rice university web marketing
Post on 17-Oct-2014
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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?
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
www.kolachefactory.com
3. Calls to actionRead why: http://www.schipul.com/en/art/?4
www.pharmacytechnician.org
4. Consistent branding
Read why: http://www.schipul.com/en/art/?5
Visual and text branding is important. Your visitors need to know they are in the right place.
www.bk.com
www.nike.com
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
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
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
Itʼs 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
www.youtube.com
www.flickr.com
http://del.icio.us
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
Twitter includes others in ongoing Story
Main: www.twitter.com Houston Children’s Museum: www.twitter.com/cmhouston Twitter Search: http://search.twitter.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
A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
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