Get started
with your digital
marketing plan
Saturday 21 September 13
&
Saturday 21 September 13
Service
Announcement
• Startup Café is dead!
• Long live:
Saturday 21 September 13
Saturday 21 September 13
Saturday 21 September 13
• Founder at “THINK with people” &
Facilitator at startup-cafe.be
• Digital Strategist at “All The Way”
• Managing Partner...
Is marketing for startups
DIFFERENT?
Saturday 21 September 13
All marketing is
“different” because
CUSTOMERS are
different!
Saturday 21 September 13
http://jamesaltucher.quora.com/The-Ultimate-Cheat-Sheet-For-Starting-And-Running-A-Business
The Ultimate Cheat Sheet For
S...
Some interesting views
• 10) How do you market your app? Friends and then word of mouth.
• 18) How do you get new clients?...
Who can see the
connection?
Saturday 21 September 13
1 2 3
The world has changed
Saturday 21 September 13
1 2 3
The world has changed
Saturday 21 September 13
Top Of Mind becomes
Omnipresence
Saturday 21 September 13
“Digitale media” is
more then a website
Saturday 21 September 13
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
E...
140
EENDIGITAALMARKETINGPLANIN100DAGEN
Ding!
Je hebt mail!
10 jaar geleden
Saturday 21 September 13
Ding!
Je hebt mail!
10 jaar geleden
EENDIGITAALMARKE
Je hebt 423
ongelezen mails
Nu
Saturday 21 September 13
64
EENDIGITAALMARKETINGPLANIN100DAGEN
1
Betaalde resultaten Betaalde
resultaten
Natuurlijke resultaten
Saturday 21 Septemb...
Riiiiiigh...t
I need a plan ...
Saturday 21 September 13
BUILD your marketing plan, don’t
INVENT it!
Saturday 21 September 13
1616
1SLIMME VRAGEN
VOOR JE BEGINT
SMART QUESTIONS TO
START WITH ...
Saturday 21 September 13
17
SMART QUESTIONS TO
START WITH ...
Who do you want to
reach?
Saturday 21 September 13
18
• Online I guess?
• Think about influencers!
• Segment based on what
you mean for your
customers
Your Target Group
Satur...
19
2SMART QUESTIONS TO
START WITH ...
How will your customers
find your company or
brand?
Saturday 21 September 13
20
Exploratie
Beslissing
!
Nood
Gebruik
2
3
1
4
DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS – WWW.MONKEYSHOT.BE.)...
21
• ACTIVE needs versus LATENT needs
• Activating needs is what traditional
marketing has been doing since
forever, and i...
22
• “The Zero Moment Of Truth”
• Digital Exploration at the ...
• Through SEARCH
• Through SOCIAL
Customer Journey
Saturd...
2323
Saturday 21 September 13
24
• “The First Moment of Truth”
• Different purchasing locations
• Physical store
• Online
• Multi-channel retail
Custome...
25
• “The Second Moment of Truth”
• Help your customers
• The Customer experience is the ideal
opportunity to generate & s...
20
Exploratie
Beslissing
!
Nood
Gebruik
2
3
1
4
DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS – WWW.MONKEYSHOT.BE.)...
27
3SMART QUESTIONS TO
START WITH ...
What’s your objective?
Saturday 21 September 13
Get your objectives
straight, they are the
lighthouse of your plan!
Saturday 21 September 13
28
• We’re looking at
getting traction with a
broad audience who
doesn’t yet know the
need us ...
• We’ve got loads of
cus...
2929
2HEB IK NOG WEL
EEN WEBSITE NODIG?
Do I really need a
website? We’re on
Facebook you know ...
Saturday 21 September 13
30
• Your website is the only piece of online real-estate
you control for 100%.
• Don’t trust Facebook (or any other tech ...
31
• 1. Exploration
• 2. Experience
• 3. Decision
• 4. Generating needs
Need Exploration
DecisionExperience
When is the si...
33
heeft natuurlijk alles te maken met de hoeveelheid informatie die
daag op het web te vinden is. Om het met de woorden v...
34
• SEO versus SEA
• SEO is a long term job
Resultats payant Resultats
payant
Resultats naturel
Basic SEO
Saturday 21 Sep...
