connectwise: engage, entertain and grow your smb it shop
DESCRIPTION
SpiceWorld London 2012 ConnectWise Presentation Traditional marketing is dead but that’s great news for IT business owners. Now, even the smallest IT business can take advantage of new social media tools and platforms to drive new business. Discover techniques that will increase your online visibility, find new clients and bring additional qualified traffic to your website.TRANSCRIPT
![Page 1: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/1.jpg)
Engage Entertain and Grow your SMB IT Shop
Mark Sokol, Product MarketingConnectWise
connectwise.com
![Page 2: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/2.jpg)
• Background:– How People Find Things Today
• The Lead to Sales Funnel• Social Media Recommendations
Agenda
![Page 3: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/3.jpg)
• Have a pain
• Look at options
How People Find/Buy Things Today!
![Page 4: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/4.jpg)
• Read reviews
• Ask peers and friends
How People Find/Buy Things Today!
![Page 5: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/5.jpg)
• Read Blogs
• Review the products
How People Find/Buy Things Today!
![Page 6: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/6.jpg)
• Make Decision and Buy!
How People Find/Buy Things Today!
![Page 7: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/7.jpg)
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%
![Page 8: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/8.jpg)
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
![Page 9: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/9.jpg)
• Win/Loss 50 over 12 months• 20% said blog/comment influenced
decision
ConnectWise Experience
20%
![Page 10: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/10.jpg)
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
![Page 11: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/11.jpg)
• 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
![Page 12: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/12.jpg)
• 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
![Page 13: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/13.jpg)
• Use pictures, video• Include a Call To Action– If you want to learn more
about backup disaster recovery, read my ebook.
Additional Blogging Basics
![Page 14: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/14.jpg)
• Adding content on blog/site– 2-3 new things week to maintain visitors– 2-3 a day to grow visitors
Fun Fact
![Page 15: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/15.jpg)
• 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
![Page 16: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/16.jpg)
• 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
![Page 17: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/17.jpg)
• 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
![Page 18: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/18.jpg)
• 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
![Page 19: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/19.jpg)
Recommended Book 1:
• The Thank You Economy
• Gary Vaynerchuk– $4.0 million wine
store into $50 million business
– Video, blogging 2006
![Page 20: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/20.jpg)
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
![Page 21: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/21.jpg)
• 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
![Page 22: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/22.jpg)
• Inbound Marketing• By Halligan, Shah
Recommended Book 2
![Page 23: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/23.jpg)
• SEO for Dummies• By: Peter Kent
Recommended Book 2
![Page 24: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/24.jpg)
• About 10% are mobile visits– Some stats show ‘restaurant’ @ 40% or higher!
• Prepare your website to be mobile friendly today
Fun Facts
![Page 25: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/25.jpg)
• 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
![Page 26: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/26.jpg)
• 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
![Page 27: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/27.jpg)
• 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
![Page 28: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/28.jpg)
• Dashboards– Hootsuite
• Blogging– Hubspot– WordPress
• Notifications– Tweetdeck– Google Alerts
Tools
![Page 29: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/29.jpg)
Inbound Marketing
The Thank You Economy
Recommended Books
SEO for Dummies
![Page 30: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/30.jpg)
• 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
![Page 31: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/31.jpg)
Why Is ConnectWise Presenting Social?
Because we are more than the businessmanagement software that we provide
Help Desk, CRMRMM/MDMQuoting & Proposal
![Page 32: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/32.jpg)
The Modern OfficeA free tool to help explain the concept to your employees and your clients
www.connectwise.com/OwnYourClients
![Page 33: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/33.jpg)
Questions?
www.connectwise.com/OwnYourClients
![Page 34: ConnectWise: Engage, Entertain and Grow your SMB IT shop](https://reader033.vdocument.in/reader033/viewer/2022061217/54b561c34a7959dc528b45b1/html5/thumbnails/34.jpg)