DIGITAL MARKETING FOR BUSINESS GROWTH Workshop Slides

DIGITAL MARKETING FOR BUSINESS GROWTHBjarne Viken - ScaleUp.com.au

INTRODUCTION

ABOUT ME‣ Started with creating online companies

‣ Struggled with finding effective ways of using paid advertising

‣ Created a company focusing on conversion optimization

GOAL: HELP YOU CREATE A GROWTH STRATEGY

AGENDA‣ Step 1: Identify and understand your market

‣ Step 2: Define an offer

‣ Step 3: Get a basic website

‣ LUNCH: 12:30ish

‣ Step 4: Drive a little traffic

‣ Step 5: Tweak and adjust

‣ Step 6: Scale up!

WHAT IS DIGITAL MARKETING?

DIGITAL MARKETING FOR BUSINESS GROWTH

WHAT IS DIGITAL MARKETING?

‣ Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert consumers. The key objective is to promote brands, build preference and increase sales through various forms of digital media and tools.

WHAT IS GROWTH HACKING?

DIGITAL MARKETING FOR BUSINESS GROWTH

WHY GROWTH HACK?

INTRODUCTION TO GROWTH HACKING

INCREASING AD-COSTS

SATURATION!

NOT ALL STARTUPS ARE WELL FUNDED

CASE STUDY: UBER

WHAT ARE THEY DOING?Driving service using a mobile appFranchise taxi drivingHave two different product offers

CASE STUDY: UBER

CASE STUDY: UBER

HOW DID THEY GROWTH HACK?Targeted key people in San FranciscoOffered free ridesMade it possible to split fares

CASE STUDY: UBER

UBER VS TAXI

WHY DID IT WORK?‣ Great need

‣ Good solution

‣ Limited location

CASE STUDY: UBER

GOOGLE + UBER = ?

THINK LIKE UBER!

THE GROWTH HACK CHECKLIST

IDENTIFY AND UNDERSTAND YOUR MARKET

STEP 1

GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET

WHY IS IT IMPORTANT TO DO?- Avoid mistakes - Focus your resources- Drive the right innovation

GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET

MISTAKE TO AVOID: PRESUMING POSITIVE FEEDBACK

WHERE SHOULD YOU START?- Mag Nation - Website analysis tools- Forums

GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET

QUICK TIP: GET FREE MEDIA PACKS

WHAT ARE YOU LOOKING FOR?- Find opportunities

- Identify key problems

- A clear picture of the typical customer

GOAL: GET A CLEAR UNDERSTANDING OF YOUR MARKET

TOOL: GOOGLE TRENDS: google.com/trends

TOOL: GOOGLE GROUPS: groups.google.com/forum

TOOL: WORD OF MOUTH ONLINE: womo.com.au

TOOL: SEMRUSH.COM

TOOL: KEYWORDSPY.COM

TOOL: SPYFU.COM

TOOL: SIMILARWEB.COM

IDENTIFY AND UNDERSTAND YOUR MARKET

DO STEP 1 IN THE WORKBOOK

DEFINE AN OFFER

STEP 2

GOAL: SOLVE A PRESSING NEED

WHAT IS A PRESSING NEED?- Must be solved now!

- A friend in need...

- Very subjective - a perceived need

GOAL: SOLVE A PRESSING NEED

LADIES: HOW MANY PAIRS OF SHOES DO YOU NEED?

A BASIC INSTINCT: FOOD

TRAVEL IN COMFORT: HANS BRINKER HOTEL

HAVE YOU ALREADY IDENTIFIED THE NEED?- Your audience´s questions- Testimonials from customers- Your own ideas (Do they solve a pressing need?)

GOAL: SOLVE A PRESSING NEED

DO YOU THINK LIKE A CUSTOMER?- What would you want?- Where would you go?- What information would you look for?

GOAL: SOLVE A PRESSING NEED

EXAMPLE: GOOGLE TREND FOR “PLUMBER”

EXAMPLE: GOOGLE “HOW TO FIND A GOOD PLUMBER”

EXAMPLE: PLUMBER TESTIMONIAL ON WOMO.COM.AU

SOLVE A PRESSING NEED

DO STEP 2 IN THE WORKBOOK

GET A BASIC WEBSITE

STEP 3

GOAL: CREATE A CONVINCING ARGUMENT

GOAL: CREATE A CONVINCING ARGUMENT

A TESTIMONIAL WITH 12 MILLION VIEWS

WHERE SHOULD YOU START?- From step 1: Identify audience needs - be empathic- From step 2: Explain your solution - be logical- Add evidence - build credibility- Define the action you want customers to make

GOAL: CREATE A CONVINCING ARGUMENT

HOW DO YOU PUT IT TOGETHER?- Wireframing software: balsamiq.com

- Do it yourself:

- launchrock.co - concept testing - “Do you like this idea?”

