Side Project Marketing Checklist 中文版

本文是《The Side Project Marketing Checklist》的译文初稿,仅作为个人学习记录所用,文章所有权归原作者所有

另外需要注意的是,对于国内的用户,文中的方法不一定奏效或者适合,比如你的用户都是国内的,但你跑到 Facebook、Twitter 这些不存在的社交渠道去宣传显然是不行的,再比如,国内的用户都没有使用邮件的习惯,但是咱们有公众号啊,但我相信各位读者都能够都懂得变通

Pre-Launch

预启动

Market Research

市场调查

If we knew what were doing it wouldn’t be called research. – Albert Einstein

如果我们已经知道自己正在做什么,那么我们就不会将其成为调查。- Albert Einstein

Competitive Landscape

竞争形势

  • [ ] Make a list of competitors (see this list of tools to research competitors).
  • [ ] 列一个竞争对手清单(可到这里看看用于研究竞争对手的工具)
    Competitor data to collect
    需要收集的竞争对手数据
  • [ ] Link to their website.
  • [ ] 指向他们网站的链接
  • [ ] “One-liners” and taglines competitors use.
  • [ ] 竞争对手所使用的宣传语和口号
  • [ ] Pricing and business model.
  • [ ] 价格和商业模型
  • [ ] Blog/RSS link.
  • [ ] 博客/RSS 链接
  • [ ] Social media links.
  • [ ] 社交媒体链接
  • [ ] Key employees on social media.
  • [ ] 在社交媒体上活跃的核心员工
  • [ ] Subscribe to RSS feeds of your competitors’ blogs.
  • [ ] 通过 RSS 订阅你的竞争对手的博客
  • [ ] Follow your competitors and their key employees on social media.
  • [ ] 在社交媒体上关注你的竞争对手和他们的核心员工
  • [ ] Monitor competitors’ websites for changes.
  • [ ] 时刻关注竞争对手网站的变化
    Site monitoring tools
    网站监控工具
  • [ ] Subscribe to industry newsletters, magazines, trade journals etc.
  • [ ] 订阅行业资讯简报、杂志、期刊等
  • [ ] Use Google Trends to do initial demand and search volume research (check out this article for specific tips).
  • [ ] 使用 Google Trends (译者注:类似于国内的百度指数) 进行需求分析和搜索体量调查(译者注:即调查这个需求的搜索量有多少)

Customer Research

用户调查

  • [ ] Find people in your contact list who might be future customers. Get their feedback on your idea.
  • [ ] 在你的联系人列表当中找到潜在的用户,从他们那里获得的反馈
  • [ ] Attend meetups or conferences for your target market.
  • [ ] 参加和你的目标市场有关的见面会或者会议
  • [ ] Meet another entrepreneur who has a similar or competitive product.
  • [ ] 和其他有类似或者能够形成竞争的产品的创始人见面
  • [ ] Make a list of your competitors’ customers:
  • [ ] 将竞争对手的客户列表做一个清单:
    Finding competitors’ customers
    找到竞争对手的客户
  • [ ] Check their Twitter followers, mentions.
  • [ ] 他们的 Twitter 关注者,以及被提及的人
  • [ ] Look through their Facebook fans.
  • [ ] 他们的 Facebook 粉丝
  • [ ] Find people who follow them on Linkedin.
  • [ ] 在 LinkedIn 上找到关注他们的人
  • [ ] Check their website. Some companies list customer stories on their websites.
  • [ ] 浏览他们的网站,因为有些公司会在他们的官网列出客户的事迹
  • [ ] Reach out to your competitors’ customers, find out what they like/don’t like.
  • [ ] 接触竞争对手的客户,找出他们的喜好(译者注:关于产品的喜好)
  • [ ] Create an “early access” list for potential future customers.
  • [ ] 为潜在的客户创建一个“早期体验” 清单

