2014 Technology Entrepreneurship Boot Camp Sponsored by Jackson Walker

1. 2014 Technology Entrepreneurship Boot CampSponsored by Jackson Walker CITE BootCamp February 2014

2. Marketing 101 By Ryan Kelly, Founder & CEO CITE BootCamp January 2011

3. 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

4. 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

5. 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

6. 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

7. Awareness How are people going to find my business? • Referral • WOM • Internet • Trade Show • Social Media • Affiliates • Etc. CITE BootCamp January 2011

8. 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

9. 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

10. 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

11. Source: marketing-made-simple.com CITE BootCamp January 2011

12. Media Types CITE BootCamp January 2011

13. An Example Using All 4 Types CITE BootCamp January 2011

14. 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

15. 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

16. 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

17. How Online Marketing Works How ad order in Google AdWords is determined: Source: michaelschuck.com CITE BootCamp January 2011

18. 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