EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools

TOOLS & SOFTWARETO GET YOUR FIRST CUSTOMERS
PJ LEIMGRUBER | @MISTERPEEJ

▸ 1988 - Born in New York, Grew up in Florida
▸ 2011 - Bootstrapped an e-Commerce startup, RAGEHATS, to $50k/month
▸ 2012 - Co-Founded a digital marketing/SEO consultancy, Rank Executives
▸ 2013 - Co-Founded, NEOREACH w/ brother @ Stanford, California. Raised 3M
in VC dollars. Moved out to Silicon Valley.
▸ 2016/17 - Invited To Teach ITP 476 at University of Southern California. Joined
the faculty in January 2017 and moved down to Santa Monica outside LA.
ABOUT ME

TODAY WE WILL BE LEARNING
HOW TO USE TOOLS & SOFTWARE TO GET YOUR FIRST CUSTOMERS
▸ Data & Analytics Software - Google Analytics (GA)
▸ Building A Landing Page
▸ Thinking Like A Marketer - Setting Attainable Goals & KPI’s
▸ Free Tactics To Acquire New Users
▸ Content Marketing Basics
▸ Ideas & Additional Strategies

SO WHAT WILL WE COVER TODAY?
STUFF THAT COSTS TIME BUT NOT MONEY

HOW TO USE GOOGLEB/C YOU’VE BEEN DOING IT WRONG THIS WHOLE
TIME…

GETTING STARTED
USING GOOGLE PROPERLY IS THE BACKBONE FOR GROWTH HACKING
▸ The use of “quotes” tells Google to search for this exact phrase in this exact
order.
▸ The use of + is the most effective way to separate words in the same search.
▸ For example: “write for us” + blog.
▸ Using these advanced search operators will make you laser sharp at using
Google.
▸ GOOGLE WILL TEACH YOU EVERYTHING - DON’T BE LAZY - GOOGLE IT!

GETTING STARTED
PLEASE!!! INSTALL GOOGLE WEBMASTER TOOLS & ANALYTICS
▸ It’s free to sign up.
▸ Install custom analytics code onto your website/landing page.
▸ Tracks visitors & other important metrics like time on site, bounce rate,
click through rate (CTR)
▸ Great data = informed decision making.
▸ We will talk more about this

GOOGLE ANALYICS
▸ You must be anal about your
data!

▸ Web analytics, in general is the measurement, collection, analysis and reporting
of web data for purposes of understanding and optimizing web usage.
▸ Google Analytics is the market leading web analytics tool with over 80% of
market share (that’s huge)
▸ Audience and their needs
▸ Track the routes people take to reach you
▸ Devices they use to get there
▸ Learn what people are looking for
▸ Tailor marketing and site content for maximum impact
What is analytics?

▸ How many people visit my
website?
▸ Where do my visitors live?
▸ What sources/websites send
trafﬁc to my website?
▸ What marketing tactics drive the
most trafﬁc to my website?
▸ What content do my visitors like
the most?
▸ Which pages on my website
are the most popular?
▸ How many visitors have I
converted into leads or
customers?
▸ Where did my converting
visitors come from and go on
my website?
Analytics has the answer!

HERE IS HOW TO MAKE AN ACCOUNT

This must be
installed on every
page on your
website. The
installation will
depend on what
type of website
you have.

▸ If you are using a WORDPRESS
site. Then you can install a plugin
called “Google Analytics by
Yoast”
▸ This will give you a place to
insert the tracking code.
▸ Then the plug in will do the rest
of the work.
▸ Other website builder platforms
also work like this (Squarespace,
Wix, Instapage etc.)
▸ Boom. Done.

▸ If you are using a custom site or
a site built from scratch or any
site like that then have the
developer do it.
▸ But in case you want to really be
thorough in your knowledge and
show the developer (and
everyone else in the company)
who is the boss.
▸ Then here is how to do it…
PLACE THIS CODE IN THE
<HEAD>
TAG OF THE WEBSITE

Reporting -> Real-Time -> Overview

Reporting -> Audience -> Overview

Reporting -> Acquisition -> Overview

▸ Goals will tell Google Analytics when
something important has happened on your
website.
▸ For example, if you have a website where
you generate leads through a contact form,
you will want to ﬁnd (or create) a thank you
page that visitors end upon once they have
submitted their contact information.
SET UP GOALS
▸ let’s track every time a
user reaches that page

▸ Can select a
pre-set goal
template OR
select
custom.
▸ For this
example, we
will create a
custom goal.

