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PRE-LAUNCH USER ACQUISITION BKK Web Meetup @ Launchpad 7th April 2015 by Anna Rehermann (@startupanna)

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PRE-LAUNCH USER ACQUISITION BKK Web Meetup @ Launchpad 7th April 2015 by Anna Rehermann (@startupanna)


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“Flipping the success rate of Asian startups from 1/10 to 9/10”


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PRE-LAUNCH USER ACQUISITION


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If I build it, they will come…


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Nope, they wont Nope!


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Get to know your customers Who are they Where can you reach them What message can you convert them with Are you solving a real problem for them Build early user base: Build a userbase of early adopters you can launch to Why Pre-Launch User Acquisition


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STEP 1: Pre-Launch Signup Page


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Simple Design Strong message Clear, contrasting CTA Only ask for email address Integrated video but not interrupting Incentive for sign up Sample Signup Page I


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Signup Page Referral Mechanics


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Simple Design Appealing image Clear message Clear, contrasting CTA Only ask for email address Incentive for sign up Sample Signup Page II


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Signup Page Referral Mechanics


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Signup Page Referral Mechanics


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Recommended Tool – Kickofflabs.com


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STEP 2: Drive Traffic…Targeted Traffic


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Contest Paid Advertising Social Networks Content Marketing Pre-Launch Platforms Offline Community Building PR & Influencer Outreach Pre-Launch User Acquisition Methods


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CONTESTS


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Contests – Case Study  ”Wet Shave Club, a boutique box that delivers a range of wet shave goodies directly to your door every month.”


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Contests – Case Study


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Contests – Case Study Duration: 30 Days Contest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, Friends RESULTS


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Contests – Takeaways Have a compelling and product related prize Integrate viral referral mechanics Post contest engagement drives sales


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Recommended Tool – Gleam.io


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PAID ADVERTISING


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Paid Advertising Generate signups Test pitch or tagline Test new feature ideas Test value propositions


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Paid Advertising - Mint


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Paid Advertising - Groupon


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Paid Advertising - Groupon


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SOCIAL NETWORKS


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Social Networks (competitor followers) STEP I : Manual Following Ok Approach Good Approach Best Approach


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Social Networks STEP II : Interaction


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Social Networks STEP III : Conversion (Twitter Cards)


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CONTENT MARKETING


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STRATEGY: Content rich personal finance blog for young professionals RESULTS: Blog became #1 in personal finance. By the time of launch, Mint had more traffic than all other personal finance sites combined 20K+ email addresses collected within 9 months Content Marketing – Mint.com


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Content Marketing – Mint.com User Generated Guest Posts Blogger Interviews Email Signup after each post


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Infographics Content Marketing – Mint.com


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Content Marketing – Mint.com


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PRE-LAUNCH PLATFORMS


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Pre-Launch Platforms


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Q&A AND FORUM MARKETING


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Q&A and Forum Marketing


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Quora in Numbers Approx. 500 views 48.5% conversion from Quora to page views 50 conversions 20% conversion from page view to signup Cost: $0; 30 minutes of searching and writing


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OFFLINE COMMUNITY BUILDING


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Offline Community Building Meetup.com


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PR & INFLUENCER MARKETING


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PR & Influencer Marketing Highly Targeted (Raspberry Pi)


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PR & Influencer Marketing Somewhat Targeted (TheNextWeb)


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PR & Influencer Marketing “You have to build relationships with bloggers and influencers before you need them, not when you need them!” Outreach and Relationship Building


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PR & Influencer Marketing Outreach and Relationship Building Identify Influencers Follow them and add them to your Twitter lists Set up lists as streams in Hootsuite Reach out to 2-3 influencers per day


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PR & Influencer Marketing Outreach and Relationship Building


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PR & Influencer Marketing Outreach and Relationship Building


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PR & Influencer Marketing Source: https://blog.gleam.io/prelaunch/ How relevant is the audience How much traffic are they likely to send Have you developed and maintained a good relationship


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BUT…. USER ACQUISITION IS JUST THE BEGINNING


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The Growth Hacking Funnel Optimize Optimize Optimize Optimize Optimize RESULT: SUSTAINABLE GROWTH


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Viddy is a social video application that enables its users to capture, edit, and share videos, photos, and collages with friends. Don’t make Viddy’s mistake


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Sole Focus on User Acquisition


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No Activation, No Retention – No Growth


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THANKS ? Reach me at: Email: Anna@growthhackingasia.com Website: http://growthhackingasia.com Twitter: @growthhackasia @startupanna


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