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Stefano Pochet
Leveraging free and
paid channels to fuel
growth
Head of Growth at Mastered
Growth Hacker at BlikBook, Visual.ly and Fanpage.it
Freebar.com
Stefano Pochet
Growing Visual.ly B2B customare base with
cold emailing
Leveraging free channels to fuel Growth
Visual.ly offered marketing content production
to businesses
Great product, experiencing 50% month over
month organic grow...
Responsible for growing the number of quality
leads to Visual.ly marketplace
We were searching for more companies that
wan...
Main source of leads were the infographic
showcase website and the blog
- improved the lead acquisition funnel,
enhanced e...
What is cold email prospecting?
Sending marketing emails to people who had
no prior contact with you
Does cold emailing really work?
Yes, if done right
At Visual.ly a successful cold email strategy:
● Has brought 30 new qua...
1. Writing an effective email template
● Make it look like a manually written email
● Send it from a senior member of the ...
2. Capture recipient attention
● The key is to use data to generate a very personal email for the
recipient. Try to use da...
An email template example
Minimizing negative effects to the brand
● Make it look like a manually written email
● Be direct but not aggressive
● Do ...
Scaling it
● Use a reliable email platform. Use Intercom
● Build an efficient process to handle replies and qualify leads
...
Some tips
● Recursively parse Fliptop and Fullcontact!
● To automate reply handling you can use Google prediction API
● A ...
Getting emails (1)
Inbound
● Users signed up to your website/blog/app
○ +30% email with data adding login via Facebook
● R...
Getting emails (2)
Work on the UI. Some examples:
● In forms, store the user email input before it is actually submitted
●...
Getting emails: working on UI
Getting emails (3)
Outbound
● Third party services (eg Leadspace)
● There are websites where you can scrape emails
○ At Bl...
Is cold emailing legal?
It’s borderline. It depends on where you get the email addresses and
the content of the email.
If ...
When you want to scale very fast ...
Leveraging Facebook Ads to grow Mastered
revenue in 3 months from 0 to £ 250k monthly...
Online fashion courses for professionals
Exclusive teachers
High price tag (£ 1000)
4 months acquisition, target 1000 book...
Growth Team at Mastered
Responsible for the growth through any
channel, including digital marketing
High Marketing budget ...
- Instagram, Email marketing, Pinterest,
Affiliates, Partnerships, Facebook groups,
Scraping ...
The best way to grow the ...
Facebook ads
A wonderful growth hacker toy
With the right marketing and scientific skills it’s
possible to scale marketing...
Growing with Facebook ads
Facebok ads is a marketplace
To guarantee high delivery the key is to have a
funnel in place so ...
Develop a Facebook ads strategy
1. Develop a strategy that works for a given
target audience.
a. Small audience is ok
b. D...
Leverage what is great about Facebook ads:
a. Targeting criteria
i. At the beginning don’t worry about narrowing the
audie...
Developing the first strategy
Your ad is not the post: is the post, the
comments, the likes and the shares
- At the beginn...
Scaling it
Organize a number of adsets, each one with
enough number of users that can deliver some
conversions daily
- In ...
Scaling it, segmentation
Avoid too big audiences through segmentation
- At Mastered if size of the audience is over
500k w...
Scaling it, new adsets targeting
Scale internationally if it’s an option for the
business (US can be organized like it is ...
Advanced tips for scaling it
Using a third party editor (I suggest Smart.ly):
- Automatically create all worldwide possibl...
Thank you
We are hiring growth hackers at Mastered!
- https://www.mastered.com/jobs
- or email me at stefano@mastered.com
Let’s keep in touch
Stefano Pochet
@stefanopochet
angel.co/stefanopochet
uk.linkedin.com/in/stefanopochet
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"Leveraging free & paid channels to fuel growth" by Stefano Pochet

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By Stephano Pochet, Growth at Mastered (https://twitter.com/stefanopochet)

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Publié dans : Technologie
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"Leveraging free & paid channels to fuel growth" by Stefano Pochet

