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Motarme Introductory Startup Guide to Digital Marketing for Customer Acquisition

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Introductory Presentation for Startups - using Digital Marketing to acquire first customers, given on behalf of Catalyst NI. Overview of the structure startups can use to decide which digital tools to use for acquiring customers and when to use them. Discusses ideal customer profiles, your value proposition and then Inbound and Outbound marketing. Finally, the presentation introduces the idea of Account Based Marketing.

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Motarme Introductory Startup Guide to Digital Marketing for Customer Acquisition

  1. 1. STARTUP GUIDE TO PROMOTION / DIGITAL MARKETING Michael White 8 Oct 2019
  2. 2. AGENDA INTRODUCTION 01 OVERVIEW 02 WHO ARE YOU TARGETING?03 WHAT ARE YOU SELLING?04 HOW DO YOU EXECUTE?05 INBOUND 06 OUTBOUND 07 ABM 08
  3. 3. 01: INTRODUCTION
  4. 4. • Co-founder Motarme • 10+ Years Tech Marketing and Sales • 10+ years software dev and implementation ABOUT ME
  5. 5. 02: OVERVIEW
  6. 6. 6 Customer Acquisition CUSTOMER ACQUISITION FOR STARTUPS
  7. 7. Inbound (“Nets”) – bring customers to you online.1 3 WAYS TO ACQUIRE CUSTOMERS 1 Inbound (“Nets”) 2 Outbound (“Spears”) 3 Referrals (“Seeds”) 2 Outbound (“Spears”) –identifying prospects and contacting them directly. 3 Referrals –Word of Mouth from your existing customers
  8. 8. INBOUND LEAD GENERATION € $ £ OnlineAds
  9. 9. OUTBOUND LEAD GENERATION “Cold calling 2.0” funnel Prepare Prospect Define Your “Ideal Target Profile” Identify Target Accounts Generate Contacts Send Cold Emails Work Reponses Calls / Demos Begin Sales Cycle New Sales Opps Closed Deals
  10. 10. BULLSEYE FRAMEWORK
  11. 11. 03: WHO ARE YOU TARGETING?
  12. 12. • Who is your ideal customer? • What is their • Industry? • Typical size (staff, revenue)? • Role(s) - Personas? WHO ARE YOU TARGETING? • Do they have any other characteristics that help you target them? • Can you prepare a list of names? • What is their “Pain point” – what problem can you help them solve?
  13. 13. WHO ARE YOU TARGETING? • Could be multiple “personas” • Decision maker • Economic buyer • End User • Influencer • IT gatekeeper
  14. 14. 04: WHAT ARE YOU SELLING?
  15. 15. WHAT IS YOUR VALUE PROPOSITION? • Why should I buy something from you? • 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?
  16. 16. WHAT IS YOUR VALUE PROPOSITION? • 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 • If you can’t demonstrate superior value then customers will choose based on price
  17. 17. 05: HOW DO YOU EXECUTE?
  18. 18. Inbound (“Nets”) – bring customers to you online.1 3 WAYS TO ACQUIRE CUSTOMERS 1 Inbound (“Nets”) 2 Outbound (“Spears”) 3 Referrals (“Seeds”) 2 Outbound (“Spears”) –identify prospects and contact them directly. 3 Referrals –Word of Mouth from your existing customers
  19. 19. Pipeline Inbound leads Pay Per Click Email Social media Display ads Web Outbound email Phone Direct Mail Display Ads Outbound leads GO TO MARKET
  20. 20. 06: INBOUND
  21. 21. WEBSITE CONTENT ONLINE ADS SE0 EMAIL SOCIAL
  22. 22. WEBSITE 1. User Centred Design - from “outside in” 2. What information do visitors want? 3. What do you want them to do? – Most Wanted Action 4. Design each page to encourage interaction – Calls to Action 5. Have landing pages for conversion 6. Make it Search Engine Optimization ready
  23. 23. CONTEN T 1. Digital marketing is like fishing 2. Content is your “bait” – videos, case studies, infographics, blog posts … 3. Different buyers need different types of content 4. Overview, technical detail, financial impact … 5. Can ask visitors to register for some high value content e.g. a webinar, white paper
  24. 24. ONLINE ADS 1. Pay-per-click ads (e.g. Google PPC) 2. Display ads and retargeting (e.g. Adroll) 3. LinkedIn ads & promotion
  25. 25. SEO
  26. 26. EMAIL 1. Mailchimp,Constant Contact, Campaign Monitor 2. Or Hubspot, Marketo etc. 3. Check out GDPR requirements 4. Benefits, bullet points and brevity 5. Clear call to action 6. Careful with use of graphics 7. Use “you” and “your”
