The document provides guidance on user acquisition strategies for startups. It discusses manually recruiting users through in-person and online outreach. It recommends targeting influencers and communities where the target audience spends time. Automation tools can be used to scale outreach on platforms like LinkedIn, Instagram, and search engines while maintaining a personal touch. Building an engaged community through a Facebook group or forum allows for direct user feedback and marketing. The goal is to experiment with different channels to validate product-market fit and grow an audience ready to purchase.
The document discusses adopting a growth mindset and using growth hacking techniques to acquire customers. It encourages facing fears and learning from failures. It defines growth hacking as using innovative marketing techniques to dramatically increase traffic, conversions, and user base with minimal costs. While many growth hacking tools now exist, growth hacking begins with understanding customers and finding interesting ways to reach them through valuable content, channels, messages tailored to their interests. Adopting a growth mindset of testing, learning from failures, and continuous improvement is the most important tool for winning new customers.
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
This document discusses different business models and revenue strategies. It provides examples of how companies have evolved their business models over time in response to changing markets and technologies. The key points made are:
1. Business models must create value for customers and focus on whether customers will pay for the value provided.
2. Business models need to remain fluid and adapt to shifts in customer needs, technologies and market conditions over time.
3. Developing a successful business model is an exploratory journey that requires testing assumptions and being willing to learn and change course when assumptions are invalidated.
Ugly websites make more money killer websites and electronic marketing for sm...Thom Finn
Coach Thom provides a seminar on improving business websites to increase revenue. Some key points covered include:
- Identifying the target audience and their goals/tasks when visiting the site to ensure it is easy for them to find what they need.
- Using compelling keywords that customers are actually searching for to improve search engine optimization and visibility.
- Structuring content in a clear, skimmable format with the most important information upfront since people rarely read entire pages online.
- Testing the site through usability studies and analytics to ensure it is optimized for the audience and achieving their goals efficiently.
Jan 22 team sales presentation marketing predictionsThom Finn
Coaching is useful for more than just sports. The document discusses 7 predictions about the future of marketing: 1) Customers will demand what they want when they want it, especially on mobile devices. 2) Great customer service will be more important as consumers become faster-paced and demanding. 3) Sales will be made or lost during the first interaction. 4) Websites will focus more on conversion than lead generation. 5) Social media will become deeper rather than surface-level. 6) New marketing trends are emerging rapidly. 7) More transactions will occur on mobile devices than desktop computers. It recommends focusing quality over quantity and prioritizing customer conversations and reviews on platforms like Facebook.
The Beginners Guide to Startup PR #startupprOnboardly
This document provides an overview of public relations strategies for startups. It discusses defining PR goals, researching target journalists, crafting effective pitches, and building relationships over time. The key lessons are to focus on developing genuine connections with journalists through engaging conversations rather than one-time pitches, and positioning your startup as solving a real problem for readers in order to attract media coverage.
Presentation by Hiten Shah at HustleCon 2014. The talk is three things that both non-technical and technical founders can work on constantly when they aren't working on "making" things.
How we think about marketing at Drift. From focusing on words more than design, making it simple, writing like a human, and focusing on our customers above all else.
This document provides tips and strategies for introverted salespeople to be successful sellers. It discusses building a sales message focused on value points, pain points, pain questions, and examples. It provides call scripts, questions to qualify prospects, handle objections, and close deals. The document emphasizes preparing by understanding the product and target buyers, and having a consultative selling approach focused on the customer's needs and pain points rather than just promoting features.
Lead generation express the marketing process of challenging and apprehend interest in a product or service for the ambition of advance sales pipeline.
This document provides an overview of Jeff Abbott's background and experiences. It discusses several topics related to product-market fit, including:
- Jeff Abbott has held a wide range of jobs across different industries over his career, from newspaper delivery to yoga teacher to CEO.
- Truly achieving product-market fit requires more than just building a minimum viable product - it means being in a good market with a product that satisfies customer needs.
- Factors that contribute to finding product-market fit include the caliber of a startup's team, the quality of its product, the size of its target market, and traction metrics like customer growth, engagement, and retention.
- Having product-market fit is
For your business to grow and survive in today's media-saturated world, you need strong copy. And it needs to work on the web.
In this slide deck, originally created for a live copywriting workshop, you'll discover ideas to write copy that grows your brand and gets an immediate positive response.
This document discusses how to grow a business 10x through customer development. It emphasizes the importance of understanding customer needs and validating assumptions through experiments rather than launching a product without validation. Key points covered include:
- Developing customer profiles and mapping customer jobs to be done to understand what problems customers need solved.
- Validating assumptions through ethnographic observation, interviews, and surveys rather than relying on opinions. Experiments should explore without trying to confirm existing assumptions.
- Differentiating between business to business and business to customer contexts and the different priorities and purchase behaviors involved.
- Recognizing that customers hire products and services to get jobs done rather than wanting products for their own sake. The jobs can be functional, emotional,
e-commerce made easy - Everything you need to know about selling onlineMatt Granfield
The document provides an overview of selling online through e-commerce. It discusses assessing readiness to sell online, shopping cart options, dealing with banks, common mistakes, and tips for success. Marketing tactics covered include search engine optimization, Google AdWords, email marketing, social media, and other forms of advertising. The presentation encourages participants to ask questions and provides contact information for the presenters for further assistance.
Smarter Marketing: Using online intelligence to inform customer developmentKate O'Neill
The document discusses how leading companies are using online data and testing to optimize their marketing efforts. It highlights how companies can build competitive advantages by learning from online data through hypothesis-driven testing and optimization. It also provides examples of how to measure key online marketing metrics like awareness, engagement, and conversions to continually improve marketing strategies.
Crash Course: Growth Hacking Your Customer AcquisitionLesley Robinson
This document provides an overview of a growth hacking workshop hosted by Growth Hacking Asia. The workshop covers topics such as SEO, conversion rate optimization, Facebook marketing, LINE marketing, referral marketing, and more. Attendees will participate in exercises to review websites and create Facebook events. The goal is to teach entrepreneurs processes, tools, and techniques to sustain growth. Over 3,000 entrepreneurs have attended workshops and bootcamps held in several Asian countries.
Debunking the myths of user acquisition. Leveraging low-cost methods and case studies of familiar brands.
Written and delivered in 2016 in Gaza Sky Geeks and Leaders.ps startup incubators.
Aaron Krall - Dream Client Catcher: How to identify, contact and close deals ...SaaStock
This is the fastest most effective way to find massive amounts of qualified, ready to buy leads that turn into trials and demos. It's cheaper than paid ads, faster than content marketing and works almost immediately.
Getting your first 100 users (TheBootstrappedWay.com)Daniel Pirciu
Getting your first 100 users - Founders share how they got their 1st, 10th, 100th, and 500th user.
Check out their tips, and get inspired!
How do you find your first users?
This might be the most common question among indie hackers — especially those working on their first products with small or nonexistent marketing budgets.
So I saved this answers from Indie Hackers (post by Channing Allen) where a few of successful founders shared how they got over this initial hurdle.
