TAKE YOUR
TECHNOLOGY
TO THE
LIMIT!
2014 Technology Entrepreneurship
Boot Camp
Sponsored by Jackson Walker
UTSA Colleges of
Business and Engineering
CITE BootCamp February 2014
1
TAKE YOUR
TECHNOLOGY
TO THE
LIMIT!
Marketing 101
By Ryan Kelly, Founder & CEO
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 2
TAKE YOUR
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What You’ll Learn Today
• Who, What, Where
• The Marketing Funnel: Awareness,
Consideration, Purchase, Retention
• Paid, Owned, Earned, Shared Media
• How Online Marketing Works
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 3
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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.
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 4
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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.
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 5
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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?
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 6
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Awareness
How are people going to find my business?
•
•
•
•
•
•
•
UTSA Colleges of
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Referral
WOM
Internet
Trade Show
Social Media
Affiliates
Etc.
CITE BootCamp January 2011
Slide 7
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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?
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 8
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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)
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 9
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Retention
After the sale, what do I need to do to trigger a repurchase, 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?
UTSA Colleges of
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CITE BootCamp January 2011
Slide 10
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Source: marketing-made-simple.com
UTSA Colleges of
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CITE BootCamp January 2011
Slide 11
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UTSA Colleges of
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Media Types
CITE BootCamp January 2011
Slide 12
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UTSA Colleges of
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An Example Using All 4 Types
CITE BootCamp January 2011
Slide 13
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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 3842% 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.
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 14
TAKE YOUR
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How Online Marketing Works
http://moz.com/beginners-guide-to-seo/how-search-engines-operate
http://www.quicksprout.com/the-advanced-guide-to-seo/
UTSA Colleges of
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CITE BootCamp January 2011
Slide 15
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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?
UTSA Colleges of
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CITE BootCamp January 2011
Slide 16
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How Online Marketing Works
How ad order in Google AdWords is determined:
Source: michaelschuck.com
UTSA Colleges of
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CITE BootCamp January 2011
Slide 17
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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.
UTSA Colleges of
Business and Engineering
CITE BootCamp January 2011
Slide 18