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9 — Marketing
From Code to Product gidgreen.com/course
Definition
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
— American Marketing Association
From Code to Product Lecture 9 — Marketing — Slide 2 gidgreen.com/course
Lecture 9
• The marketing problem • Inbound marketing • Viral marketing • Your website • Copywriting
From Code to Product Lecture 9 — Marketing — Slide 3 gidgreen.com/course
Traditional marketing
• Trade shows • Hosted events • Email blasts • Cold calling • Advertising • Public relations
From Code to Product Lecture 9 — Marketing — Slide 4 gidgreen.com/course
Trade shows
From Code to Product Lecture 9 — Marketing — Slide 5 gidgreen.com/course
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✘ Cost ✘ Time ✘ Not for niches ✘ Far from purchase
Email blasts
From Code to Product Lecture 9 — Marketing — Slide 6 gidgreen.com/course
http
://w
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Advertising
From Code to Product Lecture 9 — Marketing — Slide 7 gidgreen.com/course
Advertising
From Code to Product Lecture 9 — Marketing — Slide 8 gidgreen.com/course
email list manager
sudoku
Public relations
From Code to Product Lecture 9 — Marketing — Slide 9 gidgreen.com/course
The purchase process
From Code to Product Lecture 9 — Marketing — Slide 10 gidgreen.com/course
The purchase process
From Code to Product Lecture 9 — Marketing — Slide 11 gidgreen.com/course
The purchase process
From Code to Product Lecture 9 — Marketing — Slide 12 gidgreen.com/course
Lecture 9
• The marketing problem • Inbound marketing • Viral marketing • Your website • Copywriting
From Code to Product Lecture 9 — Marketing — Slide 13 gidgreen.com/course
Inbound marketing
“Any marketing tactic that relies on earning people’s interest instead of buying it.” — Wikipedia
“Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet.”
— Rick Burnes, Hubspot Blog
From Code to Product Lecture 9 — Marketing — Slide 14 gidgreen.com/course
Search engine visibility
From Code to Product Lecture 9 — Marketing — Slide 15 gidgreen.com/course
Universal search
From Code to Product Lecture 9 — Marketing — Slide 16 gidgreen.com/course
Blog on your subject
From Code to Product Lecture 9 — Marketing — Slide 17 gidgreen.com/course
Comments on other blogs
From Code to Product Lecture 9 — Marketing — Slide 18 gidgreen.com/course
(E-)books
From Code to Product Lecture 9 — Marketing — Slide 19 gidgreen.com/course
Infographics
From Code to Product Lecture 9 — Marketing — Slide 20 gidgreen.com/course
Facebook pages
From Code to Product Lecture 9 — Marketing — Slide 21 gidgreen.com/course
Twitter tweets
From Code to Product Lecture 9 — Marketing — Slide 22 gidgreen.com/course
• Status updates • Links to blog • Support (public) • But think about it…
Widgets
From Code to Product Lecture 9 — Marketing — Slide 23 gidgreen.com/course
Banners
From Code to Product Lecture 9 — Marketing — Slide 24 gidgreen.com/course
Opt-in email newsletters
From Code to Product Lecture 9 — Marketing — Slide 25 gidgreen.com/course
Forum hosting
From Code to Product Lecture 9 — Marketing — Slide 26 gidgreen.com/course
Forum posts with link
• xx
From Code to Product Lecture 9 — Marketing — Slide 27 gidgreen.com/course
Presentations
From Code to Product Lecture 9 — Marketing — Slide 28 gidgreen.com/course
Videos
From Code to Product Lecture 9 — Marketing — Slide 29 gidgreen.com/course
And crazy stuff…
From Code to Product Lecture 9 — Marketing — Slide 30 gidgreen.com/course
Lecture 9
• The marketing problem • Inbound marketing • Viral marketing • Your website • Copywriting
From Code to Product Lecture 9 — Marketing — Slide 31 gidgreen.com/course
Viral marketing
“A method of product promotion that relies on getting customers to market an idea, product, or service on their own by telling their friends about it, usually by e-mail.”
