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20 November 2013
DIGITAL MARKETING FOR
STARTUPS
2
Acquiring Customers
Your Customers today
Potential customers who are aware of your business
?
What’s the best way to connect and convert potential customers who are not aware of your company?
“ 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 BushellBusiness Development ManagerMergon Group
Barry RooneyChief Operations OfficerSiemens 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 LynchGeneral ManagerIMEC 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
What We Do
B2B Technology Marketing
•Lead Generation Consultancy
•Marketing Automation
Michael White, Motarme
• 10+ Years Tech Marketing
• Product Manager• Consultant• Developer
• Build software• Market software• Sell software
• Michael White – MD & Co-Founder
• Ex Head of Marketing at Singularity • Multi-million software firm• JPMorgan, Goldman Sachs, BT• Doubled lead generation within 2 years • Revenue doubled in same period
• Senior Product Manager, Siemens• Internet and Desktop Security software• German Army, Swedish Govt, Irish Gov
• Project Manager, Elavon (Flexicom)• Electronic Payments Software• Built Business Analyst Team• Barclays, AIB and Interpay (Holland)
6
Digital Marketing for Startups - Agenda
1 Overview – Three Ways To Acquire Customers 10.30 – 11
2 Your Value Proposition – what it is, why it’s important 11 – 11.30
3 Your Target Buyers – how to profile them and their buying process 11.30 – 12
4 Central role of your website 12 – 12.30
5 Content Marketing 12.30 – 1
Lunch
6 Search Engine Optimization 2 – 2.30
7 Google Pay-Per-Click 2.30 – 3
8 Email Marketing 3 – 3.30
9 Using Social Media to generate leads – blog, Facebook, YouTube etc. 3.30 – 3.45
10 Outbound Lead Generation 3.45 – 4
Focus: How early stage technology companies can use Digital Marketing to generate leads and acquire customers.
Lead Generation and Lead Conversion:
What Problem Are You Trying to Solve?
A Repeatable Customer Acquisition Process
Our Goal
Predictable11
22 Scalable
33 Automatable
9
Digital Marketing for Startups
Where do you start?
A simple Framework
Generate more leads at the top of the sales funnel using •Inbound Lead Generation website, SEO, Google pay-per-click, social media•Outbound Lead Generation email, phone, social media, events
Generate more leads at the top of the sales funnel using •Inbound Lead Generation website, SEO, Google pay-per-click, social media•Outbound Lead Generation email, phone, social media, events
Use Marketing Automation to profile and manage these leads more effectively so more become ‘sales qualified’
Use Marketing Automation to profile and manage these leads more effectively so more become ‘sales qualified’
Our Goal – More Leads, More Customers
€ $ £
Use your CRM system to manage the sales process / sales team and convert opportunities to customers.
Use your CRM system to manage the sales process / sales team and convert opportunities to customers.
1
2
3
4
Why Focus on Online Marketing?
12
First – What is Online Marketing?
13
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
14
• 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 4000 B2B technology buyers
• 80% of those buyers said they found the vendor, not the other way round.
Source: MarketingSherpa – “B2B Technology Marketing Benchmark
Survey 2008”
• Survey of 4000 B2B technology buyers
• 80% of those buyers said they found the vendor, not the other way round.
Source: MarketingSherpa – “B2B Technology Marketing Benchmark
Survey 2008”
This is the way businesses buy today
B2B Buyers now find Vendors Online
15
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%
Why Is Online Lead Generation Alone Not Sufficient?
Why You Need Outbound As Well As Inbound
If your product category is mature then potential customers will be searching for it online.
For example, CRM is a mature category. People who want a CRM solution will search online for relevant terms.
So CRM vendors should concentrate on inbound marketing for online lead generation.
If your product category is mature then potential customers will be searching for it online.
For example, CRM is a mature category. People who want a CRM solution will search online for relevant terms.
So CRM vendors should concentrate on inbound marketing for online lead generation.
If your product category is new, or you operate in a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product.
In that case, you will have to reach out to them in a targeted, efficient and cost effective process – Outbound Lead Generation
If your product category is new, or you operate in a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product.
In that case, you will have to reach out to them in a targeted, efficient and cost effective process – Outbound Lead Generation
Outbound Lead Generation can sometimes produce faster results.Outbound Lead Generation can sometimes produce faster results.
