Bullseye Technique

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Bullseye Technique von Mind Map: Bullseye Technique

1. Viral Marketing

1.1. Referral Program

1.2. Social Sharing

2. Public Relations

2.1. Social Media

2.1.1. Target Entrepreneurs

2.1.1.1. Guy Kawasaki

2.1.2. Target Small Business

2.2. Press Release

2.3. Blogging

2.3.1. Small blogs

2.3.2. Larger blogs

2.4. Reaching out to Newspapers and Magazines

2.5. Help a reporter (reporters request sources)

2.6. Use Twitter to reach out to reporters

2.7. Hire PR firm

3. Unconventional PR

3.1. The Publicity Stunt

3.1.1. Unique

3.1.2. Newsworthy

3.1.3. Videos

3.1.4. Repetitive Stunts

3.2. Customer Appreciation

3.2.1. Gifts

3.2.1.1. Free swag

3.2.1.1.1. Free Yes Crew t-shirts

3.2.1.1.2. Free Yes Crew business supplies

3.2.1.2. Hand written notes

3.2.1.3. Customer Dinners

3.2.2. Contests / Giveaways

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

3.2.2.2. Scavenger Hunt

3.2.2.3. Holiday based contest and rewards

3.2.3. Customer Support

4. PPC

4.1. Looking to Hire

4.2. Looking for Jobs

4.3. Looking for Leads

4.4. Looking for Referrals

4.5. Looking for Partners

4.6. Looking for Background Checks

5. Social and Display Ads

5.1. Used for Branding

5.2. Used for Direct Response

5.2.1. Sign up for e-mail newsletter

5.2.2. Sign up for Yes Crew

5.3. Major Ad Networks

5.3.1. Google Display Network

5.3.2. Advertising.com (AOL)

5.3.3. Tribal Fushion

5.3.4. Value Click

5.3.5. Ad Blade

5.4. Niche Ad Networks

5.4.1. Buy / Sell Ads Network

5.5. Direct ads

5.5.1. Go directly to site owners

5.6. Social ads

5.6.1. Works well for demand generation and awareness

5.6.2. Building an audience

5.6.2.1. Focus on content

5.6.2.1.1. Explain broader mission

5.6.2.1.2. Why we developed a particular product

5.6.2.1.3. Focus on something other then just getting the conversion

5.6.3. Goes well with content marketing

5.6.3.1. Content distribution networks

5.6.3.1.1. Native advertising

5.6.4. Social Platforms

5.6.4.1. LinkedIn

5.6.4.2. Twitter

5.6.4.3. Facebook

5.6.4.4. StumbleUpon

5.6.4.5. Foursquare

5.6.4.5.1. Works well locally

5.6.4.6. Tumblr

5.6.4.7. Reddit

5.6.4.7.1. Most successful ads are controversial or funny

5.6.4.8. YouTube

5.6.4.9. Buzzfeed

5.7. Competition Informmation

5.7.1. Alexa

5.7.2. Quantcast

5.7.3. Mix Rank

5.7.4. Ad Beat

6. Offline Ads

6.1. TV

6.1.1. Great for branding

6.1.2. Using animation can be cheaper

6.1.3. Recruit local film students

6.1.4. Local TV spots can be not too expensive

6.1.5. Media buyer

6.1.6. Infomercials

6.1.6.1. Work from home businesses

6.1.6.2. Usually test with radio ads first

6.2. Radio

6.2.1. Cost per point basis

6.2.2. Satellite radio

6.2.3. Local radio

6.3. Magazines

6.3.1. Consumer

6.3.2. Trade publications

6.3.3. Local magazine

6.3.4. Ask for the ad kit

6.3.5. Magazine handbook

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

6.4. Direct Mail

6.4.1. Hand written envelopes and cards

6.5. Billboards

6.5.1. Lemar

6.5.2. Clear Channel

6.5.3. CBS

6.5.4. Advertising score

6.5.4.1. Number of impressions

6.5.5. Building awareness

6.6. Newspaper

6.6.1. Demographic geared to over 30

6.7. Yellow Pages

6.8. Demographics play a large role in offline ads

6.8.1. Audience Prospectus

6.9. Buy remnant inventory

6.9.1. Cheap

6.10. Use discount buyers

6.11. Tracking

6.11.1. Use link shortners

6.11.2. Promo code

6.12. Local print ads

6.12.1. Flyers

6.13. Transit advertising

6.13.1. Buses

6.13.2. Taxes

6.13.3. Bus benches

6.13.4. Trucks

6.13.5. Blue line Media

7. SEO

7.1. Start with content

7.2. Fathead Strategy

7.2.1. Test with adwords

7.2.2. Use Google Trends

7.2.3. Onpage SEO

7.2.4. Backlinking Strategy

7.2.5. Google Keyword Planner

7.3. Long tail Strategy

7.3.1. Makes up 70% of searches

7.3.2. Google Keyword Planner

7.3.3. Analytics will tell how people find Yes Crew

7.3.4. Lots of quality content

7.3.5. People searching for someone's name

7.4. Backlinking strategies

7.4.1. PR

7.4.2. Products that people share

7.4.3. Content marketing

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

8. Content Marketing

8.1. Write about problems facing potential customers

8.2. Guest Posting

8.3. Company Blog

8.4. Content Calendar

9. E-mail Marketing

9.1. Do not SPAM!

9.2. Create short free courses

9.3. Lifecycle E-mails

9.3.1. Point out features

9.3.2. Remind users when inactive

9.3.3. Help getting started

9.4. Retaining Users

9.4.1. Reminders

9.4.2. Reports

9.4.3. Reminding inactive users

9.5. E-mail retargeting

9.5.1. Incompleted actions

9.6. Premium based features

9.7. E-mail for Referrals

9.7.1. Import address books

9.8. Deliverability

9.8.1. Timing

