如何從搏來客行銷(inbound marketing) 進化到成長駭客行銷(growth hacker marketing)?
TRANSCRIPT
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從 Inbound Marketing到 Growth Hacker Marketing
Inbound Marketing Evangelist吳政達(Jess)
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1. Outbound Marketing 怎麼了 ?2. Inbound Marketing 是解藥3. Inbound Marketing 執行架構4. COP-CA 五大步驟5. Growth Hacker 補強了什麼 ? 6. 結論
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1. Outbound Marketing 怎麼了 ?2. Inbound Marketing 是解藥3. Inbound Marketing 執行架構4. COP-CA 五大步驟5. Growth Hacker 補強了什麼 ? 6. 結論
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制定訊息Message
傳播工具Broadcast
目標受眾Audience
Outbound Marketing 傳播
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電視電視 6
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廣播廣播
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平面雜誌與報紙平面雜誌與報紙
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直效郵件行銷直效郵件行銷9
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電話行銷電話行銷10
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參展參展11
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研討會研討會12
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垃圾郵件垃圾郵件13
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垃圾簡訊垃圾簡訊14
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遇上
遇上
遇上16
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遇上
遇上
遇上
0987-XXX-1234電話行銷人員不要接
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Outbound marketing 是基於干擾式 push 訊息的傳播方式消費者利用新科技阻絕的方法越來越多意念也越來越強
Push it!!
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過去常見的網路行銷方式…趣味遊戲帶領網友瞭解產品優勢,進而購買並推薦朋友?Flash 活動 +結案報告?
過去常見的網路行銷方式…趣味遊戲帶領網友瞭解產品優勢,進而購買並推薦朋友?Flash 活動 +結案報告?
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再加…., 再加…., 結果…再加…., 再加…., 結果…22
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OMG, 2008 金融海嘯…OMG, 2008 金融海嘯…
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網路起飛年代NetscapeAmazon, eBay
第㇐代網路廣告Banner AD Double ClickCPM
第二代網路廣告Keyword marketingOverture, GoogleCPC第三代網路廣告Inbound MarketingCPS/CPA
網路泡沫
•金融海嘯•歐巴馬當選美國總統
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1. Outbound Marketing 怎麼了 ?2. Inbound Marketing 是解藥3. Inbound Marketing 執行架構4. COP-CA 五大步驟5. Growth Hacker 補強了什麼 ? 6. 結論
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COPCA 操作模型
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Inbound Marketing 主要手法
㇐種透過線上不斷的創作、發行、更新、優化,並利用社交媒體推廣,增加企業資訊曝光,並讓對企業產品或服務有興趣的目標族群,主動找上門的㇐種手法28
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目標受眾Audience
搜尋社交Search &
Social實用內容Content
Inbound Marketing 傳播
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Inbound marketing 像磁鐵㇐般把對企業資訊與服務價值有興趣的受眾拉過來
Inbound Marketing 的價值
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Inbound Marketing的另一個好處是…
不是比口袋的深度 (Outbound) 是比腦袋的深度 (Inbound)
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重新定義消費者行為模式…• 不希望…
– 被當作沒意見,被動接受訊息”市場區隔”份子之㇐• I am not a dumb in your segment!!
– 過多與雜亂的訊息來干擾生活• I don’t want to always interrupt by spam messages!!
– 無時不刻被不請自來的廣告訊息打斷• Let me grab the useful information by myself and one message at a time!!
• 希望…– 個人的意見受重視,具獨特性,不是 one of…– 依照自己的想法,找到需要的訊息– 希望多參考朋友或其他鄉民推薦的訊息
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因此,出現了下面這些網路服務,滿足消費者的新行為模式…
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讓企業成為該產業或領域的網路亮點容易被消費者找到讓企業成為該產業或領域的網路亮點容易被消費者找到3636
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1. Outbound Marketing 怎麼了 ?2. Inbound Marketing 是解藥3. Inbound Marketing 執行架構4. COP-CA 五大步驟5. Growth Hacker 補強了什麼 ? 6. 結論
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1. 是否能經常發表原生且值得分享的內容?40
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2. 是否能針對這些內容在搜尋引擎與社交媒體進行優化?41
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3. 是否能針對這些內容在社交媒體進行有效推廣與深入互動對話 ?42
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4. 是否有機會盡可能轉化訪客成為會員或客戶?43
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1.增加被找到機會
COP
2.轉化訪客C
3. 分析修正並重複執行
A
動態競爭分析
Inbound Marketing 執行架構
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1. Outbound Marketing 怎麼了 ?2. Inbound Marketing 是解藥3. Inbound Marketing 執行架構4. COP-CA 五大步驟5. Growth Hacker 補強了什麼 ? 6. 結論
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COPCA 法則1. Create2. Optimize3. Promote
4. Convert5. Analyze
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Step 11. Create2. Optimize3. Promote
4. Convert5. Analyze
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生產哪些內容?• Podcast• Videos• Presentations• eBooks• Webcasts• Webiners• News Releases• …
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出版到哪?
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POE Media
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停止將自己視為㇐個廣告主或傳統行銷人員.