  27. 27. SOCIAL 1. Choose where to focus – LinkedIn,Twitter, Facebook, Instagram … 2. Identify influencers 3. Optimize all profiles 4. Driven by sharing compelling content, images, video 5. Use posts to draw traffic back to your ‘hub’ – usually your website, specifically landing page
  28. 28. 07: OUTBOUND
  29. 29. EMAIL ADS PHONE
  30. 30. OUTBOUND LEAD GENERATION “Cold calling 2.0” funnel Prepare Prospect Define Your “Ideal Target Profile” Identify Target Accounts Generate Contacts Send Cold Emails Work Reponses Calls / Demos Begin Sales Cycle New Sales Opps Closed Deals
  31. 31. If your product is new or may not be enough web search traffic to generate online leads If you are targeting a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product. Inbound leads (from your website) tend to have been looking at competitor sites. This means web based leads can sometimes be lower quality. Speed of impact – you can get an outbound lead generation process up and running and generating leads within 7 days. WHY YOU NEED OUTBOUND 1 3 2 4
  32. 32. KEY PRINCIPLES FOR OUTBOUND Factory-type process Production-line approach to lead generation, many steps automated 2 Accuracy ofTargeting Identify people who are a good fit, get accurate contact details 1 Be “politely persistent” Make multiple attempts to contact, don’t give up too easily 4 Email-led Don’t start with the phone – only call people who respond positively to a brief introductory email 3
  33. 33. 08: ACCOUNT BASED MARKETING
  34. 34. WHY ABM AND WHY NOW? • In Standard Outbound Lead Generation you target 100s of individuals (leads) with one lead generation message using one channel (email). • ABM means targeting multiple individuals from the same organisation (an ‘account’) by a) Picking a subset of strategic accounts – e.g. 5, 10 or 20 accounts with 5 to 10 people per account. b) Preparing a specific message tailored to each organisation and c) personalising messages, emails and ads to the individual recipient. d) using a number of channels in addition to email e.g. online display ads, direct mail, telephone follow-up, LinkedIn ads. • ABM takes more time to setup and manage. • ABM produces higher response rates and bigger (higher value) opportunities. It is is the future of lead generation.
  35. 35. ACCOUNT BASED MARKETING ABM FOR TARGETING YOUR TOP STRATEGIC ACCOUNTS 1:1 1:M ABM Lite Strategic Accounts Next tier of accounts, not full individual personalization of each message, but customized per company. Still use mixture of email, phone, ads but not direct mail. ABM One-to-One Top Priority Strategic Accounts Direct sales connection to decision makers at top priority accounts, one-to-one personalization, mixture of direct mail, email, phone and online ads Outbound Lead Generation Targeting broader range of companies, generic messaging based on role or industry, email based O/B ABM Broadcast marketing & inbound lead gen One-size-fits-all messages, large numbers of contacts on big lists, inbound marketing leads …
  36. 36. THANK YOU Motarme Sales and Marketing Technology W: www.motarme.com Twitter: @motarme
  37. 37. ADDITIONAL SLIDES
  38. 38. CONVERSION 38 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 Persuade them to sign-up, register, download Use your website to convert traffic - Value proposition - Reflect the buyer -Home page design -Calls to action - Landing page - Lead capture - Follow-up
  39. 39. 39 7 Principles of Conversion Centered Design CONVERSION Persuade them to sign-up, register, download Use your website to convert traffic - Value proposition - Reflect the buyer -Home page design -Calls to action - Landing page - Lead capture - Follow-up
  40. 40. 40 CONVERSION Persuade them to sign-up, register, download Use your website to convert traffic - Value proposition - Reflect the buyer -Home page design -Calls to action - Landing page - Lead capture - Follow-up
  41. 41. 41 CUSTOMER ACQUISITION FOR STARTUPS
  42. 42. PRIMARY SOURCES OF SALES FOR SAAS COMPANIES (2018 SURVEY) https://www.forentrepreneurs.com/2018-saas-private-survey-results-part-1/

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