M A R K E T IN G IT S E R V IC E S

L a s z lo K lu c s - C B I

TR A IN ER S

L a s z lo K lu c s

S e n io r C o n s u lta n t, IT S e rv ic e s a n d O u ts o u rc in g

W ille m B lo m

C o n s u lta n t, o w n e r E x p a n d O n lin e

CB I

T h e N e th e rla n d s – M in is try o f F o re ig n A ffa irs

C e n tr e fo r th e P ro m o tio n o f Im p o r ts fr o m D e v e lo p in g c o u n tr ie s Ce n tr u m to t Be v o r d e r in g v a n Im p o r t u it O n tw ik k e lin g s la n d e n H e lp in g c o m p a n ie s - in m a n y s e c to rs - fro m d e v e lo p in g c o u n trie s to e n te r th e E U m a rk e t

M o re in fo rm a tio n : w w w .c b i.e u

3-10-2015

CBI - Ministry of Foreign Affairs

M is s io n a n d V is io n

M i s s i o n V i s i o n

CBI is TH E e x p e r t i n ex p or t d ev elop m en t an d ex p or t p r om ot io n f r om d ev elop in g cou n t r ies

Con t r ib u t e t o s u s t a i n a b l e e c o n o m i c d e v e l o p m e n t in d ev elop in g co u n t r ies t h r o u g h t h e ex p an si on of ex p or t s f r o m t h ese co u n t r ies

3-10-2015

CBI - Ministry of Foreign Affairs

5

S e c to rs

3-10-2015

CBI - Ministry of Foreign Affairs

6

A g r i c u l t u r a lA g r i c u l t u r a l A g r i c u l t u r a l I n d u s t r i a lI n d u s t r i a l I n d u s t r i a l Co n s u m e rCo n s u m e r Co n s u m e r Se r v i c e sSe r v i c e s Se r v i c e s

Assisting companies to market their products/services in the EU

ECP M o d u l e sECP M o d u l e sECP M o d u l e sB SO D M o d u l e sB SO D M o d u l e sB SO D M o d u l e sM I M o d u l e sM I M o d u l e sM I M o d u l e sH RD M o d u l e sH RD M o d u l e sH RD M o d u l e s

P R O G R A M

L a s z lo K lu c s S e n io r C o n s u lta n t, S o ftw a re S e rv ic e s & O u ts o u rc in g e : in fo @ p ro d e a .n l w : w w w .p ro d e a .n l

P R O M O T IO N P LA N

L a s z lo K lu c s - C B I

LIN K IN G T H E E M P T O P R O M O T IO N

P ro m o tio n p la nP ro m o tio n b u d g e t & a c tiv itie s

LIN K TO YO U R EM P

T A R G E T – E M P M A R K E T C U S T O M E R S A LE S

A CTIO N PLA N

IM P R O V E M E N T S O F F LIN E P R O M O T IO N O N LIN E P R O M O T IO N

Review corporate presentation -Content - Message - Language - Design/colors

-Bring in changes - Proof print Is it want we want?

Does it represent us well?

Lasting impression?

Ideas for improvements?

Bring in changes

V E R IFY : IF Y O U C A R R Y O U T A LL T H E A C T IV IT IE S: W ILL Y O U

R EA C H TH E TA R G ET

W hy O nline A N D O ffline prom otion

O N L IN E P R O M O T IO N

C O N T IN U IT Y !

M ain

EXCU SES

W e d o n ’t h a v e ; - th e tim e - th e rig h t p e o p le - th e sk ills W e a re to o b u sy

M E S S A G E

W H A T IS Y O U R M E S S A G E ?

P O S IT IO N IN G

U S P

V A L U E P R O P O S IT IO N

IT Service provider (in DC)

Sales /Mk t g .

REPRESENTATIVE

LOCAL OFFICE

Final user of ser vices (any industry)

(St r at eg i c )

PARTNER

MATCHMAK ER

B r ok er /c on s u lt an t

DIRECT approach

ONLINE PLATFORMS

E vo lvi ng to

W h at is a U SP

A single, concise statement indicating your competit ive advantage.

