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Marketing / Advertising

Owned by Nathan Wailes
Last updated: Jun 29, 2019
9 min read

Table of contents

Child pages

General

  • 2009.05.26 - YouTube - Sasquatch music festival 2009 - Guy starts dance party
  • 2015.03.02 - FutureProducers.com - 10 HUGE Reasons You'll Never Make It As A Rapper or Singer

    • 7. You Don't Really Know Your Fans, Love Them, and Treat Them Like Family.

      Know your target audience - who are they? Age? Preferences/Interests? Where do they hang out? What do they like/do/say/think/feel/etc. – is key to success. No use playing heavy metal to a crowd of emo lovers or pop fans!

      Social network sites are great for finding them because most people are on them, but you still want to know what kind of stuff they like so they’ll take an interest in the things you share online and cater to them. That way when you share your music, they trust your shares already and are more likely to click to listen.

      And once you find them and get them listening through your social network sites, playing live, promoting your music, etc... you need to keep them interested and engaged. It pays off in more ways than one.

      The secret is to “give them a stake in the business” and make them feel invested in you as an artist! Make them love your music so much, and make them feel like an exclusive insider. They’ll be falling all over themselves trying to promote you.

      Enlist their help for tours, gigs, merchandising, get ideas from them, ask them what they'd like you to do next...involve them and you have them for life.
      Offer free stuff in return for their help in promoting you or just because...there's nothing more effective than the 'carrot' at the end of the stick!

Marketing

Content marketing

  • Wikipedia - Content marketing
    • The following examples demonstrate early use of content to disseminate information about a brand, and build a brand's reputation:
      • 1891: August Oetker sold small packages of his Backin baking powder to households with recipes printed on the back. In 1911 he started publishing his very successful cookbook. It went through major updates over past 100 years and is one of the most successful cookbooks, globally reaching 19 million printed copies. All recipes originated from the test kitchen of the Oetker company, and the book was carefully written as a textbook to teach cooking from scratch. Oetker was very aware of the need for good marketing, practical communication and use of his doctor title to lend authority to his marketing.
      • 1895: John Deere launched the magazine The Furrow, providing information to farmers on how to become more profitable. The magazine, considered the first custom publication, is still in circulation, reaching 1.5 million readers in 40 countries in 12 different languages.[4]
      • 1900: Michelin developed the Michelin Guide, offering drivers information on auto maintenance, accommodations, and other travel tips. 35,000 copies were distributed for free in this first edition.[5]
      • 1904: Jell-O salesmen went door-to-door, distributing their cookbook for free. Touting the dessert as a versatile food, the company saw its sales rise to over $1 million by 1906.

Courses

Blogging

  • 2017.12.22 - Startup Daily - How we got our bootstrapped startup debt-free and profitable

    • We also tried a plethora of growth experiments. Rather than just tip all our money into Google AdWords or paid media, we experimented with many activities, such as cold calling, PR, social media outreach and writing long posts in specific target communities.

      The one customer acquisition channel that outshines everything else for us, was our own blog. Creating content is definitely a medium to long term play, however we now focus 99 percent of our marketing efforts on this.

      We spend hours researching, writing and publishing a 1,000+ word article at least once a week. This isn’t a small investment in time or effort.

      We started with a tiny audience, and I remember celebrating when we reached 100 unique readers a day. Then we hit 500 a day, and then 1,000. It didn’t happen overnight either, as you can see in the below graph, it takes time to build an organic presence on Google, and build a returning audience.

      We now enjoy over 3,000 readers per day, and a small percentage of those end up going through into a free trial with us.

      We watch which content works best, and we experiment with different reader to trial flows regularly. There is always something else we can test.

