Motarme GMIT New Frontiers Digital Marketing for Startups 2014

11 December 2014

DIGITAL MARKETING FOR

STARTUPS

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?

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”Caolan BushellBusiness Development ManagerMergon Group

Barry RooneyChief Operations OfficerSiemens ITSS

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

Joe LynchGeneral ManagerIMEC Technologies

“Generating leads online is now a central part of our sales strategy.”“Generating leads online is now a central part of our sales strategy.”

About Us

What We Do

B2B Technology Marketing

•Lead Generation Consultancy

•Marketing Automation

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

Digital Marketing for Startups - Agenda

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

Focus: How early stage technology companies can use Digital Marketing to generate leads and acquire customers.

Lead Generation and Lead Conversion:

What Problem Are You Trying to Solve?

A Repeatable Customer Acquisition Process

Our Goal

Predictable11

22 Scalable

33 Automatable

9

Digital Marketing for Startups

Where do you start?

A simple Framework

10

ABC, 1234

Bring people to

your website

Bring people to

your website

TrafficTraffic

Persuade them to pay for your

service


service

SubscriptionSubscription

Convince them to renew each year –

retain your customers



RetentionRetentionConversionConversion

Persuade them to sign-up, register or

download


download

Why Focus on Online Marketing?

12

First – What is Online Marketing?

13

2

3

4

5

1

47%

Source: DemandBase and Focus.com, 2011

Lead Generation is Moving Online

4 of the top 5 lead sources are online

14

• Buyers are doing most of their initial research online before initiating conversations with 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.

• 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

Survey 2008”

• 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

Survey 2008”

This is the way businesses buy today

B2B Buyers now find Vendors Online

15

More of The Buying Process 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

of the buying process is completed before talking to a vendor.

of the buying process is completed before talking to a vendor.

58% – 70%

Why Is Online Lead Generation Alone Not Sufficient?

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 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

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 produce faster results.Outbound Lead Generation can sometimes produce faster results.

For certain industries Outbound channels may be more effective than some inbound channels – see next 2 slidesFor certain industries Outbound channels may be more effective than some inbound channels – see next 2 slides

1

2

3

18

Why Outbound As Well As Inbound

Inbound• Website• Email• Search Marketing

Outbound• Email marketing• Inside sales• Telemarketing• Executive events• Direct MailEf

fect

iven

ess

Adoption

Note – the Types of Lead

Using Digital Marketing To Drive Sales

21

Increase Lead Generation, Increase Sales

Generate more leads at the top of the sales funnel

using Digital Marketing

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

Use simple processes to categorise and nurture these leads so more of them convert to sales

€ $ £

11

22

22

ABC, 1234

Bring people to

your website

Bring people to

your website

TrafficTraffic


service


service








download


download

What are you selling?

Your Value Proposition

24

A: Your Value Proposition

2. Your Value Proposition

Need it …

• When talking to prospects

• On your website

• On Landing pages

• In Email campaigns

• On Brochures

• In your PR

• When talking to prospects

• On your website

• On Landing pages

• In Email campaigns

• On Brochures

• In your PR


26

If you can’t demonstrate superior value then customers will choose based on price

If you can’t demonstrate superior value then customers will choose based on price

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

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


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

• 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


The ProductThe Product

The ServiceThe Service

The way we deliver our product or and service, our skills and expertise

The way we deliver our product or and service, our skills and expertise

Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders,

trustworthy

Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders,

trustworthy


29


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?

Value Proposition: Why should I buy something from you?

30

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.

Typical problems


31


• 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

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


Who are you selling to?

Your Target Buyers

34

B: Your Target 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?

Who are your buyers?

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

“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


36

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

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


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

• 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


• 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

• 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

OscarRole: Sales managerOrganization: SMEAge: 45Goals: have easy access to prospect information 24/7; get better quality leads; better pipeline

NoraRole: Marketing managerOrganization: multi-nationalAge: 32Goals: manage multiple channels; drive awareness of the company; produce more and better quality leads.

