Keeping it realUsing Web marketing to connect, grow and profit                       Ed Schipul         Schipul - The Web M...
About Schipul
What we’ll cover• Direct vs. image marketing• Extroverts and introverts• Web marketing fundamentals• Search Engine magic• ...
A rubber raft in the middle of the ocean      http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
3 Motivations of  Social                  Material                     Ideological           www.flickr.com/photos/6053363...
http://fitlancer.blogspot.com/2011/01/candice-michelle-godaddy-girls.html
Web responds likedirect marketing
Image vs Direct• Image Marketing • small impressions / lots of ‘em• Direct Marketing • conversion focused / predisposed only
Extroverts vs Introverts How do you treat people on the Web?
Web users are...• Smart• Incredibly impatient• Introverted
Online Marketing Success       in 10 steps
Focus on the user          90.91% Self Focused!Resources to look at: http://www.futurenowinc.com/wewe.htm
1. Grab ‘em with a     headline       What’s in it for me?   Read why:   http://www.schipul.com/en/art/?2
2. Make your product      the hero     Read why:   http://www.schipul.com/en/art/?3            www.kolachefactory.com
3. Calls to action   Read why:     http://www.schipul.com/en/art/?4               www.pharmacytechnician.org
4. Consistent branding         Visual and text branding is important.Your visitors need to know they are in the right plac...
5. Make it easy to   contact you    • Mini contact forms    • Physical address and phone      numbers    • Embedded ‘Conta...
6. No surprises  • Visitors should know within    seconds who you are and what    you can do for them  • Give visitors wha...
7. SEO is the way to goAre you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/
8. Use testimonialsWhat do your clients say about you?
9. Interact with your       visitors          • Before and After shots          • Interactive video          see: (www.myb...
10. Privacy policyJust because you’re paranoid doesn’t mean           they’re not after you                   = BAD
Marketing the Children’s Museum                 1. No surprises                 2. The brand is the hero                 3...
Telling your story           new     old     Image thanks to Organic (www.organic.com)
Putting the Social in ‘Social Media’       Real World and Virtual World collision• Connect• Interact• Share• Learn
Content is still King                        www.youtube.com www.flickr.com                                          http:/...
Facebook - Not just for college kids• Fan pages grow camaraderie• Share your knowledge• Create buzz for events /  campaign...
Twitter includes others in ongoing StoryMain: www.twitter.comHouston Children’s Museum: www.twitter.com/cmhoustonTwitter S...
To Re-Cap• The Web responds like Direct Marketing  (usually)• Web users act like introverts• Web Marketing fundamentals - ...
BREAK TIME! (THEN SEO)
SEO Driven Content                                                          Strategy for 2012 &                           ...
What We’ll Cover• Search Engine Marketing Fundamentals• Crafting your Content Strategy• What’s Next for 2012              ...
SEARCH ENGINE MARKETINGBASICS            Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
How Does a Search Engine         Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Search EnginesAre Deaf & Blind                   Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Search Engine Relationships               http://bruceclay.com/serc.htm          Caitlin Kaluza @qcait | Schipul – The Web...
What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant...
Content is KingPhoto credit: flickr.com/photos/8749778@N06/5867410093   Caitlin Kaluza @qcait | Schipul – The Web Marketin...
CRAFTING YOURCONTENTPhoto Credit: flickr.com/photos/17237319@N00/291216103/
How is Your Content Doing Keyword Density Analyzer Report  schipul.com/sem-toolsYou shouldsee yourbrand name,your topkeywo...
What Words Should you Focus                         On?Make a list of top  keywordsUse Google  keyword tool  to analyze  c...
Photo Credit: flickr.com/photos/28581290@N08/5819937337BRAINSTORM   CONTENT
What is the Goal of Your•   Nurture current customers•   Educates potential customers•   Shows off your expertise•   Recru...
