ANGLR | Zero to Sixty | Day 4 – Diving In Head First

Welcome! This is my second of many posts in this Zero to Sixty series. Thanks for following along with me!

Four days in. I just completed my first weekend and first Monday while working at ANLGR since my last post. I am very excited about all the opportunity if front of us.

The ANGLR Tour Starts Thursday!

We have an epic ANGLR tour that begins May 10th. We’ve been pretty focused on a few short term goals related to this tour over the past few days. This was one out of the three big things (full digital audit and building our custom marketing stack are the other two).

We had some catching up to do to be prepared for the tour. We still do. So we were all doing a bit of work over the weekend to try and get ready for this tour. Lots of details to coordinate for a 10,000 mile journey across 35 states, fishing for 25 different species over the course of two months!

Here are a few of the items we’ve knocked out in the last three days related to the tour

  • Launching the first blog post announcing the tour
  • Sharing the first teaser video for the tour on our social media accounts
    • Had the chance to begin VidIQ subscription and test it with Landon. Very cool optimization tool for Youtube.
  • Launching video ads promoting this video on targeted Youtube Channels
  • Launching Facebook and Instagram ad campaigns
    • We are running FB lead ads A/B testing video against still image and also traditional boosted posts from page. Customized a new audience for this targeting using interests.
    • Setup a lead ads sync to our Mailchimp tour list using Zapier so the subscribers are auto-added to our Mailchimp list.
  • Setup Mailchimp tour email subscription list and embed forms for blog post. We want users to be able to easily opt-in to follow along and receive email updates during the tour with video updates and insider tips. This is a super simple and effective way for us to accomplish this at this point. We also added a Youtube subscribe button for this same reason.

Website WordPress Migration

During the tour we are going to be sharing over 40 Vlogs/Blogs on our site. This raised the issue of having a CMS that would give our team the ability to create blog posts quickly and easily. We were right in the middle of having a custom WordPress theme built for us, but after some research and a lot of conversation we decided it would be best to replicate our current marketing site by customizing a powerful premium theme instead of going for a custom theme. This would give us the ability to quickly stand up everything from a blog post to a landing page to more robust custom pages quickly and easily. We also wanted the ability to use plugins as needed without issues and do pretty much anything we wanted to without having to rely on a developer.

Today, being able to quickly iterate, test, analyze, and repeat is imperative. A website is never done. This change is going to make our ability to pivot and adjust quickly and powerfully much stronger. It is going to be a super tight project. We have mobile mockups from our designed for the new homepage and we just received the first concepts for the desktop version this evening. We are going to try and get the entire site migrated and live by Thursday… here we go! Working with some of the best to get it done, so I have faith.

Other Randoms

Some other various tasks I knocked out over the weekend and Monday:

  • Wrapped up getting access to all accounts, profiles, cloud folders, permissions etc.
  • Finished establishing benchmarks and goals for overall business on the kickoff doc I started day 1.
    • Goals established – 1) Acquire app users. 2) Sell integrated devices. 3) Launch influencer video monetization.
  • ANGLR had an awesome brand/identity deck that I spent a lot of time reviewing to orient myself around voice/why/how/what messaging, belief statements, market fit.
  • Did some enculturation into the fishing community by reading some blogs, watching videos, and checking out some sites Landon recommended.
  • Got to check out the tool called Privy which we are using for our exit popups in our Shopify store pages. Looks like an awesome tool and look forward to leveraging it in the future for our Bullseye launch in June.
  • Began the very first steps of the full audit I’ll be doing by jumping into Google Analytics and Adwords
  • Our COO, Landon was a guest on The Fishermans Journal podcast. I listened to it and planned to turn it into a blog post. http://www.thefishermansjournal.com/2018/05/the-one-app-every-anglr-should-use/ 
  • Identified some new potential pages to stand up and ship sooner than later for SEO
  • Reviewed some competitors
  • Talked to Landon about differentiators and messaging challenges

If you’re interested in the startup world, digital marketing/advertising, marketing analytics, content marketing, SEO, SaaS, marketing operations, marketing automation, or fishing, I hope you’ll join me and learn with me over the next 60 days by signing up for my email updates.

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ANGLR | Zero to Sixty | Day 1 – Let’s go fishing

Here we go! Today is my first day stepping foot onto the vessel known as ANGLR. ANGLR is the fastest growing community of sport fishermen recording, reviewing, comparing and sharing their experiences on the water.

I loved riding in and and talking about awesome cars with my dad while growing up.

