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Jas P

7 Tips That Will Actually Improve Your Customer Acquisition Efforts | Grow Everything. - 0 views

www.ericosiu.com/e-customer-acquisition-efforts

acquisition customer development

shared by Jas P on 14 Mar 13 - No Cached
  • 1. 80/20 rule from Noah Kagan Appsumo’s founder, Noah Kagan, notes that one rule of thumb that they follow is to use 80% of their marketing budget for things that are working and 20% on newer marketing initiatives. One more thing: they go all in when they find marketing channels that work. You can watch one of his presentations where he shares his experiences of growing Mint, Facebook, and AppSumo here.
  • 2. Communicate, communicate, communicate At Treehouse, we work remotely and as you might imagine. There are some that think there is no replacement to working in person while others support it. For us, we’re half and half – we have an office in Orlando and we also have a team up in Portland. The rest of us are distributed. But hey, it works because we communicate a lot. If you don’t feel like you are running enough A/B tests, speak up about it. If you feel like the team needs more developers, speak up. If you feel like an executive decision is going to cost the company money in the long run, talk. People might not always agree with you but it’s your job to communicate. You’re doing the company a disservice if you aren’t being honest. To get you started, here are some tools we use to communicate: Campfire Skype Google Chat Google Hangout GoToMeeting – we use GoToMeeting for our leadership meetings. It’s very simple to use and the video quality is pretty good.
  • 3. Be a voracious reader Although there’s a lot of crappy content circulating the internet, there’s always going to be someone you can learn from. The key is being able to discern signal from noise. For example, if I’m looking to learn more on conversion rate optimization, there are great blogs such as Unbounce, ConversionXL, KISSmetrics, SEOmoz, and more. Just look at the detailed blog posts that they write: 10 Useful Findings About How People Use Websites – ConversionXL 5 Landing Page Conversion Killers – Unbounce The Ultimate Guide to Conversion Rate Optimization – SEOmoz If your goal is to squeeze every penny out of your website, you should be reading conversion rate optimization articles like the ones above. They cost no money to read and stand to help create original ideas that will eventually create more profit for you. This applies to any topic you’re interested in. Using the right tools can go a long way in helping you save time. If you’re on the go and don’t have time to read, you can use Pocket. To help you find relevant topics/articles via Twitter, you can grab curated lists using Listorious. Finally, I like picking off interesting topics from Inbound.org or Hacker News. Key takeaway: don’t read every single blog out there. Find the ones that actually add value and follow them.
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  • 4. Never assume you know everything They say two years in the tech world is like ten regular years. Things move very quickly so it’s important to stay grounded, even if you’re doing well. What worked two years ago might not be effective today. For example, if you wanted to rank well in Google for certain keywords in 2008, all you had to do was spam forum links with exact match anchor text. Doing that today would get you torched by Google. Be willing to adapt and be humble. It’ll take you a long way.
  • 5. Be willing to listen to other people People will often have opinions or ideas on how to help drive growth for the company. Listen to them. Sure, they might not have the hands on experience that you have it comes to marketing but it doesn’t mean they don’t have good ideas. Marketing/growth is a company wide initiative and everyone should be participating. I’m not saying that you have to take action on everything others tell you, but listen closely and try to discern the signal from the noise.
  • 6. Test everything We live in a world today where you no longer have to be afraid of challenging executives when you think something is wrong. If you feel strongly that something should be a certain way, all you need to do is fire up an A/B test and have the two variations duke it out. The data decides the winner. And if you are the executive and someone comes up to you with a seemingly stupid idea that you think will never work? Test it. And if their test goes to shit, then they’ll know to come back to you next time better prepared. That’s what makes data great. Don’t know what to test? Look for case studies such as this one to get ideas. Then gather feedback/data from your customers and decide on which elements you should be testing and do it. Don’t waste your time trying to outsmart your peers on why your idea is superior. Just shut up and test.
  • 7. Talk to others Talk to others. A lot. I make it a habit to talk with other Chief Marketing Officers/VP of Marketing/Growth Hackers because they share valuable experiences that might help my company grow. In return, I do the same so the relationship is mutually beneficial. If you’re starting from scratch and need a way to talk to these people, Clarity is a great way to do so. You can connect with some of the world’s brightest minds not only in just marketing, but in other areas such as angel investing. Another method is to read a lot and reach out to authors who have written articles that are truly remarkable. These are the articles that make you go ‘wow, this guy really knows what he’s talking about and I could probably learn a lot from him’. If you get that reaction, then it’s worth it to shoot them a tweet or even e-mail them. I used this method to find my present day mentor, who has helped accelerate my growth considerably. The key is to keep reaching out to people – you never know which relationship might sprout into something very powerful so you just need to keep at it.
Jas P

