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Guerrilla Marketing: 17 Scrappy Tactics to Grow Your Business

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Guerrilla marketing talk given to TradeCraft students and 500 Startups portfolio companies based on past growth hacking experience. Startups & companies that I've guerrilla marketed for include Mosec, Food by People, 42Floors, GameRunners, BakeCalc, and more!

Topics that we'll cover include:
* basics of guerrilla marketing
* how to guerrila market
* guerrilla marketing toolbox
* guerrilla marketing war stories
> giving out random stuff
> taking advantage of random sh*t on the internet
> event hacking
> manipulating quora
> buying / building backlinks
> negative SEO attacks
> community-driven content
> engineering-as-marketing
> scientific content hacking
> rank and rent
> sell other people’s stuff
> study what others are doing
> buying trust, social signals, and karma,
> door-to-door sales
> explain squeeze pages, lead magnets, and trip wires
> custom business cards
> craigslist spamming
> hackernews voting rings.

Published in: Marketing
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Guerrilla Marketing: 17 Scrappy Tactics to Grow Your Business

  1. 1. guerrilla marketing
  2. 2. ● Co-founder at Clearscope ● Distro team at 500 Startups ● SEO at Mushi Labs who da guerrilla?
  3. 3. ooo ooo ahh ahh 1. how guerrilla works 2. basics of guerrilla 3. guerrilla war stories 4. concluding thoughts 5. addendum
  4. 4. “The #1 rule about growth club is that you don’t talk about growth.”
  5. 5. Screw it, let’s talk about growth.
  6. 6. 1. objective 2. hypothesis 3. experiment 4. conclusion 5. iterate how guerrilla works
  7. 7. I want more . objective
  8. 8. If we then we’ll get more . hypothesis
  9. 9. ● assume nothing ● track your experiments ● qualitative vs. quantitative ● gather enough “data” experiment
  10. 10. ● did the experiment work as planned? ● if it didn’t, what did you learn? conclusion
  11. 11. iterate ● experiment ● experiment ● experiment ● experiment ● experiment
  12. 12. “Failure is part of the process, and that’s OK.”
  13. 13. basics of guerrilla ● “borrow” ● spam ● hack ● incentivize ● think outside the
  14. 14. dis·claim·er noun a statement that denies something, especially responsibility.
  15. 15. guerrilla war stories offline tactics ● event hijacking ● start a meetup ● social mixers / city crawls
  16. 16. content ● community-driven content ● engineering-as-marketing ● scientific social content ● lead magnets / squeeze pages guerrilla war stories
  17. 17. awareness and distribution ● manipulating quora ● buying upvotes ● buying / building backlinks ● negative SEO attacks guerrilla war stories
  18. 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. 19. ??? ● buying trust ● linkedin retargeting lists ● study what others are doing ● addendum guerrilla war stories
  20. 20. Offline tactics
  21. 21. ● business model - b2b ● pros - highly targeted audience, “human touch”, borrowing ● cons - non-scalable, risky, possibly expensive event hijacking
  22. 22. event hijacking https://www.eventbrite.com/e/food-crawl-2013-at-sxsw-tickets-5514917266#
  23. 23. event hijacking
  24. 24. event hijacking
  25. 25. event hijacking
  26. 26. event hijacking
  27. 27. event hijacking
  28. 28. event hijacking
  29. 29. event hijacking
  30. 30. event hijacking
  31. 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. 32. meetup hacking
  33. 33. meetup - be an influencer
  34. 34. meetup - rank on google
  35. 35. ● business model - b2b ● pros - “human touch”, alcohol usually involved, intimate ● cons - non-scalable, resource intensive (money, people, time) social mixers / city crawls
  36. 36. “Social mixers are a great way to get sales without expending social karma.”
  37. 37. social mixers / city crawls
  38. 38. social mixers / city crawls
  39. 39. social mixers / city crawls
  40. 40. “Personal high quality touches mean everything in an automated world.”
  41. 41. Content
  42. 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. 43. engineering-as-marketing
  44. 44. engineering-as-marketing http://www.bakecalc.com/cake-pricing-calculator/
  45. 45. engineering-as-marketing
  46. 46. engineering-as-marketing
  47. 47. ● business model - b2c ● pros - make your communities happy, relevant content ● cons - writer selection takes time, lots of “misses” community-driven content
  48. 48. community-driven content
  49. 49. community-driven content
  50. 50. community-driven content
  51. 51. community-driven content https://www.reddit.com/r/summonerschool/comments/2kp5b8/how_bjergsen_plays_yasuo/
  52. 52. ● business model - b2c ● pros - raw traffic, likely social amplification ● cons - low intent, low relevance, hard to monetize social traffic scientific content hacking
  53. 53. scientific content hacking https://app.buzzsumo.com/research/most-shared
  54. 54. scientific content hacking
  55. 55. scientific content hacking
  56. 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. 57. lead magnets / squeeze pages
  58. 58. lead magnets / squeeze pages
  59. 59. lead magnets / squeeze pages
  60. 60. trip wires* (read the article) http://www.digitalmarketer.com/customer-value-optimization/
