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: …

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

Transcript

  • 1. 10 keys to upsell your customer base of SMBs with online marketing applications Wenceslao Garcia
  • 2. My name is Wences • Founder and CEO of MarketGoo • Former ISP and hosting executive • At the crossroads of Online Marketing + Technology + SMBs
  • 3. • Web Marketing Tools • We help your customer to have a successful website • Partner with hosters and providers
  • 4. 1.SMBs moving to the cloud
  • 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. 2. What´s the size of this opportunity?
  • 7. Worldwide web presence • 19% growth (Europe) Source: Parallels SMB Cloud Insights 2013
  • 8. 3. How online marketing is perceived by SMBs
  • 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. 4. SMBs trust in you
  • 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. 5. But you have to
  • 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. 6. Educate the customer
  • 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. 7. Products must be …
  • 17. Simplify • Try before they buy • Fremium models • Non technical jargon
  • 18. 8. Promotion
  • 19. Promotion • Cross-sell + Up-sell • Create bundles • Retention tool • Outbound phone campaigns = increase ARPU + Retention
  • 20. 9. A service center?
  • 21. Service Center • At some point, you may to create a place for marketers • Solutions may require a manage services center
  • 22. 10. Engage
  • 23. Def: Engage • To provide your customers with reasons to keep thinking about you
  • 24. Thank you! www.marketgoo.com/partners wences@marketgoo.com Up-sell with Goo!