Growth. Marketing. Distribution. MASTERCLASS by 500 Startups

F U L L C O N TA C T D I S T R I B U T I O N F O R FA S T G R O W T H & S O M E O T H E R T R I C K S

# 5 0 0 S T R O N G C E R E B R O P R O G R A M

W E A R E A L L I N T H E S A M E B U S I N E S S

I D E A # 1 / 1 2

I N T H E S A M E B U S I N E S SW E A R E A L L

I F T H I S I S T R U ES O …

+ <

P R O F I TA B L E B U S I N E S SY O U ’ V E G O T A

G A M E O V E RI F N O T …

H O P E F U L LY Y O U B U I L D A U N I C O R N

I D E A # 2 / 1 2

B U T U N I C O R N S ( $ 1 B C O M PA N I E S ) A R E U N L I K E LY A N D N O R M A L LY T H E Y F I R S T L O O K L I K E H O R S E S

• I know you have dreams an all, but it’s statistically improbable that your idea it’s a billion dollar idea and that you’ll be able to build a billion dollar company

• It’s also not that probable that your product is as amazing as Dropbox and Evernote

• Hey even if it’s awesome (think AirBnB) they still need traction and traffic.

D I S T R I B U T I O N W O N ’ T M A K E Y O U R P R O D U C T S U C K L E S S

I D E A # 3 / 1 2

B U T W I L L H E L P G E T D ATA T O F I X I T

• Normal Cycle: You launch, press coverage, some friends, users… they don’t stick to your product!

• You deploy some fixes (most of the times based on intuition)

• But you are out of friends and press!

• So you’ll need fresh blood. Here’s where this presentation will help you.

M A S T E R I N S TA N T PA I D T R A F F I C

I D E A # 4 / 1 2

I T W I L L S AV E Y O U T I M E A N D M A K E Y O U R L E A R N FA S T E R

• First: No such thing as free traffic. You pay with sweat and time, or with money.

• SEO works and it’s beautiful but by the time it works your accel period is over or you are out of money.

• You can turn paid traffic on and off as you wish. Make some tweaks, turn it on, measure, turn it off. Rinse and repeat.

• I’m aware paid traffic doesn’t work for every business model (for dropbox in the early days did not work), but it does work to prove concepts, designs, if you don’t have enough organic/viral traffic yet.

M O S T N E W S TA R T U P F U N N E L S A R E T O O “ L A Z Y ”

I D E A # 5 / 1 2

L O O K L I K E T H I SM O S T S TA R T U P S F U N N E L S

main keywordwww.

• If you are in a competitive market like “CRM” you’ll be scared paying $50 USD per Click and you’ll quit. Plus your competitors have a lot more thought out funnel.

• Even if you make it work, it’s hard too scale. What would you do to get more people searching for your main keyword? Yeah exactly! Hard to do something about it.

• Then you raise money and you promise your investors that your CAC (Customer Acquisition Cost) is $X. When in reality is $X only for very targeted limited traffic.

• If your competitor CAN and IS WILLING TO spend more money than you because he insists more with a funnel that “tries harder” and has better conversions, he’ll end up with most of the impressions in the market.

S E V E R A L P R O B L E M ST H I S C A U S E S

C H A N N E L S A N D A P P R O A C H E S

I D E A # 6 / 1 2

Channels: Places to Advertise on

Approaches: Your Strategy to Get Seen

main keyword

your brand (or product name, etc.)

competitor (or product name, etc.)

lateral thinking

Google Display

Network

gMail

W E G O F R O M T H I SM I X I N G O U R C H A N N E L S A N D A P P R O A C H E S

main keywordwww.

www.

