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Marketing Channels: Explained in 10 minutes - YouTube
Channel: Slidebean
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one of the most useful books i have read
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in my history as an entrepreneur is
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traction by gabriel weinberg he's the
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ceo of doc.go the thesis is that there
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are only 19 marketing channels done
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period and i actually agree there are
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only 19 marketing channels any growth
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hack any tactic that you've seen can be
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classified into one of those and it's
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useful to know them all because the art
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and the science that is growing a
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business consists in essentially testing
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as many campaigns in as many channels as
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fast as possible and of course measuring
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the results accurately so to this day
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this is
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pretty much how we operate in our
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company we spend a few hundred dollars
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sometimes a few thousand dollars in an
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experiment weight results if we got
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customers for our sweet spot customer
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acquisition cost we doubled down if we
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didn't we moved to a different channel
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this youtube channel is exactly that and
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we are still on the doubling down phase
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of the growth all startups are focusing
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on the same channels so gabriel's book
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sort of forces you into thinking outside
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of these traditional channels and that's
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why i think it's tremendously valuable
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that you memorize
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familiarize
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keep a cheat sheet of this list anyway
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i'm going to go over all the channels
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that this book lists along with an
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example for each one of these campaigns
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in 30 seconds or less i'll try
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so first we have viral marketing viral
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marketing happens when you can convince
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users to convert other customers with a
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positive virality coefficient the r nut
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number which i'm sure we're all familiar
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with by now estimates how many new
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customers can an existing customer
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convert and if that number is higher
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than one you have morality now if you
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believe that your growth engine is
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virality then your product should focus
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on that virality that's the example of
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wordle recently acquired by the new york
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times you sort of want to share how
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smart you are because you solved today's
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puzzle and this silly simple emoji board
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was perfect for reality it is of course
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easier said than done it requires a
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massive understanding of user experience
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and a good understanding of gamification
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happy to make a video about gamification
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if you're interested second is pr and
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that's of course public relations
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whether you or your pr agency takes care
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of it it involves creating relationships
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with reporters and creating stories that
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they are bound to share probably the
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most important
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example today is tesla which does
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practically zero marketing but everybody
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talks about it whether it's the new car
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release this self-driving tech or
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sending a car to space or even elon
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musk's randomness people love to read
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about tesla and the press loves to write
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about it by the way my experience with
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pr is mixed it's hard to measure and i
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think the problem is you can't
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necessarily control it when you get
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featured but i have seen startups that
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make it just relying primarily on this
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it seems to work number three is
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unconventional pr so technically sending
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a car to space classifies as
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unconventional pr in other words this is
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a stunt that gets everybody talking
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about this for example this company
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called airtime which died eventually and
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we haven't covered in forensics yet
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anyway but airtime invited martha
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stewart and jim carrey and jimmy fallon
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and olivia munn to their launch it's a
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stunt that got everybody talking about
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them so viral videos are also stunts
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remember will it blend will it blend
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that is the question
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[Music]
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they actually sell those blenders and
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it's just genius marketing it's risky
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but if you can make it work it's
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effective okay so next up for we have
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search engine marketing or sem this is
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essentially paying google for that ad
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that shows up responding to searches
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search ads are incredible because of the
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moment of intent if people are searching
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for a pitch deck creation service you
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can very well bet that they're an
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entrepreneur looking to create a pitch
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deck
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right now literally that's why they're
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googling it so the decision is made it's
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not nurturing it's not brand awareness
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it's simply converting a customer who
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already made a purchasing decision and
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now is just looking for where to execute
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it this is why search ads are often
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expensive but if you can get the
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economics working you essentially unlock
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a super efficient and scalable growth
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channel next up is display ads those are
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your facebook your instagram or your
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tick tock ads people aren't looking for
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what you offer instead you're targeting
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them by their interest or whatever these
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platforms tell you their interests are
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now i'm not going to spend too much time
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here because you already know how this
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works not sure if we could say that
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someone is killing it here it's almost
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like a standard these days for us
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they've worked well as retargeting we
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sort of serve them to people who have
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visited our ads or maybe watch one of
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our videos and yeah you're going to
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start seeing them right now because you
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watch this video by the way i believe
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that influencer marketing or paid
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influencer marketing falls in this
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category well i think that the instagram
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influencers have stained the term a bit
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there is value in someone you know
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someone you follow endorsing a product
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wait and that is the case of text magic
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i actually used their platform years ago
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while i was working for another company
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and it was this cool coincidence when
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they reached out to me because print
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their ceo watches our channel so text
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magic is an sms service for businesses
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and the reason why i thought it was
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relevant to talk about them in this
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video is precisely that they they have a
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marketing they have an outreach channel
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that falls outside of the norm so while
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their tool supports the regular sms
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features we're used to like two-way
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communication their big focus is
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marketing text magic allows you to send