From their answers you'll learn that you definitely don't have to burn through your savings or raise cash from VCs to get your first users in the door. This is the good news.
The bad news? You might have to work just a little harder (and smarter) than those who do.
Check out their answers below.
The document provides an introduction to social networking and how it has fundamentally changed communication and relationship building. It discusses how social media is participatory, open, conversational, and communal. It emphasizes that social networking tools are for connecting with others and learning about friends through increased transparency and knowledge sharing.
Effective Emails That Give a Response Every TimeEnoch James
The document provides tips for writing effective emails to generate leads. It discusses common problems like focusing too much on selling rather than solving problems. It recommends identifying target markets and using a personalized approach. The tips include preparing by researching prospects, crafting subject lines that create curiosity, opening with the prospect's name, asking questions aligned with their goals in the body, and keeping the signature simple. Writing emails that focus on the recipient and ask them to decide on the next steps can increase response rates.
Attract. Nurture. Followup. Close.: How to Turn Strangers Into Paying CustomersAshley Northington
Want to learn how to leverage digital platforms to turn strangers into paying customers? This strategy is designed to help businesses generate sales leads, nurture the relationship with the leads and eventually turn them into paying customers.
8 Ways To Recycle Your Content To Boost Exposure Hatch
This document discusses strategies for generating leads and growing a business. It profiles Erik, an agency owner who was about to go out of business until he used one of the lead generation systems to reach out to people in his network. It also profiles Nate, a maker who was preparing to launch a Kickstarter campaign. The document suggests prioritizing relationships and simply asking your contacts if they need your services can lead to new clients or support for initiatives like Kickstarter campaigns.
How We (Unexpectedly) Got 60K Users in 60 HoursMattan Griffel
A presentation by Patrick Ambron, CEO of BrandYourself, at GrowHack on October 16, 2012. For more growth hacks you can use to get more users visit www.growhack.com
Brooklyn Center for Media Education: Basic Marketing Techniques 2012briccommunitymedia
As much information about marketing using print collateral, social media, metric evaluation and creating a marketing plan & campaign as you can fit into 75 slides.
From BRIC Arts | Media | Bklyn's Brooklyn Center for Media Education. www.bricartsmedia.org/bcme
This document discusses growing online communities and measuring their success. It provides tips for seeding and growing communities around specific niches or topics. It emphasizes the importance of consistent, relevant content and interacting with other related communities. The document also stresses the value of monitoring various metrics to understand community trends and engagement over time in order to improve strategies and content. Key metrics mentioned include sales, traffic, sentiment, passion, reach, and various engagement metrics.
Growth hacking focuses on non-traditional marketing tactics to achieve rapid growth. It involves testing experiments to optimize user acquisition, activation, retention and referral metrics. The document discusses redefining products for the internet age, the growth hacking process of defining goals, implementing analytics, leveraging strengths and optimizing experiments. It also covers segmentation, lead generation funnels, acquiring visitors through content "pull" strategies and paid "push" strategies. Activating visitors involves optimizing landing pages, copywriting and calls to action. Nurturing leads uses automated email sequences and personalized content. Retention relies on reducing time to an "aha moment" and using notifications.
How to Use Social Networking & Social Media to Grow Your BusinessScott Allen
This document provides strategies and tactics for using social media and networking to grow a business. It discusses the importance of having a social media plan aligned with business objectives. It also emphasizes focusing networking efforts on relevance and diversity, using social media for all business functions, being active on multiple platforms, building trust quickly through helpful contributions, and creating value in all interactions. The overarching goal is to build quality relationships that translate into real business results.
This presentation was based on information given at FOWA workshop by Mike McDerment, creator of Freshbooks. This was not meant to cover anywhere near the level Mike did, but simply some highlights and tips.
The biggest mistake we see every day with clients struggling with attracting attention to their content is the fact they focus too much on selling or pitching their company. Your content shouldn't be about you whether it's professional or personal - if you really want to engage your target audience, focus on these the 6 guiding principles for content in this deck.
About HANALI
HANALI is a sales enablement agency. We focus on helping companies grow their revenue. HANALI (www.hanali.co) is part of the Now Creative Group. This slide deck was created by Ali Hanif, CEO of HANALI and Roxanna Munoz, Designer at HANALI.
If you have any questions, comments or feedback, please send us an email at Team@Hanali.co
8 Proven Ways To Recycle Your Content To Boost ExposureHatch
This webinar will give you strategies to leverage press, testimonials, existing work, social reviews, pop-ups on your website, podcasts, blog posts and tv interviews to push your audience through the exact path you want them to head down.
Free Webinar: http://startwithhatch.com/recycle-webinar/
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
The Social Experiment: A Presentation from Staffing World 2016Haley Marketing
Great ideas on how to quickly and effectively capitalize on social media.
In this presentation:
- The theory behind a social media strategy
- A review of best practices in using social media for sales, recruiting, personal branding, and inbound marketing.
- How to put theory into practice.
Watch free social media related webinars: http://www.lunchwithhaley.com/?s=social+media
5 Steps Guide to Building a Customer Centric CompanyCustomericare
Many companies claim to be customer centric nowadays but very few really are. Here's a simple guide to help you be one of the few truly customer-centric companies out there.
Bonus: checklists to download, print and share (no email needed, just grab them in the slides)
Similar to AIA2019 - Gilles de Glerck - Zero-Budget User Acquisition (20)
The document discusses different funding avenues for startups including grants, equity, debt, and revenue. It covers venture capital, angel investing, equity crowdfunding, SBA loans, bank loans, and factoring. It notes that VC/angel funding provides fast access to capital and strategic help but requires giving up control and pressure to grow. Debt options retain control but are hard to qualify for. The document also discusses term sheets, deciding how much to raise and at what valuation, additional terms, board composition, information rights, and pro rata rights for seed stage investors.
The document outlines Tomás Caeiro's workshop on crafting an effective pitch deck. The workshop agenda includes defining what a pitch and pitch deck are, pitch secrets and goals, and pitch format and structure. The presentation covers communicating something to someone to achieve a goal, different types of pitches, and the importance of practice, planning and anticipating questions. It provides guidance on pitch elements like problem, solution, competitors, marketing, business model and metrics. Bonus tips are given on dos and don'ts of pitching, including knowing your audience, competitor, and not giving false information.
Startup Financials is a document from 2023 created by Daniel Vila Boa in Porto, Portugal. It likely contains financial projections, funding requirements, and other key metrics for a new business venture. The short document focuses on the essential details needed to understand the financial situation of the startup.
The document discusses business models and how to choose one. It defines different types of business models like B2C, B2B, B2B2C and provides examples like Refinery 29 and SAAS. When choosing a model, factors to consider include predictable revenue, scalability, network effects and customer acquisition. The document recommends learning about customer needs through interviews and experiments to help identify the right model and business strategy.
Sales techniques focus on controlling the customer through rapport building to influence their acceptance while keeping explanations simple so confused customers will buy. Successful sales require putting knowledge into practice by controlling conversations, influencing customers and gaining their acceptance.
