4 Flashcards
Wat is traction
Quantitative evidence of customer demand
Using influencers or putting things on instagram isn’t evidence
What is the chasm theory
Diffusion of innovation:
Innovators
Early adopters
CHASM:
A lot of innovations stop because you need to get to the bigger part of the population is a lot harder
Wat is the double chasm
There is another chasm before the you are able to sell anything
When you have a great innovation the innovators and early adopters like you and are curious but no one buys anything
What is the difference between marketing and sales
Marketing is focused on the customers and market segments
Sales is focused at one specific targeted customer
Hoe krijg je traction via marketing (3 dimensies)
Wat kan je gebruiken voor tratcion
Content marketing: you need something that interests people
Social media
Public relations
Wat zijn de goal om via content marketing traction te creeren en wanneer moet je het gebruien
Create awareness around the problem
Connect
Build trust
Create awareness around the solution
Use SEO when you have content that interests people
Public relations
Inform people
Educate people
Image building
Use when planning something new
Social media
Create engagement with your brand
Get responses
Get connections
Create loyalty
Create a community
Use when your potential customers hang out on social media
Thought leadership
Between public relations and content marketing
Create a well respected market position through content and PR
Use when you have special cutting edge knowledge or content and want to increase brand or product awareness
Message amplification
Between content marketing and social media
Amplify content through social media (get a better reach) for example by putting a lot of messages on social media
Use when you have strong content and your users are on social media
Social relations
Between social media and public relations
Amplify PR through social media
Use when you want to increase your brand or product awareness and your users are on social media
Create a community of people who are interested in your company
When do you start with getting traction
As early as possible before value proposition or before the product is fully designed
Wat is de psychology of buyers en selling process
dkhhdd
Wat is de purpose van het selling proces
Help a potential customer through the buying process
Waaruit bestaat het selling process
1: Create demand: get customers from the no need into the need stage
2: Investigate
3: Position: Align your product or service as the ideal solution to the customer’s needs and position your offerings to the competition
4: Propose: Present a clear, tailored solution that meets the customer’s expectations
5: Secure: inquire whther their are any concern about your proposal
6: Close
Can take half an hour but also a year depending on the impact
Wat zijn twee belangrijke factoren over het buying en selling process
They need to be fully aligned
Buyer’s activities determine the stage so if they are looking for alternatives they are in the vision stage the seller needs to be in the position stage
Waaruit bestaat het buying process
1: No need
2: Need
3: Vision: vision of what the ideal solution looks like
4: Alternatives
5: Decision making
6: Deal
When to develop leads and opportunities in the buying and selling process
The moment to influence customers is at the beginning (first 3 stages) because customers have not made up their minds up there
All time in the first three stages return in the later three stages because you position will be much better than competitors
Welke verschillende soorten digital coverage zijn er
Very high: marketing sales and delivery channels are all digital: Spotify
High : Marketing and sales channels are digital: Coolblue
Average: Marketing and parts of sales channels are digital: Volvo or Funda
Low: Some digital parts but most in person: lawyer
How does the commitment change between online and face to face
Commitments face to face are more personal and put more effort in to the customers and online you need to have everything on your website
Wat is hacking, validation hack en growth hack
Hacking: getting something done in one step
Validation hack: Get customers opinions in one step
Growth hack: Get deals/customers in one big step
Hoe werkt growth hacking
1: Rapid fire experimentation (produce a lot of experiments a day)
Tweak channels and marketing mesasges
Get data
Tweak product and service features
Find out what resonates with potential customers
What is de growth hacking cycle
1: Analyse: analyse data to get customers insights and fins issues
2: Ideate experiments
3: Prioritize experiments
4: Test and measure results
Wat is AAARRR en hoe verschilt growth hackers hierin met marketers
Awareness
Acquisition: bring users to your platform
Activation: ensure users make the wanted key action
Retention
Revenue
Referral
Marketer uses awareness and acquisition
Growth hacker uses all
Wat is een voorbeeld van een growth hack en validation hack
Using referrals: rewarding people for bringing new customers
Validation hack: Put something on kickstart to find out validation quick
What is scarcity
Saying something is out of order to push you to make a quick buy
What is A/B testing
Create 2 versions of for example a page and make small differences and show 50% to one group and 50% to a different group to see what works better
You must have a lot of customers
