practical product marketing: engaging customers to drive advocacy and growth
TRANSCRIPT
Engaging your Customers to Drive
Advocacy and GrowthMelinda Chung
Director of Product Marketing, GoDaddy
Girls in Tech Catalyst Conference - April 27, 2015
Today
● What is Engagement?
● Why is Engagement Important?
● Five Key Engagement Channels
● Three Engagement Marketing Truths
Melinda Chung, April 2015
What is Engagement?
Getting your existing customers to do more with your product
● Use your product more (page views, visits, app opens)
● Buy more of your product or buy another product that your company sells
● Contribute more comments or contentMelinda Chung, April 2015
Engagement → Advocacy & Growth
Melinda Chung, April 2015
Word of MouthPR/Press
SEOContent Strategy
Advertising AC
QU
ISIT
ION
Key Channels
(EX
ISTI
NG
US
ER
S)
(NO
N-U
SE
RS
)
Contests / IncentivesSocial Media
Customer Care
Product ExperienceOnboarding / User EduIn-product Messaging
Direct Email
ENG
AG
EMEN
T
Word of Mouth
Key Channels
● In-Product Messaging● Email● Mobile● Social Media● Customer Care / Support
Melinda Chung, April 2015
Email - Activity/Non-Activity TriggeredMe: Joined a new LinkedIn groupLinkedIn: “See who you should meet in this group”
Me: Used LiquidSpace in December, haven’t used sinceLiquidSpace: (In April) “Need a space?””
Melinda Chung, April 2015
Social Media
Source: Fortune Magazine
Connection → Likes and Shares Unexpected Connection → Word of Mouth
Melinda Chung, April 2015
The Rest
● Facebook - Promoted Posts
● Google - Retargeting
● Twitter - Retargeting
● Suggested content carousels in-product
● And more
Melinda Chung, April 2015
Must Be Grounded in Strategy and InsightsCustomers: ● Who is your target customer?● What do they care about?● Who are your BEST customers? Do you have cohort or data analysis to support?
Value proposition: ● How do you uniquely deliver value to them?● What are your key three benefits? ● What are the barriers to usage? Why do customers leave? Why do they not renew?
Messaging:● What is the primary message that you want to communicate?● What are the brand principles that you are reinforcing with every communication?
Melinda Chung, April 2015
Questions?
Melinda ChungTwitter: @mwchung
www.melindachung.com
Melinda Chung, April 2015