DohertyWhiteNew FrontiersAcquiring Your 1 Customer                st
DohertyWhite
Contents                                                            DohertyWhite           Scenario                       ...
DohertyWhite
DohertyWhite                                     Motar                    Website    Google Pay-           Social         ...
DohertyWhiteThe Importance of YourFirst Customer
1. Importance of 1st Customer                         DohertyWhite    Getting to your first customer should be priority #...
Contents                                                            DohertyWhite           Scenario                       ...
DohertyWhite2. Who to target?
2. Who to target?                                         DohertyWhite• Who is your ideal pilot customer?• Someone you kno...
2. Who to target?                                         DohertyWhite    Characteristics you look for in pilot customers ...
2. Who to target?                                                DohertyWhite • Create “Personas” for your top 3 target cu...
Contents                                                            DohertyWhite           Scenario                       ...
DohertyWhite3. “What are we selling?”Your pitch
3. Define Your Pitch              DohertyWhite    Need it …    • When talking to prospects    • On your website    • On La...
3. Define Your Pitch                          DohertyWhite    For <target customers>    Who are dissatisfied with <current...
3. Define Your Pitch                           DohertyWhite    Value Propositions   • From the outside, a lot of products ...
3. Define Your Pitch                           DohertyWhite      Other elements that our customers value – easy to do     ...
Contents                                                            DohertyWhite           Scenario                       ...
DohertyWhite4. Product Launch Plan
4. Product Launch Plan                         DohertyWhite  Objectives                   Time-boxed     Actual vs. Pla...
4. Product Launch Plan           DohertyWhite         Website         Personal Network         Professional Network    ...
4. Product Launch Plan                                                                              DohertyWhite          ...
Contents                                                            DohertyWhite           Scenario                       ...
5. Website                                          DohertyWhite      •Explains how to make sites more usable.      •Helps...
5. Website                                                      DohertyWhite                                              ...
5. Website                                         DohertyWhite   •   Call To Action – understand what that means   •   En...
5. Website                                                     DohertyWhite Top 10 Website Elements – rated “Important/Ext...
5. Website   DohertyWhite
5. Website   DohertyWhite
5. Website          DohertyWhite     Example     landing page     layout
5. Website                                                    DohertyWhite                                                ...
Contents                                                            DohertyWhite           Scenario                       ...
6. Personal Network                           DohertyWhite                                                   Mr. Big      ...
Contents                                                            DohertyWhite           Scenario                       ...
7. Professional Network                                   DohertyWhite    •   Associations e.g. IMDA, Irish Hotel Federati...
Contents                                                            DohertyWhite           Scenario                       ...
8. Email marketing                                                  DohertyWhite•   Use an email service provider – Mailch...
Contents                                                            DohertyWhite           Scenario                       ...
DohertyWhite9. Lunch
Contents                                                            DohertyWhite           Scenario                       ...
10. Pay-per-click ads                                   DohertyWhite                                  Your ad here These ...
Contents                                                            DohertyWhite           Scenario                       ...
11. PR                                                     DohertyWhite   PR is free, and really effective   But ... to ...
Contents                                                            DohertyWhite           Scenario                       ...
12. Sign-up Process                                               DohertyWhite   Follow-up all leads within 24 hours   I...
Contents                                                            DohertyWhite           Scenario                       ...
13. Conversion                                                  DohertyWhite   Are they using your product?   If you tak...
Contents                                                            DohertyWhite           Scenario                       ...
14. Referral                                                     DohertyWhite Starting point – you have your first happy ...
Contents                                                            DohertyWhite           Scenario                       ...
Books   DohertyWhite
Bonus advice        DohertyWhite               Presentation Zen
Sign-up for our bulletin   DohertyWhite  Call to action!
DohertyWhite   Automated Marketing That Drives Sales                               michael.white@dohertywhite.com         ...
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How to Acquire Your First Customer - DohertyWhite

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How to Acquire Your First Customer - DohertyWhite presentation for New Frontiers program at Galway-Mayo Institute of Technology

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How to Acquire Your First Customer - DohertyWhite

  1. 1. DohertyWhiteNew FrontiersAcquiring Your 1 Customer st
  2. 2. DohertyWhite
  3. 3. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  4. 4. DohertyWhite
  5. 5. DohertyWhite Motar Website Google Pay- Social Email Generate traffic per-click media more leads>10% Increase in sales in 6 – 9 months
  6. 6. DohertyWhiteThe Importance of YourFirst Customer
  7. 7. 1. Importance of 1st Customer DohertyWhite Getting to your first customer should be priority #1 They’re the reference point for all other customers. Help You Resolve Business Issues Help You Resolve Technical Demonstrate demand Issues Show you can run a business Features Show you can handle customers Integration to other systems Cash Deployment Pricing Support How to sell How to market How to install Fail early, fail cheap Learn fast and iterate through to next version /customer
  8. 8. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  9. 9. DohertyWhite2. Who to target?
