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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The 8 Ways Startups SUCK at Marketing
Why so many founders & early ...
Bit.ly/starketing
Too Many Startups Die Because They
Can’t Get Customers
CB Insightscompiledan
analysisfrom startup post-
mortems.
These 5 are mostly “couldn’t
find enough customers” or
“couldn’t...
To stay focused on marketing, I’m going to
assume your startup has* a:
A)productpeoplewant&willpayfor
B)serviceablemarket
...
A Terrible Name
#1
Problems:
Noonecouldsayournameuntil
theyheardit
Ona.org,sofolksassumedwe
werenonprofit
Took~$500Ktorebrandin2013
(“Moz”)
Problems:
Domainis“getskorch.com”
Normalpeoplewillhear&spell
“scorch”
Theydon’town“Skorch”onany
socialmediaplatform
Problems:
Pronunciationisunclear
Difficulttospell/findevenafter
youhearit
Problems:
Lunarisalreadyassociated
w/dozensofotherthings
(includingotherwatches)
Brandnamedirectly
conflictsw/product’sUVP
Problems:
Hustlehasnegativeconnotations
outsideSV(hustlers,getting“hustled”,
“HustlerMagazine,”etc)
Namesuggestsproductiss...
7RulesforaSolidName:
Easytospell,say,hear,andremember
Hasnoexistingassociationsthatcouldconfuse
Eithersuggestswhatthecompa...
Some Startups WhoNailedIt:
YouCANSucceed,EvenWithaCriteria-BreakingName….
It’sJustHarder.
Pssttt….
Solongasthenamematchesthecriteria,youdon’t
personallyhavetolikeit
Overvaluing 1st Exposure
#2
StartupMarketingMythology
Step1:BuildaGreatProduct
Step2:GetonProductHunt(orHN)
Step3:Customers!$$$!SeriesA!
This is a long process,
with many steps
Yay! You made it to the top of PH & received 15,000 visits
+ 500 email signups
But, only ~0.01% of people are looking for ...
Every day, a few dozen people search for this
(and don’t find you)
Loads of searches for your service,
but none of these people can find
you 
They visit this list (and
you’re not here)
They ask friends +
colleagues (who’ve never
heard of you)
They rely on existing
providers
They lean on social proof
from their networks
If you only play here (first
exposure)
Or here (decision
time)
You’re gonna have a bad time 
StartupMarketingReality
Step1:Getknown+trustedbyyouraudience
Step2:Growapresenceacrossthechannelstheyusetofind
solutionsyo...
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
Strategic startup marketing
encompasses all of these
...
Chasing Growth Hacks
#3
Hack-Chasing Usually Leads to Death Before
Success
Via ProStart
Hack Hack Hack Hack Crap.
Don’t Fight the “Law of Shitty Clickthrough Rates”
Via
Andrew Chen
A lot of exploitable, short-term “growth
hacks” start h...
Great Marketers Focus on Flywheels (systems that
scale w/ decreasing friction)
Moz’s
Flywheel
KW Research + Industry
Intuition
Publish
Content
Promote via Social
Channels
Push to email + RSS
subscriber...
KW Research + Industry
Intuition
Publish
Content
Promote via Social
Channels
Push to email + RSS
subscribers
Earn Links +
...
KW Research + Industry
Intuition
Publish
Content
Promote via Social
Channels
Push to email + RSS
subscribers
Earn Links +
...
Moz is a Business Built on Content
Dollar Shave Club
was Built on a Press
& Media Flywheel
Via NYTimes
Dribbble was Built on a UGC/Community
Flywheel
But… Almost Every Flywheel Finds
a Point (or Points) of Friction
Publish
Content
Promote via Social
Channels
Push to email...
Growth Hacks
Can Accelerate a Flywheel
Hacks aren’t necessarily evil, spammy, or
without value.
They can be useful when applied to a sound
marketing strategy.
Find a Balance Between Long-Term Investments &
Short-Term Hacks
High upfront costs Pay (in time/$$) as you go
Long-Term In...
The Formula for Marketing that Will Work for Years to
Come:
Strategic
Roadmap
Scalable
Flywheel
Long-Term
Investments
Hack...
Saving Marketing
Until Launch
#4
Via ASmartBear
TheFirstTimeSomeoneHearsAboutYou…
You want my
credit card &
email???
Via ProductHunt
Which One(s) ShouldYou Do?
Createablog?
Participateinforumdiscussions?
Buildacommunityonyourownsite?
