Keeping it real - Web marketing to grow, connect and profit
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Web Marketing fundamentals as presented to a Rice University advertising class.
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Keeping it real - Web marketing to grow, connect and profit
- 1. Keeping it real Using Web marketing to connect, grow and pro๏ฌt Ed Schipul Schipul - The Web Marketing Company www.brandtobedetermined.com
- 2. What weโll cover โข Direct vs. image marketing โข Extroverts and introverts โข Web marketing fundamentals โข Search Engine magic โข Social Media marketing โข Bonus round: 3 motivations of people
- 3. Why do you care?
- 4. Marketing Budget Survey A Balanced Approach (web < 40%)
- 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
- 6. Web responds like direct marketing
- 7. Image vs Direct โข Image Marketing โข small impressions / lots of โem โข Direct Marketing โข conversion focused / predisposed only
- 8. Extroverts vs Introverts How do you treat people on the Web?
- 9. Web users are... โข Smart โข Incredibly impatient โข Introverted
- 10. Online Marketing Success in 10 steps
- 11. Focus on the user 90.91% Self Focused! Resources to look at: http://www.futurenowinc.com/wewe.htm
- 12. 1. Grab โem with a headline Whatโs 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 โข What do you want your visitors to do? โฃ Call us at (281) 497.6567 โฃ Sign up for our newsletter today! โข Donโt 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 โข Mini contact forms โข Physical address and phone numbers โข Embedded โContact Usโ links
- 17. 6. No surprises โข Visitors should know within seconds who you are and what you can do for them โข Give visitors what they expect โข 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/
- 19. 8. Use testimonials What do your clients say about you?
- 20. 9. Interact with your visitors โข Before and After shots โข Interactive video see: (www.mybeautifulbody.com) Industry-speci๏ฌc special features see: (www.musicovery.com)
- 21. 10. Privacy policy Just because youโre paranoid doesnโt mean theyโre not after you = BAD
- 22. Letโs take a break (Part II next)
- 23. Search Engine Domination โข Search Engine Marketing is awesome: โฃ Clients come to you, not you to them โฃ Cheaper and faster than traditional marketing โฃ Easily measurable ROI
- 24. What is a search engine?
- 25. Content is King! Search engines are all about: 1. Great content 2. Links/reputation
- 26. Donโt be evil
- 27. Social Media Magic 1. Communicate 2. Connect 3. Create Itโs all about the conversation
- 28. Telling your story new old Image thanks to Organic (www.organic.com)
- 29. Putting the Social in โSocial Mediaโ Real World and Virtual World collision โข Connect โข Interact โข Share โข Learn
- 30. Content is still King www.๏ฌickr.com โข Blogs โข Podcasts www.youtube.com โข Online video โข Online photos www.digg.com โข Social bookmarks http://del.icio.us
- 31. To Re-Cap โข The Web responds like Direct Marketing (usually) โข Web users act like introverts โข Web Marketing fundamentals - simple yet powerful โข Google is your best/worst friend โข 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. Whatโs 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. Certi๏ฌcation / 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