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.

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…
4. SEARCH ENGINE MARKETING
6. REACH HUNDREDS OF MILLIONS BY ADVERTISING ON SEARCH ENGINES
7. DISPLAY & SOCIAL ADS
9. REACH MILLIONS BY ADVERTISING ON SOCIAL MEDIA & WEBSITES
10. SEARCH ENGINE OPTIMISATION
12. GET TO THE TOP OF SEARCH ENGINES
13. HOW FASCINATING PLEASE TELL ME MORE
14. EIGHTEEN CHANNELS NEGLECTED LEARNINGS FROM STARTUP MARKETING
16. BLOGS
17. TARGET POPULAR BLOGS TO REACH NEW AUDIENCES LESS
20. PUBLICITY
21. GET THE WORD OUT THERE VIA TRADITIONAL MEDIA
24. PR UNCONVENTIONAL
25. DO STUNTS
 TREAT YOUR CUSTOMERS OUTRAGEOUSLY WELL, ETC
28. OFFLINE ADS
29. REACH CUSTOMERS OFFLINE VIA TV RADIO & PRINT
32. CONTENT MARKETING
33. USE YOUR BLOG TO EDUCATE 
 & REACH CUSTOMERS
36. EMAIL MARKETING
37. REACH & CONVERT YOUR PROSPECTS WITH TARGETED EMAILS
39. OKDORK.COM CBINSIGHTS.COM 
KOPYWRITINGKOURSE.COM
41. ENGINEERING AS MARKETING
42. USE ENGINEERING AS A RESOURCE 
 TO BUILD TOOLS THAT ACQUIRE CUSTOMERS
45. VIRAL MARKETING
46. GET USERS TO MARKET FOR YOU
49. BIZ DEV
50. USE PARTNERSHIPS 
 TO ACQUIRE MILLIONS OF USERS
53. SALES
54. SELL YOUR PRODUCT TO ENTERPRISES 
 & OTHER CUSTOMERS
57. AFFILIATE PROGRAMS
58. GET AFFILIATES TO SELL YOUR PRODUCT FOR YOU
61. EXISTING PLATFORMS
62. TIE YOUR GROWTH TO A LARGER PLATFORM LIKE FACEBOOK PINTEREST OR 
 APP STORE
65. TRADE SHOWS
66. GET CUSTOMERS AND PARTNERS BY PARTICIPATING IN INDUSTRY TRADE SHOWS
69. OFFLINE EVENTS
70. CREATE AN EVENT TO BRING CUSTOMERS TO YOU
73. SPEAKING ENGAGEMENTS
74. GIVE SPEECHES TO GROUPS OF POTENTIAL CUSTOMERS
77. COMMUNITY BUILDING
78. BUILD A COMMUNITY AROUND YOUR COMPANY OR PRODUCT
81. USE SOME F*ING IMAGINATION
82. CONJURE UP YOUR OWN MAGICAL CHANNELS
85. USE DATA
 GATHERED THROUGH EMPIRICAL PROCESSES
87. THE STARTUP WAY
88. THE BULLSEYE FRAMEWORK
91. WHAT’S POSSIBLE?
92. What’s possible 1
93. Brainstorm at least one idea per channel
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
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