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Untraditional growth channels for start-ups
www.enhancv.com
Harmonizer-in-chief at Enhancv@volenvulkov
www.volenvulkvov.com
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START-UP = GROWTH
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ALMOST EVERY FAILED STARTUP HAS A PRODUCT. WHAT FAILED STARTUPS DON’T HAVE ARE ENOUGH CUSTOMERS
Gabriel WeinbergFounder, DuckDuckGo
DO YOU KNOW WHO ARE YOUR
CUSTOMERS?
DO YOU KNOW HOW TO REACH YOUR
CUSTOMERS?
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Start-up world example
Acquisition cost: $230
Product cost: $99
Profit per customer: -$131
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SOME WORDS
• Scale & Conversation Rate
• Metrics & KPI, CAC & LTV
• Growth Hacking, PR & Sales
• Channel
• Onboarding, User Journey, Cohorts and Segments
• Traction and Growth team
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THINGS BEFORE WE START
• No need of education, but it’s a lifelong learning
• Growth is a culture, not a department
• Think like a “black-hat SEO”
• People usually use the familiar ways
• The 50% rule
• Most websites does not convert
• Make a business not a start-up
Channels
1. Viral Marketing
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GOING VIRAL MEANS THAT EVERY USER YOU ACQUIRE BRINGS IN AT LEAST ONE OTHER USER: THAT NEW USER THEN INVITES ANOTHER USER, AND SO ON.
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Expectations vs Reality
$$ $$
TimeTime
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Shares
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Invites
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Built-in Features
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Import Contacts
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Embeds
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Powered by
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Takeaways
• Create a viral loop, not a viral acquisition tactic
• Improve your viral coefficient
• Viral Marketing is a product strategy, not a trick
• Keep seeding
• Do it simple
2. Outreach and PR
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Example
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THERE ARE WAY TOO MANY PEOPLE IN INTERNET MARKETING TODAY THAT THINK “GREAT CONTENT” IS ENOUGH.
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WHY?
• Cheap
• Trustworthy for customers
• Huge chances of going viral
• Dealing with Media makes everything easier
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Steps
• Think of a link-worthy & newsworthy content
• Research who writes on that topic
• Create a top-notch content
• Include info from other authors
• Don’t forget: make “convertible” content
• Reach the right people
3. Engineering as Marketing (Free Stuff)
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Example
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Steps
• Provide something of true value for free, with no strings attached
• Make that offering extremely relevant to your core business
• Demonstrate that value as quickly as possible
• Convert the users
4. Integrations
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MARKETING IS ALL ABOUT USING OTHER PEOPLE’S PLATFORMS
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Example
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HOW?
• Discover valuable integrations
• Ask your customers what products they use
• Create visuals & Reach the integrated products
• Create great partnership page and maintain the relationship with your partners
5. Paid Advertising
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Search Engine Marketing
• Predictable
• Harvest demand that exists now
• Easy to optimize
• Estimate return
• It’s tough, others give up easily
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Social & Display Ads
• Cheap
• Too much resources
• People think it’s saturated
• Platforms with a lot of users (StumbleUpon, Youtube)
• Create brand awareness
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Offline Ads
• Seek out remnant (i.e. left-over) ad inventory for the highest discounts
• Easy to test on a local level
• Underrated by most of the founders
• Offline media is the fastest way to go to the online media
6. Existing Platforms
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Use cases
7. Affiliate & Ambassadors
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Use cases
8. Company Culture(Community Building)
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THE BEST MARKETING STRATEGY EVER: CARE
Gary Vaynerchuck
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Use Cases
MARKETING IS EVERYTHING