  1. 1. Stefano Pochet Leveraging free and paid channels to fuel growth
  2. 2. Head of Growth at Mastered Growth Hacker at BlikBook, Visual.ly and Fanpage.it Freebar.com Stefano Pochet
  3. 3. Growing Visual.ly B2B customare base with cold emailing Leveraging free channels to fuel Growth
  4. 4. Visual.ly offered marketing content production to businesses Great product, experiencing 50% month over month organic growth Visual.ly, B2B infographic marketplace
  5. 5. Responsible for growing the number of quality leads to Visual.ly marketplace We were searching for more companies that wanted to produce marketing content using Visual.ly Not managing marketing budget Growth Team at Visual.ly
  6. 6. Main source of leads were the infographic showcase website and the blog - improved the lead acquisition funnel, enhanced email marketing campaigns, data analysis, lead assignment prioritization - Created a new channel: cold email prospecting Strategies developed
  7. 7. What is cold email prospecting? Sending marketing emails to people who had no prior contact with you
  8. 8. Does cold emailing really work? Yes, if done right At Visual.ly a successful cold email strategy: ● Has brought 30 new qualified leads daily ● With minimum negative side effects to Visual.ly brand
  9. 9. 1. Writing an effective email template ● Make it look like a manually written email ● Send it from a senior member of the company ● Be short and direct ● Communicate your brand reputation (mention your clients, link case studies) ● A/B test the subject line
  10. 10. 2. Capture recipient attention ● The key is to use data to generate a very personal email for the recipient. Try to use data about his location or about the company he works in. ○ At Visually we were sending emails only when we had good detailed data about the recipient ● In case you don’t have personal data: ○ Scrape data or use third party services (eg Fliptop and Fullcontact) to get user personal information from an email address Your minimum goal should be a 4% reply rate
  11. 11. An email template example
  12. 12. Minimizing negative effects to the brand ● Make it look like a manually written email ● Be direct but not aggressive ● Do not send too many emails (ensure a minimum 4% reply rate) ● Track negative replies and if needed manually reply to some emails ● Never re-email the same person ● Scale it slowly ● Limit the number of daily emails sent to each organization ● Exclude specific companies/emails
  13. 13. Scaling it ● Use a reliable email platform. Use Intercom ● Build an efficient process to handle replies and qualify leads ○ Some customers will require up to 5 replies to be ready for a phone call ● Keep track of open rate/reply rate/conversion rate/negative feedback for each email segment ● Send the email at the right timing. Monday and mornings perform better ● Automate it ○ Connect your CRM/website to remove existing leads
  14. 14. Some tips ● Recursively parse Fliptop and Fullcontact! ● To automate reply handling you can use Google prediction API ● A quality lead algorithm can help in qualifying leads
  15. 15. Getting emails (1) Inbound ● Users signed up to your website/blog/app ○ +30% email with data adding login via Facebook ● Reparse your existing user base through Fliptop and Fullcontact
  16. 16. Getting emails (2) Work on the UI. Some examples: ● In forms, store the user email input before it is actually submitted ● Use widgets at key sections: ○ OnExit popups. Anticipate the user’s intent to leave the site and show an appealing call to action
  17. 17. Getting emails: working on UI
  18. 18. Getting emails (3) Outbound ● Third party services (eg Leadspace) ● There are websites where you can scrape emails ○ At BlikBook our target market were University Teachers, so over 90% of our target market had data publicly available online
  19. 19. Is cold emailing legal? It’s borderline. It depends on where you get the email addresses and the content of the email. If the email will look like a personal manually written email negative feedback will be minimum
  20. 20. When you want to scale very fast ... Leveraging Facebook Ads to grow Mastered revenue in 3 months from 0 to £ 250k monthly Leveraging paid channels to fuel Growth
  21. 21. Online fashion courses for professionals Exclusive teachers High price tag (£ 1000) 4 months acquisition, target 1000 bookings Mastered
  22. 22. Growth Team at Mastered Responsible for the growth through any channel, including digital marketing High Marketing budget (up to £ 100k monthly) Ambitious target: grow from 0 to 250k revenue in 3 months *by the way, we are hiring growth hackers!
  23. 23. - Instagram, Email marketing, Pinterest, Affiliates, Partnerships, Facebook groups, Scraping ... The best way to grow the revenue that fast is: - Paid media Strategies developed
  24. 24. Facebook ads A wonderful growth hacker toy With the right marketing and scientific skills it’s possible to scale marketing efforts: - very quickly - keeping an high ROI - with not much management
  25. 25. Growing with Facebook ads Facebok ads is a marketplace To guarantee high delivery the key is to have a funnel in place so that you can show your ad at a high enough CPM - At Mastered the funnel structure has been very important to make Facebook ads profitable
  26. 26. Develop a Facebook ads strategy 1. Develop a strategy that works for a given target audience. a. Small audience is ok b. Doesn’t have to be very profitable 2. Scaling it a. Sometimes while scaling the efforts the ROI gets better
  27. 27. Leverage what is great about Facebook ads: a. Targeting criteria i. At the beginning don’t worry about narrowing the audience b. The social factor i. Excitement funnel sales Let advertising be a fuel for a strong social strategy. Developing the first strategy
  28. 28. Developing the first strategy Your ad is not the post: is the post, the comments, the likes and the shares - At the beginning use organic posts and promote them to your fan base before starting ads to new users - Keep an eye to the comments - Leave the ads on for a few days, with a minimum of conversions (˜5 daily) to let the algorithm learn
  29. 29. Scaling it Organize a number of adsets, each one with enough number of users that can deliver some conversions daily - In Mastered case 2% click rate 2% conversion rate: we needed at least 100.000 in each adsets to let the algorithm optimise delivery
  30. 30. Scaling it, segmentation Avoid too big audiences through segmentation - At Mastered if size of the audience is over 500k we tend to segment it. We then simply stop the one not performing good Don’t target the same users in two adsets
  31. 31. Scaling it, new adsets targeting Scale internationally if it’s an option for the business (US can be organized like it is 10 countries) Create all possible available lookalike allover the world - It can make sense to buy users with negative ROI to build lookalike
  32. 32. Advanced tips for scaling it Using a third party editor (I suggest Smart.ly): - Automatically create all worldwide possible lookalike (hundreds of adsets in one click) - Automate adsets targeting exclusion - Use algorithms to manage budget and bidding of hundreds of adsets automatically
  33. 33. Thank you We are hiring growth hackers at Mastered! - https://www.mastered.com/jobs - or email me at stefano@mastered.com
  34. 34. Let’s keep in touch Stefano Pochet @stefanopochet angel.co/stefanopochet uk.linkedin.com/in/stefanopochet

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