The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
TechBA- Marketing for Startups and Small Biz
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.
@equintanilla
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
@equintanilla
4. B2B Buyer’s Journey
Sales Implementation
Outbound Referrals
Social Online
Media Research
@equintanilla
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!”
@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.
@equintanilla
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
@equintanilla
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
@equintanilla
12. The New Marketing ….
Don’t expect
PRIVACY IN
SOCIAL MEDIA!!!
Source: John Jantsch
@equintanilla
13. All About SEO ….
Researching Keywords
Selecting the Domain
On-site Optimization
Off-Site Optimization
Linkbuilding
Social Media
Content Marketing
@equintanilla
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
@equintanilla
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
@equintanilla
1
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.
@equintanilla
20. Top 5 Blog Elements: Title aka your Headline.
@equintanilla
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
@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
@equintanilla
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/….)
@equintanilla
25. Top 5 Blog Elements: Calls To Action (CTA).
@equintanilla
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
@equintanilla
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.
@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
@equintanilla
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
@equintanilla
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!!
@equintanilla
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/
@equintanilla
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.
@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!
@equintanilla
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!!!
@equintanilla
40. Tip: What to post ..
Add Social
Media Icons to
your email
campaigns and
all landing
pages.
@equintanilla
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/
@equintanilla
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
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.
@equintanilla
50. Thank You!
Elizabeth Quintanilla
Elizabeth.Quintanilla@gmail.com
@equintanilla
Facebook.com/sales4startups
@equintanilla
Notes de l'éditeur
CampusLIVE paid Lindsay Lohan about $3,500 for one tweet which resulted in 4,500 clicks to their website. This equates to $o.77 cent a click and at this price point celebrity tweeting competes with Google Adwords and Facebook advertising.Control the news: One of the best marketing tactics is to befriend others; groups, individuals and/or news organizations. Let people and organizations know what your business is about, how you benefit the community and upcoming events. Toot your horn so that the entire world may hear the music.Consumers are eager to be reminded of exciting events, have their minds taken off negative aspects of the economy and learn about savings or events that will benefit them. Vera Wang is rarely if ever photographed walking down the streets of NY. Wang did something unheard to promote the Kardashian wedding gown. About one week before Kim’s wedding, Vera and Kim were photographed together walking down a NY street.