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

Keeping it real Using Web marketing to connect, grow and proﬁt Ed Schipul Schipul - The Web Marketing Company www.brandtobedetermined.com

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

Why do you care?

Marketing Budget Survey A Balanced Approach (web < 40%)

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

Web responds like direct 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

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

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

5. Make it easy to contact you • Mini contact forms • Physical address and phone numbers • Embedded ‘Contact Us’ links

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

7. SEO is the way to go Are you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/

8. Use testimonials What do your clients say about you?

9. Interact with your visitors • Before and After shots • Interactive video see: (www.mybeautifulbody.com) Industry-speciﬁc special features see: (www.musicovery.com)

10. Privacy policy Just because you’re paranoid doesn’t mean they’re not after you = BAD

Let’s take a break (Part II next)

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

What is a search engine?

Content is King! Search engines are all about: 1. Great content 2. Links/reputation

Don’t be evil

Social Media Magic 1. Communicate 2. Connect 3. Create It’s all about the conversation

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.ﬂickr.com • Blogs • Podcasts www.youtube.com • Online video • Online photos www.digg.com • Social bookmarks http://del.icio.us

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

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

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

http://www.brandtobedetermined.com	81
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Keeping it real - Web marketing to grow, connect and profit

by Ed Schipul on Jan 16, 2008

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