More distinctly, it is a simple and short sentence which tells prospective customers why a product or service is unique and superior from its competitors.

C o a ch in g a n d tra in in g o ffsh o re / n e a r-sh o re IT o u tso u rcin g se rv ice p ro v id e rs to fin d p a rtn e rs, p ro je cts a n d b e su cce ssfu l o n th e E U m a rk e t W e g u a ra n te e th a t w e fin d th e b e st IT O se rv ice s p ro v id e rsfo r y o u . O u r n e tw o rk co v e rs o v e r 2 5 e m e rg in g m a rk e ts.

W e h e lp y o u to p u t y o u r co u n try o n th e g lo b a l m a p o f IT o u tso u rcin g

W h y s h o u ld I d o b u s in e s s w ith y o u in s te a d o f a n y o n e e ls e ?

1

2

W h a t c a n y o u r p ro d u c t/ s e rv ic e d o fo r m e u n lik e a n y o th e rs ?

3

W h a t c a n y o u g u a ra n te e m e th a t n o o n e e ls e c a n g u a ra n te e ?

P ro m o tio n is b u ilt aro u n d a U SP

Warning: if anybody can use your USP, it is not a USP – no point of difference.

W H A T IS Y O U R

U SP

L a s z lo K lu c s S e n io r C o n s u lta n t, S o ftw a re S e rv ic e s & O u ts o u rc in g

e : in fo @ p ro d e a .n l w : w w w .p ro d e a .n l

O F F LIN E P R O M O T IO N M IX

L a s z lo K lu c s - C B I

A T T H E H E A R T O F P R O M O T IO N

O U TB O U N D M A R K ETIN G

O u tb o u n d m a rk e tin g is a s tra te g y in w h ic h a b u s in e s s p ro m o te th e ir p ro d u c ts a n d s e rv ic e s b y p re s e n tin g in fo rm a tio n to c o n su m e rs e v e n if th e y a re n o t lo o k in g fo r th o s e p ro d u c ts o r s e rv ic e s .

Commonly referred to as “ interruptive”

IN B O U N D M A R K ETIN G

In b o u n d m a rk e tin g re fe rs to m a rk e tin g a c tiv itie s th a t b rin g v isito rs in , ra th e r th a n m a rk e te rs h a v in g to g o o u t to g e t p ro s p e c t’s a tte n tio n . In b o u n d m a rk e tin g e a rn s th e a tte n tio n o f c u sto m e rs, m a k e s th e c o m p a n y e a sy to b e fo u n d a n d d ra w s c u sto m e rs to th e c o m p a n y b y p ro d u c in g in te re stin g c o n te n t.

O u tb o u n d v .s In b o u n d M a rk e tin g

O FFLIN E P R O M O T IO N M IX

W H Y O FFLIN E P R O M O TIO N ?

1

B u ild a p ro fe s s io n a l n e tw o rk o f c o n ta c ts

E U b u y e rs lik e to m e e t y o u in p e r s o n

2

P ro m o te y o u r o n lin e p re s e n c e

PR O M O TIO N M IX

A D V E R T IS IN G: P re s e n ta tio n a n d p ro m o tio n o f id e a s , g o o d s , o r s e rv ic e s b y a n id e n tifie d s p o n s o r. E x a m p le s : P rin t a d s , ra d io , te le v is io n , b illb o a rd , d ire c t m a il, b ro c h u re s a n d ca ta lo g s , s ig n s , in -s to re d is p la y s , p o s te rs , m o tio n p ic tu re s , W e b p ag e s , b a n n e r a d s , a n d e m a ils .

1

S A L E S P R O M O T IO N: p re -d e fin e d a d v a n ta g e s a n d b e n e fits o ffe re d fo r a lim ite d p e rio d o f tim e to s tim u la te ma rk e t d e m a n d fo r s e rv ic e s o r p ro d u c ts . M o s tly u s e d in re ta il a n d B 2 C .