PR Preparations

公关准备

  • [ ] Create list of tech, startup, and industry blogs.
  • [ ] 列出一份关于科技、创业、所在行业的博客清单
  • [ ] Create list of local small business journals (eg: Crain’s Chicago).
  • [ ] 列出一份本地的小型商业报纸清单
  • [ ] Create list of local bloggers and journalists in your industry.
  • [ ] 列出一份和你所在行业有关的博客主和新闻记者的清单
  • [ ] Create a “Media Kit” page (check out this example).
  • [ ] 创建一个「媒体资料包」页面(译者注:比如你的产品描述,Logo等资料,提供给媒体使用)

Landing Page

落地页

  • [ ] Come up with a name and domain name.
  • [ ] 起一个名字和注册域名
  • [ ] Write a site tagline and elevator pitch.
  • [ ] 想一个网站的口号和「电梯简报」(译者注:电梯简报在这里即指网站的简短介绍)
  • [ ] Create a logo.
  • [ ] 创建一个 Logo
    Logo creation tools
    Logo 制作工具
  • [ ] Set up a landing page (see this list of landing page tools).
  • [ ] 创建一个落地页
  • [ ] Create “About” and “Contact” pages.
  • [ ] 创建一个「关于」和「联系」页面
  • [ ] Create Pricing page (see this list of pricing models):
  • [ ] 创建产品价格页面
    Pricing ideas
    定价策略
  • [ ] Create a free or trial tier for your paid product.
  • [ ] 为销售产品创建一个免费或者试用的版本
  • [ ] Offer a 100% satisfaction/money-back guarantee.
  • [ ] 提供一个 100% 满意/退款的保证
  • [ ] Make product invite-only to start.
  • [ ] 只通过「邀请」作为产品启动的机制
  • [ ] Offer free/discounted access for early adopters/beta testers.
  • [ ] 对于早期用户/测试用户提供免费/折扣优惠措施
  • [ ] Add social media follow links to landing page.
  • [ ] 在落地页放上社交媒体关注链接
  • [ ] Set up analytics to learn about who signs up, bounces, etc.
  • [ ] 分析,研究用户注册、退出等行为
Analytics platforms
分析平台
  • [ ] Set up on-site messaging to capture leads and engage customers as they land on your site (see our list of live customer chat tools)
  • [ ] 设置网站通知(译者注:类似温馨提示),当用户进入网站的时候,能够引导用户

Email Setup

邮件设置

See this list of email marketing tools for services that make managing email easier.

可以访问这个列表查看关于邮件的市场营销工具,这些工具提供的服务能够让邮件管理变得更加简单

  • [ ] Set up email address to send and receive emails.
  • [ ] 分别创建接收邮件和发送邮件的邮箱地址
  • [ ] Set up email list and signup form.
  • [ ] 创建邮件列表和注册表单
  • [ ] Create a standard email template for your brand.
  • [ ] 为你的品牌创建一个标准的邮件模版
  • [ ] Create transactional emails for when users sign up/purchase.
  • [ ] 为用户注册和交易创建用于交易的邮箱

Blog Setup

博客设置

Content Marketing is all the marketing that’s left. – Seth Godin

内容市场营销是所有市场营销中一直被保留的。– Seth Godin

  • [ ] Choose a blogging platform (see this list of blogging platforms for your side project).
  • [ ] 选取一个博客平台(到这个清单查看有哪些博客适合你的Side Project)
  • [ ] Research keywords that you’d like your site/blog to rank for.
  • [ ] 关键词研究,即那些你希望网站获得排名的关键词

