digital marketing for business growth€¦ · goal: help you create a growth strategy agenda...
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DIGITAL MARKETING FOR BUSINESS GROWTHBjarne Viken - ScaleUp.com.au
INTRODUCTION
ABOUT ME‣ Conversion optimization strategist
‣ Director of scaleup.com.au
‣ Help business owners scale
GOAL: HELP YOU CREATE A GROWTH STRATEGY
AGENDA‣ Step 1: Identify and understand your market
‣ Step 2: Define an offer
‣ Step 3: Get a basic website
‣ LUNCH: 12:30ish
‣ Step 4: Drive a little traffic
‣ Step 5: Tweak and adjust
‣ Step 6: Scale up!
WHAT IS DIGITAL MARKETING?
DIGITAL MARKETING FOR BUSINESS GROWTH
WHAT IS DIGITAL MARKETING?
‣ Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert consumers. The key objective is to promote brands, build preference and increase sales through various forms of digital media and tools.
WHAT IS GROWTH HACKING?
DIGITAL MARKETING FOR BUSINESS GROWTH
WHY GROWTH HACK?
INTRODUCTION TO GROWTH HACKING
INCREASING AD-COSTS
SATURATION!
NOT ALL STARTUPS ARE WELL FUNDED
CASE STUDY: UBER
WHAT ARE THEY DOING?Driving service using a mobile appFranchise taxi drivingHave two different product offers
CASE STUDY: UBER
CASE STUDY: UBER
HOW DID THEY GROWTH HACK?Targeted key people in San FranciscoOffered free ridesMade it possible to split fares
CASE STUDY: UBER
UBER VS TAXI
WHY DID IT WORK?‣ Great need
‣ Good solution
‣ Limited location
CASE STUDY: UBER
GOOGLE + UBER = ?
THINK LIKE UBER!
THE GROWTH HACK CHECKLIST
IDENTIFY AND UNDERSTAND YOUR MARKET
STEP 1
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
WHY IS IT IMPORTANT TO DO?- Avoid mistakes - Focus your resources- Drive the right innovation
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
WHERE SHOULD YOU START?- Mag Nation - Website analysis tools- Forums
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
QUICK TIP: GET FREE MEDIA PACKS
WHAT ARE YOU LOOKING FOR?- Find opportunities
- Identify key problems
- A clear picture of the typical customer
GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET
TOOL: GOOGLE TRENDS: google.com/trends
TOOL: GOOGLE GROUPS: groups.google.com/forum
TOOL: WORD OF MOUTH ONLINE: womo.com.au
EXAMPLE: SEMRUSH.COM
TOOL: KEYWORDSPY.COM
TOOL: SPYFU.COM
TOOL: SIMILARWEB.COM
IDENTIFY AND UNDERSTAND YOUR MARKET
DO STEP 1 IN THE WORKBOOK
DEFINE AN OFFER
STEP 2
GOAL: SOLVE A PRESSING NEED
WHAT IS A PRESSING NEED?- Must be solved now!
- A friend in need...
- Very subjective - a perceived need
GOAL: SOLVE A PRESSING NEED
LADIES: HOW MANY PAIRS OF SHOES DO YOU NEED?
HAVE YOU ALREADY IDENTIFIED THE NEED?- Your audience´s questions- Testimonials from customers- Your own ideas (Do they solve a pressing need?)
GOAL: SOLVE A PRESSING NEED
DO YOU THINK LIKE A CUSTOMER?- What would you want?- Where would you go?- What information would you look for?
GOAL: SOLVE A PRESSING NEED
EXAMPLE: GOOGLE TREND FOR “PLUMBER”
EXAMPLE: GOOGLE “HOW TO FIND A GOOD PLUMBER”
EXAMPLE: PLUMBER TESTIMONIAL ON WOMO.COM.AU
SOLVE A PRESSING NEED
DO STEP 2 IN THE WORKBOOK
GET A BASIC WEBSITE
STEP 3
GOAL: CREATE A CONVINCING ARGUMENT
GOAL: CREATE A CONVINCING ARGUMENT
WHERE SHOULD YOU START?- From step 1: Identify audience needs - be empathic- From step 2: Explain your solution - be logical- Add evidence - build credibility- Define the action you want customers to make
GOAL: CREATE A CONVINCING ARGUMENT
HOW DO YOU PUT IT TOGETHER?- Wireframing software: balsamiq.com
- Do it yourself:
- launchrock.co - concept testing - “Do you like this idea?”