- conversionxl.com and unbounce.com - landing page

- clickfunnels.com - sales funnels

- Get help: Upwork.com, freelancer.com

GOAL: CREATE A CONVINCING ARGUMENT

EXAMPLE: BALSAMIQ WIREFRAME

EXAMPLE: UNBOUNCED AND LAUNCHROCK

EXAMPLE: CLICKFUNNELS.COM

A CUSTOM WEBSITE: SCALEUP.COM.AU

UPWORK.COM: CHEAP RESOURCES?

FREELANCER.COM: GROWING FAST!

99DESIGNS.COM: WHEN YOU WANT OPTIONS

GOAL: CREATE A CONVINCING ARGUMENT

DO STEP 3 IN THE WORKBOOK

DRIVE A LITTLE TRAFFIC

STEP 4

GOAL: TEST THE OFFER

HOW SHOULD YOU DRIVE TRAFFIC?- Install Google Analytics- Pick advertising: LinkedIn (B2B), Facebook, Twitter, Google

AdWords or….?- Install conversion pixel

GOAL: TEST THE OFFER

LINKEDIN - ADVERTISING

WHEN SHOULD YOU USE IT?- Trying to reach out to key decision makers in companies- Sell primarily B2B- Sell services with a longer sales process

LINKEDIN ADVERTISING

CAN YOU USE IN-MAIL INSTEAD?

MICHAEL MOSHIRI - NEVER CHASE CLIENTS AGAIN

USEFUL TOOL: EMAILHUNTER.CO

FACEBOOK ADVERTISING

WHEN SHOULD YOU USE IT?- Have a social product or service- Selling directly to customers- Have a longer sales process

FACEBOOK ADVERTISING

CAN YOU COLLECT SOCIAL PROOF?

USEFUL TOOL: HOOTSUITE

TWITTER ADVERTISING

WHEN SHOULD YOU USE IT?- Have a social product or service- Selling directly to customers- Have a longer sales process

TWITTER ADVERTISING

USE LEAD GENERATION CARDS

USEFUL TOOL: TRENDSMAP

USEFUL TOOL: TWITTERCOUNTER

GOOGLE ADWORDS

WHEN SHOULD YOU USE IT?- Can work for both B2B and B2C- If the cost per click is reasonable- When you want detailed analytics

GOOGLE ADWORDS

REMEMBER TO PUT IN CONVERSION TRACKING

PINTEREST

WHEN SHOULD YOU USE IT?- Predominantly target women- Visual product or service- Selling a feeling of experiencing it

GOOGLE ADWORDS

HOW CAN YOU ENHANCE THE SENSATION?

CHECK OUT PINTEREST ANALYTICS

DO NOT FORGET THE APPS

THE “ESTABLISHED” ONES- Vine- Snapchat- Instagram

DO NOT FORGET THE APPS

HOT IN 2016?- Peach- Wanelo- Yik Yak- Kik- Shots :)- Hyper- Bebo

DO NOT FORGET THE APPS

UNDERSTAND HOW SOCIAL MEDIA IS USED

DO WE UNDERSTAND THE REAL PRICE?

FAME WITHOUT TALENT - LOOKS WITHOUT SUBSTANCE

COMMON TIPS:- Learn how they are used- Identify a clear goal- Set up tracking - even when there is none

HOW CAN YOU BEST USE THESE NETWORKS?

IF NO TRACKING IS AVAILABLE - USE GOOGLE DOCS?

