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Killer Content Marketing

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Killer Content Marketing

  1. Killer Content Marketing http://kiss.ly/microconf2013hiten Hiten Shah, @hnshah MicroConf 2013, Las Vegas
  2. ! “Predictable acquisition of recurring revenue with annual prepay in a good market creates a cash machine.” Jason Cohen ASMARTBEAR.COM The goal...
  3. @hnshah #microconf
  4. Self-Funded and Very Profitable
  5. What is User Experience? Venture Funded and Growing
  6. What is User Experience? Story of a Product from Idea to Acquisition
  7. HTTP://CUSTDEV.COM Do customer development
  8. FINDTHECORE Problem -
  9. LEARNHOWTOASKTHERIGHT Questions ? HTTP://KISS.LY/CUSTDEVINT
  10. ALWAYSBEGINWITHA Hypothesis !
  11. ! Our hypothesis is that (certain type of person) have a problem doing (certain type of task) Problem Hypothesis HypothesisFramework
  12. ! Our hypothesis is that product managers have a problem doing effective customer research. Problem Hypothesis
  13. What we wanted to learn What are they doing now?1 What are other tools missing?2 Who is involved?3 How frequent / severe is the pain?4 What are other customer complaints?5
  14. How we learned phone interviews20 paper user tests3 landing pages2 hacky mvp1
  15. What we learned People are not doing customer research.! They want private feedback and targeting. It requires developer involvement. It is a constant pain. ! ! !
  16. What we built MICRO SURVEYS - HTTP://KISSINSIGHTS.COM
  17. ! "How you get to the customer is as important, if not more, then what you get to the customer." Patrick Vlaskovits CUSTDEV.COM
  18. Channels get crowded fast.
  19. HTTP://KISS.LY/DREWDROPBOX Google AdWords Cost per acquisition: $233-$388 For a $99 product. Fail.
  20. Make your own channel
  21. Who are your customers?
  22. Where do they hang out?
  23. How should you engage them?
  24. What is User Experience?
  25. Who are your customers? Our hypothesis is that product managers have a problem doing effective customer research. Problem Hypothesis
  26. Where do they hang out? Product Managers Hang Out on Other People’s Websites
  27. How should you engage? POWERED BY KISSINSIGHTS LINK
  28. How we tracked it http://www.kissinsights.com/? utm_source=suview&utm_medium=dark& utm_campaign=google.com UTM CAMPAIGN BUILDER: HTTP://KISS.LY/UTMBUILD
  29. How we tracked it
  30. KISSinsights KISSinsightswas PROFITABLE $0 MARKETING BUDGET OVER25,000 SIGN UPS
  31. Acquired! WeSoldKISSinsights It’s now called Qualaroo MORE ABOUT THE ACQUISITION - HTTP://KISS.LY/TCKISSINSIGHTS
  32. Your marketing has to align with your customers.
  33. x J $Build Grow Convert Create Your Audience
  34. NATHANBARRY.COM “The more I help you, the more you will trust me.” Nathan Barry
  35. Nathan’s Model x J $Free Content Paid Content SaaS Subscription Build Grow Convert
  36. Build your audience NATHANBARRY.COM
  37. Grow your audience NATHANBARRY.COM/APP-DESIGN-HANDBOOK/
  38. Grow your audience NATHANBARRY.COM/WEBAPPS/
  39. Grow your audience NATHANBARRY.COM/AUTHORITY/
  40. Convert your audience CONVERTKIT.COM
  41. ! BRENNANDUNN.COM “Write with the intention of appealing to a specific audience.” Brennan Dunn
  42. Brennan’s Model x J $Email Newsletter Paid Content SaaS Subscription Build Grow Convert
  43. Build your audience FREELANCERSWEEKLY.COM
  44. Grow your audience DOUBLEYOURFREELANCINGRATE.COM
  45. Grow your audience DOUBLEYOURFREELANCINGRATE.COM/THE-BLUEPRINT
  46. Convert your audience PLANSCOPE.IO
  47. EARTHLINGWORKS.COM “Who has time to learn every new piece of software they run into? Not me. I'm pretty sure you don't either.” Ruben Gamez
  48. Ruben’s Model x J $Free Guide and Newsletter Sample Proposal SaaS Subscription Build Grow Convert
  49. Build your audience BIDSKETCH.COM/BLOG
  50. Grow your audience BIDSKETCH.COM
  51. Convert your audience BIDSKETCH SAMPLE PROPOSAL EMAIL
  52. Convert your audience BIDSKETCH.COM
  53. Teach people how to solve their problems.
  54. Learn from your audience and customers...
  55. HTTP://CUSTDEV.COM Do customer development
  56. Questions you can ask customers How did you first find out about [Your Product Name]? What persuaded you to purchase from us? How would you describe [Your Product Name] to a friend? What prompted you to start looking for this type of service? If you could change one thing about this website, what would it be? What other products or services should we offer? How would you describe [Your Product Name] to a friend? Which other options did you consider before choosing our service? Why did you decide to use [Your Product Name]? Why do you use [Your Product Name] rather than the alternatives? What would persuade you to use [Your Product Name] more often? How would you persuade people like yourself to use [Your Product Name]? LOTS MORE ON QUANTITATIVE & QUALITATIVE DATA: HTTP://KISS.LY/MICROBONUS
  57. Marketing is distribution.
  58. Strategies for B2B distribution Integrations Work Emails Embeds Powered By Free Stuff
  59. Integrations
  60. DOWNWIT’ O.P.P.OTHER PEOPLE’S PLATFORMS
  61. 17,000,000+ 50,000,000+ 100,000,000+ Platforms with distribution potential 100,000+ 200,000+ 550,000+150,000+50,000+ 3,000,000+ 3,000,000+ 5,000,000+ 5,000,000+
  62. How to optimize integrations Integrations make your product better Measure your conversions and revenue Discover valuable integrations Ask customers about integrations Make your partner pages awesome
  63. Work Emails
  64. Work Emails PODIO.COM
  65. Work Emails YAMMER.COM
  66. How to optimize “Work Emails” Optimize on-boarding Show people who they should follow Utilize invitations during on-boarding Measure # of people in every company Discover the engaging interactions
  67. Embeds
  68. Embeds HTTP://KISS.LY/YTEMBED
  69. Embeds HTTP://KISS.LY/SSEMBEDS
  70. How to optimize embeds Why should people embed? Make it as easy as possible to embed Track how well your embeds convert Test relevant call to actions Optimize for search but don’t obsess
  71. Powered By
  72. Powered By
  73. How to optimize “Powered By” What are you Powering? Test the copy of your call to action Test and optimize your landing pages Track views, clicks, conversions and LTV Measure individual effectiveness
  74. Free Stuff
  75. Free Stuff GRADER.COM
  76. Free Stuff HTTP://NEWRELIC.COM/ASI
  77. How to optimize free tools Map to customer decision making Think about what you can repurpose Educate your prospects Test your ideas minimally (ghetto) Measure and optimize revenue
  78. GO!
  79. Thank You! Killer Content Marketing Download the slides: http://kiss.ly/microconf2013hiten

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