Transcript of "Digital marketing for Tech Dinosaurs by Stuart Morrison "
Why “Technical Dinosaur” because I hear that all the time from board members and
“Can you make it simple because I’m a bit of a technical dinosaur”
And let’s face it “Technical Dinosaur” sounds better than “Relic of a Bygone Age” or
This presentation is a complete overview an “how to” guide that should give even
“Brontosaurus” (one of the biggest dinosaurs) confidence to go and create great online
marketing campaigns with clearly defined goals and then you can let the Techheads do
The 3 types of Technical Dinosaur, which one are you?
The internet is rubbish and you can’t see the fuss, it’s a fad like CB radios
You have a website and think it might produce some business but your not actually
sure, “you got to have one these days though don't you?”
Got a website and spends 4 hours a day on Facebook or Linked in and website appears
in first position for
“purple widget provider in high street London NE10 called smith”
If anyone out there is think “yup that’s me”
I’m sorry but the good news is I can help you evolve and become...
Able to plan and measure an online marketing campaign with a few tame techies to do
the boring bits.
Actually, it doesn’t – the people having success online now are, broadly speaking,
implementing the same overall strategy that has produced success since “B.I.” before
The world B.I.
Marketing is the entire process by which you increase the awareness of your business to
your target market.
Know – find you: Word of mouth, adverts, referrals.
Like – They want to know more
Trust – They revisit, speak at length, sign up for newsletters.
Try – A salesman will speak to them and offer a sample or a trial etc.
Buy – TADA! Done it!
Repeat – Done it again!!!
Refer – The circle is complete and a new customer “Knows” you.
This is the overview and basis of ALL marketing, whether OFFLINE or ONLINE
This was B.I.
Now in the I.E. = Internet Era
Most business, unless eCommerce, should concentrate on just 3 things.
Know - Get traffic to your website or look at your online marketing
Like – Getting them to listen to your messages and like your services or products
Trust – Take time to read and act upon your content, speak to you at length, or engage in
your online activities like;
Attend webinars, Share your social media, Take part in quizzes, Read white papers, Look at
Trust can be achieved online by using the right content and activities to ensure cold
prospects become hot leads receptive to your sales messages.
Your primary activities are: Know, Like and Trust –
if they TRUST your business you can start to sell to them. NOT BEFORE
DO NOT TRY TO ENGAGE IN SELLING ACTIVITY OR USE CLOSING TECHNIQUES
BEFORE YOU REACH THE TRUST STAGE.
Build a good old fashioned marketing funnel
What is your aim? Your aim should be to get more relevant traffic. End of.
What is your goal? Something that can be stated & measured = £100,000 in additional
sales by 1/4/2014 stated a quantity and deadline allows you to measure your success
Who is your target market? Who will make a purchase? Who is the decision maker?
What sector will buy from you. AKA - Prospect Avatars.
What method will you use to reach your target? Depending on your target: Google
PPC, Facebook Ads, Email, Twitter, Pinterest, Affiliate, Viral
Also, the method you use to generate traffic will, in some instances, be dictated by cost
Whatever method you use you need a stream of traffic that is RELEVANT for your
DO NOT rely solely on organic search results.
Is SEO a wise spend of your marketing budget? Organic results take time to achieve
AND If your marketing is reliant on a Google first place position then you are exposed
to the risk of it disappearing overnight.
You generate high quality traffic by producing a network of quality content that links that end up
back at your website.
Focus on drawing quality traffic back to quality content you have added to relevant high quality
websites around the web.
Start at the centre with your activities on your website and move out.
1) Build a quality website – our first section, ensure good calls to action and high quality,
2) Start a quality blog – our second section, add up to date and regular content
3) Engage in quality social media – our third section, share your thoughts and ideas with your
4) Tell people about your website, blog and social media – engage in online PR and viralising
5) Build links from AUTHORITY sites, share other content, like other social media – Put
signposts up to point to your content online
If you are not engaged in these activities, pretty much in this order anything you are spending on
SEO could be wasted money.
These steps should all build links back to your website (backlinks). Not ALL links should go
directly back to your site but EVERY step along a link should contain a link back or “back link” to
some area on the Internet which tells prospects about your business. But most importantly how
to get in touch or what the next action you would like them to take.
It’s like Hansel and Gretel leaving a breadcrumb trail back to their house.
Your goal is to capture the details of that traffic.
At the bottom of your funnel should be a container, this is a way of retaining visitor
information, this is your mailing list and what you should be growing
If your website is not building a mailing list you are missing out on building your
Move your website from being merely a brochure or info site and turn it into a lead
Visitors may only come to your website once during the sales cycle. Thus collecting
their contact details and having a way to get back in touch is paramount.
A mailing list allows you to build repeat quality traffic, notify an interested audience of
deals, updates and various business-centric information and grow trust.
