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Motarme GMIT Startup Customer Acquisition Seminar Dec 2015

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One-day seminar on Customer Acquisition for startups using web marketing, online lead generation and outbound lead generation. Covers Customer Development, Value Proposition, Product Market fit, website design, content marketing, search engine optimization, pay-per-click advertising, email marketing, social media marketing, sales prospecting and lead generation

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Motarme GMIT Startup Customer Acquisition Seminar Dec 2015

  1. 1. 9 December 2015 DIGITAL MARKETING FOR STARTUPS
  2. 2. 2 Acquiring Customers Your Customers today Potential customers who are aware of your business ? What’s the best way to connect and convert potential customers who are not aware of your company?
  3. 3. Motarme delivered real, measurable results in a short timeframe. “ ” About Us
  4. 4. What We Do B2B Technology Sales & Marketing • Sales and Marketing Software System • Sales and Marketing Consultancy
  5. 5. Michael White, Motarme • 10+ Years Tech Marketing • Product Manager • Consultant • Developer • Build software • Market software • Sell software • Michael White – MD & Co-Founder • Ex Head of Marketing at Singularity • Multi-million software firm • JPMorgan, Goldman Sachs, BT • Doubled lead generation within 2 years • Revenue doubled in same period • Senior Product Manager, Siemens • Internet and Desktop Security software • German Army, Swedish Govt, Irish Gov • Project Manager, Elavon (Flexicom) • Electronic Payments Software • Built Business Analyst Team • Barclays, AIB and Interpay (Holland)
  6. 6. 6 Digital Marketing for Startups - Agenda 1 Overview – Three Ways To Acquire Customers 10.30 – 11 2 Your Value Proposition – what it is, why it’s important 11 – 11.30 3 Your Target Buyers – how to profile them and their buying process 11.30 – 12 4 Central role of your website 12 – 12.30 5 Content Marketing 12.30 – 1 Lunch 6 Search Engine Optimization 2 – 2.30 7 Google Pay-Per-Click 2.30 – 3 8 Email Marketing 3 – 3.30 9 Using Social Media to generate leads – blog, Facebook, YouTube etc. 3.30 – 3.45 10 Outbound Lead Generation 3.45 – 4 Focus: How early stage technology companies can use Digital Marketing to generate leads and acquire customers.
  7. 7. Lead Generation and Lead Conversion: What Problem Are You Trying to Solve?
  8. 8. What is Marketing? Sales Leads Awareness Marketing
  9. 9. What is Marketing? • Generate awareness among potential customers • Generate awareness among influencers – analysts, journalists • Generate leads that convert to business • Acquire and manage partners so they become a source of revenue • Communicate with customers to increase retention and up-sell • Monitor and react to competitors • Monitor and react to trends in our core market THE PURPOSE OF MARKEITNG Marketing – Demand Generation Sales – Conversion and closure
  10. 10. A Repeatable Customer Acquisition Process Our Goal Predictable1 2 Scalable 3 Automatable
  11. 11. 11 Digital Marketing for Startups Where do you start? A simple Framework
  12. 12. 12 ABC, 1234 “What are you selling?” Your Value Proposition “Who are you selling to?” Your target buyers A B “How will you sell?” Your customer acquisition process C Bring people to your website 1 Traffic Persuade them to pay for your service 3 Subscription Convince them to renew each year – retain your customers 4 Retention 2 Conversion Persuade them to sign- up, register or download
  13. 13. Why Focus on Online Marketing?
  14. 14. 14 First – What is Online Marketing? Offline Press ads PR Website Google ads Social Media Email Direct Mail Tradeshows Analyst Relations Online
  15. 15. 15 2 3 4 5 1 47% Source: DemandBase and Focus.com, 2011 Lead Generation is Moving Online 4 of the top 5 lead sources are online
  16. 16. 16 • 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. • Survey of 4000 B2B technology buyers • 80% of those buyers said they found the vendor, not the other way round. Source: MarketingSherpa – “B2B Technology Marketing Benchmark Survey 2008” This is the way businesses buy today B2B Buyers now find Vendors Online
  17. 17. 17 More of The Buying Process Happens Online Savo Group Research Study 2012 via PepperGlobal.com • 41% of Business Buyers said they engaged with sales only after their initial research was conducted • 25% said they initiated contact after they had already established a preferred list of vendors Source: DemandGen White Paper “The New BtoB Path to Purchase”, 2012 of the buying process is completed before talking to a vendor. 58% – 70%
  18. 18. Why Is Online Lead Generation Alone Not Sufficient?
