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.

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

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  • 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