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!

1. Bootstrap Marketing Tipsfor the Unintentional Entrepreneur Presented by Lorna Li

2. 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!

3. 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

4. Define your brand

5. 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

6. 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

7. Keyword Research Tools Google Adwords Keyword Research Tool https://adwords.google.com/select/KeywordToolExternal

8. Keyword Research Tools

9. Get a website

10. 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

11. DIY SEO: Site Architecture

12. 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

13. 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

14. 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

15. Bootstrapping Web Design

16. Diy search engine marketingseo & sem

17. Search Engine Results Page

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. Resources for the bootstrap entrepreneur

25. 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/