EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools

1. TOOLS & SOFTWARETO GET YOUR FIRST CUSTOMERS PJ LEIMGRUBER | @MISTERPEEJ

2. ▸ 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

3. WHO I’VE WORKED WITH

4. TODAY WE WILL BE LEARNING HOW TO USE TOOLS & SOFTWARE TO GET YOUR FIRST CUSTOMERS ▸ Data & Analytics Software - Google Analytics (GA) ▸ Building A Landing Page ▸ Thinking Like A Marketer - Setting Attainable Goals & KPI’s ▸ Free Tactics To Acquire New Users ▸ Content Marketing Basics ▸ Ideas & Additional Strategies

5. SO WHAT WILL WE COVER TODAY? STUFF THAT COSTS TIME BUT NOT MONEY

6. HOW TO USE GOOGLEB/C YOU’VE BEEN DOING IT WRONG THIS WHOLE TIME…

7. GETTING STARTED USING GOOGLE PROPERLY IS THE BACKBONE FOR GROWTH HACKING ▸ The use of “quotes” tells Google to search for this exact phrase in this exact order. ▸ The use of + is the most effective way to separate words in the same search. ▸ For example: “write for us” + blog. ▸ Using these advanced search operators will make you laser sharp at using Google. ▸ GOOGLE WILL TEACH YOU EVERYTHING - DON’T BE LAZY - GOOGLE IT!

8. GETTING STARTED PLEASE!!! INSTALL GOOGLE WEBMASTER TOOLS & ANALYTICS ▸ It’s free to sign up. ▸ Install custom analytics code onto your website/landing page. ▸ Tracks visitors & other important metrics like time on site, bounce rate, click through rate (CTR) ▸ Great data = informed decision making. ▸ We will talk more about this

9. GOOGLE ANALYICS ▸ You must be anal about your data!

10. ▸ 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?

11. ▸ 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!

12. HERE IS HOW TO MAKE AN ACCOUNT

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

14. ▸ 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.

15. ▸ 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

16. Reporting -> Real-Time -> Overview

17. Reporting -> Audience -> Overview

18. Reporting -> Acquisition -> Overview

19. ▸ 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

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

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

22. ▸ 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.

23. 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

24. CREATING THE PERFECT LANDING PAGE

25. WHAT IS A LANDING PAGE? LANDING PAGES HAVE ONE MAJOR OBJECTIVE TURN SITE VISITORS INTO LEADS.

26. PART 1: CREATING THE PERFECT LANDING PAGE OBJECTIVE - TURN SITE VISITORS INTO LEADS ▸ Tells the visitor a short story so they know exactly what they’re getting. ▸ It shows them a picture of what they’re going to get. ▸ No navigation because we don’t want them going anywhere else. ▸ The content/copy is brief, but super compelling. Less than 200 words of body text is ideal. ▸ Has a form to capture their information (more on this) ▸ Has social sharing icons that make it easy to share.

27. PART 1: CREATING THE PERFECT LANDING PAGE STEP 1: CREATE A COMPELLING HEADLINE ▸ Capture visitors attention immediately. Make them want to read on. ▸ Try to keep headline on one line. <Hard Problem You Solve> Made Easy <Two Word> Software for <Industry> Professionals Eliminate your <Niche> Problem For Good. Smarter <Hard Thing> Is Here. The Future of <blank>

28. PART 1: CREATING THE PERFECT LANDING PAGE STEP 2: PICK A GOOD HEADER IMAGE ▸ Image of your product ▸ Professional Stock Photo Sources: Stocksy Dollar Photo Club Fotolia

29. EXAMPLE OF A PERFECT HEADLINE

30. EXAMPLE OF A PERFECT HEADLINE

31. PART 1: CREATING THE PERFECT LANDING PAGE STEP 3: MAKE IT EASY TO UNDERSTAND WHAT YOU DO. DON’T OVER-DO TEXT ▸ Break down into 3 steps/features ▸ Short description of each ▸ Use “power words” like get, feel, have, enjoy source: lumosity.com

32. COMPELLING HEADLINE WITH LEAD CAPTURE 3 STEPS & SHORT/COMPELLING TEXT source: hbloom.com

33. PART 1: CREATING THE PERFECT LANDING PAGE STEP 4: BIG BUTTONS AND CALLS TO ACTION GET STARTED * START FOR FREE TRAIL * APPLY FOR EARLY ACCESS * Don’t Miss Out On The Next Big Thing * SIGN ME UP!

34. PART 1: CREATING THE PERFECT LANDING PAGE STEP 5: COLLECTING THE INFORMATION YOU NEED ▸ Use forms to collect their information. ▸ Collect as little info as you need to onboard them. ▸ The number of ﬁelds should correlate with the buyers journey. ▸ If you are just building interest/ awareness, then basic info like name and email is enough.