9.8.2. SPAM filters

9.8.3. Allow replies

10. Engineering as Marketing

10.1. Building tools and resources for marketing

10.2. Annual promotions / cyclical behavior

11. Blogs

11.1. Difficult to scale

11.2. Use search engines to find blogs

11.2.1. Search for "top blogs"

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

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

11.4.1. Find keywords people use to find blogs

11.5. Twittter

11.5.1. Followerwonk and Klout to determine top Twitter accounts

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

11.7. Talk to people

11.8. Get blog writers to write articles about Yes Crew

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

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

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

11.12. Link sharing communities

12. Business Development

12.1. Standard Partnership

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

12.2. Joint Venture

12.2.1. Two companies work together to create a new product

12.3. Liscensing

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

12.4. Distribution Deals

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

12.4.1.1. Lead Generation

12.4.1.1.1. Post leads on Craigslist

12.4.1.1.2. Post leads on job boards

12.5. Supply Partners

12.5.1. These type of partnerships helps you secure key inputs

12.6. Strategic Business Development

12.7. Strt with value focused proposition

12.8. Identify the right person

12.8.1. Try for warm introduction

12.8.2. Follow up and set timelines

12.9. Negotiations of Term Sheets

12.9.1. Lifetime of the deal

12.9.2. Exclusivity

12.9.3. How payments work

12.9.4. Level of commitment

12.9.5. Garuantees

12.9.6. Revenue Shares

12.10. Make memos on how good deals are done

12.11. Low Touch BD

12.11.1. API

12.11.2. Feeds

12.11.3. Crawling Technology

12.11.4. Embed codes

13. Sales

13.1. Generating leads

13.1.1. Qualifying them

13.1.1.1. Turning them into sales

13.2. Lunch pitch

13.2.1. Explore problems and pain points

13.3. Questions

13.3.1. Situation Questions

13.3.1.1. How many employees?

13.3.1.2. Qualifying Questions

13.3.2. Problem Questions

13.3.3. Implication Questions

13.3.3.1. Can help shed lgith on problems in the organization

13.3.4. Payoff Questions

13.3.4.1. How my solutions addresses the problem

13.4. Cold calling

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

13.5. E-mailing

13.6. Sales Funnel

13.6.1. Generate Leads

13.6.1.1. Lead Qualification

13.6.1.1.1. Closing Leads

13.7. Minimizing Blockages

13.7.1. Free Trials

13.7.2. SAAS

13.7.3. Channel Partners

13.7.4. Resellers

13.7.5. Demo Video

13.7.6. FAQ's

13.7.7. Low introductory price

13.7.8. Eliminate committee decision making

13.7.9. Reference Customers

13.7.9.1. Testimonials

13.7.10. E-mail Campaigns

14. Affiliate Programs

14.1. Common Affiliate Programs

14.1.1. Retail

14.1.2. Lead Generation

14.1.2.1. $26 billion industry

14.2. Many affiliates have large e-mail lists

14.3. Vertical Lists

14.4. Go through afliliate networks

14.4.1. Commission Junction

14.4.2. Clickbank

14.4.2.1. Lots of digital media

14.4.3. Affiliate.com

14.4.4. PepperJam

14.4.5. Share a Sale

14.4.6. Ad Knowledge

14.4.7. Link Share

14.4.8. Mob App

14.4.9. Never Blue

14.4.10. Click Booth

14.4.11. Whale Shark Media

14.5. Create your own affiliate program

15. Existing Platforms

15.1. App Stores

15.1.1. Apple Store

15.1.1.1. Get Featured

15.1.2. Android Play Store

15.2. Social Media Platforms

15.2.1. Facebook

15.2.2. Twitter

15.2.3. Linkedin

15.2.4. Snapchat

15.2.5. Vine

15.2.6. YouTube

15.2.7. Reddit

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

15.4. Other Platforms

15.4.1. Craigslist

15.4.1.1. Create a posting on craigslist from Yes Crew

15.5. Using Web Extensions

16. Trade Shows

16.1. Disrupt

16.2. South by Southwest

16.3. Investment Events

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

16.5. Setup Meetings

16.6. Purpose of trade shows

16.6.1. Find investors

16.6.2. Find competitors

16.6.3. Find Partners

16.6.4. Get Press

16.6.5. Get Customers

16.7. Schedule Dinners

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

16.8. Giveaways at trade shows

16.8.1. Should have a compelling CTA

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

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

17. Offline Events

17.1. Meetups

17.1.1. Meetup.com

17.1.1.1. Think tank

17.1.1.2. Training Center

17.2. Hackathons

17.3. Conferences

17.3.1. Disrupt

17.3.2. South by Southwest

17.3.3. Microcon

17.4. Particularly effective for companies with long sales cycles

17.5. Party

17.5.1. Try to get sponsors

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