Your SlideShare is downloading. ×
0
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013

279

Published on

One day seminar presented by Michael White of Motarme on Online Customer Acquisition for Startups. Presented as part of the New Frontiers program hosted by Galway-Mayo Institute of Technology. …

One day seminar presented by Michael White of Motarme on Online Customer Acquisition for Startups. Presented as part of the New Frontiers program hosted by Galway-Mayo Institute of Technology. Overview includes value propositions, customer profile definition, website design, content marketing strategy, social media marketing, search engine optimization, paid online advertising, email marketing and analytics.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
279
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Online Customer Acquisition 11 December 2013 Michael White
  • 2. Online Customer Acquisition  Today when people want to buy something the first place they look is the web  You need to make sure they find you  And you need to encourage them to ‘convert’ – buy or subscribe Product?
  • 3. About Us Marketing Automation Made Easy
  • 4. About Us
  • 5. About Us • • Michael White • • • • • • Co-founder and Managing Director of Motarme – founded 2011 Clients include Siemens, Mergon, IMEC, Card Commerce, Opt2Vote, Trinity College, DCU, NUI Galway … Enterprise Ireland mentor to 25+ early stage firms Ex Head of Marketing at Singularity – €20m software firm, sold to Kofax We’re also a startup - building our own software system – Enterprise Ireland client, Propel program Senior Product Manager at Siemens (electronic security products) 2001 to 2005 Also Senior Business Analyst with Elavon, Management Consultant with Deloitte & Touche, Product Manager with Marrakech, Implementation Manager with Misys Corporation (Kindle Banking Systems), software developer with AIB Bank Trinity Computer Science graduate (1990), Post-Grad Dip. Computing (2004)
  • 6. Online Customer Acquisition - ABC 6
  • 7. Who Are Your Target Buyers? Who are your buyers?  Where are they (countries, languages)  What industry sectors?  What types of organisation? Size, location ...  Any specific target companies?  What are their typical roles or titles?  How does your system relate to their job?  What are their key concerns/drivers/goals?  What are their demographics?  Where do they hang out online?  What sources of information do they use? 7
  • 8. What is Your Value Proposition? Answer these questions  Why should I (persona) buy the HeyStaks solution?  What value does HeyStaks provide to me?  How much is that worth to me – money, time saved, other benefits?  How quickly can I see the value your system delivers?  Why is your product better than similar or alternative products?  Why is your product better than what I do at the moment?  Can you show me examples of your system delivering value?  Focus on the results you produce rather than what you do 8
  • 9. What is Your Customer Acquisition Process? Bring people Bring people to your to your website website Persuade them Persuade them to sign-up for to sign-up for Content or Trial Content or Trial Persuade them to Persuade them to buy your product buy your product Convince them to Convince them to renew each year –– renew each year retain your retain your customers customers Traffic Traffic Conversion Conversion Subscription Subscription Retention Retention 9
  • 10. 1 Online Marketing Strategies for Customer Acquisition
  • 11. Online Customer Acquisition Your priorities as a startup 1. Confirm someone will buy your product / service 2. Build the first version of the product (prototype) 3. Get your first customer 4. Get to Product / Market Fit
  • 12. Make something people want, then sell it to them My Product My potential customers • 1. Make sure your product meets the needs of a group of customers – product/market fit • 2. Promote that product effectively to those customers
  • 13. Why Focus on Web Marketing? Because this is the way businesses buy today In aasurvey of 4000 B2B technology In survey of 4000 B2B technology buyers in the US, who had bought aa buyers in the US, who had bought product worth $25k or more, 80% of product worth $25k or more, 80% of those buyers said they found the those buyers said they found the vendor, not the other way round. vendor, not the other way round. Source: MarketingSherpa ––“B2B Source: MarketingSherpa “B2B Technology Marketing Benchmark Technology Marketing Benchmark Survey 2008” Survey 2008” • Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage. • We're moving from a focus on traditional techniques like press advertising, mail shots and cold calling, to techniques based on websites, ‘content-based’ marketing and automated marketing. 14
  • 14. Why Focus on Web Marketing? Lead Generation is Moving Online 1 2 3 4 47% 5 Source: DemandBase and Focus.com, 2011 15
  • 15. Why Focus on Web Marketing? A 2011 survey of B2B A 2011 survey of B2B buyers in Europe buyers in Europe indicated that websites, indicated that websites, web searches and email web searches and email made up 33of the top 44 made up of the top information sources information sources when carrying out aa when carrying out purchase process purchase process Source: Source: 2011 BuyerSphere survey 2011 BuyerSphere survey 16