Applying Canada's Anti-Spam Legislation: A Marketer's Checklist | Technically Marketing - 1 views

www.technicallymarketing.com/...islation-a-marketers-checklist

#email #emailmarketing

shared by Jas P on 21 Oct 12 - No Cached
  • We’ve listed some best practices to help marketers stay compliant with Canada’s new anti-spam law: Be very clear on who is sending the message. A marketer sending a message on behalf of a brand could be responsible. Follow the subscribers rule – get permission (explicit permission) to email your subscribers. If there’s not a request for consent, it’s not consent. Respect and govern the one-to-one marketing relationship that you have with subscribers. Honor each individual’s unique preferences with regard to communication, content, frequency and channel. Provide recipients with an obvious, clear and efficient email or web-based means to opt-out of receiving any further business and/or marketing email messages from your organization. Keep records of the type of consent obtained from recipients so that email lists can be scrubbed prior to campaign broadcasts. Include a link to your company’s privacy policy in every email. The privacy policy should explain the intended use and disclosure of any personal information that might be gathered through “clickstream” means or other website monitoring techniques. Take reasonable steps to ensure that the addresses on your email lists were obtained with proper consent.
  • For more information on the legislation, visit the Government of Canada’s Anti-Spam Legislation website at: www.fightspam.gc.ca.
  • Regardless of the law, explicit permission is the best practice and produces the top results and deliverability.
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  • CASL covers any electronic message (unsolicited email, SMS, Instant Messaging, spyware, malware, phishing, pharming and social networks) that crosses Canadian wires – regardless of intent.
  • Any and all domains (not only “.ca” but “.com” as well) fall under this new law.  CASL will be enforced by three Canadian regulatory agencies: Canadian Radio-Television and Telecommunications Commissions (CRTC), Office of the Privacy Customer, and the Competition Bureau.
  • Jas P on 21 Oct 12
     
    A solid list of what to be aware of when running an email list. Thanks to Chris for sharing this one.
Jas P

Complete Bundle | KISSmetrics - 0 views

go.kissmetrics.com/newsletter-confirmation

conversion Customer development

shared by Jas P on 14 Mar 13 - No Cached
  • The fancy systems at KISSmetrics are working to send you your bundle! ===================================================================== Email newsletter......................................................100% confirmed Premium content.........................................being sent to your inbox now KISSmetrics free trial.......................needs details [95% complete, see below]
  • Final details needed for your 14-day free trial.
  • Your name * Email * Company name * Company website * Company size *Choose one…201 or more51 to 20026 to 5011 to 256 to 101 to 5 Phone number * Password * Why KISSmetrics is a must-have tool for any Facebook marketer: Finally determine the ROI of your Facebook marketing efforts, unlike other analytics tools. Easy ROI reports. No spreadsheets required. Human-powered support from the experts behind the KISSmetrics blog. Joanna Lord, SEOmoz KISSmetrics has been a primary tool for the SEOmoz marketing team for almost a year now.
Jas P

