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The 10 Secrets of Effective Bootstrap Digital Marketing for Start-ups
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The 10 Secrets of Effective Bootstrap Digital Marketing for Start-ups

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The keynote deck I presented at the How to Get Funding From the Shark II conference hosted by Smart Money Entrepreneurs. ...

The keynote deck I presented at the How to Get Funding From the Shark II conference hosted by Smart Money Entrepreneurs.

Check out the deck I presented in my keynote at the How to Get Funding From the Shark II conference hosted by Smart Money Entrepreneurs in NYC to learn the winning bootstrap online marketing strategies for start-ups and entrepreneurs:

#1 Why predatory marketing tactics don’t work anymore

#2 How to attract your customers online like a magnet

#3 How to own your Zero Moment of Truth in Google

#4 How to leverage personal branding for your business

#5 How to turn your start-up into a media company

#6 How to win the battles on the Internet before the first shots are fired

#7 How to design a content machine that looks like a healthy heartbeat

#8 How to set-up and leverage a winning lead generation strategy

#9 How to become interesting on social media by being interested

#10 How to set your goals and KPIs

+ A list of awesome free (or low cost) inbound marketing tools for start-ups

Learn more at: http://www.searchdecoder.com/shark-marketing

Ask me Anything with #AskSearchDecoder

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The 10 Secrets of Effective Bootstrap Digital Marketing for Start-ups Presentation Transcript

