Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Jaxson Khan - How to Hack Influence: Marketing 101 + 201 for Startups

dobsoncentre
November 30, 2018

Jaxson Khan - How to Hack Influence: Marketing 101 + 201 for Startups

dobsoncentre

November 30, 2018
Tweet

Other Decks in Business

Transcript

  1. How to Hack Influence ▪ Launch products ▪ Generate Attention

    ▪ Raise money ▪ Get press ▪ Win life... Jaxson Khan [email protected] @jaxson
  2. Workshop breakdown ▪ Part 1 ( 40 minutes) – Intro,

    Positioning, and Product ◦ Why marketing matters (5 minutes) ◦ MVP positioning (20 minutes) ◦ How to run a world-class product hunt launch (20 min) ▪ Part 2 (20 minutes) – PR and Influence Marketing ◦ Hack influence and be famous: PR and influencer marketing (15 min) ◦ 5 minute break ▪ Part 3 (20 minutes) – Tactics + Key marketing engines ◦ Tactics ◦ Content marketing ◦ Conversational marketing ▪ Q&A (for the rest of the time) ▪ The opportunity we have ahead (a few moments) ▪ Freedom!
  3. My Story ▪ Marketer ▪ Advocate ▪ Entrepreneur ▪ Travelled

    the world ▪ Believe that we have a duty as Canadians to improve the world
  4. Key Company Examples ▪ Nudge.ai / Head of Marketing ▪

    Relationship intelligence platform ▪ Co-founders are founders of Eloqua, largest Canadian startup exit ▪ #1 ProductHunt.com launch / 3x Weekly Active Users in 6 months ▪ Press in WSJ, Inc, Forbes, Entrepreneur, VentureBeat, etc. ▪ Redid website, branding, ads, graphics, etc.
  5. Key Company Examples ▪ Influitive / PR & Influencer Marketing

    Lead ▪ Customer advocacy scale-up, 2x PR for 50% cost (400% ROI)
  6. Key Company Examples ▪ Microsoft / Change Management + Product

    Marketing ▪ Get people to use new positioning, messaging & programs
  7. How Have I Grown At Nudge.ai ▪ Learn how to

    go from A-Z ▪ Started as Manager → Director left → Now Head. ▪ Full Stack Marketer ▪ Not there yet. ▪ But made big leaps forward.
  8. Key Community Examples Founder, Student Voice Initiative ◦ Getting students

    on school boards across the country Founder, Globe and Mail Advisory Council ◦ Put students voices in editorial commentary Founder, Young Diplomats of Canada ◦ Influencing federal policy and int’l stakeholders through youth delegations Advocate, Global Partnership for Education ◦ Get PM Harper to increase aid by $60M to conflict-affected states Advisor, Century Initiative or (100M Canadians by 2100) ◦ Increase federal immigration to 1.3% of population from 0.8%.
  9. Key Tenets of my approach Identify issue • Only work

    on 1-2 at a time. • Fingers in other pies OK… but near laser-focussed Ship it • Get it out there, start building it. Find influencers • People who change minds / have the ear of power.
  10. Why Does Marketing Matter? ▪ Product is less relevant now

    ▪ Development easier than ever ▪ Cloud + AI training sets + APIs ▪ No punishment for copying ▪ Low switching costs
  11. Why Does Marketing Matter? ▪ Much of product development is

    commoditized. Consider outsourcing it.
  12. Why Does Marketing Matter? ▪ Apple focuses on culture ▪

    A few customer-focussed campaigns ▪ Drive loyalty ▪ Apple wins ▪ https://contently.com/2015/04/28/con tent-marketing-showdown-apple-vs-sa msung/
  13. Positioning Statement - (One sentence, just like this:) - In

    a world where X (is the status quo, which sucks), - Y (our frickin' incredible company) is helping - Z (your key customer/party/segment) to do - XXX (the greatest ROI/benefit/thing of all time).
  14. Value Statement - (One point of value) - We give

    you X. - Here, X1, X2, X3 is how we do that. - Features Y1, Y2, Y3 enable that. - Evidence to support is Z1, Z2, Z3
  15. Exercise: MVP Positioning ▪ Create an MVP framework ◦ One

    issue from before ◦ Pick a company/org doing good work ◦ One positioning statement about it ◦ One persona it serves ◦ Three value props (don't need proof points) ▪ Share one with the person to your right ▪ Sharebacks
  16. MVP Value Framework • If you build products, you need

