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FROM ZERO TO HERO:
MARKETING FOR STARTUPS &
GROWING COMPANIES
#ACC2015 Lily Leung
Twitter: @LilyLeung
From Zero to Hero: Marketing for Startups & Growing Companies
“I haven’t been everywhere, but
it’s on my list.” –Susan Sontag
YOUR
VISION
THE PIT
Despair, doubt,
anxiety, fears
CHALLENGES: No Leads, Customers :( BREAKTHROUGH:
New Strategies, Tools
Tactics
ACHIEVEME
NT
CELEBRATIO
N!Marketing
Hero’s Journey
Today’s Agenda
1. Marketing: Then vs Now
2. Buyer’s Journey
3. Getting Started with SEO
4. Getting More out of Social Media
5. Email for Conversion
6. Your Marketing System
7. Closing Thoughts
8. Questions
Source: Corporate Executive Board,
Gartner, Forrester, 2015
vs.57%
80%
2015 2020
% of the way through the buying process before a customer
engages a sales person
Now:
Buyer-Centred,
Buyer In Control
Then:
Seller-Centred
VS.
Now:
Buyer-Centred, Multi-
Channel, Multi-
Dimensional
Source: Dimensional Marketing,
Deloitte University Press, 2015
Then:
Seller-Centred
vs.VS.
Now: Data-Driven,
Targeted Offers, Low Cost
and Attribution & ROI
Then: Spray &
Pray, Expensive
for Small
Business
VS.
Cold Calling
Direct Mail
Mass/Ads
Website Analytics,
Email Analytics,
E-Commerce
Now: Google – top 5 search
results account for 67.6% of
all clicks
Source: Google Organic Click-Through
Rates in 2014, moz.com
Then: Directories,
Yellow Pages,
Encyclopedias
vs.
Definitions: HubSpot.com
Buyer’s Journey
Prospect is
experiencing a
problem or
opportunity.
Prospect researching
options and approaches
to solve
problem/opportunity.
Prospect is compiling
list of products to
narrowing down
options to make a
purchase decision.
Image/Definition: HubSpot.com
Buyers go through 57% of the
buying process before
engaging a sales person!
Neutral:
• Educational Blogs
• Reports
• Whitepapers/Guid
es
• Tip Sheets,
Checklists
• Case Studies
• Live interactions
• Product
Brochures
• Comparison
Guides
• Webinars
• Comparisons
• Free Trial
Consultation
• Demos
• Price Estimates
• Offers
Wants… Wants… Wants…
Example: Where Should I Go On Vacation?
e.g. Top Trips to Take
in 2015; Trending
Vacation Spots; Must-
See Places in Europe
e.g. G Adventures
Brochure; Air Canada
Vacations Brochure;
Sample Itineraries
e.g. Price of XYZ Trip;
Specific Flight Prices;
Book Flight & Hotel and
Get % Off; Extra Reward
Points
Google Keyword Planner
(free):
https://adwords.google.c
om/KeywordPlanner
Finding Topics People Care About, Driven by Data
Content Ideas for “Boring Industries”
(That Are Also Easy and Fast to Write)
1. Answer commonly questions or
objections from customers
1. Create a checklist
2. “25 Resources/Links For…”
3. “Common Problems With X & How
to Solve It”
1. Upcoming market trends
Content Ideas for “Boring Industries”
(That Are Also Easy and Fast to Write)
1. Answer commonly questions or
objections from customers
1. Create a checklist
2. “25 Resources/Links For…”
3. “Common Problems With X & How
to Solve It”
1. Upcoming market trends
2. Topic Generator Tool
What Do Real Estate Agents Do?
How is a Condo Different From a
House?
Checklist for Buying Your First
Home
25 Resources for 1st Time Buyers
Closing Costs People Forget & How
to Estimate Them
5 Real Estate Trends in Toronto for
2015 and Beyond
hubspot.com/blog-topic-generator
(Download spreadsheet)
EXAMPLE: REAL ESTATE
Use Content to Capture Leads &
Move Prospects Down the Buyer Journey
• Email forms on blogs
• Email forms on downloadable guides
• Start sending consideration stage content
• Email forms on blogs
• Email forms on downloadable guides
• Start sending decision stage content
• Decision stage content
• Offers, Quotes
• Follow-up/contacted
BUYER JOURNEY SALES FUNNEL
Example:
Buffer – Getting Traction With Content
• Bufferapp.com &
blog.bufferapp.com
• Signed up 70,000 users in 1st
year. Content marketing
accounted for 70% of signups
• No “sales” team, but has a
content team
• Wordpress.org (not Wordpress.com)
• 1-Click installs on HostGator, GoDaddy, Bluehost, etc.
• Add & edit content
• Add & edit forms
• Email forms, forms for guide downloads
• Tracking: Google Analytics (free)
• www.google.com/analytics
• Wordpress plugin: Google Analytics for Wordpress
Website Basics & Must-Haves
90% of B2B researchers who are online
use search to research business
purchases. 71% start on a generic query
first.
Source: ThinkWithGoogle.com
Quality Content: Write for the Reader First
Formatting Tips:
• Heading for page title (<h1>), heading for sub-headings (<h2>)
• Bolding, bullets, images, links to other pages and external sites
• 3-5 sentences per paragraph; 40-55 characters wide
47% of Consumers Expect a Web
Page to Load in 2 Seconds or Less
Page Speed Tools
• https://developers.google.com/speed/pagespeed/insights
Source: How
Loading Time
Affects Your Bottom
Line,
KissMetrics.com
Don’t Forget Meta Tags & URL Formatting
Meta Tags Tools:
• Wordpress: Yoast SEO plugin
• http://www.portent.com/serp-preview-tool
• Page/Blog Post topic should be in the Title & Description
Title (Not the Same as Page Title!)
