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TOOLS & SOFTWARETO GET YOUR FIRST CUSTOMERS
PJ LEIMGRUBER | @MISTERPEEJ
▸ 1988 - Born in New York, Grew up in Florida
▸ 2011 - Bootstrapped an e-Commerce startup, RAGEHATS, to $50k/month
▸ 2012 - Co-Founded a digital marketing/SEO consultancy, Rank Executives
▸ 2013 - Co-Founded, NEOREACH w/ brother @ Stanford, California. Raised 3M
in VC dollars. Moved out to Silicon Valley.
▸ 2016/17 - Invited To Teach ITP 476 at University of Southern California. Joined
the faculty in January 2017 and moved down to Santa Monica outside LA.
ABOUT ME
WHO I’VE WORKED WITH
TODAY WE WILL BE LEARNING
HOW TO USE TOOLS & SOFTWARE TO GET YOUR FIRST CUSTOMERS
▸ Data & Analytics Software - Google Analytics (GA)
▸ Building A Landing Page
▸ Thinking Like A Marketer - Setting Attainable Goals & KPI’s
▸ Free Tactics To Acquire New Users
▸ Content Marketing Basics
▸ Ideas & Additional Strategies
SO WHAT WILL WE COVER TODAY?
STUFF THAT COSTS TIME BUT NOT MONEY
HOW TO USE GOOGLEB/C YOU’VE BEEN DOING IT WRONG THIS WHOLE
TIME…
GETTING STARTED
USING GOOGLE PROPERLY IS THE BACKBONE FOR GROWTH HACKING
▸ The use of “quotes” tells Google to search for this exact phrase in this exact
order.
▸ The use of + is the most effective way to separate words in the same search.
▸ For example: “write for us” + blog.
▸ Using these advanced search operators will make you laser sharp at using
Google.
▸ GOOGLE WILL TEACH YOU EVERYTHING - DON’T BE LAZY - GOOGLE IT!
GETTING STARTED
PLEASE!!! INSTALL GOOGLE WEBMASTER TOOLS & ANALYTICS
▸ It’s free to sign up.
▸ Install custom analytics code onto your website/landing page.
▸ Tracks visitors & other important metrics like time on site, bounce rate,
click through rate (CTR)
▸ Great data = informed decision making.
▸ We will talk more about this
GOOGLE ANALYICS
▸ You must be anal about your
data!
▸ Web analytics, in general is the measurement, collection, analysis and reporting
of web data for purposes of understanding and optimizing web usage.
▸ Google Analytics is the market leading web analytics tool with over 80% of
market share (that’s huge)
▸ Audience and their needs
▸ Track the routes people take to reach you
▸ Devices they use to get there
▸ Learn what people are looking for
▸ Tailor marketing and site content for maximum impact
What is analytics?
▸ How many people visit my
website?
▸ Where do my visitors live?
▸ What sources/websites send
traffic to my website?
▸ What marketing tactics drive the
most traffic to my website?
▸ What content do my visitors like
the most?
▸ Which pages on my website
are the most popular?
▸ How many visitors have I
converted into leads or
customers?
▸ Where did my converting
visitors come from and go on
my website?
Analytics has the answer!
HERE IS HOW TO MAKE AN ACCOUNT
This must be
installed on every
page on your
website. The
installation will
depend on what
type of website
you have.
▸ If you are using a WORDPRESS
site. Then you can install a plugin
called “Google Analytics by
Yoast”
▸ This will give you a place to
insert the tracking code.
▸ Then the plug in will do the rest
of the work.
▸ Other website builder platforms
also work like this (Squarespace,
Wix, Instapage etc.)
▸ Boom. Done.
▸ If you are using a custom site or
a site built from scratch or any
site like that then have the
developer do it.
▸ But in case you want to really be
thorough in your knowledge and
show the developer (and
everyone else in the company)
who is the boss.
▸ Then here is how to do it…
PLACE THIS CODE IN THE
<HEAD>
TAG OF THE WEBSITE
Reporting -> Real-Time -> Overview
Reporting -> Audience -> Overview
Reporting -> Acquisition -> Overview
▸ Goals will tell Google Analytics when
something important has happened on your
website.
▸ For example, if you have a website where
you generate leads through a contact form,
you will want to find (or create) a thank you
page that visitors end upon once they have
submitted their contact information.
SET UP GOALS
▸ let’s track every time a
user reaches that page
▸ Can select a
pre-set goal
template OR
select
custom.
▸ For this
example, we
will create a
custom goal.
▸ Select >>
DESTINATION
▸ >> NEXT STEP
▸ Enter the URL
into destination
that we are
going to track.
▸ If you have other similar goals / conversions
you would like to track on your website, you
can follow these steps again.
▸ You can create up to 20 goals on your website.
▸ Be sure that the ones you create are highly
important to your business.
