Motarme - Digital Marketing Workshop for Startups Sept 2013

17 September 2013
Michael White
How to use Digital Marketing to Generate
Leads and Acquire New Customers

Digital Marketing Strategies for Startups
 How to generate leads, drive sales and increase revenue using Online Marketing
 Today when people want to buy something the first place they look is the web,
whether they’re looking for shoes, a car or a house or a technology product
 You need to make sure they find you when they come looking for your type of
product
 You need to make sure that when they find you they take an action that’s useful e.g.
subscribe, buy, register ...
 We’re going to look at the overall approach and the tools you use
Product?

3
Outcomes from today’s seminar
1. What – what are you selling?
2. Who – who are you selling to?
3. How – how do you promote yourself?
Digital marketing is essential to promote
your business…
Website
Google ads
Social media
Email marketing
Search Engine Optimization

About Us
Marketing Automation Made Easy

Michael
White
• Co-founder and Director of Motarme – founded 2011
• Enterprise Ireland mentor to 25+ early stage firms
• Ex Head of Marketing at Singularity – helped double revenue in 2 years, won the Irish
Software Association Sales Achievement award 2008, ex-member of Forrester Research
Technology Marketing Executive Council
• We’re also a startup - building our own software system – Enterprise Ireland client, Propel
program
• Senior Product Manager at Siemens (electronic security products) 2001 to 2005
• Also Senior Business Analyst with Elavon, Management Consultant with Deloitte &
Touche, Product Manager with Marrakech, Implementation Manager with Misys
Corporation (Kindle Banking Systems), software developer with AIB Bank
• Trinity Computer Science graduate (1990), Post-Grad Dip. Computing (2004)
About Us

Online Marketing Strategies for Customer Acquisition1

Digital Marketing Strategies for Startups
1. Confirm someone will buy your product / service
2. Build the first version of the product (prototype)
3. Get your first customer
Your priorities as a startup
4. Get to Product / Market Fit

My
Product
My potential customers
• 1. Make sure your product meets the needs of a group of customers – product/market fit
• 2. Promote that product effectively to those customers
Make something people want, then sell it to themMake something people want, then sell it to them

11
Because this is the way businesses buy today
• 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.
Why Focus on Web Marketing?
In a survey of 4000 B2B technology
buyers in the US, who had bought a
product worth $25k or more, 80% of
those buyers said they found the
vendor, not the other way round.
Source: MarketingSherpa – “B2B
Technology Marketing Benchmark
Survey 2008”
In a survey of 4000 B2B technology
buyers in the US, who had bought a
product worth $25k or more, 80% of
those buyers said they found the
vendor, not the other way round.
Source: MarketingSherpa – “B2B
Technology Marketing Benchmark
Survey 2008”

12
2
3
4
5
1
47%
Lead Generation is Moving OnlineLead Generation is Moving Online
Source: DemandBase and Focus.com, 2011

13
A 2011 survey of B2B
buyers in Europe
indicated that websites,
web searches and email
made up 3 of the top 4
information sources
when carrying out a
purchase process
Source:
2011 BuyerSphere survey
A 2011 survey of B2B
buyers in Europe
indicated that websites,
web searches and email
made up 3 of the top 4
information sources
when carrying out a
purchase process
Source:
2011 BuyerSphere survey

14
Because this is a natural progression of how sales work
Sales teams find and persuade the buyers
Buyers start to search online, find service and
product information from multiple vendors
Buyers confer with each other via online networks
Sales now use online tools to prospect, generate
and qualify leads
Marketing Automation
1997
2006
2009
1950s
to
1990s

15
Digital Marketing for B2B is Different from B2C
• The difference isn’t always clear cut
• But generally these differences are true
B2B B2C
Higher value e.g. > €10k Lower value e.g. < 1k
High consideration - more evaluation required Lower consideration – evaluation is faster
Perceived risk – so reducing this risk is
important for buyers
Low risk
Complexity of product is greater e.g. large
software system, machinery – so need to
educate buyers on features, differentiators
Generally less complex – clothes, food, tickets
(but exceptions e.g. cars, laptops, some
software products)
Longer, multi-phase sales cycle – can be up to
18 months
Immediate – transaction occurs quickly (e.g.
purchasing consumer goods, books)
Multiple participants on buyer side (e.g.
financial manager, users, IT dept)
One buyer
Executive involvement – may require sign-off
from senior staff or head office
Buyer decides for themselves
Branding / emotional appeal less important Branding / emotional appeal very important

