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Marketing for startups

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Rebecca Caroe
Rebecca Caroe

Presentation given to business incubators at The Icehouse, Auckland New Zealand 7th June 2012

BusinessTechnologie
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We do profitable marketing services for busy businesses http://creativeagencysecrets.co m
Online marketing Two case studies to show you how to do it yourself • Business to Business (B2B) • Business to Consumer(B2C) • Plus Advice for you to migrate your marketing ‒ How to find a niche to show off your company’s expertise or specialism ‒ Where to promote your services online ‒ How to use automated email marketing ‒ The three things you must do online every week http://creativeagencysecrets.co m
Marketing a business Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
How to migrate marketing online • Know your customers and prospects “online literacy” ‒ Which websites do they visit ‒ What % are doing procurement online ‒ How do new customers ‘find’ you ‒ What about younger staff members • You can’t do everything at once • Prioritise http://creativeagencysecrets.co m
Which of these do you do? Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
Case study: APC technology • Business to Business • Customised rugged computers • Long sales cycle • Face to face sales team • E-Procurement http://creativeagencysecrets.co m
APC technology Traditional Priorities • Brochure/collateral • Website • Public relations • Directory submissions • Advertising • Expert content • Directory listings • Email list/newsletter • Trade show/conference • Online PR • Christmas card list • Adwords / digital ads • Parties/hospitality • Social media http://creativeagencysecrets.co m
Key words http://creativeagencysecrets.co m
Google analytics http://creativeagencysecrets.co m
Traffic sources http://creativeagencysecrets.co m
Incoming links - domodomain http://creativeagencysecrets.co m
Expert content • Company news ‒ New product ‒ Distributors • Trade show ‒ Collate others’ news ‒ Link to helpful sites (Linked In Group) • Magazine article ‒ Reproduce it ‒ Write a response http://creativeagencysecrets.co m
Email newsletter • Once a month • Summary of website news articles • Supplemented by mailings to niche groups ‒ Mining industry (linked to trade show) ‒ Abattoirs (postal mailing) new product http://creativeagencysecrets.co m
Case study: Rowperfect • Business to Consumer • Sports equipment and advice • Short sales cycle • No sales team • Online ‘discovery’ • Global potential market http://creativeagencysecrets.co m
Which of these do you do? Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Email list/newsletter • Directory listings • Adwords / advertising • Trade show/conference • Social media • Christmas card list • Directory submissions • Parties/hospitality • Online PR http://creativeagencysecrets.co m
Content drives & reinforces traffic • News page (blog) updated 5x per week • It has an RSS feed • Newsletter sign-up • In header on every page • Landing page • Summary of 5 blog posts mailed automatically • Expert content drives incoming search • Social media amplifies • Automatic • Manual • Advertising is relatively minor ‘signposting’ • $100 per month http://creativeagencysecrets.co m
Rowperfect analytics • Search is highest = 2680 ‒ Google ‒ Bing ‒ Yahoo • Newsletter = 1541 ‒ Feedblitz ‒ RSS • Social media = 209 ‒ Twitter ‒ Friendfeed • Advertising (cpc) = 233` http://creativeagencysecrets.co m
Referring sites http://creativeagencysecrets.co m
Analytics compared http://creativeagencysecrets.co m
For you: • Find a niche online ‒ Where is it discussed / searched / commented online ‒ Keep your niche small • Search for websites about the niche ‒ Google Alerts ‒ Follow these sites using RSS Reader or email • Search inside social media ‒ Use hashtags # http://creativeagencysecrets.co m
Alerts • Search string ‒ Blogs ‒ News ‒ Video ‒ Discussions • Quotes • All/best results • Frequency http://creativeagencysecrets.co m
Where to promote your services • Directory listings • Forums • Group lists • Magazine / news websites • Newsletters run by others • Bloggers – guest posts / comments • Social media sites & groups on social media • Hashtags # • Your own news page http://creativeagencysecrets.co m
How to use automatic email • Write blog posts • Have an RSS feed • Set up an RSS to email service ‒ Feedblitz.com ‒ “ICEHOUSE” promotion code 15 days free plus 10% discount • Decide newsletter frequency (weekly, monthly, on demand) • It happens http://creativeagencysecrets.co m
3 things you must do weekly • Check your alerts ‒ Gives you new sites to comment ‒ Subscribe to read them • Write a blog news article ‒ Article ideas from the alerts • Review your analytics ‒ How well are you doing http://creativeagencysecrets.co m
Get in touch • Have a free 20 minute briefing with us ‒ Tell us about your situation ‒ Ask questions ‒ Get quick advice rebecca@creativeagencysecrets.com spring@creativeagencysecrets.com http://creativeagencysecrets.co m
Questions? http://creativeagencysecrets.co m