To capture contact details offer visitors some “take away” in exchange for the visitors
Ensure your takeaway is not a “Newsletter” – this is dull and says “We will spam you
with dull and uninteresting stuff about us”.
“Newsletter” is me-centric: Inner Circle or V.I.Ps becomes a customer focused
Your goal now is to gain the prospects trust and become “front of mind” or Thought
Leader in the mind of your prospect.
Building a mailing list allows you to build trust
Your target then changes from simply “selling more” to “building trust”
So you forget so much about building ever increasing levels of traffic and concentrate
on building trust with your mailing list.
A list with a few people on it that trusts you can be very receptive to sales messages,
and usually has higher response rates than low quality traffic to your website.
If you do not have a way to stay in touch with your visitors then you are not engaging
with your prospects and letting sales leak out of your business.
You should be encouraging visitors to get in touch, remain in contact and stay receptive
to your sales messages with quality content.
Fail to collect contact details and you have to ask the question “Why do I have a
website?” or “Are we Wikipedia?”
Mailing lists are VERY low risk traffic strategies.
Having a mailing list can give your business a way to test offers, build products and
generate interest during slow seasons.
So we come full circle:
To grow your trust and grow your mailing list means finding high quality traffic and that
is what good online marketing should do.
Good marketing finds and grows quality targeted traffic that will be interested in what
you have to offer and will readily sign up to your mailing list
You grow this traffic from several sources:
Direct – from offline ads or links in emails you send
Search – from being found from keyword searches
Blog – readers searching for blogs or looking for information in the “blogosphere”
Social – being found, followed, shared, liked, retweeted and bookmarked in the social
You should always build great content wherever you are found, your aim remember is
to build trust and thought leadership.
Your primary thought should always be to build TRUST not TRAFFIC.
If you build trust the traffic will follow.
So to get traffic, I need to build trust, but how do I get the traffic in the first place to get
it to trust me?
Start by building quality, trusted content on your website
What is your content?
Who are your prospects?
What is your business profile?
In your niche, sector or industry: What or who do people trust?
DO NOT start creating ANY content until you have defined these three areas.
Here’s how to begin...
To generate traffic you need a repository of content for that traffic to find.
Good quality traffic is attracted by content that is
High Quality – better than the rest of the competition both on and offline
Original – simply not a re-hash of other industry wide content
Different – what’s your voice/personality?
But before you rush off and start to hammer on the keyboard, the BEST way to create
content is to know who you are creating that content for.
Begin by building a picture of who will be reading your content.
Is it 20- 30 year old females in the HR sector?
Company directors in the finance industry?
Or business owners with a website in your local area?
Once you have a VERY clear picture of your target audience you are better equipped to
create on target content with great keywords that will be used by your target market.
Ensure you understand what is driving them and what is likely to get them to react to
You NEED to understand exactly, precisely and clearly what sort of content is going to
please them and get them to TRUST you and regard you as “Thought Leader” in your
niche or market.
Just as you can walk into a magazine seller and see rows of magazines with very specific
target readerships then so must you do this with your website.
Your target market must think “I’m in the right place” when they land on your website.
Fail to do this and your website will fail.
Before you continue your quest for content you need to know one more thing...
Once you know who your visitors will be then you need to ensure you know the
following about your company.
What do you do? What do you do that your prospects want? What do you do that solves
their biggest problems?
Where are you located? Within your industry, your physical location, and who you
supply to B2B? B2C? Charity sector etc.
Who do you do if for? Ensure once you answer the above two bullet points you are still
talking to the same prospects you defined in the previous slide.
You need to become regarded as trusted and ALL your content should encourage
people to give you “front of mind” for your chosen niche or topic.
This thought leadership translates online to “authority” which is what Google is looking
As the “authority” you will regularly give updates, info, advice, guidance,
recommendations, hints, tips and pointers.
This leads to people back linking and spreading your “Authority”.
Thought leader and authority doesn’t happen overnight but start and over time it will
Your 1 goal is to become thought leader in your niche in the mind of your target market.
This won’t happen on first visit or interaction with your content (wherever they find it)
but if you get them to leave a method for you to contact them you have a second chance
to build a relationship why building your mailing list is so important.
Remember people who lead are not afraid to recommend others in their field it shows
The simple fact is businesses that are willing to spread their ideas, be it product benefits
or business info win.
Who invented the lightbulb?
Humphry Davy, produced rudimentary electric arc lamps first
Sir Joseph Wilson Swan was given a patent for a bulb in 1878
In 1877, the American Charles Francis Brush manufactured carbon arcs lamps
Hiram Maxim had a claim and long running dispute with Edison.
But we remember Edison, why? He had a far bigger and more efficient publicity
machine. “The Wizard of Menlow Park”. He was a forerunner to Apple and Steve Jobs.
So, if you don’t tell the world you exist who’s going to do it?
If you need to ask anything please email