Ideas for Building Bootstrap-Funded Project Guerrilla Style

[csmithal]

It's on a very bootstrapped budget right now, but I will be trying to build awareness, build a following, and ultimately, increase sales.

Can anyone help with successful grassroots campaigns where dollars for search or display ads and fresh blog content were at a minimum? The client has spent too much on product development, PR, web design, etc thus far, so I'm going to need to get some viral traction first in order to convince them to re-invest.

Below is my strategy: 
It is an online assessment that helps lawyers and law students make better career decisions by answering two questions:

• Which legal practice areas are the best fits for my interests and values?
• Which general (non-legal) career fields are the best fits for my interests and values?

Tangible Business Goals:

• Build awareness
• Spark relationships with clients, prospects, and influencers
• Better understand buyers or potential buyers
• Increase website traffic
• Improve search engine rankings
• Generate leads
• Generate sales

Targeting:

1. Law Students
2. Prospective Law Students
3. Lawyers
4. Law Schools
5. Law Firms
6. Companies employing in-house counsel
7. Bar Associations

Channels:

• LinkedIn Groups
• Facebook
• Twitter

Action Items:
Find influencers on Twitter to help spread the cause using online tools like FollowerWonk.

Low-hanging Fruit:

• Posting to primary social channels, Facebook, LinkedIn, Twitter.
• Frequency:
• Twitter: 3x daily
• Facebook: 3-4x weekly
• LinkedIn: 3-4x daily
• Forum & Blog Participation: 5x weekly

Content Marketing Campaign:

A contest to target winners of a free assesssment.

Contest selects 4 winners, since there are several different audiences.

1. Prospective Law Student
2. Current Law Student 
3. Current Attorney (Law Firm)
4. Current Attorney (In-house counsel)

Contest/Giveaway:

• Social media activity steam in initial phases will be based around contest opportunity.
• In order to enter, entrants will need to either Like on Facebook and follow/retweet on Twitter, connect with LawFit Company Page on Twitter.
• All will be required to subscribe to e-mail newsletter.

What am I missing?

[EGOL]

What am I missing?

A razor-sharp focus.

Image that you only have two arrows and are under attack.  What will you shoot with them?

90% of the benefits will flow from 10% of the potential activities.  Identify them.

[csmithal]

K.