Just about everything you’ve done in marketing in your early and lean startup stages was a warm-up.
Marketing takes a whole new direction once you’re scaling-up, and that means a lot more than Growth Hacking. Maybe Growth Hacking got you there, but it’s not sufficient to propel you further, so how do you bridge the relationship between Growth Hacking and Growth Marketing?
Marketing has always been about a set of integrated approaches, and it will always be. It’s called the Marketing Mix. The components of that mix evolve over time, and the priorities are different for each company, but Growth Hacking is one of those new components, so welcome it to the Mix. Read More…
You just spent the past three nights writing and editing your post, and you just published it two hours ago. And…there’s nothing but tumbleweed on Google Analytics.
Or maybe it’s not that bad — perhaps you’ve got a decent amount of traffic, but it’s plateauing and you want more eyeballs for your work.
As you may have learned the hard way, good content doesn’t necessarily get the amount of exposure it deserves simply by existing. Here are three tried-and-true methods of reaching more viewers and gaining more unique visitors and pageviews.
1. How to Gain Critical Mass on a Hub
Hubs are any places where members of your target market may congregate. They also have voting mechanisms; think Hacker News, Inbound, or StumbleUpon.
Generally, there’s a correlation between the size of the hub and the number of votes you need to gain maximum exposure; if the hub is small, then you only need a few votes to in a given amount of time before you’re on the home page. However, these smaller hubs usually drive a smaller volume of unique visitors to your post. Larger hubs can drive more unique visitors, but require more votes to do so. Read More…
All too often events are just a fabulous way for companies to waste money. But if you play your cards right, producing an event can deliver huge ROI for your business with little overhead.
Even top technology companies focused on virtual communications rely on in person events. Steve Jobs’s keynotes were legendary, and a cornerstone of Apple’s product launch and marketing strategy. Salesforce’s Dreamforce conference positioned the enterprise software newcomer as the leader in cloud computing and nurtured their essential developer ecosystem. TechCrunch made half its revenue from startup events. Twitter and Facebook throw numerous events to woo advertisers. Expert web marketers including HubSpot, Moz and Twilio are now investing heavily in developing their own marquee events.
If these companies needed events to get the word out, yours probably will at some point too. But how do you make sure you don’t waste your limited marketing budget on the next Pets.com-style extravaganza? Read More…
There are countless startups that have come and gone. Many of the startups today are here because they learned and adapted from their mistakes. Since the launch of our startup, Lucidchart in 2008, our team has learned many lessons on common startup pitfalls that I’d like to pass on to you:
1. Waiting to release until a feature is perfect
Look, your product is going to have bugs. It’s an unavoidable rite of passage that every tech startup will face. Lucidchart was lucky enough to be featured on Lifehacker shortly after its first release, and things weren’t necessarily pretty — the headline touting “stripped-down flowcharts” says it all. Read More…
When you serve your first customer, you get to spend as much time as possible to make that relationship right. When that first customer becomes one of many, you need a way to take that same energy and focus that you delivered to the first customer and make it available to the next one (however many next ones there are).
There is a repeatable set of steps that can help you from your first fan through to your 1Mth “True Fan” to reach mass market adoption. Those steps use People, Process and Tools to magnify and repeat the ideas you had at customer #1 and make them applicable at scale. Read More…
There are a lot of cliches out there about organizational culture:
- Culture eats strategy for breakfast
- People leave the culture, not the company.
- Your culture is your most valuable competitive asset
And in 20 years of working with organizations as both an internal and external consultant, here’s what I’ve learned: those cliches are all true. They may overstate the case a bit (they are cliches, after all), but I have seen these points play out in real life time and time again. A company has very clear intentions and plans about how they will compete, or how they will attract and retain the best talent, yet their culture ends up incompatible with these plans in important ways, and in most cases it’s the culture that wins and the plans (and results) that lose.
What’s doubly frustrating is that before you hit this rough patch, your culture seemed to be cooking along just fine. You WERE attracting the best talent and you WERE beating the competitors. You had created the proverbial “cool” place to work. So what went wrong?
YES, there are stupid questions. And who knows that better than Dissolve.com CEO and Co-Founder, Patrick Lor. He has an extensive list of experiences which include:
- Being the pioneer behind microstock industry, as co-founder of iStockphoto, the world’s first crowd sourced stock photography community (acquired by Getty Images for $50M)
- An advisor, mentor, angel investor, teacher, and community leader for various organizations including: thea100.org, thec100.org, democampcalgary.com, University of Calgary, Mount Royal University, GrowLab, and FounderFuel… to name a few
- Entrepreneur-in-Residence at iNovia Capital, and Partner at Flightpath Ventures, a seed stage accelerator fund
In the post below Patrick goes over some of the stupid questions he’s encountered as an entrepreneur, investor and mentor. He also shares with us his secret on how to respond to stupid questions.
Guest post by Karl Murray, an email and online marketing expert, his experiences include:
- Working in the email marketing space for over 12 years helping 1,000+ different organisations with various email marketing campaigns
- Founder of Send.ie, a full service email marketing agency in Ireland providing design, training and support services to over 400 managed customers
- As a part-time lecturer with the Digital Marketing Institute, Karl has taught over 4,000 students how to implement email into a successful digital marketing strategy
Most articles suggest your e-mail subscriber conversion should be about 4%. So why is it that yours is probably closer to 0.4%?!
Don’t fret, you’re not alone – this is similar to our analysis. We looked across 70 client websites, and found an average email conversion of 0.4%. I’m sure we’re not the only people seeing this low conversion rate. And, more importantly, I can teach you how to fix it.
The opportunity to grow your list quickly is in applying offline email capture into your daily business routines. We may not talk to as many people as the number of people who visit our website – but we can control the email opt-in by asking for it directly instead of hoping they convert on the website. This will provide you with more subscribers and also the ability to capitalize on the most engaged subscribers.
We hope you all enjoyed your 4th of July. Barbeques. Family. Fireworks. Not-so-legal explosives. Spot fires. Never ones to let a good holiday go to pass, we here at Clarity had to do something big. Something… Bossome.
In the last few bossome posts, we’ve featured newer experts of that particular week who recently came on board with Clarity to show our appreciation for joining the community. This week, we decided to rifle through the archives a bit and feature some experts who have been with us for a little while and give them a shot at bossomeness.
So, in the spirit of Independence Day, here’s 10 bossome experts we think deserve a little love. Enjoy!
Guest Post: Eric Siu has been through it all when it comes to the old and new world of SEO. He is one of the best and brightest in all-things optimization. Why? Well here are a handful of reasons:
- Helped increase online education startup Treehouse’s revenue by 98% and users by 203%
- Consulted various Fortune 500 companies and venture backed startups on growth
- Contributes to well known search engine sites like Search Engine Watch to publications like Entrepreneur.
In this guest post below, Eric talks about the future of SEO and lays down four key principles to help you succeed in improving your search rank.