Becomeaguestcontribut...
Invest in 2-3 tactics long before you launch a
product.
So that when you do, there’s a pre-existing
community that wants t...
Relying on Paid Ads
#5
Via Wordstream
This happens when your CTR &
engagement are high
Via Wordstream
This happens when you have an unknown brand or target a
new/unexposed audience
Facebook, Twitter, Instagram, & display ads all
work the same way
Via Resolution Media
HowtoWinatDigitalAdvertising
Step1:Earnbrandexposurew/yourtargetaudience
Step2:Get>1organicvisit(orsocialengagement)
Step3...
Not Prioritizing an
Easy-to-Reach Audience
#6
“Ourtargetaudienceisoff-the-
gridtypeswhohate
advertisingandmostlyread
bookswrittenbefore1950.”
“Wehaveaguerillamarketing
planwebelievecanreachthis
eclecticgroup(andweonly
need$3mminseedfundingto
execute”
easiertoreach
hardertoreach
Knowyoupersonally(&wouldhappilymeetforcoffee)
Knowofyou,likeyou,&followyourworkclosely
Arealre...
INSANITY is…
easiertoreach
hardertoreach
Knowyoupersonally(&wouldhappilymeetforcoffee)
Knowofyou,likeyou,&followyourworkclosely
Arealre...
easiertoreach
hardertoreach
Knowyoupersonally(&wouldhappilymeetforcoffee)
Knowofyou,likeyou,&followyourworkclosely
Arealre...
easiertoreach
hardertoreach
Knowyoupersonally(&wouldhappilymeetforcoffee)
Knowofyou,likeyou,&followyourworkclosely
Arealre...
But Rand…
Mark didn’tstartFacebookwith…
Ohdang…He totallydid.
Brian& Joe didn’tstartAirBnBwith…
Ohdang…Theytotallydid.
Jeremydidn’tstartYelpwith…
Ohdang…He totallydid.
Danielledidn’tstartMattermarkwith
Ohdang…She totallydid.
easiertoreach
hardertoreach
Knowyoupersonally(&wouldhappilymeetforcoffee)
Knowofyou,likeyou,&followyourworkclosely
Arealre...
Failing at Funnel
Fundamentals
#7
Most Marketers and
Sites Focus
on Optimizing for
Conversion
Get More and More
People Through
These Steps
And Get
Paid
$$Bu...
Most Marketers and
Sites Focus
on Optimizing for
Conversion
Get More and More
People Through
These Steps
And Get
Paid
$$
A...
Searching
Google
Browsing
Social
ReadingNews
Engagingin
Discussions
FollowingInfluencers
If you get to know your audience ...
Research
If You Don’t Know…
Via GrowingYourAudiencew/ RandomAffinities Via Use Customer Surveysto DefineYour Content
Marke...
Once you have real
people signing up for
your product, you can
learn more about them
Now we just need to
find out where people
like this guy hang out
Have a community &
can find/recruit folks
excited about your
product?
Do that!
Then you can
survey this
audience to
identify their
clones 
IdeallyYouWantto:
A:Identifyrightcustomers
B:Findwhat/whoinfluencesthem
C:Clone,expand,&repeat
I’ve found it incredibly helpful
to visualize our funnel
I want to see sources
And how each
contributes to
various levels
I also use this to ID areas
(and channels) where my
visitors aren’t turning into
customers
Then I can identify the traits that separate right
prospects (who’ll use & love our product) from
wrong (those who won’t).
My Favorite
Process:
From Conversion Rate Experts’ case study
Boom.
And Shakalaka.
Didn’t try the product Tried, but didn’t love it Tried & loved the
product
What do you think the product
does?
What made y...
Ignoring Brand
#8
Brandis…
Apromise.
i.e.whenyousee“BrandX”itmeans“YAttributes”
Amemory trigger.
i.e.whenyouexperienceproblemZ,youthinkof“Br...
BrandMarketingis…
Acodedmessage.
Remindingyouofthebrand’sexistence
Reinforcingthebrand’scolors,shapes,sounds,experiences,&...
Whatdoyouthinkofwhenyou
seethisbrand?
Brandmarketingreinforcesthat:
Whatdoyouthinkofwhenyou
seethisbrand?
Brandmarketingreinforcesthat:
Beforeyoucanbrand,youneeda
BrandPromise
We
provide…
We evoke
feelings…
We remind you
of…
We share the
values of…
product/
...
How can Penzey’s call 22% of Americans “racist” and maintain a
consumer business?