  • 16. Why Focus on Web Marketing? Because this is a natural progression of how sales work 1950s to 1990s Sales teams find and persuade the buyers 1997 Buyers start to search online, find service and product information from multiple vendors 2006 Buyers confer with each other via online networks 2009 Sales now use online tools to prospect, generate and qualify leads Marketing Automation 17
  • 17. Digital Marketing for B2B is Different from B2C • • The difference isn’t always clear cut But generally these differences are true B2B B2C Higher value e.g. > €10k Lower value e.g. < 1k High consideration - more evaluation required Lower consideration – evaluation is faster Perceived risk – so reducing this risk is important for buyers Low risk Complexity of product is greater e.g. large software system, machinery – so need to educate buyers on features, differentiators Generally less complex – clothes, food, tickets (but exceptions e.g. cars, laptops, some software products) Longer, multi-phase sales cycle – can be up to 18 months Immediate – transaction occurs quickly (e.g. purchasing consumer goods, books) Multiple participants on buyer side (e.g. financial manager, users, IT dept) One buyer Executive involvement – may require sign-off from senior staff or head office Buyer decides for themselves Branding / emotional appeal less important Branding / emotional appeal very important 18
  • 18. But for both B2B and B2C, buyers find you online … • • • In B2C, you use online marketing to bring someone to your site so they will purchase something directly, right now In B2B, you use online marketing to bring someone to your site so they will register for something (a white paper, free trial ...). Once you have their contact details, you set up a regular communication with them to build up their interest, qualify them as sales opportunities and persuade them to buy later Buy Now Download 19
  • 19. Basic Principles of Web Marketing Content + Web = Leads & Sales Traffic + • White papers • Videos • Case studies • Infographics • “How” to guides • Top tips •… = • SEO • Social media • Email • Google Ads • Display • Retargeting • Syndication •… 20
  • 20. Online Customer Acquisition - ABC 21
  • 21. Understandproblem The your buyers Why can’t I market to everybody? • People are tempted to try to market to all potential users • You worry that if you focus on one group or one geography you will exclude the others • This is wrong for a couple of reasons: – Limited promotional budget – you have a fixed amount of money to spend on promotion. Concentrating that spend on a clearly defined target group will produce better results than spreading it thinly across multiple potential target groups – Trying to be all things to all people generally doesn’t work when launching a new product. If you designed a car that tried to appeal to young families, men in their 20s and elderly women, you would end up with a mishmash that appeals to no-one. The same is usually true with technology products. You should focus your product and promotion on one or two sectors for your launch. 22
  • 22. Who Are Your Target Buyers? Who are your buyers?  Where are they (countries, languages)  What industry sectors?  What types of organisation? Size, location ...  Any specific target companies?  What are their typical roles or titles?  How does your system relate to their job?  What are their key concerns/drivers/goals?  What are their demographics?  Where do they hang out online?  What sources of information do they use? 23
  • 23. Who to target? • 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 Role: Sales manager Organization: SME Age: 45 Goals: have easy access to prospect information 24/7; get better quality leads; better pipeline Nora Role: Marketing manager Organization: multi-national Age: 32 Goals: manage multiple channels; drive awareness of the company; produce more and better quality leads. Liam Role: IT manager Organization: SME Age: 31 Goals: reliability and availability; simplified architecture; security; cloudbased infrastructure
  • 24. Understand your buyers
  • 25. Online Customer Acquisition - ABC 26
  • 26. What is Your Value Proposition? Answer these questions  Why should I (persona) buy your solution?  What value does your product provide to me?  How much is that worth to me – money, time saved, other benefits?  How quickly can I see the value your system delivers?  Why is your product better than similar or alternative products?  Why is your product better than what I do at the moment?  Can you show me examples of your system delivering value?  Focus on the results you produce rather than what you do 27
  • 27. 3. Your Value Proposition Need it … • When talking to prospects • On your website • On Landing pages • In Email campaigns • On Brochures • In your PR
  • 28. 3. Your Value Proposition A value proposition is a clear statement of the tangible results a customer gets from using your products or services. It’s outcome focussed and stresses the business value of what you have to offer If you can’t demonstrate superior value then customers will choose based on price 29
  • 29. 3. Your Value Proposition 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
  • 30. 3. Your Value Proposition 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
  • 31. 3. Your Value Proposition 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>
