A Best Of 100+ Growth & Marketing Experiments at Usersnap

In my talk "A Best of 100+ Marketing Experiments at Usersnap" I gave some insights on our startup's marketing journey and what marketing in a SaaS & B2B startup is all about.

Transcript

1. A BEST OF 100+ MARKETING EXPERIMENTS at Usersnap @tompeham | @usersnap
2. About myself • Thomas Peham • Marketer at Usersnap since Nov 14 • previously: ◦ Project Manager at a digital agency ◦ Project Manager at Styria Digital One ◦ Student of Media Management • blogger at thomas-peham.com • @tompeham I @usersnap I @bugtrackers
3. The Usersnappies Florian Dorfbauer CEO & Co-Founder Gregor Dorfbauer CTO & Co-Founder Josef Trauner CPO & Co-Founder Robert Aistleitner Developer Pavel Capcan UI / UX Design Haydee Capco Customer Success Thomas Peham Marketing Bene Reiter UI / UX Design
4. The home of our customers
5. What is Usersnap about? Bug Reporting & Collecting feedback @tompeham | @usersnap
6. A Best Of Marketing Experiments A lot of them failed. Some went “so lala”. Others were quite successful. @tompeham | @usersnap
7. We want more. Of Everything. More facebook likes More sign-ups More paying customers More unique website visitors More people talking about us More tweet engagements
8. Inbound marketing model at Usersnap Earned Media Paid Media Owned Media Usersnap properties • usersnap.com • usersnap.com/blog • bugtrackers.io • checktag.io • facebook.com/usersnap • twitter.com/usersnap • Facebook & Twitter Shares • Facebook & Twitter Mentions • reposts of Usersnap Content • reviews + articles about Usersnap Earned channels Paid advertising • Google Adwords • Twitter Ads • Facebook Ads • LinkedIn Ads • Reddit Ads • Native Advertising (Sponsored Post)
9. Inbound marketing model at Usersnap Earned Media Paid Media Owned Media Visitors Sign-ups the inbound flow Paying customers
10. Experiment 1: Speed matters!
11. Fast websites = happy users = great organic ranking! • Monitor & analyse your website’s performance with tools like pingdom or Google’s mobile friendly tests • Do your homework (especially mobile) • Do not forget about a Caching strategy
12. Fast websites = happy users = great organic ranking!
13. Fast websites = happy users = great organic ranking! Success
14. Experiment 2: Guest Blogging
15. Guest blogging = Make use of other people’s/company’s reach.
16. Guest blogging = position yourself (=your startup) as an expert in certain niches.
17. Guest blogging
18. Guest blogging • published more than 10 external guest posts in the last 6 months. • Great thing: Address new audiences + (some) posts skyrocketed. • Bad thing: hard to estimate KPIs (visitors, sign-ups, paying customers)! • Is guest blogging worth it? Yes (in the long run).
19. Guest blogging • published more than 10 external guest posts in the last 6 months. • Great thing: Address new audiences + (some) posts skyrocketed. • Bad thing: hard to estimate KPIs (visitors, sign-ups, paying customers)! • Is guest blogging worth it? Yes (in the long run). So la la
20. Experiment 3: Discounts & promos
21. Discounts & promos example: Hot Summer Sale • We emailed sign-ups from the last 4 weeks. • Limited offer + limited time frame (3 days) • Offering discount + goodie • Who doesn’t like ice cream, right? • (Or an Amazon voucher)
22. Discounts & promos example: Hot Summer Sale • great open rates. • great awareness of customers. • Ice cream!! • nice follow up email! • just 1 conversion • great open rates. • great awareness among signups. • Ice cream!! :) • And a nice follow up email. • BUT: just 1 conversion.
23. Discounts & promos example: Hot Summer Sale • great open rates. • great awareness of customers. • Ice cream!! • nice follow up email! • just 1 conversion • great open rates. • great awareness among signups. • Ice cream!! :) • And a nice follow up email. • BUT: just 1 conversion.
24. Experiment 4: Hacking Facebook Ads
25. See the difference?
26. Do you see the difference? CTR: 1,70% CTR: 3,73% 2 likes 527 likes
27. Another example CTR: 0,45% CTR: 4,41% 228 likes 1 like
28. Hacking Facebook Ads • Write a (useful / informational / educational / fun) facebook post. • Promote facebook post for $2-3 to “low cost countries” for 1 day, target your audience there. • After 1 day you have about 100-250 likes on that post. • Promote this post to your “real target audience”. • Take a look at Click-Through-Rates ;-)
29. Hacking Facebook Ads. Lessons Learned. • Great CTR for promoting fun / useful / interesting content. • The good thing: great increase in CTR. • BUT: Doesn’t have any influence on sign ups.
30. Hacking Facebook Ads. Lessons Learned. • Great CTR for promoting fun / useful / interesting content. • The good thing: great increase in CTR. • BUT: Doesn’t have any influence on sign ups. Success
31. Experiment 5: The LinkedIn Notification Hack
32. LinkedIn Notification Hack • Linkedin notifies people about other people viewing their profile. • What if, I know exactly who is visiting not only my LinkedIn profile, but also my website?
33. LinkedIn Notification Hack • Sign up for a LinkedIn Premium account. • Go to your website and add the following code within the <body> tag: <img src="https://www.linkedin.com/profile/view? authToken=zRgB&authType=name&id=XXXXX" /> • Replace the XXX with your LinkedIn user ID. • Go back to LinkedIn and click the section to view who’s looked at your profile. • LinkedIn is now tracking everyone that visits your landing page (who are still logged into their LinkedIn account).
34. LinkedIn Notification Hack
35. LinkedIn Notification Hack
36. thomas@usersnap.com twitter.com/tompeham Answer one question: 1) What’s your experiment for growing your business? (or) 2) Why have you been here today?
37. Now it’s up to you.
38. Full Stack Developer Frontend Developer Backend Developer UI / UX Designer Marketing Assistant Internships https://usersnap.com/jobs PS: We’re hiring!
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