▸ Select >>
DESTINATION
▸ >> NEXT STEP
▸ Enter the URL
into destination
that we are
going to track.

▸ If you have other similar goals / conversions
you would like to track on your website, you
can follow these steps again.
▸ You can create up to 20 goals on your website.
▸ Be sure that the ones you create are highly
important to your business.
▸ These goals (for most businesses) include lead
form submissions, email list sign ups, and
purchase completions.
▸ Depending on your website and its purpose,
your goals may vary.

IMPORTANT!
WATCH AND READ THESE
https://moz.com/blog/absolute-beginners-guide-to-google-analytics
http://bit.ly/2gbfEXu
**WATCH** Google Analytics Academy on YouTube:
**READ** Moz - Beginners Guide To Google Analytics

CREATING
THE
PERFECT
LANDING
PAGE

WHAT IS A LANDING PAGE?
LANDING PAGES HAVE ONE MAJOR OBJECTIVE
TURN SITE VISITORS INTO LEADS.

PART 1: CREATING THE PERFECT LANDING PAGE
OBJECTIVE - TURN SITE VISITORS INTO LEADS
▸ Tells the visitor a short story so
they know exactly what they’re
getting.
▸ It shows them a picture of what
they’re going to get.
▸ No navigation because we don’t
want them going anywhere else.
▸ The content/copy is brief, but super
compelling. Less than 200 words of
body text is ideal.
▸ Has a form to capture their
information (more on this)
▸ Has social sharing icons that make it
easy to share.

STEP 1: CREATE A COMPELLING HEADLINE
▸ Capture visitors attention
immediately. Make them want to
read on.
▸ Try to keep headline on one line.
<Hard Problem You Solve> Made
Easy
<Two Word> Software for
<Industry> Professionals
Eliminate your <Niche> Problem
For Good.
Smarter <Hard Thing> Is Here.
The Future of <blank>

STEP 2: PICK A GOOD HEADER IMAGE
▸ Image of your product
▸ Professional Stock
Photo
Sources:
Stocksy
Dollar Photo Club
Fotolia

STEP 3: MAKE IT EASY TO UNDERSTAND WHAT YOU DO. DON’T OVER-DO TEXT
▸ Break down into 3
steps/features
▸ Short description of
each
▸ Use “power words” like
get, feel, have, enjoy
source: lumosity.com

COMPELLING HEADLINE
WITH LEAD CAPTURE
3 STEPS &
SHORT/COMPELLING TEXT
source: hbloom.com

STEP 4: BIG BUTTONS AND CALLS TO ACTION
GET STARTED
*
START FOR FREE TRAIL
*
APPLY FOR EARLY ACCESS
*
Don’t Miss Out On The
Next Big Thing
*
SIGN ME UP!

STEP 5: COLLECTING THE INFORMATION YOU NEED
▸ Use forms to collect their
information.
▸ Collect as little info as you need to
onboard them.
▸ The number of ﬁelds should
correlate with the buyers journey.
▸ If you are just building interest/
awareness, then basic info like
name and email is enough.

PRO TIP: ENCOURAGE SOCIAL SHARING & REFERRALS
▸ KICKOFF LABS
▸ Put Social Share Buttons
At the Bottom
▸ Encourage early signup

PRO TIP: BUILD CREDIBILITY
▸ Short testimonials or
endorsements from
customers.
▸ Stars & graphics
▸ Certiﬁcation or Customer
Logos
further reading: http://unbounce.com/landing-pages/15-ways-to-increase-trust-in-your-landing-pages/

TOOLS AND RESOURCES I LOVE!!!
▸ Dribbble - Design
social network with
tons of examples
of colors,
typography, great
design and
designers.

TOOLS AND RESOURCES I LOVE!!!
▸ Iconmonstr - Free
icons!!! You can
even pick your
color and size.
▸ over 4,000 free
icons.

SOURCES & LINKS FOR FURTHER RESEARCH
▸ http://unbounce.com/landing-page-articles/the-anatomy-of-
a-landing-page/
▸ https://blog.kissmetrics.com/landing-page-design-
infographic/
▸ https://www.formstack.com/the-anatomy-of-a-perfect-
landing-page
▸ https://instapage.com/blog/landing-page-examples

RECOMMMEND
SOFTWARE…TO BUILD YOUR LANDING PAGE

INSTAPAGE
…BY FAR THE EASIEST TO USE

OTHERS TO CONSIDER
▸ KICKOFF LABS
▸ WEEBLY
OR
WEBSITE BUILDERS LIKE
- WIX
- SQUARESPACE

LANDING PAGE = DONE
AWESOME! NOW LETS GET SOME TRAFFIC TO IT.