The document provides tips for zero-budget marketing for startups. It recommends creating content on various social media platforms like LinkedIn, Instagram, Twitter, and TikTok as the easiest marketing hack, with the platform choice depending on the business's product and audience. It also quotes Tim Huelskamp, who advises optimizing the product first so it delivers exceptional value to users, which will lead to natural growth through word-of-mouth. The document also includes contact information for Krissie McMenamin.
This document provides dos and don'ts for startups when approaching big corporations. It notes that corporations have resources startups need but also myths on both sides. The document advises startups to show working prototypes, know that "maybe later" means no, have founders do initial sales, and prepare for more admin work. It warns against wasting time on "innovation theatre" and being a liability. For corporations, it says to have a real problem startups can solve, empower engagement, and have a venture strategy. Overall, it encourages entrepreneurs to pursue startups but with a safety net of skills, experience, and savings first.
The document provides tips for scaling a startup using SEO and AI with no money down. It discusses optimizing the domain name, folder structure, and subdomains. It also covers keyword research, on-page SEO like using topic clusters, generating content, getting backlinks, and launching the website by registering it on various search engines and platforms. Useful tools and resources for SEO are also listed.
The document provides guidance on how to optimize landing pages to convert more visitors into customers, including structuring pages with a clear call-to-action at the top, using compelling headers and subheaders in the hero section to convey the main benefits of the product, and incorporating social proof and value propositions to encourage conversion. It emphasizes focusing the message and designing the page to enhance understanding of how the product fulfills customer needs and addresses any objections they may have.
This document discusses the science of art and emotion. It introduces Emotional DataTM which is collected data about consumers' unconscious emotional responses that can be observed and evaluated. It then describes different types of consumer data and how Emotional DataTM differs from qualitative and quantitative data. Finally, it outlines some simple neuroscience testing methods that can be used to collect Emotional DataTM including using iPhone and Apple Watch features to predict and infer mood and collect behavioral and preferential data.
This document discusses tools for winning first customers, focusing on the importance of a growth mindset and growth hacking. It emphasizes embracing failure as an opportunity to learn and gain experience. Growth hacking involves testing innovative marketing techniques to rapidly grow a customer base with minimal resources. The key is understanding customers - who they are, where they spend time, what interests them - and then finding creative ways to reach them through content, blogs, emails, groups, influencers and more. There are no shortcuts; success requires testing ideas, learning from results, and continual improvement through an openness to feedback and new challenges.
1. Finding product-market fit requires consistently generating more revenue per customer than it costs to acquire and support that customer.
2. Startups that achieve product-market fit see their products "sell themselves" through word-of-mouth as users find intuitive value and are willing to justify friction.
3. True product-market fit is evident through high retention rates that show users would be disappointed without the product.
The document discusses various revenue models for businesses. It describes traditional models like product/service sales, subscriptions, freemium, and advertising. It also covers innovative models like razor and blades, shared economy, pay-what-you-want, dynamic pricing, tokenization, API-as-a-product, and data monetization. The document provides examples of companies using different revenue streams and advises businesses to understand their customers, market, offerings, costs, experiment, and consider scalability when choosing a revenue model.
1. Finding product-market fit requires building a product that solves a real problem for a specific market. Startups should focus on finding a small market that has a strong need that their minimum viable product can address, rather than trying to serve a large market initially.
2. Early signals that product-market fit may be achieved include visible excitement from potential customers when seeing demonstrations, and willingness from some customers to pay for the product before it's complete. Gathering feedback from potential customers is key to iteratively understanding their needs and refining the product.
3. Once product-market fit is achieved, the product will experience rapid growth through word-of-mouth, with users actively inviting others and usage growing quickly.
The document discusses building a successful team with diversity in gender, culture, education, interests, and skills. It recommends teams of five people and advises treating teamwork like dating by staying curious, asking questions, and respecting cultural differences. The document also encourages participants to focus on the team over any single idea, take quick action during the event, have fun, and make the most of talks and mentors.
This document contains information about Anna De Stefano and her work helping startups. It discusses her background creating a successful legal publishing company and mentoring over 30 startups. It provides tips for startups including focusing on defining problems precisely, listening, adapting, and ensuring their solution is better than competitors. It also outlines the main business models of B2C, B2B, and their variations.
The document discusses the principles and process of design thinking. It explains that design thinking involves discovering customer needs through research, defining the core problem to address, developing solutions through prototyping, and delivering the best solution. The design thinking process is illustrated as a "double diamond" with phases of discovery, definition, development, and delivery. Empathy with customers is emphasized to understand their context, needs, and experiences rather than focusing on preconceived solutions.
Paradigm Shifts in User Modeling: A Journey from Historical Foundations to Em...Erasmo Purificato
Slide of the tutorial entitled "Paradigm Shifts in User Modeling: A Journey from Historical Foundations to Emerging Trends" held at UMAP'24: 32nd ACM Conference on User Modeling, Adaptation and Personalization (July 1, 2024 | Cagliari, Italy)
UiPath Community Day Kraków: Devs4Devs ConferenceUiPathCommunity
We are honored to launch and host this event for our UiPath Polish Community, with the help of our partners - Proservartner!
We certainly hope we have managed to spike your interest in the subjects to be presented and the incredible networking opportunities at hand, too!
Check out our proposed agenda below 👇👇
08:30 ☕ Welcome coffee (30')
09:00 Opening note/ Intro to UiPath Community (10')
Cristina Vidu, Global Manager, Marketing Community @UiPath
Dawid Kot, Digital Transformation Lead @Proservartner
09:10 Cloud migration - Proservartner & DOVISTA case study (30')
Marcin Drozdowski, Automation CoE Manager @DOVISTA
Pawel Kamiński, RPA developer @DOVISTA
Mikolaj Zielinski, UiPath MVP, Senior Solutions Engineer @Proservartner
09:40 From bottlenecks to breakthroughs: Citizen Development in action (25')
Pawel Poplawski, Director, Improvement and Automation @McCormick & Company
Michał Cieślak, Senior Manager, Automation Programs @McCormick & Company
10:05 Next-level bots: API integration in UiPath Studio (30')
Mikolaj Zielinski, UiPath MVP, Senior Solutions Engineer @Proservartner
10:35 ☕ Coffee Break (15')
10:50 Document Understanding with my RPA Companion (45')
Ewa Gruszka, Enterprise Sales Specialist, AI & ML @UiPath
11:35 Power up your Robots: GenAI and GPT in REFramework (45')
Krzysztof Karaszewski, Global RPA Product Manager
12:20 🍕 Lunch Break (1hr)
13:20 From Concept to Quality: UiPath Test Suite for AI-powered Knowledge Bots (30')
Kamil Miśko, UiPath MVP, Senior RPA Developer @Zurich Insurance
13:50 Communications Mining - focus on AI capabilities (30')
Thomasz Wierzbicki, Business Analyst @Office Samurai
14:20 Polish MVP panel: Insights on MVP award achievements and career profiling
Scaling Connections in PostgreSQL Postgres Bangalore(PGBLR) Meetup-2 - MydbopsMydbops
This presentation, delivered at the Postgres Bangalore (PGBLR) Meetup-2 on June 29th, 2024, dives deep into connection pooling for PostgreSQL databases. Aakash M, a PostgreSQL Tech Lead at Mydbops, explores the challenges of managing numerous connections and explains how connection pooling optimizes performance and resource utilization.
