Bavonese cpa internet marketing presentation april 2011
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INTERNET MARKETING SUCCESS STRATEGIESFOR PRIVATE PRACTICE REFERRALS
INTERNET MARKETING SUCCESS STRATEGIESFOR PRIVATE PRACTICE REFERRALS
Joe Bavonese, PhD
uncommon practices
April 8, 2011
California Psychological Association Convention
april 2011www.uncommonpractices.com
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INTERNET MARKETING ROCKS!!!!
INTERNET MARKETING ROCKS!!!!
march 2011www.uncommonpractices.com
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AGENDA
Why Internet Marketing? Websites Search Engine Optimization (SEO) Pay Per Click Advertising Social Media Video Marketing
april 2011www.uncommonpractices.com
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WHY INTERNET MARKETING?WHY INTERNET MARKETING? 2 billion Internet users
worldwide; 266 million inNorth America
Internet Usage Continues toIncrease by 14% Per Year
april 2011www.uncommonpractices.com
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WHY INTERNET MARKETING?WHY INTERNET MARKETING? Joe has gotten at least
45 referrals / month for his therapy practice from Online Sources, every month for the past six years
Many Private Practitionershave Filled up their Practiceswith Mostly Internet Referrals
april 2011www.uncommonpractices.com
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WHY INTERNET MARKETING?WHY INTERNET MARKETING?
Searches for Information
o Google: 2 billion searches daily; 93% use regularly; Google gets72% of all searches (and 98% ofall mobile searches!)
o 84% of People Use the InternetFirst When Searching for a Professional Service
april 2011www.uncommonpractices.com
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WHY INTERNET MARKETING?WHY INTERNET MARKETING?
o 294 billion sent daily;
o 480 million new users every year
o 40% of Emails Now Read on Mobile Devices
april 2011www.uncommonpractices.com
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WHY INTERNET MARKETING?WHY INTERNET MARKETING?
Therapist Directories
o Good Therapy: 1.2 million searches per month
o Psychology Today: top 0.02% of all websites for traffic
april 2011www.uncommonpractices.com
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WHY INTERNET MARKETING?WHY INTERNET MARKETING? Social Media
o Facebook passed Google in
Daily Visits, March 2010
o Facebook: 600 million active users;
200 million access via cell phones
o Average Visit on Facebook: 20 minutes,
longest of any website
april 2011www.uncommonpractices.com
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WHY INTERNET MARKETING?WHY INTERNET MARKETING? Video
o YouTube: 2 billion videos
viewed every day; 200 million of those on mobile devices
o Number of videos uploaded to Facebook every month: 20 million
o YouTube: 3rd in overall web traffic after Facebook &
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES
255 Million as of December 2010
21 million new sitesadded in 2010
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES
For your site to be more than an online brochure,You Need Traffic!
o Free Organic Search - via Search Engine
Optimization (SEO) o Paid Advertising
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES Without Traffic, the Best Website
in the World Will Just Sit there andDo Little for your Practice
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES You Also Need to Convert Traffic to Phone Calls or Emails
o Structure of Content
o Call to Action
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES You Have Five Choices of Content on a Home Page:
o Your credentials/training
o The DSM categories you work with
o The services you provide (individual psychotherapy etc)
o The benefits of working with you
o The problems of daily living the potential client is
experiencing – in their own language
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES Fortunately, we have decades of research from the
Advertising World to Help us Choose the Best One
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES But before we answer that, we need to know one other
answer:
What is the Most Precious Resource
Online???
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES The Most Precious Resource Online Is
o Attention!
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES Never forget that people have VERY SHORT
attention spans on Home Pages (usually <30 seconds)
The Internet is like anenormous ADD Simulation Game!
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES
Home Page must be about Potential Client’s Issues/Problems in their language (not DSM)
NOT ABOUT YOU,YOUR TRAINING,or your SERVICES
april 2011www.uncommonpractices.com
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WEBSITESWEBSITES
april 2011www.uncommonpractices.com
Mediao Increase levels of engagement:
Text - Picture - Audio - Video
Formattingo Avoid visual monotony – paragraphs of text onlyo Avoid tiny fonts
o Use graphics, bullet points to break up texto Laptop sales > desktop sales now: Note Screen Sizeo Smartphones & Tablets – 3 to 10 inch screens
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WEBSITES-KEY TAKEAWAYS-WEBSITES-KEY TAKEAWAYS-
Job of your Home Page: Show Potential Clients that You Can Help Them with Their SPECIFIC Problem/Challenges, in THEIR OWN LANGUAGE
Avoid Animations and Flash on Site Include a Call to Action – Tell the Reader What
You Want them to Do Next
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION SEO – free, organic search
o Meta tags o High Search Keywords
for Your Area of Specialization o Domain Name o Inbound Links
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION Meta Tags
o View Source in your browser to see them all
-Title Tag most important (up to 70 characters) -Description Tag 2nd most important (up to 160 characters) -Keyword Tag is WORTHLESS
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION
Sample Meta Tags – VIEW SOURCEIn your Browser
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION
Find the Highest Frequency Keywords for Your Areas of Specialization with the Google Keyword Tool
-Find the link for this took by searching in Google for “keyword tool”
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION
Sample Keyword Research Results
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION Domain Name
