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Motarme - Web Marketing for Tech Startups - NISP Workshop June 2014

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Motarme workshop for NISP - Digital Marketing for Technology Startups. Introduction to building a repeatable Customer Acquisition Process using the web, search engine marketing, paid ads, email and social media. Describes a 7 step framework for clarifying your value proposition, targeting customers and then bringing those customers to your website and blog. Workshop for NISP Connect.

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Motarme - Web Marketing for Tech Startups - NISP Workshop June 2014

  1. 1. DIGITAL MARKETING FOR STARTUPS
  2. 2. Motarme Introduction
  3. 3. 3 Michael White, Motarme • Motarme • Singularity • Siemens • Deloitte • Marrakech • Elavon • Misys B2B Technology Marketing •Lead Generation Consultancy •Marketing Automation
  4. 4. 4 “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” Caolan Bushell Business Development Manager Mergon Group Barry Rooney Chief Operations Officer Siemens ITSS “Motarme delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” “Motarme delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” Joe Lynch General Manager IMEC Technologies “Generating leads online is now a central part of our sales strategy.” “Generating leads online is now a central part of our sales strategy.” About Us
  5. 5. Digital Marketing for Startups
  6. 6. 6 A Repeatable Customer Acquisition Process Our Goal Predictable1 2 Scalable 3 Automatable
  7. 7. 77 Digital Marketing for Startups Where do you start? A simple Framework
  8. 8. Why Focus on Online Marketing?
  9. 9. 9 9 First – What is Online Marketing?
  10. 10. 10 10 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
  11. 11. 1111 This is the way businesses buy today A survey of B2B buyers in Europe found that websites, web searches and email made up 3 of the top 4 information sources when carrying out a purchase Source: 2011 BuyerSphere survey A survey of B2B buyers in Europe found that websites, web searches and email made up 3 of the top 4 information sources when carrying out a purchase Source: 2011 BuyerSphere survey
  12. 12. 12 12 • 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 4,000 B2B technology buyers in the US • 80% said they found the vendor, not the other way round. Source: MarketingSherpa • Survey of 4,000 B2B technology buyers in the US • 80% said they found the vendor, not the other way round. Source: MarketingSherpa This is the way businesses buy today
  13. 13. 13 13 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. of the buying process is completed before talking to a vendor. 58% – 70%
  14. 14. Using Digital Marketing To Drive Sales
  15. 15. 1515 Increase Lead Generation, Increase Sales Generate more leads at the top of the sales funnel using Digital Marketing 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 Use simple processes to categorise and nurture these leads so more of them convert to sales € $ £ 1 2
  16. 16. 1616 ABC, 1234 Bring people to your website Bring people to your website TrafficTraffic Persuade them to pay for your service Persuade them to pay for your service SubscriptionSubscription Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers RetentionRetentionConversionConversion Persuade them to sign- up, register or download Persuade them to sign- up, register or download
  17. 17. 17 17 A: Your Value Proposition  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?
  18. 18. 1818 B: Your Target Buyers  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?
  19. 19. 1919 C: Your Acquisition Process Bring people to your website Bring people to your website TrafficTraffic Persuade them to pay for your service Persuade them to pay for your service SubscriptionSubscription Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers RetentionRetentionConversionConversion Persuade them to sign- up, register or download Persuade them to sign- up, register or download
  20. 20. 20 4 Key Steps for Customer Acquisition 20 Traffic Conversion Subscription Retention Bring people to your website Bring people to your website TrafficTraffic Persuade them to pay for your service Persuade them to pay for your service SubscriptionSubscription Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers RetentionRetentionConversionConversion Persuade them to sign- up, register or download Persuade them to sign- up, register or download
  21. 21. 21 4 Key Steps for Customer Acquisition 21 Bring people to your website Bring people to your website Persuade them to sign- up, register, download Persuade them to sign- up, register, download Persuade them to pay for your service Persuade them to pay for your service Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers TrafficTraffic ConversionConversion PurchasePurchase RetentionRetention
  22. 22. 22 Step 1: Drive Traffic to Your Website 22 Bring people to your website Bring people to your website TrafficTraffic Content Pay-per- click Search Engine Optimization Social Media Email Marketing
