2. www.pagetraffic.com
Navneet
Kaushal
Founder
&
CEO
of
PageTraffic
13
Years
of
Digital
Search
MarkeDng
experience
Editor
www.pagetrafficbuzz.com
Expert
author
on
WebProNews,
Search
Newz,
Clickz,
Social
Media
Today,
Search
Engine
Journal,
Promo<onWorld,
Business
2
Community
,
India
Digital
Review
etc
Regularly
quoted
on
ET
Now,
Zee
News,
SeaQle
Times,
Hindustan
Times,
Livemint,
BenefitIT
etc.
About
PageTraffic
Established
in
2002
95
people
strong,
with
offices
in
New
Delhi,
Noida,
Mumbai,
Chicago
&
London
Offers
SEO,
SMO,
PPC,
Link
Building,
Web
Development
services
More
than
2500
clients
worldwide
Winner
of
Red
Herring
Top
100
Asia
Award
2011
WHO AM I?
70. 1.
Iden<fy
Your
Target
Market
• What
Business
You
Are
In
?
[
TwiMer
140
char]
• Who
are
you
Marke<ng
to?
– Is
It
Targeted
Enough?
– Where
can
you
find
your
Target
Audience?
• Is
your
market
large,
but
s<ll
targeted?
71. 2.
Hone
your
Messaging
• Why
is
Messaging
Important
?
• Bounce
Rate.
Good
benchmark
• Create
Messaging
For
Target
Audience
– Broad
messaging
has
poor
conversion
• OK
to
ignore
a
set
of
audience,
as
long
as
you
reach
target
audience.
• Don’t
create
messaging
YOU
want,
create
messaging
for
what
the
customers
CARE
about.
72. 3.
Pick
Top
3
Marke<ng
Tac<cs
&
Test
• List
all
the
places
where
your
target
customers
are
– Use
Tools
to
analyze
compe<tors
dominant
acquisi<on
strategy
•
Analyze
the
3
Tac<cs/Channel
With
Highest
Expected
ROI
&
Volume
– Use
keyword
and
other
research
to
get
to
expected
Volume/ROI.
– Measure
ROI
of
channels.
Remove
Channels
that
don’t
perform
– Next
–
some
tools
to
help
you
with
this
analysis
Channel
Volume
[Clicks]
ROI
Adwords
10,000
15%
Email
5,000
25%
79. 3.
Pick
Top
3
Marke<ng
Tac<cs
&
Test
• Add
Channels
that
perform
¡ Always
Do
Tes<ng
¡ Don’t
track
Vanity
Metrics.
[90%
GA
Metrics]
¡ Track
Ac<onable
Metrics–
Conversion,
Churn.
¡ If
you
want
Big
Improvement
in
Results,
be
ready
to
make
Dras<c
Changes
80. 3.
How
to
Benchmark,
&
Analyse
• Funnel
Analysis
– What
is
the
Funnel
for
your
Business?
– What
are
the
benchmarks
for
your
industry
conversion
• Lead
Gen
–
Benchmark
• Registra<on
Rate
• Conversion
on
Ecommerce
• SAAS
:
Free
to
Paid
Conversion
Rate
• Have
you
Set
Up
Enable
Event/Goal
Tracking
in
GA
– Micro-‐conversions
Are
Valuable
too
• Whitepaper
download,
Video
watch,
NewsleMer
Subscriber
• How
much
value
should
I
assign
to
each
conversion
Visitors
Add
to
Cart
Checkout
82. Market
Maturity
Audience
Innovators
Early
Adopters
Early
Majority
Late
Majority
Laggards
Size
Small
Expanding
High
Peaked
Contrac<ng
Compe<<on
Low
Increasing
Moderate
High
Moderate
Introduc<on
Growth
Maturity
Satura<on
End
Of
Life
83. Go
To
Market
Hacks
• Never
Go
To
Market
• Market
before
building
the
product
• Create
the
product
with
the
market
• Seed
the
Market
• Trap
the
Market
86. Background
• Mul<plaiorm
Note
Taking
and
Storage
App
• Started
2008
the
era
of
websites
and
social
• Self
funded
+
FnF
87. Phil
Libin
• Evernote
is
your
intellectual
brain,
it’s
a
service
that
lets
you
remember
everything
important
that
happens
to
you
and
use
that
informa<on
in
a
way
to
make
yourself
happier
and
more
produc<ve.