10 Studies That Reveal What Customers WANT You To Know About Them - 0 views

blog.kissmetrics.com/what-customers-want

Customer development customer service conversion

shared by Jas P on 14 Mar 13 - No Cached
  • 1. Customers Care More about Service Quality and Attitude than about Service Speed
  • A recent Gallup study reveals that when it comes to memorable service people tell their friends about, it’s more important that the service provided feels “thorough” and friendly, rather than quick. This was especially true for service in premium or prestigious markets, such as customer support at a bank.
  • Not only that, in a Customer Experience Report by RightNow, researchers found that the #1 reason customers would abandon a brand was due to poor quality and rude customer service, which were cited 18% more often than “slow or untimely service.”
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  • 2. Customers Know What They (and Other Customers) Want; They’re also Willing to Help
  • In a study of 1,193 commercially successful innovations across nine industries, 737 (60%) came from customers (i.e., customers can have very innovative ideas). User-created innovations have been successfully utilized to turn around “innovative slump periods.” While #1 is certainly a shocking revelation, there is a unique case study for #2 that really paints a believable picture for just how valuable customer input is.
  • 3. Customers like Loyalty Programs… as Long as You Make Them Seem Easy
  • In their research on the Endowed Progress Effect, Nunes and Dreze tested two versions of a car-wash loyalty program, which consisted of a card that got stamped after every wash. The first card needed 8 stamps to get a free wash. The second card needed 10 stamps to get a free wash, but 2 stamps were automatically added when the customer joined. That means both cards took 8 stamps total to get a free wash; they were just framed differently. Which one do you think performed better? Their findings: Despite the similar process, the second card performed almost twice as well as the first card, having 34 percent of participants complete it versus 19 percent for the other card. Why is this important? It shows that customers are more likely to stick with loyalty programs if the task at hand is framed as already being started.
  • 4. Creating Goodwill with Customers Doesn’t Take a Lot of Money
  • An employee on the phone with a customer during a marathon troubleshooting session heard the customer tell someone in the background that they were getting hungry. As she tells it, “So I put them on hold, and I ordered them a pizza. About 30 minutes later, we were still on the phone, and there was a knock on their door. I told them to go answer it because it was pizza! They were so excited.”
  • What’s actually happening: While the cost of the gifts/actions is quite small, the human mind simply cannot refuse the psychological construct of reciprocity. Reciprocity can be summed up as our natural inclination to feel grateful for favors and our desire to “pay them back,” no matter how small they are (covered quite well by Cialdini in his famous book Influence). The other thing that you must understand about reciprocity is that research has shown us that the intentions of the “giver” can affect the perceived value of the gift. This is why “Frugal WOWs” work so well: Customers perceive the service as a genuine act of kindness rather than as you trying to buy their affection with costly gifts. So remember, it doesn’t take huge expenses to win customers over!
  • 5. Customers Absolutely Adore Personalization; They Will Gladly Pay More for It
  • Would you believe that waiters were able to increase their tips by 23% over a control group by utilizing something as inexpensive as mints? It’s true, and this research is not only important in helping you understand how to create repeat customers, but also how to keep your customers incredibly satisfied and supportive of your business offering.
  • The results were surprising to say the least: The first group studied had waiters giving mints along with the check, making no mention of the mints themselves. This increased tips by around 3% against the control group. The second group had waiters bring out two mints by hand (separate from the check), and they mentioned them to the table (i.e., “Would anyone like some mints before they leave?”). This saw tips increase by about 14% against the control group. The last group had waiters bring out the check first along with a few mints. A short time afterward, the waiters came back with another set of mints and let customers know they had brought out more mints, in case they wanted another. That last group is where waiters saw a 21% increase in tips… yet they still were bringing out only two mints. The researchers found that it was the perceived personalization of bringing out the second set of mints and mentioning it to customers (“Hey, I thought I might see if all of you are satisfied or if someone could use an extra mint.”) that made the difference.
  • Point being: It wasn’t really the mints; it was the personalized experience that they created. It made it perfectly clear to customers that the waiter was thinking of them. Be sure to incorporate this into your own offering: How can you follow up with customers in a personalized manner with free support, training, or reward for trying out your product or service?
  • Research lead by Melanie Green and Timothy Brock reveals that trying to persuade people by telling them stories works extremely well. The reason that stories (when told well) are so appealing to customers is that you can transport them inside the story and get your point across without directly selling.
  • Once inside the story, we are less likely to notice things which don’t match up with our everyday experience. For example, an inspirational Hollywood movie with a “can-do” spirit might convince us that we can tackle any problem, despite what we know about how the real world works. Also, when concentrating on a story, people are less aware that they are subject to a persuasion attempt: The message gets in under the radar. Our brains have a tendency to be mostly concerned with enjoying the story and absorbing the message.
  • For instance, over at Help Scout, I conducted an interview with Leo Wildrich of the BufferApp that discussed how a small team like Buffer’s could possibly handle email support with tens of thousands of customers. The tale of a small team dealing with mountains of support emails was definitely one that resonated with a lot of small business owners, and the post was quite popular and performed well, all without the “hard-sell.”
  • Everyone loves hearing their own name! The implications of this have been seen across a variety of situations in dealing with customers: People tend to like you more if you use their name a few times during conversations. (But there is a limit; saying their name too much becomes unnatural and insincere.) People open emails with more consistency if their name is included. (That’s a big reason to ask for a name if you want increased conversions via email.) People often assume you are more competent if you know their name; it’s a big part of their identity, and if you recall it and use it, you are instantly viewed in a better light in their eyes. Utilizing customer names when interacting with them directly is an important part of making people feel like individuals rather than a “support ticket.” It’s difficult to scale, but if you care about your customers, it’s an essential part of winning them over. There’s quite a difference between receiving an automated email from “DO-NOT-REPLY” versus receiving one from “Scott” saying, “Hey Greg, thank you for your purchase! :)”
  • 9. Selling “Time” over Savings Can put Your Customers in a Better Buying Mood Have you ever wondered why commercials for “cheap beer” never, ever focus on the money that you can save by buying them? Instead, they create ads and slogans that focus on having a great time (i.e., “It’s Miller Time!”) This isn’t an accident. As it turns out, new research from Stanford reveals that selling “time” over money can make customers more receptive to buying. From Aaker’s research: “Ultimately, time is a more scarce resource—once it’s gone, it’s gone—and therefore more meaningful to us,” says Mogilner. “How we spend our time says so much more about who we are than how we spend our money.” Getting people to think about a period of time they enjoyed (associated with a product) can be much more effective than reminding them that they could be saving money.
  • 10. Bringing up Savings Makes Customers Feel Self-Centered and Greedy
  • Psychologist Kathleen Vohs has done numerous studies on priming, specifically in terms of how it affects our perception of money. She found through her research that just thinking about money makes us more self-serving and less willing to help others: Two sets of subjects were “primed” with either cues related to money (money related images, essays about making money) or cues that were unrelated to money. Later, subjects were asked to solve a difficult “brain-buster” and to help others do the same (those others being people “in” on the study).
  • Getting people to think about money and having them enter this “selfish” state can be beneficial or disastrous in advertising benefits to customers. If you’re selling an item associated with luxury or prosperity, this mindset may be a good thing (advertising your mutual fund, financial/retirement services, etc.).
  • Roger Dooley, author of Brainfluence, had this to say: [Marketers] who should be particularly cautious about money cues are those who want to appeal to the viewer’s feelings about others. Filling viewers with feelings of warmth and a desire to please someone else… and then reminding them about money, could be self-defeating.
  • Vohs agrees, citing research that shows how money often creates conflict and stress when paired with family issues, due to conflicting interests (Burroughs and Rindfleisch, 2002). The lesson: Be wary of reminding your customers about money if your product isn’t related to serving self-interests.
Jas P

