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The Role of the Full Stack Marketer
Why a Full Stack Marketer is Necessary Peter Theil, Reid Hoffman, and  other successful entrepreneurs have noted, great distribution is key to a company’s success. 75% of startups fail  because they never find product/market fit. You need to make sure you find and engage you core audience and that takes marketing.  Do you want to increase the traffic to your website or downloads of your app? Do you need help creating a community of engaged fans on social media? Just as a full stack developer is needed to understand the technology stack from end-to-end, a marketer with a full stack of digital skills is required to meet today's marketing challenges. When Do You Need a Full Stack Marketer? Full stack marketers are great first marketing hires. In a large organization you usually have many experts in different channels and managers who have a skills in management and strategy. Full stack marketers know all digital marketing deeply, creating a great value. What a Full Stack Marketer Needs to Know:Marketing & Sales * SEO - How to acquire visitors via organic search by targeting the right keywords, building links, and optimizing your site * PPC - How to write, price, and choose keywords to drive targeted traffic at the right acquisition cost * Social Media - How to identify, build, and engage an audience on social platforms * Email marketing - How to segment and engage your audience while navigating changing email rules * App Store Marketing - How to optimize your app store listing to acquire users via app store search * PR - How to make a splash with a new announcement, either through with a traditional press release or in coordination with media outlets * Business Development - How to create and maintain partnerships to strategically grow your business Creative * Copywriting - How to write a compelling story that draws in your audience, whether in a blog post or a 140 character tweet * Content Marketing - How to create compelling and sharable media Technical Skills * Analytics - How to measure and assess changes to performance against a baseline metric * A/B Testing - How to locally optimize your site by making small tests * Landing Page Optimization - How to serve a page for a specific audience and use it to convert them to your goals * Basic HTML/CSS/Javascript - How to make changes to your product to enable your marketing goals by yourself Where Can You Find Full Stack Marketers? Most self identify themselves. I made a twitter list of full stack marketers I know. Also look at who the first marketing hire was at tech companies and startups. How Can You Learn to Be A Full Stack Marketer? My blog is dedicated to this topic. From basics to advanced tactics and process, I'm committed to helping you learn digital marketing. To stay up to date, subscribe for the email newsletter
Social Media Resolutions for 2014
Here are some ways I hope to improve my social media habits in 2014. I hope it gives you some ideas about how you should be using social media in 2014 as well. 1. Don't be lazy - Post natively for each platform A lot of tools for social media (including Hootsuite, Buffer, and Sprout Social) let you queue or schedule posts, which can be incredibly useful. Most of those services also let you write one post and share it to multiple social networks. Increasingly, I find this does not work because it's lazy. It's so easy to just post once. But the result is not optimized for each platform. It ignores the platform's context even if it's good content. This year I resolve that when I want to share on multiple networks, I'll do so in a native format for each. 2. More pictures Twitter really put a big emphasis at the end of 2013 on pictures, with pictures included in the stream of the mobile app and also in direct messages. Pictures already engaged better on Facebook. And of course Instagram and Pinterest are built on pictures. I plan on including a picture with every post, if at all possible. Even a picture of text can be interesting and informative. I wrote this blog post with Draft 3. Engage influencers through lists Torrey Dye wrote one of my favorite social media posts of the year on how to engage with influencers. It requires some setup by creating a twitter list, but it works. I intend to follow it this year. 4. Test and embrace emerging platforms Vine, Snapchat, and Instagram Video all took off in 2013. I can't predict what product will break out in 2014, but whatever it may be, I plan to embrace it. Get on early, experiment with the format, and find out what works. Getting in early is an easy way to gain a competitive advantage. 5. Use one platform to drive data to another My favorite and most used social network is twitter. It's also not surprisingly where I have the largest following. I of course have a presence on most other social networks, plus slideshare and my email newsletter which I want to grow. I plan to use twitter to build awareness of my other presences. Especially my email newsletter - with twitter lead gen cards - which you should sign up for here.
