Acquisition Marketing for Startups
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The hardest part of building a startup My presentation is about the hardest part of building a startup (growth), and how to achieve it with a small budget and limited resources. I also touch on the best tools to use, how to use them, and how to make sure you're getting the most out of your initial traffic.
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Acquisition Marketing for Startups
- 1. Shane Bliemaster The hardest part of building a startup
- 2. • Vice President of marketing at Nutshell - www.nutshell.com • PayDirt - dashboard.getpaydirt.com • YesViideo- www.yesvideo.com Raven Media Labs - www.ravenmedialabs.com • Director at MoviePass www.moviepass.com • Director at Peanut Labs www.peanutlabs .com Who am i? @bliemaster
- 3. What you shouldn’t do
- 4. What is the hardest thing about building a startup?
- 5. Growth
- 6. What to do before launch What I’ll be talking about today How to successfully build a marketing plan for your startup that is scalable and repeatable. What to do after launch Tools to use
- 7. Goal for today eave you with techniques and tools that will make it easier to grow your busin
- 8. per user CAC 010-2016 0 52.5 105 157.5 210 262.5 2010 2011 2012 2013 2014 2015 2016 Advertising spend per user Cost to acquire a new user has doubled since 2010 Reasons • competition • old tactics How can you find waysto bring this down.
- 10. You’re gonna need some tools LYTICS - Identify drop-off points best performing channels and under-performing pa QUALITATIVE INSIGHTS - Figure out why things are happening A/B TESTING - Find the best customer facing variations to optimize conversion
- 11. marketing Tool kit OptimizelyCrazyEgg KISSMetrics SurveyMonkey Geckoboard Qualaroo TESTING ANALYTICS QUALITATIVE Google Analytics RJ Metrics OUTREACHMailchimp Mandrill
- 12. Create marketing page What to do Test ad channels research competition research your market Build your social channels
- 13. Market research Gather more data
- 14. survey potentials Market research Price testing Google ResearchSurveys SurveyMonkey • pricing • product interest • demographic testing Demo and product response
- 15. survey potentials Market research Google ResearchSurveys SurveyMonkey • pricing • product interest • demographic testing 65.6% would commit to a year
- 16. survey potentials Market research Google ResearchSurveys SurveyMonkey • pricing • product interest • demographic testing The younger the user, the more willing to help
- 17. Landing pages Generate some buzz
- 18. generate buzz Landing Pages • Always capture email • Referral program Optimizely Wordpress • capture emails • track your clicks • a/b test copy • a/b test design • live chat with traffic • platform to test ads collect data
- 19. optimizely Optimizely • a/b test copy • a/b test images • a/b test calls toaction Integrates withCrazyegg
- 20. crazyegg • where are theclicks? • are peoplescrolling? • difference in youra/b tests
- 22. Adwordsfacebook linkedintwitter test ad channels Keyword tooltest ads (ctr, keywords, etc) Cheap ads Would you… Content Build presence Test traffic to landing page Start capturing email addresses by pushing traffic Content Build presence Test traffic to lp
- 23. research your industry Find out what makes competitors successful
- 24. ideas and tools research ompetition Banner ads Moat Whatrunswhere Retargeting platforms Quora Growthhackers retargeting quora growthhackers
- 25. launch
- 26. for growth growt h steps HAVE A PLAN EXPERIMENT WITH ALL GROWTH LEVERS UNDERSTAND WHAT’S DRIVING GROWTH HEAVY FOCUS ON PRODUCT OPTIMIZATION
- 27. Test Begin your rollout optimizePlan track
- 28. HAVE A PLAN