Key Takeaways:
* Understand why connection pooling is essential for high-traffic applications
* Explore various connection poolers available for PostgreSQL, including pgbouncer
* Learn the configuration options and functionalities of pgbouncer
* Discover best practices for monitoring and troubleshooting connection pooling setups
* Gain insights into real-world use cases and considerations for production environments
This presentation is ideal for:
* Database administrators (DBAs)
* Developers working with PostgreSQL
* DevOps engineers
* Anyone interested in optimizing PostgreSQL performance
Contact info@mydbops.com for PostgreSQL Managed, Consulting and Remote DBA Services
7 Most Powerful Solar Storms in the History of Earth.pdfEnterprise Wired
Solar Storms (Geo Magnetic Storms) are the motion of accelerated charged particles in the solar environment with high velocities due to the coronal mass ejection (CME).
GDG Cloud Southlake #34: Neatsun Ziv: Automating AppsecJames Anderson
The lecture titled "Automating AppSec" delves into the critical challenges associated with manual application security (AppSec) processes and outlines strategic approaches for incorporating automation to enhance efficiency, accuracy, and scalability. The lecture is structured to highlight the inherent difficulties in traditional AppSec practices, emphasizing the labor-intensive triage of issues, the complexity of identifying responsible owners for security flaws, and the challenges of implementing security checks within CI/CD pipelines. Furthermore, it provides actionable insights on automating these processes to not only mitigate these pains but also to enable a more proactive and scalable security posture within development cycles.
The Pains of Manual AppSec:
This section will explore the time-consuming and error-prone nature of manually triaging security issues, including the difficulty of prioritizing vulnerabilities based on their actual risk to the organization. It will also discuss the challenges in determining ownership for remediation tasks, a process often complicated by cross-functional teams and microservices architectures. Additionally, the inefficiencies of manual checks within CI/CD gates will be examined, highlighting how they can delay deployments and introduce security risks.
Automating CI/CD Gates:
Here, the focus shifts to the automation of security within the CI/CD pipelines. The lecture will cover methods to seamlessly integrate security tools that automatically scan for vulnerabilities as part of the build process, thereby ensuring that security is a core component of the development lifecycle. Strategies for configuring automated gates that can block or flag builds based on the severity of detected issues will be discussed, ensuring that only secure code progresses through the pipeline.
Triaging Issues with Automation:
This segment addresses how automation can be leveraged to intelligently triage and prioritize security issues. It will cover technologies and methodologies for automatically assessing the context and potential impact of vulnerabilities, facilitating quicker and more accurate decision-making. The use of automated alerting and reporting mechanisms to ensure the right stakeholders are informed in a timely manner will also be discussed.
Identifying Ownership Automatically:
Automating the process of identifying who owns the responsibility for fixing specific security issues is critical for efficient remediation. This part of the lecture will explore tools and practices for mapping vulnerabilities to code owners, leveraging version control and project management tools.
Three Tips to Scale the Shift Left Program:
Finally, the lecture will offer three practical tips for organizations looking to scale their Shift Left security programs. These will include recommendations on fostering a security culture within development teams, employing DevSecOps principles to integrate security throughout the development
Are you interested in dipping your toes in the cloud native observability waters, but as an engineer you are not sure where to get started with tracing problems through your microservices and application landscapes on Kubernetes? Then this is the session for you, where we take you on your first steps in an active open-source project that offers a buffet of languages, challenges, and opportunities for getting started with telemetry data.
The project is called openTelemetry, but before diving into the specifics, we’ll start with de-mystifying key concepts and terms such as observability, telemetry, instrumentation, cardinality, percentile to lay a foundation. After understanding the nuts and bolts of observability and distributed traces, we’ll explore the openTelemetry community; its Special Interest Groups (SIGs), repositories, and how to become not only an end-user, but possibly a contributor.We will wrap up with an overview of the components in this project, such as the Collector, the OpenTelemetry protocol (OTLP), its APIs, and its SDKs.
Attendees will leave with an understanding of key observability concepts, become grounded in distributed tracing terminology, be aware of the components of openTelemetry, and know how to take their first steps to an open-source contribution!
Key Takeaways: Open source, vendor neutral instrumentation is an exciting new reality as the industry standardizes on openTelemetry for observability. OpenTelemetry is on a mission to enable effective observability by making high-quality, portable telemetry ubiquitous. The world of observability and monitoring today has a steep learning curve and in order to achieve ubiquity, the project would benefit from growing our contributor community.
An invited talk given by Mark Billinghurst on Research Directions for Cross Reality Interfaces. This was given on July 2nd 2024 as part of the 2024 Summer School on Cross Reality in Hagenberg, Austria (July 1st - 7th)
Are you interested in learning about creating an attractive website? Here it is! Take part in the challenge that will broaden your knowledge about creating cool websites! Don't miss this opportunity, only in "Redesign Challenge"!
Performance Budgets for the Real World by Tammy EvertsScyllaDB
Performance budgets have been around for more than ten years. Over those years, we’ve learned a lot about what works, what doesn’t, and what we need to improve. In this session, Tammy revisits old assumptions about performance budgets and offers some new best practices. Topics include:
• Understanding performance budgets vs. performance goals
• Aligning budgets with user experience
• Pros and cons of Core Web Vitals
• How to stay on top of your budgets to fight regressions
Quantum Communications Q&A with Gemini LLM. These are based on Shannon's Noisy channel Theorem and offers how the classical theory applies to the quantum world.
3. GET YOUR
STORY STRAIGHT
‣ no tactic will work if your messaging doesn’t resonate
‣ great messaging helps people tell other people about your product
SIMPLE.
It’s easy to understand
by prospective customers.
COMPELLING.
It describes something that is
interesting or desirable to them.
SPECIFIC.
It captures what your product
does, not an overly abstract
statement of it.
DIFFERENTIATED.
It highlights what makes your
product unique.
4. A quality of your product matched with a customer benefit.
“HERE’S WHAT OUR PRODUCT CAN DO.”
“HERE’S WHAT YOU CAN DO WITH OUR PRODUCT.”
VS.
VALUE PROPOSITION
5. A quality of your product matched with a customer benefit.
IMAGINE YOUR PRODUCT IS FAST
Benefit: Speed — Get work done faster.
Benefit: Higher output — Get more work done.
Benefit: Higher efficiency — Save yourself time.
VALUE PROPOSITION
6. A quality of your product matched with a customer benefit.
IMAGINE YOUR PRODUCT IS SECURE
Benefit: Privacy — Only friends can see your messages.
Benefit: Protection — If your phone gets stolen, your data is safe.
VALUE PROPOSITION
7. VALUE PROPOSITION GENERATION example: livechat app
FIRST, DESCRIBE HOW LIFE IS BAD WHEN
PEOPLE DON’T HAVE YOUR PRODUCT
THEN, DESCRIBE HOW LIFE GETS BETTER
WHEN THEY DO HAVE YOUR PRODUCT
NOW, ALIGN CUSTOMER BENEFITS TO
EACH OF YOUR TARGET PERSONAS
Visitors leave the site
— Lost sales opportunities
Visitors read FAQs
— No one reads them
Visitors email support
— Most don't bother
Help more visitors get more questions
answered by immediately handling
objections via live chat.
