Speaking at Sydney Mobile Marketing Meetup

Hi folks,

Its a sunny day in Sydney today. Sunlight is streaming through my work office and its nice outside at 24 degrees. I’m looking forward to speaking tonight at the Sydney Mobile Marketing Meetup.Its run by a good buddy of mine Michael Correa of PocketMath.

The topic is “How do I reach my customers on mobile? What does all the new technology mean?”

I’ll be covering the following:

  1. The differences between mobile apps & web
  2. How we got to 500,000 users
  3. App Store Optimisation tips & tactics
  4. Mobile Analytics

There’s close to 100 people registered already. Its the first event being run and should be awesome! Dale Carr from mobile advertising network LeadBolt will also be speaking.

The event is at Xpand Event Space which is located next to Sydney Theatre on Hickson Rd. It starts at 6.30pm.

RSVP here

Hope to see you there!

If you have specific needs around mobile app marketing, I also offer consulting services. Please contact me here.

How Red Balloon convinces you to buy – Facebook retargeting for shopping cart abandonment (Part 1)

Twas the night before Christmas, when all through the internet
All the servers were stirring, not even a crash.
The events were hung by the tag manager with care,
In hopes that the customer soon would be there.

My lame attempt at a Christmas poem, remixing “Twas The Night Before Christmas“. Firstly Merry Christmas all and happy new year!

I was inspired to write a blog post about an experience I had with Red Balloon website whilst shopping for a Christmas present. I do like the idea of giving out experiences which money can buy via Red Balloon. Also thanks to Murray Hurps from Fishburners who posed the question “what is the best Facebook ad you’ve seen at Christmas?”

Here are some observations and analysis I’ve made about how Red Balloon convinces you to buy. Its the first company I’ve seen that has used Facebook retargeting ads for shopping cart abandonment. I’m going to show you how it works and how you can implement it.

1. Browsing the Red Balloon website

I was about to buy a Red Balloon experience for my girlfriend before Christmas. I had filled out the shopping cart to buy a 1.5 hour spa & massage experience. However, before entering the checkout process, I ended up abandoning that purchase. I bought something else from another website.

I want to point out that its quite normal for a consumer to abandon a shopping cart. A consumer starts going through the process to buy an item. Before they check out and buy the item, a number of things can happen to cause them to not continue. They may get distracted, their credit card details might not work, they decide that its not what they want, they want to do some more research, they go to another website. For whatever reason, the consumer decides not to purchase.

I’ve looked at google analytics for various websites. I’ve seen statistics that show that the majority of consumers that complete transactions are ones that revisit. Its possible that they find exactly what they are looking for and buy the first time. If they are like me, they’ll go there several times, particularly if its an expensive purchase. In this case, I was looking at an item that was $185. For the bulk of the transactions & goal conversions I have seen, its on a repeat visit.

2. RedBalloon’s Facebook retargeting ad

The next day, I was on Facebook and noticed this Red Balloon ad in my news feed.

red balloon retargetting ad

Now I don’t “like” Red Balloon on Facebook. As in I haven’t clicked the “LIKE” button for the Red Balloon Facebook page. However, its managed to appear in my feed. What Red Balloon has done is retargeting or also known as remarketing. I hovered over the URL on the Facebook ad and then I clicked on it. I noticed it said “custom audience” in the URL. It looks like they have used Facebook custom audience tool which is for retargeting. I’ll explain below how it works.

After I click on the Facebook ad, it takes me back to the Red Balloon shopping cart page. Its been pre-filled for the spa package I had looked at previously and had in my shopping cart.

RedBalloon Shopping Cart abandonment page

This is why I thought the Facebook retargeting ad is brilliant. I had already spent a lot of time on the Red Balloon website but I didn’t checkout. The Facebook ad convinces me to come back with the discount and the messaging. Then it makes it really easy for me to continue my purchase because its the same checkout page I had abandoned earlier.

Red Balloon has to pay for the retargeting ad on Facebook. But its a much smarter & more effective way of advertising to me. As I’ve already been to the Red Balloon website previously. I’ve invested time and effort into perusing the website and was looking to make a purchase. I had spent several hours on the Red Balloon website. Red Balloon wants to re-engage and convince me to complete my purchase.

I’m going to show you how it works.