- 29. launching have a plan TRACK ANDMEASURE EVERYTHING INVITE ROLLOUT MAILCHIMP, URL BUILDER www.nutshell.com/?utm_source=mailchimp&utm_medium=email&utm_campaign=di scount20 TEST AND TRACK LANDING PAGES OPTIMIZELY, CRAZYEGG, GA TALK TO YOUR CUSTOMERS QUALAROO, SURVEYMONKEY TRACK USER BEHAVIOR KISSMETRICS, MIXPANEL, ELANCE/ODESK REFERRAL PROGRAM REFERRAL SAASQUATCH OR IN-HOUSE
- 31. Experiment growth levers BE AWARE OF WHATIS WORKING FOROTHER COMPANIES AFFILIATE ADVERTISING SHAREASALE, COMMISSION JUNCTION MOBILE DOWNLOADS FACEBOOK, FLURRY RETARGETING ADROLL, FACEBOOK, ADWORDS YOUTUBE PARTERNSHIPS IN-HOUSE AFFILIATE PROGRAM SOCIAL MEDIA FACEBOOK, TWITTER, LINKEDIN, TUMBLR CONTENT BUZZSUMO, CONTENTLY, REFERRAL PROGRAMS REFERRAL SAASQUATCH GROWTH HACKS ON-BOARDING, INVITE, REFERRAL
- 32. growth hacking It's the idea that an entrepreneur can take a clever or non-traditional approach toincreasing the growth rate/adoption of his or her product by "hacking" something together specificallyfor growth purposes.
- 33. What do these companies have in common?
- 34. examples growth hacking MoviePass • 115k likes • 25k email addresses Robinhood Mailbox • Acquired for 100mm DRIVE DOWN CAC
- 35. Key takeaways TEST EVERYTHING GET CREATIVE USE AVAILABLE TOOLS
- 36. layering channels cquisition stacking 0 100 200 300 400 500 April May June July Aug Sept Oct Nov Dec Jan Feb Mar Title iOS Adwords Affiliates All FIND GROWTH CHANNELS THAT WORK AND STACK NUTSHELL iOS, Adwords Measure ROI of each channel
- 37. Sean Ellis - Growthhackers.com Growth hacking is a marketingtechnique developed by technology startupswhich uses creativity, analytical thinking,and social metrics to sell products and gainexposure. It can be seen as part of the online marketing ecosystem, as in manycases growth hackers are simply good atusing techniques such as search engine optimization, website analytics,content marketing andA/B testing which arealready mainstream. Growth Hacking Marc Andreesen– Netscape,Andreesen Horowitz Steve Blank Being in a good market with a productthat can satisfy that market.” Many people interpret product/market fit as creatinga Minimum Viable Product thataddresses and solves a problem or need that exists. Product market fit Startup Marketing Disciplines/books Eric Ries - The Lean Startup Ries' overall claim is that if startupsinvest their time into iteratively buildingproducts or services to meet the needs of early customers, they can reduce themarket risks and sidestep the need for largeamounts of initial project funding and expensiveproduct launches and failures. The Lean Startup
Notas del editor
- CherryDeals – Peanut Labs Market research through social media (zynga monetization) 3rd way to monetize Built sales team Launched and fell flat
- Can work for anyone. Large businesses
- MoviePass price test 29.99 annual 39.99 quarterly 49.99 monthly
- Forewarn – Created survey to find out who would be interested. Thought it would be the older crowd. Gen Y isn’t so bad and self centered :)
- Hipster – 20k email addresses in 2 weeks. Closed seed round because of it YV – Collected email addresses without affecting conversion KISSMetrics – Capture domain Forkly – OG in the space – Created viral loop and generated more emails – moved
- 4 different variations
- Click tracking – finding where people are clicking – How can you concentrate clicks?
- Facebook – Build ad asking about “would you sign up for…” Be explicit – Target different demos
- Moat – Shows you competitors banner ads. Zoho has been around for awhile.
- Mailchimp – Segment users into cohorts – test different messaging and landing pages Test and track – show different landing page variations Talk to customers – Qualaroo, surveymonkey Track behavior – KISS – allows you to track the user from the first time they hit your site (cookies, unique ID after signup) Referral – Everyone should have one
- Talk about Nutshell iOS