10 keys to upsell your customer base of smbs with online marketing and web presence applications

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Presentation by Wences Garcia of Marketgoo (http://www.marketgoo.com) at the WorldHostingEvent global. March 2013 in Rust, Germany:

Millions of European (and worldwide) SMBs plan to increase their spending on cloud services in the next 3 years and upselling add-ons and cross-selling business applications are key to driving growth.

Wences Garcia is the founder of MarketGoo, a internet marketing and SEO product company. In this presentation he would discuss about the key opportunities and challenges hosting and telco companies face to attack this mass market:

- What´s the size of this opportunity?
- How online marketing is perceived by SMBs
- Why educating the customer is key
- Why hosting is a commodity but online marketing is not
- How small businesses value simpler products
- When to create a consulting center?
- How to deliver a all-ecompasing marketing strategy
- and some more

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  • Valued added services are an opportunity but SEO is a high-opportunity
    You already host their website and even a website builder
    Hosting is a commodity, but online marketing means business 
    For a small business, understanding SEO is a crucial step in building out an online presence and acquiring customers
  • Hosting providers are used to sell products and online marketing is more of a consulting business.
    Selling solutions is not selling products. Focus on benefits
    Build a SMB specific strategy
    don’t think of yourself as a utility, but a value-added service provider.
  • If you want to sell value added services you must educate customers
    SMBs will be attracted to the providers that educate them the most before and after the sale.
    Content: Whitepapers, Newsletters, Webinars, etc.
    Seed the market with online reports benchmarking the website
  • 10 keys to upsell your customer base of smbs with online marketing and web presence applications

    1. 1. 10 keys to upsell your customer base of SMBs with online marketing applications Wenceslao Garcia
    2. 2. My name is Wences • Founder and CEO of MarketGoo • Former ISP and hosting executive • At the crossroads of Online Marketing + Technology + SMBs
    3. 3. • Web Marketing Tools • We help your customer to have a successful website • Partner with hosters and providers
    4. 4. 1.SMBs moving to the cloud
    5. 5. They are moving • SMBs want enterprise-level computing power, applications, and services at prices they can afford • The applications SMBs say they are most likely to add are search engine optimization, security and health monitoring, and backup.
    6. 6. 2. What´s the size of this opportunity?
    7. 7. Worldwide web presence • 19% growth (Europe) Source: Parallels SMB Cloud Insights 2013
    8. 8. 3. How online marketing is perceived by SMBs
    9. 9. Web marketing is key • You already host their website and even a website builder • Online marketing means business – SEO is the main tactic • For a small business, understanding SEO is a crucial step • SEO is a high-opportunity • Customers want submission and tools to improve visits
    10. 10. 4. SMBs trust in you
    11. 11. Trust • They actually trust in you. • SMBs rate hosting providers very high in terms of the value they provide. • Our outbound campaigns show a great success rate when pitching the business owner
    12. 12. 5. But you have to
    13. 13. Evolution • Selling products Vs. selling solutions • Focus on benefits • Build a SMB specific strategy • Don’t think of yourself as a utility, but a value- added service provider
    14. 14. 6. Educate the customer
    15. 15. Educate them • SMBs will be attracted to the providers that educate them the most before and after the sale. • Content: blog post, whitepapers, newsletters, webinars, etc. • Seed the market with online reports benchmarking the website
    16. 16. 7. Products must be …
    17. 17. Simplify • Try before they buy • Fremium models • Non technical jargon
    18. 18. 8. Promotion
    19. 19. Promotion • Cross-sell + Up-sell • Create bundles • Retention tool • Outbound phone campaigns = increase ARPU + Retention
    20. 20. 9. A service center?
    21. 21. Service Center • At some point, you may to create a place for marketers • Solutions may require a manage services center
    22. 22. 10. Engage
    23. 23. Def: Engage • To provide your customers with reasons to keep thinking about you
    24. 24. Thank you! www.marketgoo.com/partners wences@marketgoo.com Up-sell with Goo!

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