Online Marketing

This presentation is made possible by the support of the American People through the United States Agenc...
Online Marketing
•  Low cost. High Impact
•  Everyone interested in you will search your company, your
competitors and try...
Display advertising:
–  On your site
–  Monetized via
•  Cost per 1000 impressions
(CPM)
•  Cost per Click
•  Cost per Act...
Social media marketing:
•  Indirect advertising
•  The process of gaining traffic or
attention through social media
websit...
Email marketing:
•  Directly marketing a
commercial message to a
group of people using
electronic mail.
•  Examples: Const...
Video marketing:
•  Creating the
right video: short
(3 min) &
memorable
•  Viral videos
–  evokes a
strong feeling
–  Funn...
Referral marketing:
•  Promoting products or services to new customers through
referrals, usually word of mouth
•  Trust a...
Affiliate Marketing:
Search engine marketing (SEM):
•  Promoting websites by
increasing visibility in
search engine result pages
(SERPs) throug...
Search engine optimization (SEO):
•  The process of improving the
visibility of a website or a web page
in search engines ...
Online Marketing
•  Tools and techniques
•  Constantly improving
•  If this is your primary business strategy – hire inter...
Press Coverage
•  People from the press love to have your stories. If you’re
interesting to their readers, they will sprea...
SaaS Language
• 
• 
• 
• 
• 

ACV
CAC
CLV
MRR
Churn

Annual Contract Value
Customer Acquisition Cost
Customer Lifetime Val...
Guidelines for SaaS Startups
•  LTV > 3X CAC
•  Time to recover CAC < 12 months
Single Customer Cash Flow with Monthly
Subscription
Single Customer Cumulative Cash Flows
Cash Flow Comparison
1 Customer per Month and 5 Customers per Month
Negative Churn
Big Picture- How to Run a SaaS Business
•  Acquire, retain, and monetize your customers
•  Keep your customers happy so th...
5.5 online marketing.pptx
5.5 online marketing.pptx
5.5 online marketing.pptx
5.5 online marketing.pptx
5.5 online marketing.pptx
5.5 online marketing.pptx
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5.5 online marketing.pptx

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A really basic guide to online marketing, defining terms

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5.5 online marketing.pptx

  1. 1. Online Marketing This presentation is made possible by the support of the American People through the United States Agency for International Development (USAID). The contents of this presentation are the sole responsibility of Rick Rasmussen and do not necessarily reflect the views of USAID or the United States Government.
  2. 2. Online Marketing •  Low cost. High Impact •  Everyone interested in you will search your company, your competitors and try to circle around to who you are… –  –  –  –  –  –  Website (SEO/ SEM) Display advertising profiles Social Media Referral Marketing Affiliate Markeitng Video Marketing •  Press coverage and 3rd party referrals
  3. 3. Display advertising: –  On your site –  Monetized via •  Cost per 1000 impressions (CPM) •  Cost per Click •  Cost per Action –  Google Analytics –  A/B and multi variant testing
  4. 4. Social media marketing: •  Indirect advertising •  The process of gaining traffic or attention through social media websites such as Facebook, Pinterest, Twitter and LinkedIn •  Drives your brand •  Start with one social medium and experiment effectiveness. •  Think about which social media your target customers seem to cluster around, and target those first
  5. 5. Email marketing: •  Directly marketing a commercial message to a group of people using electronic mail. •  Examples: Constant Contact, MailChimp, iContact •  Allow you to reach, acquire and engage and retain customers •  Can integrate with social media marketing •  Is measurable
  6. 6. Video marketing: •  Creating the right video: short (3 min) & memorable •  Viral videos –  evokes a strong feeling –  Funny –  Quirky –  Outrageous –  Poignant –  Cute
  7. 7. Referral marketing: •  Promoting products or services to new customers through referrals, usually word of mouth •  Trust and relationships •  Measurable. Build Measure Learn. Friends & Family Building an Extended Community
  8. 8. Affiliate Marketing:
  9. 9. Search engine marketing (SEM): •  Promoting websites by increasing visibility in search engine result pages (SERPs) through the use of –  –  –  –  paid placement contextual advertising paid inclusion, Or free search engine optimization (SEO) techniques •  Also known as organic results.
  10. 10. Search engine optimization (SEO): •  The process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results •  Keywords are leveraged to increase the volume of organic results. •  Think about how your customers look for what you provide, and make sure those keywords are incorporated into your web content. •  Video & images can also be tagged for SEO relevance
  11. 11. Online Marketing •  Tools and techniques •  Constantly improving •  If this is your primary business strategy – hire internal experts •  If this is a way to drive business your way, find a great service and use them the best you can
  12. 12. Press Coverage •  People from the press love to have your stories. If you’re interesting to their readers, they will spread the word…! •  Learn to tell stories •  Know that this will be a “blip” – a short term event •  Think about how to best capitalize on your 15 minutes of fame –  Calls to action –  Gaining users, listeners –  Something that will earn loyalty and money
  13. 13. SaaS Language •  •  •  •  •  ACV CAC CLV MRR Churn Annual Contract Value Customer Acquisition Cost Customer Lifetime Value (LTV) Monthly Recurring Revenue Customers lost per period
  14. 14. Guidelines for SaaS Startups •  LTV > 3X CAC •  Time to recover CAC < 12 months
  15. 15. Single Customer Cash Flow with Monthly Subscription
  16. 16. Single Customer Cumulative Cash Flows
  17. 17. Cash Flow Comparison 1 Customer per Month and 5 Customers per Month
  18. 18. Negative Churn
  19. 19. Big Picture- How to Run a SaaS Business •  Acquire, retain, and monetize your customers •  Keep your customers happy so they keep using your service •  Once you know your SaaS business is viable (using guidelines for LTV:CAC and Time to Recover CAC) •  Hit the accelerator..!

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