Shark Marketing

Text

The 10 Secrets to Effective Bootstrap Digital
Marketing for Start-ups
Bootstrapping
“Relying entirely on one’s efforts and
resources”
dictionary.com
Bootstrapping
“Relying entirely on one’s efforts and
resources” Doesn’t mean free
dictionary.com
Play to your strengths

I heard this from @dohertyjf
4
Shark
“a long-bodied chiefly marine fish with a
cartilaginous skeleton, a prominent dorsal
fin, and toothlike scales. Most...
Shark
“a long-bodied chiefly marine fish with a
cartilaginous skeleton, a prominent dorsal
fin, and toothlike scales. Most...
7
A shark marketer is....
#1
Predatory
marketing tactics
don’t work
anymore
Creative thinking vs. competitive thinking

The Internet is not a Zero Sum Game. Focus on creating great
experiences that ...
“70% of Consumers Read Reviews
Online Before Purchasing a Product”
On the Internet, you
need to be a real
company
You cannot spam or
buy your credibility
You have to earn it
That damn Google algorithm!
Google’s Panda and Penguin penalties have hit websites and dropped
traffic overnight.

Don’t c...
Google punishes websites that violate the rules!

Your online marketing needs to be sustainable and resilient.
Google’s algorithm change history

You cannot keep up relying on old tricks! You need to walk the walk to earn
your author...
18
Use PageRank checker to assess your website’s authority
Set up Google Webmaster Tools and listen

20
#2
Marketing with a
magnet
Users are tuning off

23
Paid ads work but you need sophisticated
targeting tools, attribution modeling, and
know-how to succeed...
24
Sledgehammer vs. magnet

Advertising

Marketing
Push vs. pull marketing
Inbound vs. outbound imbalance
According to Hubspot study, average inbound marketing CPL is 62% lower

Inbound
Outbound
Ti...
Give me a lever long enough and a fulcrum on
which to place it, and I shall move the world
Archimedes
Transforming to meet the challenge
Time
Money
Talent
Outbound
Inbound
Mindset, Tools, Process

Profero Agency Credentials ...
Inbound marketing: what’s involved?
Traffic Generation

Audience Development

Lead Generation

Transactions
ABC’s of Inbound
Marketing

http://offers.hubspot.com/the-abcs-ofinbound-marketing
#3
Own your Zero
Moment of Truth
“80% of Success is Showing Up”
Woody Allen
“80% of Consumer Search for a Product or
Service Before Purchasing it”
Beyond 10 blue links
SERP – Above the Fold!

SERP – Below the Fold!

Images!

PPC Ads!

Wiki!

News!

Authority!
Shopping!...
Under the Hood of Google’s CTR
On average, the top organic search result
gets 17% of clicks
Top 4 positions receive 83% of...
Invisibility is a faith much worse than failure
@ipullrank -->

@ProferoNY
#4
Personal branding is
branding
Tell your story before someone else does
Who is SearchDecoder?
*Average for top four global clients for 2012
Hello, I’m Matthew Capala
Hello, I’m Matthew Capala
I help create ideas people belong to that perform.
Hello, I’m Matthew Capala
I help create ideas people belong to that perform.
I use big data for big ideas.
Hello, I’m Matthew Capala
I help create ideas people belong to that perform.
I use big data for big ideas. I start by find...
Hello, I’m Matthew Capala
I help create ideas people belong to that perform.
I use big data for big ideas. I start by find...
Hello, I’m Matthew Capala
I help create ideas people belong to that perform.
I use big data for big ideas. I start by find...
Hello, I’m Matthew Capala
I help create ideas people belong to that perform.
I use big data for big ideas. I start by find...
The world’s largest independent
digital ad agency
Profero.com

We build brands people belong toTM
Profero Agency Credentia...
I am a student of life

MatthewCapala.com
I built an influential blog

SearchDecoder.com was featured in the Moz Top 10, among
other media outlets. Our popular Q&As...
Leverage SlideShare
to tell a story
• About your company
• About your industry
• About your niche
• How you started it
• W...
SlideShare is a great platform for branding
Embed visual assets across your channels
Leveraging video
Hire a professional video editor
Are you good in front of the camera?
Embed videos as blog posts and
incl...
Use SpeechPad for video transcripts
Claim your name before someone else does!
Own it!

