$))0 $# +$r)0 "#$...
growth hacking
=
lean marketing
eleomeetups.com | @eleo
eleomeetups.com | @eleo
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
REFERRAL
RETENTION

eleomeetups.com | @eleo
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
REFERRAL
RETENTION

eleomeetups.com | @eleo
acquisition
/+# p+!p)+ #! 0!%r "*#+

eleomeetups.com | @eleo
acquisition
Select channels with high volume, high
conversion, low cost.
Measure all the way down the funnel to
revenue to...
acquisition
SEO/SEM
Content Marketing
PR
Social Media Marketing
Email Marketing
Paid Channels

eleomeetups.com | @eleo
acquisition Examples
Airbnb figured out how to auto-post to
Craiglist to leverage the powerful existing
network.
Kayak reco...
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
REFERRAL
RETENTION

eleomeetups.com | @eleo
activation
/+# p+!p)+ #! "*/&%p

eleomeetups.com | @eleo
Activation
Landing Page Optimization
Optimizing Signup
Email Conversion (provide offer to get
emails, shopping cart abandon...
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
REFERRAL
RETENTION

eleomeetups.com | @eleo
retention
/+# p+!p)+ #! "#$0

eleomeetups.com | @eleo
retention
Get users to the “Aha!” Moment as fast as
possible.
For Facebook, that’s 10 friends in 7 days.
For Twitter, that...
retention
The best tool for retention is email.
ebay: You’ve been outbid.
LinkedIn: Year in review.
Facebook, Twitter: You...
retention

Contact your first 1000 customers
personally.
Send an email from the CEO.
Ask them to spread the word, and to gi...
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
REFERRAL
RETENTION

eleomeetups.com | @eleo
referral

/+# p+!p)+ #! br*&/ #,+*r fr*+&'"

eleomeetups.com | @eleo
referral
Is your product inherently social?
Make it painless for users creating new
content to also spread the word via ex...
referral
Does the user’s experience with your product
improve with inviting more people?
Make sharing your product your pr...
referral
Provide incentives, ideally ones that improve
the experience of using the product.
Create a contest and incentivi...
YOUR TURN!
)+#’" w$). '!w& #,+ 1&&+)
- 25 minutes -

eleomeetups.com | @eleo
YOUR TURN!
#! /r!w 0!%r %"+r"

1. Define your marketing funnel flow
2. Define experiments and
desired outcomes
3. Define succe...
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
REFERRAL
RETENTION

eleomeetups.com | @eleo
HELPFUL$-q%*"*#*!& 1&&+)
TOOLS
#! (+$"%r+ 0!%r %"+r
eleomeetups.com | @eleo
UNBOUNCE
L$&'*&/ P$/+"
www.Unbounce.com

eleomeetups.com | @eleo
user testing
U"+r R+"+$r-,
www.UserTesting.com

eleomeetups.com | @eleo
MAIL M$r.+#*&/
CHIMP
E-($*)
www.MailChimp.com

eleomeetups.com | @eleo
GOOGLEA&$)0#*-"
ANALYTICS
http:/
/www.google.com/analytics/

eleomeetups.com | @eleo
KISSMETRICS
A&$)0#*-"
www.KissMetrics.com

eleomeetups.com | @eleo
resources
Sean Ellis: growthhackers.com
Dave McClure: Startup Metrics for Pirates
Andrew Chen: @andrewchen
Mattan Griffel: ...
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Lean Marketing for Startups and Small Business

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Lean Marketing for Startups and Small Business (SMB). Presentation by Sophia Eng.

