1. 9 — Marketing
From Code to Product
gidgreen.com/course

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 9 — Marketing — Slide 2 gidgreen.com/course

3. Lecture 9
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 9 — 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 9 — Marketing — Slide 4 gidgreen.com/course

5. Trade shows
http://www.exhibitionnews.co.uk/featuredetails/102/research-volatile-times
✘ Cost
✘ Time
✘ Not for niches
✘ Far from purchase
From Code to Product Lecture 9 — Marketing — Slide 5 gidgreen.com/course

6. Email blasts
http://www.siteadvisor.com/sites/eharmony.com/msgpage
From Code to Product Lecture 9 — Marketing — Slide 6 gidgreen.com/course

7. Advertising
From Code to Product Lecture 9 — Marketing — Slide 7 gidgreen.com/course

8. Advertising
email list manager
sudoku
From Code to Product Lecture 9 — Marketing — Slide 8 gidgreen.com/course

9. Public relations
From Code to Product Lecture 9 — Marketing — Slide 9 gidgreen.com/course

10. The purchase process
From Code to Product Lecture 9 — Marketing — Slide 10 gidgreen.com/course

11. The purchase process
From Code to Product Lecture 9 — Marketing — Slide 11 gidgreen.com/course

12. The purchase process
From Code to Product Lecture 9 — Marketing — Slide 12 gidgreen.com/course

13. Lecture 9
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 9 — 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 9 — Marketing — Slide 14 gidgreen.com/course

15. Search engine visibility
From Code to Product Lecture 9 — Marketing — Slide 15 gidgreen.com/course

16. Universal search
From Code to Product Lecture 9 — Marketing — Slide 16 gidgreen.com/course

17. Blog on your subject
From Code to Product Lecture 9 — Marketing — Slide 17 gidgreen.com/course

18. Comments on other blogs
From Code to Product Lecture 9 — Marketing — Slide 18 gidgreen.com/course

19. (E-)books
From Code to Product Lecture 9 — Marketing — Slide 19 gidgreen.com/course

20. Infographics
From Code to Product Lecture 9 — Marketing — Slide 20 gidgreen.com/course

21. Facebook pages
From Code to Product Lecture 9 — Marketing — Slide 21 gidgreen.com/course

22. Twitter tweets
• Status updates
• Links to blog
• Support (public)
• But think about it…
From Code to Product Lecture 9 — Marketing — Slide 22 gidgreen.com/course

23. Widgets
From Code to Product Lecture 9 — Marketing — Slide 23 gidgreen.com/course

24. Banners
From Code to Product Lecture 9 — Marketing — Slide 24 gidgreen.com/course

25. Opt-in email newsletters
From Code to Product Lecture 9 — Marketing — Slide 25 gidgreen.com/course

26. Forum hosting
From Code to Product Lecture 9 — Marketing — Slide 26 gidgreen.com/course

27. Forum posts with link
• xx
From Code to Product Lecture 9 — Marketing — Slide 27 gidgreen.com/course

28. Presentations
From Code to Product Lecture 9 — Marketing — Slide 28 gidgreen.com/course

29. Videos
From Code to Product Lecture 9 — Marketing — Slide 29 gidgreen.com/course

30. And crazy stuff…
From Code to Product Lecture 9 — Marketing — Slide 30 gidgreen.com/course

31. Lecture 9
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 9 — 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 9 — 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 9 — Marketing — Slide 33 gidgreen.com/course

34. Small changes, big effects
0.99
1.01
Registrations
1.05
1.1
Month
From Code to Product Lecture 9 — 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 9 — Marketing — Slide 35 gidgreen.com/course

