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U of H MBA Web Marketing Presentation

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Lecture for Phil Morabito's MBA course at University of Houston.

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U of H MBA Web Marketing Presentation

  1. 1. Keeping it realUsing Web marketing to connect, grow and profit Ed Schipul Schipul - The Web Marketing Company www.brandtobedetermined.com
  2. 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. 3. Why do you care?
  4. 4. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  5. 5. 3 Motivations of Social Material Ideological www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
  6. 6. http://fitlancer.blogspot.com/2011/01/candice-michelle-godaddy-girls.html
  7. 7. Web responds likedirect marketing
  8. 8. Image vs Direct• Image Marketing • small impressions / lots of ‘em• Direct Marketing • conversion focused / predisposed only
  9. 9. Extroverts vs Introverts How do you treat people on the Web?
  10. 10. Web users are...• Smart• Incredibly impatient• Introverted
  11. 11. Online Marketing Success in 10 steps
  12. 12. Focus on the user 90.91% Self Focused!Resources to look at: http://www.futurenowinc.com/wewe.htm
  13. 13. 1. Grab ‘em with a headline What’s in it for me? Read why: http://www.schipul.com/en/art/?2
  14. 14. 2. Make your product the hero Read why: http://www.schipul.com/en/art/?3 www.kolachefactory.com
  15. 15. 3. Calls to action Read why: http://www.schipul.com/en/art/?4 www.pharmacytechnician.org
  16. 16. 4. Consistent branding Visual and text branding is important.Your visitors need to know they are in the right place. www.nike.com www.bk.com Read why: http://www.schipul.com/en/art/?5
  17. 17. 5. Make it easy to contact you • Mini contact forms • Physical address and phone numbers • Embedded ‘Contact Us’ links
  18. 18. 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
  19. 19. 7. SEO is the way to goAre you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/
  20. 20. 8. Use testimonialsWhat do your clients say about you?
  21. 21. 9. Interact with your visitors • Before and After shots • Interactive video see: (www.mybeautifulbody.com) Industry-specific special features see: (www.musicovery.com)
  22. 22. 10. Privacy policyJust because you’re paranoid doesn’t mean they’re not after you = BAD
  23. 23. Marketing the Children’s Museum 1. No surprises 2. The brand is the hero 3. Consistent branding 4. Interactive elements 5. Calls to action 6. Easy to contact 7. Privacy
  24. 24. 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
  25. 25. What is a search engine?
  26. 26. Content is King!Search engines are all about:1. Great content2. Links/reputation
  27. 27. Don’t be evil
  28. 28. Telling your story new old Image thanks to Organic (www.organic.com)
  29. 29. Putting the Social in ‘Social Media’ Real World and Virtual World collision• Connect• Interact• Share• Learn
  30. 30. Content is still King www.youtube.comwww.flickr.com http://del.icio.us
  31. 31. Facebook - Not just for college kids• Fan pages grow camaraderie• Share your knowledge• Create buzz for events / campaigns• Brand exposure with Facebook ads Main: www.linkedin.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
  32. 32. Twitter includes others in ongoing StoryMain: Houston Children’s Museum: www.twitter.com/ www.twitter.com cmhoustonTwitter Search: http://search.twitter.com
  33. 33. 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
  34. 34. Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company11757 Katy Freeway, Suite 930Houston, TX 77079 USAwww.schipul.comwww.brandtobedetermined.comv. (281) 497.6567f. (281) 497.1083

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