Growth Hacking with Digital Marketing

1. Navneet Kaushal CEO PageTraﬃc Digital Marketing and Growth Hacking

2. www.pagetraffic.com Navneet Kaushal Founder & CEO of PageTraffic 13 Years of Digital Search MarkeDng experience Editor www.pagetrafficbuzz.com Expert author on WebProNews, Search Newz, Clickz, Social Media Today, Search Engine Journal, Promo<onWorld, Business 2 Community , India Digital Review etc Regularly quoted on ET Now, Zee News, SeaQle Times, Hindustan Times, Livemint, BenefitIT etc. About PageTraffic Established in 2002 95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London Offers SEO, SMO, PPC, Link Building, Web Development services More than 2500 clients worldwide Winner of Red Herring Top 100 Asia Award 2011 WHO AM I?

3. Some Of The Clients We Have Worked With

4. SEO & Content Marke;ng Hack

5. Marke;ng Hack

6. 3 STEP MARKETING PLAN

7. 1. Iden<fy Your Target Market •  What Business You Are In ? [ TwiMer 140 char] •  Who are you Marke<ng to? – Is It Targeted Enough? – Where can you ﬁnd your Target Audience? •  Is your market large, but s<ll targeted?

8. 2. Hone your Messaging •  Why is Messaging Important ? •  Bounce Rate. Good benchmark •  Create Messaging For Target Audience – Broad messaging has poor conversion •  OK to ignore a set of audience, as long as you reach target audience. •  Don’t create messaging YOU want, create messaging for what the customers CARE about.

9. 3. Pick Top 3 Marke<ng Tac<cs & Test •  List all the places where your target customers are –  Use Tools to analyze compe<tors dominant acquisi<on strategy •  Analyze the 3 Tac<cs/Channel With Highest Expected ROI & Volume –  Use keyword and other research to get to expected Volume/ROI. –  Measure ROI of channels. Remove Channels that don’t perform –  Next – some tools to help you with this analysis Channel Volume [Clicks] ROI Adwords 10,000 15% Email 5,000 25%

10. SimilarWeb – Compe<tor Analysis Tool

11. Marke<ng Mix in SimilarWeb

12. Quick Keyword research

13. Quick Keyword research using Adwords Tool & GWT Adwords Tool GWT

14. Alexa •  hMp://www.alexa.com/

15. Marke<ng Mix

16. 3. Pick Top 3 Marke<ng Tac<cs & Test •  Add Channels that perform ¡  Always Do Tes<ng ¡  Don’t track Vanity Metrics. [90% GA Metrics] ¡  Track Ac<onable Metrics– Conversion, Churn. ¡  If you want Big Improvement in Results, be ready to make Dras<c Changes

17. 3. How to Benchmark, & Analyse •  Funnel Analysis –  What is the Funnel for your Business? –  What are the benchmarks for your industry conversion •  Lead Gen – Benchmark •  Registra<on Rate •  Conversion on Ecommerce •  SAAS : Free to Paid Conversion Rate •  Have you Set Up Enable Event/Goal Tracking in GA –  Micro-‐conversions Are Valuable too •  Whitepaper download, Video watch, NewsleMer Subscriber •  How much value should I assign to each conversion Visitors Add to Cart Checkout

18. Market Maturity

19. Market Maturity Audience Innovators Early Adopters Early Majority Late Majority Laggards Size Small Expanding High Peaked Contrac<ng Compe<<on Low Increasing Moderate High Moderate Introduc<on Growth Maturity Satura<on End Of Life

20. Go To Market Hacks •  Never Go To Market •  Market before building the product •  Create the product with the market •  Seed the Market •  Trap the Market

21. Never Ever Go To Market Evernote

22. Background •  Mul<plaiorm Note Taking and Storage App •  Started 2008 the era of websites and social •  Self funded + FnF

23. Phil Libin •  Evernote is your intellectual brain, it’s a service that lets you remember everything important that happens to you and use that informa<on in a way to make yourself happier and more produc<ve.

24. Great Product •  Simplicity – Remember anything and everything •  Consistent experience across devices – Na<ve clients for every device •  BeMer experience on newer devices – Mo<va<on for manufacture to bundle •  Record everything – OCR-‐ Business Cards, Receipts, menus

25. Funding Crisis •  In Early 2008 investors backed out at last minute •  Only 3 weeks cash

26. User Funding •  User from Sweden – “Evernote had changed his life, making him happier”

27. First Million Users

28. Launch •  Closed-‐beta •  100 invites to Techcrunch •  Techcrunch covered them

29. From the Blog •  “Our goal was to get about 10,000 people to use the system so we could ﬁne-‐tune our servers and try out new features. We were blown away by the response and watched with equal parts of glee and horror as the closed beta users count passed 10,000, then 25,000, then 50,000… By the end of the four months, over 125,000 people had par<cipated in the closed-‐beta! “

30. First Million Users •  Timing was perfect •  The team made sure they were ready for every app store launch

31. Next Wave •  1 Million – 466 Days •  +1 (2) Million-‐ 222 days •  +1 (3) Million-‐ 133 days •  +1 (4) Million-‐ 108 days •  +1 (5) Million-‐ 82 days •  +1 (6) Million-‐ 52 days

32. Word of Mouth •  No User Acquisi<on Budget •  No incen<ve on downloads •  NO SEO, SEM •  Pure product experience and Word of Mouth

33. Market Before Product

34. SpringSled

35. Virality

36. Create Product with Market Workday

37. Enterprise Customer Acquisi<on •  Expensive: Customer Acquisi<on > Engineering •  Slow: 18-‐24 months Sales cycle

38. Workday-‐ Background •  Founded 2005 •  Revenue ~ $500 Mil. (2014) •  Employee 2600 •  +500 Customers •  2012-‐ IPO-‐ $9.5 bn •  Compe<<on – SAP Oracle – Sales Force

39. The Unfair Advantage •  Brand Ambassadors – Building Product for the customers – Super aMen<on to Early Adopters •  Couple of Early Customers ended up working for WorkDay

40. Workday Brainstorm •  Involve user sugges<on for New Feature •  Incorporate the sugges<on in every release

41. Pre Release Customers Test •  Sandbox version with produc<on data •  Feedback

42. Workday Rising

43. Voice of Customer

44. Seed to Market LinkedIn-‐ Double Viral Loop

45. The Beginning •  2002, Reid Hoﬀman •  PayPal Colleagues •  Inspired by Six Degrees (1997-‐2001) •  Professional Network based on connec<ons •  Seed funded by Hoﬀman

46. The Opportunity •  2003-‐ Social networks were for Da<ng and connec<ng with Friends •  Demand supply Gap between Jobs and Job Seekers •  Need for Referral between Job and Job Seeker

47. The Launch •  May 2003 •  Seeded the product with Successful ‘Friends’ to build aspira<onal brand – Dot Com Success stories •  Restricted connec<ons aMracted top execs-‐ Marc Andreessen, Jerry yang

48. The Result •  Forbes: “You no longer have to suﬀer endless cocktail par<es or business dinners to expand your professional network. A new wave of Web sites could boost your business with a few clicks of the mouse.” •  Go To Place for Tech community

49. Trap the Market Yammer

50. Yammer

51. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!