35
•1. Exploration
•2. Experience
•3. Decision
•4. Need
Need Exploration
DecisionExperience
When is SEO important?
Saturda...
36
Leesbaar voor
Google
Inhoud
Relevante links
Social
media
Valse belfotes
Links kopen
Foefelen
Opgelet!
SEO Pyramid
Satur...
37
4HEEFT MIJN MARKETING WEL
SOCIALE MEDIA NODIG?
DOES MY MARKETING
PLAN NEED SOCIAL
MEDIA?
Saturday 21 September 13
Bron:http://bvlg.blogspot.com
Social Media in
Belgium
APRIL 2013
10 950 k
4 984 k
3 998 k
1 450 k
1 495 k
900 k
600 k
Satu...
Besoin Exploration
DecisionUtilisation
The “Social Customer”
Saturday 21 September 13
40
5MEETBAAR ADVERTEREN
MEASURABLE
ADVERTISING
Saturday 21 September 13
41
• 1. Decision
• 2. Create a need
• 3. Exploration
• 4. Experience (upselling)
Need Exploration
DecisionExperience
When ...
42
TEL
Conversie
Impressie
Klik
Betaalde media
KOOP EEN IMPRESSIE EN/OF EEN KLIK, EN CONVERTEER DIE OP JE EIGEN WEBSITE.
(...
Channel Example Segmentation method Payment
Traditional
banner
Newspaper sites
Last year’s research shows our visitors
are...
4343
6E-MAIL IS NIET DOOD
IS EMAIL DEAD?
Saturday 21 September 13
45
• 1. Experience
• 2. Decision
• 3. Exploration
• 4. NOT: to create a need
Need Exploration
DecisionExperience
Why use e...
4646
7ALTIJD EN OVERAL ONLINE
ALWAYS AND
EVERYWHERE ONLINE
Saturday 21 September 13
Saturday 21 September 13
48
8CREATIEF MET DIGITAALGET CREATIVE WITH
DIGITAL
Saturday 21 September 13
49
BUILD your marketing plan, don’t
INVENT it!
Saturday 21 September 13
THANKS for listening and participating,
now ...
Follow me here: twitter.com/ibert
and as a startup especially here: twitte...
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Digital marketing for startups

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You’re probably wasting too much of your valuable time on Facebook and Twitter. And still you don’t have a clue how to integrate these channels in a marketing approach. If that’s the case, this session is for you. Together we’ll discover a practical framework for turning digital communication channels into a comprehensive and hands-on marketing plan for startups. Impress your investors, but more importantly, reach and convince your customers!

Published in: Business, Technology

Digital marketing for startups

  1. 1. Get started with your digital marketing plan Saturday 21 September 13
  2. 2. & Saturday 21 September 13
  3. 3. Service Announcement • Startup Café is dead! • Long live: Saturday 21 September 13
  4. 4. Saturday 21 September 13
  5. 5. Saturday 21 September 13
  6. 6. • Founder at “THINK with people” & Facilitator at startup-cafe.be • Digital Strategist at “All The Way” • Managing Partner at “Heaven Can Wait” • Little Miss Robot - digital product design • Mirror Mirror - branding • Walkie Talkie - content PR • the ultimate digital marketing agency • Content Lab, MonkeyShot, Farmboy, No Computer, Bazookas, Talking Heads, Darwin Analytics, AG Consult, All The Way • Wrote a book: “Een Digitaal Marketing Plan in 100 Dagen” (www.digitaalmarketingplan.be) • Chief biker @ mototravel.be • http://www.ibert.be • www.twitter.com/ibert Bert Van Wassenhove Saturday 21 September 13
  7. 7. Is marketing for startups DIFFERENT? Saturday 21 September 13
  8. 8. All marketing is “different” because CUSTOMERS are different! Saturday 21 September 13
  9. 9. http://jamesaltucher.quora.com/The-Ultimate-Cheat-Sheet-For-Starting-And-Running-A-Business The Ultimate Cheat Sheet For Starting And Running A (startup) Business Saturday 21 September 13