    Keyword research tools

    关键词分析工具
  • [ ] Create anchor posts or pages for keywords you’d like to rank for.
  • [ ] 为你所希望获得排名的关键词创建文章或者页面
  • [ ] Have a blog post brainstorming session:
  • [ ] 展开一场关于博客文章的头脑风暴
    Blog post ideas
    博客文章点子
  • Little known features of your product.
  • 提及产品的特点
  • Highlight use cases for your product.
  • 突出产品的使用场景(用例)
  • Highlight customers who are using your product.
  • 突出哪些正在使用该产品的用户
  • Interview industry specialists.
  • 采访行业专家
  • List of popular sites in your industry (be sure to notify them after you publish it!)
  • 列出行业著名的网站(发布之后别忘了通知他们)
  • See these lists of ideas from Buffer and Hubspot.
  • 其他点子可访问 Buffer 和 Hubspot
  • [ ] Add email signup form or link to all blog posts.
  • [ ] 在所有页面增加一个注册表单或者链接
  • [ ] Add social media follow links to all blog posts.
  • [ ] 在所有文章中添加社交媒体的关注链接

Social Media Setup

社交媒体设置

  • [ ] Search for availability of names on social networks using KnowEm.
  • [ ] 搜索在社交媒体上可注册使用的名称
  • [ ] Choose the social media accounts you’ll use:
  • [ ] 选择你所接触到的社交媒体账户
    Social media platforms
    社交媒体平台
    • [ ] Facebook
    • [ ] Twitter
    • [ ] Linkedin
    • [ ] Pinterest
    • [ ] Instagram
    • [ ] Snapchat
    • [ ] YouTube
  • [ ] Standardize profile image, background photo, links and call to action across social channels.
  • [ ] 社交渠道统一标准,包括配图、背景图、链接、行为召唤
  • [ ] Put premium content behind “pay with a tweet”.
  • [ ] 在「分享即可免费使用」后面放置高价值内容

Post-Launch

文章启动

Customer Outreach

客户延伸

You should be talking to a small number of users who are seriously interested in what you’re making, not a broad audience who are on the whole indifferent. – Jessica Livingston, Founding Partner at Y Combinator

你应该和那一小撮对你的所做的事情感兴趣用户沟通,而不是那些对此完全不关心的品牌客户。–Jessica Livingston

  • [ ] Send a coupon code to close friends and family members to let them try your product.
  • [ ] 给亲朋好友发送一个优惠码,让他们试用你的产品
  • [ ] Send early access notification to customers identified in research.
  • [ ] 给调查中获得的用户发出早期版本使用通知
  • [ ] Reach out to your social media followers, ask them to try your product.
  • [ ] 和你的社交媒体关注者进行沟通,说服他们试用你的产品
  • [ ] Cold call ~20 people who might be good customers.
  • [ ] 给至少20位可能的优质客户打电话(译者注:Cold Call,冷电,也叫意外访问,类似于电话销售)
  • [ ] Connect with potential customers on Linkedin, reach out when they accept.
  • [ ] 尝试在LinkedIn连接潜在的客户,当他们接受的时候与他们沟通
  • [ ] Watch a first time user use your product.
  • [ ] 观察用户首次使用你的产品的场景
  • [ ] Survey or poll your users for feedback (see our list of survey tools for lots of great options at any budget).
  • [ ] 让用户做问卷调查或者投票,获得反馈
  • [ ] Collect and display testimonials from happy users.
  • [ ] 从喜出望外的用户里收集并展示他们的褒奖
  • [ ] Run an early-stage cold email campaign.
  • [ ] 发起一个「冷邮件」活动(译者注:Cold Email,和前面的 Cold Call 类似,只不过是通过邮件的方式进行)
    An early-stage cold email campaign
    一场早期「冷邮件」活动
    • [ ] Make a list of 30 prospective early customers’ email addresses (Find email addresses with a tool like Hunter).
    • [ ] 创建一个30个潜在客户的邮件地址清单
    • [ ] Send three cold emails per day for ten days. Experiment with messaging, take note of what works.
    • [ ] 持续10天每天发送三封「冷邮件」,研究这些发出去的信息,并对那些有效的信息记录笔记
    • [ ] Send three follow up emails per day for ten days. Experiment with messaging, take note of what works.
    • [ ] 连续十天每天发送三封跟进邮件,研究这些发出去的信息,并对那些有效的信息记录笔记
    • [ ] Scale it up. Find more prospects, set up an automated drip campaign, rinse and repeat every month.
    • [ ] 扩大规模,寻找更多的潜在客户,建立自动化流程,每个月不断地重复
    • [ ] There’s also a really comprehensive how-to article here.
    • [ ] 这里也有一份关于「怎么做」的文章