Lessons Learned the Hard Way: Canadian Angel Investor Reveals His Million-dollar Mistak... - 0 views

www.techvibes.com/...ion-dollar-mistakes-2013-02-21

vc funding

shared by Jas P on 18 Mar 13 - No Cached
  • 1. Good copywriting is underrated: Compelling copy is key to conversions and also making your brand human, friendly and fuzzy. Developers can’t write copy that well, that’s what marketers are for. Lesson: Great copy is a huge differentiator. It connects your audience to your brand and it has a direct impact on retention and engagement. “Copy is so important because it communicates your vision and helps you solve your products,” said Isenberg. “If you can’t do that right you’ll have little conversion rates and your not going to have a consistent brand image.”
  • 2. Influencers are a big deal: Scale users quickly by onboarding communities. Isenberg worked with schools, trading rooms and blogs. Influencers hold the key to these communities. Lesson: The best way to onboard influencers is the old school way by building a real relationship. Pick up a phone, email them or best yet, take them out for drinks. “I love sitting behind a computer because it’s my safe haven, but the truth is that relationships is key to getting these people involved,” he said.
  • 5. Distribution, distribution, distribution: Strategic alliances with partners helps create value-add for their user base and helps you get traffic (and SEO juice). Lesson: Embeddable widgets that allow users to distribute content across the web are particularly powerful when it’s the strategic partner’s content. “Find your most compelling feature that can be embeddable and do deals.”
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  • 6. Create exclusivity, urgency and scarcity: Who says fear of missing out doesn’t exist on the web? Invite-only increases hype and word of mouth and people like to be a part of an exclusive club. Lesson: Emulate a land grab by providing users the ability to claim "land" on a first-come-first-serve basis (ex: About.me's vanity URL registration before launch).
Jas P

Pinterest Growth Hacks: How did it grow so fast? « Adam Breckler - 0 views

www.adambreckler.com/-hacks-how-did-it-grow-so-fast

growth hacking optimization conversion marketing

shared by Jas P on 14 Mar 13 - No Cached
  • Growth Hack #1: Insta-follow Upon signing up for Pinterest you are automatically following a select group of high quality users. This in turn helps alleviate the cold-start problem, where I have to go looking around the site to find boards and people to follow. Instead I get a sampling of high quality content immediately filling my feed.
  • Growth Hack #2: Facebook Friend Follow When you sign up for Pinterest with Facebook, your friends who are already using Pinterest auto-follow you and you follow them back. But all this auto following doesn’t seem to happen all at once but is staggered over time so that you get periodic notifications that someone has just started following you on PInterest. This brings you back to the app again and again. This also helps alleviate the cold-start problem and gives me a social incentive to maintain my presence on the site, lest I look boring in front of my friends.
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