Bootstrapping Your Digital Marketing

© 2015 Pixel/Point Press Ltd.

A FIVE -STEP GUIDE TO SMALL BUSINESS MARKETING

Kelli Brown – Pixel/Point Press

Bootstrapping Your Digital Marketing

Oct. 15, 2015


Marketing Myths

Digital marketing is freeSocial media is the right fit

for everyoneTraditional marketing is deadAdvertising doesn’t workYou don’t know what you’re doing

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Your Five-Step Guide*

1.Plan Your Approach2.Create Content3.Build Infrastructure4.Implement5.Measure Results

* This guide assumes you have:• A business plan• A marketing plan• A budget for implementation• Goals for achievement (KPIs)

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Planning

Where does digital marketing fit in your larger marketing plan?

What resources are available and how will you allocate them?

How will you monitor/measure/evaluate your marketing efforts? Set key performance indicators (KPIs)

Identify characteristics of your target audience

What would success mean?Oct. 15, 2015


Content Creation

Digital marketing lives on quality contentVisually-rich elements

are non negotiableCreate initial content

to populate site and social networks

Commit to a content calendar to ensure a variety of content produced on an ongoing basis

Balance single posts with series, galleries, etc.

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Build Infrastructure

Where will you house your content? Website Blog Social Networks Rich Media

Focus on assets you ownStart small, set prioritiesAllocate ad spend to attract an initial

audience

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Implement

Produce and post contentPromote on social networksMonitor comments/reactionAdvertise to boost reach

of most successful contentWash, rinse, repeat

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Monitor, Measure, Evaluate

Daily: Monitor for comments, feedback, shares, interactions

Weekly: Measure – traffic, conversions, and engagement against your specific KPIs

Monthly: Evaluate and identify what generates the highest return on investment (ROI) and adjust your plan to eliminate underperformers

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What Comes Next

Follow your competition to learn from them

Dedicate time to learn about marketing changes as they occur

Try new things

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Thanks!

Contact me: [email protected]

Oct. 15, 2015

Bootstrapping Your Digital Marketing

Small Business & Entrepreneurship

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