U of H Entrepreneurship Presentaion 2012
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Ed Schipul's presentation to University of Houston students on the reality of the business world.
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U of H Entrepreneurship Presentaion 2012
- 1. Keeping it real Using Web marketing to connect, grow and profit Ed Schipul Schipul - The Web Marketing Company
- 3. 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
- 4. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
- 5. 3 Motivations of Social Material Ideological www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
- 7. Web responds like direct marketing
- 8. Image vs Direct • Image Marketing • small impressions / lots of ‘em • Direct Marketing • conversion focused / predisposed only
- 9. Extroverts vs Introverts How do you treat people on the Web?
- 10. Web users are... • Smart • Incredibly impatient • Introverted
- 11. Online Marketing Success in 10 steps
- 12. Focus on the user 90.91% Self Focused! Resources to look at: http://www.futurenowinc.com/wewe.htm
- 13. 1. Grab ‘em with a headline What’s in it for me? Read why: http://www.schipul.com/en/art/?2
- 14. 2. Make your product the hero Read why: http://www.schipul.com/en/art/?3 www.kolachefactory.com
- 15. 3. Calls to action Read why: http://www.schipul.com/en/art/?4 www.pharmacytechnician.org
- 16. 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
- 17. 5. Make it easy to contact you • Mini contact forms • Physical address and phone numbers • Embedded ‘Contact Us’ links
- 18. 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
- 19. 7. SEO is the way to go Are you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/
- 20. 8. Use testimonials What do your clients say about you?
- 21. 9. Interact with your visitors • Before and After shots • Interactive video see: (www.mybeautifulbody.com) Industry-specific special features see: (www.musicovery.com)
- 22. 10. Privacy policy Just because you’re paranoid doesn’t mean they’re not after you = BAD
- 23. 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
- 24. Telling your story new old Image thanks to Organic (www.organic.com)
- 25. Putting the Social in ‘Social Media’ Real World and Virtual World collision • Connect • Interact • Share • Learn
- 26. Content is still King www.youtube.com www.flickr.com http://del.icio.us
- 27. 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
- 28. Twitter includes others in ongoing Story Main: www.twitter.com Houston Children’s Museum: www.twitter.com/cmhouston Twitter Search: http://search.twitter.com
- 29. 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
- 30. BREAK TIME! (THEN SEO)
- 31. SEO Driven Content Strategy for 2012 & Beyond Photo Credit: flickr.com/photos/53196512@N07/5299700424
- 32. What We’ll Cover • Search Engine Marketing Fundamentals • Crafting your Content Strategy • What’s Next for 2012 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 33. SEARCH ENGINE MARKETING BASICS Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 34. How Does a Search Engine Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 35. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 36. Search Engines Are Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 37. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 38. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 39. Search Engine Relationships http://bruceclay.com/serc.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 41. What Do Search Engines Look For? • Readable Text • Fresh, unique content • Good site architecture • Unique meta info • Relevant inbound links http://bruceclay.com/seo-hierarchy-of-needs.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 42. Content is King Photo credit: flickr.com/photos/8749778@N06/5867410093 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 43. CRAFTING YOUR CONTENT Photo Credit: flickr.com/photos/17237319@N00/291216103/
- 44. How is Your Content Doing Keyword Density Analyzer Report schipul.com/sem-tools You should see your brand name, your top keyword phrase, & your geography Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 45. What Words Should you Focus On? Make a list of top keywords Use Google keyword tool to analyze competition vs. demand Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 47. What is the Goal of Your • Nurture current customers • Educates potential customers • Shows off your expertise • Recruit new talent • Recruit volunteers • Sell Widgets Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 48. Questions to Ask • What additional Product/Service Details can we provide? • What checklist would help our customers? • What content would help our sales team? • What do current customers want to know? • What do potential customers want to know? • What services don’t have a lot of detail on the website? • What location specific content can we add? • What questions do we get asked often? • What content can we provide around our target industries? Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 49. Look at Keyword Data • List of Keywords • Other Keywords that came up • Top Keywords for Current Content Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 50. Content Feedback Loops • Your top blog post could make a great video or whitepaper • Video can reach past your site • Incorporate • 3 Billion videos viewed on YouTube per day Photos, Articles, • 38% of Google Search Press Releases, results include video Blog Posts, Case • Videos get a 40% Studies, Slideshare Percent higher CTR in presentations Search Results Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 51. Think About Link Bait Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 52. Create an Editorial Calendar • Consistency is more important than Quantity • Have one person own it but delegate • Have a Sharing Strategy – share on facebook, twitter, linkedin, etc. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 53. Where to Share • Google & Bing Incorporate Social Signals • Must be public, i.e. Twitter, Facebook Fan Page • Don’t be afraid to share twice – First: Announce new post – Second: Pull out a quote or fact Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 54. Photo Credit: flickr.com/photos/8070463@N03/3429124893 WHAT’S NEXT IN 2012?
