Market your add on like a pro
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Marketing training for Atlassian Marketplace vendors.
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Market your add on like a pro
- 1. Market your add-on like a pro PAUL FRIESEN • ECOSYSTEM MARKETING • ATLASSIAN • @PAFRIES
- 2. ACQUIRE USERS Market your add-on like a pro OPTIMIZE YOUR LISTING RETAIN USERS
- 7. Future User of your Add-on
- 11. Understand Arrgg! Places to learn about your target user
- 15. WHO IS YOUR USER? Message
- 16. WHO IS YOUR USER? Message
- 17. WHO IS YOUR USER? Message
- 18. WHO IS YOUR USER? Message
- 19. ACQUIRE USERS OPTIMIZE YOUR LISTING Market your add-on like a pro RETAIN USERS
- 20. OPTIMIZE YOUR LISTING Your listing content matters…
- 21. RETAIN USERS Making your listing awesome… Support Info Product Tour Call to Action Sense of Urgency Benefits & RTBs Social Proof Keywords Differentiation Looks Great Cross Sell
- 22. OPTIMIZE YOUR LISTING Making your listing awesome… Name Tagline Highlights
- 23. OPTIMIZE YOUR LISTING Making your listing awesome… Reviews Media Details
- 24. OPTIMIZE YOUR LISTING Making your listing awesome…
- 25. OPTIMIZE YOUR LISTING Name Includes Brand name + Descriptive keywords
- 26. OPTIMIZE YOUR LISTING Name No description in product name
- 27. OPTIMIZE YOUR LISTING Tagline No benefits mentioned
- 28. OPTIMIZE YOUR LISTING Tagline Some benefits mentioned
- 29. OPTIMIZE YOUR LISTING Hightlights Great product tour images
- 31. OPTIMIZE YOUR LISTING Highlights Inside JIRA as a benefit
- 32. OPTIMIZE YOUR LISTING Highlights Differentiated pricing & fortune 500 social proof
- 34. OPTIMIZE YOUR LISTING Video Forumla 3. Benefits 4. Product Tour 5. Social proof 2. Pain Points1. Target user 6. Call to Action
- 35. OPTIMIZE YOUR LISTING So… how do I actually make the video?
- 37. RETAIN USERS Making your listing awesome… Support Info Product Tour Call to Action Sense of Urgency Benefits & RTBs Social Proof Keywords Differentiation Looks Great Cross Sell
- 38. OPTIMIZE YOUR LISTING Details Social proof
- 39. OPTIMIZE YOUR LISTING Details Cross sell & support
- 40. OPTIMIZE YOUR LISTING Details Avoid dense paragraphs & all caps
- 41. OPTIMIZE YOUR LISTING Making your listing awesome… Reviews
- 42. Asking for feedback (reviews) OPTIMIZE YOUR LISTING
- 43. Asking for feedback (reviews) OPTIMIZE YOUR LISTING
- 44. OPTIMIZE YOUR LISTING Some thoughts on pricing… More Price Sensitive Less Price Sensitive Fill the funnel with entry level pricing
- 45. OPTIMIZE YOUR LISTING Why you no analytics? Super awesome add-on Put your Google Analytics Account ID here
- 46. OPTIMIZE YOUR LISTING Setting up goals to track conversions Visit analytics.google.com, click admin -> goals, click New Goal
- 47. OPTIMIZE YOUR LISTING Setting up goals to track conversions
- 48. OPTIMIZE YOUR LISTING Track Try & Buy Clicks or just try… or just buy…
- 49. OPTIMIZE YOUR LISTING And it works!
- 50. OPTIMIZE YOUR LISTING Tracking Campaigns in Google Analytics search: “google analytics url builder” Avinash, Analytics Guru kaushik.net/avinash
- 51. OPTIMIZE YOUR LISTING 8% Click Try or Buy 18% Eval -> Purchase
- 52. ACQUIRE USERS Market your add-on like a pro OPTIMIZE YOUR LISTING RETAIN USERS
- 53. ACQUIRE USERS Organic 60% Referral 25% Add-on Vendor & Other 20% Atlassian Blog & Answers 5% Direct 10% Social <5% Stack Overflow 40% Twitter 13% LinkedIn 10% Quora 9%
- 54. ACQUIRE USERS Your 5 options… Easy Hard $ $$$ Paid Social SEO Earned Media Direct
- 55. ACQUIRE USERS When they will deliver traffic… 1st Paid Social SEOEarned Media 2nd 3rd 4th Direct 5th
- 56. ACQUIRE USERS Content is the fuel… Paid Social SEOEarned MediaDirect Feed with content Blog Posts Articles Infographics Videos Case Study Testimonials
- 57. ACQUIRE USERS Publishing Content Conversions peak at 8am (PT) Sun Mon Tue Wed Thu Fri Sat 40% on Tues or Wed #Evals
- 58. ACQUIRE USERS Take advantage of Atlassian events… Direct Industry & Niche Events
- 59. ACQUIRE USERS People are sharing their problems… answer them Social • Atlassian Answers • Stack Overflow • Twitter • LinkedIn • Quora Where are your users talking online?