2

3

PERSONAL SELLING: A process of helping and persuading prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople and samples.

4

D IR E C T M A R K E T IN G: a fo rm o f a d v e rtis in g th a t a llo w s b u s in e s s e s to c o m m u n ic a te d ire c tly w ith th e ir c u s to m e rs .

T h e d iffe r e n c e b e tw e e n a d v e r tis in g a n d d ir e c t m a rk etin g is th a t in a d v e r tis in g th e p o te n tia l c u s to m e rs s h o u ld F E E L s o m e th in g a b o u t th e p r o d u c t o r s e r v ic e s w h ile in d ir e c t m a r k e tin g th e p o te n tia l c u s to m e rs a re r e q u ire d to D O s o m e th in g .

C h a ra c te ris tic s : ta rg e te d w ith a d a ta b a s e o f p o te n tia l c u s to m e rs a n d th e ir re le v a n t d a ta .

th e m e s s a g e s a re a d d re s s e d d ire c tly to th is ta rg e t m a rk e t.

•c a ll - to - a c tio n •tra c e a b le , m e a s u ra b le re s p o n s e s , re s u lts a n d c o s ts re la te d E x a m p le s : e -m a il m a rk e tin g , te le m a rk e tin g , s o c ia l me d ia m a rk e tin g

5

P U B L IC R E L A T IO N S: P a id s tim u la tio n o f m a rk e t d e m a n d fo r a p ro d u c t, s e rv ic e , o r b u s in e s s u n it b y p la n tin g s ig n ific a n t n e w s a b o u t it o r a fa v o ra b le p re s e n ta tio n o f it in th e m e d ia .

E x a m p le s : n e w s p a p e r a n d m a g a z in e a rtic le s / re p o rts , T V s a n d ra d io p re s e n ta tio n s , c h a rita b le c o n trib u tio n s , s p e e c h e s a n d p re s e n ta tio n s a t s e m in a rs a n d c o n fe re n c e s , b lo gg in g , s o c ia l m e d ia m a rk e tin g

W h at ab o u t EV EN TS

T ra d e fa irs

C o n fe re n ce s / se m in a rs

B 2 B m a tch m a k in g

B u s in e s s d in n e rs , s p o rt to u rn a m e n ts , n e tw o rk in g e v en ts , S e rv ic e / p ro d u c t la u n c h e s , c u s to m e r re te n tio n p a rtie s , c h a rity fu n c tio n s , p re s s c o n fe ren c e , re c e p tio n s , in c e n tiv e e v e n ts (jo u rn a lis ts ), s p o n s o rs h ip , p a rtn e r w ith B S O s ,

T H E M E C H A N IC S

Mat erial / Tool s/ Met hods/ Peopl e you need NO!

T IM E T O W O R K

K E Y Q U E S T IO N S :

C A N IT B E U SE D /R E LE V A N T ?

C A N T H E Y B E LIN K E D /R E U SE D ?

T O O LS/M E T H O D S T O B E U SE D ?

R E LA T E D C O N T E N T ?

W O R K O N Y O U R A C T IO N P LA N :

M o st im p o rta n t E U e ve n ts? O fflin e p ro m o tio n m ix e le m e n ts?

T o o ls, p e o p le a n d co n te n t to b e re vie w e d o r cre a te d ?

