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  1. 1. 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
  2. 2. What we’ll Cover … <ul><li>Challenges of managing an association online </li></ul><ul><li>Competitiveness among membership organizations </li></ul><ul><li>An overview of Web user characteristics </li></ul><ul><li>The ten Web Marketing Fundamentals </li></ul><ul><li>Bonus: Search Engine Marketing! </li></ul>
  3. 3. Challenges of managing an association online <ul><li>Time and bandwidth pressures on staff </li></ul><ul><li>Lack of automation for burdensome tasks, such as event registration </li></ul><ul><li>Processes not in place to ensure association data is always updated and secure </li></ul>
  4. 4. Competitiveness among Member Organizations <ul><li>How many of you consider yourselves to be in a competitive marketplace ? </li></ul><ul><li>Gale Research, publisher of the Encyclopedia of Associations says you have no shortage of competition : </li></ul><ul><ul><li>The U.S. has 147,000 associations </li></ul></ul><ul><ul><li>Approximately 1,000 new associations are formed each year </li></ul></ul>
  5. 5. Investing in Technology <ul><li>The Adoption of Technology is Accelerating : </li></ul><ul><ul><li>Associations in the U.S. invest $2.2 billion annually in technology </li></ul></ul><ul><ul><li>81% of U.S. associations use Web sites and e-mail to share information with members </li></ul></ul>
  6. 6. The Key Question… <ul><li>As we enter the second decade of the Internet age, here’s the key question that should be keeping you up at night : </li></ul><ul><ul><li>Is your organization strategically using technology to become more competitive …. </li></ul></ul><ul><ul><li>Or are you simply using it to disseminate information ? </li></ul></ul>
  7. 7. First Things First <ul><li>Leading organizations are finding creative ways to deliver these services online : </li></ul><ul><ul><li>Online professional development courses </li></ul></ul><ul><ul><li>Online forums and tools for information sharing </li></ul></ul><ul><ul><li>Job listings and resume boards </li></ul></ul><ul><ul><li>Grassroots mobilization </li></ul></ul><ul><ul><li>Impromptu meet-ups </li></ul></ul><ul><ul><li>Blogs , Podcasts, Wikis & RSS </li></ul></ul>
  8. 8. Characteristics that drive web users <ul><li>They are incredibly smart </li></ul><ul><li>They use search engine tools to navigate </li></ul><ul><li>Their smarts are exceeded only by their impatience </li></ul>
  9. 9. 10 Ways to Achieve Marketing Success <ul><li>Grab ‘em </li></ul><ul><li>Don’t mix messages </li></ul><ul><li>Feature a call to action </li></ul><ul><li>Retain your branding </li></ul><ul><li>Make it easy to </li></ul><ul><li>contact you </li></ul><ul><li>Use expected colors and imagery </li></ul><ul><li>Optimize for search engines </li></ul><ul><li>Feature testimonials </li></ul><ul><li>Focus on the visitor </li></ul><ul><li>Adopt a privacy policy </li></ul>www.schipul.com/en/art/?1 for more detail
  10. 10. Grab ‘em With a Strong Headline <ul><li>A good headline … </li></ul><ul><ul><li>Is focused on the visitor , with words such as </li></ul></ul><ul><ul><li>“ you ” and “ your ” </li></ul></ul><ul><ul><li>Is the dominant element on the home page </li></ul></ul><ul><ul><li>Appears larger than even your logo, company </li></ul></ul><ul><ul><li>name or tagline </li></ul></ul>http://www.passaicparc.com/killer/caples.html
  11. 11. Put Your Product/Service on a Pedestal <ul><li>Feature what you offer </li></ul><ul><ul><li>Use pictures </li></ul></ul><ul><ul><li>Use relevant text </li></ul></ul><ul><li>Link directly from those images on the home page to detailed pages with extensive information and more pictures </li></ul>
  12. 12. Feature a Clear Call to Action <ul><li>Tell the site visitor , on the home page , exactly what </li></ul><ul><li>you want them to do </li></ul><ul><li>Visitors will read your site content at length if it </li></ul><ul><li>answers their questions </li></ul><ul><li>Be sure to ask for the business at the end of the </li></ul><ul><li>page or article </li></ul>
  13. 13. Don’t Stray from Your Branding <ul><li>Building upon your existing brand identity is key to </li></ul><ul><li>immediately establishing trust … </li></ul><ul><li>These elements need to be consistent with your brand’s </li></ul><ul><li>off-line identity … </li></ul><ul><ul><li>Brand logo </li></ul></ul><ul><ul><li>Brand name </li></ul></ul><ul><ul><li>Key messaging </li></ul></ul><ul><ul><li>Graphics </li></ul></ul>
