46
@SearchDecoder The 3 C s of Bootstrap Marketing How to Develop Credibility on the Internet through Native Content and Social Connections Matthew Capala

The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Embed Size (px)

DESCRIPTION

Are you capturing the vast opportunities that social media platforms have to offer? It's not that social media is not working for you or your business, it's the other way around. You haven't made social networks work for you. Old social media tactics are rendered obsolete. You can no longer outsource tweeting. Your content needs to be native, authentic, and human. Both users and algorithms will smell a phony. In this session you will learn how to tell a captivating story, pick the right social channels to spread it, write magnetic headlines, and built tribes of collaborators around your brand.

Citation preview

Page 1: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

@SearchDecoder

The 3Cs of Bootstrap MarketingHow to Develop Credibility on the Internet through Native Content and Social Connections

Matthew Capala

Page 2: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Presented at Search Marketing Day in Warsaw

@SMDwarsaw / #SMDwarsaw SearchMarketingDay.com

Page 3: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

I lived in Lodz, Poland, until the age of 23. I moved to NY 10 years ago, where I have led multiple lives: construction, scaffolding, bus boy, waiter, Internet marketer, executive, NYU professor, and entrepreneur. In that order.

@SearchDecoder

Nazywam sie Maciek Capala

Page 4: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

*Average for top four global clients for 2012

!

!

!

!

!

!

!

!

!

!

!

Bootstrap marketing and SEO enabled me to create opportunities I

wouldn't have had otherwise

@SearchDecoder

Page 5: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�5

Ideal

TimeMoney

Talent

Bootstrapping@SearchDecoder

Page 6: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

The 3Cs of Bootstrap Marketing

Audience

Community

Leads

Transactions

!

!

!

!

!

! Credibility

Content

Connections

Blogging, SEO, Content Marketing

Guest Blogging, Events, Public Speaking

Social Media, Influencer Outreach, Blogger Relationships

@SearchDecoder

Traffic

Page 7: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Becoming interesting isn’t just about learning how to become a good conversationalist.

You need stories to tell.

@SearchDecoder

Page 8: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Content marketing is not about you.

It’s about your content

@SearchDecoder

Page 9: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Every blog post, video or image need to fit into your content strategy…

…not the other way around

Every piece of content needs to tell a cohesive story.

@SearchDecoder

Page 10: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Useful Deck:

Content Marketing vs. Content Strategy

@SearchDecoder

Page 11: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Content marketing is like a healthy heartbeat

@SearchDecoder

Page 12: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Learn more: https://medium.com/personal-brand/8e43f280cdb2

You need to set your knock-out punch with a series of jabs

Jab, Jab, Jab, Right Hook = Give, Give, Give, Ask@SearchDecoder

Page 13: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

@DiditMarketing

Page 14: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

The objective of content strategy is to design a repeatable and scalable process

Taking a long-view approach and seeing ahead is critical

User Profiling

Persona Validation

Qual./Quant. Research

Keyword & UX Mapping

PersonasGoals

& KPIs

Analytics

Data Insights

Off+On Site

Inventory

Content Audit

Success Metrics & KPIs

Competitive Insights

Lead Generation

ROI

Planning

& Delivery

Editorial Calendar

Influencer Profiling

Blogger Prospecting

Outreach

Learn, Test, Improve

!

Optimization

SEO

Distribution

Schema.org

Social Meta

Page 15: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�15

Intensity beats extensity

Focus your efforts playing to your strengths

Tier 1!Native

Blog!Twitter!

SlideShare!Reddit!Quora!

Medium!YouTube

Tier 2!Sharing

Facebook!StumbleUpon!

Digg!Delicious!Pinterest!Tumblr!

Linkedin

Considerations

Open or closed?!Waterfall or curated feed?!Does it have a homepage?!

Can I hack it?!Supports SEO?!

!

Page 16: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�16

5 Rapid-Fire Hacks & Tools to Get you Started

@SearchDecoder

Page 17: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

*Average for top four global clients for 2012

!

!

!

!

!

!

!

!

!

!

!

