customer acquisition: growth marketing for startups
DESCRIPTION
Ready, set, launch! Were you thinking "if you build it they will come" would work? This deck is a how-to guide for developing a customer acquisition for your startup. Customer acquisition marketing has become a hot topic with the expansion of "growth hacking" and Chris breaks down the lenses of how to develop your own strategy. Topics covered include: * The "field of dreams" misconception - if you build it they will come * The Ravikant Thesis by Naval Ravikant - there are only three customer acquisition strategies that matter for startups, SEO, SEM & Viral - how to understand if they will work for you * Understanding the basis of Growth Hacking by Thomas Knoll * Devising strategies for inbound marketing channels * User retention through drip marketing *TRANSCRIPT
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The field of dreams gapIf you build it they will come
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Launch!
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Launch!
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Launch!
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Launch!
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Field of dreams gap
http://chrisschultz.net/post/42363863885/testing-validating-your-market-assumptions
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Ravikant thesisThe only customer acquisition strategies that matter in a startup are:
http://venturehacks.com/
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Ravikant thesisThe only customer acquisition strategies that matter in a startup are:
Spending $25,000 on PR to get into TechCrunch
http://venturehacks.com/
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Ravikant thesisThe only customer acquisition strategies that matter in a startup are:
Spending $25,000 on PR to get into TechCrunch
http://venturehacks.com/
![Page 10: Customer Acquisition: Growth marketing for startups](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d0695b4c9052c5a8b492a/html5/thumbnails/10.jpg)
Ravikant thesisThe only customer acquisition strategies that matter in a startup are:
Spending $25,000 on PR to get into TechCrunch
•SEO•SEM•Viral
http://venturehacks.com/
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Create a lensMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
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Create a lensMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
“I’m a great photog”
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Create a lensMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
“I’m a great photog”
“I’m smart”
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Create a lensMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
“I’m a great photog”
“I’m smart”
“I’m hilarious”
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Who is your customer?(or no-nonsense growth hacking)
1) Who would be pissed if they could no longer use your product?
2) Where do they hang out?
3) What creates trust? a) referral b) “the crowd” c) an expert
4) Put high-trust experience in front of most-likely-to-be-interested people. Scale, repeat.
http://www.quora.com/Growth-Hacking/Is-growth-hacking-nonsense/answer/Thomas-Knoll
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Inbound marketing
http://www.slideshare.net/randfish/the-power-of-inbound-marketing
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Devise scalable & repeatable strategies
1. Do it yourself2. Did it work?3. Document it4. Delegate it5. Calendar it6. Measure it
Repeatable
Editorial
You
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Measure & optimize
AARRRR
http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
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Metrics that matterCreate a dashboard of what matters in your business
Map metrics to actions
http://www.ashmaurya.com/2010/07/3-rules-to-actionable-metrics/
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User retention
http://paulstamatiou.com/startup-user-retention-lifecycle-email
Lifecycle email marketing
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User retention
http://paulstamatiou.com/startup-user-retention-lifecycle-email
Lifecycle email marketing
Ego boost
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Use toolsOutreach
OptimizeMeasure
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Simple, right?
Let’s apply to BarNotes
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Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
![Page 25: Customer Acquisition: Growth marketing for startups](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d0695b4c9052c5a8b492a/html5/thumbnails/25.jpg)
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
![Page 26: Customer Acquisition: Growth marketing for startups](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d0695b4c9052c5a8b492a/html5/thumbnails/26.jpg)
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
![Page 27: Customer Acquisition: Growth marketing for startups](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d0695b4c9052c5a8b492a/html5/thumbnails/27.jpg)
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
![Page 28: Customer Acquisition: Growth marketing for startups](https://reader034.vdocuments.us/reader034/viewer/2022052522/554d0695b4c9052c5a8b492a/html5/thumbnails/28.jpg)
Ravikant thesisMethod Lens Y/N
SEO•accessible UGC•content hub & authoritative•content generates links
SEM•immediate path to revenue•CPA < LTV• revenue≠affiliate fees
Viral•sharing built into product•shareable content (ie: says something about user)
“I am a cocktail aficionado”
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App store SEO
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Link building
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Weekly tweets
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Newsletter
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Influencer outreach
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Thanks!
• Twitter: @cschultz
• Blog: chrisschultz.net
• Email: [email protected]
@flatstack @launchpad