Web Marketing fundamentals as presented to a Rice University advertising class.

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

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
• Image Marketing
• small impressions / lots of ‘em
• Direct Marketing
• conversion focused / predisposed only

8. Extroverts vs Introverts
How do you treat people on the Web?

9. Web users are...
• Smart
• Incredibly impatient
• 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 ‘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/

19. 8. Use testimonials
What do your clients say about you?

20. 9. Interact with your
visitors
• Before and After shots
• Interactive video
see: (www.mybeautifulbody.com)
Industry-specific
special features
see: (www.musicovery.com)

21. 10. Privacy policy
Just because you’re paranoid doesn’t mean
they’re not after you
= BAD

22. Let’s take a break
(Part II next)

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

24. What is a search
engine?

25. Content is King!
Search engines are all about:
1. Great content
2. Links/reputation

26. Don’t be evil

27. Social Media Magic
1. Communicate
2. Connect
3. Create
It’s all about the conversation

28. Telling your story
new
old Image thanks to Organic (www.organic.com)

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