FROM ZERO TO HERO: MARKETING FOR STARTUPS & GROWING COMPANIES - - PowerPoint PPT Presentation

FROM ZERO TO HERO: MARKETING FOR STARTUPS & GROWING COMPANIES

#ACC2015 Lily Leung Twitter: @LilyLeung

From Zero to Hero: Marketing for Startups & Growing Companies

“I haven’t been everywhere, but it’s on my list.”

–Susan Sontag

55 visits 155,364 visits

Jan 2012 April 2010 exploreforayear.com

YOUR VISION THE PIT Despair, doubt, anxiety, fears CHALLENGES: No Leads, Customers :( BREAKTHROUGH: New Strategies, Tools Tactics ACHIEVEMENT CELEBRATION! Marketing

Hero’s Journey

Today’s Agenda

1. Marketing: Then vs Now 2. Buyer’s Journey 3. Getting Started with SEO 4. Getting More out of Social Media 5. Email for Conversion 6. Your Marketing System 7. Closing Thoughts 8. Questions

Who currently does any type of

• nline or digital marketing?

MAR ARKETING: T THEN AN AND N NOW

Source: Corporate Executive Board, Gartner, Forrester, 2015

vs.

57% 80% 2015 2020 % o

• f t

the he w way t y thr hrough t h the he b buyi ying ng process b before a a c custome mer e eng ngages a a sale les p person n

Now: Buyer-Centred, Buyer In Control Then: Seller-Centred VS.

Now: Buyer-Centred, Multi- Channel, Multi-Dimensional

Source: Dimensional Marketing, Deloitte University Press, 2015

Then: Seller-Centred

• vs. VS.

Now: Data-Driven, Targeted Offers, Low Cost and Attribution & ROI Then: Spray & Pray, Expensive for Small Business VS. Cold Calling Direct Mail Mass/Ads Website Analytics, Email Analytics, E-Commerce

Now: Google – top 5 search results account for 67.6% of all clicks

Source: Google Organic Click-Through Rates in 2014, moz.com

Then: Directories, Yellow Pages, Encyclopedias vs.

Do Have a Website? à Is It Only About Your Products?

Image: useronboard.com

People Don’t Buy Products, They Buy Better Versions of Themselves.

Definitions: HubSpot.com

Buyer’s Journey

Prospect is experiencing a problem

• r opportunity.

Prospect researching

• ptions and approaches to

solve problem/opportunity. Prospect is compiling list

• f products to narrowing

down options to make a purchase decision.

Image/Definition: HubSpot.com Buyers g go t thr hrough 5 h 57% o

• f t

the he buyi ying ng p process b before e eng ngaging ng a a sale les p person! n!

Neutral:

• Educational Blogs
• Reports
• Whitepapers/

Guides

• Tip Sheets,

Checklists

• Case Studies
• Live interactions
• Product Brochures
• Comparison

Guides

• Webinars
• Comparisons
• Free Trial

Consultation

• Demos
• Price Estimates
• Offers

Wants… Wants… Wants…

Example: Where Should I Go On Vacation?

e.g. Top Trips to Take in 2015; Trending Vacation Spots; Must- See Places in Europe e.g. G Adventures Brochure; Air Canada Vacations Brochure; Sample Itineraries e.g. Price of XYZ Trip; Specific Flight Prices; Book Flight & Hotel and Get % Off; Extra Reward Points

Google Keyword Planner (free): https:// adwords.google.com/ KeywordPlanner

Finding Topics People Care About, Driven by Data

Content Ideas for “Boring Industries” (That Are Also Easy and Fast to Write)

1. Answer commonly questions or

• bjections from customers

2. Create a checklist 3. “25 Resources/Links For…” 4. “Common Problems With X & How to Solve It” 5. Upcoming market trends

Content Ideas for “Boring Industries” (That Are Also Easy and Fast to Write)

1. Answer commonly questions or

• bjections from customers

2. Create a checklist 3. “25 Resources/Links For…” 4. “Common Problems With X & How to Solve It” 5. Upcoming market trends 6. Topic Generator Tool What Do Real Estate Agents Do? How is a Condo Different From a House? Checklist for Buying Your First Home 25 Resources for 1st Time Buyers Closing Costs People Forget & How to Estimate Them 5 Real Estate Trends in Toronto for 2015 and Beyond hubspot.com/blog-topic-generator (Download spreadsheet)