- conversionxl.com and unbounce.com - landing page
- clickfunnels.com - sales funnels
- Get help: Upwork.com, freelancer.com
GOAL: CREATE A CONVINCING ARGUMENT
EXAMPLE: BALSAMIQ WIREFRAME
EXAMPLE: UNBOUNCED AND LAUNCHROCK
EXAMPLE: CUSTOM DESIGN
EXAMPLE: CLICKFUNNELS.COM
A CUSTOM WEBSITE: SCALEUP.COM.AU
UPWORK.COM: CHEAP RESOURCES?
FREELANCER.COM: GROWING FAST!
99DESIGNS.COM: WHEN YOU WANT OPTIONS
GOAL: CREATE A CONVINCING ARGUMENT
DO STEP 3 IN THE WORKBOOK
DRIVE A LITTLE TRAFFIC
STEP 4
GOAL: TEST THE OFFER
HOW SHOULD YOU DRIVE TRAFFIC?- Install Google Analytics- Pick advertising: LinkedIn (B2B), Facebook, Twitter or
Google AdWords- Install conversion pixel
GOAL: TEST THE OFFER
A FEW TRAFFIC TIPS:- Test two ads at a time for 1,000 impressions each- Keywords: Focus on specific and phrase match (AdWords)- Use what works to improve the landing pages
GOAL: TEST THE OFFER
HOW SHOULD YOU SET UP TESTING?- Do at least one A/B test (can use vwo.com)- At least 1,000 views to the test- Test from the top down, headline, copy, offering
GOAL: TEST THE OFFER
HELPFUL TOOL: VWO.COM
HOW DO YOU EVALUATE THE RESULTS?- Conversion rate = (sales or leads / unique visitor) x 100
- Time on page (more than a minute indicate interest)
- Cost per lead/sale = total traffic price / number of leads or
sales
GOAL: TEST THE OFFER
EXAMPLE: GOOGLE ANALYTICS:
EXAMPLE: DROPBOX - A/B TEST - VERSION A
EXAMPLE: DROPBOX - A/B TEST - VERSION B
GOAL: CREATE A CONVINCING ARGUMENT
DO STEP 4 IN THE WORKBOOK
TWEAK AND ADJUST
STEP 5
GOAL: IMPROVE CONVERSION
CAN YOU IMPROVE THE ADVERTISING?- Did you choose the right channel?- What can you learn from the most successful ads?- How can you change the landing page based on your click
through rate?
GOAL: IMPROVE CONVERSION
CAN YOU IMPROVE THE OFFER?- How can you provide more value?- How can the text become stronger?- Does the design send a better message?
GOAL: IMPROVE CONVERSION
HOW CAN YOU IMPROVE THE FUNNEL?- Add email marketing?
- Offer incentives to share on social media?
- Warm up the leads a little more?
GOAL: IMPROVE CONVERSION
EXAMPLE: USE EMAIL TO BUILD CREDIBILITY
EXAMPLE: OFFER A BLOG TO WARM UP LEADS
EXAMPLE: DROPBOX - INCENTIVES FOR SOCIAL SHARING
GOAL: IMPROVE CONVERSION
DO STEP 5 IN THE WORKBOOK
SCALE UP!STEP 6
GOAL: MAXIMIZE YOUR CONVERSIONS
INCREASE PPC - To production capacity or highest ROI- Audit regularly- Create a gradual growth plan
GOAL: MAXIMIZE YOUR CONVERSIONS
INTRODUCE SEO- Only use keywords you know are converting for you- Create a content driven strategy- Use social media to spread it (IFTTT.COM)
GOAL: MAXIMIZE YOUR CONVERSIONS
ADD NEW TRAFFIC SOURCES- Consider offline advertising
- Press releases
- Do joint ventures
GOAL: MAXIMIZE YOUR CONVERSIONS
EXAMPLE: IFTTT.COM
EXAMPLE: SOURCEBOTTLE.COM.AU
EXAMPLE: PRWEB.COM
GOAL: MAXIMIZE YOUR CONVERSIONS
DO STEP 6 IN THE WORKBOOK
BOOKS TO GET YOU THINKING
NOT DONE WITH YOU YET!