35. PART 1: CREATING THE PERFECT LANDING PAGE PRO TIP: ENCOURAGE SOCIAL SHARING & REFERRALS ▸ KICKOFF LABS ▸ Put Social Share Buttons At the Bottom ▸ Encourage early signup

36. PART 1: CREATING THE PERFECT LANDING PAGE PRO TIP: BUILD CREDIBILITY ▸ Short testimonials or endorsements from customers. ▸ Stars & graphics ▸ Certiﬁcation or Customer Logos further reading: http://unbounce.com/landing-pages/15-ways-to-increase-trust-in-your-landing-pages/

37. PART 1: CREATING THE PERFECT LANDING PAGE TOOLS AND RESOURCES I LOVE!!! ▸ Dribbble - Design social network with tons of examples of colors, typography, great design and designers.

38. PART 1: CREATING THE PERFECT LANDING PAGE TOOLS AND RESOURCES I LOVE!!! ▸ Iconmonstr - Free icons!!! You can even pick your color and size. ▸ over 4,000 free icons.

39. PART 1: CREATING THE PERFECT LANDING PAGE SOURCES & LINKS FOR FURTHER RESEARCH ▸ http://unbounce.com/landing-page-articles/the-anatomy-of- a-landing-page/ ▸ https://blog.kissmetrics.com/landing-page-design- infographic/ ▸ https://www.formstack.com/the-anatomy-of-a-perfect- landing-page ▸ https://instapage.com/blog/landing-page-examples

40. RECOMMMEND SOFTWARE…TO BUILD YOUR LANDING PAGE

41. INSTAPAGE …BY FAR THE EASIEST TO USE

42. OTHERS TO CONSIDER ▸ KICKOFF LABS ▸ WEEBLY OR WEBSITE BUILDERS LIKE - WIX - SQUARESPACE

43. LANDING PAGE = DONE AWESOME! NOW LETS GET SOME TRAFFIC TO IT.

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

45. BUT FIRST What you are marketing? Is it a brand, product, service, or idea? Who you are marketing it to? Your target audience or preferred consumer? Are we selling software, sign-ups, or actual products? Why they should choose your offerings over identical or similar items offered by your competition? Where will your marketing material will be most effective? Social media network, email, direct solicitation, or sponsored online advertising? When your marketing efforts can be deemed successful?

46. SUBMISSION & POSTING TACTICS FREE PLACES YOU CAN LIST YOUR WEBSITE/STARTUP THAT WILL SEND FREE TRAFFIC!

47. PLACE #1 - STUMBLEUPON StumbleUpon Free web-browser extension which acts as an intelligent browsing tool for discovering and sharing web sites by a recommendation engine PART 2.1: SUBMISSION AND POSTING BASED TACTICS

48. PART 2.1: SUBMISSION AND POSTING BASED TACTICS PLACE #2 - PRODUCT HUNT A curation of the best new products, every day. Discover the latest mobile apps, websites, and technology products that everyone's talking about.

49. PLACE #3 - SCOOP.IT Launch a topic at Scoop.it and post your website into your topic page PART 2.1: SUBMISSION AND POSTING BASED TACTICS

50. PLACE #4 - REDDIT & R/STARTUPS Share your startup on Reddit’s /r/startups category or any other hyper targeted subreddit. Note - Engage with the community ﬁrst. Don’t just sign up and post. They hate spammers. PART 2.1: SUBMISSION AND POSTING BASED TACTICS

51. PLACE #5 - CREATE A CRUNCHBASE PAGE CrunchBase CrunchBase is the leading platform to discover innovative companies and the people behind them. Used by millions of entrepreneurs, investors, and analysts. pro tip: works great for recruiting & hiring PART 2.1: SUBMISSION AND POSTING BASED TACTICS

52. PLACE #6 - BETALIST betalist Goes out to 25k+ early adopters. Limited to pre launch startups. people come here to learn about new ideas and startups… PART 2.1: SUBMISSION AND POSTING BASED TACTICS

53. CREATE COOL CONTENTAND GIVE IT AWAY… THIS IS CONTENT MARKETING

54. PART 2.2: CONTENT MARKETING REMEMBER… ▸ You are considered an expert in the ﬁeld of which your company/startup is in. ▸ So put that knowledge to good use - and help make the internet better by contributing to it. ▸ Guess who searches for information related to your expert area of genius?? (YOUR CUSTOMERS)

55. THE GOLDEN RULE In order to GET value You must GIVE value! PART 2.2: CONTENT MARKETING

56. EXAMPLES OF COOL CONTENT ▸ Infographics ▸ Blog Posts ▸ Viral Memes ▸ Slideshares ▸ Whitepapers ▸ How To Guides ▸ Viral Videos ▸ Giveaways ▸ Webinars ▸ Free Tools ▸ Industry Reports ▸ News/Press Releases PART 2.2: CONTENT MARKETING

