T: @DuaneBrown

How To Accelerate Your Startups Marketing For Profitable Growth

The Problem
2016. There are more startups than money, talent or consumers can support or even VC money can fund. We’re reaching a point where the pendulum is swinging back in the other direction for startups to be profitable. I mean profitable beyond just on a cash flow bases. This should always be a goal from day one with your startup. Spending more money  then you make to acquire a customer is a losing business model.

The question then becomes; how do you build a startup marketing engine to fuel your growth? Over the last 10 years I’ve worked around the world from Toronto to Sydney, Melbourne to London and now I’m back home in Canada giving Vancouver a run. One phrase that keeps coming up is how different I work then some of my colleagues in marketing over the last decade. I thought I’d share some of my thinking and how I work.

The Answer
Answering how you fuel your growth can be the difference between being number one in your space and being dead last. Though you don’t have to be number one in your space to win. You could be number two or even carve out a niche focus within an industry that attracts customers to your brand. This isn’t a question of out spending your competition like Uber does because that’s not the reality of most startups in the world. Plus Uber is spending money to subsidies their customer’s purchases. Being number one or a leader in your space is a question of doing the following:

  1. Focus Your Marketing
  2. Position Your Brand
  3. Foundation: Build That Basement
  4. Customers: Know Them. Love Them

These are the areas in marketing that is going to separates A+ work that is going to shift your business from small startup to a rocket ship growth. Otherwise, you’ll have average or worse yet, mediocre marketing that most startups do and think they just have to outspend to win the war. Having my last startup, mopp.com, exit with an acquisition after I came on board after 9 month earlier is a testament to my process and data informed approach to marketing.

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Facebook Isn’t Stealing YouTube’s Crown Just Yet

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Since late last year and as we just hit YouTube’s 10th birthday yesterday. Everyone seems to be talking about Facebook hitting 4 billion video views. These same people think that Facebook is killing it on video and stealing YouTube’s crown. However, I’m not so sure about that for three reasons:

Organic Search
When I start a search at Google or even Bing, I don’t see videos on Facebook come up as a search result. Whether I search for shows, movie trailers or clips from a TV show….this is a problem for Facebook because teens still love YouTube.

AutoPlay Video
No one likes them and yet Facebook seems hell bent on forcing videos down our throat. Until Facebook breaks out autoplay VS “click to watch” videos, we may never know how interested people are in our videos. The only thing worse is autoplay music on sites.

Fake Accounts
If 5-11% of accounts are fake on Facebook. How many of those accounts are repeatedly playing videos to appear like a real account. We already know click farms are huge on Facebook and fake liking groups. Wouldn’t this be the next logical step?

Don’t get me wrong, Facebook is doing well in video because they are realigning the company into mobile, which is a huge way that many people watch video. However, until the above changes, I don’t see Facebook being king of video.  Someone will take YouTube’s crown one day but that day hasn’t happened yet.

Update: What’s A Video View On Facebook. (hint: Only 3 Seconds Vs. 30 At YouTube)

A Practical Guide To App Store Optimization

Mobile isn’t the future. It’s the present. Mobile apps are changing how we interact with devices, websites and even with a brand. There are new opportunities being created by companies who want to create a relationship with their customer and provide something of value in return.

This post will show the growth of mobile app, mobile search and what it really takes to gain a strong visibility in a crowded market place while trying to drive engagement and installs for your app.

Mobile Growth
When you  look at the top 10 online properties in the US, 34% of visitors are mobile-only (comScore data).  BuzzFeeds traffic is heavily mobile for the last 18 months and is only growing stronger each day.

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If you’ve any doubt that mobile is changing how we use the internet. Than you need to read Ben’s deck on Mobile Is Eating The World. This is no longer a revolution but a seismic shift in how business is done and how people will search for the future.

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Free Tool Builds 100+ Long-Tail Keywords For SEO & PPC

Keyword Tool uses Google’s Autocomplete to generate 750 relevant long-tail keywords based around a set of words you type into the search box (it’s free). If you’re involved with SEO, PPC or content creation then you know how useful these keywords can be. You can also find out searches for Google Play, which I’ll get into next month when I write about the Basics of App Store Optimization (ASO).

About Google’s Autocomplete
As you type in Google’s search box, you can find information quickly by seeing search predictions that might be similar to the search terms you’re typing. For example, as you start to type [Canadian], you may see other popular Canadian-related searches.

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Use Internal Site Search Data To Improve Your Marketing

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Why Does It Matters
The internal search box on your website is an opportunity for you to learn about the people who use your website and what they search for. The data you obtain from internal search analytics is essentially a resource that tells you what your visitors can not find on your site or might be too busy to hunt for on your website.

For example, if you sell clothing and you have hundreds of searches for “pink ball gowns” but you don’t sell them, it might just be worth looking into selling pink ball gowns. If you receive a lot of searches for pink ball gowns, but you have a link to your pink ball gowns category right on your navigation bar, then there’s a good chance there’s something wrong with your sites navigation and effectiveness. There are four main sources of knowledge that your internal search box can tell you:

Current services
Looking over the search terms that people are using on your website, can tell you how people view and what they call your services. Are you using the same terminology as your customers? It’s important to use the same terminology as your visitors. This leads to more people finding out about your services and driving more traffic to your website.

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