Digital  marketing  Startup perspective

Joni Salminen keltainen@gmail.com 7.7.2014

Contents  1.  SEO 2.   AdWords 3.   Facebook 4.   Content marketing

a.  Definition b.  The good and bad c.  How to use it in a startup? d.  How to start? e.  Metrics f.  Tools & where to learn more?

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SEO  (search  engine  optimization)   Definition: Creating content, links, and social signals to rank better in search engines (Google) for selected terms which are deemed important for the business. Example: ElämysLahjat.fi

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The  Good  and  Bad  Good Bad

Pretty much every website needs to know this

Results take time to show

Free traffic from Google It’s not ”free”; it takes time, 3-6 months

Results can last long Vulnerability to Google’s algorithm changes

Doesn’t work when people are not looking for products in your category

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How  to  use  it  in  a  startup?  Rank better for relevant terms, when people are looking for a solution in your product category.

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How  to  start?  1.  Do keyword research 2.  Map who rank the best, think of ways to

cooperate for links 3.  Make sure all content is original and fresh 4.  Hire a good SEO guy (but be beware of

blackhat!).

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Metrics  O Growth of organic traffic O Links (PageRank profile) O Indexed content pages O Duration of visits, bounce O Page load time.

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Tools  O Tools:

O AWR Cloud O Google Webmaster Tools O Screaming Frog SEO Spider O Google PageSpeed Insights O Google Analytics.

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AdWords  Definition: Paid text ads in Google. Example: Lelut.fi, Netrauta.fi

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The  Good  and  Bad  Bad Good

As soon as you stop paying, you stop showing

The results are instant

Competitors tend to push up prices every year (bid wars)

Only pay for clicks

Interest at a given point is naturally limited; restricts scaling

Total control over keywords: which ones & how much

When people are not searching for your category…

Quality can counter money (Quality Score)

It’s always on

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How  to  use  it  in  a  startup?  Rank better for relevant terms, when people are looking for a solution in your product category.

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How  to  start?  1.  Learn the basics of A/B-testing 2.  Get some money to test paid ads 3.  Learn short copy 4.  Read Google’s help for AdWords Certificate

(and get the certificate ;) 5.  Get a good designer for GDN (display &

retargeting).

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Metrics  O CPC = cost per click O CTR = click-through rate O CVR = conversion rate O CPA = cost per action (usually sales) O QS = quality score.

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Tools  O Tools:

O AdWords Editor O Übersuggest O Keyword Planner O Google Analytics.

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Facebook  Marketing  Definition: Using Facebook to reach potential customers via organic and paid means. Example: BodyBuilding.com

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The  Good  and  Bad  Good Bad

Pay only for clicks/impressions

Social mode is not as strong for conversion as search mode

Superior demographic targeting

Fake clicks, bots, and Banglaheshi

True Superplatform; reach 1Bn people in 100 countries!

Constant reduction of organic reach makes you want to look for other social platforms

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How  to  use  it  in  a  startup?  

O Testing value propositions O Interaction (surveys, qualitative research) O Building international following O Sales? (30/70 rule)

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How  to  start?  1.  Learn A/B-testing methodology 2.  Get some money to run tests on paid ads 3.  Focus on finding out if you can get 1) any

conversions at all, and 2) how well would it scale if somebody gave you 1000x more money

4.  …also, learn about newsfeed optimization.

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Metrics  Metrics:

O Likes O Shares O Comments O Frequency of posting O Engagement ratio (!)

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Tools  O Tools:

O Facebook Power Editor O Qwaya O Smartly.io O Rapportive (for networking) O Buffer (for sharing).

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Content  Marketing  Definition: Creation of content, such as text, videos, pictures, infographs and slideshows in order to communicate expertise in a given field or industry, and to generate business leads. Example: Mint.com

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The  Good  and  Bad  Good Bad

If results comes, they can last a long long time (opinion leader)

Expensive, because it takes so much time (remember, your time is not free!)

It’s easy to start if you know about the topic

Showing direct ROI is difficult

Potential for crowdsourcing (Freelancer.com, Fiverr.com)

Getting results takes time; 1-2 years

Requires true passion, knowledge, and consistency (if you dropped college because writing thesis was too hard, forget about this) 22

How  to  use  it  in  a  startup?  O Become a thought-leader in your field O Make buzz in social media (remember,

effects carry over to SEO) O Generate leads by giving people something in

exchange for email addresses (and then follow-up with a proper lifetime marketing approach).

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How  to  start?  1.  Think if you want to start; content marketing is

parallel to turning into a publishing house; it works for ~1% of startups

2.  If you do want, subscribe to Colibri.io, start tracking relevant industry terms and be ready to comment in relevant discussions e.g. in Quora and Twitter

3.  Join every possible LinkedIn and Facebook group in your field

4.  Create a content calendar and stick to it 5.  Every time you create content, post it to the

aforementioned LinkedIn and Facebook groups 6.  Also curate other industry players’ content and

share it in your social media profiles

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Metrics  O Number of generated leads (#) O Value of those leads (€) O Content-specific metrics (shares, likes,

inbound links…).

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Tools  O Tools:

O Fiverr.com (for content production) O Colibri.io O gDocs (for content calendar) O Google Analytics.

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Startup  Metrics  O CAC = customer acquisition cost O CLV = customer lifetime value

O (Revenue per month x Avg. Lifetime)

O AARRR (Dave McClure) O Acquisition O Activation O Revenue O Referral O Retention.

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Innovative  approaches…  O Crowdfunding

O Kickstarter O IndieGoGo

O Growth hacking O (search in Quora)

O App Store Optimization (ASO) O (Google this)

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Where  to  learn  more?  O AdWords

O PPC Hero O Search Engine Land

O Facebook O Jon Loomer O Fiercer Media (Marko Pyhäjärvi)

O SEO O MOZ blog O Matt Cutts

O Content marketing O Buffer Blog O Content Marketing Institute

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Thanks!  

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