This document provides summaries of various guerrilla marketing tactics, including offline events like event hijacking and starting a meetup group, online content strategies like engineering projects and community content, awareness tactics like manipulating Quora and buying backlinks, relationship building approaches like leveraging networks and follow up emails, and miscellaneous tactics like studying other successful campaigns and conducting small tests. The document emphasizes testing hypotheses through experiments and iterating tactics over time based on results.
17. awareness and distribution
● manipulating quora
● buying upvotes
● buying / building backlinks
● negative SEO attacks
guerrilla war stories
18. relationships and networking
● leverage your network
● follow up with a basic CRM
● “can I get your thoughts” email
● “connecting with fellow X” email
guerrilla war stories
19. ???
● buying trust
● linkedin retargeting lists
● study what others are doing
● addendum
guerrilla war stories
31. ● business model - b2b
● pros - “human touch”, cheap,
borrow meetup’s audience
● cons - non-scalable, slow to get
started, constrained to city
start a meetup
42. ● business model - b2b, b2c
● pros - fun, possibly viral, useful
for PR or awareness
● cons - engineering required,
possibly unfocused, hit or miss
engineering-as-marketing
47. ● business model - b2c
● pros - make your communities
happy, relevant content
● cons - writer selection takes
time, lots of “misses”
community-driven content
52. ● business model - b2c
● pros - raw traffic, likely social
amplification
● cons - low intent, low relevance,
hard to monetize social traffic
scientific content hacking
56. ● business model - b2b
● pros - targeted traffic, provides
value at first touch
● cons - can be expensive, leads
need nurturing, needs content /
paid acquisition experience
lead magnets / squeeze pages
62. ● business model - b2b, b2c
● pros - very relevant audience,
target specific questions
● cons - non-scalable, harder to
game, time intensive
manipulating quora
70. ● business model - b2b, b2c
● pros - more social proof, higher
placement, more traffic
● cons - account/s could be
blacklisted, hard to find
reputable sellers
buying upvotes
73. ● business model - b2b, b2c
● pros - faster ranking potential*
● cons - hard to game, can be
costly, high risk, hard to find
reputable sellers
buying links
89. ● business model - b2b, b2c
● pros - high signal, good
conversion rates, relationship
builder
● cons - non-scalable, depends on
your network, time consuming
leverage your network
100. ● business model - b2b
● pros - relationship builder,
“human touch”, personal
● cons - high touch, heavy service,
time consuming
follow up with a basic crm
107. ● business model - b2b
● pros - relationship builder,
“human touch”, community
focused
● cons - 1:1, time consuming,
heavy service
connecting w/ fellow X email
112. ● business model - b2b, b2c
● pros - social proof, reputation
builder
● cons - shady, don’t get caught,
hard to find reputable sellers
buying trust
126. dollar shave club - $1B
https://www.youtube.com/watch?v=ZUG9qYTJMsI
127. ● good product ≠ distribution
● guerrilla best for early stage
● amplify / copy / borrow what’s
already working
● happy guerrilla marketing!
concluding thoughts
150. ● craigslist spamming
● hackernews voting rings
● door-to-door sales
● integrate w/ APIs just to be
listed on marketplace or website
(eg. salesforce app exchange)
and more