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Bootstrap Marketing for Entrepreneurs
 

Bootstrap Marketing for Entrepreneurs

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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 ...

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!

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    Bootstrap Marketing for Entrepreneurs Bootstrap Marketing for Entrepreneurs Presentation 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 free
      Fast, Cheap, Good – Pick 2
      So 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 Do
      Define your brand
      Get a website
      Search engine marketing –DIY SEO
      Get listed - DIY local SEO
      Advertise – DIY PPC
      Establish your social web presence
    • Define your brand
    • Define Your Brand
      Pick a memorable name with your target keyword in it
      Make sure your domain name has your target keyword in it
      Then create go your brand identity
      Logo
      Business cards
      Web design
      Letterhead
    • What’s My Target Keyword?
      Use Free Keyword Research Tools to:
      Research demand for your services
      Understand competition for those keywords
      Identify 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 Tools
      Google Adwords Keyword Research Tool
      https://adwords.google.com/select/KeywordToolExternal
    • Keyword Research Tools
    • Get a website
    • PLAN YOUR WEBSITE
      Build your website with SEO in mind:
      Keyword research & planning
      Map 1 keyword per page
      Do not optimize pages for more than 3 target keywords
      They 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 Website
      Never pay for what you can get for free:
      Free websites – many, many options
      Cheap web design - $300-$500
      Cheap webhosting – starts at $7-$10/month
      Cheap web development - $100 code / $500 install
      Cheap web copywriters - $10-$30 / 500 words
      Free web analytics – Google Analytics - FREE!
      Free email with your domain – Google Apps – FREE!
      Cheap email marketing – starting at $15 / 1000
    • Bootstrapping Your Website
      Free blogs
      Blogger.com – can map to own domain
      WordPress.com or WordPress.org
      Free websites
      Moogo – Build a website in 10 minutes. Mapping own domain name costs $5-$15 a month
      Hipero – Free website builder with over 200 designs
      Google Sites – Integrated with Google Account. Basic.
      Free social networks
      CollectiveX
      Ning.com
    • Website Production on a Shoestring
      Cheap graphic design & web design
      Run design contests on 99Designs or Crowdspring for logos, biz cards, web design, banners
      Cheap web development
      Odesk takes screen shots of your contractor at work!
      Cheap web copywriters
      Elance & Odesk
      Get a variety of writers
      Ask writers to do a trial post
      Best to work with an individual
    • Bootstrapping Web Design
    • Diy search engine marketingseo & sem
    • Search Engine Results Page
    • DIY SEO
      On Page Optimization
      Internal linking
      Interlink your website pages
      Anchor text optimization
      Make sure your internal links contain KW rich anchor text
      Image Optimization
      Do not use giant image files – 72dpi is the norm
      Save image file with keyword e.g. organic-coffee.jpg
    • DIY SEO - Off Page Optimization
      External Link Building
      Directory listings
      Social media profiles
      Press release optimization
      Blogger outreach
      Guest blogging
      Linkbait development
      Social media marketing
    • DIY SEO – Local SEO & Getting Listed
      Localize your content
      Home, About, Press, Contact
      hCardMicroformats
      Claim your local business Listing
      Google Local
      Yahoo Local
      BOTW Local
      GetListed.org
      3rd Party Data Providers / IYP Portals - SuperPages, CitySearch, InfoUSA, YellowPages, Yelp.com
      Local citations - “mentions” of your business name and address on other webpages
    • DIY PPC Advertising
      Google Adwords
      The bulk of all paid search advertising
      Yahoo Search Marketing
      Has a Google Adwords Account converter
      MSN AdCenter
      Lower traffic, but may have higher conversions
    • Bootstrapping PPC Tips
      Don’t
      Send traffic to your website pages, unless you have a way of capturing leads on those landing pages
      Don’t buy traffic without considering conversions
      Do
      Target less expensive key phrases
      Use geotargeting
      Use ad scheduling
      Continuously test your ad creative
      Continuously test landing pages
      Check your bids and positions regularly
    • Questions?
      Green Marketing 2.0
      http://lornali.com/
      Green Marketing TV
      http://greenmarketing.tv
      Facebook
      http://www.facebook.com/lornali
      Twitter
      http://twitter.com/lornali
      SlidesharePresentations
      http://slideshare.net/LornaLi/
      YouTube Video Tutorials
      http://www.youtube.com/user/lornaliana
    • Resources for the bootstrap entrepreneur
    • Bootstrap Marketing Resources
      Blogging: Hosted
      https://www.blogger.com/
      http://wordpress.com/
      Blogging: Self Hosted
      http://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 Anything
      http://www.elance.com/
      http://www.odesk.com/
      Social Media Marketing
      http://www.facebook.com
      http://www.linkedin.com
      http://www.twitter.com
      Web Analytics
      http://www.google.com/analytics/
      Web Development & Software Development
      http://www.rentacoder.com/
      Web Copy
      http://www.textbroker.com/
      http://www.dreamhost.com/
      Web Hosting
      http://www.bluehost.com/
      http://www.dreamhost.com/