Startup Customer Acquisition - Marketing Channels for Startups

Startup Customer AcquisitionThe search for customers and $$$.... on scale!!

Ivan LimHead of Marketing - Tweaky

@[email protected]

mailto:[email protected]


Startup Customer Acquisition

Most of the time startup marketing

feels like this



There are very rarely any silver bullets in startup marketing

Startups need to commit to trying lots of different things

and failing at most until some methods stick.


The lay of the land (startup marketing)


Channels & ToolsPaid Content & SEO Email Growth HackingPartnerships


Paid


Paid

Pros

Cons

- Fast setup- Quick validation- Highly targeted

- Expensive & Saturated- No long term asset value- There are incumbent advertisers- Requires active optimization

Search PPC


Paid


Paid

Pros

Cons

- Targeted audiences- Fast setup

- Generally very poor engagement- More likely to complete Naval Seal Training than click a banner ad- More likely to survive a plane crash than click a banner ad

Display advertising


Paid

Pros

Cons



Display advertising


Paid

Pros

Cons



Display advertising


Paid


Paid

Pros

Cons

- Some of the cheapest advertising inventory out there- Strong engagement audience- Highly targeted segmentation based on visitor actions- Cool factor and makes you appear bigger

- You need visitors first- Requires regular refreshing due to ad fatigue- Requires active optimization

Display Retargeting


Paid


Paid

Targeted Facebook ads according to customer emails, Facebook IDs or phone numbers!!


Paid



Paid



Paid

Pros

Cons

- Cheap inventory (but is rapidly rising)- Super awesome for consumer products- The most powerful demographic targeting available- Great for persona testing

- Facebook users starting to experience ad fatigue- Requires even more ad refreshing- Can get expensive very fast if not monitored- Best results come from driving traffic to a FB page

Facebook Ads & Custom Audiences


Paid


Paid

Pros

Cons

- Cheap inventory - Some large publishers - Decent engagement powered by email effectiveness- Great for identifying future partnerships

- Limited by inventory of publishers- Monthly minimum of $500

Launchbit Email Ad Network


Paid


Paid

Pros

Cons

- Strong ROI potential- Outsourced salesforce strategy- Pay for results- Potential SEO benefits if configured correctly

- Around 10% of total affiliates do the work- Affiliate networks can be expensive to enter- Can get lost among sea of other advertisers

Affiliate Marketing


Paid Email Growth HackingContent & SEO

Channels & ToolsPartnerships


Content & SEO


Content & SEO


Content & SEO


Content & SEO


Content & SEO

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http://seogadget.com/content-strategy-generator-tool-v2-update/

http://seogadget.com/content-strategy-generator-tool-v2-update/


Content & SEO

h"p://www.slideshare.net/ipullrank/scaling1quality1v10

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Pros

Cons

- Building long term asset- “Free” traffic- Viral Potential- Positioning tool- Competitive advantage - Good for lead generation

- Typically a Long Game- Typically Poor direct ROI- Becoming increasingly saturated, requires Awesome not just Good content

Content Marketing & SEOContent & SEO


Paid Email Partnerships Growth HackingContent & SEO

Channels & Tools


Email


Email


Email


Email


Email


Pros

Cons

- Still one of the most engaged marketing channels- Drives significant revenue through timely offers- Trigger based email- Strong lead nurturing capability - Cheap Cheap Cheap

- Need a sizeable list to be big- Can’t hammer with offers all the time, focus on value

Email marketing Email


Paid Email Growth HackingContent & SEO

Channels & ToolsPartnerships


PartnershipsFind marketing fire hoses


Partnerships


Partnerships


Partnerships


You can hire a Virtual Assistant and Online Researcher for $3.33 an hour

Partnerships


Partnerships


Partnerships


Partnerships


Partnerships

http://www.distilled.net/blog/miscellaneous/find-almost-anybodys-email-address/




Partnerships


Partnerships


Partnerships


Pros

Cons

- Competitive Advantage- Huge Audiences- Brand Presence- Benefits other marketing channels

- Hard to automate- Long sales cycle

Partnerships Partnerships


Paid Email Partnerships / Direct Sales Growth HackingContent & SEO

Channels & Tools


Growth Hacking


Growth Hacking


Growth Hacking

Josh Elman

We dug in to our data for our most engaged users and tried to learn what the “aha” moment was for them. We then rebuilt our entire new user experience to engineer that moment more quickly.

It turned out that if you manually selected and followed at least 5-10 Twitter accounts in your first day on Twitter, you were much more likely to become a long term user, since you had chosen things that interested you. And if we helped someone you know follow you back, then even better. As we kept tweaking the features to focus on helping users achieve these things, our retention dramatically rose.


Growth Hacking


Growth Hacking


Growth Hacking


Growth Hacking


Mix tactics together

Contact New Partner for Co-brand

Webinar

Landing Page& Webinar

Purchase & Engage

Those who didn’t attend

webinar or not engaging


Almost anything can scale



Fire yourself


Attribution is important


Strong Systems =

Strong Startup Marketing


Startup Customer AcquisitionThe search for customers and $$$.... on scale!!

Ivan LimHead of Marketing - Tweaky

@[email protected]



Business

Startup Customer Acquisition - Marketing Channels for Startups