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What Online Marketing Activities Should You Be
Prioritizing?
STEPHANIE CHANG
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Prove Your Product Has a Market
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Having a great product isn’t enough
http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-the-
worlds-best-photo-startup
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Invest into Paid Search Channels
Paid search using Google Adwords or Bing Adshttp://www.rimmkaufman.com/blog/starting-from-scratch-a-paid-search-primer/20112007/
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Note: It’s important to set up tracking
Stephanie Chang@stephpchang
Set up Google Analytics on your site – It’s free!
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Why Paid Search?
Stephanie Chang@stephpchang
This is the most efficient way to determine if there is
a market for your product online
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Make sure to test your paid search ad copy
Stephanie Chang@stephpchang
Do certain keywords/headlines/copy lead to customers?
This is the quickest way to measure the performance of your paid
advertisement
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The most important metric to measure
Stephanie Chang@stephpchang
Cost-Per-Acquisition / Cost to Gain a Customer
http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/
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You also have clear marketing objectives in paid search
Start with your baseline conversion results and aim
for higher quality scores and lower cost-per-clicks.
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Set clear parameters in your paid search campaign
Set daily maximum budgets and bids for keywords until you figure
out what keywords perform
Tip: Low budget Bid on Long-Tail Keywords
http://offers.hubspot.com/marketing-ebook/introductory-guide-to-paid-search
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Test the Market
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Once you’ve proven there’s a market...
Gain an understanding of your target market using
social targeting – demographics, geo location
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Develop a direct relationship with your customers with a simple email
marketing strategy
Stephanie Chang@stephpchang
Test what type of content leads to high open
rates and what types lead to conversions.
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Then compare your product to your competitors
Stephanie Chang@stephpchang
How are they gaining customers? Who talks about them online?
Factors MyBusiness
Competitor1
Competitor 2
Competitor 3
Notes
Products
Price
Quality
Expertise
Location
Reputation
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Build Momentum
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Build your community and content
Stephanie Chang@stephpchang
Continue to engage with your existing customer base
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Build relationships with influencers from the community
Stephanie Chang@stephpchang
Use tools like Topsy or Followerwonk.
If you’re able to build your own tools, scrape data from Twitter and
visualize the data using TagsExplorer or Fusion Tables
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Optimize your site for SEO
Stephanie Chang@stephpchang
Free Guide to SEO
http://moz.com/beginners-guide-to-seo
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Find your target audience on other online
communities/sites, create value, and grab their
attention.
Stephanie Chang@stephpchang
You’ve determined there is a market for your product online. Find
creative/authentic ways to create awareness for your business.
http://www.slideshare.net/mattangriffel/growth-hacking
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Become friends with journalists and learn how to create/break news.
Stephanie Chang@stephpchang
These activities will help you create awareness, capture people’s
attention, and keep your company top of mind.
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Build Customer Loyalty
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Develop different types of content to address your customer’s needs
Stephanie Chang@stephpchang
It’s very important to develop a relationship with your
customers. Why not do it with content?
It took this much effort
to gain customers –
keep them!
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Customers are important brand advocates
Stephanie Chang@stephpchang
Be deliberate in your marketing about what makes
your company exceptional.
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Edge Cases
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Crowd Funding benefits from PR
Stephanie Chang@stephpchang
Example: Kickstarter
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Niche products
Stephanie Chang@stephpchang
Would benefit from focused marketing efforts
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B2B Products
Stephanie Chang@stephpchang
Would benefit from focused marketing efforts
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B2C Niche Products
Stephanie Chang@stephpchang
Target specific channels