  10. 10. Some interesting views • 10) How do you market your app? Friends and then word of mouth. • 18) How do you get new clients? The best new clients are old clients. Always offer new services.  • 21) Should I ever focus on SEO? No. • 22) Should I do social media marketing? No. • 35) When should you have sex with an employee? When you love them and the feeling is mutual. • 51) What is the only effective email marketing? Highly targeted email  marketing written by professional copywriters and the email list is made  up of people who have bought similar services in past six months. • 62) Should I have sex with an employee? Stop asking that. Saturday 21 September 13
  11. 11. Who can see the connection? Saturday 21 September 13
  12. 12. 1 2 3 The world has changed Saturday 21 September 13
  13. 13. 1 2 3 The world has changed Saturday 21 September 13
  14. 14. Top Of Mind becomes Omnipresence Saturday 21 September 13
  15. 15. “Digitale media” is more then a website Saturday 21 September 13
  16. 16. Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Saturday 21 September 13
  17. 17. 140 EENDIGITAALMARKETINGPLANIN100DAGEN Ding! Je hebt mail! 10 jaar geleden Saturday 21 September 13
  18. 18. Ding! Je hebt mail! 10 jaar geleden EENDIGITAALMARKE Je hebt 423 ongelezen mails Nu Saturday 21 September 13
  19. 19. 64 EENDIGITAALMARKETINGPLANIN100DAGEN 1 Betaalde resultaten Betaalde resultaten Natuurlijke resultaten Saturday 21 September 13
  20. 20. Riiiiiigh...t I need a plan ... Saturday 21 September 13
  21. 21. BUILD your marketing plan, don’t INVENT it! Saturday 21 September 13
  22. 22. 1616 1SLIMME VRAGEN VOOR JE BEGINT SMART QUESTIONS TO START WITH ... Saturday 21 September 13
  23. 23. 17 SMART QUESTIONS TO START WITH ... Who do you want to reach? Saturday 21 September 13
  24. 24. 18 • Online I guess? • Think about influencers! • Segment based on what you mean for your customers Your Target Group Saturday 21 September 13
  25. 25. 19 2SMART QUESTIONS TO START WITH ... How will your customers find your company or brand? Saturday 21 September 13
  26. 26. 20 Exploratie Beslissing ! Nood Gebruik 2 3 1 4 DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS – WWW.MONKEYSHOT.BE.) Need Exploration DecisionExperience Customer Journey Saturday 21 September 13
  27. 27. 21 • ACTIVE needs versus LATENT needs • Activating needs is what traditional marketing has been doing since forever, and it fits the purpose. Customer Journey Saturday 21 September 13
  28. 28. 22 • “The Zero Moment Of Truth” • Digital Exploration at the ... • Through SEARCH • Through SOCIAL Customer Journey Saturday 21 September 13
  29. 29. 2323 Saturday 21 September 13
  30. 30. 24 • “The First Moment of Truth” • Different purchasing locations • Physical store • Online • Multi-channel retail Customer Journey Saturday 21 September 13
  31. 31. 25 • “The Second Moment of Truth” • Help your customers • The Customer experience is the ideal opportunity to generate & stimulate • CONVERSATION • CONTENT CREATION Customer Journey Saturday 21 September 13
  32. 32. 20 Exploratie Beslissing ! Nood Gebruik 2 3 1 4 DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS – WWW.MONKEYSHOT.BE.) Need Exploration DecisionExperience Customer Journey Saturday 21 September 13
  33. 33. 27 3SMART QUESTIONS TO START WITH ... What’s your objective? Saturday 21 September 13
  34. 34. Get your objectives straight, they are the lighthouse of your plan! Saturday 21 September 13
  35. 35. 28 • We’re looking at getting traction with a broad audience who doesn’t yet know the need us ... • We’ve got loads of customers, but we want to keep them from running of to competition ... • We offer a popular service people look for on the web, we just need to get them on OUR site ... • Loads of traffic on the site, but we can’t get them to actually buy our stuff ... Need Exploration DecisionExperience What’s your objective? Saturday 21 September 13
