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Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
Rice University Web Marketing
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Rice University Web Marketing

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Transcript

  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. Web responds like direct marketing
  5. Image vs Direct • Image Marketing • small impressions / lots of ‘em • Direct Marketing • conversion focused / predisposed only
  6. Extroverts vs Introverts How do you treat people on the Web?
  7. Web users are... • Smart • Incredibly impatient • Introverted
  8. Online Marketing Success in 10 steps
  9. Focus on the user 90.91% Self Focused! Resources to look at: http://www.futurenowinc.com/wewe.htm
  10. 1. Grab ‘em with a headline What’s in it for me? Read why: http://www.schipul.com/en/art/?2
  11. 2. Make your product the hero Read why: http://www.schipul.com/en/art/?3 www.kolachefactory.com
  12. 3. Calls to action Read why: http://www.schipul.com/en/art/?4 www.pharmacytechnician.org
  13. 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
  14. 5. Make it easy to contact you • Mini contact forms • Physical address and phone numbers • Embedded ‘Contact Us’ links
  15. 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
  16. 7. SEO is the way to go Are you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/
  17. 8. Use testimonials What do your clients say about you?
  18. 9. Interact with your visitors • Before and After shots • Interactive video see: (www.mybeautifulbody.com) Industry-specific special features see: (www.musicovery.com)
  19. 10. Privacy policy Just because you’re paranoid doesn’t mean they’re not after you = BAD
  20. 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
  21. Let’s take a break (Part II next)
  22. 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
  23. What is a search engine?
  24. Content is King! Search engines are all about: 1. Great content 2. Links/reputation
  25. Don’t be evil
  26. Social Media Magic 1. Communicate 2. Connect 3. Create Itʼs all about the conversation
  27. Telling your story new old Image thanks to Organic (www.organic.com)
  28. Putting the Social in ‘Social Media’ Real World and Virtual World collision • Connect • Interact • Share • Learn
  29. Content is still King www.youtube.com www.flickr.com http://del.icio.us
  30. 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
  31. Twitter includes others in ongoing Story Main: www.twitter.com Houston Children’s Museum: www.twitter.com/cmhouston Twitter Search: http://search.twitter.com
  32. 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
  33. 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
  34. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  35. 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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