The first area I tend to think about when it comes to developer marketing is around advocates. A simple definition of an advocate is someone that speaks/writes in favor of some thing.

Creating advocates is a means of creating more of myself to go out and talk loudly and ideally effectively. However, they do take time to cultivate and it is a hard item to track. But by cultivating advocates I’m able to scale what would otherwise be a bottleneck of my own personal time.

As developers we can tend to be a fickle bunch; especially in certain open source communities. We like to see intelligence and systems applied to things, hope for a better world through making things open, and appreciate when others relate to our world as we often attempt to relate to theirs. Marketing is often a loaded word when it comes to developers – leaving mixed feelings about webinars, email campaigns, and the like.

A quick clarification in terms of marketing I’m referring to product marketing, but of a technical product. This is based on the idea that developers are the new kingmakers and when marketing a product to them it needs to be done differently.

If you have an hour to spare its well worth it to look back and look back at my series on startup/bootstrapped marketing. But if you’re short on time and want the high level summary here’s the quick recap:

Part 1 - Focus on SEO

We’ve talked some about SEO, media/blog posts, adwords, no one of these is a magic bullet. Some work better for different reasons. As I mentioned in the first post, if you haven’t checked out the post on tactically measuring metrics then please do. If you have followed those steps and explore each of these options, then you should have an idea of which one works well for you and which doesn’t. The final piece of marketing may be a bit harder to measure, but is going to do great things towards growing your brand to users and visitors.

For the second part of the series we’re going talk a bit about finding the influencers in certain industries. We’ll get to more traditional means that people think of later, and if you’ve missed our first post that dealt mostly with SEO make sure you check it out first. In most online ventures there’s a key set of influencers, often times these are blogs or podcasts. Blogs can receive a huge readership, which are often very loyal.

This is the first of a 4 part series on marketing for startups/bootstrapped companies. Much of the learnings from this are a result of experiences with Registry Stop. The key to each of these is going to be measuring and reacting to your efforts. If you need help on this, check out previous post around metrics for startups.

So without further adieu, on this initial post of the series we’re going to talk a bit about the biggest free way to get traction and traffic for your startup. The best way to aquire free traffic to your site, is to ensure your site is optimized for search engines or more commonly SEO. Sure you can pay $3 for your ad to show up on certain keywords, but why spend the $3 per click if you can simply ensure you’re the first search result. There are slightly different methods for this for each search engine, but we’ll cover a broad set of items to pay attention to.