Keeping it real - Web marketing to grow, connect and profit
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
5. October 13, 2006
Internet & Consumer Sof
Internet advertising and
consumption gap
Exhibit 6
Large Gap Between Internet Consumption / Ad Spending
http://www.morganstanley.com/institutional/techresearch/msinternetadreport101306.html?page=research
11. Focus on the user
90.91% Self Focused!
Resources to look at: http://www.futurenowinc.com/wewe.htm
12. 1. Grab ‘em with a
headline
What’s in it for me?
Read why: http://www.schipul.com/en/art/?2
13. 2. Make your product
the hero
Read why: http://www.schipul.com/en/art/?3
14. 3. Calls to action
• What do you want your visitors to do?
‣ Call us at (281) 497.6567
‣ Sign up for our newsletter today!
• Don’t forget to ask for business!
Read why: http://www.schipul.com/en/art/?4
15. 4. Consistent branding
Visual and text branding is important. How will your
clients search for you online?
Read why: http://www.schipul.com/en/art/?5
16. 5. Make it easy to
contact you
• Mini contact forms
• Physical address and phone
numbers
• Embedded ‘Contact Us’ links
17. 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
18. 7. SEO is the way to go
Are you writing what you mean to say? Optimize it!
www.schipul.com/en/sem/keywords/
20. 9. Interact with your
visitors
• Before and After shots
• Interactive video
see: (www.mybeautifulbody.com)
Industry-specific
special features
see: (www.musicovery.com)
23. 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
29. Putting the Social in ‘Social Media’
Real World and Virtual World collision
• Connect
• Interact
• Share
• Learn
30. Content is still King
www.flickr.com
• Blogs
• Podcasts
www.youtube.com
• Online video
• Online photos
www.digg.com
• Social bookmarks
http://del.icio.us
31. 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
32. 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
33. 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