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Internet marketing strategy for a startup

by ankitoberoi
11 replies
Hi All!

I'm currently working a web product which solves a problem of optimization for web masters and web publishers. In short it helps them make more money from their existing website.

Since the product is nearing completion, I think it is the right time to start marketing for the product. I'm currently writing a lot of content on how this product will help web publishers, what problem it fixes, etc

The target segments for the product are:
  • Webmasters
  • Publishers
  • Designers

What do you think would be the right strategy or what can be done to reach this target audience, without spending much? [Adwords is already out off the list]
#internet #marketing #startup #strategy
  • Profile picture of the author ThorBorwick
    Originally Posted by ankitoberoi View Post

    Hi All!

    I'm currently working a web product which solves a problem of optimization for web masters and web publishers. In short it helps them make more money from their existing website.

    Since the product is nearing completion, I think it is the right time to start marketing for the product. I'm currently writing a lot of content on how this product will help web publishers, what problem it fixes, etc

    The target segments for the product are:
    • Webmasters
    • Publishers
    • Designers

    What do you think would be the right strategy or what can be done to reach this target audience, without spending much? [Adwords is already out off the list]
    If you are good at making professional videos and have your target keywords,why don`t you make promotional videos and put it on youtube.
    You can even make "review" videos about your product(at least when your product is done).
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    • Profile picture of the author ankitoberoi
      Originally Posted by ThorBorwick View Post

      If you are good at making professional videos and have your target keywords,why don`t you make promotional videos and put it on youtube.
      You can even make "review" videos about your product(at least when your product is done).
      Yes, but do you think we can reach the target audience using youtube? I mean there would be a lot of issues, example:
      • Ranking good on youtube for those keywords might be difficult
      • Im not sure if we can reach the target audience, I mean how many webmaster/website owners/publishers will search about increasing their ad revenue or website optimization on youtube?
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      • Profile picture of the author pogospring
        What's the size of your budget? Remember that marketing done correctly is an investment not a cost and is probably the easiest way to scale a business.

        Have a high quality squeeze page created then slowly test the waters with some type of paid traffic generation (Adwords etc). Track conversion rates, test and measure then scale up once you see a positive return on investment.


        This reply is overly simplified for the sake of a forum reply, however I would always look for scalable long term ways you can use to promote your product and try to avoid 'trading time for dollars' self promotional activity.
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        • Profile picture of the author ankitoberoi
          Originally Posted by pogospring View Post

          What's the size of your budget? Remember that marketing done correctly is an investment not a cost and is probably the easiest way to scale a business.
          I'm willing to invest up to $5000 per month initially and increase this gradually. For any marketing activity where my CAC is ~ 3x monthly average income, (ie CAC gets payed off in 3 months) I'd be willing to increase the budget substantially.

          Originally Posted by pogospring View Post

          Have a high quality squeeze page created then slowly test the waters with some type of paid traffic generation (Adwords etc). Track conversion rates, test and measure then scale up once you see a positive return on investment.
          Yes, I'm already working on it. A nice landing page and continuos testing+optimization. But the issue of scale sets in here as we have very limited keywords to target, since no such market/product currently exists and what we are creating does has a large "need", but not a market. Targeting keywords which are not related, would only increase the CAC.
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          • Profile picture of the author Jill Carpenter
            Originally Posted by ankitoberoi View Post

            Hi All!

            I'm currently working a web product which solves a problem of optimization for web masters and web publishers. In short it helps them make more money from their existing website.

            Since the product is nearing completion, I think it is the right time to start marketing for the product. I'm currently writing a lot of content on how this product will help web publishers, what problem it fixes, etc

            The target segments for the product are:
            • Webmasters
            • Publishers
            • Designers

            What do you think would be the right strategy or what can be done to reach this target audience, without spending much? [Adwords is already out off the list]
            Ouch! Ohh! OMG! Yikes! Ouch (again)!

            Really?

            I'm currently working a web product which solves a problem of optimization for web masters and web publishers
            So, your solution for optimization can not be used for optimizing your own product for easy generation of sales? :confused:

            Is not the whole point of optimization to help with natural ranking and progression of ones site?

            Also, when creating this plan did you not consider your marketing strategy from the get go? IE finding where your target market hangs out and if there was a demand for what you are selling?
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            • Profile picture of the author ankitoberoi
              Originally Posted by Jill Carpenter View Post

              Ouch! Ohh! OMG! Yikes! Ouch (again)!

