4 Common Marketing Mistakes to Avoid

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  • GROWTHTIPS.

    Nopadon Wongpakdee

  • Distro Hacker for 500 Startups.

    Growth Marketing 16+.

    Growth for Huddle. Consultancy: 6 Years.

    Severe Resting Bitch Face.

    WHO AM I?

  • 1200+ Investments since July 2010.

    Dojo: Intensive 12-Week Programme (1 month in residence).

  • 500 Startups In-House Distro Team World-Class Growth Hackers

  • TODAYS TOPICS

    4 Key Growth Takeaways

    4 Common Mistakes to Avoid

  • THE SECRET SAUCE.

  • NUMBER OF GUESTS STAYING WITH AIRBNB DURING THE SUMMER

    15M

    10M

    5M

    2010 2011 2012 2013 2014 2015 0

    17M

  • GROWTH MARKETING =

    Process + Testing

  • YOU ARE UNIQUE.

  • ST P WASTING

    TIME!

  • TEST TEST

    AND TEST!

  • RESIST THE

    SHINY OBJECT!

  • LET IT GO

    IT WILL NEVER BE PERFECT.

  • 4 COMMON ISSUES

  • 1. Personas:Who are Your Customers

    ?

  • WHAT WE WANT TO

    TALK ABOUT

    HOW WE ACTUALLY HELP PEOPLE

    Vs

  • UK Site

  • US Site

  • Fictionalised + Generalised

    Content Strategy

    Website copy Content Mapping

    Email Copy

    SEO

    Product Roadmap

    Personas

    Age: Occupation:

    Income: Status:

    31IT ConsultantAbove Average Single

    SUBMISSIVE ASSERTIVE

    CRITICAL OPEN MINDED

    EMOTIONAL LOGICAL

    COOPERATIVE COMPETITIVE

    RELAXED ENTHUSIASTIC

    SPONTANEOUS ORGANISED

  • HOW DO I BUILD ONE?Internal data (Sales, Product Person, Returns, Customer Service)

    Surveys/Polling

    Speak to Customers!

    Analytics

    Focus Groups

  • What is success to them?

    What do they struggle with?

    What are their fears, insecurities? (dont ask)

    Where do they get their information?

    How do they consume information?

    WHAT TO LOOK FOR.

  • Clearly define the goal clarify the call to action based on an unmet need

    Create a negative persona

    The unprofitable customer, low average sale

    Create too many

    Get too aspirational

    Base it on one known user

    PERSONA DEVELOPMENT

    Dos Donts

  • TEST YOUR

    PROPOSITION

  • This sucks

    Requires dev time to fix

  • INCREASE THEIR VELOCITY

  • * Stolen from PPCHero.com

    http://ppchero.com

  • DONT IGNORE TOP OF FUNNEL

    KEYWORDS

  • STAGES OF CONSIDERATION

    AWARENESS

    DISCOVERY

    VALIDATION

  • How to use VPN

    Pros and cons VPN

    VPN vs Proxy HOW TO WATCH

    NETFLIX US

    HOW TO LISTEN TO SPOTTILY ABROAD ProxySoft Browser

    plugin

    ProxiSoft Reviews

    ProxiSoft coupon code

    PROXY BROWSER PLUGIN

  • Funnel Stage TravelActivity Funnel Relates to vacations

    Suspicion of a problem vacation ideas

    Problem identified Europe vacation

    Looking for a solution alternative Europe vacation ideas

    solution has been chosen Paris vacations

    Complicating Issues Paris vacation kids

    Research specific solutions Paris plan tickets

    Research a specific brand Air France tickets

    Conversion Immenent Air France Tickets Cheap

    Post Conversion Travel insurance

    *Stolen directly from Ted Ives Coconut Head Phones SEO

  • YOU WANT TO CLOSE THE DEAL

    IN THE FIRST VISIT TO THE SITE

  • 3. START THINKING UPSTREAM!

  • Growth is a process and mindset

    How do you solve your customers pain?

    Dont ignore the top of the funnel

    Nail your proposition

    What are your micro-conversions?

    TAKE AWAYS

  • WAKE UP KICK ASS REPEAT.

    Thank you!