Motarme GMIT Startup Customer Acquisition Seminar Dec 2015

9 December 2015
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?

Motarme delivered real,
measurable results in a
short timeframe.
“
”
About Us

What We Do
B2B Technology Sales & Marketing
• Sales and Marketing Software System
• Sales and Marketing Consultancy

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?

What is Marketing?
Sales Leads Awareness
Marketing

What is Marketing?
• Generate awareness among potential customers
• Generate awareness among influencers – analysts, journalists
• Generate leads that convert to business
• Acquire and manage partners so they become a source of revenue
• Communicate with customers to increase retention and up-sell
• Monitor and react to competitors
• Monitor and react to trends in our core market
THE PURPOSE OF MARKEITNG
Marketing – Demand
Generation
Sales – Conversion and
closure

A Repeatable Customer
Acquisition Process
Our Goal
Predictable1
2 Scalable
3 Automatable

11
Digital Marketing for Startups
Where do you start?
A simple Framework

12
ABC, 1234
“What are you selling?”
Your Value Proposition
“Who are you
selling to?”
Your target buyers
A B
“How will you sell?”
Your customer
acquisition process
C
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

Why Focus on Online Marketing?

14
First – What is Online Marketing?
Offline
Press ads
PR
Website
Google ads
Social Media
Email
Direct Mail
Tradeshows
Analyst Relations
Online

15
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

16
• 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”
This is the way businesses buy today
B2B Buyers now find Vendors Online

17
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.
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 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.
For certain industries Outbound channels may be more effective than some
inbound channels – see next 2 slides
1
2
3

20
Why Outbound As Well As Inbound
Inbound
• Website
• Email
• Search Marketing
Outbound
• Email marketing
• Inside sales
• Telemarketing
• Executive events
• Direct Mail
Effectiveness
Adoption

The 3 Types of Lead
1
2
3
1. Outbound leads (“Spears”) – leads you create by identifying prospects
and contacting them directly.
2. Inbound Leads (“Nets”) – leads you generate online.
3. Referrals – leads you generate through Word of Mouth.
1
2
3

Pacific Crest SaaS survey of Customer Acquisition Channels
Source: http://www.forentrepreneurs.com/2015-infographic/

Using Digital Marketing To Drive Sales

24
Increase Lead Generation, Increase Sales
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
€ $ £
1
2

25
ABC, 1234
“Who are you
selling to?”
Your target buyers
A B
Your customer
acquisition process
C
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

What are you selling?

28
A: Your Value Proposition
“Who are you
selling to?”
Your target buyers
Your acquisition
process
B C
A

2. Your Value Proposition
Need it …
• When talking to prospects
• On your website
• On Landing pages
• In Email campaigns
• On Brochures
• In your PR

30
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

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

The Product
The Service
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

33
“Who are you
selling to?”
Your target buyers
Your acquisition
process
B C
 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?
A

34
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

35
• 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

36
“Whole product”
Not just the technology, but the
surrounding services
 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

39
B: Your Target Buyers
“Who are you
selling to?”
Your target buyers
Your acquisition
process
A B C
 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?

40
“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

41
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.

42
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

• 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
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

Target and prospect lists

Execution – Your Customer Acquisition
Process

48
C: Your Acquisition Process
“Who are you
selling to?”
Your target buyers
A B
Your customer
acquisition process
C
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

4 Key Steps for Customer Acquisition
49
Traffic
1
Conversion
2
Subscription
3
Retention
4
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

50
Bring
people to
your
website
Persuade
them to sign-
up, register,
download
Persuade them
to pay for your
service
1 2 3
Convince them to
renew each year –
retain your
customers
4
Traffic Conversion Purchase Retention
Use online
marketing to
drive traffic
-SEO
- Pay-per-click
- Social media
-Email
-PR
Use your website
and content to
convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Use your product to
persuade them to buy
- Define a process
- Demonstrate value
- Product can sell itself
Easy to use
- Don’t let them figure
things out alone
- Increasing usefulness
Ensure they remain
customers through a
retention process
- Define a process for
‘renewals’
-Remind customers
regularly of the value
you deliver
- Contact them in
advance of renewal

Step 1: Drive Traffic to Your Website
51
Bring
people to
your
website
1
Traffic
Use online
marketing to
drive traffic
-Content
-SEO
- Social media
-Pay-per-click
-Email
Content1
Pay-per-
click
2
Search Engine
Optimization
3
Social Media
4
Email
Marketing
5