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But for both B2B and B2C, buyers find you online …
• In B2C, you use online marketing to bring
someone to your site so they will purchase
something directly, right now Buy Now
• In B2B, you use online marketing to bring
someone to your site so they will register for
something (a white paper, free trial ...).
• Once you have their contact details, you set up a
regular communication with them to build up
their interest, qualify them as sales
opportunities and persuade them to buy later
Download

The Overall Approach
Understand who you are targeting (your buyers) – what are their
roles, which companies do they work for, where are they, what is
important to them, how do you connect with them?
What are you selling – what does your product and service do for
them, what is your value proposition for these buyers?
Generate ‘content’ – based on your understanding of the buyers,
create information that your target buyers will find useful e.g.
Case studies, white papers, research surveys, how to guides ...
Drive traffic to that content using PPC, email, SEO, PR, social
media
Capture contact details in exchange for your content
Build a relationship with those people over time via your content,
website, social media and email so they learn and understand
your proposition, answer their concerns and select you as their
best choice
How do you compare with competitors – which ones are worth
focusing on, how do you differentiate from them?
http://
Who?
Who else?
What?
Content
Traffic
Leads
Lead
Management

• Siemens Ireland – acquire customers for a new consulting service – migration to Microsoft Office 365
• Value proposition – reduced capital costs, reduced operational costs, ease of access to IT systems
• Buyers – CIOs, Directors of IT at top 500 companies in Ireland with more than 300 staff
• Content – created a white paper called “Migrating to Microsoft in the Cloud”
• Drive traffic – sent targeted email offering the white paper, plus Google ads and PR
• Result – 265 contacts with targeted profile after 4 weeks, 25 leads, 10 prospects
Email and Google ads Website registration page
Visitor gets white paper
Siemens gets contact
details of visitor
How Does It Work for B2B?

19
Web traffic
+ Content
= Customers

2. “What are we selling?”
Your value proposition

3. 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

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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

For <target customers>
Who are dissatisfied with <current market alternative>
Our product is a <new product category>
That provides <key problem solving capacity>
Unlike <the main product alternative>
We have assembled <key ‘whole product’ features for your
product’s specific area of application>
For <target customers>
Who are dissatisfied with <current market alternative>
Our product is a <new product category>
That provides <key problem solving capacity>
Unlike <the main product alternative>
We have assembled <key ‘whole product’ features for your
product’s specific area of application>

26
 Why should I buy something from you?
 What value does your product provide to me?
 How much is that worth to me – money, time saved, other benefits?
 How quickly can I see the value your system delivers?
 Why is your product better than other similar products?
 Why is your product better than what I do at the moment?
 Can you show me examples of your system delivering value?
 Focus on the results you produce rather than what you do
Answer these questions

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Value Proposition
 1. Why should I buy something from you?
 2. “What do you want to be famous for?”
 3. How do people describe you when you’re not in the room?
 Who is this for?
 What is the need it addresses?
 How do you solve that need / problem?
 Is this unique to you? (This isn’t a deal breaker)
 Your unique capability produces what result for me?
 What impact will it have ? (Money, time saved ...)
 Can you give me an example (I want evidence)?
 How long will it take?
 What about the obvious alternative? (Do nothing, manual, competitor)
 Is this value proposition sustainable (i.e. will it still be true next year?)
 “What results you produce for me” rather than “What you do “
 Can you describe this in a few sentences on a web-page or when talking to a
prospect? E.g. Motorway billboard (= your website)

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Value Proposition
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

29
Value Proposition
 List out what you think you can do that makes
you unique
 Then go ask your existing customers what they
think is the unique value you provide

30
 Are you selling the right product for the market, sectors and buyers you are targeting?
 Are you monitoring the environment in which you operate and the impact this may
have on your product, your customers and your to-to-market approach?
 E.g. Increased use of iPads/smartphones, SaaS, regulatory changes, competitor
acquisitions, new standards
Value Proposition and The Market

31
Value Proposition and “The Whole Product”
 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

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Value Proposition – NOSE framework
 Tom Sant’s NOSE framework is a structure you can use to help
sell your Value Proposition
 Describe your value proposition using this 4 step format
 Need - what is the need the customer is experiencing
today?
 Outcome – what could tomorrow look like if things could be
improved, what great results could be achieved?
 Solution – what is your solution?
 Evidence – can you show evidence of where you’ve done
this before?
 Search for ‘Tom Sant’ on Google to get other presentations and
resources on value propositions, effective sales communication
and writing proposals.

