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Saturday, July 9, 2016

How to Leverage Your Largest Untapped Inbound Channel (that very few companies are even doing)

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How to Leverage Your Largest Untapped Inbound Channel (that very few companies are even doing)

 in FUTURE OF MARKETING STARTUP MARKETING CUSTOMER SUCCESS  5111 views  Flag
I've been a marketer for as long as I can remember. One that's always looked for an edge or an untapped unique angle. Someone that looks right, when everyone else is looking left. If you're reading this, you're likely one as well and can relate.
As marketers, finding untapped channels is our drug ... and it's amazing.
We get a high from getting results from the road less traveled. Once we find one, we squeeze it for everything it has, and then, only after we've gotten every last drop, we share it with others for a second rush of endorphins.
The cliched term for us is growth hackers, but I like to call us growth junkies.
Well, listen closely junkies, I'm about to share a secret weapon (before it’s been squeezed) that hasn't even scratched the surface of its potential and only a handful of marketers are even aware of.
Before I tell you the approach, let me first give you a scenario:
Let's say you're a company that brings in $1 million in revenue per year. According to a study, up to half of your customers are driven by word of mouth (WOM) recommendations or referrals (and if you're a SaaS company, it's even more according to Jason Lemkin). That means that the other half is brought in by SEO, direct sales, paid acquisition, etc.
Insanely, those that are driving up to half of your new customers to you, only represent roughly 20% of those that are willing.
Let me restate that: 80% of your loyal customers (your brand “advocates”), the ones that are willing to recruit new customers on your behalf, are sitting on the sidelines.
From a financial standpoint, if you're doing $500k per year in WOM revenue, potentially up to $2.5 million in untapped WOM revenue is at your fingertips.
Here's the secret to accessing it: Find your biggest promoters and tell them what to do.
It's as simple as that.
That's the only thing standing between you and the 80% of your customers that are willing to refer you to others.
You don't need to spend countless hours developing custom landing pages, and you don't need to spend thousands on CPA's (cost per acquisition).
All you need to do is adopt NPS (the Net Promoter System®) into your routine.
As Noah Kagan, Founder of SumoMe shared recently, NPS measurement and engagement is one of the few online services that he uses. Here's what he had to say about it: "NPS helps us take a proactive approach to making customers happy and gives us the opportunity to address issues from customers who don’t love us … yet."
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What is NPS

If you're not familiar with Net Promoter Score (NPS), here's an extremely brief primer: It's a methodology that was developed roughly 13 years ago by a gentleman named, Fred Reichheld.
In 2003, Reichheld published a study he had done on the measurement of customer loyalty in the Harvard Business Review, which was titled, The One Number You Need to Grow.
In the article, he revealed that you could effectively measure a customer's loyalty with just two simple questions:
  1. How likely are you to recommend "my company" to a friend or colleague?
  2. What is the most important reason for your score?
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These two simple questions went on to become not only the leading indicator of customer behavior, but also the standard for predicting a company's future success. It will help you identify your detractors (0-6), passives (7-8) and your promoters (9-10).
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From a marketer's standpoint, it's been the only tool that's proven itself to attack growth from both sides (reducing churn and increasing growth).
If you're like me, you're likely already tracking historical customer behavior with things like, Inspectlet, heat maps and the many other tools.
But what about tracking customer intent and brand sentiment?

That's where NPS comes in.

Up until recently, NPS was primarily used by the biggest corporations on the planet (Apple, Southwest Airlines, Nordstrom, USAA, etc). That's no longer the case. SaaS platforms have made it accessible for any company, of any size, to not only measure NPS, but use it to grow their business.
But, here's a little secret: the score is meaningless (by itself). It's a vanity metric, something that's used by VC's to evaluate investments, or CEO's to quickly measure customer sentiment.
If you really want to see the real growth potential behind NPS, you should follow these guidelines:

Manage the Process Efficiently

Don't send all of your NPS surveys out at once. This is a bad idea on two fronts:
  1. Because of the simplicity behind NPS surveys, they tend to have a high response rate. If you have a decent size customer base, you'll likely get inundated with feedback that will be difficult to manage in a timely fashion. This results in a ton of missed opportunities to nip churn, drive growth or even just taking the time to learn from a customer with a meaningful conversation (and build future loyalty and engagement at the same time).
  2. NPS is best measured over time. The reason being that, no matter your business, customer sentiment changes rapidly, so you don’t want to be in the dark for any extended period of time. Most companies send NPS surveys on a quarterly basis, which means that if you send them all at once, you’ll have a three month period without feedback. That’s enough time for a customer to move from a passive to detractor to churned without any level of interaction.
Instead, either use a drip method (daily surveys) when sending to list of customers manually or integrate your NPS tool of choice with your CRM, Segment, support system, billing system, ecommerce app, etc. For example, if you're using Salesforce, set a trigger to send a survey X days after your customer has made their purchase or completed on-boarding.
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Send surveys via email — NEVER In-app

This is important. If you're a web-based product, you'll likely be inclined to send your survey to your customers while they are in your product/app.
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Seems like a reasonable way initially to reach your customers, and you may even get a slightly higher response rate to your first question, but ...
There are several more important things to consider.
  1. You're disrupting their workflow. The one you designed for them. It's annoying and starting things off on the wrong foot.
  2. You're only getting the score, which I mentioned before is meaningless without context. The most important aspect of NPS is the second question. Based on companies we’ve seen come to Promoter.io from in-app solutions, their customers have proven to be more likely to answer the second question when answering via email.
  3. Most importantly, NPS is about understanding the overall sentiment, not just the point in which they saw the survey. In-app surveys are very transactional. You'll often get feedback that is directly related to their immediate experience. Not necessarily a bad thing, but not indicative of their overall brand sentiment which, if you’ve read The Ultimate Question 2.0, you know is the basis for predicting behavior and true loyalty as a customer.
Instead, send your surveys via email. This is their environment. One where they can reflect and give you a complete answer. If you want more reasons why this is important, check out, Why Doing In-App NPS Surveys is a Bad Idea.

