Marketing <for> Programmers
Free!
With Membership
$7.99
Minimum paid price

Marketing <for> Programmers

Primer on SEO, Conversion Rate Optimization, Paid Adverts (Adwords, Facebook Ads), Google Analytics, and Copywriting

About the Book

Six years ago, I programmed a web app, but it didn’t get much traffic, so I started researching everything on online marketing. I thought the best way to learn would be from other marketers, so I started a private Berlin-based marketing group with consultants and company owners. Through these sessions, I was privy to tactics from marketers working with companies like Goldman Sachs, Amazon Audible, Delivery Hero, Research Gate, etc. To balance things off, I also conferred with peeps active in the darker side of internet marketing, like shady coupon website owners and fitness ebook sellers.

The book, which is the product of these sessions and my own experiments in applying the ideas, outlines a multi-modal system for growing a website. It dips into SEO, Google AdWords/Facebook Ads, Conversion Optimisation, Copywriting/Classic Persuasion/Behavioural Psychology, Google Analytics, Statistical Significance, Email Marketing, and Remarketing.

I relegate the explanation of implementation details to footnoted links and instead focus on explaining the overarching principles and mental models needed to start dabbling in each area. I hope to get you 80% of the way there, leaving the rest to specialised texts on each topic.

My book has a special focus that will appeal to the programmer crowd in that it goes into detail on the issues that websites face when implementing online marketing strategies, like domain names choice pitfalls, internationalisation woes, and potential for keyword cannibalisation through URL structures.

  • Share this book

  • Categories

    • Startups
    • Ecommerce
    • Web Development
    • Self-Help
    • Management
    • Computers and Programming

  • Feedback

    Email the Author(s)

About the Author

Jack Kinsella
Jack Kinsella

Jack Kinsella was born and raised in Ireland then moved to England where he read law at Oxford University. Soon after graduating, he realised that the cramped cubicles of a London law firm weren't exactly his cup of tea. He quickly quit corporate claustrophobia, taught himself to program in Ruby on Rails, and used these skills to build himself Oxbridge Notes, the UK's largest marketplace for legal study materials.

While living in Berlin and growing his business, Jack ran a private "growth hacker" group to discuss online marketing techniques. Through years of these closed-room conversations, he amassed a collection of strategies that he later published in his book, Entreprenerd.

Jack also co-founded Bolivian Express, an English-language magazine in Bolivia, and he likes to compose electronic music and blog at https://www.jackkinsella.ie.

Table of Contents

Part A: Search Engine Optimisation

    1. Intro to SEO
    2. SEO: First Steps
      1. Research and Choose Keywords
      2. Buy Keyword-Based Domain Names
      3. Choose Your Top-Level Domain Carefully
      4. Avoid Keyword Cannibalisation
      5. Concoct a Scalable Content Creation Strategy
    3. SEO on Each Individual Page
      1. Ensure You Can Satisfy a Visitor’s Searching Intention
      2. Research What Currently Ranks
      3. Place Your Keyword in the URLs
      4. Place Your Keywords in the Title Tag
      5. Include Your Keyword Early in the HTML
      6. Carefully Craft a Unique Meta Description
      7. Ensure Your Website Makes Sense to Googlebot
      8. Include Rich Snippets and Structured Data
      9. Every Page Should Include a Picture
      10. Write Longer Pages
    4. SEO at the Whole-Website Level
      1. Generate a Sitemap
      2. Link Internally
      3. Use HTTPS Encryption
    5. SEO by Mitigating Duplicate Content Issues
      1. Redirect Instead of Responding
      2. Use Canonicalization
      3. Write a Robots.txt or Meta Robots Tag
    6. SEO in Image Search
      1. Output Public-Facing Images Through Your Software
      2. Add Alt Text to Your Images
      3. Choose Informative Filenames for Your Images
      4. Write Captions to Accompany Your Image
      5. Generate and Submit an Image Sitemap
    7. SEO Through Backlinks
      1. Include Contributions from People with Big Audiences
      2. Coin Concepts
      3. Leave Your Link Where You Can
      4. Email Outreach
      5. Pitch Your Content To Writers of Round-Up Articles
      6. Piggyback off High-Ranking Websites
      7. Guest Post on a Large Platform
      8. (Maybe) Buy Links
    8. SEO Vis-à-Vis Social Media
      1. Include Open Graph Tags
      2. Include Twitter Cards
      3. Promote Your Content on Social Media More Than Once
    9. SEO and Internationalisation
      1. Distinguish Language from Territory in Architecture
      2. Choose a Fitting Structure for Internationalisation
      3. Communicate Your Structure to Google

