Download - Lecture 15: Product Marketing
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Duke ECE 490L: How to Start New Ventures in Electrical and Computer Engineering
Poornima [email protected]
Jeff Glass [email protected]
Akshay [email protected]
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Review
Duke ECE 490L
• Breaking down features into stories
• Prioritizing product development
• Process for shipping consistently
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Idea Summary
Review Session:Wednesday October 23, 2013
DUHatch
Sign up for a session here!
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Agenda
Duke ECE 490L
• Scrapping Marketing
• SEO
• Social Media
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Case Study #1: Food on the Table
Duke ECE 490L
• Creates weekly meal plans and grocery lists, and hooks into grocery stores to find best deals for ingredients
• Began with a single customer!• Interviewed customers are local super markets.• Signed up 1st customer and dropped off groceries weekly.
• Collected $9.95 on each visit!
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Duke ECE 490L
Not enough to build a product...
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Duke ECE 490L
We also need to build awareness amongst early adopters.
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Duke ECE 490L
Market Share v. Market Adoption
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Duke ECE 490L
We need scalable strategies.
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Duke ECE 490L
Strategies that will have a multiplying effect.
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Duke ECE 490L
Need strategies that will still work even as you grow.
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To Build Awareness
Duke ECE 490L
• Marketing with a shoestring budget• Need to attract early adopters• Long term strategy
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Duke ECE 490L
Too many channels, too little time.
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Duke ECE 490L
Customers Channel
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Duke ECE 490L
Comes back to mental models.
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Duke ECE 490L
Experiment & measure to figure out best channel.
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Duke ECE 490L
Include investigation of channels in your customer interview.
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Duke ECE 490L
Channels will change!
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Duke ECE 490L
Social
e-mailSearch
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Duke ECE 490L
Content marketing.
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Duke ECE 490L
Storytelling.
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Storytelling
Duke ECE 490L
• Relatable• Capture values• Repeatable• Solve a problem or Create an opportunity
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Duke ECE 490L
Capturing user’s experience.
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Duke ECE 490L
Landing PageOR
Blog Post
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Duke ECE 490L
• Why? Makes your financial life easier.• How? Putting all your financial information in one place.• What? Aggregating accounts, creating budgets, automatically sending alerts, capturing investments, and tracking loans.
Case Study #2: Mint.com
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Duke ECE 490L27
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Duke ECE 490L
Case Study #3: Evernote
Why?
How?
What?
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Duke ECE 490L
Once we’ve told the story we need to get technical.
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Duke ECE 490L
Social
e-mailSearch
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Duke ECE 490L
1. SEO
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Duke ECE 490L
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
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Duke ECE 490L
Location. Location. Location.
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Duke ECE 490L
SEO is powerful.
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SEO Will Only Work If...
Duke ECE 490L
• You are patient, it is a long term strategy.• You’re customers are searching for your product or services.
• You adhere to ALL the following strategies.
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SEO Has a Longer Shelf Life
Duke ECE 490L
• Tweet: minutes maybe hours.• Email: 7 days max!• AdWords: turn it off and you’re history.
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Google Wants to be TOP Search Engine
Duke ECE 490L
• It needs to provide clean content• Relevant• Timely• Accessible• Fast
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Duke ECE 490L
Make a crawler your BFF!
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Crawlers LOVE
Duke ECE 490L
• Links• Clear site structure• Clear navigation (internal links to webpages)• HTML & CSS (JavaScript & AJAX is harder)• Categories• Short URLs
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DINGS
Duke ECE 490L
• Keyword stuffing• Duplicate content
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Duke ECE 490L
Can only crawl public sites, no logins!
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Duke ECE 490L
Check if you’ve been indexed.
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How to Become Crawl Worthy
Duke ECE 490L
• Optimize headlines and titles.• Title Tag <head>
<title>Example Title</title> </head>
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How to Become Crawl Worthy Continued
Duke ECE 490L
• URL• Good URL Structure: http://www.dmoz.org/Games/Video_Games/History/• Bad URL Structure: http://www.imdb.com/title/tt0468569/
• Images are indexed too! Provide clear image tags and names.• <img src="http://www.example.com/example.png" alt="Keyword">
• Link traffic: guest blog posts and press pieces.