- 60. ACQUIRE USERS Earned media is a big opportunity Earned Media Interesting Content Publications & Editors
- 61. ACQUIRE USERS Earned media is a big opportunity Developer Blog Atlassian Blog Earned Media
- 62. ACQUIRE USERS You kinda don’t need to do SEO anymore… SEO
- 63. ACQUIRE USERS … but it’s still good to understand keywords SEO
- 64. ACQUIRE USERS Focus on long tail keyword phrases… Short Keywords Fewer Available Lots of Traffic Example: sweaters Long Keywords Lots Available Less Traffic Example: waterproof sweaters for small dogs SEO
- 65. ACQUIRE USERS Start with the AdWords Keyword Planner SEO Visit adwords.google.com and Tools->Keyword Planner
- 66. ACQUIRE USERS Other tools you can use to analyze keywords SEO
- 68. ACQUIRE USERS If you really want to be an SEO pro… Moz Search Engine Ranking Factors Matt Cutts SEO
- 69. SEO
- 70. Keywords Reviews Active Installs SEO ACQUIRE USERS
- 71. ACQUIRE USERS When should you consider Paid ads? Paid Buy users for feedback Profitable Paid Acquisition
- 72. ACQUIRE USERS Q: How much is a customer worth? A: Customer Lifetime Value (CLV) Paid Average Monthly Sales per Customer Monthly Churn Rate
- 73. ACQUIRE USERS Q: How much is a customer worth? A: Customer Lifetime Value (CLV) Paid Average Monthly Sales per Customer = $100 Monthly Churn Rate = 5% Customer Lifetime Value = $2000
- 74. ACQUIRE USERS Q: How much is a customer worth? A: Customer Lifetime Value (CLV) Paid Average Annual Sales per Customer = $500 Annual Churn Rate = 35% Customer Lifetime Value = $1,929 + $500 extra for year 1
- 75. ACQUIRE USERS How much are you worth to Starbucks? Paid
- 76. ACQUIRE USERS How much are you worth to Starbucks? Paid
- 77. ACQUIRE USERS If the math works, use Paid Adwords Marketplace Listing Try Click Evaluation Purchase Inside Product 2.1 7 10100 7 14 Paid
- 78. If the math works, use Paid Adwords Marketplace Listing Try Click Evaluation Purchase Inside Product 15% 70% 10% Half of Evals Paid ACQUIRE USERS
- 79. If the math works, use Paid Adwords Purchase 100 2.1 Paid ACQUIRE USERS
- 80. If the math works, use Paid Adwords Purchase 100 $21 CPC Break Even x $1000 CLV 2.1 Paid ACQUIRE USERS
- 81. If the math works, use Paid Adwords Marketplace Listing Try Click Evaluation Purchase Inside Product 15% 70% 10% Half of Evals Paid ACQUIRE USERS
- 82. ACQUIRE USERS RETAIN USERS Market your add-on like a pro OPTIMIZE YOUR LISTING
- 83. RETAIN USERS How to keep users… Support Educate Improve Add-on
- 84. RETAIN USERS Timing for Drip Emails Day 0 New Eval Day 10 Follow Up Day 25 Eval Ending Day 35 Post Purchase Eval Ends
- 85. RETAIN USERS Where can I get their email?
- 86. RETAIN USERS Email content (repeat from before) Support Info Product Tour Call to Action Sense of Urgency Benefits & RTBs Social Proof KeywordsDifferentiation Looks Great Cross Sell
- 87. RETAIN USERS Product tour and education
- 88. RETAIN USERS Clean design, clear CTA & message, scarcity
- 89. RETAIN USERS Some spam I got… Reason to believe Benefit Paint Points Call to Action Call to Action Scarcity Paint Points
- 91. RETAIN USERS Automating Drip Emails
- 92. ACQUIRE USERS Market your add-on like a pro OPTIMIZE YOUR LISTING RETAIN USERS
- 93. Books you should read
- 94. Thank you! PAUL FRIESEN • ECOSYSTEM MARKETING • ATLASSIAN • @PAFRIES