  61. 61. Awareness & distribution
  62. 62. ● business model - b2b, b2c ● pros - very relevant audience, target specific questions ● cons - non-scalable, harder to game, time intensive manipulating quora
  63. 63. manipulating quora
  64. 64. manipulating quora
  65. 65. manipulating quora https://www.fiverr.com/search/gigs?utf8=%E2%9C%93&search_in=everywhere&query=quora
  66. 66. manipulating quora
  67. 67. manipulating quora https://www.quora.com/profile/Bernard-Huang-2
  68. 68. manipulating quora
  69. 69. manipulating quora
  70. 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. 71. buying upvotes
  72. 72. buying upvotes http://upvotes.club/
  73. 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. 74. buying links http://privateinc.com/
  75. 75. “You gotta know someone that knows someone.”
  76. 76. buying links
  77. 77. buying links
  78. 78. buying links https://www.semrush.com/info/42floors.com
  79. 79. buying links
  80. 80. buying links
  81. 81. building links
  82. 82. building links
  83. 83. building links http://www.viperchill.com/private-link-building/
  84. 84. ● business model - n/a ● pros - n/a ● cons - doesn’t work*, can affect other people’s jobs negative SEO attacks
  85. 85. negative SEO attacks
  86. 86. negative SEO attacks
  87. 87. negative SEO attacks
  88. 88. Relationships & Networking
  89. 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. 90. “What’s the point of having a network if you don’t use it?”
  91. 91. leverage your network https://www.linkedin.com/connected/manage_sources
  92. 92. leverage your network
  93. 93. leverage your network
  94. 94. leverage your network
  95. 95. leverage your network
  96. 96. leverage your network https://www.sendbloom.com/
  97. 97. ● business model - b2b ● pros - high signal, good conversions, relationship builder ● cons - 1:1, time consuming can I get your thoughts? email
  98. 98. can I get your thoughts? email
  99. 99. can I get your thoughts? email
  100. 100. ● business model - b2b ● pros - relationship builder, “human touch”, personal ● cons - high touch, heavy service, time consuming follow up with a basic crm
  101. 101. follow up with a basic crm
  102. 102. “Not no, means follow up in a week.”
  103. 103. follow up with a basic crm
  104. 104. “The only way to validate purchasing intent is to collect the $$$.”
  105. 105. bill ’em asap
  106. 106. bill ’em asap
  107. 107. ● business model - b2b ● pros - relationship builder, “human touch”, community focused ● cons - 1:1, time consuming, heavy service connecting w/ fellow X email
  108. 108. connecting w/ fellow X email
  109. 109. connecting w/ fellow X email
  110. 110. connecting w/ fellow X email
  111. 111. ???
  112. 112. ● business model - b2b, b2c ● pros - social proof, reputation builder ● cons - shady, don’t get caught, hard to find reputable sellers buying trust
  113. 113. buying trust
  114. 114. buying social signals
  115. 115. buying karma
  116. 116. buying karma
  117. 117. ● business model - b2b ● pros - cheap, hyper targeted, emails collected ● cons - non-scalable, bloats your linkedin linkedin retargeting lists
  118. 118. linkedin retargeting lists
  119. 119. linkedin retargeting lists https://www.linkedin.com/connected/manage_sources
  120. 120. linkedin retargeting lists
  121. 121. linkedin retargeting lists
  122. 122. Study what others are doing
  123. 123. “If you don’t try it, chances are somebody else will.”
  124. 124. eat24 ads on porn websites https://www.fastcompany.com/3017329/fast-feed/advertising-on-porn-sites-works-just-ask-eat24
  125. 125. wepay frozen money https://techcrunch.com/2010/10/26/wepay-ice-paypal/
  126. 126. dollar shave club - $1B https://www.youtube.com/watch?v=ZUG9qYTJMsI
  127. 127. ● good product ≠ distribution ● guerrilla best for early stage ● amplify / copy / borrow what’s already working ● happy guerrilla marketing! concluding thoughts
  128. 128. Credit Stacks - @nechmads @42Floors - @jasonfreedman - @waratuman - @jonbracy - @benehmke @Betaspring thanks @500Startups - @matjohnson - @ammineni - @selcukatli and - @darrennix - @distrodom - @catone - @burakbuyukdemir - @hangsu
  129. 129. questions? @bernardjhuang
  130. 130. Addendum
  131. 131. smoke tests https://betalist.com/startups/towel-a-day
  132. 132. smoke tests
  133. 133. smoke tests
  134. 134. rank and rent
  135. 135. rank and rent
  136. 136. rank and rent
  137. 137. rank and rent
  138. 138. sell other people’s stuff
  139. 139. sell other people’s stuff
  140. 140. sell other people’s stuff
  141. 141. give out random stuff
  142. 142. give out random stuff
  143. 143. give out random stuff
  144. 144. random sh*t on the internet
  145. 145. random sh*t on the internet https://static.pinboard.in/prosperity_cloud.htm
  146. 146. random sh*t on the internet
  147. 147. random sh*t on the internet http://www.wired.com/2013/01/pinboard-spending/
  148. 148. random sh*t on the internet
  149. 149. custom businazz cards
  150. 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. 151. useful marketing tools bernard’s presentations http://bernardjhuang.com/tools/ http://bernardjhuang.com/presentations/

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