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ConnectWise: Engage, Entertain and Grow your SMB IT shop

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SpiceWorld London 2012 ConnectWise Presentation

Traditional marketing is dead but that’s great news for IT business owners. Now, even the smallest IT business can take advantage of new social media tools and platforms to drive new business. Discover techniques that will increase your online visibility, find new clients and bring additional qualified traffic to your website.

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ConnectWise: Engage, Entertain and Grow your SMB IT shop

  1. 1. Engage Entertain and Grow your SMB IT ShopMark Sokol, Product Marketing ConnectWise connectwise.com
  2. 2. Agenda • Background: – How People Find Things Today • The Lead to Sales Funnel • Social Media Recommendations
  3. 3. How People Find/Buy Things Today! • Have a pain • Look at options
  4. 4. How People Find/Buy Things Today! • Read reviews • Ask peers and friends
  5. 5. How People Find/Buy Things Today! • Read Blogs • Review the products
  6. 6. How People Find/Buy Things Today! • Make Decision and Buy!
  7. 7. Fun Fact90% of Consumers purchase from someonethey can trust.Majority of them were referred the product orbusiness service by someone they trust.
  8. 8. The Lead Funnel Don’t know your Know about Know about YOU! solutions exist IT based solutions (and other providers) Commitment Pricing • 1:1 Meetings Decision • Competitive Review • Long-tail, specific or Brand Product search terms Evaluation Research & Comparison Discovery • Demos Information • Product Specification Seeking • Testimonials Engagement • Whitepapers • WebinarsPre-Engagement • Broad keywords (PPC) • Social Media
  9. 9. ConnectWise Experience • Win/Loss 50 over 12 months • 20% said blog/comment influenced decision
  10. 10. The Challenge Is How do you get people to find you and ultimately make the decision to purchase your services? • Initially, we believe Social Media – Phase 1: Get Started – Phase 2: Become That Hub – Phase 3: Increase Presence – Phase 4: Even More
  11. 11. Phase 1: Getting Started• Create a blog - see Hubspot/Wordpress – Use templates – Write 2 times a week, write ahead of time – 200-400 words• Involve in LinkedIn Groups – Join 5, contribute dont sell – Ask your customers where• Small PPC presence, understand terminology – Goal not get leads but learn ‘key words’
  12. 12. Keys to Blogging • Find Where Customers Are – Ask existing customers where they go for information • Listen to conversations, take part – Contribute intelligently • Be Fun and Friendly – Don’t sell • Focus on your expertise, experience – Don’t fake it • Focus on business • Your blog: OK blogging about different content • 200 to 400 words!
  13. 13. Additional Blogging Basics • Use pictures, video • Include a Call To Action – If you want to learn more about backup disaster recovery, read my ebook.
  14. 14. Fun Fact• Adding content on blog/site – 2-3 new things week to maintain visitors – 2-3 a day to grow visitors
  15. 15. LinkedIn • January 2012 – 40 million users represent Europe • Highest industry concentration High Tech, Finance and Manufacturing • Job functions Owners 11%, Sales 10%, Operations 8% - 39% are high level managers • Your customers are there already Source: http://www.slideshare.net/rmlins/estatsticas-do-linkedin-no-brasil
  16. 16. ConnectWise Experience • Used LinkedIn advertising • Generated 100 leads Q1-2012 – Cost Per Lead - $55 • Determined ‘targeted’ groups based on leads – Follow-up is joining those groups and contributing
  17. 17. Small PPC Presence • Paid not sustainable channel – Too much $ • But it Builds brand • Helps with SEO • Use Paid to Find What Prospects have interest in
  18. 18. Paid Social to Test Targets • Discover regions/cities most responses • Determine if ‘owner’ versus non-owner messaging • Where are sales coming from in organization • Hundreds of LinkedIn groups, where should I be responding to blogs etc
  19. 19. Recommended Book 1: • The Thank You Economy • Gary Vaynerchuk – $4.0 million wine store into $50 million business – Video, blogging 2006
  20. 20. Phase 2: Create that hub Industry blogs reference ConnectWise Experience: you, news sources cite you, events mention you growMyITbusiness.com Site offers: Research, Users email Q&A Opinions, links, References, Multimedia, discussion SEO Expert forums Contributors mention you Discussion LlinkedIn, Facebook, Google+ likes and shares
  21. 21. Create that hub • Start with Resource Center – 3-4 Papers, videos or repurposed blogs – Use terms you have found (that people search for) and develop blog posts • Study SEO – Discover SEOMOZ.org (free information)
  22. 22. Recommended Book 2 • Inbound Marketing • By Halligan, Shah
  23. 23. Recommended Book 2 • SEO for Dummies • By: Peter Kent
  24. 24. Fun Facts• About 10% are mobile visits – Some stats show ‘restaurant’ @ 40% or higher!• Prepare your website to be mobile friendly today
  25. 25. Phase 3: Increase Presence • Set up Twitter, Facebook, google+ – Initially tie accounts together – Tweet once a day, repost on fb and google+ – Tweet only relevant topics, not that you just had a pint just now • Develop ebooks‘, white papers, info graphics – Create landing pages – Use them in your blog and tweets – Measure response
  26. 26. Phase 3: continued • How can I have time to create e-books? – zerys.com writers – Elance.com graphic • Partner with non-competing peers, smart students, your employees, repurpose industry articles (summarize link back)
  27. 27. Phase 4: Even More • Integrated marketing activities – Tweet, Blog, Email, Webinar, Newsletter, Seminar etc • Email nurturing bring them back • Measure results – At ConnectWise we put down a minimum of $ amount even on non paid activities to give us some idea of payback • Get Tools to manage
  28. 28. Tools • Dashboards • Notifications – Hootsuite – Tweetdeck – Google Alerts • Blogging – Hubspot – WordPress
  29. 29. Recommended Books Inbound The Thank SEO for Marketing You Economy Dummies
  30. 30. Small Business IT Marketing • 70% Referral based • 30% email, direct mail, events, website • Referrals in SMB is key to business growth, why not take it to Social media, SpiceWorks did! Source: What’s Working in Small Business Marketing, 2012, Quantum Leap Marketing
  31. 31. Why Is ConnectWise Presenting Social? Help Desk, CRM RMM/MDM Quoting & Because we are more Proposal than the business management software that we provide
  32. 32. The Modern Office A free tool to help explain the concept to your employees and your clients www.connectwise.com/OwnYourClients
  33. 33. Questions?www.connectwise.com/OwnYourClients

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