Startup Customer Acquisition - Marketing Channels for Startups
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17-Oct-2014 -
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Transcript of Startup Customer Acquisition - Marketing Channels for Startups
Startup Customer AcquisitionThe search for customers and $$$.... on scale!!
Ivan LimHead of Marketing - Tweaky
Startup Customer Acquisition
Most of the time startup marketing
feels like this
Startup Customer Acquisition
Startup Customer Acquisition
There are very rarely any silver bullets in startup marketing
Startups need to commit to trying lots of different things
and failing at most until some methods stick.
Startup Customer Acquisition
The lay of the land (startup marketing)
Startup Customer Acquisition
Channels & ToolsPaid Content & SEO Email Growth HackingPartnerships
Startup Customer Acquisition
Paid
Startup Customer Acquisition
Paid
Pros
Cons
- Fast setup- Quick validation- Highly targeted
- Expensive & Saturated- No long term asset value- There are incumbent advertisers- Requires active optimization
Search PPC
Startup Customer Acquisition
Paid
Startup Customer Acquisition
Paid
Pros
Cons
- Targeted audiences- Fast setup
- Generally very poor engagement- More likely to complete Naval Seal Training than click a banner ad- More likely to survive a plane crash than click a banner ad
Display advertising
Startup Customer Acquisition
Paid
Pros
Cons
- Targeted audiences- Fast setup
- Generally very poor engagement- More likely to complete Naval Seal Training than click a banner ad- More likely to survive a plane crash than click a banner ad
Display advertising
Startup Customer Acquisition
Paid
Pros
Cons
- Targeted audiences- Fast setup
- Generally very poor engagement- More likely to complete Naval Seal Training than click a banner ad- More likely to survive a plane crash than click a banner ad
Display advertising
Startup Customer Acquisition
Paid
Startup Customer Acquisition
Paid
Pros
Cons
- Some of the cheapest advertising inventory out there- Strong engagement audience- Highly targeted segmentation based on visitor actions- Cool factor and makes you appear bigger
- You need visitors first- Requires regular refreshing due to ad fatigue- Requires active optimization
Display Retargeting
Startup Customer Acquisition
Paid
Startup Customer Acquisition
Paid
Targeted Facebook ads according to customer emails, Facebook IDs or phone numbers!!
Startup Customer Acquisition
Paid
Targeted Facebook ads according to customer emails, Facebook IDs or phone numbers!!
Startup Customer Acquisition
Paid
Targeted Facebook ads according to customer emails, Facebook IDs or phone numbers!!
Startup Customer Acquisition
Paid
Pros
Cons
- Cheap inventory (but is rapidly rising)- Super awesome for consumer products- The most powerful demographic targeting available- Great for persona testing
- Facebook users starting to experience ad fatigue- Requires even more ad refreshing- Can get expensive very fast if not monitored- Best results come from driving traffic to a FB page
Facebook Ads & Custom Audiences
Startup Customer Acquisition
Paid
Startup Customer Acquisition
Paid
Pros
Cons
- Cheap inventory - Some large publishers - Decent engagement powered by email effectiveness- Great for identifying future partnerships
- Limited by inventory of publishers- Monthly minimum of $500
Launchbit Email Ad Network
Startup Customer Acquisition
Paid
Startup Customer Acquisition
Paid
Pros
Cons
- Strong ROI potential- Outsourced salesforce strategy- Pay for results- Potential SEO benefits if configured correctly
- Around 10% of total affiliates do the work- Affiliate networks can be expensive to enter- Can get lost among sea of other advertisers
Affiliate Marketing
Startup Customer Acquisition
Paid Email Growth HackingContent & SEO
Channels & ToolsPartnerships
Startup Customer Acquisition
Content & SEO
Startup Customer Acquisition
Content & SEO
Startup Customer Acquisition
Content & SEO
Startup Customer Acquisition
Content & SEO
Startup Customer Acquisition
Content & SEO
h"p://seogadget.com/content1strategy1generator1tool1v21update/
Startup Customer Acquisition
Content & SEO
h"p://www.slideshare.net/ipullrank/scaling1quality1v10
Startup Customer Acquisition
Pros
Cons
- Building long term asset- “Free” traffic- Viral Potential- Positioning tool- Competitive advantage - Good for lead generation
- Typically a Long Game- Typically Poor direct ROI- Becoming increasingly saturated, requires Awesome not just Good content
Content Marketing & SEOContent & SEO
Startup Customer Acquisition
Paid Email Partnerships Growth HackingContent & SEO
Channels & Tools
Startup Customer Acquisition
Startup Customer Acquisition
Startup Customer Acquisition
Startup Customer Acquisition
Startup Customer Acquisition
Startup Customer Acquisition
Pros
Cons
- Still one of the most engaged marketing channels- Drives significant revenue through timely offers- Trigger based email- Strong lead nurturing capability - Cheap Cheap Cheap
- Need a sizeable list to be big- Can’t hammer with offers all the time, focus on value
Email marketing Email
Startup Customer Acquisition
Paid Email Growth HackingContent & SEO
Channels & ToolsPartnerships
Startup Customer Acquisition
PartnershipsFind marketing fire hoses
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
You can hire a Virtual Assistant and Online Researcher for $3.33 an hour
Partnerships
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
Partnerships
http://www.distilled.net/blog/miscellaneous/find-almost-anybodys-email-address/
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
Partnerships
Startup Customer Acquisition
Pros
Cons
- Competitive Advantage- Huge Audiences- Brand Presence- Benefits other marketing channels
- Hard to automate- Long sales cycle
Partnerships Partnerships
Startup Customer Acquisition
Paid Email Partnerships / Direct Sales Growth HackingContent & SEO
Channels & Tools
Startup Customer Acquisition
Growth Hacking
Startup Customer Acquisition
Growth Hacking
Startup Customer Acquisition
Growth Hacking
Josh Elman
We dug in to our data for our most engaged users and tried to learn what the “aha” moment was for them. We then rebuilt our entire new user experience to engineer that moment more quickly.
It turned out that if you manually selected and followed at least 5-10 Twitter accounts in your first day on Twitter, you were much more likely to become a long term user, since you had chosen things that interested you. And if we helped someone you know follow you back, then even better. As we kept tweaking the features to focus on helping users achieve these things, our retention dramatically rose.
Startup Customer Acquisition
Growth Hacking
Startup Customer Acquisition
Growth Hacking
Startup Customer Acquisition
Growth Hacking
Startup Customer Acquisition
Growth Hacking
Startup Customer Acquisition
Mix tactics together
Contact New Partner for Co-brand
Webinar
Landing Page& Webinar
Purchase & Engage
Those who didn’t attend
webinar or not engaging
Startup Customer Acquisition
Almost anything can scale
Startup Customer Acquisition
Startup Customer Acquisition
Fire yourself
Startup Customer Acquisition
Attribution is important
Startup Customer Acquisition
Strong Systems =
Strong Startup Marketing
Startup Customer Acquisition
Startup Customer AcquisitionThe search for customers and $$$.... on scale!!
Ivan LimHead of Marketing - Tweaky