How Moz gather data from 10s of thousands of Google search results to investigate what may be causing positive or negative rankings in their search engine. Key example of how to use correlation data and to show other companies/marketers what may help them achieve better visibility in search.

1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The Art of Product Marketing
How to attract, entice, and convert the right audience
for the product(s) and company you’re creating.

2. Why Do Startups
(and new products) Fail?

3. CB Insightscompiledan
analysis from startup post-
mortems.
I’d argue these 5 are mostly
“couldn’t find enough
customers” or “couldn’t
affordably find customers”

4. “Lean Startup”methodologyteachesus to builda productpeopleactually
want and willuse:
From Eric Ries’ slide deck on The Lean Startup

5. But it misses howto market and growan audienceof rightcustomersso
our productcan scale…
From Eric Ries’ slide deck on The Lean Startup
What’s after the
MVP?

7. Identifying
the Right Customers

8. I’ll use 10K’as an example to illustrate

9. Who wants this product and is
already seeking it out?

10. What else is our audience
searching for?
And what else do they use to
describe this problem?
Note: AdWords’ numbers should be
viewed as ranges, not absolutes (e.g.
880 might mean 300-1,200 actual
searches/month)

11. AdWords hides many searches that Google thinks are non-
commercial, so use Suggest + Related, too.

12. Search queries can often lead to great sources of
audience and customer discovery
And, next year, 10K’
should be on this list!
This can help tell us what matters to
reviewers & customers

13. Once you have real
people signing up for
your product, you can
learn more about them

14. Now we just need to
find out where people
like this guy hang out

15. Have a community &
can find/recruit folks
excited about your
product?
Do that!

16. Then you can
survey this
audience to
identify their
clones 

17. Targeting the Right Audience
in the Right Places

18. SEO & PPC for
relevant keywords
are obvious starting
points
On average, paid
results get ~18%
of search clicks
Organic gets ~82%

19. Smart marketers invest
throughout the funnel, to
maximize opportunity

20. Facebook’s ad creator
can give some sense of
audience size for many
fields/interests

21. SimilarWeb Pro can show you where other sites get their
traffic (relatively accurate except for the long tail)
Via SimilarWeb Pro

22. SimilarWeb can also show search keywords:
Via SimilarWeb Pro
The KWs sites pay
for are most often
those that convert
best

23. And referring/social media traffic:
Via SimilarWeb Pro
These sites can lead
you to potential press
opportunities, content
ideas, partnerships,
etc.

24. Don’t be too biased to invest only in Google or Facebook –
there are tons of opportunities
Many products’ entire,
very successful, strategies
fit into channels w/
<0.1% of global web
traffic.

25. Attracting an Audience
to Your Platform

26. The 5 Paths toAudienceAttraction:
The Product Itself
Network & Viral/WoM
Paid Advertising
Influencers, Press, & PR
Content + Search, Social, Email, et
al.

27. Using the Product Itself:
How’d they do
that?!

28. Using the Product Itself:
The product is naturally
appealing to Reddit’s
audience, and the
visuals fit squarely into
the current zeitgeist.

29. Using the Product Itself:

30. Using the Product Itself:
Unless you can envision
headlines like this about
your product, don’t rely
solely on the product to sell
itself.

31. Network & Viral / Word-of-Mouth
Everyone who takes a SurveyMonkey
survey is a potential future customer

32. Network & Viral / Word-of-Mouth
Via First Round Capital’s Article on Slack
Slack is a product where 1 or 2 people
can convince an entire organization to
use it.

33. Network & Viral / Word-of-Mouth
Via Skarp’s Kickstarter page
Kickstarter is an
inherently WoM & viral-
driven marketing
Launchpad. Products only
get made if people who
want them share &
amplify.

34. PaidAdvertising
Thanks to retargeting, RLSA,
browser-ID’ing, and social
logins, paid ads are more
intelligent than ever.

35. PaidAdvertising
Via Recode on DraftKings & FanDuel

36. Influencers, Press, & PR
Via Techcrunch on Quora’s Growth
Quora has intentionally
foregone some forms of
growth (SEO notably) to
focus on influencers,
press, & PR-style
partnerships.

37. Influencers, Press, & PR
Via YouAreAwesome’s Blog Post
Urbanspoon needed to compete w/
Yelp’s domination in restaurant
reviews, so targeted bloggers who
felt left out of Yelp’s ecosystem.

38. Influencers, Press, & PR
BeardBrand continues to generate great press
and has started their own beard-focused
magazine.

39. Content + Search, Social, Email, et al.
Moz invests relentlessly in content strategy &
distribution.

40. Publish
Amplify
Grow network Rank for slightly
more competitive
terms & phrases
Get links Grow authority
Earn search
traffic

41. Content + Search, Social, Email, et al.
Free tools (& freemium) can be
great forms of content
marketing.
Via Crew.co’s App vs. Website and VoilaNorbert

42. Nearly every startup & new product uses a
combination of these:
The Product Itself
Network & Viral/WoM
Paid Advertising
Influencers, Press, & PR
Content + Search, Social, Email, et
al.

43. Converting
the Right Customers

44. Remember those
people who signed up
for your product &
loved it?

45. We need to identify the traits that separate
customers who’ll use & love our product from
those who won’t.

46. My Favorite
Process:
From Conversion Rate Experts’ case study
Boom.
And Shakalaka.

47. 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
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?

48. Retaining, Delighting, & Growing
Amplification

50. ID usage &
profile
characteristics
shared by your
most loyal users.
Encourage & message
both in the product, &
via external
marketing, those traits
in the rest of your
audience.
Recognize & reward,
as personally as
possible, users that
exhibit behaviors
that trend toward
loyalty &
amplification.
Don’t be fooled by my oversimplification; this
process is even harder than acquisition marketing.

51. Which marketing channels &
tactics should you invest in?

53. The Biggest Mistake Companies
Make When Investing in
Marketing?

54. Assuming non-paid media
channels work like paid media:
People
Pour more dollars & people
in
+ Dollars =
IF:
ELSE:
Positive ROI
THEN:
Find new channel/tactic

55. Organic channels, like products themselves, need time to
experiment, fail, learn, & iterate
The 1st WB Fridays were
some of our worst
performing content.
But, after years of experimenting,
we found a formula & an
audience, & now they’re some of
our best.

56. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/artproductmarketing