L a s z lo K lu c s S e n io r C o n s u lta n t, S o ftw a re S e rv ic e s & O u ts o u rc in g e : in fo @ p ro d e a .n l w : w w w .p ro d e a .n l

M A R K E T IN G IN F O R M A T IO N S Y S T E M

L a s z lo K lu c s - C B I

S E T U P Y O U R C O N T E N T M IS

F o u n d a tio n fo r m a rk e tin g

T a g g in g R a tin g C o m m e n tin g U p d a tin g O p in io n C o n te x t A n a ly s is

O r g a n is e S to r e

Create

1

S O U R C E S O F IN F O R M A T IO N

M e s s a g e s g o to a d e d ic a te de -m a il a c c o u n t

G o o g le A le rts

2 5 0 0

m e s s a g e s / m o n t h

U s e fu l w e b s ite s & b lo g s

1 0 0 s u b s c r ip tio n s

LinkedIn & Groups

Con t ac t s

F e e d ly

5 0 r e s o u r c e s

D o c S to c

R e g u la r s e a r c h

S lid e S h a re

R e g u la r s e a r c h

C B I M I p la tfo rm

R e g u la r s e a r c h

M e e tin g s & (tra d e ) e v e n ts

1 5 + e v e r y y e a r

2

S T O R IN G A N D O R G A N IS IN G

Evernote L is t o f C o n ta c ts

6 0 0 0 +

MS Excel Personal Blog & WIKI

For my eyes only

3

U S IN G IN F O R M A T IO N

Website E-newsletter Blog LinkedIn & Groups P a id o r in te rn a l s e rv ic e s

C u s t o m M a r k e t In t e llig e n c e M o n t h ly m a r k e t u p d a te

P R E P A R A T IO N M e e tin g s & (tra d e ) e v e n ts

L a s z lo K lu c s S e n io r C o n s u lta n t, S o ftw a re S e rv ic e s & O u ts o u rc in g

e : in fo @ p ro d e a .n l w : w w w .p ro d e a .n l

Session 4: Website Experience (part 2) ITO Companies Cali, 14 October 2015

Outline user experience

•Mobile-friendly website •Persuation: From click tolead •Self assessment: analyzing your site

2

3

IT’S OFFICIAL

“more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”

“90% of consumertransactionsare started ononedeviceand finishes onanother”

Neil Mohan, Google VP of Display Advertising

5

Nowlet’stake a look at someexamples

6

7

8

9

Mobile configuration

10

12

13

14

15

16

Exercise Assessyourmobile site https://www.google.com/webmasters /tools/mobile-friendly/

Outline user experience

•Mobile-friendly website •Persuation: From click tolead •Self assessment: analyzing your site

17

Simplicity

18

20

21

Menu

22

Menu

23

Menu

24

Menu

25

Images

26

27

28

29

Homepage content

30

31

32

33

34

Exercise:Sketching

Redesignyourhomepage -Menu -Homepage structure -Content -Image example -Call-to-action

35

Contact page

36

37

38

39

40

Assessyourcontact page

Outline user experience

•Mobile-friendly website •Persuation: From click tolead •Self assessment: analyzing your site

41

42

3 Questions

A. Whatare yourstrong points? B. Whataspectsneedimprovement? C. How are yougoingtoimplement?

43

Questions?

Thank you!

IN T E G R A T IN G O N LIN E A N D O F F LIN E M A R K E T IN G

L a s z lo K lu c s - C B I

IN B O U N D ? O U T B O U N D ?

CO N TEN T M A R KETIN G

SO CIA L

L a s z lo K lu c s S e n io r C o n s u lta n t, S o ftw a re S e rv ic e s & O u ts o u rc in g e : in fo @ p ro d e a .n l w : w w w .p ro d e a .n l

IN T E G R A T IN G O N LIN E A N D O F F LIN E M A R K E T IN G

L a s z lo K lu c s - C B I

IN B O U N D ? O U T B O U N D ?

CO N TEN T M A R KETIN G

SO CIA L

L a s z lo K lu c s S e n io r C o n s u lta n t, S o ftw a re S e rv ic e s & O u ts o u rc in g e : in fo @ p ro d e a .n l w : w w w .p ro d e a .n l

Session 7: Social, Advertising, Email

ITO Companies

Cali, 15 October 2015

Outline Social session

•Social Media Strategy •LinkedIn •Online Advertising •Email Marketing

2

Web 2.0 marketing is different

4

Web 1.0 marketing

•Single source of information

-Static homepage -Some news items

•Full control

-Only corporate marketing department

•Aimed at company branding

Web 2.0 marketing

•Multiple sources of information

-Homepage, blog, tweets, LinkedIn, etc.