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開始將自己視為㇐個文字作者或社交工作者.52
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人們喜歡分享哪些內容?經常分享
• 產品訊息• 軟硬體文件• 關於自己公司的內容
• 市場新數據• 白皮書或教育性內容• 產業相關內容• 感性或被觸動內容• 時事議題相關
不常分享
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Media Moving Track
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Step 21. Create2. Optimize3. Promote
4. Convert5. Analyze
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SEO = 文章質量 + 權威性
排名演算法邏輯:f(n): 文章質量 + 權威性57
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On-Page(25 %) Off-Page(75 %)
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On-Page SEO把自己該做的事做好• 標題(Title)最佳化
• URL最佳化
• Heading Tag最佳化
• 敘述最佳化
• 圖片上的替代文字
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Off-Page SEO 就是㇐種線上的推薦•如同實體世界來自朋友的推薦
• 我認識 Jess• Jess 最近寫了㇐本書叫 “搏來客行銷”• 這個推薦的人是你所信任的
•轉換到網路世界,它就變成• ㇐個連結到 Jess 的部落格• ㇐段鍊結文字到“搏來客行銷”部落格• 這個推薦的網站是你所信任的
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如何得到線上的推薦?
你寫了值得推薦的文章61
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Off-Page SEO 的其他作法• 搜尋引擎目錄登錄(DMOZ)• 產業免費或付費搜尋引擎目錄登錄• 網站交付檢索• Google Map 商家登錄中心• Blog登錄• 公關資訊登錄• 論壇留言• 提供加入社交書籤(Social bookmark)的機制• 反向連結建立活動
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Step 31. Create2. Optimize3. Promote
4. Convert5. Analyze
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將內容鎖定設定的目標族群
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透過社交媒體推廣內容
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六大類常用的Social Media社交媒體類型 國外 台灣 優先程度
投影片分享(Social Slideshare) Slideshare NA B2B : HighB2C : Low社交書籤(Social Bookmark) Digg, Delicious NA B2B : High B2C : High微網誌(Micro Blog) Twitter LINE, WeChat B2B : MediumB2C : High社交媒體(Social Networking) Facebook, LinkedIn Facebook, LINE B2B : High B2C : High視訊(Social Video) YouTube YouTube B2B : High B2C : High照片分享(Social Picture) Flicker, Instgram Instgram B2B : LowB2C : Medium
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社交媒體推廣內容的間接好處• 對 SEO 有所助益• 可推廣企業部落格• 是以許可為前提的訊息推廣
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產生容易締結關係的環境
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讓文章容易被分享出去
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除了 Social Media之外的推廣SEM
Opt-In EmailSocial Media71
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Step 41. Create2. Optimize3. Promote
4. Convert5. Analyze
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業績
客戶
會員訪客
轉換率
轉換率漏斗
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轉換標的• 目的性明確的訪客流量(Target traffics)• 目的性不明確的訪客流量(Untargeted traffics)
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轉換手法• 刺激客戶付諸行動的文案
Call to action T&D• 明確清楚的到達網頁
Simple & clear landing pages• 介面友善的使用性設計
User friendly usability design
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轉換率檢討轉換率檢討
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使用性測試使用性測試
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USABILITY TESTINGA/B 測試A/B 測試
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Step 51. Create2. Optimize3. Promote
4. Convert5. Analyze
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傳統廣告無法深入分析投放數據Half the money I spend on advertising is wasted; the trouble is I don't know which half.~ John WanamakerUS department store merchant (1838 - 1922)
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自我分析 對手分析81
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自我分析使用工具 –Google Analytics(GA)
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GA 可分析哪些數據?• 基礎數據
– 訪客(Who?) – 流量來源(Where?)– 內容(What?)– 目標(Target?)
• 進階數據– 篩選器(Filter)– 目標、目標程序與轉換率(Goal、Funnel、Conversion)– 廣告活動追蹤(Online campaign tracking)– 電子商務追蹤(E-Commerce)– 事件追蹤(Events)
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對手分析使用工具• Google
– Open SEO Stats– Google Insight– Google SERP
• KW Ranking• Brand /Product Pages #
– Google Backlinks– Google Alerts
• Yahoo!– Yahoo! SERP
KW Ranking Brand /Product Pages #
– Yahoo! Backlinks– Yahoo! Pipe
• Alexa– Alexa Site Info
• Facebook– Fans #, Like #– Post # & Quality– Interaction #
• Twitter– Followers #– Fans #– Twitter Search
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COPCA 自動化(Marketing Automation)
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1. Outbound Marketing 怎麼了 ?2. Inbound Marketing 是解藥3. Inbound Marketing 執行架構4. COP-CA 五大步驟5. Growth Hacker 補強了什麼 ? 6. 結論
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Buzz Words• Mobile Internet • LBS• O2O • OTT (Line, WeChat)• UX/UE• Marketing Automation• Cloud Computing• Big Data (BD vs社群)
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AARRR 操作模型
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IM vs GH ??
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IM aligns with GH??
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GH 始於 PMF
95產品或服務為設定族群所熱愛
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PMF 的族群就是 IM 溝通對象
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Big Data Analytics
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Members themselvesMembers get members
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AARRR 與 Big Data, GH, IM
GH
BigData
IM
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1. Outbound Marketing 怎麼了 ?2. Inbound Marketing 是解藥3. Inbound Marketing 執行架構4. COP-CA 五大步驟5. Growth Hacker 補強了什麼 ? 6. 結論
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Outbound Marketing代表 Inbound Marketing代表
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2000 - 2010
GH Marketing代表2010 - 2020
?
1950 - 2000
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Jess WuInbound Marketing EvangelistFB: www.facebook.com/inboundmarketingBlog: Email: [email protected]
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