For certain industries Outbound channels may be more effective than some inbound channels – see next 2 slidesFor certain industries Outbound channels may be more effective than some inbound channels – see next 2 slides
1
2
3
18
Why Outbound As Well As Inbound
Inbound• Website• Email• Search Marketing
Outbound• Email marketing• Inside sales• Telemarketing• Executive events• Direct MailEf
fect
iven
ess
Adoption
Note – the Types of Lead
Using Digital Marketing To Drive Sales
21
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
€ $ £
11
22
22
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
What are you selling?
Your Value Proposition
24
A: Your Value Proposition
2. 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
A: Your Value Proposition
26
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
A: 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
A: 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
A: Your Value Proposition
29
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?
30
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
A: Your Value Proposition
31
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
A: Your Value Proposition
32
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
A: Your Value Proposition
Who are you selling to?
Your Target Buyers
34
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?
35
“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
B: Your Target Buyers
36
Why can’t I market to everybody?
• 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.
B: Your Target Buyers
37
Define who you are targeting
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
B: Your Target 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
B: Your Target Buyers
Who Are We Trying 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• Also helps to identify ways to get in touch with these 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• Also helps to identify ways to get in touch with these customers
OscarRole: 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
Execution – Your Customer Acquisition Process
42
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
4 Key Steps for Customer Acquisition
43
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
4 Key Steps for Customer Acquisition
44
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
Step 1: Drive Traffic to Your Website
45
Bring people to
your website
Bring people to
your website
TrafficTraffic Content
Pay-per-click
Search Engine Optimization
Social Media
Email Marketing
4 Key Steps for Customer Acquisition
46
Conversion
ConversionConversion
Persuade them to sign-up, register or
download
Persuade them to sign-up, register or
download
Step 2: Convert Those Visitors
47
Automated Follow-up – AKA “Lead Nurturing”
Persuade them to pay for your
service
Persuade them to pay for your
service
PurchasePurchase
20
EmailEmail
Newsletter
Newsletter
Case studyCase study
EmailEmail
Nurture track 1
30
EmailEmail
White paperWhite paper
WebinarWebinar
CallCall
Nurture track 2
40
CallCall
EmailEmail
WebinarWebinar
ebookebook
Nurture track 3
Convince them to renew each year –
retain your customers
Convince them to renew each year –
retain your customers
RetentionRetention
Step 4: Retain Your Customers
48
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
Your Website
The Core of Online 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
52
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
Content for Traffic and Lead Generation
Content
+Web Traffic
=Customers
68
What content will interest your Buyers?
Digital Marketing is like fishing Content is your bait – case studies, videos, infographics, blog posts,
‘how to’ guides, presentations, white papers Different buyers have different information needs at each stage of
the buying process
Content Strategy
Awareness Interest Evaluation Decision
What Offer / Content Can You Use?
Want an offer or content that is closely aligned to your product or service
Typically in B2B you don’t start by offering the product itself, but something like a case study or report
In B2C you can offer the product or something like a 30 day trial / free pilot
What Offer / Content Can You Use?
Research / surveys
Education – tutorials, webinars
Tours and overviews News
Thought leadership Case studies and success stories
Q&As Product technical information
How-to tips
Examples of Smoke Test Offers
Content
+Web Traffic
=Customers
Google Ads
Google Ads / Pay Per Click
Google Ads / Pay Per Click
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 / Pay Per Click
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
Keyword selectionKeyword selection
Google Ads / Pay Per Click
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
Writing your adWriting your ad
Google Ads / Pay Per Click
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
Convert your visitors! – Landing PagesConvert your visitors! – Landing Pages
Google Ads and Landing Pages
79
Content
Free Trial or Demo
Typically you can get people to register for 2 reasons – to trial your product or to access content
80
Reflect your target customers
Social proof and Trust Anchors
For more, see Motarme Guide to B2B website design on www.slideshare.net/motarme
Google Ads and Landing Pages
81
Use Landing Pages to convert
traffic
Clear ‘Calls to Action’
Google Ads and Landing Pages
82
1. Clear Value Proposition – why they should sign-up today2. Home page design – reflect your buyers , provide proof3. Landing pages – funnel traffic to particular pages on site4. Clear “Calls to Action” – offer something of value5. A/B Testing – split test your main landing pages6. “Nurturing” and Lead management7. 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
Google Ads and Landing Pages
Google Ads / Pay Per Click
Monitor and improve your adsMonitor and improve your adsClick through rateClick through rate
Average cost per clickAverage cost per click
The Online Ad
Campaign # 1Geography, budget
Ad Group # 1Keywords
Ad Group # 2Keywords
Ad Group # NKeywords
Ad # 1Link to Landing Page
Ad # 2Link to Landing Page
Ad # 3Link to Landing Page
Ad # 1Link to Landing Page
Ad # 2Link to Landing Page
Ad # 3Link to Landing Page
The Online Ad
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
The Online Ad
Google ad resourcesGoogle ad resources
“Advanced Google AdWords” by Brad Geddes
WordStream – Larry Kim
Unbounce.com – landing page optimization tool
Google WebSite Optimizer
Conversion-Rate-Experts.co.uk
WiderFunnel.com
WhichTestWon.com
ConversionScientist.com
Search Engine Optimization
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
89
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
Why SEO isImportant
90
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
Why SEO is Important
91
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
Search Engine Optimization
92
• 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
93
• 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 route 1
Search route 2
Search route N
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
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
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
11 22
33
The Email
• 1. List 2. The Offer 3. The Copy
• Use an Email or Marketing Automation System
• From
• Subject line – 9 words or less
• Personalize – “Dear Bob”
• Use “You” in first sentence, first paragraph
• Brevity, Benefits, Bullet points
• Clear Call to Action
• Careful in Use of Graphics
• Check on Mobile Devices
Common problems
The Email
Email marketing
Social Media
Social Media
Use social media to drive traffic to your “Online Marketing Hub” – your website and blog.