Part B: Copywriting

    1. Copywriting
      1. Emphasise Benefits Over Features
      2. Convincingly Demonstrate Credibility
      3. Give Reasons to Act Now as Opposed to Later
      4. Prefer Concrete, Visual, Specific Copy
      5. Ensure Scannability, Readability, and Responsiveness
      6. Signal with Indirect or Unworded Messages
      7. Explicitly Point Out Qualities, Lest They Go Unnoticed
      8. Compare Yourself to the Competition
      9. Anticipate and Counter Objections
      10. Associate Yourself with Desirable Connotations
      11. Repeat Yourself
      12. Don’t Talk Yourself out of Markets
      13. Keep the Scent
      14. Arouse Curiosity
      15. Play on Negativity
      16. Anchor Numbers
      17. Give Detailed Information
      18. Depict Yourself as Someone Similar to Your Readers

Part C: Analytics

    1. Google Analytics
      1. Why Bother with Analytics?
      2. Workflow Tips
      3. Connect to Other Google Products
      4. Location of Snippet in HTML
      5. Cross-Browser and Cross-Device Tracking (Used ID)
      6. Subdomain Blues
      7. Cleanup Noise, Chaff, and Distortion
      8. Analytics and Social Media
      9. Illuminating Analytics Blind Spots
      10. Collect Your On-Site Search Queries
      11. Measuring Success
      12. Precautions
      13. Be Disciplined in Making Annotations
      14. Send Alerts
      15. Analytics Blocking

Part D: Conversion Optimisation

    1. Conversion Optimisation
      1. Its Advantages
      2. Underrated
      3. On-site vs Off-site
      4. Beware of Shallowly Applying the Lessons of Others
      5. Areas Worthy of Experimentation

Part E: Statistical Significance

    1. Statistical (In)Significance
      1. The Theory
      2. The Practice

Part F: Email Marketing

    1. Email Marketing
      1. The Law
      2. Best Practices
      3. Classic Promotional Emails

Part G: Paid Advertising

  1. Introduction to Paid Advertising
    1. Advertisement Is an Annoyance
    2. No One Clicks on Paid Adverts
    3. Doesn’t Everyone Have Ad Blockers, Anyway?
    4. Paying for Attention Is Dirty
    5. It’s Too Expensive
    6. Why Pay for Traffic That Would Have Visited Anyway?
  2. Paid Advertising: First Steps
    1. Building an “Advertising-Ready” Web Application
    2. Analytics and Advertising: The Eyes to See With
    3. Pay Per Click? Per Impression? Per Conversion?
  3. Paid Advertising: Staying Organised
    1. Structuring and Labelling Your Accounts Sensibly
    2. Don’t Delete Data
    3. Change History
    4. Schedule Review in Future
  4. Paid Advertising: Targeting
    1. General Principles
    2. A Tour of Targeting Options
  5. Paid Advertising: Ad Creatives
    1. Image Choice
    2. Headline
    3. Body
  6. Paid Advertising: Strategic Principles
    1. Topical Advertising vs Interruption Advertising
    2. Rationed Views
    3. The Progressively Rising Cost of Additional Leads
    4. Switch On All Bells and Whistles
    5. Unintentionally Competing with Yourself
    6. Staff Working for Advertising Platforms Are Experts in Platform Features, Not in Your Profitability
  7. Paid Advertising: Debugging and Optimisation
    1. What Advertising Platforms Want
    2. Stay Empirical
    3. How Much Should I Start Off Bidding With?
    4. What’s the Most I Should Ever Bid?
    5. When Metrics Mislead You
    6. Overcoming Low Reach
    7. Overcoming Low CTR
    8. Overcoming Low Quality Score (Google-Specific)
    9. Overcoming Low Relevance Score (Facebook-Specific)
    10. Overcoming High CPC
    11. Overcoming High CPA
    12. The End

Causes Supported

The Innocence Project

Help Free the Innocent
http://www.innocenceproject.org

The Innocence Project provides pro-bono post conviction legal assistance to individuals who are seeking to prove their innocence with DNA testing and works to enact the reforms needed to prevent wrongful conviction and incarceration.