- About 55 Characters
Description (SERP)
- About 150 Characters
Social Signals
• Positive correlation between shares & rankings
• Enable buttons on your content
• Wordpress: AddThis, Digg Digg
Authentic and Relevant Backlinks
• Ideas: Alliance/Industry Groups, Guest Blog on Related Sites
• See who links to your competitors for ideas:
https://moz.com/researchtools/ose
• Don’t buy links!
Changes to Mobile Search Results
Google’s Mobile-Friendly Test
• www.google.com/webmasters/tools/mobil
e-friendly
Mobile search results changing April 21,
2015
Search results on smartphones already
show “Mobile-friendly” icon indicator
Source: http://googlewebmastercentral.blogspot.ca
Google Business
Google My Business (Free)
• https://www.google.com/business
Major Social Networks
Google+
Slideshare
YouTube
Vimeo
Free, But Cool Social Media Tools
Scheduling
• Buffer.com (web + app) – “buffers” updates; schedule same tweet
multiple times
• Hootsuite.com
• Followerwonk.com – advanced Twitter search
• Tweriod.com – best time to Tweet
• https://ritetag.com/hashtag-search – #hashtag volumes
Built-in Analytics
• http://analytics.twitter.com
• Facebook, LinkedIn page analytics
QUIZ: How many people make purchases each
month based on blog content?
a)1 in 20
b)1 in 10
c)1 in 4
d)1 in 2
1. Awareness
3. Decision 2. Consideration
3. Decision
Brands Are Increasingly Working With Bloggers &
Social Media Influencers
Tips for Approaching Bloggers
1. Bloggers who are your ideal customer or influencer
2. Follow and connect
3. Offer something worth sharing/mentioning
What Not To Do
“We ship you our fabulous sim card so you can stay online in Europe
while traveling with 20/30 EURO on it. No roaming charges, no juggling
SIMs, no more hunting for WiFi and it's fast. Where should we ship it
btw?
Then you write 2 posts (1 tweet and 1 Instagram/your blog or Facebook)
about ordering a sim card. When you get a sim card, you make 1 tweet
and 1 Instagram post – ready to travel, all set up Then you'll get a
voucher for 20 OR 30 EURO. And then you hit the road and make 5
tweets while traveling with a link to @[website] or to [url], at least 3
Instagram or Facebook/blog posts. Of course we'll RT and repost your
posts too! How does this sound?”
Be Delightful
“Hi Lily,
I saw you're based in Canada (we just launched there!), so I’d love to send you
ChargeKey & ChargeCard review units. What’s the best address to send it to?
ChargeKey & ChargeCard are the world's smallest, most portable USB charging
cables.
They integrate seamlessly into your on-the-go life so your phone never runs out
of battery :)
Keep smiling,
Anna”
Why Does Email Work?
1. 3.2 billion email accounts (more than Facebook + Twitter)
2. Click-through rates > Twitter
3. 95% of online customers use email; 91% check at least once a day
4. Longer lifespan than social media
5. 77% of consumers prefer email for marketing communications
6. Email lets you be targeted
Source: ExactTarget, Direct Marketing Association, 2014
• Quality, not quality. DO NOT BUY LISTS, DO NOT SPAM
• http://fightspam.gc.ca
• Website slide-in’s, popovers, forms
• We 15x signups with SumoMe Scrollbox (free,
http://sumome.com/app/scroll-box)
• MailChimp
• Offline: events & tradeshows
Getting Subscribers
How to Send?
• MailChimp.com (freemium)
• Campaign Monitor, SendGrid ($9+/month)
What to Send?
• Follow the Buyer Journey
• Monthly General Newsletter
• Birthday/Anniversary
How to Send Email Campaigns
How does email help?
• Who opened, clicked on what, how many times
• Test offers, subject lines, sender name, time of day
• Resend to people who didn’t open/click
Tracking Results & Converting Leads
Rapportive (Chrome plugin)
• Looks up social profiles
• https://rapportive.com
Late in the Buyer’s Journey:
Better One-on-One Emails
Sidekick by HubSpot (Chrome, Gmail Plugin & Mobile App)
• http://www.getsidekick.com
Late in the Buyer’s Journey:
Better One-on-One Emails
Start With the End in Mind
Website
Visitors
(#)
Leads
(#)
Customer
s (#)
10%
closed
5%
conversion
2,000/mo
nth
100/mont
h10/month
Revenue
($)
$10K/mo
nth
$1K/custo
mer
“You Can't Improve What you Don't Measure”
CRMs (free):
• hubspot.com/crm
• insightly.com, zoho.com/crm
Closing Deals & Tracking Follow-Ups
1. Marketing: Then vs Now
2. Buyer’s Journey
3. SEO Basics
4. Social Media & Bloggers
5. Email Newsletter
6. Marketing Process
Recap
Marketing: 10 Hours a Week
A marathon, not a sprint.
Results in 4 – 6 Months
• Week 0-1: Setup Infrastructure
• Week 2-4: Jump-In
• 1 Blog Post/Week, Share on Social Media, Check Analytics
• Week 5: Plan Future Content, Social, Offers
• Week 6+:
• 1 Blog Post/Week (Or Infographic, Video)
• Share on Social Media
• Offers
• SEO, Email Newsletter