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Digital marketing for startups - a presentation at Boost Turku Entrepreneurship Society, 7.7.2014.
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Digital marketing Startup perspective
Joni Salminen [email protected] 7.7.2014
Contents 1. SEO 2. AdWords 3. Facebook 4. Content marketing
a. Definition b. The good and bad c. How to use it in a startup? d. How to start? e. Metrics f. Tools & where to learn more?
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SEO (search engine optimization) Definition: Creating content, links, and social signals to rank better in search engines (Google) for selected terms which are deemed important for the business. Example: ElämysLahjat.fi
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The Good and Bad Good Bad
Pretty much every website needs to know this
Results take time to show
Free traffic from Google It’s not ”free”; it takes time, 3-6 months
Results can last long Vulnerability to Google’s algorithm changes
Doesn’t work when people are not looking for products in your category
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How to use it in a startup? Rank better for relevant terms, when people are looking for a solution in your product category.
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How to start? 1. Do keyword research 2. Map who rank the best, think of ways to
cooperate for links 3. Make sure all content is original and fresh 4. Hire a good SEO guy (but be beware of
blackhat!).
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Metrics O Growth of organic traffic O Links (PageRank profile) O Indexed content pages O Duration of visits, bounce O Page load time.
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Tools O Tools:
O AWR Cloud O Google Webmaster Tools O Screaming Frog SEO Spider O Google PageSpeed Insights O Google Analytics.
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AdWords Definition: Paid text ads in Google. Example: Lelut.fi, Netrauta.fi
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The Good and Bad Bad Good
As soon as you stop paying, you stop showing
The results are instant
Competitors tend to push up prices every year (bid wars)
Only pay for clicks
Interest at a given point is naturally limited; restricts scaling
Total control over keywords: which ones & how much
When people are not searching for your category…
Quality can counter money (Quality Score)
It’s always on
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How to use it in a startup? Rank better for relevant terms, when people are looking for a solution in your product category.
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How to start? 1. Learn the basics of A/B-testing 2. Get some money to test paid ads 3. Learn short copy 4. Read Google’s help for AdWords Certificate
(and get the certificate ;) 5. Get a good designer for GDN (display &
retargeting).
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Metrics O CPC = cost per click O CTR = click-through rate O CVR = conversion rate O CPA = cost per action (usually sales) O QS = quality score.
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Tools O Tools:
O AdWords Editor O Übersuggest O Keyword Planner O Google Analytics.
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Facebook Marketing Definition: Using Facebook to reach potential customers via organic and paid means. Example: BodyBuilding.com
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The Good and Bad Good Bad
Pay only for clicks/impressions
Social mode is not as strong for conversion as search mode
Superior demographic targeting
Fake clicks, bots, and Banglaheshi
True Superplatform; reach 1Bn people in 100 countries!
Constant reduction of organic reach makes you want to look for other social platforms
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How to use it in a startup?
O Testing value propositions O Interaction (surveys, qualitative research) O Building international following O Sales? (30/70 rule)
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How to start? 1. Learn A/B-testing methodology 2. Get some money to run tests on paid ads 3. Focus on finding out if you can get 1) any
conversions at all, and 2) how well would it scale if somebody gave you 1000x more money
4. …also, learn about newsfeed optimization.
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Metrics Metrics:
O Likes O Shares O Comments O Frequency of posting O Engagement ratio (!)
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Tools O Tools:
O Facebook Power Editor O Qwaya O Smartly.io O Rapportive (for networking) O Buffer (for sharing).
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Content Marketing Definition: Creation of content, such as text, videos, pictures, infographs and slideshows in order to communicate expertise in a given field or industry, and to generate business leads. Example: Mint.com
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The Good and Bad Good Bad
If results comes, they can last a long long time (opinion leader)
Expensive, because it takes so much time (remember, your time is not free!)
It’s easy to start if you know about the topic
Showing direct ROI is difficult
Potential for crowdsourcing (Freelancer.com, Fiverr.com)
Getting results takes time; 1-2 years
Requires true passion, knowledge, and consistency (if you dropped college because writing thesis was too hard, forget about this) 22
How to use it in a startup? O Become a thought-leader in your field O Make buzz in social media (remember,
effects carry over to SEO) O Generate leads by giving people something in
exchange for email addresses (and then follow-up with a proper lifetime marketing approach).
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How to start? 1. Think if you want to start; content marketing is
parallel to turning into a publishing house; it works for ~1% of startups
2. If you do want, subscribe to Colibri.io, start tracking relevant industry terms and be ready to comment in relevant discussions e.g. in Quora and Twitter
3. Join every possible LinkedIn and Facebook group in your field
4. Create a content calendar and stick to it 5. Every time you create content, post it to the
aforementioned LinkedIn and Facebook groups 6. Also curate other industry players’ content and
share it in your social media profiles
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Metrics O Number of generated leads (#) O Value of those leads (€) O Content-specific metrics (shares, likes,
inbound links…).
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Tools O Tools:
O Fiverr.com (for content production) O Colibri.io O gDocs (for content calendar) O Google Analytics.
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Startup Metrics O CAC = customer acquisition cost O CLV = customer lifetime value
O (Revenue per month x Avg. Lifetime)
O AARRR (Dave McClure) O Acquisition O Activation O Revenue O Referral O Retention.
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Innovative approaches… O Crowdfunding
O Kickstarter O IndieGoGo
O Growth hacking O (search in Quora)
O App Store Optimization (ASO) O (Google this)
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Where to learn more? O AdWords
O PPC Hero O Search Engine Land
O Facebook O Jon Loomer O Fiercer Media (Marko Pyhäjärvi)
O SEO O MOZ blog O Matt Cutts
O Content marketing O Buffer Blog O Content Marketing Institute
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Thanks!
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