Fast tracking user acquisition March 14

559 views

Published on

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
559
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • This is Edward Davidson. That is an FBI mugshot. If you’re a fan of googling yourself, I will find it difficult to shift this man. Fast Eddie. The Spam King.
    Until his unfortunate early demise, he was one of the US’s most prolific email spammers.
    Now we should be pushing the boundaries in early stage marketing, and there are a lot of phrases around the fake it till you make it. But I think this is a step too far.
  • Don’t want to dwell too much on frameworks, but I think it’s important to think about a few grounded framew
    How you can use Lean start-up mentality in marketing activity and channels – it’s not just for the product flyboys and girls
    How this can be applied to different channels – how you can get results back quickly and make decisions on validation of your results
    Optimise throughout all stages of the the conversion process and use quick wins to improve your results
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • Reach - Build awareness KPIs – UV, fans, Audience share
    Act - Interact with the brand online. KPIs – Bounce rate, Pages per visit, product page conversion
    Convert – Get them to take an action
    Engage - Building customer fans and relationships through time to achieve – Delight them through the process
  • Net or gross profit you expect to gain over the entire lifetime with that individual
  • Measure, build, learn – a cycle of knowledge building.
    Be Nimble. Quick. Agile. Flexible.
    Be fluid. Spend more time executing and less time planning. See the results and then optimise.
  • What this means for marketing:
    Ryan holiday: Growth hacker marketing
    Move fast but keep a back log of upcoming work
    Stay focused – Have weekly standups and review bum downs, so that you know exactly what’s going on with the data – enabled to make quick decisions
    Tackle projects with foresight
    Think in terms of sprints
    Structure your team to work in the same way as a Product Scrum
  • Targets set in terms of costs and conversion
    Steady improvements will show progress of how marketing spend is being converted as the product improves
  • Once you have a feel for the traffic light process you can start developing “what if” scenarios to forecast improvements in the type of traffic is going to convert. Play with each of these scenarios to see what is likely to have the best effect
    Some are variable costs, some are fixed
    COGS = cost of goods sold
  • At the earliest stage, your looking to test, and learn as quickly as possible. You may get sales from the people you know, but this may actually distort perceptions and lead to you going down the wrong track.
    Driving traffic to a very simplistic site enables you to prove your assumptions more quickly and learn faster.
    At the earliest of stages, you don’t even need any form of product. You can be just validating through a customer’s interest
  • Going back to the Media overlays
    “Owned” media takes time to develop, test and scale. “Earned” is even longer as you have to build up the trust and engagement with internal and external communities.
    Paid traffic sources can be set-up - within hours to start validating
  • Think again of that Framework of the Conversion funnel – well it also goes far further up into thinking about the awareness stage – channels that you select often are targeting people at different times in their purchasing funnel. A message in Facebook’s news feed will be very different from an adwords creative served after someone has searched for a longtail term.
    Indiegogo is an alternative to Kickstarter.
    Kickstarter – create slick videos and images
    44% of Kickstarter projects have reached their funding goals
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • 60% of adverting spent through PPC
    90% marketshare in the UK. When you are doing your first tests, it makes sense to do them through G first
    I could do a whole week of sessions on Adwords. You can start off simple and then scale it up. But it’s really important you get the basics right as you’re starting to build up your campaign in order for you to have the best results and build a decent structure for your account which is going to put you in good stead for when you start building momentum
  • The user finds the ads that are relevant to what they’re looking for
    Advertisers connect to potential customers at the lowest possible price
    Google remains the go to place for this matching potential and rakes in Billions of dollars in ad revenue
    Higher the ads rank the more likely they will be to be clicked on and therefore to drive traffic to your site
  • Relevance, relevance, relevance
    Smaller highly targeted ad groups – use of negative keywords will help quality score
    Put in place a structured approach to improve relevant ad creative for different keywords based on copy effectiveness and campaign structure
  • Standard ad targeting through text ads, display media creatives, even video
    Partner advertising options like here on Ask Jeeves
    Placement targeting enables you to increase your reach
    Other opportunities to retarget to the users that came to your site
    Search network
    Google itself, Google maps, images, shopping and AOL
    Display network
    Google partnering network; Youtube and Gmail
  • An adwords account can have up to 25 campaigns and each campaign can have 100 ad groups, each ad group can have 100s of keywords.
    Get the naming conventions right in your account from the start
    Search network with display select
    Search network only
    Display network Only
    Online video through True View
    One goal per campaign – e.g. separate out product lines.
    At least 3 ad groups per campaign – but use as tightly themed ad groups as possible. If in doubt better to err on the side of more ad groups then less
    Use automated rules – Pause campaigns at a particular threshold
    5. Daily budget is set at campaign level and cost per click at Ad group level
  • The heart of your campaign. Create a killer keyword list:
    Do some background search first. What references to your customers use.
    Use tools to help you. Use the free Keyword planner to understand average search volumes for search term, levels of competition and likely CPCs. The more variations you find, the greater your reach is likely to be. Use these tools with a pinch of salt as the results suggested are estimations
    Try and cut out generic, irrelevant or obscure
    If the terms are too specific they will be unlikely to generate any results – and we’re looking for quick results.
    Broad match – widest possible group – Missspellings, synoyms, related variations
    Broad match modifier – Close variations but no synonyms – missspellings, singular and plural forms, Abbreviations and acronyms
    Exact match – Exact term and close variations of that term
    Negative match - List of negative keywords – works that will stop your ads from being shown – “free” or “returns” for example
    Make sure you don’t use the same keyword multiple times in the same campaign as this will count against you
  • The heart of your campaign. Create a killer keyword list:
    Do some background search first. What references to your customers use.
    Use tools to help you. Use the free Keyword planner to understand average search volumes for search term, levels of competition and likely CPCs. The more variations you find, the greater your reach is likely to be. Use these tools with a pinch of salt as the results suggested are estimations
    Try and cut out generic, irrelevant or obscure. If the terms are too specific they will be unlikely to generate any results – and we’re looking for quick results. Phrase match is the best option.
    Broad match – widest possible group – Missspellings, synoyms, related variations
    Broad match modifier – Close variations but no synonyms – missspellings, singular and plural forms, Abbreviations and acronyms
    Exact match – Exact term and close variations of that term
    Negative match - List of negative keywords – works that will stop your ads from being shown – “free” or “returns” for example
    Make sure you don’t use the same keyword multiple times in the same campaign as this will count against you
  • High level of relevance; clear, specific and compelling
    Make sure your ads get approved
    Landing pages need to work not have a pop up or squeeze page
    Who are your ads for? Who are you competing with for each search term? What is your unique selling point?
    Starting a story that continues in your landing page
    As close as possible to the search query
    Use numbers – save up to 30% - this will break up the text. Make a compelling offer. Manage people’s expectations – tell them what they’re going to do
    What is the benefit to the user. Intentional space. Use symbols if you’ve got them – trademarks
    It’s not possible to specify creative for desktops and Tablets
    Using Ad extensions – these can only be used at campaign level – Enhanced campaigns were launched in July of last year
    Local extensions – Help people who are nearby find a local shop
    Call extensions – Connect users to your business directly by phone
    Seller ratings
    Review extensions
    App extensions
    Site links – enable the customer to quickly navigate directly to areas of your website
    Test different ads for each ad group
    Use the ad preview and diagnosis tool to make sure your ads are actually appearing
  • Exercise – which one of these ads would you be most likely to click on?
    We’ve had great results from people clicking on ads where the bold element of the keyword creates a triangle, and therefore gets the ads to stand out
  • Although you want to move fast, you also want to make sure that you don’t make mistakes early on in your company’s development
    Once you’ve started your account you need to make sure that you’re considering the impact
    You don’t want to fire and forget. You should be continuously managing and optimising your campaign
  • Usability, accessibility, Persuasion, trust in the brand
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • Going back to the Media states – this is where there is cross over between paid, earned and owned
    Higher up the search funnel, may draw people in directly or may start the process where they will again convert
  • Average click through rates of under 1%
  • - Engagement rates for Facebook – 0.20%
    - Engagement rates for Twitter 1-3%
    People on average spend 2 times more as a customer when they like a page
  • Promoted posts & other newsfeed ads are most effective
    Can bid in CPM or CPC
    Optimise for Clicks or manually bid for clicks
    Make sure you include social elements – these are most powerful elements if you’ve managed to build them up
  • Use social elements. 25 characters for ad title. 135 characters for the ad copy.
    Static image – use bold images that resonate with target audience – different from Facebook colour scheme
    Creative rotation
    Try promotions to build interactions
  • Connections – Targeting people who already have a connection with you or not – Liked your page, joined your group, or used your App in the last 30 days
  • IPO earlier this month
  • Promoted tweets – at the top of every relevant search. In the search results for a Promoted trend
    Also in partners like Tweet deck and Hoot suite
    A promoted tweet will appear only once

