We all hear about the importance of SEO… SEM… and even SMO…. which… is a thing. And. I just found out it stands for Social Media optimization. But why are all these acronyms so important in marketing? And how do you get to the level of expertise and almost obsession with all these key performance marketing indicators? Find that out and more in this episode of Forward Thinking. Karim is the head of marketing for Mad Paws, the pet service startup that recently bagged $12 million dollars in their IPO earlier this year. With the help of everyone’s common denominator, love for dogs, this pup business thrives on user-generated content and is one of the largest content producers in the pet industry in the world. Tune in as Karim discusses how he applied the marketing funnel, growth mindset, and SEO to grab the attention of 14 million dog owners across Australia.
What you will learn in this episode
- Karim’s practical guide on how to learn marketing for your business
- The first marketing channel you should try when launching your business
- How to create ambassadors of your business from your existing customers
- How Mad Paws implemented their most successful user-generated content campaign that resulted in national press coverage around the country
- The advantages of taking your dog to the office
- Ideas to start your first marketing competition
- How to instill a growth marketing mindset across your entire company
- How to identify the metric that matters the most when you are just starting your business
- The North Star metric
- How Karim uses meditation apps to achieve balance in his busy day
- How Mad Paws built credibility and trust with their target audience
- What is technical SEO and why is it so important for your business
Notable Quotes
- “I unlocked this obsession of mine with performance marketing and really seeing the potential that you can drive at the grassroots for businesses of all size”
- “It’s something that we’re very proud of – being able to unlock that community and network effects to provide value and validation for our brand”
- “The north star metric obviously is the one metric the business cares about”
- “How do you convince a social media manager that they’re driving that north star metric when they’re focused on engagement? It’s about breaking down whichever step in the funnel you’re looking at moving”
- “We’re living in a mobile-first world anymore. Your whole user journey and user experiences are in someone’s pocket”
Resources mentioned:
- Mad Paws
- The Iconic
- Rocket Internet
- Food Panda
- Pets in the Office, 4 things we learned!
- Linktree
- Billy Sixes
- Calm.com
- Headspace
- The Million Dollar Homepage
- Crossing the Chasm by Geoffrey Moore