TechBA- Marketing for Startups and Small Biz


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Covers ROI, Online Marketing, Email, and Social Media

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  • CampusLIVE paid Lindsay Lohan about $3,500 for one tweet which resulted in 4,500 clicks to their website. This equates to $o.77 cent a click and at this price point celebrity tweeting competes with Google Adwords and Facebook advertising.Control the news: One of the best marketing tactics is to befriend others; groups, individuals and/or news organizations. Let people and organizations know what your business is about, how you benefit the community and upcoming events. Toot your horn so that the entire world may hear the music.Consumers are eager to be reminded of exciting events, have their minds taken off negative aspects of the economy and learn about savings or events that will benefit them. Vera Wang is rarely if ever photographed walking down the streets of NY. Wang did something unheard to promote the Kardashian wedding gown. About one week before Kim’s wedding, Vera and Kim were photographed together walking down a NY street.
  • Low and Slow Conversational talk
  • TechBA- Marketing for Startups and Small Biz

    1. 1. Hello TechBA! – 3/20/13Intro to Startup Marketing:Top of the Funnel - The Starting Point @equintanilla
    2. 2. El cliente cambia.¿Y su negocio?Todos éramos un clientetradicional hace diez años.Compramos productos y serviciosbasados en el precio y el uso. Secomunicaba por medio de carta,teléfono y ocasionalmente, si eraposible, por correo electrónico .Pero ese cliente cambio con elcambio social al comienzo delsiglo. El cliente tomó las riendasdel ambiente de negocio y secambio para siempre. @equintanilla
    3. 3. “ La conversación informal es probablemente el mecanismo mas antiguo con la cual se desarrolla,expresa y difunde opiniones acerca de productos y marcas “ John Arndt @equintanilla
    4. 4. B2B Buyer’s Journey Sales ImplementationOutbound Referrals Social Online Media Research @equintanilla
    5. 5. “To compete for consumers’ time and divided attention, brands must also find ways to better resonate with their audiences.”“Building a successful multichannel marketing campaignrequires the right mix of channels that offer brands theability to reach and engage consumers!” @equintanilla
    6. 6. @equintanilla
    7. 7. Common Marketing Goals1. Implement foundational marketing improvements, including branding, messaging, website, content, and search to increase awareness and support future growth.2. Build AWARENESS of ACME Products and Professional Services, and EDUCATE our Customers and Stakeholders.3. Strengthen relationship with select partners to improve credibility, expand ACME sales force, and increase leads.4. Present ACME as an industry thought leader - a proven, credible provider of TNT Products and Professional Services. @equintanilla
    8. 8. Marketing Funnel Web Site & SearchAwareness Content/Core Materials Media & Analysts Relations Social Media Database Marketing Lead Generation Events Advertising Marketing Automation Lead Nurturing Sales Funnel Sales @equintanilla
    9. 9. @equintanilla
    10. 10. ReachRelevanceRepetition @equintanilla
    11. 11. Provide useful content:• Engage with your customer• Dont just sell.Ofrezca contenido útil• Es importante atraer y encajar bien con su cliente• No es cuestión de solo vender @equintanilla
    12. 12. The New Marketing …. Don’t expect PRIVACY IN SOCIAL MEDIA!!! Source: John Jantsch @equintanilla
    13. 13. All About SEO …. Researching Keywords Selecting the Domain On-site Optimization Off-Site Optimization Linkbuilding Social MediaContent Marketing @equintanilla
    14. 14. What are people searching ¿Qué buscan las personas? for? (Keywords) (Palabras clave)How does your website ¿Qué posición ocupa su rank? sitio en la lista de • Monitor your search resultados. engine rankings. • Supervise los cambios en su posición @equintanilla
    15. 15. Keywords .. What is Palabras clave… loyour biz? que abarca su negocio1.Write down your words related 1.Anote todas las palabras queto your business pueden definir o relacionarse con su negocio2.Use names and phrases yourfriends would use google to find 2.Utilice las palabras y frases queyou. sus público usaría para encontrar Caterer – wedding catering, su negocio con Google. party food provider, your Florista – diseñadora floral, thoughts? decoradora, coordinadora de eventos, sus opiniones profesionales? @equintanilla
    16. 16. Blog Elements ►Build Thought Leadership ►Earn People’s Trust: Use Meaningful “Non-salesy” content (71% say blogs are part of buying decisions) ►Be a Problem Solver: Highlight how you solve your customers problems @equintanilla1
    17. 17. Blog Elements @equintanilla1
    18. 18. Reference @equintanilla1
    19. 19. Top 5 Blog Elements: Title aka your Headline.►Blog Title – Make sure your headline is “sticky” yet “POSITIVE”!►Tips: • Actionable, Clear and Direct, and Contains at least 1 Keyword  People search the web by using keywords • Create a Sense of Urgency or How To (or How Not To!) • Newsworthy .. Or Cautiously Use Controversial Sensational titles  Make sure you use solid points to back up your opinions • BRIEF (8-9 words – do not exceed ~60 characters)!  Twitter only allows for 140 character messages. @equintanilla
    20. 20. Top 5 Blog Elements: Title aka your Headline. @equintanilla
    21. 21. Top 5 Blog Elements: Content.►Blog Content – Length: 300 – 800 Words • Who, what, when, where, how, and why .. Remember the reader►Tips: • Answer Common Customer Questions • Conduct Interviews►Thought Leadership Content • Industry/Market Data • Industry Best Practices • Reports based on industry research • Educate the Reader • Industry Case Studies • Industry-related news topics and takeaways @equintanilla