2. Retargeting customers using Facebook custom audience

Facebook custom audience is a relatively new feature for Facebook advertisers to do retargeting. Facebook gives advertisers a special tracking code to install on their website. Facebook will recognise that a user has previously visited your website and/or visited specific pages on your website. You can add these users to an audience group known as a “custom audience”. Then the user will be retargeted with a specific ad for that custom audience enticing them to come back.

Previously this feature was only available using external retargeting tools such as Perfect Audience and AdRoll. It uses Facebook ad exchange program and these were official partners of the program. These external tools can also do retargeting across the web, mobile and on twitter. Facebook custom audience now allows you to do this directly within Facebook and in the Facebook Power Editor for advertisers.

3. How to do retargeting using Facebook custom audience

I did some investigation to understand how it works. I’ve worked with Google remarketing tag, Facebook ads and the Facebook conversion pixel. It looks like it operates in a similar way. This is the process for setting up Facebook Custom Audience.

Getting Started With Custom_Audiences From Your Website

If you are a Facebook page admin, you go to your Facebook page. Then you do the following steps: Build an audience > ads manager > audiences

facebook custom audiencesYou will be presented with several options. We want to select “custom audience” which is the first option. “Lookalike audience” is an audience similar to people that like your Facebook page, that have visited your website or an existing custom audience. We’re only after the first one which is “custom audiences”.

create a custom audience vs lookalike groupIn the next screen, it says we can create an audience for everyone that visits the website or for those that visit specific pages on your website. To do the shopping cart abandonment, I would include the Shopping Cart URL but exclude the confirmation page for the purchase. This way I can target those who specifically do not complete the purchase.

After you select “create web remarketing pixel”, it generates some specific code for your website. You will need to get a developer to install this. Its a similar process to installing the Facebook conversion pixel for tracking Facebook ads.

create custom audience

The custom audience pixel code looks like this:

custom audience pixel

There are several ways to create a custom audience. These are:

  1. Using a customer list: Uploading a list of customer’s email addresses, phone numbers, Facebook ID’s, importing a list of emails from Mailchimp. 
  2. Website traffic 
  3. Mobile App activity: There’s some code you can install in your mobile app. You can create events such as “reach level 3” in your game or “added item” to shopping cart in your eCommerce app.

website traffic

We want to select the option for “website traffic”.

On a side note, for option 1, create a customer list – its scary that an advertiser can upload your email, phone number, or Facebook User ID to Facebook for advertising purposes. I presume what happens is if they upload your email address, it matches the email you use to login via Facebook. Then it matches to your Facebook User ID. Then they can serve you very specific advertising just for you (and that audience group). Lets not even get into the privacy concerns of uploading your info to Facebook by an advertiser! I read that Facebook does anonymise your email using hashes but still a bit concerning.

Create audience
In the screenshot above, I’ve chosen the option for “people visiting specific web pages but not others”. I’ve included the URL for checkout, but excluded the thankyou confirmation page. This way I can isolate those that have been in the checkout page but not reached the thank you page. This is how I can create an audience for those that have abandoned their shopping carts.

I’ve used the URL contains “/checkout” as an example. Red Balloon uses https://www.redballoon.com.au/cart, so they would use “/cart”. I never made it through to the Red Balloon confirmation page. But lets assume your website uses “/thankyou”. We put this as the exclusion URL.

Another method to create a custom audience is to create two website custom audiences. One for those that have been to the checkout page, and another for those that have been to the thankyou confirmation page. Then you can exclude users that are also in the second group.

You need to give the audience name a title, so I’ve just used “WCA – Shopping cart abandonment”.

3. Breaking down Red Balloon’s Facebook ad

The retargeting ad that Red Ballon showed me was very clever. I’ll break it down below for you.

Red Balloon Annotated Facebook  Ad

1. Relevant text – “your cart is waiting”

They recognised that I had previously placed an item in their shopping cart. I was literally about to enter my credit card details but after reading the reviews, I decided that particular experience wasn’t ideal. It is very relevant to the last action I look on the website and speaks to me. They could have also used “Your experience is waiting”. They know I was going to buy and want me to come back.

2. Offered discount to incentivise purchase

This was what drew me to the ad. An offer of a $15 discount when I spend over $69. Its also a specific code “CTAB1214”, so they can match this to the completed purchase. Its probably not a unique code for me, but a code for the custom audience group. They probably use separate codes for different audiences. If they have several ads within the same audience group, they will have a different code for each ad. This will let them know which retargeting ad is more effective to that custom audience.

