SlideShare une entreprise Scribd logo
1  sur  27
Télécharger pour lire hors ligne
DIGITAL STRATEGY
FOR STARTUPS
Anish shah
3/12/2014
WHO AM I?
Anish	
  Shah	
  
Principal	
  Consultant	
  
Purveyor	
  of	
  Growth	
  
bringruckus.com	
  
@anish_shah	
  
anish@bringruckus.com	
  
	
  
	
  
WHO AM I?
QUESTION
is digital marketing important?
WHY DO DIGITAL MARKETING?
The internet – the party everyone is at
WHY DO DIGITAL MARKETING?
Small business survey
OK, I GET IT. I NEED DIGITAL. NOW WHAT?
DIGITAL STRATEGY LIFECYCLE
engagement
acquisition
activation
retention
ENGAGEMENT/ACQUISITION
research
§  Find a Company Name and URL without a lot of competition online
§  Basic search on Google and Google Trends
ENGAGEMENT/ACQUISITION
Blogging
§  Begin even before your company begins
§  Thought Leadership
§  Medium.com
§  Guest Blogging (HuffPo, Forbes, etc.)
ENGAGEMENT/ACQUISITION
Social media
§  Build profiles and pages on all relevant social networks
§  Twitter, LinkedIn, and any industry-specific social networks
§  Begin inviting people to follow, connect, like, etc. At launch time, you don’t
want to be at zero.
§  Post sketches, thoughts, questions for you audience, photos of your team, etc.
Keep your audience engaged.
§  Don’t post just for the sake of posting. Make sure the content is interesting,
and enjoyable to the audience.
§  Ask for feedback through your Facebook page. This is a great place for early
product feedback, and multiple different viewpoints. If you’re embarrassed of
this interaction at launch time, the posts are simple to delete.
ENGAGEMENT/ACQUISITION
Press research
§  Find articles written about your industry.
§  Figure out writers and publications interested in your sector
§  Set up Google alerts
§  Who is your audience?
ENGAGEMENT/ACQUISITION
Press outreach
§  Prior to launch, build and pitch content that is:
§  Educational
§  Funny
§  Personal
§  Take a look at the specific publications, and tailor your content to fit their
style. Ex. “Top 10 List…”
§  At launch time, put together a press release focused on:
§  Your Product
§  Founder Stories
§  Why you’re different
§  Keep it simple. Begin your pitch with a short intro that explains what your
pitch is about. Don’t mention every single thing about your product.
ACQUISITION
SEO – search engine optimization
§  70% of the links clicked on Google
are organic (not paid)
§  To rank website importance,
Google and other search engines
look for:
§  Backlinks – How many
websites have URLs linking to
your website
§  Keywords – If someone is
searching for chocolate
donuts, Google will show sites
that discuss chocolate donuts
§  This is why it’s important to get
blogs and media outlets linking to
your site
PAID ACQUISITION
SEM
Purchasing Sponsored Listings on search engines, usually Google.
Display ads
Clickable “Banners” that show next to content on websites
Social ads
Ads on Facebook, LinkedIn, Twitter
Retargeting
Showing display or social ads only to people that have visited your website
Native advertising
Paying to have an article written by a major news outlet
TRADITIONAL PAID ACQUISITION
SEM
Display ads
SOCIAL ADS
facebook linkedin twitter
NEWER PAID ACQUISITION
Retargeting Native advertising
ACTIVATION
Customer research
We invest heavily in customer ratings and reviews
because they are used by up to 80% of shoppers to
guide purchases.
Global Director, 3M
The shopping trip now begins long before the
shopper enters the store, so store-focused marketers
have to move their efforts forward.
CEO, Saatchi & Saatchi
ACTIVATION
website
§  Even if you have an offline product or local business, people will look online to
learn about you.
§  When building your company’s website, it’s important to include:
§  Explain “Why should people love or trust you?”
§  A place for people to enter their email addresses
§  Positive testimonials
§  Links to your social media site
§  Relevant product or brand images
§  A clear explanation of how to access or purchase your product (CTA)
ACTIVATION
a/b testing
§  It’s important to test the elements of your website, emails, and ads.
§  Test one thing at a time to make the results easier to read.
§  All tests should be “actionable” = results can be used in future rollouts
a b
§  Copy
§  Length
§  Layout
§  Call-to-action
§  Product explanation
§  Color
§  Price
§  Featured Product
Examples of elements to test
ACTIVATION
a b
ACTIVATION
a b
Version	
  B,	
  the	
  category-­‐centric	
  layout	
  
increased	
  total	
  clicks	
  by	
  14.93%	
  and	
  product	
  
page	
  views	
  by	
  5.72%	
  both	
  at	
  a	
  99.9%	
  
confidence	
  level.	
  
