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

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

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  • 1. DohertyWhiteNew FrontiersAcquiring Your 1 Customer st
  • 2. DohertyWhite
  • 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. DohertyWhite
  • 5. DohertyWhite Motar Website Google Pay- Social Email Generate traffic per-click media more leads>10% Increase in sales in 6 – 9 months
  • 6. DohertyWhiteThe Importance of YourFirst Customer
  • 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. 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. DohertyWhite2. Who to target?
  • 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. 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. 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. 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. DohertyWhite3. “What are we selling?”Your pitch
  • 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. 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. 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. 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. 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. DohertyWhite4. Product Launch Plan
  • 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. 4. Product Launch Plan DohertyWhite  Website  Personal Network  Professional Network  Email  Google ads (PPC)  PR
  • 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. 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. 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. 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. 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. 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. 5. Website DohertyWhite
  • 30. 5. Website DohertyWhite
  • 31. 5. Website DohertyWhite Example landing page layout
  • 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. 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. 6. Personal Network DohertyWhite Mr. Big Who do you know that will get you to Mr. Big?
  • 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. 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. 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. 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. 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. DohertyWhite9. Lunch
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Books DohertyWhite
  • 53. Bonus advice DohertyWhite Presentation Zen
  • 54. Sign-up for our bulletin DohertyWhite Call to action!
  • 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