•Limited control

-Many employees involved -User generated content

•Aimed at company and personal branding

5

•Branding, branding, branding -Whether it registers consciously or not you start building an online reputation •Positive Association -Putting your brand on a page that is associated with something positive •External links -Drive future traffic and get SEO benefits •Fans and followers -If you have something interesting to say, you will build your own community of “followers”

Benefits of social media marketing

6

•No full control over content -You cannot control what others will say about your company, product or service •Limited conversion of traffic into sales -Depending on the products for sale, it is possible to have hundreds of thousand of social media views and convert none of them into sales -Social media marketing costs a lot of time. Focus is key.

Drawbacks of social media marketing

7

Social Media Strategy

Present

•Research & Choose right channels •Create social media profiles

Engage

•Post relevant content regularly •Buildand maintain fan/community base •Stimulate community to engage and share

Listen

•Monitor interactions& respond to community •Measure all actions & report results •Test newfeatures and channels

Amount of total and active users per social platform

9

Social media management tools such as Hootsuite help you distribute posts among different social platforms

MeasuringyourROI of SocialMedia

Constantly review effectiveness of your work

10

•Number of followers •Number of retweets •Number of fans •Number of post likes, comments, shares •Number of company page followers •Number of likes, comments, shares

Outline Social session

•Social Media Strategy •LinkedIn •Online Advertising •Email Marketing

11

12

LinkedIn dominant in B2B networking

13

Planning posts

LinkedIn business opportunities

14

•Network

-Connect to your network to enforce relationships

•Company page

-Share relevant updates, blogs, cases and products

•Sales navigator

-Target & email to relevant leads

•Advertising

-Ads displayed to your target audience

•Groups

-Join discussions and work on your personal brand

Company page

Catchy content

SMB examples

LinkedIn Ads

Cost-per-Click sponsoredupdates andadson LinkedIn Targetedon 380 mln+ professionals Targetingon industry, job, seniority, groupmembershippossible CPC >$2 but relevancyhigh Self-servicetool tobuildyour campaign, target youraudience Alsomeasureresultsin Analytics

Goal: more social engagement

Result: 106% increase engagement

Setting up a LinkedIn group

26

•6 years active

•3000+ members

•10-20 posts/week

•Great lead database

Exercise

27

•Log-in on LinkedIn (www.linkedin.com) •Make a profile if you don’t have one •Select 3 potential business partners in your broader

network

•Search for a relevant IT Outsourcing group to join

Outline Social session

•Social Media Strategy •LinkedIn •Online Advertising •Email Marketing

28

Advertising through AdWords

Getting top positions in Google

100+ billion searches per month

Targeting on relevant websites and regions possible

Self-service tool tobuild your campaign, target your audience

More complex tool than LinkedIn, training and expertise required

29

Introduction to Google AdWords

30

Customers see your ad when they search

31

Which ad is the best?

32

Make sure to have a relevant landingpage

33

34

35

Customers see your ad when they surf

36

Measure traffic & quality metrics

37

Measure AdWords in Analytics

Outline Social session

•Social Media Strategy •LinkedIn •Online Advertising •Email Marketing

38

39

Email the most widely used B2B marketing channel

40

Both by sales guys who aggressively email you

41

And through more sophisticated techniques

42

Email marketing automation helps you organise your email programs

43

You can test your email marketing to see what graphics, headlines, and offers your users and customers respond to.

You can send one version of an email to part of your list and a second version of an email to a different part of your list.

Then using tracking tools you can analyze which marketing message worked better.

A/B Testing

Exercise

44

•Segment your current clients and leads into 3 different groups •Write what the characteristics are per group •Make an outline of the email content for each group •Think about an attractive email title and headers

If you want to have feedback on your work, send it to willem@expandonline.nl

45

Questions?

Thank you!