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  • 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. 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!
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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 ?
  • 7. 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
      • Grassroots mobilization
      • Impromptu meet-ups
      • Blogs , Podcasts, Wikis & RSS
  • 8. Characteristics that drive web users
    • They are incredibly smart
    • They use search engine tools to navigate
    • Their smarts are exceeded only by their impatience
  • 9. 10 Ways to Achieve Marketing Success
    • Grab ‘em
    • Don’t mix messages
    • Feature a call to action
    • Retain your branding
    • Make it easy to
    • contact you
    • Use expected colors and imagery
    • Optimize for search engines
    • Feature testimonials
    • Focus on the visitor
    • Adopt a privacy policy
    www.schipul.com/en/art/?1 for more detail
  • 10. Grab ‘em With a Strong Headline
    • A good headline …
      • Is focused on the visitor , with words such as
      • “ you ” and “ your ”
      • Is the dominant element on the home page
      • Appears larger than even your logo, company
      • name or tagline
    http://www.passaicparc.com/killer/caples.html
  • 11. Put Your Product/Service on a Pedestal
    • Feature what you offer
      • Use pictures
      • Use relevant text
    • Link directly from those images on the home page to detailed pages with extensive information and more pictures
  • 12. Feature a Clear Call to Action
    • Tell the site visitor , on the home page , exactly what
    • you want them to do
    • Visitors will read your site content at length if it
    • answers their questions
    • Be sure to ask for the business at the end of the
    • page or article
  • 13. 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
    • off-line identity …
      • Brand logo
      • Brand name
      • Key messaging
      • Graphics
  • 14. 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 :
      • Telephone numbers
      • Contact forms (mini and full)
      • E-mail links
      • Physical address of your place of business in an easy
      • to copy format
  • 15. No Surprises
    • Use industry-appropriate color and imagery
      • Give your visitors what they expect exactly as they
      • expect it
      • Don’t attempt to re-brand your industry
      • This is your opportunity to be consistent and professional at the beginning of the sales process
  • 16. 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
  • 17.
    • 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 !
      • Visitors will not guess your site name but will go through Google or Yahoo just to be safe
    Optimize for Search Engines
  • 18. 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
      • their business
  • 19. 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
      • case studies
      • 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
  • 20. Adopt a Privacy Policy
    • Respect the privacy of your site visitors with a
    • privacy policy
      • Link to a written privacy policy at the bottom of
      • every page
      • Be sure policy is written in normal language ,
      • not legalese
  • 21.
    • Unique Content
    • Links to Your Site (ask!)
    • Design Fundamentals make a difference
    Marketing to Search Engines
  • 22. 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%
    • MSN Search 523,188 13%
    • Total 4,085,880 81%
    • Note: Searches are the total number of queries conducted at a search engine during the specified reporting period, excluding internal site searches.
  • 23. SEM (Search Engine Marketing) What Matters?
    • Search Engines measure popularity through links
    • Don’t be a copycat – unique content matters
  • 24. What are you telling the search engines?
    • Find out what you are saying to the search engines
    • Keyword Density
    • Bloggers Linking to you?
    Test Your Associations Web Site Here: http://www.schipul.com/en/sem/keywords/
  • 25. Buy your way to the top!
  • 26. 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.
  • 27. Front Page? Google?
    • Term: Kingwood Writers
    • Link directly from directory view page
    • Organization sites typically rank well .
  • 28. The Popularity of Business Directory Listings!
    • 1654 views in October
    • 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 !
  • 29. Exactness of speech? ?
    • Am I a Picture Framer or Web Developer ?
    • You are what they say you are!
  • 30. Converting a visitor to a contact !
    • Find out what works and you can optimize your dollars .
  • 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!