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sms campaigns from their online platform
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but also from an email or from zapier or
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from a direct api integration you can
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sort your contacts into different
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mailing lists to target them with
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specific campaigns
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just with the personalization that you
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would expect from an email marketing
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tool which brings me to email marketing
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it's almost like a given these days
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again but there is still room to
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innovate look at what companies like
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morning groups
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that was awesome or companies like the
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hustle are doing they've been able to
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create incredible communities just by
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sending good curated emails people's
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emails are cluttered and you are
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essentially competing with hundreds of
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other messages
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it's not easy it's an overused outreach
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method these days but you can absolutely
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make it work for your company if you
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focus really on providing value with the
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content
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or if you use an alternative delivery
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method like sms so yeah sms i think
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classifies here but has some added
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benefits even today 95 of texts are read
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within three minutes of being sent
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they're also significantly cheaper than
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emails next i'm going to talk about
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offline ads because we started people
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don't think about offline ads too much
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they're still effective those are your
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tv your subway or your billboard ads
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gabriel weinberg the author of this book
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had this super successful campaign by
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placing billboard ads on the highway
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between san francisco and silicon valley
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so if you're in tech especially if
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you're a google employee you drive that
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highway often every day maybe so his ad
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on duckduckgo brought a massive wave of
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new adopters and even got the press
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talking about it which makes it a bit of
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unconventional pr my friend pete from
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jackpocket advertises on the new york
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subway and they've found a way to track
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those conversions to measure the success
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and the roi of this campaign just like
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with any digital campaign so they rinse
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and repeat next up is seo that's search
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engine optimization the arts and science
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of ranking in google for us it
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essentially made our company we would
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not be here if it wasn't for seo but
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depending on your industry it may just
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not be an option it may be too
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competitive one of my favorite examples
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here is zapier this is a tool that we
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use and love they've essentially created
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articles slash guides for any platform
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connection you can think of so if you
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search for that zapier is the first to
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pop up and that's of course the service
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they provide number nine is content
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marketing and that's like preaching to
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the choir if you're here you know what
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content marketing is i also made a full
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video about why you shouldn't do content
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marketing so go check that out 10 is
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engineering as marketing and this is one
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of my favorites when i was in the
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process of buying a house i often needed
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a quick mortgage breakdown and here's
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this little simple tool and a bank gave
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it to me for free to do my estimate no
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email is required even it's just a
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simple tool to bring brand awareness and
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probably to put me in some retargeting
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campaign for them another great example
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is adobe so many of their tools are free
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they have this incredible app that scans
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your drawings or detects your
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handwriting and it's free because that's
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a marketing campaign it's engineering as
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marketing number 11 is guest posting or
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targeting blogs and these can go a long
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way you can get credibility you can
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publish valuable content which is
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content marketing and then add backlinks
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which helps seo number 12 is business
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development essentially creating
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relationships with people so that they
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recommend you and your company to their
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peers or so that you become a partner of
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theirs number 13 is sales and that is
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just sales capture a lead outbound
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inbound cold email and convert number 14
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is affiliate programs and that consists
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in recruiting evangelists for your
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product and having them promoted for you
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in exchange for a commission if bringing
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a customer costs 50 using ads why not
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pay someone that money for them to take
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care of that conversion number 15 is
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leveraging existing platforms that
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consists of building things on top of
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existing distribution networks that's
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selling on amazon versus running your
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own website or leveraging the app store
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to get discovered i interviewed the ceo
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of this amazing tennis tracking platform
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they're probably the best example i can
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think of leveraging apple's platform
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showing up on apple's events this
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episode will air in a couple of weeks so
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stay tuned for that number 16 is trade
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shows plenty of companies spend all
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their growth budget on a booth because
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the value the relationships and the
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customers they bring makes up for it i
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went to saster last year and i sat down
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with two founders who paid 50 almost 100
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000 for their booths and we made a whole
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video about how they justify that cost
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offline events consists of growing by
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just engaging with people in the real
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world the meetup scene in cities like
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new york is insane and what better brand
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awareness than actually shaking
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someone's hand or having a beer with
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them we have started doing meetups in
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new york recently and stay tuned for the
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next one number 18 is speaking
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engagements you can find companies that
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rely completely on webinars to grow
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webinars are great to capture leads to
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show how knowledgeable you are and to
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expose yourself to someone's network and
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then last but not least 19 is community
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building which brings in a lot of tools
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from the other channels talking to your
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customers meeting with them sending them
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free swag getting them to speak about
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you which is virality creating events
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for them offline speaking events and
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engagements staying in touch via email
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or via sms marketing and that's it there
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are no more marketing channels in the
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world remember don't ignore a channel
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because it sounds all fashioned test it
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always test it and then design hope this
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was useful we'll see you next week
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[Music]
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you
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