Address objections proactively so you
can better satisfy visitors and close
more deals.
Head of marketing
— Conversion rates
— Traffic volume
Chief revenue officer
— Reduce churn
— Increase ARPU/LTV
Head of sales
— Increase qualified leads
— Qualify leads accurately
8. VALUE PROPOSITION GENERATION
GOOD EXAMPLES
Tired of switching between accounts?
Get Shift.
Visually design and develop websites
from scratch. No coding.
Groceries delivered in 1 hour. Say
goodbye to traffic, parking, and long
lines.
Start accepting payments on your
website in one click. No coding
knowledge required.
“When I write an advertisement, I don't want you to tell me that you find
it 'creative.' I want you to find it so interesting that you buy the product.”
DAVID OGILVY, GODFATHER OF ADVERTISING
WHERE TO USE VALUE PROPS
— Landing pages
— Ads
— Emails/Outreach DMs
— Sales calls/meetings
(You get the idea)
Anywhere you talk about your product.
WRITING OUT VALUE PROPS
— Iterate to get to the best version
— Ask insiders and outsiders for feedback
— Remove unnecessary words
— Avoid abstract clichés
(powerful, incredible, revolutionary etc.)
Say a lot with few words.
9. USER ACQUISITION
GET AS MANY POTENTIAL USERS AS
POSSIBLE TO LEARN AND TALK
ABOUT YOUR STARTUP
STAGE 1 STAGE 2
CLAIM THOUGHT LEADERSHIP BY
BUILDING AN AUDIENCE YOU CAN
MARKET AND SELL TO
STAGE 3
EXPERIMENT YOUR WAY TO
SCALABLE PRODUCT-CHANNEL FIT
(GET TO PRODUCT-MARKET FIT FIRST)
“DO THE RIGHT THINGS RIGHT”
10. USER ACQUISITION — STAGE 1
GET AS MANY POTENTIAL USERS
AS POSSIBLE TO LEARN AND TALK
ABOUT YOUR STARTUP
11. RECRUIT USERS MANUALLY — OFFLINE EDITION
events, coffee bars, the street — wherever your audience is
WIN THEM OVER ONE-BY-ONE BE RUTHLESS
Stripe is one of accelerator Y Combinator most successful
startups. YC co-founder Paul Graham remembers:
Most founders ask "Will you try our beta?" and if the answer is
yes, they say "Great, we'll send you a link." But the Collison
brothers weren't going to wait. When anyone agreed to try Stripe
they'd say "Right then, give me your laptop" and set them up on
the spot.
Today, Airbnb is valued at $31 billion.
8 years ago, the picture was different.
Founders Brian Chesky & Joe Gebbia would commute from
California to as far as New York to recruit new hosts and improve
the listings of existing ones. “Knock knock. Hello. Hey, this is
Brian, Joe, we’re the founders of Airbnb and we just want to meet
you.”
12. RECRUIT USERS MANUALLY — ONLINE EDITION
use email and direct messages to start conversations and build relations
“In the early days, I used to literally email people
and ask them to use Intercom. If you look at the first
200 emails I sent from my Intercom email, almost all
of them were along the lines of, “Would you like to
try Intercom?” For a customer we really wanted, I’d
mock up a screenshot showing how we’d nail a
reasonable use case for their product. That helped
people understand both what we could do for them
and what it would look like in their product.”
DES TRAYNOR, CO-FOUNDER INTERCOM
13. RECRUIT USERS MANUALLY — HOW TO NAIL OUTREACH
what to write
KNOW WHO YOU’RE TALKING TO
if you’re an online design testing platform, don’t pitch a designer the same value
proposition as you’d pitch a marketer. Align your pitch to specific customer profiles.
BE CONTEXTUAL — GIVE THEM A REASON TO CARE
• remind them where you know each other from (event, school, LinkedIn, intro)
• describe a relevant bad situation and show or offer help
• invite them as early users - make them feel ‘special’
• invite them to an exclusive event you’re organising (or as speaker)
• invite them an online community like a Facebook Group (more on this later) Resource: Mailshake Cold Email Playbook
14. RECRUIT USERS MANUALLY — HOW TO NAIL OUTREACH
what to write: example 1
Hey [first name],
I noticed you're in the Growth Hacking LinkedIn Group that has little engagement. I wanted to personally invite you to a growth
hacking Facebook Group I organize that's very active, Marketers & Founders.
I happen to run one of the largest marketing communities in Silicon Valley (2000+ members) and the Facebook Group (6000+
members). The Marketers & Founders Facebook Group is moderated by a few of the best, so it’s invite only.
Our moderators:
Aj Cartas; 1.2 million social media fans and is an influencer lead @TopBuzz
Taylor Pipes; content strategist @Evernote
Me :) Past head of growth for @22Social, @UpOut, and @GrowthX. I'm now a growth evangelist @Autopilot
You can join the Marketers and Founders Facebook Group here: https://www.facebook.com/groups/growthmarketers/
If you want to know more info, feel free to reply.
Cheers,
Josh Fechter
Growth Evangelist @Autopilot | Adviser @Praxis
calling out a bad situation to make your value obvious
creating fear of missing out
social proof
showing the value
make taking action easy and straigtforward
15. RECRUIT USERS MANUALLY — HOW TO NAIL OUTREACH
what to write: example 2
Hi Andrew,
I just noticed a few months ago you were looking for a solution to auto-import Paypal addresses into Highrise.
http://webapps.stackexchange.com/questions/13007/how-can-i-auto-import-contacts-from-paypal-into-highrise
Have you found a solution for this yet?
If you have, what did you do?
If you haven't, would you be interested in a service that let's you do exactly this for you without having to hire a developer
or write a single line of code?
Keep kicking butt with Mixergy. I listen to at least one new interview every week.
Thanks!
Wade
shows genuine interest
straight to the point
killer value proposition
16. RECRUIT USERS MANUALLY — HOW TO NAIL OUTREACH
more important stuff
SUBJECT LINES: TO GET OPENED OR TO NOT GET OPENED
• make it stand out in their inbox
• entice, create curiosity, make them want to open the email
• avoid looking spammy
FOLLOW UP: PERSISTENCE WINS
• 2-3 times
• intervals of 3-5-7 days
• avoid looking spammy
NAIL IT BEFORE YOU SCALE IT: TRACK METRICS
• open rate — emails sent / emails opened
• response rate — replies / emails opened
• clickthrough rate — links clicked / emails opened
• Tool: Streak — in-Gmail CRM that tracks data (free)
17. SOURCING PROSPECTS
where to find potential users to reach out to
WARM INTROS
Ask mentors, co-students, friends, and family for intros to anyone your product may be relevant to
EVENTS, CONFERENCES THAT ARE WORTHWHILE
• worthwhile means events that allow you to get personal with quality prospects in your space
• try to get your hands on the guest list beforehand to determine whether the event is worthwhile
• you can reach out to people you want to meet beforehand
• you can also reach out to them without going to the event
THE INTERNET
see next few slides
YOUR ALREADY EXISTING NETWORK
Address book, Facebook friends, LinkedIn connections and alike
18. SOURCING PROSPECTS ON THE INTERNET
everyone is on the internet, you just need to find them
1. People on the internet are grouped around commonalities.
They are in the same communities, read the same articles, follow the same influencers and
brands and search for the same terms.
