Download - 4 Common Marketing Mistakes to Avoid
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
TODAY’S 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? (don’t 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
Do’s Dont’s
TEST YOUR
PROPOSITION
This sucks…
Requires dev time to fix
INCREASE THEIR VELOCITY
* Stolen from PPCHero.com
DON’T 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 Travel
Activity 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?
Don’t ignore the top of the funnel
Nail your proposition
What are your micro-conversions?
TAKE AWAYS
WAKE UP KICK ASS REPEAT.
Thank you!