8 — Marketing From Code to Product gidgreen.com/course
Definition “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” — American Marketing Association From Code to Product Lecture 8 — Marketing — Slide 2 gidgreen.com/course
Lecture 7 • The marketing problem • Inbound marketing • Viral marketing • Platforms From Code to Product Lecture 8 — Marketing — Slide 3 gidgreen.com/course
Traditional Marketing • Trade shows Easier for advertiser • Billboards Harder to avoid • TV/radio ads • Print media ads • Flyers/direct mail • Email/SMS spam • Telemarketing From Code to Product Lecture 8 — Marketing — Slide 4 gidgreen.com/course
Other Names “Outbound Marketing where a marketer pushes his message out far and wide hoping that it resonates with that needle in the haystack.” — HubSpot Blog “Interruption Marketing… is to interrupt what the viewers are doing in order to get them to think about something else.” — Seth Godin, Permission Marketing From Code to Product Lecture 8 — Marketing — Slide 5 gidgreen.com/course
Trade shows http://www.exhibitionnews.co.uk/featuredetails/102/research-volatile-times From Code to Product Lecture 8 — Marketing — Slide 6 gidgreen.com/course
Billboards are good for… From Code to Product Lecture 8 — Marketing — Slide 7 gidgreen.com/course
TV ads are good for… From Code to Product Lecture 8 — Marketing — Slide 8 gidgreen.com/course
Print is good for… From Code to Product Lecture 8 — Marketing — Slide 9 gidgreen.com/course
(Local) flyers are good for… From Code to Product Lecture 8 — Marketing — Slide 10 gidgreen.com/course
For new media ventures… • Expensive • Untargeted • Not clickable (except spam) • Unmeasurable • Unchangeable • Cultural mismatch From Code to Product Lecture 8 — Marketing — Slide 11 gidgreen.com/course
The purchase process From Code to Product Lecture 8 — Marketing — Slide 12 gidgreen.com/course
The purchase process From Code to Product Lecture 8 — Marketing — Slide 13 gidgreen.com/course
The purchase process From Code to Product Lecture 8 — Marketing — Slide 14 gidgreen.com/course
Lecture 7 • The marketing problem • Inbound marketing • Viral marketing • Platforms From Code to Product Lecture 8 — Marketing — Slide 15 gidgreen.com/course
Inbound marketing “Any marketing tactic that relies on earning people’s interest instead of buying it.” — Wikipedia “ Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet.” — Rick Burnes, Hubspot Blog From Code to Product Lecture 8 — Marketing — Slide 16 gidgreen.com/course
Search engine visibility From Code to Product Lecture 8 — Marketing — Slide 17 gidgreen.com/course
Universal search From Code to Product Lecture 8 — Marketing — Slide 18 gidgreen.com/course
Blog on your subject From Code to Product Lecture 8 — Marketing — Slide 19 gidgreen.com/course
…about your products… From Code to Product Lecture 8 — Marketing — Slide 20 gidgreen.com/course
…and a (tiny) bit about yourself From Code to Product Lecture 8 — Marketing — Slide 21 gidgreen.com/course
The importance of titles • Most prominent words on the page • Highlighted in search engine results • (Most important for SEO) • Email subject for subscribers • Twitter/Facebook anchor • Title in RSS readers • Digg/Reddit listings From Code to Product Lecture 8 — Marketing — Slide 22 gidgreen.com/course
Some great headlines From Code to Product Lecture 8 — Marketing — Slide 23 gidgreen.com/course
Headlines should leverage… • Numbers • Money • Lists • Tips • “How to” • Secrets • Humour • Personal stories • Warnings • Questions • Sensationalism From Code to Product Lecture 8 — Marketing — Slide 24 gidgreen.com/course
Retaining blog visitors From Code to Product Lecture 8 — Marketing — Slide 25 gidgreen.com/course
Guest posts From Code to Product Lecture 8 — Marketing — Slide 26 gidgreen.com/course
Comments on other blogs From Code to Product Lecture 8 — Marketing — Slide 27 gidgreen.com/course
(E-)books From Code to Product Lecture 8 — Marketing — Slide 28 gidgreen.com/course
Infographics (out of fashion?) From Code to Product Lecture 8 — Marketing — Slide 29 gidgreen.com/course