EXA XAMPLE: R : REAL E ESTATE

Use Content to Capture Leads & Move Prospects Down the Buyer Journey

• Email forms on blogs
• Email forms on downloadable guides
• Start sending consideration stage content
• Email forms on blogs
• Email forms on downloadable guides
• Start sending decision stage content
• Decision stage content
• Offers, Quotes
• Follow-up/contacted

BUYER JOURNEY SALES FUNNEL

Example: Salesforce.com

• 1. Awareness
• 2. Consideration
• 3. Decision

Example: Buffer – Getting Traction With Content

• Bufferapp.com &

blog.bufferapp.com

• Signed up 70,000 users in 1st
• year. Content marketing

accounted for 70% of signups

• No “sales” team, but has a

content team

MAR ARKETING F FUNDAM AMENTAL ALS: YOUR W WEBSITE

• Wordpress.org (not Wordpress.com)
• 1-Click installs on HostGator, GoDaddy, Bluehost, etc.
• Add & edit content
• Add & edit forms
• Email forms, forms for guide downloads
• Tracking: Google Analytics (free)
• www.google.com/analytics
• Wordpress plugin: Google Analytics for Wordpress

Website Basics & Must-Haves

Google Analytics (Free)

www.google.com/analytics

SEAR ARCH E ENGINE O OPTIMIZATION

If you make a website and no

• ne sees it, does it still exist?

QUIZ: What % of people online use search for purchases (B2B)? a) 45% b) 60% c) 75% d) 90%

90% of B2B researchers who are online use search to research business purchases. 71% start on a generic query first.

Source: ThinkWithGoogle.com

Google Rankings: 100’s of Ranking Factors

Source: SEO Ranking Factors 2014 Study, searchmetrics.com

Quality Content: Write for the Reader First

Formatting Tips:

• Heading for page title (<h1>), heading for sub-headings (<h2>)
• Bolding, bullets, images, links to other pages and external sites
• 3-5 sentences per paragraph; 40-55 characters wide

47% of Consumers Expect a Web Page to Load in 2 Seconds or Less

Page Speed Tools

• https://developers.google.com/speed/pagespeed/insights

Source: How Loading Time Affects Your Bottom Line, KissMetrics.com

Don’t Forget Meta Tags & URL Formatting

Meta Tags Tools:

• Wordpress: Yoast SEO plugin
• http://www.portent.com/serp-preview-tool
• Page/Blog Post topic should be in the Title & Description

Title (Not the Same as Page Title!)

• About 55 Characters

Description (SERP)

• About 150 Characters

Social Signals

• Positive correlation between shares & rankings
• Enable buttons on your content
• Wordpress: AddThis, Digg Digg

Authentic and Relevant Backlinks

• Ideas: Alliance/Industry Groups, Guest Blog on Related Sites
• See who links to your competitors for ideas:

https://moz.com/researchtools/ose

• Don’t buy links!

Changes to Mobile Search Results

Google’s Mobile-Friendly Test

• www.google.com/webmasters/tools/

mobile-friendly Mobile search results changing April 21, 2015 Search results on smartphones already show “Mobile-friendly” icon indicator Source: http://googlewebmastercentral.blogspot.ca

Example: “office supplies toronto”

“office supplies toronto” From 5+ page to 1st page

Google Business

Google My Business (Free)

• https://www.google.com/business

Google Business – Step 1

• Adding your business: Free but Gmail account required

Google Business – Step 2

• Fill out details; wait for confirmation call or postcard/mail with code

SOCIAL AL M MEDIA A

Quiz: What’s the ROI of Email Marketing?

Source: HubSpot Inbound Certification, 2014

Source: HubSpot Inbound Certification, 2014

Major Social Networks

Facebook LinkedIn Twitter Google+ Instagram Pinterest Slideshare YouTube Vimeo

Free, But Cool Social Media Tools

Scheduling

• Buffer.com (web + app) – “buffers” updates; schedule same tweet

multiple times

• Hootsuite.com

Tw Twitter

• Followerwonk.com – advanced Twitter search
• Tweriod.com – best time to Tweet
• https://ritetag.com/hashtag-search – #hashtag volumes

Built-in Analytics

• http://analytics.twitter.com
• Facebook, LinkedIn page analytics

QUIZ: How many people make purchases each month based on blog content? a) 1 in 20 b) 1 in 10 c) 1 in 4 d) 1 in 2

Source: ResearchNow.co.uk, 2014

1 in 4 people buy something each month based on blog content.