88. Great
Product
• Simplicity
– Remember
anything
and
everything
• Consistent
experience
across
devices
– Na<ve
clients
for
every
device
• BeMer
experience
on
newer
devices
– Mo<va<on
for
manufacture
to
bundle
• Record
everything
– OCR-‐
Business
Cards,
Receipts,
menus
89. Funding
Crisis
• In
Early
2008
investors
backed
out
at
last
minute
• Only
3
weeks
cash
90. User
Funding
• User
from
Sweden
– “Evernote
had
changed
his
life,
making
him
happier”
93. From
the
Blog
• “Our
goal
was
to
get
about
10,000
people
to
use
the
system
so
we
could
fine-‐tune
our
servers
and
try
out
new
features.
We
were
blown
away
by
the
response
and
watched
with
equal
parts
of
glee
and
horror
as
the
closed
beta
users
count
passed
10,000,
then
25,000,
then
50,000…
By
the
end
of
the
four
months,
over
125,000
people
had
par<cipated
in
the
closed-‐beta!
“
94. First
Million
Users
• Timing
was
perfect
• The
team
made
sure
they
were
ready
for
every
app
store
launch
95. Next
Wave
• 1
Million
–
466
Days
• +1
(2)
Million-‐
222
days
• +1
(3)
Million-‐
133
days
• +1
(4)
Million-‐
108
days
• +1
(5)
Million-‐
82
days
• +1
(6)
Million-‐
52
days
96. Word
of
Mouth
• No
User
Acquisi<on
Budget
• No
incen<ve
on
downloads
• NO
SEO,
SEM
• Pure
product
experience
and
Word
of
Mouth
103. Workday-‐
Background
• Founded
2005
• Revenue
~
$500
Mil.
(2014)
• Employee
2600
• +500
Customers
• 2012-‐
IPO-‐
$9.5
bn
• Compe<<on
– SAP
Oracle
– Sales
Force
104. The
Unfair
Advantage
• Brand
Ambassadors
– Building
Product
for
the
customers
– Super
aMen<on
to
Early
Adopters
• Couple
of
Early
Customers
ended
up
working
for
WorkDay
105. Workday
Brainstorm
• Involve
user
sugges<on
for
New
Feature
• Incorporate
the
sugges<on
in
every
release
111. The
Beginning
• 2002,
Reid
Hoffman
• PayPal
Colleagues
• Inspired
by
Six
Degrees
(1997-‐2001)
• Professional
Network
based
on
connec<ons
• Seed
funded
by
Hoffman
112. The
Opportunity
• 2003-‐
Social
networks
were
for
Da<ng
and
connec<ng
with
Friends
• Demand
supply
Gap
between
Jobs
and
Job
Seekers
• Need
for
Referral
between
Job
and
Job
Seeker
113. The
Launch
• May
2003
• Seeded
the
product
with
Successful
‘Friends’
to
build
aspira<onal
brand
– Dot
Com
Success
stories
• Restricted
connec<ons
aMracted
top
execs-‐
Marc
Andreessen,
Jerry
yang
114. The
Result
• Forbes:
“You
no
longer
have
to
suffer
endless
cocktail
par<es
or
business
dinners
to
expand
your
professional
network.
A
new
wave
of
Web
sites
could
boost
your
business
with
a
few
clicks
of
the
mouse.”
• Go
To
Place
for
Tech
community