36. Pure virality
From Code to Product Lecture 9 — Marketing — Slide 36 gidgreen.com/course

37. Invitations
From Code to Product Lecture 9 — Marketing — Slide 37 gidgreen.com/course

38. Self promotion by email
From Code to Product Lecture 9 — Marketing — Slide 38 gidgreen.com/course

39. Self promotion by web
From Code to Product Lecture 9 — Marketing — Slide 39 gidgreen.com/course

40. Self promotion by web
From Code to Product Lecture 9 — Marketing — Slide 40 gidgreen.com/course

41. Self promotion by printout
From Code to Product Lecture 9 — Marketing — Slide 41 gidgreen.com/course

42. Self promotion by transaction
From Code to Product Lecture 9 — Marketing — Slide 42 gidgreen.com/course

43. User sharing
From Code to Product Lecture 9 — Marketing — Slide 43 gidgreen.com/course

44. And of course videos…
From Code to Product Lecture 9 — Marketing — Slide 44 gidgreen.com/course

45. How it looks
From Code to Product Lecture 9 — Marketing — Slide 45 gidgreen.com/course

46. 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 9 — Marketing — Slide 46 gidgreen.com/course

47. Lecture 9
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 9 — Marketing — Slide 47 gidgreen.com/course

48. Your home page must…
• Appear quickly
• Explain what you do You have 5
– Make it big! seconds!
• Provide a call to action
– Make it prominent!
• Highlight key benefit(s)
• Provide navigation
From Code to Product Lecture 9 — Marketing — Slide 48 gidgreen.com/course

49. Good home pages
From Code to Product Lecture 9 — Marketing — Slide 49 gidgreen.com/course

50. Good home pages
From Code to Product Lecture 9 — Marketing — Slide 50 gidgreen.com/course

51. Good home pages
From Code to Product Lecture 9 — Marketing — Slide 51 gidgreen.com/course

52. (Real) credibility
From Code to Product Lecture 9 — Marketing — Slide 52 gidgreen.com/course

53. Direct to action
From Code to Product Lecture 9 — Marketing — Slide 53 gidgreen.com/course

54. Direct to action
From Code to Product Lecture 9 — Marketing — Slide 54 gidgreen.com/course

55. Landing pages
• Organic search results
• Paid search ads
• Links from affiliates
From Code to Product Lecture 9 — Marketing — Slide 55 gidgreen.com/course

56. About (not about you!)
From Code to Product Lecture 9 — Marketing — Slide 56 gidgreen.com/course

57. Features and benefits
Feature Benefit
From Code to Product Lecture 9 — Marketing — Slide 57 gidgreen.com/course

58. Terms and Privacy
From Code to Product Lecture 9 — Marketing — Slide 58 gidgreen.com/course

59. Contact details
From Code to Product Lecture 9 — Marketing — Slide 59 gidgreen.com/course

60. Contact form
From Code to Product Lecture 9 — Marketing — Slide 60 gidgreen.com/course

61. FAQ / Forums / Q&A
From Code to Product Lecture 9 — Marketing — Slide 61 gidgreen.com/course

62. Avoid…
From Code to Product Lecture 9 — Marketing — Slide 62 gidgreen.com/course

63. Lecture 9
• The marketing problem
• Inbound marketing
• Viral marketing
• Your website
• Copywriting
From Code to Product Lecture 9 — Marketing — Slide 63 gidgreen.com/course

64. A few short words
From Code to Product Lecture 9 — Marketing — Slide 64 gidgreen.com/course

65. Space and facts
From Code to Product Lecture 9 — Marketing — Slide 65 gidgreen.com/course

66. Free free free
easy simple instant quick fast save new guaranteed safe secure
From Code to Product Lecture 9 — Marketing — Slide 66 gidgreen.com/course

67. Subtitles
From Code to Product Lecture 9 — Marketing — Slide 67 gidgreen.com/course

68. Emphasis
From Code to Product Lecture 9 — Marketing — Slide 68 gidgreen.com/course

69. From Code to Product
Bad copy
Lecture 9 — Marketing — Slide 69
gidgreen.com/course
Source: http://www.webdesignerdepot.com/2011/03/
how-to-spot-and-avoid-web-copy-that-kills-websites/