Questions to Ask• What additional Product/Service Details can we  provide?• What checklist would help our customers?• What...
Look at Keyword Data• List of Keywords• Other Keywords  that came up• Top Keywords  for Current  Content                  ...
Content Feedback Loops• Your top blog post  could make a  great video or  whitepaper• Video can reach  past your site• Inc...
Think About Link Bait       Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Create an Editorial Calendar• Consistency is more  important than  Quantity• Have one person  own it but delegate• Have a ...
Where to Share• Google & Bing  Incorporate Social  Signals• Must be public, i.e.  Twitter, Facebook  Fan Page• Don’t be af...
Photo Credit: flickr.com/photos/8070463@N03/3429124893WHAT’S NEXTIN 2012?
Local ListingsClaim YourLocal ListingsGoogle Places,Bing, Yelp, Etc.For more:schipul.com/help-files/intro-to-google-places/...
Mobile Optimization• Mobile Results areDifferent than PCResults• A Mobile OptimizedSite Matters•                       Cai...
Google +• Google+ pagesgetting preferredplacement inSearch Results• Sites that yourfriends +1 getpreferredplacement       ...
CAITLINKALUZASLIDESHARE.NET/QCAIT@QCAITPhoto Credit: flickr.com/photos/44124279284@N01/5870360995
UP NEXTSocial advertising + Geo-marketingEd Schipul | www.schipul.com | @eschipul                                         ...
www.flickr.com/photos/sshb/4087836286   www.flickr.com/photos/gimar/5222418518     WE ARE ON THE GO
LET’S TALK...•   What we do online in 2011•   Your ads have gotten social•   Location-based Apps                          ...
www.flickr.com/photos/8903928@N05       www.flickr.com/photos/41894156240@N01                             YOU ON THE WEB: ...
http://www.flickr.com/photos/chrism70/1363581821  MORE CHANNELS,        LESS ATTENTION
A NEWKIND OFPHONETIME
REVIEWS = SOCIAL	 	 	 	 	 	 	 	 	 	 CURRENCY       InsiderpagesYelp                      Citysearch
FACEBOOK THOUGHTS    •   500 million = 3rd largest country in the        world    •   Led by a 26 year old    •   10% of a...
COLLECTING DATA
CONNECTING WORLDS
#1 referrer for                                                 Christmas buying season =http://www.flickr.com/photos/dliu...
FACEBOOK IMPRESSIONSPaid Media   Earned Media   BOTH!
SPEND LITTLE, EARN $$$$55 =120 Clicks = 70 New Fans = 12 New Attendees
$4     (by 2011 end)BILLIONIN ADS           http://www.flickr.com/photos/12936340@N06
http://www.flickr.com/photos/33917831@N00/114430223/http://www.flickr.com/photos/95572727@N00/219537913/   http://www.flic...
THE FIGHT IS ON!!
FOURSQUARE                       www.foursquare.com  •   Giant market share  •   Offers analytics to learn about your cust...
HOW IT WORKSFriends   +   Places    +   Update   =   Win
YOUR OPPORTUNITY     •   Listen, listen, listen     •   Offer 1st timer + return incentives     •   Connect all online / o...
GOWALLA                                www.gowalla.com•   Claim your business location•   Cool ‘custom stamps’ (for a fee ...
YELP.COM = POWERFUL	 	 	 	 	 	 	 	 	 	 STUFF!!!!
TRIPADVISOR                             www.tripadvisor.com•   Plan and book your vacation•   Read/Write reviews of hotels...
WHAT IT’SREALLY ALLABOUT•   It’s not where you are,    it’s what you’re experiencing•   Tie it all in together + make life...
Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company11757 Katy Freeway, Suite 930Houston, TX 77079 USAeschipul@sch...
U of H Entrepreneurship Presentaion 2012
U of H Entrepreneurship Presentaion 2012
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U of H Entrepreneurship Presentaion 2012

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Ed Schipul's presentation to University of Houston students on the reality of the business world.