Buy a Ticket for Product Hunt Chicago
Product Hunt is becoming a phenomenon in the tech world and the best destination for product discovery. We decided to get an all-star panel of makers in the city together to talk about the challenges of shipping a product and just have fun geeking out about  products we find interesting. We'll have food and craft beer, networking, and interviews with the makers behind the top Hunts from Chicago. RSVP now for only $8*. *We’re only charging to cover food and drinks and are actively looking for a sponsors.
Measuring to Get More Users
Do you think your good intuition and maybe some user testing is all you’ll need to grow your product online? Or do you believe you know how to convert users given some of the strong progress you’ve already made? Not so fast, you’re probably missing out on really understanding what’s driving use of your product or app. And then, your chances of scaling online? Very low. The great thing about the web, is it’s fairly simple to get valuable insight and measure every step to acquire a new user. Let’s go through some basics with how to set up your funnel. To start, check out the free option of Google Analytics. Paid options such as KISSmetrics and MixPanel (funnel image below) can be easier to set up, and allow you to track events not just page views.   Choose your Metrics No matter what type of product you’re selling, there are two parts of the funnel that will always need to measure: (1) acquisition which is the broadest measure at the top of your funnel and (2) an end goal. One useful measurement of customer acquisition to begin with is daily unique visits (UVs). It’s analogous to the number of people who visit a brick-and-mortar store. This broader measure is the number of people you’re going to have a chance to sell to each day. The next step would be establishing a goal. This could be sales if you’re distributing a product. With an online sale, you can track how many people hit the completed order confirmation page. Starting from visits, you now know the percentage of users that view your site to purchase. For engagement focused websites, your goal will likely vary but revolve around a core use of your product. Along these lines, Fred Wilson talks about the atomic unit of unit of a product. For example, on Twitter the atomic unit would be a Tweet, and something to measure could be Tweets sent per day, or number of users followed. For your product, think about what your goal is and then determine a metric to optimize for. Implementing Tracking At this point, we now we know how many people convert to a transaction from visiting your site, but not where those who don’t make it drop off. Knowing where potential users are leaking out of your funnel is critical in understanding where you need to focus to increase conversion rates to your end goal. On an eCommerce website, a critical part of the funnel is tracking when a customer adds an item to their cart. Here, the funnel should track how many people convert from the cart page, to billing page, to payment page, to the review order page, to the confirmation page. Using Google Analytics page (as shown above) each step should be built with a unique URL. Once implemented, you’ll now be able to see where any significant drop offs occur from the cart page to the billing page, and you’ll know where to focus your resources on improving conversions. The process is similar when focused on a non-revenue metric. Returning to our Twitter example, acquisition tracking happens first upon a unique visit on the Twitter homepage. If the core activity and goal initially is daily use, one metric to first track and optimize for could be “number of follows.” After all, users are more likely to use the product once they understand how the product works which comes through following other relevant users. In the sign up process, after seeing the homepage, a new user is directed to a one-page signup with preselected options such as staying signed in and tailoring Twitter based on recent website visits. Allowing Twitter to use website history from the browser helps the app tailor its recommendation of Twitter users to follow. After first landing on a “welcome/intro” page, the below onboarding process begins with providing suggestions for users to follow. Using Conrad Wadowski from GrowHack’s web history, Loius CK, Keven Hart, and Wall Street Journal start this process off, and help train the new potential user to follow others. After following a few users, a new user is then directed to find other users given a from a few popular categories. Once you track this onboarding process for the new user, you can begin to see where they fall out, and optimize for conversions. When you’re satisfied with the results, you can shift efforts towards other metrics which help define an active user, such as times logged in, or number of Tweets. You can then experiment with adding other steps into this initial onboarding process (and measuring along the way!) to better ensure a user is primed to be active in the long term, while keeping an eye out to make sure your onboarding is still working. Some additions in Twitter’s case for example could include adding a step to import contacts and create a new user profile. This should be a start to get you thinking about converting customers in your own funnel. No matter what your goal is, it’s important to make sure each of these steps are defined and measured. This will allow you to best understand where the bottlenecks are, and begin hacking growth. Want more news, lessons, and tools to help you with your digital marketing? Sign up for the Full Stack Marketing newsletter.
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