  10. 10. 2. Who to target? DohertyWhite• Who is your ideal pilot customer?• Someone you know ?• Personal or professional contacts?• Profile of first pilot - what is their • Industry? • Type of Organization • Role(s) - Personas?• Do you know any individuals who fit? Can you prepare a list of names?• Could you get me a list of email addresses? E.g. Business.ie
  11. 11. 2. Who to target? DohertyWhite Characteristics you look for in pilot customers ... Making product work Referencability Trust Big company Cooperation Well known Flexibility Provide case study Workthrough teething issues Do they need to be technically capable? Do they have to have a budget? Authority – do your contacts need to have seniority? Remember, you may need to convince more than one person at a target organization...
  12. 12. 2. Who to target? DohertyWhite • Create “Personas” for your top 3 target customers • They are “archetypes” representing 80% of your target visitors • Use them as way to describe and understand those customers Oscar Nora Liam Role: Sales manager Role: Marketing manager Role: IT manager Organization: SME Organization: multi-national Organization: SME Age: 45 Age: 32 Age: 31 Goals: have easy access to Goals: manage multiple Goals: reliability and prospect information 24/7; get channels; drive awareness of availability; simplified better quality leads; better the company; produce more architecture; security; cloud- pipeline and better quality leads. based infrastructure
  13. 13. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  14. 14. DohertyWhite3. “What are we selling?”Your pitch
  15. 15. 3. Define Your Pitch DohertyWhite Need it … • When talking to prospects • On your website • On Landing pages • In Email campaigns • On Brochures • In your PR
  16. 16. 3. Define Your Pitch DohertyWhite For <target customers> Who are dissatisfied with <current market alternative> Our product is a <new product category> That provides <key problem solving capacity> Unlike <the main product alternative> We have assembled <key ‘whole product’ features for your product’s specific area of application>
  17. 17. 3. Define Your Pitch DohertyWhite Value Propositions • From the outside, a lot of products and services look the same to their potential customers. • The more complex the product or service, the harder it is for buyers to understand how to differentiate between the available options. • You have make it easy for buyers to quickly understand how you can help them and why you are better than your competitors. • You do this by defining a clear and compelling Value Proposition aka your pitch
  18. 18. 3. Define Your Pitch DohertyWhite Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders, trustworthy The way we deliver our product or and service, our skills and expertise The Service The Product
  19. 19. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  20. 20. DohertyWhite4. Product Launch Plan
  21. 21. 4. Product Launch Plan DohertyWhite  Objectives  Time-boxed  Actual vs. Planned  “Who” - Target buyers  Targeted  Objectives delivered  “What” - Value  Monitoring  Input to next period Proposition  Integration  “Who else” -Competitors  Repetition  Route to market  “How” - Select activities
  22. 22. 4. Product Launch Plan DohertyWhite  Website  Personal Network  Professional Network  Email  Google ads (PPC)  PR
  23. 23. 4. Product Launch Plan DohertyWhite • Multi-touch promotion • Synchronize your Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk 9 activities so Wk11 lead 12 Wk10 they Wk 1 Activity 1 up to one point e.g. a launch event 2 Activity 2 3 Activity 3 4 Activity 4 5 Activity 5 6 Activity 6 7 Activity 7 8 Activity 8 9 Activity 9 10 Activity 10 23
  24. 24. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  25. 25. 5. Website DohertyWhite •Explains how to make sites more usable. •Helps you avoid basic errors. •Main message - when we look at a web page it should be obvious, self- evident. Don’t use text, graphics or layouts that cause unnecessary delays or confusion. •If you follow Steve Krug’s advice you have a better chance of steering visitors to what you want them to do and see.
  26. 26. 5. Website DohertyWhite Purpose of Website •To generate sales leads •To generate sales Source: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals
  27. 27. 5. Website DohertyWhite • Call To Action – understand what that means • Encourage sign-ups – use home page, all internal pages • Understand search patterns – use Google keyword tool so you can identify phrases to target • Use Landing Pages for your recruitment campaigns
  28. 28. 5. Website DohertyWhite Top 10 Website Elements – rated “Important/Extremely Important Description of service/products 87% Which Industries You Serve 78% Success stories / case studies 73%Professional website design and presentation 69% About us / biographies 64% 87% Client list 64% Online resources/content (white papers etc.) 60% Video or online presentations 57% News items 47% Podcasts or audio content 40% Source: “How clients buy 2009 Benchmark Report”, RainToday
  29. 29. 5. Website DohertyWhite
  30. 30. 5. Website DohertyWhite
  31. 31. 5. Website DohertyWhite Example landing page layout
  32. 32. 5. Website DohertyWhite Convince them to Bring people Persuade them Persuade them to renew each year – (traffic) to to sign-up for a pay for your retain your your website Free Trial service customers Traffic Conversion Subscription Retention Traffic Conversion Subscription Retentio n
  33. 33. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  34. 34. 6. Personal Network DohertyWhite Mr. Big Who do you know that will get you to Mr. Big?
