10 keys to upsell your customer base of smbs with online marketing and web presence applications
Presentation by Wences Garcia of Marketgoo (http://www.marketgoo.com) at the WorldHostingEvent global. March 2013 in Rust, Germany: Millions of European (and worldwide) SMBs plan to increase their spending on cloud services in the next 3 years and upselling add-ons and cross-selling business applications are key to driving growth. Wences Garcia is the founder of MarketGoo, a internet marketing and SEO product company. In this presentation he would discuss about the key opportunities and challenges hosting and telco companies face to attack this mass market: - What´s the size of this opportunity? - How online marketing is perceived by SMBs - Why educating the customer is key - Why hosting is a commodity but online marketing is not - How small businesses value simpler products - When to create a consulting center? - How to deliver a all-ecompasing marketing strategy - and some more
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10 keys to upsell your customer base of smbs with online marketing and web presence applications
- 1. 10 keys to upsell your customer base of SMBs with online marketing applications Wenceslao Garcia
- 2. My name is Wences • Founder and CEO of MarketGoo • Former ISP and hosting executive • At the crossroads of Online Marketing + Technology + SMBs
- 3. • Web Marketing Tools • We help your customer to have a successful website • Partner with hosters and providers
- 5. They are moving • SMBs want enterprise-level computing power, applications, and services at prices they can afford • The applications SMBs say they are most likely to add are search engine optimization, security and health monitoring, and backup.
- 6. 2. What´s the size of this opportunity?
- 7. Worldwide web presence • 19% growth (Europe) Source: Parallels SMB Cloud Insights 2013
- 8. 3. How online marketing is perceived by SMBs
- 10. Web marketing is key • You already host their website and even a website builder • Online marketing means business – SEO is the main tactic • For a small business, understanding SEO is a crucial step • SEO is a high-opportunity • Customers want submission and tools to improve visits
- 11. 4. SMBs trust in you
- 12. Trust • They actually trust in you. • SMBs rate hosting providers very high in terms of the value they provide. • Our outbound campaigns show a great success rate when pitching the business owner
- 13. 5. But you have to
- 14. Evolution • Selling products Vs. selling solutions • Focus on benefits • Build a SMB specific strategy • Don’t think of yourself as a utility, but a value- added service provider
- 16. Educate them • SMBs will be attracted to the providers that educate them the most before and after the sale. • Content: blog post, whitepapers, newsletters, webinars, etc. • Seed the market with online reports benchmarking the website
- 17. 7. Products must be …
- 18. Simplify • Try before they buy • Fremium models • Non technical jargon
- 19. 8. Promotion
- 20. Promotion • Cross-sell + Up-sell • Create bundles • Retention tool • Outbound phone campaigns = increase ARPU + Retention
- 25. Service Center • At some point, you may to create a place for marketers • Solutions may require a manage services center
- 27. 10. Engage
- 28. Def: Engage • To provide your customers with reasons to keep thinking about you
Editor's Notes
- Valued added services are an opportunity but SEO is a high-opportunity You already host their website and even a website builder Hosting is a commodity, but online marketing means business For a small business, understanding SEO is a crucial step in building out an online presence and acquiring customers
- Hosting providers are used to sell products and online marketing is more of a consulting business. Selling solutions is not selling products. Focus on benefits Build a SMB specific strategy don’t think of yourself as a utility, but a value-added service provider.
- If you want to sell value added services you must educate customers SMBs will be attracted to the providers that educate them the most before and after the sale. Content: Whitepapers, Newsletters, Webinars, etc. Seed the market with online reports benchmarking the website