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2014 Technology Entrepreneurship Boot Camp Sponsored by Jackson Walker . Marketing 101. By Ryan Kelly, Founder & CEO. What You’ll Learn Today. Who, What, Where The Marketing Funnel: Awareness, Consideration, Purchase, Retention Paid, Owned, Earned, Shared Media How Online Marketing Works.

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2014 technology entrepreneurship boot camp sponsored by jackson walker

2014 Technology Entrepreneurship Boot CampSponsored by Jackson Walker

CITE BootCamp February 2014

marketing 101
Marketing 101

By Ryan Kelly, Founder & CEO

CITE BootCamp January 2011

what you ll learn today
What You’ll Learn Today
  • Who, What, Where
  • The Marketing Funnel: Awareness, Consideration, Purchase, Retention
  • Paid, Owned, Earned, Shared Media
  • How Online Marketing Works

CITE BootCamp January 2011

who is your customer
Who is your customer?

The most important question in marketing!

This is also called “persona development”

Want to know things like:

Industry they are in, Size of the company (revenue or employees), Buying process, Detailed information about the buyers and more.

CITE BootCamp January 2011

what problem am i solving
What problem am I solving?

The clearest path to a sale is to understand and identify the customers problems and pain points – and then tailor a solution around that.

CITE BootCamp January 2011

where are my customers
Where are my customers?

What is the potential size of my market?

Are my customers online? Where?

What websites do they typically read or subscribe to?

What kinds of searches (pain points) will they Google?

CITE BootCamp January 2011

awareness
Awareness

How are people going to find my business?

  • Referral
  • WOM
  • Internet
  • Trade Show
  • Social Media
  • Affiliates
  • Etc.

CITE BootCamp January 2011

consideration
Consideration

What about my business will my prospect consider when making a purchase decision?

  • Do we have expertise around their pain points?
  • Do we have similar experience in their industry?
  • Is our pricing and contract terms in line with their expectations?
  • What do we have to nurture the prospect in case they are not ready to buy?
  • Do they like us?

CITE BootCamp January 2011

purchase
Purchase

What can we offer to get the deal done?

  • What triggers would cause a prospect to buy our product or service? (contract ending, poor results, other frustrations – pain points)
  • Do we have any specials that may be appealing? (BOGO, Free Trial, etc.)
  • What is the cost of doing nothing? (another nurturing opportunity)

CITE BootCamp January 2011

retention
Retention

After the sale, what do I need to do to trigger a re-purchase, or continuing the service as long as possible?

  • Are we meeting the expectations of the customers?
  • What kind of education for the customer is required?
  • Are we providing the best possible service?
  • Would they recommend us?

CITE BootCamp January 2011

slide11

Source: marketing-made-simple.com

CITE BootCamp January 2011

media types
Media Types

CITE BootCamp January 2011

an example using all 4 types
An Example Using All 4 Types

CITE BootCamp January 2011

how online marketing works
How Online Marketing Works

SEO, or Search Engine Optimization

  • Google has over 200 indicators in their algorithm that determine how to rank websites.
  • The first results in an organic listing will get 38-42% of all clicks on the page.
  • The last result will get 1-3%
  • Choose your keywords carefully, and use them in the right places.
  • Content is KING.

CITE BootCamp January 2011

how online marketing works1
How Online Marketing Works

http://moz.com/beginners-guide-to-seo/how-search-engines-operate

http://www.quicksprout.com/the-advanced-guide-to-seo/

CITE BootCamp January 2011

how online marketing works2
How Online Marketing Works

PPC, or Pay-Per-Click

  • An auction-based system that rewards advertisers for quality and relevancy.
  • What determines how ads appear?

CITE BootCamp January 2011

how online marketing works3
How Online Marketing Works

How ad order in Google AdWords is determined:

Source: michaelschuck.com

CITE BootCamp January 2011

how online marketing works4
How Online Marketing Works

Ad Retargeting: placing a cookie on your visitor’s browser, and then triggering relevant ads to them, enticing them to come back.

CITE BootCamp January 2011