— Oxford English Dictionary
From Code to Product Lecture 9 — Marketing — Slide 32 gidgreen.com/course
Measuring virality
Viral coefficient = [number of people who registered this month as a direct result of
the activity of people who registered last month]
÷ [number of people who registered
last month]
From Code to Product Lecture 9 — Marketing — Slide 33 gidgreen.com/course
Small changes, big effects R
egis
trati
ons
Month
0.99
1.01
1.05
1.1
From Code to Product Lecture 9 — Marketing — Slide 34 gidgreen.com/course
Redefining viral marketing
“Any method of product promotion which has a viral coefficient > 1.0 • For a user action of genuine value • Measured for a time period which is short
enough for the company to survive • Sustainable for long enough for the
company to reach much of its market.” — Me
From Code to Product Lecture 9 — Marketing — Slide 35 gidgreen.com/course
Pure virality
From Code to Product Lecture 9 — Marketing — Slide 36 gidgreen.com/course
Invitations
From Code to Product Lecture 9 — Marketing — Slide 37 gidgreen.com/course
Self promotion by email
From Code to Product Lecture 9 — Marketing — Slide 38 gidgreen.com/course
Self promotion by web
From Code to Product Lecture 9 — Marketing — Slide 39 gidgreen.com/course
Self promotion by web
From Code to Product Lecture 9 — Marketing — Slide 40 gidgreen.com/course
Self promotion by printout
From Code to Product Lecture 9 — Marketing — Slide 41 gidgreen.com/course
Self promotion by transaction
From Code to Product Lecture 9 — Marketing — Slide 42 gidgreen.com/course
User sharing
From Code to Product Lecture 9 — Marketing — Slide 43 gidgreen.com/course
And of course videos…
From Code to Product Lecture 9 — Marketing — Slide 44 gidgreen.com/course
How it looks
From Code to Product Lecture 9 — Marketing — Slide 45 gidgreen.com/course
The opposite of viral
• Requires many users to work – But no motivation for early sharing
• Think smaller – Start within niche – Fake early users – Spread from there
• Or: value for first user – del.icio.us
From Code to Product Lecture 9 — Marketing — Slide 46 gidgreen.com/course
Lecture 9
• The marketing problem • Inbound marketing • Viral marketing • Your website • Copywriting
From Code to Product Lecture 9 — Marketing — Slide 47 gidgreen.com/course
Your home page must…
• Appear quickly • Explain what you do – Make it big!
• Provide a call to action – Make it prominent!
• Highlight key benefit(s) • Provide navigation
From Code to Product Lecture 9 — Marketing — Slide 48 gidgreen.com/course
You have 5 seconds!
Good home pages
From Code to Product Lecture 9 — Marketing — Slide 49 gidgreen.com/course
Good home pages
From Code to Product Lecture 9 — Marketing — Slide 50 gidgreen.com/course
Good home pages
From Code to Product Lecture 9 — Marketing — Slide 51 gidgreen.com/course
(Real) credibility
From Code to Product Lecture 9 — Marketing — Slide 52 gidgreen.com/course
Direct to action
From Code to Product Lecture 9 — Marketing — Slide 53 gidgreen.com/course
Direct to action
From Code to Product Lecture 9 — Marketing — Slide 54 gidgreen.com/course
Landing pages
From Code to Product Lecture 9 — Marketing — Slide 55 gidgreen.com/course
• Organic search results • Paid search ads • Links from affiliates
About (not about you!)
From Code to Product Lecture 9 — Marketing — Slide 56 gidgreen.com/course
Features and benefits
From Code to Product Lecture 9 — Marketing — Slide 57 gidgreen.com/course
Feature Benefit
Terms and Privacy
From Code to Product Lecture 9 — Marketing — Slide 58 gidgreen.com/course
Contact details
From Code to Product Lecture 9 — Marketing — Slide 59 gidgreen.com/course
Contact form
From Code to Product Lecture 9 — Marketing — Slide 60 gidgreen.com/course
FAQ / Forums / Q&A
From Code to Product Lecture 9 — Marketing — Slide 61 gidgreen.com/course
Avoid…
From Code to Product Lecture 9 — Marketing — Slide 62 gidgreen.com/course
Lecture 9
• The marketing problem • Inbound marketing • Viral marketing • Your website • Copywriting
From Code to Product Lecture 9 — Marketing — Slide 63 gidgreen.com/course
A few short words
From Code to Product Lecture 9 — Marketing — Slide 64 gidgreen.com/course
Space and facts
From Code to Product Lecture 9 — Marketing — Slide 65 gidgreen.com/course
Free free free
From Code to Product Lecture 9 — Marketing — Slide 66 gidgreen.com/course
easy simple instant quick fast save new guaranteed safe secure
Subtitles
From Code to Product Lecture 9 — Marketing — Slide 67 gidgreen.com/course
Emphasis
From Code to Product Lecture 9 — Marketing — Slide 68 gidgreen.com/course
Bad copy
From Code to Product Lecture 9 — Marketing — Slide 69 gidgreen.com/course
Sour
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