how a content-driven startup grew revenue 340% by avoiding social...
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How a content-driven startup grew revenue 340% by avoiding social shortcuts
Chief Marketing Officer,TigerFitness.com
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Chief Marketing Officer, TigerFitness.com
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To content and social media marketing
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Instead of another supplement site or Amazon?
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TigerFitness.com marketing voice
Corporate Personal
Typical social and marketing voice
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A customer-first content machine
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• Using the right channel for the right message• Snapchat: Flash sales
• Balancing content with selling
• To gate or not to gate?
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Show up and back it up
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1) “Dietary Fish Oil Decreases C-reactive Protein, Interleukin-6, and Triacylglycerol to HDL-cholesterol Ratio in Postmenopausal Women on HRT. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/14505813.2) “Omega-3 Fatty Acids and Hypertriglyceridemia in HIV-infected Subjects on Antiretroviral Therapy: Systematic Review and Meta-analysis. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22180524.3) “A Meta-analysis Shows That Docosahexaenoic Acid from Algal Oil Reduces Serum Triglycerides and Increases HDL-cholesterol and LDL-cholesterol in Per… – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22113870.4) “Meta-analysis of the Effects of Eicosapentaenoic Acid (EPA) in Clinical Trials in Depression. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/21939614.5) “Omega-3 Fatty Acids for Major Depressive Disorder During Pregnancy: Results from a Randomized, Double-blind, Placebo-controlled Trial. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/18370571.6) “Efficacy of Ethyl-eicosapentaenoic Acid in Bipolar Depression: Randomised Double-blind Placebo-controlled Study. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/16388069.7) “Blood Pressure Decrease with Ingestion of a Soya Product (kinako) or Fish Oil in Women with the Metabolic Syndrome: Role of Adiponectin and Nitric … – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22313793.8) “A Systematic Review of Fish-oil Supplements for the Prevention and Treatment of Hypertension. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22345681.9) “Omega-3 Fatty Acid Supplementation Improves Vascular Function and Reduces Inflammation in Obese Adolescents. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/20727522.10) “Effects of Fish Oil on the Neuro-endocrine Responses to an Endotoxin Challenge in Healthy Volunteers. – PubMed – NCBI.”National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/17055120.11) “The Effects of Fish Oil and Isoflavones on Delayed Onset Muscle Soreness. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/12370562.12) “DHA-rich Oil Modulates the Cerebral Haemodynamic Response to Cognitive Tasks in Healthy Young Adults: a Near IR Spectroscopy Pilot Study. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/22018509.13) “Beneficial Effects of Docosahexaenoic Acid on Cognition in Age-related Cognitive Decline. – PubMed – NCBI.” National Center for Biotechnology Information, www.ncbi.nlm.nih.gov/pubmed/20434961.14) N. Braidy, et al. Age related changes in NAD+metabolism oxidative stress and Sirt1 activity in wistar rats. PLOS ONE 6, e19194 (2011).10.1371/journal.pone.0019194pmid:21541336 doi:10.1371/journal.pone.001919415) J. Yoshino, et al. Nicotinamide mononucleotide, a key NAD+ intermediate, treats the pathophysiology of diet- and age-induced diabetes in mice. Cell Metab. 14, 528–536 (2011).10.1016/j.cmet.2011.08.014pmid:21982712 doi:10.1016/j.cmet.2011.08.01416) H. Massudi, et al. Age-associated changes in oxidative stress and NAD+ metabolism in human tissue. PLOS ONE 7, e42357 (2012).10.1371/journal.pone.0042357pmid:22848760 doi:10.1371/journal.pone.004235717) Imai SI, Guarente L. NAD and sirtuins in aging and disease. Trends Cell Biol. 2014 Aug;24(8):464-71.18) Sebastián C , Satterstrom FK,Haigis MC, Mostoslavsky R. From sirtuin biology to human diseases: an update. J Biol Chem. 2012 Dec 14;287(51):42444-52.19) Min SW, Sohn PD, Cho SH, Swanson RA, Gan L. Sirtuins in neurodegenerative diseases: an update on potential mechanisms. Front Aging Neurosci. 2013 Sep 25;5:53.
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Sharing the brand and the hustle
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• Marriage Counseling• Mondays• Always Stay True to YOU• Words Hurt• Spring Cleaning• Live Within Your Means
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•316,226 YouTube subscribers
•135,000 Instagram followers
•94,083 Facebook page likes
•92,704 Facebook page followers
•43,700 Twitter followers
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1. Clearly define and articulate your value proposition
2. Build a customer-first content machine through streamlined planning and production
3. Walk the walk — show up and back it up
4. Share behind-the-scenes content (even if it’s messy) to humanize your brand and connect with your community
5. Listen, respect and respond
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• Figure out your position and how you can differentiate
• Personalize your messaging
• Don’t be afraid to be YOU
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Marc Lobliner, TigerFitness.com