▸ These goals (for most businesses) include lead
form submissions, email list sign ups, and
purchase completions.
▸ Depending on your website and its purpose,
your goals may vary.
IMPORTANT!
WATCH AND READ THESE
https://moz.com/blog/absolute-beginners-guide-to-google-analytics
http://bit.ly/2gbfEXu
**WATCH** Google Analytics Academy on YouTube:
**READ** Moz - Beginners Guide To Google Analytics
CREATING
THE
PERFECT
LANDING
PAGE
WHAT IS A LANDING PAGE?
LANDING PAGES HAVE ONE MAJOR OBJECTIVE
TURN SITE VISITORS INTO LEADS.
PART 1: CREATING THE PERFECT LANDING PAGE
OBJECTIVE - TURN SITE VISITORS INTO LEADS
▸ Tells the visitor a short story so
they know exactly what they’re
getting.
▸ It shows them a picture of what
they’re going to get.
▸ No navigation because we don’t
want them going anywhere else.
▸ The content/copy is brief, but super
compelling. Less than 200 words of
body text is ideal.
▸ Has a form to capture their
information (more on this)
▸ Has social sharing icons that make it
easy to share.
PART 1: CREATING THE PERFECT LANDING PAGE
STEP 1: CREATE A COMPELLING HEADLINE
▸ Capture visitors attention
immediately. Make them want to
read on.
▸ Try to keep headline on one line.
<Hard Problem You Solve> Made
Easy
<Two Word> Software for
<Industry> Professionals
Eliminate your <Niche> Problem
For Good.
Smarter <Hard Thing> Is Here.
The Future of <blank>
PART 1: CREATING THE PERFECT LANDING PAGE
STEP 2: PICK A GOOD HEADER IMAGE
▸ Image of your product
▸ Professional Stock
Photo
Sources:
Stocksy
Dollar Photo Club
Fotolia
EXAMPLE OF A PERFECT HEADLINE
EXAMPLE OF A PERFECT HEADLINE
PART 1: CREATING THE PERFECT LANDING PAGE
STEP 3: MAKE IT EASY TO UNDERSTAND WHAT YOU DO. DON’T OVER-DO TEXT
▸ Break down into 3
steps/features
▸ Short description of
each
▸ Use “power words” like
get, feel, have, enjoy
source: lumosity.com
COMPELLING HEADLINE
WITH LEAD CAPTURE
3 STEPS &
SHORT/COMPELLING TEXT
source: hbloom.com
PART 1: CREATING THE PERFECT LANDING PAGE
STEP 4: BIG BUTTONS AND CALLS TO ACTION
GET STARTED
*
START FOR FREE TRAIL
*
APPLY FOR EARLY ACCESS
*
Don’t Miss Out On The
Next Big Thing
*
SIGN ME UP!
PART 1: CREATING THE PERFECT LANDING PAGE
STEP 5: COLLECTING THE INFORMATION YOU NEED
▸ Use forms to collect their
information.
▸ Collect as little info as you need to
onboard them.
▸ The number of fields should
correlate with the buyers journey.
▸ If you are just building interest/
awareness, then basic info like
name and email is enough.
PART 1: CREATING THE PERFECT LANDING PAGE
PRO TIP: ENCOURAGE SOCIAL SHARING & REFERRALS
▸ KICKOFF LABS
▸ Put Social Share Buttons
At the Bottom
▸ Encourage early signup
PART 1: CREATING THE PERFECT LANDING PAGE
PRO TIP: BUILD CREDIBILITY
▸ Short testimonials or
endorsements from
customers.
▸ Stars & graphics
▸ Certification or Customer
Logos
further reading: http://unbounce.com/landing-pages/15-ways-to-increase-trust-in-your-landing-pages/
PART 1: CREATING THE PERFECT LANDING PAGE
TOOLS AND RESOURCES I LOVE!!!
▸ Dribbble - Design
social network with
tons of examples
of colors,
typography, great
design and
designers.
PART 1: CREATING THE PERFECT LANDING PAGE
TOOLS AND RESOURCES I LOVE!!!
▸ Iconmonstr - Free
icons!!! You can
even pick your
color and size.
▸ over 4,000 free
icons.
PART 1: CREATING THE PERFECT LANDING PAGE
SOURCES & LINKS FOR FURTHER RESEARCH
▸ http://unbounce.com/landing-page-articles/the-anatomy-of-
a-landing-page/
▸ https://blog.kissmetrics.com/landing-page-design-
infographic/
▸ https://www.formstack.com/the-anatomy-of-a-perfect-
landing-page
▸ https://instapage.com/blog/landing-page-examples
RECOMMMEND
SOFTWARE…TO BUILD YOUR LANDING PAGE
INSTAPAGE
…BY FAR THE EASIEST TO USE
OTHERS TO CONSIDER
▸ KICKOFF LABS
▸ WEEBLY
OR
WEBSITE BUILDERS LIKE
- WIX
- SQUARESPACE
LANDING PAGE = DONE
AWESOME! NOW LETS GET SOME TRAFFIC TO IT.
