Motarme Online Customer Acquisition Seminar at GMIT - New Frontiers 2013

11 December 2013Michael White

Online Customer Acquisition

Today when people want to buy something the first place they look is the web

You need to make sure they find you

And you need to encourage them to ‘convert’ – buy or subscribe

Product?

About Us

Marketing Automation Made Easy

About Us

Michael White

• Co-founder and Managing Director of Motarme – founded 2011• Clients include Siemens, Mergon, IMEC, Card Commerce, Opt2Vote, Trinity College, DCU,

NUI Galway …• Enterprise Ireland mentor to 25+ early stage firms• Ex Head of Marketing at Singularity – €20m software firm, sold to Kofax• 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 Customer Acquisition - ABC

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?

What is Your Value Proposition?

Why should I (persona) buy the HeyStaks solution? What value does HeyStaks 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 similar or alternative 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

Bring people to your website

Persuade them to sign-up for

Content or Trial

Persuade them to buy your productPersuade them to buy your product

Convince them to renew each year –

retain your customers

What is Your Customer Acquisition Process?

TrafficTraffic ConversionConversion SubscriptionSubscription RetentionRetention

Online Marketing Strategies for Customer Acquisition1

Online Customer Acquisition

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

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”

Lead Generation is Moving OnlineLead Generation is Moving Online

Source: DemandBase and Focus.com, 2011

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

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

1950s to

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

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

Content

•White papers•Videos•Case studies• Infographics•“How” to guides•Top tips•…

+ Web Traffic

= Leads & Sales

•SEO•Social media•Email •Google Ads•Display•Retargeting•Syndication•…

Basic Principles of Web Marketing

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

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

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

Understand your buyers

Why should I (persona) buy your solution? 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 similar or alternative products? Why is your product better than what I do at the moment? Can you show me examples of your system delivering value?

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

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

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

The ProductThe Product

The ServiceThe Service

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

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>

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

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

3. What Are We Promoting – Value Propositions

• Select some value proposition claims for your target audiences – VP1, VP2 etc.• Position them on the grid below• “Appeal” means – how strongly do the target customers want this VP?• “Exclusivity” means – can people get this VP anywhere else?• The closer you can get to the upper right hand quadrant the better your VP is

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

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.

Your Website – The Foundation for Customer Acquisition

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.

Website

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

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

Traffic Conversion Subscription Retention

Website

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

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

Video or online presentations

Source: “How clients buy 2009 Benchmark Report”, RainTodaySource: “How clients buy 2009 Benchmark Report”, RainToday

Website

WireframeWireframe

Website

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

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”

Your Website

Website

Example landing page layout

GraphicsGraphics

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

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

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

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

Website

Content or Trial

Priority Number 1: increase web traffic

TrafficTraffic

1. Search Engine Optimization1. Keyword analysis & selection of best keywords to target2. On page SEO – update website structure and settings3. Off-page – Link Building

2. Content Production 1. Text based documents – white papers, case studies2. Image based – infographics, presentations, photographs3. Video4. Blogs – mixture of text, image, video

3. Social Media Marketing1. Identify influencers2. Actions for LI, G+, FB, Twitter, Slideshare, YouTube

4. PPC5. Email6. Paid Online Advertising (non PPC)

1. Display2. Syndication

Steps for Increasing Web Traffic

Content Strategy

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

3. Map Content to Buyer Stage

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

• 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

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 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

25% of clicks go to the

“paid” advertising results you

see at the top and right-

hand side of Google and Bing search

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 is Search Engine Optimization important?

Because when people do search, they usually don’t look past the first results on page 1

• 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)

and internal)Social mediaSocial media

Content on your pages

Keyword AnalysisKeyword Analysis

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

Signals that Google uses to decide which page to show for a query

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

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

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

and internal)

and internal)Social mediaSocial media

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

• 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

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.motarme.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

‘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

Social Media

• Why will people share your status updates?• What do you want to happen when they do?

Social Media

Use social media to drive traffic to your “Online Marketing Hub” – your website and blog.

Social Media

Social Media – How to execute

1. Identify influencers

2. Optimize all social media profiles

3. Generate content

4. Promote content to audience

• We are targeting eCommerce vendors, eLearning vendors, large Retailers, mobile operators

• At each of those organizations we are targeting different roles• In this step we identify people on social networks who are influencers• We then plan how we intend to engage with them

Social Media – How to Execute

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

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

Why start a 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

• 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

Make sure you have the “follow” and “like” buttons on your site and blog comments

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

http://www.facebook.com/marketing

Facebook Try Facebook ads and promoted posts Can specify targeting criteria Includes location, age, birthday, sex,

workplace, education and interests

• 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 – 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

• Look for “influencers” - people who influence your potential customers

• Tweet about content, special offers, news, discounts

• Link to your blog – tweet all your posts

• Link to content – guides, downloads, videos

• Link to your Facebook and LinkedIn Accounts

• Put Twitter “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”

• 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

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

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

Google ad resourcesGoogle ad resources

“Advanced Google AdWords” by Brad Geddes

Unbounce.com – landing page optimization tool

Google WebSite Optimizer

WiderFunnel.com

WhichTestWon.com

ConversionScientist.com

www.conversion-rate-experts.com

Email Marketing

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 ..

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 outWrite your email text and upload a list of recipients to your email system

Email marketing

Analytics

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 Your marketing automation or 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

Putting It All Together

Why should I (persona) buy the HeyStaks solution? What value does HeyStaks 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 similar or alternative products? Why is your product better than what I do at the moment? Can you show me examples of your system delivering value?

Content or Trial

Identify “user stories”, cluster in “themes”

Select Keywords

Check site load speeds

Identify targets for

link building

Identify targets for

link building

Draft Buyer personas

eCommerce

Draft Buyer personas

eCommerce

Draft Buyer personas eLearning

Draft Buyer personas Mobile

Content Audit

Content Matrix

Create mobile

infographic

Create mobile

infographicCreate

eCommerce video

Create eCommerce

Create eLearning case study

Content Gap List

Content production schedule

Build email list

Design Newsletter

Capture emails from

Blog subscription

Capture emails from

Blog subscription

Map keywords to

website structure

Map keywords to

website structure

Preparation SEO Content Social Email

Identify influencers eCommerce

Identify influencers eLearning

Identify influencers

mobile

Identify influencers

mobile

Optimize company profiles

‘Reach out’ to eComm influencers

Set up weekly post

schedule

Set up weekly post

schedule

Identify tools to automate

posting & monitoring

Identify tools to automate

posting & monitoring

Identify “user stories”, cluster in “themes”

Collect leads centrally

Set up nurture track

for each persona

Set up nurture track

for each persona

Lead ScoreLead Score

Review keywords

Monitor performance

weekly

Monitor performance

weekly

Test new campaign

Identify events for 3

target sectors

Identify events for 3

target sectors

Build list of potential channels

Get syndication price lists

Pick 1st channel to

Prepare white paper

for distribution

Prepare white paper

for distributionMonitor

progression of leads

through to handoff

Monitor progression

of leads through to

handoff

PPC Lead Mgt Events Display ads Syndication

Test display ads

Test retargeting

Test LinkedIn ads

Test video ads

Schedule user stories graphically

124Webinar

Email Campaign White Paper Web Page

Case Study Analyst Briefing

Blog post

Press Release

Google Adwords

Tradeshow

Key Points:

•Understand your buyers

•Be clear about the value you deliver

•Get good at online marketing

•Drive traffic to your website and blog

•Use content as ‘bait’

•Use social media to generate traffic

•Use email to keep in touch

•Measure performance of your process

•Continually improve conversion rates

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

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