Online sales up 59.9%. Customer
cancellations up 3%.
EverythingShould(Subtly)ReinforcetheMessage
SEO Snippets
PPC Ads
Big
Content
CommentsTweets
Photos
Landing
Pages
UI & UX
B...
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/starketing
Why Startups Suck at Marketing
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Why Startups Suck at Marketing Slide 1 Why Startups Suck at Marketing Slide 2 Why Startups Suck at Marketing Slide 3 Why Startups Suck at Marketing Slide 4 Why Startups Suck at Marketing Slide 5 Why Startups Suck at Marketing Slide 6 Why Startups Suck at Marketing Slide 7 Why Startups Suck at Marketing Slide 8 Why Startups Suck at Marketing Slide 9 Why Startups Suck at Marketing Slide 10 Why Startups Suck at Marketing Slide 11 Why Startups Suck at Marketing Slide 12 Why Startups Suck at Marketing Slide 13 Why Startups Suck at Marketing Slide 14 Why Startups Suck at Marketing Slide 15 Why Startups Suck at Marketing Slide 16 Why Startups Suck at Marketing Slide 17 Why Startups Suck at Marketing Slide 18 Why Startups Suck at Marketing Slide 19 Why Startups Suck at Marketing Slide 20 Why Startups Suck at Marketing Slide 21 Why Startups Suck at Marketing Slide 22 Why Startups Suck at Marketing Slide 23 Why Startups Suck at Marketing Slide 24 Why Startups Suck at Marketing Slide 25 Why Startups Suck at Marketing Slide 26 Why Startups Suck at Marketing Slide 27 Why Startups Suck at Marketing Slide 28 Why Startups Suck at Marketing Slide 29 Why Startups Suck at Marketing Slide 30 Why Startups Suck at Marketing Slide 31 Why Startups Suck at Marketing Slide 32 Why Startups Suck at Marketing Slide 33 Why Startups Suck at Marketing Slide 34 Why Startups Suck at Marketing Slide 35 Why Startups Suck at Marketing Slide 36 Why Startups Suck at Marketing Slide 37 Why Startups Suck at Marketing Slide 38 Why Startups Suck at Marketing Slide 39 Why Startups Suck at Marketing Slide 40 Why Startups Suck at Marketing Slide 41 Why Startups Suck at Marketing Slide 42 Why Startups Suck at Marketing Slide 43 Why Startups Suck at Marketing Slide 44 Why Startups Suck at Marketing Slide 45 Why Startups Suck at Marketing Slide 46 Why Startups Suck at Marketing Slide 47 Why Startups Suck at Marketing Slide 48 Why Startups Suck at Marketing Slide 49 Why Startups Suck at Marketing Slide 50 Why Startups Suck at Marketing Slide 51 Why Startups Suck at Marketing Slide 52 Why Startups Suck at Marketing Slide 53 Why Startups Suck at Marketing Slide 54 Why Startups Suck at Marketing Slide 55 Why Startups Suck at Marketing Slide 56 Why Startups Suck at Marketing Slide 57 Why Startups Suck at Marketing Slide 58 Why Startups Suck at Marketing Slide 59 Why Startups Suck at Marketing Slide 60 Why Startups Suck at Marketing Slide 61 Why Startups Suck at Marketing Slide 62 Why Startups Suck at Marketing Slide 63 Why Startups Suck at Marketing Slide 64 Why Startups Suck at Marketing Slide 65 Why Startups Suck at Marketing Slide 66 Why Startups Suck at Marketing Slide 67 Why Startups Suck at Marketing Slide 68 Why Startups Suck at Marketing Slide 69 Why Startups Suck at Marketing Slide 70 Why Startups Suck at Marketing Slide 71 Why Startups Suck at Marketing Slide 72 Why Startups Suck at Marketing Slide 73 Why Startups Suck at Marketing Slide 74 Why Startups Suck at Marketing Slide 75 Why Startups Suck at Marketing Slide 76 Why Startups Suck at Marketing Slide 77 Why Startups Suck at Marketing Slide 78 Why Startups Suck at Marketing Slide 79 Why Startups Suck at Marketing Slide 80 Why Startups Suck at Marketing Slide 81 Why Startups Suck at Marketing Slide 82 Why Startups Suck at Marketing Slide 83 Why Startups Suck at Marketing Slide 84 Why Startups Suck at Marketing Slide 85 Why Startups Suck at Marketing Slide 86 Why Startups Suck at Marketing Slide 87 Why Startups Suck at Marketing Slide 88 Why Startups Suck at Marketing Slide 89 Why Startups Suck at Marketing Slide 90 Why Startups Suck at Marketing Slide 91 Why Startups Suck at Marketing Slide 92 Why Startups Suck at Marketing Slide 93 Why Startups Suck at Marketing Slide 94 Why Startups Suck at Marketing Slide 95 Why Startups Suck at Marketing Slide 96
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Why Startups Suck at Marketing

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One of the biggest reasons startups fail is the inability to scalably attract customers at low cost. In this presentation, Rand covers 8 reasons startups miss out on marketing success, and tips for how to overcome these pitfalls.

