UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 1CITE BootCamp February Technology Entrepreneurship Boot Camp Sponsored by Jackson Walker

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! Marketing 101 CITE BootCamp January 2011Slide 2 By Ryan Kelly, Founder & CEO

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 2011Slide 3

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 2011Slide 4

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 2011Slide 5

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 2011Slide 6

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! Awareness How are people going to find my business? Referral WOM Internet Trade Show Social Media Affiliates Etc. CITE BootCamp January 2011Slide 7

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 2011Slide 8

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 2011Slide 9

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 2011Slide 10

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! CITE BootCamp January 2011Slide 11 Source: marketing-made-simple.com

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! Media Types CITE BootCamp January 2011Slide 12

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! An Example Using All 4 Types CITE BootCamp January 2011Slide 13

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 % 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 2011Slide 14

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! How Online Marketing Works CITE BootCamp January 2011Slide

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! 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 2011Slide 16

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! How Online Marketing Works CITE BootCamp January 2011Slide 17 Source: michaelschuck.com How ad order in Google AdWords is determined:

UTSA Colleges of Business and Engineering TAKE YOUR TECHNOLOGY TO THE LIMIT! How Online Marketing Works CITE BootCamp January 2011Slide 18 Ad Retargeting: placing a cookie on your visitor’s browser, and then triggering relevant ads to them, enticing them to come back.