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What Marketers Can Learn From Startups

What Marketers Can Learn From Startups

My talk at Password 2019 in Tallinn, Estonia’s largest marketing conference.
For inquiries about speaking engagements, email booking@vidarandersen.com.
Most marketers are concerning themselves with only the tip of the funnel, the A end of AIDA. Startups by definition have to be concerned with the whole Get-Keep-Grow funnel. If marketers would start thinking more holistically about how to achieve growth, it will be easier to have a competitive edge and to achieve quick and easy wins by doing what the competition can’t or won’t do, going where they can’t or won’t go. Using an empirical approach, forming hypotheses, designing experiment and learn from the results instead of throwing spaghetti on the wall to see what sticks. Introducing 18 neglected channels that successful startups take advantage of to achieve, complete with the simple and highly actionable “Bullseye Framework” from the book “Traction” to help marketers move the channel experiments forward.

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Vidar Andersen

March 21, 2019
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Transcript

  1. 18CHANNELS OF GROWTH LEARNINGS FROM STARTUP MARKETING PASSWORD TALLIN 2019.03.21

    NEGLECTED
  2. vidarandersen.com* *more information about this speaker than even his mother

    would ever want to know Hello, I’m…
  3. 0

  4. SEARCH ENGINE MARKETING

  5. None
  6. REACH HUNDREDS OF MILLIONS BY ADVERTISING ON SEARCH ENGINES

  7. DISPLAY & SOCIAL ADS

  8. None
  9. REACH MILLIONS BY ADVERTISING ON SOCIAL MEDIA & WEBSITES

  10. SEARCH ENGINE OPTIMISATION

  11. None
  12. GET TO THE TOP OF SEARCH ENGINES

  13. HOW FASCINATING PLEASE TELL ME MORE

  14. EIGHTEEN CHANNELS NEGLECTED LEARNINGS FROM STARTUP MARKETING

  15. 1

  16. BLOGS

  17. TARGET POPULAR BLOGS TO REACH NEW AUDIENCES LESS

  18. None
  19. 2

  20. PUBLICITY

  21. GET THE WORD OUT THERE VIA TRADITIONAL MEDIA

  22. None
  23. 3

  24. PR UNCONVENTIONAL

  25. DO STUNTS
 TREAT YOUR CUSTOMERS OUTRAGEOUSLY WELL, ETC

  26. None
  27. 4

  28. OFFLINE ADS

  29. REACH CUSTOMERS OFFLINE VIA TV RADIO & PRINT

  30. None
  31. 5

  32. CONTENT MARKETING

  33. USE YOUR BLOG TO EDUCATE 
 & REACH CUSTOMERS

  34. None
  35. 6

  36. EMAIL MARKETING

  37. REACH & CONVERT YOUR PROSPECTS WITH TARGETED EMAILS

  38. None
  39. OKDORK.COM CBINSIGHTS.COM 
KOPYWRITINGKOURSE.COM

  40. 7

  41. ENGINEERING AS MARKETING

  42. USE ENGINEERING AS A RESOURCE 
 TO BUILD TOOLS THAT

    ACQUIRE CUSTOMERS
  43. None
  44. 8

  45. VIRAL MARKETING

  46. GET USERS TO MARKET FOR YOU

  47. None
  48. 9

  49. BIZ DEV

  50. USE PARTNERSHIPS 
 TO ACQUIRE MILLIONS OF USERS

  51. None
  52. 10

  53. SALES

  54. SELL YOUR PRODUCT TO ENTERPRISES 
 & OTHER CUSTOMERS

  55. None
  56. 11

  57. AFFILIATE PROGRAMS

  58. GET AFFILIATES TO SELL YOUR PRODUCT FOR YOU

  59. None
  60. 12

  61. EXISTING PLATFORMS

  62. TIE YOUR GROWTH TO A LARGER PLATFORM LIKE FACEBOOK PINTEREST

    OR 
 APP STORE
  63. None
  64. 13

  65. TRADE SHOWS

  66. GET CUSTOMERS AND PARTNERS BY PARTICIPATING IN INDUSTRY TRADE SHOWS

  67. None
  68. 14

  69. OFFLINE EVENTS

  70. CREATE AN EVENT TO BRING CUSTOMERS TO YOU

  71. None
  72. 15

  73. SPEAKING ENGAGEMENTS

  74. GIVE SPEECHES TO GROUPS OF POTENTIAL CUSTOMERS

  75. None
  76. 16

  77. COMMUNITY BUILDING

  78. BUILD A COMMUNITY AROUND YOUR COMPANY OR PRODUCT

  79. None
  80. 17

  81. USE SOME F*ING IMAGINATION

  82. CONJURE UP YOUR OWN MAGICAL CHANNELS

  83. None
  84. 18

  85. USE DATA
 GATHERED THROUGH EMPIRICAL PROCESSES

  86. None
  87. THE STARTUP WAY

  88. THE BULLSEYE FRAMEWORK

  89. None
  90. 1

  91. WHAT’S POSSIBLE?

  92. What’s possible 1

  93. Brainstorm at least one idea per channel

  94. 2

  95. WHAT’S PROBABLE?

  96. What’s possible What’s probable 1 2

  97. How much 
 will it cost to 
 acquire customers

    
 through this channel?
  98. How many customers 
 are available through this channel?

  99. Are the customers
 you are getting
 through this channel
 the

    kind of customers
 that you want
 right now?
  100. DEFINE YOUR GOALS

  101. What is the explicit goal and expectation you are working

    toward?
  102. DESIGN EXPERIMENTS TO TEST

  103. Noah Kagan’s mint.com Traction Dashboard

  104. SPEED IS OF THE ESSENCE

  105. 3

  106. WHAT’S WORKING?

  107. What’s possible What’s probable What’s working 1 2 3

  108. DO MORE OF WHAT WORKS

  109. OPTIMIZE WHAT WORKS

  110. TEST MORE NEW STUFF

  111. RINSE LATHER REPEAT

  112. PROFIT

  113. vidarandersen.com LET’S CONNECT