bad
RETENTION
Email marketing
§  Recipients have low patience
§  Get to the point fast
§  Focus on only 1 or 2 subjects
§  Use an equal amount of image and text
§  Avoid writing long paragraphs. Try bullet
points and images.
§  Only send emails to people who have signed up
for them
good
RETENTION SEGMENTING
Cross-sell lifestage
RETENTION SEGMENTING
Re-engagementwelcome
TOOLS
Search marketing
blogging
Website builders
Slides from 2-hour long Email Marketing 101 class:
http://www.slideshare.net/AnishShah/email-marketing-101-30405023
§  Google Trends
§  Google Keyword Planner
§  Medium.com
§  Wordpress
§  Tumblr
§  Squarespace
§  Wix
§  Weebly
Email marketing
§  Mailchimp
§  Vertical Response
§  Customer.io
Analytics & a/b testing
§  Google Analytics
§  Optimizely
§  KISSMetrics
Social media management
§  Hootsuite
§  Buffer
§  Hubspot
Press
§  PR Newswire
§  Technorati
Good marketing blogs
§  Hubspot
§  SEOmoz
§  Mailchimp
Paid acquisition
§  Retargeter
§  Google Ad Builder
§  AdStage
THANK YOU.
NOW GO OUT AND DOMINATE.

Contenu connexe

Tendances

Making the most of Email Marketing
Making the most of Email MarketingMaking the most of Email Marketing
Making the most of Email MarketingIan Creek
 
Successful Strategies for B2B Email Marketing
Successful Strategies for B2B Email MarketingSuccessful Strategies for B2B Email Marketing
Successful Strategies for B2B Email MarketingBlue Sky Factory
 
2017 dsdet two truths and a lie - alore
2017 dsdet   two truths and a lie - alore2017 dsdet   two truths and a lie - alore
2017 dsdet two truths and a lie - aloreLeslie Alore
 
Advanced Email Marketing for Massage Therapists
Advanced Email Marketing for Massage TherapistsAdvanced Email Marketing for Massage Therapists
Advanced Email Marketing for Massage TherapistsAllissa Haines
 
How to Measure Email Marketing Success and ROI- Analysis of Key Metrics
How to Measure Email Marketing Success and ROI- Analysis of Key MetricsHow to Measure Email Marketing Success and ROI- Analysis of Key Metrics
How to Measure Email Marketing Success and ROI- Analysis of Key MetricsMakesbridge
 
Email Marketing 101: Strategy
Email Marketing 101: StrategyEmail Marketing 101: Strategy
Email Marketing 101: StrategySendGrid
 
Newsletter your best sales tool
Newsletter   your best sales toolNewsletter   your best sales tool
Newsletter your best sales toolred temptation
 
How to Win at B2B Email Marketing
How to Win at B2B Email MarketingHow to Win at B2B Email Marketing
How to Win at B2B Email MarketingAdam Holden-Bache
 
Email Marketing for Massage Therapists
Email Marketing for Massage TherapistsEmail Marketing for Massage Therapists
Email Marketing for Massage TherapistsAllissa Haines
 
Classified Submissions Review 2019
Classified Submissions Review 2019Classified Submissions Review 2019
Classified Submissions Review 2019andewill01
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
 
Email Strategy, Design and User Experience
Email Strategy, Design and User ExperienceEmail Strategy, Design and User Experience
Email Strategy, Design and User ExperienceLitmus
 
Fresh Dirt Marketing Email Marketing "DIG" 8/13/09
Fresh Dirt Marketing Email Marketing "DIG" 8/13/09Fresh Dirt Marketing Email Marketing "DIG" 8/13/09
Fresh Dirt Marketing Email Marketing "DIG" 8/13/09Fresh Dirt Marketing
 
6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversion...
6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversion...6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversion...
6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversion...HubSpot
 