Having a forum

  • Dwarf Fortress: What Happens When It Becomes A Game? The Zach and Tarn Adams Interviews
    • Zach Adams: The way that we marketed the game is that we created a website that had a forum that we'd answer questions on that where people could talk about our games and other games, and that forum became really popular.  And it's because of that that we were successful.  That forum is really hard to maintain; every day we have to make sure that it's not being run over by trolls or devolving into meaningless arguments.  We have to make sure that people are engaged because not only marketing wise this is the reason we're successful because of the forum but also because of the people that help this. There's people that donated their time and helped us rewrite Dwarf Fortress to work on Linux for example or Apple. Without them it wouldn't have happened. So it's like having that forum is the reason we made it.
    • Tarn Adams: The way we operated on this kind of contribution based model that wasn't based on sales the forum was sort of you know many times more important than it would be to other people as a form of community building. People that do retail like sales on say steam or something don't necessarily need to have a community at all you can you mean if you if you have a hit it's going to be a hit whether or not you have a community and you'll basically be running from your community in in certain cases right after that you don't want to deal with certain things whereas for us you know cultivating a community over the 17 years is the only reason we're still here–like, the only reason we're still here–and for people that are setting up say a patreon or that are planning to finance their game in some other more amorphous way the people that you're going to be getting money from are the people that are gonna be playing your game and the people that stick around will continue to give you money and it's worth it having a relationship with them and it's led to all kinds of cool things having community these the the fact that we took contributions at all came six years after having a forum and it was from the forum that that idea we didn't have that idea it was an idea that came from the forum.


Advertising

Facebook


Instagram


Product Hunt


Reddit

  •  2017.04.26 - Hack-PR.com - How We Hacked Reddit to Generate 5 Million Media Impressions in 3 days

    • HN discussion
    • Summary:

      After a quick brainstorm, I set my sights on Reddit. I follow various threads on Reddit on a daily basis and understand the power it has to make something go viral. I just didn’t know how to do it. I knew that if I could get one of my links to the top of Reddit Politics, I would have a pretty good chance of making the idea spread, so I set that as my goal: Get to the top of Reddit Politics within 24 hours.

      What I did next was simple and cheap. From my own personal reddit account (Probably should have used a fake account or someone else’s), I posted a link to our Washington Times story on Reddit Politics. Then I went to Fiverr.com and bought every UpVote package that was offered. Total cost: $35. Two hours later I came back to check the results. We were number one with over 500 comments already.

      We had media lists built of every journalist and writer in politics and began blasting them with “anonymous” tips from fake email addresses. [Examples: 1) Subject: 'Have You Seen This?'; Body: 'Just saw this at the top of Reddit....thought you might find it interesting.....<br>link'; 2) Subject: 'Is this law for real?'; Body: same as in (1).]

      We sent these types of emails out to over 20,000 media contacts from 6 different email accounts.

      The media requests began to pour in like we’ve never seen before. We had so many requests coming in it was challenging to respond to them all. That is a great, great problem to have.

      Vice, Al Jazeera , US News , even Anonymous wrote about the idea, and every time we got a new media hit, we followed the same process on Reddit. Post the link to various Reddit threads and then go on Fiverr and buy UpVotes to make sure we got to the top. In just the first few days, we had over 50 media outlets covering our story.

      As the idea continued to spread like wildfire, our website began to crash. In 3 days alone, we had received over 2 million hits to the website, but most importantly, we had had over 4,000 volunteers sign up.

      To keep our momentum going, we sent out this urgent request to those volunteers, pleading for their support to spread our idea. We turned our 4,000 supporters into a media pitching machine.

      [He shows an image of a fairly standard email urging people to 1. contact journalists that cover politics, 2. tell the journalists that they support this cause, and 3. giving them three recent articles to choose from as a reference to link to.]

      Another wave of media requests came in from this push and we just kept up with the same process: Post on Reddit, buy UpVotes, repeat.

      In less than a few days we had generated over 5,000,000 media impressions and received over 6 million website hits. Total cost? $255 from Fiverr.com.



Tinder

  • Create a fake profile and include a reference to your product in the profile.
    • David did this for Bernie Sanders
    • Scale API seemed to do this for their product (I can't remember seeing any other woman reference a tech product in her profile).

