Rice University Web Marketing
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Transcript of Rice University Web Marketing
![Page 1: Rice University Web Marketing](https://reader034.fdocuments.in/reader034/viewer/2022051608/54420657afaf9f62208b4819/html5/thumbnails/1.jpg)
Keeping it realUsing Web marketing to connect, grow and profit
Ed SchipulSchipul - The Web Marketing Company
www.brandtobedetermined.com
![Page 2: Rice University Web Marketing](https://reader034.fdocuments.in/reader034/viewer/2022051608/54420657afaf9f62208b4819/html5/thumbnails/2.jpg)
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
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Why do you care?
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Web responds like direct marketing
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Image vs Direct
• Image Marketing
• small impressions / lots of ‘em
• Direct Marketing
• conversion focused / predisposed only
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Extroverts vs Introverts
How do you treat people on the Web?
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Web users are...
• Smart
• Incredibly impatient
• Introverted
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Online Marketing Success in 10 steps
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Focus on the user90.91% Self Focused!
Resources to look at: http://www.futurenowinc.com/wewe.htm
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1. Grab ‘em with a headline
Read why: http://www.schipul.com/en/art/?2
What’s in it for me?
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2. Make your product the hero
Read why: http://www.schipul.com/en/art/?3
www.kolachefactory.com
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3. Calls to actionRead why: http://www.schipul.com/en/art/?4
www.pharmacytechnician.org
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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
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5. Make it easy to contact you
• Mini contact forms
• Physical address and phone numbers
• Embedded ‘Contact Us’ links
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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
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7. SEO is the way to go
www.schipul.com/en/sem/keywords/
Are you writing what you mean to say? Optimize it!
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8. Use testimonials
What do your clients say about you?
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9. Interact with your visitors
• Before and After shots• Interactive video
see: (www.mybeautifulbody.com)
Industry-specific special features
see: (www.musicovery.com)
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10. Privacy policyJust because you’re paranoid doesn’t mean
they’re not after you
= BAD
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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
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Let’s take a break(Part II next)
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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
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What is a search engine?
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Content is King!
Search engines are all about:
1. Great content
2. Links/reputation
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Don’t be evil
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Social Media Magic
1. Communicate
2. Connect
3. Create
Itʼs all about the conversation
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Image thanks to Organic (www.organic.com)
old
newTelling your story
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Putting the Social in ‘Social Media’Real World and Virtual World collision
• Connect
• Interact
• Share
• Learn
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Content is still King
www.youtube.com
www.flickr.com
http://del.icio.us
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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
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Twitter includes others in ongoing Story
Main: www.twitter.com Houston Children’s Museum: www.twitter.com/cmhouston Twitter Search: http://search.twitter.com
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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
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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
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A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
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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