EIA2017Italy - P.J. Leimgruber - Tools & Software to Get Your First Customers

TOOLS & SOFTWARETO GET YOUR FIRST CUSTOMERS
PJ LEIMGRUBER | @MISTERPEEJ | EIA 2017

ABOUT THE SPEAKERP.J. LEIMGRUBER | @MISTERPEEJ

▸ 1988 - Born in New York, Grew up in Florida
▸ 2011 - Bootstrapped an e-Commerce startup, RAGEHATS, to $50k/month
▸ 2012 - Co-Founded a digital marketing/SEO consultancy, Rank Executives
▸ 2013 - Co-Founded, NEOREACH w/ brother @ Stanford, California. Raised 3M
in VC dollars. Moved out to Silicon Valley.
▸ 2016/17 - Invited To Teach ITP 476 at University of Southern California. Joined
the faculty in January 2017 and moved down to Santa Monica outside LA.
ABOUT ME

TODAY WE WILL BE LEARNING
HOW TO USE TOOLS & SOFTWARE TO GET YOUR FIRST CUSTOMERS
▸ Thinking Like A Marketer - Setting Attainable Goals & KPI’s
▸ Data & Analytics Software - Google Analytics (GA)
▸ Competitor/Industry Research Tools - Understanding Your Target Market
▸ Social Media & Inﬂuencer Outreach Tools - Word Of Mouth Marketing
▸ Productivity Hacks For Email & Alerts
▸ *BONUS* - FACEBOOK ADS!

THINKING LIKE A MARKETERSETTING & DEFINING ATTAINABLE GOALS AND KPI’S

BUT FIRST
THINKING LIKE A MARKETER…
▸ It’s important to understand who & what we are marketing
▸ Is this a start-up company or an established brand?
▸ Are we selling software, sign-ups, or actual products?
▸ Are we building awareness or creating actions?
▸ Who are we marketing to? Buyer Persona
MORE ON THIS AS WE GO ALONG

THINKING LIKE A MARKETER
Optimizing this funnel can have HUGE impact.
Every step is a chance to win or lose
customers

GOOGLE ANALYICS▸ You must be anal about your
data!

▸ Web analytics, in general is the measurement, collection, analysis and reporting
of web data for purposes of understanding and optimizing web usage.
▸ Google Analytics is the market leading web analytics tool with over 80% of
market share (that’s huge)
▸ Audience and their needs
▸ Track the routes people take to reach you
▸ Devices they use to get there
▸ Learn what people are looking for
▸ Tailor marketing and site content for maximum impact
What is analytics?

▸ How many people visit my
website?
▸ Where do my visitors live?
▸ What sources/websites send
trafﬁc to my website?
▸ What marketing tactics drive the
most trafﬁc to my website?
▸ What content do my visitors like
the most?
▸ Which pages on my website
are the most popular?
▸ How many visitors have I
converted into leads or
customers?
▸ Where did my converting
visitors come from and go on
my website?
Analytics has the answer!

HERE IS HOW TO MAKE AN ACCOUNT

This must be
installed on every
page on your
website. The
installation will
depend on what
type of website
you have.

▸ If you are using a WORDPRESS
site. Then you can install a plugin
called “Google Analytics by
Yoast”
▸ This will give you a place to
insert the tracking code.
▸ Then the plug in will do the rest
of the work.
▸ Other website builder platforms
also work like this (Squarespace,
Wix, Instapage etc.)
▸ Boom. Done.

▸ If you are using a custom site or
a site built from scratch or any
site like that then have the
developer do it.
▸ But in case you want to really be
thorough in your knowledge and
show the developer (and
everyone else in the company)
who is the boss.
▸ Then here is how to do it…
PLACE THIS CODE IN THE
<HEAD>
TAG OF THE WEBSITE

Reporting -> Real-Time -> Overview

Reporting -> Audience -> Overview

Reporting -> Acquisition -> Overview

▸ Goals will tell Google Analytics when
something important has happened on your
website.
▸ For example, if you have a website where
you generate leads through a contact form,
you will want to ﬁnd (or create) a thank you
page that visitors end upon once they have
submitted their contact information.
SET UP GOALS
▸ let’s track every time a
user reaches that page

▸ Can select a
pre-set goal
template OR
select
custom.
▸ For this
example, we
will create a
custom goal.

▸ Select >>
DESTINATION
▸ >> NEXT STEP
▸ Enter the URL
into destination
that we are
going to track.

▸ If you have other similar goals / conversions
you would like to track on your website, you
can follow these steps again.
▸ You can create up to 20 goals on your website.
▸ Be sure that the ones you create are highly
important to your business.
▸ These goals (for most businesses) include lead
form submissions, email list sign ups, and
purchase completions.
▸ Depending on your website and its purpose,
your goals may vary.