Content Jam 2017 Email Marketing Master Class JBest
Content Jam 2017 Email Marketing Master Class JBestContent Jam 2017 Email Marketing Master Class JBest
Content Jam 2017 Email Marketing Master Class JBestJessica Best
 
Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conve...
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conve...Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conve...
Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conve...Joanna Gęsicka
 
Copywriting for Conversion Webinar with Joanna Wiebe
Copywriting for Conversion Webinar with Joanna Wiebe Copywriting for Conversion Webinar with Joanna Wiebe
Copywriting for Conversion Webinar with Joanna Wiebe Unbounce
 
Email Techniques 101
Email Techniques 101Email Techniques 101
Email Techniques 101printmixer
 
How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013HubSpot
 

Tendances (20)

Making the most of Email Marketing
Making the most of Email MarketingMaking the most of Email Marketing
Making the most of Email Marketing
 
Successful Strategies for B2B Email Marketing
Successful Strategies for B2B Email MarketingSuccessful Strategies for B2B Email Marketing
Successful Strategies for B2B Email Marketing
 
2017 dsdet two truths and a lie - alore
2017 dsdet   two truths and a lie - alore2017 dsdet   two truths and a lie - alore
2017 dsdet two truths and a lie - alore
 
Advanced Email Marketing for Massage Therapists
Advanced Email Marketing for Massage TherapistsAdvanced Email Marketing for Massage Therapists
Advanced Email Marketing for Massage Therapists
 
How to Measure Email Marketing Success and ROI- Analysis of Key Metrics
How to Measure Email Marketing Success and ROI- Analysis of Key MetricsHow to Measure Email Marketing Success and ROI- Analysis of Key Metrics
How to Measure Email Marketing Success and ROI- Analysis of Key Metrics
 
Email Marketing 101: Strategy
Email Marketing 101: StrategyEmail Marketing 101: Strategy
Email Marketing 101: Strategy
 
Newsletter your best sales tool
Newsletter   your best sales toolNewsletter   your best sales tool
Newsletter your best sales tool
 
How to Win at B2B Email Marketing
How to Win at B2B Email MarketingHow to Win at B2B Email Marketing
How to Win at B2B Email Marketing
 
Email Marketing for Massage Therapists
Email Marketing for Massage TherapistsEmail Marketing for Massage Therapists
Email Marketing for Massage Therapists
 
Classified Submissions Review 2019
Classified Submissions Review 2019Classified Submissions Review 2019
Classified Submissions Review 2019
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies
 
Email Strategy, Design and User Experience
Email Strategy, Design and User ExperienceEmail Strategy, Design and User Experience
Email Strategy, Design and User Experience
 
Fresh Dirt Marketing Email Marketing "DIG" 8/13/09
Fresh Dirt Marketing Email Marketing "DIG" 8/13/09Fresh Dirt Marketing Email Marketing "DIG" 8/13/09
Fresh Dirt Marketing Email Marketing "DIG" 8/13/09
 
Email Marketing Best Practices
Email Marketing Best PracticesEmail Marketing Best Practices
Email Marketing Best Practices
 
6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversion...
6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversion...6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversion...
6 Steps to Optimize Your Emails for Higher Click-Through Rates and Conversion...
 
Content Jam 2017 Email Marketing Master Class JBest
Content Jam 2017 Email Marketing Master Class JBestContent Jam 2017 Email Marketing Master Class JBest
Content Jam 2017 Email Marketing Master Class JBest
 
Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conve...
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conve...Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conve...
Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conve...
 
Copywriting for Conversion Webinar with Joanna Wiebe
Copywriting for Conversion Webinar with Joanna Wiebe Copywriting for Conversion Webinar with Joanna Wiebe
Copywriting for Conversion Webinar with Joanna Wiebe
 
Email Techniques 101
Email Techniques 101Email Techniques 101
Email Techniques 101
 
How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
 

Similaire à Digital Strategy for Startups

Blogging 101 for small medium business success
Blogging  101 for small medium business successBlogging  101 for small medium business success
Blogging 101 for small medium business successKIAI Agency Inc
 
Blogging 101 for Professionals & Small Business Success
Blogging 101 for Professionals & Small Business SuccessBlogging 101 for Professionals & Small Business Success
Blogging 101 for Professionals & Small Business SuccessDoug Hay & Associates
 
