Motarme - Digital Marketing Workshop for Startups Sept 2013
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17 September 2013Michael White
How to use Digital Marketing to Generate Leads and Acquire New Customers
Digital Marketing Strategies for Startups
How to generate leads, drive sales and increase revenue using Online Marketing
Today when people want to buy something the first place they look is the web, whether they’re looking for shoes, a car or a house or a technology product
You need to make sure they find you when they come looking for your type of product
You need to make sure that when they find you they take an action that’s useful e.g. subscribe, buy, register ...
We’re going to look at the overall approach and the tools you use
Product?
3
Outcomes from today’s seminar
1. What – what are you selling?
2. Who – who are you selling to?
3. How – how do you promote yourself?
Digital marketing is essential to promote your business…
Website
Google ads
Social media
Email marketing
Search Engine Optimization
About Us
Marketing Automation Made Easy
Michael White
• Co-founder and Director of Motarme – founded 2011• Enterprise Ireland mentor to 25+ early stage firms• Ex Head of Marketing at Singularity – helped double revenue in 2 years, won the Irish
Software Association Sales Achievement award 2008, ex-member of Forrester Research Technology Marketing Executive Council
• We’re also a startup - building our own software system – Enterprise Ireland client, Propel program
• Senior Product Manager at Siemens (electronic security products) 2001 to 2005• Also Senior Business Analyst with Elavon, Management Consultant with Deloitte &
Touche, Product Manager with Marrakech, Implementation Manager with Misys Corporation (Kindle Banking Systems), software developer with AIB Bank
• Trinity Computer Science graduate (1990), Post-Grad Dip. Computing (2004)
About Us
Online Marketing Strategies for Customer Acquisition1
Digital Marketing Strategies for Startups
1. Confirm someone will buy your product / service
2. Build the first version of the product (prototype)
3. Get your first customer
Your priorities as a startup
4. Get to Product / Market Fit
My Product
My potential customers
• 1. Make sure your product meets the needs of a group of customers – product/market fit
• 2. Promote that product effectively to those customers
Make something people want, then sell it to themMake something people want, then sell it to them
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Because this is the way businesses buy today
• 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.
Why Focus on Web Marketing?
In a survey of 4000 B2B technology buyers in the US, who had bought a
product worth $25k or more, 80% of those buyers said they found the vendor, not the other way round.
Source: MarketingSherpa – “B2B Technology Marketing Benchmark
Survey 2008”
In a survey of 4000 B2B technology buyers in the US, who had bought a
product worth $25k or more, 80% of those buyers said they found the vendor, not the other way round.
Source: MarketingSherpa – “B2B Technology Marketing Benchmark
Survey 2008”
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Why Focus on Web Marketing?
2
3
4
5
1
47%
Lead Generation is Moving OnlineLead Generation is Moving Online
Source: DemandBase and Focus.com, 2011
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A 2011 survey of B2B buyers in Europe
indicated that websites, web searches and email made up 3 of the top 4
information sources when carrying out a
purchase process
Source: 2011 BuyerSphere survey
A 2011 survey of B2B buyers in Europe
indicated that websites, web searches and email made up 3 of the top 4
information sources when carrying out a
purchase process
Source: 2011 BuyerSphere survey
Why Focus on Web Marketing?
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Because this is a natural progression of how sales work
Sales teams find and persuade the buyers
Buyers start to search online, find service and product information from multiple vendors
Buyers confer with each other via online networks
Sales now use online tools to prospect, generate and qualify leads
Marketing Automation
1997
2006
2009
1950s to
1990s
Why Focus on Web Marketing?