Free Promotional Channels

免费的推广渠道

I don’t care how much money you have, free stuff is always a good thing. – Queen Latifah

不管你有多少钱,免费的东西总是好东西。–Queen Latifah

  • [ ] Post your product on directories and review sites (Matt McCaffrey has compiled a great list on Github).
  • [ ] 在商品名录和测评网站发布你的产品
  • [ ] Write and distribute a Press Release (here’s a comprehensive guide from Wajeez).
  • [ ] 撰写并发布新闻稿
  • [ ] Write and distribute an eBook, exchange it for email signup.
  • [ ] 撰写并发布电子书,发送给邮箱注册用户
  • [ ] Write and distribute a white paper, exchange it for email signup.
  • [ ] 撰写并发布白皮书,发送给邮箱注册用户
  • [ ] Give free access to influential bloggers in the industry.
  • [ ] 给行业内有影响力的博主提供免费的使用
  • [ ] Build a “best of” page with your best blog posts that you wrote or contributed to other sites (ProBlogger calls this a “Sneeze Page”).
  • [ ] 建立一个「最佳」页面,将你在其他网站所撰写发布的文章放到这个页面
  • [ ] Make sure all blog posts have high quality images.
  • [ ] 确保所有的博文都有高质量的图片
    Places to get free stock images
    一些提供免费商用图片的网站
  • [ ] Create an online course or guide around your product/industry.
  • [ ] 围绕你的产品/行业做一个在线教程或指南
    Free learning management systems
    免费的学习管理系统
    External course-creation sites
    课程制作网站
  • [ ] Run a link-building campaign.
  • [ ] 展开外链建立活动
    Link building strategies
    外链建立策略
    Link building tools
    外链建立工具

付费推广渠道

Many people take no care of their money till they come nearly to the end of it, and others do just the same with their time. – Johann Wolfgang von Goethe

Recurring

Blogging

博客

Blogging is like work, but without coworkers thwarting you at every turn. – Scott Adams

  • [ ] Build/update publishing calendar for your blog.
  • [ ] Regularly post blog posts on your blog(s).
  • [ ] 定期发布文章
  • [ ] Solicit guest posts from early customers and fans of your product.
  • [ ] 向早期用户或者粉丝索求发布客座文章
  • [ ] Repurpose existing blog posts:
    Repurposing blog posts
    • [ ] Record/post video of you reading the post on YouTube.
    • [ ] 在 YouYube 录制/发表你朗读文章的视频
    • [ ] Turn posts into a podcast.
    • [ ] 将文章转换为播客
    • [ ] Create an infographic based on the post.
    • [ ] 基于文章创建一个信息图
    • [ ] Create a Slideshare or Prezi of your post.
    • [ ] 为文章创建幻灯片或者演示文稿
  • [ ] Promote your blog content:
  • [ ] 推广你的博客内容:
    Blog promotion techniques
    博客推广技巧
    • [ ] Send post to your email list.
    • [ ] 通过邮件发送你的博文
    • [ ] Promote on your social media.
    • [ ] 在社交媒体推广
    • [ ] Email friends and relatives, ask them to share if relevant.
    • [ ] 给亲朋好友发送邮件,如果相关的话,询问他们是否愿意分享
    • [ ] Send to other bloggers for feedback, ask to share if they like it.
    • [ ] 给其他博主发送获得反馈,如果他们感兴趣的话,询问是否愿意分享
    • [ ] Add your latest blog post or landing page to your email signature.
    • [ ] 在邮件签名中加上最新文章或者落地页链接

Email

邮件

Email is the Jason Bourne of online: somebody’s always trying to kill it. It can’t be done. – Unknown

  • [ ] Send a regular email newsletter with blog posts, use cases, customer stories, etc.
  • [ ] Promote email list on social media.
  • [ ] Send 20 cold emails per week to connect with early customers and get direct feedback.
  • [ ] Send new users a personal email introducing yourself.