  19. 19. Why You Need Outbound As Well As Inbound If your product category is mature then potential customers will be searching for it online. For example, CRM is a mature category. People who want a CRM solution will search online for relevant terms. So CRM vendors should concentrate on inbound marketing for online lead generation. If your product category is new, or you operate in a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product. In that case, you will have to reach out to them in a targeted, efficient and cost effective process – Outbound Lead Generation Outbound Lead Generation can sometimes produce faster results. For certain industries Outbound channels may be more effective than some inbound channels – see next 2 slides 1 2 3
  20. 20. 20 Why Outbound As Well As Inbound Inbound • Website • Email • Search Marketing Outbound • Email marketing • Inside sales • Telemarketing • Executive events • Direct Mail Effectiveness Adoption
  21. 21. The 3 Types of Lead 1 2 3 1. Outbound leads (“Spears”) – leads you create by identifying prospects and contacting them directly. 2. Inbound Leads (“Nets”) – leads you generate online. 3. Referrals – leads you generate through Word of Mouth. 1 2 3
  22. 22. Pacific Crest SaaS survey of Customer Acquisition Channels Source: http://www.forentrepreneurs.com/2015-infographic/
  23. 23. Using Digital Marketing To Drive Sales
  24. 24. 24 Increase Lead Generation, Increase Sales Generate more leads at the top of the sales funnel using Digital Marketing Use simple processes to categorise and nurture these leads so more of them convert to sales € $ £ 1 2
  25. 25. 25 ABC, 1234 “What are you selling?” Your Value Proposition “Who are you selling to?” Your target buyers A B “How will you sell?” Your customer acquisition process C Bring people to your website 1 Traffic Persuade them to pay for your service 3 Subscription Convince them to renew each year – retain your customers 4 Retention 2 Conversion Persuade them to sign- up, register or download
  26. 26. Feedback“ ”
  27. 27. What are you selling? Your Value Proposition
  28. 28. 28 A: Your Value Proposition “Who are you selling to?” Your target buyers “How will you sell?” Your acquisition process B C “What are you selling?” Your Value Proposition A
  29. 29. 2. Your Value Proposition Need it … • When talking to prospects • On your website • On Landing pages • In Email campaigns • On Brochures • In your PR A: Your Value Proposition
  30. 30. 30 If you can’t demonstrate superior value then customers will choose based on price 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 A: Your Value Proposition
  31. 31. 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 A: Your Value Proposition
  32. 32. The Product The Service The way we deliver our product or and service, our skills and expertise Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders, trustworthy A: Your Value Proposition
  33. 33. 33 A: Your Value Proposition “Who are you selling to?” Your target buyers “How will you sell?” Your acquisition process B C  What value do you deliver?  How quickly can I see the value?  Why is your product better than competitors?  Why is it better than what I do at the moment? Value Proposition: Why should I buy something from you? “What are you selling?” Your Value Proposition A
  34. 34. 34 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. Typical problems A: Your Value Proposition
  35. 35. 35 A: Your Value Proposition • 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
  36. 36. 36 “Whole product” Not just the technology, but the surrounding services  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 A: Your Value Proposition
  37. 37. Feedback“ ”
  38. 38. Who are you selling to? Your Target Buyers
  39. 39. 39 B: Your Target Buyers “What are you selling?” Your Value Proposition “Who are you selling to?” Your target buyers “How will you sell?” Your acquisition process A B C  What do they want?  What do they like and dislike?  Where are they (countries, languages)  What industry sectors?  What types of organisation? Size, location ...  What are their typical roles or titles?  Where do they hang out online? Who are your buyers?
