FundamentalsUsing Web Marketing to Connect, Grow and

Profit

JJ LassbergSchipul - The Web Marketing Company

www.jjlassberg.com

What we’ll cover•Direct vs. image marketing

•Extroverts and introverts

•Web marketing fundamentals

•Search Engine magic

•Social Media marketing

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

So we know…1. Web Marketing is growing2. Web responds like direct marketing3. Web Users are:

1. Smart2. Impatient3. 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 videosee: (www.mybeautifulbody.com)

Industry-specific special features

see: (www.musicovery.com)

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

= BAD

Marketing the Children’s Museum1. 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 Talk SEO

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

Offer good relevant content

Social What?

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

Consistent Content… Where you audience is.

youtube.com

delicious.com

flickr.com

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 other inan 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

•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!JJ Lassberg, Marketing & Social Media Consultant

JJLassberg@schipul.com | twitter.com/jjlassberg

Schipul - The Web Marketing Company

11757 Katy Freeway, Suite 930Houston, TX 77079 USA

www.schipul.com

Questions