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