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Rand Fishkin, Wizard of Moz
| @randfish | rand@moz.com The Art of Product Marketing How to attract, entice, and convert the right audience for the product(s) and company you’re creating.
But it misses howto market
and growan audienceof rightcustomers so our product can scale… From Eric Ries’ slide deck on The Lean Startup What’s after the MVP?
What else is our audience
searching for? And what else do they use to describe this problem? Note: AdWords’ numbers should be viewed as ranges, not absolutes (e.g. 880 might mean 300-1,200 actual searches/month)
Search queries can often lead
to great sources of audience and customer discovery And, next year, 10K’ should be on this list! This can help tell us what matters to reviewers & customers
Don’t be too biased to
invest only in Google or Facebook – there are tons of opportunities Many products’ entire, very successful, strategies fit into channels w/ <0.1% of global web traffic.
Network & Viral / Word-of-Mouth
Via First Round Capital’s Article on Slack Slack is a product where 1 or 2 people can convince an entire organization to use it.
Network & Viral / Word-of-Mouth
Via Skarp’s Kickstarter page Kickstarter is an inherently WoM & viral-driven marketing Launchpad. Products only get made if people who want them share & amplify.
Influencers, Press, & PR Via
Techcrunch on Quora’s Growth Quora has intentionally foregone some forms of growth (SEO notably) to focus on influencers, press, & PR- style partnerships.
Influencers, Press, & PR Via
YouAreAwesome’s Blog Post Urbanspoon needed to compete w/ Yelp’s domination in restaurant reviews, so targeted bloggers who felt left out of Yelp’s ecosystem.
Content + Search, Social, Email,
et al. Free tools (& freemium) can be great forms of content marketing. Via Crew.co’s App vs. Website and VoilaNorbert
Nearly every startup & new
product uses a combination of these: The Product Itself Network & Viral/WoM PaidAdvertising Influencers, Press, & PR Content + Search, Social, Email, et al.
Didn’t try the product Tried,
but didn’t love it Tried & loved the product What do you think the product does? What made you try it? What made you try it? What would make you more likely to try it? What are your biggest objections to signup? What objections did you have and how did you overcome them? What caused you to stop using the product? What would have made you stay a customer? What objections did you have and how did you overcome them? What’s been most valuable to you? If you’ve loved it, can we share your story?
ID usage & profile characteristics
shared by your most loyal users. Encourage & message both in the product, & via external marketing, those traits in the rest of your audience. Recognize & reward, as personally as possible, users that exhibit behaviors that trend toward loyalty & amplification. Don’t be fooled by my oversimplification; this process is even harder than acquisition marketing.
Assuming non-paid media channels work
like paid media: People Pour more dollars & people in + Dollars = IF: ELSE: Positive ROI THEN: Find new channel/tactic
Organic channels, like products themselves,
need time to experiment, fail, learn, & iterate The 1st WB Fridays were some of our worst performing content. But, after years of experimenting, we found a formula & an audience, & now they’re some of our best.