T: @DuaneBrown

13 Tools To Help Market Your Startup In 2017

Startup Marketing Bullhorn

Working in the performance marketing space for 8 of the last 10 years has been amazing. I’ve been able to use many tools and services to do my job better (and faster). Maintaining quality should always been number 1.

I also believe in automation not repetition where possible. You should know how to do the task manually before automating anything (and why you’re doing it).

Below are some of the tools I use each week (some daily) to get my job done. A couple I’ve been using for 8 years now. They have stood the test of time.

Automation
Zapier – The software helps you connect two programs together that don’t have an official integration. e.g. importing a Twitter list into a Slack channel, so it’s searchable later by your team. I did this recently for a Twitter list I had based on research publications. Zapier’s recipe library.

IFTTT – It’s is a web-based service that allows users to create chains of simple conditional statements, called “recipes”, which are triggered based on changes to other web services such as Gmail, Dropbox, Instagram, and Craigslist. Seer Interactive put together a great list of IFTTT recipes for marketers.

AdWords Scripts – Provide a way to programmatically control your AdWords data. You can use scripts to automate common procedures or interact with external data in one to many AdWords accounts. A couple cool scripts I’ve been using over the last year are URL Link Checkers and Keyword Performance. Brainlabs also has an AdWords script library that is a great resource if you work in the commerce space or have a ton of different inventory and SKUs type clients.

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What Should Our New Purchase Funnel Look Like?

Having moved back to Toronto two months ago and settled back into a rhythm. I’ve been meeting with a lot of brands, from online to retail and corporate, to chat about opportunities and how I felt my international experience can help grow a brand online.

One area that keeps coming up is the purchase funnel. If you spent your 90s in high school, like I did, than the picture below should be familiar to you. Pretty standard graph from your high school marketing or business class.

purchasefunnerl

However, the purchase funnel hasn’t changed in over a decade and it needs too. More brick-and-mortar-focused retailers are stepping up their online game and increasing the percentage of their sales that come from online channels, and Web-only retailers have been growing at an impressive clip, too. It’s a dog eat dog where out there in retail and everyone is fair game. What’s helping shift are:

The Top 5 Consumer-Driven Trends in Retail

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Global Report: Digital, Social & Mobile Worldwide In 2015

I’ll let We Are Social say it best:

Including stats for more than 240 countries around the world, and profiling 30 of the world’s biggest economies in detail, this report is the most comprehensive, free compendium of up-to-date digital statistics and data you’ll find.

Regardless of what industry you’re in, this is a must read. Especially a look at the mobile data as it shapes the next few years.

Academic Research On Digital Media From Georgia Tech

Social Media Georgia Tech

 

Proper research forms the backbone of a great (marketing) strategy and helps you understand where you’re heading. Since 2005 Georgia Tech has been studying people, social media and what that really means (most of the research dates back until 2009). And no, they don’t just have papers on cat videos:

Using Social Visualization to Motivate Social Production

The Network in the Garden: Designing Social Media for Rural Life

Predicting Tie Strength With Social Media 

Specialization, Homophily, and Gender in a Social Curation Site: Findings from Pinterest

Computing and Building Around Tie Strength in Social Media (in review)

Another good source of data, information and maybe even a few insights to drive your strategy forward.

 

Sensis Social Media Report: Australia 2013

Map of Australia

Sensis, my old employer from Australia, has put out a report looking at the social media habits of people in the country. Sensis is the media business side of Telstra. The 2013 Sensis Social Media Report looks a video to social networks and what devices users are spending more time with. However, the report also goes into business, large and small, and their investments into social media.

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