2. You can find anyone’s email address from first name, last name and domain.
3. From names, it’s fairly easy to find everything else. Most notably social media profiles.
4. You can use tools to automate both prospect sourcing and data enrichment
19. SOURCING PROSPECTS — FINDING EMAIL ADDRESSES
FIND EMAIL ADDRESSES BY NAME FIND EMAIL ADDRESSES BY DOMAIN
• first name, last name
• domain or company
• domain or company
if a tool only accepts domains and you only have companies, follow these instructions to convert
EMAIL FINDING TOOLS
hunter.io contactout.com voilanorbert.com anyleads.com
Resource — The Growth Hacker’s Playbook To Find Anyone’s Email Address
20. SOURCING PROSPECTS — FACEBOOK
EVENTS GROUPSPAGES
profile URL, name, current location, current employer
phantombuster.com
YOU GET
click the column headers to access Phantombuster links
21. SOURCING PROSPECTS — LINKEDIN
PROFILE SEARCH
phantombuster.com
Search users by
• location
• industry
• current/past company
• connections of
• school
• job role (Pro)
• company headcount (Pro)
• seniority in position (Pro)
• … and more
GROUPS COMPANIES POSTS ENGAGERS
YOU GET profile URL, name, location, company, job role, industry
linkedhelper.com
click the column headers to access Phantombuster links
22. SOURCING PROSPECTS — LINKEDIN
LINKEDHELPERPHANTOMBUSTER
* both tools are able to directly source email addresses from LinkedIn profiles
24. AUTOMATE TO SCALE REACH
Hi {{prospect firstname}},
I noticed you guys at {{prospect company}} help brands to generate qualified leads by
building tools their audience can use for free. It’s a great new space, but I know it’s
hard for agencies to scale their offering because development takes up a lot of time.
Because these apps tend to have the same building blocks, we’ve built {{your startup
name}} software that gives you those building blocks so you can develop and deliver
much faster.
Agencies like {{similar company to prospect company}} tried our first version and
were impressed. Here’s what their {{decision-maker}} said: {{testimonial}}. I’m
confident {{prospect company}} would have similar results.
Do you have time next week for a chat? You can book a slot with me here.
{{your firstname}} , Co-Founder {{your startup name}}
{{landing page URL}}
SPREADSHEET
WITH PROSPECTS
EMAIL
AUTOMATION
mailshake.com
mixmax.com
Don’t use tools that send
emails from their own server
— your emails will end up in
spam. Only use tools that
connect to your personal
email account.
BE HUMAN TO BUILD RELATIONS
personalize with
variables like
• first name, last name
• company
• industry
• similar company
• testimonial
• landing page url
• {{anything}}
25. useorca.comdux-soup.comlinkedhelper.com
LINKEDIN DOESN’T LIKE AUTOMATION.
MOST TOOLS ALLOW TO SET LIMITS ON AUTOMATED ACTIVITY.
THEY USUALLY ALSO OFFER ADVICE ON WHAT LIMITS TO SET.
AUTOMATE MESSAGES TO
1ST DEGREE CONNECTIONS
AUTOMATE INMAILS TO 2ND
& 3RD DEGREE CONNECTIONS
AUTOMATE CONNECTION REQUESTS
TO 2ND & 3RD DEGREE CONNECTIONS
Automatically reach out to
prospects you already
are connected to.
The same principles introduced earlier for
email outreach apply. Do not mindlessly
and blatantly pitch your product. Focus
on giving them a reason to care.
Automated cold outreach to prospects you
source from Profile Search, Groups,
Companies or Post Engagement via InMail.
Only available if you have LinkedIn Pro and
the (low) number of InMails you can send
per day is limited.
Automatically send invites to prospects you
source from Profile Search, Groups,
Companies or Post Engagement.
You can turn this into outreach by attaching
a personalized message (limited to 300
characters). If you do this, avoid pitching
your startup right away. Focus on starting a
conversation instead.
phantombuster.com
AUTOMATING LINKEDIN
TO SCALE REACH & BUILD RELATIONS
26. IDENTIFY INFLUENCERS
IN YOUR NICHE
Find Instagram accounts your
target audience follows and
engages with.
You can use a tool like Heepsy for a
first exploration of your niche, then
dive into Suggested Accounts and
optimize from there based on your
results.
AUTOMATING INSTAGRAM
TO SCALE REACH, BUILD AWARENESS & DRIVE TRAFFIC
READ THIS FOR STEP-BY-STEP INSTRUCTIONS TO AUTOMATE INSTAGRAM GROWTH
POST THE SAME TYPE OF
CONTENT 5-7x A WEEK
AUTOMATE ENGAGEMENT
WITH INFLUENCERS’ AUDIENCES
INCLUDE LINK TO LANDING
PAGE IN BIO WITH CLEAR CTA
You’ll need to have relevant
content on your Instagram profile
to get prospects to engage with it
and click through.
To nail value-audience fit, draw
(steal) inspiration from the best
performing posts of the influencers
in your niche.
Get on your audience’s radar by
automatically engaging with them:
follow, like posts, comment on
posts.
TARGETING POSSIBILITIES
• by engagement on posts of
target accounts (this tends to
work well)
• by followers of target accounts
• by engagement on posts with
specific hashtags
• by location
Drive traffic to your landing page
by including the URL on your bio
— combine with a killer Call-To-
Action.
Add a retargeting pixel to
your URL so you can target
link clickers with ads on
Facebook, LinkedIn or
Twitter.
• ClickMeter
• PixelMe
BONUS
instazood.com jarvee.comsocialcaptain.com
(PRO-LEVEL)
27. BE EVERYWHERE THEY LOOK
FULL NAME
COMPANY NAME
and/or
you and everyone else on the internet have 1 friend in common: Google
PB automates Google Search & scraping first result — example: “Steve Jobs Apple site:linkedin.com"
PHANTOMBUSTER.COM
28. THE BEST WAY TO TALK TO AND LEARN FROM USERS
BUILD A COMMUNITY
RESOURCE — “HOW I GROWTH HACKED ONE FACEBOOK GROUP POST TO MAKE S200,000’ BY JOSH FECHTER
STAGE 1 DIRECT LINE WITH USERS FOR LEAN PRODUCT FEEDBACK
STAGE 2 THOUGHT LEADERSHIP AND ENGAGED AUDIENCE READY TO BUY
29. LAUNCH YOUR PRODUCT ON
EARLY ADOPTER HEAVEN
THE DAILY HUNT
Every day again, products compete to end up on
top of the site.