  40. 40. 40 “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself” Peter Drucker B: Your Target Buyers
  41. 41. 41 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. B: Your Target Buyers
  42. 42. 42 Define who you are targeting Use some logic when picking your first target customers Use “Personas” as a tool to understand them Talk directly to customers to find out what they need Don’t make assumptions without verifying them Don’t be smarter than your customers B: Your Target Buyers
  43. 43. Who to target? • Who is your ideal customer? • Profile of ideal customers - what is their • Industry? • Typical size (staff, revenue) • Type of Organization • Role(s) - Personas? • Do you know any individuals who fit? Can you prepare a list of names? • Could you get me a list of email addresses? E.g. Business.ie B: Your Target Buyers
  44. 44. • 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 • Also helps to identify ways to get in touch with these 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; cloud-based infrastructure B: Your Target Buyers
  45. 45. Target and prospect lists B: Your Target Buyers
  46. 46. Feedback“ ”
  47. 47. Execution – Your Customer Acquisition Process
  48. 48. 48 C: Your Acquisition Process “What are you selling?” Your Value Proposition “Who are you selling to?” Your target buyers A B “How will you sell?” Your customer acquisition process C Bring people to your website 1 Traffic Persuade them to pay for your service 3 Subscription Convince them to renew each year – retain your customers 4 Retention 2 Conversion Persuade them to sign- up, register or download
  49. 49. 4 Key Steps for Customer Acquisition 49 Traffic 1 Conversion 2 Subscription 3 Retention 4 Bring people to your website 1 Traffic Persuade them to pay for your service 3 Subscription Convince them to renew each year – retain your customers 4 Retention 2 Conversion Persuade them to sign- up, register or download
  50. 50. 4 Key Steps for Customer Acquisition 50 Bring people to your website Persuade them to sign- up, register, download Persuade them to pay for your service 1 2 3 Convince them to renew each year – retain your customers 4 Traffic Conversion Purchase Retention Use online marketing to drive traffic -SEO - Pay-per-click - Social media -Email -PR Use your website and content to convert traffic - Value proposition - Reflect the buyer -Home page design -Calls to action - Landing page - Lead capture - Follow-up Use your product to persuade them to buy - Define a process - Demonstrate value - Product can sell itself Easy to use - Don’t let them figure things out alone - Increasing usefulness Ensure they remain customers through a retention process - Define a process for ‘renewals’ -Remind customers regularly of the value you deliver - Contact them in advance of renewal
  51. 51. Step 1: Drive Traffic to Your Website 51 Bring people to your website 1 Traffic Use online marketing to drive traffic -Content -SEO - Social media -Pay-per-click -Email Content1 Pay-per- click 2 Search Engine Optimization 3 Social Media 4 Email Marketing 5
  52. 52. 4 Key Steps for Customer Acquisition 52 Traffic 1 Conversion 2 Subscription 3 Retention 4 Bring people to your website 1 Traffic Persuade them to pay for your service 3 Subscription Convince them to renew each year – retain your customers 4 Retention 2 Conversion Persuade them to sign- up, register or download
  53. 53. Step 2: Convert Those Visitors 53 Automated Follow-up – AKA “Lead Nurturing” Persuade them to pay for your service 3 Purchase Use your product to persuade them to buy - Define a process - Demonstrate value - Product can sell itself Easy to use - Don’t let them figure things out alone - Increasing usefulness 20 Email Newslette r Case study Email Nurture track 1 30 Email White paper Webinar Call Nurture track 2 40 Call Email Webinar ebook Nurture track 3
  54. 54. Convince them to renew each year – retain your customers 4 Retention Ensure they remain customers through a retention process - Define a process for ‘renewals’ -Remind customers regularly of the value you deliver - Contact them in advance of renewal Step 4: Retain Your Customers 54 1. Never stop selling to your customers – constantly remind them of the value you provide 2. Monitor their usage – if their activity slows up, or their account becomes dormant get in touch quickly to see how you can help and encourage them to reactivate 3. Survey customers on a regular basis to see if they are satisfied and to identify causes of dissatisfaction 4. Dedicated “renewals” team – for larger companies, have a dedicated ‘renewals’ team Retention
  55. 55. Your Website The Core of Online Customer Acquisition
  56. 56. 4. 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, self- evident. 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.