How fast a car can go from a stand still to 60 mph is a benchmark commonly used to gauge their overall performance.

I thought it would be fun to share my experience here while trying to get as much accomplished as possible in the first sixty days after joining a startup (startup of the year 2017) to do digital marketing.

[Insert Pithy Sub-header Comparing Fishing to Marketing Here]

I am excited to start fishing for passionate Anglers on the web who live and breathe fishing. The fishermen that never really leave the water.

As a marketer, I am an angler of another kind. We also rely on data. We use data to decide which bait to use to earn attention, we cast this bait into the right pools of individuals, we set a hook that will keep people on the line, and ultimately try to reel in new business.

We’re fishing in a big pond.

The fishing hobbyist community is three times the size of tennis and golf combined in the United States.


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Day 1

I started the day by touching base with Landon, the COO and co-founder at ANGLR. I am going to be hanging out with this guy A LOT over the next 60 days. This is a great thing. He’s just an awesome dude. Landon is organized, driven, and a passionate entrepreneur/angler.

After spending the first couple minutes establishing the fact that both parties are pretty dang stoked to move forward together, we started talking about what we are going to tackle (shot from the pun gun!) first.

A LOT.

There is a lot going on. We have to get stuff done (GSD). Every day. This is all that matters and what success hinges on. I am going to be shipping fast and shipping often.

Here’s what we’ll be shipping in the next 60 days…

In the world of digital marketing, the first challenge is administrative logistics related to on-boarding and gaining access to “all the things” that a brand amasses over the years that are involved with your online presence.

We setup a Trello board where we’ll be tracking all of my work, planning, and organizing the chaos. We’ll be using the company’s g-suite account to share docs and sheets in Google Drive for collaboration, organization, and communication. Landon was able to quickly share a sheet with the laundry list of core accounts to get things rolling on a Google spreadsheet. Social accounts, Google Analytics, Webmaster accounts, etc… they add up quick.

There are three main projects that I will be tackling over the coming weeks. Every day it’s critical to “ship” to make progress towards these goals.

  1. Get a lay of the land. Digital marketing audit. I will doing a complete audit of ANGLR.com and their current state when it comes to their online presence and digital marketing channel health. We will be trying to discover what has been working, what hasn’t, and where the biggest opportunities for us are for growth in this area. What is driving user acquisition up to this point? What’s driving retail sales? What can we build on? What should we stop doing? I will be aggregating lots of data from lots of different tools in order to complete this project. This is priority number one of the next week.
  2. The Marketing Stack. ANGLR will be using segment.com as their main data pipeline and foundation for their custom marketing stack. Over the coming weeks I will be managing this project and working with their in-house and freelance team members to implement their tracking plan and install the necessary scripts on the marketing site, the web app, iOS app, android app, and server side. Segment will allow us to then add and remove sources and destinations for data in our marketing stack in a rapid and scalable manner. First things first, we gotta get the segment library of events defined, setup, and firing in these key areas. Then, we’ll hire tools for email, in app messaging, analytics, etc as needed.
  3. The ANGLR Tour. Pro Angler, Jacob Jesionek, will be traveling across 35 states, fishing for over 25 species over the coming months. We have partnered with him to share the experience along the way and how he uses the ANLGR app and trackers to improve his fishing and learn using data. He will be capturing video content along the way that we will be turning into over 40 posts that will be shared on our blog and social media channels. I am going to help make sure this content gets in front of as many fishermen as possible.

Nic is the guy with his hands up. I am in the air. He had a lot of trust in me at this moment not to take his head off. I am extremely excited and humbled by the trust he is putting in me at this moment to help ANGLR grow.

I also talked with my good friend Nic Wilson for the first time as an employee of his company this afternoon. Nic is the CEO and hustler extraordinaire for ANGLR. I have known Nic since middle school. We played in a high school pop punk band together. He’s an incredible drummer. He’s also pretty good at keeping a beat in business, building hype, and keeping the entire band in-sync. He can pitch like nobody I have ever seen. I couldn’t be more excited to be working with him.

Only three things are certain for me in the next two months:

  1. I am going to learn a ton.
  2. I am going to have a lot of fun.
  3. My two year old son, Sully, will continue to keep me the most tired and the most excited to keep living this beautiful thing called life.

If you’re interested in the startup world, digital marketing, marketing analytics, content marketing, SEO, SaaS, marketing operations, marketing automation, or fishing, I hope you’ll join me and learn with me over the next 60 days by signing up for my email updates.

Here’s a video featuring Nic talking about the Anglr app and the Tracker.

Talk soon!

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