how to prioritize online marketing activities for customer acquisition

What Online Marketing Activities Should You Be

Prioritizing?

STEPHANIE CHANG

STEPHANIE CHANG

Head of New York/Consultant, Distilled

stephanie.chang@distilled.net

@stephpchang

Prove Your Product Has a Market

Having a great product isn’t enough

http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-the-

worlds-best-photo-startup

Invest into Paid Search Channels

Paid search using Google Adwords or Bing Adshttp://www.rimmkaufman.com/blog/starting-from-scratch-a-paid-search-primer/20112007/

Note: It’s important to set up tracking

Stephanie Chang@stephpchang

Set up Google Analytics on your site – It’s free!

Why Paid Search?

Stephanie Chang@stephpchang

This is the most efficient way to determine if there is

a market for your product online

Make sure to test your paid search ad copy

Stephanie Chang@stephpchang

Do certain keywords/headlines/copy lead to customers?

This is the quickest way to measure the performance of your paid

advertisement

The most important metric to measure

Stephanie Chang@stephpchang

Cost-Per-Acquisition / Cost to Gain a Customer

http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/

You also have clear marketing objectives in paid search

Start with your baseline conversion results and aim

for higher quality scores and lower cost-per-clicks.

Set clear parameters in your paid search campaign

Set daily maximum budgets and bids for keywords until you figure

out what keywords perform

Tip: Low budget Bid on Long-Tail Keywords

http://offers.hubspot.com/marketing-ebook/introductory-guide-to-paid-search

Test the Market

Once you’ve proven there’s a market...

Gain an understanding of your target market using

social targeting – demographics, geo location

Develop a direct relationship with your customers with a simple email

marketing strategy

Stephanie Chang@stephpchang

Test what type of content leads to high open

rates and what types lead to conversions.

Then compare your product to your competitors

Stephanie Chang@stephpchang

How are they gaining customers? Who talks about them online?

Factors MyBusiness

Competitor1

Competitor 2

Competitor 3

Notes

Products

Price

Quality

Expertise

Location

Reputation

Build Momentum

Build your community and content

Stephanie Chang@stephpchang

Continue to engage with your existing customer base

Build relationships with influencers from the community

Stephanie Chang@stephpchang

Use tools like Topsy or Followerwonk.

If you’re able to build your own tools, scrape data from Twitter and

visualize the data using TagsExplorer or Fusion Tables

Optimize your site for SEO

Stephanie Chang@stephpchang

Free Guide to SEO

http://moz.com/beginners-guide-to-seo

Find your target audience on other online

communities/sites, create value, and grab their

attention.

Stephanie Chang@stephpchang

You’ve determined there is a market for your product online. Find

creative/authentic ways to create awareness for your business.

http://www.slideshare.net/mattangriffel/growth-hacking

Become friends with journalists and learn how to create/break news.

Stephanie Chang@stephpchang

These activities will help you create awareness, capture people’s

attention, and keep your company top of mind.

Build Customer Loyalty

Develop different types of content to address your customer’s needs

Stephanie Chang@stephpchang

It’s very important to develop a relationship with your

customers. Why not do it with content?

It took this much effort

to gain customers –

keep them!

Customers are important brand advocates

Stephanie Chang@stephpchang

Be deliberate in your marketing about what makes

your company exceptional.

Edge Cases

Crowd Funding benefits from PR

Stephanie Chang@stephpchang

Example: Kickstarter

Niche products

Stephanie Chang@stephpchang

Would benefit from focused marketing efforts

B2B Products

Stephanie Chang@stephpchang

Would benefit from focused marketing efforts

B2C Niche Products

Stephanie Chang@stephpchang

Target specific channels

Thanks.Any questions?

STEPHANIE CHANG

stephanie.chang@distilled.net

@stephpchang