Inbound on a shoestring - Searchlove Boston

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My head to head presentation against @randfish - Boston Searchlove 2012

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  • “Fifth in a group of three”17 answers from 14 people when he asked who their customers were
  • Incidentally, shit is hard and takes time: it’s easy to build a business that makes you a living. It’s easy to make Amazon millions of dollars. It’s hard to build a business that makes millions of dollarsBut there is room making a living from the crumbs while you lift yourself up by the bootstraps: Submit an invoice to IBM for less than £500 and they’ll pay it because it’s too expensive to validate it
  • NBED Boston
  • Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  • Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  • Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  • Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  • Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  • Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  • Inbound on a shoestring - Searchlove Boston

    1. Inbound on a shoestringWILL CRITCHLOW
    2. Fame done cheap
    3. “We want the best. Better getthe cheapest” -- No-one, ever
    4. http://articles.latimes.com/2012/aug/30/business/la-fi-mo-richest-woman-20120830
    5. Did you see this article? I didn’t actually think it was a great promo video.http://blog.kickofflabs.com/how-to-do-a-great-product-promo-video-for-less-than-200/(Though I do love the kickofflabs product and team)
    6. Most cheap marketing is one-shotIt’s not scalable or repeatable http://www.flickr.com/photos/kaptainkobold/174088066/
    7. “Hyper-successful marketingactivities you can do with nomoney that scale up, stay freeand stay wildly successful”
    8. “Good luck with that” --@willcritchlow
    9. Let’s invent a perpetual motion machinehttp://uncyclopedia.wikia.com/wiki/Murphys_law_application_for_antigravitatory_cats
    10. Who can tell me who this is?http://www.flickr.com/photos/cmaresca/8098982355/
    11. Steve Blank: Entrepreneur, Lecturerhttp://www.flickr.com/photos/cmaresca/8098982355/
    12. His hardest marketingchallenge:Selling Apple Mac graphicscardshttp://www.forbes.com/sites/johngreathouse/2012/10/15/steve-blanks-most-audacious-guerrilla-marketing-stunts/
    13. Marketing team of 14 spent $4m / yearhttp://www.flickr.com/photos/msimdottv/4012752000/
    14. 15,000 customer registration cardsHe personally called the first 300
    15. They run 4 main applications.Read 3 main publications.Speed is what matters.Price is irrelevant.
    16. An engineer would ask tospeed up the card
    17. Steve asked for one 10% slower andone 20% slower
    18. Then hiked the price of the top end• If you can’t afford marketing, you probably aren’t charging enough
    19. Gave magazine editors accessto their benchmarking tool
    20. “For 3 1/2 years, neither the magazines nor my competitorsrealized that our company was on Potrero Street and that theaddress of the Potrero Benchmark Organization was theidentical address of SuperMac”
    21. There are 2 kinds of“bootstrapped”
    22. #1 Pay using something other than money
    23. #2 Spend someoneelse’s money
    24. A quick note on measurement
    25. This isn’t a useful divisorROI is a terrible metric for bootstrapped marketing
    26. If you don’t have money, youneed at least one of…
    27. Talenthttp://www.flickr.com/photos/beleaveme/5840856849/
    28. Relationshipshttp://www.flickr.com/photos/beleaveme/5840856849/
    29. Famehttp://www.flickr.com/photos/nicoll/346259443/
    30. Assetshttp://www.flickr.com/photos/jedlangdon/7369276320/
    31. …or even just balls
    32. But the big one is TIME
    33. Pixar spends 1,825 man-days...
    34. ...on each minute of moviehttp://www.quora.com/Pixar-Animation-Studios/What-are-some-mind-blowing-facts-about-Pixar-Animation-Studios#ans1573197
    35. Read Dr. Pete on “big content”
    36. “Spend” your effort & skills
    37. or spend someone else’s money
    38. The democracy of the webworks in your favor
    39. You’ve heard of kickstarter
    40. Lockitron – level up and DIYhttps://lockitron.com/preorder
    41. You won’t want to ship them yourselfWarning: not zero budget! [www.shipwire.com – check out the API]
    42. Check out Printfection.comNot only fulfillment – but also print on demand so no up-front cost
    43. If you take credit card payments,invest early revenue in acquisitionYou can make this cash flow-positive http://www.flickr.com/photos/doyoubleedlikeme/2520228943/
    44. 2006 40% offRumors that Thresher was “goingto go bust” after viral spread of their voucher
    45. 2008 They did it again“Later it emerged that the scheme had been a huge marketing success”
    46. Appsumo-type deals exchange marginfor marketingAnd it can even spread further than the people they reach directly
    47. Action: High gross margin? Use deep discounts …or even giveaways. You can use the discount to drive your marketinghttp://www.flickr.com/photos/68751915@N05/6710895025/ and http://www.flickr.com/photos/panapp/3413589725/
    48. I want to tell you the story ofDortmund concert milkhttp://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
    49. A concert hall took their orchestra todairy farmshttp://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
    50. Farmers took care of packaging andlogisticshttp://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
    51. Invited bloggers to private concerts,served the milk at the concert hallhttp://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
    52. And got their “advert” in all the localshopshttp://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