THINKING LIKE A MARKETERSETTING & DEFINING ATTAINABLE GOALS AND
KPI’S
BUT FIRST
What you are marketing? Is it a brand, product, service, or idea?
Who you are marketing it to? Your target audience or preferred
consumer?
Are we selling software, sign-ups, or actual products?
Why they should choose your offerings over identical or similar items
offered by your competition?
Where will your marketing material will be most effective? Social media
network, email, direct solicitation, or sponsored online advertising?
When your marketing efforts can be deemed successful?
SUBMISSION &
POSTING TACTICS
FREE PLACES YOU CAN LIST
YOUR WEBSITE/STARTUP
THAT WILL SEND FREE
TRAFFIC!
PLACE #1 - STUMBLEUPON
StumbleUpon
Free web-browser
extension which acts as an
intelligent browsing tool
for discovering and
sharing web sites by a
recommendation engine
PART 2.1: SUBMISSION AND POSTING BASED TACTICS
PART 2.1: SUBMISSION AND POSTING BASED TACTICS
PLACE #2 - PRODUCT HUNT
A curation of the best new
products, every day.
Discover the latest mobile
apps, websites, and
technology products that
everyone's talking about.
PLACE #3 - SCOOP.IT
Launch a topic at Scoop.it
and post your website into
your topic page
PART 2.1: SUBMISSION AND POSTING BASED TACTICS
PLACE #4 - REDDIT & R/STARTUPS
Share your startup on
Reddit’s /r/startups category
or any other hyper targeted
subreddit.
Note - Engage with the
community first. Don’t just
sign up and post. They hate
spammers.
PART 2.1: SUBMISSION AND POSTING BASED TACTICS
PLACE #5 - CREATE A CRUNCHBASE PAGE
CrunchBase
CrunchBase is the leading
platform to discover
innovative companies and
the people behind them.
Used by millions of
entrepreneurs, investors,
and analysts.
pro tip: works great for recruiting & hiring
PART 2.1: SUBMISSION AND POSTING BASED TACTICS
PLACE #6 - BETALIST betalist
Goes out to 25k+ early
adopters.
Limited to pre launch
startups.
people come here to learn
about new ideas and
startups…
PART 2.1: SUBMISSION AND POSTING BASED TACTICS
CREATE COOL CONTENTAND GIVE IT AWAY… THIS IS CONTENT MARKETING
PART 2.2: CONTENT MARKETING
REMEMBER…
▸ You are considered an expert in the field of
which your company/startup is in.
▸ So put that knowledge to good use - and help
make the internet better by contributing to it.
▸ Guess who searches for information related to
your expert area of genius?? (YOUR
CUSTOMERS)
THE GOLDEN RULE
In order to GET value
You must GIVE value!
PART 2.2: CONTENT MARKETING
EXAMPLES OF COOL CONTENT
▸ Infographics
▸ Blog Posts
▸ Viral Memes
▸ Slideshares
▸ Whitepapers
▸ How To Guides
▸ Viral Videos
▸ Giveaways
▸ Webinars
▸ Free Tools
▸ Industry Reports
▸ News/Press Releases
PART 2.2: CONTENT MARKETING
RESOURCES ON THE WEB ▸ Share Infographics:
▸ http://visual.ly/
▸ Create & Share Viral Memes:
▸ https://imgflip.com/memegenerator
▸ Publish Slideshares:
▸ http://www.slideshare.net
▸ Blogging Communities:
▸ https://myblogu.com
▸ https://topbloggers.com/
PART 2.2: CONTENT MARKETING
WRITE AN AWESOME BLOG POST
JUST ONE - BUT MAKE IT AMAZING!!!
Write attention
grabbing headline
guides or write posts
that fill these templates.
Free Tool:
https://
www.portent.com/
tools/title-maker
• The Secret of [blank]
• Little Known Ways to [blank]
• Get Rid of [problem] Once and For All
• What Everybody Ought to Know about [blank]
• The Lazy [blank’s] Way to [blank]
• 4 Ways to [Blank] That You Never Knew Existed
HOW TO BLOG EFFECTIVELY - WRITE MAGNETIC HEADLINES
PART 2.2: CONTENT MARKETING
▸ Write a post called “Our competitor
vs Our Company”
▸ This will attract search engine traffic
looking for reviews of competitor
HOW TO BLOG EFFECTIVELY - WRITE A POST COMPARING YOU VS. COMPETITOR
PART 2.2: CONTENT MARKETING
OUTREACHAKA… MESSAGING STRANGERS ON THE INTERNET
PART 2.3: OUTREACH
TACTIC #1 - CREATE A MEDIA KIT FOR YOUR “THING” (PRODUCT/COMPANY/STARTUP)
▸ This can be a is a word document or powerpoint.
