This document summarizes a marketing workshop presented by Will Hardison. The workshop covers finding customers using the Lean Model Canvas, which identifies the problem, customer, unique value proposition, and solution. It also covers channels for reaching customers. 19 potential marketing channels are listed, including viral marketing, PR, search engine marketing, and social media. The Bullseye framework is presented for prioritizing top channels. Search engine optimization tips are provided, including keyword research, optimizing page titles and content, internal linking, and site speed. Content templates like guides, lists, visuals, and industry data are recommended as link magnets. Understanding website analytics like sessions, bounce rate, referrals, page views is also covered.

1. Marketing Workshop
Presented by: Will Hardison
@growafanbase | @willhardison
#FanBaseLL

2. Section 1: Finding your customers

3. The Lean Model Canvas

4. Lean Model Canvas

5. Lean Model Canvas
• WHAT is the problem

6. Lean Model Canvas
• WHAT is the problem
• WHO has the problem

7. Lean Model Canvas
• WHAT is the problem
• WHO has the problem
• The Unique Value Proposition

8. Lean Model Canvas
• WHAT is the problem
• WHO has the problem
• The Unique Value Proposition
• Your Solution – how do you fix the problems?

9. Lean Model Canvas
• WHAT is the problem
• WHO has the problem
• The Unique Value Proposition
• Your Solution – how do you fix the problems?
• Channels - where are your customers hanging out?

10. The Lean Model Canvas

11. The 19 channels of traction!
1. Viral Marketing
2. Public Relations (PR)
3. Unconventional Public
Relations
4. Search Engine Marketing
5. Social and Display Ads
6. Offline Advertising
7. Search Engine Optimization
8. Content Marketing
9. Email Marketing
10. Engineering as Marketing
11. Targeting Blogs
12. Business Development
13. Sales
14. Affiliate Programs
15. Existing Platforms
16. Trade Shows
17. Offline Events
18. Speaking Engagements
19. Community Building

13. The Bullseye framework

14. The Bullseye framework
• Select your top 3 and write them in the center

15. The Bullseye framework
• Select your top 3 and write them in the center
• Write your next 6 in the middle layer

16. The Bullseye framework
• Select your top 3 and write them in the center
• Write your next 6 in the middle layer
• Cross out the ones you’ve used

17. The Bullseye framework
• Select your top 3 and write them in the center
• Write your next 6 in the middle layer
• Cross out the ones you’ve used
• Redo after testing

18. The ultimate Social Media Question

19. The ultimate Social Media Question
Which social media
platform should I be on?

20. The ultimate Social Media Question
Which social media
platform should I be on?
Wherever your customers are hanging out.

21. Do not fall into the
“Shiny Object”
trap when it comes to
social media platforms.

22. Search Engine Optimization (SEO)
How do I get my website to rank on
Google??

23. SEO Step 1: Understanding Keywords
Right now, someone is searching for something on Google.
Perhaps they are searching something related to your business.
Knowing what people are searching for, you can optimize a page
on your website around it and ideally rank on the first page, if not
number 1.

24. Two Ways to do Keyword Research

25. Two Ways to do Keyword Research
• Open up Google Keyword Planner Tool

26. Two Ways to do Keyword Research
• Open up Google Keyword Planner Tool
• Type in keywords that you think people will search for.

27. Two Ways to do Keyword Research
• Open up Google Keyword Planner Tool
• Type in keywords that you think people will search for.
• Look to see how many times people are searching for those
words, pick the popular terms and try to rank for those terms.

28. Two Ways to do Keyword Research
• Open up Google Keyword Planner Tool
• Type in keywords that you think people will search for.
• Look to see how many times people are searching for those
words, pick the popular terms and try to rank for those terms.
• Nothing severely wrong with this strategy, but you’re going
mainly off of what YOU think YOUR customer is searching for.

29. OR…

30. Keyword Research

31. Keyword Research
• Stalk your customers / target market online and figure out what
words THEY use.

32. Keyword Research
• Stalk your customers / target market online and figure out what
words THEY use.
• Visit forums, blogs, industry websites focused on your target market
and begin to track the common words and phrases you see being
used.