IMPORTANT!
WATCH AND READ THESE
https://moz.com/blog/absolute-beginners-guide-to-google-analytics
http://bit.ly/2gbfEXu
**WATCH** Google Analytics Academy on YouTube:
**READ** Moz - Beginners Guide To Google Analytics

CHECKPOINT!
HOW TO USE TOOLS & SOFTWARE TO GET YOUR FIRST CUSTOMERS
▸ Thinking Like A Marketer - Setting Attainable Goals & KPI’s
▸ Data & Analytics Software - Google Analytics (GA)
▸ Competitor/Industry Research Tools - Understanding Your Target Market
▸ Social Media & Inﬂuencer Outreach Tools - Word Of Mouth Marketing
▸ Productivity Hacks For Email & Alerts
▸ *BONUS* - FACEBOOK ADS!

WHAT IF YOU KNEW
HOW YOUR COMPETITORS
GOT THEIR WEB TRAFFIC?

▸ HOW MANY PEOPLE ARE
SEARCHING FOR THINGS ON
GOOGLE?
▸ HOW MANY CLICKS FROM THE
SEARCH ENGINE YOUR
COMPETITORS ARE GETTING.
▸ WHO THE TOP COMPETITORS ARE IN
YOUR INDUSTRY.
▸ HOW TO IMPROVE THE SEO OF
YOUR SITE (LONG TERM STRATEGY)
▸ WHO IS LINKING TO YOUR
COMPETITORS.
▸ WHAT BLOGGERS HAVE WRITTEN
ABOUT/MENTIONED YOUR
COMPETITORS.
▸ HOW TO FIND OPPORTUNITIES TO
GET YOUR WEBSITE FEATURED/
MENTIONED BASED ON WHO HAS
TALKED ABOUT A COMPETITOR.
▸ CUSTOMER ENGAGEMENT OF
COMPETITORS.
▸ TRAFFIC SOURCES (OTHER THAN
SEARCH/SEO, LIKE EMAIL, SOCIAL,
REFERRAL, ETC).
▸ AUDIENCE INTERESTS
▸ SIMILAR SITES
▸ MARKETING STRATEGIES.

COMPETITOR / INDUSTRY RESEARCH TOOLS
COMPETITOR RESEARCH TOOL - SEMRUSH
▸ HOW MANY PEOPLE ARE
SEARCHING FOR THINGS ON
GOOGLE?
▸ HOW MANY CLICKS FROM THE
SEARCH ENGINE YOUR
COMPETITORS ARE GETTING.
▸ WHO THE TOP COMPETITORS ARE IN
YOUR INDUSTRY.
▸ HOW TO IMPROVE THE SEO OF
YOUR SITE (LONG TERM STRATEGY)

▸ WHO IS LINKING TO YOUR COMPETITORS.
▸ WHAT BLOGGERS HAVE WRITTEN ABOUT/MENTIONED YOUR
COMPETITORS.
▸ HOW TO FIND OPPORTUNITIES TO GET YOUR WEBSITE
FEATURED/MENTIONED BASED ON WHO HAS TALKED
ABOUT A COMPETITOR.
IF A PUBLICATION OR BLOGGER HAS FEATURED A
COMPETITOR, THEN MAYBE THEY WOULD LIKE TO HEAR
ABOUT YOUR SOLUTION.

COMPETITOR RESEARCH TOOL - MAJESTIC
Grab the URL of your
closest competitor
Use tools like Majestic to
see who links to your
competitors.
Outreach to those
webmasters, and ask
them to feature your
product/service/website.

COMPETITOR RESEARCH TOOL - SIMILAR WEB
▸ CUSTOMER ENGAGEMENT OF
COMPETITORS.
▸ TRAFFIC SOURCES (OTHER THAN
SEARCH/SEO, LIKE EMAIL, SOCIAL,
REFERRAL, ETC).
▸ AUDIENCE INTERESTS
▸ SIMILAR SITES
▸ MARKETING STRATEGIES.

GOOGLE ALERTS
SEE WHEN KEYWORD/BRAND IS
MENTIONED ONLINE
ADSPRESSO / MOAT
SEE COMPETITORS DISPLAY ADS
SPYFU
SEE MORE SEARCH TERMS,
COMPETITORS ADWORDS
PERFORMANCE

SIGN UP GOOGLE ALERTS
Google Alerts is a content change detection
and notification service, offered for free by
Google.
The service sends emails to the user when it
finds new results—such as web pages,
newspaper articles, blogs, or scientific
research—that match the user's search term.
Great way to find authors, bloggers, and
websites in your niche.

GOAL
1. UNDERSTAND WHAT PEOPLE ARE LOOKING FOR ONLINE.
2. WHAT STRATEGIES COMPETITORS ARE USING
3. WHAT STRATEGY MY BRAND CAN EMPLOY TO GET/REACH
NEW USERS & STEAL TRAFFIC FROM COMPETITION.

