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You pour blood, sweat and tears into your API, open source and weekend projects - let's make sure they get the attention they deserve! We'll go through real-world examples of tactics developers can do to attract attention to their work. Beyond growth hacking and that first post to Hacker News, we'll look at high-value marketing maneuvers that will drive usage, but won't make you feel like a dirty huckster.
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(Cloud) Marketing 101
Claire Hunsaker, @chunsakerVP Marketing & Business Development, @goStormpath
This is for you if…
• Open Source Project
• Startup with New Product/Service
• Marketing asked you to pitch in
• Starting out on your Own!
agenda
• Positioning: What They Teach at Stanford Is Wrong
• Content: Beyond Hacker News
• Tools: A Marketer’s IDE
• Retargeting: Ten Bucks Well Spent
• Resources FTW!
Lastly, The Most Important Thing…
“For (target customer)
who (statement of need or opportunity),
the (product name) is a (product category)
that (key benefit/compelling reason to buy).
Unlike (primary alternative),
our product (differentiation).”
- Geoffrey Moore, Crossing the Chasm
“For developers
who are stuck building user management… again
Stormpath is a user management API
that is easy to use, secure and scalable, and
unlike rolling your own
Stormpath isn’t a massive pain in the ass.”
- Geoffrey Moore, Crossing the Chasm
“(Target customers) experience pain
(type of pain),
and we’re so much (adjective),
they will happily pay us
instead of (primary alternative).”
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“Developers experience pain
building, scaling and maintaining user management,
and we’re so much more easy, secure and scalable,
they will happily pay us
instead of rolling their own.”
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Content
• Free
• High Return on Time
• Developers Are Great At It
• Don’t need to pray to the HN gods
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Making a Splash has Broad impact
/Proggit Hit
20% Overall Traffic Increase
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free, organic Growth is Not*
* …if you write good content
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5 Hours to Blogging Awesome
1. Read up on writing good headlines
2. Build a Keyword list• Technologies, Features, Functions
• Refer back to positioning
3. Read up on SEO
4. Set up Twitter, YouTube, and [Insert Here]
5. Brainstorm Five Ideas and
Start Writing one of them!
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Content ideas
• New Technologies (however niche)
• Something you tried and discarded
• # Different Options
• Don’t need to pray to the HN gods
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Writing Good Headlines
Twitter Domination
• Work your followers
• A/B test
• Followback
• Attribute!
• Be Bland
• Reuse
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Content you don’t control
1. Comments• Key websites
• [Insert Relevant Social Network Here]
2. Hacker News
3. Integrations
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Remarketing FTW
• Brand
• Project
Tools to Make Friends With
• Google Analytics, your BFF
• AdWords
• HootSuite / SocialBro
• Optimizely
• Bootstrap + Jekyll
• A sharing plugin like AddThis
• Wine/Beer/Tequila
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Practitioners:Occam’s Razor - kaushik.net Hiten Shah - hitenism.com Moz.com (SEO All the Things)
Blogs:Mailchimp, Kissmetrics, Optimizely blogs
Twitter: @stripe, @1Password
GrowthHacking: Neil Patel - quicksprout.comAndrew Chen - andrewchen.co
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Good Positioning+
Consistent Execution+
Known Tactics
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Get in Touch
• Get Support: [email protected]
• Live Chat on Stormpath.com
• Call Stormpath: (888) 391-5282
Claire Hunsaker
(650) 539-8051
Learn more at Stormpath.com
