How to find the most effective way to reach your target audience without spending too much. Elijahs 10 Rules Prepared for Startup Customer Acquisition Session @HiveColab. Friday August 17, 2012.Elijah KitakaBusiness DeveloperTwitter: @ElijahKitakaGoogle Plus: +Elijah KitakaLinkedin: http://ug.linkedin.com/in/elijahkitaka
I titled this presentation Elijah Kitakas 10 "Rules" and not "Steps" for areason; Steps are meant to be followed. Rules are meant to be bent orbroken. If the "Rules" dont quite work for you, bend them. If they aretoo rigid to bend, break them and make new Rules.Elijah KitakaBusiness DeveloperTwitter: @ElijahKitakaGoogle Plus: +Elijah KitakaLinkedin: http://ug.linkedin.com/in/elijahkitaka
Rule #1Rule #1: Change the way you think aboutcustomer segments and know your customersegments.You need to very clearly understand what jobs your customers are hiringyour product to do. Make sure your product does those jobs well.Segment your customers across those jobs or circumstances."Customers ‘hire’ products to do jobs for them." - Clayton Christensen.
Rule #2Rule #2: Put yourself in your target customer’s shoes and try to recruit a product to dothese jobs.What kind of search [keywords, phrases] and research [themes, topics,case studies] would they go after?
Rule #3Rule #3: Use smart content-based outboundmarketing at this point.Create good quality, unique content from your startup that would beuseful during your customers search and research. Think ThoughtLeadership in your startups line of business.This is free, helps you rank better in search, and makes you present atthe ZERO MOMENT OF TRUTH. It also helps your customers trust thatyou understand your business.
Rule #4Rule # 4: Make sure the following channels,or as many of them as your startup caneffectively manage, feature in your content-based outbound.Blogs, YouTube, G+ posts, G+ Hangouts, Twitter, Facebook. They arefree.
Rule #5Rule # 5: Use homophily - birds of a featherflock together.Have a close watch on your [first] customers and their friends or followers.Follow them (your customers and their friends and followers) and carefullyengage their content (+1, like, comment, question) using your startupbrand. Chances are they can be your customers too.Do the same for non customers that take social actions on your content.Build capacity to maintain meaningful conversations with theseindividuals.
Rule #6Rule #6: Monitor search performance.● Setup search alerts on your startups main keywords or phrases to discover what new content is surfacing.● Use Google Analytics to discover what phrases / queries people are finding your startup by.● Use free or paid search ranking monitoring services for keywords or themes that match your customer’s jobs.
Rule #7Rule #7: For each customer segment, mapout the customer journey in very granularterms.If a potential and willing user or customer were delivered to your startupsdoorstep or landing page, what steps would they go through until they getthe product and deliver money in your bank.Detailed step by step.
Rule #8Rule #8: Know each channel’s funnel like theback of your hand.● Track each individual (lead) delivered from each outbound channel.● Identify how far they go along the customer journey.● This helps you build conversion metrics and identify the efficient channels to concentrate on.● We are still talking outbound and have not yet spent any money so far.
Rule #9Rule #9: Hypothesize, A/B test options, andcommit new baseline.Never make any changes without a clear hypothesis, and possible waysto effectively test which option is best.Send a few customers through Option A and a few customers throughOption B. Adopt the better performing option as the new standard.
Rule #10Rule #10: If not happy with results after all theabove, spend some money.● Spend on search because it’s at the point of intent.● Search volume increases with offline shocks. Where possible tie search campaigns to significant offline happenings.● For display advertising, prioritize spend on retargeting campaigns because they have higher conversion rates.● For social networks advertising, prioritize spend on network connections (i.e. target your customers friends) because birds of a feather flock together.● Go back to 9, 8, 9, 10 a few times. Go back to 1.
Thank you and good luck. I hope this helps.Elijah KitakaBusiness DeveloperTwitter: @ElijahKitakaGoogle Plus: +Elijah KitakaLinkedin: http://ug.linkedin.com/in/elijahkitaka