The Innocence Project was founded in 1992 by Barry C. Scheck and Peter J. Neufeld at the Benjamin N. Cardozo School of Law at Yeshiva University to assist prisoners who could be proven innocent through DNA testing. To date, more than 335 people in the United States have been exonerated by DNA testing, including 20 who served time on death row. The Innocence Project’s full-time staff attorneys and Cardozo clinic students provide direct representation or critical assistance in most of these cases. The Innocence Project’s groundbreaking use of DNA technology to free innocent people has provided irrefutable proof that wrongful convictions are not isolated or rare events but instead arise from systemic defects. Now an independent nonprofit organization closely affiliated with Cardozo School of Law at Yeshiva University, the Innocence Project’s mission is nothing less than to free the staggering numbers of innocent people who remain incarcerated and to bring substantive reform to the system responsible for their unjust imprisonment.

The Leanpub 60-day 100% Happiness Guarantee

Within 60 days of purchase you can get a 100% refund on any Leanpub purchase, in two clicks.

See full terms

80% Royalties. Earn $16 on a $20 book.

We pay 80% royalties. That's not a typo: you earn $16 on a $20 sale. If we sell 5000 non-refunded copies of your book or course for $20, you'll earn $80,000.

(Yes, some authors have already earned much more than that on Leanpub.)

In fact, authors have earned$12,307,240writing, publishing and selling on Leanpub.

Learn more about writing on Leanpub

Free Updates. DRM Free.

If you buy a Leanpub book, you get free updates for as long as the author updates the book! Many authors use Leanpub to publish their books in-progress, while they are writing them. All readers get free updates, regardless of when they bought the book or how much they paid (including free).

Most Leanpub books are available in PDF (for computers) and EPUB (for phones, tablets and Kindle). The formats that a book includes are shown at the top right corner of this page.

Finally, Leanpub books don't have any DRM copy-protection nonsense, so you can easily read them on any supported device.

Learn more about Leanpub's ebook formats and where to read them

Write and Publish on Leanpub

You can use Leanpub to easily write, publish and sell in-progress and completed ebooks and online courses!

Leanpub is a powerful platform for serious authors, combining a simple, elegant writing and publishing workflow with a store focused on selling in-progress ebooks.

Leanpub is a magical typewriter for authors: just write in plain text, and to publish your ebook, just click a button. (Or, if you are producing your ebook your own way, you can even upload your own PDF and/or EPUB files and then publish with one click!) It really is that easy.

Learn more about writing on Leanpub

Top Books

  1. #1
  2. #2

    Personal Finance

    Jason Anderson

    This textbook provides an in-depth analysis on personal finance that is both practical and straightforward in its approach. It has been written in such a way that the readers can gain knowledge without getting overwhelmed by the technical terms. Suitable for both beginners and advanced learners.

  3. #3

    Getting to Know IntelliJ IDEA

    Trisha Gee and Helen Scott

    If we treat our IDE as a text editor, we are doing ourselves a disservice. Using a combination of tutorials and a questions-and-answers approach, Getting to Know IntelliJ IDEA will help you find ways to use IntelliJ IDEA that enable you to work comfortably and productively as a professional developer.

  4. #4
  5. #5

    Mastering STM32 - Second Edition

    Carmine Noviello

    With more than 1200 microcontrollers, STM32 is probably the most complete ARM Cortex-M platform on the market. This book aims to be the most complete guide around introducing the reader to this exciting MCU portfolio from ST Microelectronics and its official CubeHAL and STM32CubeIDE development environment.