  35. 35. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  36. 36. 7. Professional Network DohertyWhite • Associations e.g. IMDA, Irish Hotel Federation, SFA • Professional Bodies e.g. Institute of Chartered Accountants • Chambers of Commerce • Women in Business • University Alumni Association • LinkedIn – groups, alumni, business associations • Facebook ?
  37. 37. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  38. 38. 8. Email marketing DohertyWhite• Use an email service provider – Mailchimp, ConstantContact etc.• Build your list – a list of emails from your target group• Design your email so it looks professional• Offer either (1) Pilot sign-up or (2) content e.g. a White Paper• Or carry out a survey e.g. “Your use of Technology X”, offering something in return• When someone clicks, bring them to a landing page• Plan what your response should be – phone call, email, other ..
  39. 39. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  40. 40. DohertyWhite9. Lunch
  41. 41. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  42. 42. 10. Pay-per-click ads DohertyWhite Your ad here These kinds of ads are called “Pay per click” – get them on Google and Bing How it works – tell Google that if someone searches on “phrase” they are to show your ad; if someone clicks on your ad, then they are brought to a Landing Page You only pay when someone clicks; you know in that case that they were searching on a relevant term for your business Keyword selection – find all the relevant words and phrases Write your text ad - offer “Free sign-up, this month only” Bring visitors to specially designed Landing page When they register, think through the follow-up e.g. Email, phone call ... Store the contact details ! OnePageCRM, ZohoCRM, your email system, Excel ...
  43. 43. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  44. 44. 11. PR DohertyWhite PR is free, and really effective But ... to get coverage means you have to write something interesting and/or local Can issue a press release publicising your new product Or could promote a seminar, or a product launch Or you could carry out a survey and then publicise the results
  45. 45. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  46. 46. 12. Sign-up Process DohertyWhite Follow-up all leads within 24 hours It’s in your interest to get them to sign-up so make an effort Help during sign-up and test – use webinars, even call round for the first few Do not let them work it out for themselves Provide someone for them to contact 24/7 – these are your pilot customers so it’s worth it Be prepared for a “4 touch” cycle – email, phone, email, email ... Record what you are doing – it can quickly get confusing Sketch out a workflow diagram showing how it should work
  47. 47. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  48. 48. 13. Conversion DohertyWhite Are they using your product? If you take it away will they miss it? Can they see the value they obtain e.g. Money saved, time saved, revenue generated? What will it take to get them to buy? How does your pricing compare with comparable systems? Does someone else need to sign-off on the purchase? How do you know they understand the value? How do you test pricing? Big difference in saying “would be interested” versus providing credit card details Can you handle a card payment?
  49. 49. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  50. 50. 14. Referral DohertyWhite Starting point – you have your first happy customer Will they give you a referral Why would they give you a referral? Can you incentivize them? E.g. 6 months free for every new customer? Can you offer something else? Value of offer should relate to value of customer e.g. If new customer worth 1k per year, what “commission” will you offer to referrees? Examples: Perlico, ConstantContact, the Ecomist, Blueface ...
  51. 51. Contents DohertyWhite Scenario Time 1. Intro – Why your first customers are so important 10 -10.30 2. Who to target 10.30 – 10.45 3. Define Your Pitch 10.45 – 11.15 4. The Product Launch Plan 11.15 – 11.30 5. Website 11.30 – 12 6. Personal Network 12 – 12.15 7. Professional Networks 12.15 – 12.30 8. Email Marketing 12.30 – 1 9. Lunch 1-2 10. Google Ads 2 – 2.30 11. PR 2.30 – 3 12. The Sign-up Process 3 – 3.30 13. Conversion Process 3.30 – 3.45 14. Referral Process 3.45 - 4
  52. 52. Books DohertyWhite
  53. 53. Bonus advice DohertyWhite Presentation Zen
  54. 54. Sign-up for our bulletin DohertyWhite Call to action!
  55. 55. DohertyWhite Automated Marketing That Drives Sales michael.white@dohertywhite.com 01 969 8029 / 07491 16689 086 383 8981 Thank You @michaelgwhite www.dohertywhite.com
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