UPVOTES
You rise in the ranking by getting upvotes from
community members. But that’s not the only
thing that counts (there’s a secret algorithm).
HUNTERS & MAKERS
Only community members with Hunter
permissions can post new products. Members that
creaed the product are called ‘Makers’.
WHAT YOU’LL GET OUT OF IT
GETTING ON THE RADAR OF EARLY ADOPTERS
These are the type of people who’ll try your
product when it’s still a baby. They’re okay with it
having growing pains from time to time.
THE BASICS
TRAFFIC & SIGNUPS
People will come flocking to your landing page
and sign up for your trial, demo or early access.
INVALUABLE PRODUCT FEEDBACK
While the traction is awesome, early stage this is
still mostly about getting as many peopple as
possible to talk about your product.
RESOURCE #2 TO NAIL YOUR LAUNCH
RESOURCE #1 TO NAIL YOUR LAUNCH
30. USERS WAITING FOR YOU TO SOLVE THEIR PROBLEMS
Quora means to give the world the best possible answer to
any question humans could possibly have.
Users can ask questions, write answers and upvote answers
of others. Answers with the best upvotes end up on top.
People from your target audience have likely posted
questions you can answer. You just have to show up and
gently point them to the solution: your startup.
WHAT YOU CAN GET OUT OF QUORA
HIGH-QUALITY TRAFFIC — Because of the 1-1
relationship between what the user is looking for and
your value, on-site conversion rates for traffic incoming
from Quora tends to be signficantly higher than other
channels (10% -15%).
THOUGHT LEADERSHIP — As you help your target audience to
advance in what they care about, answering questions relevant to
them, you’ll become an influential voice in your space. Go
beyond questions that directly invoke your product and also
answer other questions relevant to your specific target audience.
HOW TO WRITE GOOD ANSWERS
Don’t be spammy and mindlessly pitch. Instead, focus
on providing real help. Align your answer to the
question and gradually build a convcincing narrative
towards your product.
Think of your answers as landing pages: be mindful of
who you’re writing to and make the value obvious and
relevant. Make it very clear how your product makes
their lives better. Make it impossible for them not to
click through when they arrive at the call-to-action.
31. HUSTLE FOR UPVOTES
To get your answer on top, you’ll have to get upvotes. While
the algorithm is about more than just upvotes, upvotes are
the one thing you can immediately influence.
Use your network. You can create a group with other people
looking for upvotes or some other kind of social media proof
and help each other out.
BEST KEPT SECRET: ANSWER WIKIS
WHAT MAKES A GOOD QUESTION?
Good questions typically have more followers than
answers. The higher this ratio, the better. This means a
lot of people are interested while not a lot of people
have provided answers. The optimal ratio is said to be 7
followers for every 1 answer.
HOW TO FIND GOOD QUESTIONS
RELATEDQUESTIONSMOSTVIEWEDWRITERSANSWERWIKI
Answer Wikis are supposed to combine the best answers on
a question in a convenient overview.
You can create and even edit Answer Wikis - blatantly adding
your startup with a link to your website. Changes typically
have to be approved by moderators, but in reality they rarely
get dismissed.
ON-SITE — Check out related questions, check out
topics and study the questions influencers in your space
answer. To find influencers, check out Most Viewed
Writers for a topic, then click to their profile.
SEO TOOL — Quora questions tend to rank highly in
Google. This allows for easy SEO wins. To find questions
with high SEO value, use a tool like Moz, Ahrefs or
SEMRush.
SEARCH VIA QUORA ADS — Within Quora Ads
Targeting, you can view the average weekly views for
every question out there. Creating an Ads account is
free and you don’t have to run actual ads to get these
insights.
STEP-BY-STEP GUIDE ON FINDING GOOD QUORA QUESTIONS
32. YOUR BEST SHOT AT BIG TIME BUZZ
Reddit is the world’s 17th website for traffic (5th in
the US). As users don’t use their real names, it’s
not a place you can source potential users for. You
can however use it to get people talking about
your startup. Because of its huge user base, high
levels of engagement and wide variety of
subreddits, it’s a place where a lot of stories go
viral before they reach other social platforms and
mainstream media.
BBC WORLD
REDDIT LIKES LAWS (& LAW ENFORCEMENT)
To maintan order in the chaos, Reddit has a lot of
posting rules - specific ones per subreddit. Moderators
are ruthless and will take every opportunity to take your
post down. For every subreddit you try to post in, read
the rules, study the posts that stay up and get traction,
plus make sure you post with a high-karma account.
REDDIT DOESN’T LIKE OUTSIDERS (LOW KARMA)
As a Reddit user you can accumulate karma through
the amount of upvotes and comments your posts get.
A user’s karma indicates the seniority of a Reddit user
and determines how severely moderators judge their
actions. In short: don’t create a new Reddit account
and immediately post a story about yourself. Instead,
accumulate karma first in easy subreddits (see list) or
get your hands on an account that already has a good
amount of karma.
TELL A CAPTIVATING STORY + WRITE KILLER HOOK
To go viral, a piece of content need To tell a story that
audience feel something — this can be happiness,
motivation, inspiration, sadness etc — in a way that
makes them want to share it with other people. Rather
than the startup itself, focus on the story — even if that
story wouldn’t directly involve your product. To get
people to read the story in the first place, you’ll need to
write a hook (subject) that stands out in the list of posts
in the subreddit. Think of the type of headlines that
make you want to click them, but avoid clickbait where
you the story doesn’t deliver on the promise of the
hook: users will feel cheated and vote your post down.
Mind that it doesn’t need to have a text post: images
and (especially) videos can work too, if done well.
HOW TO GET YOUR STARTUP ON THE FRONT PAGE OF REDDIT
REDDIT HATES BLATANT MARKETING: HERE’S HOW YOU STILL CAN GET THOUSANDS OF VISITORS
FACEBOOK GROUP TO GET UPVOTES
33. MAKE PEOPLE SHARE
INHERENT VIRALITY
ARTIFICAL VIRALITY
Your product has inherent virality if the experience
of the user improves as more users use it.
• Users use your app
to transact or collaborate with others.
• Users use your app to create content that is
intended to be shared.
If your product doesn’t have inherent virality, you can
incentivize users to share with rewards. This can be
money, but what tends to work better is to give
greater access to the product itself.
THE STARTUP PRE-LAUNCH BY VIRAL LOOPS
VALUABLE LESSONS FROM DROPBOX
UNDERSTANDING THE ENGINE OF ADOPTION
34. USER ACQUISITION — STAGE 2
CLAIM THOUGHT LEADERSHIP BY
BUILDING AN AUDIENCE YOU
CAN MARKET AND SELL TO
35. content marketing is the long-term
capital investment of growth strategy
IT PAYS DIVIDENDS INDEFINITELY
CONTENT, THEN MARKETING
For content marketing to work, the ‘content’ needs to
come first. Rather than to sell, aim to educate, inspire,
delight and/or entertain. Your goal is to build an audience
that trusts you to advance in the area you create value in,
with both your content and startup.
This kind of thought leadership takes consistent creation of
quality value. And time. Nothing burns a relationship
quicker than trying to close the deal on the first date.
