Online Marketing Learnings
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Online Marketing Learnings Some learnings from 10 years experience
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Transcript of Online Marketing Learnings
Online Marketing Learnings
Some learnings from 10 years experience
Remo Uherek• 31 years• BA in Business (Uni Basel)• Entrepreneur for 10+ years• Founded Small-n-Tall GmbH in 2003
- Idea incubator• Founded Trigami AG in 2007, sold in 2011
- Social Media Marketing network• Currently CEO Exsila.ch• Meditation practitioner
Warning
Marketing only makes sense if you have a good product. There needs to be a real problem,
which you are able to solve in a real way. There needs to be customer demand.
Warning
If you don‘t have reached product/market fit yet, go back to Customer Development. Talk to
customers, to pilot projects, iterate and experiment. Until you find something that
works.
Principle: Measure everything
Before you start a marketing campaign, make sure you can measure the impact. Use special
landingpages e.g. www.exsila.ch/xmas01 or use coupon codes e.g. XMAS01
E-Mail Marketing
1. Use www.mailchimp.com and www.mandrill.com
2. Capture email addresses3. Use auto-responders and drip campaigns
4. Use www.sumome.com 5. Use www.optimonk.de (example see
www.reitsport.ch) 6. Use lifecycle emails www.lifecycleemails.com
Google Analytics
1. Use URL builder to generate campaign parameters
https://support.google.com/analytics/answer/1033867?hl=
en 2. Track e-commerce/transactions
3. Track conversions/funnels with goals4. Use retargeting pixel and build specialisted
lists
Google AdWords
1. If you can afford it, use a specialized agency like www.dock6.ch
2. Use conversion tracking3. Use broad match wisely
4. Build very specific ad groups5. Use retargeting (= often the cheapest
campaign)
1. Use Twitter primarily as a customer service channel
2. Talk/Respond to users3. Don‘t spend too much time with Twitter!4. Pro tip: if you have an app, you can use
Twitter ads to drive installs
1. Don‘t spend too much time with Facebook2. Generally: Don‘t pay for Likes (there are
exceptions)3. Use this tutorial to buy traffic from FB for your
website: http://okdork.com/2014/03/04/how-to-start-advertising-on-facebook
/ 4. Pro tip: if you have an app, you can use FB install
ads to drive installs5. Use regargeting pixel
Marketing channels
1. Experiment with different marketing channels until you find the best one
2. Then focus 100% on the best one until it stops working
3. Then go to the second best channel4. Don‘t forget Offline channels. Maybe in your
case Offline works better than Online!
Conversion optimization
1. Use www.vwo.com or www.optimizely.com 2. Use www.leadpages.net
3. Example: „Gratis-DVD bei Anmeldung www.exsila.ch“ is better than „Kostenlos
anmelden“4. State of the art website5. Consumer psychology
ZenFriend Case Study
Use Growth Hacking
• Use Growth Hacking and Guerilla Marketing to attract Early Adopters
• Build a quick „ghetto“ landingpage, e.g. using a $10 template (e.g. on wrapbootstrap.com)
• Use Mailchimp.com and Sumome.com to collect email addresses
Use Growth Hacking
• Use Growth Hacking and Guerilla Marketing to attract Early Adopters
Within 2 months 900 people on waiting list
Use Growth Hacking
• Use Growth Hacking and Guerilla Marketing to attract Early Adopters
Within 2 months 900 people on waiting list
Use Growth Hacking
Use Growth Hacking
• Used our waiting list• My own list of friends• Reddit
Almost 3000 downloads in first 30 days!