  • 32. Value Proposition Typical problems 1. Talking about your company and its capabilities rather than focusing on the customer 2. Talking about features instead of the value provided by those features 3. Using marketing waffle like ‘leading global provider of X’ 4. Highlighting benefits that your customers don’t care about 5. Lack of a single definition within a company – if you ask two different sales people you get two different answers as to what they do and why they’re the best. 33
  • 33. Value Proposition List out what you think you can do that makes you unique  Then go ask your existing customers what they think is the unique value you provide  34
  • 34. 3. What Are We Promoting – Value Propositions • • • • • Select some value proposition claims for your target audiences – VP1, VP2 etc. Position them on the grid below “Appeal” means – how strongly do the target customers want this VP? “Exclusivity” means – can people get this VP anywhere else? The closer you can get to the upper right hand quadrant the better your VP is 35
  • 35. Value Proposition and “The Whole Product”  Are you selling the “whole product”  This is the “stuff” that surrounds your technology such as training, videos, online help, good support, partner technologies, integrations 36
  • 36. Value Proposition – NOSE framework Tom Sant’s NOSE framework is a structure you can use to help sell your Value Proposition  Describe your value proposition using this 4 step format  Need - what is the need the customer is experiencing today?  Outcome – what could tomorrow look like if things could be improved, what great results could be achieved?  Solution – what is your solution?  Evidence – can you show evidence of where you’ve done this before?  Search for ‘Tom Sant’ on Google to get other presentations and resources on value propositions, effective sales communication and writing proposals.  37
  • 37. Your Website – The Foundation for Customer Acquisition 38
  • 38. Website •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, selfevident. 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.
  • 39. Website Purpose of Website Purpose of Website ••Togenerate sales leads To generate sales leads ••Togenerate sales To generate sales Source: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals
  • 40. Website Bring people Bring people (traffic) to (traffic) to your website your website Persuade them to Persuade them to sign-up for aaFree sign-up for Free Trial or download Trial or download content content Persuade them to Persuade them to pay for your pay for your service service Convince them to Convince them to renew each year –– renew each year retain your retain your customers customers Traffic Traffic Conversion Conversion Subscription Subscription Retention Retention Traffic Conversion Subscription Retentio n 41
  • 41. Website structure • Design your new site structure like an “org chart” • Use your “personas” as a guide – what goals do they have when they get to your site? What information do they need? • Keep the number of levels in your org chart to a minimum, ideally 3 or 4 • If you have an existing site, map from old pages to new to ensure you are keeping everything that is essential. Home Product Services About us Contact
  • 42. Website 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% Client list 64% Online resources/content (white papers etc.) 60% Video or online presentations News items Podcasts or audio content Source: “How clients buy 2009 Benchmark Report”, RainToday 57% 47% 40% 87%
  • 43. Website Wireframe
  • 44. Website Develop ‘wireframe’ designs for home page and internal pages Use the ‘personas’ to guide the wireframes – base them on the personas goals (e.g. find information) and your objectives (e.g. get visitor to register for download) Drive your visitors to take an action – the “Most Wanted Action” – on each page Provide downloads and prominent ‘buy now’ offers Make good use of page structure, text to explain what you do Make most of the page ‘clickable’ to lead visitors to further actions / information. Request a Callback Call usus now! Call now! XX XXX XXXX XX XXX XXXX
  • 45. Your Website Your web-site  The most important marketing tool you have  Your best sales-person 24/7/365  A sales lead generation machine  Drive visitors to your site  Get them to take “Most wanted action”
  • 46. Website
  • 47. Website
  • 48. Website Example landing page layout
  • 49. Website Graphics  Keep graphics down to less than 3rd of home page – see heatmaps  Use images of real people, avoid clichéd stock images  Make the entire graphic clickable  Make sure graphic is ‘tagged’ so you turn up on image searches  Use Clicktale or similar tool to check how visitors move around your pages
  • 50. Website Checklist  “Outside In” – make sure your website and your page layouts reflect your target customers. Will they quickly recognize you are targeting them?  Is your Value Proposition clear on each page?  Is it easy to find information – clear menus and links, search option?  Are there “Calls to Action” – CTAs – on each page?  Trust – do you make it clear you are trustworthy e.g. through customer and partner logos, quality marks, security certifications?  Evidence – do you provide proof that you can do what you say you do?  Have you designed for Search – clear page structure, clear readable URLs, page tags, headers?  Have you designed for Mobile – responsive design?  Have you designed for Social –links to social accounts, share options?
