Start-up Marketing Insights   from DraugiemGroup        Davis Siksnans       Lotus conference         15.12.2012.
Background•   115+ employees (Dec ’12)•   15m eur revenue in 2011•   1.2m eur profit•   15+ active startup projects/compan...
Background• Information Systems at University of  Wisconsin-Eau Claire and University of  Latvia• 3+ years at DraugiemGrou...
Insights come from these projects
Projects at a glance• DeskTime - Time-Tracking Productivity  Software (web-app, SaaS)• Friendly Bracelets - Unique, Hand-m...
Startup Marketing1. Conversion rate optimization2. Online communities – how to use them   for marketing?3. Traditional pai...
Conversion rate optimization• Conversion optimization is the process by  which a Web page is optimized to increase  the ra...
What can you measure?• Conversions can be  – User registration  – Email list subscription  – Product added to cart  – E-co...
Why do conversion rate          optimization?• Best way to increase your  marketing ROI
How I can do this & examples• Google Analytics Experiments (free &  our pick), Optimizely and Unbounce and  many others• C...
What typically works in CRO• Clear call-to-action, one  user goal per page• Use of good images (no  stock images, though)•...
What typically works in CRO• Make specific landing pages for your sales  channels• Make trust visible  – Trust seals  – So...
What typically works in CRO• A 1 second delay in  page response can result  in a 7% reduction in  conversions• If an e-com...
Post-conversion• Don’t forget to engage users further – CTA  to follow you on social networks• Don’t leave user just hangi...
Startup Marketing1. Conversion rate optimization2. Online communities – how to use them   for marketing?3. Traditional pai...
Online Communities• CSSMania – online design showcase  gallery ($10)• Automatic CSS galleries submitters might  work for S...
Online Communities• Quora – question and answer website
Online communities• Dribbble, Behance – designer  communities (a more web-design centric  DeviantArt)
Online communities• Reddit, Hacker News (it used to be  Slashdot and Digg)• Reddit – 2k uniques for Behappy (didn’t  even ...
App directories• BestVendor (free), AppStorm (paid),  GetApp (paid), Chrome Web Store,  Google Apps, AppAppeal, ratemystar...
Startup Marketing1. Conversion rate optimization2. Online communities – how to use them   for marketing?3. Traditional pai...
Traditional paid advertising• Experiment with images and text for the best  CTR (click-through-rate - clicks divided by  i...
Traditional paid advertising• Custom Audiences – import your mailing list  to Facebook to target your existing users• Reta...
Startup Marketing1. Conversion rate optimization2. Online communities – how to use them   for marketing?3. Traditional pai...
Social media marketing• Monitor not only your brand name, but also  competitors (TweetDeck)• Experiment with post timing• ...
PR• Online press release distribution PRWeb  helps SEO, but can’t reach real media• Individual pitches and personal  conne...
Final tips• E-commerce sites should take full advantage of  CyberMonday (Monday after Thanksgiving)• Email marketing still...
Thanks!       Davis Siksnans  davis@draugiemgroup.comFollow me on Twitter @imruffian   www.draugiemgroup.com
DraugiemGroup presentation
DraugiemGroup presentation
DraugiemGroup presentation
DraugiemGroup presentation
DraugiemGroup presentation
DraugiemGroup presentation
DraugiemGroup presentation
DraugiemGroup presentation
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Start-up marketing insights form DraugiemGroup.
A presentation from Lotus 9 - conference about startups.
Website: http://www.aiesec.lv/lotus