  • Match types that are the same as adwords
    Device is useful if you don’t have a responsive website
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • A couple of platforms who it’s worthwhile keeping track of in the future – Especially as the world gets more an more pictorial. For all of these organisations, the challenge will be to find a happy medium between mortising the platforms and hemorrhaging users. The world is going visual, so think which images define your brand
    Instagram
    Omnicom signed $40 million deal
    Phone contests
    Engage; like other peoples photos, Follow from other social media platforms, Include your hashtags
    Follow other brands on Instagram
    Pinterest
    - Rand Fishkin – predicts that by the end of 2014, more traffic sent by Pinterest than Twitter in the US
    More personalised experience through the home feed
    Rich pins – product pins, Receipe pins, Movie pins
    Work in the same way as Schema for your website – highlight additional information for
    Loads more information from the originator site
    Reasons to use
    Automatically get updated with content
    Additional information making it more useful and
    Free price alerts – members will receive information when ever a price of an item drops
    For brands to engage they need to:
    Fit in with the communities unwrittten laws
    Enhancing the user experience – adding something, not shouting the brand message from a megaphone
    Try and be participatory with the audience – get involved in the conversation – but more important – get people involved in the activity you’re developing
    Don’t just broadcast
    Getting to know the brand and feel like an insider
    People are more likely to follow people – be a person rather than a company
    80% of the pins on Pinterest are repins
    Go to active boards to pin
    Wearable Tech
    - Functional use to start off with – surgery, photography,
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • For all of these organisations, the challenge will be to find a happy medium between mortising the platforms and hemorrhaging users
    More personalised experience through the home feed
    Rich pins – product pins, Receipe pins, Movie pins
    Loads more information from the originator site
  • For all of these organisations, the challenge will be to find a happy medium between mortising the platforms and hemorrhaging users
    More personalised experience through the home feed
    Rich pins – product pins, Receipe pins, Movie pins
    Loads more information from the originator site
  • 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

    ×