Presentation for TechBA on Marketing for Startups and Small Business Covers ROI, Online Marketing, Email, and Social Media

1. Hello TechBA! – 3/20/13
Intro to Startup Marketing:
Top of the Funnel - The Starting Point
@equintanilla

2. El cliente cambia.
¿Y su negocio?
Todos éramos un cliente
tradicional hace diez años.
Compramos productos y servicios
basados en el precio y el uso. Se
comunicaba por medio de carta,
teléfono y ocasionalmente, si era
posible, por correo electrónico .
Pero ese cliente cambio con el
cambio social al comienzo del
siglo. El cliente tomó las riendas
del ambiente de negocio y se
cambio para siempre.
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3. “ La conversación informal es probablemente el
mecanismo mas antiguo con la cual se desarrolla,
expresa y difunde opiniones acerca de productos y
marcas “
John Arndt
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4. B2B Buyer’s Journey
Sales Implementation
Outbound Referrals
Social Online
Media Research
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5. “To compete for consumers’ time and divided attention, brands must also find ways
to better resonate with their audiences.”
“Building a successful multichannel marketing campaign
requires the right mix of channels that offer brands the
ability to reach and engage consumers!”
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6. @equintanilla

7. Common Marketing Goals
1. Implement foundational marketing improvements, including
branding, messaging, website, content, and search to increase
awareness and support future growth.
2. Build AWARENESS of ACME Products and Professional Services,
and EDUCATE our Customers and Stakeholders.
3. Strengthen relationship with select partners to improve credibility,
expand ACME sales force, and increase leads.
4. Present ACME as an industry thought leader - a proven, credible
provider of TNT Products and Professional Services.
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8. Marketing Funnel
Web Site & Search
Awareness
Content/Core Materials
Media & Analysts Relations
Social Media
Database Marketing
Lead Generation
Events
Advertising
Marketing
Automation Lead
Nurturing
Sales Funnel Sales
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10. Reach
Relevance
Repetition
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11. Provide useful
content:
• Engage with
your customer
• Don't just sell.
Ofrezca
contenido útil
• Es importante
atraer y
encajar bien
con su cliente
• No es cuestión
de solo vender
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12. The New Marketing ….
Don’t expect
PRIVACY IN
SOCIAL MEDIA!!!
Source: John Jantsch
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13. All About SEO ….
 Researching Keywords
 Selecting the Domain
 On-site Optimization
 Off-Site Optimization
Linkbuilding
 Social Media
Content Marketing
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14. What are people searching ¿Qué buscan las personas?
for? (Keywords) (Palabras clave)
How does your website ¿Qué posición ocupa su
rank? sitio en la lista de
• Monitor your search resultados.
engine rankings.
• Supervise los cambios en
su posición
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15. Keywords .. What is Palabras clave… lo
your biz? que abarca su negocio
1.Write down your words related 1.Anote todas las palabras que
to your business pueden definir o relacionarse con
su negocio
2.Use names and phrases your
friends would use google to find 2.Utilice las palabras y frases que
you. sus público usaría para encontrar
Caterer – wedding catering, su negocio con Google.
party food provider, your Florista – diseñadora floral,
thoughts? decoradora, coordinadora de
eventos, sus opiniones
profesionales?
@equintanilla

16. Blog Elements
►Build Thought Leadership
►Earn People’s Trust: Use
Meaningful “Non-salesy”
content (71% say blogs
are part of buying
decisions)
►Be a Problem Solver:
Highlight how you solve
your customers problems
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17. Blog Elements
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18. Reference
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19. Top 5 Blog Elements: Title aka your Headline.
►Blog Title – Make sure your headline is “sticky” yet “POSITIVE”!
►Tips:
• Actionable, Clear and Direct, and Contains at least 1 Keyword
 People search the web by using keywords
• Create a Sense of Urgency or How To (or How Not To!)
• Newsworthy .. Or Cautiously Use Controversial Sensational titles
 Make sure you use solid points to back up your opinions
• BRIEF (8-9 words – do not exceed ~60 characters)!
 Twitter only allows for 140 character messages.
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20. Top 5 Blog Elements: Title aka your Headline.
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21. Top 5 Blog Elements: Content.
►Blog Content – Length: 300 – 800 Words
• Who, what, when, where, how, and why .. Remember the reader
►Tips:
• Answer Common Customer Questions
• Conduct Interviews
►Thought Leadership Content
• Industry/Market Data
• Industry Best Practices
• Reports based on industry research
• Educate the Reader
• Industry Case Studies
• Industry-related news topics and takeaways
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22. @equintanilla

