Organic search: SEO

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Explainer: organic search

Organic search: SEO

🚨

First: Find out your search engine rankings

Organic search: SEO

Plan articles to grow your visibility in search months or years in advance

Organic search: SEO

Build community tools and platforms that help you generate a large search footprint quickly.

Organic search: SEO

Search is a long play.

Organic search: SEO

Research words and topics your audience are searching for. Try and bring something new.

Organic search: SEO

Paid search

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Explainer: paid search

Paid search

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Google Ads 101

Paid search

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Get a free £75 Google Ads credit

Paid search

Bing

Paid search

Bid on your competitors and link to a product comparison page

Paid search

Focus on phrases with intent

Paid search

Organic social: LinkedIn

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Explainer: LinkedIn

Organic social: LinkedIn

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Social media monitoring: 101

Organic social: LinkedIn

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Video universally increases reach and engagement on socials

Organic social: LinkedIn

Just ask! Ask people with influence for your audience to share what you're doing. If they won't, look again at your product.

Organic social: LinkedIn

🖇️

Connect to 10 relevant new people on LinkedIn each day.

Organic social: LinkedIn

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Automate LinkedIn outreach

Organic social: LinkedIn

Create a company page on LinkedIn

Organic social: LinkedIn

📈

Build your reach on LinkedIn through regular status updates and comments

Organic social: LinkedIn

Organic social: Twitter

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Explainer: Twitter

Organic social: Twitter

Create a Twitter profile

Organic social: Twitter

Monitor people mentioning your competitors + reach out

Organic social: Twitter

Organic posts: Facebook + other

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Explainer: Facebook

Organic posts: Facebook + other

Post video content to Facebook

Organic posts: Facebook + other

Create an Instagram profile

Organic posts: Facebook + other

Create a Reddit profile

Organic posts: Facebook + other

Create a profile on Quora

Organic posts: Facebook + other

Paid social ads

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Explainer: social ads

Paid social ads

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Social ads: Here's how to start

Paid social ads

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Paid Ads comparison (LI, FB, TW)

Paid social ads

Spend £15 on reddit ads. £5 per ad, three variations. Use a personal story to sell your product or service. Turn comments off. Target the most relevant subreddits.

Paid social ads

Install ad platform tracking pixels from Facebook, Twitter and Reddit to generate CPA reporting.

Paid social ads

Get $75 free ad credit with LinkedIn. Target by job role. Expect high cost per click but high conversions.

Paid social ads

Rememer: Facebook - high volume, low intent, average quality. Reddit - very high volume, low competition, low intent. LinkedIn - low volume, high cost, very qualified.

Paid social ads

Try video ads on Facebook for reach.

Paid social ads

Use tools like Canva and X to create visual ads containing images and video.

Paid social ads

Use tools like AdEspresso to test different ad variations. Remove ads that don't work.

Paid social ads

Display and sponsorships

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Explainer: sponsorships

Display and sponsorships

Sponsor a relevant, niche industry mailer for your audience. Measure performance: open rate, clicks, landing page visits, sign ups and customers.

Display and sponsorships

Sponsor a meetup or event.

Display and sponsorships

Explore sponsorship opportunities on niche podcasts: https://sponsify.fm/

Display and sponsorships

Referral: communties

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Explainer: communities

Referral: communties

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RECOMMENDED TOOL: track communities with Syften

Referral: communties

Create a list of your audiences digital communities and be visible at them.

Referral: communties

Add a link to your landing page in your community profiles and signatures

Referral: communties

SAAS business or product for tech people? Add value to communities like indiehackers, Hacker News.

Referral: communties

Post your startup on Product Hunt

Referral: communties

Answer relevant questions on Quora and gracefully mention your startup.

Referral: communties

Find and become active in relevant Facebook groups. Share links to your product at appropriate times.

Referral: communties

Post your startup in relevant Subreddits. Be upfront and graceful and expect honest feedback.

Referral: communties

Post videos on YouTube with a link to your landing page.

Referral: communties

Example communities: money saving sites, mummy message boards

Referral: communties

Be mindful how you interact with communities. Understand the rules, norms and value. Play along.

Referral: communties

Join relevant Slack channels and intorduce your product there.

Referral: communties

If your product our service lives in a marketplace then optimise within that marketplace for visibility.

Referral: communties

Email & Bots

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Explainer: email

Email & Bots

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Add a link to your landing page in your email signature

Email & Bots

Create a relevant, niche, daily mailer with conent relevant to your core audience. Include mentions of your product.

Email & Bots

Or create a relevant, niche, Messenger bot with content relevant to your core audience

Email & Bots

🌊

Add an email subscribe pop up to your landing page

Email & Bots

Actively reach out to your existing network via email and ask them to feedback. Don't sell, listen.

Email & Bots

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3 reasons to try bots

Email & Bots

Partner with other similar complimentary emails

Email & Bots

Referral: existing users

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Explainer: referral (users)

Referral: existing users

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Incentivise your first user to refer your second, and so on. Make sure the first user loves your product first.