    22. 22. @equintanilla
    23. 23. Top 5 Blog Elements: Content.►Blog Content – Definitive • Be clear, direct, take a stand, use strong word choices, BE THE EXPERT!►Types of Content: • Text-based Copy (Common) • Charts or graphs (Slideshare) • Audio Content (Podcast) • Cartoons (What is IT thinking?) • Infographics • Guest Bloggers (Channel Partners) • Curated Lists • Industry book reviews • Q&A’s • Videos (Gartner Video) • Employee Contributions .. Manufacturing, Inside Sales, Support @equintanilla
    24. 24. Top 5 Blog Elements: Calls To Action (CTA).►Calls To Action (CTA) – introduce & qualify reader to sales funnel • Can be at the beginning, middle, or end of a post►Tips: • CTA: Calls to Action – Remember to Link Keywords  To Anue Systems (….) @equintanilla
    25. 25. Top 5 Blog Elements: Calls To Action (CTA). @equintanilla
    26. 26. Top 5 Blog Elements: Images►Images are Important! Tell 1000+ Words at once • Break up text into digestible chunks • Convey post’s message with a helpful image @equintanilla
    27. 27. Top 5 Blog Elements: Keywords.►Keywords – Critical and everything pivots from a keyword.►Tips: • Use Industry Keywords that people enter in Google to research vendors • Pick a Keyword and write a post about that word .. Drive SEO • Use Keyword in title, copy, images (filename and image description) • Embed keywords into posts .. Remember to format appropriately to capture the readers attention: @equintanilla
    28. 28. E-mail Basics Opt-in mailing lists are now the preferred method for customers. Consider creating an online newsletter. Consider time-limited online "coupons" that can be redeemed at your site. Each email should also contain instructions for removed from the email list. Best email content should be shared. Forwards are nice, but most people these days want to tweet, Like, +1, post on LinkedIn, or share on other social networks. Track everything: email open rates, clicks on the link provided in the email, the views on the landing page, and all social media shares. @equintanilla
    29. 29. @equintanilla
    30. 30. 5. Calculate Costs6. Align the social media initiatives with business goals7. Don’t dismiss “soft metrics”8. Allow for organic discussion to emerge @equintanilla
    31. 31. Too often, social strategies start in the wrong place--with a focus on a Facebook fan page or Pinterest board - @augieray1. Define the People2. Set the Objectives: What & how will you measure success?3. Devise the Strategies4. Determine the Tools, Technology & Tactics @equintanilla
    32. 32. Earned, Owned, & Paid.Social works best when you use the classic definition ofmarketing: that it’s about relationships with customersand the actual conversations.Tip: Don’t be a NASTYNETWORKER!! @equintanilla
    33. 33. Penguin and Panda Google Update: Impact on SEO►Algorithm changed keyword rankings for sites►On-site SEO has changed devaluing Anchor tags►Sources of Backlinks matter►Social Signals (mentions, +1, Likes, and Shares) count @equintanilla
    34. 34. Trigger Campaigns Based on Social InteractionsDemand generation software has built-in automated activities based on user behaviors. Social media usage can be one of these triggers.If someone favorably tweets a company, invite that person to friend, follow, Like, or Pin your company.Send a thank-you message to someone who follows a company on Twitter, shares a presentation on SlideShare, or Likes a piece of content on FacebookEVENTS & WEBINARS:Publicize the webinar by assigning it a Twitter hashtag, and then measure the volume and relevance of tweets referencing the hashtag.For registrants or attendees of the webinar who tweet, adjust their lead scoring accordingly. @equintanilla
    35. 35. @equintanilla
    36. 36. Content Tip: Bring Offline to OnlineTouch Point:interface of a product,a service or a brandwith customers, non-customers,employees and otherstakeholders –before, during andafter a transactionrespectively apurchase.Don’t overlook theobvious! @equintanilla
    37. 37. Express Yourself @equintanilla
    38. 38. Gaga Marketing ..Mind your P’s►Product►Place But Don’t►Price Forget your►Promotion C’s ►Content ►Context ►Connect ► and Community!! Whether you like her or not she is .. loud, crisp and clear!!! @equintanilla
    39. 39. @equintanilla3
    40. 40. Tip: What to post .. Add Social Media Icons to your email campaigns and all landing pages. @equintanilla
    41. 41. Tip: Connect with Objectives ►E - ENTERTAINING ►I - INFORMATIONAL ►E - EDUCATIONAL ►I - INSPIRATIONAL ►O – OBJECTIVE: What was the point of doing all the work?Source: @equintanilla
    42. 42. This and That .. @equintanilla
    43. 43. Entertain! @equintanilla
    44. 44. Tip: Schedule Posts @equintanilla
    45. 45. @equintanilla
    46. 46. Social Media Information in the Leads DatabaseAdd custom fields for social contact information, such as Twitter handle and link to public LinkedIn profile.Integration with Klout exist, so Klout scores can be assigned for each lead.Integrations with 3rd-party software applications exist to provide more data. @equintanilla
    47. 47. Sales and CRM►MarketingAutomation supports Social Integration►Social CRM is supported in Salesforce & Nimble @equintanilla
    48. 48. Marketing Takeaways►Exposure is critical►Control the news ►Find your niche►Make consumers want ►Promote yourself in the more right venues►Be creative in your ►Contribute to the marketing discoursePeople magazine paid $1.5million for exclusive rights tothe Kardashian weddingphotos. @equintanilla
    49. 49. @equintanilla
    50. 50. Thank You! Elizabeth Quintanilla @equintanilla @equintanilla