how to prioritize online marketing activities for customer acquisition
TRANSCRIPT
What Online Marketing Activities Should You Be
Prioritizing?
STEPHANIE CHANG
Prove Your Product Has a Market
Having a great product isn’t enough
http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-the-
worlds-best-photo-startup
Invest into Paid Search Channels
Paid search using Google Adwords or Bing Adshttp://www.rimmkaufman.com/blog/starting-from-scratch-a-paid-search-primer/20112007/
Note: It’s important to set up tracking
Stephanie Chang@stephpchang
Set up Google Analytics on your site – It’s free!
Why Paid Search?
Stephanie Chang@stephpchang
This is the most efficient way to determine if there is
a market for your product online
Make sure to test your paid search ad copy
Stephanie Chang@stephpchang
Do certain keywords/headlines/copy lead to customers?
This is the quickest way to measure the performance of your paid
advertisement
The most important metric to measure
Stephanie Chang@stephpchang
Cost-Per-Acquisition / Cost to Gain a Customer
http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/
You also have clear marketing objectives in paid search
Start with your baseline conversion results and aim
for higher quality scores and lower cost-per-clicks.
Set clear parameters in your paid search campaign
Set daily maximum budgets and bids for keywords until you figure
out what keywords perform
Tip: Low budget Bid on Long-Tail Keywords
http://offers.hubspot.com/marketing-ebook/introductory-guide-to-paid-search
Test the Market
Once you’ve proven there’s a market...
Gain an understanding of your target market using
social targeting – demographics, geo location
Develop a direct relationship with your customers with a simple email
marketing strategy
Stephanie Chang@stephpchang
Test what type of content leads to high open
rates and what types lead to conversions.
Then compare your product to your competitors
Stephanie Chang@stephpchang
How are they gaining customers? Who talks about them online?
Factors MyBusiness
Competitor1
Competitor 2
Competitor 3
Notes
Products
Price
Quality
Expertise
Location
Reputation
Build Momentum
Build your community and content
Stephanie Chang@stephpchang
Continue to engage with your existing customer base
Build relationships with influencers from the community
Stephanie Chang@stephpchang
Use tools like Topsy or Followerwonk.
If you’re able to build your own tools, scrape data from Twitter and
visualize the data using TagsExplorer or Fusion Tables
Optimize your site for SEO
Stephanie Chang@stephpchang
Free Guide to SEO
http://moz.com/beginners-guide-to-seo
Find your target audience on other online
communities/sites, create value, and grab their
attention.
Stephanie Chang@stephpchang
You’ve determined there is a market for your product online. Find
creative/authentic ways to create awareness for your business.
http://www.slideshare.net/mattangriffel/growth-hacking
Become friends with journalists and learn how to create/break news.
Stephanie Chang@stephpchang
These activities will help you create awareness, capture people’s
attention, and keep your company top of mind.
Build Customer Loyalty
Develop different types of content to address your customer’s needs
Stephanie Chang@stephpchang
It’s very important to develop a relationship with your
customers. Why not do it with content?
It took this much effort
to gain customers –
keep them!
Customers are important brand advocates
Stephanie Chang@stephpchang
Be deliberate in your marketing about what makes
your company exceptional.
Edge Cases
Crowd Funding benefits from PR
Stephanie Chang@stephpchang
Example: Kickstarter
Niche products
Stephanie Chang@stephpchang
Would benefit from focused marketing efforts
B2B Products
Stephanie Chang@stephpchang
Would benefit from focused marketing efforts
B2C Niche Products
Stephanie Chang@stephpchang
Target specific channels