THINKING LIKE A MARKETERSETTING & DEFINING ATTAINABLE GOALS AND
KPI’S

BUT FIRST
What you are marketing? Is it a brand, product, service, or idea?
Who you are marketing it to? Your target audience or preferred
consumer?
Are we selling software, sign-ups, or actual products?
Why they should choose your offerings over identical or similar items
offered by your competition?
Where will your marketing material will be most effective? Social media
network, email, direct solicitation, or sponsored online advertising?
When your marketing efforts can be deemed successful?

SUBMISSION &
POSTING TACTICS
FREE PLACES YOU CAN LIST
YOUR WEBSITE/STARTUP
THAT WILL SEND FREE
TRAFFIC!

PLACE #1 - STUMBLEUPON
StumbleUpon
Free web-browser
extension which acts as an
intelligent browsing tool
for discovering and
sharing web sites by a
recommendation engine
PART 2.1: SUBMISSION AND POSTING BASED TACTICS

PLACE #2 - PRODUCT HUNT
A curation of the best new
products, every day.
Discover the latest mobile
apps, websites, and
technology products that
everyone's talking about.

PLACE #3 - SCOOP.IT
Launch a topic at Scoop.it
and post your website into
your topic page

PLACE #4 - REDDIT & R/STARTUPS
Share your startup on
Reddit’s /r/startups category
or any other hyper targeted
subreddit.
Note - Engage with the
community ﬁrst. Don’t just
sign up and post. They hate
spammers.

PLACE #5 - CREATE A CRUNCHBASE PAGE
CrunchBase
CrunchBase is the leading
platform to discover
innovative companies and
the people behind them.
Used by millions of
entrepreneurs, investors,
and analysts.
pro tip: works great for recruiting & hiring

PLACE #6 - BETALIST betalist
Goes out to 25k+ early
adopters.
Limited to pre launch
startups.
people come here to learn
about new ideas and
startups…

CREATE COOL CONTENTAND GIVE IT AWAY… THIS IS CONTENT MARKETING

PART 2.2: CONTENT MARKETING
REMEMBER…
▸ You are considered an expert in the ﬁeld of
which your company/startup is in.
▸ So put that knowledge to good use - and help
make the internet better by contributing to it.
▸ Guess who searches for information related to
your expert area of genius?? (YOUR
CUSTOMERS)

THE GOLDEN RULE
In order to GET value
You must GIVE value!

EXAMPLES OF COOL CONTENT
▸ Infographics
▸ Blog Posts
▸ Viral Memes
▸ Slideshares
▸ Whitepapers
▸ How To Guides
▸ Viral Videos
▸ Giveaways
▸ Webinars
▸ Free Tools
▸ Industry Reports
▸ News/Press Releases

RESOURCES ON THE WEB ▸ Share Infographics:
▸ http://visual.ly/
▸ Create & Share Viral Memes:
▸ https://imgﬂip.com/memegenerator
▸ Publish Slideshares:
▸ http://www.slideshare.net
▸ Blogging Communities:
▸ https://myblogu.com
▸ https://topbloggers.com/

WRITE AN AWESOME BLOG POST
JUST ONE - BUT MAKE IT AMAZING!!!

Write attention
grabbing headline
guides or write posts
that ﬁll these templates.
Free Tool:
https://
www.portent.com/
tools/title-maker
• The Secret of [blank]
• Little Known Ways to [blank]
• Get Rid of [problem] Once and For All
• What Everybody Ought to Know about [blank]
• The Lazy [blank’s] Way to [blank]
• 4 Ways to [Blank] That You Never Knew Existed
HOW TO BLOG EFFECTIVELY - WRITE MAGNETIC HEADLINES

▸ Write a post called “Our competitor
vs Our Company”
▸ This will attract search engine trafﬁc
looking for reviews of competitor
HOW TO BLOG EFFECTIVELY - WRITE A POST COMPARING YOU VS. COMPETITOR

OUTREACHAKA… MESSAGING STRANGERS ON THE INTERNET

PART 2.3: OUTREACH
TACTIC #1 - CREATE A MEDIA KIT FOR YOUR “THING” (PRODUCT/COMPANY/STARTUP)
▸ This can be a is a word document or powerpoint.
▸ MUST INCLUDE: company overview, images/screenshots, logos,
▸ What problem does your “thing” solve? Who are the users of your “thing”?
▸ How can people learn more or get started using your “thing”
▸ This will make it easy for someone to learn about you, write about you,
recommend you, etc.