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Digital Marketing for B2B is Different from B2C
• The difference isn’t always clear cut• But generally these differences are true
B2B B2C
Higher value e.g. > €10k Lower value e.g. < 1k
High consideration - more evaluation required Lower consideration – evaluation is faster
Perceived risk – so reducing this risk is important for buyers
Low risk
Complexity of product is greater e.g. large software system, machinery – so need to educate buyers on features, differentiators
Generally less complex – clothes, food, tickets (but exceptions e.g. cars, laptops, some software products)
Longer, multi-phase sales cycle – can be up to 18 months
Immediate – transaction occurs quickly (e.g. purchasing consumer goods, books)
Multiple participants on buyer side (e.g. financial manager, users, IT dept)
One buyer
Executive involvement – may require sign-off from senior staff or head office
Buyer decides for themselves
Branding / emotional appeal less important Branding / emotional appeal very important
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But for both B2B and B2C, buyers find you online …
• In B2C, you use online marketing to bring someone to your site so they will purchase something directly, right now Buy Now
• In B2B, you use online marketing to bring someone to your site so they will register for something (a white paper, free trial ...).
• Once you have their contact details, you set up a regular communication with them to build up their interest, qualify them as sales opportunities and persuade them to buy later
Download
The Overall ApproachUnderstand who you are targeting (your buyers) – what are their roles, which companies do they work for, where are they, what is important to them, how do you connect with them?
What are you selling – what does your product and service do for them, what is your value proposition for these buyers?
Generate ‘content’ – based on your understanding of the buyers, create information that your target buyers will find useful e.g. Case studies, white papers, research surveys, how to guides ...
Drive traffic to that content using PPC, email, SEO, PR, social media
Capture contact details in exchange for your content
Build a relationship with those people over time via your content, website, social media and email so they learn and understand your proposition, answer their concerns and select you as their best choice
How do you compare with competitors – which ones are worth focusing on, how do you differentiate from them?
http://
Who?
Who else?
What?
Content
Traffic
Leads
Lead Management
• Siemens Ireland – acquire customers for a new consulting service – migration to Microsoft Office 365• Value proposition – reduced capital costs, reduced operational costs, ease of access to IT systems• Buyers – CIOs, Directors of IT at top 500 companies in Ireland with more than 300 staff• Content – created a white paper called “Migrating to Microsoft in the Cloud”• Drive traffic – sent targeted email offering the white paper, plus Google ads and PR• Result – 265 contacts with targeted profile after 4 weeks, 25 leads, 10 prospects
Email and Google ads Website registration page
Visitor gets white paper
Siemens gets contact details of visitor
How Does It Work for B2B?
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Web traffic
+ Content
= Customers
2. “What are we selling?” Your value proposition
3. Your Value Proposition
Need it …
•When talking to prospects
• On your website
• On Landing pages
• In Email campaigns
• On Brochures
• In your PR
•When talking to prospects
• On your website
• On Landing pages
• In Email campaigns
• On Brochures
• In your PR
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If you can’t demonstrate superior value then customers will choose based on price
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 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
3. Your Value Proposition
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
• 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
3. Your Value Proposition
The ProductThe Product
The ServiceThe Service
The way we deliver our product or and service, our skills and expertise
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
Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders,
trustworthy
3. Your Value Proposition
For <target customers>
Who are dissatisfied with <current market alternative>
Our product is a <new product category>
That provides <key problem solving capacity>
Unlike <the main product alternative>
We have assembled <key ‘whole product’ features for your
product’s specific area of application>
For <target customers>
Who are dissatisfied with <current market alternative>
Our product is a <new product category>
That provides <key problem solving capacity>
Unlike <the main product alternative>
We have assembled <key ‘whole product’ features for your
product’s specific area of application>
3. Your Value Proposition
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3. Your Value Proposition
Why should I buy something from you? What value does your product provide to me? How much is that worth to me – money, time saved, other benefits? How quickly can I see the value your system delivers? Why is your product better than other similar products? Why is your product better than what I do at the moment? Can you show me examples of your system delivering value?
Focus on the results you produce rather than what you do
Answer these questions
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Value Proposition
1. Why should I buy something from you? 2. “What do you want to be famous for?” 3. How do people describe you when you’re not in the room?
