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DIGITAL MARKETING FOR BUSINESS GROWTHBjarne Viken - ScaleUp.com.au
INTRODUCTION
ABOUT ME‣ Started with creating online companies
‣ Struggled with finding effective ways of using paid advertising
‣ Created a company focusing on conversion optimization
GOAL: HELP YOU CREATE A GROWTH STRATEGY
AGENDA‣ Step 1: Identify and understand your market
‣ Step 2: Define an offer
‣ Step 3: Get a basic website
‣ LUNCH: 12:30ish
‣ Step 4: Drive a little traffic
‣ Step 5: Tweak and adjust
‣ Step 6: Scale up!
WHAT IS DIGITAL MARKETING?
DIGITAL MARKETING FOR BUSINESS GROWTH
WHAT IS DIGITAL MARKETING?
‣ Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert consumers. The key objective is to promote brands, build preference and increase sales through various forms of digital media and tools.
WHAT IS GROWTH HACKING?
DIGITAL MARKETING FOR BUSINESS GROWTH
WHY GROWTH HACK?
INTRODUCTION TO GROWTH HACKING
INCREASING AD-COSTS
SATURATION!
NOT ALL STARTUPS ARE WELL FUNDED
CASE STUDY: UBER
WHAT ARE THEY DOING?Driving service using a mobile appFranchise taxi drivingHave two different product offers
CASE STUDY: UBER
CASE STUDY: UBER
HOW DID THEY GROWTH HACK?Targeted key people in San FranciscoOffered free ridesMade it possible to split fares
CASE STUDY: UBER
UBER VS TAXI
WHY DID IT WORK?‣ Great need
‣ Good solution
‣ Limited location
CASE STUDY: UBER
GOOGLE + UBER = ?
THINK LIKE UBER!
THE GROWTH HACK CHECKLIST
IDENTIFY AND UNDERSTAND YOUR MARKET
STEP 1
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
WHY IS IT IMPORTANT TO DO?- Avoid mistakes - Focus your resources- Drive the right innovation
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
WHERE SHOULD YOU START?- Mag Nation - Website analysis tools- Forums
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
QUICK TIP: GET FREE MEDIA PACKS
WHAT ARE YOU LOOKING FOR?- Find opportunities
- Identify key problems
- A clear picture of the typical customer
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
TOOL: GOOGLE TRENDS: google.com/trends
TOOL: GOOGLE GROUPS: groups.google.com/forum
TOOL: WORD OF MOUTH ONLINE: womo.com.au
TOOL: SEMRUSH.COM
TOOL: KEYWORDSPY.COM
TOOL: SPYFU.COM
TOOL: SIMILARWEB.COM
IDENTIFY AND UNDERSTAND YOUR MARKET
DO STEP 1 IN THE WORKBOOK
DEFINE AN OFFER
STEP 2
GOAL: SOLVE A PRESSING NEED
WHAT IS A PRESSING NEED?- Must be solved now!
- A friend in need...
- Very subjective - a perceived need
GOAL: SOLVE A PRESSING NEED
LADIES: HOW MANY PAIRS OF SHOES DO YOU NEED?
HAVE YOU ALREADY IDENTIFIED THE NEED?- Your audience´s questions- Testimonials from customers- Your own ideas (Do they solve a pressing need?)
GOAL: SOLVE A PRESSING NEED
DO YOU THINK LIKE A CUSTOMER?- What would you want?- Where would you go?- What information would you look for?
GOAL: SOLVE A PRESSING NEED
EXAMPLE: GOOGLE TREND FOR “PLUMBER”
EXAMPLE: GOOGLE “HOW TO FIND A GOOD PLUMBER”
EXAMPLE: PLUMBER TESTIMONIAL ON WOMO.COM.AU
SOLVE A PRESSING NEED
DO STEP 2 IN THE WORKBOOK
GET A BASIC WEBSITE
STEP 3
GOAL: CREATE A CONVINCING ARGUMENT
GOAL: CREATE A CONVINCING ARGUMENT
WHERE SHOULD YOU START?- From step 1: Identify audience needs - be empathic- From step 2: Explain your solution - be logical- Add evidence - build credibility- Define the action you want customers to make
GOAL: CREATE A CONVINCING ARGUMENT
HOW DO YOU PUT IT TOGETHER?- Wireframing software: balsamiq.com
- Do it yourself:
- launchrock.co - concept testing - “Do you like this idea?”
