Fast tracking user acquisition March 14

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Fast tracking user acquisition March 14

  1. 1. Ed Davidson @ @davidsonea General Assembly London 12th March 2014 Fast tracking user acquisition
  2. 2. 2 Who I am Who I’m not GENERAL ASSEMBLYFAST TRACK USER ACQUISITION
  3. 3. 3 • Frameworks, Exercises, The Meat • Running Lean • Choosing early-stage channels • Conversion basics and tracking • TIMITI • Future channels What we will cover FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  4. 4. 4 • Introductions • What you want to get out of the session Who are You FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  5. 5. 5 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY Framework 1 – Media types Paid Owned Earned Converged Sponsorship Advertising Paid search Site Blog Youtube channel Twitter account WOM Press coverage Buzz
  6. 6. 6 Build awareness KPIs – UV, fans, Audience share FAST TRACK USER ACQUISITION GENERAL ASSEMBLY Framework 2 - RACE Building awareness Interaction with a brand Goals Repeat and delight
  7. 7. 7 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY Framework 3 – Conversion funnel Impressions Or eyeballs - Remarketing - Shopping cart abandonment Communications- Shareability - Member Get member Tracking -N.b – Closed loop reporting Goal 4 Sales Visits Goal 1 – Email sign-up Goal 2 - registration Goal 3 – shopping basket AB split testing Product improvements
  8. 8. 8 CPA = Cost per action LTV = Lifetime value LTV – CPA = Profit! ROI or ROAS = Return on Investment/advertising spend Optimising requires measuring everything in between. •Click-through rate (CTR) •Cost per click (CPC) •Conversion rate (CR) •Average order value (AOV) Marketing Jargon - KPI’s FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  9. 9. 9 FAST TRACK USER ACQUISITION running Lean GENERAL ASSEMBLY
  10. 10. 10 “A startup is a temporary organisation designed to search for a repeatable and scalable business model” – Steve Blank “Less Transformers, more Blair Witch Project” – Ryan Holiday Test, measure, learn: TIMITI Lean startup Marketing FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  11. 11. 11 FAST TRACK USER ACQUISITION Traffic light system GENERAL ASSEMBLY As you progress, your business model isn’t fiction, it’s fact. = Happy Investors!
  12. 12. 12 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY What if scenarios Attraction efficiency Site conversion efficiency Lead conversion efficiency Costs Profitability Average order value
  13. 13. 13 • Think about your own Conversion funnel. - What are your conversion Key Performance Indicators? - What actions do you want your customer’s to take? - Registration, Email sign-up, phone call - What assumptions are you trying to validate? 5-10 mins Exercise 1 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  14. 14. 14 No mums! •Customer personas, Customer journey mapping •Treat it like a tap •No one-off traffic yet •Fast cycle times – “Measure” and “validate” •Continuous customer reference •Branding slowly but surely •Make big wins What makes a good Early-stage marketing channel? FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  15. 15. 15 FAST TRACK USER ACQUISITION What does this mean? Paid, I’m afraid! GENERAL ASSEMBLY
  16. 16. 16 Anything people search for – AdWords Demographic targeting – Facebook Interest targeting – Twitter Physical products – Kickstarter B2B – Go sell – LinkedIn Choosing your Channels FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  17. 17. 17 Your First 1,000 Customers FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  18. 18. 18 • Auction • Ad position • Account structure • Keywords • Quality score • Campaign history Adwords overview FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  19. 19. 19 • In theory 1p more than the ad below you The auction FAST TRACK USER ACQUISITION GENERAL ASSEMBLY http://www.wordstream.com Ad rank CPC Bid Quality Score
  20. 20. 20 • Keyword relevance – matching • Ad relevance – click through ratio • Landing page experience – Engagement rate Quality score FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  21. 21. 21 FAST TRACK USER ACQUISITION Ad positioning options GENERAL ASSEMBLY
  22. 22. 22 structure FAST TRACK USER ACQUISITION GENERAL ASSEMBLY • Network choice • Naming structure • 1 goal per campaign • Ad groups – Keywords ads bids • 3 ads per Ad group • Automated rules • Daily campaign budget • Automatic or manual bidding
  23. 23. 23 Keywords FAST TRACK USER ACQUISITION GENERAL ASSEMBLY • Customer personas • Your company – your site • Tools – Google’s Keyword Planner • Average monthly stats, competition levels, Average CPCs – SpyFu or Ubersuggest
  24. 24. 24 Keywords match types FAST TRACK USER ACQUISITION GENERAL ASSEMBLY • Broad match - Misspellings, synonyms, longer phrases including keywords • Phrase match – Phrase, close variations of that phrase • Exact match – Exact term and close variations of that exact term Negative
  25. 25. 25 Ad creative FAST TRACK USER ACQUISITION GENERAL ASSEMBLY - 25 characters for headline, - 70 characters to explain what you - 35 characters of display url
  26. 26. 26 FAST TRACK USER ACQUISITION The triangle trick GENERAL ASSEMBLY
  27. 27. 27 • Assume everything has history • Campaigns, Ad-groups, ads, keywords • YOUR DOMAIN!!! • Pause poor performers quickly. Account history FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  28. 28. 28 • Mock out your Campaign structure. - Which campaigns would you use? - Which keywords relate to your business goal? - Which themes could each keyword be grouped to? - Which ad copy would you test? 5-10 mins Exercise 2 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  29. 29. 29 FAST TRACK USER ACQUISITION Conversion Turning clicks into cash GENERAL ASSEMBLY