• 1. Awareness
• 3. Decision
• 2. Consideration
• 3. Decision

Brands Are Increasingly Working With Bloggers & Social Media Influencers

Tips for Approaching Bloggers

• 1. Bloggers who are your ideal customer or influencer
• 2. Follow and connect
• 3. Offer something worth sharing/mentioning

What Not To Do

“We ship you our fabulous sim card so you can stay online in Europe while traveling with 20/30 EURO on it. No roaming charges, no juggling SIMs, no more hunting for WiFi and it's fast. Where should we ship it btw? Then you write 2 posts (1 tweet and 1 Instagram/your blog or Facebook) about ordering a sim card. When you get a sim card, you make 1 tweet and 1 Instagram post – ready to travel, all set up Then you'll get a voucher for 20 OR 30 EURO. And then you hit the road and make 5 tweets while traveling with a link to @[website] or to [url], at least 3 Instagram or Facebook/blog

• posts. Of course we'll RT and repost your posts too! How does this sound?”

Be Delightful

“Hi Lily, I saw you're based in Canada (we just launched there!), so I’d love to send you ChargeKey & ChargeCard review units. What’s the best address to send it to? ChargeKey & ChargeCard are the world's smallest, most portable USB charging cables. They integrate seamlessly into your on-the-go life so your phone never runs out of battery :) Keep smiling, Anna”

EMAI AIL M MAR ARKETING

a) 2x b) 10x c) 25x d) 40x Quiz: What’s the ROI of Email Marketing?

Quiz: What’s the ROI of Email Marketing?

Source: Direct Marketing Association, 2014 d) 40x (!)

Why Does Email Work?

1. 3.2 billion email accounts (more than Facebook + Twitter) 2. Click-through rates > Twitter 3. 95% of online customers use email; 91% check at least once a day 4. Longer lifespan than social media 5. 77% of consumers prefer email for marketing communications 6. Email lets you be targeted Source: ExactTarget, Direct Marketing Association, 2014

• Quality, not quality. DO NOT BUY LISTS, DO NOT SPAM
• http://fightspam.gc.ca
• Website slide-in’s, popovers, forms
• We 15x signups with SumoMe Scrollbox (free,

http://sumome.com/app/scroll-box)

• MailChimp
• Offline: events & tradeshows

Getting Subscribers

How to Send?

• MailChimp.com (freemium)
• Campaign Monitor, SendGrid ($9+/month)

What to Send?

• Follow the Buyer Journey
• Monthly General Newsletter
• Birthday/Anniversary

How to Send Email Campaigns

How d does e ema mail he l help lp?

• Who opened, clicked on what, how many times
• Test offers, subject lines, sender name, time of day
• Resend to people who didn’t open/click

Tracking Results & Converting Leads

Rapportive (Chrome plugin)

• Looks up social profiles
• https://rapportive.com

Late in the Buyer’s Journey: Better One-on-One Emails

Sidekick by HubSpot (Chrome, Gmail Plugin & Mobile App)

• http://www.getsidekick.com

Late in the Buyer’s Journey: Better One-on-One Emails

TRACKING & & T TROUBLESHOOT RESULTS: S SHOW M ME T THE M MONEY!

Start With the End in Mind

Website Visitors (#) Leads (#) Customers (#) 10% closed 5% conversion 2,000/ month 100/ month 10/month Revenue ($) $10K/ month $1K/ customer

“You Can't Improve What you Don't Measure”

CRMs (free):

• hubspot.com/crm
• insightly.com, zoho.com/crm

Closing Deals & Tracking Follow-Ups

RECAP AP

1. Marketing: Then vs Now 2. Buyer’s Journey 3. SEO Basics 4. Social Media & Bloggers 5. Email Newsletter 6. Marketing Process

Recap

CLOSING T THOUGHTS

Marketing: 10 Hours a Week A marathon, not a sprint. à Results in 4 – 6 Months

• Week 0-1: Setup Infrastructure
• Week 2-4: Jump-In
• 1 Blog Post/Week, Share on Social Media, Check Analytics
• Week 5: Plan Future Content, Social, Offers
• Week 6+:
• 1 Blog Post/Week (Or Infographic, Video)
• Share on Social Media
• Offers
• SEO, Email Newsletter

Portfolio of Digital & Marketing Assets

Social l All Di ll Digital/ l/Onli nline ne All S ll Sale les/Marketing ng

Build Your Audience, Before You Build Your Product

“A rising tide lifts all boats.” John F. Kennedy

“A rising tide lifts all boats.” John F. Kennedy

QUES QUESTIONS IONS?

#ACC2015 lilyleung.ca/accmarketing Lily Leung, @lilyleung lily.leung@gmail.com