  • 51. 1. The Website Website Website recap  Reflect your buyer in the web-page design (‘outside in, not inside out’) – use “Buyer Personas”  Make it easy for visitors to accomplish goals e.g. find information, contact you (put your number on the home page), get you to contact them (call back button), search  Think about your “Most Wanted Actions” – what do you want them to do?  If you want them to do something (go to a section of the site, download content, buy something) then make it obvious and easy  Keep your website design and structure simple and easy to navigate  Use conventions where possible e.g. ‘home’ at the top left and on company logo  Provide ‘bait’ on each page – downloadable content  If you are doing a redesign, make sure to carry over your existing “web assets” – pages and links  Monitor your site with Google analytics or similar system
  • 52. Website Redesigning an existing site  Define what you want to achieve by the redesign  Measure current figures for visitors, sales, leads  Audit your site – list all existing pages, incoming links to your pages, documents ...  http://www.xml-sitemaps.com/ will list the pages on your site  http://www.seoprofiler.com/analyze/yoursite.com and www.seomoz.org/linkscape to check how many sites link to you  Make sure none of these pages and links are lost when you move to the new site  Use “301 redirects” to ensure links to old pages are redirected to the corresponding new page e.g. www.mysite.com/oldpage -> www.mysite.com/newpage  Measure the performance of the new site e.g. using Google Analytics  Test different versions of a page – what’s known as A/B testing – to see which one works better with your visitors
  • 53. 1. The Website Website Website resources  “Don’t make me think” by Steve Krug  Jakob Nielsen, Usability Bulletin www.use-it.com  Personas – “About Face: the essentials of interaction design” by Alan Cooper et al  MarketingExperiments.com – provide regular statistics on website tests  “The Art of SEO” by Eric Enge, Rand Fishkin et al – advice on good website design for search engine optimization
  • 54. What is Your Customer Acquisition Process? Bring people Bring people to your to your website website Persuade them Persuade them to sign-up for to sign-up for Content or Trial Content or Trial Persuade them to Persuade them to buy your product buy your product Convince them to Convince them to renew each year –– renew each year retain your retain your customers customers Traffic Traffic Conversion Conversion Subscription Subscription Retention Retention 55
  • 55. Priority Number 1: increase web traffic Steps for Increasing Web Traffic Bring people Bring people to your to your website website Traffic Traffic 1. Search Engine Optimization 1. Keyword analysis & selection of best keywords to target 2. On page SEO – update website structure and settings 3. Off-page – Link Building 2. Content Production 1. Text based documents – white papers, case studies 2. Image based – infographics, presentations, photographs 3. Video 4. Blogs – mixture of text, image, video 3. Social Media Marketing 1. Identify influencers 2. Actions for LI, G+, FB, Twitter, Slideshare, YouTube 4. PPC 5. Email 6. Paid Online Advertising (non PPC) 1. Display 2. Syndication 56
  • 56. Content Strategy
  • 57. What content will interest your Buyers? Content Strategy Digital Marketing is like fishing  Content is your bait – case studies, videos, infographics, blog posts, ‘how to’ guides, presentations, white papers  Different buyers have different information needs at each stage of the buying process  Awareness Interest Evaluation Decision 58
  • 58. 3. Map Content to Buyer Stage 59
  • 59. 3. Map Content to Buyer Stage 60
  • 60. SEO 61
  • 61. Build for search • 85% of business buyers find what they want via search engines • When people search, they usually don’t go past page 1 of the search results Most people (64%) click on the first 3 results on Google page 1 •42% to the first result •12% to the second •9% to the third Less than 10% click on pages beyond page 1 Source: SEOBook and SEOMoz
  • 62. Why SEO is important: • Business buyers as well as consumers search online when looking for products and services • 85% of those buyers find what they want via search engines • If they can’t find you, they will find a competitor • Search Engine Optimization (SEO) and Paid Search (ads) are the two main tools to ensure you are found • You should understand the basics of how search engines prioritize search results • Then you can decide what to do about it – do nothing, do it yourself or hire someone to help 63
  • 63. Why is Search Engine Optimization important? Because most people (75%) click on the ‘natural’ search results rather than ‘paid’ ads 75% of clicks go 75% of clicks go to the “natural” to the “natural” or “organic” or “organic” search results search results you see at the you see at the left hand side of left hand side of the search the search results pages results pages 25% of clicks 25% of clicks go to the go to the “paid” “paid” advertising advertising results you results you see at the top see at the top and rightand righthand side of hand side of Google and Google and Bing search Bing search pages pages 64