  36. 36. 2929 2HEB IK NOG WEL EEN WEBSITE NODIG? Do I really need a website? We’re on Facebook you know ... Saturday 21 September 13
  37. 37. 30 • Your website is the only piece of online real-estate you control for 100%. • Don’t trust Facebook (or any other tech startup) • Nurture your URL, this is your identity! YES Saturday 21 September 13
  38. 38. 31 • 1. Exploration • 2. Experience • 3. Decision • 4. Generating needs Need Exploration DecisionExperience When is the site important? Saturday 21 September 13
  39. 39. 33 heeft natuurlijk alles te maken met de hoeveelheid informatie die daag op het web te vinden is. Om het met de woorden van Eric Sch (toen ceo van Google) te zeggen: ‘We create as much information in two days now as we did from the dawn of man through 2003.’ ERIC SCHMIDT Met dit soort hoeveelheden informatie kan een consument enkel d Saturday 21 September 13
  40. 40. 34 • SEO versus SEA • SEO is a long term job Resultats payant Resultats payant Resultats naturel Basic SEO Saturday 21 September 13
  41. 41. 35 •1. Exploration •2. Experience •3. Decision •4. Need Need Exploration DecisionExperience When is SEO important? Saturday 21 September 13
  42. 42. 36 Leesbaar voor Google Inhoud Relevante links Social media Valse belfotes Links kopen Foefelen Opgelet! SEO Pyramid Saturday 21 September 13
  43. 43. 37 4HEEFT MIJN MARKETING WEL SOCIALE MEDIA NODIG? DOES MY MARKETING PLAN NEED SOCIAL MEDIA? Saturday 21 September 13
  44. 44. Bron:http://bvlg.blogspot.com Social Media in Belgium APRIL 2013 10 950 k 4 984 k 3 998 k 1 450 k 1 495 k 900 k 600 k Saturday 21 September 13
  45. 45. Besoin Exploration DecisionUtilisation The “Social Customer” Saturday 21 September 13
  46. 46. 40 5MEETBAAR ADVERTEREN MEASURABLE ADVERTISING Saturday 21 September 13
  47. 47. 41 • 1. Decision • 2. Create a need • 3. Exploration • 4. Experience (upselling) Need Exploration DecisionExperience When to use online advertising? Saturday 21 September 13
  48. 48. 42 TEL Conversie Impressie Klik Betaalde media KOOP EEN IMPRESSIE EN/OF EEN KLIK, EN CONVERTEER DIE OP JE EIGEN WEBSITE. (ILLUSTRATIE PIETER HEYTENS - MONKEYSHOT.BE.) Paid Media Saturday 21 September 13
  49. 49. Channel Example Segmentation method Payment Traditional banner Newspaper sites Last year’s research shows our visitors are 60% male, so we’ll show everybody car ads. Per 1000 impressions (CPM) Social Media Ads Facebook We know this guy is 35 and he’s got 3 kids, so we’ll show him SUV ads. CPM or per click (CPC) Search Ads Google This guy just did a search for a Renault Espace, so we’ll show him a VW Sharan ad. CPC Affiliate marketing Robscrappysite.net We don’t have a clue why we are advertising cars to this guy, but we only pay if he actually buys a car, so who cares :). Per action or acquistion (CPA) Which advertising channel? Saturday 21 September 13
  50. 50. 4343 6E-MAIL IS NIET DOOD IS EMAIL DEAD? Saturday 21 September 13
  51. 51. 45 • 1. Experience • 2. Decision • 3. Exploration • 4. NOT: to create a need Need Exploration DecisionExperience Why use email? Saturday 21 September 13
  52. 52. 4646 7ALTIJD EN OVERAL ONLINE ALWAYS AND EVERYWHERE ONLINE Saturday 21 September 13
  53. 53. Saturday 21 September 13
  54. 54. 48 8CREATIEF MET DIGITAALGET CREATIVE WITH DIGITAL Saturday 21 September 13
  55. 55. 49 BUILD your marketing plan, don’t INVENT it! Saturday 21 September 13
  56. 56. THANKS for listening and participating, now ... Follow me here: twitter.com/ibert and as a startup especially here: twitter.com/thinkwpeople and euh ... go buy my book here: digitaalmarketingplan.be Saturday 21 September 13

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