Advanced Online Marketing: Are You Ready for Growth?
Transcript of Advanced Online Marketing: Are You Ready for Growth?
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GROWING YOUR BUSINESS ONLINE. WITHOUT SPENDING A BUNCH OF MONEY.
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PART TWO: ACQUIRING USERS ONLINE
PART THREE: WHERE TO START?
PART ONE: GROWTH
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Rockford University: Cold Calling. High School visits. Presentations Missoula College: College Fairs. Direct Mail. Traditional Marketing.
Learn Online Marketing.
University of Montana: PPC. FB. Analytics. Conversion optimization. Campaign Manager: Management of entire online marketing funnels. GeoFli: Co-founder: Customer acquisition, activation, retention, support.
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GeoFli Background:
Change content based on visitor location. Started in 2015.
Solving the problem of the one-size-fits-none website.
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Is Your Business Ready For Growth?
PART ONE:
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“Would your customers be pissed if your product went away?”
Casey Winters. Former Growth Manager at Pinterest, GrubHub
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custora.com
COHORT ANALYSIS
“Making people want things versus making things people want”
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“We know who our customers are. We know how to make them happy. I can’t sleep because I’m thinking about how to get a lot more like them.”
Casey Winters. Former Growth Manager at Pinterest, GrubHub
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DO THINGS THAT DON’T SCALE: - Paul Graham, Y Combinator
Until then …
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“I’m going to be in Chicago on July 24th. Can I swing by and
introduce myself?”
Lots. Of. Emails.
$0 Monthly Recurring Revenue (MRR).
“We offer full campaign management.”
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EARLY ADOPTERS = BEST UX TESTERS FOR MINIMUM VIABLE PRODUCT
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OUR FIRST CUSTOMER
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RESIZING IMAGES
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FAST FORWARD:
1,760,000 Content Changes
7% Ecommerce Conversion Rates
92% Lift in Goal Completions (Next Page)
37% Decrease in Bounce Rate
25% Time-on-Site
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“Would your customers be pissed if your product went away?”
DO YOU HAVE PRODUCT MARKET FIT?
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PART TWO GROWTH MARKETING FOR PIRATES
Acquisition Activation Retention Referral Revenue
- Dave McClure: 500 Startups
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ACTIVATION RETENTION REFERRAL REVENUEACQUISITION
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ACTIVATION RETENTION REFERRAL REVENUE
ACQUISITIONCONTENT
SOCIAL
PPC/SEM
SEO
PR
WORD OF MOUTH
AFFILIATE
DIRECT
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RETENTION REFERRAL REVENUEACQUISITION
ACTIVATION
HOMEPAGE
FORMS
VALUE PROP
LANDING PAGE
PERSONAL- IZATION
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ACTIVATIONEMAIL
AUTOMATION REFERRAL REVENUEACQUISITION
RETENTION
HOW-TO
REPORTING
NOTIFICATIONS
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ACTIVATION RETENTION REVIEWS REVENUEACQUISITION
REFERRAL
VIRAL LOOP
GIVE-TO- GET
CONTESTS
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ACTIVATION RETENTION REFERRAL REVENUEACQUISITION
REVENUE
?
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ACTIVATION RETENTION REFERRAL REVENUEACQUISITION
PART THREE: FIND THE WEAK LINKS. GET TO WORK. EXPERIMENT
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ACTIVATION RETENTION REFERRAL REVENUEACQUISITION
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ACTIVATION RETENTION REFERRAL REVENUEACQUISITION
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Problem (Acquisition): Nobody Knows We Exist Solution: Write Content Our Potential Customers Want to Read
CONTENT WRITING/SEO
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Goal: Create a seamless path to conversion.
Problem (Activation): Traffic. No leads
CONVERSION OPTIMIZATION
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AFTER
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Problem (Activation): Barrier to activation and education too high. Solution: Make it easier.
CONVERSION OPTIMIZATION
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Week One: 37 Leads. Five Opportunities
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IMPROVE ONBOARDING and LOCK-INS
- GeoFlied Content Notifications - Increase Average Number of Content Changes - Reports showing increases in time-on-site, conversions and more.
Goal: Three Pages Per CustomerProblem (Retention): One Page Per Customer
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REFERRAL