▸ MUST INCLUDE: company overview, images/screenshots, logos,
▸ What problem does your “thing” solve? Who are the users of your “thing”?
▸ How can people learn more or get started using your “thing”
▸ This will make it easy for someone to learn about you, write about you,
recommend you, etc.
TACTIC #2 - OUTREACH TO BLOGGERS
Outreach to bloggers
and invite them to share
your content.
Best way is to Google for
blogs in your industry or
Find them using any of
these services:
PART 2.3: OUTREACH
TACTIC #3 - FIND GUEST POSTING OPPORTUNITIES
▸ Guest authorship means YOU
author your own blog post on a
topic (related to your company/
product/startup)
▸ Make it interesting; and not too
sales focused.
▸ Be sure to include your name and a
link to your site in your author bio.
PART 2.3: OUTREACH
PRO TIP: GOOGLE IS THE BEST FOR FINDING THESE OPPORTUNITIES
• Here’s how: Search “Write for us” + Your Industry/Niche +
Blog or “Guest Post” + Your Industry/Niche + Blog!
• Use “quotes” around a term, this tells Google to look
exactly for this term, in this particular order. Parse your
queries by adding a +
• This will help Google better narrow down your search
and return laser focused results!


PART 2.3: OUTREACH
TACTIC #4 - PINPOINT AND MESSAGE AN INDUSTRY JOURNALIST
Pinpoint a new journalist at a big
publication, offer them an exclusive on
your content.
Provide them with data that only you
have access to.
Help the new journalist look good.
Tweet @ them or Message on LinkedIN
PART 2.3: OUTREACH
TACTIC #4 CONT - EXAMPLE PUBLICATIONS TO TARGET
▸ Huffington Post
▸ Business 2 Community
▸ E Learning Industry
▸ Examiner
▸ Markets Morning
▸ YFS Magazine
▸ Tech Cocktail
▸ Start-Up Beat
▸ Tech Wyse
▸ All Business
▸ Natural News
▸ Elite Daily
▸ The Self Employed
▸ Small Biz Trends
▸ Life Hacker
▸ Socialnomics
▸ Social Media Today
▸ Young Upstarts
PART 2.3: OUTREACH
AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT
TACTIC #5 - OUTREACH TO INFLUENCERS IN YOUR INDUSTRY
Outreach to influential people on
Twitter, Instagram, Pinterest,
Facebook. and invite them to
share your content.
There is an entire industry
devoted to this called “Influencer
Marketing.”
Hard to get for free, but hell - we
don’t have any money so its
worth a shot!
PART 2.3: OUTREACH
OTHER TACTICS & STRATEGIESA MIXED BREW
PART 3: A MIXED BREW OF TACTICS
TACTIC #1 - RESPOND TO UNANSWERED QUESTIONS ON QUORA
Respond to unanswered questions in
your niche on Quora. Quora is a
question-and-answer website where
questions are asked, answered,
edited and organized by its
community of users.
PART 3: A MIXED BREW OF TACTICS
TACTIC #2 - SIGN UP FOR MENTION
Mention allows you to monitor in real-time
anything published on the web and social
networks.
You can react by getting an alert triggered
by a keyword or key phrase you set up.
Connect social accounts (Twitter,
Facebook, Buffer) to your alerts as well.
PART 3: A MIXED BREW OF TACTICS
TACTIC #3 - SIGN UP GOOGLE ALERTS
Google Alerts is a content change detection
and notification service, offered for free by
Google.
The service sends emails to the user when it
finds new results—such as web pages,
newspaper articles, blogs, or scientific
research—that match the user's search term.
Great way to find authors, bloggers, and
websites in your niche.
PART 3: A MIXED BREW OF TACTICS
TACTIC #4 - SUBMIT A FREE PRESS RELEASE
Write a press release. If you don’t know what
those are. Google them, read some, and
give it your best shot.
Then you can submit a free press release
using a service like PRlog
PART 3: A MIXED BREW OF TACTICS
TACTIC #5 - PUSH NOTIFICATIONS FOR BROWSER AND MOBILE
PushCrew is a tool that enables websites to
send push notifications anywhere around the
web. It allows you to send notifications to
followers without them being on their
website. It's kinda like the push notifications
on your mobile device, except you don't
have to invest in an app to send them.
PART 3: A MIXED BREW OF TACTICS
TACTIC #6 - COMPETITOR RESEARCH
Grab the URL of your
closest competitor
Use tools like
MajesticSEO to see who
links to your competitors.
Outreach to those
webmasters, and ask
them to feature your
product/service/website.
THE ENDQUESTIONS?
▸ Tweet (and follow) @misterpeej and ask me
any questions.