Google Display

Network

gMail

main keyword

competitoryour brand

lateral thinking

main keyword


lateral thinking

main keyword


lateral thinking

main keyword


lateral thinking

obvious interests


lateral thinking

remarketing

Google Display

Network

remarketing

people who visited and did not signup

people who visited cart page and abandonedpeople who signed up and not activated

people who activated and haven’t purchasedpeople who bought, sell them some more



people who activated and haven’t purchasedpeople who bought, sell them some morerepeat what works on:

2 5 + C A M PA I G N S T H AT E V E R Y S TA R T U P S H O U L D R U N

I D E A # 7 / 1 2

G O O G L E S E A R C H - M A I N K E Y W O R D SC A M PA I G N T Y P E # 1

G O O G L E S E A R C H - M A I N K E Y W O R D SC A M PA I G N T Y P E # 1 - H O U S T O N , W E H A V E A P R O B L E M !

G O O G L E S E A R C H - Y O U R B R A N DC A M PA I G N T Y P E # 2

G O O G L E S E A R C H - Y O U R C O M P E T I T O R SC A M PA I G N T Y P E # 3

G O O G L E S E A R C H - L AT E R A L T H I N K I N GC A M PA I G N T Y P E # 4

M O R E E X A M P L E S O F L AT E R A L T H I N K I N G

C A M PA I G N T Y P E # 4

• Weight Loss Infoproduct

• Women Buying Diapers

• Wedding Dresses

• Wedding Catering

• Wedding Gifts

• How to Breast Feed

U N T I L G R O S S M A R G I N A N D C O N V E R S I O N S A L L O W !

H O W FA R C A N Y O U G O L A T E R A L ?

G O O G L E D I S P L AY N E T W O R KC A M PA I G N T Y P E # 5 , 6 , 7 , 8

• When people read blog/articles/webpages about your topic, about your main keywords

• When people read blog/articles/webpages about your brand or products.

• When people read about your competitors blog/articles/webpages (ie. software “a” vs. software “b”) brand or products

• When people read blog/articles/webpages that can be interesting for your target market

W H I C H S I T E I S T H E S E C O N D S E A R C H E N G I N E I N T H E W O R L D ?

W H O K N O W S …

Y O U T U B E A D SC A M PA I G N T Y P E # 9 , 1 0 , 1 1 , 1 2

• When people watch videos about your topic, about your main keywords

• When people watch videos about your brand or products.

• When people watch videos about your competitors (ie. software “a” vs. software “b”) brand or products or how to.

• When people watch videos that can be interesting for your target market

G M A I L A D SC A M PA I G N T Y P E # 1 3 , 1 4 , 1 5 , 1 6

R E M A R K E T I N G V I A G D NC A M PA I G N T Y P E # 1 7 , 1 8 , 1 9 , 2 0

• Target People that Visited but did not Signup

• Target People that Signed up but did not Activate —> “Hey…Finish what you started!”

• Target People that Activated but did not Purchase —> “You are missing this features!”

• Target People that Went to your Checkout Page —> “Here’s a coupon?”

R E M A R K E T I N G V I A FA C E B O O KC A M PA I G N T Y P E # 2 1 , 2 2 , 2 3 , 2 4

• Target People that Visited but did not Signup

• Target People that Signed up but did not Activate —> “Hey…Finish what you started!”

• Target People that Activated but did not Purchase —> “You are missing this features!”

• Target People that Went to your Checkout Page —> “Here’s a coupon?”

FA C E B O O K C A M PA I G N SC A M PA I G N T Y P E # 2 5 +

• People who are interested in topics that make sense to you

• People who are part of groups that tell you they might need your product/service

• People who have jobs/positions/live, etc. that make you think they might need your services

• People that are fans of some of your competitors or complementary products

• People that read books, watch movies, etc.

• Create Similar Audiences of your Leads, Customers and Audiences that Work Well

YA H O O / B I N G ( C L O N E W H AT W O R K E D )C A M PA I G N T Y P E # ¿ S T I L L C O U N T I N G ?

Yeah Some People Still Use Them and Traffic is Cheap and Might Convert Better!

I S I T W O R T H T H E T R O U B L E ?S O M E R E S U LT S

83% from the Traffic comes from Display ….y 87% of the Conversions!

I T ’ S N E E D E D !

