We are talking with Oneupweb, a digital marketing company that specializes in building relationships and businesses through integrated online marketing and applied creative thinking. Founded in 1996 by Lisa Wehr, the company’s original mission was a simple one: to design websites. When clients began to want their sites to be seen by more people, Lisa gradually phased out the company’s design services and set out to uncover the secrets to improving a website’s position on major search engines. The rest is history.

Hile Design: Can you share a bit more about Lisa’s background, and tell us more specifically about what your company does today?

Oneupweb: Prior to Oneupweb, Lisa attended college with a focus on commercial advertising photography, worked as a forensic photographer, a mounted policewoman in Florida, and was a pretty serious musher with her own sled-dog team in Alaska. When she stopped racing competitively, she started a guided tour business. People would visit Alaska to learn how to mush dogs, and Lisa would act as their guide. In 1996, she wanted to bring in more business, so she went to Wal-Mart, bought a computer and taught herself how to use it. Word spread that she knew how to design websites, and the customers started pouring in. But they wanted their websites seen by more people, so Lisa methodically went about figuring out how to make that happen. The result was Oneupweb, a search marketing company. A few years ago the company moved to Traverse City, and just last year we moved into our new 23,000 square foot global headquarters on Grand Traverse Bay.

Today, Oneupweb is a recognized leader in digital marketing, providing services that include: natural search engine optimization (SEO), paid search marketing (PPC), conversion improvement and analytics, podcast production, online media planning and placement, social media marketing and search marketing consultation for in-house marketing teams.

HD: SEO, or Search Engine Optimization, is a service many companies ask about but may not fully understand. What are some common misconceptions about SEO and how does your company differ from others that offer SEO services?

OUW: One of the biggest misconceptions we deal with is the misconception of what SEO is today. With the introduction of blended search, it’s not just about optimizing a website or placing a pay per click ad-although those are still very important. The major search engines are now indexing news sites, videos, blogs, photos, social profiles and podcasts as well. Companies who want to be successful with SEO in 2009 will understand the importance of integration.

How we differ is something we constantly ask ourselves. Yes, we offer some pretty great services. But how we really differ is in who we are. The culture at Oneupweb is like no other. We’re fun, outgoing and we have that strong Midwestern work ethic. And we tell it like it is. It’s all part of our human approach. We don’t automate everything like a lot of companies in our space. We believe skilled, professional oversight is needed for a truly successful and proactive digital campaign. And, we don’t believe in touting services unless we have the technology to support them-all of which is built in-house and can be customized as needed.

HD: One of the more interesting, and less well known, solutions you provide, is Eye Tracking Analysis. Tell us a little bit about it.

OUW: Eye tracking allows us to look at a website through the eyes of a typical visitor to literally see what on the page is attracting them-and what’s not. To get into the nitty gritty, we actually track the physiological movements of the human eye and analyze the psychological implications of those movements. Then we use that information to make the necessary adjustments to website design and usability to help our clients increase conversions.

HD: How has social media marketing (like podcasting, My Space and Facebook, blogging, Wikipedia, and YouTube) changed the fabric of marketing, and how can companies tap into it?

OUW: Marketing and advertising are no longer about talking at your customer-it’s about talking with them. Let’s face it, people are going to talk, and they’re going to talk about your brand. It’s important for companies to know what’s being said about them, and to join in the conversation. Companies should be monitoring social media channels. And now is the time to truly get engaged. Decide which social media outlets are right for you-it’s not always a Facebook or MySpace page. And remain active. Create a company blog that you update regularly, shoot a YouTube video, start a podcast. There’s a million different ways to get involved, and with blended search results, it’s more important than ever to tap into it. Just make sure you have the time and resources needed to dedicate to your social media efforts. And it never hurts to hire a company that specializes in that sort of thing.

HD: We know that many large corporations invest a lot of their marketing budget in online advertising, but many of our clients are small to mid-sized firms. What are a couple of simple steps smaller companies can take to increase their online presence, and what kinds of mistakes do companies (large and small) make in this area?

OUW: First, check your natural search positions. Where does your business show up on Google when you type in words that describe what you do or sell? If your market is local, include the name of your city or area. Prices for localized keywords can be pretty affordable. Then, setup a blog for your business, submit your site to Google Maps and be sure that you are using the same branding messages online and off. You can also evaluate your website’s usability (design, navigation, checkout) to ensure it’s working for you, and not against you.

Many companies think that online marketing is a set-it and forget-it thing. They think if the site’s been optimized, it will stay that away. Which is entirely untrue. Online, things can change overnight-and positions drop. When that happens, business tails off quickly. So online marketing is an ongoing commitment.

HD: We know you are experts at helping your clients with their online marketing, but how do you approach marketing your own company? Are you strictly advertising online, or do you tap into other advertising media such as direct mail, print advertising, trade shows and seminars, etc.?

OUW: We market Oneupweb both online and off. Online we engage in natural search engine optimization, paid search marketing, social media, online pr, podcasting, online advertising/banner ads and more-we preach integration, and we follow it ourselves. We also reinforce that message through print ads, direct mail, the occasional trade show and more. We’ve even been known to do a radio ad or two.

HD: Gaze through your crystal ball and tell us in broad strokes where you think online marketing is headed?

OUW: Search has changed. As we invent more technologies, and provide consumers with more ways to interact digitally, online marketing will continue to change. Those that realize that, and prepare for it, will be successful. Pay attention to the digital world that surrounds you, and evolve with it.

HD: Your offices are beautiful, and you are situated right on Grand Traverse Bay. How in the heck to you get any work done in the summer?

OUW: A strong Midwestern work ethic. That, and summer hours.

To learn more about Oneupweb and their services, visit their website at: http://www.oneupweb.com.

Tags: digital marketing, eye tracking, Lisa Wehr, marketing, Oneupweb, Search Engine Optimization, SEO, social media marketing

This entry was posted on Wednesday, February 4th, 2009 at 11:42 am and is filed under Interviews. You can follow any responses to this entry through the RSS 2.0 feed.