#1 Crowdsourcing Content on Fiberr

@SearchDecoder

Page 18: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

TimeMoney

Talent

You are here

Fiverr is your best friend when you have time for content ideas, no talent to execute, and only couple bucks in your wallet

First rule for Fiverr: It’s for execution, not for creative ideas

Page 19: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Review each content creator, check their work/reviews, and have the right expectations

Do your homework and provide clear creative direction

Page 20: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Example

@SearchDecoder

Page 21: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Launching on Amazon in July. FREE* for everyone who signed up for my mailing list before June 2013

Make no mistake, this is no “SEO for dummies.” !!Rather, SEO Like I’m 5 is for forward-thinking small business owners, start-ups and entrepreneurs who struggle to get on the front page of Google.

Sign up for my newsletter by June 30th to get it FREE*!!SearchDecoder.com/Newsletter!!*minus Amazon fees (est. 30%) and shipping. Sorry, I’m a bootstrapper!!@SearchDecoder

Page 22: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Are you an introvert? Use Fiverr to create your About Video

!On YouTube: https://www.youtube.com/watch?v=q--xmSuXKtY!!

@SearchDecoder

Page 23: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Use SpringLeap for high-end creative crowdsourcing and social creative campaigns

@SearchDecoder

Page 24: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

*Average for top four global clients for 2012

!

!

!

!

!

!

!

!

!

!

!

#2 Visual Storytelling on SlideShare

@SearchDecoder

Page 25: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�25

Slideshare is the world’s largest network for presentations

Similarly to YouTube it has a homepage, which offers a huge potential for traffic

Your deck here

TimeMoney

TalentYou are here

Page 26: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Frequency is key to maintain traffic

Frequent uploads

Frequency drops

@SearchDecoder

Page 27: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

https://medium.com/personal-brand/7d4beec8624c

@SearchDecoder

Do things, tell people.

Page 28: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Good content gets shared

@SearchDecoder

Page 29: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Include calls to action to drive leads

E-book downloads —> Qualified Leads@SearchDecoder

Page 30: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

*Average for top four global clients for 2012

!

!

!

!

!

!

!

!

!

!

!

#3 Long-Form Storytelling on

Medium@SearchDecoder

Page 31: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�31

Medium is a great social platform for long-form storytelling. Anybody can write on Medium.

Social, algorithm-driven content distribution on Medium offers an upside for good writers to get more eyeballs and engagement

Page 32: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�32

Contribute great content, curate, build relationships, submit to relevant collections. Act like a user.

Start and curate a collection

Connect your profile with Twitter and Facebook friends who will get notifications when you post

Page 33: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Medium’s algo emphasizes recommendations and read ratio

Page 34: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�34

Read this post if you are new to blogging

https://medium.com/personal-brand/d5e0a3c3b7a4

Page 35: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

*Average for top four global clients for 2012

!

!

!

!

!

!

!

!

!

!

!

#4 Build a Tribe on Triberr

@SearchDecoder

Page 36: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�36

Triberr is a social community for content creators to collaborate to grow each other’s blog readership.

@SearchDecoder

Page 37: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�37

Join Triberr and set-up your RSS feed

Connect your blog & RSS feeds

Join relevant Tribes

Set-up your feed

@SearchDecoder

Page 38: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�38

http://dashburst.com/top-triberr-bloggers-infographic/@SearchDecoder

Page 39: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

*Average for top four global clients for 2012

!

!

!

!

!

!

!

!

!

!

!

#5 Compound by cross-promoting

@SearchDecoder

Page 40: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�40

Embed widgets to cross-optimize your content

@SearchDecoder

Page 41: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�41

Place your email marketing widgets across your media properties

Offer something for Free you could charge for Include newsletter sign-up above the fold

@SearchDecoder

Page 42: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�42

The newsletter is the cornerstone of building your brand equity, start building your list early on - it’s a marathon!

Include clickable links, CTAs, images, and social plugins

@SearchDecoder

Page 43: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Connect Authorship to Your Blog Posts

Read how: http://www.searchdecoder.com/connect-google-authorship-blog-posts-5-min-less/@SearchDecoder

Page 44: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

�44

What tools should I use?

Toolbox: http://www.SEOtoolbox.me@SearchDecoder

Page 45: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

Whoever you are and whatever you do, your number one job is to build your credibility on the Internet through native content and social connections.

!

In a world where 80% of consumers Google a product or service before purchasing it, invisibility is a fate much worse than failure.

@SearchDecoder

Page 46: The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

*Average for top four global clients for 2012

[email protected]!!

SearchDecoder.com!!

@SearchDecoder!!

Facebook!

@SearchDecoder