52
Traffic
1
Conversion
2
Subscription
3
Retention
4
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

Step 2: Convert Those Visitors
53
Automated Follow-up – AKA “Lead Nurturing”
Persuade them
to pay for your
service
3
Purchase
Use your product to
persuade them to buy
- Define a process
- Demonstrate value
- Product can sell itself
Easy to use
- Don’t let them figure
things out alone
- Increasing usefulness
20
Email
Newslette
r
Case
study
Email
Nurture track 1
30
Email
White
paper
Webinar
Call
Nurture track 2
40
Call
Email
Webinar
ebook
Nurture track 3

Convince them to
renew each year –
retain your
customers
4
Retention
Ensure they remain
customers through a
retention process
- Define a process for
‘renewals’
-Remind customers
regularly of the value
you deliver
- Contact them in
advance of renewal
Step 4: Retain Your Customers
54
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.

4. Website
Purpose of Website
•To generate sales leads
•To generate sales
Source: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals

58
Bring people
(traffic) to
your website
Persuade them to
sign-up for a Free
Trial or download
content
Persuade them to
pay for your
service
1 2 3
Convince them to
renew each year –
retain your
customers
4
Traffic Conversion Subscription Retention
Traffic Conversion Subscription Retention
1
2
3 4
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.
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 Important
87%
Video or online presentations
78%
73%
69%
64%
64%
60%
57%
47%
40%
Source: “How clients buy 2009 Benchmark Report”, RainToday
4: Website

Wireframe
Step 4: Retain Your Customers

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.
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”
 Home page is the most
important page
 Structure, text
 Drive your visitors to take
an action
 Provide downloads and
prominent ‘buy now’ offers
 Look at competitor sites for
comparison
 Make most of the page
‘clickable’
 Use ‘personas’ to guide
design
 Implement on well known
CMS – e.g. Wordpress,
Joomla, Drupal
4. Your Website

4. Website
Example
landing page
layout

Graphics
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?
Checklist

 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 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 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 resources
4. Website

For Web Traffic
For Lead Generation
Content – Why Do You Need It?
1
2
For Social Media3

75
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

Step 1: Drive Traffic to Your Website
80
Bring
people to
your
website
1
Traffic
Use online
marketing to
drive traffic
-Content
-SEO
- Social media
-Pay-per-click
-Email
Content1
Pay-per-
click
2
Search Engine
Optimization
3
Social Media
4
Email
Marketing
5

Google Ads / Pay Per Click
 Quick way to get traffic to
your site
 Tell Google which search
terms you want to be
found for
 E.g. show my ad when
someone searches for
‘industrial fuel pumps’
 Only pay if someone clicks
on my ad
 Create specific ‘landing’
page for the ad
 Avg. 50c per click, can set
maximum daily/weekly
budget
 Can lock down by
geography, time, day

1 Keyword analysis
2 Ad text
3 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

 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 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 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 Pages

Google Ads and Landing Pages
86
Content
Free Trial or
Demo
1
2
Typically you can get people to register for 2 reasons –
to trial your product or to access content

87
Reflect your
target customers
Social proof and
Trust Anchors
1
2
For more, see Motarme Guide to B2B website design on
www.slideshare.net/motarme

88
Use Landing
Pages to convert
traffic
3
Clear ‘Calls to
Action’
4

89
1. Clear Value Proposition – why they should sign-up today
2. Home page design – reflect your buyers , provide proof
3. Landing pages – funnel traffic to particular pages on site
4. Clear “Calls to Action” – offer something of value
5. A/B Testing – split test your main landing pages
6. “Nurturing” and Lead management
7. 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 ads
Click through rate
Average cost per click

The Online Ad
Campaign # 1
Geography, budget
Ad Group # 1
Keywords
Ad Group # 2
Keywords
Ad Group # N
Keywords
Ad # 1
Link to Landing Page
Ad # 2
Ad # 3
Ad # 1
Ad # 2
Ad # 3

The Online Ad
General 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 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

96
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
97
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
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
98
Because when people do search, they usually don’t look
past the first results on page 1
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

Search Engine Optimization
99
• 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 settings
Links
(incoming, outgoing
and internal)
Social media
Content on your
pages
Keyword Analysis

100
• 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 2

• You want to get found
without paying Google all
the time
• ‘Organic’ or natural search
results
• How do you get to the top?
Optimize your site ‘on page’
Good ‘content’ – information
A site that people find useful
Seek links to the site
Promote your site and
business on social media

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
Home
page
Search
term 1
Search
term 2
Search
term 3
Search
term 4

 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
Keyword Analysis
3. Pick the keyword phrases you want to target
Search term 1
Secondary term 1.1
Secondary term 1.2
Search term 2
Secondary term 2.1
Secondary term 2.2
Search term 3
Secondary term 3.1
Secondary term 3.2
Search term 4
Secondary term 4.1
Secondary term 4.2
Home page

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

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

2. Landing page designSEO
SEO 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

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 ..

