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Some 2020 Growth Learnings

Julian Shapiro
presents
Some 2020 growth learnings

Julian Shapiro
Past: VP of Marketing @ Webﬂow.
Author at TechCrunch + Julian.com.
Helped run acquisition for Heap,
Clearbit, Tovala, Segment, Imperfect
Produce, Outschool.

Current: DemandCurve.com
● Find vetted growth agencies
● Find vetted growth contractors
● Learn professional growth

Today’s chat
Based on real-world data
Rapid ﬁre growth tactics
Spanning the gamut of growth

Growth tactic #1
Use long-term retargeting
Don’t abandon unsubscribers

Growth tactic #2
Category inﬂuencers + ad channels
Geo rollouts

Growth tactic #3
LinkedIn/Snap → FB/IG
Ad channel cross-targeting

Growth tactic #4
Screenﬂow, Voicebunny, Animoto,
Fiverr, Thumbtack
You can make good, cheap video ads

Growth tactic #5
Pay for views, not subs. Find people with
high views and low subs who aren’t fully
priced in it.
Cost-eﬀective YouTube sponsorships

Growth tactic #6
LinkedIn ads → email outreach
Pre-targeting before cold outreach

Growth tactic #7
Quizzes, buyers’ guides → email
How do you turn blog visitors into leads?
Your goal should be collecting emails.

Growth tactic #8
Reach suﬃcient volume, add time
pressure, have a tracking strategy.
Doing direct mail properly

Growth tactic #9
Let people educate themselves ﬁrst
Aggressive CTA’s aren’t always good

Growth tactic #10
Quicker than web traﬃc testing
Use ads to narrow down copy

Growth tactic #11
Figuring out how much WOM and referrals
you’re getting. Consider geographic lift
and subtract paid.

Growth tactic #12
YouTube-ﬁrst, timely episodes, and
networked guests
Thoughts on growing podcasts

Growth tactic #14
support.google.com/mail/answer/81126
“Prevent mail to Gmail users from being blocked or sent to spam”
How Gmail decides whether your
outreach goes to spam...

Growth tactic #15
Som businesses shouldn’t have their ads
running at night

Growth tactic #16
YouTube-ﬁrst, timely episodes, and guests
who bring audiences
Podcast growth learnings...

DemandCurve.com/newsletter
● twitter.com/julian
● julian.com

Julian shapiro slides

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Julian shapiro slides

1. Julian Shapiro presents Some 2020 growth learnings

2. Julian Shapiro Past: VP of Marketing @ Webﬂow. Author at TechCrunch + Julian.com. Helped run acquisition for Heap, Clearbit, Tovala, Segment, Imperfect Produce, Outschool.

3. Current: DemandCurve.com ● Find vetted growth agencies ● Find vetted growth contractors ● Learn professional growth

4. Today’s chat Based on real-world data Rapid ﬁre growth tactics Spanning the gamut of growth

5. Growth tactic #1 Use long-term retargeting Don’t abandon unsubscribers

6. Growth tactic #2 Category inﬂuencers + ad channels Geo rollouts

7. Growth tactic #3 LinkedIn/Snap → FB/IG Ad channel cross-targeting

8. Growth tactic #4 Screenﬂow, Voicebunny, Animoto, Fiverr, Thumbtack You can make good, cheap video ads

9. Growth tactic #5 Pay for views, not subs. Find people with high views and low subs who aren’t fully priced in it. Cost-eﬀective YouTube sponsorships

10. Growth tactic #6 LinkedIn ads → email outreach Pre-targeting before cold outreach

11. Growth tactic #7 Quizzes, buyers’ guides → email How do you turn blog visitors into leads? Your goal should be collecting emails.

12. Growth tactic #8 Reach suﬃcient volume, add time pressure, have a tracking strategy. Doing direct mail properly

13. Growth tactic #9 Let people educate themselves ﬁrst Aggressive CTA’s aren’t always good

14. Growth tactic #10 Quicker than web traﬃc testing Use ads to narrow down copy

15. Growth tactic #11 Figuring out how much WOM and referrals you’re getting. Consider geographic lift and subtract paid.

16. Growth tactic #12 YouTube-ﬁrst, timely episodes, and networked guests Thoughts on growing podcasts

17. Growth tactic #13 Break-even ads = free brand awareness?

18. Growth tactic #14 support.google.com/mail/answer/81126 “Prevent mail to Gmail users from being blocked or sent to spam” How Gmail decides whether your outreach goes to spam...

19. Growth tactic #15 Som businesses shouldn’t have their ads running at night

20. Growth tactic #16 YouTube-ﬁrst, timely episodes, and guests who bring audiences Podcast growth learnings...

21. DemandCurve.com/newsletter ● twitter.com/julian ● julian.com