Focus on detractors first

In the world of NPS, a detractor is anyone that scores you with a 6 or less. These are customers that are unhappy and most likely to leave you very soon. They are heavily “at-risk”.
In fact, based on what we’ve seen over 1000’s of campaigns, 40 - 50% of your detractors are going to leave you (churn) in the next 90 days (or less), so time is of the essence.
Read every one of the comments and respond accordingly. If you want to prevent churn, your detractors are telling you exactly what you need to do. Just listen and take action.
Surprisingly, some of your strongest future advocates are detractors today. They desperately want your solution/product to work for them, but it simply doesn't for one reason or another today.
Note: passives are not completely content customers either. Up to 30% of these customers will leave within 180 days, so focus on them next. Passive “satisfaction” is not a good thing.

Give specific instructions to your promoters

As I mentioned previously, only about 20% of your promoters are actively referring or recommending your brand today. These are your most ambitious of customers. The ones that have decided on their own how to best endorse you.
That may seem haphazard at times, but you can control it.
The real key here is to not only provide direction to your active promoters, but to also identify and activate the additional 80%.
The beauty of NPS as a marketer is that everyone that's willing to drive revenue for you is raising their hand. You just need to figure out how to best leverage them (ideas below … keep reading).
Go into this knowing that no two promoters are created equally. Meaning, don't just ask every promoter to share a link to your latest blog post, you'll be leaving better opportunities on the table.
As marketers, we tend to want to automate and scale our processes. You DON’T want to do this with NPS for several key reasons which you can find in the post, Why Marketing Automation Doesn’t Work for NPS.
And also, one thing to keep in mind is that on average, social recommendations represent less than 10% of the total revenue brought in from referrals. You need to think bigger.
You want to look at each of your promoters individually and strategically. Look at their total reach, their job title, their connections on LinkedIn. You could use insight tools for this (RapportiveCharlieClearbit, etc.), but quite frankly, it's just as easy to do it on your own.

Don't just think about sales either. Promoters can be leveraged in a ton of different ways to grow your business. Here are two examples:

Finding your next rockstar employee - By just simply looking at who your customer is connected to on LinkedIn (or AngelList), you can leverage your promoters for recruitment. There is no better way to secure new talent then from one of your happiest customers telling their friend they need go and work for you.
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Securing your next investor - Investors care about NPS. They feel it's one of the strongest indicators of future growth — and they're correct.
A couple of weeks ago, I was researching one of our promoters and saw they had received investment from one of our target VC's. I quickly sent him the following email:
Hey John,
Hope all is well with you and the boys.
Have a intro favor to ask: Would you be willing to introduce us to your person at XYZ Capital? Maybe along with a note about how much you like us :)?
With their focus on SaaS and the fact that they don't have any NPS investments, we are such a perfect fit. Additionally, in terms of their portfolio, we serve you, Gusto and SalesLoft already — all of which are "promoters" by NPS standards.
What do you think?
I had a response within five minutes. Within 30 minutes, we were introduced to the investor and had already heard back. The investor mentioned that if John (not real name) was a promoter of us, we needed to talk. We instantly got a meeting.

But what promoters are best leveraged for is growth.

Again, the important point here is to look at each one individually to properly leverage their willingness to endorse you.
If they have a large and active social following, an endorsement to their network may be the most impactful thing they can offer, but don’t be too quick ask them — wait until the timing is right on your end as well.
A few weeks back, someone on Twitter had posed a question publicly, asking if anyone could share their experience using our product compared to one of our competitors.
Upon seeing this question, I quickly looked through our database of promoters to find a few that most closely matched the company asking. I sent a short email to each of those promoters, linking them to the tweet and asking if they’d be willing to jump in and share their experience.
Everyone willingly participated!
As a result, we were able to start a dialog with what could become a very good client.
With promoters, there are only so many times that you can go to the well before it dries up. Had we previously asked those same customers to promote us socially, they may have been less likely to help when we truly needed it.
Beyond social endorsement, there are a variety of other options to consider when leveraging promoters for growth. If you’re curious what they are, we recently wrote a post, 6 Ways to Leverage Promoters That You Might Not Be Doing Yet, that will get you set on the right path.

Getting Started: Where to begin

There are ton of additional ways to leverage both your promoters and your detractors, but the first thing you need to do is identify them and start engaging. This is what it all comes down to.
While NPS has been around for over a decade, it's just now starting to get serious attention from marketers and small to medium sized businesses. It really doesn't matter how few or how many customers you have, NPS is relevant at any stage. In fact, Techstars just recently instituted NPS across all of their programs so their early-stage companies could leverage the insights while they're building out their products.
To help guide you further, there are a handful of companies that have written about their experiences firsthand, and what it has done for them. Such as how Groove increased their Net Promoter Score by 45%, or howBaremetrics increased their customer loyalty by 125% in 6 hours. We've even shared our own story on how NPS helped us increase our MRR by 32%.
Bottom line is, by far the biggest growth opportunity you have is within your current customers. It's time you leverage it.
Bio: Dana Severson is the Head of Marketing at Promoter.io and co-founder of Startups Anonymous. Former founder & CEO of Chasm.io/Wahooly and AngelPad Alum. In addition, Dana is a weekly columnist for Inc.com.

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Berapa sih nilai dari blog gue DALAM DOLLAR  ? http://richardnata.blogspot.com/2015/04/berapa-sih-nilai-dari-blog-gue-dalam.html


Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id
Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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