  • 64. Why is Search Engine Optimization important? Because when people do search, they usually don’t look past the first results on page 1 Most people (64%) click on the Most people (64%) click on the first 33results on Google page 11 first results on Google page ••42%to the first result 42% to the first result •12% to the second •12% to the second ••9%to the third 9% to the third Less than 10% click on pages Less than 10% click on pages beyond page 11 beyond page Source: SEOBook and SEOMoz Source: SEOBook and SEOMoz 65
  • 65. Search Engine Optimization • Search Engine Optimization is the process you use to appear higher in the search engine results pages for searches relevant to your business • It is based on first understanding how people search for terms related to your business - keyword analysis • You then use that understanding to update your website, interact with social media and seek links so you can push your business higher up on the search results Keyword Analysis Website settings Content on your pages Links (incoming, outgoing and internal) Social media 66
  • 66. Search Engine Optimization • People take different routes when searching for your kinds of products and services • You need to understand which kinds of searches are best at bringing your desired buyers to you online • You should analyze each major ‘search route’ into your site so that you can increase that traffic Sea r ch r o ut e 1 Search route 2 te N ro u rch Sea 67
  • 67. Search Engine Optimization
  • 68. Search Engine Optimization Signals that Google uses to decide which page to show for a query Overall, it looks at relevance and popularity. The list below is from an SeoMoz.org poll of SEO companies – 9 most important factors 1. 2. 3. 4. 5. 6. 7. 8. 9. Keyword use in title tag Anchor text in inbound link Global link authority of site Age of site Link popularity within the site’s internal structure Topical relevance of inbound links Link popularity of site in topical community Keyword use in body text Global link popularity of sites that link to the site
  • 69. Search Engine Optimization The Long Tail • The most popular keywords account for 18.5 % of search traffic • They are the most competitive terms – it is usually hard to get a new web page onto the top of page 1 for these terms • However, over 70% of searches are for less common terms – these are the ‘long tail’ keyword phrases • Usually these terms are 3 words or longer and are more specific e.g. “1996 green 3 series bmw” rather than “bmw” • Targeting these ‘long tail’ keywords is a good way to get more traffic to your site Source: SEOMoz.org
  • 70. Search Engine Optimization The Long Tail
  • 71. What is Search Engine Optimization? • Search Engine Optimization is the process you use to appear higher in the search engine results pages for searches relevant to your business • It is based on first understanding how people search for terms related to your business - keyword analysis • You then use that understanding to update your website, interact with social media and seek links so you can push your business higher up on the search results Keyword Analysis Website settings Content on your pages Links (incoming, outgoing and internal) Social media 72
  • 72. Search Engine Optimization  First step – KEYWORD ANALYSIS – what terms do you want to be found for?  Start similar to Google PPC keyword analysis – use Google keyword tool  But – you have to pick smaller selection of keywords to focus on  Sort by search volume (high) and level of competition (low)  Pick top candidate phrases for your key phrases  Optimize specific pages for particular terms  More pages, more terms you can optimize for
  • 73. Keyword Analysis 3. Pick the keyword phrases you want to target • • • • You can optimize for about 3 phases per page And … you need to have pages for the keyword phrases you are trying to target So plan out the site structure based on the phrases you want to be found for E.g. if you are targeting 30 keyword phrases, you will need at least 10 pages
  • 74. Search Engine Optimization ‘On page’ optimization – 5 settings per page, plus regular use of your target keywords on an optimized page with relevant content 1. Page Title 2. URL 3. Header tags 4. Text, internal links, bold 5. Page description text
  • 75. Search Engine Optimization ‘Off page’ optimization – get other sites to link to you  A link: www.motarme.com  Links should be from other good sites  To get links, provide information/content that people think is valuable and should be shared Identify a target list of sites you’d like to link to you  Who links to you now?  Who links to your competitors?  What sites are top for the search terms related to you?  What standard directories are there - irelandlookup.com, localpages.ie, europages.ie  What associations are you a member of e.g. the Chamber
  • 76. SEO 2. Landing page design SEO Resources  “Google’s Search Engine Optimization Starter Guide” – Google  “SEO Quick Guide” – DohertyWhite (lists other reources)  “Learning SEO from the Experts” – Hubspot  “Introduction to Search Engine Optimization” – Hubspot  “The Art of SEO” - Eric Enge, Stephan Spencer, Rand Fishkin and Jessie Stricchiola  QuickSprout (Neil Patel) – good advice on driving traffic  SEOMoz.Org – Blog updates, “White board Friday” seminars  Bruce Clay – respected SEO expert
  • 77. Social Media 78
  • 78. Social Media • Why will people share your status updates? • What do you want to happen when they do?
