How a content-driven startup grew revenue 340% by avoiding social - - PowerPoint PPT Presentation

How a content-driven startup grew revenue 340% by avoiding social shortcuts

Chief Marketing Officer, TigerFitness.com

Chief Marketing Officer, TigerFitness.com

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To content and social media marketing

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Instead of another supplement site or Amazon?

TigerFitness.com marketing voice

Corporate Personal

Typical social and marketing voice

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A customer-first content machine

• Using the right channel for the right

message

• Snapchat: Flash sales
• Balancing content with selling
• To gate or not to gate?

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Show up and back it up

1) “Dietary Fish Oil Decreases C-reactive Protein, Interleukin-6, and Triacylglycerol to HDL-cholesterol Ratio in Postmenopausal Women on HRT. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/14505813. 2) “Omega-3 Fatty Acids and Hypertriglyceridemia in HIV-infected Subjects on Antiretroviral Therapy: Systematic Review and Meta-analysis. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22180524. 3) “A Meta-analysis Shows That Docosahexaenoic Acid from Algal Oil Reduces Serum Triglycerides and Increases HDL-cholesterol and LDL-cholesterol in Per… – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22113870. 4) “Meta-analysis of the Effects of Eicosapentaenoic Acid (EPA) in Clinical Trials in Depression. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/21939614. 5) “Omega-3 Fatty Acids for Major Depressive Disorder During Pregnancy: Results from a Randomized, Double-blind, Placebo-controlled Trial. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/18370571. 6) “Efficacy of Ethyl-eicosapentaenoic Acid in Bipolar Depression: Randomised Double-blind Placebo-controlled Study. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/16388069. 7) “Blood Pressure Decrease with Ingestion of a Soya Product (kinako) or Fish Oil in Women with the Metabolic Syndrome: Role of Adiponectin and Nitric … – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22313793. 8) “A Systematic Review of Fish-oil Supplements for the Prevention and Treatment of Hypertension. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22345681. 9) “Omega-3 Fatty Acid Supplementation Improves Vascular Function and Reduces Inflammation in Obese Adolescents. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/20727522. 10) “Effects of Fish Oil on the Neuro-endocrine Responses to an Endotoxin Challenge in Healthy Volunteers. – PubMed – NCBI.”National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/17055120. 11) “The Effects of Fish Oil and Isoflavones on Delayed Onset Muscle Soreness. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/12370562. 12) “DHA-rich Oil Modulates the Cerebral Haemodynamic Response to Cognitive Tasks in Healthy Young Adults: a Near IR Spectroscopy Pilot Study. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22018509. 13) “Beneficial Effects of Docosahexaenoic Acid on Cognition in Age-related Cognitive Decline. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/20434961. 14) N. Braidy, et al. Age related changes in NAD+metabolism oxidative stress and Sirt1 activity in wistar rats. PLOS ONE 6, e19194 (2011).10.1371/journal.pone.0019194pmid:21541336 doi:10.1371/journal.pone.0019194 15) J. Yoshino, et al. Nicotinamide mononucleotide, a key NAD+ intermediate, treats the pathophysiology of diet- and age-induced diabetes in mice. Cell Metab. 14, 528–536 (2011).10.1016/j.cmet.2011.08.014pmid:21982712 doi:10.1016/j.cmet.2011.08.014 16) H. Massudi, et al. Age-associated changes in oxidative stress and NAD+ metabolism in human tissue. PLOS ONE 7, e42357 (2012).10.1371/journal.pone.0042357pmid:22848760 doi:10.1371/journal.pone.0042357 17) Imai SI, Guarente L. NAD and sirtuins in aging and disease. Trends Cell Biol. 2014 Aug;24(8):464-71. 18) Sebastián C , Satterstrom FK,Haigis MC, Mostoslavsky R. From sirtuin biology to human diseases: an update. J Biol Chem. 2012 Dec 14;287(51):42444-52. 19) Min SW, Sohn PD, Cho SH, Swanson RA, Gan L. Sirtuins in neurodegenerative diseases: an update on potential mechanisms. Front Aging Neurosci. 2013 Sep 25;5:53.

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Sharing the brand and the hustle

• Marriage Counseling
• Mondays
• Always Stay True to YOU
• Words Hurt
• Spring Cleaning
• Live Within Your Means

• 316,226

26 YouTube subscribers

• 135,000

00 Instagram followers

• 94,083 Facebook page likes
• 92

92,70 704 Facebook page followers

• 43,700 Twitter followers

• 1. Clearly define and articulate your value

ue prop

• posit
• sitio

ion

• 2. Build a customer-first content

ent machine ne through streamlined planning and production 3.

• 3. Walk the walk

lk — show up and back it up

• 4. Share behind-the-scenes content (even if it’s messy)

to humaniz anize your ur brand and and conne nect t with your community 5.

• 5. List

sten en, resp spec ect and resp spond

• nd

• Figure out your

ur posi siti tion n and how you can differ fferentia ntiate te

• Perso

sona nali lize ze your messaging

• Don’t be afraid to be YOU

Marc Lobliner, TigerFitness.com