3. Call to action for “Shop Now”. 

Facebook has specific calls to action (CTA’s) available for ads. These range from “enquire now” to “shop now”. These CTA’s can’t be text that you write but are a set from which you can choose from. “Shop now” is the most relevant one for eCommerce websites. We use “enquire now” for the Tapmint website since its a consulting business. No one wants to “shop now” for a $50,000 mobile app. We wish!

4. Facebook graphic with FOMO text

I like the “Don’t miss out” text. I do like FOMO type text (fear of missing out) as it can be quite effective in advertising. I mean they’ve practically used it just not the “fear of” part!

Since you have already left previously and here’s an incentive to purchase, “don’t miss out” probably means “don’t miss out on this experience”. My guess is that its a generic reference to someone purchasing for themselves, not as a gift for someone else. Either way, the text is still pretty good.

If they could recognise my prior click stream was searching for “gifts for her > girlfriend”, and use the phrase “Don’t let your girlfriend miss out” that would be incredibly spooky & even higher converting. You could potentially create a custom audience for those that have visited “girlfriend” page and “cart” page.

5. Facebook graphic with product image from cart abandonment

In the right hand corner, there is a woman getting a massage. Now the purchase I was about to make was a spa and massage experience. I don’t know if they have a specific ad for this product since they have a number of different images and massage might just be a popular one. They could go to that next level of customisation / creepiness if they had just the massage graphic. This is possible as you can create a custom audience based on visiting a category page.

4. Link returns to shopping cart checkout page

After I click on the Facebook ad, it takes me back to the Red Balloon shopping cart, pre-filled for the spa package I had looked at previously. This is why I thought the Facebook retargeting ad is brilliant. What they have probably done is taken me back to https://www.redballoon.com.au/cart. It has recognised that I was there previously and had filled out the shopping cart.

RedBalloon Shopping Cart abandonment page

 

One thing that they could have done was include the discount or the promo code on this shopping cart page. Hence, I could see that the price had been discounted by $15 from $185 to $170. I did some digging around and went through the checkout process. Based on their checkout flow, the ability to enter a coupon appears several steps later in the checkout process.

Conclusion

I was really impressed with how Red Balloon did their retargeting on Facebook for shopping cart abandonment. Hence I wanted to do some more investigation to see how it was done. So I went through it step by step so you could implement it.

You could also go to that next level by creating custom audiences for each stage in your website conversion funnel.

I hope you like it and if you want to hear more, sign up to my email list to hear more updates. I’ve also written a Part 2 – How Red Balloon builds credibility and trust on the website to convince customers to buy. I’ll post it up tomorrow 🙂

I’m out like 2014,

Matthew Ho

Do you have the hunger?

Yo I’m making short term goals when the weather folds
Just put away the leathers and
 put ice on the gold

Chilly with enough bail money to free a big willie
High stakes, I got more at stake than Philly

– Jay Z on “Can’t knock the hustle”

Firstly, thanks to ShoeString Startups for naming this blog as one of the “10 best Australian startup blogs you should be reading“. I’m dedicating this blog post to them. I’m a frequent reader of their blog and fan of Matt & Tas’s work. You should read their stuff too 🙂

Intro me

Many people, particularly entrepreneurs will ask me for an intro to a person or company. The thinking behind it is that a warm intro will be much more successful than a cold email or call. They’ve checked on LinkedIn and see that I’m a first or second degree connection with that person. They know that I’m a friend of that person or somehow connected to a specific company.

intro

You want one of these don’t you?

Gotta knock on the door

One of my clients has a mobile app startup. I was hired to do some online marketing consulting for them.

My client’s second language is English. He’s not that confident in his English even though I believe its good. He hired me for a second task to help him pitch the product to a large company, a household name. He asked me to go with him to the meeting to present on his behalf because I have good English speaking skills.

I asked him how he got this meeting with this large company and his response surprised me. He responded by saying that he simply filled out the “contact us” form with an enquiry and a few brief lines with a sales pitch. It was then routed to the head of marketing and secured a meeting with them.

This process was repeated with other companies by contacting directly via the website or their Facebook page. He even showed me the responses from these companies as proof.

Contact us

It amazed me that he was able to do this yet it was so simple. He had the hunger and the initiative. He had the hustle. I believe he wasn’t aware of another method to get in front of them and this method made sense to him.

When I told other entrepreneurs that I met this company, they immediately wanted me to intro them. I responded by telling them my client did it and English was his second language. He had HIRED me to pitch for him in English. All of these entrepreneurs could speak perfect English and were much more experienced in marketing/sales than him.