    53. The concert hall had their mostsuccessful season of all timeThe farmers made a return within the first year as wellhttp://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
    54. Find someone who has what you wantGot content? Find traffic. Got traffic? Find content.
    55. Ladbrokes wanted to put beermats in 100s of pubs with a free bet promotionhttp://www.flickr.com/photos/russelljsmith/12043344/
    56. It’s surprisingly expensive to print and ship beermats to 100s of pubshttp://www.flickr.com/photos/russelljsmith/12043344/
    57. A partnership with KP peanuts gave free distribution and point-of-sale promotion http://en.wikipedia.org/wiki/File:Ladbrokes.middlesbrough_007.1.jpg
    58. Neither the app makers nor the film studio paid for this media
    59. Do you have distributors?Timberland have an e-commerce store and feature on others’ sites
    60. Best recent example I’ve seen(from Rainforest Alliance)Follow the frog: https://www.youtube.com/watch?v=3iIkOi3srLo
    61. Green rooibos isn’t a huge brand
    62. But they make it into this great videoThey get featured because of the rainforest alliance logo [arrow theirs]
    63. “Spend” your effort & skills
    64. This infographic was about 10% of Oli’sguest post on SEOmozCheck out unbounce.com – he’s earned it!
    65. Real guest posting brings real businessbenefitsNot only links (or even traffic) but conversion rate improvements
    66. It should be obvious that you really win if youget people creating this content for youWell done Rand
    67. Get in other people’s emailsThis is traffic to distilled.net from the moz Top Ten
    68. Cold emailing totally worksBut only if your product kicks ass
    69. Without the nudge, we wouldn’t have even created this offers page
    70. LinkedIn – use “people you may know” ThisMeans this button connects directlywith no awkward questions
    71. The LinkedIn API doesn’t ask awkward questions if you know an email addressThis is the rapportive plugin for gmail. Highly recommended
    72. Most people have email in their profileDon’t be a ****
    73. No connections? Rapportive makes iteasy to find email addresseshttp://www.distilled.net/blog/miscellaneous/find-almost-anybodys-email-address/
    74. Make your next guest post pitch a guest email pitchBonus – you can re-use content you already have
    75. Wavelength helps you find similaremail newsletters to your ownhttp://wavelength.mailchimpapp.com
    76. I want to see moreblog commenting Not like this. But thank you Mr Fiorenza881.
    77. Some blogs (like AVC) have more value in thecomments than in the posts themselves – which oftenserve to spark the discussion. This is a compliment toFred Wilson BTW for the community he has built.
    78. Commit to trying a new communityCommit to sticking with it for a monthThat’s long enough to create a habit (if you like it)
    79. Localize, personalize
    80. Local hairdressers work because ofeconomicshttp://www.flickr.com/photos/unwomenasiapacific/7370927212/Local is a feature and it’s hard for the big guys to compete with
    81. @SpaceTheShiba at our Seattle meet-upLocal events work for the same reasons
    82. We think of Pinterest as the archetypal“product-driven growth” startupBut you should read this AllThingsD article on how they really grew
    83. Many local events feel bigbudget because they worked
    84. Macy’s Thanksgiving Day Parade wasjust employees the first yearhttp://www.flickr.com/photos/musicwala/5209170537/
    85. The Tour de France was a promo for anewspaperIt put their rival out of business
    86. “Go to a race with a digital camera and a banner. Take thousands of photos. Use mechanical turk to identify the participants. Repeat at weekly meets. Get famous. ??? Profit” --Cycling website ownerhttp://www.flickr.com/photos/sjr-images/6949648280/
    87. Opportunity is like serendipity
    88. Linford Christie wore Puma contactlenses to a press conference whereendorsements were banned
    89. Lego recreated the Red Bull freefallhttp://www.guardian.co.uk/sport/video/2012/oct/15/felix-baumgartner-skydive-lego-video
    90. So how do we do this online?
    91. Mash things up
    92. Embrace the trollsBodyform’s exceptional response to a Facebook troll
    93. A guy named Thomas Cook asks ThomasCook for a holiday
    94. Thomas Cook says “no”
    95. LowCostHolidays.com says “yes”
    96. No-one here knows who Urs Meier is do they?http://www.swissinfo.ch/eng/Home/Archive/British_tabloids_let_rip_on_Swiss_referee.html?cid=3967910
    97. He was a referee at Euro 2004 (soccer!)He disallowed a goal that screwed England
    98. http://www.flickr.com/photos/derrickding/323218989/ and http://www.flickr.com/photos/14174853@N04/3751824078/ ASDA immediately started offering free eye tests for the Swiss
    99. You could do the Swiss thing online(With some careful monitoring and without too much at stake)
    100. Target the tech sector (and press)
    101. What other groups could you target? Country / city (sports?) Windows / Mac Mobile / Non-mobile iPhone / Android
    102. If you run a magazine site, why not detect the device and play up this research?Remember this OKCupid data?
    103. No time, talent, fame or friends?
    104. Then you need balls
    105. WePay dropped a 600lb block of icefull of money at a PayPal conferenceI’m not saying WePay have no friends, BTW
    106. WILL CRITCHLOW Founder, Distilled will.critchlow@distilled.net @willcritchlow
    107. Celebrities work
    108. Just a little message
    109. I thought I’d get an endorsement fromthe other sideUnfortunately Mr. Romney couldn’t be reached for comment
    110. Celebrities are expensive
    111. WILL CRITCHLOW Founder, Distilled will.critchlow@distilled.net @willcritchlow

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