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guerrilla marketing
● Co-founder at Clearscope
● Distro team at 500 Startups
● SEO at Mushi Labs
who da guerrilla?
ooo ooo ahh ahh
1. how guerrilla works
2. basics of guerrilla
3. guerrilla war stories
4. concluding thoughts
5. addendum
“The #1 rule about
growth club is that you
don’t talk about
growth.”
Screw it, let’s talk about
growth.
1. objective
2. hypothesis
3. experiment
4. conclusion
5. iterate
how guerrilla works
I want more .
objective
If we then we’ll get
more .
hypothesis
● assume nothing
● track your experiments
● qualitative vs. quantitative
● gather enough “data”
experiment
● did the experiment work as
planned?
● if it didn’t, what did you learn?
conclusion
iterate
● experiment
● experiment
● experiment
● experiment
● experiment
“Failure is part of the
process, and that’s OK.”
basics of guerrilla
● “borrow”
● spam
● hack
● incentivize
● think outside the
dis·claim·er
noun
a statement that denies something, especially
responsibility.
guerrilla war stories
offline tactics
● event hijacking
● start a meetup
● social mixers / city crawls
content
● community-driven content
● engineering-as-marketing
● scientific social content
● lead magnets / squeeze pages
guerrilla war stories
awareness and distribution
● manipulating quora
● buying upvotes
● buying / building backlinks
● negative SEO attacks
guerrilla war stories
relationships and networking
● leverage your network
● follow up with a basic CRM
● “can I get your thoughts” email
● “connecting with fellow X” email
guerrilla war stories
???
● buying trust
● linkedin retargeting lists
● study what others are doing
● addendum
guerrilla war stories
Offline tactics
● business model - b2b
● pros - highly targeted audience,
“human touch”, borrowing
● cons - non-scalable, risky,
possibly expensive
event hijacking
event hijacking
https://www.eventbrite.com/e/food-crawl-2013-at-sxsw-tickets-5514917266#
event hijacking
event hijacking
event hijacking
event hijacking
event hijacking
event hijacking
event hijacking
event hijacking
● business model - b2b
● pros - “human touch”, cheap,
borrow meetup’s audience
● cons - non-scalable, slow to get
started, constrained to city
start a meetup
meetup hacking
meetup - be an influencer
meetup - rank on google
● business model - b2b
● pros - “human touch”, alcohol
usually involved, intimate
● cons - non-scalable, resource
intensive (money, people, time)
social mixers / city crawls
“Social mixers are a
great way to get sales
without expending
social karma.”
social mixers / city crawls
social mixers / city crawls
social mixers / city crawls
“Personal high quality
touches mean
everything in an
automated world.”
Content
● business model - b2b, b2c
● pros - fun, possibly viral, useful
for PR or awareness
● cons - engineering required,
possibly unfocused, hit or miss
engineering-as-marketing
engineering-as-marketing
engineering-as-marketing
http://www.bakecalc.com/cake-pricing-calculator/
engineering-as-marketing
engineering-as-marketing
● business model - b2c
● pros - make your communities
happy, relevant content
● cons - writer selection takes
time, lots of “misses”
community-driven content
community-driven content
community-driven content
community-driven content
community-driven content
https://www.reddit.com/r/summonerschool/comments/2kp5b8/how_bjergsen_plays_yasuo/
● business model - b2c
● pros - raw traffic, likely social
amplification
● cons - low intent, low relevance,
hard to monetize social traffic
scientific content hacking
scientific content hacking
https://app.buzzsumo.com/research/most-shared
scientific content hacking
scientific content hacking
● business model - b2b
● pros - targeted traffic, provides
value at first touch
● cons - can be expensive, leads
need nurturing, needs content /
paid acquisition experience
lead magnets / squeeze pages
lead magnets / squeeze pages
lead magnets / squeeze pages
lead magnets / squeeze pages
trip wires* (read the article)
http://www.digitalmarketer.com/customer-value-optimization/
Awareness &
distribution
● business model - b2b, b2c
● pros - very relevant audience,
target specific questions
● cons - non-scalable, harder to
game, time intensive
manipulating quora
manipulating quora
manipulating quora
manipulating quora
https://www.fiverr.com/search/gigs?utf8=%E2%9C%93&search_in=everywhere&query=quora
manipulating quora
manipulating quora
https://www.quora.com/profile/Bernard-Huang-2
manipulating quora
manipulating quora
● business model - b2b, b2c
● pros - more social proof, higher
placement, more traffic
● cons - account/s could be
blacklisted, hard to find
reputable sellers
buying upvotes
buying upvotes
buying upvotes
http://upvotes.club/
● business model - b2b, b2c
● pros - faster ranking potential*
● cons - hard to game, can be
costly, high risk, hard to find
reputable sellers
buying links
buying links
http://privateinc.com/
“You gotta know
someone that knows
someone.”
