Marketing for startups

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Presentation given to business incubators at The Icehouse, Auckland New Zealand
7th June 2012

Published in: Business, Technology
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Marketing for startups

  1. 1. We do profitable marketing services for busy businesses http://creativeagencysecrets.co m
  2. 2. Online marketingTwo case studies to show you how to do ityourself • Business to Business (B2B) • Business to Consumer(B2C) • Plus Advice for you to migrate your marketing ‒ How to find a niche to show off your company’s expertise or specialism ‒ Where to promote your services online ‒ How to use automated email marketing ‒ The three things you must do online every week http://creativeagencysecrets.co m
  3. 3. Marketing a businessTraditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
  4. 4. How to migrate marketing online• Know your customers and prospects “online literacy” ‒ Which websites do they visit ‒ What % are doing procurement online ‒ How do new customers ‘find’ you ‒ What about younger staff members• You can’t do everything at once• Prioritise http://creativeagencysecrets.co m
  5. 5. Which of these do you do?Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
  6. 6. Case study: APC technology• Business to Business• Customised rugged computers• Long sales cycle• Face to face sales team• E-Procurement http://creativeagencysecrets.co m
  7. 7. APC technologyTraditional Priorities• Brochure/collateral • Website• Public relations • Directory submissions• Advertising • Expert content• Directory listings • Email list/newsletter• Trade show/conference • Online PR• Christmas card list • Adwords / digital ads• Parties/hospitality • Social media http://creativeagencysecrets.co m
  8. 8. Key words http://creativeagencysecrets.co m
  9. 9. Google analytics http://creativeagencysecrets.co m
  10. 10. Traffic sources http://creativeagencysecrets.co m
  11. 11. Incoming links - domodomain http://creativeagencysecrets.co m
  12. 12. Expert content• Company news ‒ New product ‒ Distributors• Trade show ‒ Collate others’ news ‒ Link to helpful sites (Linked In Group)• Magazine article ‒ Reproduce it ‒ Write a response http://creativeagencysecrets.co m
  13. 13. Email newsletter• Once a month• Summary of website news articles• Supplemented by mailings to niche groups ‒ Mining industry (linked to trade show) ‒ Abattoirs (postal mailing) new product http://creativeagencysecrets.co m
  14. 14. Case study: Rowperfect• Business to Consumer• Sports equipment and advice• Short sales cycle• No sales team• Online ‘discovery’• Global potential market http://creativeagencysecrets.co m
  15. 15. Which of these do you do?Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Email list/newsletter • Directory listings • Adwords / advertising • Trade show/conference • Social media • Christmas card list • Directory submissions • Parties/hospitality • Online PR http://creativeagencysecrets.co m
  16. 16. Content drives & reinforces traffic• News page (blog) updated 5x per week• It has an RSS feed• Newsletter sign-up• In header on every page• Landing page• Summary of 5 blog posts mailed automatically• Expert content drives incoming search• Social media amplifies• Automatic• Manual• Advertising is relatively minor ‘signposting’• $100 per month http://creativeagencysecrets.co m
  17. 17. Rowperfect analytics• Search is highest = 2680 ‒ Google ‒ Bing ‒ Yahoo• Newsletter = 1541 ‒ Feedblitz ‒ RSS• Social media = 209 ‒ Twitter ‒ Friendfeed• Advertising (cpc) = 233` http://creativeagencysecrets.co m
  18. 18. Referring sites http://creativeagencysecrets.co m
  19. 19. Analytics compared http://creativeagencysecrets.co m
  20. 20. For you:• Find a niche online ‒ Where is it discussed / searched / commented online ‒ Keep your niche small• Search for websites about the niche ‒ Google Alerts ‒ Follow these sites using RSS Reader or email• Search inside social media ‒ Use hashtags # http://creativeagencysecrets.co m
  21. 21. Alerts• Search string ‒ Blogs ‒ News ‒ Video ‒ Discussions• Quotes• All/best results• Frequency http://creativeagencysecrets.co m
  22. 22. Where to promote your services• Directory listings• Forums• Group lists• Magazine / news websites• Newsletters run by others• Bloggers – guest posts / comments• Social media sites & groups on social media• Hashtags #• Your own news page http://creativeagencysecrets.co m
  23. 23. How to use automatic email• Write blog posts• Have an RSS feed• Set up an RSS to email service ‒ Feedblitz.com ‒ “ICEHOUSE” promotion code 15 days free plus 10% discount• Decide newsletter frequency (weekly, monthly, on demand)• It happens http://creativeagencysecrets.co m
  24. 24. 3 things you must do weekly• Check your alerts ‒ Gives you new sites to comment ‒ Subscribe to read them• Write a blog news article ‒ Article ideas from the alerts• Review your analytics ‒ How well are you doing http://creativeagencysecrets.co m
  25. 25. Get in touch• Have a free 20 minute briefing with us ‒ Tell us about your situation ‒ Ask questions ‒ Get quick advicerebecca@creativeagencysecrets.comspring@creativeagencysecrets.com http://creativeagencysecrets.co m
  26. 26. Questions? http://creativeagencysecrets.co m

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