  • 79. Social Media Use social media to drive traffic to your “Online Marketing Hub” – your website and blog. 80
  • 80. Social Media 81
  • 81. Social Media – How to execute 1. Identify influencers 2. Optimize all social media profiles 3. Generate content 4. Promote content to audience 82
  • 82. Social Media – How to Execute • We are targeting eCommerce vendors, eLearning vendors, large Retailers, mobile operators • At each of those organizations we are targeting different roles • In this step we identify people on social networks who are influencers • We then plan how we intend to engage with them Influencer Influencer Influencer Influencer Influencer Persona A Influencer Influencer Influencer Persona B Influencer Persona C Influencer Follow-on Twitter RT on Twitter Comment on Blog Facebook G+ Name 1    6  Name 2   6  6 83
  • 83. Social Media – Blog Blogs • What? Basically like a website that you can easily edit and update • Why? Draws more traffic to your web-site, leads, sales • Can form the basis for your Facebook, LinkedIn and Twitter marketing • Allows readers to provide feedback • Can paste in YouTube videos, SlideShare slides
  • 84. Social Media – Blog Why start a blog?
  • 85. Social Media – Blog How do you start a blog? • Check out Blogger and Wordpress – both are free • Now also have Tumblr • Keep posts short – 200 to 300 words • Write about how you do your job, how to use a product, trends in your sector, “top 10 tips” • Long enough to cover everything important, short enough to keep people wanting to see more • Put in images and videos, otherwise visually boring • Have a “Call to action” at the end – offer people something, get them to do something
  • 86. Social Media – Facebook Why should you care about Facebook? Facebook users by age
  • 87. Social Media – Facebook • Lots of your customers • 2nd most trafficked website • Get found, promote your stuff, connect with others • Get started: Set up a personal page first • Connect with friends, join groups • Set up a business page second • Put links to your Facebook pages on emails, web-site, …. • Encourage people to “Like” your page • Set up and promote events • Test Facebook ads
  • 88. Social Media – Facebook Make sure you have the “follow” and “like” buttons on your site and blog comments
  • 89. Social Media – Facebook Who are you targeting? What are your goals in using Facebook for your business? • • • • • Sales Conversions Facebook “Likes” Traffic to your website / blog Email subscriptions Set specific targets • Increase sales by XX% • Grow Facebook likes by YY% Implement Facebook Marketing Activities • Welcome page • “Like” button on your website and blog Monitoring • Facebook insights • Google analytics • AllFacebookStats
  • 90. Social Media – Facebook Facebook  Try Facebook ads and promoted posts  Can specify targeting criteria  Includes location, age, birthday, sex, workplace, education and interests http://www.facebook.com/marketing
  • 91. Social Media – Facebook • SimplyZesty – www.simplyzesty.com – excellent source of information on Facebook and other social media marketing • Ian Cleary, RazorSocial - http://www.razorsocial.com/ • Who’s Blogging What – “The Facebook Page Marketing Guide” • Larry Chase Web Digest for Marketers – “Social media marketing guide – 12 key tools”
  • 92. Social Media – Google+ Why should you care about Google+ ?
  • 93. Social Media – YouTube  Video generates more interaction  Now has ad option  Video you or your customers talking about your product or service  Relate to your business – e.g. “how we used the product”  Home-made is good  Sign-up on YouTube (2 minutes and its free)  Post it on YouTube, and customize your YouTube page  Link to YouTube from your website, blog, Twitter ….