  6. #6
  7. #7

    Machine Learning Q and AI

    Sebastian Raschka, PhD

    Have you recently completed a machine learning or deep learning course and wondered what to learn next? With 30 questions and answers on key concepts in machine learning and AI, this book provides bite-sized bits of knowledge for your journey to becoming a machine learning expert.

  8. #8

    Stats One

    William Foote
  9. #9

    The Rails 7 Way

    Obie Fernandez, Lucas Dohmen, and Tom Henrik Aadland

    The Rails™ 7 Way is the comprehensive, authoritative reference guide for professionals delivering production-quality code using modern Ruby on Rails. It illuminates the entire Rails 7 API, its most powerful idioms, design approaches, and libraries. Building on the previous editions, this edition has been heavily refactored and updated.

  10. #10

    Gradual Modularization for Ruby and Rails

    Stephan Hagemann

    Get yourself a new tool to manage your Rails application and your growing engineering organization! Prevent the ball-of-mud (and fix it!). Go for microservices or SOA if it makes sense not just because you don't have any other tool. Do all this through a low-overhead tool: packages. Enable better conversations to make practical changes today.

Top Bundles

  1. #1

    Software Architecture

    2 Books

    "Software Architecture for Developers" is a practical and pragmatic guide to modern, lightweight software architecture, specifically aimed at developers. You'll learn:The essence of software architecture.Why the software architecture role should include coding, coaching and collaboration.The things that you really need to think about before...
    #1

    Software Architecture

    2 Books

    "Software Architecture for Developers" is a practical and pragmatic guide to modern, lightweight software architecture, specifically aimed at developers. You'll learn:The essence of software architecture.Why the software architecture role should include coding, coaching and collaboration.The things that you really need to think about before...
  2. #2

    CCIE Service Provider Ultimate Study Bundle

    2 Books

    Piotr Jablonski, Lukasz Bromirski, and Nick Russo have joined forces to deliver the only CCIE Service Provider training resource you'll ever need. This bundle contains a detailed and challenging collection of workbook labs, plus an extensively detailed technical reference guide. All of us have earned the CCIE Service Provider certification...
    #2

    CCIE Service Provider Ultimate Study Bundle

    2 Books

    Piotr Jablonski, Lukasz Bromirski, and Nick Russo have joined forces to deliver the only CCIE Service Provider training resource you'll ever need. This bundle contains a detailed and challenging collection of workbook labs, plus an extensively detailed technical reference guide. All of us have earned the CCIE Service Provider certification...
  3. #3

    1500 QUIZ COMMENTATI (3 libri)

    3 Books

    Tre libri dei QUIZ MMG Commentati al prezzo di DUE! I QUIZ dei concorsi ufficiali di Medicina Generale relativi agli anni: 2000-2001-2003-2012-2013-2014-2015-2016-2017-2018-2019-2020-2021 +100 inediti Raccolti in unico bundle per aiutarvi nello studio e nella preparazione al concorso. All'interno di ogni libro i quiz sono stati suddivisi per...
    #3

    1500 QUIZ COMMENTATI (3 libri)

    3 Books

    Tre libri dei QUIZ MMG Commentati al prezzo di DUE! I QUIZ dei concorsi ufficiali di Medicina Generale relativi agli anni: 2000-2001-2003-2012-2013-2014-2015-2016-2017-2018-2019-2020-2021 +100 inediti Raccolti in unico bundle per aiutarvi nello studio e nella preparazione al concorso. All'interno di ogni libro i quiz sono stati suddivisi per...
  4. #4

    Pattern-Oriented Memory Forensics and Malware Detection

    2 Books

    This training bundle for security engineers and researchers, malware and memory forensics analysts includes two accelerated training courses for Windows memory dump analysis using WinDbg. It is also useful for technical support and escalation engineers who analyze memory dumps from complex software environments and need to check for possible...
    #4

    Pattern-Oriented Memory Forensics and Malware Detection

    2 Books

    This training bundle for security engineers and researchers, malware and memory forensics analysts includes two accelerated training courses for Windows memory dump analysis using WinDbg. It is also useful for technical support and escalation engineers who analyze memory dumps from complex software environments and need to check for possible...
  5. #5

