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Lecture 15: Product Marketing
This document summarizes a class on starting new ventures in electrical and computer engineering. It discusses breaking down features into prioritized stories for product development. It then covers strategies for marketing with limited budgets, including search engine optimization, email marketing, and social media. Several case studies of startups are presented that illustrate how to build awareness, attract early adopters, and scale strategies through content marketing and storytelling.
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Lecture 15: Product Marketing
- 1. Duke ECE 490L:How to Start New Ventures in Electrical and Computer Engineering Poornima Vijayashanker poornima@femgineer.com Jeff Glass jeff.glass@duke.edu Akshay Raut ar118@duke.edu 1
- 2. Review • Breaking downfeatures into stories • Prioritizing product development • Process for shipping consistently Duke ECE 490L 2
- 3. Review Session: Wednesday October23, 2013 DUHatch Idea Summary Sign up for a session here! 3
- 4. Agenda • Scrapping Marketing •SEO • e-mail • Social Media Duke ECE 490L 4
- 5. Case Study #1:Food on the Table • Creates weekly meal plans and grocery lists, and hooks into grocery stores to find best deals for ingredients • Began with a single customer! • Interviewed customers are local super markets. • Signed up 1st customer and dropped off groceries weekly. • Collected $9.95 on each visit! Duke ECE 490L 5
- 6. Not enough tobuild a product... Duke ECE 490L 6
- 7. We also needto build awareness amongst early adopters. Duke ECE 490L 7
- 8. Market Share v.Market Adoption Duke ECE 490L 8
- 9. We need scalablestrategies. Duke ECE 490L 9
- 10. Strategies that willhave a multiplying effect. Duke ECE 490L 10
- 11. Need strategies thatwill still work even as you grow. Duke ECE 490L 11
- 12. To Build Awareness •Marketing with a shoestring budget • Need to attract early adopters • Long term strategy Duke ECE 490L 12
- 13. Too many channels,too little time. Duke ECE 490L 13
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- 15. Comes back tomental models. Duke ECE 490L 15
- 16. Experiment & measureto figure out best channel. Duke ECE 490L 16
- 17. Include investigation ofchannels in your customer interview. Duke ECE 490L 17
- 18. Channels will change! DukeECE 490L 18
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- 20. Content marketing. Duke ECE490L 20
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- 22. Storytelling • Relatable • Capture values •Repeatable • Solve a problem or Create an opportunity Duke ECE 490L 22
- 23. Capturing user’s experience. DukeECE 490L 23
- 24. Landing Page OR Blog Post DukeECE 490L 24
- 25. Case Study #2:Mint.com • Why? Makes your financial life easier. • How? Putting all your financial information in one place. • What? Aggregating accounts, creating budgets, automatically sending alerts, capturing investments, and tracking loans. Duke ECE 490L 25
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- 28. Case Study #3:Evernote Why? How? What? Duke ECE 490L 28
- 29. Once we’ve toldthe story we need to get technical. Duke ECE 490L 29
- 30.
- 31. 1. SEO Duke ECE490L 31
- 32. Search engine optimization(SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. Duke ECE 490L 32
- 33. Location. Location. Location. DukeECE 490L 33
- 34. SEO is powerful. DukeECE 490L 34
- 35. SEO Will OnlyWork If... are patient, it is a long term strategy. • You’re customers are searching for your product or services. • You adhere to ALL the following strategies. • You Duke ECE 490L 35
- 36. SEO Has aLonger Shelf Life • Tweet: minutes maybe hours. • Email: 7 days max! • AdWords: turn it off and you’re history. Duke ECE 490L 36
- 37. Google Wants tobe TOP Search Engine needs to provide clean content • Relevant • Timely • Accessible • Fast • It Duke ECE 490L 37
- 38. Make a crawleryour BFF! Duke ECE 490L 38
- 39. Crawlers LOVE • Links •Clear site structure • Clear navigation (internal links to webpages) • HTML & CSS (JavaScript & AJAX is harder) • Categories • Short URLs Duke ECE 490L 39
- 40. DINGS • Keyword stuffing • Duplicatecontent Duke ECE 490L 40
- 41. Can only crawlpublic sites, no logins! Duke ECE 490L 41
- 42. Check if you’vebeen indexed. Duke ECE 490L 42
- 43. How to BecomeCrawl Worthy • Optimize headlines and titles. • Title Tag <head> <title>Example Title</title> </head> Duke ECE 490L 43