  • 94. Social Media – LinkedIn • • • • • • Optimize your personal profile Connect to people you know Join Groups Get staff to create their profiles and connect Create company profile Fill out company product and services
  • 95. Social Media – LinkedIn
  • 96. Social Media – Twitter • What: Listen, Tweet, Respond • Why?: Traffic to your website, inbound links, leads, sales • How: 140 character “tweets” • E.g. press release headline • Can also insert links to stuff you like/find interesting • Follow others e.g. customers, influencers • Make your tweets useful e.g. links to web-site, video, news item • Tweet about good stuff your business is doing • Customer service
  • 97. Social Media – Twitter • Create your personal account • Look for people to “follow” e.g. someone in the same business, a supplier, commentator, partner • Look for “influencers” - people who influence your potential customers • Tweet about content, special offers, news, discounts • Link to your blog – tweet all your posts • Link to content – guides, downloads, videos • Link to your Facebook and LinkedIn Accounts • Put Twitter “Follow us” buttons on your email, website, blog • Check out what happens on Google analytics – e.g. can see people clicking on Tweet, coming to blog, then coming to your website • Use Hootsuite or other tools to manage Twitter • Can use Hootsuite to track competitor feeds or monitor for particular phrases e.g. “help with CRM wanted”
  • 98. Social Media – Slideshare What • Free storage area to put up slide presentations, word documents, PDF documents • Really useful for anyone involved in professional services • Can collect leads from people who download your content • Can place stuff here and link to it from your blog • Can also record voice over on your slides then post it here, then link to your blog or website – good for recording a sales pitch or product demo
  • 99. Google Ads 100
  • 100. Google Ads 1. The Website
  • 101. Google Ads 1 1 Keyword analysis 22 Ad text 33 Your ad text Why we’re great Call us now! www.mywebsite.com Landing page  Campaign set-up – budget, geography  Keyword analysis – what are people searching for  Ad text – variants  Bids and cost-per-click  Bid management  Broadmatch, exact match, negative keywords  Keyword insertion Name Email Download
  • 102. Google Ads Keyword selection  Think about how visitors search for your product or service  Thousands of ways people search for things, but usually fall into a category :  The actual question they have e.g. “how do I fix a broken pipe”  The answer to the question e.g. “plumbers in Galway”  A description of the problem e.g. “broken water pipe in kitchen”  A symptom of the problem e.g. “flooded kitchen”  A description of the cause e.g. “frozen pipes”  Producer parts or brand names e.g. Bosch, Philips  For each product, think how people might search for it, using the above as a guide  Use Google’s free Keyword Tool to help generate more keywords  Sort by “volume of searches” and “level of competition”  Break them into groups of 20 to 30 keywords and put them in Ad Groups
  • 103. Google Ads Writing your ad  To get started, search for your targeted terms and monitor what ads are displayed  Draft 4 to 5 versions of the ad to begin with  Run multiple versions of your ads, monitoring which ones work the best
  • 104. Google Ads design 2. Landing page Convert your visitors! – Landing Pages  Rule #1: Avoid unnecessary distractions – push visitor to your “Most Wanted Action”  Be consistent with the ad or email that brought your visitor here, including keywords, logos and other images  Spell out your Value Proposition and the benefits of this particular offer and have a clear call to action  Remove any unnecessary navigation  Try to keep registration fields to a minimum e.g. Name and email  “A/B” test 2 versions of landing page to see which works best  Use Google analytics to monitor conversions
  • 105. Google Ads design 2. Landing page Monitor and improve your ads Click through rate Click through rate Average cost per click Average cost per click
  • 106. Google Ads design 2. Landing page General approach  Choose your topic “themes” - the main things you want to get found for e.g. Web Design, Digital Marketing, Compliance, Video Learning  Generate keywords under each theme – the more the better – using Google keyword tool  Structure your keywords into “Ad Groups” of 30 to 40  Create multiple text ads per ad group  Monitor  “impressions” per keyword i.e. How many times the ad is shown  Clicks per keyword  Clicks per ad  Cost per click  Clickthrough Rate (CTR) per ad
  • 107. Google Ads design 2. Landing page Google ad resources  “Advanced Google AdWords” by Brad Geddes  Unbounce.com – landing page optimization tool  Google WebSite Optimizer  WiderFunnel.com  WhichTestWon.com  ConversionScientist.com  www.conversion-rate-experts.com
  • 108. Email Marketing 109
  • 109. Email marketing • • • • • • • 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 ..
