2. Definition
“Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offerings that have
value for customers, clients, partners,
and society at large.”
— American Marketing Association
From Code to Product Lecture 7 — Marketing — Slide 2 gidgreen.com/course
3. Lecture 7
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 7 — Marketing — Slide 3 gidgreen.com/course
4. Traditional marketing
• Trade shows
• Hosted events
• Email blasts
• Cold calling
• Advertising
• Public relations
From Code to Product Lecture 7 — Marketing — Slide 4 gidgreen.com/course
5. Trade shows
From Code to Product Lecture 7 — Marketing — Slide 5 gidgreen.com/course
http://www.exhibitionnews.co.uk/featuredetails/102/research-volatile-times
✘ Cost
✘ Time
✘ Not for niches
✘ Far from purchase
6. Email blasts
From Code to Product Lecture 7 — Marketing — Slide 6 gidgreen.com/course
http://www.siteadvisor.com/sites/eharmony.com/msgpage
13. Lecture 7
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 7 — Marketing — Slide 13 gidgreen.com/course
14. Inbound marketing
“Any marketing tactic that relies on
earning people’s interest instead of buying
it.” — Wikipedia
“Instead of driving their message into a
crowd over and over again like a
sledgehammer, they attract highly qualified
customers to their business like a magnet.”
— Rick Burnes, Hubspot Blog
From Code to Product Lecture 7 — Marketing — Slide 14 gidgreen.com/course
22. Twitter tweets
From Code to Product Lecture 7 — Marketing — Slide 22 gidgreen.com/course
• Status updates
• Links to blog
• Support (public)
• But think about it…
23. Widgets
From Code to Product Lecture 7 — Marketing — Slide 23 gidgreen.com/course
24. Banners
From Code to Product Lecture 7 — Marketing — Slide 24 gidgreen.com/course
29. Videos
From Code to Product Lecture 7 — Marketing — Slide 29 gidgreen.com/course
30. And crazy stuff…
From Code to Product Lecture 7 — Marketing — Slide 30 gidgreen.com/course
31. Lecture 7
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 7 — Marketing — Slide 31 gidgreen.com/course
32. Viral marketing
“A method of product promotion that
relies on getting customers to market
an idea, product, or service on their
own by telling their friends about it,
usually by e-mail.”
— Oxford English Dictionary
From Code to Product Lecture 7 — Marketing — Slide 32 gidgreen.com/course
33. Measuring virality
Viral coefficient =
[number of people who registered
this month as a direct result of
the activity of people who
registered last month]
÷
[number of people who registered
last month]
From Code to Product Lecture 7 — Marketing — Slide 33 gidgreen.com/course
34. Small changes, big effectsRegistrations
Month
0.99
1.01
1.05
1.1
From Code to Product Lecture 7 — Marketing — Slide 34 gidgreen.com/course
35. Redefining viral marketing
“Any method of product promotion which
has a viral coefficient > 1.0
• For a user action of genuine value
• Measured for a time period which is short
enough for the company to survive
• Sustainable for long enough for the
company to reach much of its market.”
— Me
From Code to Product Lecture 7 — Marketing — Slide 35 gidgreen.com/course
44. How it looks
From Code to Product Lecture 7 — Marketing — Slide 44 gidgreen.com/course
45. The opposite of viral
• Requires many users to work
– But no motivation for early sharing
• Think smaller
– Start within niche
– Fake early users
– Spread from there
• Or: value for first user
– del.icio.us
From Code to Product Lecture 7 — Marketing — Slide 45 gidgreen.com/course
46. Lecture 7
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 7 — Marketing — Slide 46 gidgreen.com/course
47. Your home page must…
• Appear quickly
• Explain what you do
– Make it big!
• Provide a call to action
– Make it prominent!
• Highlight key benefit(s)
• Provide navigation
From Code to Product Lecture 7 — Marketing — Slide 47 gidgreen.com/course
You have 5
seconds!
48. Good home pages
From Code to Product Lecture 7 — Marketing — Slide 48 gidgreen.com/course
49. Good home pages
From Code to Product Lecture 7 — Marketing — Slide 49 gidgreen.com/course
50. Good home pages
From Code to Product Lecture 7 — Marketing — Slide 50 gidgreen.com/course