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Sean Ellis: Creating & Implementing a Web 2.0 Marketing Plan

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How to design and implement an online marketing plan for acquiring users from multiple marketing channels, how to prioritize & mix channels based on stage of startup growth.

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									Marketing Plan For Web 2.0 Companies
Get Predictable Startup Growth

Sean Ellis
Go To Market Advisor for Startups Email: sean@startup-marketing.com Blog: Startup-Marketing.com

What to Take Away
    Discover who needs it and why Understand key metrics early Optimize business economics early Micro test channels

Startup-Marketing.com

Three Key Parts of the Plan

1) Situation Analysis: Discover Users & Metrics 2) Marketing Strategy: Sync across company 3) Projections: Budget, Team, Sales
Startup-Marketing.com

Situation Analysis: Check Assumptions
Interview/survey prospects to validate or refine assumptions Problem
Solutions Comparison

Target Users with $

Startup-Marketing.com

Situation Analysis: Key Metrics
Most important metrics  Allowable Acquisition Cost
Other important metrics
1. 2. 3. 4. 5. 6. 7. Source data Visit-to-registration rate (Or visit to download rate) Registration-to-trial rate Trial-to-transaction rate Average transaction size Transactions per customer Months per subscriber

Lifetime Value

Allowable Acq. Cost

Lifetime value must exceed acquisition cost

Startup-Marketing.com

Strategy: Get Free Users Early
Free acquisition cost is definitely below the allowable acquisition cost

Start early with free marketing channels
1. 2. SEO (self), blog, beta sites, etc. Develop viral features
Early user flow essential for discovery and optimization.

Startup-Marketing.com

Strategy: Optimize Biz Economics

Increase funnel conversion rates Visit-to-trials Trial-to-transaction

Increase size and frequency of transactions

Expands viable paid marketing options  Reduces adoption barriers  Increases allowable acquisition costs
Startup-Marketing.com

Strategy: Paid Channels after Optimization
Test user acquisition channels most likely to have easy, positive ROI first (start with lowest hanging fruit)

Test and optimize paid channels
1. PR: Great for “innovators” 2. Demand harvesting channels (great for “disruptors”)
    Create unique onramps for each usage and user type SEM, directories Get ideas by monitoring competitors and overall trends Widgets, webcasts, sponsorships, banners, radio, trade shows
Startup-Marketing.com

3. Demand creation last (challenging and expensive)

Strategy: Demand Creation Sequence
• For demand creation, start with target that is motivated to try and buy solution as is • Synchronize targets with sales and product teams
Target Message New feature Begin needed targeting

Market Segment 1
Market Segment 2 Market Segment 3

Message 1
Message 2 Message 3

N/A
Feature 1 Feature 2

Start Oct 2008
Start Feb 2009 Start May 2009

Startup-Marketing.com

Strategy: Dave’s Recommended Channels

Dave McClure has some great slides on acquisition channels worth revisiting.

Startup-Marketing.com

Dave’s Other Great Slide on Channels

Projections: Planning Budget
• Start Spending to Discover and Optimize
– Start with many small test buys – Optimize or cut money losers

• Later focus most budget on proven ROI campaigns
But reserve at least 20% of budget for tests each month.

Startup-Marketing.com

Projections: Budget For Max ROI Spend
During planning, agree with CEO on process for increasing budget and need for flexibility

• Budget for highest realistic positive ROI spend
– Spend below budget if not enough testing opportunities and scalability in proven channels – Scale beyond budget if proven channels can scale beyond current budget

Startup-Marketing.com

Projections: Hire for Faster Testing
• Hire to improve speed and frequency of tests • Hire to fill bottlenecks that slow testing Early marketing roles to consider:
1. 2. 3. 4. 5. 6. Marketing Web Designer Copywriter Marketing Data Analyst Marketing Database Analyst SEM specialist Product Marketing Director

Don’t try to hire someone to “figure things out”

Startup-Marketing.com

Projections: User/Sales Growth
• Build initial user/sales growth projections based on planned budget and metric assumptions.
– Initial projections are always inaccurate because no historical data to model.

Predictable growth begins when 80% of budget focused on proven ROI campaigns

Startup-Marketing.com

Reminder: What to Take Away
    Discover who needs it and why Understand key metrics early Optimize business economics early Micro test channels

Sean Ellis
Go To Market Advisor for Startups Email: sean@startup-marketing.com Startup-Marketing.com

Searching for Users:
SEO as an Engine for Customer Acquisition
Stephen Spencer, Netconcepts http://Netconcepts.com


								
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