Having a great product isn’t enough
Invest into Paid Search Channels
Paid search using Google Adwords or Bing Ads
Note: It’s important to set up
Set up Google Analytics on your site – It’s free!
Why Paid Search?
This is the most efficient way to determine if there is
a market for your product online
Make sure to test your paid search
Do certain keywords/headlines/copy lead to customers?
This is the quickest way to measure the performance of your paid
The most important metric to
Cost-Per-Acquisition / Cost to Gain a Customer
You also have clear marketing
objectives in paid search
Start with your baseline conversion results and aim
for higher quality scores and lower cost-per-clicks.
Set clear parameters in your paid
Set daily maximum budgets and bids for keywords until you figure
out what keywords perform
Tip: Low budget Bid on Long-Tail Keywords
Once you’ve proven there’s a
Gain an understanding of your target market using
social targeting – demographics, geo location
Develop a direct relationship with
your customers with a simple email
Test what type of content leads to high open
rates and what types lead to conversions.
Then compare your product to your
How are they gaining customers? Who talks about them online?
Build your community and content
Continue to engage with your existing customer base
Build relationships with influencers
from the community
Use tools like Topsy or Followerwonk.
If you’re able to build your own tools, scrape data from Twitter and
visualize the data using TagsExplorer or Fusion Tables
Optimize your site for SEO
Free Guide to SEO
Find your target audience on other online
communities/sites, create value, and grab their
You’ve determined there is a market for your product online. Find
creative/authentic ways to create awareness for your business.
Become friends with journalists and
learn how to create/break news.
These activities will help you create awareness, capture people’s
attention, and keep your company top of mind.
Develop different types of content to
address your customer’s needs
It took this much effort
to gain customers –
It’s very important to develop a relationship with your
customers. Why not do it with content?
Customers are important brand
Be deliberate in your marketing about what makes
your company exceptional.