    ProductHunt. • BEST way to get early attention or to do product validation → message testing early on. • Do not need to have a product. • Nudge.ai ProductHunt.com Launch • #1 in AI, #3 Worldwide • THOUSANDS OF NEW USERS IN LESS THAN 24 HOURS • 100% free. • Nearly 1000 upvotes. • 100+ comments • FULL guide I wrote to help you: https://nudge.ai/product-hunt-launch-guide/
  17. ProductHunt.com Launch ▪ Get in the daily Newsletter ▪ #1

    in AI + #3 worldwide ▪ Goal is to get upvotes. We got 700 upvotes and 100 comments. ▪ Biggest day for signup ever. ▪ PRODUCT LAUNCHES ARE ALL ABOUT YOUR NETWORK.
  18. Individuals, Community & Identity Individual outreach ▪ You need relationships

    to make this work ▪ 1000s of personal messages ▪ You already need to have these relationships in place Use your community ▪ Think about what communities you are a part of ▪ Start small to build momentum ▪ Floor knocks and door knocking –– this is like a political campaign Your identity matters. ▪ Your neighbourhood, city, and more. ▪ Own it.
  19. Exercise: Network Check • Create a list of 10 people

    that you know have your back. If you message them today. • Write down 3 communities that you belong to who you could circulate your message to • What’s your identity? Can you rely on these threads • Sharebacks
  20. Who Matters & Who Doesn’t Weak ties can be the

    most useful ▪ The tipping point, interconnectedness ▪ People at your network’s edge can influence most. Seniority does not count for much. ▪ the youngest people on our team did the most. ▪ reaching some influencers helps. but you can too. Know your team’s connections. ▪ don’t overlap too heavily with others. ▪ focus on your unique community.
  21. Consider: Deeper Network Check • What key relationships with technical

    people do you have? • What are three different audiences of people you know, e.g. marketing, sales, eng? • How can you change up your emails/touches/nudges so as not to annoy?
  22. Preparation & Follow Through Technical relationships matter. Stuff can break.

    • APIs, integrations, rate limits. We hit them. • Sometimes you need to move mountains. Messaging. Have different ones. • different clusters want to hear different things. • make templates Repetition drives action • create a marketing campaign. 5 hits each. • Reach out early, and regularly.
  23. Exercise: Final Network Check • Write down 3 people you

    have not talked to in a long time or recent acquaintances. • Which junior people do you know who could help? • What’s your identity? Can you rely on these threads • Sharebacks
  24. Find Influencers • Who are the top 10 people? ex:

    top 10 influencers in sales • Who runs the key events/blogs/podcasts? 1) Search keywords. Find most viral content. See who is putting out. OR 2) Find big followers. See what the people you want to target are reading.
  25. Exercise: Influencer Pitch ▪ Name a topic area ▪ Name

    three people who are influential ▪ Outline one pitch that you would use ▪ Get feedback from the person to your right ▪ Sharebacks
  26. Engage- 1-2 Influencers in your content 1. Outline a piece

    of content e.g. a blog 2. Google “top influencers in X industry” and create an Excel list of minimum 10 of them (hope at least 1-2 respond) 3. Find their Twitter account and mention them, ask them if they want to be quoted on topic X. 4. Get their quote, schedule the content 5. Send it to them when done, ask if they can share
  27. Build Relationships Start with warm intros ▪ You have more

    connections than you know. See LinkedIn, Twitter, Nudge.ai Be persistent ▪ Be willing to make dozens of tweets, calls, emails, and more. Enlist the army. ▪ Grassroots advocates can help you get influencer attention – and potentially turn influencers into your advocates.
  28. Exercise: Introduce Someone Else ▪ Introduce yourself to the person

    on your right. ▪ Now, go around the circle. One at a time, introduce the person from your left, to the person on your right. ▪ How do you convey their value?
  29. Newsjack Tier 1 Outlets on General Issues 1. Scan the

    daily headlines of the Globe and Mail, National Post, or Toronto Star in 10 mins 2. Look at general issues that aren’t necessarily about your company: think society, talent, health, workplace, tech, etc. 3. Email a journalist with a recent column (usually [email protected] or [email protected]) and offer to comment in future or a new pitch based on trend 4. And, offer to connect with others who can comment too 5. You can build your profile/relationships/network
  30. Run weekly/daily PR experiments 1. Try some new messaging/a new

    pitch 2. Email some journalists or contact an influencer 3. Use a program like Mixmax.com to track click opens, clicks, and reads 4. Follow-up 5. Rinse and repeat: iterate
  31. Exercise: Media Pitch ▪ Name a topic area ▪ Write

    down three, three line pitches ▪ Pitch the person to your right with #1 ▪ Pitch the person to your left with #2 ▪ Sharebacks
  32. Help Reporters Out Sign ― Sign-Up For HARO 1. www.helpareporter.com

