Motarme GMIT New Frontiers Digital Marketing for Startups 2014

1. 11 December 2014 DIGITAL MARKETING FOR STARTUPS

2. 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?

3. “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” Caolan Bushell Business Development Manager Mergon Group Barry Rooney Chief Operations Officer Siemens ITSS “Motarme delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” Joe Lynch General Manager IMEC Technologies “Generating leads online is now a central part of our sales strategy.” About Us

4. What We Do B2B Technology Marketing •Lead Generation Consultancy •Marketing Automation

5. 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. 6 Digital Marketing for Startups - Agenda Focus: How early stage technology companies can use Digital Marketing to generate leads and acquire customers. 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

7. Lead Generation and Lead Conversion: What Problem Are You Trying to Solve?

8. Our Goal A Repeatable Customer Acquisition Process 11 Predictable 2 2 Scalable 3 3 Automatable

9. 9 Digital Marketing for Startups Where do you start? A simple Framework

10. Convince them to renew each year – 10 ABC, 1234 Bring people to your website Bring people to your website TTrarafffifcic Persuade them to pay for your Persuade them to pay for your service service SSuubbssccrirpiptitoionn Convince them to renew each year – retain your customers retain your customers Persuade them to sign-up, Persuade them to sign-up, register or download register or download CCoonnvveersrsioionn RReetetenntitoionn

11. Why Focus on Online Marketing?

12. 12 First – What is Online Marketing?

13. 13 Lead Generation is Moving Online 4 of the top 5 lead sources are online 1 2 3 4 5 47% Source: DemandBase and Focus.com, 2011

14. This is the way businesses buy today B2B Buyers now find Vendors Online • Survey of 4000 B2B technology buyers • 80% of those buyers said they found the vendor, not the other way round. • 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 Source: MarketingSherpa – “B2B Technology Marketing Benchmark Survey 2008” Survey 2008” • Buyers are doing most of their initial research online before initiating conversations with 14 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.

15. 58% – 70% of the buying process is completed before talking to a vendor. 15 More of The Buying Proc ess 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

16. Why Is Online Lead Generation Alone Not Sufficient?

17. 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 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 pprroodduuccee ffaasstteerr rreessuullttss.. For certain industries Outbound channels may be more effective than some inbound channels – see next 2 slides 1 2 3

18. 18 Why Outbound As Well As Inbound Inbound • Website • Email • Search Marketing Outbound • Email marketing • Inside sales • Telemarketing • Executive events • Direct Mail Effectiveness Adoption

19. Note – the Types of Lead

20. Using Digital Marketing To Drive Sales

21. 21 Increase Lead Generation, Increase Sales 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 € $ £ 1 1 2 2

23. What are you selling? Your Value Proposition

24. 24 A: Your Value Proposition

25. 2. A: Your Your Value Value Proposition Proposition Need it … • When talking to prospects • On your website • On Landing pages • In Email campaigns • On Brochures • In your PR

26. 26 A: Your Value Proposition 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 If you can’t demonstrate superior value then customers will choose based on price

27. 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

28. A: Your Value Proposition Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders, trustworthy The way we deliver our product or and service, our skills and expertise TThhee SSeerrvviiccee TThhee PPrroodduucctt

29. 29 A: Your Value Proposition Value Proposition: Why should I buy something from you?  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?

30. 30 A: Your Value Proposition Typical problems 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.

31. 31 A: Your Value Proposition • 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

32. 32 A: Your Value Proposition  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

33. Who are you selling to? Your Target Buyers

34. 34 B: Your Target Buyers Who are your 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?

35. 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 B: Your Target Buyers

36. 36 B: Your Target Buyers 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.