  23. 23. 23 Step 1: Drive Traffic to Your Website 23 Bring people to your website Bring people to your website TrafficTraffic 1. Content Production 1. What are your customers interested in? 2. Text based documents – white papers, case studies 3. Image based – infographics, presentations, photographs 4. Video 5. Blogs – mixture of text, image, video 2. PPC 3. Search Engine Optimization 1. Keyword analysis & selection of best keywords to target 2. On page SEO – update website structure and settings 3. Off-page – Link Building 4. Social Media Marketing 1. Identify influencers 2. Actions for LI, G+, FB, Twitter, Slideshare, YouTube 5. Email 6. Paid Online Advertising (non PPC) 1. Display 2. Syndication Steps for Increasing Web Traffic
  24. 24. 24 4 Key Steps for Customer Acquisition 24 Conversion ConversionConversion Persuade them to sign- up, register or download Persuade them to sign- up, register or download
  25. 25. 25 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 25 Content Free Trial or Demo Typically you can get people to register for 2 reasons – to trial your product or to access content
  26. 26. 26 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 26 Reflect your target customers Social proof and Trust Anchors For more, see Motarme Guide to B2B website design on www.slideshare.net/motarme
  27. 27. 27 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 27 Use Landing Pages to convert traffic Clear ‘Calls to Action’
  28. 28. 28 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 28 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
  29. 29. 29 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 29 7 Principles of Conversion Centered Design
  30. 30. 30 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 30
  31. 31. 31 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 31 1. Sliders 2. Visual confusion 3. You’re not where they’re looking Design 1. Sketchy testimonials 2. No product/company reviews Social Proofs 1. Rounding numbers 2. Trust badges 3. Inconsistent messaging 4. Offers disappear Trust Issues 1. Not fixing what matters Conversion Killer http://unbounce.com/conversion-rate- optimization/10-conversion-killers-and-the- hacks-to-fix-them/
  32. 32. 32 Persuade them to pay for your service Persuade them to pay for your service PurchasePurchase Step 3: Persuade them to purchase 32 1. Demonstrate value early and often – within minutes, hours, not weeks 2. Encourage use – especially with web based products, the more they use, the harder it is to leave. 3. Call them – don’t try to automate too much at the start – talk to your prospects so you understand what they like and what they don’t like 4. Keep entry price point low – have a low price for getting started (with option to ramp up the price with usage/time) 5. Make it easy to buy – accept payements online, make sign-up process as simple as possible, remove any unneccessary steps, test with your customers Persuade Visitors to Purchase
  33. 33. 33 Step 2: Convert Those Visitors 33 Automated Follow-up – AKA “Lead Nurturing” Persuade them to pay for your service Persuade them to pay for your service PurchasePurchase 20 EmailEmail NewsletterNewsletter Case study Case study EmailEmail Nurture track 1 30 EmailEmail White paper White paper WebinarWebinar CallCall Nurture track 2 40 CallCall EmailEmail WebinarWebinar ebookebook Nurture track 3
  34. 34. 34 Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers RetentionRetention Step 4: Retain Your Customers 34 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
  35. 35. 7. Execute and Assess
  36. 36. 36 • What does success look like? • How many positive responses indicate demand? • Rules of thumb – email open rates of 15% or above; 4% to 8% registration rates (for B2B); up to 30% conversion rates for B2C; CTR above 1.2% on adwords campaigns • Can you extrapolate from test – do you have some predictable, repeatable traffic? Execute and Assess
  37. 37. 37 Instrumentation • Make sure you can see what’s going on • Traffic volume, sources • Lead volume, sources, quality • Cost per lead, cost per sale (aka Customer Acquisition Cost - CAC) Execute and Assess
  38. 38. 8. Growth Hacking
  39. 39. 39 • Term coined by Sean Ellis, ex VP Marketing at Dropbox • Using a combination of Marketing tools, product feature changes, analytics and experimentation to drive growth • Focus on User Growth • Try to identify opportunities for “virality” • Generally working with a restricted budget • Skillset is part marketing, part product development, part analytics • Examples: Growth Hacking
  40. 40. 40 • Resource: GrowthHackers.com • Intro slide deck from Mattan Griffel - http://www.slideshare.net/mattangriffel/growth-hacking • Caveat: some of the approaches won’t work for B2B enterprise Growth Hacking
  41. 41. 9. Resources
  42. 42. 42 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/ • Ryan Gum blog - http://ryangum.com/8-aha-moments-needed-before-marketing-your- startup/ • Conversion rates - www.widerfunnel.com and www.conversionscientist.com and www.Conversion-rate-experts.com Links
  43. 43. 43 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
  44. 44. 44 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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