how to acquire your first 100 customers: 10 tactics to use after you launch
TRANSCRIPT
How to get your first 100 customers
JUSTIN JACKSON
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also
how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
An experienced product marketer, Justin has also been the host two podcasts: Product People and Build & Launch. Currently, he’s passionate about
helping makers earn an income from the things they create.
JUSTIN JACKSON Founder, MegaMaker
@mijustin
@Kissmetrics
#KissWebinar
@mijustin
WATCH WEBINAR RECORDING NOW
FIRST:
A story about Iron Maiden
IRON MAIDEN: TOO CUTE FOR METAL
They had an image problem. The band's manager, Rod Smallwood, described them as "big teddy bears."
IRON MAIDEN’S NEW BRAND: EDDIE
They found the solution: a mascot named Eddie the Head.
EDDIE BECAME MAIDEN’S UNIQUE ADVANTAGE
The band members themselves weren’t scary, but Eddie was. Seeing Eddie on a shirt was surprising: it jolted you.
Why am I talking about this?
Marketing has dependencies
Product that people
Marketing
Audience Channels that work
Message that resonates
Uniqueness is the gateway drug
This is Iron Maiden’s website
This is Iron Maiden’s website on Bootstrap
1. Bake uniqueness into your product (Balsamiq)
2. Use your own personal uniqueness
(Vaynerchuk)
3. Create unique branding (Rovio - Angry Birds)
3 WAYS TO GET YOUR PRODUCT NOTICED
Tactics
This is Iron Maiden’s website
Getting more leads
Most of the internet’s major properties are ranked lists:
• iTunes App Store
• Product Hunt
• Quora threads
#1. RANK HIGHLY ON A LIST
USE QUORA
USE QUORA
PRODUCT HUNT SEARCH
GOOGLE IMAGE SEARCH HACK
<img src="band-websites.jpg" alt="Band website example"
title="Example of a band website" />
#2. CREATE A FREE TOOL THAT LEADS TO YOUR PRODUCT
#2. CREATE A FREE TOOL THAT LEADS TO YOUR PRODUCT
#3. WRITE A SURPRISING BLOG POST THAT GETS PEOPLE INTERESTED
#3. WRITE A SURPRISING BLOG POST THAT GETS PEOPLE INTERESTED
#3. WRITE A SURPRISING BLOG POST THAT GETS PEOPLE INTERESTED
#4. GIVE AWAY AN EBOOK
#4. GIVE AWAY AN EBOOK
#5. ASK FOR REFERRALS
Hi [name],
It looks like you’ve been using [my product] for a couple of weeks now! Thank you, I’m glad to have you as a customer.
You seem like you’re well connected in the [industry name] circles. Do you know anyone that could benefit from [my
product]?
If so, could introduce them to me?
Cheers,[your name]
#6. SHARE YOUR JOURNEY
#6. SHARE YOUR JOURNEY
#7. EMAIL PEOPLE YOU KNOW
Guiding leads through the funnel
#8. WRITE AN EMAIL COURSE
#8. WRITE AN EMAIL COURSE
#9. USE RETARGETING ADS
Close the deal
#10. FOLLOW-UP WITH YOUR LEADS
#11. ASK FOR THEIR MONEY
#11. ASK FOR THEIR MONEY
#11. ASK FOR THEIR MONEY
TWEET OF THE DAY
Marketing isn’t about you, your app, or your features.
It’s about the potential customer. What are their needs and wants?
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JUSTIN JACKSON Founder, Nerd North
@mijustin
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?