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DraugiemGroup presentation

  1. 1. Start-up Marketing Insights from DraugiemGroup Davis Siksnans Lotus conference 15.12.2012.
  2. 2. Background• 115+ employees (Dec ’12)• 15m eur revenue in 2011• 1.2m eur profit• 15+ active startup projects/companies
  3. 3. Background• Information Systems at University of Wisconsin-Eau Claire and University of Latvia• 3+ years at DraugiemGroup• Worked with both Draugiem and Idea Bits projects
  4. 4. Insights come from these projects
  5. 5. Projects at a glance• DeskTime - Time-Tracking Productivity Software (web-app, SaaS)• Friendly Bracelets - Unique, Hand-made Bracelets (e-commerce store)• Behappy.me – Inspirational Quotes on Products (e-commerce store/community)• StartupVitamins - Motivating posters for your startup (e-commerce store)
  6. 6. Startup Marketing1. Conversion rate optimization2. Online communities – how to use them for marketing?3. Traditional paid advertising – what works and what doesn’t?4. Social media marketing & PR
  7. 7. Conversion rate optimization• Conversion optimization is the process by which a Web page is optimized to increase the rate of conversions.• Typically you achieve by developing hypothesis and doing tests (split A/B tests etc.)
  8. 8. What can you measure?• Conversions can be – User registration – Email list subscription – Product added to cart – E-commerce conversion (purchase) – Subscription start etc.• You can also test time spent on site, bounce rate (also important in SEO), pages visited etc.
  9. 9. Why do conversion rate optimization?• Best way to increase your marketing ROI
  10. 10. How I can do this & examples• Google Analytics Experiments (free & our pick), Optimizely and Unbounce and many others• Custom Google Analytics reports for CRO• Heatmaps (CrazyEgg etc.)• Build, Measure, Learn cycle (Eric Ries, Lean Startup)
  11. 11. What typically works in CRO• Clear call-to-action, one user goal per page• Use of good images (no stock images, though)• Testimonials (with people faces, if you can)• Ask for less info, even if your sales people insist
  12. 12. What typically works in CRO• Make specific landing pages for your sales channels• Make trust visible – Trust seals – Social proof (social buttons, statistical data) – About us page matters
  13. 13. What typically works in CRO• A 1 second delay in page response can result in a 7% reduction in conversions• If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year• Very important on mobile
  14. 14. Post-conversion• Don’t forget to engage users further – CTA to follow you on social networks• Don’t leave user just hanging - direct to another page or provide some additional coupon/offer
  15. 15. Startup Marketing1. Conversion rate optimization2. Online communities – how to use them for marketing?3. Traditional paid advertising – what works and what doesn’t?4. Social media marketing & PR
  16. 16. Online Communities• CSSMania – online design showcase gallery ($10)• Automatic CSS galleries submitters might work for SEO, but does very little in terms of traffic
  17. 17. Online Communities• Quora – question and answer website
  18. 18. Online communities• Dribbble, Behance – designer communities (a more web-design centric DeviantArt)
  19. 19. Online communities• Reddit, Hacker News (it used to be Slashdot and Digg)• Reddit – 2k uniques for Behappy (didn’t even make it to the front page)• Hackers News – 34k uniques in 2 days, great exposure on Twitter
  20. 20. App directories• BestVendor (free), AppStorm (paid), GetApp (paid), Chrome Web Store, Google Apps, AppAppeal, ratemystartup, new-startups.com, betali.st etc.
  21. 21. Startup Marketing1. Conversion rate optimization2. Online communities – how to use them for marketing?3. Traditional paid advertising – what works and what doesn’t?4. Social media marketing & PR
  22. 22. Traditional paid advertising• Experiment with images and text for the best CTR (click-through-rate - clicks divided by impressions, higher the better)• Be specific with your audience• On Facebook you can often bid below asked rate and still get a lot of clicks
  23. 23. Traditional paid advertising• Custom Audiences – import your mailing list to Facebook to target your existing users• Retargeting – recapture your visitors - Adroll.com – Site wide or on specific pages (e.g., cart or registration page)• Retargeting now available also for social networks – PerfectAudience.com• Use Google’s URL builder for better analytics data (utm parameters)
  24. 24. Startup Marketing1. Conversion rate optimization2. Online communities – how to use them for marketing?3. Traditional paid advertising – what works and what doesn’t?4. Social media marketing & PR
  25. 25. Social media marketing• Monitor not only your brand name, but also competitors (TweetDeck)• Experiment with post timing• mention.net – far better alerts for your brand mentions across the web than Google Alerts• TweetAdder (paid) – follow accounts by bio keywords• Sponsored Tweets don’t work, identifying and reaching out to influencers does
  26. 26. PR• Online press release distribution PRWeb helps SEO, but can’t reach real media• Individual pitches and personal connections work• Andris K. Berzins: Insurgency Marketing for your startup http://bit.ly/T1mOcT
  27. 27. Final tips• E-commerce sites should take full advantage of CyberMonday (Monday after Thanksgiving)• Email marketing still one the best ways to keep users coming back to the site (MailChimp/Mailigen)• Don’t underestimate mobile (33% of Behappy users come from mobile, m.facebook.com a strong referrer)• Read blog.kissmetrics.com & quicksprout.com• Measure, measure, measure…
  28. 28. Thanks! Davis Siksnans davis@draugiemgroup.comFollow me on Twitter @imruffian www.draugiemgroup.com

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