Webmarketing Fundamentals


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Using Web Marketing to Connect, Grow and Profit

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Webmarketing Fundamentals

  1. 1. <ul><li>Using Web Marketing to Connect, Grow and Profit </li></ul>Fundamentals JJ Lassberg Schipul - The Web Marketing Company www.jjlassberg.com
  2. 2. What we’ll cover <ul><li>Direct vs. image marketing </li></ul><ul><li>Extroverts and introverts </li></ul><ul><li>Web marketing fundamentals </li></ul><ul><li>Search Engine magic </li></ul><ul><li>Social Media marketing </li></ul>
  3. 3. Why do you care?
  4. 5. Web responds like direct marketing
  5. 6. Image vs Direct <ul><li>Image Marketing </li></ul><ul><ul><li>small impressions / lots of ‘em </li></ul></ul><ul><li>Direct Marketing </li></ul><ul><ul><li>conversion focused / predisposed only </li></ul></ul>
  6. 7. Extroverts vs Introverts <ul><li>How do you treat people on the Web? </li></ul>
  7. 8. Web users are... <ul><li>Smart </li></ul><ul><li>Incredibly impatient </li></ul><ul><li>Introverted </li></ul>
  8. 9. So we know… <ul><li>Web Marketing is growing </li></ul><ul><li>Web responds like direct marketing </li></ul><ul><li>Web Users are: </li></ul><ul><ul><li>Smart </li></ul></ul><ul><ul><li>Impatient </li></ul></ul><ul><ul><li>Introverted </li></ul></ul>
  9. 10. Online Marketing Success in 10 steps
  10. 11. Focus on the user 90.91% Self Focused! Resources to look at: http://www.futurenowinc.com/wewe.htm
  11. 12. 1. Grab ‘em with a headline Read why: http://www.schipul.com/en/art/?2 What’s in it for me?
  12. 13. 2. Make your product the hero Read why: http://www.schipul.com/en/art/?3 www.kolachefactory.com
  13. 14. 3. Calls to action Read why: http://www.schipul.com/en/art/?4 www.pharmacytechnician.org
  14. 15. 4. Consistent branding Read why: http://www.schipul.com/en/art/?5 Visual and text branding is important. Your visitors need to know they are in the right place. www.bk.com www.nike.com
  15. 16. 5. Make it easy to contact you <ul><li>Mini contact forms </li></ul><ul><li>Physical address and phone numbers </li></ul><ul><li>Embedded ‘Contact Us’ links </li></ul>
  16. 17. 6. No surprises <ul><li>Visitors should know within seconds who you are and what you can do for them </li></ul><ul><li>Give visitors what they expect </li></ul><ul><li>Use industry appropriate imagery and colors </li></ul>
  17. 18. 7. SEO is the way to go www.schipul.com/en/sem/keywords/ Are you writing what you mean to say? Optimize it!
  18. 19. 8. Use testimonials What do your clients say about you?
  19. 20. 9. Interact with your visitors <ul><li>Before and After shots </li></ul><ul><li>Interactive video see: ( www.mybeautifulbody.com ) </li></ul>Industry-specific special features see: ( www.musicovery.com )
  20. 21. 10. Privacy policy <ul><li>Just because you’re paranoid doesn’t mean they’re not after you </li></ul>= BAD
  21. 22. Marketing the Children’s Museum <ul><li>No surprises </li></ul><ul><li>The brand is the hero </li></ul><ul><li>Consistent branding </li></ul><ul><li>Interactive elements </li></ul><ul><li>Calls to action </li></ul><ul><li>Easy to contact </li></ul><ul><li>Privacy </li></ul>
  22. 23. Let’s Talk SEO
  23. 24. Search Engine Domination <ul><li>Search Engine Marketing is awesome: </li></ul><ul><ul><li>Clients come to you, not you to them </li></ul></ul><ul><ul><li>Cheaper and faster than traditional marketing </li></ul></ul><ul><ul><li>Easily measurable ROI </li></ul></ul>
  24. 25. What is a search engine?
  25. 26. Content is King! <ul><li>Search engines are all about: </li></ul><ul><li>1. Great content </li></ul><ul><li>2. Links/reputation </li></ul>
  26. 27. Don’t be evil Offer good relevant content
  27. 28. Social What?
  28. 29. Social Media Magic <ul><li>Communicate </li></ul><ul><li>Connect </li></ul><ul><li>Create </li></ul>It’s all about the conversation
  29. 30. Telling your story Image thanks to Organic ( www.organic.com ) old new
  30. 31. Putting the Social in ‘Social Media’ Real World and Virtual World collision <ul><li>Connect </li></ul><ul><li>Interact </li></ul><ul><li>Share </li></ul><ul><li>Learn </li></ul>
  31. 32. Consistent Content… Where you audience is. youtube.com delicious.com flickr.com
  32. 33. Facebook: not just for college kids <ul><li>Fan pages grow camaraderie </li></ul><ul><li>Share your knowledge </li></ul><ul><li>Create buzz for events / campaigns </li></ul><ul><li>Brand exposure with Facebook ads </li></ul>Main: www.linkedin.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
  33. 34. Twitter includes other in an ongoing story Main: www.twitter.com Houston Children’s Museum: www.twitter.com/cmhouston Twitter Search: http://search.twitter.com
  34. 35. To Re-Cap <ul><li>The Web responds like Direct Marketing </li></ul><ul><li>Web users act like introverts </li></ul><ul><li>Web Marketing fundamentals - simple yet powerful </li></ul><ul><li>Google is your best/worst friend </li></ul><ul><li>Social Media - powerful, effective and fun </li></ul>
  35. 36. Thank you! JJ Lassberg, Marketing & Social Media Consultant JJL assberg@schipul.com | twitter.com/jjlassberg Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com
  36. 37. Questions
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