The Developer's Guide to Promoting Their Work

A few years ago, I had an idea to make the web better. It was going to be great, and I had the team to build it. Nine months of late nights and lost weekends later, we launched it! The problem: no one cared.

A brilliant project isn't enough. I had to spread my vision, which was difficult for a developer like me. I learned quickly that even the best ideas needed to be sold. I had to build an audience, tell a story, and win over customers. Join me for a developer's guide to marketing. I'll share hard-fought lessons on page design, social networking, advertising, and analytics that will help you bring your ideas to the world.

Transcript

1. Todd@TrackJS.com
2. this slide intentionally blank
3. You’re Building a Product @ToddHGardner
4. Great products sell themselves @ToddHGardner
5. Great products sell themselves @ToddHGardner
6. Step 1: Promote Product Step 2: Build Product Step 3: Promote Product Step 4: Build Product How Great Products are Made @ToddHGardner
7. Three Stories about how I learned to promote myself @ToddHGardner
8. Todd the Consultant the story of @ToddHGardner
9. ___________________ | BIG CORP | | xxx xxx xxx xxx | #&## | xxx xxx xxx xxx | #####&## | xxx xxx xxx xxx | ##&###### | xxx xxx xxx xxx | ####&##&## | xxx xxx xxx xxx | #### | xxx xxx xxx xxx | || | ========= | || | XX || @|@ || XX | || | || | || | ==============================================
11. Consulting!
12. Professional Speaking
13. Newbie!
14. Speak at a User group Speak at a Local Conference Speak at a Regional Conference Speak at a World Conference @ToddHGardner
15. Reuse Your Talks @ToddHGardner And keep making them better
16. Always stick around for the afterparty. That’s when great opportunities happen. “ @ToddHGardner
17. this slide intentionally blank
18. Because selling to friends is easier than selling to strangers.
19. Let me help you. Send me your Talk Topic, Title, and Summary and I’ll review it todd@trackjs.com
20. Three Stories about how I learned to promote @ToddHGardner
21. Todd the Entrepreneur the story of @ToddHGardner
22. JavaScript Error Monitoring
23. {Track:js} JavaScript Error Monitoring
24. my job wasn’t to code I needed to be a Marketer Salesman Evangelist Support in order to succeed
25. Who is ?
27. @FAKEGRIMLOCK Minimum Viable Personality MOST IMPORTANT STEP FOR BUILD PRODUCT IS BUILD PRODUCT “ 1/3
28. @FAKEGRIMLOCK Minimum Viable Personality SECOND MOST IMPORTANT STEP IS BUILD PERSONALITY FOR PRODUCT “ 2/3
29. @FAKEGRIMLOCK Minimum Viable Personality NO HAVE PERSONALITY? PRODUCT BORING, NO ONE WANT. “ 3/3
30. @FAKEGRIMLOCK Minimum Viable Personality “
31. 1. How will you change the world? 2. What do you stand for? 3. What do you hate? Minimum Viable Personality Mission • Values • Enemy
32. 1. How will you change the world? Building a Better Web 2. What do you stand for? Simple before Powerful 3. What do you hate? Broken Websites and Bad Errors
33. iterate It will be wrong, and that’s okay
34. Building an Audience
35. It’s always about them.
36. Who should your audience be? Discover Them.
37. Make Useful and Truthful Things. Create. For Them.
38. Go Where They Are. Talk. To Them.
39. So Meta. Much Wow. This. Right Now. Example:
40. iterate It will be wrong, and that’s okay
41. Elevator Pitch
42. 1. What do you do? You have a minute to tell…
43. 1. What do you do? You have a minute to tell… 2. How am I better for it?
44. 1. What do you do? You have a minute to tell… 2. How am I better for it? 3. What’s the next step?
45. You’ll get Rejected. And that’s okay
46. iterate
48. Page Design
49. 1. Target an Audience Each Page Should…
50. 1. Target an Audience Each Page Should… 2. Have a Single Goal @ToddHGardner
51. JavaScript Error Monitoring trackjs.com
53. iterate It will be wrong, and that’s okay
54. Don’t overdo it. You don’t need to write blog software to start your blog
55. Three Stories about how I learned to promote @ToddHGardner
56. Todd the Producer the story of @ToddHGardner
59. WARNING: Marketing Words Ahead
60. The Funnel Leads Customers
61. The Funnel Customers Landing Page Goal 3 Goal n Goal 1 Goal 2
62. Customers Visit Page View Tickets Buy Ticket View Speakers The Funnel
63. Leads Customers Landing Page Goal n Goal 3 Goal 1 Goal 2
64. Leads Landing Pa Goal n Analytics Test Harness Goal 3 Goal 1 Goal 2
65. Add ”Tests” specific for your Funnel
66. What is a passing test for you?
67. Leads 1000 196 118 140 84% 71% 19% PASS FAIL 11.81% Event Page View Ticket Buy Ticket View Speake PASS
68. The Funnel Leads Customers $ $$$ %
69. The Funnel Leads What does a Lead cost? Cost per Click
71. The Funnel Customers $1.17 $$$ % Cost per Click
72. Customers $1.17 $$$ Conversion Rate Cost per Click 11.81%
73. $1.17 Conversion Rate Cost per Click 11.81% ÷ ~$10 Cost to Acquire
74. $1.17 Conversion Rate Cost per Click 11.81% $10 Cost to Acquire
75. The Funnel Customers What is a customer worth? Lifetime Value
76. The Funnel - $30 Ticket - 50% Return Rate $30 x 1.50 $45 Lifetime Value
77. Cost to Acquire should be 1/3 or less of Lifetime Value
78. $1.17 Conversion Rate Cost per Click 11.81% $10 Cost to Acquire $45 Lifetime Value
79. $10 $45
80. Three Stories about how I learned to promote
81. Three Stories about how I learned to promote 1. Start Professional Speaking 2. Build your Audience 3. Measuring the Funnel @toddhgardner
82. the Developer’s Guide to Promoting Themselves Todd Gardner @toddhgardner todd@trackjs.com