Practical Product Marketing: Engaging Customers to Drive Advocacy and Growth

Engaging your Customers to Drive

Advocacy and GrowthMelinda Chung

Director of Product Marketing, GoDaddy

Girls in Tech Catalyst Conference - April 27, 2015

Today

● What is Engagement?

● Why is Engagement Important?

● Five Key Engagement Channels

● Three Engagement Marketing Truths

Melinda Chung, April 2015

Who am I?

Melinda Chung, April 2015

What is Engagement and Why is it Important?

What is Engagement?

Getting your existing customers to do more with your product

● Use your product more (page views, visits, app opens)

● Buy more of your product or buy another product that your company sells

● Contribute more comments or contentMelinda Chung, April 2015

Engagement =

Connection

Engagement → Advocacy & Growth

Melinda Chung, April 2015

Word of MouthPR/Press

SEOContent Strategy

Advertising AC

QU

ISIT

ION

Key Channels

(EX

ISTI

NG

US

ER

S)

(NO

N-U

SE

RS

)

Contests / IncentivesSocial Media

Customer Care

Product ExperienceOnboarding / User EduIn-product Messaging

Direct Email

ENG

AG

EMEN

T

Word of Mouth

Five Key Engagement Channels

Key Channels

● In-Product Messaging● Email● Mobile● Social Media● Customer Care / Support

Melinda Chung, April 2015

In-Product MessagingOnboarding Tutorial

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In-Product MessagingFeature Education

Cross-Promotion / Upsell

Melinda Chung, April 2015

Email - Stay Top of MindNews and Launches Weekly/Monthly Summaries

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Email - NotificationsNotifications Reminders

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Email - Lifecycle

7 days 7 days

Melinda Chung, April 2015

Email - Activity/Non-Activity TriggeredMe: Joined a new LinkedIn groupLinkedIn: “See who you should meet in this group”

Me: Used LiquidSpace in December, haven’t used sinceLiquidSpace: (In April) “Need a space?””

Melinda Chung, April 2015

Mobile - Everything + Location-Aware

Melinda Chung, April 2015

Key Messaging Principles

● Be relevant

● Be timely

● Personalize

Melinda Chung, April 2015

Social Media

Source: Fortune Magazine

Connection → Likes and Shares Unexpected Connection → Word of Mouth

Melinda Chung, April 2015

Social Media - ParticipatoryAsk for Participation Contests / Incentives

Melinda Chung, April 2015

Social Media - Content-Creating

Melinda Chung, April 2015

Social Media - Relevant Content

Melinda Chung, April 2015

Social Media - Relevant Content

Melinda Chung, April 2015

Customer Care / Support

Melinda Chung, April 2015

The Rest

● Facebook - Promoted Posts

● Google - Retargeting

● Twitter - Retargeting

● Suggested content carousels in-product

● And more

Melinda Chung, April 2015

Three Engagement Marketing Truths

Melinda Chung, April 2015

Truth #1: It’s not just about

Distribution

Melinda Chung, April 2015

Must Be Grounded in Strategy and InsightsCustomers: ● Who is your target customer?● What do they care about?● Who are your BEST customers? Do you have cohort or data analysis to support?

Value proposition: ● How do you uniquely deliver value to them?● What are your key three benefits? ● What are the barriers to usage? Why do customers leave? Why do they not renew?

Messaging:● What is the primary message that you want to communicate?● What are the brand principles that you are reinforcing with every communication?

Melinda Chung, April 2015

Truth #2: A Great Product Helps

Melinda Chung, April 2015

Products That Amplify Themselves

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Truth #3: Engagement is everyone’s job (not just product and

marketing)

Melinda Chung, April 2015

Questions?

Melinda ChungTwitter: @mwchung

www.melindachung.com

Melinda Chung, April 2015