Social Media

社交媒体

We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people. – Pierre Omidyar

  • [ ] Schedule regular social media content (try these social media tools to help automate the social media process).
  • [ ] 为社交媒体内容制定计划
    Content ideas
    内容创意
    • [ ] Show what happening “behind the scenes” (eg: pictures of your workspace, in-development features, etc.).
    • [ ] 展示背后的故事(比如你的办公场所的照片、特点等)
    • [ ] Blog posts from your blog (or partners’ blogs).
    • [ ] 你自己或者合作伙伴的博文
    • [ ] Special offers or discounts.
    • [ ] 特殊授权或者折扣
    • [ ] Relevant news, advice, or blogs.
    • [ ] 相关新闻、建议、或者博客
    • [ ] Funny or inspiring quotes.
    • [ ] 有趣或者激励的引用
    • [ ] Polls or questions for your followers.
    • [ ] 向关注者提问或进行投票调查
    • [ ] Suggested books.
    • [ ] 书籍推荐
    • [ ] Useful tools or websites.
    • [ ] 有用的工具或网站
  • [ ] Join Facebook and Linkedin groups where your product might be beneficial.
  • [ ] 加入对你的产品有益的 Facebook 和 LinkedIn 群组
  • [ ] Send exclusive offers to LinkedIn/Facebook Group owners.
  • [ ] 给 LinkedIn/Facebook 群主发送特殊的授权
  • [ ] Join Twitter chats related to your industry/product.
  • [ ] 参与和行业/产品相关的 Twitter 讨论
  • [ ] Give early users discounts for taking pics with your product.
  • [ ] 给早期为产品拍照的用户折扣

Public Relations

公共关系

The art of publicity is a black art; but it has come to stay, and every year adds to its potency. – Thomas Paine

  • [ ] Ask bloggers with list articles to add your site to their content.
  • [ ] 询问博主是否可以在他们的内容里面加上你的网站链接
  • [ ] Reach out to small business journals, reporters, bloggers. Inform and ask for coverage.
  • [ ] 和商业媒体、记者、博主接触,寻求报道
  • [ ] Find professors and students with .edu sites to link to your content (good for SEO).
  • [ ] 找一些拥有 .edu 网站的教授或学生,链接到你的内容(对 SEO 友好)
  • [ ] Find reviews or lists of similar products. Ask to be added or leave a comment about your product.
  • [ ] 找到相似产品的评测,询问是否可以将你的产品添加进去
  • [ ] Guest post on other blogs.
  • [ ] 在其他博客发表客座文章
    Guest posting
    客座文章
    • [ ] Build a list of blogs that are a good fit for your product and accept guest posts. Save their contact form/information.
    • [ ] 建立一个契合你的产品并且接受客座文章的博客列表,保存他们的联系方式
    • [ ] Write a few posts on your own blog first (to use as a demonstration).
    • [ ] 首先在你的博客里写一些文章(作为示范)
    • [ ] Create a list of “pitches,” blog post ideas with a title and one paragraph summary that might grab bloggers.
    • [ ] 列一个博文 Idea 的「Pitches」清单,包括标题以及一段总结,这些也许会吸引到博主
    • [ ] Pitch the blogs one idea each. See what they respond to.
    • [ ] 给每一篇博文 Pitch(译者注:这个怎么翻译) 一个 Idea,看看他们有什么反应
    • [ ] Help promote your posts via social media, email lists, etc.
    • [ ] 通过社交媒体、邮件列表等渠道推广文章
    • [ ] Reach back out in a month and try another pitch. Try to become a “regular”
    • [ ] 每个月回顾和尝试其他Pitch,尝试将其作为一种日常工作
  • [ ] Leave non-spammy comments on blog posts related to your industry or product.
  • [ ] 在和你的行业/产品相关的网站留下评论,但不是垃圾评论
  • [ ] Join and participate in forums related to your product or industry.
  • [ ] 参加产品或者行业研讨会

