Lecture 15: Product Marketing
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This document summarizes a class on starting new ventures in electrical and computer engineering. It discusses breaking down features into prioritized stories for product development. It then covers strategies for marketing with limited budgets, including search engine optimization, email marketing, and social media. Several case studies of startups are presented that illustrate how to build awareness, attract early adopters, and scale strategies through content marketing and storytelling.
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Lecture 15: Product Marketing
- 1. Duke ECE 490L: How to Start New Ventures in Electrical and Computer Engineering Poornima Vijayashanker poornima@femgineer.com Jeff Glass jeff.glass@duke.edu Akshay Raut ar118@duke.edu 1
- 2. Review • Breaking down features into stories • Prioritizing product development • Process for shipping consistently Duke ECE 490L 2
- 3. Review Session: Wednesday October 23, 2013 DUHatch Idea Summary Sign up for a session here! 3
- 4. Agenda • Scrapping Marketing • SEO • e-mail • Social Media Duke ECE 490L 4
- 5. Case Study #1: Food on the Table • Creates weekly meal plans and grocery lists, and hooks into grocery stores to find best deals for ingredients • Began with a single customer! • Interviewed customers are local super markets. • Signed up 1st customer and dropped off groceries weekly. • Collected $9.95 on each visit! Duke ECE 490L 5
- 6. Not enough to build a product... Duke ECE 490L 6
- 7. We also need to build awareness amongst early adopters. Duke ECE 490L 7
- 8. Market Share v. Market Adoption Duke ECE 490L 8
- 9. We need scalable strategies. Duke ECE 490L 9
- 10. Strategies that will have a multiplying effect. Duke ECE 490L 10
- 11. Need strategies that will still work even as you grow. Duke ECE 490L 11
- 12. To Build Awareness • Marketing with a shoestring budget • Need to attract early adopters • Long term strategy Duke ECE 490L 12
- 13. Too many channels, too little time. Duke ECE 490L 13
- 15. Comes back to mental models. Duke ECE 490L 15
- 16. Experiment & measure to figure out best channel. Duke ECE 490L 16
- 17. Include investigation of channels in your customer interview. Duke ECE 490L 17
- 18. Channels will change! Duke ECE 490L 18
- 20. Content marketing. Duke ECE 490L 20
- 22. Storytelling • Relatable • Capture values • Repeatable • Solve a problem or Create an opportunity Duke ECE 490L 22
- 23. Capturing user’s experience. Duke ECE 490L 23
- 24. Landing Page OR Blog Post Duke ECE 490L 24
- 25. Case Study #2: Mint.com • Why? Makes your financial life easier. • How? Putting all your financial information in one place. • What? Aggregating accounts, creating budgets, automatically sending alerts, capturing investments, and tracking loans. Duke ECE 490L 25
- 26. Duke ECE 490L 26
- 27. Duke ECE 490L 27
- 28. Case Study #3: Evernote Why? How? What? Duke ECE 490L 28
- 29. Once we’ve told the story we need to get technical. Duke ECE 490L 29
- 31. 1. SEO Duke ECE 490L 31
- 32. Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. Duke ECE 490L 32
- 33. Location. Location. Location. Duke ECE 490L 33
- 34. SEO is powerful. Duke ECE 490L 34
- 35. SEO Will Only Work If... are patient, it is a long term strategy. • You’re customers are searching for your product or services. • You adhere to ALL the following strategies. • You Duke ECE 490L 35
- 36. SEO Has a Longer Shelf Life • Tweet: minutes maybe hours. • Email: 7 days max! • AdWords: turn it off and you’re history. Duke ECE 490L 36
- 37. Google Wants to be TOP Search Engine needs to provide clean content • Relevant • Timely • Accessible • Fast • It Duke ECE 490L 37
- 38. Make a crawler your BFF! Duke ECE 490L 38
- 39. Crawlers LOVE • Links • Clear site structure • Clear navigation (internal links to webpages) • HTML & CSS (JavaScript & AJAX is harder) • Categories • Short URLs Duke ECE 490L 39
- 40. DINGS • Keyword stuffing • Duplicate content Duke ECE 490L 40
- 41. Can only crawl public sites, no logins! Duke ECE 490L 41
- 42. Check if you’ve been indexed. Duke ECE 490L 42
- 43. How to Become Crawl Worthy • Optimize headlines and titles. • Title Tag <head> <title>Example Title</title> </head> Duke ECE 490L 43