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Marketing for startups

  • 1. We do profitable marketing services for busy businesses http://creativeagencysecrets.co m
  • 2. Online marketing Two case studies to show you how to do it yourself • Business to Business (B2B) • Business to Consumer(B2C) • Plus Advice for you to migrate your marketing ‒ How to find a niche to show off your company’s expertise or specialism ‒ Where to promote your services online ‒ How to use automated email marketing ‒ The three things you must do online every week http://creativeagencysecrets.co m
  • 3. Marketing a business Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
  • 4. How to migrate marketing online • Know your customers and prospects “online literacy” ‒ Which websites do they visit ‒ What % are doing procurement online ‒ How do new customers ‘find’ you ‒ What about younger staff members • You can’t do everything at once • Prioritise http://creativeagencysecrets.co m
  • 5. Which of these do you do? Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Online PR • Directory listings • Adwords / digital ads • Trade show/conference • Directory submissions • Christmas card list • Email list/newsletter • Parties/hospitality • Social media http://creativeagencysecrets.co m
  • 6. Case study: APC technology • Business to Business • Customised rugged computers • Long sales cycle • Face to face sales team • E-Procurement http://creativeagencysecrets.co m
  • 7. APC technology Traditional Priorities • Brochure/collateral • Website • Public relations • Directory submissions • Advertising • Expert content • Directory listings • Email list/newsletter • Trade show/conference • Online PR • Christmas card list • Adwords / digital ads • Parties/hospitality • Social media http://creativeagencysecrets.co m
  • 8. Key words http://creativeagencysecrets.co m
  • 9. Google analytics http://creativeagencysecrets.co m
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  • 11. Incoming links - domodomain http://creativeagencysecrets.co m
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  • 13. Email newsletter • Once a month • Summary of website news articles • Supplemented by mailings to niche groups ‒ Mining industry (linked to trade show) ‒ Abattoirs (postal mailing) new product http://creativeagencysecrets.co m
  • 14. Case study: Rowperfect • Business to Consumer • Sports equipment and advice • Short sales cycle • No sales team • Online ‘discovery’ • Global potential market http://creativeagencysecrets.co m
  • 15. Which of these do you do? Traditional Today • Brochure/collateral • Website • Public relations • Expert content • Advertising • Email list/newsletter • Directory listings • Adwords / advertising • Trade show/conference • Social media • Christmas card list • Directory submissions • Parties/hospitality • Online PR http://creativeagencysecrets.co m
  • 16. Content drives & reinforces traffic • News page (blog) updated 5x per week • It has an RSS feed • Newsletter sign-up • In header on every page • Landing page • Summary of 5 blog posts mailed automatically • Expert content drives incoming search • Social media amplifies • Automatic • Manual • Advertising is relatively minor ‘signposting’ • $100 per month http://creativeagencysecrets.co m
  • 17. Rowperfect analytics • Search is highest = 2680 ‒ Google ‒ Bing ‒ Yahoo • Newsletter = 1541 ‒ Feedblitz ‒ RSS • Social media = 209 ‒ Twitter ‒ Friendfeed • Advertising (cpc) = 233` http://creativeagencysecrets.co m
  • 18. Referring sites http://creativeagencysecrets.co m
  • 19. Analytics compared http://creativeagencysecrets.co m
  • 20. For you: • Find a niche online ‒ Where is it discussed / searched / commented online ‒ Keep your niche small • Search for websites about the niche ‒ Google Alerts ‒ Follow these sites using RSS Reader or email • Search inside social media ‒ Use hashtags # http://creativeagencysecrets.co m
  • 21. Alerts • Search string ‒ Blogs ‒ News ‒ Video ‒ Discussions • Quotes • All/best results • Frequency http://creativeagencysecrets.co m
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  • 24. 3 things you must do weekly • Check your alerts ‒ Gives you new sites to comment ‒ Subscribe to read them • Write a blog news article ‒ Article ideas from the alerts • Review your analytics ‒ How well are you doing http://creativeagencysecrets.co m
  • 25. Get in touch • Have a free 20 minute briefing with us ‒ Tell us about your situation ‒ Ask questions ‒ Get quick advice rebecca@creativeagencysecrets.com spring@creativeagencysecrets.com http://creativeagencysecrets.co m
  • 26. Questions? http://creativeagencysecrets.co m