Learn how to identify and build your audience on a startup budget. - How to find long tail keyword opportunities - Budget a PC campaign - Select a social media posting style - Target influencers in your vertical

1. Building Audience & Influence on a
Budget
@eric3000
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2. Where You Can Find Today’s
Slides
http://www.bit.ly/emetelka
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3. I'm Eric Metelka, founder of Full Stack
Marketing, a full featured digital marketing
consulting firm for startups. I am a former
management consultant and the former digital
marketing manager at BestVendor.
@eric3000

4. My Goals for Today
You know how find long tail keyword
opportunities
You can budget a PPC campaign and
know your CAC
You understand your social media posting
style
You are able to target influencers in your
vertical
@eric3000

5. What I Am Going to Cover
☐ Building Audience – 20 mins
☐ Building Influence – 20 mins
☐ Questions – 10 mins
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6. Building Audience with Search
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7. @eric3000

8. @eric3000

9. How Google Works
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10. How Google Works
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11. Paid vs. Free Media
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12. Paid vs. Free Search
ONLY 18% OF CLICKS GO HERE
82% GO HERE
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13. Keyword Strategy
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14. Adwords Keyword Tool
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15. Google Instant Search
 www.soovle.com
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16. Competitors’ Keywords
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17. How to Budget
Monthly Sales = CPC × Daily Clicks × Conversion × Price × 30
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18. How to Budget
Monthly Sales = CPC × Daily Clicks × Conversion × Price × 30
Daily Budget
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19. Budget Example
1. What is your sales goal? $10k/month
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20. Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
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21. Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
3. What is avg CPC? $1
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22. Estimating CPC
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23. Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
3. What is avg CPC? $1
4. What is conversion %? 10%
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24. Estimating Conversion
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25. Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
3. What is avg CPC? $1
4. What is conversion %? 10%
Daily Clicks = ?
Daily Budget = ?
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26. Budget Example
1. What is your sales goal? $10k/month
2. What is avg price of item? $100
3. What is avg CPC? $1
4. What is conversion %? 10%
Daily Clicks = 33.33
Daily Budget = $33.33
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27. Should You Use SEM?
CPC < Price * Conversion % ?
Yes No
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28. Paid? Exclude Negative Keywords
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29. Organic? On-Page Optimization Checklist
• Keyword in Title
• Keyword in Heading (h1)
• Good use of keyword in content
• AVOID KEYWORD STUFFING
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30. Building Influence with Social Media
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31. Audience Targeting
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32. Social Media Communication Guidelines
Posts and tweets should have as many of these attributes as
possible
• Helpful • Credible
• Useful • Brief
• Timely • Entertaining
• Informative • Fun
• Relevant • Occasionally funny
• Practical
• Actionable
• Generous
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33. Social Media Brand Personality Matrix
Sharing Creating
Curator Tastemaker
The brand surfaces and shares the The brand creates engaging content
Engaging most interesting content shared by that dictates trends to its fans and a
its audience who appreciates the broader audience
chance to reach a large audience
Explorer Conversationalist
The brand is experimenting with The brand is great at conversing with
Listening ways to interact with its audience by its audience which is looking for two-
seeing what content creates way communication and customer
engagement service
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34. Posting Goals
Post for Click-
Through Post for Sharing
A headline that makes A headline with a complete
people want to know more informative thought
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35. Where Is My Audience?
• Form hypotheses of possible targets
• Find the smallest community of a target
and engage with them
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36. Who Follows Your Competitors
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37. Sort by Authority
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38. How to Measure Authority
• Number of followers
• Number of retweets
• Klout score
• Kred score
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39. Double-Sort by Retweets of Others
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40. Example: Kate Spade
• Facebook
• Twitter
• Tumblr
• Pinterest
• Blog
LIFESTYLE BRAND
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41. Embrace Each Platform
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42. Keep Design Consistent
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43. Keep Design Consistent
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44. Don’t Just Share Your Own Stuff
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45. Questions?
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46. Digital Marketing Reading List
 Kissmetrics Blog -http://blog.kissmetrics.com/
 Andrew Chen – http://andrewchen.co
 Rand Fishkin – http://moz.com/rand
 SEOMoz blog – http://SEOmoz.org/blog
 Inbound – http://inbound.org
 Conversion Rate Experts -
http://www.conversion-rate-experts.com/blog/
 Slideshare - http://www.slideshare.net/
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47. Email: e.metelka@gmail.com
Twitter: @eric3000
LinkedIn: /in/emetelka
Facebook: /e.metelka
Download Slides:
www.slideshare.net/emetelka/
Please fill out evaluation forms:
http://bit.ly/ericfeedback
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