37. 37 B: Your Target Buyers 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

38. 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

39. • 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 Oscar Role: Sales manager Organization: SME Age: 45 Goals: have easy access to prospect information 24/7; get better quality leads; better pipeline Nora Role: Marketing manager Organization: multi-national Age: 32 Goals: manage multiple channels; drive awareness of the company; produce more and better quality leads. Liam Role: IT manager Organization: SME Age: 31 Goals: reliability and availability; simplified architecture; security; cloud-based infrastructure B: Your Target Buyers

40. B: Your Target Buyers

41. Execution – Your Customer Acquisition Process

42. Convince them to renew each year – 42 C: Your Acquisition Process Bring people to your website Bring people to your website TTrarafffifcic Persuade them to pay for your Persuade them to pay for your service service SSuubbssccrirpiptitoionn Convince them to renew each year – retain your customers retain your customers Persuade them to sign-up, Persuade them to sign-up, register or download register or download CCoonnvveersrsioionn RReetetenntitoionn

43. 4 Key Steps for Customer Acquisition Convince them to renew each year – 43 Traffic Conversio n Subscription Retention Bring people to your website Bring people to your website TTrarafffifcic Persuade them to pay for your Persuade them to pay for your service service SSuubbssccrirpiptitoionn Convince them to renew each year – retain your customers retain your customers Persuade them to sign-up, Persuade them to sign-up, register or download register or download CCoonnvveersrsioionn RReetetenntitoionn

44. 4 Key Steps for Customer Acquisition 44 Bring people to your website Bring people to your website Persuade them to sign-up, Persuade them to sign-up, register, download register, download Persuade them to pay for your Persuade them to pay for your service service Convince them to renew each year – Convince them to renew each year – retain your customers retain your customers TTrarafffifcic CCoonnvveersrsioionn PPuurcrchhaassee RReetetenntitoionn

45. Step 1: Drive Traffic to Your Website 45 Bring people to your website Bring people to your website Pay-per-click Email Marketing TTrarafffifcic Content Search Engine Optimization Social

46. 4 Key Steps for Customer Acquisition 46 Conversio n Persuade them to sign-up, Persuade them to sign-up, register or download register or download CCoonnvveersrsioionn

47. Step 2: Convert Those Visitors 47 Automated Follow-up – AKA “Lead Nurturing” Persuade them to pay for your Persuade them to pay for your service service PPuurcrchhaassee 20 Nurture track 1 EEmmaaiill Newslette r Case study EEmmaaiill 30 Nurture track 2 EEmmaaiill CCaallll White paper WWeebbiinnaarr 40 Nurture track 3 EEmmaaiill CCaallll WWeebbiinnaarr eebbooookk

48. Step 4: Retain Your Customers Convince them to renew each year – Convince them to renew each year – retain your customers retain your customers RReetetenntitoionn 48 Retention 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

49. Your Website The Core of Online Customer Acquisition

50. 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.

51. 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 mmaarrkkeettiinngg pprrooffeessssiioonnaallss

52. Convince them to renew each year – 52 Bring people (traffic) to your website Bring people (traffic) to your website Persuade them to sign-up for a Free Trial or download Persuade them to sign-up for a Free Trial or download content content Persuade them to pay for your Persuade them to pay for your service service Convince them to renew each year – retain your customers retain your customers TTrarafffifcic CCoonnvveersrsioionn SSuubbssccrirpiptitoionn RReetetenntitoionn Traffic Conversion Subscription Retentio n 4. Website

53. 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. Home Product Services About us Contact

54. 4: Website TToopp 1100 WWeebbssiittee EElleemmeennttss –– rraatteedd ““IImmppoorrttaanntt//EExxttrreemmeellyy IImmppoorrttaanntt Description of service/products 87% 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 87% Video or online presentations 78% 73% 69% 64% 64% 60% 57% 47% 40% SSoouurrccee:: ““HHooww cclliieennttss bbuuyy 22000099 BBeenncchhmmaarrkk RReeppoorrtt””,, RRaaiinnTTooddaayy

55. Step 4: Retain Your Customers WWiirreeffrraammee

56. 6. Page layout Develop ‘wireframe’ designs for home page and internal pages Use 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 page Provide downloads and prominent ‘buy now’ offers Make good use of page structure, text to explain what you do Make most of the page ‘clickable’ to lead visitors to further actions / information. Call us now! XX XXX XXXX Call us now! XX XXX XXXX Request a Callback

57. 4. Your Website 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”

58. 4. Website

59. 4. Website

60. 4. Website Example landing page layout

61. 4. Website GGrraapphhiiccss  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

62. 4. Website CChheecckklliisstt  “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?