GETTING SOMEONE WITH 100,000
FOLLOWERS ON SOCIAL MEDIA TO
SHARE SOMETHING FOR FREE
ISN’T GOING TO HAPPEN
…SORRY

HOWEVER…
GETTING 10 PEOPLE EACH WITH
10,000 FOLLOWERS IS
VERY POSSIBLE
HERE IS HOW

TOOLS FOR INFLUENCER
MARKETING RESEARCH

SOCIAL MEDIA OUTREACH TOOLS
CREATE A MEDIA KIT FOR YOUR “THING” (PRODUCT/COMPANY/STARTUP)
▸ This can be a is a word document or powerpoint.
▸ MUST INCLUDE: company overview, images/screenshots, logos,
▸ What problem does your “thing” solve? Who are the users of your “thing”?
▸ How can people learn more or get started using your “thing”
▸ This will make it easy for someone to learn about you, write about you,
recommend you, etc.

OUTREACH
PINPOINT AND MESSAGE AN INDUSTRY JOURNALIST
Pinpoint a new journalist at a big
publication, offer them an exclusive on
your content.
Provide them with data that only you
have access to.
Help the new journalist look good.
Tweet @ them or Message on LinkedIn

OUTREACH
EXAMPLE PUBLICATIONS TO TARGET
▸ Hufﬁngton Post
▸ Business 2 Community
▸ E Learning Industry
▸ Examiner
▸ Markets Morning
▸ YFS Magazine
▸ Tech Cocktail
▸ Start-Up Beat
▸ Tech Wyse
▸ All Business
▸ Natural News
▸ Elite Daily
▸ The Self Employed
▸ Small Biz Trends
▸ Life Hacker
▸ Socialnomics
▸ Social Media Today
▸ Young Upstarts

BUILD AN
INFLUENCER LIST IN
GOOGLE DRIVE

AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT

A GREAT EMAIL HACK
https://www.streak.com/

A GREAT EMAIL HACK
HOW TO USE STREAK
Step 1: CREATE an inﬂuencer/blogger
outreach list.
Step 2: Add their details to streak.
Step 3: Split test your email outreach,
see what messages work the best.
Step 4: Manage who open your email,
who responded, who never opened
your email. Move them thru a funnel.
Step 5: Ping the non-responders over
and over again.

More than 1.8 billion people use Facebook
every month
BECAUSE ITS THE BEST WAY TO REACH A TARGET AUDENT EFFECTIVELY
1 of every 5 minutes people in the US spend
on mobile is on Facebook or Instagram.
500 million Instagrammers use the app each
month.

FIND PEOPLE/CUSTOMERS EASILY
You can choose your audience based on
demographics, behaviors or contact
information.
Use Ads to create eye-catching, ﬂexible
ads that work on every device and
connection speed.

SEE AND MEASURE RESULTS EASILY

Here are just a few reasons why Facebook Advertising is hugely exciting for marketers:
• Audience size: Facebook now boasts over 1.13 billion daily active users on – 1.03
billion of which access the social network via mobile devices.
• Attention: People spend a lot of time on social networks. The average user spends
about 50 minutes just on Facebook, Instagram, and Messenger every day.
• Organic reach decline: Organic reach on Facebook has been in decline for a few
years now and has almost hit zero. If you want to break through now, Facebook is all
but a pay-to-play network.
• Targeting: The targeting options within Facebook Ads is incredible. Business can
target users with by location, demographics, age, gender, interests, behavior, and
much more.

Set your objective at the Campaign level
Set budget, dates/times,
targeting, placement &
bidding at Ad Set level.
Put one Targeting group
Per Ad Set.
Create your ad(s) and set conversion tracking (if
applicable).
Set budget, dates/times,
targeting, placement &
bidding at Ad Set level.
Put one Targeting group
Per Ad Set.

1. Campaign
When you create your campaign, you lay the foundations of your ad. Here you
choose your objective and start working on your ad set.
2. Ad Set
During your ad set creation, you deﬁne your audience, budget, schedule, and
bid. Please note that your Facebook campaign may consist of different ad sets,
meaning you can specify different options for each of them.
3. Ad
Your ad is the thing Facebook users will see. You choose how it’s going to look.
Upload your image (or images) and write your headline and description. Similar
to campaigns and ad sets, you can have several ads within an ad set.

