Presentation on 12/12/2013 http://www.meetup.com/NJ-Entrepreneurs-and-Tech-Startups/events/152111632/

1. What Online Marketing
Activities Should You Be
Prioritizing?
STEPHANIE CHANG

2. STEPHANIE CHANG
Head of New York/Consultant, Distilled
stephanie.chang@distilled.net
@stephpchang

3. Prove Your Product
Has a Market

4. Having a great product isn’t enough
http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-theworlds-best-photo-startup

5. Invest into Paid Search Channels
Paid search using Google Adwords or Bing Ads
http://www.rimmkaufman.com/blog/starting-from-scratch-a-paid-search-primer/20112007/

6. Note: It’s important to set up
tracking
Set up Google Analytics on your site – It’s free!
@stephpchang
Stephanie Chang

7. Why Paid Search?
This is the most efficient way to determine if there is
a market for your product online
@stephpchang
Stephanie Chang

8. Make sure to test your paid search
ad copy
Do certain keywords/headlines/copy lead to customers?
This is the quickest way to measure the performance of your paid
advertisement
@stephpchang
Stephanie Chang

9. The most important metric to
measure
http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/
Cost-Per-Acquisition / Cost to Gain a Customer
@stephpchang
Stephanie Chang

10. You also have clear marketing
objectives in paid search
Start with your baseline conversion results and aim
for higher quality scores and lower cost-per-clicks.

11. Set clear parameters in your paid
search campaign
http://offers.hubspot.com/marketing-ebook/introductory-guide-to-paid-search
Set daily maximum budgets and bids for keywords until you figure
out what keywords perform
Tip: Low budget  Bid on Long-Tail Keywords

12. Test the Market

13. Once you’ve proven there’s a
market...
Gain an understanding of your target market using
social targeting – demographics, geo location

14. Develop a direct relationship with
your customers with a simple email
marketing strategy
Test what type of content leads to high open
rates and what types lead to conversions.
@stephpchang
Stephanie Chang

15. Then compare your product to your
competitors
Factors
My
Business
Competitor
1
Competitor
2
Competitor
3
Notes
Products
Price
Quality
Expertise
Location
Reputation
How are they gaining customers? Who talks about them online?
@stephpchang
Stephanie Chang

16. Build Momentum

17. Build your community and content
Continue to engage with your existing customer base
@stephpchang
Stephanie Chang

18. Build relationships with influencers
from the community
Use tools like Topsy or Followerwonk.
If you’re able to build your own tools, scrape data from Twitter and
visualize the data using TagsExplorer or Fusion Tables
@stephpchang
Stephanie Chang

19. Optimize your site for SEO
Free Guide to SEO
http://moz.com/beginners-guide-to-seo
@stephpchang
Stephanie Chang

20. Find your target audience on other online
communities/sites, create value, and grab their
attention.
http://www.slideshare.net/mattangriffel/growth-hacking
You’ve determined there is a market for your product online. Find
creative/authentic ways to create awareness for your business.
@stephpchang
Stephanie Chang

21. Become friends with journalists and
learn how to create/break news.
These activities will help you create awareness, capture people’s
attention, and keep your company top of mind.
@stephpchang
Stephanie Chang

22. Build Customer Loyalty

23. Develop different types of content to
address your customer’s needs
It took this much effort
to gain customers –
keep them!
It’s very important to develop a relationship with your
customers. Why not do it with content?
@stephpchang
Stephanie Chang

24. Customers are important brand
advocates
Be deliberate in your marketing about what makes
your company exceptional.
@stephpchang
Stephanie Chang

25. Edge Cases

26. Crowd Funding benefits from PR
Example: Kickstarter
@stephpchang
Stephanie Chang

27. Niche products
Would benefit from focused marketing efforts
@stephpchang
Stephanie Chang

28. B2B Products
Would benefit from focused marketing efforts
@stephpchang
Stephanie Chang

29. B2C Niche Products
Target specific channels
@stephpchang
Stephanie Chang

30. Thanks.
Any questions?
STEPHANIE CHANG
stephanie.chang@distilled.net
@stephpchang