of Product Marketing
How to attract, entice, and convert the right audience
for the product(s) and company you’re creating.
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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
- 1. The Art of Product Marketing How to attract, entice, and convert the right audience for the product(s) and company you’re creating.
- 2. Why Do Startups (and new products) Fail?
- 3. CB Insights compiled an analysis from startup
- 4. “Lean Startup” methodology teaches us to
- 5. But it misses how to market
- 7. Identifying the Right Customers
- 8. I’ll use 10K’ as an example to illustrate
- 9. Who wants this product and is already seeking it out?
- 10. What else is our audience searching for?
- 11. AdWords hides many searches that Google thinks are non-commercial, so use Suggest + Related, too.
- 12. Search queries can often lead to great
- 13. Once you have real people signing up
- 14. Now we just need to find out where people like this guy hang out
- 15. Have a community & can find/recruit folks excited about your product? Do that!
- 16. Then you can survey this audience to identify their clones ☺
- 17. Targeting the Right Audience in the Right Places
- 18. SEO & PPC for relevant keywords are
- 20. Smart marketers invest throughout the funnel, to maximize opportunity
- 21. Facebook’s ad creator can give some sense of audience size for many fields/interests
- 22. SimilarWeb Pro can show you where other
- 23. SimilarWeb can also show search keywords: Via
- 24. And referring/social media traffic: Via SimilarWeb Pro
- 25. Don’t be too biased to invest only
- 26. Attracting an Audience to Your Platform
- 27. The 5 Paths to Audience Attraction: The
- 28. Using the Product Itself: How’d they do that?!
- 29. Using the Product Itself: The product is
- 30. Using the Product Itself:
- 31. Using the Product Itself: Unless you can
- 32. Network & Viral / Word-of-Mouth Everyone who
- 33. Network & Viral / Word-of-Mouth Via First
- 34. Network & Viral / Word-of-Mouth Via Skarp’s
- 35. Paid Advertising Thanks to retargeting, RLSA, browser-ID’ing,
- 36. Paid Advertising Via Recode on DraftKings & FanDuel
- 37. Influencers, Press, & PR Via Techcrunch on
- 38. Influencers, Press, & PR Via YouAreAwesome’s Blog
- 39. Influencers, Press, & PR BeardBrand continues to
- 40. Content + Search, Social, Email, et al. Moz invests relentlessly in content strategy & distribution.
- 41. Publish Amplify Grow network Rank for slightly
- 42. Content + Search, Social, Email, et al.
- 43. Nearly every startup & new product uses
- 44. Converting the Right Customers
- 45. Remember those people who signed up for your product & loved it?
- 46. We need to identify the traits that
- 47. My Favorite Process: From Conversion Rate Experts’ case study Boom. And Shakalaka.
- 48. Didn’t try the product Tried, but didn’t
- 49. Retaining, Delighting, & Growing Amplification
- 51. ID usage & profile characteristics shared by
- 52. Which marketing channels & tactics should you invest in?
- 54. The Biggest Mistake Companies Make When Investing in Marketing?
- 55. Assuming non-paid media channels work like paid
- 56. Organic channels, like products themselves, need time
- 57. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Bit.ly/productmarketing
Why 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…
so our product can scale…
From Eric Ries’ slide deck on The Lean Startup
What’s after the MVP?
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 18SEO & PPC for relevant keywords are obvious starting points
On average,
paid results get ~18% of search clicks
Organic gets ~82%
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 27The 5 Paths to Audience Attraction:
The Product Itself
Network & Viral/WoM
Paid Advertising
Influencers,
Press, & PR
Content + Search, Social, Email, et al.
Слайд 29Using the Product Itself:
The product is naturally appealing to Reddit’s audience,
and the visuals fit squarely into the current zeitgeist.
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 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 46We need to identify the traits that separate customers who’ll use
& love our product from those who won’t.
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 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 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.