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Why Startups Suck at Marketing

  1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The 8 Ways Startups SUCK at Marketing Why so many founders & early teams fail to get acquire right customers, with tactical tips to help solve these dilemmas.
  2. Bit.ly/starketing
  3. Too Many Startups Die Because They Can’t Get Customers
  4. CB Insightscompiledan analysisfrom startup post- mortems. These 5 are mostly “couldn’t find enough customers” or “couldn’t affordably find customers”
  5. To stay focused on marketing, I’m going to assume your startup has* a: A)productpeoplewant&willpayfor B)serviceablemarket C)teamthatcanexecute,learn,&improve *don’thavethese?Get‘emfirst,thencomebacktothemarketingprocess
  6. A Terrible Name #1
  7. Problems: Noonecouldsayournameuntil theyheardit Ona.org,sofolksassumedwe werenonprofit Took~$500Ktorebrandin2013 (“Moz”)
  8. Problems: Domainis“getskorch.com” Normalpeoplewillhear&spell “scorch” Theydon’town“Skorch”onany socialmediaplatform
  9. Problems: Pronunciationisunclear Difficulttospell/findevenafter youhearit
  10. Problems: Lunarisalreadyassociated w/dozensofotherthings (includingotherwatches) Brandnamedirectly conflictsw/product’sUVP
  11. Problems: Hustlehasnegativeconnotations outsideSV(hustlers,getting“hustled”, “HustlerMagazine,”etc) Namesuggestsproductissomething it’snot(acase)
  12. 7RulesforaSolidName: Easytospell,say,hear,andremember Hasnoexistingassociationsthatcouldconfuse Eithersuggestswhatthecompanydoes(AirBnB,Lyft),orhasno existing/problematicoverlap(Google,Atlassian) The.comsiteandmajorsocialaccountsareownedbyyou HasveryfewornoGooglesearchresults Avoidstrademarkinfringement Biasestobrandable>keywordrich/generic
  13. Some Startups WhoNailedIt:
  14. YouCANSucceed,EvenWithaCriteria-BreakingName…. It’sJustHarder.
  15. Pssttt…. Solongasthenamematchesthecriteria,youdon’t personallyhavetolikeit
  16. Overvaluing 1st Exposure #2
  17. StartupMarketingMythology Step1:BuildaGreatProduct Step2:GetonProductHunt(orHN) Step3:Customers!$$$!SeriesA!
  18. This is a long process, with many steps
  19. Yay! You made it to the top of PH & received 15,000 visits + 500 email signups But, only ~0.01% of people are looking for email verification APIs that day 
  20. Every day, a few dozen people search for this (and don’t find you)
  21. Loads of searches for your service, but none of these people can find you 
  22. They visit this list (and you’re not here)
  23. They ask friends + colleagues (who’ve never heard of you)
  24. They rely on existing providers
  25. They lean on social proof from their networks
  26. If you only play here (first exposure) Or here (decision time) You’re gonna have a bad time 
  27. StartupMarketingReality Step1:Getknown+trustedbyyouraudience Step2:Growapresenceacrossthechannelstheyusetofind solutionsyourproductsolves Step3:Bevisiblethroughouttheirdiscovery,consideration,and decisionprocesses
  28. Audience Problem Market Existing Solutions Channels Position Message Strategic startup marketing encompasses all of these The MVP way to do it: Digital Marketer’s Framework
  29. Chasing Growth Hacks #3
  30. Hack-Chasing Usually Leads to Death Before Success Via ProStart Hack Hack Hack Hack Crap.
  31. Don’t Fight the “Law of Shitty Clickthrough Rates” Via Andrew Chen A lot of exploitable, short-term “growth hacks” start here And end here
  32. Great Marketers Focus on Flywheels (systems that scale w/ decreasing friction)
  33. Moz’s Flywheel KW Research + Industry Intuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs
  34. KW Research + Industry Intuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs In 2006, I was lucky if new content led to any links or rankings at all
  35. KW Research + Industry Intuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs But, by 2017, nearly every post earns a handful of links, & some earn a lot!
