Startups, small business owners, and those building their personal brand face a fragmented, noisy, and cluttered digital media landscape that makes challenging to get their message heard. Social media marketing alone has top-performing sites such as Facebook, Twitter, YouTube, LinkedIn, Foursquare, Tumbler, Pinterest, Google+ and more to choose from. How do you decide where to focus your limited time, stretched resources, and non-existent budget? View these slides for great information on how to build your business and brand in smart and cost-effective ways using planning and an integrated marketing approach. The following topics are covered: *Branding & marketing for startups & small businesses *Establish integrated digital marketing campaigns *Empowering & effective case studies *Resources at no to low-cost *Implementation of your marketing plan Questions? Send a tweet to @AngelaLaGamba

1. Welcome! This
is a BEGINNER
LEVEL session!
Digital Marketing
for Startups
Angela LaGamba & Bobby Dhillon
@AngelaLaGamba & @BobbyDhillon
Toronto PodCamp 2014
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2. Go #Canada!!!
Canada has won Olympic gold medals in both
men’s and women’s hockey in Sochi 2014.

3. What you’ll learn today…
O Branding & marketing for startups & small
O
O
O
O
businesses
Establish integrated digital marketing
campaigns
Empowering & effective case studies
Resources at no to low-cost
Implementation of your marketing plan
#SocialCrispPCTO14

4. Branding & marketing?

5. Branding & Marketing
for Startups
O Why is it important?
O It’s your roadmap that helps you uncover your
identity has a company
O What’s the difference?
O Branding – What do you provide as a
company?
O Marketing – How do you communicate the
provision? Or How you present something to
someone online?
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6. Branding
O Branding:
O To be successful in digital marketing, you
need to use the 3 E’s:
O Engage – build a community – interact with
your fans and followers, comment, retweet, use
common interests, develop good karma
O Education – talk about your expertise, industry,
trends
O Entertain – make your message memorable,
use ‘stickiness’
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7. Essential marketing skills
Research
Key Learnings &
Pivot
Planning
Analytical &
Technical
Budgeting &
Project Mgmt.
Copywriting &
Communication
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8. Digital marketing components
Website
Blog
Social Media
Mobile & Apps
Multimedia & Video & Podcasting
Search Engine Optimization (SEO)
Pay-Per-Click Advertising (PPC)
Email
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9. Let’s start putting it together!

10. Integrated Marketing
Campaigns
O How can you do this?
O Anyone can do this!
O Idea > plan > document & calendar
O
O
O
O
development > implement > analyze &
measure
Save $ by doing work in-house
Use free tools & educational materials
Be ready to PIVOT
Not Fun? No Attention!
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11. Case Study: IPPINKA

12. Case Study: Big Road

13. Integrated Marketing
Campaigns
O 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!
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14. Now, it’s time for resources!

15. Startup Resources – 1
O Free to low cost resources to help you stay
on-budget
O Websites:
O Affordable pre-packaged websites include
WordPress, SmallBusiness.officelive.com,
webpistion.com, web.com
O Track Web Analytics:
O Popular website analytics tools include:
Google.com/analytics, Metasun.com,
Webtrends.com, HaveaMint.com
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16. Startup Resources – 2
O Free to low cost resources to help you stay
on-budget
O 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
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17. Startup Resources – 3
O Free to low cost resources to help you stay
on-budget
O Online / Pay-Per-Click (PPC) Advertising:
Pay-PerO Google AdWords, Interclick.com
O Email Marketing:
O Affordable email providers include:
MailChimp.com, Yesmail.com, and
ConstantContact.com
O Blog Marketing:
O Blog hosting services include Blogger.com and
WordPress.com
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18. Startup Resources – 4
O Social Media Marketing:
O Social networks: Facebook, LinkedIn
O Blogs
O Microblogging services: Twitter
O Social bookmarking and news services: Digg, Delicious,
O
O
O
O
Reddit
Media sharing sites (videos, photos, audio): Flickr,
YouTube
Social location sharing (social networking mobile + local):
FourSquare, MyTown
Social monitoring tools: BackType.com,
BoardReader.com, BoardTracker.com, HootSuite.com,
Technorati.com/Search/
Cross-promotional integration tools: HootSuite.com,
Bupper.com, CrowdBooster.com
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19. Startup Resources – 5
O Free to low cost resources to help you stay
on-budget
O Online 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-PressRelease.com, MarketWire.com,
OnlinePRNews.com, PRLeap.com, PRWeb.com
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20. 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
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21. Let’s get socially crisp!
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:
O Angela LaGamba:
O @AngelaLaGamba
O ca.linkedin.com/in/
angelalagamba/
O Bobby Dhillon:
O @BobbyDhillon
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22. Questions?
Thank You!
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