Facebook 101 for Small-Medium Business
Facebook 101 for Small-Medium BusinessFacebook 101 for Small-Medium Business
Facebook 101 for Small-Medium BusinessDoug Hay & Associates
 
10 steps for planning a successful website masters of digital
10 steps for planning a successful website masters of digital10 steps for planning a successful website masters of digital
10 steps for planning a successful website masters of digitalDemir Dammer
 
Off-Page SEO Tactics
Off-Page SEO TacticsOff-Page SEO Tactics
Off-Page SEO TacticsRebecca Gill
 
Reputation Management 101
Reputation Management 101Reputation Management 101
Reputation Management 101erinmajaxunion
 
Blueprint for constructing a powerful web presence - 2019
Blueprint for constructing a powerful web presence - 2019Blueprint for constructing a powerful web presence - 2019
Blueprint for constructing a powerful web presence - 2019Stoney deGeyter
 
Where technology meets marketing. How is the # and . affecting our ski world?
Where technology meets marketing. How is the # and . affecting our ski world?Where technology meets marketing. How is the # and . affecting our ski world?
Where technology meets marketing. How is the # and . affecting our ski world?.SKI
 
Snowsports Industry America 2016 - Where Marketing Meets Technology
Snowsports Industry America 2016 - Where Marketing Meets TechnologySnowsports Industry America 2016 - Where Marketing Meets Technology
Snowsports Industry America 2016 - Where Marketing Meets TechnologyRob Rozicki
 
Where technology meets marketing. How is the # and . affecting our ski world?
Where technology meets marketing. How is the # and . affecting our ski world?Where technology meets marketing. How is the # and . affecting our ski world?
Where technology meets marketing. How is the # and . affecting our ski world?.SKI
 
6 tips on Blogging for Business
6 tips on Blogging for Business6 tips on Blogging for Business
6 tips on Blogging for BusinessMarsha Hudson
 
Online marketing tips
Online marketing tipsOnline marketing tips
Online marketing tipsMDMpr
 
Inbound Marketing for Accounting Firms
Inbound Marketing for Accounting FirmsInbound Marketing for Accounting Firms
Inbound Marketing for Accounting FirmsSkoda Minotti
 
Sem smm presentatio nv5
Sem smm presentatio nv5Sem smm presentatio nv5
Sem smm presentatio nv5Tommy Riggins
 
Buyer Personas, Attracting Visitors & Converting Leads
Buyer Personas, Attracting Visitors & Converting LeadsBuyer Personas, Attracting Visitors & Converting Leads
Buyer Personas, Attracting Visitors & Converting Leadssbedrick
 

Similaire à Digital Strategy for Startups (20)

Blogging 101 for small medium business success
Blogging  101 for small medium business successBlogging  101 for small medium business success
Blogging 101 for small medium business success
 
Online Visibility
Online VisibilityOnline Visibility
Online Visibility
 
Blogging 101 for Professionals & Small Business Success
Blogging 101 for Professionals & Small Business SuccessBlogging 101 for Professionals & Small Business Success
Blogging 101 for Professionals & Small Business Success
 
Facebook 101 for Small-Medium Business
Facebook 101 for Small-Medium BusinessFacebook 101 for Small-Medium Business
Facebook 101 for Small-Medium Business
 
10 steps for planning a successful website masters of digital
10 steps for planning a successful website masters of digital10 steps for planning a successful website masters of digital
10 steps for planning a successful website masters of digital
 
Websites 101
Websites 101Websites 101
Websites 101
 
Off-Page SEO Tactics
Off-Page SEO TacticsOff-Page SEO Tactics
Off-Page SEO Tactics
 
Reputation Management 101
Reputation Management 101Reputation Management 101
Reputation Management 101
 
Blueprint for constructing a powerful web presence - 2019
Blueprint for constructing a powerful web presence - 2019Blueprint for constructing a powerful web presence - 2019
Blueprint for constructing a powerful web presence - 2019
 
Where technology meets marketing. How is the # and . affecting our ski world?
Where technology meets marketing. How is the # and . affecting our ski world?Where technology meets marketing. How is the # and . affecting our ski world?
Where technology meets marketing. How is the # and . affecting our ski world?
 