34
“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
The problemUnderstand your buyers

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Why can’t I market to everybody?
The problem
• 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.
Understand your buyers

36
Define who you are targeting
The problemUnderstand your buyers
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

37
Who Are Your Target Buyers?
 Where are they (countries, languages)
 What industry sectors?
 What types of organisation? Size, location ...
 Any specific target companies?
 What are their typical roles or titles?
 How does your system relate to their job?
 What are their key concerns/drivers/goals?
 What are their demographics?
 Where do they hang out online?
 What sources of information do they use?
Who are your buyers?

• Who you are targeting – what kinds of organisations?
• Who are your favourite customers?
• Answer these questions and develop an “ideal customer profile”
• Understand the buyers within those
organisations - “Buyer Persona
Analysis”.
• A description of a ‘typical’ person in
that role at your major customer e.g.
Finance manager, sales director,
MD ...

Ideal customer profile – current customers
Think of one of your favourite customers
•Why are they ideal? - Size, revenue, long-term relationship, good interaction, they
value your product and service ....
•Sector, Organisation size, Location
•Top 5 roles e.g. Who is usually your champion/ economic buyer / technical
evaluator / purchasing / users
•Budget
•Why do they buy from you?
•What objections do they bring up?
•Why do your customers stay with you?
•When do they buy from you –
“Trigger events” – e.g. new senior manager appointed, new product announced ...

• A way to ‘step into the shoes’ of your prospective buyers
• Similar to “design personas” used by web designers, and aligns with Agile approach
to user centred product design
• ‘Personas’ are aggregate descriptions of 4 to 5 typical buyers you are going to meet
on a regular basis – your ‘imaginary friends’
• Some common ‘types’ e.g. General managers, sales managers, day-to-day users
• Interview sample buyers in each sector you target e.g. Compliance Manager, Sales
Manager, HR Manager ...
• What are their key concerns and drivers? How do they describe their job?
• Where do you fit into their overall picture? Are you a big part of their typical day?
• What is their “compelling reason to buy” your products and services?
• What would stop them from buying your services?
• What do they read, where do they gather information, who influences them?

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

Who to target?
• 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
• 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
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

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What content will interest your Buyers?
 Digital Marketing is like fishing – you need the correct bait to attract your fish
 Different buyers have different information needs at each stage of the buying process
 So, if you identify 3 to 4 typical buyers – General Manager, Sales & Marketing Director,
Head of Compliance ...
 Develop content that meets the information needs of these buyers at different stages
of their buying cycle
 This will be used as online “bait” to bring them to your website
Types of content
•Case studies
•Research
•Education e.g. slides
and tutorials
•Tours and overviews
•How to tips
•News
•Thought leadership
Content Strategy

45
Your Website –
The Foundation for 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

48
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
Persuade them to
pay for your
service
Persuade them to
pay for your
service
Convince them to
renew each year –
retain your
customers
Convince them to
renew each year –
retain your
customers
TrafficTraffic ConversionConversion SubscriptionSubscription RetentionRetention
Traffic Conversion Subscription Retentio
n
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

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.
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
RequestaCallback

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
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

 “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

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
Google Ads

 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
Google Ads
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
Google Ads
Writing your adWriting your ad

2. Landing page design
 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
Google Ads
Convert your visitors! – Landing PagesConvert your visitors! – Landing Pages

2. Landing page designGoogle Ads
Monitor and improve your adsMonitor and improve your ads
Click through rateClick through rate
Average cost per clickAverage cost per click

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

Google ad resourcesGoogle ad resources
 “Advanced Google AdWords” by Brad Geddes
 “Optimizing landing pages for lead generation” – HubSpot
 Unbounce.com – landing page optimization tool
 Google WebSite Optimizer
 WiderFunnel.com
 WhichTestWon.com
 ConversionScientist.com

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

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

Why start a 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

1. Set up and fill-in your Personal Profile
2. Set up Facebook Business Page (not Group and not Personal page)
3. Put links on your website, email signature, press ads
4. Encourage people to ‘Like’ you
5. Find other pages that have high numbers of your target
customers, “Like” them and post to their wall
6. Post videos, make offers, upload photos – keep up a steady stream of content
on a frequent schedule e.g. aim for every 2nd
or 3rd
day

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

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
 Can specify targeting criteria
 Includes location, age, birthday, sex,
workplace, education and interests
 So, could run ads to women only in 30 to
40 age bracket in your area to test the
results

