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Keeping it realUsing Web marketing to connect, grow and profit
Ed SchipulSchipul - The Web Marketing Company
www.brandtobedetermined.com
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
Why do you care?
A Balanced Approach (web < 40%)
Marketing Budget Survey
Internet advertising and consumption gap
11
M O R G A N S T A N L E Y R E S E A R C H
October 13, 2006
Internet & Consumer Software
Exhibit 6
Large Gap Between Internet Consumption / Ad Spending
Source: Company data, Morgan Stanley Research
http://www.morganstanley.com/institutional/techresearch/msinternetadreport101306.html?page=research
Web responds like direct marketing
Image vs Direct
• Image Marketing
• small impressions / lots of ‘em
• Direct Marketing
• conversion focused / predisposed only
Extroverts vs Introverts
How do you treat people on the Web?
Web users are...
• Smart
• Incredibly impatient
• Introverted
Online Marketing Success in 10 steps
Focus on the user90.91% Self Focused!
Resources to look at: http://www.futurenowinc.com/wewe.htm
1. Grab ‘em with a headline
Read why: http://www.schipul.com/en/art/?2
What’s in it for me?
2. Make your product the hero
Read why: http://www.schipul.com/en/art/?3
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
4. Consistent branding
Read why: http://www.schipul.com/en/art/?5
Visual and text branding is important. How will your clients search for you online?
5. Make it easy to contact you
• Mini contact forms
• Physical address and phone numbers
• Embedded ‘Contact Us’ links
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
7. SEO is the way to go
www.schipul.com/en/sem/keywords/
Are you writing what you mean to say? Optimize it!
8. Use testimonials
What do your clients say about you?
9. Interact with your visitors
• Before and After shots• Interactive video
see: (www.mybeautifulbody.com)
Industry-specific special features
see: (www.musicovery.com)
10. Privacy policyJust because you’re paranoid doesn’t mean
they’re not after you
= BAD
Let’s take a break(Part II next)
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
What is a search engine?
Content is King!
Search engines are all about:
1. Great content
2. Links/reputation
Don’t be evil
Social Media Magic
1. Communicate
2. Connect
3. Create
It’s all about the conversation
Image thanks to Organic (www.organic.com)
old
newTelling your story
Putting the Social in ‘Social Media’Real World and Virtual World collision
• Connect
• Interact
• Share
• Learn
Content is still King
• Blogs
• Podcasts
• Online video
• Online photos
• Social bookmarks
www.flickr.com
www.youtube.com
http://del.icio.us
www.digg.com
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
Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company
11757 Katy Freeway, Suite 930Houston, TX 77079 USA
www.schipul.comwww.brandtobedetermined.com
v. (281) 497.6567f. (281) 497.1083
What’s your motivation?http://www.schipul.com/en/art/?562
Material Social Ideological1. Cash2. Discounts3. Volunteers get free admission4. Linkbacks to your site5. Promotion*
1. Networking2. Socialization3. Identity4. Certification / validation5. Professional / Development6. Sex7. Relationships8. Organized Religion9. Status10. Esteem11. Some politics12. Achievement13. Self-esteem*14. Promotion
1. Belief in a cause2. Long-term political goal3. Religious / spiritual4. Self-actualization5. Art
