U of H MBA Web Marketing Presentation

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Lecture for Phil Morabito's MBA course at University of Houston.

Lecture for Phil Morabito's MBA course at University of Houston.

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Transcript

  • 1. Keeping it realUsing 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. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  • 5. 3 Motivations of Social Material Ideological www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
  • 6. http://fitlancer.blogspot.com/2011/01/candice-michelle-godaddy-girls.html
  • 7. Web responds likedirect marketing
  • 8. Image vs Direct• Image Marketing • small impressions / lots of ‘em• Direct Marketing • conversion focused / predisposed only
  • 9. Extroverts vs Introverts How do you treat people on the Web?
  • 10. Web users are...• Smart• Incredibly impatient• Introverted
  • 11. Online Marketing Success in 10 steps
  • 12. Focus on the user 90.91% Self Focused!Resources to look at: http://www.futurenowinc.com/wewe.htm
  • 13. 1. Grab ‘em with a headline What’s in it for me? Read why: http://www.schipul.com/en/art/?2
  • 14. 2. Make your product the hero Read why: http://www.schipul.com/en/art/?3 www.kolachefactory.com
  • 15. 3. Calls to action Read why: http://www.schipul.com/en/art/?4 www.pharmacytechnician.org
  • 16. 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
  • 17. 5. Make it easy to contact you • Mini contact forms • Physical address and phone numbers • Embedded ‘Contact Us’ links
  • 18. 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
  • 19. 7. SEO is the way to goAre you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/
  • 20. 8. Use testimonialsWhat do your clients say about you?
  • 21. 9. Interact with your visitors • Before and After shots • Interactive video see: (www.mybeautifulbody.com) Industry-specific special features see: (www.musicovery.com)
  • 22. 10. Privacy policyJust because you’re paranoid doesn’t mean they’re not after you = BAD
  • 23. 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
  • 24. 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
  • 25. What is a search engine?
  • 26. Content is King!Search engines are all about:1. Great content2. Links/reputation
  • 27. Don’t be evil
  • 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.youtube.comwww.flickr.com http://del.icio.us
  • 31. 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
  • 32. Twitter includes others in ongoing StoryMain: Houston Children’s Museum: www.twitter.com/ www.twitter.com cmhoustonTwitter Search: http://search.twitter.com
  • 33. 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
  • 34. Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company11757 Katy Freeway, Suite 930Houston, TX 77079 USAwww.schipul.comwww.brandtobedetermined.comv. (281) 497.6567f. (281) 497.1083