Bootstrap Marketing for Entrepreneurs
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Bootstrap Marketing for Entrepreneurs



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:
- 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
    Business cards
    Web design
  • 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
  • Keyword Research Tools
  • Get a 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 – can map to own domain or
    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
  • 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
    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
    Claim your local business Listing
    Google Local
    Yahoo Local
    BOTW Local
    3rd Party Data Providers / IYP Portals - SuperPages, CitySearch, InfoUSA, YellowPages,
    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
    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
    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
    Green Marketing TV
    YouTube Video Tutorials
  • Resources for the bootstrap entrepreneur
  • Bootstrap Marketing Resources
    Blogging: Hosted
    Blogging: Self Hosted
    Crowdsourcing Design
    Email Marketing & Email List Management
    Free & Cheap Stock Photography
    Outsourcing & Offshoring Anything
    Social Media Marketing
    Web Analytics
    Web Development & Software Development
    Web Copy
    Web Hosting