Who is this for? What is the need it addresses? How do you solve that need / problem? Is this unique to you? (This isn’t a deal breaker) Your unique capability produces what result for me? What impact will it have ? (Money, time saved ...) Can you give me an example (I want evidence)? How long will it take? What about the obvious alternative? (Do nothing, manual, competitor) Is this value proposition sustainable (i.e. will it still be true next year?)
“What results you produce for me” rather than “What you do “ Can you describe this in a few sentences on a web-page or when talking to a
prospect? E.g. Motorway billboard (= your website)
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Value Proposition
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
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Value Proposition
List out what you think you can do that makes you unique
Then go ask your existing customers what they think is the unique value you provide
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Are you selling the right product for the market, sectors and buyers you are targeting?
Are you monitoring the environment in which you operate and the impact this may have on your product, your customers and your to-to-market approach?
E.g. Increased use of iPads/smartphones, SaaS, regulatory changes, competitor acquisitions, new standards
Value Proposition and The Market
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Value Proposition and “The Whole Product”
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
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Value Proposition – NOSE framework
Tom Sant’s NOSE framework is a structure you can use to help sell your Value Proposition
Describe your value proposition using this 4 step format Need - what is the need the customer is experiencing
today? Outcome – what could tomorrow look like if things could be
improved, what great results could be achieved? Solution – what is your solution? Evidence – can you show evidence of where you’ve done
this before? Search for ‘Tom Sant’ on Google to get other presentations and
resources on value propositions, effective sales communication and writing proposals.
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Understand Your Buyers
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“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
“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
The problemUnderstand your buyers
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Why can’t I market to everybody?
The problem
• 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.
Understand your buyers
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Define who you are targeting
The problemUnderstand your buyers
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
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Who Are Your Target Buyers?
Where are they (countries, languages) What industry sectors? What types of organisation? Size, location ... Any specific target companies? What are their typical roles or titles? How does your system relate to their job? What are their key concerns/drivers/goals? What are their demographics? Where do they hang out online? What sources of information do they use?
Who are your buyers?
• Who you are targeting – what kinds of organisations?
• Who are your favourite customers?
• Answer these questions and develop an “ideal customer profile”
• Understand the buyers within those organisations - “Buyer Persona Analysis”.
• A description of a ‘typical’ person in that role at your major customer e.g. Finance manager, sales director, MD ...
Understand your buyers
Ideal customer profile – current customers
Think of one of your favourite customers•Why are they ideal? - Size, revenue, long-term relationship, good interaction, they value your product and service ....•Sector, Organisation size, Location•Top 5 roles e.g. Who is usually your champion/ economic buyer / technical evaluator / purchasing / users
•Budget
•Why do they buy from you?•What objections do they bring up?•Why do your customers stay with you?•When do they buy from you – “Trigger events” – e.g. new senior manager appointed, new product announced ...
Understand your buyers
• A way to ‘step into the shoes’ of your prospective buyers
• Similar to “design personas” used by web designers, and aligns with Agile approach to user centred product design
• ‘Personas’ are aggregate descriptions of 4 to 5 typical buyers you are going to meet on a regular basis – your ‘imaginary friends’
• Some common ‘types’ e.g. General managers, sales managers, day-to-day users
• Interview sample buyers in each sector you target e.g. Compliance Manager, Sales Manager, HR Manager ...
• What are their key concerns and drivers? How do they describe their job?
• Where do you fit into their overall picture? Are you a big part of their typical day?
• What is their “compelling reason to buy” your products and services?
• What would stop them from buying your services?
• What do they read, where do they gather information, who influences them?
Understand your buyers
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
• 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
Who to target?
