Building your digital marketing presence in seven steps while on a tight budget.

1. Bootstrapping Your
Digital Marketing
MATI Jerusalem
Kelli Brown | Dec 2012

2. What we do:
• Social Media
• Search Engine
Optimization (SEO)
• WordPress websites
• Facebook Tabs, Apps
and Pages
• Consulting
• Strategy
• Implementation
• Maintenance
• Analytics
Find us online at
pixelpointpress.com

3. Conquer the Web in Seven Steps
• Goals must drive actions
• Find your market, pick your niche
• Build your own home first
• Content comes before distribution
• Know when to spend
• Pay for instruction
• Expand your reach slowly

4. Where to begin?
It all starts with asking
some hard questions.

5. Goals Must Drive Actions
• Don’t make assumptions
• Trendy isn’t always better
• What would success look
like?
• What is a “need” and
what is a “want”?
• Create a marketing calendar
• Define quantifiable goals … ROI

6. Pick Your Niche Online
• Remember the importance
of search
• Contrast web reality with
real life
• Targeted traffic converts better
• You need to know your target market
• What’s your USP* on the web?
* unique selling proposition - any aspect of an object that
differentiates it from similar objects .. What sets you apart

7. Build Your Home First
• Start with branding: logo, tagline, etc.
• Add a website on your own domain name
• Use your own domain for email too
• When in doubt, use WordPress
• Find a solid premium theme
• Use minimal customization to get things up
and running

8. Your Web Marketing Funnel
Awareness
Consideration
Potential Pitfall: Conversion
What happens when
someone enters the
funnel when we Loyalty
aren’t quite ready
for them…
Advocacy

9. Content Before Broadcast
• Marketing funnel is
built on content
• Refine your sales pitch
before you jump in front
of an audience
• Create a calendar to keep
your web content thriving
• Work out any content kinks before
broadcasting your message

10. Know When to Spend
• Bootstrapping ≠ no budget
• Your time has value – don’t waste it
• Value shifts as your company grows
• “An ounce of prevention is worth
a pound of cure”
• Spend 10 minutes to find a better way
• When in doubt, send it out
• Especially true for one-time projects

11. Buy Top Quality Lessons
• For each new hurdle, decide:
• Is this a recurring scenario?
• How fast is the tech changing?
• Do I have the time?
• Pay for instruction, not maintenance
• Aim for low recurring costs when you build
Good examples: Website maintenance, basic SEO work, monthly
newsletters, content aggregation, brand reputation awareness, social
network management

12. Expand Your Reach Slowly
• Build a marketing calendar
• Benchmarks include
expanding your reach
• Website, blog, rich media,
social networks…
• Static → video/audio → live online → live events
• Schedule time to evaluate efforts
• Refine, repeat, reevaluate … and reduce

13. Questions? Contact us at
kelli@pixelpointpress.com