  14. 14. Make it Easy to Contact You <ul><li>Your visitors don’t want to dig for the basics , so make sure it’s easy to find the following : </li></ul><ul><ul><li>Telephone numbers </li></ul></ul><ul><ul><li>Contact forms (mini and full) </li></ul></ul><ul><ul><li>E-mail links </li></ul></ul><ul><ul><li>Physical address of your place of business in an easy </li></ul></ul><ul><ul><li>to copy format </li></ul></ul>
  15. 15. No Surprises <ul><li>Use industry-appropriate color and imagery </li></ul><ul><ul><li>Give your visitors what they expect exactly as they </li></ul></ul><ul><ul><li>expect it </li></ul></ul><ul><ul><li>Don’t attempt to re-brand your industry </li></ul></ul><ul><ul><li>This is your opportunity to be consistent and professional at the beginning of the sales process </li></ul></ul>
  16. 16. Optimize for Search Engines <ul><li>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 </li></ul>
  17. 17. <ul><li>An estimated 77 percent of Internet users employ search engines to find Web sites </li></ul><ul><li>If you are not listed on Google or Yahoo , you are invisible </li></ul><ul><ul><li>It doesn’t matter how well known your brand is ! </li></ul></ul><ul><ul><li>Visitors will not guess your site name but will go through Google or Yahoo just to be safe </li></ul></ul>Optimize for Search Engines
  18. 18. Feature Testimonials <ul><li>Assure visitors that you are a “real” company with a solid reputation </li></ul><ul><ul><li>Gain client approval to use a quote </li></ul></ul><ul><ul><li>Even better, use client logos and link to their Web sites </li></ul></ul><ul><ul><li>Never assume that everyone knows you want </li></ul></ul><ul><ul><li>their business </li></ul></ul>
  19. 19. Focus on the Visitor <ul><li>Cater to what the visitor wants and needs from your site , then give it to them… </li></ul><ul><ul><li>If you are a association , offer online registration and </li></ul></ul><ul><ul><li>case studies </li></ul></ul><ul><ul><li>If you are a plastic surgeon , offer dynamic before-and-after photo galleries </li></ul></ul><ul><ul><li>If you are targeting the younger generation , offer games </li></ul></ul><ul><ul><li>or social software tools (myspace.com) that feature your brand </li></ul></ul>
  20. 20. Adopt a Privacy Policy <ul><li>Respect the privacy of your site visitors with a </li></ul><ul><li>privacy policy </li></ul><ul><ul><li>Link to a written privacy policy at the bottom of </li></ul></ul><ul><ul><li>every page </li></ul></ul><ul><ul><li>Be sure policy is written in normal language , </li></ul></ul><ul><ul><li>not legalese </li></ul></ul>
  21. 21. <ul><li>Unique Content </li></ul><ul><li>Links to Your Site (ask!) </li></ul><ul><li>Design Fundamentals make a difference </li></ul>Marketing to Search Engines
  22. 22. Who Searches Where? <ul><li>Top Search Engines by Search Share, January 2005, U.S., Home & Work </li></ul><ul><li>Search Engine Searches* in thousands Share of Total Searches </li></ul><ul><li>Google Search 1,923,153 47% </li></ul><ul><li>Yahoo! Search 868,174 21% </li></ul><ul><li>MSN Search 523,188 13% </li></ul><ul><li>Total 4,085,880 81% </li></ul><ul><li>Note: Searches are the total number of queries conducted at a search engine during the specified reporting period, excluding internal site searches. </li></ul>
  23. 23. SEM (Search Engine Marketing) What Matters? <ul><li>Search Engines measure popularity through links </li></ul><ul><li>Don’t be a copycat – unique content matters </li></ul>
  24. 24. What are you telling the search engines? <ul><li>Find out what you are saying to the search engines </li></ul><ul><li>Keyword Density </li></ul><ul><li>Bloggers Linking to you? </li></ul>Test Your Associations Web Site Here: http://www.schipul.com/en/sem/keywords/
  25. 25. Buy your way to the top!
  26. 26. Links from a high powered site to your web site ! <ul><li>Often overlooked quality links </li></ul><ul><li>Make sure your link – is done right ! </li></ul><ul><li>Organization sites typically rank well. </li></ul>
  27. 27. Front Page? Google? <ul><li>Term: Kingwood Writers </li></ul><ul><li>Link directly from directory view page </li></ul><ul><li>Organization sites typically rank well . </li></ul>
  28. 28. The Popularity of Business Directory Listings! <ul><li>1654 views in October </li></ul><ul><li>983 views in the first ten days of November </li></ul><ul><li>Launched in September , it is been in the top three activities accessed on the site each month ! </li></ul>
  29. 29. Exactness of speech? ? <ul><li>Am I a Picture Framer or Web Developer ? </li></ul><ul><li>You are what they say you are! </li></ul>
  30. 30. Converting a visitor to a contact ! <ul><li>Find out what works and you can optimize your dollars . </li></ul>
  31. 31. 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!