Embed Size (px)
DESCRIPTION
Citation preview
WTF is Startup Marke0ng?
Channels, Data, and Lots of Chads
Robbie Mitchell | 7/1/2011
Caveats
• Worldview, not a Bible • E-‐commerce, not free products • Startup = online, cheap, fast • This is a work in progress
Big Goals • Raise awareness • Educate • Generate Traffic • Close Sales
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Tac,cal Goals • Tes0ng assump0ons • Customer discovery • Itera0ng
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Tac,cal Goals • Tes0ng assump0ons • Customer discovery • Itera0ng • Targe0ng
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Requirements • Experimenta0on • Data Collec0on • Analysis • Talking to Customers
Chad
Plans, Ac0on, and Organiza0on (Product)
Self-‐Improvement Ac0vi0es (Engineering)
“I need a wife. Now.”
Playing the Field and Gathering Feedback (Marke0ng)
“Come here o`en?”
“Ugh, lame.”
“She said no.”
Did it work?
• What were you wearing? • Had you met her before? • What did you say? • Where were you? • What 0me of day was it? • etc.
Meta Data
Result Meta Data
Change audience?
Change surface? (marke0ng)
Change more? (product, engineering)
Why didn’t it work?
“I’m into juice heads.”
Why didn’t it work?
“I’m married.”
“Come here o`en?” “Um, no thanks”.
“Need a spot?” “Creep.”
“Bulls win!” “High five!”
Bars Gyms Work
Blind dates Friend of Friend Vaca0on
Running club Da0ng site Vaca0on
• What happened? • When did failure occur? • What were you doing/wearing/etc.
Meta Data
(Funnel)
Bulls win! High five!
My mom’s the greatest That’s so sweet
You should come over Let me get my coat
I’m having a party later Sounds fun
Bulls win! High five!
My mom’s the greatest That’s so sweet
You should come over Let me get my coat
I’m having a party later Sounds fun
a5en,on
interest
desire
ac,on
Single interac,on
Complex rela,onship
(Mul0-‐aPribu0on)
Online Math Course
Traffic
Profit
???
Traffic
Profit Channels
Channels Paid • ads (display) • SEM/paid search/PPC • email list (rental) • affiliates • conferences/events • PR
In-‐House • blogging • SEO/organic • social media • email remarke0ng • landing pages • conversion rate op0miza0on
• word of mouth • customer support • cold call
Channels Paid • ads (display) • SEM/paid search/PPC • email list (rental) • affiliates • conferences/events • PR
In-‐House • blogging • seo/organic • social media • email remarke0ng • landing pages • conversion rate op0miza0on
• word of mouth • customer support • cold call
Channels Paid • ads (display) • SEM/paid search/PPC • email list (rental) • affiliates • conferences/events • PR
In-‐House • blogging • SEO/organic • social media • email remarke0ng • landing pages • conversion rate op0miza0on
• word of mouth • customer support • cold call
Traffic
Profit Channels
Traffic
Profit Channels
Goals • Raise Awareness -‐ the current marketplace doesn't have enough familiarity/comfort with your brand to visit, engage or purchase from you
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Goals • Educate -‐ the market for your product/service needs to be created; poten0al customers don't yet realize the problem they need you to solve
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Goals • Sales -‐ your business has clear market demand on the web that needs to be drawn to your site and converted into leads/sales
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Strong Dev Resources: • conversion rate op0miza0on • SEO • Viral Content (par0cularly dev intensive stuff like tools, widgets,
etc.) Strong Crea,ve Resources: • Viral Content (par0cularly wriPen/graphic content that can be
produced in a standard CMS) • Email (great copywriters write great emails) • Display (great designers make great ads) Strong Search Marke,ng Resources: • SEO • PPC Strong Social Resources: • Social Media Marke0ng • Viral Content • Online PR
Source: Rand Fishkin, hPp://www.seomoz.org/blog/a-‐checklist-‐to-‐choose-‐which-‐internet-‐marke0ng-‐channel-‐is-‐right-‐for-‐your-‐business, retrieved 6/30/2011
Adwords SEO Landing pages
Conferences Customer Support Email
Social Media Sales Team Free Trial
Adwords
• Cost to manage • Cost per click • % who click on ad • % who sign up right away • % who click through to website • % who eventually sign up for trial • % of trial users who eventually purchase • % of all visitors who eventually purchase • Cost per trial • Cost per purchase • Average revenue per purchase
Frac,ons
Adwords
• Cost to manage (internally or using agency) • # 0mes your ad appears (impressions, CPM) • Cost per click (CPC) • % who click on ad (click-‐through rate, CTR) • % who sign up right away (conversion rate, CVR) • % who click through to website • % who eventually sign up for trial • % of trial users who eventually purchase (trial CVR) • % of all visitors who eventually purchase (total CVR) • Cost per trial user (cost per lead) • Cost per purchase (cost per acquisi0on, CPA) • Average revenue per user (ARPU)
Frac,ons
Adwords
• CPA < ARPU • Fixed costs and personnel some0mes excluded
from CPA • ARPU more complicated when it’s a calculated
over a life0me of repeated ac0vity (average life0me value, ALV)
• % increase in conversion > % increase in traffic • Always Be Closing Tes0ng • Talk to customers
Some Rules
Ques0ons
