Bullseye Technique

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Bullseye Technique by Mind Map: Bullseye Technique

1. PPC

1.1. Looking to Hire

1.2. Looking for Jobs

1.3. Looking for Leads

1.4. Looking for Referrals

1.5. Looking for Partners

1.6. Looking for Background Checks

2. Social and Display Ads

2.1. Used for Branding

2.2. Used for Direct Response

2.2.1. Sign up for e-mail newsletter

2.2.2. Sign up for Yes Crew

2.3. Major Ad Networks

2.3.1. Google Display Network

2.3.2. Advertising.com (AOL)

2.3.3. Tribal Fushion

2.3.4. Value Click

2.3.5. Ad Blade

2.4. Niche Ad Networks

2.4.1. Buy / Sell Ads Network

2.5. Direct ads

2.5.1. Go directly to site owners

2.6. Social ads

2.6.1. Works well for demand generation and awareness

2.6.2. Building an audience

2.6.2.1. Focus on content

2.6.2.1.1. Explain broader mission

2.6.2.1.2. Why we developed a particular product

2.6.2.1.3. Focus on something other then just getting the conversion

2.6.3. Goes well with content marketing

2.6.3.1. Content distribution networks

2.6.3.1.1. Native advertising

2.6.4. Social Platforms

2.6.4.1. LinkedIn

2.6.4.2. Twitter

2.6.4.3. Facebook

2.6.4.4. StumbleUpon

2.6.4.5. Foursquare

2.6.4.5.1. Works well locally

2.6.4.6. Tumblr

2.6.4.7. Reddit

2.6.4.7.1. Most successful ads are controversial or funny

2.6.4.8. YouTube

2.6.4.9. Buzzfeed

2.7. Competition Informmation

2.7.1. Alexa

2.7.2. Quantcast

2.7.3. Mix Rank

2.7.4. Ad Beat

3. Offline Ads

3.1. TV

3.1.1. Great for branding

3.1.2. Using animation can be cheaper

3.1.3. Recruit local film students

3.1.4. Local TV spots can be not too expensive

3.1.5. Media buyer

3.1.6. Infomercials

3.1.6.1. Work from home businesses

3.1.6.2. Usually test with radio ads first

3.2. Radio

3.2.1. Cost per point basis

3.2.2. Satellite radio

3.2.3. Local radio

3.3. Magazines

3.3.1. Consumer

3.3.2. Trade publications

3.3.3. Local magazine

3.3.4. Ask for the ad kit

3.3.5. Magazine handbook

3.3.6. Attention grabbing header, eye catching graphic, CTA and tag line or description of benefits

3.4. Direct Mail

3.4.1. Hand written envelopes and cards

3.5. Billboards

3.5.1. Lemar

3.5.2. Clear Channel

3.5.3. CBS

3.5.4. Advertising score

3.5.4.1. Number of impressions

3.5.5. Building awareness

3.6. Newspaper

3.6.1. Demographic geared to over 30

3.7. Yellow Pages

3.8. Demographics play a large role in offline ads

3.8.1. Audience Prospectus

3.9. Buy remnant inventory

3.9.1. Cheap

3.10. Use discount buyers

3.11. Tracking

3.11.1. Use link shortners

3.11.2. Promo code

3.12. Local print ads

3.12.1. Flyers

3.13. Transit advertising

3.13.1. Buses

3.13.2. Taxes

3.13.3. Bus benches

3.13.4. Trucks

3.13.5. Blue line Media

4. SEO

4.1. Start with content

4.2. Fathead Strategy

4.2.1. Test with adwords

4.2.2. Use Google Trends

4.2.3. Onpage SEO

4.2.4. Backlinking Strategy

4.2.5. Google Keyword Planner

4.3. Long tail Strategy

4.3.1. Makes up 70% of searches

4.3.2. Google Keyword Planner

4.3.3. Analytics will tell how people find Yes Crew

4.3.4. Lots of quality content

4.3.5. People searching for someone's name

4.4. Backlinking strategies

4.4.1. PR

4.4.2. Products that people share

4.4.3. Content marketing

4.4.4. Widgets (giving site owners useful thing that link back to my site)

5. Content Marketing

5.1. Write about problems facing potential customers

5.2. Guest Posting

5.3. Company Blog

5.4. Content Calendar

6. E-mail Marketing

6.1. Do not SPAM!

6.2. Create short free courses

6.3. Lifecycle E-mails

6.3.1. Point out features

6.3.2. Remind users when inactive

6.3.3. Help getting started

6.4. Retaining Users

6.4.1. Reminders

6.4.2. Reports

6.4.3. Reminding inactive users

6.5. E-mail retargeting

6.5.1. Incompleted actions

6.6. Premium based features

6.7. E-mail for Referrals

6.7.1. Import address books

6.8. Deliverability

6.8.1. Timing

6.8.2. SPAM filters

6.8.3. Allow replies

7. Engineering as Marketing

7.1. Building tools and resources for marketing

7.2. Annual promotions / cyclical behavior

8. Blogs

8.1. Difficult to scale

8.2. Use search engines to find blogs

8.2.1. Search for "top blogs"

8.3. Influencers that have blogs typically use YouTube, Vimeo, Daily Motion. Use references to their blogs and videos as an ice breaker

