1.
guerrilla marketing

2.
● Co-founder at Clearscope
● Distro team at 500 Startups
● SEO at Mushi Labs
who da guerrilla?

3.
ooo ooo ahh ahh
1. how guerrilla works
2. basics of guerrilla
3. guerrilla war stories
4. concluding thoughts
5. addendum

4.
“The #1 rule about
growth club is that you
don’t talk about
growth.”

5.
Screw it, let’s talk about
growth.

6.
1. objective
2. hypothesis
3. experiment
4. conclusion
5. iterate
how guerrilla works

7.
I want more .
objective

8.
If we then we’ll get
more .
hypothesis

9.
● assume nothing
● track your experiments
● qualitative vs. quantitative
● gather enough “data”
experiment

10.
● did the experiment work as
planned?
● if it didn’t, what did you learn?
conclusion

11.
iterate
● experiment
● experiment
● experiment
● experiment
● experiment

12.
“Failure is part of the
process, and that’s OK.”

13.
basics of guerrilla
● “borrow”
● spam
● hack
● incentivize
● think outside the

14.
dis·claim·er
noun
a statement that denies something, especially
responsibility.

15.
guerrilla war stories
offline tactics
● event hijacking
● start a meetup
● social mixers / city crawls

16.
content
● community-driven content
● engineering-as-marketing
● scientific social content
● lead magnets / squeeze pages
guerrilla war stories

17.
awareness and distribution
● manipulating quora
● buying upvotes
● buying / building backlinks
● negative SEO attacks
guerrilla war stories

18.
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

19.
???
● buying trust
● linkedin retargeting lists
● study what others are doing
● addendum
guerrilla war stories

20.
Offline tactics

21.
● business model - b2b
● pros - highly targeted audience,
“human touch”, borrowing
● cons - non-scalable, risky,
possibly expensive
event hijacking

22.
event hijacking
https://www.eventbrite.com/e/food-crawl-2013-at-sxsw-tickets-5514917266#

23.
event hijacking

24.
event hijacking

25.
event hijacking

26.
event hijacking

27.
event hijacking

28.
event hijacking

29.
event hijacking

30.
event hijacking

31.
● business model - b2b
● pros - “human touch”, cheap,
borrow meetup’s audience
● cons - non-scalable, slow to get
started, constrained to city
start a meetup

32.
meetup hacking

33.
meetup - be an influencer

34.
meetup - rank on google

35.
● business model - b2b
● pros - “human touch”, alcohol
usually involved, intimate
● cons - non-scalable, resource
intensive (money, people, time)
social mixers / city crawls

36.
“Social mixers are a
great way to get sales
without expending
social karma.”

37.
social mixers / city crawls

38.
social mixers / city crawls

39.
social mixers / city crawls

40.
“Personal high quality
touches mean
everything in an
automated world.”

41.
Content

42.
● business model - b2b, b2c
● pros - fun, possibly viral, useful
for PR or awareness
● cons - engineering required,
possibly unfocused, hit or miss
engineering-as-marketing

43.
engineering-as-marketing

44.
engineering-as-marketing
http://www.bakecalc.com/cake-pricing-calculator/

45.
engineering-as-marketing

46.
engineering-as-marketing

47.
● business model - b2c
● pros - make your communities
happy, relevant content
● cons - writer selection takes
time, lots of “misses”
community-driven content

48.
community-driven content

49.
community-driven content

50.
community-driven content

51.
community-driven content
https://www.reddit.com/r/summonerschool/comments/2kp5b8/how_bjergsen_plays_yasuo/

52.
● business model - b2c
● pros - raw traffic, likely social
amplification
● cons - low intent, low relevance,
hard to monetize social traffic
scientific content hacking

53.
scientific content hacking
https://app.buzzsumo.com/research/most-shared

54.
scientific content hacking

55.
scientific content hacking

56.
● 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

57.
lead magnets / squeeze pages

58.
lead magnets / squeeze pages

59.
lead magnets / squeeze pages

60.
trip wires* (read the article)
http://www.digitalmarketer.com/customer-value-optimization/

61.
Awareness &
distribution

62.
● business model - b2b, b2c
● pros - very relevant audience,
target specific questions
● cons - non-scalable, harder to
game, time intensive
manipulating quora

63.
manipulating quora

64.
manipulating quora

65.
manipulating quora
https://www.fiverr.com/search/gigs?utf8=%E2%9C%93&search_in=everywhere&query=quora

66.
manipulating quora

67.
manipulating quora
https://www.quora.com/profile/Bernard-Huang-2

68.
manipulating quora

69.
manipulating quora

70.
● 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

71.
buying upvotes

72.
buying upvotes
http://upvotes.club/

73.
● business model - b2b, b2c
● pros - faster ranking potential*
● cons - hard to game, can be
costly, high risk, hard to find
reputable sellers
buying links

74.
buying links
http://privateinc.com/

75.
“You gotta know
someone that knows
someone.”