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  • Spiders crawl sites looking for links and text, then explore the links in the same fashion.\nAll the information is stored in an index for easier retrieval.\nA search algorithm then ranks sites based on specific information and page relevance.\n\nThe reason you see different search results in different search engines is because the spider, algorithm and index is different in each search engine.\n
  • So this is what Schipul.com looks like on the front end to people\n
  • And this is what it looks like to search engines. Search engines only read code.\n
  • A spider will go through the code and follow the links and then crawls those pages.\n
  • And this is what your search results look like. \n
  • Sooo which search engines should you worry about? Actually search engines like Ask and AOL feed their results from the major players like Google so you don’t need to worry so much about them. This graph is from Bruce Clay, the godfather of SEO. \n
  • This slide shows the difference in search engines when using the same term\nThis is Google’s results versus Yahoo’s…you’ll notice the difference in algorithms \n
  • What do search engines look for? This is the SEO hierarchy of needs created by Bruce Clay who I mentioned earlier. It’s similar to Maslow’s Hierarchy of Needs that says that at the bottom of the pyramid is food and shelter and at the top is self actualization. So you have to begin with the basics such as keywords and content before you tackle the other things like link development. You need to look at your site navigation and make sure it’s user friendly. If a person can easily navigate through your site then a search engine can too. Also, be sure to have good call to actions. Link development is at the top and it’s very important, but you have to have the other elements in place first.\n
  • Content is king. Update your content consistently, keep it relevant and be creative.\n
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  • Transcript of "U of H Entrepreneurship Presentaion 2012"

    1. 1. Keeping it realUsing Web marketing to connect, grow and profit Ed Schipul Schipul - The Web Marketing Company
    2. 2. About Schipul
    3. 3. What we’ll cover• Direct vs. image marketing• Extroverts and introverts• Web marketing fundamentals• Search Engine magic• Social Media marketing• Bonus round: 3 motivations of people
    4. 4. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
    5. 5. 3 Motivations of Social Material Ideological www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
    6. 6. http://fitlancer.blogspot.com/2011/01/candice-michelle-godaddy-girls.html
    7. 7. Web responds likedirect marketing
    8. 8. Image vs Direct• Image Marketing • small impressions / lots of ‘em• Direct Marketing • conversion focused / predisposed only
    9. 9. Extroverts vs Introverts How do you treat people on the Web?
    10. 10. Web users are...• Smart• Incredibly impatient• Introverted
    11. 11. Online Marketing Success in 10 steps
    12. 12. Focus on the user 90.91% Self Focused!Resources to look at: http://www.futurenowinc.com/wewe.htm
    13. 13. 1. Grab ‘em with a headline What’s in it for me? Read why: http://www.schipul.com/en/art/?2
    14. 14. 2. Make your product the hero Read why: http://www.schipul.com/en/art/?3 www.kolachefactory.com
    15. 15. 3. Calls to action Read why: http://www.schipul.com/en/art/?4 www.pharmacytechnician.org
    16. 16. 4. Consistent branding Visual and text branding is important.Your visitors need to know they are in the right place. www.nike.com www.bk.com Read why: http://www.schipul.com/en/art/?5
    17. 17. 5. Make it easy to contact you • Mini contact forms • Physical address and phone numbers • Embedded ‘Contact Us’ links
    18. 18. 6. No surprises • Visitors should know within seconds who you are and what you can do for them • Give visitors what they expect • Use industry appropriate imagery and colors
    19. 19. 7. SEO is the way to goAre you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/
    20. 20. 8. Use testimonialsWhat do your clients say about you?