8.4. Use Delicious to find what blogs other users are bookmarking

8.4.1. Find keywords people use to find blogs

8.5. Twittter

8.5.1. Followerwonk and Klout to determine top Twitter accounts

8.6. Social Mention helps determine the site that have the most frequest mentions for keywords

8.7. Talk to people

8.8. Get blog writers to write articles about Yes Crew

8.9. Guest posts, coverages, and placing badges on sites

8.10. Recommend "Yes Crew" and reward members with VIP access. Make these embed easy to share

8.11. Sponsoring blogs. Each sponsored blog will be a badge

8.12. Link sharing communities

9. Offline Events

9.1. Meetups

9.1.1. Meetup.com

9.1.1.1. Think tank

9.1.1.2. Training Center

9.2. Hackathons

9.3. Conferences

9.3.1. Disrupt

9.3.2. South by Southwest

9.3.3. Microcon

9.4. Particularly effective for companies with long sales cycles

9.5. Party

9.5.1. Try to get sponsors

10. Viral Marketing

10.1. Referral Program

10.2. Social Sharing

11. Public Relations

11.1. Social Media

11.1.1. Target Entrepreneurs

11.1.1.1. Guy Kawasaki

11.1.2. Target Small Business

11.2. Press Release

11.3. Blogging

11.3.1. Small blogs

11.3.2. Larger blogs

11.4. Reaching out to Newspapers and Magazines

11.5. Help a reporter (reporters request sources)

11.6. Use Twitter to reach out to reporters

11.7. Hire PR firm

12. Unconventional PR

12.1. The Publicity Stunt

12.1.1. Unique

12.1.2. Newsworthy

12.1.3. Videos

12.1.4. Repetitive Stunts

12.2. Customer Appreciation

12.2.1. Gifts

12.2.1.1. Free swag

12.2.1.1.1. Free Yes Crew t-shirts

12.2.1.1.2. Free Yes Crew business supplies

12.2.1.2. Hand written notes

12.2.1.3. Customer Dinners

12.2.2. Contests / Giveaways

12.2.2.1. Giveaway: Help a business from the perfect employee!

12.2.2.2. Scavenger Hunt

12.2.2.3. Holiday based contest and rewards

12.2.3. Customer Support

13. Business Development

13.1. Standard Partnership

13.1.1. Two companies work together to make one or both of their products better

13.2. Joint Venture

13.2.1. Two companies work together to create a new product

13.3. Liscensing

13.3.1. One company has a strong brand another company wants to use in their product or service

13.4. Distribution Deals

13.4.1. One party provides the product or service to the other in return for access to potential customers.

13.4.1.1. Lead Generation

13.4.1.1.1. Post leads on Craigslist

13.4.1.1.2. Post leads on job boards

13.5. Supply Partners

13.5.1. These type of partnerships helps you secure key inputs

13.6. Strategic Business Development

13.7. Strt with value focused proposition

13.8. Identify the right person

13.8.1. Try for warm introduction

13.8.2. Follow up and set timelines

13.9. Negotiations of Term Sheets

13.9.1. Lifetime of the deal

13.9.2. Exclusivity

13.9.3. How payments work

13.9.4. Level of commitment

13.9.5. Garuantees

13.9.6. Revenue Shares

13.10. Make memos on how good deals are done

13.11. Low Touch BD

13.11.1. API

13.11.2. Feeds

13.11.3. Crawling Technology

13.11.4. Embed codes

14. Sales

14.1. Generating leads

14.1.1. Qualifying them

14.1.1.1. Turning them into sales

14.2. Lunch pitch

14.2.1. Explore problems and pain points

14.3. Questions

14.3.1. Situation Questions

14.3.1.1. How many employees?

14.3.1.2. Qualifying Questions

14.3.2. Problem Questions