Reluctance = not hungry enough

I had the same problem when I was working on Native Tongue. I emailed a lot of potential school customers but I wanted to do it in an automated, low touch fashion from a distance. I was reluctant to go out there and sell. What I should have done is called them up. If they didn’t answer, I should have went to them and knocked on the door and asked for the person to speak to. I should have done whatever it takes to get in front of them.

When we got to a point when we were desperate, I decided to give a call to my old university. I called and left voice messages. I emailed them several times. I later pitched at a tech event and they saw me. I kept persisting to get a meeting. Eventually I got in front of the head of the language department and pitched them.

Too comfortable

This may shock a few people but many founders are too comfortable in their startups. They will not go out and sell, pick up the phone, email a company, or knock on doors.

feed-me-peasants

They don’t have the hustle because their backs aren’t up against the wall. They think like a big business and want an intro to the right person in an organisation when they have the perfect product to give the perfect pitch.

What’s stopping you?

Do you have the hunger?

I’m out like the cold call,

Matt Ho

How to get PR for mobile apps

Building an app is half the battle. The other missing piece of the puzzle is distribution and marketing.

So we decided to organise a mobile marketing meetup with some startups in this space to discuss these issues. It was inspired by this discussion on From Little Things. We decided the first meetup would cover the topic of “How to get PR for mobile apps”. You can check out our event here on eventbrite.

For our first meetup, we had a pretty good turnout with 15 people. The crowd was mainly comprised of app developers, product managers for apps, app marketers, and people with web apps looking to go mobile. It was scheduled to go for 1 hour, but it ended up being 2.5 hours. People just wanted to talk about mobile!

There was actually a lot of self-taught marketing experience in the room – people with some of the top apps in the Australian charts. So I’ve written a summary of some of the key learnings from the meetup. Its mostly about PR, and then we started covering other topics organically.

1. A targeted approach to each journalist

How you approach a journalist is important. Alison from ChillWithMe said that sending targeted emails with specific information for each journalist was critical. Networking with people at the SXSW conference before they launched and letting them be the first to know about it. That’s how they were able to get into PandoDaily.

2. Develop a knowledge base of relevant industry articles

Daniel from Parking Made Easy kept a spreadsheet of articles about his industry with notes on each article. He did this prior to launching his website. When he was ready to launch, he then personalised the email using the notes about the articles.

Media Scrum

When everyone wants to talk to you

3. Contact regional media

Chris from Buuna shared that contacting smaller regional papers was a great way to get writeups. They have more time available and may be easier to get in touch with them. Dain Hedgepeth also mentioned that local newspapers are interested in the “local boy done proud” angle as well.

4. A journalist will write about a group of apps 

It is unlikely that a journalist in a major publication will write an article that will only cover your app. I have previously spoken to Will Glasgow from BRW who suggested that journalists prefer to group similar types of apps together and write about segments. So its critical to understand what industry that reporter covers and if they have reviewed similar apps in the past. You can also reach out to them and introduce yourself if you have a similar app.

This recent article about taxi industry is an example – its about the industry and not one particular app. Personally, I have found positive responses from journalists if they write about our industry (language learning) and I’ll introduce our app to them as a follow on to that article and suggest that I can provide an industry point of view or about mobile apps.

5. Have a press kit available

This was something that I shared. We’ve had over 50 articles written about Native Tongue, and we make it easy for the journalists to find all the assets that they need from our press kit. Michael Fox from 22Michaels blogged that they missed a PR opportunity with MX when they didn’t have images of their products available. Check out the press kit for Shoes Of Prey – I used this for inspiration.

Ben Hamey of Bonobo Labs previously suggested you should have the following available in your media pack: app screenshots, app icon, pictures of people using the app in an everyday setting, FAQ, and press release. You also don’t have to panic to get these assets to them in time and miss potential opportunities. The media kit for Zilla App by Bonobo Labs is pretty impressive.

6. PR for your target audience

I’ve started becoming a big believer of “blog to your audience”, a concept I picked up from Mark Suster. I think the same applies for “getting PR to your audience”. Many people in the room agreed that most PR had a limited effect on downloads. There might be a spike but it wasn’t sustaining and started to taper off as the article became less recent. Sometimes that much hyped spike never came. In the group’s experience, those users that signed up from major news articles also weren’t as sticky (i.e. they didn’t keep coming back). I believe its because they weren’t the target audience for the product.

