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 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

  1. 1. Bootstrap Marketing Tipsfor the Unintentional Entrepreneur<br />Presented by Lorna Li<br />
  2. 2. Disclaimer: The Truth About Bootstrap Marketing<br />Free or low cost marketing often comes at the cost of your time. <br />Free, open source software is not really free<br />Fast, Cheap, Good – Pick 2<br />So be prepared in front of your computer for long hours every day if you don’t want to spend any money!<br />
  3. 3. 7 Things You Need to Do<br />Define your brand<br />Get a website<br />Search engine marketing –DIY SEO<br />Get listed - DIY local SEO <br />Advertise – DIY PPC<br />Establish your social web presence<br />
  4. 4. Define your brand<br />
  5. 5. Define Your Brand<br />Pick a memorable name with your target keyword in it<br />Make sure your domain name has your target keyword in it<br />Then create go your brand identity<br />Logo<br />Business cards<br />Web design<br />Letterhead<br />
  6. 6. What’s My Target Keyword?<br />Use Free Keyword Research Tools to:<br />Research demand for your services<br />Understand competition for those keywords<br />Identify the best keyword to rank for:<br />“Massage Therapy” - 20,200,000 results<br />“California Massage Therapy” - 1,050,000 results<br />“San Francisco Massage Therapy” - 674,000 results<br />See what keywords your competitors are targeting<br />
  7. 7. Keyword Research Tools<br />Google Adwords Keyword Research Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />
  8. 8. Keyword Research Tools<br />
  9. 9. Get a website<br />
  10. 10. PLAN YOUR WEBSITE<br />Build your website with SEO in mind:<br />Keyword research & planning<br />Map 1 keyword per page<br />Do not optimize pages for more than 3 target keywords<br />They ought to be related e.g. social media, social media marketing, social media strategy<br />Map your site architecture <br />Do this before you do design your site<br />SEO copywriting <br />write the copy first, don’t launch an empty site<br />
  11. 11. DIY SEO: Site Architecture<br />
  12. 12. Got Domain? Get A Website<br />Never pay for what you can get for free:<br />Free websites – many, many options<br />Cheap web design - $300-$500<br />Cheap webhosting – starts at $7-$10/month<br />Cheap web development - $100 code / $500 install<br />Cheap web copywriters - $10-$30 / 500 words<br />Free web analytics – Google Analytics - FREE!<br />Free email with your domain – Google Apps – FREE!<br />Cheap email marketing – starting at $15 / 1000<br />
  13. 13. Bootstrapping Your Website<br />Free blogs<br />Blogger.com – can map to own domain<br />WordPress.com or WordPress.org<br />Free websites <br />Moogo – Build a website in 10 minutes. Mapping own domain name costs $5-$15 a month<br />Hipero – Free website builder with over 200 designs<br />Google Sites – Integrated with Google Account. Basic.<br />Free social networks<br />CollectiveX<br />Ning.com<br />
  14. 14. Website Production on a Shoestring<br />Cheap graphic design & web design <br />Run design contests on 99Designs or Crowdspring for logos, biz cards, web design, banners<br />Cheap web development<br />Odesk takes screen shots of your contractor at work!<br />Cheap web copywriters<br />Elance & Odesk<br />Get a variety of writers<br />Ask writers to do a trial post<br />Best to work with an individual<br />
  15. 15. Bootstrapping Web Design<br />
  16. 16. Diy search engine marketingseo & sem<br />
  17. 17. Search Engine Results Page<br />
  18. 18. DIY SEO<br />On Page Optimization<br />Internal linking <br />Interlink your website pages<br />Anchor text optimization<br />Make sure your internal links contain KW rich anchor text<br />Image Optimization <br />Do not use giant image files – 72dpi is the norm<br />Save image file with keyword e.g. organic-coffee.jpg<br />
  19. 19. DIY SEO - Off Page Optimization<br />External Link Building<br />Directory listings<br />Social media profiles<br />Press release optimization<br />Blogger outreach<br />Guest blogging<br />Linkbait development<br />Social media marketing<br />
  20. 20. DIY SEO – Local SEO & Getting Listed<br />Localize your content<br />Home, About, Press, Contact<br />hCardMicroformats<br />Claim your local business Listing<br />Google Local<br />Yahoo Local<br />BOTW Local<br />GetListed.org<br />3rd Party Data Providers / IYP Portals - SuperPages, CitySearch, InfoUSA, YellowPages, Yelp.com<br />Local citations - “mentions” of your business name and address on other webpages<br />
  21. 21. DIY PPC Advertising<br />Google Adwords<br />The bulk of all paid search advertising<br />Yahoo Search Marketing<br />Has a Google Adwords Account converter<br />MSN AdCenter<br />Lower traffic, but may have higher conversions<br />
  22. 22. Bootstrapping PPC Tips<br />Don’t<br />Send traffic to your website pages, unless you have a way of capturing leads on those landing pages<br />Don’t buy traffic without considering conversions<br />Do<br />Target less expensive key phrases<br />Use geotargeting<br />Use ad scheduling<br />Continuously test your ad creative<br />Continuously test landing pages<br />Check your bids and positions regularly<br />
  23. 23. Questions?<br />Green Marketing 2.0 <br />http://lornali.com/<br />Green Marketing TV<br />http://greenmarketing.tv<br />Facebook<br />http://www.facebook.com/lornali<br />Twitter<br />http://twitter.com/lornali<br />SlidesharePresentations<br />http://slideshare.net/LornaLi/<br />YouTube Video Tutorials<br />http://www.youtube.com/user/lornaliana<br />
  24. 24. Resources for the bootstrap entrepreneur<br />
  25. 25. Bootstrap Marketing Resources <br />Blogging: Hosted<br />https://www.blogger.com/<br />http://wordpress.com/<br />Blogging: Self Hosted<br />http://wordpress.org/<br />Crowdsourcing Designhttp://99designs.com/<br />http://www.crowdspring.com/<br />Email Marketing & Email List Managementhttp://www.aweber.com/<br />http://www.mailchimp.com/<br />Free & Cheap Stock Photographyhttp://www.sxc.hu/<br />http://www.istockphoto.com/<br /> Outsourcing & Offshoring Anything<br />http://www.elance.com/<br />http://www.odesk.com/<br /> Social Media Marketing<br />http://www.facebook.com<br />http://www.linkedin.com<br />http://www.twitter.com<br /> Web Analytics<br />http://www.google.com/analytics/<br /> Web Development & Software Development<br />http://www.rentacoder.com/<br /> Web Copy<br />http://www.textbroker.com/<br />http://www.dreamhost.com/<br /> Web Hosting<br />http://www.bluehost.com/<br />http://www.dreamhost.com/<br />

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