76.
buying links

77.
buying links

78.
buying links
https://www.semrush.com/info/42floors.com

79.
buying links

80.
buying links

81.
building links

82.
building links

83.
building links
http://www.viperchill.com/private-link-building/

84.
● business model - n/a
● pros - n/a
● cons - doesn’t work*, can affect
other people’s jobs
negative SEO attacks

85.
negative SEO attacks

86.
negative SEO attacks

87.
negative SEO attacks

88.
Relationships &
Networking

89.
● business model - b2b, b2c
● pros - high signal, good
conversion rates, relationship
builder
● cons - non-scalable, depends on
your network, time consuming
leverage your network

90.
“What’s the point of
having a network if you
don’t use it?”

91.
leverage your network
https://www.linkedin.com/connected/manage_sources

92.
leverage your network

93.
leverage your network

94.
leverage your network

95.
leverage your network

96.
leverage your network
https://www.sendbloom.com/

97.
● business model - b2b
● pros - high signal, good
conversions, relationship
builder
● cons - 1:1, time consuming
can I get your thoughts? email

98.
can I get your thoughts? email

99.
can I get your thoughts? email

100.
● business model - b2b
● pros - relationship builder,
“human touch”, personal
● cons - high touch, heavy service,
time consuming
follow up with a basic crm

101.
follow up with a basic crm

102.
“Not no, means follow
up in a week.”

103.
follow up with a basic crm

104.
“The only way to
validate purchasing
intent is to collect the
$$$.”

105.
bill ’em asap

106.
bill ’em asap

107.
● business model - b2b
● pros - relationship builder,
“human touch”, community
focused
● cons - 1:1, time consuming,
heavy service
connecting w/ fellow X email

108.
connecting w/ fellow X email

109.
connecting w/ fellow X email

110.
connecting w/ fellow X email

111.
???

112.
● business model - b2b, b2c
● pros - social proof, reputation
builder
● cons - shady, don’t get caught,
hard to find reputable sellers
buying trust

113.
buying trust

114.
buying social signals

115.
buying karma

116.
buying karma

117.
● business model - b2b
● pros - cheap, hyper targeted,
emails collected
● cons - non-scalable, bloats your
linkedin
linkedin retargeting lists

118.
linkedin retargeting lists

119.
linkedin retargeting lists
https://www.linkedin.com/connected/manage_sources

120.
linkedin retargeting lists

121.
linkedin retargeting lists

122.
Study what others are
doing

123.
“If you don’t try it,
chances are somebody
else will.”

124.
eat24 ads on porn websites
https://www.fastcompany.com/3017329/fast-feed/advertising-on-porn-sites-works-just-ask-eat24

125.
wepay frozen money
https://techcrunch.com/2010/10/26/wepay-ice-paypal/

126.
dollar shave club - $1B
https://www.youtube.com/watch?v=ZUG9qYTJMsI

127.
● good product ≠ distribution
● guerrilla best for early stage
● amplify / copy / borrow what’s
already working
● happy guerrilla marketing!
concluding thoughts

128.
Credit Stacks
- @nechmads
@42Floors
- @jasonfreedman
- @waratuman
- @jonbracy
- @benehmke
@Betaspring
thanks
@500Startups
- @matjohnson
- @ammineni
- @selcukatli
and
- @darrennix
- @distrodom
- @catone
- @burakbuyukdemir
- @hangsu

129.
questions?
@bernardjhuang

130.
Addendum

131.
smoke tests
https://betalist.com/startups/towel-a-day

132.
smoke tests

133.
smoke tests

134.
rank and rent

135.
rank and rent

136.
rank and rent

137.
rank and rent

138.
sell other people’s stuff

139.
sell other people’s stuff

140.
sell other people’s stuff

141.
give out random stuff

142.
give out random stuff

143.
give out random stuff

144.
random sh*t on the internet

145.
random sh*t on the internet
https://static.pinboard.in/prosperity_cloud.htm

146.
random sh*t on the internet

147.
random sh*t on the internet
http://www.wired.com/2013/01/pinboard-spending/

148.
random sh*t on the internet

149.
custom businazz cards

150.
● 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

151.
useful marketing tools
bernard’s presentations
http://bernardjhuang.com/tools/
http://bernardjhuang.com/presentations/