GROWTH NEEDS QUALITY
Content only helps you grow if it stands out for quality.
(1) The better the post, the more users will opt-in to your
newsletter, sign up for your product and share with others.
(2) The better the post, the more people will read it to the
end (and not bounce), and the more other blogs will link to
it. Metrics like these make Google rank you higher in
searches.
When people need something, they turn to Google. The
better your posts, the more likely they’ll find you.
37. topics keywords resources angles principles distribution
A FRAMEWOK FOR EASY, ROI-DRIVEN CONTENT MARKETING
Identify areas where you can
provide unique value to your
audience. From those areas,
go deeper down into specific
topics you can create create
posts on.
Example
If I’m selling matcha, I can
write about ‘healthy lifestyle’
and ‘productivity’. Within
healthy lifestyle I can write
about nutrition and workouts.
Within productivity I can write
about habits that help to get
done more in less time.
Identify related keywords
your target audience uses to
find find value like yours. To
nail SEO, speak the language
of your target audience from
the start. Keyword volume
indicates audience relevant.
Keyword difficulty indicates
degree of competition.
Connect search trends with
real-world trends: Google
Trends and Google
Correlate.
Look at questions people
have on topics: Quora and
AnswerThePublic.
Make a list with possible
angles you can use to
address content subjects.
This post will show you how
much possibilities you have
to address one and the
same topic.
Consider possible formats,
ranging from high-level
(video, podcast, post) to
low-level (text post can be
blog post, LinkedIn post,
Facebook Group post
Quora answer etc.
Define editorial principles to
ensure consistency and
quality throughout your
content in a way that is
aligned to your audience’s
needs and preferences.
Examples
• tone of voice:
authoritative,
conversational, rebellious
• no passive voice
• avoid adverbs, adjectives
• use personal pronouns
• be specific and give
examples
involve influencers in content creation for quick & warm access to target audiencesBONUS
RESOURCE — NO-NONENSE GUIDE TO NAILING KEYWORD RESEARCH
For every subject you want to
create content around,
collect high-quality resources:
other articles, YouTube
videos, Quora answers etc.
Seek content that has already
proven to have great fit with
your audience. Here’s how:
• study best performining
social posts from brands
(personal and company)
• use Buzzsumo to identify
best performing content
per website
• use Moz or alike to
identify best performing
content per domain (by
backlinks or traffic).
Make a checklist you follow
to ensure proper
distribution of every new
piece of content. Constantly
dapt this checklist based on
results.
Examples
• distill into LinkedIn post
• repurpose as article onf
Medium
• post as Google Doc in
Facebook Group with
reference to original URL
• transcribe podcast into
post on your blog
• include in newsletter
• share to Messenger bot
subscribers
38. PEOPLE BUY FROM PEOPLE
THEY KNOW, LIKE AND TRUST
REPURPOSE WHAT
ALREADY WORKS
BUILD A PERSONAL BRAND
TELL INSPIRING STORIES
HAVE AN OPINION
TELL EDUCATING STORIES
RESOURCE —LINKEDFLUENCER: EBOOK BY JOSH FECHTER
RESOURCE — COPYWRITING BIBLE: EBOOK BY JOSH FECHTER
39. USER ACQUISITION — STAGE 3
EXPERIMENT YOUR WAY TO
SCALABLE PRODUCT-CHANNEL FIT
(GET TO PRODUCT-MARKET FIT FIRST)
40. HOW TO THINK ABOUT ACQUISITION
1. NAIL YOUR VALUE PROPOSITION
(see earlier slides on value proposition generation)
Clearly define how your product makes the lives of
your target customers better than it is right now. If you have
multiple target audiences, do this for each one.
EXAMPLE
Our artificial Intelligence shovel helps onion farmers
dig holes faster, so they can plant more and sell
more with less back pain than traditional shovels.
What is the product?
An artificially intelligent shovel
Who is the customer?
Onion farmers
What value is generated for them?
Time saved through faster planting
How is it better than the old way?
Less back pain than traditional shovels
41. 2. UNDERSTAND YOUR CUSTOMER
The better you’re able to grasp the mindset and behavior of
your target customers, the better you’ll be at reaching them
with the right message, in the right place, at the right time.
HERE ARE SOME QUESTIONS TO HELP YOU THINK ABOUT THIS
• How do your target customers buy products like yours today?
• Where do your target customers connect with people like them?
• Where do your target customers get their information personally?
• Where do your target customers get their information professionally?
• Who do your target customers look up to?
• Who do your target customers trust?
• What time of the year is most important/relevant to your target customers?
• Which apps do your target customers use?
• Where do your target customers hang out online?
HOW TO THINK ABOUT ACQUISITION
42. 3. IDEATE ON WAYS TO REACH YOUR CUSTOMERS
Dream up all the ways you could reach your audience and write each
idea on a giant list. Don’t worry about thinking big and crazy. We’ll
address feasibility for each later.
EXAMPLE SOME WAYS WE COULD REACH OUR ONION FARMERS
• Buying sponsor slots on the annual OnionCon conference
• Getting an interview on the OnionPod podcast
• Start a YouTube channel for onion farmers
• Facebook advertising based on interest in onions and shovels
• Google Ads targeteted to the word “shovel”
• Content creation on onion farming & shoveling
• Sending sample shovels to all the speakers at OnionCon
• Referral program to incentivize word-of-mouth among onion farmers
• Make distribution deal with retailers where onion farmers shop for gear
HOW TO THINK ABOUT ACQUISITION
43. 4. WIN ON PAPER
For every idea, imagine the funnel you need customers to go through to make
money. Make reasonable assumptions for conversion rates from one stage to
the next one, based on data you already have (preferably) or external references.
EXAMPLE SPONSOR EPISODE OF ONIONPOD, FOR WHICH THEY CHARGE $1,000
• 25,000 listeners on OnionPod
• 2% of listeners (500 people) visit your website because of the ad
• 2% of those visitors (10 people) buy a shovel
• $100 per shovel sold amounts to $1,000 in sales
FROM THERE, SUBTRACT ALL COSTS YOU MIGHT INCUR FOR CREATING THE SHOVEL
AND YOU SHOULD HAVE A ROUGH IDEA OF WHETHER THE IDEA IS WORTH PURSUING
From here, you can also start to think optimization. Theorize how the outcome could change if you
improve a part of your tactic. Maybe you can create a better ad and get 5% of OnionPod’s listeners to
click through. Or maybe you should charge more per shovel. While your assumptions don’t need to be
perfect to get valuable takeaways, rather be conservative than optimistic.
HOW TO THINK ABOUT ACQUISITION
44. 1. GENERATE IDEAS
Use data to ideate
traction tactics.
2. PRIORITISE
Rate and compare potential
impact, confidence and
resources needed.
4. ANALYSE DATA
Study hard and soft data to
learn if and why experiments
(didn’t) work.
3. RUN EXPERIMENTS
Design experiments to test
hypotheses underlying
the chosen ideas.
FINDING
TRACTION
19 TRACTION CHANNELS
BULLSEYE FRAMEWORK
CHEAP TRACTION TESTS