A FEW TRAFFIC TIPS:- Test two ads at a time for 1,000 impressions each- Keywords: Focus on specific and phrase match (AdWords)- Use what works to improve the landing pages

GOAL: TEST THE OFFER

HOW SHOULD YOU SET UP TESTING?- Do at least one A/B test (can use vwo.com)- At least 1,000 views to the test- Test from the top down, headline, copy, offering

GOAL: TEST THE OFFER

HELPFUL TOOL: VWO.COM

HELPFUL TOOL: VWO.COM

HOW DO YOU EVALUATE THE RESULTS?- Conversion rate = (sales or leads / unique visitor) x 100

- Time on page (more than a minute indicate interest)

- Cost per lead/sale = total traffic price / number of leads or

sales

GOAL: TEST THE OFFER

EXAMPLE: GOOGLE ANALYTICS:

EXAMPLE: DROPBOX - A/B TEST - VERSION A

EXAMPLE: DROPBOX - A/B TEST - VERSION B

GOAL: CREATE A CONVINCING ARGUMENT

DO STEP 4 IN THE WORKBOOK

TWEAK AND ADJUST

STEP 5

GOAL: IMPROVE CONVERSION

CAN YOU IMPROVE THE ADVERTISING?- Did you choose the right channel?- What can you learn from the most successful ads?- How can you change the landing page based on your click

through rate?

GOAL: IMPROVE CONVERSION

CAN YOU IMPROVE THE OFFER?- How can you provide more value?- How can the text become stronger?- Does the design send a better message?

GOAL: IMPROVE CONVERSION

HOW CAN YOU IMPROVE THE FUNNEL?- Add email marketing?

- Offer incentives to share on social media?

- Warm up the leads a little more?

GOAL: IMPROVE CONVERSION

EXAMPLE: USE EMAIL TO BUILD CREDIBILITY

USEFUL EMAIL TOOL: GETRESPONSE.COM

USEFUL EMAIL TOOL: ACTIVECAMPAIGN

USEFUL EMAIL TOOL: CUSTOMER.IO

EXAMPLE: OFFER A BLOG TO WARM UP LEADS

USEFUL CONTENT TOOL: BUZZSOMO.COM

USEFUL CONTENT TOOL: PUSHCREW.COM

EXAMPLE: DROPBOX - INCENTIVES FOR SOCIAL SHARING

GOAL: IMPROVE CONVERSION

DO STEP 5 IN THE WORKBOOK

SCALE UP!STEP 6

GOAL: MAXIMIZE YOUR CONVERSIONS

INCREASE PPC - To production capacity or highest ROI- Audit regularly- Create a gradual growth plan

GOAL: MAXIMIZE YOUR CONVERSIONS

INTRODUCE SEO- Only use keywords you know are converting for you- Create a content driven strategy- Use social media to spread it (IFTTT.COM)

GOAL: MAXIMIZE YOUR CONVERSIONS

ADD NEW TRAFFIC SOURCES- Consider offline advertising

- Press releases

- Do joint ventures

GOAL: MAXIMIZE YOUR CONVERSIONS

EXAMPLE: IFTTT.COM

EXAMPLE: SOURCEBOTTLE.COM.AU

EXAMPLE: PRWEB.COM

GOAL: MAXIMIZE YOUR CONVERSIONS

DO STEP 6 IN THE WORKBOOK

BOOKS TO GET YOU THINKING

NOT DONE WITH YOU YET!

CHRIS GOWARD: YOU SHOULD TEST THAT!

NIR EYAL: HOOKED

scaleup.com.au

LEARN ABOUT HOW TO CREATE AND USE CONTENT

PETER THIEL: ZERO TO ONE

SEAN ELLIS: GROWTH ENGINES

G. WEINBERG / J. MARES: TRACTION

MICHAEL GERBER: THE EMYTH REVISITED

JEFF HOFFMAN, DAVID FINKEL - SCALE

ERIC RIES: THE LEAN STARTUP

MELONIE DODARO: THE LINKEDIN CODE

TIMOTHY FERRIS: THE 4 HOUR WORK WEEK

STEPHEN COVEY: THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE

GEORGE CLASON: THE RICHEST MAN IN BABYLON

GREG McEOWN: ESSENTIALISM

ROGER FISHER AND WILLIAM URY: GETTING TO YES

GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME

WILLIAM COHEN: ART OF THE...

UPGRADE YOUR NECKTOP

HOW TO READ ONE BOOK A MONTH● Install Kindle on your phone● Put it on flight mode● Read 5% every day Monday to Friday

NEED MORE SALES?

● Top 10 reasons why a website is not selling● How many of them apply to you● Specific suggestions for fixing it

Go to scaleup.com.au - Normally $250

Free with promo code: “GA”

BONUS WEBSITE OPTIMIZATION CONSULTATION