Welcome! This
is a BEGINNER
LEVEL session!

Digital Marketing
for Startups
Angela LaGamba & Bobby Dhillon
@AngelaLaGamba &...
Go #Canada!!!
Canada has won Olympic gold medals in both
men’s and women’s hockey in Sochi 2014.
What you’ll learn today…
O Branding & marketing for startups & small
O
O
O
O

businesses
Establish integrated digital mark...
Branding & marketing?
Branding & Marketing
for Startups
O Why is it important?
O It’s your roadmap that helps you uncover your

identity has a c...
Branding
O Branding:
O To be successful in digital marketing, you

need to use the 3 E’s:
O Engage – build a community – i...
Essential marketing skills
Research

Key Learnings &
Pivot

Planning

Analytical &
Technical

Budgeting &
Project Mgmt.
Co...
Digital marketing components
Website
Blog
Social Media
Mobile & Apps
Multimedia & Video & Podcasting
Search Engine Optimiz...
Let’s start putting it together!
Integrated Marketing
Campaigns
O How can you do this?
O Anyone can do this!
O Idea > plan > document & calendar

O
O
O
O

...
Case Study: IPPINKA
Case Study: Big Road
Integrated Marketing
Campaigns
O How do you do this?
O Organize your channels into categories e.g.
O Home base: website, b...
Now, it’s time for resources!
Startup Resources – 1
O Free to low cost resources to help you stay

on-budget
O Websites:
O Affordable pre-packaged websi...
Startup Resources – 2
O Free to low cost resources to help you stay

on-budget
O Search Engine Marketing:
O Submit your si...
Startup Resources – 3
O Free to low cost resources to help you stay

on-budget
O Online / Pay-Per-Click (PPC) Advertising:...
Startup Resources – 4
O Social Media Marketing:
O Social networks: Facebook, LinkedIn
O Blogs
O Microblogging services: Tw...
Startup Resources – 5
O Free to low cost resources to help you stay

on-budget
O Online Public Relations:
O Use social med...
How To Execute
O Don’t just create a business, create a

category
O Build your community with major social
media outputs
O...
Let’s get socially crisp!
Key Takeaways:
O Use your precious
dollars wisely for
marketing and
branding
O Have a marketing ...
Questions?
Thank You!
#SocialCrispPCTO14
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Digital Marketing for Startups - Podcamp 2014

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Startups, small business owners, and those building their personal brand face a fragmented, noisy, and cluttered digital media landscape that makes challenging to get their message heard. Social media marketing alone has top-performing sites such as Facebook, Twitter, YouTube, LinkedIn, Foursquare, Tumbler, Pinterest, Google+ and more to choose from.

How do you decide where to focus your limited time, stretched resources, and non-existent budget? View these slides for great information on how to build your business and brand in smart and cost-effective ways using planning and an integrated marketing approach.

The following topics are covered:

*Branding & marketing for startups & small businesses
*Establish integrated digital marketing campaigns
*Empowering & effective case studies
*Resources at no to low-cost
*Implementation of your marketing plan

Questions? Send a tweet to @AngelaLaGamba

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  • Ippinka: IPPINKA is a design-focused company. We help people select better products by introducing them to functional and well-made products. URL: http://www.ippinka.com/- Create your own category e.g. My Pet Rock, SnapChat (turned down $3B from Facebook; take a photo of yourself and share with your audience)- They have a unique and memorable product, Canadian organization -> they created a category and people are interested in what they have to say- Twitter: Every tweet Ippinka puts on Twitter is a photo of their new products- YouTube: More about the products – sofa that transforms into other uses- Very visual brand they leverage across social media channels
  • Big Road:uses smartphones and the web to automate fleet tracking and driver daily logs for truck drivers and fleet operators. URL: http://www.bigroad.com- Create a CRM for their customers to track costly logistics and operations- Leverage tracking systems to show cost-effective routes for truckers e.g. when will my product arrive, how truckers can save money on costs incurred- Live vehicle inspections that are posted on their website and mobile app- Found an industry gap and created a new category to meet customer needs
  • Digital Marketing for Startups - Podcamp 2014

