Marketing is the hardest part running a web app business, because there is much more to it than just an innovative idea and technical knowledge. Put it simple, without marketing no one cares about your great idea and your cool new service. Marketing is not about selling anymore, it‘s all about communicating and connecting with your audience, creating value and involvement. But first you have to create a lively and expressive brand identity. This presentation is about branding and marketing a technical innovation and should function as an interactive, hands-on session, packed with strategy tips and best practice examples.

1. Don’t let your Baby die!
10+ web app survival tips

2. #appvertising
Wolf Becvar
use the hashtag
HI. twitter.com/wdbecvar
wolfbecvar.com

3. vote for us

4. Click me I’m useful!

5. Hands-On Session
coming later on

6. Who the hell needs marketing?

7. Source: banksy.co.uk/

8. “He who fails to plan is planning to fail.
- Winston Churchill

9. Marketing has
changed
forever!

10. BOX
OF
LIES

13. # 1
“Everything is
marketing.
- Jason Fried 37signals

18. # 2
Don’t ignore
your brand!

19. Who the f**k are you?
What makes you special?
Why should I care?

20. that ’s a claim

21. # 3
Build social
capital!

22. “This sucks!
- Anonymus

23. Research
React Identify
Act Listen
Learn

25. # 4
Engage from
day -100

26. Pre Launch Growth Maturity
Word of mouth & viral, Blogosphere referral, A-List customers,
Twitter, Facebook, Communities, Conferences, Meet-Ups
Direct Mail PR Internet Advertising
- opt-in email list - Company blog - Ad-Words
- betatesters - Xing, LinkedIn ... - Banner ads
- Conferences
- Magazines
- Blogposts
- Compiled Lists
SEO web-app list cheat
sheet
- optimized page markup
- organic search

27. [App]itecture

28. # 5
Choose your market, business model
and pricing strategy carefully
very

29. Where do you fit in?

32. •niche vs. total market
•free vs. paid
• what would you pay?
• charge from day 1 (beta?)
• don‘t be innovative - be really boring
• run A/B tests
• re-jig over time
free pricing video

33. # 6
Love your metrics
metrics cheat-sheet

34. • Use Google Analytics/Piwik

35. • Build a customized backend & track your traffic

36. # 7
Worship your UX

37. • Usability happens during wireframing

38. •Make signing up as simple as possible

39. •Provide an experience for your visitors

40. •Run usability tests
•

41. # 8
Provide kick-ass
support

43. # 9
Don’t over feature

44. Source: http://swiss-army-discounts.com/wp-content/uploads/2009/02/wenger-giant-knife.jpg

45. #10
Be passionate

47. Casestudy

48. Hands-On Session
Collecting feedback on RepoDrop
•What’s the first thing that
comes into your mind when
looking at the website?
•What could be the reasons that
the service is lacking sign-ups?

50. Hands-On Session
dlybd@posterous.com
please email
feedback to
this address

51. THANKS.
ping me!
wolfbecvar.com
twitter.com/wdbecvar
hotgloo.com

52. Linklist
• Venture Hacks - http://venturehacks.com/
• A Smart Bear - http://blog.asmartbear.com/
• WebAppers - http://www.webappers.com/
• TechCrunch - http://techcrunch.com/
• Smashing Magazine - http://www.smashingmagazine.com/
• Inspired Magazine - http://www.inspiredm.com/
• UX Booth - http://www.uxbooth.com/
• Signal Vs. Noise - http://37signals.com/svn
• Mashable - http://mashable.com/
• Think Vitamin - http://thinkvitamin.com/
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