▸ Skype Me: pj.neoreach
▸ Email Me: pj@rankexecutives.com

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EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools

  • 1. TOOLS & SOFTWARETO GET YOUR FIRST CUSTOMERS PJ LEIMGRUBER | @MISTERPEEJ
  • 2. ▸ 1988 - Born in New York, Grew up in Florida ▸ 2011 - Bootstrapped an e-Commerce startup, RAGEHATS, to $50k/month ▸ 2012 - Co-Founded a digital marketing/SEO consultancy, Rank Executives ▸ 2013 - Co-Founded, NEOREACH w/ brother @ Stanford, California. Raised 3M in VC dollars. Moved out to Silicon Valley. ▸ 2016/17 - Invited To Teach ITP 476 at University of Southern California. Joined the faculty in January 2017 and moved down to Santa Monica outside LA. ABOUT ME
  • 4. TODAY WE WILL BE LEARNING HOW TO USE TOOLS & SOFTWARE TO GET YOUR FIRST CUSTOMERS ▸ Data & Analytics Software - Google Analytics (GA) ▸ Building A Landing Page ▸ Thinking Like A Marketer - Setting Attainable Goals & KPI’s ▸ Free Tactics To Acquire New Users ▸ Content Marketing Basics ▸ Ideas & Additional Strategies
  • 5. SO WHAT WILL WE COVER TODAY? STUFF THAT COSTS TIME BUT NOT MONEY
  • 6. HOW TO USE GOOGLEB/C YOU’VE BEEN DOING IT WRONG THIS WHOLE TIME…
  • 7.
  • 8. GETTING STARTED USING GOOGLE PROPERLY IS THE BACKBONE FOR GROWTH HACKING ▸ The use of “quotes” tells Google to search for this exact phrase in this exact order. ▸ The use of + is the most effective way to separate words in the same search. ▸ For example: “write for us” + blog. ▸ Using these advanced search operators will make you laser sharp at using Google. ▸ GOOGLE WILL TEACH YOU EVERYTHING - DON’T BE LAZY - GOOGLE IT!
  • 9. GETTING STARTED PLEASE!!! INSTALL GOOGLE WEBMASTER TOOLS & ANALYTICS ▸ It’s free to sign up. ▸ Install custom analytics code onto your website/landing page. ▸ Tracks visitors & other important metrics like time on site, bounce rate, click through rate (CTR) ▸ Great data = informed decision making. ▸ We will talk more about this
  • 10. GOOGLE ANALYICS ▸ You must be anal about your data!
  • 11. ▸ Web analytics, in general is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. ▸ Google Analytics is the market leading web analytics tool with over 80% of market share (that’s huge) ▸ Audience and their needs ▸ Track the routes people take to reach you ▸ Devices they use to get there ▸ Learn what people are looking for ▸ Tailor marketing and site content for maximum impact What is analytics?
  • 12. ▸ How many people visit my website? ▸ Where do my visitors live? ▸ What sources/websites send traffic to my website? ▸ What marketing tactics drive the most traffic to my website? ▸ What content do my visitors like the most? ▸ Which pages on my website are the most popular? ▸ How many visitors have I converted into leads or customers? ▸ Where did my converting visitors come from and go on my website? Analytics has the answer!
  • 13. HERE IS HOW TO MAKE AN ACCOUNT
  • 14.
  • 15.
  • 16. This must be installed on every page on your website. The installation will depend on what type of website you have.
  • 17. ▸ If you are using a WORDPRESS site. Then you can install a plugin called “Google Analytics by Yoast” ▸ This will give you a place to insert the tracking code. ▸ Then the plug in will do the rest of the work. ▸ Other website builder platforms also work like this (Squarespace, Wix, Instapage etc.) ▸ Boom. Done.
  • 18. ▸ If you are using a custom site or a site built from scratch or any site like that then have the developer do it. ▸ But in case you want to really be thorough in your knowledge and show the developer (and everyone else in the company) who is the boss. ▸ Then here is how to do it… PLACE THIS CODE IN THE <HEAD> TAG OF THE WEBSITE
  • 19. Reporting -> Real-Time -> Overview
  • 20. Reporting -> Audience -> Overview
  • 22. ▸ Goals will tell Google Analytics when something important has happened on your website. ▸ For example, if you have a website where you generate leads through a contact form, you will want to find (or create) a thank you page that visitors end upon once they have submitted their contact information. SET UP GOALS ▸ let’s track every time a user reaches that page
  • 23.
  • 24.
  • 25. ▸ Can select a pre-set goal template OR select custom. ▸ For this example, we will create a custom goal.
  • 26. ▸ Select >> DESTINATION ▸ >> NEXT STEP ▸ Enter the URL into destination that we are going to track.