60
#5
Every business
is a media
company
You need a blog
“Companies that blog receive 55% more website visitors”
“B2C companies that blog get 88% more leads/month”...
Build your blog on Wordpress and get the right widgets

Floating ShareBar
increases sharibility
up to 30%

http://www.sear...
Measure the performance of blog posts using SocialCrawlytics

http://www.searchdecoder.com/how-to-use-social-crawlytics/
Double-down on the best performing, low effort content

65
And invite others to write for you

66
Get on Triberr to build relationships with other bloggers
#6
Win your battles
before the first
shots are fired
Content marketing is not content strategy
Content Marketing

Content Marketing is the creation
and sharing of content to a...
Build content with a built-in audience

=
+

Content Marketing

= Content Strategy
How to Build a Content
Strategy

http://offers.hubspot.com/a-practicalguide-to-building-a-killer-contentstrategy
#7
You need a healthy heartbeat
Content marketing is like a healthy heartbeat
Big Hits, Big
Impact

Small Hits,
Big Impact

Macro content
campaigns

Micro...
It is about discipline...
Inbound marketing is
like going to the gym
twice a day
Do you have it?
Leverage project management tools to
deliver on your content calendar
#8
Invest in lead
generation at the
outset
Build content you could charge for
and offer it for free
AwayWithAverage.com
<-- Free Download
77
Build an email list through
exchange of values
Lead generation and landing page optimization tools
‘Pay with a Tweet’ allows your users to tweet about
your content to get it
#9
To be interesting,
be interested
Don’t call yourself a guru or ninja on Twitter
Rather, focus on
helping others.
Answer a question.
Add value.
Real convers...
Use social media tools to find your audience
#10

#10

It’s a marathon, notIt’s a marathon, not a sprint
a sprint
Inbound marketing is a big picture initiative

Felt'sorry'for'myself'

Stopped'feeling'
'sorry'&'created'
'&'executed'a'pl...
Use Google Analytics to track traffic and conversions
More inbound marketing tools I recommend

SEM-Toolbox.com
Matt@SearchDecoder.com
SearchDecoder.com
@SearchDecoderxt

*Average for top four global clients for 2012
The 10 Secrets of Effective Bootstrap Digital Marketing for Start-ups
The 10 Secrets of Effective Bootstrap Digital Marketing for Start-ups
The 10 Secrets of Effective Bootstrap Digital Marketing for Start-ups
The 10 Secrets of Effective Bootstrap Digital Marketing for Start-ups
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.

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

Published in: Marketing, Business, Technology
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  • For the first time in history 'word of mouth is a digitally archived medium'. I work in the senior care sector and this is something which I try to drum into our clients. We discussed this in a post on our blog: http://www.suerte-communications.com/2013/10/why-todays-news-is-no-longer-tomorrows-fish-and-chip-paper/
       Reply 
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  • very good post.
    Easy to sell house in realestatehyd.com, which is one of the leading real estate online website. Thousands of properties are listed by property owners to sell their houses. lots of house for sale in gachibowli, madhapur, kondapur, miyapur,shaikpet, haffezpet and uppal areas, houses for sale near metro stations in Hyderabad and Secunderabad Areas.
    http://www.realestatehyd.com/
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The 10 Secrets of Effective Bootstrap Digital Marketing for Start-ups