• 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
• 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
Oscar
Role: Sales managerOrganization: SMEAge: 45Goals: have easy access to prospect information 24/7; get better quality leads; better pipeline
NoraRole: Marketing managerOrganization: multi-nationalAge: 32Goals: manage multiple channels; drive awareness of the company; produce more and better quality leads.
LiamRole: IT managerOrganization: SMEAge: 31Goals: reliability and availability; simplified architecture; security; cloud-based infrastructure
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What content will interest your Buyers?
Digital Marketing is like fishing – you need the correct bait to attract your fish Different buyers have different information needs at each stage of the buying process So, if you identify 3 to 4 typical buyers – General Manager, Sales & Marketing Director,
Head of Compliance ... Develop content that meets the information needs of these buyers at different stages
of their buying cycle This will be used as online “bait” to bring them to your website
Types of content•Case studies•Research•Education e.g. slides and tutorials•Tours and overviews•How to tips•News•Thought leadership
Content Strategy
Understand your buyers
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Your Website – The Foundation for Customer Acquisition
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.
•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.
4. Website
Purpose of Website•To generate sales leads •To generate sales
Purpose of Website•To generate sales leads •To generate sales
Source: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionalsSource: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals
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Bring people (traffic) to
your website
Bring people (traffic) to
your website
Persuade them to sign-up for a Free Trial or download
content
Persuade them to sign-up for a Free Trial or download
content
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 SubscriptionSubscription RetentionRetention
Traffic Conversion Subscription Retention
4. Website
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.
• 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
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 ImportantTop 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”, RainTodaySource: “How clients buy 2009 Benchmark Report”, RainToday
4. Website
WireframeWireframe
4. Website
6. Page layout
Develop ‘wireframe’ designs for home page and internal pagesUse 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 pageProvide downloads and prominent ‘buy now’ offersMake good use of page structure, text to explain what you doMake most of the page ‘clickable’ to lead visitors to further actions / information.
Develop ‘wireframe’ designs for home page and internal pagesUse 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 pageProvide downloads and prominent ‘buy now’ offersMake good use of page structure, text to explain what you doMake most of the page ‘clickable’ to lead visitors to further actions / information.
Call us now!XX XXX XXXX Call us now!XX XXX XXXX
Requ
est a
Cal
lbac
k
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”
4. Your Website
4. Website
4. Website
4. Website
Example landing page layout
Example landing page layout
GraphicsGraphics
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
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?
“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?
ChecklistChecklist
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 recapWebsite recap
4. Website
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 siteRedesigning an existing site
4. Website
“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 resourcesWebsite resources
4. Website
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Google Ads
1. The WebsiteGoogle Ads
11 Keyword analysis
22 Ad text
33 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 textWhy we’re greatCall us now!www.mywebsite.com
NameEmail
Download
Google Ads
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
Google Ads
Keyword selectionKeyword selection
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
Google Ads
Writing your adWriting your ad
2. Landing page design
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
Google Ads
Convert your visitors! – Landing PagesConvert your visitors! – Landing Pages
2. Landing page designGoogle Ads
Monitor and improve your adsMonitor and improve your adsClick through rateClick through rate
Average cost per clickAverage cost per click
2. Landing page designGoogle Ads
General approachGeneral 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
2. Landing page designGoogle Ads
Google ad resourcesGoogle ad resources
“Advanced Google AdWords” by Brad Geddes
“Optimizing landing pages for lead generation” – HubSpot
Unbounce.com – landing page optimization tool
Google WebSite Optimizer
WiderFunnel.com
WhichTestWon.com
ConversionScientist.com
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Social Media
Social Media
• Why will people share your status updates?• What do you want to happen when they do?
Social Media – Blog
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
Social Media – Blog
Why start a blog?
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
Social Media – Facebook
Why should you care about Facebook?