- conversionxl.com and unbounce.com - landing page
- clickfunnels.com - sales funnels
- Get help: Upwork.com, freelancer.com
GOAL: CREATE A CONVINCING ARGUMENT
EXAMPLE: BALSAMIQ WIREFRAME
EXAMPLE: UNBOUNCED AND LAUNCHROCK
EXAMPLE: CLICKFUNNELS.COM
A CUSTOM WEBSITE: SCALEUP.COM.AU
UPWORK.COM: CHEAP RESOURCES?
FREELANCER.COM: GROWING FAST!
99DESIGNS.COM: WHEN YOU WANT OPTIONS
GOAL: CREATE A CONVINCING ARGUMENT
DO STEP 3 IN THE WORKBOOK
DRIVE A LITTLE TRAFFIC
STEP 4
GOAL: TEST THE OFFER
HOW SHOULD YOU DRIVE TRAFFIC?- Install Google Analytics- Pick advertising: LinkedIn (B2B), Facebook, Twitter, Google
AdWords or….?- Install conversion pixel
GOAL: TEST THE OFFER
LINKEDIN - ADVERTISING
WHEN SHOULD YOU USE IT?- Trying to reach out to key decision makers in companies- Sell primarily B2B- Sell services with a longer sales process
LINKEDIN ADVERTISING
CAN YOU USE IN-MAIL INSTEAD?
MICHAEL MOSHIRI - NEVER CHASE CLIENTS AGAIN
USEFUL TOOL: EMAILHUNTER.CO
FACEBOOK ADVERTISING
WHEN SHOULD YOU USE IT?- Have a social product or service- Selling directly to customers- Have a longer sales process
FACEBOOK ADVERTISING
CAN YOU COLLECT SOCIAL PROOF?
USEFUL TOOL: HOOTSUITE
TWITTER ADVERTISING
WHEN SHOULD YOU USE IT?- Have a social product or service- Selling directly to customers- Have a longer sales process
TWITTER ADVERTISING
USE LEAD GENERATION CARDS
USEFUL TOOL: TRENDSMAP
USEFUL TOOL: TWITTERCOUNTER
GOOGLE ADWORDS
WHEN SHOULD YOU USE IT?- Can work for both B2B and B2C- If the cost per click is reasonable- When you want detailed analytics
GOOGLE ADWORDS
REMEMBER TO PUT IN CONVERSION TRACKING
WHEN SHOULD YOU USE IT?- Predominantly target women- Visual product or service- Selling a feeling of experiencing it
GOOGLE ADWORDS
HOW CAN YOU ENHANCE THE SENSATION?
CHECK OUT PINTEREST ANALYTICS
DO NOT FORGET THE APPS
THE “ESTABLISHED” ONES- Vine- Snapchat- Instagram
DO NOT FORGET THE APPS
HOT IN 2016?- Peach- Wanelo- Yik Yak- Kik- Shots :)- Hyper- Bebo
DO NOT FORGET THE APPS
DO WE UNDERSTAND THE REAL PRICE?
FAME WITHOUT TALENT - LOOKS WITHOUT SUBSTANCE
COMMON TIPS:- Learn how they are used- Identify a clear goal- Set up tracking - even when there is none
HOW CAN YOU BEST USE THESE NETWORKS?
IF NO TRACKING IS AVAILABLE - USE GOOGLE DOCS?