  57. 57. 4. Website Purpose of Website •To generate sales leads •To generate sales Source: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals
  58. 58. 58 Bring people (traffic) to your website Persuade them to sign-up for a Free Trial or download content Persuade them to pay for your service 1 2 3 Convince them to renew each year – retain your customers 4 Traffic Conversion Subscription Retention Traffic Conversion Subscription Retention 1 2 3 4 4. Website
  59. 59. 4. 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. About usProduct Services Home Contact
  60. 60. 87%Description of service/products Which Industries You Serve Success stories / case studies Professional website design and presentation About us / biographies Client list Online resources/content (white papers etc.) News items Podcasts or audio content Top 10 Website Elements – rated “Important/Extremely Important 87% Video or online presentations 78% 73% 69% 64% 64% 60% 57% 47% 40% Source: “How clients buy 2009 Benchmark Report”, RainToday 4: Website
  61. 61. Wireframe Step 4: Retain Your Customers
  62. 62. 6. Page layout  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. Call us now! XX XXX XXXX RequestaCallback
  63. 63. 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”  Home page is the most important page  Structure, text  Drive your visitors to take an action  Provide downloads and prominent ‘buy now’ offers  Look at competitor sites for comparison  Make most of the page ‘clickable’  Use ‘personas’ to guide design  Implement on well known CMS – e.g. Wordpress, Joomla, Drupal 4. Your Website
  64. 64. 4. Website
  65. 65. 4. Website
  66. 66. 4. Website Example landing page layout
  67. 67. Graphics 4. Website  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
  68. 68. 4. Website  “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? Checklist
  69. 69.  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 1. The Website Website recap 4. Website
  70. 70.  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 Redesigning an existing site 4. Website
  71. 71.  “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 1. The Website Website resources 4. Website
  72. 72. Feedback“ ”
  73. 73. Content
  74. 74. For Web Traffic For Lead Generation Content – Why Do You Need It? 1 2 For Social Media3
  75. 75. 75 What content will interest your Buyers?  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 Content Strategy Awareness Interest Evaluation Decision
  76. 76. What Offer / Content Can You Use?  Want an offer or content that is closely aligned to your product or service  Typically in B2B you don’t start by offering the product itself, but something like a case study or report  In B2C you can offer the product or something like a 30 day trial / free pilot
  77. 77. What Offer / Content Can You Use?  Research / surveys  Education – tutorials, webinars  Tours and overviews  News  Thought leadership  Case studies and success stories  Q&As  Product technical information  How-to tips
  78. 78. Google Ads
  79. 79. Bullseye Framework
  80. 80. Step 1: Drive Traffic to Your Website 80 Bring people to your website 1 Traffic Use online marketing to drive traffic -Content -SEO - Social media -Pay-per-click -Email Content1 Pay-per- click 2 Search Engine Optimization 3 Social Media 4 Email Marketing 5
  81. 81. Google Ads / Pay Per Click  Quick way to get traffic to your site  Tell Google which search terms you want to be found for  E.g. show my ad when someone searches for ‘industrial fuel pumps’  Only pay if someone clicks on my ad  Create specific ‘landing’ page for the ad  Avg. 50c per click, can set maximum daily/weekly budget  Can lock down by geography, time, day
  82. 82. Google Ads / Pay Per Click 1 Keyword analysis 2 Ad text 3 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 Your ad text Why we’re great Call us now! www.mywebsite.com Name Email Download
  83. 83. Google Ads / Pay Per Click  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 Keyword selection
  84. 84. Google Ads / Pay Per Click  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 Writing your ad
  85. 85. Google Ads / Pay Per Click  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 Convert your visitors! – Landing Pages
  86. 86. Google Ads and Landing Pages 86 Content Free Trial or Demo 1 2 Typically you can get people to register for 2 reasons – to trial your product or to access content
  87. 87. 87 Reflect your target customers Social proof and Trust Anchors 1 2 For more, see Motarme Guide to B2B website design on www.slideshare.net/motarme Google Ads and Landing Pages
  88. 88. 88 Use Landing Pages to convert traffic 3 Clear ‘Calls to Action’ 4 Google Ads and Landing Pages
