If you can't explain it
simply, you don't
understand it well
enough.
Albert Einstein
What you’re going to learn in the next 20 minutes...
❏ A simple way to find the best marketing channels
❏ How to prioritize and test existing marketing channels
❏ All about my love for Emoji
People loved the Crazy Egg MVP
All in all, Crazy Egg is a great
product providing helpful data to
any website owner.
I’m impressed with how simple
Crazy Egg makes it for website
owners to visualize visitor click
activity.
Based on results, website owners
can learn how visitors see their site
and how they should improve it.
Before launch, we needed
people to try our early
prototype product.
We were creating a new type of
visual analytics product. It would
track every click on a website.
We needed thousands of websites
to use it before we launched
because we had to make sure it
worked with all types of websites.
We had to find people who would
give us lots of feedback on our
buggy product.
In the early days, we had a
great product and a big
marketing problem.
Companies were spending more
than $18 for every single ad click
using Google AdWords.
We had raised money but couldn’t
spend it on acquiring customers at
that cost.
We had to find a way to get signups
without spending too much money
on paid advertising.
We wanted to find a way for
the product to grow itself.
To create KISSinsights we did 20
in-depth customer interviews,
created two landing pages to test
the value proposition and made a
hacky version that we used
ourselves.
That was when we stumbled onto
one of the most powerful engines of
growth a startup can create.
Before we sold KISSinsights it got 25,000 sign ups
without us having to spend any money on organic or
paid marketing channels.
The growth came exclusively from one single
product-based marketing channel.
Today, this is called a growth loop.
Who is your target customer?
Product people and online marketers.
Where do they hang out?
On each other’s websites and web apps.
Three Questions Marketing Framework
Who is your target customer?
Where do they hang out?
How do you engage them?
Who is your target customer?
❏ What does your product do?
❏ What problem does it solve?
❏ Who wants this problem solved?
Where do they hang out?
❏ Create a list of potential places both online and offline
❏ Establish criteria for your ideal marketing channel
❏ Vet your list according to that criteria
How do you engage them?
❏ Identify your method of engagement
❏ Research deeply on how best to use the method
❏ Focus in on your target audience
❏ Aim to deliver a ton of value
What you learned in the last 20 minutes...
❏ A simple way to find the best marketing channels
❏ How to prioritize and test existing marketing channels
❏ All about my love for Emoji