Snowsports Industry America 2016 - Where Marketing Meets Technology
Snowsports Industry America 2016 - Where Marketing Meets TechnologySnowsports Industry America 2016 - Where Marketing Meets Technology
Snowsports Industry America 2016 - Where Marketing Meets Technology
 
Where technology meets marketing. How is the # and . affecting our ski world?
Where technology meets marketing. How is the # and . affecting our ski world?Where technology meets marketing. How is the # and . affecting our ski world?
Where technology meets marketing. How is the # and . affecting our ski world?
 
6 tips on Blogging for Business
6 tips on Blogging for Business6 tips on Blogging for Business
6 tips on Blogging for Business
 
Facebook for Business
Facebook for BusinessFacebook for Business
Facebook for Business
 
Online marketing tips
Online marketing tipsOnline marketing tips
Online marketing tips
 
Inbound Marketing for Accounting Firms
Inbound Marketing for Accounting FirmsInbound Marketing for Accounting Firms
Inbound Marketing for Accounting Firms
 
Sem smm presentatio nv5
Sem smm presentatio nv5Sem smm presentatio nv5
Sem smm presentatio nv5
 
Buyer Personas, Attracting Visitors & Converting Leads
Buyer Personas, Attracting Visitors & Converting LeadsBuyer Personas, Attracting Visitors & Converting Leads
Buyer Personas, Attracting Visitors & Converting Leads
 
What is Inbound Marketing?
What is Inbound Marketing?What is Inbound Marketing?
What is Inbound Marketing?
 
Marketing on a Shoestring Budget
Marketing on a Shoestring BudgetMarketing on a Shoestring Budget
Marketing on a Shoestring Budget
 

Dernier

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
MRK634 Digital Digest Powerpoint Akshank Shukla
MRK634 Digital Digest Powerpoint Akshank ShuklaMRK634 Digital Digest Powerpoint Akshank Shukla
MRK634 Digital Digest Powerpoint Akshank Shuklaashukla15
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Content Marketing for Travel Related Websites
Content Marketing for Travel Related WebsitesContent Marketing for Travel Related Websites
Content Marketing for Travel Related Websitesrichardb29
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
best digital marketing company in south delhi
best digital marketing company in south delhibest digital marketing company in south delhi
best digital marketing company in south delhifirstpointcreationsa
 
Linking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfLinking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfRasida Begum
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Introduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxIntroduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxsabari205502
 
SEO BIGGENER SLIDE complete guide fresher
SEO BIGGENER SLIDE complete guide fresherSEO BIGGENER SLIDE complete guide fresher
SEO BIGGENER SLIDE complete guide freshertanoojee71
 

Dernier (20)

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
MRK634 Digital Digest Powerpoint Akshank Shukla
MRK634 Digital Digest Powerpoint Akshank ShuklaMRK634 Digital Digest Powerpoint Akshank Shukla
MRK634 Digital Digest Powerpoint Akshank Shukla
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Content Marketing for Travel Related Websites
Content Marketing for Travel Related WebsitesContent Marketing for Travel Related Websites
Content Marketing for Travel Related Websites
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
best digital marketing company in south delhi
best digital marketing company in south delhibest digital marketing company in south delhi
best digital marketing company in south delhi
 
Linking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfLinking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdf
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Introduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxIntroduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptx
 
SEO BIGGENER SLIDE complete guide fresher
SEO BIGGENER SLIDE complete guide fresherSEO BIGGENER SLIDE complete guide fresher
SEO BIGGENER SLIDE complete guide fresher
 