CHRIS GOWARD: YOU SHOULD TEST THAT!
scaleup.com.au
LEARN ABOUT HOW TO CREATE AND USE CONTENT
PETER THIEL: ZERO TO ONE
ASK : RYAN LEVESQUE
SEAN ELLIS: GROWTH ENGINES
S. LEVITT / S. DUBNER: FREAKONOMICS
MICHAEL GERBER: THE EMYTH REVISITED
ERIC RIES: THE LEAN STARTUP
MELONIE DODARO: THE LINKEDIN CODE
TIMOTHY FERRIS: THE 4 HOUR WORK WEEK
STEPHEN COVEY: THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE
FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE
GEORGE CLASON: THE RICHEST MAN IN BABYLON
GREG McEOWN: ESSENTIALISM
ROGER FISHER AND WILLIAM URY: GETTING TO YES
GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME
WILLIAM COHEN: ART OF THE...
UPGRADE YOUR NECKTOP
HOW TO READ ONE BOOK A MONTH● Install Kindle on your phone● Put it on flight mode● Read 5% every day Monday to Friday
BONUS: TRACTION (SHAMELESSLY STOLEN FROM THE BOOK “TRACTION”)
IF YOU WANT MORE, YOU GOT IT!
G. WEINBERG / J. MARES: TRACTION
TRACTION
THE THREE PHASES OF BUSINESS GROWTH● Phase I – making something people want ● Phase II – marketing something people want ● Phase III – scaling your business
PHASE I: MAKE SOMETHING PEOPLE WANT● Do things which do not scale● Focus on production and distribution● Improve the offer based on feedback
TRACTION
IT IS ABOUT MORE THAN THE MOUSETRAP!
PHASE II: MARKETING SOMETHING PEOPLE WANT● You have product and market fit● No need for large product changes● Finetuning positioning and marketing message
TRACTION
PHASE III: SCALING YOUR BUSINESS● Established business model● Significant position in the market● Scale to dominate and profit
TRACTION
IDENTIFY THE BEST PLACES FOR YOU TO GET TRACTION
THE BULLSEYE FRAMEWORK● Step 1: Brainstorm● Step 2: Rank● Step 3: Prioritize● Step 4: Test● Step 5: Focus
TRACTION
SUGGESTIONS● Be aware of your biases● Come up with one idea for each potential channel● Put it into a spreadsheet to better evaluate
STEP 1: BRAINSTORM
THE 19 TRACTIONCHANNELS
TRACTION
CHANNEL 1: VIRAL MARKETING
CHANNEL 2: PR
CHANNEL 4: SEARCH ENGINE MARKETING
CHANNEL 5: SOCIAL AND DISPLAY ADS
CHANNEL 6: OFFLINE ADVERTISING
CHANNEL 7: SEARCH ENGINE OPTIMIZATION
CHANNEL 8: CONTENT MARKETING
CHANNEL 9: EMAIL MARKETING
CHANNEL 10: ENGINEERING AS MARKETING
CHANNEL 11: TARGETING BLOGS
CHANNEL 12: BUSINESS DEVELOPMENT
CHANNEL 13: DIRECT SALES
CHANNEL 14: AFFILIATE PROGRAMS
CHANNEL 15: EXISTING PLATFORMS
CHANNEL 16: TRADESHOWS
CHANNEL 17: OFFLINE EVENT
CHANNEL 18: SPEAKING ENGAGEMENTS
CHANNEL 19: COMMUNITY BUILDING
BRAINSTORM QUESTIONS
● On a scale of 1-5, what is the potential?● What is the cost of customer acquisition?● How many customers could you reach?● And how long would it take you to run a cheap test on that
channel?
STEP 1: BRAINSTORM
STEP 2: RANK: WHICH CHANNEL GOES WHERE?
PRIORITIZATION TIPS
● If you have more than three things move some out● Rank in order of importance● Allocate your resources accordingly
STEP 3: PRIORITIZE
TESTING TIPS
● What is the cost per customer for each channel?● What is the reach for each channel?● Are you getting the right customers for where you are at?
STEP 4: TEST
FOCUSING TIPS
● Maximize spending on the channels that work● Reduce and reallocate resources that is not converting● Do the bullseye process again when conversions go down
STEP 5: FOCUS
RE-EVALUTE BULLSEYE AS YOU GROW
FREE WEBSITE EVALUATION SCALEUP.COM.AU
OH NO, I RAN OUT OF MATERIAL!
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