External Sites

外部网站

  • [ ] Answer relevant questions on Q&A community sites (check back regularly)
  • [ ] 在社区网站回答相关问题
    Q&A Communities
  • [ ] Leave comments on Slideshare presentations.
  • [ ] 在演示幻灯片上留下评论(译者注:这么翻译感觉不对)
  • [ ] Review industry-related books on Amazon, Goodreads.
  • [ ] 在Amazon、Goodreads浏览业内相关书籍
  • [ ] Register to be notified of relevant discussions on Reddit and Hacker News with F5Bot
  • [ ] 在F5Bot注册一个账号,当 Reddit 和 HackerNews 有相关消息的时候第一时间通知

Optimizations

优化

  • [ ] Run a customer poll (can also generate content for your blog or social media channels).
  • [ ] 用户调查(可用于博客内容或者社交媒体渠道)
  • [ ] Create another side project to promote your product (read more).
  • [ ] 创建另一个Side Project 去推广你的产品
  • [ ] A/B test your landing/payment pages (check out Optimizely).
  • [ ] 对落地页/付款页做 A/B 测试
  • [ ] A/B test email newsletters and promotions.
  • [ ] 对邮件营销和产品宣传进行 A/B 测试
  • [ ] Implement Twitter cards on your blog posts.
  • [ ] 在博文里放置 Twitter 名片
  • [ ] Implement rich snippets in Google search results.
  • [ ] 在谷歌的搜索结果里实现丰富的展示结果
  • [ ] Analyze user signup flow (check out the teardowns here).
  • [ ]分析用户的注册动作
  • [ ] Test your website on multiple platforms, make sure speed is good.
  • [ ] 在多平台对你的网站进行测试,保证访问速度良好
  • [ ] Use Website Grader to pinpoint website improvements.
  • [ ] 使用 Website Grader 去找到网站能够提升的地方
  • [ ] Create and track weekly traffic and growth goals.
  • [ ] 建立和追踪每周的流量和增长目标
  • [ ] Time social media posts and email newsletters to when your audience is most likely to respond.
  • [ ] 为你的客户标注最有可能在社交媒体的文章和邮件营销进行反馈的时间点
  • [ ] Make sure each page on your site has a clear call-to-action.
  • [ ] 确保网站的每一个页面都有清晰的「行动召唤」
  • [ ] Audit and improve your conversion rate (see this checklist for detailed steps you can take)
  • [ ] 审查和提高转换率
  • [ ] Set up automatic analytics reports to be emailed to you each week.
  • [ ] 建议每周自动发送邮件给你的分析报告
  • [ ] Experiment with various signup form locations, colors, and sizes.
  • [ ] 研究各种样式的注册表单,包括表单的位置、颜色和尺寸
  • [ ] Add “Exit Intent” popup to your blog/site.
  • [ ] 在退出网站的时候设定弹出层
  • [ ] Create an FAQs page.
  • [ ] 建立 FAQs 页面
  • [ ] Experiment with various proactive on-site messages to promote engagement and conversions.
  • [ ] 研究各种主动通知信息和转换率的联系
  • [ ] Verify your website’s tags are correct with Google Tag Assistant.
  • [ ] 通过 Google Tag Assistant 核查网站是否正确使用标签

转载此译文无需经过译者本人同意,但希望能够注明来源:星月主题-http://xingyue.artizen.me

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