63. 4. 1. Website The Website WWeebbssiittee rreeccaapp  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

64. 4. Website RReeddeessiiggnniinngg aann eexxiissttiinngg ssiittee  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

65. 4. 1. Website The Website WWeebbssiittee rreessoouurrcceess  “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

66. Content for Traffic and Lead Generation

67. Content + Web Traffic = Customers

68. 68 What content will interest your Buyers? Content Strategy  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 Awareness Interest Evaluation Decision

69. 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

70. 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

71. Examples of Smoke Test Offers

72. Content + Web Traffic = Customers

73. Google Ads

74. Google Ads / Pay Per Click

75. 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 text Why we’re great Call us now! www.mywebsite.com Name Email Download

76. Google Ads / Pay Per Click KKeeyywwoorrdd sseelleeccttiioonn  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

77. Google Ads / Pay Per Click WWrriittiinngg yyoouurr aadd  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

78. Google Ads / Pay Per Click Convert your vviissiittoorrss!! –– LLaannddiinngg PPaaggeess  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

79. Google Ads and Landing Pages 79 Typically you can get people to register for 2 reasons – Free Trial or Demo Content to trial your product or to access content

80. 80 Reflect your target customers Social proof and Trust Anchors Google Ads and Landing Pages For more, see Motarme Guide to B2B website design on www.slideshare.net/motarme

81. Use Landing Pages to convert 81 traffic Clear ‘Calls to Action’ Google Ads and Landing Pages

82. 82 Google Ads and Landing Pages Steps for Increasing Conversions 1. Clear Value Proposition – why they should sign-up today 2. Home page design – reflect your buyers , provide proof 3. Landing pages – funnel traffic to particular pages on site 4. Clear “Calls to Action” – offer something of value 5. A/B Testing – split test your main landing pages 6. “Nurturing” and Lead management 7. 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 http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors

83. Google Ads / Pay Per Click Monitor aanndd iimmpprroovvee yyoouurr aaddss ClCiclikc kth trhoruoguhg hra rtaete AvAevreargaeg ec ocsots pt epre cr lciclikck

84. The Online Ad Campaign # 1 Geography, budget Ad Group # 1 Keywords Ad Group # 2 Keywords Ad Group # N Keywords Ad # 1 Link to Landing Page Ad # 2 Link to Landing Page Ad # 3 Link to Landing Page Ad # 1 Link to Landing Page Ad # 2 Link to Landing Page Ad # 3 Link to Landing Page

85. The Online Ad GGeenneerraall aapppprrooaacchh  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

86. The Online Ad GGooooggllee aadd rreessoouurrcceess  “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

87. Search Engine Optimization

88. 7. Build for search • 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 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

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 89

90. 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 75% of clicks go to the “natural” or “organic” search results you see at the left hand side of the search results pages

91. Why SEO is Important 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 Source: SEOBook and SEOMoz 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 Less than 10% click on pages beyond page 1 Source: SEOBook and SEOMoz

92. 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 92 KKeeyywwoorrdd AAnnaallyyssiiss WWeebbssiittee sseettttiinnggss Links (incoming, outgoing and internal) Content on your pages SSoocciiaall mmeeddiiaa

93. 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

94. Search Engine Optimization

95. Search Engine Optimization Signals that Google uses to decide which page to show for a query Overall, it looks at relevance and popularity. The list below is from an SeoMoz.org poll of SEO companies – 9 most important factors 1. Keyword use in title tag 2. Anchor text in inbound link 3. Global link authority of site 4. Age of site 5. Link popularity within the site’s internal structure 6. Topical relevance of inbound links 7. Link popularity of site in topical community 8. Keyword use in body text 9. Global link popularity of sites that link to the site

96. Search Engine Optimization The Long Tail • 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 Source: SEOMoz.org

97. Search Engine Optimization The Long Tail

98. 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

99. Keyword Analysis 3. Pick the keyword pphhrraasseess yyoouu wwaanntt ttoo ttaarrggeett • 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

100. Search Engine Optimization ‘On page’ optimization – 5 settings per page, plus regular use of your target keywords on an optimized page with relevant content 1. Page Title 2. URL 3. Header tags 4. Text, internal links, bold 5. Page description text

101. ‘Off page’ optimization – get other ssiitteess ttoo lliinnkk ttoo yyoouu  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 Search Engine Optimization 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

102. S2E.O Landing page design SSEEOO RReessoouurrcceess  “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

103. Email

104. 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 ..

