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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.

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

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  • 1. LEAN MARKETING f!r "#$r#%p" $&' "($)) b%"*&+"" Sophia Eng - @sophianeng eleomeetups.com | @eleo
  • 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. growth hacking = lean marketing eleomeetups.com | @eleo
  • 4. eleomeetups.com | @eleo
  • 5. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  • 6. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  • 7. acquisition /+# p+!p)+ #! 0!%r "*#+ eleomeetups.com | @eleo
  • 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. acquisition SEO/SEM Content Marketing PR Social Media Marketing Email Marketing Paid Channels eleomeetups.com | @eleo
  • 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. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  • 12. activation /+# p+!p)+ #! "*/&%p eleomeetups.com | @eleo
  • 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. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  • 15. retention /+# p+!p)+ #! "#$0 eleomeetups.com | @eleo
  • 16. retention Get users to the “Aha!” Moment as fast as possible. For Facebook, that’s 10 friends in 7 days. For Twitter, that’s following 30 people. eleomeetups.com | @eleo
  • 17. retention The best tool for retention is email. ebay: You’ve been outbid. LinkedIn: Year in review. Facebook, Twitter: You have a new friend/ follower. If you’re an app, make use of notifications. eleomeetups.com | @eleo
  • 18. retention Contact your first 1000 customers personally. Send an email from the CEO. Ask them to spread the word, and to give you feedback. Include your actual cell phone number. eleomeetups.com | @eleo
  • 19. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  • 20. referral /+# p+!p)+ #! br*&/ #,+*r fr*+&'" eleomeetups.com | @eleo
  • 21. referral Is your product inherently social? Make it painless for users creating new content to also spread the word via external networks. eleomeetups.com | @eleo
  • 22. referral Does the user’s experience with your product improve with inviting more people? Make sharing your product your primary channel of growth. eleomeetups.com | @eleo
  • 23. referral Provide incentives, ideally ones that improve the experience of using the product. Create a contest and incentivize users to share with others eleomeetups.com | @eleo
  • 24. YOUR TURN! )+#’" w$). '!w& #,+ 1&&+) - 25 minutes - eleomeetups.com | @eleo
  • 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. USER ACQUISITION FUNNEL ACQUISITION ACTIVATION REFERRAL RETENTION eleomeetups.com | @eleo
  • 27. HELPFUL$-q%*"*#*!& 1&&+) TOOLS #! (+$"%r+ 0!%r %"+r eleomeetups.com | @eleo
  • 28. UNBOUNCE L$&'*&/ P$/+" www.Unbounce.com eleomeetups.com | @eleo
  • 29. user testing U"+r R+"+$r-, www.UserTesting.com eleomeetups.com | @eleo
  • 30. MAIL M$r.+#*&/ CHIMP E-($*) www.MailChimp.com eleomeetups.com | @eleo
  • 31. GOOGLEA&$)0#*-" ANALYTICS http:/ /www.google.com/analytics/ eleomeetups.com | @eleo
  • 32. KISSMETRICS A&$)0#*-" www.KissMetrics.com eleomeetups.com | @eleo
  • 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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