bootstrap marketing for entrepreneurs
DESCRIPTION
Are you an entrepreneur or unintentional entrepreneur trying to launch and market your business with as little money as possible? This presentation gives you an overview on how to create, brand and promote your website with as little money as possible. Covered in this presentation: - DIY SEO - DIY PPC - Low Cost Web Design & Copywriting - Low Cost Email Marketing - and more!TRANSCRIPT
Bootstrap Marketing Tipsfor the Unintentional Entrepreneur
Presented by Lorna Li
Disclaimer: The Truth About Bootstrap Marketing
Free or low cost marketing often comes at the cost of your time. Free, open source software is not really freeFast, Cheap, Good – Pick 2So be prepared in front of your computer for long hours every day if you don’t want to spend any money!
7 Things You Need to DoDefine your brandGet a websiteSearch engine marketing –DIY SEOGet listed - DIY local SEO Advertise – DIY PPCEstablish your social web presence
DEFINE YOUR BRAND
Define Your BrandPick a memorable name with your target keyword in itMake sure your domain name has your target keyword in itThen create go your brand identity
LogoBusiness cardsWeb designLetterhead
What’s My Target Keyword?Use Free Keyword Research Tools to:
Research demand for your servicesUnderstand competition for those keywordsIdentify the best keyword to rank for:
“Massage Therapy” - 20,200,000 results“California Massage Therapy” - 1,050,000 results“San Francisco Massage Therapy” - 674,000 results
See what keywords your competitors are targeting
Keyword Research ToolsGoogle Adwords Keyword Research Toolhttps://adwords.google.com/select/KeywordToolExternal
Keyword Research Tools
GET A WEBSITE
PLAN YOUR WEBSITEBuild your website with SEO in mind:
Keyword research & planningMap 1 keyword per pageDo not optimize pages for more than 3 target keywordsThey ought to be related e.g. social media, social media marketing, social media strategy
Map your site architecture Do this before you do design your site
SEO copywriting write the copy first, don’t launch an empty site
DIY SEO: Site Architecture
Got Domain? Get A WebsiteNever pay for what you can get for free:
Free websites – many, many optionsCheap web design - $300-$500Cheap webhosting – starts at $7-$10/monthCheap web development - $100 code / $500 installCheap web copywriters - $10-$30 / 500 wordsFree web analytics – Google Analytics - FREE!Free email with your domain – Google Apps – FREE!Cheap email marketing – starting at $15 / 1000
Bootstrapping Your WebsiteFree blogs
Blogger.com – can map to own domainWordPress.com or WordPress.org
Free websites Moogo – Build a website in 10 minutes. Mapping own domain name costs $5-$15 a monthHipero – Free website builder with over 200 designsGoogle Sites – Integrated with Google Account. Basic.
Free social networksCollectiveXNing.com
Website Production on a ShoestringCheap graphic design & web design
Run design contests on 99Designs or Crowdspring for logos, biz cards, web design, banners
Cheap web developmentOdesk takes screen shots of your contractor at work!
Cheap web copywritersElance & OdeskGet a variety of writersAsk writers to do a trial postBest to work with an individual
Bootstrapping Web Design
DIY SEARCH ENGINE MARKETINGSEO & SEM
Search Engine Results Page
DIY SEOOn Page Optimization
Internal linking Interlink your website pages
Anchor text optimizationMake sure your internal links contain KW rich anchor text
Image Optimization Do not use giant image files – 72dpi is the normSave image file with keyword e.g. organic-coffee.jpg
DIY SEO - Off Page Optimization
External Link BuildingDirectory listingsSocial media profilesPress release optimizationBlogger outreachGuest bloggingLinkbait developmentSocial media marketing
DIY SEO – Local SEO & Getting Listed
Localize your contentHome, About, Press, ContacthCard Microformats
Claim your local business ListingGoogle LocalYahoo LocalBOTW LocalGetListed.org3rd Party Data Providers / IYP Portals - SuperPages, CitySearch, InfoUSA, YellowPages, Yelp.comLocal citations - “mentions” of your business name and address on other webpages
DIY PPC Advertising
Google AdwordsThe bulk of all paid search advertising
Yahoo Search MarketingHas a Google Adwords Account converter
MSN AdCenterLower traffic, but may have higher conversions
Bootstrapping PPC Tips
Don’tSend traffic to your website pages, unless you have a way of capturing leads on those landing pagesDon’t buy traffic without considering conversions
DoTarget less expensive key phrasesUse geotargetingUse ad schedulingContinuously test your ad creativeContinuously test landing pagesCheck your bids and positions regularly
Questions?
Green Marketing 2.0 http://lornali.com/
Green Marketing TVhttp://greenmarketing.tv
Facebookhttp://www.facebook.com/lornaliTwitterhttp://twitter.com/lornali
Slideshare Presentationshttp://slideshare.net/LornaLi/
YouTube Video Tutorialshttp://www.youtube.com/user/lornaliana
RESOURCES FOR THE BOOTSTRAP ENTREPRENEUR
Bootstrap Marketing Resources
Blogging: Hostedhttps://www.blogger.com/http://wordpress.com/Blogging: Self Hostedhttp://wordpress.org/Crowdsourcing Designhttp://99designs.com/http://www.crowdspring.com/Email Marketing & Email List Managementhttp://www.aweber.com/http://www.mailchimp.com/Free & Cheap Stock Photographyhttp://www.sxc.hu/http://www.istockphoto.com/
Outsourcing & Offshoring Anythinghttp://www.elance.com/http://www.odesk.com/
Social Media Marketinghttp://www.facebook.comhttp://www.linkedin.comhttp://www.twitter.com
Web Analyticshttp://www.google.com/analytics/
Web Development & Software Developmenthttp://www.rentacoder.com/
Web Copy http://www.textbroker.com/ http://www.dreamhost.com/
Web Hosting http://www.bluehost.com/ http://www.dreamhost.com/