LiamRole: IT managerOrganization: SMEAge: 31Goals: reliability and availability; simplified architecture; security; cloud-based infrastructure



Execution – Your Customer Acquisition Process

42

C: Your Acquisition Process

Bring people to

your website

Bring people to

your website

TrafficTraffic


service


service








download


download

4 Key Steps for Customer Acquisition

43

Traffic Conversion

Subscription Retention

Bring people to

your website

Bring people to

your website

TrafficTraffic


service


service








download


download


44

Bring people to

your website

Bring people to

your website

Persuade them to sign-up, register,download

Persuade them to sign-up, register,download


service


service





TrafficTraffic ConversionConversion PurchasePurchase RetentionRetention

Step 1: Drive Traffic to Your Website

45

Bring people to

your website

Bring people to

your website

TrafficTraffic Content

Pay-per-click

Search Engine Optimization

Social Media

Email Marketing


46

Conversion

ConversionConversion


download


download

Step 2: Convert Those Visitors

47

Automated Follow-up – AKA “Lead Nurturing”


service


service

PurchasePurchase

20

EmailEmail

Newsletter

Newsletter

Case studyCase study

EmailEmail

Nurture track 1

30

EmailEmail

White paperWhite paper

WebinarWebinar

CallCall

Nurture track 2

40

CallCall

EmailEmail

WebinarWebinar

ebookebook

Nurture track 3





RetentionRetention

Step 4: Retain Your Customers

48

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

Retention

Your Website

The Core of Online Customer Acquisition

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.

•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.

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 marketing professionalsSource: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals

52

Bring people (traffic) to

your website

Bring people (traffic) to

your website

Persuade them to sign-up for a Free Trial or download

content

Persuade them to sign-up for a Free Trial or download

content


service


service





TrafficTraffic ConversionConversion SubscriptionSubscription RetentionRetention

Traffic Conversion Subscription Retention

4. Website

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.

• 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.

About usProduct Services

Home

Contact

87%Description of service/products

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

Top 10 Website Elements – rated “Important/Extremely ImportantTop 10 Website Elements – rated “Important/Extremely Important

87%

Video or online presentations

78%

73%

69%

64%

64%

60%

57%

47%

40%

Source: “How clients buy 2009 Benchmark Report”, RainTodaySource: “How clients buy 2009 Benchmark Report”, RainToday

4: Website

WireframeWireframe

Step 4: Retain Your Customers

6. Page layout

Develop ‘wireframe’ designs for home page and internal pagesUse 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 pageProvide downloads and prominent ‘buy now’ offersMake good use of page structure, text to explain what you doMake most of the page ‘clickable’ to lead visitors to further actions / information.

Develop ‘wireframe’ designs for home page and internal pagesUse 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 pageProvide downloads and prominent ‘buy now’ offersMake good use of page structure, text to explain what you doMake most of the page ‘clickable’ to lead visitors to further actions / information.

Call us now!XX XXX XXXX

Call us now!XX XXX XXXX

Requ

est a

Cal

lbac

k

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”

4. Your Website

4. Website

4. Website

4. Website

Example landing page layout

Example landing page layout

GraphicsGraphics

4. Website

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

4. Website

“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?

“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?

ChecklistChecklist

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

1. The Website

Website recapWebsite recap

4. Website

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

Redesigning an existing siteRedesigning an existing site

4. Website

http://www.xml-sitemaps.com/

http://www.seoprofiler.com/analyze/yoursite.com

http://www.seomoz.org/linkscape

http://www.mysite.com/oldpage

http://www.mysite.com/newpage

“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

1. The Website

Website resourcesWebsite resources

4. Website

http://www.use-it.com/

Content for Traffic and Lead Generation

Content

+Web Traffic

=Customers

68

What content will interest your Buyers?