  • 27. ▸ If you have other similar goals / conversions you would like to track on your website, you can follow these steps again. ▸ You can create up to 20 goals on your website. ▸ Be sure that the ones you create are highly important to your business. ▸ These goals (for most businesses) include lead form submissions, email list sign ups, and purchase completions. ▸ Depending on your website and its purpose, your goals may vary.
  • 28. IMPORTANT! WATCH AND READ THESE https://moz.com/blog/absolute-beginners-guide-to-google-analytics http://bit.ly/2gbfEXu **WATCH** Google Analytics Academy on YouTube: **READ** Moz - Beginners Guide To Google Analytics
  • 30. WHAT IS A LANDING PAGE? LANDING PAGES HAVE ONE MAJOR OBJECTIVE TURN SITE VISITORS INTO LEADS.
  • 31.
  • 32. PART 1: CREATING THE PERFECT LANDING PAGE OBJECTIVE - TURN SITE VISITORS INTO LEADS ▸ Tells the visitor a short story so they know exactly what they’re getting. ▸ It shows them a picture of what they’re going to get. ▸ No navigation because we don’t want them going anywhere else. ▸ The content/copy is brief, but super compelling. Less than 200 words of body text is ideal. ▸ Has a form to capture their information (more on this) ▸ Has social sharing icons that make it easy to share.
  • 33. PART 1: CREATING THE PERFECT LANDING PAGE STEP 1: CREATE A COMPELLING HEADLINE ▸ Capture visitors attention immediately. Make them want to read on. ▸ Try to keep headline on one line. <Hard Problem You Solve> Made Easy <Two Word> Software for <Industry> Professionals Eliminate your <Niche> Problem For Good. Smarter <Hard Thing> Is Here. The Future of <blank>
  • 34. PART 1: CREATING THE PERFECT LANDING PAGE STEP 2: PICK A GOOD HEADER IMAGE ▸ Image of your product ▸ Professional Stock Photo Sources: Stocksy Dollar Photo Club Fotolia
  • 35. EXAMPLE OF A PERFECT HEADLINE
  • 36. EXAMPLE OF A PERFECT HEADLINE
  • 37. PART 1: CREATING THE PERFECT LANDING PAGE STEP 3: MAKE IT EASY TO UNDERSTAND WHAT YOU DO. DON’T OVER-DO TEXT ▸ Break down into 3 steps/features ▸ Short description of each ▸ Use “power words” like get, feel, have, enjoy source: lumosity.com
  • 38. COMPELLING HEADLINE WITH LEAD CAPTURE 3 STEPS & SHORT/COMPELLING TEXT source: hbloom.com
  • 39. PART 1: CREATING THE PERFECT LANDING PAGE STEP 4: BIG BUTTONS AND CALLS TO ACTION GET STARTED * START FOR FREE TRAIL * APPLY FOR EARLY ACCESS * Don’t Miss Out On The Next Big Thing * SIGN ME UP!
  • 40. PART 1: CREATING THE PERFECT LANDING PAGE STEP 5: COLLECTING THE INFORMATION YOU NEED ▸ Use forms to collect their information. ▸ Collect as little info as you need to onboard them. ▸ The number of fields should correlate with the buyers journey. ▸ If you are just building interest/ awareness, then basic info like name and email is enough.
  • 41. PART 1: CREATING THE PERFECT LANDING PAGE PRO TIP: ENCOURAGE SOCIAL SHARING & REFERRALS ▸ KICKOFF LABS ▸ Put Social Share Buttons At the Bottom ▸ Encourage early signup
  • 42. PART 1: CREATING THE PERFECT LANDING PAGE PRO TIP: BUILD CREDIBILITY ▸ Short testimonials or endorsements from customers. ▸ Stars & graphics ▸ Certification or Customer Logos further reading: http://unbounce.com/landing-pages/15-ways-to-increase-trust-in-your-landing-pages/
  • 43. PART 1: CREATING THE PERFECT LANDING PAGE TOOLS AND RESOURCES I LOVE!!! ▸ Dribbble - Design social network with tons of examples of colors, typography, great design and designers.
  • 44. PART 1: CREATING THE PERFECT LANDING PAGE TOOLS AND RESOURCES I LOVE!!! ▸ Iconmonstr - Free icons!!! You can even pick your color and size. ▸ over 4,000 free icons.
  • 45. PART 1: CREATING THE PERFECT LANDING PAGE SOURCES & LINKS FOR FURTHER RESEARCH ▸ http://unbounce.com/landing-page-articles/the-anatomy-of- a-landing-page/ ▸ https://blog.kissmetrics.com/landing-page-design- infographic/ ▸ https://www.formstack.com/the-anatomy-of-a-perfect- landing-page ▸ https://instapage.com/blog/landing-page-examples
  • 47. INSTAPAGE …BY FAR THE EASIEST TO USE
  • 48. OTHERS TO CONSIDER ▸ KICKOFF LABS ▸ WEEBLY OR WEBSITE BUILDERS LIKE - WIX - SQUARESPACE
  • 49. LANDING PAGE = DONE AWESOME! NOW LETS GET SOME TRAFFIC TO IT.