  89. 89. 89 1. Clear Value Proposition – why they should sign-up today 2. Home page design – reflect your buyers , provide proof 3. Landing pages – funnel traffic to particular pages on site 4. Clear “Calls to Action” – offer something of value 5. A/B Testing – split test your main landing pages 6. “Nurturing” and Lead management 7. Analysis of Visitor Behavior – who, where from, what … 8. Removal of “Friction” – all the reasons a visitor might not want to complete the action: • Worried if website is legit • Don’t want spam emails • Don’t want to be hassled by sales calls Steps for Increasing Conversions http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors Google Ads and Landing Pages
  90. 90. Google Ads / Pay Per Click Monitor and improve your ads Click through rate Average cost per click
  91. 91. The Online Ad Campaign # 1 Geography, budget Ad Group # 1 Keywords Ad Group # 2 Keywords Ad Group # N Keywords Ad # 1 Link to Landing Page Ad # 2 Link to Landing Page Ad # 3 Link to Landing Page Ad # 1 Link to Landing Page Ad # 2 Link to Landing Page Ad # 3 Link to Landing Page
  92. 92. The Online Ad 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
  93. 93. The Online Ad Google ad resources  “Advanced Google AdWords” by Brad Geddes  WordStream – Larry Kim  Unbounce.com – landing page optimization tool  Google WebSite Optimizer  Conversion-Rate-Experts.co.uk  WiderFunnel.com  WhichTestWon.com  ConversionScientist.com
  94. 94. Search Engine Optimization
  95. 95. 7. Build for search 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 • 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
  96. 96. 96 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
  97. 97. Why SEO isImportant 97 Because most people (75%) click on the ‘natural’ search results rather than ‘paid’ ads 25% of clicks go to the “paid” advertising results you see at the top and right- hand side of Google and Bing search pages 75% of clicks go to the “natural” or “organic” search results you see at the left hand side of the search results pages
  98. 98. Why SEO is Important 98 Because when people do search, they usually don’t look past the first results on page 1 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
  99. 99. Search Engine Optimization 99 • 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 Website settings Links (incoming, outgoing and internal) Social media Content on your pages Keyword Analysis
  100. 100. Search Engine Optimization 100 • 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 Search route 2
  101. 101. • You want to get found without paying Google all the time • ‘Organic’ or natural search results • How do you get to the top? Search Engine Optimization Optimize your site ‘on page’ Good ‘content’ – information A site that people find useful Seek links to the site Promote your site and business on social media
  102. 102. Signals that Google uses to decide which page to show for a query Search Engine Optimization 1. Keyword use in title tag 2. Anchor text in inbound link 3. Global link authority of site 4. Age of site 5. Link popularity within the site’s internal structure 6. Topical relevance of inbound links 7. Link popularity of site in topical community 8. Keyword use in body text 9. Global link popularity of sites that link to the site Overall, it looks at relevance and popularity. The list below is from an SeoMoz.org poll of SEO companies – 9 most important factors
  103. 103. The Long Tail Search Engine Optimization Source: SEOMoz.org • 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
  104. 104. The Long Tail Search Engine Optimization Home page Search term 1 Search term 2 Search term 3 Search term 4
  105. 105.  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 Search Engine Optimization
  106. 106. • 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 Keyword Analysis 3. Pick the keyword phrases you want to target Search term 1 Secondary term 1.1 Secondary term 1.2 Search term 2 Secondary term 2.1 Secondary term 2.2 Search term 3 Secondary term 3.1 Secondary term 3.2 Search term 4 Secondary term 4.1 Secondary term 4.2 Home page
  107. 107. 4. Text, internal links, bold Search Engine Optimization 1. Page Title 3. Header tags 2. URL 5. Page description text ‘On page’ optimization – 5 settings per page, plus regular use of your target keywords on an optimized page with relevant content
  108. 108. A link: www.dohertywhite.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 Search Engine Optimization ‘Off page’ optimization – get other sites to link to you
  109. 109. 2. Landing page designSEO 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
  110. 110. Email
  111. 111. 8. 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 ..