  • 110. Email marketing
  • 111. Email marketing Write your email text 11 and upload a list of recipients to your email system Email System (e.g. Constant Contact or Vertical Response) sends personalized email to each recipient and records who opens, deletes, opts out 22 Reply Email Visit to your 33 website
  • 112. Email marketing
  • 113. Email marketing
  • 114. Analytics 115
  • 115. Analytics Metrics , Analytics and Reporting  Having identified objectives you should identify corresponding metrics and report on them  Use Google analytics to measure and report on website traffic numbers, bounce rates and traffic sources (among other metrics)  Google adwords provides reports on impressions, click through rates, cost per click  Monitor leads generated, what they downloaded, their IP address etc  Your marketing automation or email marketing systems will provide reporting on bounce rates, open rates, click through rates per email campaign  We can generate SEO reports that show traffic per keyword, relative improvement over time, competitor ranking for selected keywords etc.  Combine the key metrics into a one-page weekly summary so you can easily plot your progress against the top 5 to 10 objectives e.g. Traffic, leads, lead quality, email response rates etc. 116
  • 116. Putting It All Together 117
  • 117. Online Customer Acquisition - ABC 118
  • 118. Who Are Your Target Buyers? Who are your buyers?  Where are they (countries, languages)  What industry sectors?  What types of organisation? Size, location ...  Any specific target companies?  What are their typical roles or titles?  How does your system relate to their job?  What are their key concerns/drivers/goals?  What are their demographics?  Where do they hang out online?  What sources of information do they use? 119
  • 119. What is Your Value Proposition? Answer these questions  Why should I (persona) buy the HeyStaks solution?  What value does HeyStaks provide to me?  How much is that worth to me – money, time saved, other benefits?  How quickly can I see the value your system delivers?  Why is your product better than similar or alternative products?  Why is your product better than what I do at the moment?  Can you show me examples of your system delivering value?  Focus on the results you produce rather than what you do 120
  • 120. What is Your Customer Acquisition Process? Bring people Bring people to your to your website website Persuade them Persuade them to sign-up for to sign-up for Content or Trial Content or Trial Persuade them to Persuade them to buy your product buy your product Convince them to Convince them to renew each year –– renew each year retain your retain your customers customers Traffic Traffic Conversion Conversion Subscription Subscription Retention Retention 121
  • 121. Identify “user stories”, cluster in “themes” Preparation Draft Buyer personas eCommerce Draft Buyer personas eLearning Draft Buyer personas Mobile SEO Content Select Keywords Identify targets for link building Check site load speeds Map keywords to website structure Content Audit Content Matrix Content Gap List Content production schedule Create mobile infographic Create eCommerce video Create eLearning case study Social Email Identify influencers eCommerce Identify influencers eLearning Identify influencers mobile Optimize company profiles ‘Reach out’ to eComm influencers Build email list Build email list Design Newsletter Capture emails from Blog subscription Set up weekly post schedule Identify tools to automate posting & monitoring 122
  • 122. Identify “user stories”, cluster in “themes” PPC Lead Mgt Review keywords Monitor performance weekly Test new campaign Collect leads centrally Events Identify events for 3 target sectors Display ads Test display ads Test retargeting Lead Score Set up nurture track for each persona Monitor progression of leads through to handoff Test LinkedIn ads Test video ads Syndication Build list of potential channels Get syndication price lists st Pick 1st channel to test Prepare white paper for distribution 123
  • 123. Product 3 Schedule user stories graphically WP Wnr Wb C G Post Wb Product 2 Post Wb Pr G Wb C Fl Wnr C Wb Wb Ab G Wb Product 1 C Email Campaign CSt Case Study Wnr C Ad WP Ae Post Wb C Ab Post G CSt Pr T Pr G White Paper Ab Analyst Briefing Wb Web Page Pr Post Blog post Press Release Wnr G Google Adwords Webinar T 124 Tradeshow
  • 124. Key Points: •Understand your buyers •Be clear about the value you deliver •Get good at online marketing •Drive traffic to your website and blog •Use content as ‘bait’ •Use social media to generate traffic •Use email to keep in touch •Measure performance of your process •Continually improve conversion rates 125
  • 125. Books
  • 126. Bonus advice Presentation Zen
  • 127. Recommended reading • • Harvard MBA course on startups – recommended reading http://platformsandnetworks.blogspot.com/2011/01/launching-tech-venturespart-iv.html?spref=tw • • Building a sales and marketing machine – Dave Skok – http://www.forentrepreneurs.com/slides-sales-marketing-machine/ • Brad Feld, VC, author of “Do more faster” – www.feld.com And go to www.slideshare.net/motarme
  • 128. About Motarme Clients “The system delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” Caolan Bushell Business Development Manager Mergon Group “Generating leads online is now a central part of our sales strategy.” Barry Rooney Chief Operations Officer Siemens ITSS “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” Joe Lynch General Manager IMEC Technologies
  • 129. Motarme Marketing Automation T: +353 1 969 5029 M: +353 86 383 8981 W: www.motarme.com Twitter: @motarme 130

×