One of the biggest download days for our app Mandarin Madness came from an education article written in the South China Morning Post, Hong Kong’s largest English print newspaper. It appeared in the education section and was written by an author that covers education and technology. This result made sense given that parents living in Hong Kong would read it, download it and love our app. It was our target audience.

7. Virality

Yose from Jormy Games had a simple, yet fun iphone app which involves replicating the reaction of shaking a softdrink bottle and having it fizz up and burst. It was one of the early apps on iPhone and topped the charts. At its peak, it was doing 70,000 free downloads a day. He believes it went viral when kids started uploading videos onto Youtube of them shaking their iphones and playing the app.

8. Partnerships

ScribblePics has a white label app to turn your photos into postcards. They  were able to get partnerships with QANTAS, Jetstar, Perisher, and Contiki Tours. How did they do it? Well Peter Bradd simply got on the phone and called them up. A direct sales approach worked. A few people in the room also had examples of how partnerships benefited them to get more distribution.

There are only some of the tips and experiences that were shared. If you want to know more, you’ll just have to come to the next meetup!

Its on Monday, 3 December, 2012 and the main topic is “mobile advertising”. RSVP here.

I’m out like kids shaking Coke bottles,

Matt Ho.

Always be pitching

Per my last post on pitching, an entrepreneur needs to have a mentality of “always be pitching, always be raising, always be closing“. You never know when opportunity might strike and how long the process takes.

Yesterday, I attended the Sydstart conference which featured a lot of really good talks and pitches. I was fortunate enough to have our video featured as one of the pitch videos that would be shown inbetween other live pitches. I saw it more as an marketing/advertising opportunity so that the wider startup community could hear about Native Tongue.

My original intention was to shoot it myself using a home video camera. I then later tried to create a video using my iPhone camera and used iMovie to edit it. I’ve produced several Youtube videos this way for personal projects. You may recall my previous works such as my basketball diaries, UFC weigh-in days or my award winning web series Web 2.Ho.

However, I couldn’t get a high quality enough video that could be shown on a large projector screen and there was too much background noise from filming it outside. Having my dad hold the camera didn’t quite cut it either. Startups gotta save money right?

Desperately, at the last minute and on the weekend before it was due, I called in a favour from my good friend Jamie Andrei, a video production guru. He generously offered his time and worked tirelessly on the nights before to get it to me. You can check out his website and portfolio at
www.jamieandrei.com.au (no relation to Peter Andrei in case you are wondering).

His prior work includes video streaming the Amazon Web Conference with Eric Ries held in Sydney last year and running the CEBIT conference video team. He’s also done some fantastic video work with Rabobank, Katies, Sydney Homeless Connect, and Kellogs Iron Man Challenge. If you need some freelance video work done, contact my man Jamie Andrei and say Matt sent you.

I was very pleased with the quality of the video which we shot over a few takes. There was a lot of adjusting of the light angles, ensuring there were no shadows, and he briefly worked with me on my voice pitch and presentation style for the video.

However, we didn’t get a chance to show the video at the conference as the internet decided to go kaput. So here it is below:

As the video wasn’t working, I decided to go on the stage and do an impromptu pitch live in front of 1,000 people. I really wanted to do it. You don’t get an opportunity to do this all the time. I actually told Leslie from GetViable, who was sitting next to me, and had the video before my slot: “if you get the chance, you should go on stage”. Its far more engaging watching someone live and the crowd responds better than a video.

I had an idea what I was going to say as I’ve practiced my pitch many times for the video and also I’ve pitched before. I’ve always told myself, at the end of the day you are just telling your story and you know it better than anyone else. I started with the pain of learning a second language, and I knew a lot of the audience could relate to it. I’m sure I stumbled a few times, but the advantage I had was that I didn’t have time for nerves. I didn’t have words to forget. I just went out and did it. That’s the mentality you need to have.

I ended up being awarded 5th place out of 25 pitches (15 live pitches and 10 video pitches). I was pleasantly surprised given that I did mine impromptu. The number of people that came up to me afterwards saying they liked what we were doing and would download our app was well worth it. It was a nice reversal of fortune given that the video couldn’t play.

I wanted to leave you with some telling words from rapper Eminem:

Look, if you had one shot, one opportunity
To seize everything you ever wanted in one moment
Would you capture it or just let it slip?

I’m out like that one moment,

Matt
@inspiredworlds

A crash course in marketing

I saw this on my Linkedin network and it was too good not to share. Its not the best grammar but I found it to be a rather amusing explanation of marketing.

