What Online Marketing
Activities Should You Be
Prioritizing?
STEPHANIE CHANG
STEPHANIE CHANG
Head of New York/Consultant, Distilled

stephanie.chang@distilled.net

@stephpchang
Prove Your Product
Has a Market
Having a great product isn’t enough

http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-theworlds-bes...
Invest into Paid Search Channels

Paid search using Google Adwords or Bing Ads
http://www.rimmkaufman.com/blog/starting-fr...
Note: It’s important to set up
tracking

Set up Google Analytics on your site – It’s free!

@stephpchang

Stephanie Chang
Why Paid Search?

This is the most efficient way to determine if there is
a market for your product online
@stephpchang

S...
Make sure to test your paid search
ad copy

Do certain keywords/headlines/copy lead to customers?
This is the quickest way...
The most important metric to
measure

http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/

C...
You also have clear marketing
objectives in paid search

Start with your baseline conversion results and aim
for higher qu...
Set clear parameters in your paid
search campaign

http://offers.hubspot.com/marketing-ebook/introductory-guide-to-paid-se...
Test the Market
Once you’ve proven there’s a
market...

Gain an understanding of your target market using
social targeting – demographics,...
Develop a direct relationship with
your customers with a simple email
marketing strategy

Test what type of content leads ...
Then compare your product to your
competitors
Factors

My
Business

Competitor
1

Competitor
2

Competitor
3

Notes

Produ...
Build Momentum
Build your community and content

Continue to engage with your existing customer base

@stephpchang

Stephanie Chang
Build relationships with influencers
from the community

Use tools like Topsy or Followerwonk.
If you’re able to build you...
Optimize your site for SEO

Free Guide to SEO
http://moz.com/beginners-guide-to-seo
@stephpchang

Stephanie Chang
Find your target audience on other online
communities/sites, create value, and grab their
attention.

http://www.slideshar...
Become friends with journalists and
learn how to create/break news.

These activities will help you create awareness, capt...
Build Customer Loyalty
Develop different types of content to
address your customer’s needs

It took this much effort
to gain customers –
keep the...
Customers are important brand
advocates

Be deliberate in your marketing about what makes
your company exceptional.
@steph...
Edge Cases
Crowd Funding benefits from PR

Example: Kickstarter
@stephpchang

Stephanie Chang
Niche products

Would benefit from focused marketing efforts
@stephpchang

Stephanie Chang
B2B Products

Would benefit from focused marketing efforts

@stephpchang

Stephanie Chang
B2C Niche Products

Target specific channels
@stephpchang

Stephanie Chang
Thanks.
Any questions?

STEPHANIE CHANG
stephanie.chang@distilled.net
@stephpchang
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Customer Acquisition Marketing - JuiceTank

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Presentation on 12/12/2013 http://www.meetup.com/NJ-Entrepreneurs-and-Tech-Startups/events/152111632/

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Customer Acquisition Marketing - JuiceTank

  1. 1. What Online Marketing Activities Should You Be Prioritizing? STEPHANIE CHANG
  2. 2. STEPHANIE CHANG Head of New York/Consultant, Distilled stephanie.chang@distilled.net @stephpchang
  3. 3. Prove Your Product Has a Market
  4. 4. Having a great product isn’t enough http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-theworlds-best-photo-startup
  5. 5. Invest into Paid Search Channels Paid search using Google Adwords or Bing Ads http://www.rimmkaufman.com/blog/starting-from-scratch-a-paid-search-primer/20112007/
  6. 6. Note: It’s important to set up tracking Set up Google Analytics on your site – It’s free! @stephpchang Stephanie Chang
  7. 7. Why Paid Search? This is the most efficient way to determine if there is a market for your product online @stephpchang Stephanie Chang
  8. 8. Make sure to test your paid search ad copy Do certain keywords/headlines/copy lead to customers? This is the quickest way to measure the performance of your paid advertisement @stephpchang Stephanie Chang
  9. 9. The most important metric to measure http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/ Cost-Per-Acquisition / Cost to Gain a Customer @stephpchang Stephanie Chang
  10. 10. 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.
  11. 11. Set clear parameters in your paid search campaign http://offers.hubspot.com/marketing-ebook/introductory-guide-to-paid-search Set daily maximum budgets and bids for keywords until you figure out what keywords perform Tip: Low budget  Bid on Long-Tail Keywords
  12. 12. Test the Market
  13. 13. Once you’ve proven there’s a market... Gain an understanding of your target market using social targeting – demographics, geo location
  14. 14. Develop a direct relationship with your customers with a simple email marketing strategy Test what type of content leads to high open rates and what types lead to conversions. @stephpchang Stephanie Chang
  15. 15. Then compare your product to your competitors Factors My Business Competitor 1 Competitor 2 Competitor 3 Notes Products Price Quality Expertise Location Reputation How are they gaining customers? Who talks about them online? @stephpchang Stephanie Chang
  16. 16. Build Momentum
  17. 17. Build your community and content Continue to engage with your existing customer base @stephpchang Stephanie Chang
  18. 18. 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 @stephpchang Stephanie Chang
  19. 19. Optimize your site for SEO Free Guide to SEO http://moz.com/beginners-guide-to-seo @stephpchang Stephanie Chang
  20. 20. Find your target audience on other online communities/sites, create value, and grab their attention. http://www.slideshare.net/mattangriffel/growth-hacking You’ve determined there is a market for your product online. Find creative/authentic ways to create awareness for your business. @stephpchang Stephanie Chang
  21. 21. 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. @stephpchang Stephanie Chang
  22. 22. Build Customer Loyalty
  23. 23. Develop different types of content to address your customer’s needs It took this much effort to gain customers – keep them! It’s very important to develop a relationship with your customers. Why not do it with content? @stephpchang Stephanie Chang
  24. 24. Customers are important brand advocates Be deliberate in your marketing about what makes your company exceptional. @stephpchang Stephanie Chang
  25. 25. Edge Cases
  26. 26. Crowd Funding benefits from PR Example: Kickstarter @stephpchang Stephanie Chang
  27. 27. Niche products Would benefit from focused marketing efforts @stephpchang Stephanie Chang
  28. 28. B2B Products Would benefit from focused marketing efforts @stephpchang Stephanie Chang
  29. 29. B2C Niche Products Target specific channels @stephpchang Stephanie Chang
  30. 30. Thanks. Any questions? STEPHANIE CHANG stephanie.chang@distilled.net @stephpchang

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