  • 1. Shark Marketing Text The 10 Secrets to Effective Bootstrap Digital Marketing for Start-ups
  • 2. Bootstrapping “Relying entirely on one’s efforts and resources” dictionary.com
  • 3. Bootstrapping “Relying entirely on one’s efforts and resources” Doesn’t mean free dictionary.com
  • 4. Play to your strengths I heard this from @dohertyjf 4
  • 5. Shark “a long-bodied chiefly marine fish with a cartilaginous skeleton, a prominent dorsal fin, and toothlike scales. Most sharks are predatory, although the largest kinds feed on plankton.” dictionary.com
  • 6. Shark “a long-bodied chiefly marine fish with a cartilaginous skeleton, a prominent dorsal fin, and toothlike scales. Most sharks are predatory, although the largest kinds feed on plankton and small fish.” dictionary.com
  • 7. 7
  • 8. A shark marketer is....
  • 9. #1 Predatory marketing tactics don’t work anymore
  • 10. Creative thinking vs. competitive thinking The Internet is not a Zero Sum Game. Focus on creating great experiences that attract users like a magnet and you will disrupt the most competitive niches.
  • 11. “70% of Consumers Read Reviews Online Before Purchasing a Product”
  • 12. On the Internet, you need to be a real company You cannot spam or buy your credibility You have to earn it
  • 13. That damn Google algorithm! Google’s Panda and Penguin penalties have hit websites and dropped traffic overnight. Don’t chase the algorithm trying to find loopholes, get in front of it!
  • 14. Google punishes websites that violate the rules! Your online marketing needs to be sustainable and resilient.
  • 15. Google’s algorithm change history You cannot keep up relying on old tricks! You need to walk the walk to earn your authority online.
  • 16. 18
  • 17. Use PageRank checker to assess your website’s authority
  • 18. Set up Google Webmaster Tools and listen 20
  • 19. #2 Marketing with a magnet
  • 20. Users are tuning off 23
  • 21. Paid ads work but you need sophisticated targeting tools, attribution modeling, and know-how to succeed... 24
  • 22. Sledgehammer vs. magnet Advertising Marketing
  • 23. Push vs. pull marketing
  • 24. Inbound vs. outbound imbalance According to Hubspot study, average inbound marketing CPL is 62% lower Inbound Outbound Time Money Talent Mindset, Tools, Process
  • 25. Give me a lever long enough and a fulcrum on which to place it, and I shall move the world Archimedes
  • 26. Transforming to meet the challenge Time Money Talent Outbound Inbound Mindset, Tools, Process Profero Agency Credentials 2013. Copyright © 2012-2013 Profero PLC
  • 27. Inbound marketing: what’s involved? Traffic Generation Audience Development Lead Generation Transactions
  • 28. ABC’s of Inbound Marketing http://offers.hubspot.com/the-abcs-ofinbound-marketing
  • 29. #3 Own your Zero Moment of Truth
  • 30. “80% of Success is Showing Up” Woody Allen
  • 31. “80% of Consumer Search for a Product or Service Before Purchasing it”
  • 32. Beyond 10 blue links SERP – Above the Fold! SERP – Below the Fold! Images! PPC Ads! Wiki! News! Authority! Shopping! Only less than 15% of search results display 10 blue links...
  • 33. Under the Hood of Google’s CTR On average, the top organic search result gets 17% of clicks Top 4 positions receive 83% of clicks Calls to action and eye-catching page titles can really make or break your ClickThrough-Rates on Google Source: http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
  • 34. Invisibility is a faith much worse than failure
  • 35. @ipullrank --> @ProferoNY
  • 36. #4 Personal branding is branding
  • 37. Tell your story before someone else does
  • 38. Who is SearchDecoder? *Average for top four global clients for 2012
  • 39. Hello, I’m Matthew Capala
  • 40. Hello, I’m Matthew Capala I help create ideas people belong to that perform.
  • 41. Hello, I’m Matthew Capala I help create ideas people belong to that perform. I use big data for big ideas.
  • 42. Hello, I’m Matthew Capala I help create ideas people belong to that perform. I use big data for big ideas. I start by finding small things that generate big impact.
  • 43. Hello, I’m Matthew Capala I help create ideas people belong to that perform. I use big data for big ideas. I start by finding small things that generate big impact. I believe in strategy driving tactics, not the other way around.
  • 44. Hello, I’m Matthew Capala I help create ideas people belong to that perform. I use big data for big ideas. I start by finding small things that generate big impact. I believe in strategy driving tactics, not the other way around. In my work user comes first and algorithm second.
  • 45. Hello, I’m Matthew Capala I help create ideas people belong to that perform. I use big data for big ideas. I start by finding small things that generate big impact. I believe in strategy driving tactics, not the other way around. In my work user comes first and algorithm second. I do search and inbound marketing at Profero...
  • 46. The world’s largest independent digital ad agency Profero.com We build brands people belong toTM Profero Agency Credentials 2013. Copyright © 2012-2013 Profero LLC
  • 47. I am a student of life MatthewCapala.com
  • 48. I built an influential blog SearchDecoder.com was featured in the Moz Top 10, among other media outlets. Our popular Q&As have attracted some of the most-known names and brands in the industry.
  • 49. Leverage SlideShare to tell a story • About your company • About your industry • About your niche • How you started it • What makes you interesting • What problems are you solving • Why should I care?
  • 50. SlideShare is a great platform for branding
  • 51. Embed visual assets across your channels
  • 52. Leveraging video Hire a professional video editor Are you good in front of the camera? Embed videos as blog posts and include transcripts
  • 53. Use SpeechPad for video transcripts
  • 54. Claim your name before someone else does!
  • 55. Own it! 60
  • 56. #5 Every business is a media company
  • 57. You need a blog “Companies that blog receive 55% more website visitors” “B2C companies that blog get 88% more leads/month” “B2B companies that blog get 67% more leads/month” “About 40% of US business use blogging for marketing”
  • 58. Build your blog on Wordpress and get the right widgets Floating ShareBar increases sharibility up to 30% http://www.searchdecoder.com/wordpress-optimization-plugins/
  • 59. Measure the performance of blog posts using SocialCrawlytics http://www.searchdecoder.com/how-to-use-social-crawlytics/
  • 60. Double-down on the best performing, low effort content 65
  • 61. And invite others to write for you 66
  • 62. Get on Triberr to build relationships with other bloggers
  • 63. #6 Win your battles before the first shots are fired
  • 64. Content marketing is not content strategy Content Marketing Content Marketing is the creation and sharing of content to attract and engage defined audience. It is like baking a cake for a party. Content Strategy Content strategy is the planning and creation of scalable and repeatable content with a built-in audience that is shareworthy and linkworthy. It is like running a bakery.
  • 65. Build content with a built-in audience = + Content Marketing = Content Strategy
  • 66. How to Build a Content Strategy http://offers.hubspot.com/a-practicalguide-to-building-a-killer-contentstrategy
  • 67. #7 You need a healthy heartbeat
  • 68. Content marketing is like a healthy heartbeat Big Hits, Big Impact Small Hits, Big Impact Macro content campaigns Micro content pushes Target audience most likely to share Ex. blog, video, infographic Target larger audience and news outlets Ex. branded content, PR Daily provocation of conversation and link baiting Engage through social media channels Ex. Twitter and Facebook posts, Hashtags
  • 69. It is about discipline... Inbound marketing is like going to the gym twice a day Do you have it?
  • 70. Leverage project management tools to deliver on your content calendar
  • 71. #8 Invest in lead generation at the outset
  • 72. Build content you could charge for and offer it for free AwayWithAverage.com <-- Free Download 77
  • 73. Build an email list through exchange of values
  • 74. Lead generation and landing page optimization tools
  • 75. ‘Pay with a Tweet’ allows your users to tweet about your content to get it
  • 76. #9 To be interesting, be interested
  • 77. Don’t call yourself a guru or ninja on Twitter Rather, focus on helping others. Answer a question. Add value. Real conversations.
  • 78. Use social media tools to find your audience
  • 79. #10 #10 It’s a marathon, notIt’s a marathon, not a sprint a sprint
  • 80. Inbound marketing is a big picture initiative Felt'sorry'for'myself' Stopped'feeling' 'sorry'&'created' '&'executed'a'plan'
  • 81. Use Google Analytics to track traffic and conversions
  • 82. More inbound marketing tools I recommend SEM-Toolbox.com
  • 83. Matt@SearchDecoder.com SearchDecoder.com @SearchDecoderxt *Average for top four global clients for 2012