Digital Strategy for Startups

  • 2. WHO AM I? Anish  Shah   Principal  Consultant   Purveyor  of  Growth   bringruckus.com   @anish_shah   anish@bringruckus.com       WHO AM I?
  • 4. WHY DO DIGITAL MARKETING? The internet – the party everyone is at
  • 5. WHY DO DIGITAL MARKETING? Small business survey
  • 6. OK, I GET IT. I NEED DIGITAL. NOW WHAT?
  • 8. ENGAGEMENT/ACQUISITION research §  Find a Company Name and URL without a lot of competition online §  Basic search on Google and Google Trends
  • 9. ENGAGEMENT/ACQUISITION Blogging §  Begin even before your company begins §  Thought Leadership §  Medium.com §  Guest Blogging (HuffPo, Forbes, etc.)
  • 10. ENGAGEMENT/ACQUISITION Social media §  Build profiles and pages on all relevant social networks §  Twitter, LinkedIn, and any industry-specific social networks §  Begin inviting people to follow, connect, like, etc. At launch time, you don’t want to be at zero. §  Post sketches, thoughts, questions for you audience, photos of your team, etc. Keep your audience engaged. §  Don’t post just for the sake of posting. Make sure the content is interesting, and enjoyable to the audience. §  Ask for feedback through your Facebook page. This is a great place for early product feedback, and multiple different viewpoints. If you’re embarrassed of this interaction at launch time, the posts are simple to delete.
  • 11. ENGAGEMENT/ACQUISITION Press research §  Find articles written about your industry. §  Figure out writers and publications interested in your sector §  Set up Google alerts §  Who is your audience?
  • 12. ENGAGEMENT/ACQUISITION Press outreach §  Prior to launch, build and pitch content that is: §  Educational §  Funny §  Personal §  Take a look at the specific publications, and tailor your content to fit their style. Ex. “Top 10 List…” §  At launch time, put together a press release focused on: §  Your Product §  Founder Stories §  Why you’re different §  Keep it simple. Begin your pitch with a short intro that explains what your pitch is about. Don’t mention every single thing about your product.
  • 13. ACQUISITION SEO – search engine optimization §  70% of the links clicked on Google are organic (not paid) §  To rank website importance, Google and other search engines look for: §  Backlinks – How many websites have URLs linking to your website §  Keywords – If someone is searching for chocolate donuts, Google will show sites that discuss chocolate donuts §  This is why it’s important to get blogs and media outlets linking to your site
  • 14. PAID ACQUISITION SEM Purchasing Sponsored Listings on search engines, usually Google. Display ads Clickable “Banners” that show next to content on websites Social ads Ads on Facebook, LinkedIn, Twitter Retargeting Showing display or social ads only to people that have visited your website Native advertising Paying to have an article written by a major news outlet
  • 18. ACTIVATION Customer research We invest heavily in customer ratings and reviews because they are used by up to 80% of shoppers to guide purchases. Global Director, 3M The shopping trip now begins long before the shopper enters the store, so store-focused marketers have to move their efforts forward. CEO, Saatchi & Saatchi
  • 19. ACTIVATION website §  Even if you have an offline product or local business, people will look online to learn about you. §  When building your company’s website, it’s important to include: §  Explain “Why should people love or trust you?” §  A place for people to enter their email addresses §  Positive testimonials §  Links to your social media site §  Relevant product or brand images §  A clear explanation of how to access or purchase your product (CTA)
  • 20. ACTIVATION a/b testing §  It’s important to test the elements of your website, emails, and ads. §  Test one thing at a time to make the results easier to read. §  All tests should be “actionable” = results can be used in future rollouts a b §  Copy §  Length §  Layout §  Call-to-action §  Product explanation §  Color §  Price §  Featured Product Examples of elements to test
  • 22. ACTIVATION a b Version  B,  the  category-­‐centric  layout   increased  total  clicks  by  14.93%  and  product   page  views  by  5.72%  both  at  a  99.9%   confidence  level.  
  • 23. bad RETENTION Email marketing §  Recipients have low patience §  Get to the point fast §  Focus on only 1 or 2 subjects §  Use an equal amount of image and text §  Avoid writing long paragraphs. Try bullet points and images. §  Only send emails to people who have signed up for them good
  • 26. TOOLS Search marketing blogging Website builders Slides from 2-hour long Email Marketing 101 class: http://www.slideshare.net/AnishShah/email-marketing-101-30405023 §  Google Trends §  Google Keyword Planner §  Medium.com §  Wordpress §  Tumblr §  Squarespace §  Wix §  Weebly Email marketing §  Mailchimp §  Vertical Response §  Customer.io Analytics & a/b testing §  Google Analytics §  Optimizely §  KISSMetrics Social media management §  Hootsuite §  Buffer §  Hubspot Press §  PR Newswire §  Technorati Good marketing blogs §  Hubspot §  SEOmoz §  Mailchimp Paid acquisition §  Retargeter §  Google Ad Builder §  AdStage
  • 27. THANK YOU. NOW GO OUT AND DOMINATE.