- 44. How to Become Crawl Worthy Continued • URL • Good URL Structure: http://www.dmoz.org/Games/Video_Games/History/ • Bad URL Structure: http://www.imdb.com/title/tt0468569/ • Images are indexed too! Provide clear image tags and names. • <img src="http://www.example.com/example.png" alt="Keyword"> • Link traffic: guest blog posts and press pieces. Duke ECE 490L 44
- 45. Blogger’s block. Duke ECE 490L 45
- 46. Easy Methods to Create Content • Be observant • Turn conversations into posts. • Showcase: customers (case studies) and experts (interviews). • Start linking to other sites! (People check their referral traffic sources.) Duke ECE 490L 46
- 47. Tools • OpenSite Explorer: search engine for links • Who is currently linking to you • Search for broken links • Who is linking to competitors Duke ECE 490L 47
- 48. Tools Continued • Google Keyword Tool • Search volume • Competition • Long tail keywords • Google • track links • referral traffic • conversions • Analytics setup goals Duke ECE 490L 48
- 49. Improve Search Rankings • Do an SEO Audit of entire site • Long tail search terms • Consider location - submit to local directories Duke ECE 490L 49
- 51. Why We Think E-mail Sucks • Inbox clutter • Low open rate and/or high bounce rate • Lists & quality of content affect results Duke ECE 490L 51
- 52. Truth most targeted communication channel • $2.1B being spent on e-mail marketing • Everything matters in email: delivery timing, subject, sender, and message • The Duke ECE 490L 52
- 53. Still don’t believe me? Duke ECE 490L 53
- 54. Duke ECE 490L 54
- 55. Building Up Your List • Opt-in • Remind them that they opted in! • Segment your list e.g. paid v. non-paid, prospects v. customer • Frequently opened • Location • Characteristics Duke ECE 490L 55
- 56. Types of E-mails • Drip Campaign aka auto-responders, weekly emails • Sales • Newsletter Duke ECE 490L 56
- 57. Goals of a Drip Campaign • Provide valuable info: e.g. sign up workflow, share your expertise, countdown to an event • Keep customers engaged and stay relevant! • Not to spam • Consistent frequency: weekly or monthly Duke ECE 490L 57
- 58. Drip Campaign Process Create list. Automatically add or pull together contacts. Create stages and frequency. Figure out your message. Week 1. Week 2. Value of product. Schedule it out. Use an e-mail marketing tool. Review stats. Open rate. Bounce. Links clicked on. Duke ECE 490L 58
- 59. Drip Campaign: 2 Week Trial 1. How to get setup. 2. Feature benefits to business. 3. Additional resources e.g. customer support. 4. Reiterate value proposition. 5. Close First day. Day 2 or 3. Day 5. Week 2. 14th day. Duke ECE 490L 59
- 60. More personalized the message the better! Duke ECE 490L 60
- 61. Did they buy something? Did they just sign up? Keep it short. Follow up! Action Item! Compelling subject line. Duke ECE 490L 61
- 62. Why are we doing all of this again? Duke ECE 490L 62
- 63. Attract early adopters! Duke ECE 490L 63
- 64. Reuse content! Duke ECE 490L 64
- 65. Common Re-uses • Snippet of blog post in an e-mail • E-mail can also become a blog post • Tweet out blog post periodically Duke ECE 490L 65
- 67. Your audience must be social. Duke ECE 490L 67
- 68. Comes back to mental models. Duke ECE 490L 68
- 69. Social • User’s persona • User’s behavior • Awareness v. Intent (search) Duke ECE 490L 69
- 70. Need to build an audience. Duke ECE 490L 70
- 71. Building Up Followers • Follow a diverse set • Follow what they share • Follow their followers • Engage in conversations • Take conversations offline Duke ECE 490L 71
- 72. Understand audience. Duke ECE 490L 72
- 73. Test if you can sell to audience. Duke ECE 490L 73
- 74. Case Study #4: Femgineer • Content Marketing • Persona of Twitter Followers • Value Add + Sales Duke ECE 490L 74
- 75. Channel’s effectiveness comes down to analytics. Duke ECE 490L 75
- 76. May uncover more channels. Duke ECE 490L 76
- 77. EXERCISE KEY OBJECTIVE(S) AGENDA Understand how to build a feature within the context of a business goal, and break it down into stories. 10 minutes 1.Choose a business goal from last week’s product roadmap exercise. 2.Pick one feature. 3.Break the feature down into stories. 4.Highlight scope creep! DELIVERABLE RESOURCES Stories for one feature. Sprint.ly 77
- 78. Review • Scrapping Marketing • SEO • e-mail • Social Media Duke ECE 490L 78