  • 50. THINKING LIKE A MARKETERSETTING & DEFINING ATTAINABLE GOALS AND KPI’S
  • 51. BUT FIRST What you are marketing? Is it a brand, product, service, or idea? Who you are marketing it to? Your target audience or preferred consumer? Are we selling software, sign-ups, or actual products? Why they should choose your offerings over identical or similar items offered by your competition? Where will your marketing material will be most effective? Social media network, email, direct solicitation, or sponsored online advertising? When your marketing efforts can be deemed successful?
  • 52. SUBMISSION & POSTING TACTICS FREE PLACES YOU CAN LIST YOUR WEBSITE/STARTUP THAT WILL SEND FREE TRAFFIC!
  • 53. PLACE #1 - STUMBLEUPON StumbleUpon Free web-browser extension which acts as an intelligent browsing tool for discovering and sharing web sites by a recommendation engine PART 2.1: SUBMISSION AND POSTING BASED TACTICS
  • 54. PART 2.1: SUBMISSION AND POSTING BASED TACTICS PLACE #2 - PRODUCT HUNT A curation of the best new products, every day. Discover the latest mobile apps, websites, and technology products that everyone's talking about.
  • 55. PLACE #3 - SCOOP.IT Launch a topic at Scoop.it and post your website into your topic page PART 2.1: SUBMISSION AND POSTING BASED TACTICS
  • 56. PLACE #4 - REDDIT & R/STARTUPS Share your startup on Reddit’s /r/startups category or any other hyper targeted subreddit. Note - Engage with the community first. Don’t just sign up and post. They hate spammers. PART 2.1: SUBMISSION AND POSTING BASED TACTICS
  • 57. PLACE #5 - CREATE A CRUNCHBASE PAGE CrunchBase CrunchBase is the leading platform to discover innovative companies and the people behind them. Used by millions of entrepreneurs, investors, and analysts. pro tip: works great for recruiting & hiring PART 2.1: SUBMISSION AND POSTING BASED TACTICS
  • 58. PLACE #6 - BETALIST betalist Goes out to 25k+ early adopters. Limited to pre launch startups. people come here to learn about new ideas and startups… PART 2.1: SUBMISSION AND POSTING BASED TACTICS
  • 59. CREATE COOL CONTENTAND GIVE IT AWAY… THIS IS CONTENT MARKETING
  • 60. PART 2.2: CONTENT MARKETING REMEMBER… ▸ You are considered an expert in the field of which your company/startup is in. ▸ So put that knowledge to good use - and help make the internet better by contributing to it. ▸ Guess who searches for information related to your expert area of genius?? (YOUR CUSTOMERS)
  • 61. THE GOLDEN RULE In order to GET value You must GIVE value! PART 2.2: CONTENT MARKETING
  • 62. EXAMPLES OF COOL CONTENT ▸ Infographics ▸ Blog Posts ▸ Viral Memes ▸ Slideshares ▸ Whitepapers ▸ How To Guides ▸ Viral Videos ▸ Giveaways ▸ Webinars ▸ Free Tools ▸ Industry Reports ▸ News/Press Releases PART 2.2: CONTENT MARKETING
  • 63. RESOURCES ON THE WEB ▸ Share Infographics: ▸ http://visual.ly/ ▸ Create & Share Viral Memes: ▸ https://imgflip.com/memegenerator ▸ Publish Slideshares: ▸ http://www.slideshare.net ▸ Blogging Communities: ▸ https://myblogu.com ▸ https://topbloggers.com/ PART 2.2: CONTENT MARKETING
  • 64. WRITE AN AWESOME BLOG POST JUST ONE - BUT MAKE IT AMAZING!!!
  • 65. Write attention grabbing headline guides or write posts that fill these templates. Free Tool: https:// www.portent.com/ tools/title-maker • The Secret of [blank] • Little Known Ways to [blank] • Get Rid of [problem] Once and For All • What Everybody Ought to Know about [blank] • The Lazy [blank’s] Way to [blank] • 4 Ways to [Blank] That You Never Knew Existed HOW TO BLOG EFFECTIVELY - WRITE MAGNETIC HEADLINES PART 2.2: CONTENT MARKETING
  • 66. ▸ Write a post called “Our competitor vs Our Company” ▸ This will attract search engine traffic looking for reviews of competitor HOW TO BLOG EFFECTIVELY - WRITE A POST COMPARING YOU VS. COMPETITOR PART 2.2: CONTENT MARKETING
  • 68. PART 2.3: OUTREACH TACTIC #1 - CREATE A MEDIA KIT FOR YOUR “THING” (PRODUCT/COMPANY/STARTUP) ▸ This can be a is a word document or powerpoint. ▸ MUST INCLUDE: company overview, images/screenshots, logos, ▸ What problem does your “thing” solve? Who are the users of your “thing”? ▸ How can people learn more or get started using your “thing” ▸ This will make it easy for someone to learn about you, write about you, recommend you, etc.