23. Top 5 Blog Elements: Content.
►Blog Content – Definitive
• Be clear, direct, take a stand, use strong word choices, BE THE EXPERT!
►Types of Content:
• Text-based Copy (Common)
• Charts or graphs (Slideshare)
• Audio Content (Podcast)
• Cartoons (What is IT thinking?)
• Infographics
• Guest Bloggers (Channel Partners)
• Curated Lists
• Industry book reviews
• Q&A’s
• Videos (Gartner Video)
• Employee Contributions .. Manufacturing, Inside Sales, Support
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24. Top 5 Blog Elements: Calls To Action (CTA).
►Calls To Action (CTA) – introduce & qualify reader to sales funnel
• Can be at the beginning, middle, or end of a post
►Tips:
• CTA: Calls to Action – Remember to Link Keywords
 To Anue Systems (www.anuesystems.com/….)
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25. Top 5 Blog Elements: Calls To Action (CTA).
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26. Top 5 Blog Elements: Images
►Images are Important! Tell 1000+ Words at once
• Break up text into digestible chunks
• Convey post’s message with a helpful image
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27. Top 5 Blog Elements: Keywords.
►Keywords – Critical and everything pivots from a keyword.
►Tips:
• Use Industry Keywords that people enter in Google to research vendors
• Pick a Keyword and write a post about that word .. Drive SEO
• Use Keyword in title, copy, images (filename and image description)
• Embed keywords into posts .. Remember to format appropriately to
capture the readers attention:
@equintanilla

28. E-mail Basics
 Opt-in mailing lists are now the preferred method for customers.
 Consider creating an online newsletter.
 Consider time-limited online "coupons" that can be redeemed at your site.
 Each email should also contain instructions for removed from the email list.
 Best email content should be shared. Forwards are nice, but most people these
days want to tweet, Like, +1, post on LinkedIn, or share on other social networks.
 Track everything: email open rates, clicks on the link provided in the email, the
views on the landing page, and all social media shares.
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29. @equintanilla

30. 5. Calculate Costs
6. Align the social media initiatives with business goals
7. Don’t dismiss “soft metrics”
8. Allow for organic discussion to emerge
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31. Too often, social strategies start in the
wrong place--with a focus on a
Facebook fan page or Pinterest board -
@augieray
1. Define the People
2. Set the Objectives: What & how will you measure success?
3. Devise the Strategies
4. Determine the Tools, Technology & Tactics
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32. Earned, Owned, & Paid.
Social works best when you use the classic definition of
marketing: that it’s about relationships with customers
and the actual conversations.
Tip: Don’t be a
NASTY
NETWORKER!!
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33. Penguin and Panda Google Update: Impact on SEO
►Algorithm changed keyword rankings for sites
►On-site SEO has changed devaluing Anchor tags
►Sources of Backlinks matter
►Social Signals (mentions, +1, Likes, and Shares) count
http://thenextweb.com/google/2012/01/13/what-does-googles-social-search-mean-for-seo-we-ask-the-experts/
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34. Trigger Campaigns Based on Social Interactions
Demand generation software has built-in automated activities based on user
behaviors. Social media usage can be one of these triggers.
If someone favorably tweets a company, invite that person to friend, follow,
Like, or Pin your company.
Send a thank-you message to someone who follows a company on Twitter,
shares a presentation on SlideShare, or Likes a piece of content on Facebook
EVENTS & WEBINARS:
Publicize the webinar by assigning it a Twitter hashtag, and then measure the
volume and relevance of tweets referencing the hashtag.
For registrants or attendees of the webinar who tweet, adjust their lead scoring
accordingly.
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35. @equintanilla

36. Content Tip: Bring Offline to
Online
Touch Point:
interface of a product,
a service or a brand
with customers, non-
customers,
employees and other
stakeholders –
before, during and
after a transaction
respectively a
purchase.
Don’t overlook the
obvious!
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37. Express Yourself
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38. Gaga Marketing ..
Mind your P’s
►Product
►Place But Don’t
►Price Forget your
►Promotion
C’s
►Content
►Context
►Connect
► and Community!!
Whether you like her or not she is .. loud, crisp and clear!!!
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39. @equintanilla
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40. Tip: What to post ..
Add Social
Media Icons to
your email
campaigns and
all landing
pages.
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41. Tip: Connect with Objectives
►E - ENTERTAINING
►I - INFORMATIONAL
►E - EDUCATIONAL
►I - INSPIRATIONAL
►O – OBJECTIVE: What
was the point of doing
all the work?
Source: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/
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42. This and That ..
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43. Entertain!
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44. Tip: Schedule Posts
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46. Social Media Information in the Leads Database
Add custom fields for social contact information, such as Twitter handle and
link to public LinkedIn profile.
Integration with Klout exist, so Klout scores can be assigned for each lead.
Integrations with 3rd-party software applications exist to provide more data.
@equintanilla

47. Sales and CRM
►MarketingAutomation supports Social Integration
►Social CRM is supported in Salesforce & Nimble
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48. Marketing Takeaways
►Exposure is critical
►Control the news ►Find your niche
►Make consumers want ►Promote yourself in the
more right venues
►Be creative in your ►Contribute to the
marketing discourse
People magazine paid $1.5
million for exclusive rights to
the Kardashian wedding
photos.
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49. @equintanilla

50. Thank You!
Elizabeth Quintanilla
Elizabeth.Quintanilla@gmail.com
@equintanilla
Facebook.com/sales4startups
@equintanilla