This document discusses marketing strategies for acquiring, engaging, and retaining customers. It outlines tactics for different stages of the customer funnel including awareness, acquisition, engagement, and retention. Key metrics for measuring success at each stage are also provided such as conversion rates, average sales, lifetime value, and referral rates. Specific tactics include blog posts, social media marketing, events, and newsletters on a regular schedule to drive awareness and acquisition.
16. 1-7-30-4-2-1Marketing Calendar
Bi-
Daily Weekly Monthly Quarterly Yearly
annually
Publish a
whitepaper
Blog post
Guest Blog Produce an
Host an event
Post Create an annual
Video
News updates ebook industry
Webinar
Newsletter report
Participate in
RSS Feeds Create an
forums Participate in
Podcast infographic Redesign
a trade show
Twitter your site
A/B testing
updates Share a Have a
Create a new
presentation contest Host a
Update some brochure
on Slideshare roundtable
content
Create a
video series
17. Acquisition
Key Metrics
• CAC per channel
• Conversion rate per channel
• Average sale/channel
• Most viewed channels
18.
19. Engagement
1.Login
2.Upload Pictures
3.Tag Pictures
4.Share Pictures
5.Comment on other’s pictures
Key Metrics:
• % who convert from free to paid
• Which events did they do
20.
21. Retention
Key Metrics
• Lifetime value
• Average time between visits
• Key events triggered
• Complaints, support tickets/
customer
• Net Promoter Score
programmer to marketer\nmediocre at product good at marketing\n
10X product strategy\ndon’t do this for the first 10, you know them\n10-100 hit the trough\n
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1. 1 page per source\n2. A/B testing\n3. Ad/message matching\n4. context of use - Photo of product used in real life\n5. videos increase conversion\n6. directional cues for call to action\n7. balance data vs. conversion. long forms don’t work. test this\n8. edit ruthlessly. remove half of your words. then half again too many words kill\n9. enable social sharing\n10. social proof - testimonials and social streams\n11. one page, one purpose each element supports a single objective\n12. post conversion marketing - confirmation screens, next step links and options to follow you \n\n\n
home tour pricing\ntoo many links give them too many options\nhalf life\n
its not about gut, its about data\nhippo highest paid person’s opinion\n
how it works - this is oversimplified...\n90th %\nuse a calculator\ntools - unbounce, optimizely, google website optimizer, visual website optimizer\n
you want landing pages for each of these\nthe message on the page should match the message in the media\n\n
a web page for each keyword\nyou should coordinate ppc with seo\n
timing of messages\nthought leadership or curation\ndon’t discount google+ link juice\nfacebook fan page\nlinked in posts\n
down on ppc because they don’t understand how to use it. 60B industry\nkeywords. ads must match message\nlook at what your competitors are doing keyword spy\na/b test the hell out of it\non board of company that gets almost all their new customers this way Bernhard makes it work.\nsearch for coupons\nlong tail keywords\ntry them all, don’t form opinions bing has better CAC/higher plan customers\nstartup america\n
flipboard or feedera\nNews google alerts\nwrite a bunch of tweets at once\nguest blog post both ways\ncross post your blog - BIC\nvideo series = whiteboard fridays\nDetailed based on extensive research or interview with SME\n
Explain all that goes into CAC\nuse your rate in the outside world, don’t discount your time\n
activation conversion path track events\nAlso good to know how many times someone comes before they convert\nWhy GA sux. kissmetrics or mixpanel\nvanity metrics - page views people buy software pageviews don’t correlate\nfacebook fans (edgerank), twitter followers (followerwonk)/retweets, mentions\nemail open rates (tests subject lines, instead of CTR) \n
Activation is who moves from free trial to paid\nWhat is the key path for folks who convert?\n\n
email drip marketing welcome, features, offer to help, ask if you can call them for an exit interview, survey\nA/B test this\nin app - banner or lightbox\nphone calls\n
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initially, you will be below 10%\nbreak it down into events\n
newsletter - tips tricks, new features, featured customer\nPhone - call them, customer interviews, push for apps\nconferences and webinars\nonline forums like user voice, get satisfaction\n
cross sell, upsell\nadd ons\ncreate some kick ass features and put them in a premium plan\n
referrals referral programs subscriptions, ipads, gift cards, etc.\ndiscount codes for their buddies\nsharing with sign up (limited viewer or limited time usage) - creates virality\ncontests\nadvisory board\nlikes on facebook, tweets\n