Use social media to drive traffic to your “Online Marketing Hub” – your website and blog.
Social Media
• Why will people share your status updates?
• What do you want to happen when they do?
113
Social Media
114
Social Media – How to execute
1. Identify influencers
2. Optimize all social media profiles
3. Generate content
4. Promote content to audience
Excellent source of information and
advice on all things social.
Excellent source of information and
advice on all things social.
Social Media
Influencer Follow-on Twitter
RT on Twitter
Comment on Blog
Facebook G+
Name 1 6
Name 2 6 6
Persona A Persona B Persona C
Influencer
Influencer Influencer Influencer
Influencer Influencer Influencer
Influencer Influencer
• Identify people on social networks who are influencers
• Plan how we intend to engage with them
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
Make sure you have the “follow” and “like” buttons on your site and blog comments
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
Try Facebook ads and promoted posts
Can specify targeting criteria
Includes location, age, birthday, sex, workplace, education and interests
Social Media – Facebook
• SimplyZesty – www.simplyzesty.com – excellent source of information on Facebook and other social media marketing
• Ian Cleary, RazorSocial - http://www.razorsocial.com/
• Who’s Blogging What – “The Facebook Page Marketing Guide”
• Larry Chase Web Digest for Marketers – “Social media marketing guide – 12 key tools”
Social Media – Google+
Why should you care about Google+ ?
Video generates more interaction
Now has ad option
Video you or your customers talking about your product or service
Relate to your business – e.g. “how we used the product”
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
• Optimize 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
• 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
• 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
Outbound Lead Generation
Outbound Lead Generation
The 3 Types of Lead
Managing inbound and outbound lead gen
The Outbound Process
136
Putting It All Together
137
Digital Marketing for Startups
Where do you start?
A simple Framework
138
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
139
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
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/• Conversion rates - www.widerfunnel.com and www.conversionscientist.com and
www.Conversion-rate-experts.com
Links
BooksResources
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
Bonus advice
Presentation Zen
Where Do You Start?
Who to target – Ideal Customer Profile (Personas)
What is a Lead? – Define with your Sales team
11
22
What Are We Selling – review your Value Proposition 33
Prep
arat
ion
Exec
utio
n
Inbound Tactics Outbound Tactics4a4a
Process Automation with Motarme System55
CaptureCapture ProfileProfile ScoreScore NurtureNurture SalesReadySalesReady
4b4b
Industry Research• Convert an additional 20% to 30% of Leads
• Reduce lead cost by up to 80%
• 136% increase in Gross Profit - CSO Insights
Marketing Automation
++
136%
136%
80%
80%
Motarme Case Study• IMEC Technologies
• License cost of €2,400
• 225 qualified leads generated in 12 months
• $130K USD in Operating Margin
72 XROI
72 XROI
20% - 30%
Sources: Forrester, Gartner, MarketingSherpa, CSO Insights
Marketing Automation for B2B Tech & IndustrialMarketing Automation for B2B Tech & Industrial
Process Leads Automatically So More Convert to Sales Process Leads Automatically So More Convert to Sales
Capture Leads From Your Website and BlogCapture Leads From Your Website and Blog
Motarme Marketing Automation
Thank YouMotarme Marketing Automation
T: +353 1 969 5029M: +353 86 383 8981W: www.motarme.com
Twitter: @motarme