two founders share how startups can reach a massive audience
TRANSCRIPT
The event will begin at 1 PM (EST) sharp.
The recording will be emailed to all attendees afterwards.
#promotingyourstartup
Who’s Presenting?
Robert J. MooreCo-Founder and CEO
RJMetrics
@robertjmoore
Larry Kim
Founder and CTO
WordStream
@larrykim
#promotingyourstartup
What you’re going to learn
1
2
3
How to create content that gets press coverage and thousands of shares
How to combine PPC & SEO to create a total search solution that fits
into your content strategy
Why your promotion strategy is part of, not an afterthought to, content
creation
@robertjmoore
#promotingyourstartup
● Bob will lead Q&A at the end of the presentation
● Tag your tweets with #promotingyourstartup
● We’re recording the show
● We’ll send an email follow up to everyone with the
recording & slides
● Stick around for the cupcake giveaway at the end
Housekeeping Details
@robertjmoore
#promotingyourstartup
15-second commercial: RJMetrics
The complete
analytics
platform for
online
businesses.
@robertjmoore
#promotingyourstartup
15-second commercial: WordStream
A free, instant PPC audit in under
a minute!
Grades your AdWords account
performance based on the 8 PPC
metrics that really matter.
Compares how you’re doing against
other accounts of similar size
(monthly spend).
@larrykim
How to Reach a
Massive Audience (Even Though No One Knows Who You Are)
#promotingyourstartup
Content marketing is any marketing that involves the
creation and sharing of media and publishing content in
order to acquire and retain customers.
Content marketing is...
@larrykim
#promotingyourstartup
Why it works
Reciprocity index
r = value you deliver
value you receive
This matters for customers, prospects, and strangers
@robertjmoore
#promotingyourstartup
How to reach an audience
owned
earned paid
List
PPC
PR
SocialSEO
@larrykim
PR & Social
#promotingyourstartup
Your competition
@larrykim
#promotingyourstartup
How to win?
@larrykim
#promotingyourstartup
Leverage a trending topic
@robertjmoore
#promotingyourstartup@robertjmoore
#promotingyourstartup
Become part of a bigger story
@larrykim
10k
+ press
mentions
10M
+ pageviews
#promotingyourstartup
“Oops, I Ruined the
Facebook IPO!”
@larrykim
#promotingyourstartup
Grab the unexpected opportunities
@robertjmoore
#promotingyourstartup
✓ 30k+ pageviews on day one
✓ Top of Hacker News
✓ Column in the New York Times
✓ Multiple speaking engagements
✓ Tons of positive brand vibes
@robertjmoore
#promotingyourstartup
Leverage a trending topic
Become part of a bigger story
Grab the unexpected opportunities
Recap
1
2
3
@robertjmoore
The #1 Mistake People
Make When Writing “Big
Win” Content
#promotingyourstartup
The #1 mistake people
make when writing “big win”
content is failing to think
promotion first.
@larrykim
#promotingyourstartup
Press Vendors Influencers
@larrykim
#promotingyourstartup
Two rules for “big win” content
1. If you can’t figure out ahead of time who will promote
your content and why, don’t bother.
1. Content marketing success is largely determined in the
planning phase, before writing a single word.
@robertjmoore
PPC
Hunting Ad Unicorns?!
#promotingyourstartup
1. Always Focus on Quality Score
@larrykim
#promotingyourstartup
1. Always Focus on Quality Score
@larrykim
#promotingyourstartup
Donkey’s Vs. Unicorn Ads
@larrykim
Distribution Point Vs. Expected CTR Comments
Bottom 50% Below Expected CTR Donkeys
Top 15% 2x OK
Top 5% 3x Better
Top 1% 6x Unicorns
Most Ads Suck (+90%)
#promotingyourstartup
2. Tap Into Your Customer’s Emotions
#promotingyourstartup
2. Tap Into Your Customer’s Emotions
@larrykim
Example:
#promotingyourstartup
Example: Use Ad Customizers!
@larrykim
Consider doing “Perpetual Sales”- Appeal to
those who don’t want to be left out (FOMO)
#promotingyourstartup
3. Publish & Promote High Quality Content
@larrykim
#promotingyourstartup
4. Promote to Influencers
@larrykim
#promotingyourstartup
. . . Initial traction
@larrykim
#promotingyourstartup
. . . The Results
@larrykim
#promotingyourstartup
5. Just say NO to Promoting Junk Updates
@larrykim
#promotingyourstartup
6. Remember Who Your Audience
Is
#promotingyourstartup
6. Remember Who Your Audience Is
@larrykim
Keywords Targeting: Google vs. Twitter
Google AdWords Twitter
Infant clothes boy Julian’s first birthday
Content Marketing Position Freelance SEO writer needed
Small Business Loan I’m starting my first business
Grow My Business #frustrated we need Bar Rescue
Mobile landing page tools #mobilegeddon
Social Keywords: Higher Funnel, Informational, Conversational, Hashtags
#promotingyourstartup
Using PPC for PR
1. Always Focus on Quality Score - Look for Unicorns
2. Tap Into Your Customer’s Emotions
3. Publish High Quality Content
4. Promote to Influencers
5. Say NO to Promoting Junk Updates
6. Remember Who Your Audience Is
@larrykim
SEO
#promotingyourstartup
Focus on the long tailS
earc
h
Fre
qu
en
cy
Keywords@robertjmoore
#promotingyourstartup
Find the opportunity
@robertjmoore
#promotingyourstartup
$65.61 per click
“BUSINESS INTELLIGENCE”
@robertjmoore
#promotingyourstartup
Focus on intent
@robertjmoore
#promotingyourstartup
Create good content
@robertjmoore
#promotingyourstartup
Create amazing content
@robertjmoore
#promotingyourstartup
Results
$11.05 per click
“CHURN RATE”
@robertjmoore
#promotingyourstartup
60,000 views per year
0.1% view-to-SQL
60 SQLs
19.8% SQL-to-paid
11 paying clients
$12k ARR ACV
$132k of new ARR/year
15x ARR Multiple
(w00t!)
$2MM of Equity Value
Cost: One Day
@robertjmoore
#promotingyourstartup
Find your content unicorns
● 50% of traffic
● 70% of shares
● 80% of links
@larrykim
#promotingyourstartup
Find the opportunity
@larrykim
#promotingyourstartup
Create amazing content
@larrykim
#promotingyourstartup
Results
@larrykim
Measuring Success
#promotingyourstartup
Are we building a more effective PR machine?
@robertjmoore
#promotingyourstartup
Are we steadily growing our owned audience?
@robertjmoore
#promotingyourstartup
Are we steadily growing our owned audience?
@robertjmoore
#promotingyourstartup
Making this work for your startup
1. Apply gas with PRable content
2. Boost performance with paid
3. Maintain momentum with SEO
@robertjmoore
Q&AAsk questions on Twitter!
We’re following
#promotingyourstartup
Thank you for joining us!