  36. Moz is a Business Built on Content
  37. Dollar Shave Club was Built on a Press & Media Flywheel Via NYTimes
  38. Dribbble was Built on a UGC/Community Flywheel
  39. But… Almost Every Flywheel Finds a Point (or Points) of Friction Publish Content Promote via Social Channels Push to email + RSS subscribers Crap… We’re not reaching anyone who will link/amplify us 
  40. Growth Hacks Can Accelerate a Flywheel
  41. Hacks aren’t necessarily evil, spammy, or without value. They can be useful when applied to a sound marketing strategy.
  42. Find a Balance Between Long-Term Investments & Short-Term Hacks High upfront costs Pay (in time/$$) as you go Long-Term Investments Slow to show ROI Earn customers while you sleep Low Risk (PR/legal/etc) Can Show Fast ROI Effort In = Links Out Often High Risk Short-Term Hacks
  43. The Formula for Marketing that Will Work for Years to Come: Strategic Roadmap Scalable Flywheel Long-Term Investments Hacks to Remove Friction + + +
  44. Saving Marketing Until Launch #4
  45. Via ASmartBear
  46. TheFirstTimeSomeoneHearsAboutYou… You want my credit card & email???
  47. Via ProductHunt
  48. Which One(s) ShouldYou Do? Createablog? Participateinforumdiscussions? Buildacommunityonyourownsite? Becomeaguestcontributortoothercommunities? Participateinevents&conferences? Growrelationships/awarenessviasocialmedia? InvestinvideoonaYouTubechannel?
  49. Invest in 2-3 tactics long before you launch a product. So that when you do, there’s a pre-existing community that wants to support & amplify you.
  50. Relying on Paid Ads #5
  51. Via Wordstream This happens when your CTR & engagement are high
  52. Via Wordstream This happens when you have an unknown brand or target a new/unexposed audience
  53. Facebook, Twitter, Instagram, & display ads all work the same way Via Resolution Media
  54. HowtoWinatDigitalAdvertising Step1:Earnbrandexposurew/yourtargetaudience Step2:Get>1organicvisit(orsocialengagement) Step3:Advertisetothosewhoalreadyknow+likeyou
  55. Not Prioritizing an Easy-to-Reach Audience #6
  56. “Ourtargetaudienceisoff-the- gridtypeswhohate advertisingandmostlyread bookswrittenbefore1950.”
  57. “Wehaveaguerillamarketing planwebelievecanreachthis eclecticgroup(andweonly need$3mminseedfundingto execute”
  58. easiertoreach hardertoreach Knowyoupersonally(&wouldhappilymeetforcoffee) Knowofyou,likeyou,&followyourworkclosely Arealreadyconnectedtoyouviaemail Alreadyfollowyouonsocialmediachannels Havevisitedyourwebsiteatleastonce Haveheardofyourcompany(andcanrecallit) AreinyourtargetaudienceandreachableviaFB/GGads
  59. INSANITY is…
  60. easiertoreach hardertoreach Knowyoupersonally(&wouldhappilymeetforcoffee) Knowofyou,likeyou,&followyourworkclosely Arealreadyconnectedtoyouviaemail Alreadyfollowyouonsocialmediachannels Havevisitedyourwebsiteatleastonce Haveheardofyourcompany(andcanrecallit) AreinyourtargetaudienceandreachableviaFB/GGads 1) Lacking any strategy to increase the size of these groups
  61. easiertoreach hardertoreach Knowyoupersonally(&wouldhappilymeetforcoffee) Knowofyou,likeyou,&followyourworkclosely Arealreadyconnectedtoyouviaemail Alreadyfollowyouonsocialmediachannels Havevisitedyourwebsiteatleastonce Haveheardofyourcompany(andcanrecallit) AreinyourtargetaudienceandreachableviaFB/GGads 2) Not targeting these people first
  62. easiertoreach hardertoreach Knowyoupersonally(&wouldhappilymeetforcoffee) Knowofyou,likeyou,&followyourworkclosely Arealreadyconnectedtoyouviaemail Alreadyfollowyouonsocialmediachannels Havevisitedyourwebsiteatleastonce Haveheardofyourcompany(andcanrecallit) AreinyourtargetaudienceandreachableviaFB&GG 3) Aiming 100% of your tactics at only these groups
