Web Marketing Fundamentals Online Best Practices for Membership Organizations Schipul The Web Marketing Company Ph. (281) 497. 6567 Tf. (877) 724.4785 Fx. (281) 497.1083 www.schipul.com
What we’ll Cover … Challenges of managing an association online Competitiveness among membership organizations An overview of Web user characteristics The ten Web Marketing Fundamentals
Bonus: Search Engine Marketing!
Challenges of managing an association online Time and bandwidth pressures on staff Lack of automation for burdensome tasks, such as event registration
Processes not in place to ensure association data is always updated and secure
Competitiveness among Member Organizations How many of you consider yourselves to be in a competitive marketplace ? Gale Research, publisher of the Encyclopedia of Associations says you have no shortage of competition : The U.S. has 147,000 associations
Approximately 1,000 new associations are formed each year
Investing in Technology The Adoption of Technology is Accelerating : Associations in the U.S. invest $2.2 billion annually in technology
81% of U.S. associations use Web sites and e-mail to share information with members
The Key Question… As we enter the second decade of the Internet age, here’s the key question that should be keeping you up at night : Is your organization strategically using technology to become more competitive ….
Or are you simply using it to disseminate information ?
First Things First Leading organizations are finding creative ways to deliver these services online : Online professional development courses Online forums and tools for information sharing Job listings and resume boards
Blogs , Podcasts, Wikis & RSS
Characteristics that drive web users They are incredibly smart They use search engine tools to navigate
Their smarts are exceeded only by their impatience
10 Ways to Achieve Marketing Success Use expected colors and imagery www.schipul.com/en/art/?1 for more detail
Optimize for search engines
Grab ‘em With a Strong Headline Is focused on the visitor , with words such as Is the dominant element on the home page http://www.passaicparc.com/killer/caples.html
Appears larger than even your logo, company
Put Your Product/Service on a Pedestal
Link directly from those images on the home page to detailed pages with extensive information and more pictures
Feature a Clear Call to Action Tell the site visitor , on the home page , exactly what Visitors will read your site content at length if it
Be sure to ask for the business at the end of the
Don’t Stray from Your Branding Building upon your existing brand identity is key to immediately establishing trust …
These elements need to be consistent with your brand’s
Make it Easy to Contact You Your visitors don’t want to dig for the basics , so make sure it’s easy to find the following : Contact forms (mini and full)
Physical address of your place of business in an easy
No Surprises Use industry-appropriate color and imagery Give your visitors what they expect exactly as they Don’t attempt to re-brand your industry
This is your opportunity to be consistent and professional at the beginning of the sales process
Optimize for Search Engines
Search engine optimization is the art and science of increasing your website’s visibility in the major search engines across a strategically defined set of keywords and phrases that apply to your products or services
An estimated 77 percent of Internet users employ search engines to find Web sites If you are not listed on Google or Yahoo , you are invisible It doesn’t matter how well known your brand is ! Optimize for Search Engines
Visitors will not guess your site name but will go through Google or Yahoo just to be safe
Feature Testimonials Assure visitors that you are a “real” company with a solid reputation Gain client approval to use a quote Even better, use client logos and link to their Web sites
Never assume that everyone knows you want
Focus on the Visitor Cater to what the visitor wants and needs from your site , then give it to them… If you are a association , offer online registration and If you are a plastic surgeon , offer dynamic before-and-after photo galleries If you are targeting the younger generation , offer games
or social software tools (myspace.com) that feature your brand
Be sure policy is written in normal language ,
Links to Your Site (ask!) Marketing to Search Engines
Design Fundamentals make a difference
Who Searches Where? Top Search Engines by Search Share, January 2005, U.S., Home & Work Search Engine Searches* in thousands Share of Total Searches Google Search 1,923,153 47% Yahoo! Search 868,174 21%
Note: Searches are the total number of queries conducted at a search engine during the specified reporting period, excluding internal site searches.
SEM (Search Engine Marketing) What Matters? Search Engines measure popularity through links
Don’t be a copycat – unique content matters
What are you telling the search engines? Test Your Associations Web Site Here: http://www.schipul.com/en/sem/keywords/
Find out what you are saying to the search engines
Buy your way to the top!
Links from a high powered site to your web site ! Often overlooked quality links Make sure your link – is done right !
Organization sites typically rank well.
Front Page? Google? Link directly from directory view page
Organization sites typically rank well .
The Popularity of Business Directory Listings! 983 views in the first ten days of November
Launched in September , it is been in the top three activities accessed on the site each month !
Exactness of speech? ? Am I a Picture Framer or Web Developer ?
You are what they say you are!
Converting a visitor to a contact !
Find out what works and you can optimize your dollars .
Schipul – The Web Marketing Company 11999 Katy Freeway, Suite 386 Houston, TX, 77079, US Creators of www.tendenci.com Web Based Association Software v. (281) 497-6567 f. (281) 497-1083 THANK YOU!