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Marketing for Developers
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Craig Kerstiens
June 22, 2015
Technology
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190
Marketing for Developers
Craig Kerstiens
June 22, 2015
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Transcript
marketing for devs @craigkerstiens
About me @heroku postgresguide.com postgresweekly.com craigkerstiens.com
None
Marketing is communicating the value of a product or service
to customers, for the purpose of selling that product or service.
Great products win when
Great projects win when • They communicate their values •
They communicate what they do • They have a good user experience • The communicate with users
Communicate values
Communicate what
Good UX MySQL vs. Postgres
Communicate w/ users
Communicate w/ users
In order for your projects
Projects success • Not an accident • Succesful ones have
at least some of the following: • Solve a problem • Documentation • marketing • Quality
It’s not all projects
Blogging
Beginner trumps all You only have beginner mindset once There’s
a lot more beginners than experts in the world
Rules of the road Personal blog: Establish a habit/pattern Blog
at least once a month Be yourself/authentic
Be you • Use your voice • Don’t try to
be too authoritative • Talk to people just like you would
Growing it • Regularity • Email • RSS -> Email
via mailchimp • Tweet • Ask for reviews
Create a community
None
None
Postgresguide Over two years • 150k unique users • 400k
impressions Investment • 16 hours initial effort • Occasionally checking PRs
Speaking
Speaking • Start small -> build up • At your
office • Meetups • Regional conferences • PyCon • Ask for input/reviews
Focus on the talk • Find your routine • Your
priority is on a good talk, not on meeting people
What to propose • Catchy title • Inflammatory abstract •
Rinse and repeat
Evangelism
Why • To help others? • Economies of scale •
If you help them succeed, they’ll want to help you
How • Teach • Mentor • Make them successful •
Give them a line to you
Distribution
- Every developer launching something ever “Can you help get
this on Hacker News?”
Options Difficulty Easy Hard Reach A lot A little HN
Reddit Email lobste.rs DZone Pycoders/python weekly Press
If you do want on HN • Engage in the
community • Heavybit talk - Iris shoor
Timing
- Every marketing department ever “Every launch is huge” “Tuesday,
Wednesday, Thursday are all good days for launches”
Think outside • I still hate Monday • Friday is
great for small things • Weekends!
What’s in it for “the man”
If developer/technical company
For non-developer focused • Learning, speaking requires you master something
• Well versed topic takes 10 hrs to prepare • 5 of that is on slides • Lesser versed topic takes 20+ hrs to prepare • Recruiting
There’s more • Public speaking helps in a variety of
contexts • A conference is cheaper than training
- Every marketing department ever “How do I get my
engineers to create content”
Your engineers are better at marketing than your marketing team
Sourcing content • Support tickets • Emails • Show and
tells
Recap • Contribute to open source - document your projects
and actively engage • Blog about everything you learn for the first time • Talk about the things you learn, it helps you master them and helps others • marketing your projects is about communicating both the why and the what
Fin. @craigkerstiens