YouTube

Services

Advice

  • How much do YouTubers make from sponsorships / referrals?
    • Audible
      • It seems that the "Audible sponsorship" is actually just a referral program, where YouTubers get $15 for every trial membership.  The actual Audible membership costs $15/month after the first 30 day trial period, so that seems to be how they've determined what the bonus should be.
      • Audible Creator Program
    • Articles
      • 2016.02.25 - NYT - Getting YouTube Stars to Sell Your Product
        • It basically just describes how FameBit allows smaller brands and smaller YouTubers to connect.  It's a marketplace like Upwork.
        • FameBit takes a 10 percent fee from both sides of the transaction.
        • Most brands on FameBit pay influencers $500 to $2,000 to feature a product or service. More than 23,000 influencers — largely video creators — use the platform now, Ms. Kozera said, as do more than 3,500 brands, from smaller start-ups like Dollar Shave Club to much bigger names like Adidas and L’Oreal.
  • How much are YouTubers making?
    • Quora - Do famous/successful YouTubers really make millions of dollars each year and even per month?
      • 2018.05.10 - Jörg Sprave, Owner at The Slingshot Channel:
        • A YouTube video will get you between 40 cents and maybe 2 dollars per 1000 views [from AdSense], on average, depending on the category your videos belong to.
        • My videos are in the “science and tech” category, so for me 40 cents per 1000 views is more realistic. That was enough to get me an average of about 6k per month, from adsense.
        • Due to their nature (muscle operated weapons and contraptions) I am much affected by the adpocalypse, means, my videos are filtered out by YouTube’s bot system that favors fully monetized videos in Search and Recommended.
        • My google income is down to under 1 k per month now, and I have almost 2 million subscribers.
        • YouTube now wants to push the Hollywood celebrities as those seem more safe for their advertisers.





http://mediakix.com/

This company helps you connect with YouTube influencers / bloggers / Instagrammers / etc.

This is the blog of the guy who started this company: http://www.evanasano.com/


The PayPal Wars, p. 57:
"Oh, yeah. So what we need to do is go out and start buying stuff on eBay and insist on using PayPal to pay for it."

"But there are over three million auctions on eBay--we don't have that much money!" I rebutted.

"Well, we don't need to buy every auction," Luke replied. "Many sellers list multiple items at a time. Instead of buying all their items, all we need to do to introduce them to PayPal is just purchase one."

"So how do we do this? How do we buy something from every seller on eBay?"

"OK--there are a couple of ways we could try. First, have you heard of the Web farms in Asia?" I shook my head to indicate I had not.
[...]
"Either that, or we could build a 'bot."



Product-specific marketing

Marketing mobile apps





Billboards



2004.01.21 - Talk at Stanford Technology Ventures Program
http://ecorner.stanford.edu/authorMater ... l?mid=1021
Speaker(s): Max Levchin , Peter Thiel
advertising (billboards) wasn't cost effective b/c it had started to cost $100,000 for 1 month and each sign was only seen for 6-10 seconds



Email



Don't use noreply@yourdomain.com on emails
http://customer.io/blog/dont-use-noreply-on-emails.html

Sending email from noreply@megacorp.com signals to a user that you don’t care about them. It’s a one-way relationship that allows you to blast them with email and them to do nothing. At a previous startup, every email we sent was from helpfulpeople@ourapp.com. This made users happy - especially when they would write to us and one of the helpful people would respond.
[...]
One of the biggest opportunities for apps is to offer help to users as they’re using your site.
- Offer help when a user doesn’t finish setting up their profile
- Offer help if a user starts, but never finishes, uploading a video.
- Offer help if a user creates an account but never uses it.
[...]
When a user cancels, it’s a great opportunity to ask them what went wrong. We’ve had success in the past with an automatic email from the CEO asking for feedback.
[...]
There are tremendous opportunities beyond monthly marketing emails. Start a dialogue with users by using an email address they can reply to. Reach out to them at key points in their experience on your site. Both alone and in concert, those two changes will improve activation and retention.

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