“1). You see gorgeous girl in party, you go to her & say I am rich, marry me. – that’s Direct Marketing. 2). You attend party & your friend goes to a girl , pointing at you tells her, he is very rich, marry him. – that’s Advertising 3). Girl walks to you & says u are rich, can u marry me? – that’s Brand Recognition. 4). You say I’m very rich marry me & she slaps u. – that’s Customer Feedback. 5). You say I’m very rich marry me & she introduces you to her husband. – That’s Demand & Supply Gap. 6). Before you say I’m rich, marry me, your wife arrives. – that’s Restriction from Entering New Markets.”

I’m out like supply & demand.

Matt Ho

Launch to the world with Launchrock

I noticed that a few of the startups I’ve been talking to at SXSW and in Silicon Valley were using signup pages powered by LaunchRock.

I was sharing a co-working space with Josh, the co founder of FlyByMiles. He was a finalist in the StartupBus challenge on the Silicon Valley Bus, and was working on his new website. He had a Launchrock page.

The day before, I met Zombies In Real Life, a Sydney based startup that won the Startmate Challenge. They also had a Launchrock page for beta invites.

If you have a business idea, usually the first thing that most people will do is buy the URL. Well, the next thing you need to do is sign up to a LaunchRock page! So rather than have a domain registrar holding page like a boring godaddy page with affiliate links, or a holding page with “come back here later”, you should create a launchrock page and start signing people up for beta invites. It only take a couple of minutes to create a page and it appears that you can customise it as well.

Its a very simple idea but killer. So many new websites need it. I’ve noticed that you don’t need to have a very complex idea to be successful. Create something simple and intuitive to use – look at Dropbox. The technology stack might be complex in the backend, but for the user its so convenient to use. The LaunchRock or Dropbox idea is not new, its been around for a while. But they seem to make the experience easy to use and possibly do it better than anyone else. More on this later.

As more startups launch using LaunchRock, they’ll probably have the inside running on new companies and goss on what’s new! For now, check out the Discover LaunchRock page for what was hot at SXSW 2011. I’m sure they’ll soon have their own discovery page made up of new startups on LaunchRock.

For more on LaunchRock, check out their blog on how it works.

I’m out like GoDaddy pages,

Matt Ho.
@inspiredworlds

Interview with Dave Cunningham, OurExplorer

I met Dave Cunningham from OurExplorer.com about 1.5 years ago at a Young Professionals event run by one of my friends, Jeffrey Wang. Dave was the guest speaker and spoke about sales & marketing. He had successfully sold a startup business a few years ago called “Shanghai Vision” which was a real estate business, selling property in Shanghai to westerners. It was definitely one of the best sales & marketing seminars I’d been to because it came from someone with experience, with genuine passion and great takeaways and implementation points.

I caught with him after the event and we spoke about his new business, which was OurExplorer.com. It was an eCommerce website for booking private tour guides. When I met him, he didn’t have many tour guide listings on the website, the product wasn’t quite there yet, and the website seemed clunky.

However, he had the experience and credibility after an earlier successful exit. Now was he in an entirely new industry but he had a vision of what he wanted OurExplorer to be. He didn’t have a lot experience with internet marketing. Despite this, he was clearly eager to learn. Dave picked my brain about SEO, paid search, asked for general feedback for his website and came along to a Next Digital / Google Breakfast that I helped organise and actively participated in the Q&A session.

Fast forward 1.5 years later, and Dave has built up a successful business and made his second exit. The website is now a quality product with more reviews from customers and more quality tour guides.

His story is definitely inspirational. From the interview above, I can tell that he probably knows a lot more about internet marketing than I do now!

This interview comes from the iPitch website. It is broken up into 4 parts and is worth watching. I’ve provided the 1st part only.

For me, the key takeaways from the interview were:

  • learn the 80% you need to know, and the missing 20% you can go to a vendor/provider for
  • focus on a quality niche product, it allows you to build a competitive advantage
  • a problem or complaint represents an opportunity. Be curious and ask why?
  • PR (Public Relations) is an incredible effective sales and marketing tool: having news articles written about you, doing radio interviews, etc…
  • The majority of online marketing material is free online. It will help you learn that 80% you need to know
  • If you don’t know the answer to a question, don’t lie to the customer. Just say you dont know and will get back to them.

From his LinkedIn Profile, he’s now looking for a new opportunity to get involved with.