Creator Influencer Strategy Master Class - Corinne Rose Guirgis
ย
The Art of Product Marketing
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 youโre creating.
5. But it misses howto market and growan audienceof rightcustomers
so our product can scaleโฆ
From Eric Riesโ slide deck on The Lean Startup
Whatโs after the MVP?
10. What else is our audience
searching for?
And what else do they use to
describe this problem?
Note: AdWordsโ 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, 10Kโ
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!
22. SimilarWeb Pro can show you where other sites get their
traffic (relatively accurate except for the long tail)
Via SimilarWeb Pro
23. SimilarWeb can also show search keywords:
Via SimilarWeb Pro
The KWs sites pay for
are most often those
that convert best
24. And referring/social media traffic:
Via SimilarWeb Pro
These sites can lead you
to potential press
opportunities, content
ideas, partnerships, etc.
25. Donโt be too biased to invest only in Google or Facebook โ
there are tons of opportunities
Many productsโ entire, very
successful, strategies fit into
channels w/ <0.1% of global
web traffic.
31. Using the Product Itself:
Unless you can envision
headlines like this about your
product, donโt rely solely on the
product to sell itself.
32. Network & Viral / Word-of-Mouth
Everyone who takes a SurveyMonkey
survey is a potential future customer
33. Network & Viral / Word-of-Mouth
Via First Round Capitalโs Article on Slack
Slack is a product where 1 or 2 people can
convince an entire organization to use it.
34. Network & Viral / Word-of-Mouth
Via Skarpโs Kickstarter page
Kickstarter is an inherently
WoM & viral-driven marketing
Launchpad. Products only get
made if people who want
them share & amplify.
37. Influencers, Press, & PR
Via Techcrunch on Quoraโs Growth
Quora has intentionally
foregone some forms of
growth (SEO notably) to focus
on influencers, press, & PR-
style partnerships.
38. Influencers, Press, & PR
Via YouAreAwesomeโs Blog Post
Urbanspoon needed to compete w/
Yelpโs domination in restaurant reviews,
so targeted bloggers who felt left out of
Yelpโs ecosystem.
39. Influencers, Press, & PR
BeardBrand continues to generate great press and has
started their own beard-focused magazine.
40. Content + Search, Social, Email, et al.
Moz invests relentlessly in content strategy & distribution.
42. Content + Search, Social, Email, et al.
Free tools (& freemium) can be great
forms of content marketing.
Via Crew.coโs App vs. Website and VoilaNorbert
43. Nearly every startup & new product uses a
combination of these:
The Product Itself
Network & Viral/WoM
PaidAdvertising
Influencers, Press, & PR
Content + Search, Social, Email, et al.
48. Didnโt try the
product
Tried, but didnโt
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 customer?
What objections did you
have and how did you
overcome them?
Whatโs been most
valuable to you?
If youโve loved it, can we
share your story?
51. 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.
Donโt be fooled by my oversimplification; this
process is even harder than acquisition marketing.
55. 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
56. 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
theyโre some of our best.