Digital Marketing for Startups - Podcamp 2014

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?


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’


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


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!


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!


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




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



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


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




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


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


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


Questions?Thank You!


Digital Marketing for Startups - Podcamp 2014

Marketing

Transcript of Digital Marketing for Startups - Podcamp 2014