buying links
buying links
buying links
https://www.semrush.com/info/42floors.com
buying links
buying links
building links
building links
building links
http://www.viperchill.com/private-link-building/
● business model - n/a
● pros - n/a
● cons - doesn’t work*, can affect
other people’s jobs
negative SEO attacks
negative SEO attacks
negative SEO attacks
negative SEO attacks
Relationships &
Networking
● business model - b2b, b2c
● pros - high signal, good
conversion rates, relationship
builder
● cons - non-scalable, depends on
your network, time consuming
leverage your network
“What’s the point of
having a network if you
don’t use it?”
leverage your network
https://www.linkedin.com/connected/manage_sources
leverage your network
leverage your network
leverage your network
leverage your network
leverage your network
https://www.sendbloom.com/
● business model - b2b
● pros - high signal, good
conversions, relationship
builder
● cons - 1:1, time consuming
can I get your thoughts? email
can I get your thoughts? email
can I get your thoughts? email
● business model - b2b
● pros - relationship builder,
“human touch”, personal
● cons - high touch, heavy service,
time consuming
follow up with a basic crm
follow up with a basic crm
“Not no, means follow
up in a week.”
follow up with a basic crm
“The only way to
validate purchasing
intent is to collect the
$$$.”
bill ’em asap
bill ’em asap
● business model - b2b
● pros - relationship builder,
“human touch”, community
focused
● cons - 1:1, time consuming,
heavy service
connecting w/ fellow X email
connecting w/ fellow X email
connecting w/ fellow X email
connecting w/ fellow X email
???
● business model - b2b, b2c
● pros - social proof, reputation
builder
● cons - shady, don’t get caught,
hard to find reputable sellers
buying trust
buying trust
buying social signals
buying karma
buying karma
● business model - b2b
● pros - cheap, hyper targeted,
emails collected
● cons - non-scalable, bloats your
linkedin
linkedin retargeting lists
linkedin retargeting lists
linkedin retargeting lists
https://www.linkedin.com/connected/manage_sources
linkedin retargeting lists
linkedin retargeting lists
Study what others are
doing
“If you don’t try it,
chances are somebody
else will.”
eat24 ads on porn websites
https://www.fastcompany.com/3017329/fast-feed/advertising-on-porn-sites-works-just-ask-eat24
wepay frozen money
https://techcrunch.com/2010/10/26/wepay-ice-paypal/
dollar shave club - $1B
https://www.youtube.com/watch?v=ZUG9qYTJMsI
● good product ≠ distribution
● guerrilla best for early stage
● amplify / copy / borrow what’s
already working
● happy guerrilla marketing!
concluding thoughts
Credit Stacks
- @nechmads
@42Floors
- @jasonfreedman
- @waratuman
- @jonbracy
- @benehmke
@Betaspring
thanks
@500Startups
- @matjohnson
- @ammineni
- @selcukatli
and
- @darrennix
- @distrodom
- @catone
- @burakbuyukdemir
- @hangsu
questions?
@bernardjhuang
Addendum
smoke tests
https://betalist.com/startups/towel-a-day
smoke tests
smoke tests
rank and rent
rank and rent
rank and rent
rank and rent
sell other people’s stuff
sell other people’s stuff
sell other people’s stuff
give out random stuff
give out random stuff
give out random stuff
random sh*t on the internet
random sh*t on the internet
https://static.pinboard.in/prosperity_cloud.htm
random sh*t on the internet
random sh*t on the internet
http://www.wired.com/2013/01/pinboard-spending/
random sh*t on the internet
custom businazz cards
● craigslist spamming
● hackernews voting rings
● door-to-door sales
● integrate w/ APIs just to be
listed on marketplace or website
(eg. salesforce app exchange)
and more
useful marketing tools
bernard’s presentations
http://bernardjhuang.com/tools/
http://bernardjhuang.com/presentations/

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