• Who’s Blogging What – “The Facebook Page Marketing Guide”
• Larry Chase Web Digest for Marketers – “Social media marketing guide – 12 key tools”
• SimplyZesty – www.simplyzesty.com – excellent source of information on Facebook and other
social media marketing

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

 Why? To draw online traffic, and to sell to people 24 hours a day
 Video yourself talking about your product or service
 Relate to your business – e.g. “how we used the product”
 Video a customer talking about themselves and working with you
 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

What?
• Professional network
• 100 million worldwide
Why?
• So people can find you
• So you can find prospective customers –
‘prospecting’
• So you can promote events
How
• Create 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 – Twitter
• What: Listen, Tweet, Respond
• Why?: Traffic to your website, inbound links, leads, sales
• How: 140 character “tweets”
• E.g. press release headline
• 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

Social Media – Twitter
• Create your personal account
• Look for people to “follow” e.g. someone in the same business, a supplier, commentator,
partner
• Tweet about special offers, news, discounts
• Link to your blog – tweet all your posts
• Link to press releases – tweet all your releases
• Link to your Facebook and LinkedIn Accounts
• Put “Follow us” buttons on your email, website, blog
• 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

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 ..

Reply Visit to
your
website
Email
Email marketing
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

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
•9% to the third
beyond page 1
• 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

98
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

99
Why is Search Engine Optimization important?
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

100
Why is Search Engine Optimization important?
Because when people do search, they usually don’t look
past the first results on page 1
•9% to the third
beyond page 1
•9% to the third
beyond page 1

101
• 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

102
Search route 1
Search route 2
Search route N
• 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

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

107
What is 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
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

 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

114
 Having identified objectives you should identify corresponding metrics and report
on them
 Use Google analytics to measure and report on website traffic numbers, bounce
rates and traffic sources (among other metrics)
 Google adwords provides reports on impressions, click through rates, cost per click
 Monitor leads generated, what they downloaded, their IP address etc
 The email marketing systems will provide reporting on bounce rates, open rates,
click through rates per email campaign
 We can generate SEO reports that show traffic per keyword, relative improvement
over time, competitor ranking for selected keywords etc.
 Combine the key metrics into a one-page weekly summary so you can easily plot
your progress against the top 5 to 10 objectives e.g. Traffic, leads, lead quality, email
response rates etc.
Analytics
Metrics , Analytics and Reporting

117
Revise website
based on buyer
analysis, add
landing pages
Generate content
to attract visitor
registrations
Launch Google
pay-per-click
ads
Launch Search Engine
Optimization
activities
Generate PR
and online PR
Email
Marketing
Post to Corporate
Blog and Social
Media
Hardcopy Mail to
selected contacts
Telemarketing
qualification of
warm leads
11 22 33 44 55
66 77 88 99
The overall approach

119
Bring people
to your
website
Bring people
to your
website
Persuade them
to sign-up
Persuade them
to sign-up
Persuade them to
pay for your
service
Persuade them to
pay for your
service
Convince them to
renew each year –
retain your
customers
Convince them to
renew each year –
retain your
customers
TrafficTraffic ConversionConversion SubscriptionSubscription RetentionRetention

120
Key Points:
•Understand your buyers
•Be clear about the value you deliver
•Get good at online marketing
•Use content as ‘bait’
•Keep cost of sales low – use web and phone
•Measure performance of your process
•Continually improve conversion rates

121
1. Why Digital Marketing is important for technology startups
2. How you can get started
3. A structure you can use – start, middle, end
4. How to prioritize what you should do first
5. Practical examples – Google ads, blog email, Facebook etc.
6. Where to look for help
At the end of today you should know …

122
1. What – what are you selling?
2. Who – who are you selling to?
3. How – how do you promote yourself?
Digital marketing is essential to promote
your business…
3.1 Website
3.1 Google ads
3.1 Social media
3.1 Email marketing
3.1 Search Engine Optimization

• Harvard MBA course on startups – recommended reading
• http://platformsandnetworks.blogspot.com/2011/01/launching-tech-ventures-
part-iv.html?spref=tw
• Building a sales and marketing machine – Dave Skok –
• http://www.forentrepreneurs.com/slides-sales-marketing-machine/
• Brad Feld, VC, author of “Do more faster” – www.feld.com
Recommended reading

126
Remember
Web traffic
+ Content
= Customers

Thank You
Automated Marketing That Drives Sales
michael.white@motarme.com
@michaelgwhite
www.motarme.com

Motarme - Digital Marketing Workshop for Startups Sept 2013

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