    1. 1. Welcome! This is a BEGINNER LEVEL session! Digital Marketing for Startups Angela LaGamba & Bobby Dhillon @AngelaLaGamba & @BobbyDhillon Toronto PodCamp 2014 #SocialCrispPCTO14
    2. 2. Go #Canada!!! Canada has won Olympic gold medals in both men’s and women’s hockey in Sochi 2014.
    3. 3. What you’ll learn today… O Branding & marketing for startups & small O O O O businesses Establish integrated digital marketing campaigns Empowering & effective case studies Resources at no to low-cost Implementation of your marketing plan #SocialCrispPCTO14
    4. 4. Branding & marketing?
    5. 5. Branding & Marketing for Startups O Why is it important? O It’s your roadmap that helps you uncover your identity has a company O What’s the difference? O Branding – What do you provide as a company? O Marketing – How do you communicate the provision? Or How you present something to someone online? #SocialCrispPCTO14
    6. 6. Branding O Branding: O To be successful in digital marketing, you need to use the 3 E’s: O Engage – build a community – interact with your fans and followers, comment, retweet, use common interests, develop good karma O Education – talk about your expertise, industry, trends O Entertain – make your message memorable, use ‘stickiness’ #SocialCrispPCTO14
    7. 7. Essential marketing skills Research Key Learnings & Pivot Planning Analytical & Technical Budgeting & Project Mgmt. Copywriting & Communication #SocialCrispPCTO14
    8. 8. Digital marketing components Website Blog Social Media Mobile & Apps Multimedia & Video & Podcasting Search Engine Optimization (SEO) Pay-Per-Click Advertising (PPC) Email #SocialCrispPCTO14
    9. 9. Let’s start putting it together!
    10. 10. Integrated Marketing Campaigns O How can you do this? O Anyone can do this! O Idea > plan > document & calendar O O O O development > implement > analyze & measure Save $ by doing work in-house Use free tools & educational materials Be ready to PIVOT Not Fun? No Attention! #SocialCrispPCTO14
    11. 11. Case Study: IPPINKA
    12. 12. Case Study: Big Road
    13. 13. Integrated Marketing Campaigns O How do you do this? O Organize your channels into categories e.g. O Home base: website, blog, search engine marketing, SEO O Outbound communication: PPC, email marketing, online public relations O Community outreach – social networking, podcasts, videos O Brainstorm & plan your strategy for each channel O Go do it! #SocialCrispPCTO14
    14. 14. Now, it’s time for resources!
    15. 15. Startup Resources – 1 O Free to low cost resources to help you stay on-budget O Websites: O Affordable pre-packaged websites include WordPress, SmallBusiness.officelive.com, webpistion.com, web.com O Track Web Analytics: O Popular website analytics tools include: Google.com/analytics, Metasun.com, Webtrends.com, HaveaMint.com #SocialCrispPCTO14
    16. 16. Startup Resources – 2 O Free to low cost resources to help you stay on-budget O Search Engine Marketing: O Submit your site to the search engine indexes: Google.com/addurl/, siteexplorer.search.yahoo.com/submit O Third party tools that can help track the search performance of your site include: Google Page Rank Prediction Tool, Search Engine Position Tool, SEOTrail.com, Alexa.com #SocialCrispPCTO14
    17. 17. Startup Resources – 3 O Free to low cost resources to help you stay on-budget O Online / Pay-Per-Click (PPC) Advertising: Pay-PerO Google AdWords, Interclick.com O Email Marketing: O Affordable email providers include: MailChimp.com, Yesmail.com, and ConstantContact.com O Blog Marketing: O Blog hosting services include Blogger.com and WordPress.com #SocialCrispPCTO14
    18. 18. Startup Resources – 4 O Social Media Marketing: O Social networks: Facebook, LinkedIn O Blogs O Microblogging services: Twitter O Social bookmarking and news services: Digg, Delicious, O O O O Reddit Media sharing sites (videos, photos, audio): Flickr, YouTube Social location sharing (social networking mobile + local): FourSquare, MyTown Social monitoring tools: BackType.com, BoardReader.com, BoardTracker.com, HootSuite.com, Technorati.com/Search/ Cross-promotional integration tools: HootSuite.com, Bupper.com, CrowdBooster.com #SocialCrispPCTO14
    19. 19. Startup Resources – 5 O Free to low cost resources to help you stay on-budget O Online Public Relations: O Use social media marketing tools for tracking mentions: CoTweet.com, HootSuite.com, SocialMention.com, Trackur.com O Online press release distribution services include: BusinessWire.com, Free-PressRelease.com, MarketWire.com, OnlinePRNews.com, PRLeap.com, PRWeb.com #SocialCrispPCTO14
    20. 20. How To Execute O Don’t just create a business, create a category O Build your community with major social media outputs O Don’t just research your competitors, research their communities (segmentation) O Create a realistic and sticky lead generation (customer-building) strategy #SocialCrispPCTO14
    21. 21. Let’s get socially crisp! Key Takeaways: O Use your precious dollars wisely for marketing and branding O Have a marketing plan, but be ready to pivot O Make your brand memorable and sticky Contact Us: O Angela LaGamba: O @AngelaLaGamba O ca.linkedin.com/in/ angelalagamba/ O Bobby Dhillon: O @BobbyDhillon #SocialCrispPCTO14
    22. 22. Questions? Thank You! #SocialCrispPCTO14

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