I T ’ S N O T O N LY W O R T H I T

C H A N N E L FAT I G U EO P P P S ! W E H A V E A P R O B L E M :

T H E E G O - F U N N E L L E N G T H C O R R E L AT I O N

I D E A # 8 / 1 2

N O R M A L LY, N O O N E G E T S M A R R I E D I N T H E F I R S T D AT E

• Except in Vegas ;)

T O O K M E M O N T H S O F B E I N G I N H E R I N B O X !H O W D O I K N O W ?

L E T ’ S T U R N T H I S :

S O …

www.

Google Display

Network

gMail

main keyword


lateral thinking

main keyword


lateral thinking

main keyword


lateral thinking

main keyword


lateral thinking

obvious interests


lateral thinking

remarketing

Google Display

Network

remarketing







M O R E P R O L I K E T H I S O N E :

I N T O S O M E T H I N G …

www.

Google Display

Network

gMail

main keyword


lateral thinking

main keyword


lateral thinking

main keyword


lateral thinking

main keyword


lateral thinking

obvious interests


lateral thinking

remarketing

Google Display

Network

remarketing







Social Media:

ebooks

webinars

infographics

drip sequences

phoneviral loops

triggered email

email broadcasts

triggered email

free trial >

phone

T H E S H O R T E R Y O U R F U N N E L , T H E B I G G E R Y O U R E G O .

I N S I G H T:

B E C A U S E M E D I A B U Y I N G I S A B I D D I N G P R O C E S S , T H E O N E T H AT C A N E X T R A C T M O R E VA L U E F R O M T H E C L I C K ( B E C A U S E I T H A S M O R E “ O P P O R T U N I T I E S ” T O S E L L I N I T ’ S F U N N E L ) C A N PAY T H E M O S T A N D G E T T H E M O S T T R A F F I C .

W H Y Y O U N E E D I T ?

C O P Y ( A N D M E S S A G E 2 M A R K E T M AT C H ) M AT T E R S … A L O T

I D E A # 9 / 1 2

S P E A K T O Y O U R P E R F E C T C U S T O M E RI N C R E D I B L E C L I C K - T H R O U G H - R A T E S W H E N Y O U

N O W T E S T… A L O T.

I D E A # 1 0 / 1 2

D O Y O U L I K E F R E E M O N E Y ?W H A T A N D H O W T O T E S T

• Start with the Point with More Traffic & Higher Dropoff

• PPIE = Potential. Proven. Importance. Ease.

• Make sure you have enough traffic before starting.

• If not… Don’t be afraid of Sequential Testing when you are starting.

• Get Ideas from Proven Funnels and Experts (ie. I love: http://useronboard.com/)

• Test the Copy and the “Parts of the Funnel”

• Get Ideas from your Data

Y O U C A N ’ T S P E N D A %

I D E A # 1 1 / 1 2

O P T I M I Z E F O R G R O S S M A R G I N

• People Take Pride on Their Conversion Rates.

• Now you’ll start driving more “broad” traffic and of course, conversion rates will go down! Because it’s people less interested.

• Very High Conversion Rates means you are not Spending Enough on Traffic.

• What do you prefer: 10% ROI on $1M on Spend or 100% on $1 in Spent

M A K E S U R E Y O U A R E T R A C K I N G ( E X A M P L E S O F W H AT C O U L D H AV E G O N E W R O N G W I T H O U T T R A C K I N G )

I D E A # 1 2 / 1 2

A N D A S K Q U E S T I O N SB E A S H E R L O C K H O L M E S O F M E T R I C S

W H I C H E M A I L S P E R F O R M B E S T ?W O U L D Y O U L I K E T O K N O W

W H I C H C O U N T R I E S M A K E Y O U M O R E M O N E Y ?N O T T R A F F I C I S C R E A T E D E Q U A L

A R E Y O U S U R E A L L C I T I E S A R E W O R T H T H E S A M E ?N O T T R A F F I C I S C R E A T E D E Q U A L ( 2 )

A L S O S P E A K T O Y O U A N D N O , A N A LY T I C S I S N O T A P E R F E C T S C I E N C E

L E T Y O U R I N T E R N A L D A TA

W A N N A C H AT ?D O N ’ T H I D E F R O M Y O U R C U S T O M E R S

D O Y O U K N O W W H AT H A P P E N S O N Y O U R M O N E Y PA G E S ?