THE DIFFERENT TYPES OF FACBOOK ADS
Facebook Ads are extremely versatile and
there are now 11 different variations you can
use to solve a whole host of business
problems from driving trafﬁc to your website
to reaching people in your local area.
1. Boost your posts
2. Promote your Page
3. Send people to your website
4. Increase conversions on your website
5. Get installs of your app
6. Increase engagement in your app
7. Reach people near your business
8. Raise attendance at your event
9. Get people to claim your offer
10.Get video views
11.Collect leads for your business

Increase Conversions on Your Website – Use this objective if you want users to take a
speciﬁc action; for example, ﬁlling in a newsletter form or buying one of your products.
Get Installs of Your App – Use this objective if you want people to install your app.
Increase Engagement in Your App – Use this objective if you want to boost the activity of
your app.
Reach People Near Your Business – This objective is a very helpful feature for local
organizations, as it allows an advertiser to reach people located close to their business.
Raise Attendance at Your Event – This objective will help you promote your event.
Get People to Claim Your Offer – This objective will advertise your timely deals that you
want to be redeemed in your store.
Get Video Views – This objective is the perfect option if you want to show an interesting
video story and increase your brand awareness.

Ads appear in TWO places
Facebook ads appear in two places – users’ News Feeds (desktop and mobile devices) and
the right column of any Facebook page (desktops). Of course, Facebook ads visualize a bit
differently on desktop and mobile devices. To get a better idea, look at the image below:

LET’S LEARN HOW TO CREATE AN AD

Choose An Audience
You should decide who the people you want to reach are. What is
their age? What are their interests – music, sports, movies, etc.? Do
they live near your business location or on the opposite side of the
earth? Have they ever visited your website?
Facebook advertising options answer all your questions. You can
target users in two major ways:
▸ By location, demographics, interests, and behavior.
▸ Through creation of two types of audiences – Custom Audiences
and Lookalike Audiences.
The ﬁrst option is perfect for developing businesses, while the second one is more
suitable for brands that already have some inﬂuence.

SET BUDGET AND
SCHEDULE
When you create your
audience, Facebook will
show you the number of
people in that audience.
This metric is called
Potential Reach.

SET BUDGET AND
SCHEDULE
At the moment you set your advertising budget, Facebook
will show you the number of people you can reach within
that budget. This is your Estimated Daily Reach.

SET BUDGET AND
SCHEDULE You have two budgeting options – Daily Budget and
Lifetime Budget.
The first option allows you to define the maximum amount you’ll spend per day. The second option allows you to define the maximum
amount you’ll spend during the lifetime of your ad.

SET BUDGET AND
SCHEDULE
There are two main bidding options in Facebook – Link Click (CPC) and Impression.
The better choice is CPC, because you will pay only if someone clicks on your ad, meaning
you will pay only for those users who are highly interested in your ad.
The last two options are Advert Scheduling and Delivery Type.
Advert Scheduling works only if you choose a Lifetime Budget.
The recommended Delivery Type is Standard, unless you promote a time-sensitive event
that needs to gain popularity as quickly as possible.

Unpublished Page Post Ad
Facebook
recommends you
upload an image
with the size: 1200 x
628 pixels (best for
all placements)
desktop mobile

Text: < 500 characters
Headline
Display Link
Link Description (News
Feed Only)
Call-to-Action Button

The Hook
Gets Attention
Call-to-Action
Inspires to Action/
Call-to-Action
Gets Attention

Always Consider…
When it comes to ads, Facebook wants advertisers to
come from the perspective of adding value to its
users.
So, always be thinking…how can you begin a
conversation and add value to your target customers?

Images that Get Attention in the News Feed
1. Remember, people are on FB to share with family/friends.
2. Generally, less professional looking (i.e. – stock photos) the better (unless your industry
requires otherwise).
3. Consider using yourself/people in your company/customers in the image.
4. Connect to your target customers on a personal and emotional level.
5. Would you share this picture with friends? If no, you may want to reconsider.
6. Be colorful. With so much content in the News Feed, color will help get attention.
– Tip: with so much blue color on Facebook, consider avoiding it to stand out.
7. If you’re a product-based business, can you showcase your product while catching attention?
8. I don’t recommend stock photos like you can buy on iStockPhoto.
9. Don’t use images that you don’t have permission to use.

Tools for Editing Images
• Picmonkey.com
• Canva.com
• Aviary.com
• Photoshop
Sites for Stock Images
• Unsplash.com
• Picjumbo.com
• Gratisography.com
• Fotolia.com
• iStockPhoto.com
• Compfight.com

https://www.crazyegg.com/blog/beginner-guide-facebook-ads/
https://www.shopify.com/blog/115169861-6-types-of-facebook-ads-that-will-win-
customers-and-keep-them-coming-back
http://www.socialmediaexaminer.com/21-ways-to-improve-your-facebook-ads-
with-ad-targeting/
http://www.qwaya.com/facebook-ads/guide-to-facebook-ads
SOURCES

THE ENDQUESTIONS?
▸ Tweet (and follow) @misterpeej and ask me
any questions.
▸ Email: pj@rankexecutives.com

EIA2017Italy - P.J. Leimgruber - Tools & Software to Get Your First Customers

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