    Practical FP in Scala + Functional event-driven architecture

    2 Books

    Practical FP in Scala (A hands-on approach) & Functional event-driven architecture, aka FEDA, (Powered by Scala 3), together as a bundle! The content of PFP in Scala is a requirement to understand FEDA so why not take advantage of this bundle!?
    #5

    Practical FP in Scala + Functional event-driven architecture

    2 Books

    Practical FP in Scala (A hands-on approach) & Functional event-driven architecture, aka FEDA, (Powered by Scala 3), together as a bundle! The content of PFP in Scala is a requirement to understand FEDA so why not take advantage of this bundle!?
  6. #6

    Modern C++ Collection

    3 Books

    Get All about Modern C++C++ Standard Library, including C++20Concurrency with Modern C++, including C++20C++20Each book has about 200 complete code examples. Updates are included. When I update one of the books, you immediately get the updated bundle. You can expect significant updates to each new C++ standard (C++23, C++26, .. ) and also...
    #6

    Modern C++ Collection

    3 Books

    Get All about Modern C++C++ Standard Library, including C++20Concurrency with Modern C++, including C++20C++20Each book has about 200 complete code examples. Updates are included. When I update one of the books, you immediately get the updated bundle. You can expect significant updates to each new C++ standard (C++23, C++26, .. ) and also...
  7. #7

    Linux Administration Complet

    4 Books

    Ce lot comprend les quatre volumes du Guide Linux Administration :Linux Administration, Volume 1, Administration fondamentale : Guide pratique de préparation aux examens de certification LPIC 1, Linux Essentials, RHCSA et LFCS. Administration fondamentale. Introduction à Linux. Le Shell. Traitement du texte. Arborescence de fichiers. Sécurité...
    #7

    Linux Administration Complet

    4 Books

    Ce lot comprend les quatre volumes du Guide Linux Administration :Linux Administration, Volume 1, Administration fondamentale : Guide pratique de préparation aux examens de certification LPIC 1, Linux Essentials, RHCSA et LFCS. Administration fondamentale. Introduction à Linux. Le Shell. Traitement du texte. Arborescence de fichiers. Sécurité...
  8. #8

    CCDE Practical Studies (All labs)

    3 Books

    CCDE lab
    #8

    CCDE Practical Studies (All labs)

    3 Books

    CCDE lab
  9. #9

    Development and Deployment of Multiplayer Online Games, Part ARCH. Architecture (Vol. I-III)

    3 Books

    What's the Big Idea? The idea behind this book is to summarize the body of knowledge that already exists on multiplayer games but is not available in one single place.And quite a fewof the issues discussed within this series (planned as three nine volumes ~300 pages each), while known in the industry, have not been published at all (except for...
    #9

    Development and Deployment of Multiplayer Online Games, Part ARCH. Architecture (Vol. I-III)

    3 Books

    What's the Big Idea? The idea behind this book is to summarize the body of knowledge that already exists on multiplayer games but is not available in one single place.And quite a fewof the issues discussed within this series (planned as three nine volumes ~300 pages each), while known in the industry, have not been published at all (except for...
  10. #10

    Growing Agile: The Complete Coach's Guide

    7 Books

    Growing Agile: Coach's Guide Series This bundle provides a collection of training and workshop plans for a variety of agile topics. The series is aimed at agile coaches, trainers and ScrumMasters who often find themselves needing to help teams understand agile concepts. Each book in the series provides the plans, slides, handouts and activity...
    #10

    Growing Agile: The Complete Coach's Guide

    7 Books

    Growing Agile: Coach's Guide Series This bundle provides a collection of training and workshop plans for a variety of agile topics. The series is aimed at agile coaches, trainers and ScrumMasters who often find themselves needing to help teams understand agile concepts. Each book in the series provides the plans, slides, handouts and activity...

Publish Early, Publish Often

  • Path
  • There are many paths, but the one you're on right now on Leanpub is...
  • › Marketing-for-programmers-entreprenerd

*   *   *

Leanpub is copyright © 2010-2023 Ruboss Technology Corp.
All rights reserved.

This site is protected by reCAPTCHA
and the Google Privacy Policy and Terms of Service apply.