33. Keyword Research
• Stalk your customers / target market online and figure out what
words THEY use.
• Visit forums, blogs, industry websites focused on your target market
and begin to track the common words and phrases you see being
used.
• Now that you have a better idea of what terms and phrases your
customers are using online, you can load up the Keyword Planner
Tool.

34. Google Keyword Planner Tool

35. Google Keyword Planner Tool
• Step 1. Click on Search for a New Keyword

36. Google Keyword Planner Tool
• Step 1. Click on Search for a New Keyword
• Step 2. Enter in one of your seed keywords and click “get
ideas”. Now you’ll see keywords that Google considers relevant
to your seed keyword.

37. Google Keyword Planner Tool
• Step 1. Click on Search for a New Keyword
• Step 2. Enter in one of your seed keywords and click “get
ideas”. Now you’ll see keywords that Google considers relevant
to your seed keyword.
• Step 3. Pick the keywords that are the best fit for your business.

38. Google Keyword Planner Tool
• Step 1. Click on Search for a New Keyword
• Step 2. Enter in one of your seed keywords and click “get
ideas”. Now you’ll see keywords that Google considers relevant
to your seed keyword.
• Step 3. Pick the keywords that are the best fit for your business.
You might be thinking; how will I know which keywords are the
best fit? I’m glad you’re thinking that way!

39. 5 Factors to selecting keywords

40. 5 Factors to selecting keywords
1. Average Monthly Searches – pretty straight forward, this is
the average amount of searches performed on a specific
keyword each month.

41. 5 Factors to selecting keywords
1. Average Monthly Searches – pretty straight forward, this is the average
amount of searches performed on a specific keyword each month.
2. Trending Popularity – If you hover over the graph icon next to Average
Monthly Searches, you’ll see the keyword’s search trend. In other words, are
more and more people searching for this keyword each month? Or is the
popularity decline as less and less people search for it each month. Focus on
keywords that are gaining in popularity.

42. 5 Factors to selecting keywords
1. Average Monthly Searches – pretty straight forward, this is the average amount of searches
performed on a specific keyword each month.
2. Trending Popularity – If you hover over the graph icon next to Average Monthly Searches, you’ll
see the keyword’s search trend. In other words, are more and more people searching for this
keyword each month? Or is the popularity decline as less and less people search for it each
month. Focus on keywords that are gaining in popularity.
3. Suggested Bid – This figure suggests what it takes to bid (paid search results) to rank for this
keyword. If the bid is high, it signals a competitive and money producing keyword. Bidding has
zero effect on organic results other than providing a gauge to measure competitiveness.

43. 5 Factors to selecting keywords
4. Market Fit- Is this something your ideal customer would
google and convert into a paying customer? Just because a
keyword has a lot of search results and a high bid doesn’t mean
it’s the best fit for your business. For example – “Cheap Web
Design” may have 10,000 monthly searches but we wouldn’t
want to rank for that keyword.

44. 5 Factors to selecting keywords
4. Market Fit- Is this something your ideal customer would google and convert into
a paying customer? Just because a keyword has a lot of search results and a high
bid doesn’t mean it’s the best fit for your business. For example – “Cheap Web
Design” may have 10,000 monthly searches but we wouldn’t want to rank for that
keyword.
5. Competition in Google Organic Results – It’s tough to fully understand how
difficult it will be to rank for a specific keyword. There isn’t a magic formula that
shows you what you’ll need to exactly do to rank for a keyword. One thing you can
do is look at the current search results of a keyword and look at who is ranking on
the first page. If the first page is filled with heavyweights like the New York Times,
you may want to pick a different keyword.

45. SEO is like eating healthy.
It’s simple.
But not easy.

46. Step 2: How To Rank

47. Step 2: How To Rank
• Strategically embed keywords into your page so that Google
can easily understand the topic of that page.

48. Step 2: How To Rank
• Strategically embed keywords into your page so that Google
can easily understand the topic of that page.
• Create a site design and user experience that encourages
people who find your site to stick to your site like superglue.

49. Step 2: How To Rank
• Strategically embed keywords into your page so that Google
can easily understand the topic of that page.
• Create a site design and user experience that encourages
people who find your site to stick to your site like superglue.
• Awesome content that gets people to share your content on
social media and more importantly link to it.

