Kickass Marketing Strategies for Web Designers and Hosts - Shridhar Luthria, ResellerClub

1. KickA** Marketing
Strategies
for Web Designers
& Hosts

2. An Overview of the
Indian Market

3. Internet in India
 164,000,000+ Internet Users
 75,000,000+ if You Apply comScore’s Methodology
 200,000,000+ in 2014
 3rd Largest Internet Base in the World!
(Overtaken Japan)

4. Domains & Hosting
in India
 4,000,000+ Domains
 2,500,000+ Domains Hosted
 6,000,000 Domains in 2015
 3,750,000 Domains Hosted in 2015

5. Web Designers &
Hosts in India
 70,000+ Designers
 400 Startups Every Month

6. The „Address-able‟
Market in India…
 40,000,000+ SMEs
 2,000,000+ Doctors, Lawyers & CAs

7. …Being Addressed
Web Host
Customers
Registrar / Host
Web Designer

8. Did I Mention You have
42,000,000
Address-able Entities?

9. And We Haven't Even
Considered These Guys…

10. The Buy Flow
Suggests They Will
Always Buy from You

11. Unless Somebody Else
Gets to them First!

12. So, You Need
To Act Fast

13. Coming To The
KickA** Marketing
Strategies…

14. What’s So KickA**
About It?

15. Well, You!

16. The KickA** You!
 You Speak the Customer‟s Language
 You are in the Proximity of the Customer
 Customers want Websites - not Domains & Hosting
 NOBODY can provide the service that you can

17. Marketing’s
2 Sacrosanct Goals
Increase Users
Increase Revenue
from Users

18. KickA** Ways to
Increase Users

19. Look at
Specific Verticals

20. Focus on
Specific Verticals
 Become a Specialist for Doctors,
Lawyers, Wine Shops, etc
 Focus on a Specific City/Cities/Area
 Offer Tools & Services

21. Targeting Specific
Verticals can help you:
 Increase Focus
 Understand Your Target Group
 Create A Distinct Proposition For Your
Market

22. FACT
Resellers That Target
Specific Verticals Have A
Higher Conversion
Rate by Over 15%

23. Provide a Greater
Amount of
Products & Services

24. Your Checklist





Obviously A Website
The Domain & Hosting Package
Better Email - Enterprise Versions
VPSs & Dedicated Servers
Other Tools & Services

25. FACT
89% Of Consumers
& SME’s Buy Their
Online Needs from
One Provider

26. Online
Marketing

27. Online Marketing
Concerns
 You Probably Might Already Be Focusing
on SEO, SEM, SMM etc.
 A Lot of Clutter Exists
 All Large Hosting Companies Are Doing
The Same Thing
 Your Brand Will Probably Be Lost Here

28. So, What Can
Be Done?
 Again, Focus on Verticals
 SEO, SEM, SMM Targeted Towards Doctors
For Medical Searches & Browsing
 No Large Provider Focuses On This Till Date
 Helps Stand Out From Clutter

29. FACT
Location Based /
Targetted SEO & SEM
Efforts Have Proven 10x
More Effective than
Generic Keywords

30. Other
Promotional
Efforts

31. Have You Also
Considered:
 Direct Marketing To Verticals
 A Feet-On-Street Model

32. Direct Marketing
 Tried Targeting All The Dentists in Delhi?
 Tried Giving Them A 'Concentrated Value
Proposition'?
 Tried Giving Them Online Scheduling For
Patients?
 Tried Giving Them Online Access To Patient
Record?
 SMS Reminders To Patients For Regular
Dental Checks Or Appointments?

33. FACT
At least 4 Clients I Know
Have, And They Now
Each Have Over 100
Paying Customers in 4
months!

34. Feet on
Street
 A Sales Force Going Door-To-Door
 Selling An Online Presence
 And Literally Creating A Market Than Just
Catering To The Needy

35. FACT
A Recent Survey Clearly
Stated That More Than 50% Of
SMEs (in Nashik, Pune &
Mumbai) Want An Online
Presence, But Just Dont
Know How To Get It

36. Payment Methods
Make A Huge Difference

37. Are You Offering
All of These?
 Cheques
 Cash on Delivery
 Net Banking
 GharPay
 Paypal
 Credit & Debit Cards

38. FACT
Credit Card Transactions have risen by a
CAGR of 19% last year
India is in the top 3 fastest growing
countries in mobile and internet banking
CoD is touted to be the best payment
method for growth of e-tailing in rural India

39. So, You
Have Users Now!

40. KickA** Ways to
Increase the Average
Revenue of Every
User

41. The Theme For
Getting New Users
Was – Targeting
Verticals

42. The Theme For
Increasing Revenue
From Every User –
Stay Engaged

43. Create An
Account
Management
Team

44. Account Managers
Can Do a Lot
 Continously Discuss the Performance of the
Customer’s Online Presence
 Understand the Customer's Business
 Constantly Suggest Services that Could be
Added to the Account
 Build a Credible and Reliable Reputation
 Ensure Your Customers Never Leave You

45. FACT
ResellerClub Considers It's
Account Management Team
As Its Most Valuable
Resource

46. Provide
True Value

47. Sharing Vertical
Specific Information
 Provide Newsletters Informing Customers
About Industry Specific News
 Use This Information From Time to Time To
Cross Sell Other Useful Products

48. FACT
Service Providers have
Established Themselves As
Thought Leaders by
Simply Passing on Quality
Information

49. Increase Adoption
Of Added Products &
Services

50. The “Have You Also Tried”
Effect
 You Might Have Customers Who Just Got A Website
 You Have Their Lifetime With You, To Convince Them
Of Other Value Added Services
 A Photographer Might Want To Setup Hosted
Applications To Display His Work
 A Call Centre Might Need A VPS Solution For Their
CRMs
 A Chemist Might Need A Simple Yet Effective Inventory
Management System

51. FACT
Top Hosting Companies
Make More Than 20% Of
Their Revenue Through
Value Added Products

52. FACT
As A Designer/Developer, You
Could Literally Double The
Amount Of Revenue You Make
Through These Techniques

53. Become a
Domain Portfolio
Manager

54. The Domain Portfolio
Manager
 Learnt This From Conversations With You
 Customers Need To Protect Their Online
Identity
 Fear Can Lead Them in to Blocking Domains
That Are Similar or Relevant
 If Not Fear, Then Ambition For Sure
 Have You Capitalized On This?

55. FACT
Enterprises And Medium
Sized Business Pay A
Premium Of 500% Of The
Cost Of The Domain Names

56. Customers Need To
Redesign Or At Least
Need A Mobile Website

57. Does The Website Designed
Need A Change?
 What was good in 2002, is laughed upon today
 What was good in 2012, is also sometimes
laughed upon today
 Today - Less is More, Responsive Design is
Important
 Yesterday - None of this Really Existed
 Tomorrow - None of this Might Matter

58. FACT
The Concept Of Design
Keeps Changing - So
Should Your Customer's
Website

59. The Most Important Aspect
To Get More Users &
Revenue Out Of Each Of
Them

60. You &
Your Brand!

61. Quick Recap
 Target Specific Verticals
 Offer Relevant Products & Services
 Use Online and Direct Marketing with content
targetted at Verticals
 Get Account Managers to Engage with Clients
 Share Good & Relevant Information
 Use That To Convert Clients for More Products
 Redesign Sites and/or Build Mobile Websites
 Be the Brand that You Deserve to Be!

62. Thank You