- 55. Local Listings Claim Your Local Listings Google Places, Bing, Yelp, Etc. For more: schipul.com/help- files/intro-to- google-places/ Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 56. Mobile Optimization • Mobile Results are Different than PC Results • A Mobile Optimized Site Matters • Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 57. Google + • Google+ pages getting preferred placement in Search Results • Sites that your friends +1 get preferred placement Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 60. UP NEXT Social advertising + Geo-marketing Ed Schipul | www.schipul.com | @eschipul Thanks Daniel*1977
- 61. www.flickr.com/photos/sshb/4087836286 www.flickr.com/photos/gimar/5222418518 WE ARE ON THE GO
- 62. LET’S TALK... • What we do online in 2011 • Your ads have gotten social • Location-based Apps www.flickr.com/photos/10659687@N03/2522221074/
- 63. www.flickr.com/photos/8903928@N05 www.flickr.com/photos/41894156240@N01 YOU ON THE WEB: 2011
- 64. http://www.flickr.com/photos/chrism70/1363581821 MORE CHANNELS, LESS ATTENTION
- 66. REVIEWS = SOCIAL CURRENCY Insiderpages Yelp Citysearch
- 67. FACEBOOK THOUGHTS • 500 million = 3rd largest country in the world • Led by a 26 year old • 10% of all Web visits • About 1 in 4 pages visited on Web daily
- 68. COLLECTING DATA
- 70. #1 referrer for Christmas buying season = http://www.flickr.com/photos/dliu04/4821210754
- 71. FACEBOOK IMPRESSIONS Paid Media Earned Media BOTH!
- 72. SPEND LITTLE, EARN $$$ $55 = 120 Clicks = 70 New Fans = 12 New Attendees
- 73. $4 (by 2011 end) BILLION IN ADS http://www.flickr.com/photos/12936340@N06
- 74. http://www.flickr.com/photos/33917831@N00/114430223/ http://www.flickr.com/photos/95572727@N00/219537913/ http://www.flickr.com/photos/36521955290@N01/827264/ LOCATION LOCATION LOCATION LOCATION
- 75. THE FIGHT IS ON!!
- 76. FOURSQUARE www.foursquare.com • Giant market share • Offers analytics to learn about your customers better • Gaming element (badges) makes it FUN! • Great for large conferences and events too
- 77. HOW IT WORKS Friends + Places + Update = Win
- 78. YOUR OPPORTUNITY • Listen, listen, listen • Offer 1st timer + return incentives • Connect all online / offline marketing to it • Get to know your customers! Foursquare gets 22,000 + new users a day
- 79. GOWALLA www.gowalla.com • Claim your business location • Cool ‘custom stamps’ (for a fee + a bit of luck) • Create special offers and greetings for customers
- 80. YELP.COM = POWERFUL STUFF!!!!
- 81. TRIPADVISOR www.tripadvisor.com • Plan and book your vacation • Read/Write reviews of hotels, restaurants, etc.
- 82. WHAT IT’S REALLY ALL ABOUT • It’s not where you are, it’s what you’re experiencing • Tie it all in together + make life easier • Make your business easy to talk about • ENJOY!! Have fun with your customers
- 83. Thank you! Ed Schipul, CEO Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA eschipul@schipul.com v. (281) 497.6567 f. (281) 497.1083
Editor's Notes
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- Spiders crawl sites looking for links and text, then explore the links in the same fashion.\nAll the information is stored in an index for easier retrieval.\nA search algorithm then ranks sites based on specific information and page relevance.\n\nThe reason you see different search results in different search engines is because the spider, algorithm and index is different in each search engine.\n
- So this is what Schipul.com looks like on the front end to people\n
- And this is what it looks like to search engines. Search engines only read code.\n
- A spider will go through the code and follow the links and then crawls those pages.\n
- And this is what your search results look like. \n
- Sooo which search engines should you worry about? Actually search engines like Ask and AOL feed their results from the major players like Google so you don’t need to worry so much about them. This graph is from Bruce Clay, the godfather of SEO. \n
- This slide shows the difference in search engines when using the same term\nThis is Google’s results versus Yahoo’s…you’ll notice the difference in algorithms \n
- What do search engines look for? This is the SEO hierarchy of needs created by Bruce Clay who I mentioned earlier. It’s similar to Maslow’s Hierarchy of Needs that says that at the bottom of the pyramid is food and shelter and at the top is self actualization. So you have to begin with the basics such as keywords and content before you tackle the other things like link development. You need to look at your site navigation and make sure it’s user friendly. If a person can easily navigate through your site then a search engine can too. Also, be sure to have good call to actions. Link development is at the top and it’s very important, but you have to have the other elements in place first.\n
- Content is king. Update your content consistently, keep it relevant and be creative.\n
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