  63. But Rand…
  64. Mark didn’tstartFacebookwith… Ohdang…He totallydid.
  65. Brian& Joe didn’tstartAirBnBwith… Ohdang…Theytotallydid.
  66. Jeremydidn’tstartYelpwith… Ohdang…He totallydid.
  67. Danielledidn’tstartMattermarkwith Ohdang…She totallydid.
  68. easiertoreach hardertoreach Knowyoupersonally(&wouldhappilymeetforcoffee) Knowofyou,likeyou,&followyourworkclosely Arealreadyconnectedtoyouviaemail Alreadyfollowyouonsocialmediachannels Havevisitedyourwebsiteatleastonce Haveheardofyourcompany(andcanrecallit) AreinyourtargetaudienceandreachableviaFB/GGads Pro Tip: Having a lot of target customers in your personal network makes EVERYTHING about starting up easier.
  69. Failing at Funnel Fundamentals #7
  70. Most Marketers and Sites Focus on Optimizing for Conversion Get More and More People Through These Steps And Get Paid $$But startups usually lack this “right audience” at the top of their funnel
  71. Most Marketers and Sites Focus on Optimizing for Conversion Get More and More People Through These Steps And Get Paid $$ And often lack the data & tools to move people through this funnel, too.
  72. Searching Google Browsing Social ReadingNews Engagingin Discussions FollowingInfluencers If you get to know your audience well enough, you’ll know what they do before they ever reach your funnel
  73. Research If You Don’t Know… Via GrowingYourAudiencew/ RandomAffinities Via Use Customer Surveysto DefineYour Content Marketing Efforts Ask
  74. Once you have real people signing up for your product, you can learn more about them
  75. Now we just need to find out where people like this guy hang out
  76. Have a community & can find/recruit folks excited about your product? Do that!
  77. Then you can survey this audience to identify their clones 
  78. IdeallyYouWantto: A:Identifyrightcustomers B:Findwhat/whoinfluencesthem C:Clone,expand,&repeat
  79. I’ve found it incredibly helpful to visualize our funnel I want to see sources And how each contributes to various levels
  80. I also use this to ID areas (and channels) where my visitors aren’t turning into customers
  81. Then I can identify the traits that separate right prospects (who’ll use & love our product) from wrong (those who won’t).
  82. My Favorite Process: From Conversion Rate Experts’ case study Boom. And Shakalaka.
  83. Didn’t try the product Tried, but didn’t love it Tried & loved the product What do you think the product does? What made you try it? What made you try it? What would make you more likely to try it? What are your biggest objections to signup? What objections did you have and how did you overcome them? What caused you to stop using the product? What would have made you stay a customer? What objections did you have and how did you overcome them? What’s been most valuable to you? If you’ve loved it, can we share your story?
  84. Ignoring Brand #8
  85. Brandis… Apromise. i.e.whenyousee“BrandX”itmeans“YAttributes” Amemory trigger. i.e.whenyouexperienceproblemZ,youthinkof“BrandX”asthe potentialsolution
  86. BrandMarketingis… Acodedmessage. Remindingyouofthebrand’sexistence Reinforcingthebrand’scolors,shapes,sounds,experiences,& feelings Nudgingyoutousethebrandattherighttime
  87. Whatdoyouthinkofwhenyou seethisbrand?
  88. Brandmarketingreinforcesthat:
  89. Whatdoyouthinkofwhenyou seethisbrand?
  90. Brandmarketingreinforcesthat:
  91. Beforeyoucanbrand,youneeda BrandPromise We provide… We evoke feelings… We remind you of… We share the values of… product/ service that solves a problem you have that make our customers most anxious about whether our solution is right for them Memories that our target demographics & psychographics will have ++ associations with People who are statistically most likely to be our best customers
  92. How can Penzey’s call 22% of Americans “racist” and maintain a consumer business?
  93. Online sales up 59.9%. Customer cancellations up 3%.
  94. EverythingShould(Subtly)ReinforcetheMessage SEO Snippets PPC Ads Big Content CommentsTweets Photos Landing Pages UI & UX Brand Name Facebook Posts Emails Product Names Videos Visual Branding Outreach Onboarding Press & PR The Brand Promise
  95. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Bit.ly/starketing
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One of the biggest reasons startups fail is the inability to scalably attract customers at low cost. In this presentation, Rand covers 8 reasons startups miss out on marketing success, and tips for how to overcome these pitfalls.

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