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Duke ECE 490L
Blogger’s block.
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Easy Methods to Create Content
Duke ECE 490L
• Be observant• Turn conversations into posts.• Showcase: customers (case studies) and experts (interviews).
• Start linking to other sites! (People check their referral traffic sources.)
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Tools
Duke ECE 490L
• OpenSite Explorer: search engine for links• Who is currently linking to you• Search for broken links• Who is linking to competitors
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Tools Continued
Duke ECE 490L
• Google Keyword Tool• Search volume• Competition• Long tail keywords
• Google Analytics • track links• referral traffic• conversions• setup goals
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Improve Search Rankings
Duke ECE 490L
• Do an SEO Audit of entire site• Long tail search terms• Consider location - submit to local directories
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Duke ECE 490L
Social
e-mailSearch
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Why We Think E-mail Sucks
Duke ECE 490L
• Inbox clutter• Low open rate and/or high bounce rate• Lists & quality of content affect results
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Truth
Duke ECE 490L
• The most targeted communication channel• $2.1B being spent on e-mail marketing• Everything matters in email: delivery timing, subject, sender, and message
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Duke ECE 490L
Still don’t believe me?
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Building Up Your List
Duke ECE 490L
• Opt-in• Remind them that they opted in!• Segment your list e.g. paid v. non-paid, prospects v. customer• Frequently opened• Location• Characteristics
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Types of E-mails
Duke ECE 490L
• Drip Campaign aka auto-responders, weekly emails• Sales• Newsletter
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Goals of a Drip Campaign
Duke ECE 490L
• Provide valuable info: e.g. sign up workflow, share your expertise, countdown to an event
• Keep customers engaged and stay relevant!• Not to spam• Consistent frequency: weekly or monthly
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Duke ECE 490L
Create list.Automatically add or pull together contacts.
Create stages and frequency.
Week 1.Week 2.
Schedule it out.
Use an e-mail marketing tool.
Review stats.
Open rate.Bounce.
Links clicked on.
Figure out your
message.Value of product.
Drip Campaign Process
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Duke ECE 490L
Drip Campaign: 2 Week Trial
1. How to get setup.
First day.
4. Reiterate value proposition.Week 2.
3. Additionalresources e.g.customer support.Day 5.
2. Feature benefits to business.
Day 2 or 3.
5. Close
14th day.
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Duke ECE 490L
More personalized the message the better!
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Duke ECE 490L
Did they just sign up?
Follow up!
Keep it short.
Action Item! Compelling subject line.
Did they buy something?
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Duke ECE 490L
Why are we doing all of this again?
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Duke ECE 490L
Attract early adopters!
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Duke ECE 490L
Reuse content!
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Common Re-uses
Duke ECE 490L
• Snippet of blog post in an e-mail• E-mail can also become a blog post• Tweet out blog post periodically
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Duke ECE 490L
Social
e-mailSearch
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Duke ECE 490L
Your audience must be social.
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Duke ECE 490L
Comes back to mental models.
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Social
Duke ECE 490L
• User’s persona• User’s behavior• Awareness v. Intent (search)
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Duke ECE 490L
Need to build an audience.
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Building Up Followers
Duke ECE 490L
• Follow a diverse set• Follow what they share• Follow their followers• Engage in conversations• Take conversations offline
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Duke ECE 490L
Understand audience.
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Duke ECE 490L
Test if you can sell to audience.
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Case Study #4: Femgineer
Duke ECE 490L
• Content Marketing• Persona of Twitter Followers• Value Add + Sales
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Duke ECE 490L
Channel’s effectiveness comes down to analytics.
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Duke ECE 490L
May uncover more channels.
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KEY OBJECTIVE(S) AGENDA
RESOURCESDELIVERABLE
EXERCISE
Understand how to build a feature within the context of a business goal, and break it down into stories.
10 minutes
1.Choose a business goal from last week’s product roadmap exercise.
2.Pick one feature.3.Break the feature down into stories.4.Highlight scope creep!
Stories for one feature. Sprint.ly
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Review
Duke ECE 490L
• Scrapping Marketing
• SEO
• Social Media
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