How a content-driven startup grew revenue 340% by avoiding social - PowerPoint PPT Presentation

How a content-driven startup grew revenue 340% by avoiding social shortcuts Chief Marketing Officer, TigerFitness.com

Chief Marketing Officer, TigerFitness.com

To content and social media marketing 1 2 3 4

Instead of another supplement site or Amazon? 2 1 2 3 4

TigerFitness.com Typical social and marketing voice marketing voice Corporate Personal

A customer-first content machine 1 2 3 4

• Using the right channel for the right message • Snapchat: Flash sales • Balancing content with selling • To gate or not to gate?

Show up and back it up 1 2 2 3 4

1) “Dietary Fish Oil Decreases C -reactive Protein, Interleukin-6, and Triacylglycerol to HDL-cholesterol Ratio in Postmenopausal Women on HRT. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/14505813. 2) “Omega -3 Fatty Acids and Hypertriglyceridemia in HIV-infected Subjects on Antiretroviral Therapy: Systematic Review and Meta-analysis. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/22180524. 3) “A Meta -analysis Shows That Docosahexaenoic Acid from Algal Oil Reduces Serum Triglycerides and Increases HDL-cholesterol and LDL- cholesterol in Per… – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/22113870. 4) “Meta -analysis of the Effects of Eicosapentaenoic Acid (EPA) in Clinical Trials in Depression. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/21939614. 5) “Omega -3 Fatty Acids for Major Depressive Disorder During Pregnancy: Results from a Randomized, Double-blind, Placebo-controlled Trial. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/18370571. 6) “Efficacy of Ethyl -eicosapentaenoic Acid in Bipolar Depression: Randomised Double-blind Placebo-controlled Study. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/16388069. 7) “Blood Pressure Decrease with Ingestion of a Soya Product ( kinako ) or Fish Oil in Women with the Metabolic Syndrome: Role of Adiponectin and Nitric … – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/22313793. 8) “A Systematic Review of Fish -oil Supplements for the Prevention and Treatment of Hypertension. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/22345681. 9) “Omega -3 Fatty Acid Supplementation Improves Vascular Function and Reduces Inflammation in Obese Adolescents. – PubMed – NCBI .” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/20727522. 10) “Effects of Fish Oil on the Neuro -endocrine Responses to an Endotoxin Challenge in Healthy Volunteers. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/17055120. 11) “The Effects of Fish Oil and Isoflavones on Delayed Onset Muscle Soreness. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/12370562. 12) “DHA -rich Oil Modulates the Cerebral Haemodynamic Response to Cognitive Tasks in Healthy Young Adults: a Near IR Spectroscopy Pilot Study. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/22018509. 13) “Beneficial Effects of Docosahexaenoic Acid on Cognition in Age -related Cognitive Decline. – PubMed – NCBI.” National Center for Biotechnology Information , www.ncbi.nlm.nih.gov/pubmed/20434961. 14) N. Braidy, et al. Age related changes in NAD+metabolism oxidative stress and Sirt1 activity in wistar rats. PLOS ONE 6, e19194 (2011).10.1371/journal.pone.0019194pmid:21541336 doi:10.1371/journal.pone.0019194 15) J. Yoshino, et al. Nicotinamide mononucleotide, a key NAD+ intermediate, treats the pathophysiology of diet- and age-induced diabetes in mice. Cell Metab. 14, 528 – 536 (2011).10.1016/j.cmet.2011.08.014pmid:21982712 doi:10.1016/j.cmet.2011.08.014 16) H. Massudi, et al. Age-associated changes in oxidative stress and NAD+ metabolism in human tissue. PLOS ONE 7, e42357 (2012).10.1371/journal.pone.0042357pmid:22848760 doi:10.1371/journal.pone.0042357 17) Imai SI, Guarente L. NAD and sirtuins in aging and disease. Trends Cell Biol. 2014 Aug;24(8):464-71. 18) Sebastián C , Satterstrom FK,Haigis MC, Mostoslavsky R. From sirtuin biology to human diseases: an update. J Biol Chem. 2012 Dec 14;287(51):42444-52. 19) Min SW, Sohn PD, Cho SH, Swanson RA, Gan L. Sirtuins in neurodegenerative diseases: an update on potential mechanisms. Front Aging Neurosci. 2013 Sep 25;5:53.

Sharing the brand and the hustle 1 2 3 2 4

Marriage Counseling • Mondays • Always Stay True to YOU • Words Hurt • Spring Cleaning • Live Within Your Means •

• 316,226 26 YouTube subscribers • 135,000 00 Instagram followers • 94,083 Facebook page likes • 92 92,70 704 Facebook page followers • 43,700 Twitter followers

1. Clearly define and articulate your value ue prop oposit ositio ion 2. Build a customer-first content ent machine ne through streamlined planning and production 3. 3. Walk the walk lk — show up and back it up 4. Share behind-the- scenes content (even if it’s messy) to humaniz anize your ur brand and and conne nect t with your community 5. 5. List sten en, resp spec ect and resp spond ond

• Figure out your ur posi siti tion n and how you can differ fferentia ntiate te • Perso sona nali lize ze your messaging • Don’t be afraid to be YOU

Marc Lobliner, TigerFitness.com