2014 technology entrepreneurship boot camp sponsored by jackson walker
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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. - PowerPoint PPT PresentationTRANSCRIPT
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
Slide 1CITE BootCamp February 2014
2014 Technology Entrepreneurship Boot Camp
Sponsored by Jackson Walker
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
Marketing 101
Slide 2
By Ryan Kelly, Founder & CEO
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
What You’ll Learn Today
• Who, What, Where• The Marketing Funnel: Awareness,
Consideration, Purchase, Retention• Paid, Owned, Earned, Shared Media• How Online Marketing Works
Slide 3
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
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.
Slide 4
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
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.
Slide 5
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
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?
Slide 6
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
Awareness
How are people going to find my business?
• Referral• WOM• Internet• Trade Show• Social Media• Affiliates• Etc.
Slide 7
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
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?
Slide 8
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
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)
Slide 9
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
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?
Slide 10
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011 Slide 11
Source: marketing-made-simple.com
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
Media Types
Slide 12
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
An Example Using All 4 Types
Slide 13
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
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.
Slide 14
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
How Online Marketing Works
Slide 15
http://moz.com/beginners-guide-to-seo/how-search-engines-operate
http://www.quicksprout.com/the-advanced-guide-to-seo/
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
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?
Slide 16
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
How Online Marketing Works
Slide 17
Source: michaelschuck.com
How ad order in Google AdWords is determined:
UTSA Colleges of Business and Engineering
TAKE YOUR TECHNOLOGY TO THE LIMIT!
CITE BootCamp January 2011
How Online Marketing Works
Slide 18
Ad Retargeting: placing a cookie on your visitor’s browser, and then triggering relevant ads to them, enticing them to come back.