market your add on like a pro
TRANSCRIPT
Market your add-on like a pro
PAUL FRIESEN • ECOSYSTEM MARKETING • ATLASSIAN • @PAFRIES
A C Q U I R E U S E R S
Market your add-on like a pro
O P T I M I Z E Y O U R L I S T I N G
R E TA I N U S E R S
Future User of your Add-on
Target Understand Message
Arrgg!
Target
Companies Teams
Users Competitors
Understand
Arrgg!
Pain-o-meter
Understand
Arrgg!
Places to learn about your target user
W H O I S Y O U R U S E R ?
Message
W H O I S Y O U R U S E R ?
Message
W H O I S Y O U R U S E R ?
Message
W H O I S Y O U R U S E R ?
Message
A C Q U I R E U S E R S
O P T I M I Z E Y O U R L I S T I N G
Market your add-on like a pro
R E TA I N U S E R S
O P T I M I Z E Y O U R L I S T I N G
Your listing content matters…
R E TA I N U S E R S
Making your listing awesome…
SupportInfo
ProductTour
Call to Action
Sense of Urgency
Benefits &RTBs
SocialProof Keywords
Differentiation
LooksGreat
CrossSell
O P T I M I Z E Y O U R L I S T I N G
Making your listing awesome…
Name
Tagline
Highlights
O P T I M I Z E Y O U R L I S T I N G
Making your listing awesome…
Reviews
Media
Details
O P T I M I Z E Y O U R L I S T I N G
Making your listing awesome…
O P T I M I Z E Y O U R L I S T I N G
NameIncludes Brand name + Descriptive keywords
O P T I M I Z E Y O U R L I S T I N G
NameNo description in product name
O P T I M I Z E Y O U R L I S T I N G
TaglineNo benefits mentioned
O P T I M I Z E Y O U R L I S T I N G
TaglineSome benefits mentioned
O P T I M I Z E Y O U R L I S T I N G
HightlightsGreat product tour images
O P T I M I Z E Y O U R L I S T I N G
HightlightsCross sell
O P T I M I Z E Y O U R L I S T I N G
HighlightsInside JIRA as a benefit
O P T I M I Z E Y O U R L I S T I N G
HighlightsDifferentiated pricing & fortune 500 social proof
O P T I M I Z E Y O U R L I S T I N G
Media
Media
O P T I M I Z E Y O U R L I S T I N G
Video Forumla
3. Benefits
4. Product Tour 5. Social proof
2. Pain Points1. Target user
6. Call to Action
O P T I M I Z E Y O U R L I S T I N G
So… how do I actually make the video?
O P T I M I Z E Y O U R L I S T I N G
Details
Details
R E TA I N U S E R S
Making your listing awesome…
SupportInfo
ProductTour
Call to Action
Sense of Urgency
Benefits &RTBs
SocialProof Keywords
Differentiation
LooksGreat
CrossSell
O P T I M I Z E Y O U R L I S T I N G
DetailsSocial proof
O P T I M I Z E Y O U R L I S T I N G
DetailsCross sell & support
O P T I M I Z E Y O U R L I S T I N G
DetailsAvoid dense paragraphs & all caps
O P T I M I Z E Y O U R L I S T I N G
Making your listing awesome…
Reviews
Asking for feedback (reviews)O P T I M I Z E Y O U R L I S T I N G
Asking for feedback (reviews)O P T I M I Z E Y O U R L I S T I N G
O P T I M I Z E Y O U R L I S T I N G
Some thoughts on pricing…
More Price Sensitive Less Price Sensitive
Fill the funnel with entry level pricing
O P T I M I Z E Y O U R L I S T I N G
Why you no analytics?Super awesome add-on
Put your Google Analytics Account ID here
O P T I M I Z E Y O U R L I S T I N G
Setting up goals to track conversions
Visit analytics.google.com, click admin -> goals, click New Goal
O P T I M I Z E Y O U R L I S T I N G
Setting up goals to track conversions
O P T I M I Z E Y O U R L I S T I N G
Track Try & Buy Clicks
or just try… or just buy…
O P T I M I Z E Y O U R L I S T I N G
And it works!
O P T I M I Z E Y O U R L I S T I N G
Tracking Campaigns in Google Analytics
search: “google analytics url builder”
Avinash, Analytics Gurukaushik.net/avinash
O P T I M I Z E Y O U R L I S T I N G
8% Click Try or Buy
18% Eval -> Purchase
A C Q U I R E U S E R S
Market your add-on like a pro
O P T I M I Z E Y O U R L I S T I N G
R E TA I N U S E R S
A C Q U I R E U S E R S
Organic60%
Referral25%
Add-on Vendor & Other
20%
Atlassian Blog & Answers
5%
Direct10%
Social<5%
Stack Overflow 40%Twitter 13% LinkedIn 10% Quora 9%
A C Q U I R E U S E R S
Your 5 options…
Easy
Hard
$ $$$
PaidSocial
SEO
Earned Media
Direct
A C Q U I R E U S E R S
When they will deliver traffic…
1st
Paid Social SEOEarned Media
2nd 3rd 4th
Direct
5th
A C Q U I R E U S E R S
Content is the fuel…
Paid Social SEOEarned MediaDirect
Feed with contentBlog Posts
Articles
Infographics
Videos
Case Study
Testimonials
A C Q U I R E U S E R S
PublishingContent
Conversions peak at 8am (PT)
Sun Mon Tue Wed Thu Fri Sat
40%on
Tues or Wed
# Ev
als
A C Q U I R E U S E R S
Take advantage of Atlassian events…
Direct
Industry & Niche Events
A C Q U I R E U S E R S
People are sharing their problems… answer them
Social
• Atlassian Answers • Stack Overflow • Twitter • LinkedIn • Quora
Where are your users talking
online?