  112. 112.  Do not spam  But do regularly email contacts who have ‘opted in’ to communications  91% of internet users use email  Cost effective, broad reach  Great way of building up regular communications with existing customers and prospects  Should be based around offering something that is genuinely of interest to recipients Email Marketing
  113. 113. Reply Visit to your website Email Email System (e.g. Constant Contact or Vertical Response) sends personalized email to each recipient and records who opens, deletes, opts out User writes the email text and uploads list of recipients to email system 1 2 3 Email Marketing
  114. 114. The Email • 1. List 2. The Offer 3. The Copy • Use an Email or Marketing Automation System • From • Subject line – 9 words or less • Personalize – “Dear Bob” • Use “You” in first sentence, first paragraph • Brevity, Benefits, Bullet points • Clear Call to Action • Careful in Use of Graphics • Check on Mobile Devices Common problems
  115. 115. The Email
  116. 116. Email marketing Build your recipient list – 80% of the work  First, build your list of recipients – existing contacts, add a ‘sign up for newsletter’ form on your site, collect details at retail outlets  Research customer websites  See if you can send email to an association’s membership list  Next, design and write your email  From Address and the Email Subject – this is how people decide to open or delete the email so give it some thought  Keep the subject line short – 9 words or so  Keep text in the email short too, not too many paragraphs, use the word ‘you’ as soon and as often as you can  Offer something useful and/or valuable e.g. “free white paper”, “big discounts” etc.  “Call to action” – if you want recipients to do something, tell them  Test every element  Run email through spam filter before sending
  117. 117. Social Media
  118. 118. Basic Principles for B2B Social Media 118 Blog Website Converge & Convert Organic Search Organic Search OrganicSearch OrganicSearch Use social media to drive traffic to your “Online Marketing Hub” – your website and blog. Source: MarketingSherpa
  119. 119. Basic Principles for B2B Social Media 119 Relevant Content Organic Search Organic Search OrganicSearch OrganicSearch Use “Hub and Spoke” Architecture based around compelling content – papers, blog posts, videos, images
  120. 120. Basic Principles for B2B Social Media 120 Organic Search Organic Search OrganicSearch OrganicSearch Use social media sites like Twitter and LinkedIn for engagement and awareness Engagement and Community Building
  121. 121. Basic Principles for B2B Social Media 121 Content Sharing Organic Search Organic Search OrganicSearch OrganicSearch Use Multimedia sites like YouTube and Slideshare for content aggregation and sharing
  122. 122. Basic Principles for B2B Social Media 122 Blog Website Converge & Convert Organic Search Organic Search OrganicSearch OrganicSearch Use your Website and Blog for incoming traffic convergence and conversion
  123. 123. • Why will people share your status updates? • What do you want to happen when they do? Social Media
  124. 124. 124 Social Media
  125. 125. 125 1. Identify influencers 2. Optimize all social media profiles 3. Generate content 4. Promote content to audience Excellent source of information and advice on all things social. Social Media
  126. 126. Social Media Influencer Follow-on Twitter RT on Twitter Comment on Blog Facebook G+ Name 1    6  Name 2   6  6 Persona A Persona B Persona C Influencer Influencer Influencer Influencer Influencer Influencer Influencer Influencer Influencer Identify Influencers • Identify people on social networks who are influencers • Plan how we intend to engage with them
  127. 127. 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 Tips • Decide who you’re targeting • Mix of entries – news, opinion, video, photos, informative • Set a schedule e.g. once a week • Use images and video • Basic, medium and rich posts, light & heavy • Strong headlines Social Media - Blog
  128. 128. Why start a blog? Social Media - Blog
  129. 129. 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
  130. 130. Social Media – Facebook Why should you care about Facebook? • 2 million users locally • 1.5 billion globally • Your customers Facebook users by age
  131. 131. Social Media – Facebook Make sure you have the “follow” and “like” buttons on your site and blog comments
  132. 132. 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
  133. 133. Social Media – Facebook http://www.facebook.com/marketing Facebook  Try Facebook ads and promoted posts  Can specify targeting criteria  Includes location, age, birthday, sex, workplace, education and interests
  134. 134. Social Media – Facebook Resources • 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”
  135. 135. Social Media – Google+ Why should you care about Google+ ? • Because it’s Google’s • 300 million active users • 160 million Google+ users in 1st year • Growing impact on SEO results • Hangouts, circles ... • Update your profile • Create a page for your business • Start posting • Add follow buttons to your blog and website • +1 things you find interesting
  136. 136.  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 …. Social Media – YouTube
  137. 137. • 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 Social Media – LinkedIn
  138. 138. Social Media – LinkedIn
  139. 139. Social Media – Twitter • What: Listen, Tweet, Respond • Why?: Traffic to your website, inbound links, leads, sales • 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 • 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”
  140. 140. 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 Social Media – Slideshare
  141. 141. Outbound Lead Generation
  142. 142. Outbound Lead Generation
  143. 143. The 3 Types of Lead 1 2 3 1. Outbound leads (“Spears”) – leads you create by identifying prospects and contacting them directly. 2. Inbound Leads (“Nets”) – leads you generate online. 3. Referrals – leads you generate through Word of Mouth. 1 2 3
  144. 144. Our Goal – Increase Outbound and Inbound € $ £ 1 2
  145. 145. 1. Outbound Lead Generation Outbound Lead Generation 1 In ‘Predictable Revenue’ Aaron Ross (ex Salesforce) describes a systematic approach to identify and make contact with prospects.
