lean marketing for startups and small business

LEAN MARKETINGf!r "#$r#%p" $&' "($)) b%"*&+""

eleomeetups.com | @eleo

Sophia Eng - @sophianeng

Gr!w#, ,$-.*&/ *" $ "+# !f #$-#*-" $&' b+"# pr$-#*-+" f!r '+$)*&/ w*#, #,+ pr!b)+( !f %"+r /r!w#,, +"p+-*$))0 $# +$r)0 "#$/+ "#$r#%p".

eleomeetups.com | @eleo

growth hacking=

eleomeetups.com | @eleo

lean marketing

eleomeetups.com | @eleo

eleomeetups.com | @eleo

USER ACQUISITION FUNNEL

ACQUISITION

ACTIVATION

RETENTIONREFERRAL

eleomeetups.com | @eleo

USER ACQUISITION FUNNEL

ACQUISITION

ACTIVATION

RETENTIONREFERRAL

acquisition/+# p+!p)+ #! 0!%r "*#+

eleomeetups.com | @eleo

Select channels with high volume, high conversion, low cost.

Measure all the way down the funnel to revenue to find the highest converting channels.

eleomeetups.com | @eleo

acquisition

SEO/SEMContent MarketingPRSocial Media MarketingEmail MarketingPaid Channels

eleomeetups.com | @eleo

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.

eleomeetups.com | @eleo

acquisition Examples

eleomeetups.com | @eleo

USER ACQUISITION FUNNEL

ACQUISITION

ACTIVATION

RETENTIONREFERRAL

activation/+# p+!p)+ #! "*/&%p

eleomeetups.com | @eleo

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

eleomeetups.com | @eleo

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.

eleomeetups.com | @eleo

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.

eleomeetups.com | @eleo

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.

eleomeetups.com | @eleo

retention

eleomeetups.com | @eleo

USER ACQUISITION FUNNEL

ACQUISITION

ACTIVATION

RETENTIONREFERRAL

referral/+# p+!p)+ #! br*&/ #,+*r fr*+&'"

eleomeetups.com | @eleo

Is your product inherently social?

Make it painless for users creating new content to also spread the word via external networks.

eleomeetups.com | @eleo

referral

Does the user’s experience with your product improve with inviting more people?

Make sharing your product your primary channel of growth.

eleomeetups.com | @eleo

referral

Provide incentives, ideally ones that improve the experience of using the product.

Create a contest and incentivize users to share with others

eleomeetups.com | @eleo

referral

YOUR TURN!)+#’" w$). '!w& #,+ 1&&+)

eleomeetups.com | @eleo

- 25 minutes -

YOUR TURN!#! /r!w 0!%r %"+r"

eleomeetups.com | @eleo

- 25 minutes -

1. Define your marketing funnel flow

3. Define success

2. Define experiments and desired outcomes

eleomeetups.com | @eleo

USER ACQUISITION FUNNEL

ACQUISITION

ACTIVATION

RETENTIONREFERRAL

HELPFUL TOOLS#! (+$"%r+ 0!%r %"+r $-q%*"*#*!& 1&&+)

eleomeetups.com | @eleo

UNBOUNCEL$&'*&/ P$/+"

eleomeetups.com | @eleo

www.Unbounce.com

user testingU"+r R+"+$r-,

eleomeetups.com | @eleo

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

eleomeetups.com | @eleo

resourcesSean Ellis: growthhackers.comDave McClure: Startup Metrics for PiratesAndrew Chen: @andrewchenMattan Griffel: growhack.com