I've been thinking a lot recently about how we apply 'The Lean Startup' principles to marketing projects.
We find success in tight feedback loops - where we get feedback on content or marketing tactics and then improve through iteration. This presentation shares some of the tools, tactics and approaches that have been used on successful campaigns.
3. Agile Marketing Whiteboard Friday with @jcolman
http://www.seomoz.org/blog/agile-marketing-whiteboard-friday
Excellent 6 minute video showing how to apply
the Agile principles to marketing teams.
6. Image – and applications of the Lean Startup principles to non-profits – at:
But don’t consider this as just a loop to keep going
around, it’s also principle: always think about
whether you’ve validated enough to move on.
Early iterations will be fast, tight &
numerous.
7. Ideas In
Build
Measure & LearnValidating marketing is hard, but incredibly effective. These
tactics can help small companies and start-ups outplay the ‘big
boys’, but smart teams inside big companies can do it too!
8. IDEAS IN
You can collect ton of ideas when you’re lean. It’s like one
massive brainstorm, where volume at the top is fine.
10. Come prepared
Give your brainstorm attendees all the necessary information in
advance and make them come along with a bunch of ideas.
11. Read more: http://dis.tl/YXnnKS
Every story at The Onion begins with headlines. The writers begin
brainstorms by writing hundreds of headlines, the whittling them
down to the best few. Only then do they write articles.
13. Ideas Machine
@RobOusbeyRob Ousbey
The ‘Ideas Machine’ was built in minutes using Google Forms and had
a $300 budget – every submitted idea got a coffee reward. Starbucks
B2B cards can be recharged remotely: www.starbuckscardb2b.com
14. Private Trello
@RobOusbeyRob Ousbey
A Kanban board that works great for managing the marketing
process, but also great for capturing ideas from the team.
15. Public Trello
@RobOusbeyRob Ousbey
We list our content plans publicly on Trello. Customers can add their
suggestions and vote on the content they’d like to see.
17. Wireframes
Wireframing is also an appropriate technique for content planning.
It’s useful internally or to share with experts for feedback and buy-in.
19. Launchrock
@RobOusbeyRob Ousbey
Launchrock is an incredible tool for marketers. Read about how this page allowed us to
launch Distilled U in one day – for free – and got a 43% conversion rate: http://dis.tl/wZHIwh
20. Ship Day
Not a hack day where you get started on something. Focus on
having something finished and shipped in 8 hours. Collaboration
under these circumstances can give tight feedback loops.
21. Ship Day
@RobOusbeyRob Ousbey
One thing we delivered on a ship-day was 50
short videos, generating thousands of views.
www.youtube.com/user/DistilledSEO
22. Build ‘Part 1’
Don’t create all the content immediately; launch something
something as an MVP and collect feedback.
23. Create a Series
The first part worked out, so let’s pretend we always intended
to run a long series.
29. Example: AppSumo
@RobOusbeyRob Ousbey
20% of AppSumo’s time is spent testing. 14% of tests give ROI –
these get unlimited budget.
Big tests are necessary to big learnings, and can bring big returns.
30. What are we measuring?
@RobOusbeyRob Ousbey
Sales conversions
Lead generation
Social visibility
Engaged visits
If you track/monitor/optimize for engagement then you focus on earning
attention, rather than just the underlying numbers.
Will Critchlow created a GA custom report to help track engaged visits.
31. Zynga’s Testing
Begin testing content, concepts, UX ideas, etc with your existing
audience – they’re predisposed to be supportive of you trying things.
Zynga’s ghetto testing process: create a short pitch, post it on the site for
5 minutes and monitor how many people click it. http://dis.tl/11dr4J0
34. Starbucks Test
Solicit feedback from people in public places; offer to buy them a coffee / beer in
return for 5-10 minutes of their time. For example: http://dis.tl/197Y8tz
35. Paid Sources
Even those marketers who don’t deal with paid traffic sources
in general should look at paying for small numbers of visitors
to new content in order to test it quickly.
36. Paid Sources
Tim Ferris bought Google Ads to test different titles
for his book: http://dis.tl/11dtUNW
37. Email
Test content ideas or pitches by including them in your
emails: newsletters, alerts, updates & lifecycle emails.
42. Pre-Outreach Feedback Loop
Talk to relevant sites & individuals
Ask these people to:
give their feedback on content / draft
“what do you think of this?”
give their feedback on the idea / concept
“would you be interested in this?”
suggest resources or data
“what should we include?”
43. Pre-Outreach Feedback Loop
Use the phone for lots of this. It’s way faster and you
might just make some great relationships this way.
44. Co-learning
Learnings from one test – such as email a/b tests on subject
lines – can be used elsewhere, such as in your Tweets.