Web Marketing Fundamentals

Using Web Marketing to Connect, Grow and Profit

•Direct vs. image marketing

•Extroverts and introverts

•Web marketing fundamentals

•Search Engine magic

•Social Media marketing

What We’ll Cover

More thana Pretty FaceWeb Marketing is a balance of aesthetics AND function

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?

•Smart

•Incredibly Impatient

•Introverted

Web users are...Web User Are:

http://www.flickr.com/photos/45688888@N08/4191381737/sizes/z/in/photostream/

So we know…

1. Web Marketing is not just a good looks

2. Web responds like direct marketing

3. Web Users are: Smart Impatient Introverted

Online Marketing Success in 10 Steps

Remember…Focus on the user

90.91% Self Focused!

Resources to look at: http://www.futurenowinc.com/wewe.htm

1. Grab ‘em with a Headline

Your headline is the first thing your visitor sees

What’s in it for Me?

Headline types that produce strong results:

1. Benefit headlines (also called self-interest headlines)

2. News headlines (also called press release headlines)

3. Curiosity headlines

Examples:

Read more: http://www.schipul.com/en/art/?2

2. Make Your Product the Hero

Read More: http://www.schipul.com/en/art/?3

www.kolachefactory.com

3. Calls to action

Read More: http://www.schipul.com/en/art/?4 www.pharmacytechnician.org

You gotta tell ‘em what you want ‘em do to

4. Consistent Branding

Read More: 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

Consistent Content…

youtube.com

delicious.com

flickr.com

5. Make it easy to contact you

Mini contact formsPhysical address

and phone numbers

Embedded ‘Contact Us’ links

Tip: List your # 5X on your home page.

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

http://www.flickr.com/photos/thevlue/5234339911/sizes/l/in/photostream/

7. SEO is the way to go

www.schipul.com/en/sem/keywords/

Are you writing what you mean to say?

8. Use testimonials

What do people 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

Layla Grace Foundation1. No surprises

2. The brand is the hero

3. Consistent branding

4. Interactive elements

5. Calls to action

6. Easy to contact

7. Privacy

Layla Grace – SM Profiles

Let’s Talk SEOIf you build it… they still may not come.

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

SEO… Everywhere!

Do Your Research

Pick Your Top 5

Use them… Everywhere

Link them… Every Time

http://www.flickr.com/photos/iange/167132038/sizes/o/in/photostream/

Content is King!

A Search Engines Product is a Good Search Return

1. Great Content1. New2. Relevant

2. Links = Reputation

Don’t be evilOffer good relevant content

http://www.flickr.com/photos/dariuszka/372133559/sizes/z/in/photostream/

To Re-Cap

The Web responds like Direct Marketing

Web users act like introvertsWeb Marketing fundamentals -

simple yet powerfulGoogle is your best/worst friend

Questions

http://www.flickr.com/photos/21496790@N06/5065834411/sizes/l/in/photostream/