Are you a start-up? Are you trying to find new ways to expand your business? If so this is the webinar for you! We have brought together two industry thought leaders to go head to head, sharing real-life examples and the secrets of how startups can reach massive audiences. Join us as Larry Kim Founder & CTO of Wordstream & Robert Moore Founder & CEO of RJMetrics duke it out in our most anticipated webinar of 2015!!

1. The event will begin at 1 PM (EST) sharp.
The recording will be emailed to all attendees afterwards.

2. #promotingyourstartup
Who’s Presenting?
Robert J. Moore
Co-Founder and CEO
RJMetrics
@robertjmoore
Larry Kim
Founder and CTO
WordStream
@larrykim

3. #promotingyourstartup
What you’re going to learn
1
2
3
How to create content that gets press coverage and thousands of shares
How to combine PPC & SEO to create a total search solution that fits
into your content strategy
Why your promotion strategy is part of, not an afterthought to, content
creation
@robertjmoore

4. #promotingyourstartup
● Bob will lead Q&A at the end of the presentation
● Tag your tweets with #promotingyourstartup
● We’re recording the show
● We’ll send an email follow up to everyone with the
recording & slides
● Stick around for the cupcake giveaway at the end
Housekeeping Details
@robertjmoore

5. #promotingyourstartup
15-second commercial: RJMetrics
The complete
analytics
platform for
online
businesses.
@robertjmoore

6. #promotingyourstartup
15-second commercial: WordStream
A free, instant PPC audit in under
a minute!
Grades your AdWords account
performance based on the 8 PPC
metrics that really matter.
Compares how you’re doing against
other accounts of similar size
(monthly spend).
@larrykim

7. How to Reach a
Massive Audience
(Even Though No One Knows Who You Are)

8. #promotingyourstartup
Content marketing is any marketing that involves the
creation and sharing of media and publishing content in
order to acquire and retain customers.
Content marketing is...
@larrykim

9. #promotingyourstartup
Why it works
Reciprocity index
r =
value you deliver
value you receive
This matters for customers, prospects, and strangers
@robertjmoore

10. #promotingyourstartup
How to reach an audience
owned
earned paid
List
PPC
PR
SocialSEO
@larrykim

11. PR & Social

12. #promotingyourstartup
Your competition
@larrykim

13. #promotingyourstartup
How to win?
@larrykim

14. #promotingyourstartup
Leverage a trending topic
@robertjmoore

15. #promotingyourstartup@robertjmoore

16. #promotingyourstartup
Become part of a bigger story
@larrykim
10k
+
press
mentions
10M
+
pageviews

17. #promotingyourstartup
“Oops, I Ruined the
Facebook IPO!”
@larrykim

18. #promotingyourstartup
Grab the unexpected opportunities
@robertjmoore

19. #promotingyourstartup
✓ 30k+ pageviews on day one
✓ Top of Hacker News
✓ Column in the New York Times
✓ Multiple speaking engagements
✓ Tons of positive brand vibes
@robertjmoore

20. #promotingyourstartup
Leverage a trending topic
Become part of a bigger story
Grab the unexpected opportunities
Recap
1
2
3
@robertjmoore

21. The #1 Mistake People
Make When Writing “Big
Win” Content

22. #promotingyourstartup
The #1 mistake people
make when writing “big win”
content is failing to think
promotion first.
@larrykim

23. #promotingyourstartup
Press Vendors Influencers
@larrykim

24. #promotingyourstartup
Two rules for “big win” content
1. If you can’t figure out ahead of time who will promote
your content and why, don’t bother.
1. Content marketing success is largely determined in the
planning phase, before writing a single word.
@robertjmoore

25. PPC

26. Hunting Ad Unicorns?!

27. #promotingyourstartup
1. Always Focus on Quality Score
@larrykim

28. #promotingyourstartup
1. Always Focus on Quality Score
@larrykim

29. #promotingyourstartup
Donkey’s Vs. Unicorn Ads
@larrykim
Distribution Point Vs. Expected CTR Comments
Bottom 50% Below Expected CTR Donkeys
Top 15% 2x OK
Top 5% 3x Better
Top 1% 6x Unicorns
Most Ads Suck (+90%)

30. #promotingyourstartup
2. Tap Into Your Customer’s Emotions

31. #promotingyourstartup
2. Tap Into Your Customer’s Emotions
@larrykim
Example:

32. #promotingyourstartup
Example: Use Ad Customizers!
@larrykim
Consider doing “Perpetual Sales”- Appeal to
those who don’t want to be left out (FOMO)

34. #promotingyourstartup
3. Publish & Promote High Quality Content
@larrykim

35. #promotingyourstartup
4. Promote to Influencers
@larrykim

36. #promotingyourstartup
. . . Initial traction
@larrykim

37. #promotingyourstartup
. . . The Results
@larrykim

38. #promotingyourstartup
5. Just say NO to Promoting Junk Updates
@larrykim

39. #promotingyourstartup
6. Remember Who Your Audience
Is

40. #promotingyourstartup
6. Remember Who Your Audience Is
@larrykim
Keywords Targeting: Google vs. Twitter
Google AdWords Twitter
Infant clothes boy Julian’s first birthday
Content Marketing Position Freelance SEO writer needed
Small Business Loan I’m starting my first business
Grow My Business #frustrated we need Bar Rescue
Mobile landing page tools #mobilegeddon
Social Keywords: Higher Funnel, Informational, Conversational, Hashtags

41. #promotingyourstartup
Using PPC for PR
1. Always Focus on Quality Score - Look for Unicorns
2. Tap Into Your Customer’s Emotions
3. Publish High Quality Content
4. Promote to Influencers
5. Say NO to Promoting Junk Updates
6. Remember Who Your Audience Is
@larrykim

42. SEO

43. #promotingyourstartup
Focus on the long tail
Search
Frequency
Keywords
@robertjmoore

44. #promotingyourstartup
Find the opportunity
@robertjmoore

45. #promotingyourstartup
$65.61
per click
“BUSINESS INTELLIGENCE”
@robertjmoore

46. #promotingyourstartup
Focus on intent
@robertjmoore

47. #promotingyourstartup
Create good content
@robertjmoore

48. #promotingyourstartup
Create amazing content
@robertjmoore

49. #promotingyourstartup
Results
$11.05
per click
“CHURN RATE”
@robertjmoore

50. #promotingyourstartup
60,000 views per year
0.1% view-to-SQL
60 SQLs
19.8% SQL-to-paid
11 paying clients
$12k ARR ACV
$132k of new ARR/year
15x ARR Multiple
(w00t!)
$2MM of Equity Value
Cost: One Day
@robertjmoore

51. #promotingyourstartup
Find your content unicorns
● 50% of traffic
● 70% of shares
● 80% of links
@larrykim

52. #promotingyourstartup
Find the opportunity
@larrykim

53. #promotingyourstartup
Create amazing content
@larrykim

54. #promotingyourstartup
Results
@larrykim

55. Measuring Success

56. #promotingyourstartup
Are we building a more effective PR machine?
@robertjmoore

57. #promotingyourstartup
Are we steadily growing our owned audience?
@robertjmoore

58. #promotingyourstartup
Are we steadily growing our owned audience?
@robertjmoore

59. #promotingyourstartup
Making this work for your startup
1. Apply gas with PRable content
2. Boost performance with paid
3. Maintain momentum with SEO
@robertjmoore

60. Q&A
Ask questions on Twitter!
We’re following
#promotingyourstartup

61. And the winner is...
Email marketing@rjmetrics.com to claim your prize.

62. Thank you for joining us!