Facebook pages From Code to Product Lecture 8 — Marketing — Slide 30 gidgreen.com/course
Twitter tweets • Status updates • Links to blog • Support (public) • But think about it… From Code to Product Lecture 8 — Marketing — Slide 31 gidgreen.com/course
Widgets From Code to Product Lecture 8 — Marketing — Slide 32 gidgreen.com/course
Opt-in email newsletters From Code to Product Lecture 8 — Marketing — Slide 33 gidgreen.com/course
Forum hosting From Code to Product Lecture 8 — Marketing — Slide 34 gidgreen.com/course
Forum posts with link From Code to Product Lecture 8 — Marketing — Slide 35 gidgreen.com/course
Build your own brand þ www.ubertool.com/blog blog.ubertool.com þ ý ubertool.wordpress.com þ forums.ubertool.com ⚐ twitter.com/ubertool ⚐ www.facebook.com/ubertool From Code to Product Lecture 8 — Marketing — Slide 36 gidgreen.com/course
Presentations From Code to Product Lecture 8 — Marketing — Slide 37 gidgreen.com/course
Videos From Code to Product Lecture 8 — Marketing — Slide 38 gidgreen.com/course
But… http://comissioncontent.com/the-myth-of-dollar-shave-clubs-viral-video/ From Code to Product Lecture 8 — Marketing — Slide 39 gidgreen.com/course
And crazy stuff… From Code to Product Lecture 8 — Marketing — Slide 40 gidgreen.com/course
Some Tools From Code to Product Lecture 8 — Marketing — Slide 41 gidgreen.com/course
Lecture 7 • The marketing problem • Inbound marketing • Viral marketing • Platforms From Code to Product Lecture 8 — Marketing — Slide 42 gidgreen.com/course
Viral marketing “A method of product promotion that relies on getting customers to market an idea, product, or service on their own by telling their friends about it, usually by e-mail.” — Oxford English Dictionary From Code to Product Lecture 8 — Marketing — Slide 43 gidgreen.com/course
Viral marketing Viral arc Referrer Retention Hearing Active Stranger Visitor Inbound Onboarding User Adverts Paying Money arc Customer From Code to Product Lecture 8 — Marketing — Slide 44 gidgreen.com/course
You can’t force it “Virality… is asking someone spend their social capital recommending or linking or posting about you for free… The best way to get people to do this enormous favor for you? Make it seem like it isn’t a favor. Make it the kind of thing that is worth spreading and, of course, conducive to spreading.” — Growth Hacker Marketing, Ryan Holiday From Code to Product Lecture 8 — Marketing — Slide 45 gidgreen.com/course
You (often) can’t predict it From Code to Product Lecture 8 — Marketing — Slide 46 gidgreen.com/course
Measuring virality Viral coefficient = [number of people who registered this month as a direct result of the activity of people who registered last month] ÷ [number of people who registered last month] From Code to Product Lecture 8 — Marketing — Slide 47 gidgreen.com/course
Stages of Viral I try I think I want I have a People They go the it is to way to get my try the product great share it share it “share” product 50% 40% 75% 100 5% × × × × = 👏 👏 From Code to Product Lecture 8 — Marketing — Slide 48 gidgreen.com/course
Small changes, big effects 0.99 1.01 Registrations 1.05 1.1 Month From Code to Product Lecture 8 — Marketing — Slide 49 gidgreen.com/course
Redefining viral marketing “Any method of product promotion which has a viral coefficient > 1.0 • For a user action of genuine value • Measured for a time period which is short enough for the company to survive • Sustainable for long enough for the company to reach much of its market.” — Me From Code to Product Lecture 8 — Marketing — Slide 50 gidgreen.com/course
Network virality From Code to Product Lecture 8 — Marketing — Slide 51 gidgreen.com/course
Invitations From Code to Product Lecture 8 — Marketing — Slide 52 gidgreen.com/course
Striking a balance http://myventurepad.com/akarrer/73750/branchout-example-viral-spread-opportunity-startups From Code to Product Lecture 8 — Marketing — Slide 53 gidgreen.com/course
Creating scarcity From Code to Product Lecture 8 — Marketing — Slide 54 gidgreen.com/course
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