PJ Leimgruber - Tools & Software to Get Your First Customers

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 GO FROM
ZERO ONE

5. I’m going to assume your startup has*:
A) product people want & will pay for
B) serviceable market
C) team that can execute, learn, & improve
* don’t have these? Get ‘em first, then come back to the marketing process

6. HOW WE ENVISION OUR
MARKETING PLAN…

7. WHAT OUR MARKETING
ENDS UP LOOKING LIKE…

8. WHAT WE ALL
ENVISION…

9. hmm. . I wonder
what great
content from
brands is on
social media
today?

10. hmm. . I wonder
what this blog
post is about?

11. How about I fill in all
of my information
for this free eBook.

12. and I better not forget to follow
ALL their social profiles
while I am here too!!

13. EXPECTATION
VS.
REALITY

14. STARTUP MARKETING IN 3 EASY STEPS…
STEP 1 STEP 2 STEP 3
POST ON
SOCIAL MEDIA
CUSTOMERS
CLICK & GIVE
ME MONEY
I RAISE
SERIES A
FROM VC

15. WHAT REALLY
HAPPENS

16. Bored at work…
go on
Facebook and
find pictures
of babies.

17. or expecting
Moms
…. (thats my wife)

18. SO HOW DOES
IT REALLY WORK?

19. See Brand
Name…

20. Encounter the
brand again
somewhere
else…

21. NO!
…NO!
YAASS!!

22. CREATE AND SHARE
INTERESTING
CONTENT
CUSTOMERS
CLICKS AND
READS
IF THEY LIKE
YOU, THEY
MAY
REMEMBER
YOU
THEY ENCOUNTER
YOUR BRAND
AGAIN ONLINE
YOU SLOWLY
BEGIN TO EARN
THEIR TRUST
WHEN THEY NEED
THE PRODUCT,
THEY COME BACK

23. BE HELPFUL!
EARN TRUST!
BUILD FAMILIARITY!

25. Invest in 2 - 3 tactics before you launch a
product.
So that when you do, there’s a pre - existing
community that wants to support & amplify
you.

26. Everything Should (Subtly) Reinforce the Message
PPC Ads Tweets Emails Comments
SEO Snippets
Visual
Branding
Videos
Onboarding
Facebook
Posts
The Brand
Promise
Press & PR
Product
Names
Big
Content
Landing
Pages
Photos Outreach Brand Name UI & UX

27. How to Win at Digital Advertising
Step 1: Earn brand exposure w/ your target audience
Step 2: Get >1 organic visit (or social engagement)
Step 3: Advertise to those who already know+like you

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

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

30. 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 will your marketing efforts be deemed successful?

31. <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>
WHAT IS OUR MESSAGE?
WHAT IS THE ALTERNATE FUTURE
WE ARE CREATING?
WITH OUT US? - DESCRIBE THE PAIN!
WITH US - INTRODUCE YOUR SOLUTION!

32. TODAY WE WILL BE LEARNING
HOW TO USE TOOLS & SOFTWARE TO GET YOUR FIRST CUSTOMERS
▸ Using Google
▸ Data & Analytics Software - Google Analytics (GA)
▸ Researching Your Competitors
▸ Content Marketing Basics
▸ Ideas & Additional Strategies

33. TOMORROW WE WILL BE LEARNING
HOW TO USE TOOLS & SOFTWARE TO GET YOUR FIRST CUSTOMERS
▸ (More) Content Marketing & Amplification
▸ Launch Tactics & Free Places To Post Your Website
▸ Paid Social (Facebook Ads)
▸ How To Get Market Traction!

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

36. 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!

37. 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

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

39. ▸ 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?

40. ▸ 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!

41. HERE IS HOW TO MAKE AN ACCOUNT

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

45. ▸ 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.

46. ▸ 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

47. Reporting -> Real-Time -> Overview

48. Reporting -> Audience -> Overview

49. Reporting -> Acquisition -> Overview

50. ▸ 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

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

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

55. ▸ 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.

56. 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

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

58. ▸ 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.

59. 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)

60. 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)

61. COMPETITOR / INDUSTRY RESEARCH TOOLS

62. COMPETITOR / INDUSTRY RESEARCH TOOLS
▸ 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.

63. COMPETITOR / INDUSTRY RESEARCH TOOLS
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.

64. COMPETITOR / INDUSTRY RESEARCH TOOLS
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.

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

66. 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.

67. 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.

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

69. HOWEVER…
GETTING 10 PEOPLE EACH WITH
1,000 - 10,000 FOLLOWERS IS
VERY POSSIBLE
HERE IS HOW

70. TOOLS FOR INFLUENCER
MARKETING RESEARCH

74. 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.

75. 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

76. 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

77. BUILD AN
INFLUENCER LIST IN
GOOGLE DRIVE

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

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

80. A GREAT EMAIL HACK
STREAK

81. 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.

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

83. 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)

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

85. 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

86. 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

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

88. 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

89. ▸ 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

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