A C Q U I R E U S E R S
Earned media is a big opportunity
Earned Media
Interesting Content
Publications & Editors
A C Q U I R E U S E R S
Earned media is a big opportunity
Developer Blog Atlassian Blog
Earned Media
A C Q U I R E U S E R S
You kinda don’t need to do SEO anymore…
SEO
A C Q U I R E U S E R S
… but it’s still good to understand keywords
SEO
A C Q U I R E U S E R S
Focus on long tail keyword phrases…
Short KeywordsFewer AvailableLots of Traffic Example: sweaters
Long KeywordsLots AvailableLess Traffic Example: waterproof sweaters for small dogs
SEO
A C Q U I R E U S E R S
Start with the AdWords Keyword Planner
SEO
Visit adwords.google.com and Tools->Keyword Planner
A C Q U I R E U S E R S
Other tools you can use to analyze keywords
SEO
A C Q U I R E U S E R S
If you really want to be an SEO pro…
Moz Search Engine Ranking
Factors
Matt Cutts
SEO
SEO
Keywords Reviews Active InstallsSEO
A C Q U I R E U S E R S
A C Q U I R E U S E R S
When should you consider Paid ads?
Paid Buy users for feedback
Profitable Paid Acquisition
A C Q U I R E U S E R S
Q: How much is a customer worth? A: Customer Lifetime Value (CLV)
PaidAverage Monthly Sales per Customer
Monthly Churn Rate
A C Q U I R E U S E R S
Q: How much is a customer worth? A: Customer Lifetime Value (CLV)
Paid
Average Monthly Sales per Customer = $100
Monthly Churn Rate = 5%
Customer Lifetime Value = $2000
A C Q U I R E U S E R S
Q: How much is a customer worth? A: Customer Lifetime Value (CLV)
Paid
Average Annual Sales per Customer = $500
Annual Churn Rate = 35%
Customer Lifetime Value = $1,929
+ $500 extra for
year 1
A C Q U I R E U S E R S
How much are you worth to Starbucks?
Paid
A C Q U I R E U S E R S
How much are you worth to Starbucks?
Paid
A C Q U I R E U S E R S
If the math works, use Paid
Adwords MarketplaceListing
TryClick
Evaluation Purchase
Inside Product
2.1
7
10100
7
14
Paid
If the math works, use Paid
Adwords MarketplaceListing
TryClick
Evaluation Purchase
Inside Product
15%
70%10%
Half of Evals
Paid
A C Q U I R E U S E R S
If the math works, use Paid
Adwords
Purchase
100
2.1
Paid
A C Q U I R E U S E R S
If the math works, use Paid
Adwords
Purchase
100 $21 CPC Break Even
x$1000 CLV
2.1
Paid
A C Q U I R E U S E R S
If the math works, use Paid
Adwords MarketplaceListing
TryClick
Evaluation Purchase
Inside Product
15%
70%10%
Half of Evals
Paid
A C Q U I R E U S E R S
A C Q U I R E U S E R S
R E TA I N U S E R S
Market your add-on like a pro
O P T I M I Z E Y O U R L I S T I N G
R E TA I N U S E R S
How to keep users…
Support Educate Improve Add-on
R E TA I N U S E R S
Timing for Drip Emails
Day 0 New Eval
Day 10 Follow Up
Day 25 Eval Ending
Day 35 Post Purchase
Eval Ends
R E TA I N U S E R S
Where can I get their email?
R E TA I N U S E R S
Email content (repeat from before)
SupportInfo
ProductTour
Call to Action
Sense of Urgency
Benefits &RTBs
SocialProof KeywordsDifferentiation
LooksGreat
CrossSell
R E TA I N U S E R S
Product tour and education
R E TA I N U S E R S
Clean design, clear CTA & message, scarcity
R E TA I N U S E R S
Some spam I got…
Reason to believe
Benefit
Paint Points
Call to Action
Call to Action
Scarcity
Paint Points
R E TA I N U S E R S
Cross sell
R E TA I N U S E R S
Automating Drip Emails
A C Q U I R E U S E R S
Market your add-on like a pro
O P T I M I Z E Y O U R L I S T I N G
R E TA I N U S E R S
Books you should read
Thank you!
PAUL FRIESEN • ECOSYSTEM MARKETING • ATLASSIAN • @PAFRIES