lean marketing for startups and small business
DESCRIPTION
Lean Marketing for Startups and Small Business (SMB). Presentation by Sophia Eng.TRANSCRIPT
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LEAN MARKETINGf!r "#$r#%p" $&' "($)) b%"*&+""
eleomeetups.com | @eleo
Sophia Eng - @sophianeng
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Gr!w#, ,$-.*&/ *" $ "+# !f #$-#*-" $&' b+"# pr$-#*-+" f!r '+$)*&/ w*#, #,+ pr!b)+( !f %"+r /r!w#,, +"p+-*$))0 $# +$r)0 "#$/+ "#$r#%p".
eleomeetups.com | @eleo
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growth hacking=
eleomeetups.com | @eleo
lean marketing
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eleomeetups.com | @eleo
![Page 5: Lean Marketing for Startups and Small Business](https://reader033.vdocuments.mx/reader033/viewer/2022051210/54c64e184a79591a6d8b45bc/html5/thumbnails/5.jpg)
eleomeetups.com | @eleo
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
![Page 6: Lean Marketing for Startups and Small Business](https://reader033.vdocuments.mx/reader033/viewer/2022051210/54c64e184a79591a6d8b45bc/html5/thumbnails/6.jpg)
eleomeetups.com | @eleo
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
![Page 7: Lean Marketing for Startups and Small Business](https://reader033.vdocuments.mx/reader033/viewer/2022051210/54c64e184a79591a6d8b45bc/html5/thumbnails/7.jpg)
acquisition/+# p+!p)+ #! 0!%r "*#+
eleomeetups.com | @eleo
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Select channels with high volume, high conversion, low cost.
Measure all the way down the funnel to revenue to find the highest converting channels.
eleomeetups.com | @eleo
acquisition
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SEO/SEMContent MarketingPRSocial Media MarketingEmail MarketingPaid Channels
eleomeetups.com | @eleo
acquisition
![Page 10: Lean Marketing for Startups and Small Business](https://reader033.vdocuments.mx/reader033/viewer/2022051210/54c64e184a79591a6d8b45bc/html5/thumbnails/10.jpg)
Airbnb figured out how to auto-post to Craiglist to leverage the powerful existing network.
Kayak recognized the power of Adwords before its competitors. They optimized and dominated. Expedia never caught up.
eleomeetups.com | @eleo
acquisition Examples
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eleomeetups.com | @eleo
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
![Page 12: Lean Marketing for Startups and Small Business](https://reader033.vdocuments.mx/reader033/viewer/2022051210/54c64e184a79591a6d8b45bc/html5/thumbnails/12.jpg)
activation/+# p+!p)+ #! "*/&%p
eleomeetups.com | @eleo
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Landing Page Optimization
Optimizing Signup
Email Conversion (provide offer to get emails, shopping cart abandon)
Onboarding (demo, gamification, email)
eleomeetups.com | @eleo
Activation
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eleomeetups.com | @eleo
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
![Page 15: Lean Marketing for Startups and Small Business](https://reader033.vdocuments.mx/reader033/viewer/2022051210/54c64e184a79591a6d8b45bc/html5/thumbnails/15.jpg)
retention/+# p+!p)+ #! "#$0
eleomeetups.com | @eleo
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Get users to the “Aha!” Moment as fast as possible.
For Facebook, that’s 10 friends in 7 days.
For Twitter, that’s following 30 people.
eleomeetups.com | @eleo
retention
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The best tool for retention is email.
ebay: You’ve been outbid.LinkedIn: Year in review.Facebook, Twitter: You have a new friend/follower.
If you’re an app, make use of notifications.
eleomeetups.com | @eleo
retention
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Contact your first 1000 customers personally.
Send an email from the CEO.
Ask them to spread the word, and to give you feedback.
Include your actual cell phone number.
eleomeetups.com | @eleo
retention
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eleomeetups.com | @eleo
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
![Page 20: Lean Marketing for Startups and Small Business](https://reader033.vdocuments.mx/reader033/viewer/2022051210/54c64e184a79591a6d8b45bc/html5/thumbnails/20.jpg)
referral/+# p+!p)+ #! br*&/ #,+*r fr*+&'"
eleomeetups.com | @eleo
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Is your product inherently social?
Make it painless for users creating new content to also spread the word via external networks.
eleomeetups.com | @eleo
referral
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Does the user’s experience with your product improve with inviting more people?
Make sharing your product your primary channel of growth.
eleomeetups.com | @eleo
referral
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Provide incentives, ideally ones that improve the experience of using the product.
Create a contest and incentivize users to share with others
eleomeetups.com | @eleo
referral
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YOUR TURN!)+#’" w$). '!w& #,+ 1&&+)
eleomeetups.com | @eleo
- 25 minutes -
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YOUR TURN!#! /r!w 0!%r %"+r"
eleomeetups.com | @eleo
- 25 minutes -
1. Define your marketing funnel flow
3. Define success
2. Define experiments and desired outcomes
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eleomeetups.com | @eleo
USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
![Page 27: Lean Marketing for Startups and Small Business](https://reader033.vdocuments.mx/reader033/viewer/2022051210/54c64e184a79591a6d8b45bc/html5/thumbnails/27.jpg)
HELPFUL TOOLS#! (+$"%r+ 0!%r %"+r $-q%*"*#*!& 1&&+)
eleomeetups.com | @eleo
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UNBOUNCEL$&'*&/ P$/+"
eleomeetups.com | @eleo
www.Unbounce.com
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user testingU"+r R+"+$r-,
eleomeetups.com | @eleo
www.UserTesting.com
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MAIL CHIMPE-($*) M$r.+#*&/
eleomeetups.com | @eleo
www.MailChimp.com
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GOOGLE ANALYTICSA&$)0#*-"
eleomeetups.com | @eleo
http://www.google.com/analytics/
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KISSMETRICSA&$)0#*-"
eleomeetups.com | @eleo
www.KissMetrics.com
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eleomeetups.com | @eleo
resourcesSean Ellis: growthhackers.comDave McClure: Startup Metrics for PiratesAndrew Chen: @andrewchenMattan Griffel: growhack.com