TACTIC #2 - OUTREACH TO BLOGGERS
Outreach to bloggers
and invite them to share
your content.
Best way is to Google for
blogs in your industry or
Find them using any of
these services:
PART 2.3: OUTREACH

TACTIC #3 - FIND GUEST POSTING OPPORTUNITIES
▸ Guest authorship means YOU
author your own blog post on a
topic (related to your company/
product/startup)
▸ Make it interesting; and not too
sales focused.
▸ Be sure to include your name and a
link to your site in your author bio.
PART 2.3: OUTREACH

PRO TIP: GOOGLE IS THE BEST FOR FINDING THESE OPPORTUNITIES
• Here’s how: Search “Write for us” + Your Industry/Niche +
Blog or “Guest Post” + Your Industry/Niche + Blog!
• Use “quotes” around a term, this tells Google to look
exactly for this term, in this particular order. Parse your
queries by adding a +
• This will help Google better narrow down your search
and return laser focused results!
 
PART 2.3: OUTREACH

TACTIC #4 - PINPOINT AND MESSAGE AN INDUSTRY JOURNALIST
Pinpoint a new journalist at a big
publication, offer them an exclusive on
your content.
Provide them with data that only you
have access to.
Help the new journalist look good.
Tweet @ them or Message on LinkedIN
PART 2.3: OUTREACH

TACTIC #4 CONT - EXAMPLE PUBLICATIONS TO TARGET
▸ Hufﬁngton Post
▸ Business 2 Community
▸ E Learning Industry
▸ Examiner
▸ Markets Morning
▸ YFS Magazine
▸ Tech Cocktail
▸ Start-Up Beat
▸ Tech Wyse
▸ All Business
▸ Natural News
▸ Elite Daily
▸ The Self Employed
▸ Small Biz Trends
▸ Life Hacker
▸ Socialnomics
▸ Social Media Today
▸ Young Upstarts
PART 2.3: OUTREACH

AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT

TACTIC #5 - OUTREACH TO INFLUENCERS IN YOUR INDUSTRY
Outreach to inﬂuential people on
Twitter, Instagram, Pinterest,
Facebook. and invite them to
share your content.
There is an entire industry
devoted to this called “Inﬂuencer
Marketing.”
Hard to get for free, but hell - we
don’t have any money so its
worth a shot!
PART 2.3: OUTREACH

OTHER TACTICS & STRATEGIESA MIXED BREW

PART 3: A MIXED BREW OF TACTICS
TACTIC #1 - RESPOND TO UNANSWERED QUESTIONS ON QUORA
Respond to unanswered questions in
your niche on Quora. Quora is a
question-and-answer website where
questions are asked, answered,
edited and organized by its
community of users.

TACTIC #2 - SIGN UP FOR MENTION
Mention allows you to monitor in real-time
anything published on the web and social
networks.
You can react by getting an alert triggered
by a keyword or key phrase you set up.
Connect social accounts (Twitter,
Facebook, Buffer) to your alerts as well.

TACTIC #3 - SIGN UP GOOGLE ALERTS
Google Alerts is a content change detection
and notification service, offered for free by
Google.
The service sends emails to the user when it
finds new results—such as web pages,
newspaper articles, blogs, or scientific
research—that match the user's search term.
Great way to find authors, bloggers, and
websites in your niche.

TACTIC #4 - SUBMIT A FREE PRESS RELEASE
Write a press release. If you don’t know what
those are. Google them, read some, and
give it your best shot.
Then you can submit a free press release
using a service like PRlog

TACTIC #5 - PUSH NOTIFICATIONS FOR BROWSER AND MOBILE
PushCrew is a tool that enables websites to
send push notifications anywhere around the
web. It allows you to send notifications to
followers without them being on their
website. It's kinda like the push notifications
on your mobile device, except you don't
have to invest in an app to send them.

TACTIC #6 - COMPETITOR RESEARCH
Grab the URL of your
closest competitor
Use tools like
MajesticSEO to see who
links to your competitors.
Outreach to those
webmasters, and ask
them to feature your
product/service/website.

THE ENDQUESTIONS?
▸ Tweet (and follow) @misterpeej and ask me
any questions.
▸ Skype Me: pj.neoreach
▸ Email Me: pj@rankexecutives.com

EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools

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