    2. Inbound media opps for free! 3. Scan it for 2 mins for industry/publication relevant posts 4. Look up the reporters background. 5. Write a pitch in 5-10 minutes 6. Have an awesome day.
  33. Pitch A Speaking Gig. Start Small. 1. Lookup local meetups

    and events and find the organizer on LinkedIn or Twitter and ask them for a call/coffee. (e.g. TechTO or SalesTO, CAMP, OneEleven) 2. Find bigger industry-level/trade events (or a small TEDx), target 2-3 you’d like to speak at, contact the organizer 3. Target big, multi-industry events! 4. Make sure to have a video of you speaking on YouTube with decent visuals and audio. 5. Have a bio and headshot ready to go.
  34. Influencers PR PR / Influencers / Thought Leadership (Q4+Q1) next

    6 months Thought Leadership 1 Mark thought piece in top-tier publication Secure 2 major keynotes for Mark Salesforce book chapter 2 executive thought pieces in Huffington Post/mid-tier 2 exec keynotes/sessions at mid-tier conferences 5 MarketingLand/mid-tier columns on play/theme 5 Local/minor speaking engagements 240+ hits (40+ / month) Forbes Fortune Inc SaaStr MarketingLand FierceCMO Blogs/trade/minor publications 3 top tier 7 mid tier 230 basic tier 20+ influencers (3+ / month) 15+ activities/pieces (3+ / month)
  35. Get Twitter Followers for Free/Cheap Key strategy: Keep following people

    and unfollow most of those who don’t follow you back. 1. Use ManageFlitter. Go to Power Mode. Find a user with lots of followers. Follow 1000 of their followers a day. 2. Keep your unfollow to follower relationship reasonable. You can use #1 and #2 for unfollows also. 3. Go to a big influencer. Find their Twitter “Lists”. Go to one of them. Install TwitterFollower for Chrome. Activate.
  36. Publish/Syndicate a LinkedIn Article 1. Write a 400-word LinkedIn post

    (not a status update) or republish a recent blog, press release, or interview 2. Links/shares generally seem quite high 3. Can be shared publicly 4. Good way to build your profile 5. Start following/sending connects to people you want to influence and continue
  37. Improve Your LinkedIn Activity Posts 1. Try no image, no

    link posts. Text-based posts have been noted to have 3-4x view rates. 2. If you have links, post them in the first comment. This can also increase conversions. 3. Write them Facebook-style. A personal story. A joke. A witty reflection on modern day business practices 4. Keep it all in context and interesting/useful for our network. 5. Recycle other people’s content as long as you give credit.
  38. Deploy Tribe 1. I have a group of people I

    message to like my posts. 2. Get 15 likes and 5 comments within first hour. 3. We all share. 1 per day. 4. Don't overdo it 5. How are you using your tribe?
  39. Emails - Meetings, Tracking, Sequences - Mixmax 1. Get Mixmax.com.

    It’s Free. 2. Free in Gmail/Google Inbox. 3. Meetings – Schedule the heck out of your meetings. 4. Tracking – Track clicks, downloads, open rates 5. Sequences – Best mail merge ever. Mini-marketing automation right in your email stages. 6. + Salesforce integration
  40. Emails - Insights on Relationships - Nudge.ai ▪ Get Insight

    right in your Gmail – for free ▪ Like Rapportive on steroids ▪ www.nudge.ai
  41. It all starts with content. 1. Create a theme or

    message. 2. Create your pillar content pieces. 3. Turn into millions of pieces of content.
  42. Drive organic traffic – measure and grow SEO over time

    1. Determine what your top keywords are. You can use Google Keyword Planner to do this. 2. Create SEO cornerstone pieces that you feed back into for your main keywords. 3. Get and maintain backlinks over time, monitor using AHrefs.
  43. Content marketing guest posts 1. My personal goal is to

    drive two guest posts per week. 2. Form relationships with key vendors and places over time. 3. Also looking at becoming a Forbes contributor.
  44. Product marketing starts with content. 1. Create key content. 2.

    If this is at a larger scale, create a matrix. 3. Determine the vehicles that this content will go out through, the cadence, and how you drive the message over time.
  45. Start conversations. 1. Intercom or Drift. 2. Use for marketing,

    sales, customer support, product metrics… everything. 3. Best way to reach and maintain engagement. The new way that buyers speak.
  46. Q&A