  146. 146. The ‘Predictable Revenue’ approach can be automated, tracked and managed – a systematic, repeatable and measurable process. Outbound Lead Generation 1 1. Outbound Lead Generation
  147. 147. Outbound Lead Generation 1 Automate Automate Prospecting Emails Automate Finding Prospects Automate Follow-up Actions Sales Team Lead Nurturing Automate handover to Sales Team (CRM) or Lead Nurturing 1. Outbound Lead Generation
  148. 148. Inside Sales
  149. 149. Putting It All Together
  150. 150. 150 Digital Marketing for Startups Where do you start? A simple Framework
  151. 151. 151 ABC, 1234 “What are you selling?” Your Value Proposition “Who are you selling to?” Your target buyers A B “How will you sell?” Your customer acquisition process C Bring people to your website 1 Traffic Persuade them to pay for your service 3 Subscription Convince them to renew each year – retain your customers 4 Retention 2 Conversion Persuade them to sign- up, register or download
  152. 152. 152 1. Understand your buyers 2. Be clear about the value you deliver 3. Get good at online marketing 4. Use content as ‘bait’ 5. Keep cost of sales low – use web and phone 6. Measure performance of your process 7. Continually improve conversion rates Key Points
  153. 153. Resources • MarketingSherpa – fantastic source of advice and information on B2B technology marketing – www.marketingsherpa.com • Great presentation “Building a Sales and Marketing” Machine from David Skok, Matrix Partners- http://www.forentrepreneurs.com/slides-sales-marketing-machine/ • Neil Patel’s blog QuickSprout (www.quicksprout.com) has excellent information on getting found on the web • KissMetrics www.kissmetrics.com and ClickTale www.clicktale.com have great blogs • Scott Brinker, Chief Marketing Technologist blog – www.chiefmartec.com • Moz.com – great blog on SEO – also check out Bruce Clay www.bruceclay.com • Growthhackers central resource - http://growthhackers.com/ • Unbounce - http://unbounce.com – tool to build landing pages that you can use when launching a product • Lincoln Murphy’s blog Sixteen Ventures - http://sixteenventures.com/ - advice on pricing for SaaS • Sean Ellis’ advice on Product Market Fit for startups - http://www.startup- marketing.com/the-startup-pyramid/ • Conversion rates - www.widerfunnel.com and www.conversionscientist.com and Links
  154. 154. Books Resources Also • ““Crossing the Chasm”, Geoffrey A. Moore – classic guide to product marketing, good intro to marketing for technologists • “The Art of SEO” – gets going after about page 80 • “Advanced Google Adwords” by Brad Geddes • “Web Analytics 2.0” by Avanish Kaushik
  155. 155. Presentation Zen Bonus Advice
  156. 156. Where Do You Start? Who to target – Ideal Customer Profile (Personas) What is a Lead? – Define with your Sales team 1 2 What Are We Selling – review your Value Proposition3 PreparationExecution Inbound Tactics Outbound Tactics4a Process Automation with Motarme System5 Capture Profile Score Nurture Sales Ready 4b
  157. 157. Sales & Marketing Automation for B2B Tech & Industrial Motarme Sales and Marketing Automation Process Leads Automatically So More Convert to Sales Outbound Plus Inbound Lead Gen in One Package Deliver Value Faster Than Any Competing System
  158. 158. Thank You Motarme Marketing Automation T: +353 1 969 5029 M: +353 86 383 8981 W: www.motarme.com Twitter: @motarme

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