    21. 21. 9. Interact with your visitors • Before and After shots • Interactive video see: (www.mybeautifulbody.com) Industry-specific special features see: (www.musicovery.com)
    22. 22. 10. Privacy policyJust because you’re paranoid doesn’t mean they’re not after you = BAD
    23. 23. Marketing the Children’s Museum 1. No surprises 2. The brand is the hero 3. Consistent branding 4. Interactive elements 5. Calls to action 6. Easy to contact 7. Privacy
    24. 24. Telling your story new old Image thanks to Organic (www.organic.com)
    25. 25. Putting the Social in ‘Social Media’ Real World and Virtual World collision• Connect• Interact• Share• Learn
    26. 26. Content is still King www.youtube.com www.flickr.com http://del.icio.us
    27. 27. Facebook - Not just for college kids• Fan pages grow camaraderie• Share your knowledge• Create buzz for events / campaigns• Brand exposure with Facebook ads Main: www.linkedin.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
    28. 28. Twitter includes others in ongoing StoryMain: www.twitter.comHouston Children’s Museum: www.twitter.com/cmhoustonTwitter Search: http://search.twitter.com
    29. 29. To Re-Cap• The Web responds like Direct Marketing (usually)• Web users act like introverts• Web Marketing fundamentals - simple yet powerful• Google is your best/worst friend• Social Media - powerful, effective and fun
    30. 30. BREAK TIME! (THEN SEO)
    31. 31. SEO Driven Content Strategy for 2012 & BeyondPhoto Credit: flickr.com/photos/53196512@N07/5299700424
    32. 32. What We’ll Cover• Search Engine Marketing Fundamentals• Crafting your Content Strategy• What’s Next for 2012 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    33. 33. SEARCH ENGINE MARKETINGBASICS Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    34. 34. How Does a Search Engine Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    35. 35. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    36. 36. Search EnginesAre Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    37. 37. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    38. 38. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    39. 39. Search Engine Relationships http://bruceclay.com/serc.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    40. 40. What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links http://bruceclay.com/seo-hierarchy-of-needs.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    41. 41. Content is KingPhoto credit: flickr.com/photos/8749778@N06/5867410093 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    42. 42. CRAFTING YOURCONTENTPhoto Credit: flickr.com/photos/17237319@N00/291216103/
    43. 43. How is Your Content Doing Keyword Density Analyzer Report schipul.com/sem-toolsYou shouldsee yourbrand name,your topkeywordphrase, &yourgeography Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    44. 44. What Words Should you Focus On?Make a list of top keywordsUse Google keyword tool to analyze competition vs. demand Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    45. 45. Photo Credit: flickr.com/photos/28581290@N08/5819937337BRAINSTORM CONTENT
    46. 46. What is the Goal of Your• Nurture current customers• Educates potential customers• Shows off your expertise• Recruit new talent• Recruit volunteers• Sell Widgets Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    47. 47. Questions to Ask• What additional Product/Service Details can we provide?• What checklist would help our customers?• What content would help our sales team?• What do current customers want to know?• What do potential customers want to know?• What services don’t have a lot of detail on the website?• What location specific content can we add?• What questions do we get asked often?• What content can we provide around our target industries? Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    48. 48. Look at Keyword Data• List of Keywords• Other Keywords that came up• Top Keywords for Current Content Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    49. 49. Content Feedback Loops• Your top blog post could make a great video or whitepaper• Video can reach past your site• Incorporate • 3 Billion videos viewed on YouTube per day Photos, Articles, • 38% of Google Search Press Releases, results include video Blog Posts, Case • Videos get a 40% Studies, Slideshare Percent higher CTR in presentations Search Results Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    50. 50. Think About Link Bait Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    51. 51. Create an Editorial Calendar• Consistency is more important than Quantity• Have one person own it but delegate• Have a Sharing Strategy – share on facebook, twitter, linkedin, etc. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    52. 52. Where to Share• Google & Bing Incorporate Social Signals• Must be public, i.e. Twitter, Facebook Fan Page• Don’t be afraid to share twice – First: Announce new post – Second: Pull out a quote or fact Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    53. 53. Photo Credit: flickr.com/photos/8070463@N03/3429124893WHAT’S NEXTIN 2012?
