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Free software as lead generationFor years people have been giving away free content as lead generation to get email addresses and build their contact database. But times have changed.The crappy ebooks and free download markets are oversaturated. People don’t want to exchange their email address for a regurgitated, one-page PDF that takes up space in their Downloads folder.Instead, they want something valuable. With a bazillion ebooks and checklists out there, the new way to drive leads for your business is free software.Here’s how it works:Find a problem related to your core businessBuild a simple solution (this is important — it doesn’t have to take you 1,600 hours)Make it freeDrive awareness of your other productsI’ve done this recently with leoh.io. It’s a simple, free Google Chrome extension that creates a personal dashboard. I use it regularly and it’ll be a great way to drive traffic to Sumo.com in the near future.The goal with building tools, apps, websites, and software is to create VALUE for your customer (and help them solve a problem).Software works great as lead-gen as you’re able to deliver value to a consumer before you ask them to hand over anything. If people like the software, they’ll want to get even MORE products from you.Plus, you’re able to separate yourself in a market that’s obsessed with boring lead gen ebooks, PDFs, checklists, and resource guides.—Who is doing this — like NOW?Bryan Harris from Videofruit:Recently, he created a quiz What Email Service Should I Use?—Another great example is my buddy Ramit Sethi from I Will Teach You to Be Rich:Ramit used to generate leads using custom-made landing pages, and now he too, start using a quiz to separate himself from the others.—Yes, it takes tons of time and effort to create one of these. But that is how you stand out from the noise in today’s online world.To get you going, here are four types of free products you could make:Chrome extensionsWordPress extensionsWebsite gradersStandalone appsQuizzes

If we’re talking “SEO friendly,” then I’m going to have to disagree with everyone.They’re all equal, BUT (big but), Wordpress has the greatest options for customizing and scaling.Basics of On-Page SEO Source CodeAt the very least, you want to have the ability to change meta tags:Meta TitleMeta DescriptionHere’s what they look like in the Search Engine Results Page (SERPS)The rest of the on-page SEO is through internal/external linking, heading tags and copy.Regardless of the platform you choose, you can add in all of these attributes.There are two different Wordpress sites. Here are some of the advantages and disadvantages.Wordpress.comFree, but you get a blog address like “myblog.wordpress.com.”You can pay to have it forwarded to your own domain.Limited access to plugins.They can shut your site down with the flick of a switch - no reason needed. I’ve seen it happen to bloggers and they lose years of hard work. The same policy goes for blogger.Wordpress.orgYou need your own domain name and web hosting (about $3–5 a month if you’re just starting out).You need to install Wordpress on your server. Here’s a beginner’s guide to that - The Insanely Easy 5 Step Guide to Start a BlogThemes/designs that come straight out of the box aren’t the prettiest. If you’re able to dish out $30-$60 (one-time fee), then I recommend designing it with a premium theme. You’ll get a ton of features that you would otherwise pay developers tens of thousands of dollars to create. Here’s a step-by-step tutorial here on designing your Wordpress site - Designing your Wordpress Blog into an Epic ProductionCustomizing Wordpress for your On-Page SEOThe best plugin hands-down is Yoast SEO. It’s free to use and it allows you to set up all of the functions to create the most SEO friendly site.You can go into advanced areas like hreflang, which acts as a tag for multi-lingual sites. You can also set up default social sharing images, titles and descriptions. Here’s an example of what it looks like on the back-end.Now onto the front-end:So is this whole SEO Friendly thing a sham?The phrase “SEO Friendly” has become somewhat used out of context. Most of the on-page SEO work will go into the actual content you’re creating.Sure there are other things like Schema markups and Hreflang, but most of us don’t need advanced setups like these when we’re first starting out.To keep things “SEO Friendly,” follow these tips:Use H1, H2, H3 tags throughout your content.Use your keyword phrase in the first 150 words of your post.Add your main keyword phrase in the URL (ie. domain.com/keyword-phrase)Link out to authoritative and relevant sites.Link into older posts where relevant.Add media within your site (images, videos)If you use images, add “alt” tags to it.Off-page SEO is completely different and this is where things like link building come into play. This article should give you the exact process to start ranking your blog.74 Point SEO Checklist (PDF) To Rank Any BlogHope this helps and gets you started with your blog.