Published in: Marketing, Business, Technology

Lean Marketing for Startups and Small Business

  1. 1. LEAN MARKETING f!r "#$r#%p" $&' "($)) b%"*&+"" Sophia Eng - @sophianeng eleomeetups.com | @eleo
  2. 2. Gr!w#, ,$-.*&/ *" $ "+# !f #$-#*-" $&' b+"# pr$-#*-+" f!r '+$)*&/ w*#, #,+ pr!b)+( !f %"+r /r!w#,, +"p+-*$))0 $# +$r)0 "#$/+ "#$r#%p". eleomeetups.com | @eleo
  3. 3. growth hacking = lean marketing eleomeetups.com | @eleo
  4. 4. eleomeetups.com | @eleo
  5. 5. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  6. 6. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  7. 7. acquisition /+# p+!p)+ #! 0!%r "*#+ eleomeetups.com | @eleo
  8. 8. acquisition Select channels with high volume, high conversion, low cost. Measure all the way down the funnel to revenue to find the highest converting channels. eleomeetups.com | @eleo
  9. 9. acquisition SEO/SEM Content Marketing PR Social Media Marketing Email Marketing Paid Channels eleomeetups.com | @eleo
  10. 10. acquisition Examples Airbnb figured out how to auto-post to Craiglist to leverage the powerful existing network. Kayak recognized the power of Adwords before its competitors. They optimized and dominated. Expedia never caught up. eleomeetups.com | @eleo
  11. 11. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  12. 12. activation /+# p+!p)+ #! "*/&%p eleomeetups.com | @eleo
  13. 13. Activation Landing Page Optimization Optimizing Signup Email Conversion (provide offer to get emails, shopping cart abandon) Onboarding (demo, gamification, email) eleomeetups.com | @eleo
  14. 14. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  15. 15. retention /+# p+!p)+ #! "#$0 eleomeetups.com | @eleo
  16. 16. retention Get users to the “Aha!” Moment as fast as possible. For Facebook, that’s 10 friends in 7 days. For Twitter, that’s following 30 people. eleomeetups.com | @eleo
  17. 17. retention The best tool for retention is email. ebay: You’ve been outbid. LinkedIn: Year in review. Facebook, Twitter: You have a new friend/ follower. If you’re an app, make use of notifications. eleomeetups.com | @eleo
  18. 18. retention Contact your first 1000 customers personally. Send an email from the CEO. Ask them to spread the word, and to give you feedback. Include your actual cell phone number. eleomeetups.com | @eleo
  19. 19. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  20. 20. referral /+# p+!p)+ #! br*&/ #,+*r fr*+&'" eleomeetups.com | @eleo
  21. 21. referral Is your product inherently social? Make it painless for users creating new content to also spread the word via external networks. eleomeetups.com | @eleo
  22. 22. referral Does the user’s experience with your product improve with inviting more people? Make sharing your product your primary channel of growth. eleomeetups.com | @eleo
  23. 23. referral Provide incentives, ideally ones that improve the experience of using the product. Create a contest and incentivize users to share with others eleomeetups.com | @eleo
  24. 24. YOUR TURN! )+#’" w$). '!w& #,+ 1&&+) - 25 minutes - eleomeetups.com | @eleo
  25. 25. YOUR TURN! #! /r!w 0!%r %"+r" 1. Define your marketing funnel flow 2. Define experiments and desired outcomes 3. Define success - 25 minutes eleomeetups.com | @eleo
  26. 26. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  27. 27. HELPFUL$-q%*"*#*!& 1&&+) TOOLS #! (+$"%r+ 0!%r %"+r eleomeetups.com | @eleo
  28. 28. UNBOUNCE L$&'*&/ P$/+" www.Unbounce.com eleomeetups.com | @eleo
  29. 29. user testing U"+r R+"+$r-, www.UserTesting.com eleomeetups.com | @eleo
  30. 30. MAIL M$r.+#*&/ CHIMP E-($*) www.MailChimp.com eleomeetups.com | @eleo
  31. 31. GOOGLEA&$)0#*-" ANALYTICS http:/ /www.google.com/analytics/ eleomeetups.com | @eleo
  32. 32. KISSMETRICS A&$)0#*-" www.KissMetrics.com eleomeetups.com | @eleo
  33. 33. resources Sean Ellis: growthhackers.com Dave McClure: Startup Metrics for Pirates Andrew Chen: @andrewchen Mattan Griffel: growhack.com eleomeetups.com | @eleo

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