    54. 54. Local ListingsClaim YourLocal ListingsGoogle Places,Bing, Yelp, Etc.For more:schipul.com/help-files/intro-to-google-places/ Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    55. 55. Mobile Optimization• Mobile Results areDifferent than PCResults• A Mobile OptimizedSite Matters• Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    56. 56. Google +• Google+ pagesgetting preferredplacement inSearch Results• Sites that yourfriends +1 getpreferredplacement Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    57. 57. CAITLINKALUZASLIDESHARE.NET/QCAIT@QCAITPhoto Credit: flickr.com/photos/44124279284@N01/5870360995
    58. 58. UP NEXTSocial advertising + Geo-marketingEd Schipul | www.schipul.com | @eschipul Thanks Daniel*1977
    59. 59. www.flickr.com/photos/sshb/4087836286 www.flickr.com/photos/gimar/5222418518 WE ARE ON THE GO
    60. 60. LET’S TALK...• What we do online in 2011• Your ads have gotten social• Location-based Apps www.flickr.com/photos/10659687@N03/2522221074/
    61. 61. www.flickr.com/photos/8903928@N05 www.flickr.com/photos/41894156240@N01 YOU ON THE WEB: 2011
    62. 62. http://www.flickr.com/photos/chrism70/1363581821 MORE CHANNELS, LESS ATTENTION
    63. 63. A NEWKIND OFPHONETIME
    64. 64. REVIEWS = SOCIAL CURRENCY InsiderpagesYelp Citysearch
    65. 65. FACEBOOK THOUGHTS • 500 million = 3rd largest country in the world • Led by a 26 year old • 10% of all Web visits • About 1 in 4 pages visited on Web daily
    66. 66. COLLECTING DATA
    67. 67. CONNECTING WORLDS
    68. 68. #1 referrer for Christmas buying season =http://www.flickr.com/photos/dliu04/4821210754
    69. 69. FACEBOOK IMPRESSIONSPaid Media Earned Media BOTH!
    70. 70. SPEND LITTLE, EARN $$$$55 =120 Clicks = 70 New Fans = 12 New Attendees
    71. 71. $4 (by 2011 end)BILLIONIN ADS http://www.flickr.com/photos/12936340@N06
    72. 72. http://www.flickr.com/photos/33917831@N00/114430223/http://www.flickr.com/photos/95572727@N00/219537913/ http://www.flickr.com/photos/36521955290@N01/827264/ LOCATION LOCATION LOCATION LOCATION
    73. 73. THE FIGHT IS ON!!
    74. 74. FOURSQUARE www.foursquare.com • Giant market share • Offers analytics to learn about your customers better • Gaming element (badges) makes it FUN! • Great for large conferences and events too
    75. 75. HOW IT WORKSFriends + Places + Update = Win
    76. 76. YOUR OPPORTUNITY • Listen, listen, listen • Offer 1st timer + return incentives • Connect all online / offline marketing to it • Get to know your customers! Foursquare gets 22,000 + new users a day
    77. 77. GOWALLA www.gowalla.com• Claim your business location• Cool ‘custom stamps’ (for a fee + a bit of luck)• Create special offers and greetings for customers
    78. 78. YELP.COM = POWERFUL STUFF!!!!
    79. 79. TRIPADVISOR www.tripadvisor.com• Plan and book your vacation• Read/Write reviews of hotels, restaurants, etc.
    80. 80. WHAT IT’SREALLY ALLABOUT• It’s not where you are, it’s what you’re experiencing• Tie it all in together + make life easier• Make your business easy to talk about• ENJOY!! Have fun with your customers
    81. 81. Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company11757 Katy Freeway, Suite 930Houston, TX 77079 USAeschipul@schipul.comv. (281) 497.6567f. (281) 497.1083
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