  1. 1. Shark Marketing Text The 10 Secrets to Effective Bootstrap Digital Marketing for Start-ups
  2. 2. Bootstrapping “Relying entirely on one’s efforts and resources” dictionary.com
  3. 3. Bootstrapping “Relying entirely on one’s efforts and resources” Doesn’t mean free dictionary.com
  4. 4. Play to your strengths I heard this from @dohertyjf 4
  5. 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. 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. 7
  8. 8. A shark marketer is....
  9. 9. #1 Predatory marketing tactics don’t work anymore
  10. 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. 11. “70% of Consumers Read Reviews Online Before Purchasing a Product”
  12. 12. On the Internet, you need to be a real company You cannot spam or buy your credibility You have to earn it
  13. 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. 14. Google punishes websites that violate the rules! Your online marketing needs to be sustainable and resilient.
  15. 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. 16. 18
  17. 17. Use PageRank checker to assess your website’s authority
  18. 18. Set up Google Webmaster Tools and listen 20
  19. 19. #2 Marketing with a magnet
  20. 20. Users are tuning off 23
  21. 21. Paid ads work but you need sophisticated targeting tools, attribution modeling, and know-how to succeed... 24
  22. 22. Sledgehammer vs. magnet Advertising Marketing
  23. 23. Push vs. pull marketing
  24. 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. 25. Give me a lever long enough and a fulcrum on which to place it, and I shall move the world Archimedes
  26. 26. Transforming to meet the challenge Time Money Talent Outbound Inbound Mindset, Tools, Process Profero Agency Credentials 2013. Copyright © 2012-2013 Profero PLC
  27. 27. Inbound marketing: what’s involved? Traffic Generation Audience Development Lead Generation Transactions
  28. 28. ABC’s of Inbound Marketing http://offers.hubspot.com/the-abcs-ofinbound-marketing
  29. 29. #3 Own your Zero Moment of Truth
  30. 30. “80% of Success is Showing Up” Woody Allen
  31. 31. “80% of Consumer Search for a Product or Service Before Purchasing it”
  32. 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. 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. 34. Invisibility is a faith much worse than failure
  35. 35. @ipullrank --> @ProferoNY
  36. 36. #4 Personal branding is branding
  37. 37. Tell your story before someone else does
  38. 38. Who is SearchDecoder? *Average for top four global clients for 2012
  39. 39. Hello, I’m Matthew Capala
  40. 40. Hello, I’m Matthew Capala I help create ideas people belong to that perform.
  41. 41. Hello, I’m Matthew Capala I help create ideas people belong to that perform. I use big data for big ideas.
  42. 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. 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. 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. 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. 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. 47. I am a student of life MatthewCapala.com
  48. 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. 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. 50. SlideShare is a great platform for branding
  51. 51. Embed visual assets across your channels
  52. 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. 53. Use SpeechPad for video transcripts
  54. 54. Claim your name before someone else does!
  55. 55. Own it! 60
  56. 56. #5 Every business is a media company
  57. 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. 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. 59. Measure the performance of blog posts using SocialCrawlytics http://www.searchdecoder.com/how-to-use-social-crawlytics/
  60. 60. Double-down on the best performing, low effort content 65
  61. 61. And invite others to write for you 66
  62. 62. Get on Triberr to build relationships with other bloggers
  63. 63. #6 Win your battles before the first shots are fired
  64. 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. 65. Build content with a built-in audience = + Content Marketing = Content Strategy
  66. 66. How to Build a Content Strategy http://offers.hubspot.com/a-practicalguide-to-building-a-killer-contentstrategy
  67. 67. #7 You need a healthy heartbeat
  68. 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. 69. It is about discipline... Inbound marketing is like going to the gym twice a day Do you have it?
  70. 70. Leverage project management tools to deliver on your content calendar
  71. 71. #8 Invest in lead generation at the outset
  72. 72. Build content you could charge for and offer it for free AwayWithAverage.com <-- Free Download 77
  73. 73. Build an email list through exchange of values
  74. 74. Lead generation and landing page optimization tools
  75. 75. ‘Pay with a Tweet’ allows your users to tweet about your content to get it
  76. 76. #9 To be interesting, be interested
  77. 77. Don’t call yourself a guru or ninja on Twitter Rather, focus on helping others. Answer a question. Add value. Real conversations.
  78. 78. Use social media tools to find your audience
  79. 79. #10 #10 It’s a marathon, notIt’s a marathon, not a sprint a sprint
  80. 80. Inbound marketing is a big picture initiative Felt'sorry'for'myself' Stopped'feeling' 'sorry'&'created' '&'executed'a'plan'
  81. 81. Use Google Analytics to track traffic and conversions
  82. 82. More inbound marketing tools I recommend SEM-Toolbox.com
  83. 83. Matt@SearchDecoder.com SearchDecoder.com @SearchDecoderxt *Average for top four global clients for 2012

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