A FEW TRAFFIC TIPS:- Test two ads at a time for 1,000 impressions each- Keywords: Focus on specific and phrase match (AdWords)- Use what works to improve the landing pages
GOAL: TEST THE OFFER
HOW SHOULD YOU SET UP TESTING?- Do at least one A/B test (can use vwo.com)- At least 1,000 views to the test- Test from the top down, headline, copy, offering
GOAL: TEST THE OFFER
HELPFUL TOOL: VWO.COM
HOW DO YOU EVALUATE THE RESULTS?- Conversion rate = (sales or leads / unique visitor) x 100
- Time on page (more than a minute indicate interest)
- Cost per lead/sale = total traffic price / number of leads or
sales
GOAL: TEST THE OFFER
EXAMPLE: GOOGLE ANALYTICS:
EXAMPLE: DROPBOX - A/B TEST - VERSION A
EXAMPLE: DROPBOX - A/B TEST - VERSION B
GOAL: CREATE A CONVINCING ARGUMENT
DO STEP 4 IN THE WORKBOOK
TWEAK AND ADJUST
STEP 5
GOAL: IMPROVE CONVERSION
CAN YOU IMPROVE THE ADVERTISING?- Did you choose the right channel?- What can you learn from the most successful ads?- How can you change the landing page based on your click
through rate?
GOAL: IMPROVE CONVERSION
CAN YOU IMPROVE THE OFFER?- How can you provide more value?- How can the text become stronger?- Does the design send a better message?
GOAL: IMPROVE CONVERSION
HOW CAN YOU IMPROVE THE FUNNEL?- Add email marketing?
- Offer incentives to share on social media?
- Warm up the leads a little more?
GOAL: IMPROVE CONVERSION
EXAMPLE: USE EMAIL TO BUILD CREDIBILITY
USEFUL EMAIL TOOL: GETRESPONSE.COM
USEFUL EMAIL TOOL: ACTIVECAMPAIGN
USEFUL EMAIL TOOL: CUSTOMER.IO
EXAMPLE: OFFER A BLOG TO WARM UP LEADS
USEFUL CONTENT TOOL: BUZZSOMO.COM
USEFUL CONTENT TOOL: PUSHCREW.COM
EXAMPLE: DROPBOX - INCENTIVES FOR SOCIAL SHARING
GOAL: IMPROVE CONVERSION
DO STEP 5 IN THE WORKBOOK
SCALE UP!STEP 6
GOAL: MAXIMIZE YOUR CONVERSIONS
INCREASE PPC - To production capacity or highest ROI- Audit regularly- Create a gradual growth plan
GOAL: MAXIMIZE YOUR CONVERSIONS
INTRODUCE SEO- Only use keywords you know are converting for you- Create a content driven strategy- Use social media to spread it (IFTTT.COM)
GOAL: MAXIMIZE YOUR CONVERSIONS
ADD NEW TRAFFIC SOURCES- Consider offline advertising
- Press releases
- Do joint ventures
GOAL: MAXIMIZE YOUR CONVERSIONS
EXAMPLE: IFTTT.COM
EXAMPLE: SOURCEBOTTLE.COM.AU
EXAMPLE: PRWEB.COM
GOAL: MAXIMIZE YOUR CONVERSIONS
DO STEP 6 IN THE WORKBOOK
BOOKS TO GET YOU THINKING
NOT DONE WITH YOU YET!
CHRIS GOWARD: YOU SHOULD TEST THAT!
NIR EYAL: HOOKED
scaleup.com.au
LEARN ABOUT HOW TO CREATE AND USE CONTENT
PETER THIEL: ZERO TO ONE
SEAN ELLIS: GROWTH ENGINES
G. WEINBERG / J. MARES: TRACTION
MICHAEL GERBER: THE EMYTH REVISITED
JEFF HOFFMAN, DAVID FINKEL - SCALE
ERIC RIES: THE LEAN STARTUP
MELONIE DODARO: THE LINKEDIN CODE
TIMOTHY FERRIS: THE 4 HOUR WORK WEEK
STEPHEN COVEY: THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE
GEORGE CLASON: THE RICHEST MAN IN BABYLON
GREG McEOWN: ESSENTIALISM
ROGER FISHER AND WILLIAM URY: GETTING TO YES
GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME
WILLIAM COHEN: ART OF THE...
UPGRADE YOUR NECKTOP
HOW TO READ ONE BOOK A MONTH● Install Kindle on your phone● Put it on flight mode● Read 5% every day Monday to Friday
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