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

Content Strategy

Awareness Interest Evaluation Decision

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

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

Examples of Smoke Test Offers

Content

+Web Traffic

=Customers

Google Ads

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 textWhy we’re greatCall us now!www.mywebsite.com

NameEmail

Download


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

Keyword selectionKeyword selection


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

Writing your adWriting your ad


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

Convert your visitors! – Landing PagesConvert your visitors! – Landing Pages

Google Ads and Landing Pages

79

Content

Free Trial or Demo

Typically you can get people to register for 2 reasons – to trial your product or to access content

80

Reflect your target customers

Social proof and Trust Anchors

For more, see Motarme Guide to B2B website design on www.slideshare.net/motarme


http://www.slideshare.net/Motarme/motarme-websitedesignguide2013v3

81

Use Landing Pages to convert

traffic

Clear ‘Calls to Action’


82

1. Clear Value Proposition – why they should sign-up today2. Home page design – reflect your buyers , provide proof3. Landing pages – funnel traffic to particular pages on site4. Clear “Calls to Action” – offer something of value5. A/B Testing – split test your main landing pages6. “Nurturing” and Lead management7. 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

Steps for Increasing Conversions

http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors



Monitor and improve your adsMonitor and improve your adsClick through rateClick through rate

Average cost per clickAverage cost per click

The Online Ad

Campaign # 1Geography, budget

Ad Group # 1Keywords

Ad Group # 2Keywords

Ad Group # NKeywords

Ad # 1Link to Landing Page






The Online Ad

General approachGeneral approach

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

The Online Ad

Google ad resourcesGoogle ad resources

“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


7. Build for search

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




• 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

• 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

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

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

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

75% of clicks go to the “natural”

or “organic” search results you see at the

left hand side of the search

results pages

Why SEO is Important

91

Because when people do search, they usually don’t look past the first results on page 1








92

• 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

Website settingsWebsite settings

Links (incoming, outgoing

and internal)

Links (incoming, outgoing

and internal)Social mediaSocial media

Content on your pages

Content on your pages

Keyword AnalysisKeyword Analysis


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


Signals that Google uses to decide which page to show for a query


1. Keyword use in title tag2. Anchor text in inbound link3. Global link authority of site4. Age of site5. Link popularity within the site’s internal structure6. Topical relevance of inbound links7. Link popularity of site in topical community8. Keyword use in body text9. Global link popularity of sites that link to the site

Overall, it looks at relevance and popularity.The list below is from an SeoMoz.org poll of SEO companies – 9 most important factors

The Long Tail


Source: SEOMoz.org

• 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

The Long Tail


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


• 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

• 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

Keyword Analysis

3. Pick the keyword phrases you want to target3. Pick the keyword phrases you want to target

4. Text, internal links, bold


1. Page Title

3. Header tags

2. URL

5. Page description text

‘On page’ optimization – 5 settings per page, plus regular use of your target keywords on an optimized page with relevant content ‘On page’ optimization – 5 settings per page, plus regular use of your target keywords on an optimized page with relevant content

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

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


‘Off page’ optimization – get other sites to link to you‘Off page’ optimization – get other sites to link to you

2. Landing page designSEO

SEO ResourcesSEO Resources

“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

Email

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 ..

• 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 ..

Email Marketing

Reply Visit to your website

EmailEmail System (e.g.

Constant Contact or Vertical Response)

sends personalized email to each recipient and records who opens,

deletes, opts outUser writes the email text and uploads list of recipients to email system

1122

33

Email Marketing

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

The Email

Email marketing

Social Media

Social Media

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

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

• Why will people share your status updates?

• What do you want to happen when they do?

