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Customer Acquisition: Choosing the Right Channels
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How to Prioritize Online Marketing Activities for Customer Acquisition

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What Online Marketing Activities Should You Be Prioritizing?

Essentially, there are so many different elements to marketing/customer acquisition - paid search, promotions, social, SEO, PR - at what stage of your business should you be prioritizing which type of activity?

About the presenter:

Stephanie Chang is currently a consultant at Distilled, an online marketing agency. She manages a variety of clients ranging from VC-backed startups to Fortune 500 companies. Before becoming an online marketer, she double majored in Neuroscience and History at UCLA and subsequently, taught middle school science in the Bronx as a part of the NYC Teaching Fellows. Currently, she's a regular contributor on the Moz and Distilled blogs.

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How to Prioritize Online Marketing Activities for Customer Acquisition

  1. 1. What Online Marketing Activities Should You Be Prioritizing? STEPHANIE CHANG
  2. 2. STEPHANIE CHANG Head of New York/Consultant, Distilled stephanie.chang@distilled.net @stephpchang
  3. 3. Prove Your Product Has a Market
  4. 4. Having a great product isn’t enough http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-the- worlds-best-photo-startup
  5. 5. Invest into Paid Search Channels Paid search using Google Adwords or Bing Ads http://www.rimmkaufman.com/blog/starting-from-scratch-a-paid-search-primer/20112007/
  6. 6. Note: It’s important to set up tracking Stephanie Chang@stephpchang Set up Google Analytics on your site – It’s free!
  7. 7. Why Paid Search? Stephanie Chang@stephpchang This is the most efficient way to determine if there is a market for your product online
  8. 8. Make sure to test your paid search ad copy Stephanie Chang@stephpchang Do certain keywords/headlines/copy lead to customers? This is the quickest way to measure the performance of your paid advertisement
  9. 9. The most important metric to measure Stephanie Chang@stephpchang Cost-Per-Acquisition / Cost to Gain a Customer http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/
  10. 10. You also have clear marketing objectives in paid search Start with your baseline conversion results and aim for higher quality scores and lower cost-per-clicks.
  11. 11. Set clear parameters in your paid search campaign Set daily maximum budgets and bids for keywords until you figure out what keywords perform Tip: Low budget  Bid on Long-Tail Keywords http://offers.hubspot.com/marketing-ebook/introductory-guide-to-paid-search
  12. 12. Test the Market
  13. 13. Once you’ve proven there’s a market... Gain an understanding of your target market using social targeting – demographics, geo location
  14. 14. Develop a direct relationship with your customers with a simple email marketing strategy Stephanie Chang@stephpchang Test what type of content leads to high open rates and what types lead to conversions.
  15. 15. Then compare your product to your competitors Stephanie Chang@stephpchang How are they gaining customers? Who talks about them online? Factors My Business Competitor 1 Competitor 2 Competitor 3 Notes Products Price Quality Expertise Location Reputation
  16. 16. Build Momentum
  17. 17. Build your community and content Stephanie Chang@stephpchang Continue to engage with your existing customer base
  18. 18. Build relationships with influencers from the community Stephanie Chang@stephpchang Use tools like Topsy or Followerwonk. If you’re able to build your own tools, scrape data from Twitter and visualize the data using TagsExplorer or Fusion Tables
  19. 19. Optimize your site for SEO Stephanie Chang@stephpchang Free Guide to SEO http://moz.com/beginners-guide-to-seo
  20. 20. Find your target audience on other online communities/sites, create value, and grab their attention. Stephanie Chang@stephpchang You’ve determined there is a market for your product online. Find creative/authentic ways to create awareness for your business. http://www.slideshare.net/mattangriffel/growth-hacking
  21. 21. Become friends with journalists and learn how to create/break news. Stephanie Chang@stephpchang These activities will help you create awareness, capture people’s attention, and keep your company top of mind.
  22. 22. Build Customer Loyalty
  23. 23. Develop different types of content to address your customer’s needs Stephanie Chang@stephpchang It’s very important to develop a relationship with your customers. Why not do it with content? It took this much effort to gain customers – keep them!
  24. 24. Customers are important brand advocates Stephanie Chang@stephpchang Be deliberate in your marketing about what makes your company exceptional.
  25. 25. Edge Cases
  26. 26. Crowd Funding benefits from PR Stephanie Chang@stephpchang Example: Kickstarter
  27. 27. Niche products Stephanie Chang@stephpchang Would benefit from focused marketing efforts
  28. 28. B2B Products Stephanie Chang@stephpchang Would benefit from focused marketing efforts
  29. 29. B2C Niche Products Stephanie Chang@stephpchang Target specific channels
  30. 30. Thanks. Any questions? STEPHANIE CHANG stephanie.chang@distilled.net @stephpchang
  • YourVisibility

    Jun. 14, 2015

What Online Marketing Activities Should You Be Prioritizing? Essentially, there are so many different elements to marketing/customer acquisition - paid search, promotions, social, SEO, PR - at what stage of your business should you be prioritizing which type of activity? About the presenter: Stephanie Chang is currently a consultant at Distilled, an online marketing agency. She manages a variety of clients ranging from VC-backed startups to Fortune 500 companies. Before becoming an online marketer, she double majored in Neuroscience and History at UCLA and subsequently, taught middle school science in the Bronx as a part of the NYC Teaching Fellows. Currently, she's a regular contributor on the Moz and Distilled blogs.

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