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Killer Content Marketing
http://kiss.ly/microconf2013hiten
Hiten Shah, @hnshah
MicroConf 2013, Las Vegas
!
“Predictable acquisition of recurring revenue with annual prepay
in a good market creates a cash machine.”
Jason Cohen
ASMARTBEAR.COM
The goal...
@hnshah #microconf
Self-Funded and Very Profitable
What is User Experience?
Venture Funded and Growing
What is User Experience?
Story of a Product from Idea to Acquisition
HTTP://CUSTDEV.COM
Do customer development
FINDTHECORE
Problem
-
LEARNHOWTOASKTHERIGHT
Questions
?
HTTP://KISS.LY/CUSTDEVINT
ALWAYSBEGINWITHA
Hypothesis
!
!
Our hypothesis is that (certain type of person)
have a problem doing (certain type of task)
Problem Hypothesis
HypothesisFramework
!
Our hypothesis is that product managers have
a problem doing effective customer research.
Problem Hypothesis
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
How we learned
phone interviews20
paper user tests3
landing pages2
hacky mvp1
What we learned
People are not doing customer research.!
They want private feedback and targeting.
It requires developer involvement.
It is a constant pain.
!
!
!
What we built
MICRO SURVEYS - HTTP://KISSINSIGHTS.COM
!
"How you get to the customer is as important, if not more, then
what you get to the customer."
Patrick Vlaskovits
CUSTDEV.COM
Channels get
crowded fast.
HTTP://KISS.LY/DREWDROPBOX
Google AdWords
Cost per acquisition: $233-$388
For a $99 product.
Fail.
Make your own channel
Who are your
customers?
Where do they
hang out?
How should you
engage them?
What is User Experience?
Who are your customers?
Our hypothesis is that product managers
have a problem doing effective customer research.
Problem Hypothesis
Where do they hang out?
Product Managers Hang Out on
Other People’s Websites
How should you engage?
POWERED BY KISSINSIGHTS LINK
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
How we tracked it
KISSinsights
KISSinsightswas
PROFITABLE
$0
MARKETING BUDGET
OVER25,000
SIGN UPS
Acquired!
WeSoldKISSinsights
It’s now called Qualaroo
MORE ABOUT THE ACQUISITION - HTTP://KISS.LY/TCKISSINSIGHTS
Your marketing
has to align with
your customers.
x J $Build Grow Convert
Create Your Audience
NATHANBARRY.COM
“The more I help you, the more you will trust me.”
Nathan Barry
Nathan’s Model
x J $Free
Content
Paid
Content
SaaS
Subscription
Build Grow Convert
Build your audience
NATHANBARRY.COM
Grow your audience
NATHANBARRY.COM/APP-DESIGN-HANDBOOK/
Grow your audience
NATHANBARRY.COM/WEBAPPS/
Grow your audience
NATHANBARRY.COM/AUTHORITY/
Convert your audience
CONVERTKIT.COM
!
BRENNANDUNN.COM
“Write with the intention of appealing to a specific audience.”
Brennan Dunn
Brennan’s Model
x J $Email
Newsletter
Paid
Content
SaaS
Subscription
Build Grow Convert
Build your audience
FREELANCERSWEEKLY.COM
Grow your audience
DOUBLEYOURFREELANCINGRATE.COM
Grow your audience
DOUBLEYOURFREELANCINGRATE.COM/THE-BLUEPRINT
Convert your audience
PLANSCOPE.IO
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
Ruben’s Model
x J $Free Guide and
Newsletter
Sample
Proposal
SaaS
Subscription
Build Grow Convert
Build your audience
BIDSKETCH.COM/BLOG
Grow your audience
BIDSKETCH.COM
Convert your audience
BIDSKETCH SAMPLE PROPOSAL EMAIL
Convert your audience
BIDSKETCH.COM
Teach people how
to solve their
problems.
Learn from your
audience and
customers...
HTTP://CUSTDEV.COM
Do customer development
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
Marketing is
distribution.
Strategies for B2B distribution
Integrations
Work Emails
Embeds
Powered By
Free Stuff
Integrations
DOWNWIT’
O.P.P.OTHER PEOPLE’S PLATFORMS
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+
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
Work Emails
Work Emails
PODIO.COM
Work Emails
YAMMER.COM
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
Embeds
Embeds
HTTP://KISS.LY/YTEMBED
Embeds
HTTP://KISS.LY/SSEMBEDS
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
Powered By
Powered By
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
Free Stuff
Free Stuff
GRADER.COM
Free Stuff
HTTP://NEWRELIC.COM/ASI
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
GO!
Thank You!
Killer Content Marketing
Download the slides:
http://kiss.ly/microconf2013hiten

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