Kildare artisan network maximising your online potential may2013

@UrbanRenstrom
Get Noticed, Get Customer,
Get Sales
Digital Marketing Workshop
Kildare Artisan Network

@UrbanRenstrom
Urban Renström,
Founder, Owner
Viking Marketing Solutions is a Digital Marketing Agency specializing
in transforming businesses into social business. Social Media
Strategies, Content Marketing Strategies, Digital Marketing and
Training.
“Know, Like, Trust — is the moniker for getting customers. Social
media allows you to scale ‘word of mouth’ recommendations to build
trust, win new customers and access new markets. Businesses that
embrace social, to build trust, have a huge competitive advantage
and are achieving success”.

@UrbanRenstrom
Source: The UPC Report on Ireland’s
Digital Future
Driving Economic Recovery

@UrbanRenstrom
What did you like?
Anything Bad?
Good?
Thoughts?

@UrbanRenstrom
Content
Navigation
Responsive design
Micro-Conversion
SEO
Social Proof
Trust / Credibility Factors
Analytics
Pricing
7 Website Secrets Every Start-Up Should
Know
Image: http://www.flickr.com/photos/mkhmarketing/8468788107/sizes/z/in/photostream/

@UrbanRenstrom
AKA make your Website Sticky
www.browneyedbaker.com/2012/05/29/sticky-buns-recipe/

@UrbanRenstrom
Content – The Need for Content

@UrbanRenstrom
Navigation
www.flickr.com/photos/777/8697938245/

@UrbanRenstrom
First and Last!
Serial Position Effect

@UrbanRenstrom
Simple and easy
Logo – top left
Phone, email, Search bar
First and Last
Navigation - summary

@UrbanRenstrom
Responsive Design?

@UrbanRenstrom
20% in the
World Have a
Smartphone
50% Smartphone in the US
20% in have iPads
www.go-gulf.com/blog/smartphone/

@UrbanRenstrom
Smartphone Usage

@UrbanRenstrom
Website Conversions

@UrbanRenstrom
Website Conversions
When you get
a visitor to do
something.
e.g. Buy or
Phone

@UrbanRenstrom
Micro-Conversions
Continuum of Micro-Conversation
Low Commitment High Commitment

@UrbanRenstrom
Digital / Web / Inbound Marketing

@UrbanRenstrom
Process of making your site easy for
Google, Bing, and Yahoo to find.
Technical
and
Non-Technical
25%, 75% on page, off page
SEO – Search Engine Optimization

@UrbanRenstrom
Click Through Rate –vs.- Search Engine
Results Page

@UrbanRenstrom
WordPress SEO Plugin

@UrbanRenstrom
“...we’re psychologically
hardwired to trust beautiful things,
and the same goes for websites.
Our offline behaviour and
inclinations translate to our online
existence.”
Dr Brent Coker
Trust & Credibility - The Duck Factor

@UrbanRenstrom
Design does Matter
Address, phone number
‘Contact us’ last menu tab.
Provide staff bios and photos
Show photos of your office
Use a branded email address @gmail.com
Copyright date is current
Trust marks. Use The Verisign Seal security seal.
Customers reviews
Offer free products/services trails
Money back guarantees / Written return policy
Badges – IIA, County Enterprise Board.
Privacy policy – email and data

@UrbanRenstrom
Nurture prospects
Top of Mind marketing
Relationship building
Trust forming
Email is Social’s secret weapon
Hugely Profitable ROI: $40:$1
Email Marketing
– Still Alive?
Very, very alive
and effective!
www.flickr.com/photos/thegajman/6645640933/

@UrbanRenstrom
Email Marketing
1) Email
2) Search
3) Facebook

@UrbanRenstrom
Which of the
following have
been the most
effective for
nurturing your
leads?

@UrbanRenstrom
Email Marketing Providers
MailChimp
Aweber
Constant Contact

@UrbanRenstrom
Pricing Myths
"How Much Should We Charge?"
1) You believing everyone should be happy to pay for your
product.
2) Keeping the price fixed for ever.
3) There is a 'perfect' price everyone happy & give you max
profit.
4) Not charging for your product, because 1,2,3 are not
answered.
Your target market is not every person on the planet nor is
your pricing.