57. RESOURCES ON THE WEB ▸ Share Infographics: ▸ http://visual.ly/ ▸ Create & Share Viral Memes: ▸ https://imgﬂip.com/memegenerator ▸ Publish Slideshares: ▸ http://www.slideshare.net ▸ Blogging Communities: ▸ https://myblogu.com ▸ https://topbloggers.com/ PART 2.2: CONTENT MARKETING

58. WRITE AN AWESOME BLOG POST JUST ONE - BUT MAKE IT AMAZING!!!

59. Write attention grabbing headline guides or write posts that ﬁll these templates. Free Tool: https:// www.portent.com/ tools/title-maker • The Secret of [blank] • Little Known Ways to [blank] • Get Rid of [problem] Once and For All • What Everybody Ought to Know about [blank] • The Lazy [blank’s] Way to [blank] • 4 Ways to [Blank] That You Never Knew Existed HOW TO BLOG EFFECTIVELY - WRITE MAGNETIC HEADLINES PART 2.2: CONTENT MARKETING

60. ▸ Write a post called “Our competitor vs Our Company” ▸ This will attract search engine trafﬁc looking for reviews of competitor HOW TO BLOG EFFECTIVELY - WRITE A POST COMPARING YOU VS. COMPETITOR PART 2.2: CONTENT MARKETING

61. OUTREACHAKA… MESSAGING STRANGERS ON THE INTERNET

62. PART 2.3: OUTREACH TACTIC #1 - 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.

63. TACTIC #2 - OUTREACH TO BLOGGERS Outreach to bloggers and invite them to share your content. Best way is to Google for blogs in your industry or Find them using any of these services: PART 2.3: OUTREACH

64. TACTIC #3 - FIND GUEST POSTING OPPORTUNITIES ▸ Guest authorship means YOU author your own blog post on a topic (related to your company/ product/startup) ▸ Make it interesting; and not too sales focused. ▸ Be sure to include your name and a link to your site in your author bio. PART 2.3: OUTREACH

65. PRO TIP: GOOGLE IS THE BEST FOR FINDING THESE OPPORTUNITIES • Here’s how: Search “Write for us” + Your Industry/Niche + Blog or “Guest Post” + Your Industry/Niche + Blog! • Use “quotes” around a term, this tells Google to look exactly for this term, in this particular order. Parse your queries by adding a + • This will help Google better narrow down your search and return laser focused results!   PART 2.3: OUTREACH

66. TACTIC #4 - 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 PART 2.3: OUTREACH

67. TACTIC #4 CONT - 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 PART 2.3: OUTREACH

68. AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT

69. TACTIC #5 - OUTREACH TO INFLUENCERS IN YOUR INDUSTRY Outreach to inﬂuential people on Twitter, Instagram, Pinterest, Facebook. and invite them to share your content. There is an entire industry devoted to this called “Inﬂuencer Marketing.” Hard to get for free, but hell - we don’t have any money so its worth a shot! PART 2.3: OUTREACH

70. OTHER TACTICS & STRATEGIESA MIXED BREW

71. PART 3: A MIXED BREW OF TACTICS TACTIC #1 - RESPOND TO UNANSWERED QUESTIONS ON QUORA Respond to unanswered questions in your niche on Quora. Quora is a question-and-answer website where questions are asked, answered, edited and organized by its community of users.

72. PART 3: A MIXED BREW OF TACTICS TACTIC #2 - SIGN UP FOR MENTION Mention allows you to monitor in real-time anything published on the web and social networks. You can react by getting an alert triggered by a keyword or key phrase you set up. Connect social accounts (Twitter, Facebook, Buffer) to your alerts as well.

73. PART 3: A MIXED BREW OF TACTICS TACTIC #3 - 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.

74. PART 3: A MIXED BREW OF TACTICS TACTIC #4 - SUBMIT A FREE PRESS RELEASE Write a press release. If you don’t know what those are. Google them, read some, and give it your best shot. Then you can submit a free press release using a service like PRlog

75. PART 3: A MIXED BREW OF TACTICS TACTIC #5 - PUSH NOTIFICATIONS FOR BROWSER AND MOBILE PushCrew is a tool that enables websites to send push notifications anywhere around the web. It allows you to send notifications to followers without them being on their website. It's kinda like the push notifications on your mobile device, except you don't have to invest in an app to send them.

76. PART 3: A MIXED BREW OF TACTICS TACTIC #6 - COMPETITOR RESEARCH Grab the URL of your closest competitor Use tools like MajesticSEO to see who links to your competitors. Outreach to those webmasters, and ask them to feature your product/service/website.

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

EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools

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