U N D E R S TA N D T H E D A TA T O H E L P Y O U B U I L D H Y P O T H E S I S ’ A N D T E S T W H A T M A T T E R S

T H E “ D I R E C T ” C U R S EB E C A R E F U L W I T H

L E T ’ S C O M PA R E A G A I N

T O F I N I S H …

T H E “ L A Z Y ” S TA R T U P F U N N E LV 1 :

main keywordwww.

www.

Google Display

Network

gMail

main keyword


lateral thinking

main keyword


lateral thinking

main keyword


lateral thinking

main keyword


lateral thinking

obvious interests


lateral thinking

remarketing

Google Display

Network

remarketing







Social Media:

ebooks

webinars

infographics

drip sequences

phoneviral loops

triggered email

email broadcasts

triggered email

free trial >

phone

V 2 : T H E P R O S TA R T U P

L E T ’ S H E A R S O M E S T O R I E S

N O W L E T ’ S S E E I F A L L O F T H I S I S R E A L …

A N D O T H E R T R I C K SH O W T O B E A T K A S PA R O V A T C H E S S

M A K E T W O .

E V E R Y T I M E H E M A K E S A M O V E ,

B U I L D A G R O W T H T E A M ( A N D L E T T H E M T O T H E I R J O B )

• If you don’t have a Growth Team, at least have Growth Days!

• If you are at Growth Stage, guess who has priority on resources?

• Keep those guys in check, growth is important but don’t sacrifice long term success for short term gains.

T R Y A L O T, I T M AT T E R SY O U ’ L L S T I L L N E E D T O W O R K Y O U R A S S O F F

M AT H P R O B L E MS O M E T I M E S I S J U S T A

Source: http://tomtunguz.com/

S O L U T I O N S T O T H E M AT H P R O B L E M :

• 1) Track Better (give more time, assign direct)

• 2) Increase Conversions

• 3) Grow a Pair of Balls

• 4) Go and Raise More Money (if you need)

S T U D Y & C O P YY O U A R E A P I E C E O F K N O W L E D G E A W A Y F R O M T R E M E N D O U S G R O W T H

• Look at Successfull Companies… They Test a Lot.

• Good Site: http://www.useronboard.com/

• Find out how/where they Advertise: http://www.adbeat.com/ | https://www.whatrunswhere.com | http://semrush.com/

• Browse, Research, Be a Customer

• This is my Feedly (RSS Reader) File… You can read what I read ;) Go to: http://bit.ly/juansfeedly

R E S O U R C E SW H E R E T O L E A R N A N D F I N D I D E A S T O C O P Y

• Campaign Building:

• For Adwords: Google Adwords Editor, AdStage.io

• For Facebook: Adespresso, Qwaya, AdStage.io

• Email Drips/Trigger: Intercom.io, Customer.io, Ontraport

• Email Broadcasts: Sendgrid, Mailchimp, Ontraport

• Customer Support: Helpscout, Zendesk, desk.com

• CRMs: Ontraport, Pipedrive, Pipelinedeals, ZohoCRM, Salesforce

R E S O U R C E SS O M E T O O L S

• Rapid Landing Page Building:

• LeadPages

• Unbounce

• MegaphoneApp

• Tracking: Google Analytics, KissMetrics, Mixpanel

• Phone Support: Talkdesk, IfByPhone

• Project Management Softare:

• Asana (I use this one)

• Basecamp

• Trello

@ J U A N M A R T I T E G U I

“Now they call it Growth Hacking. For years I called it doing my job.”

Growth. Marketing. Distribution. MASTERCLASS by 500 Startups

Small Business & Entrepreneurship

Transcript of Growth. Marketing. Distribution. MASTERCLASS by 500 Startups