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

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?

5. A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

6. 3 Motivations of
Social Material Ideological
www.flickr.com/photos/60533638@N00/2279220049/
www.flickr.com/photos/21314760@N00/935756569/

7. http://fitlancer.blogspot.com/2011/01/candice-michelle-godaddy-girls.html

8. Web responds like
direct marketing

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

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

11. Web users are...
• Smart
• Incredibly impatient
• Introverted

12. Online Marketing Success
in 10 steps

13. Focus on the user
90.91% Self Focused!
Resources to look at: http://www.futurenowinc.com/wewe.htm

14. 1. Grab ‘em with a
headline
What’s in it for me?
Read why: http://www.schipul.com/en/art/?2

15. 2. Make your product
the hero
Read why: http://www.schipul.com/en/art/?3
www.kolachefactory.com

16. 3. Calls to action
Read why: http://www.schipul.com/en/art/?4
www.pharmacytechnician.org

17. 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

18. 5. Make it easy to
contact you
• Mini contact forms
• Physical address and phone
numbers
• Embedded ‘Contact Us’ links

19. 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

20. 7. SEO is the way to go
Are you writing what you mean to say? Optimize it!
www.schipul.com/en/sem/keywords/

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

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

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

24. 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

25. 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

26. What is a search
engine?

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

28. Don’t be evil

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

30. Putting the Social in ‘Social Media’
Real World and Virtual World collision
• Connect
• Interact
• Share
• Learn

31. Content is still King
www.youtube.com
www.flickr.com
http://del.icio.us

32. 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

33. Twitter includes others in ongoing Story
Main: Houston Children’s Museum: www.twitter.com/
www.twitter.com
cmhouston
Twitter Search: http://search.twitter.com

34. 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

35. 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