The document provides essential bootstrap marketing tips for entrepreneurs with limited budgets, emphasizing the importance of investing time instead of money. Key recommendations include defining a brand, creating a website optimized for SEO, utilizing free tools for marketing, and engaging in DIY search engine and social media marketing. It also offers resources for web development, design, and online advertising to further assist bootstrap entrepreneurs.

1. Bootstrap Marketing Tipsfor the Unintentional EntrepreneurPresented by Lorna Li

2. Disclaimer: The Truth About Bootstrap MarketingFree or low cost marketing often comes at the cost of your time. Free, open source software is not really freeFast, Cheap, Good – Pick 2So be prepared in front of your computer for long hours every day if you don’t want to spend any money!

3. 7 Things You Need to DoDefine your brandGet a websiteSearch engine marketing –DIY SEOGet listed - DIY local SEO Advertise – DIY PPCEstablish your social web presence

4. Define your brand

5. Define Your BrandPick a memorable name with your target keyword in itMake sure your domain name has your target keyword in itThen create go your brand identityLogoBusiness cardsWeb designLetterhead

6. What’s My Target Keyword?Use Free Keyword Research Tools to:Research demand for your servicesUnderstand competition for those keywordsIdentify 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 resultsSee what keywords your competitors are targeting

7. Keyword Research ToolsGoogle Adwords Keyword Research Toolhttps://adwords.google.com/select/KeywordToolExternal

8. Keyword Research Tools

9. Get a website

10. PLAN YOUR WEBSITEBuild your website with SEO in mind:Keyword research & planningMap 1 keyword per pageDo not optimize pages for more than 3 target keywordsThey ought to be related e.g. social media, social media marketing, social media strategyMap your site architecture Do this before you do design your siteSEO copywriting write the copy first, don’t launch an empty site

11. DIY SEO: Site Architecture

12. Got Domain? Get A WebsiteNever pay for what you can get for free:Free websites – many, many optionsCheap web design - $300-$500Cheap webhosting – starts at $7-$10/monthCheap web development - $100 code / $500 installCheap web copywriters - $10-$30 / 500 wordsFree web analytics – Google Analytics - FREE!Free email with your domain – Google Apps – FREE!Cheap email marketing – starting at $15 / 1000

13. Bootstrapping Your WebsiteFree blogsBlogger.com – can map to own domainWordPress.com or WordPress.orgFree websites Moogo – Build a website in 10 minutes. Mapping own domain name costs $5-$15 a monthHipero – Free website builder with over 200 designsGoogle Sites – Integrated with Google Account. Basic.Free social networksCollectiveXNing.com

14. Website Production on a ShoestringCheap graphic design & web design Run design contests on 99Designs or Crowdspring for logos, biz cards, web design, bannersCheap web developmentOdesk takes screen shots of your contractor at work!Cheap web copywritersElance & OdeskGet a variety of writersAsk writers to do a trial postBest to work with an individual

15. Bootstrapping Web Design

16. Diy search engine marketingseo & sem

17. Search Engine Results Page

18. DIY SEOOn Page OptimizationInternal linking Interlink your website pagesAnchor text optimizationMake sure your internal links contain KW rich anchor textImage Optimization Do not use giant image files – 72dpi is the normSave image file with keyword e.g. organic-coffee.jpg

19. DIY SEO - Off Page OptimizationExternal Link BuildingDirectory listingsSocial media profilesPress release optimizationBlogger outreachGuest bloggingLinkbait developmentSocial media marketing

20. DIY SEO – Local SEO & Getting ListedLocalize your contentHome, About, Press, ContacthCardMicroformatsClaim your local business ListingGoogle LocalYahoo LocalBOTW LocalGetListed.org3rd Party Data Providers / IYP Portals - SuperPages, CitySearch, InfoUSA, YellowPages, Yelp.comLocal citations - “mentions” of your business name and address on other webpages

21. DIY PPC AdvertisingGoogle AdwordsThe bulk of all paid search advertisingYahoo Search MarketingHas a Google Adwords Account converterMSN AdCenterLower traffic, but may have higher conversions

22. Bootstrapping PPC TipsDon’tSend traffic to your website pages, unless you have a way of capturing leads on those landing pagesDon’t buy traffic without considering conversionsDoTarget less expensive key phrasesUse geotargetingUse ad schedulingContinuously test your ad creativeContinuously test landing pagesCheck your bids and positions regularly

23. Questions?Green Marketing 2.0 http://lornali.com/Green Marketing TVhttp://greenmarketing.tvFacebookhttp://www.facebook.com/lornaliTwitterhttp://twitter.com/lornaliSlidesharePresentationshttp://slideshare.net/LornaLi/YouTube Video Tutorialshttp://www.youtube.com/user/lornaliana

24. Resources for the bootstrap entrepreneur

25. Bootstrap Marketing Resources Blogging: Hostedhttps://www.blogger.com/http://wordpress.com/Blogging: Self Hostedhttp://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 Anythinghttp://www.elance.com/http://www.odesk.com/ Social Media Marketinghttp://www.facebook.comhttp://www.linkedin.comhttp://www.twitter.com Web Analyticshttp://www.google.com/analytics/ Web Development & Software Developmenthttp://www.rentacoder.com/ Web Copyhttp://www.textbroker.com/http://www.dreamhost.com/ Web Hostinghttp://www.bluehost.com/http://www.dreamhost.com/