105. Email Marketing

106. Email Reply Visit to your website Email System (e.g. Constant Contact or Vertical Response) sends personalized email to each recipient and records who opens, deletes, opts out User writes the email text and uploads list of recipients to email system 11 22 33 Email Marketing

107. 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

108. The Email

109. Email marketing

110. Social Media

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

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

113. 113 Social Media

114. 114 Social Media 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.

115. Social Media • Identify people on social networks who are influencers • Plan how we intend to engage with them Influencer Influencer Influencer Influencer Influencer Influencer Influencer Persona A Persona B Persona C Influencer Influencer Follow-on Twitter RT on Twitter Comment on Blog Influencer Facebook G+ Name 1    6  Name 2   6  6

116. 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

117. Social Media - Blog Why start a blog?

118. 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

119. Social Media – Facebook Why should you care about Facebook? Facebook users by age

120. 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

121. Social Media – Facebook Make sure you have the “follow” and “like” buttons on your site and blog comments

122. 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

123. Social Media – Facebook Facebook  Try Facebook ads and promoted posts  Can specify targeting criteria  Includes location, age, birthday, sex, workplace, education and interests http://www.facebook.com/marketing

124. 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”

125. Social Media – Google+ Why should you care about Google+ ?

126. Social Media – YouTube  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 ….

127. • 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

128. Social Media – LinkedIn

129. 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”

130. Social Media – Slideshare 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

131. Outbound Lead Generation

132. Outbound Lead Generation

133. The 3 Types of Lead

134. Managing inbound and outbound lead gen

135. The Outbound Process

136. Putting It All Together

137. 137 Digital Marketing for Startups Where do you start? A simple Framework

139. 139 Key Points 1. Understand your buyers 2. Be clear about the value you deliver 3. Get good at online marketing 4. Use content as ‘bait’ 5. Keep cost of sales low – use web and phone 6. Measure performance of your process 7. Continually improve conversion rates

140. Resources Links • 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

141. Resources Books 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

142. Presentation Zen Bonus Advice

143. Where Do You Start? Who to target – Ideal Customer Profile (Personas) What is a Lead? – Define with your Sales team 1 2 What Are We Selling – review 33 your Value Proposition Execution Preparation 44aa Inbound Tactics Outbound Tactics 55 Process Automation with Motarme System CCaappttuurree PPrrooffiillee SSccoorree NNuurrttuurree Sales Ready 44bb

144. Marketing Automation Industry Research • Convert an additional 20% to 30% of Leads • Reduce lead cost by up to 80% • 136% increase in Gross Profit - CSO Insights + + 20% - 30%  80%  80%  136%  136% Motarme Case Study • IMEC Technologies • License cost of €2,400 • 225 qualified leads generated in 12 months • $130K USD in Operating Margin 72 X ROI Sources: Forrester, Gartner, MarketingSherpa, CSO Insights

145. Motarme Marketing Automation Marketing Automation ffoorr BB2BB TTeecchh && IInndduussttrriiaall CCaappttuurree LLeeaaddss FFrroomm YYoouurr WWeebbssiittee aanndd BBlloogg PPrroocceessss LLeeaaddss AAuuttoommaattiiccaallllyy SSoo MMoorree CCoonnvveerrtt ttoo SSaalleess

146. Our Goal – More Leads, More Customers 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’ € $ £ 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

147. Thank You Motarme Marketing Automation T: +353 1 969 5029 M: +353 86 383 8981 W: www.motarme.com Twitter: @motarme

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