- Embarrassing Mistakes I've Made In Launches
- Things I've Learned
- Detailed Launch Plan for SpyFu SEO RECON Files (Agency Ready White Label SEO Reporting).
See the presentation here: http://vimeo.com/14965166
Launches, SEO, Adwords, Twitter, Blog, Search Engine, Keyword Research
1. How I Do Launches:
(Painful) Lessons Learned Bringing
My Own Products to Market
Mike Roberts
President, SpyFu, Inc.
@mrspy
2. What I’m Gonna Cover
• Embarrassing Mistakes I’ve Made.
• Cool Stuff I’ve Learned Lately
• Detailed Launch Plan for RECON Files
3. Spring, 2002 : Skills Assessment
• 6 months into dev of first
product
• Average developer
• Above average at interviewing
(for a geek)
• ZERO marketing experience
4. Why Does This Matter?
• Reasonably smart at times.
• Totally stupid at times.
• (Still am.)
• 2002: Pre-a-lot-of-things.
6. This Can’t Possibly Matter.
• Spending $100 means
it *better* f’ing work.
– Or else I gotta get a job.
7. On Track: My Very First Launch
• 14 months of work (nights and weekends)
• Put up a website.
• Posted the product to Download.com.
• …
• Waited for the sales to roll in.
13. Excuse: I don’t suck like you, Mike.
• Shut up.
• Design is one of the cheapest skills you
have to replace.
– you have a product to launch.
• Spend your time on:
– User experience (UX) design, development,
conversion tactics, strategic marketing…
18. “Cool” Names are Overrated
• Unless you can afford to build a brand
– Then, cool = more memorable
• Suggestion: CoolCompanyName.com +
Descriptive Product Name
19. Descriptive Name = Good SEO
• Also, good communication
• Elevator Pitch Bullet Point Product
Name
23. Lesson 4: It Really Helps a Launch
if You Tell Someone About It
• This is embarrassing…
• It’s not complicated.
24. Lesson 4 Restated: People Want to Hear
About Your New Thing
• Bloggers need something to write about.
• Everybody wants to be first.
• People actually care.
27. Late 2006: My Biggest Launch Ever (until now):
• 3-month Free Beta Period
• Tell a few bloggers a couple days in advance
• Issue a press release the day of the launch
(PRNewswire)
• Send out an email on the day of the launch
• Onsite promotion (subscribe now button)
• Went to happy hour…
45. Good vs. Bad Launches
Good Bad
• Apple • Google
• Movies (Blair Witch) • Banks
• Star Craft 2 • Microsoft
• Clickbank IM
Launches
• Politicians (AZIMA
9/14)
51. Identify (I’m a lot like you)
• Persona.
• Identity implied – be
real.
• JIF
• Old Spice
52. Common Frustrations
• Clients can’t understand value proposition
of SEO.
• Very high “baseline” and research cost
when onboarding a client.
• Month-end reports are tedious and time
consuming.
54. What If?
• Make it as easy for clients to understand
SEO as it is PPC?
• Eliminate baselining?
• Automatically create month-end reports
that make clients want to buy more
services?
64. Launch
Targeted Universe Tools
• Other Peoples’ Email • Banner Ads
Lists
• Text Ads
• Industry Website
• Emails
Visitors
• Interviews
• Demographically
Targeted Web Users
65. Retention
Customers Tools
• People who bought • Instructional Content
• People in the (Videos and Articles)
conversion funnel • Auto-Responders
• Webinars
• Support