- 44. How to BecomeCrawl Worthy Continued • URL • Good URL Structure: http://www.dmoz.org/Games/Video_Games/History/ • Bad URL Structure: http://www.imdb.com/title/tt0468569/ • Images are indexed too! Provide clear image tags and names. • <img src="http://www.example.com/example.png" alt="Keyword"> • Link traffic: guest blog posts and press pieces. Duke ECE 490L 44
- 45. Blogger’s block. Duke ECE490L 45
- 46. Easy Methods toCreate Content • Be observant • Turn conversations into posts. • Showcase: customers (case studies) and experts (interviews). • Start linking to other sites! (People check their referral traffic sources.) Duke ECE 490L 46
- 47. Tools • OpenSite Explorer: searchengine for links • Who is currently linking to you • Search for broken links • Who is linking to competitors Duke ECE 490L 47
- 48. Tools Continued • Google KeywordTool • Search volume • Competition • Long tail keywords • Google • track links • referral traffic • conversions • Analytics setup goals Duke ECE 490L 48
- 49. Improve Search Rankings •Do an SEO Audit of entire site • Long tail search terms • Consider location - submit to local directories Duke ECE 490L 49
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- 51. Why We ThinkE-mail Sucks • Inbox clutter • Low open rate and/or high bounce rate • Lists & quality of content affect results Duke ECE 490L 51
- 52. Truth most targeted communicationchannel • $2.1B being spent on e-mail marketing • Everything matters in email: delivery timing, subject, sender, and message • The Duke ECE 490L 52
- 53. Still don’t believeme? Duke ECE 490L 53
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- 55. Building Up YourList • Opt-in • Remind them that they opted in! • Segment your list e.g. paid v. non-paid, prospects v. customer • Frequently opened • Location • Characteristics Duke ECE 490L 55
- 56. Types of E-mails •Drip Campaign aka auto-responders, weekly emails • Sales • Newsletter Duke ECE 490L 56
- 57. Goals of aDrip Campaign • Provide valuable info: e.g. sign up workflow, share your expertise, countdown to an event • Keep customers engaged and stay relevant! • Not to spam • Consistent frequency: weekly or monthly Duke ECE 490L 57
- 58. Drip Campaign Process Createlist. Automatically add or pull together contacts. Create stages and frequency. Figure out your message. Week 1. Week 2. Value of product. Schedule it out. Use an e-mail marketing tool. Review stats. Open rate. Bounce. Links clicked on. Duke ECE 490L 58
- 59. Drip Campaign: 2Week Trial 1. How to get setup. 2. Feature benefits to business. 3. Additional resources e.g. customer support. 4. Reiterate value proposition. 5. Close First day. Day 2 or 3. Day 5. Week 2. 14th day. Duke ECE 490L 59
- 60. More personalized themessage the better! Duke ECE 490L 60
- 61. Did they buy something? Didthey just sign up? Keep it short. Follow up! Action Item! Compelling subject line. Duke ECE 490L 61
- 62. Why are wedoing all of this again? Duke ECE 490L 62
- 63. Attract early adopters! DukeECE 490L 63
- 64. Reuse content! Duke ECE490L 64
- 65. Common Re-uses • Snippet ofblog post in an e-mail • E-mail can also become a blog post • Tweet out blog post periodically Duke ECE 490L 65
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- 67. Your audience mustbe social. Duke ECE 490L 67
- 68. Comes back tomental models. Duke ECE 490L 68
- 69. Social • User’s persona • User’sbehavior • Awareness v. Intent (search) Duke ECE 490L 69
- 70. Need to buildan audience. Duke ECE 490L 70
- 71. Building Up Followers •Follow a diverse set • Follow what they share • Follow their followers • Engage in conversations • Take conversations offline Duke ECE 490L 71
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- 73. Test if youcan sell to audience. Duke ECE 490L 73
- 74. Case Study #4:Femgineer • Content Marketing • Persona of Twitter Followers • Value Add + Sales Duke ECE 490L 74
- 75. Channel’s effectiveness comesdown to analytics. Duke ECE 490L 75
- 76. May uncover morechannels. Duke ECE 490L 76
- 77. EXERCISE KEY OBJECTIVE(S) AGENDA Understand howto build a feature within the context of a business goal, and break it down into stories. 10 minutes 1.Choose a business goal from last week’s product roadmap exercise. 2.Pick one feature. 3.Break the feature down into stories. 4.Highlight scope creep! DELIVERABLE RESOURCES Stories for one feature. Sprint.ly 77
- 78. Review • Scrapping Marketing •SEO • e-mail • Social Media Duke ECE 490L 78