Facebook users by age
Social Media – Facebook
• Lots of your customers• 2nd most trafficked website• Get found, promote your stuff, connect with
others• Get started: Set up a personal page first• Connect with friends, join groups• Set up a business page second• Put links to your Facebook pages on emails,
web-site, ….• Encourage people to “Like” your page• Set up and promote events• Test Facebook ads
Social Media – Facebook
1. Set up and fill-in your Personal Profile
2. Set up Facebook Business Page (not Group and not Personal page)
3. Put links on your website, email signature, press ads
4. Encourage people to ‘Like’ you
5. Find other pages that have high numbers of your target customers, “Like” them and post to their wall
6. Post videos, make offers, upload photos – keep up a steady stream of content on a frequent schedule e.g. aim for every 2nd or 3rd day
Social Media – Facebook
Make sure you have the “follow” and “like” buttons on your site and blog comments – and “like” is more important
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
Social Media – Facebook
http://www.facebook.com/marketing
Facebook Try Facebook ads Can specify targeting criteria Includes location, age, birthday, sex,
workplace, education and interests So, could run ads to women only in 30 to
40 age bracket in your area to test the results
Social Media – Facebook
• Who’s Blogging What – “The Facebook Page Marketing Guide”• Larry Chase Web Digest for Marketers – “Social media marketing guide – 12 key tools”
• SimplyZesty – www.simplyzesty.com – excellent source of information on Facebook and other social media marketing
Social Media – Google+
Why should you care about Google+ ?
Why? To draw online traffic, and to sell to people 24 hours a day Video yourself talking about your product or service Relate to your business – e.g. “how we used the product” Video a customer talking about themselves and working with you 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
What?• Professional network• 100 million worldwide
Why? • So people can find you• So you can find prospective customers –
‘prospecting’• So you can promote events
How• Create 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
Social Media – LinkedIn
Social Media – Twitter
• What: Listen, Tweet, Respond• Why?: Traffic to your website, inbound links, leads, sales• How: 140 character “tweets”• E.g. press release headline• 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
Social Media – Twitter
• Create your personal account• Look for people to “follow” e.g. someone in the same business, a supplier, commentator,
partner• Tweet about special offers, news, discounts• Link to your blog – tweet all your posts• Link to press releases – tweet all your releases• Link to your Facebook and LinkedIn Accounts• Put “Follow us” buttons on your email, website, blog• 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”
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
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Email Marketing
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 ..
• 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 ..
Email marketing
Reply Visit to your website
Email marketing
Email System (e.g. Constant Contact or Vertical Response)
sends personalized email to each recipient and records who opens,
deletes, opts outUser writes the email text and uploads list of recipients to email system
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33
Email marketing
Email marketing
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SEO
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
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
• 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
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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
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Why is Search Engine Optimization important?
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
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
75% of clicks go to the “natural”
or “organic” search results you see at the
left hand side of the search
results pages
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Why is Search Engine Optimization important?
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
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
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• 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 settingsWebsite settings
Links (incoming, outgoing
and internal)
Links (incoming, outgoing
and internal)Social mediaSocial media
Content on your pages
Content on your pages
Keyword AnalysisKeyword Analysis
Search Engine Optimization
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Search Engine Optimization
Search route 1
Search route 2
Search route N
• 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 Engine Optimization
Signals that Google uses to decide which page to show for a query
Search Engine Optimization
1. Keyword use in title tag2. Anchor text in inbound link3. Global link authority of site4. Age of site5. Link popularity within the site’s internal structure6. Topical relevance of inbound links7. Link popularity of site in topical community8. Keyword use in body text9. 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
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
The Long Tail
Search Engine Optimization
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What is Search Engine Optimization?
