Keeping it real - Web marketing to grow, connect and profit

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Web Marketing fundamentals as presented to a Rice University advertising class.

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Keeping it real - Web marketing to grow, connect and profit

  1. Keeping it real Using Web marketing to connect, grow and profit Ed Schipul Schipul - The Web Marketing Company www.brandtobedetermined.com
  2. 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
  3. Why do you care?
  4. Marketing Budget Survey A Balanced Approach (web < 40%)
  5. October 13, 2006 Internet & Consumer Sof Internet advertising and consumption gap Exhibit 6 Large Gap Between Internet Consumption / Ad Spending http://www.morganstanley.com/institutional/techresearch/msinternetadreport101306.html?page=research
  6. Web responds like direct marketing
  7. Image vs Direct • Image Marketing • small impressions / lots of ‘em • Direct Marketing • conversion focused / predisposed only
  8. Extroverts vs Introverts How do you treat people on the Web?
  9. Web users are... • Smart • Incredibly impatient • Introverted
  10. Online Marketing Success in 10 steps
  11. Focus on the user 90.91% Self Focused! Resources to look at: http://www.futurenowinc.com/wewe.htm
  12. 1. Grab ‘em with a headline What’s in it for me? Read why: http://www.schipul.com/en/art/?2
  13. 2. Make your product the hero Read why: http://www.schipul.com/en/art/?3
  14. 3. Calls to action • What do you want your visitors to do? ‣ Call us at (281) 497.6567 ‣ Sign up for our newsletter today! • Don’t forget to ask for business! Read why: http://www.schipul.com/en/art/?4
  15. 4. Consistent branding Visual and text branding is important. How will your clients search for you online? Read why: http://www.schipul.com/en/art/?5
  16. 5. Make it easy to contact you • Mini contact forms • Physical address and phone numbers • Embedded ‘Contact Us’ links
  17. 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
  18. 7. SEO is the way to go Are you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/
  19. 8. Use testimonials What do your clients say about you?
  20. 9. Interact with your visitors • Before and After shots • Interactive video see: (www.mybeautifulbody.com) Industry-specific special features see: (www.musicovery.com)
  21. 10. Privacy policy Just because you’re paranoid doesn’t mean they’re not after you = BAD
  22. Let’s take a break (Part II next)
  23. Search Engine Domination • Search Engine Marketing is awesome: ‣ Clients come to you, not you to them ‣ Cheaper and faster than traditional marketing ‣ Easily measurable ROI
  24. What is a search engine?
  25. Content is King! Search engines are all about: 1. Great content 2. Links/reputation
  26. Don’t be evil
  27. Social Media Magic 1. Communicate 2. Connect 3. Create It’s all about the conversation
  28. Telling your story new old Image thanks to Organic (www.organic.com)
  29. Putting the Social in ‘Social Media’ Real World and Virtual World collision • Connect • Interact • Share • Learn
  30. Content is still King www.flickr.com • Blogs • Podcasts www.youtube.com • Online video • Online photos www.digg.com • Social bookmarks http://del.icio.us
  31. 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
  32. Thank you! Ed Schipul, CEO Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com www.brandtobedetermined.com v. (281) 497.6567 f. (281) 497.1083
  33. What’s your motivation? http://www.schipul.com/en/art/?562 Material Social Ideological 1. Cash 1. Networking 1. Belief in a cause 2. Discounts 2. Socialization 2. Long-term political goal 3. Volunteers get free admission 3. Identity 3. Religious / spiritual 4. Linkbacks to your site 4. Certification / validation 4. Self-actualization 5. Promotion* 5. Professional / Development 5. Art 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion

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