Navneet  Kaushal  CEO  PageTraffic  

Digital Marketing and Growth Hacking

www.pagetraffic.com  

Navneet  Kaushal  Founder  &  CEO  of    PageTraffic  

13  Years  of  Digital  Search  MarkeDng  experience  

Editor  www.pagetrafficbuzz.com  

Expert  author  on  WebProNews,  Search  Newz,  Clickz,  Social  Media  Today,  

Search  Engine  Journal,  Promo<onWorld,  Business  2  Community  ,  India  Digital  Review  etc  

Regularly  quoted  on  ET  Now,  Zee  News,  SeaQle  Times,  Hindustan  Times,  Livemint,  BenefitIT  etc.  

About  PageTraffic  Established  in  2002  

95  people  strong,  with  offices  in  New  Delhi,  Noida,  Mumbai,  Chicago  &  London  

Offers  SEO,  SMO,  PPC,  Link  Building,  Web  Development  services  

More  than  2500  clients  worldwide  

Winner  of  Red  Herring  Top  100  Asia  Award  2011  

WHO AM I?

Some  Of  The  Clients  We  Have  Worked  With  

SEO  &  Content  Marke;ng  Hack  

Marke;ng  Hack  

3  STEP  MARKETING  PLAN  

1.  Iden<fy  Your  Target  Market      

•  What  Business  You  Are  In  ?  [  TwiMer  140  char]  •  Who  are  you  Marke<ng  to?    

–  Is  It  Targeted  Enough?  – Where  can  you  find  your  Target  Audience?  

•  Is  your  market  large,  but  s<ll  targeted?    

2.  Hone  your  Messaging    •  Why  is  Messaging  Important  ?      

•  Bounce  Rate.      Good  benchmark  

•  Create  Messaging  For  Target  Audience  – Broad  messaging  has  poor  conversion  

•  OK  to  ignore  a  set  of  audience,  as  long  as  you  reach  target  audience.  

•  Don’t  create  messaging  YOU  want,    create  messaging  for  what  the  customers  CARE  about.  

3.    Pick  Top  3  Marke<ng  Tac<cs  &  Test  •  List  all  the  places  where  your  target  customers  are    

–  Use  Tools  to  analyze  compe<tors  dominant  acquisi<on  strategy    

•   Analyze  the  3  Tac<cs/Channel  With  Highest  Expected  ROI  &  Volume  –  Use  keyword  and  other  research  to  get  to  expected  Volume/ROI.  – Measure  ROI  of  channels.  Remove  Channels  that  don’t  perform    

–  Next  –  some  tools  to  help  you  with  this  analysis    

Channel   Volume  [Clicks]   ROI  

Adwords   10,000   15%  

Email   5,000   25%  

SimilarWeb  –  Compe<tor  Analysis  Tool    

Marke<ng  Mix  in  SimilarWeb  

Quick  Keyword  research  

Quick  Keyword  research  using  Adwords  Tool  &  GWT  

Adwords  Tool  

GWT  

Alexa  

•  hMp://www.alexa.com/  

Marke<ng  Mix  

3.  Pick  Top  3  Marke<ng  Tac<cs  &  Test  •  Add  Channels  that  perform    ¡  Always  Do  Tes<ng    ¡  Don’t  track  Vanity  Metrics.  [90%  GA  Metrics]  ¡  Track  Ac<onable  Metrics–  Conversion,  Churn.  

 ¡  If  you  want  Big  Improvement  in  Results,  be  ready  to  make  Dras<c  Changes  

3.  How  to  Benchmark,  &  Analyse  •  Funnel  Analysis  

–  What  is  the  Funnel  for  your  Business?  –  What  are  the  benchmarks  for  your  industry    conversion  

•  Lead  Gen  –  Benchmark    •  Registra<on  Rate  •  Conversion  on  Ecommerce  •  SAAS  :  Free  to  Paid  Conversion  Rate  

   

•  Have  you  Set  Up  Enable  Event/Goal  Tracking  in  GA  –  Micro-­‐conversions  Are  Valuable  too  

•  Whitepaper  download,    Video  watch,  NewsleMer  Subscriber  •  How  much  value  should  I  assign  to  each  conversion  

 

Visitors  

Add  to  Cart  

Checkout  

Market  

Maturity  

Market  Maturity  

Audience   Innovators   Early  Adopters  

Early  Majority  

Late  Majority  

Laggards  

Size   Small   Expanding   High   Peaked   Contrac<ng  

Compe<<on   Low   Increasing   Moderate   High   Moderate  

Introduc<on   Growth   Maturity   Satura<on   End  Of  Life  

Go  To  Market  Hacks  •  Never  Go  To  Market  •  Market  before  building  the  product  •  Create  the  product  with  the  market  •  Seed  the  Market    •  Trap  the  Market  

Never  Ever  Go  To  Market  

Evernote  

Background  

•  Mul<plaiorm  Note  Taking  and  Storage  App  •  Started  2008  the  era  of  websites  and  social  •  Self  funded  +  FnF      

Phil  Libin  

•  Evernote  is  your  intellectual  brain,  it’s  a  service  that  lets  you  remember  everything  important  that  happens  to  you  and  use  that  informa<on  in  a  way  to  make  yourself  happier  and  more  produc<ve.  

