Post on 23-Jan-2015
description
Digital Marketing for Startups
Angela LaGamba & Bobby DhillonAngela LaGamba & Bobby DhillonAngela LaGamba & Bobby DhillonAngela LaGamba & Bobby Dhillon@AngelaLaGamba & @BobbyDhillon
Toronto PodCamp Toronto PodCamp Toronto PodCamp Toronto PodCamp 2014201420142014#SocialCrispPCTO14
Welcome! This
is a BEGINNER BEGINNER BEGINNER BEGINNER
LEVELLEVELLEVELLEVEL session!
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
businesses
O Establish integrated digital marketing
campaigns
O Empowering & effective case studies
O Resources at no to low-cost
O Implementation of your marketing plan
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Branding & marketing?
Branding & Marketing for Startups
O Why is it important?Why is it important?Why is it important?Why is it important?
O It’s your roadmap that helps you uncover your
identity has a company
O What’s the difference?What’s the difference?What’s the difference?What’s the difference?
O BrandingBrandingBrandingBranding – What do you provide as a
company?
O MarketingMarketingMarketingMarketing – How do you communicate the
provision? Or How you present something to
someone online?
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Branding
O Branding:Branding:Branding:Branding:
O To be successful in digital marketing, you
need to use the 3 E’s:
O EngageEngageEngageEngage – build a community – interact with
your fans and followers, comment, retweet, use
common interests, develop good karma
O EducationEducationEducationEducation – talk about your expertise, industry,
trends
O EntertainEntertainEntertainEntertain – make your message memorable,
use ‘stickiness’
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Essential marketing skills
ResearchResearchResearchResearch
PlanningPlanningPlanningPlanning
Budgeting & Budgeting & Budgeting & Budgeting & Project Mgmt.Project Mgmt.Project Mgmt.Project Mgmt.
Copywriting & Copywriting & Copywriting & Copywriting & CommunicationCommunicationCommunicationCommunication
Analytical & Analytical & Analytical & Analytical & TechnicalTechnicalTechnicalTechnical
Key Learnings & Key Learnings & Key Learnings & Key Learnings & PivotPivotPivotPivot
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Digital marketing components
Website
Blog
Social Media
Mobile & Apps
Multimedia & Video & Podcasting
Search Engine Optimization (SEO)
Pay-Per-Click Advertising (PPC)
Email#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Let’s start putting it together!
Integrated Marketing Campaigns
O How can you do this?How can you do this?How can you do this?How can you do this?
O Anyone can do this!
O Idea > plan > document & calendar
development > implement > analyze &
measure
O Save $ by doing work in-house
O Use free tools & educational materials
O Be ready to PIVOT
O Not Fun? No Attention!
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Case Study: IPPINKA
Case Study: Big Road
Integrated Marketing Campaigns
O How do you do this?How do you do this?How do you do this?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#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Now, it’s time for resources!
Startup Resources – 1
O Free to low cost resources to help you stay
on-budget
O Websites: Websites: Websites: Websites:
O Affordable pre-packaged websites include
WordPress, SmallBusiness.officelive.com,
webpistion.com, web.com
O Track Track Track Track Web Analytics: Web Analytics: Web Analytics: Web Analytics:
O Popular website analytics tools include:
Google.com/analytics, Metasun.com,
Webtrends.com, HaveaMint.com
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Startup Resources – 2
O Free to low cost resources to help you stay
on-budget
O Search Engine Marketing:Search Engine Marketing:Search Engine Marketing: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#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Startup Resources – 3
O Free to low cost resources to help you stay on-budget
O Online Online Online Online / / / / PayPayPayPay----PerPerPerPer----Click (PPC) Advertising:Click (PPC) Advertising:Click (PPC) Advertising:Click (PPC) Advertising:
O Google AdWords, Interclick.com
O Email Email Email Email Marketing:Marketing:Marketing:Marketing:
O Affordable email providers include: MailChimp.com, Yesmail.com, and ConstantContact.com
O Blog Marketing:Blog Marketing:Blog Marketing:Blog Marketing:
O Blog hosting services include Blogger.com and WordPress.com
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Startup Resources – 4O Social Media Marketing:Social Media Marketing:Social Media Marketing:Social Media Marketing:
O Social networks: Facebook, LinkedIn
O Blogs
O Microblogging services: Twitter
O Social bookmarking and news services: Digg, Delicious, Reddit
O Media sharing sites (videos, photos, audio): Flickr, YouTube
O Social location sharing (social networking mobile + local): FourSquare, MyTown
O Social monitoring tools: BackType.com, BoardReader.com, BoardTracker.com, HootSuite.com, Technorati.com/Search/
O Cross-promotional integration tools: HootSuite.com, Bupper.com, CrowdBooster.com
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Startup Resources – 5
O Free to low cost resources to help you stay
on-budget
O Online Online Online Online Public Relations:Public Relations:Public Relations: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-Press-
Release.com, MarketWire.com,
OnlinePRNews.com, PRLeap.com, PRWeb.com
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
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#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Let’s get socially crisp!
Key Takeaways:Key Takeaways:Key Takeaways: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:Contact Us:Contact Us:Contact Us:
O Angela LaGamba:Angela LaGamba:Angela LaGamba:Angela LaGamba:
O @AngelaLaGamba
O ca.linkedin.com/in/
angelalagamba/
O Bobby Dhillon:Bobby Dhillon:Bobby Dhillon:Bobby Dhillon:
O @BobbyDhillon
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14
Questions?Thank You!
#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14#SocialCrispPCTO14