10 keys to upsell your customer base of smbs with online marketing and web presence applications
DESCRIPTION
Presentation by Wences Garcia of Marketgoo (http://www.marketgoo.com) at the WorldHostingEvent global. March 2013 in Rust, Germany: Millions of European (and worldwide) SMBs plan to increase their spending on cloud services in the next 3 years and upselling add-ons and cross-selling business applications are key to driving growth. Wences Garcia is the founder of MarketGoo, a internet marketing and SEO product company. In this presentation he would discuss about the key opportunities and challenges hosting and telco companies face to attack this mass market: - What´s the size of this opportunity? - How online marketing is perceived by SMBs - Why educating the customer is key - Why hosting is a commodity but online marketing is not - How small businesses value simpler products - When to create a consulting center? - How to deliver a all-ecompasing marketing strategy - and some moreTRANSCRIPT
10 keys to upsell your customer base of SMBs with online marketing applications
Wenceslao Garcia
My name is Wences
• Founder and CEO of MarketGoo• Former ISP and hosting
executive • At the crossroads of Online
Marketing + Technology + SMBs
1.SMBs moving to the cloud
They are moving
• SMBs want enterprise-level computing power, applications, and services at prices they can afford• The applications SMBs say they are most likely to add are search engine optimization, security and health monitoring, and backup.
2. What´s the size of this opportunity?
Worldwide web presence
• 19% growth (Europe)
Source: Parallels SMB Cloud Insights 2013
3. How online marketing is perceived by SMBs
Online marketing is key
• You already host their website and even a website builder
• Online marketing means business – SEO is the main tactic
• For a small business, understanding SEO is a crucial step
• SEO is a high-opportunity
4. SMBs trust in you
Trust
• They actually trust in you. • SMBs rate hosting providers very high in
terms of the value they provide.• Our outbound campaigns show a great
success rate when pitching the business owner
5. But you have to
Evolution
• Selling products Vs. selling solutions• Focus on benefits• Build a SMB specific strategy• Don’t think of yourself as a utility, but a value-
added service provider
6. Educate the customer
Educate them
• SMBs will be attracted to the providers that educate them the most before and after the sale.
• Content: blog post, whitepapers, newsletters, webinars, etc.
• Seed the market with online reports benchmarking the website
7. Products must be …
Simplify
• Try before they buy• Fremium models• Non technical jargon • Gamification
8. Promotion
Promotion
• Cross-sell• Up-sell• Create bundles• Retention tool• Outbound phone campaigns
= increase ARPU
9. A service center?
Service center
• At some point, you may to create a place for marketers
• Solutions may require a manage services center
• But you may outsource that!
10. Why MarketGoo is a terrific proposal
MarketGoo
• The easiest SEO solution for SMBs to optimize a website and improve search engines rankings
• Cutting-edge technology and intuitive design• Helping hundreds of SMBs to increase their
web traffic• We partner with hosters and providers– Whitelabel, Multilanguage, cost-effective
