Your Digital Marketing Toolkit- The First Six Months Get an overview of the basics of what you'll need to get going for your startup company for online marketing. How to get users through the marketing funnel, from Awareness -> Consideration -> Top of mind -> Convert to sale -> Loyalty -> Advocacy.
7. What to do in your first 6 months
1) Keep your goals realistic
2) Work with the resources you have
3) Set everything up properly
Where should you begin…?
10. Moving through the Marketing Funnel
Awareness- Generate leads (Website, SEO,
Inbound Marketing, PR)
Consideration- Build credibility- (Blog,
Online reviews)
Stay top of mind- Promote USPs
(Newsletter, SEM, Social Networks)
Convert to sale- $$ (Website, Customer
Service, Referrals)
Loyalty- Strengthen relationships- (Email re-
targeting, surveys & analysis)
Advocacy- Earn referrals- (Measure
sentiment, engagement, build a
community)
Awareness
Consideration
Stay Top of Mind
Convert to
Sale
Loyalty
Advocacy
11. 1) Awareness
i) Register your URL and others that people might type in
accidentally, and ones for countries you plan to expand into.
Create your website and mobile app.
ii) SEO-
• create a sitemap
• let search engines know about your content (Google Webmasters,
Bing Webmasters)
• encourage links back to your site- organic links; list in directories:
Yelp, OpenDirectory, post links to stumble upon and digg,
• send product samples to bloggers & journalists
• write good meta titles & page descriptions across your site
• add alt text to your content images
• Use SEOMoz (moz.com), or Optimizr.com
12. 2) Build Credibility
Get online reviews. (Amazon, Yelp, HungryGoWhere).
Write blog posts. Content matters above all to search
engines.
“According to a survey from affilinet, bloggers are the third most
trustworthy source of information behind family and friends.
People were asked whether they trusted the opinions of mainstream
media outlets (magazines, newspapers, and online titles tied to a
publisher), or independent bloggers/vloggers more, when it came to
purchasing decisions, and the bloggers came out on top: 57% vs. 43%.”
-eConsultancy.com
14. 3) Stay top-of-mind
i) Register for all social network handles
ii) Where are your customers, online?
iii) Use HootSuite or Buffer
15. Exercise #2
Figure out which social networks your company should use most.
And for what (Cust. Svs., lead gen, product feature, SEO).
16. More Social Media Tips
• Grow your contacts organically.
• DON’T pay for vanity subscribers.
• DON’T only post to your friends and family.
Consider your purpose for each social media network-
Customer Service (Facebook)? Lead Gen (Twitter/LinkedIn)?
Product feature (Pinterest/Instagram)? SEO (Google Plus)?
Find people on Twitter through:
CrowdFire, WeFollow
Search competitors’ followers and follow them.
17. 4) Convert to Sale
Re-examine all the touch-points your customer has been through
to get to their decision to buy your product.
What’s working? What’s not?
18. 5) Retention/Loyalty Marketing
How can you turn customers into regular users?
Keeping customers you have > trying to find new ones
• Stay in touch with people.
• Remember birthdays
• Contact people by phone
• Special/personalised offers
Mobile- people carry one
all day long
19. Customer
Advocacy
• Encourage your customers
to 'sell' for you
• If they've liked using your
product or service,
encourage them to share,
tweet, post about you or
give a testimonial.
• Try a contest where your
users have to post about
your product.
-
20. Exercise #3
Come up with a promotion or contest idea that will encourage
customer advocacy.
OR
Gamefication of your product
21. Email marketing
What you need to start
i) Types of emails
• Welcome (upon signup)
• Need help? (after 1 week)
• Reminder Emails: Your trial is ending soon (a few days before end of
trial)
• Your trial has ended, but sign up for X (a week after the trial end)
• Notification email/password reset (if requested)
• Newsletter (at least monthly, if the person opted in)
ii) Gathering email addresses- Try offering white papers, free
trials, contests.
iii) Seizing opportunities- share with friends, teach how to
use your product & provide tips
22. Paid Advertising
Once all of your systems are in place, try some paid advertising
to generate leads.
Be sure that you are ready- when people start to come, can you
engage them, deliver your product, provide customer service,
and keep them involved with your brand?
Afterwards, find out:
• How many leads did you generate?
• How did your company do with supporting the demand?
25. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Website/App Plan Blogs Newsletter Tweak Website Email retargeting Measure Sentiment
Social Handles Get followers SEM Set up CRM Surveys Engagement
Analytics Early Beta Reviews Do analysis Build your community
Digital Marketing Toolkit- Your First 6 Months
You’ve just launched your startup… where should you start with your marketing efforts?
You’ve just launched your startup… where should you start with your marketing efforts?
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Background in TV Ad Production; worked with various media- TV, radio, print, then started internet work in 2004. First came to Singapore in 1992.
How many people are starting a business or thinking of starting one? Or work at a company vs. being a student?
1) -Revenue/Customers/Marketing efforts- be part of the business plan
2) -Growth Hacking/Contacts/Funding
3) -Register URLs and Social handles, monitoring & analytics
The Digital Landscape in 2015 (graphic courtesy of Martech.com)
If you can’t afford to create a separate mobile app, at least make your website mobile-friendly.
----- Meeting Notes (19/5/15 14:03) -----
Don't get too carried away with registering too many URLs. Google other bloggers that talk about your subject, and comment on their posts. Participate in forums.; Baidu
Send your product to journalists, bloggers, friends who can review your product or service online
Blogs will drive inbound marketing. Use it to build your credibility and generate leads.
https://econsultancy.com/blog/66452-12-fascinating-online-marketing-statistics-we-saw-this-week/?utm_source=Econsultancy&utm_medium=email&utm_campaign=5708933_1756-daily-pulse-us-2015-05-15&dm_i=LQI,3ED1H,JJ8WJ1,C5PWE,1
How-to guides; Beginners guides; Q&A; Highlight trends; Discuss something in the news; clarify industry definitions; discuss relevant statistics; share your secrets; lists (5 ways to XYZ); blog titles- think about what people will search for.
1) Register for everything to secure your best social network handles
2) Find out where your customers are & focus on that, direct everything else there or to one place somewhere else (or more if you can manage it); focus on a few key influencers. Be where they are. Reddit, Forums, Twitter, Facebook, Pinterest
3) Use HootSuite or something similar to stay top of mind by scheduling regular posts, Buffer
Don’t forget the Chinese social media: Baidu/Weibo, WeChat, Tencent Weibo, YouKu, Tudou.com (video)
Search competitors, and search industry magazine followers
Measure user interaction with:
Kissmetrics
Google Analytics
Mobile- can your company offer something your customers use daily? Mobile is great for this.
Remember birthdays; contact people by phone; special/personalised offers
In email, provide links to post about you
Singtel- Gushcloud; Make sure everything is in place.
Set up these systems as early as you can, so you can track your growth over time.