@UrbanRenstrom
http://conversionxl.com/pricing-
strategies-13-articles-you-need-to-read/
Pricing Resources

@UrbanRenstrom
Target Market— Ideal Customers
Image: http://www.flickr.com/photos/pamlau/5867966690/

@UrbanRenstrom
Your Ideal Customer
Do they know You?
What Signal do you
Give?
Is it a Match?

@UrbanRenstrom
Marketing Persona

@UrbanRenstrom
Larry
Funded Tech Start-Up
Background:
Founder w/ partner
Funded / ready for funding
Degree: Science, Computer
Science, Business
Identifiers:
Tech Adoption Stage: Innovator
Social Technographics: Ladder/Creator
Buzz words: Let's Build, MVP
Mannerisms: Always connected
Motivations -Success
Engages – Stories
Pain Points:
1) Awareness for business
2) Customers
3) Cash flow. #Marketing
Demographics:
Male
25-45 €15-20k
urbanite
Goals:
Primary: Get business noticed
Secondary: not paying for it.
How I can Help Solve Challenges:
Strategy, plan, execute
Inbound Marketing
Marketing Messaging:
Provide a complete digital
marketing framework to get you
leads, customers and loyalty
Common Objections:
Trust, Risk, Cost
Can be Found
G+, Twitter, LinkedIn, niche
network

@UrbanRenstrom
Content is the beginning, end and
middle of your marketing/sales!
Its that important.
Contents Purpose: Accelerates the
Know, Like, Trust You before I Buy
Content Drives Behaviours

@UrbanRenstrom
Content is used to achieves business
objectives, not content objectives

@UrbanRenstrom
www.flickr.com/photos/alternatewords/2181295629/
Be a Digital Dandelion

@UrbanRenstrom
Traditional marketing and
advertising is telling the
world you’re a rock star.
Content Marketing is
showing the world that you
are one.
What is Content Marketing?

@UrbanRenstrom
Content
Email
Social
Search
Content is Fire
www.anambitiousprojectcollapsing.com
Social is Gasoline

@UrbanRenstrom
Home is Your Website…But…
Image: finartamerica

@UrbanRenstrom
…Outposts Are Where People Are…

@UrbanRenstrom
…Integrate?...Website w/ Social Media…

@UrbanRenstrom
Why Social Media?

@UrbanRenstrom
Look at Facebook Marketing...
Probably don’t need to

@UrbanRenstrom
People are there
Excellent Targeting
‘easy to do’
Build a Community Fans, Supporters
CPC, CPM << Google
Integrate with your Website
Generate Leads – email marketing
Why Facebook?

@UrbanRenstrom
Facebook Fan Page

@UrbanRenstrom
Facebook Ads - Page Likes

@UrbanRenstrom
Ecwid – ecommerce app - free
and paid
shopify – ecommerce – paid
heyo – ecommerce- mobile –
paid
North Social – ecommece,
more – paid
All the apps offer – Fan growth,
promotions, sales
Facebook Apps - 3rd Party

@UrbanRenstrom
Facebook Challenges

@UrbanRenstrom
Build Relationship
a Network
Branding
Humanizes your Business
Customer Feedback
Market Research
News industry/related
Prospecting
Competitive Intelligence (spying)
Offer Coupons
Twitter – WHY?

@UrbanRenstrom
Target market
defined
Personas
Created
Pain Points
Identified
Content
Plan
Content
Calendar
Editorial
Calendar
Channels
Chosen
Execute
Rinse /
Repeat
Putting it all Together aka Marketing Plan

@UrbanRenstrom
“Make your press release (the story)
about your customers and their
issues not about you how great you
think your product is.”
@laurajRyder Offaly Independent
PR - Its Role in Sales

@UrbanRenstrom
@UrbanRenstrom
www.vikingmarketingsolutions.ie
+UrbanRenstrom
Facebook.com/vikingmarketingsolutoins
I am Grateful
Thank You!

Kildare artisan network maximising your online potential may2013

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Kildare artisan network maximising your online potential may2013