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The Developer's Guide to Promoting Their Work

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.

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Todd Gardner

June 15, 2017
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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 | || | || | || | ==============================================
  10. None
  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 ?

  26. None
  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

  47. None
  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

  52. None
  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

  57. None
  58. None
  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
  70. None
  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