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Topics- Growth Model
- Content Marketing
- Email Marketing
- Sales Hacking
- Pricing
- PR for Startups
- Run 3-5 per week (at least) - Start with the most impactful - Run Smoke Tests - Analyze - Iterate - Share Knowledge - Get “Ideas” From ALL STAKEHOLDERS
Constant ExperimentsIterations matter more than perfect stats
AARRR
Acquisition: more traffic, higher SERP rankings
Activation: more signups become active users MAU
Retention: higher engagement and LTV
Revenue: higher conversion rate and AOV
Referral: tell ur friends -more new users! SHARE
Content Marketing Tips
- Irresistible subject lines
- Cross-promote own content
- User research-backed “content clairvoyance”
- Pulls in influencers
- Multi-channel distribution and engagement (blog, Twitter, FB, YouTube, email, influencer networks)
Golden Rules
The best sales is based on listening, the best CM is
based on RESEARCH.
Keyword research Topic research
Language research
“Talking At” is boring. Listening + responding to what u hear is Engaging
5 Factors that Influence Open Rates Average open rate is below 30%
1. Subject line
2. Sender
3. list quality
4. Snippet preview
5. Content
Golden RulesSubject lines MATTER: They impact a subscriber’s perception of your ENTIRE email. First 10-15 characters MOST important: use action words.
Target and segment: based on previous behavior (open, click, buy) based on events outside of email (ie, use MixPanel)
Measure what matters: Opens/ Click/ Conversion/ Subscribe/ Unsubscribe
Mobile First!!! Over 65% of email gets opened on mobile FIRST.
Golden RulesThe Content REALLY Matters
- Subject line
- Preview text
- IMAGES
- Body
- Always have a CTA (Call To Action)
- Include link reminding people
Susan’s Advice
- Title: 3 Free Office Hour you are invited
- Wow / Free/ What!!
- Red botton
- Signup for free now
- Signup now-$0
Use CRM (SaaS)customer Relationship Management
- Track leads
- Provides data on your sales process
- Example - Percentage of wins v loss
- Transparency on outside communication across teams
Define Sales Stages
Codementor
- Lead - Signup - Request - Matched - Buy Credits - Sessions - Payment
Example
Lead Scoring
- Chance that the customer will close
- Based on metrics of previous sales performance
- Have assumptions about whom the best customers are, and prove that through your sales process by selling to them.
Use Pipeline
- The amount of potential customers (revenue) you have in yours sales process
- Understand the % of your won/lost ratio so you can forecast to meet sales goals
Before Pricing
Benchmarking - What are customers paying now? - What do competitors charge? - Are you offering a comparable service?
Benefit Analysis - Why are people buying? - Financial Motive - Convenience - Risk Reduction
Pricing Skill
- Skimming Model = Monopolies
- Penetration Model = Capture market
- Higher Prices = More SALES (Based on quality, Trust)
- Always Be A/B Testing: Sensitivity/ Targeting
- Exclude key features to drive up-sell
- Price Anchoring
Incentives
- Upfront discount for annual plans
- Subscription Discounts
- Referral / Reference Discounts
- Freemium
- Visual Focus (Anchor Principle)
Get PRStep0- Press Kit
Step1- Know ur ‘customers’
Step2- “Honeypot Technique” aka attraction
Step3- Don’t pitch, let them know.
Step4- ROI on the Techcrunch Effect
Step1- Know ur ‘customers’
- Follow reporter / outlet
- Look 4 reporters who are covering ur competitors
- Relate ur story to smthg they just published
Step2- “Honeypot Technique” aka attraction
1. Stepping stones through smaller coverage
2. Ur own content marketing
3. Syndication of ur own content
Step3- Don’t pitch, let them know.
- Multi-channel, esp Twitter
- Press release & press contact.
Step4- ROI on the Techcrunch Effect
- Landing page!!!!!
- Let more press know