              Really?
              We optimise Ads. So basically, if you have a website with a decent traffic, we'll help you increase your ad revenue. For example, a website, was able to increase ad revenues by 72%, using our continuous testing and optimization product.

              Originally Posted by Jill Carpenter View Post

              Also, when creating this plan did you not consider your marketing strategy from the get go? IE finding where your target market hangs out and if there was a demand for what you are selling?
              My view is anything which helps a lot of people increase efficiency/increase topline: without much efforts, should be a good product. Every webmaster I knew/we approached and used our beta product, liked it and most of them would be willing to pay, after all, they are only paying to increase their income. It sounded like a new market to us

              Now we do have a plan which includes a lot of content marketing, guest blogging, adwords, partnerships, buts its always helps to discuss it out in a community and see what other have to add.
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  • Profile picture of the author perfect
    If you don't want to spend much as you pointed out in your first post, the first option that comes to mind is search engine optimization which ensures long run traffics if done well.
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    • Profile picture of the author ankitoberoi
      Originally Posted by perfect View Post

      If you don't want to spend much as you pointed out in your first post, the first option that comes to mind is search engine optimization which ensures long run traffics if done well.
      Thanks, yes thats one of the things we plan to do.
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  • Profile picture of the author nerdy88
    I think that the most important thing right now is branding! What makes it stand out? This can make you a lot of money but will cost less than adwords etc. You must get your product recognised for its uniqueness!
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  • Profile picture of the author Marx Vergel Melencio
    Ankitoberoi,

    You can try focusing on B2B markets (business to business markets), instead of B2C markets (business to consumer markets). Here's why:

    Your product is an online ad revenue optimizer, correct? If so:

    Your target market is comprised of businesses and companies (B2B markets) that have affiliates (B2C markets) who implement advertising campaigns to position their brands and promote their products and services across their target market segments on the Internet, right? If so, this means you can try the following things:

    • Pick a niche where a lot of companies and businesses implement online advertising campaigns. Then:

    • Google niche-related keywords, click those paid ads and see if those ad publishers have affiliate programs. Next:

    • Zone in on ad publishers that most likely have good affiliate bases, contact those ad publishers and offer your ad revenue optimizer product as something they can test and review, to see if it actually does what it's supposed to do, and if it does:

    • Tell them you're willing to give them good commissions for your product, so they can promote it to their affiliates, which could in turn improve the online advertising campaigns of their affiliates for their products, thereby potentially generating more leads and sales for them, all while they get commissions from each sale they generate for your product. For example:

    Company A spends $10000/month for their online advertising campaigns and is losing money by just getting 10% of their target leads and sales from their online advertising campaigns, because of the competitiveness of the advertising market in their niche among other reasons. This means:

    Your ad revenue optimizer can help them (assuming it actually can). And:

    Company A also has 1000 affiliates, most of whom already spend $10/day for their online advertising campaigns, but they're also losing money by being unable to hit their target leads and sales from their online advertising campaigns. This means:

    Your ad revenue optimizer can also help the affiliates of company A (assuming that it actually can). And:

    Once you offer your ad revenue optimizer to company A, and once they use it and get the results they want, they'd most likely be interested in recommending your ad revenue optimizer to their 1000 affiliates, more because of the improved results your product can give to the online advertising campaigns of their affiliates, rather than to the affiliate commissions you're offering for your product, though that could still be a decent plus for them. Also:

    Once the revenues of company A grow with your ad revenue optimizer, so could their affiliate bases, and so could your product sales. Now:

    You could find similar company As in many other niches. This could be the scalability model of your business...
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    • Profile picture of the author ankitoberoi
      Originally Posted by Marx Vergel Melencio View Post

      • Zone in on ad publishers that most likely have good affiliate bases, contact those ad publishers and offer your ad revenue optimizer product as something they can test and review, to see if it actually does what it's supposed to do, and if it does:

      • Tell them you're willing to give them good commissions for your product, so they can promote it to their affiliates, which could in turn improve the online advertising campaigns of their affiliates for their products, thereby potentially generating more leads and sales for them, all while they get commissions from each sale they generate for your product.
      Thats a very interesting approach and I think it is worth a test. Thanks!

      Would you know of any other communities specifically made for publishers?
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