lean marketing for startups and small business
DESCRIPTION
Lean Marketing for Startups and Small Business (SMB). Presentation by Sophia Eng.TRANSCRIPT
LEAN MARKETINGf!r "#$r#%p" $&' "($)) b%"*&+""
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Sophia Eng - @sophianeng
Gr!w#, ,$-.*&/ *" $ "+# !f #$-#*-" $&' b+"# pr$-#*-+" f!r '+$)*&/ w*#, #,+ pr!b)+( !f %"+r /r!w#,, +"p+-*$))0 $# +$r)0 "#$/+ "#$r#%p".
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growth hacking=
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lean marketing
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USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
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USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
acquisition/+# p+!p)+ #! 0!%r "*#+
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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.
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acquisition
SEO/SEMContent MarketingPRSocial Media MarketingEmail MarketingPaid Channels
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acquisition
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.
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acquisition Examples
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USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
activation/+# p+!p)+ #! "*/&%p
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Landing Page Optimization
Optimizing Signup
Email Conversion (provide offer to get emails, shopping cart abandon)
Onboarding (demo, gamification, email)
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Activation
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USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
retention/+# p+!p)+ #! "#$0
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Get users to the “Aha!” Moment as fast as possible.
For Facebook, that’s 10 friends in 7 days.
For Twitter, that’s following 30 people.
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retention
The best tool for retention is email.
ebay: You’ve been outbid.LinkedIn: Year in review.Facebook, Twitter: You have a new friend/follower.
If you’re an app, make use of notifications.
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retention
Contact your first 1000 customers personally.
Send an email from the CEO.
Ask them to spread the word, and to give you feedback.
Include your actual cell phone number.
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retention
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USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
referral/+# p+!p)+ #! br*&/ #,+*r fr*+&'"
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Is your product inherently social?
Make it painless for users creating new content to also spread the word via external networks.
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referral
Does the user’s experience with your product improve with inviting more people?
Make sharing your product your primary channel of growth.
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referral
Provide incentives, ideally ones that improve the experience of using the product.
Create a contest and incentivize users to share with others
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referral
YOUR TURN!)+#’" w$). '!w& #,+ 1&&+)
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- 25 minutes -
YOUR TURN!#! /r!w 0!%r %"+r"
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- 25 minutes -
1. Define your marketing funnel flow
3. Define success
2. Define experiments and desired outcomes
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USER ACQUISITION FUNNEL
ACQUISITION
ACTIVATION
RETENTIONREFERRAL
HELPFUL TOOLS#! (+$"%r+ 0!%r %"+r $-q%*"*#*!& 1&&+)
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UNBOUNCEL$&'*&/ P$/+"
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www.Unbounce.com
user testingU"+r R+"+$r-,
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www.UserTesting.com
MAIL CHIMPE-($*) M$r.+#*&/
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www.MailChimp.com
GOOGLE ANALYTICSA&$)0#*-"
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http://www.google.com/analytics/
KISSMETRICSA&$)0#*-"
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www.KissMetrics.com
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resourcesSean Ellis: growthhackers.comDave McClure: Startup Metrics for PiratesAndrew Chen: @andrewchenMattan Griffel: growhack.com