  30. 30. 30 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  31. 31. 31 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  32. 32. 32 Landing page best practice FAST TRACK USER ACQUISITION GENERAL ASSEMBLY Landing page 1 Landing page 2
  33. 33. 33 • Relevance • Integration with referral source • Sufficient detail • Page length • Meaningful graphics • Signposts – Call to actions Lots more opportunities to Test Landing page guidance FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  34. 34. 34 • At least 3 pages of good unique content • Terms of service & Privacy Policy • Optimised meta titles, H1, Body Do not go live without: FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  35. 35. 35 • Sketch out an optimised landing page for your business. Think: - Relevance, integration, detail, sign-posts, length - Headline, image, data collection, call to action 5-10 mins Exercise 3 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  36. 36. 36 FAST TRACK USER ACQUISITION Paid Social new ways of targeting GENERAL ASSEMBLY
  37. 37. 37 • People don’t always search • A relationship – often more fruitful • Conversion starts with the networks themselves Average Facebook user - 15 mins per day! Social paid channels FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  38. 38. 38 • 1 billion active users – 24 Million UK • 64% Active mobile user • Self service for ads in 2009 • Options – Boost page engagement – Increase page likes – Traffic to your site – App installations FACEBOOK FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  39. 39. 39 • Experiment - ad formats • Build an audience • Build conversations to become conversions • Make it engaging, you are pulling people away from pics of cats…. Facebook Tips FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  40. 40. 40 Advertising - Placements FAST TRACK USER ACQUISITION GENERAL ASSEMBLY • Sponsored results in search bar • FB exchange – retargeting • Right rail – tighter creatives • Newsfeed – sponsored story
  41. 41. 41 Ad creative • Text • Image • Social endorsement FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  42. 42. 42 • Geo, Age, Gender • Connections and friends of connections • Sexual orientation and relationship status • Education • Advanced – Custom audiences and Look alike groups retargeting • CPM or CPC Targeting and budget FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  43. 43. 43 • 200 million active users – 15 million in the UK • 80% mobile • Launched on self service end of last year TWITTER FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  44. 44. 44 Types of ads FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  45. 45. 45 • Keywords • Interests or followers • Gender • Device Targeting FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  46. 46. 46 • Optimise for a click-through • Remove #hashtags, @handles & pics and focus on the link • Keep tweets colloquial very different from a search ads Twitter ad tips FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  47. 47. 47 • Discuss what would be the most appropriate Paid social network for your business? - Why are your customers using this network? - What targeting options would you want to use? - What would be the type of creative you would use to increase conversion rates? 5-10 mins Exercise 4 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  48. 48. 48 FAST TRACK USER ACQUISITION Early engagement Opening up the Comms channels GENERAL ASSEMBLY
  49. 49. 49 • Auto responders – Mixpanel or Intercom.io • Engage directly with customers • Turbo charge early adopters – Share their experience – Member get member schemes – Build up product reviews Email FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  50. 50. 50 • Olark or Bold chat • Prompt to engage • Hear about opinions earlier – make changes quicker • In App through Appentive Live chat FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  51. 51. 51 FAST TRACK USER ACQUISITION Future opportunities Get in there quick GENERAL ASSEMBLY
  52. 52. 52 • Instagram – 8 mins a day – 130 Million active users – Owned by Facebook – Looking to monetise – First ads for large businesses – Mixed response • Pinterest – 15 mins a day – 50 million active users – Personalised pin recommendations – Rich pins – Recipes, articles, product movie and now place Looking to the future FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  53. 53. 53 • Facebook Power editor • Adwords Editor • Google Keyword Planner – Keyword research. • MailChimp for email • Google Analytics or Mixpanel • Strikingly – Simple landing pages • People per hour – Freelancers • Mouse flow and Crazy egg • Olark Live chat early stage Tools FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
  54. 54. 54 Takeaways FAST TRACK USER ACQUISITION GENERAL ASSEMBLY • Targets, budgets and funnels • Measure everything - TIMITI • Know your customers • Test your channels • Consider conversion • Engage
  55. 55. 55 Wider reading FAST TRACK USER ACQUISITION GENERAL ASSEMBLY • http://www.hubspot.com/ • http://econsultancy.com/uk/blog • http://adwords.blogspot.co.uk/ • http://www.searchenginejournal.com/ • http://unbounce.com/blog/ • http://www.socialmediaexaminer.com/ • http://growthhackers.com/ • https://www.growthhacker.tv/
  56. 56. 56 @davidsonea edwardadavidson@gmail.com LinkedIn – Edward Davidson Stay in touch FAST TRACK USER ACQUISITION GENERAL ASSEMBLY

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