Two Founders Share How Startups Can Reach a Massive Audience

The event will begin at 1 PM (EST) sharp.

The recording will be emailed to all attendees afterwards.

#promotingyourstartup

Who’s Presenting?

Robert J. MooreCo-Founder and CEO

RJMetrics

@robertjmoore

Larry Kim

Founder and CTO

WordStream

@larrykim


What you’re going to learn

1

2

3

How to create content that gets press coverage and thousands of shares

How to combine PPC & SEO to create a total search solution that fits

into your content strategy

Why your promotion strategy is part of, not an afterthought to, content

creation

@robertjmoore


● Bob will lead Q&A at the end of the presentation

● Tag your tweets with #promotingyourstartup

● We’re recording the show

● We’ll send an email follow up to everyone with the

recording & slides

● Stick around for the cupcake giveaway at the end

Housekeeping Details

@robertjmoore


15-second commercial: RJMetrics

The complete

analytics

platform for

online

businesses.

@robertjmoore


15-second commercial: WordStream

A free, instant PPC audit in under

a minute!

Grades your AdWords account

performance based on the 8 PPC

metrics that really matter.

Compares how you’re doing against

other accounts of similar size

(monthly spend).

@larrykim

How to Reach a

Massive Audience (Even Though No One Knows Who You Are)


Content marketing is any marketing that involves the

creation and sharing of media and publishing content in

order to acquire and retain customers.

Content marketing is...

@larrykim


Why it works

Reciprocity index

r = value you deliver

value you receive

This matters for customers, prospects, and strangers

@robertjmoore


How to reach an audience

owned

earned paid

List

PPC

PR

SocialSEO

@larrykim

PR & Social


Your competition

@larrykim


How to win?

@larrykim


Leverage a trending topic

@robertjmoore

#promotingyourstartup@robertjmoore


Become part of a bigger story

@larrykim

10k

+ press

mentions

10M

+ pageviews


“Oops, I Ruined the

Facebook IPO!”

@larrykim


Grab the unexpected opportunities

@robertjmoore


✓ 30k+ pageviews on day one

✓ Top of Hacker News

✓ Column in the New York Times

✓ Multiple speaking engagements

✓ Tons of positive brand vibes

@robertjmoore


Leverage a trending topic

Become part of a bigger story

Grab the unexpected opportunities

Recap

1

2

3

@robertjmoore

The #1 Mistake People

Make When Writing “Big

Win” Content


The #1 mistake people

make when writing “big win”

content is failing to think

promotion first.

@larrykim


Press Vendors Influencers

@larrykim


Two rules for “big win” content

1. If you can’t figure out ahead of time who will promote

your content and why, don’t bother.

1. Content marketing success is largely determined in the

planning phase, before writing a single word.

@robertjmoore

PPC

Hunting Ad Unicorns?!


1. Always Focus on Quality Score

@larrykim


1. Always Focus on Quality Score

@larrykim


Donkey’s Vs. Unicorn Ads

@larrykim

Distribution Point Vs. Expected CTR Comments

Bottom 50% Below Expected CTR Donkeys

Top 15% 2x OK

Top 5% 3x Better

Top 1% 6x Unicorns

Most Ads Suck (+90%)


2. Tap Into Your Customer’s Emotions



@larrykim

Example:


Example: Use Ad Customizers!

@larrykim

Consider doing “Perpetual Sales”- Appeal to

those who don’t want to be left out (FOMO)


3. Publish & Promote High Quality Content

@larrykim


4. Promote to Influencers

@larrykim


. . . Initial traction

@larrykim


. . . The Results

@larrykim


5. Just say NO to Promoting Junk Updates

@larrykim


6. Remember Who Your Audience

Is


6. Remember Who Your Audience Is

@larrykim

Keywords Targeting: Google vs. Twitter

Google AdWords Twitter

Infant clothes boy Julian’s first birthday

Content Marketing Position Freelance SEO writer needed

Small Business Loan I’m starting my first business

Grow My Business #frustrated we need Bar Rescue

Mobile landing page tools #mobilegeddon

Social Keywords: Higher Funnel, Informational, Conversational, Hashtags


Using PPC for PR

1. Always Focus on Quality Score - Look for Unicorns


3. Publish High Quality Content

4. Promote to Influencers

5. Say NO to Promoting Junk Updates

6. Remember Who Your Audience Is

@larrykim

SEO


Focus on the long tailS

earc

h

Fre

qu

en

cy

Keywords@robertjmoore


Find the opportunity

@robertjmoore


$65.61 per click

“BUSINESS INTELLIGENCE”

@robertjmoore


Focus on intent

@robertjmoore


Create good content

@robertjmoore


Create amazing content

@robertjmoore


Results

$11.05 per click

“CHURN RATE”

@robertjmoore


60,000 views per year

0.1% view-to-SQL

60 SQLs

19.8% SQL-to-paid

11 paying clients

$12k ARR ACV

$132k of new ARR/year

15x ARR Multiple

(w00t!)

$2MM of Equity Value

Cost: One Day

@robertjmoore


Find your content unicorns

● 50% of traffic

● 70% of shares

● 80% of links

@larrykim


Find the opportunity

@larrykim


Create amazing content

@larrykim


Results

@larrykim

Measuring Success


Are we building a more effective PR machine?

@robertjmoore


Are we steadily growing our owned audience?

@robertjmoore


Are we steadily growing our owned audience?

@robertjmoore


Making this work for your startup

1. Apply gas with PRable content

2. Boost performance with paid

3. Maintain momentum with SEO

@robertjmoore

Q&AAsk questions on Twitter!

We’re following


And the winner is...

Email [email protected] to claim your prize.

mailto:[email protected]

Thank you for joining us!

Two Founders Share How Startups Can Reach a Massive Audience

Marketing

promotingyourstartup

content strategy

content creation

big win content

publishing content

content marketing success

robertjmoore larry kim

ppc seo