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Ready, set, launch! Were you thinking "if you build it they will come" would work? This deck is a how-to guide for developing a customer acquisition for your startup. Customer acquisition marketing has become a hot topic with the expansion of "growth hacking" and Chris breaks down the lenses of how to develop your own strategy. Topics covered include: * The "field of dreams" misconception - if you build it they will come * The Ravikant Thesis by Naval Ravikant - there are only three customer acquisition strategies that matter for startups, SEO, SEM & Viral - how to understand if they will work for you * Understanding the basis of Growth Hacking by Thomas Knoll * Devising strategies for inbound marketing channels * User retention through drip marketing *
Citation preview
The field of dreams gapIf you build it they will come
Launch!
Launch!
Launch!
Launch!
Field of dreams gap
http://chrisschultz.net/post/42363863885/testing-validating-your-market-assumptions
Ravikant thesisThe only customer acquisition strategies that matter in a startup are:
http://venturehacks.com/
Ravikant thesisThe only customer acquisition strategies that matter in a startup are:
Spending $25,000 on PR to get into TechCrunch
http://venturehacks.com/
Ravikant thesisThe only customer acquisition strategies that matter in a startup are:
Spending $25,000 on PR to get into TechCrunch
http://venturehacks.com/
Ravikant thesisThe only customer acquisition strategies that matter in a startup are:
Spending $25,000 on PR to get into TechCrunch
•SEO•SEM•Viral
http://venturehacks.com/
Create a lensMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
Create a lensMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
“I’m a great photog”
Create a lensMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
“I’m a great photog”
“I’m smart”
Create a lensMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
“I’m a great photog”
“I’m smart”
“I’m hilarious”
Who is your customer?(or no-nonsense growth hacking)
1) Who would be pissed if they could no longer use your product?
2) Where do they hang out?
3) What creates trust? a) referral b) “the crowd” c) an expert
4) Put high-trust experience in front of most-likely-to-be-interested people. Scale, repeat.
http://www.quora.com/Growth-Hacking/Is-growth-hacking-nonsense/answer/Thomas-Knoll
Inbound marketing
http://www.slideshare.net/randfish/the-power-of-inbound-marketing
Devise scalable & repeatable strategies
1. Do it yourself2. Did it work?3. Document it4. Delegate it5. Calendar it6. Measure it
Repeatable
Editorial
You
Measure & optimize
AARRRR
http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
Metrics that matterCreate a dashboard of what matters in your business
Map metrics to actions
http://www.ashmaurya.com/2010/07/3-rules-to-actionable-metrics/
User retention
http://paulstamatiou.com/startup-user-retention-lifecycle-email
Lifecycle email marketing
User retention
http://paulstamatiou.com/startup-user-retention-lifecycle-email
Lifecycle email marketing
Ego boost
Use toolsOutreach
OptimizeMeasure
Simple, right?
Let’s apply to BarNotes
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
“I am a cocktail aficionado”
App store SEO
Link building
Weekly tweets
Newsletter
Influencer outreach
Thanks!
• Twitter: @cschultz
• Blog: chrisschultz.net
• Email: chris@flatstack.com
@flatstack @launchpad
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