 Do not spam
 But do regularly email contacts who have
‘opted in’ to communications
 91% of internet users use email
 Cost effective, broad reach
 Great way of building up regular
communications with existing customers
and prospects
 Should be based around offering
something that is genuinely of interest to
recipients
Email Marketing

Reply Visit to
your
website
Email
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
1
2
3
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

Email marketing
Build your recipient list – 80% of the work
 First, build your list of recipients – existing contacts, add a ‘sign up for newsletter’ form on
your site, collect details at retail outlets
 Research customer websites
 See if you can send email to an association’s membership list
 Next, design and write your email
 From Address and the Email Subject – this is how people decide to open or delete the email
so give it some thought
 Keep the subject line short – 9 words or so
 Keep text in the email short too, not too many paragraphs, use the word ‘you’ as soon and as
often as you can
 Offer something useful and/or valuable e.g. “free white paper”, “big discounts” etc.
 “Call to action” – if you want recipients to do something, tell them
 Test every element
 Run email through spam filter before sending

Basic Principles for B2B Social Media
118
Blog
Website
Converge &
Convert
Organic Search
Organic Search
OrganicSearch
OrganicSearch
Use social media to
drive traffic to your
“Online Marketing
Hub” – your website
and blog.
Source: MarketingSherpa

119
Relevant
Content
Organic Search
Organic Search
OrganicSearch
OrganicSearch
Use “Hub and
Spoke” Architecture
based around
compelling content
– papers, blog posts,
videos, images

120
Organic Search
Organic Search
OrganicSearch
OrganicSearch
Use social media sites
like Twitter and
LinkedIn for
engagement and
awareness
Engagement and
Community
Building

121
Content
Sharing
Organic Search
Organic Search
OrganicSearch
OrganicSearch
Use Multimedia sites
like YouTube and
Slideshare for content
aggregation and
sharing

122
Blog
Website
Converge &
Convert
Organic Search
Organic Search
OrganicSearch
OrganicSearch
Use your Website and
Blog for incoming
traffic convergence and
conversion

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

125
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.
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 Influencers
• 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
Tips
• Decide who you’re targeting
• Mix of entries – news,
opinion, video, photos,
informative
• Set a schedule e.g. once a
week
• Use images and video
• Basic, medium and rich
posts, light & heavy
• Strong headlines
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?
• 2 million users locally
• 1.5 billion globally
• Your customers
Facebook users by age

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

Resources
• 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+ ?
• Because it’s Google’s
• 300 million active users
• 160 million Google+ users in 1st year
• Growing impact on SEO results
• Hangouts, circles ...
• Update your profile
• Create a page for your business
• Start posting
• Add follow buttons to your blog and website
• +1 things you find interesting

 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 – 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

Our Goal – Increase Outbound and Inbound
€ $ £
1 2

1. Outbound Lead Generation
Outbound Lead
Generation
1
In ‘Predictable Revenue’ Aaron Ross (ex Salesforce) describes a
systematic approach to identify and make contact with prospects.

The ‘Predictable Revenue’ approach can be automated, tracked and
managed – a systematic, repeatable and measurable process.
Outbound Lead
Generation
1

Outbound Lead
Generation
1
Automate
Automate Prospecting Emails
Automate Finding Prospects
Automate Follow-up Actions
Sales
Team
Lead
Nurturing
Automate handover to Sales Team (CRM) or Lead Nurturing

150
Digital Marketing for Startups
Where do you start?
A simple Framework

151
ABC, 1234
“Who are you
selling to?”
Your target buyers
A B
Your customer
acquisition process
C
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

152
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
Links

Books
Resources
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

Where Do You Start?
Who to target – Ideal Customer Profile (Personas)
What is a Lead? – Define with your Sales team
1
2
What Are We Selling – review your Value Proposition3
PreparationExecution
Inbound Tactics Outbound Tactics4a
Process Automation with Motarme System5
Capture Profile Score Nurture
Sales
Ready
4b

Sales & Marketing Automation for B2B Tech & Industrial
Motarme Sales and Marketing Automation
Process Leads Automatically So More Convert to Sales
Outbound Plus Inbound Lead Gen in One Package
Deliver Value Faster Than Any Competing System

Thank You
Motarme Marketing Automation
T: +353 1 969 5029
M: +353 86 383 8981
W: www.motarme.com
Twitter: @motarme

Motarme GMIT Startup Customer Acquisition Seminar Dec 2015

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