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The Scrappy Guide to Marketing

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Any marketer who is focused on scaling a business has scrappiness built into their core. They hustle to make results happen. They are very clear goals, a great understanding of how to stack rank these goals using levers and an obsession with experimentation to continually improve upon their results.


Publicada em: Marketing, Tecnologia, Negócios
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The Scrappy Guide to Marketing

  1. 1. The Scrappy Guide to Marketing. Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat kflanagan@hubspot.com
  2. 2. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
  3. 3. Motivated by this
  4. 4. “I’m trying to do a lot with very little”
  5. 5. Oh you haven’t
  6. 6. You really should
  7. 7. Not being able to get what we want …
  8. 8. Help us be more creative
  9. 9. Help us be more creative, focused,
  10. 10. Help us be more creative, focused, scrappy.
  11. 11. Exhibit A
  12. 12. Old School
  13. 13. Levers
  14. 14. There were some casualties along the way
  15. 15. Continued to experiment on the process
  16. 16. Until I got one of these
  17. 17. Until I got one of these, and one of these as well !!
  18. 18. “What the hell is this dude talking about?”
  19. 19. Clear Goal The 3 components of scrappiness 3 1 Know Levers Experimenting 2
  20. 20. 1 HAVE CLEAR GOALS
  21. 21. “All good marketers focused on growth should have an obsessive focus on a singular goal”
  22. 22. Revenue is usually the most important singular goal we have.
  23. 23. Making money is not the right goal to obsess over.
  24. 24. Making money is not the right goal to obsess over. It’s too broad.
  25. 25. Get Visitors Activate Members Retain Users Simpler version of Dave McClure A.A.R.R.R start up metrics.
  26. 26. Get Visitors Contact Customers HubSpot marketing team goal is customers and retention. Retain Users Visit to Contact % Contact to Customer % Churn Rate
  27. 27. Get Visitors Contact Customers The Funnel will guide your decision on what goal to obsess over Retain Users Generating 200 weekly visits Visit to Contact Rate 50% Contact to Customer Rate 50%
  28. 28. Get Visitors Contact Customers The Funnel will guide your decision on what goal to obsess over Retain Users Generating 200 weekly visits Visit to Contact Rate 50% Contact to Customer Rate 50% Ours should be visits …
  29. 29. Generating “more visits” is still too broad
  30. 30. Increase Visits Narrow down goals until you can check shit off Increase User Generated Content Community with monthly prizes for top posters Email partners on why they should create content for us Create author pages to profile contributors
  31. 31. Do you have metrics for those goals?
  32. 32. Goals without metrics are empty
  33. 33. 2 Know Your Levers
  34. 34. Levers ?
  35. 35. Marketing Grader has generated over 4 million visits and 500,000 prospects.
  36. 36. AirBnB originally allowed you to automatically post your listing to
  37. 37. Hotmail's “PS I Love you” signature helped them to grow to over 12 million
  38. 38. Path used everyone’s contact address book to send texts. A little too
  39. 39. What are your levers ?
  40. 40. What goal should we execute first? Community with monthly prizes for top posters Create author pages to profile contributors Email partners on why they should create content for us
  41. 41. Community with monthly prizes for top posters Create author pages to profile contributors What goal should we execute first? Email partners on why they should create content for us Our engineerin g team is slammed
  42. 42. Community with monthly prizes for top posters Create author pages to profile contributors What goal should we execute first? Email partners on why they should create content for us We need some dev time and design resource
  43. 43. Community with monthly prizes for top posters Email partners on why they should create content for us Create author pages to profile contributors What goal should we execute first? Our email list is a huge lever. Takes very little energy to do this.
  44. 44. Blog dedicated to partner content
  45. 45. Experiments 3
  46. 46. Scrappy marketers are not ok with best practice.
  47. 47. Best practice f**king sucks !
  48. 48. Experiments allow you to continually improve on your current strategy.
  49. 49. Thomas Edison – “I have not failed 1,000 times. I have successfully discovered 1,000 ways to not make a light bulb”.
  50. 50. Experiments?
  51. 51. Content Hacks
  52. 52. What content format works best?
  53. 53. KISSmetrics generated 2,512,596 visitors and 41,142 back links from 47
  54. 54. There are a lot of content formats to try !! - http://bit.ly/1hW42Un
  55. 55. How do I get more people to click on my content?
  56. 56. Upworthy write 25 headlines. Pick two. A/B test and pick the winner.
  57. 57. Upworthy write 25 headlines. Pick two. A/B test and pick the winner. Check out their deck http://slidesha.re/ 1nqHwGd
  58. 58. How do I get people to share my content?
  59. 59. Ask them to
  60. 60. Provide right options
  61. 61. Personalising helps
  62. 62. Click to tweet allows you to easily include tweetable stats in blog posts
  63. 63. But no one is reading my blog at the moment?
  64. 64. Buffer wrote 60 guest posts that helped grow their customer based to 100,000.
  65. 65. I don’t know what to write about ?
  66. 66. Socialcrawlytics can identify your competitors best content and their top authors.
  67. 67. ** Keep a swipe file of levers **
  68. 68. Be creative !!
  69. 69. Holy Shit !! Eat24 create amazingly good content that’s not always directly related to food.
  70. 70. Ok, I’ll start pumping out lots of short blog posts
  71. 71. SERPIQ study says the average content length for a web page that ranks in top 10 is 2000 words.
  72. 72. @Searchbrat Scrappy marketers are always experimenting. They are never content with the results they have.
  73. 73. Ask yourself …
  74. 74. Do we have clear goals. Can we tick them off. What are the metrics?
  75. 75. What levers do we have to help us stack rank these goals?
  76. 76. What experiments can we run to scale our results?
  77. 77. THANK YOU.

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