Referral: existing users

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Influencer outreach

Referral: existing users

Add social sharing CTAs in relevant places across your product.

Referral: existing users

Think about the *natural* moment for a user to share (after a happy interaction) and introduce sharing at that point.

Referral: existing users

Create shareable messaging for the user.

Referral: existing users

Partner with other companies that share your audience.

Referral: existing users

Set up an affiliate scheme and pay people who refer new users to you

Referral: existing users

Leave 5 comments on relevant blog posts each day. Gracefully promote your tool.

Referral: existing users

List your SAAS tool in startup directories.

Referral: existing users

During customer interviews and support ask each existing customer to recommend one other potential user.

Referral: existing users

Offer pre-registration on Betalist.

Referral: existing users

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Add a Powered By link if your product is embedded on other websites

Referral: existing users

🤝

Reach out to potential Partners whose buyer is similar to your own

Referral: existing users

Business development

Referral: existing users

Each user refers more than one person - you'll go viral

Referral: existing users

Referral: blogs

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Explainer: referral (blogs)

Referral: blogs

TOOL

Referral: blogs

Reach out to bloggers

Referral: blogs

Guest blog on websites to build backlinks and refer traffic

Referral: blogs

PR

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Explainer: PR

PR

Throw away the press release. Reach out to relevant journalists early on and build meaningful relationships. Don't be a creep.

PR

One great write up can kick start your marketing efforts. Be mindful of the timing.

PR

Reach out when the journalist writes about something else similar.

PR

Give the journalist free access and actively listen to their feedback.

PR

Identify press contacts by searching write ups of competitors.

PR

PR also supports SEO as content includes links to your website

PR

Content marketing

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Explainer: content

Content marketing

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100 ideas: Grow the reach and leads of your content marketing

Content marketing

Refer people to your landing page with great content across multiple platforms

Content marketing

Host a webinar targeted to your audience and use it to collect leads

Content marketing

Create a post championing influencers in your ecosystem and share it with them

Content marketing

Create a survey to generate insights for your audience, share it with potentual users, collect emails and share the results.

Content marketing

Create incredible content and guest post and cross post it into relevant plublications and platforms

Content marketing

Content formats: video, quizzes, blog posts, listicals, inteviews, podcasts, round-ups, event listings

Content marketing

AB test headline performance

Content marketing

Use power words like 'you' in headlines. Measure performance.

Content marketing

Update and republish old content that performed well.

Content marketing

Use tools to discover content that's already popular with your audience.

Content marketing

Create a quiz that intrigues your audience. Quizzes tend to perform well and CTAs can be included in the results.

Content marketing

Run a give away. Collect email addresses of recipients and treat them as leads.

Content marketing

Case studies, actionable advice and powerful anecdotes will perform well on the social web.

Content marketing

Spend as long promoting your content as creating it.

Content marketing

Offline

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Explainer: offline

Offline

Talk to people. Whether on the tube, at a party or during a swim - listen and learn

Offline

Print flyers. Distribute them in relevant places. Track their performance with a code.

Offline

TV, radio, billboards and other mass media. Experiential marketing.

Offline

Connect with relevant professional bodies and organisations that support your audience.

Offline

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Explainer: offline events

Offline events

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Find potential speaking engagements on meetup.com eventbrite.com and through google

Offline events

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Attend meetups and community groups that your buyer attends

Offline events

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Attend conferences and trade shows that serve your audience, exhibit if the opportunity is great. Else, network

Offline events

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If speaking, ask the hosts to send a post-event email mentioning you and your product

Offline events

Offline events

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Explainer: offline events

Offline events

🔎

Find potential speaking engagements on meetup.com eventbrite.com and through google

Offline events

🎫

Attend meetups and community groups that your buyer attends

Offline events

🚤

Attend conferences and trade shows that serve your audience, exhibit if the opportunity is great. Else, network

Offline events

📧

If speaking, ask the hosts to send a post-event email mentioning you and your product

Offline events

Outbound sales

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Explainer: outbound sales

Outbound sales

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Outbound sales tools

Outbound sales

Outbound: show don't tell

Outbound sales

Setup a sales flow

Outbound sales

Directly reach out to potential customers over email or phone

Outbound sales

🙉

Spend 80% of your time listening and 20% talking. Refine, refine, refine your messaging and your product

Outbound sales

Connect to 100 potential customers daily

Outbound sales

Prospect leads using a tool

Outbound sales

Build a list of sales targets

Outbound sales

Outbound email: track open rate, click through rate and response rate

Outbound sales

WOM: Community and affiliates

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Explainer: community

WOM: Community and affiliates

Build a community

WOM: Community and affiliates

Example: Monzo

WOM: Community and affiliates

Engineering As Marketing

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Explainer: engineering as marketing

Engineering As Marketing

Build a tool, listing or micro-startup to engage your potential buyer

Engineering As Marketing