Rice University Web Marketing
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Rice University Web Marketing






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    Rice University Web Marketing Rice University Web Marketing Presentation Transcript

    • 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?
    • 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 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 place. www.nike.com www.bk.com 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
    • 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
    • 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 Itʼs 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.youtube.com www.flickr.com http://del.icio.us
    • 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
    • Twitter includes others in ongoing Story Main: www.twitter.com Houston Children’s Museum: www.twitter.com/cmhouston Twitter Search: http://search.twitter.com
    • 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
    • A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
    • 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