The Art of Product Marketing How to attract, entice, and convert the right audience for the product(s) and company you’re creating. презентация

Содержание

Why Do Startups (and new products) Fail?

Слайд 1Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The Art

of Product Marketing
How to attract, entice, and convert the right audience
for the product(s) and company you’re creating.

Слайд 2Why Do Startups
(and new products) Fail?


Слайд 3CB Insights compiled an analysis from startup post-mortems.
I’d argue these 5

are mostly “couldn’t find enough customers” or “couldn’t affordably find customers”

Слайд 4
“Lean Startup” methodology teaches us to build a product people actually

want and will use:


From Eric Ries’ slide deck on The Lean Startup


Слайд 5
But it misses how to market and grow an audience of

right customers
so our product can scale…


From Eric Ries’ slide deck on The Lean Startup

What’s after the MVP?


Слайд 7Identifying
the Right Customers


Слайд 8
I’ll use 10K’ as an example to illustrate


Слайд 9Who wants this product and is
already seeking it out?


Слайд 10What else is our audience searching for?
And what else do they

use to describe this problem?

Note: AdWords’ numbers should be viewed as ranges, not absolutes (e.g. 880 might mean 300-1,200 actual searches/month)


Слайд 11AdWords hides many searches that Google thinks are non-commercial, so use

Suggest + Related, too.

Слайд 12Search queries can often lead to great sources of audience and

customer discovery

And, next year, 10K’ should be on this list!

This can help tell us what matters to reviewers & customers


Слайд 13Once you have real people signing up for your product, you

can learn more about them

Слайд 14
Now we just need to find out where people like this

guy hang out

Слайд 15Have a community & can find/recruit folks excited about your product?
Do

that!

Слайд 16Then you can survey this audience to identify their clones ☺


Слайд 17Targeting the Right Audience
in the Right Places


Слайд 18SEO & PPC for relevant keywords are obvious starting points
On average,

paid results get ~18% of search clicks

Organic gets ~82%


Слайд 20Smart marketers invest throughout the funnel, to maximize opportunity


Слайд 21Facebook’s ad creator can give some sense of audience size for

many fields/interests

Слайд 22SimilarWeb Pro can show you where other sites get their traffic

(relatively accurate except for the long tail)

Via SimilarWeb Pro


Слайд 23SimilarWeb can also show search keywords:
Via SimilarWeb Pro
The KWs sites pay

for are most often those that convert best

Слайд 24And referring/social media traffic:
Via SimilarWeb Pro
These sites can lead you to

potential press opportunities, content ideas, partnerships, etc.

Слайд 25Don’t be too biased to invest only in Google or Facebook

– there are tons of opportunities

Many products’ entire, very successful, strategies fit into channels w/ <0.1% of global web traffic.


Слайд 26Attracting an Audience
to Your Platform


Слайд 27The 5 Paths to Audience Attraction:
The Product Itself
Network & Viral/WoM
Paid Advertising
Influencers,

Press, & PR

Content + Search, Social, Email, et al.


Слайд 28Using the Product Itself:
How’d they do that?!


Слайд 29Using the Product Itself:
The product is naturally appealing to Reddit’s audience,

and the visuals fit squarely into the current zeitgeist.

Слайд 30Using the Product Itself:


Слайд 31Using the Product Itself:
Unless you can envision headlines like this about

your product, don’t rely solely on the product to sell itself.

Слайд 32Network & Viral / Word-of-Mouth
Everyone who takes a SurveyMonkey survey is

a potential future customer

Слайд 33Network & Viral / Word-of-Mouth
Via First Round Capital’s Article on Slack
Slack

is a product where 1 or 2 people can convince an entire organization to use it.

Слайд 34Network & Viral / Word-of-Mouth
Via Skarp’s Kickstarter page
Kickstarter is an inherently

WoM & viral-driven marketing Launchpad. Products only get made if people who want them share & amplify.

Слайд 35Paid Advertising
Thanks to retargeting, RLSA, browser-ID’ing, and social logins, paid ads

are more intelligent than ever.

Слайд 36Paid Advertising
Via Recode on DraftKings & FanDuel


Слайд 37Influencers, Press, & PR
Via Techcrunch on Quora’s Growth
Quora has intentionally foregone

some forms of growth (SEO notably) to focus on influencers, press, & PR-style partnerships.

Слайд 38Influencers, Press, & PR
Via YouAreAwesome’s Blog Post
Urbanspoon needed to compete w/

Yelp’s domination in restaurant reviews, so targeted bloggers who felt left out of Yelp’s ecosystem.

Слайд 39Influencers, Press, & PR
BeardBrand continues to generate great press and has

started their own beard-focused magazine.

Слайд 40Content + Search, Social, Email, et al.
Moz invests relentlessly in content

strategy & distribution.

Слайд 41Publish
Amplify
Grow network
Rank for slightly more competitive terms & phrases
Get links
Grow authority
Earn

search traffic

Слайд 42Content + Search, Social, Email, et al.
Free tools (& freemium) can

be great forms of content marketing.

Via Crew.co’s App vs. Website and VoilaNorbert


Слайд 43Nearly every startup & new product uses a combination of these:
The

Product Itself

Network & Viral/WoM

Paid Advertising

Influencers, Press, & PR

Content + Search, Social, Email, et al.


Слайд 44Converting
the Right Customers


Слайд 45Remember those people who signed up for your product & loved

it?

Слайд 46We need to identify the traits that separate customers who’ll use

& love our product from those who won’t.

Слайд 47My Favorite Process:
From Conversion Rate Experts’ case study
Boom.
And Shakalaka.


Слайд 48Didn’t try the product
Tried, but didn’t love it
Tried & loved the

product

What do you think the product does?

What made you try it?

What made you try it?

What would make you more likely to try it?

What are your biggest objections to signup?

What objections did you have and how did you overcome them?

What caused you to stop using the product?

What would have made you stay a customer?

What objections did you have and how did you overcome them?

What’s been most valuable to you?

If you’ve loved it, can we share your story?


Слайд 49Retaining, Delighting, & Growing Amplification


Слайд 51ID usage & profile characteristics shared by your most loyal users.
Encourage

& message both in the product, & via external marketing, those traits in the rest of your audience.

Recognize & reward, as personally as possible, users that exhibit behaviors that trend toward loyalty & amplification.

Don’t be fooled by my oversimplification; this process is even harder than acquisition marketing.


Слайд 52Which marketing channels & tactics should you invest in?


Слайд 54The Biggest Mistake Companies Make When Investing in Marketing?


Слайд 55Assuming non-paid media
channels work like paid media:
People
Pour more dollars & people

in

+

Dollars

=

IF:

ELSE:

Positive ROI

THEN:

Find new channel/tactic


Слайд 56Organic channels, like products themselves, need time to experiment, fail, learn,

& iterate

The 1st WB Fridays were some of our worst performing content.

But, after years of experimenting, we found a formula & an audience, & now they’re some of our best.


Слайд 57Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/productmarketing


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