• 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 settingsWebsite settings
Links (incoming, outgoing
and internal)
Links (incoming, outgoing
and internal)Social mediaSocial media
Content on your pages
Content on your pages
Keyword AnalysisKeyword Analysis
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
• 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
• 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 target3. Pick the keyword phrases you want to target
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 ‘On page’ optimization – 5 settings per page, plus regular use of your target keywords on an optimized page with relevant content
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‘Off page’ optimization – get other sites to link to you
2. Landing page designSEO
SEO ResourcesSEO 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
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Analytics
114
Having identified objectives you should identify corresponding metrics and report on them
Use Google analytics to measure and report on website traffic numbers, bounce rates and traffic sources (among other metrics)
Google adwords provides reports on impressions, click through rates, cost per click Monitor leads generated, what they downloaded, their IP address etc The email marketing systems will provide reporting on bounce rates, open rates,
click through rates per email campaign We can generate SEO reports that show traffic per keyword, relative improvement
over time, competitor ranking for selected keywords etc. Combine the key metrics into a one-page weekly summary so you can easily plot
your progress against the top 5 to 10 objectives e.g. Traffic, leads, lead quality, email response rates etc.
Analytics
Metrics , Analytics and Reporting
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Putting It All Together
The Overall ApproachUnderstand who you are targeting (your buyers) – what are their roles, which companies do they work for, where are they, what is important to them, how do you connect with them?
What are you selling – what does your product and service do for them, what is your value proposition for these buyers?
Generate ‘content’ – based on your understanding of the buyers, create information that your target buyers will find useful e.g. Case studies, white papers, research surveys, how to guides ...
Drive traffic to that content using PPC, email, SEO, PR, social media
Capture contact details in exchange for your content
Build a relationship with those people over time via your content, website, social media and email so they learn and understand your proposition, answer their concerns and select you as their best choice
How do you compare with competitors – which ones are worth focusing on, how do you differentiate from them?
http://
Who?
Who else?
What?
Content
Traffic
Leads
Lead Management
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Revise website based on buyer
analysis, add landing pages
Revise website based on buyer
analysis, add landing pages
Generate content to attract visitor
registrations
Generate content to attract visitor
registrations
Launch Google pay-per-click
ads
Launch Google pay-per-click
ads
Launch Search Engine Optimization
activities
Launch Search Engine Optimization
activities
Generate PR and online PRGenerate PR and online PR
Email Marketing
Email Marketing
Post to Corporate Blog and Social
Media
Post to Corporate Blog and Social
Media
Hardcopy Mail to selected contactsHardcopy Mail to selected contacts
Telemarketing qualification of
warm leads
Telemarketing qualification of
warm leads
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66 77 88 99
The overall approach
118
119
Bring people to your website
Bring people to your website
Persuade them to sign-up
Persuade them to sign-up
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 SubscriptionSubscription RetentionRetention
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Key Points:
•Understand your buyers
•Be clear about the value you deliver
•Get good at online marketing
•Use content as ‘bait’
•Keep cost of sales low – use web and phone
•Measure performance of your process
•Continually improve conversion rates
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Outcomes from today’s seminar
1. Why Digital Marketing is important for technology startups
2. How you can get started
3. A structure you can use – start, middle, end
4. How to prioritize what you should do first
5. Practical examples – Google ads, blog email, Facebook etc.
6. Where to look for help
At the end of today you should know …
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Outcomes from today’s seminar
1. What – what are you selling?
2. Who – who are you selling to?
3. How – how do you promote yourself?
Digital marketing is essential to promote your business…
3.1 Website
3.1 Google ads
3.1 Social media
3.1 Email marketing
3.1 Search Engine Optimization
Books
Bonus advice
Presentation Zen
• Harvard MBA course on startups – recommended reading• http://platformsandnetworks.blogspot.com/2011/01/launching-tech-ventures-
part-iv.html?spref=tw
• Building a sales and marketing machine – Dave Skok – • http://www.forentrepreneurs.com/slides-sales-marketing-machine/
• Brad Feld, VC, author of “Do more faster” – www.feld.com
Recommended reading
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Remember
Web traffic
+ Content
= Customers
Thank You
Automated Marketing That Drives Sales
michael.white@motarme.com
@michaelgwhite
www.motarme.com
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