In deep detail, I’m going to show you 7 tactics I’m actually using to grow my businesses this year — including Sumo Group, which I recently grew to 8 figures. I’m sharing these strategies so you can give them a try for yourself.—1. Free software as lead generationFor years people have been giving away free content as lead generation to get email addresses and build their contact database. But times have changed.The crappy ebooks and free download markets are oversaturated. People don’t want to exchange their email address for a regurgitated, one-page PDF that takes up space in their Downloads folder.Instead, they want something valuable. With a bazillion ebooks and checklists out there, the new way to drive leads for your business is free software.To get you going, here are five types of free products you could make:Chrome extensionsWordPress extensionsWebsite gradersStandalone appsQuizzes—2. Cross promotionCross promotion is one of the most successful marketing strategies we’ve used for Sumo.The reason cross promotion works so well is because it’s a win-win situation.In other words, think of it as a guest appearance on a rap song. You BOTH get to spread your message to new fan bases.Instead of just offering your product or software, create a bundle with other products for the same price (or for FREE).At Sumo, we regularly reach out to other businesses and try to find great cross promotion opportunities to entice new customers.We get the Sumo product out to a whole new subset of users for low cost, and our partners get their product out to whole new subset of users from Sumo.Another way I’m currently using cross promotion is with my podcast, Noah Kagan Presents. I’m reaching out to companies for free products to give to my audience. These companies get FREE promotion to my audience, and I get products to drive new listeners.This is hugely beneficial for all parties involved:My listeners receive added value (free stuff)Partners get to reach my audience and grow their own brandI get to reach my partners’ audience—3. Paid marketing on untapped channelsFacebook and Google ads are incredible because they have huge volume. But the same thing that makes them great — tons of eyeballs on the platform — is also a problem for marketers. Everyone knows about Facebook and Google ads, and every business, from Fortune 50s to mom-and-pop shops, market there.Advertising is most successful when there is market inefficiency.These advantages occur on channels where there’s a lot of volume, but less competition or no competition.What you’re looking for is an advantage — a platform where an audience has already been created, and the site isn’t saturated with advertisers yet.Even better: If there are no ads on the site, you have zero competition.—4. Content Multiplier marketingI’ve been blogging since 2000. This makes me old as hell in the Internet world. As your elder, I demand respect (and lots of tacos).Content marketing has changed a ton in the past couple of years, though. Almostanyone can set up a blog, write a semi-readable article, upload some GIFs and share it with the world within an hour.This type of content marketing is mostly commoditized.To separate your brand and your business, the best content marketing is now multi-channel.Think of it like a pyramid. I start with one core piece of content. Then, with my team, I turn that one piece of content into multiple, cross-channel pieces.Your content can start out however you want — an audio recording, a video, blog post — the key is to increase awareness and showcase on different channels.People want to consume content across various mediums, not just one. The more leverage you can make your content, the more you’ll stand out.Plus, you’ll attract different types of fans with different content: readers, visual learners, auditory learners, etc.Create content that’s easy to replicate. Audiences are in newer locations so get MORE leverage out of each piece of your content.PS: Even for this answer, it was a YouTube video and a long-form blog post at first.—5. Acquisition as marketingAcquisition as marketing was on my list of marketing strategies for 2016 and it’s making another appearance this year for one simple reason (and no, it’s not because I’m being lazy)…Acquisition as marketing is STILL underutilized.Acquisition is often seen as glamorous, big-money deals that only the biggest companies do. But almost any company can make acquisitions. You just have to identify the right targets.With an acquisition, you’re looking for a way to reach an audience that will be interested in your product or service. It could be:Mailing listsHighly followed social accountsProductsBlogsChrome pluginsShopify pluginsYou’re looking for any acquisition that can put your business front and center in the eyes of more people in your target market.Your personal network is a great way to find acquisitions. Ask around in your industry to see what opportunities are out there and waiting for you. LinkedIn is a great place to start.To give you a real-world example: Just this year I noticed a site owned by someone I know stopped updating the product. I reached out and she sold me the site.Once you’ve found a product or list you’d like to acquire, the first step is to make contact and build that relationship. When we FINALLY acquired Sumo.com, it took 7 years and 200+ emails, but it never would have happened without making first contact.—6. MobileAs a marketing channel, mobile is still pretty early.In 2017, I believe there will be huge opportunities on mobile because the conversion rates are so shitty and very few people are doing mobile marketing well. This means you can still get cheap advertising opportunities.To show you I plan these answer out and don’t just wing them, I’m going to make a callback to bullet point 3 above: mobile has a marketing inefficiency you use to your advantage.I know this point is a bit broad, but I bet most of you aren’t even thinking about mobile right now. So the best thing you can do is start.Analytics will help you to discover all of this data and enable you to make informed decisions about how to make the most of your mobile traffic.—7. International marketingA few years ago I made a bunch of Facebook games for a company I built called Gambit. We were bringing in about $40k per month, and I noticed that half of our money was coming from places like Finland, Portugal and New Zealand.I forgot my 8th grade geography (it had been a while, OK?), so I had pull out a map to figure out where our money was coming from.Here’s something us close-minded U.S. citizens don’t always remember: International countries have money, they face many of the same challenges as we do in the U.S., and many populations speak English, too.For next level international marketing, you can even translate your stuff. For example, the popular landing page software Unbounce recently launched a German language version of their highly-successful CRO blog.The internet has made the world flat and there’s a lot of opportunity out there. You just need to go looking for it. Sometimes, that means searching beyond your front door.—Throughout this post you may have picked up on a few key themes:Find your marketing advantage — and look for market inefficienciesWherever there’s an audience, there’s opportunity (even small, niche sites)Don’t just look on your doorstep, cast your net wide when looking for growthI’ll be using these 7 marketing strategies for 2017, and I hope you can too.With these strategies, I believe 2017 is going to be our biggest year yet at Sumo. Let’s make it the same for you and your business.