14.3.3. Implication Questions

14.3.3.1. Can help shed lgith on problems in the organization

14.3.4. Payoff Questions

14.3.4.1. How my solutions addresses the problem

14.4. Cold calling

14.4.1. Target someone with some power, but not too high up

14.5. E-mailing

14.6. Sales Funnel

14.6.1. Generate Leads

14.6.1.1. Lead Qualification

14.6.1.1.1. Closing Leads

14.7. Minimizing Blockages

14.7.1. Free Trials

14.7.2. SAAS

14.7.3. Channel Partners

14.7.4. Resellers

14.7.5. Demo Video

14.7.6. FAQ's

14.7.7. Low introductory price

14.7.8. Eliminate committee decision making

14.7.9. Reference Customers

14.7.9.1. Testimonials

14.7.10. E-mail Campaigns

15. Affiliate Programs

15.1. Common Affiliate Programs

15.1.1. Retail

15.1.2. Lead Generation

15.1.2.1. $26 billion industry

15.2. Many affiliates have large e-mail lists

15.3. Vertical Lists

15.4. Go through afliliate networks

15.4.1. Commission Junction

15.4.2. Clickbank

15.4.2.1. Lots of digital media

15.4.3. Affiliate.com

15.4.4. PepperJam

15.4.5. Share a Sale

15.4.6. Ad Knowledge

15.4.7. Link Share

15.4.8. Mob App

15.4.9. Never Blue

15.4.10. Click Booth

15.4.11. Whale Shark Media

15.5. Create your own affiliate program

16. Existing Platforms

16.1. App Stores

16.1.1. Apple Store

16.1.1.1. Get Featured

16.1.2. Android Play Store

16.2. Social Media Platforms

16.2.1. Facebook

16.2.2. Twitter

16.2.3. Linkedin

16.2.4. Snapchat

16.2.5. Vine

16.2.6. YouTube

16.2.7. Reddit

16.3. It makes sense to focus on platforms just taking off

16.4. Other Platforms

16.4.1. Craigslist

16.4.1.1. Create a posting on craigslist from Yes Crew

16.5. Using Web Extensions

17. Trade Shows

17.1. Disrupt

17.2. South by Southwest

17.3. Investment Events

17.4. Visit trade shows as a guest before showing up or talk to people who have attended

17.5. Setup Meetings

17.6. Purpose of trade shows

17.6.1. Find investors

17.6.2. Find competitors

17.6.3. Find Partners

17.6.4. Get Press

17.6.5. Get Customers

17.7. Schedule Dinners

17.7.1. Possibly split the cost of the dinner with another company

17.8. Giveaways at trade shows

17.8.1. Should have a compelling CTA

17.9. Be proactive on the trade show floor to bring people back to your booth

17.10. Make sure pages for trade shows are mobile optimized since many people will be accessing these pages from their phones.

18. Speaking Engagements

18.1. Get attention of event organizers

18.2. Pitch Talks

18.2.1. Asks event organizers the topics they want to cover

18.3. Make a list of events in my industry

18.3.1. Premier Events

18.3.2. Regional Events

18.3.3. Local Events

18.4. Small Scale Speaking Events

18.4.1. Coworking Spaces

18.4.2. Nonprofits

18.4.3. Small conferences

18.5. Create a story

18.5.1. What your start up is doing

18.5.2. Why it's doing it

18.5.3. How we got where we were

18.6. Understand your target at these speaking engagements

18.7. Advice

18.7.1. Record your speaking events

18.7.1.1. Distribute this content on the web

18.7.2. Leverage social media

18.8. Building Relationships

18.8.1. Speakers dinner or scheduling your own dinner

19. Community Building

19.1. Build an initial audience

19.2. Establish your mission

19.3. Works well with offline events

19.4. Be transparent

19.5. Ensure Quality

19.6. Inbound Hiring