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Let's recap what we've learned about basic marketing activities for early stage companies.
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We just covered a whole lot of
information, so let's recap.
0:00
[SOUND] Our goal in marketing is to focus
on inbound marketing strategies.
0:04
Inbound marketing focuses on creating
quality content that
0:08
pulls people toward your company and
product, where they naturally want to be.
0:11
By aligning the content you publish with
your customer's interests, you naturally
0:17
attract inbound traffic that you can then
convert, close, and delight over time.
0:22
Acquisition strategies through inbound
marketing can be
0:28
broken down into the following sections.
0:31
[SOUND] Content marketing, through
activities like blogging or podcasting.
0:33
[SOUND] Social media, where our goals are
to share great content that provides
0:38
a valuable information to our customers
and engage with our customer base.
0:42
[SOUND] And search engine optimization,
crafting our content to
0:46
increase the chances that our customers
can find us around the web.
0:50
Once these visitors are aware of us, we
need to activate them, guide them to
0:55
conduct an activity that allows us to
slowly convert these visitors to leads and
0:59
then customers over time.
1:04
These include strategies like,
1:06
[SOUND] calls to action, where our goal is
to get our customers' contact information.
1:08
A call to action does not have to be a
traditional sign-up form.
1:14
In exchange for this information, we can
give our customers something in return,
1:18
like valuable content in the form of
e-books, downloadable assets, and so
1:22
on, depending on what is useful for your
target audience.
1:27
[SOUND] We can also use landing pages.
1:30
When a user clicks a call to action,
1:32
they end up on a landing page where they
submit information that we can use.
1:35
We need to optimize these landing pages to
convert our visitors to leads, and
1:40
we do that by using [SOUND] forms.
1:45
To make it super easy for our customers to
give us their information,
1:47
we need to optimize our forms to make the
conversion process as smooth as possible.
1:51
With content marketing, we want to provide
our audience with
1:57
content they find useful, engaging, and
interesting.
2:00
You [SOUND] should have a content
marketing strategy and
2:04
try to publish on a schedule.
2:07
Share this content often and engage with
your customers.
2:08
Like content marketing, social media is
another avenue through which we
2:13
can engage with our customers and build
our reputation as thought leaders.
2:17
[SOUND] Like any marketing activity,
figure out your goals for social media.
2:21
How will you communicate and influence
your customers?
2:26
How will you outdo your competitors?
2:29
And how will you align these activities
with your business goals?
2:32
Regardless of your strategy with social
media,
2:36
you should always remain positive,
professional, and be polite.
2:38
Once we're on a regular schedule with our
content marketing and
2:43
we're consistently engaging with our
customers,
2:46
we need to think about how we can best
show this content around the web.
2:49
One of the tools that we have at our
disposal is search engine optimization.
2:54
SEO is the practice of optimizing your
webpages so
2:59
that they show up higher on search
rankings.
3:02
SEO boils down to three main things,
3:05
[SOUND] great content, use of relevant
keywords, and links.
3:08
[SOUND] Use links to create a site map of
your website so
3:12
that search engines can effectively crawl
it and know you exist.
3:16
Build great [SOUND] content so that you
bring in visitors often and
3:20
search engines will reflect that in the
ranking of your site.
3:24
And finally, [SOUND] use tools like Google
Analytics and
3:28
Webmaster Tools to really hone in on your
SEO efforts,
3:32
as well as to understand how customers
engage with your site and your content.
3:35
Finally, make every effort to activate
these visitors by
3:41
providing clear calls to action that lead
to great landing pages.
3:45
[SOUND] Create landing pages that appeal
to a specific need or
3:49
goal, both of the users that visit the
website and where it lives.
3:53
To me, [SOUND] both means provide
compelling content, clear calls to action,
3:57
and wrap it all up in a trustworthy
design.
4:02
[SOUND] Make sure to outline the benefits
of your product or service.
4:05
Include testimonials from customers and
any relevant data.
4:09
Once [SOUND] on the landing page,
4:14
allow users to evaluate your product
through the use of free trials or demos.
4:16
[SOUND] Use clearly designed forms to
capture visitor information so
4:20
that you can convert them from visitors to
leads, to customers over time.
4:25
That is the marketing process in a
nutshell.
4:30
Each of these activities has its own
strategies and methods.
4:33
Now, while it too in-depth for an overview
course like this,
4:36
we have plenty of other courses to really
dig into it.
4:40
Marketing is one of the more important
activities you can engage in
4:43
when starting a business, so
4:47
pay attention to a lot of the tasks you
have to undertake in this process.
4:48
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