50. Keywords – One page. One Keyword.

51. Keywords – One page. One Keyword.
A page title “Boat Rental Miami” with content around that keyword
works way better than: “Boat Rental Miami | Florida Keys Boat Rental |
Charter Fishing Trips Florida | Scuba Diving Miami”

52. Keywords – One page. One Keyword.
A page title “Boat Rental Miami” with content around that keyword
works way better than: “Boat Rental Miami | Florida Keys Boat Rental |
Charter Fishing Trips Florida | Scuba Diving Miami”
If you’re looking to rank for 10 keywords. Don’t stuff them all on one
page. Create 10 pages. One for each keyword.

53. Include your keyword in your title tag (once)
.

54. Include your keyword in your title tag (once)
Your title tag is like your page’s headline. It’s by far one of the
strongest signals that you can send to Google about your page’s
topic.

55. Include your keyword in your title tag (once)
Your title tag is like your page’s headline. It’s by far one of the
strongest signals that you can send to Google about your page’s
topic.
Ideally you’ll want to work your keyword into a title that is also
compelling so that readers are interested in clicking.

56. Include your keyword in your title tag (once)
For example:
• Miami Boat Rental: 5 things you should know before you go.
• Why Miami Boat Rental makes sense for your next company outing.
Seven ways to save money on Miami Boat Rental this summer.

57. Mention your keyword in the beginning of your
content

58. Mention your keyword in the beginning of your
content
• You’ll want to sprinkle in your keyword throughout the page not
10 times but in a way that a human can understand and
logically follow your content.

59. Mention your keyword in the beginning of your
content
• You’ll want to sprinkle in your keyword throughout the page not
10 times but in a way that a human can understand and
logically follow your content.
• It is important that you include your main keyword in the first
100 words of your content to show google that this is an
important term on this page.

60. Make your site load lighting fast.

61. Make your site load lighting fast.
• It’s a small factor, but it is a factor. It could be the reason
someone else outranks you.

62. Make your site load lighting fast.
• It’s a small factor, but it is a factor. It could be the reason
someone else outranks you.
Use: webpagetest.org

63. Outbound Links to trusted sites

64. Outbound Links to trusted sites
• Google likes to send people to other helpful resources. Where it
makes sense, sprinkle a few links to other trusted websites to
show that you are a wealth of knowledge.

65. Internal Link to Important Pages

66. Internal Link to Important Pages
• Internal linking shows Google which pages you deem important
on your website. Pick a few pages you are trying to rank, and
send a few internal links their way.

67. Link Building Tips that are MAGICAL

68. Link Building Tips that are MAGICAL
Great content is the key that opens the door to links, social shares, and
traffic.

69. Link Building Tips that are MAGICAL
Great content is the key that opens the door to links, social shares, and
traffic.
Great content is defined by “content that generates a large amount of
backlinks to your website”.

70. 5 content templates that are link magnets!

71. 5 content templates that are link magnets!
1. Ultimate Guides – people are busy. Very busy. The ultimate
guide is everything they need to know on a given topic. “The
Ultimate Video Production Guide”

72. 5 content templates that are link magnets!
1. Ultimate Guides – people are busy. Very busy. The ultimate
guide is everything they need to know on a given topic. “The
Ultimate Video Production Guide”
2. Absurdly long list posts – “The 200 ways to save money” –
makes you want to click on it doesn’t it? The next time you’re
in the mood for a list post, up your game to 50, 100, 200 tips.

73. 5 content templates that are link magnets!
1. Ultimate Guides – people are busy. Very busy. The ultimate guide
is everything they need to know on a given topic. “The Ultimate
Video Production Guide”
2. Absurdly long list posts – “The 200 ways to save money” –
makes you want to click on it doesn’t it? The next time you’re in the
mood for a list post, up your game to 50, 100, 200 tips.
3. Visual Content – 65% of the US population considers themselves
to be visual learners. Images and visuals outperform text-based
content.

74. 5 content templates that are link magnets!
4. Industry Data – people LOVE industry data. Aren’t you just
dying to know the average person’s shoe size? Getting data isn’t
hard – surveying people and running a poll is cheap and easy to
do online.

75. 5 content templates that are link magnets!
4. Industry Data – people LOVE industry data. Aren’t you just
dying to know the average person’s shoe size? Getting data isn’t
hard – surveying people and running a poll is cheap and easy to
do online.
5. Solve problems – case studies: Hard proven facts outperform
your persona opinion. “I think X is the reason we have Y” – your
personal opinion. “We’ve proven X is the reason we have Y” is a
proven fact (if you’ve proved it of course).

