Getting Customers - Revenue from Day One
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Getting Customers Focusing on Revenue from Day One Tyler Brooks of Analytive - Fort Collins Startup Week 2016
Transcript of Getting Customers - Revenue from Day One
Getting CustomersFocusing on Revenue from Day One
Tyler Brooks of Analytive - Fort Collins Startup Week 2016
Marketing strategy has evolved more quickly in the past five years than it did in the past five hundred. For centuries, print advertising and mass media dominated until the internet changed everything, creating opportunities to craft unique customer journeys on an ever-larger palette of platforms…
- State of Marketing Leadership
Linkedin + Sales ForceSource: https://www.exacttarget.com/sites/exacttarget/files/smc-marketingleadershipreport_web.pdf
Tyler Brooks
Founder // Analytive
Email: [email protected]
Twitter: @tyler_brooks
Linkedin: https://www.linkedin.com/in/tylerwbrooks
Growth is Everything
GrowthFocused on processes and
tactics
MarketingFocused on outcomes
CMO
VP of Marketing
Growth Hacker
The Rules of Growth
Rule #1: We know nothing.Make no assumptions.
Rule #2: Prove it.If you can’t measure it, it didn’t happen.
Rule #3: You’re never done.You can always get better.
Growth
Source: https://quotefancy.com/quote/3888/Ralph-Waldo-Emerson-Life-is-a-journey-not-a-destination
Let’s GrowTactics
Five Steps:Personas
Measurement
Tools
Experiment
Profit
Step 1: PersonasWho is the buyer?
Buyer Personas are: “fictional, generalized representations of your ideal customers. They help you understand your
customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs,
behaviors, and concerns of different groups.”
- Hubspot
Source: http://cdn2.hubspot.net/hubfs/131912/Buyer_Persona_Ebook.pdf
Questions to AskWhen developing personas
Source: https://cdn2.hubspot.net/hub/137828/file-17623295-pdf/product%20classes/buyer%20personas/developing-personas.pdf
What is their demographic information?
What is their job and level of seniority?
What does a day in their life look like?
What are their pain points?What do you help them solve?
What do they value most? What are their goals?
Where do they go for information?
What experience are they looking for when seeking out your
products or services?
What are their most common objections to your product or
service?
Step 2: MeasurementIf you can’t measure it, it doesn’t exist.
Decide on Goals
What do I want someone to do when they visit my website?
Source: http://jamesclear.com/how-to-focus
Landing Pages Should Focus on One Thing!
E-Commerce
Lead Generation
Content Publisher
Online Information
Branding
Selling Products and Services
Collecting Leads
Engagement and Frequency
Help customers get info
Awareness, engagement, loyalty
Sign-Up for Beta Testing
Make a Purchase
Subscribe to Email List
Share on Social Media
Make a Phone Call
Fill Out a Lead Form
Step 3: ToolsWhat’s in the toolbox?
AdsGet in front of your audience.
MicrotargetingThink small.
High Levels of IntentKnow what people want to do.
AnalyticsMeasure what happens and who does it.
A/B TestingTools to experiment.
Landing PagesTools to experiment and collect.
Google AdWords
Facebook Ads
Google Analytics
MailChimp
The Starter Kit:
Step 4: ExperimentAlways get better.
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
2,880,000 Additional Emails
$21 Average Donation
$60 Million
Copywriting
Photos/Icons/Video
Landing Page Design
Ad Content
Call to Action
Value Proposition
Step 5: ProfitDouble down on what’s working.
Funnels Become Waterslides
When you find a working combination, spend more money with it. But don’t stop testing other combinations.
Thank You to:
FC Startup Week
Digital Workshop Center
Chris Franks - chrisfranks.me
Ryan Holiday - Growth Hacker Marketing
Get this presentation at http://analytive.com/startup-growth
Icon Credit
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