Startup Customer Acquisition - Marketing Channels for Startups
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My Startup Customer Acquisition presentation given to the AngelCube Startup Accelerator teams for 2013. I give an overview of the various startup customer acquisition channels available as well as pros and cons of each channel. We cover things such as PPC, SEO, Facebook ads, Retargeting, Email, Business Development and Growth Hacking. I also jump into the importance of building great marketing systems so that founders can fire themselves from the process and scale up fast.
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Startup Customer Acquisition - Marketing Channels for Startups
- 1. Startup Customer Acquisition The search for customers and $$$.... on scale!! Ivan Lim Head of Marketing - Tweaky @ivanmelvin ivan@tweaky.com
- 2. Startup Customer Acquisition Most of the time startup marketing feels like this
- 4. Startup Customer Acquisition There are very rarely any silver bullets in startup marketing Startups need to commit to trying lots of different things and failing at most until some methods stick.
- 5. Startup Customer Acquisition The lay of the land (startup marketing)
- 6. Startup Customer Acquisition Channels & Tools Paid Content & SEO Email Growth HackingPartnerships
- 8. Startup Customer Acquisition Paid Pros Cons - Fast setup - Quick validation - Highly targeted - Expensive & Saturated - No long term asset value - There are incumbent advertisers - Requires active optimization Search PPC
- 10. Startup Customer Acquisition Paid Pros Cons - Targeted audiences - Fast setup - Generally very poor engagement - More likely to complete Naval Seal Training than click a banner ad - More likely to survive a plane crash than click a banner ad Display advertising
- 11. Startup Customer Acquisition Paid Pros Cons - Targeted audiences - Fast setup - Generally very poor engagement - More likely to complete Naval Seal Training than click a banner ad - More likely to survive a plane crash than click a banner ad Display advertising
- 12. Startup Customer Acquisition Paid Pros Cons - Targeted audiences - Fast setup - Generally very poor engagement - More likely to complete Naval Seal Training than click a banner ad - More likely to survive a plane crash than click a banner ad Display advertising
- 14. Startup Customer Acquisition Paid Pros Cons - Some of the cheapest advertising inventory out there - Strong engagement audience - Highly targeted segmentation based on visitor actions - Cool factor and makes you appear bigger - You need visitors first - Requires regular refreshing due to ad fatigue - Requires active optimization Display Retargeting
- 16. Startup Customer Acquisition Paid Targeted Facebook ads according to customer emails, Facebook IDs or phone numbers!!
- 17. Startup Customer Acquisition Paid Targeted Facebook ads according to customer emails, Facebook IDs or phone numbers!!
- 18. Startup Customer Acquisition Paid Targeted Facebook ads according to customer emails, Facebook IDs or phone numbers!!
- 19. Startup Customer Acquisition Paid Pros Cons - Cheap inventory (but is rapidly rising) - Super awesome for consumer products - The most powerful demographic targeting available - Great for persona testing - Facebook users starting to experience ad fatigue - Requires even more ad refreshing - Can get expensive very fast if not monitored - Best results come from driving traffic to a FB page Facebook Ads & Custom Audiences
- 21. Startup Customer Acquisition Paid Pros Cons - Cheap inventory - Some large publishers - Decent engagement powered by email effectiveness - Great for identifying future partnerships - Limited by inventory of publishers - Monthly minimum of $500 Launchbit Email Ad Network
- 23. Startup Customer Acquisition Paid Pros Cons - Strong ROI potential - Outsourced salesforce strategy - Pay for results - Potential SEO benefits if configured correctly - Around 10% of total affiliates do the work - Affiliate networks can be expensive to enter - Can get lost among sea of other advertisers Affiliate Marketing
- 24. Startup Customer Acquisition Paid Email Growth HackingContent & SEO Channels & Tools Partnerships
- 25. Startup Customer Acquisition Content & SEO
- 26. Startup Customer Acquisition Content & SEO
- 27. Startup Customer Acquisition Content & SEO
- 28. Startup Customer Acquisition Content & SEO
- 29. Startup Customer Acquisition Content & SEO h"p://seogadget.com/content1strategy1generator1tool1v21update/
- 30. Startup Customer Acquisition Content & SEO h"p://www.slideshare.net/ipullrank/scaling1quality1v10
- 31. Startup Customer Acquisition Pros Cons - Building long term asset - “Free” traffic - Viral Potential - Positioning tool - Competitive advantage - Good for lead generation - Typically a Long Game - Typically Poor direct ROI - Becoming increasingly saturated, requires Awesome not just Good content Content Marketing & SEOContent & SEO
- 32. Startup Customer Acquisition Paid Email Partnerships Growth HackingContent & SEO Channels & Tools
- 38. Startup Customer Acquisition Pros Cons - Still one of the most engaged marketing channels - Drives significant revenue through timely offers - Trigger based email - Strong lead nurturing capability - Cheap Cheap Cheap - Need a sizeable list to be big - Can’t hammer with offers all the time, focus on value Email marketingEmail
- 39. Startup Customer Acquisition Paid Email Growth HackingContent & SEO Channels & Tools Partnerships
- 40. Startup Customer Acquisition Partnerships Find marketing fire hoses
- 44. Startup Customer Acquisition You can hire a Virtual Assistant and Online Researcher for $3.33 an hour Partnerships
- 52. Startup Customer Acquisition Pros Cons - Competitive Advantage - Huge Audiences - Brand Presence - Benefits other marketing channels - Hard to automate - Long sales cycle Partnerships Partnerships
- 53. Startup Customer Acquisition Paid Email Partnerships / Direct Sales Growth HackingContent & SEO Channels & Tools
- 54. Startup Customer Acquisition Growth Hacking
- 55. Startup Customer Acquisition Growth Hacking
- 56. Startup Customer Acquisition Growth Hacking Josh Elman We dug in to our data for our most engaged users and tried to learn what the “aha” moment was for them. We then rebuilt our entire new user experience to engineer that moment more quickly. It turned out that if you manually selected and followed at least 5-10 Twitter accounts in your first day on Twitter, you were much more likely to become a long term user, since you had chosen things that interested you. And if we helped someone you know follow you back, then even better. As we kept tweaking the features to focus on helping users achieve these things, our retention dramatically rose.
- 57. Startup Customer Acquisition Growth Hacking
- 58. Startup Customer Acquisition Growth Hacking
- 59. Startup Customer Acquisition Growth Hacking
- 60. Startup Customer Acquisition Growth Hacking
- 61. Startup Customer Acquisition Mix tactics together
- 62. Contact New Partner for Co-brand Webinar Landing Page & Webinar Purchase & Engage Those who didn’t attend webinar or not engaging Startup Customer Acquisition
- 63. Almost anything can scale Startup Customer Acquisition
- 64. Startup Customer Acquisition Fire yourself
- 65. Startup Customer Acquisition Attribution is important
- 66. Startup Customer Acquisition Strong Systems = Strong Startup Marketing
- 68. Startup Customer Acquisition The search for customers and $$$.... on scale!! Ivan Lim Head of Marketing - Tweaky @ivanmelvin ivan@tweaky.com