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ConnectWise: Engage, Entertain and Grow your SMB IT shop
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Transcript of ConnectWise: Engage, Entertain and Grow your SMB IT shop
Engage Entertain and Grow your SMB IT Shop
Mark Sokol, Product MarketingConnectWise
connectwise.com
• Background:– How People Find Things Today
• The Lead to Sales Funnel• Social Media Recommendations
Agenda
• Have a pain
• Look at options
How People Find/Buy Things Today!
• Read reviews
• Ask peers and friends
How People Find/Buy Things Today!
• Read Blogs
• Review the products
How People Find/Buy Things Today!
• Make Decision and Buy!
How People Find/Buy Things Today!
90% of Consumers purchase from someone they can trust.
Majority of them were referred the product or business service by someone they trust.
Fun Fact
90%
The Lead FunnelDon’t know your
solutions existKnow about
IT based solutionsKnow about YOU!
(and other providers)
Commitment
Decision
Evaluation
Discovery
Engagement
Pre-Engagement
Product Research & Comparison• Demos• Product Specification• Testimonials
Pricing • 1:1 Meetings • Competitive Review• Long-tail, specific or Brand
search terms
Information Seeking• Whitepapers• Webinars• Broad keywords
(PPC)• Social Media
Leads High PriceNot ready to buy
Still Learning MoreMay Hear about
competitors
Ready to buyLooking at comfort level
With vendor
• Win/Loss 50 over 12 months• 20% said blog/comment influenced
decision
ConnectWise Experience
20%
How do you get people to find you and ultimately make the decision to
purchase your services?• Initially, we believe Social Media – Phase 1: Get Started– Phase 2: Become That Hub– Phase 3: Increase Presence– Phase 4: Even More
The Challenge Is
• Create a blog - see Hubspot/Wordpress– Use templates– Write 2 times a week, write ahead of time– 200-400 words
• Involve in LinkedIn Groups– Join 5, contribute don't sell– Ask your customers where
• Small PPC presence, understand terminology– Goal not get leads but learn ‘key words’
Phase 1: Getting Started
• Find Where Customers Are– Ask existing customers where they go for information
• Listen to conversations, take part – Contribute intelligently
• Be Fun and Friendly– Don’t sell
• Focus on your expertise, experience– Don’t fake it
• Focus on business• Your blog: OK blogging about different content• 200 to 400 words!
Keys to Blogging
• Use pictures, video• Include a Call To Action– If you want to learn more
about backup disaster recovery, read my ebook.
Additional Blogging Basics
• Adding content on blog/site– 2-3 new things week to maintain visitors– 2-3 a day to grow visitors
Fun Fact
• January 2012 – 40 million users represent Europe
• Highest industry concentration High Tech, Finance and Manufacturing
• Job functions Owners 11%, Sales 10%, Operations 8% - 39% are high level managers
• Your customers are there already
Source: http://www.slideshare.net/rmlins/estatsticas-do-linkedin-no-brasil
• Used LinkedIn advertising• Generated 100 leads Q1-2012– Cost Per Lead - $55
• Determined ‘targeted’ groups based on leads– Follow-up is joining those groups and
contributing
ConnectWise Experience
• Paid not sustainable channel– Too much $
• But it Builds brand• Helps with SEO• Use Paid to Find What Prospects have interest in
Small PPC Presence
• Discover regions/cities most responses• Determine if ‘owner’ versus non-owner
messaging• Where are sales coming from in
organization• Hundreds of LinkedIn groups, where
should I be responding to blogs etc
Paid Social to Test Targets
Recommended Book 1:
• The Thank You Economy
• Gary Vaynerchuk– $4.0 million wine
store into $50 million business
– Video, blogging 2006
ConnectWise Experience: growMyITbusiness.com
Phase 2: Create that hub
Site offers: Research, Opinions, Multimedia, Expert
ContributorsDiscussion
Industry blogs reference you, news sources
cite you, events mention you
Users email links, discussion forums mention
you
LlinkedIn, Facebook,
Google+ likes and shares
Q&A References,
SEO
• Start with Resource Center– 3-4 Papers, videos or repurposed blogs – Use terms you have found (that people search
for) and develop blog posts
• Study SEO – Discover SEOMOZ.org (free information)
Create that hub
• Inbound Marketing• By Halligan, Shah
Recommended Book 2
• SEO for Dummies• By: Peter Kent
Recommended Book 2
• About 10% are mobile visits– Some stats show ‘restaurant’ @ 40% or higher!
• Prepare your website to be mobile friendly today
Fun Facts
• Set up Twitter, Facebook, google+– Initially tie accounts together– Tweet once a day, repost on fb and google+– Tweet only relevant topics, not that you just had a pint
just now
• Develop 'ebooks‘, white papers, info graphics– Create landing pages– Use them in your blog and tweets – Measure response
Phase 3: Increase Presence
• How can I have time to create e-books?– zerys.com writers– Elance.com graphic
• Partner with non-competing peers, smart students, your employees, repurpose industry articles (summarize link back)
Phase 3: continued
• Integrated marketing activities– Tweet, Blog, Email, Webinar, Newsletter, Seminar etc
• Email nurturing bring them back• Measure results
– At ConnectWise we put down a minimum of $ amount even on non 'paid' activities to give us some idea of payback
• Get Tools to manage
Phase 4: Even More
• Dashboards– Hootsuite
• Blogging– Hubspot– WordPress
• Notifications– Tweetdeck– Google Alerts
Tools
Inbound Marketing
The Thank You Economy
Recommended Books
SEO for Dummies
• 70% Referral based • 30% email, direct mail, events, website• Referrals in SMB is key to business growth,
why not take it to Social media, SpiceWorks did!
Small Business IT Marketing
Source: What’s Working in Small Business Marketing, 2012, Quantum Leap Marketing
Why Is ConnectWise Presenting Social?
Because we are more than the businessmanagement software that we provide
Help Desk, CRMRMM/MDMQuoting & Proposal
The Modern OfficeA free tool to help explain the concept to your employees and your clients
www.connectwise.com/OwnYourClients
Questions?
www.connectwise.com/OwnYourClients