  • 69. TACTIC #2 - OUTREACH TO BLOGGERS Outreach to bloggers and invite them to share your content. Best way is to Google for blogs in your industry or Find them using any of these services: PART 2.3: OUTREACH
  • 70. TACTIC #3 - FIND GUEST POSTING OPPORTUNITIES ▸ Guest authorship means YOU author your own blog post on a topic (related to your company/ product/startup) ▸ Make it interesting; and not too sales focused. ▸ Be sure to include your name and a link to your site in your author bio. PART 2.3: OUTREACH
  • 71. PRO TIP: GOOGLE IS THE BEST FOR FINDING THESE OPPORTUNITIES • Here’s how: Search “Write for us” + Your Industry/Niche + Blog or “Guest Post” + Your Industry/Niche + Blog! • Use “quotes” around a term, this tells Google to look exactly for this term, in this particular order. Parse your queries by adding a + • This will help Google better narrow down your search and return laser focused results! 
 PART 2.3: OUTREACH
  • 72. TACTIC #4 - PINPOINT AND MESSAGE AN INDUSTRY JOURNALIST Pinpoint a new journalist at a big publication, offer them an exclusive on your content. Provide them with data that only you have access to. Help the new journalist look good. Tweet @ them or Message on LinkedIN PART 2.3: OUTREACH
  • 73. TACTIC #4 CONT - EXAMPLE PUBLICATIONS TO TARGET ▸ Huffington Post ▸ Business 2 Community ▸ E Learning Industry ▸ Examiner ▸ Markets Morning ▸ YFS Magazine ▸ Tech Cocktail ▸ Start-Up Beat ▸ Tech Wyse ▸ All Business ▸ Natural News ▸ Elite Daily ▸ The Self Employed ▸ Small Biz Trends ▸ Life Hacker ▸ Socialnomics ▸ Social Media Today ▸ Young Upstarts PART 2.3: OUTREACH
  • 74. AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT
  • 75. TACTIC #5 - OUTREACH TO INFLUENCERS IN YOUR INDUSTRY Outreach to influential people on Twitter, Instagram, Pinterest, Facebook. and invite them to share your content. There is an entire industry devoted to this called “Influencer Marketing.” Hard to get for free, but hell - we don’t have any money so its worth a shot! PART 2.3: OUTREACH
  • 76. OTHER TACTICS & STRATEGIESA MIXED BREW
  • 77. PART 3: A MIXED BREW OF TACTICS TACTIC #1 - RESPOND TO UNANSWERED QUESTIONS ON QUORA Respond to unanswered questions in your niche on Quora. Quora is a question-and-answer website where questions are asked, answered, edited and organized by its community of users.
  • 78. PART 3: A MIXED BREW OF TACTICS TACTIC #2 - SIGN UP FOR MENTION Mention allows you to monitor in real-time anything published on the web and social networks. You can react by getting an alert triggered by a keyword or key phrase you set up. Connect social accounts (Twitter, Facebook, Buffer) to your alerts as well.
  • 79. PART 3: A MIXED BREW OF TACTICS TACTIC #3 - SIGN UP GOOGLE ALERTS Google Alerts is a content change detection and notification service, offered for free by Google. The service sends emails to the user when it finds new results—such as web pages, newspaper articles, blogs, or scientific research—that match the user's search term. Great way to find authors, bloggers, and websites in your niche.
  • 80. PART 3: A MIXED BREW OF TACTICS TACTIC #4 - SUBMIT A FREE PRESS RELEASE Write a press release. If you don’t know what those are. Google them, read some, and give it your best shot. Then you can submit a free press release using a service like PRlog
  • 81. PART 3: A MIXED BREW OF TACTICS TACTIC #5 - PUSH NOTIFICATIONS FOR BROWSER AND MOBILE PushCrew is a tool that enables websites to send push notifications anywhere around the web. It allows you to send notifications to followers without them being on their website. It's kinda like the push notifications on your mobile device, except you don't have to invest in an app to send them.
  • 82. PART 3: A MIXED BREW OF TACTICS TACTIC #6 - COMPETITOR RESEARCH Grab the URL of your closest competitor Use tools like MajesticSEO to see who links to your competitors. Outreach to those webmasters, and ask them to feature your product/service/website.
  • 83. THE ENDQUESTIONS? ▸ Tweet (and follow) @misterpeej and ask me any questions. ▸ Skype Me: pj.neoreach ▸ Email Me: pj@rankexecutives.com