Social Media

http://images.google.com/imgres?imgurl=http://blogs.eciad.ca/glowry/files/2009/06/twitter_logo.jpg&imgrefurl=http://blogs.eciad.ca/glowry/&usg=__-6Vic-e_LZipQ3MVpaDkVRs0Gr0=&h=256&w=256&sz=59&hl=en&start=18&um=1&tbnid=DsqBAhl-uLAvBM:&tbnh=111&tbnw=111&prev=/images?q=twitter+logo&hl=en&sa=N&um=1

http://images.google.com/imgres?imgurl=http://economy.freedomblogging.com/files/2009/01/linkedin-logo.jpg&imgrefurl=http://economy.freedomblogging.com/tag/networking/&usg=__sDmmzo7hV-u4MzBDMrkShSOkhqc=&h=216&w=640&sz=49&hl=en&start=7&um=1&tbnid=d5Sjr-qb-drGeM:&tbnh=46&tbnw=137&prev=/images?q=linkedin+logo&hl=en&um=1

http://images.google.com/imgres?imgurl=http://www.green.cusu.cam.ac.uk/campaigns/ethicalinvestment/facebookLogo.jpg&imgrefurl=http://www.green.cusu.cam.ac.uk/campaigns/ethicalinvestment/&usg=__Z3xOegQgBjwZzlVWfRboc1yIExI=&h=385&w=1024&sz=25&hl=en&start=2&um=1&tbnid=LTkRB8ED8k4OcM:&tbnh=56&tbnw=150&prev=/images?q=facebook&hl=en&um=1

113

Social Media

114

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.

Excellent source of information and

advice on all things social.

Social Media

Social Media

Influencer Follow-on Twitter

RT on Twitter

Comment on Blog

Facebook G+

Name 1 6

Name 2 6 6

Persona A Persona B Persona C

Influencer

Influencer Influencer Influencer

Influencer Influencer Influencer

Influencer Influencer

• Identify people on social networks who are influencers

• Plan how we intend to engage with them

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

Social Media - Blog

Why start a blog?

Social Media - Blog

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

Social Media – Facebook

Why should you care about Facebook?

Facebook users by age


• 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


Make sure you have the “follow” and “like” buttons on your site and blog comments


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


http://www.facebook.com/marketing

Facebook

Try Facebook ads and promoted posts

Can specify targeting criteria

Includes location, age, birthday, sex, workplace, education and interests


• 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”

Social Media – Google+

Why should you care about Google+ ?

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 ….

Social Media – YouTube

• 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

Social Media – LinkedIn

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”

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

Social Media – Slideshare

Outbound Lead Generation

Outbound Lead Generation

The 3 Types of Lead

Managing inbound and outbound lead gen

The Outbound Process

Putting It All Together

137

Digital Marketing for Startups

Where do you start?

A simple Framework

138

ABC, 1234

Bring people to

your website

Bring people to

your website

TrafficTraffic


service


service








download


download

139

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

Key Points

Resources

• 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

www.Conversion-rate-experts.com

Links

BooksResources

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

Presentation Zen

Bonus Advice

Where Do You Start?

Who to target – Ideal Customer Profile (Personas)

What is a Lead? – Define with your Sales team

11

22

What Are We Selling – review your Value Proposition 33

Prep

arat

ion

Exec

utio

n

Inbound Tactics Outbound Tactics4a4a

Process Automation with Motarme System55

CaptureCapture ProfileProfile ScoreScore NurtureNurture SalesReadySalesReady

4b4b

Industry Research• Convert an additional 20% to 30% of Leads

• Reduce lead cost by up to 80%

• 136% increase in Gross Profit - CSO Insights

Marketing Automation

++

136%

136%

80%

80%

Motarme Case Study• IMEC Technologies

• License cost of €2,400

• 225 qualified leads generated in 12 months

• $130K USD in Operating Margin

72 XROI

72 XROI

20% - 30%

Sources: Forrester, Gartner, MarketingSherpa, CSO Insights

Marketing Automation for B2B Tech & IndustrialMarketing Automation for B2B Tech & Industrial

Process Leads Automatically So More Convert to Sales Process Leads Automatically So More Convert to Sales

Capture Leads From Your Website and BlogCapture Leads From Your Website and Blog

Motarme Marketing Automation

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’

Our Goal – More Leads, More Customers

€ $ £

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

Thank YouMotarme Marketing Automation

T: +353 1 969 5029M: +353 86 383 8981W: www.motarme.com

Twitter: @motarme