76. The Five Second Website Test

77. The Five Second Website Test
Your website must be able to pass the five second test.

78. The Five Second Website Test
Your website must be able to pass the five second test.
A user should be able to land on your website and within five
seconds be told what you do so clearly that they can then tell
someone else.

79. The Five Second Website Test
Bringing the art to the cart

80. The Five Second Website Test
Bringing the art to the cart - “We design and build online stores
that increase sales.”

81. The Five Second Website Test
Bringing the art to the cart - “We design and build online stores
that increase sales.”
If we build it, they will come.

82. The Five Second Website Test
Bringing the art to the cart - “We design and build online stores
that increase sales.”
If we build it, they will come. – What do you build??? Houses?
Cars? Websites?

83. Understanding your website’s analytics

84. Understanding your website’s analytics
• Site Sessions: This is when a user is actively engaged with
your website. This is the most basic metric for websites. When
someone asks, “How do we increase our website traffic?” – they
are referring to overall site sessions.

85. Understanding your website’s analytics
• Site Sessions: This is when a user is actively engaged with your
website. This is the most basic metric for websites. When someone
asks, “How do we increase our website traffic?” – they are referring
to overall site sessions.
• Bounce Rate: Each page on your website has a bounce rate, which
is the percentage of users who visit a page and leave that page
without clicking on anything. The lower the bounce rate, the better. A
90% bounce rate means that 90% of users who visit that page are
leaving without doing anything. If your home page has a 90%
bounce rate, something is terribly wrong. This should throw up
immediate red flags.

86. Understanding your website’s analytics
• Acquisition and Referrals: This section can get a little
complex, but to put it simply – acquisition and referrals shows
where and how people are finding your website. For example –
which social media platforms, other websites, and specific
keywords are visitors using to find your website. This is huge
when focusing on a marketing strategy – if you’re spending 75%
of your time on a platform generating the least amount of
referrals to your site, you need to rethink where you are
spending your digital marketing efforts. Understanding which
keywords people are using is valuable when crafting content.

87. Understanding your website’s analytics
• Page Views: Found under “behavior -> site content -> all
pages”, page views will list the top pages your visitors are
viewing. This information is extremely important when
understanding which product or services people are most
interested in. If you’re highlighting a page in your menu that
receives 10% of the traffic, but a link in your footer receives
45% of the traffic, try moving the better performing link to the
top menu.

88. Understanding your website’s analytics
Knowing how these terms relate to each other, you can start to
draw some conclusions.
For example: “60% of our traffic comes from facebook, which
80% of those visitors then visit the XYZ Service page but 90%
bounce from that page”

89. Understanding your website’s analytics
Knowing how these terms relate to each other, you can start to
draw some conclusions.
For example: “60% of our traffic comes from facebook, which
80% of those visitors then visit the XYZ Service page but 90%
bounce from that page”
Conclusion – Facebook is a great traffic source, but something on our
XYZ Service page isn’t clicking with them. The interest is there, but
something is off.

90. The 2017 Marketing Trends / Predictions

91. The 2017 Marketing Trends / Predictions
• Twitter Fatigue Will Worsen

92. The 2017 Marketing Trends / Predictions
• Twitter Fatigue Will Worsen
• Users Will Crave More Vicarious Experiences.

93. The 2017 Marketing Trends / Predictions
• Twitter Fatigue Will Worsen
• Users Will Crave More Vicarious Experiences.
• Live Video

94. The 2017 Marketing Trends / Predictions
• Twitter Fatigue Will Worsen
• Users Will Crave More Vicarious Experiences.
• Live Video
• Social Commerce

95. The 2017 Marketing Trends / Predictions
• Twitter Fatigue Will Worsen
• Users Will Crave More Vicarious Experiences.
• Live Video
• Social Commerce
• Chat Bots / Artificial intelligence

96. The 2017 Marketing Trends / Predictions
• Twitter Fatigue Will Worsen
• Users Will Crave More Vicarious Experiences.
• Live Video
• Social Commerce
• Chat Bots / Artificial intelligence
• Marketing Automation becoming more mainstream

97. Questions. Comments. Concerns?