Great  Product  

•  Simplicity  – Remember  anything  and  everything  

•  Consistent  experience  across  devices  – Na<ve  clients  for  every  device  

•  BeMer  experience  on  newer  devices  – Mo<va<on  for  manufacture  to  bundle  

•  Record  everything  – OCR-­‐  Business  Cards,  Receipts,  menus    

Funding  Crisis    

•  In  Early  2008  investors  backed  out  at  last  minute  

•  Only  3  weeks  cash  

User  Funding  

•  User  from  Sweden    – “Evernote  had  changed  his  life,  making  him  happier”  

First  Million  

Users  

Launch  

•  Closed-­‐beta    •  100  invites  to  Techcrunch  •  Techcrunch  covered  them  

From  the  Blog  

•  “Our  goal  was  to  get  about  10,000  people  to  use  the  system  so  we  could  fine-­‐tune  our  servers  and  try  out  new  features.    We  were  blown  away  by  the  response  and  watched  with  equal  parts  of  glee  and  horror  as  the  closed  beta  users  count  passed  10,000,  then  25,000,  then  50,000…    By  the  end  of  the  four  months,  over  125,000  people  had  par<cipated  in  the  closed-­‐beta!  “  

First  Million  Users  •  Timing  was  perfect  •  The  team  made  sure  they  were  ready  for  every  app  store  launch  

Next  Wave  

•  1  Million  –  466  Days  •  +1  (2)  Million-­‐  222  days  •  +1  (3)  Million-­‐  133  days  •  +1  (4)  Million-­‐  108  days  •  +1  (5)  Million-­‐  82  days  •  +1  (6)  Million-­‐  52  days  

Word  of  Mouth  •  No  User  Acquisi<on  Budget  •  No  incen<ve  on  downloads  •  NO  SEO,  SEM  •  Pure  product  experience  and  Word  of  Mouth  

Market  Before  Product  

SpringSled  

Virality  

Create  Product  with  Market  

Workday  

Enterprise  Customer  Acquisi<on    

•  Expensive:          Customer  Acquisi<on  >  

Engineering    •  Slow:    

     18-­‐24  months  Sales  cycle  

Workday-­‐  Background  •  Founded  2005  •  Revenue    ~  $500  Mil.  (2014)  •  Employee  2600  •  +500  Customers  •  2012-­‐  IPO-­‐  $9.5  bn  •  Compe<<on  

– SAP  Oracle  – Sales  Force    

The  Unfair  Advantage  •  Brand  Ambassadors  

– Building  Product  for  the  customers  – Super  aMen<on  to  Early  Adopters    

•  Couple  of  Early  Customers  ended  up  working  for  WorkDay  

Workday  Brainstorm  •  Involve  user  sugges<on  for  New  Feature  •  Incorporate  the  sugges<on  in  every  release  

Pre  Release  Customers  Test  •  Sandbox  version  with  produc<on  data  •  Feedback  

Workday  Rising  

Voice  of  Customer  

Seed  to  Market  

LinkedIn-­‐  Double  Viral  Loop  

The  Beginning  •  2002,  Reid  Hoffman  •  PayPal  Colleagues  •  Inspired  by  Six  Degrees  (1997-­‐2001)  •  Professional  Network  based  on  connec<ons  •  Seed  funded  by  Hoffman  

The  Opportunity  •  2003-­‐  Social  networks  were  for  Da<ng  and  connec<ng  with  Friends  

•  Demand  supply  Gap  between  Jobs  and  Job  Seekers  

•  Need  for  Referral  between  Job  and  Job  Seeker  

 

The  Launch  •  May  2003  •  Seeded  the  product  with  Successful  ‘Friends’  to  build  aspira<onal  brand  – Dot  Com  Success  stories  

•  Restricted  connec<ons  aMracted  top  execs-­‐  Marc  Andreessen,  Jerry  yang  

   

The  Result  

•  Forbes:  “You  no  longer  have  to  suffer  endless  cocktail  par<es  or  business  dinners  to  expand  your  professional  network.  A  new  wave  of  Web  sites  could  boost  your  business  with  a  few  clicks  of  the  mouse.”  

•  Go  To  Place  for  Tech  community  

Trap  the  Market  

Yammer  

Yammer  

Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

THANK YOU!