o There’s an SEO Benefit if High-search Keywords
are in Your Domain Name - such as www.anxietycounselingchicago.com
o Don’t Use your Own Name www.drmarkjones.com
o We Want People to Find You Who Don’t Know You
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION
Inbound Links
o Get Your Site Listed on as Many High-Traffic Sites as Possible
o This Is a Crucial Part of Your Google Page Rank, where Your Site is Rated 0-10
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION
Create a Profile on Google Maps/Placeso www.google.com/places
Create a Profile on Bing Maps/Places
o ssl.bing.com/listings/ListingCenter.aspx
Both Profiles Needs to be Verified By immediate phone call with a PIN # By a postcard mailed to your office address with a PIN#
april 2011www.uncommonpractices.com
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SEARCH ENGINE OPTIMIZATION-KEY TAKEAWAYS-SEARCH ENGINE OPTIMIZATION-KEY TAKEAWAYS-
Optimize the Title and Description Tag with High Search Keywords
Get as many Inbound Links as you Can
Get Registered on Google and Bing Maps/Places
april 2011www.uncommonpractices.com
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PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING
Paid Advertising
o Google AdWords
o Google Boost
o MS Adcenter
april 2011www.uncommonpractices.com
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PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING
Google AdWords
o Get on Page 1 in 1 day
o Only Pay for Clicks
o Control Amount of Traffic
o You Can Pause/Stop Adsat Any Time
april 2011www.uncommonpractices.com
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PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING
april 2011www.uncommonpractices.com
Google AdWords
o Expect to Spend 2-3 Months Revising a New Campaign
o Immediate Daily Feedback Allows you to Revise and Optimize Your Ad Campaigns
o Always Split Test Ads to Improve Click Through Rates
o Average Results: 1 New Client Every $5 Per Day You Spend
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PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING
april 2011www.uncommonpractices.com
NEW: Google Boost
o Get on TOP of Page 1
o Higher Cost Per Click, but MUCH Simpler to Setup vs AdWords
o No Control over Keywords
o Setup Through Your Google Places Page
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PAY PER CLICK ADVERTISING-KEY TAKEAWAYS-PAY PER CLICK ADVERTISING-KEY TAKEAWAYS-
Don’t Use Home Page as Landing Page
What to Expect: 1 new client/month for every $5 of your Daily Budget
Avoid Companies that Try to Sell You One Keyword for a Flat Rate – you Need a List of Many Keywords to Succeed
april 2011www.uncommonpractices.com
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SOCIAL MEDIA/SOCIAL NETWORKINGSOCIAL MEDIA/SOCIAL NETWORKING
Facebook LinkedIn
april 2011www.uncommonpractices.com
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SOCIAL MEDIA/SOCIAL NETWORKINGSOCIAL MEDIA/SOCIAL NETWORKING
User-Generated Content
Lists of Friends/Contacts/Followers
Messaging Between Contacts
april 2011www.uncommonpractices.com
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SOCIAL MEDIA/SOCIAL NETWORKINGSOCIAL MEDIA/SOCIAL NETWORKING
o Privacy Concerns!
o You can Establish a Purely Business Profile
o You Can Also Create a “Fan Page” within Facebook
april 2011www.uncommonpractices.com
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SOCIAL MEDIA/SOCIAL NETWORKINGSOCIAL MEDIA/SOCIAL NETWORKING
o Best Chance of Referrals:
Facebook Pay Per Click Ads
- Advantages over Google AdWords include targeted profile; lower price per click; picture/graphic can be included; and more words in ads
april 2011www.uncommonpractices.com
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SOCIAL MEDIA/SOCIAL NETWORKINGSOCIAL MEDIA/SOCIAL NETWORKING
o Great Resource for Up to the Minute News
o But Despite Massive Hype, It’s Not Ready for Prime Time as a Referral Source
o Can’t Hurt to Register Twitter Names <= 20 characters in case Search Capabilities Become More Widely Used
o @chicagoanxiety or @bettermarriage
april 2011www.uncommonpractices.com
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SOCIAL MEDIA/SOCIAL NETWORKINGSOCIAL MEDIA/SOCIAL NETWORKING LinkedIn
o Like This Convention, Emphasis is on Learning& Networking
o Good for Business to Business Referrals such as Supervision or Clinical Training
o Also Good to Ask Clinical Questions and Get Support for your Practice
april 2011www.uncommonpractices.com
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SOCIAL MEDIA/SOCIAL NETWORKING-KEY TAKEAWAYS-SOCIAL MEDIA/SOCIAL NETWORKING-KEY TAKEAWAYS-
Register Free Profiles on Facebook, Twitter and LinkedIn for the Valuable Inbound Links
Experiment with Facebook Pay Per Click ads
april 2011www.uncommonpractices.com
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VIDEO MARKETINGVIDEO MARKETING Video Marketing Has Six Big Advantages:
o Videos Get Indexed in Google Faster than Anything Elseo Videos Can be Keyword Tagged for Searcho In Search Results, Video Shows up a Thumbnail Image,
not a Line of Text:
april 2011www.uncommonpractices.com
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VIDEO MARKETINGVIDEO MARKETING
Video Marketing Has Six Big Advantages:
o Video is the Most Engaging Medium Available
o Videos Can go Viral (others market for you)
o High Resolution Video is Very Inexpensive To Produce and Free to Put Online and on Your Website
april 2011www.uncommonpractices.com
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VIDEO MARKETING-KEY TAKEAWAYS-VIDEO MARKETING-KEY TAKEAWAYS-
Create a YouTube Channel – it’s free
Start Making 1-2 minute Videos about Your Areas of Expertise
Embed Videos on your Website and Put on as Many Video Sharing Sites as Possible
april 2011www.uncommonpractices.com
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CONCLUSIONS
For Many Specialty Areas, It Is Difficult to Succeed in Independent Practice without a Solid Internet Marketing Component
Internet Marketing as a Source of Independent
Practice Referrals Will Continue to Increase More Search Results Will Come from Cell Phones
in the Future, Especially iPhone & Android OS Create a Successful Online Presence Now to Stay
Ahead of the Curve
april 2011www.uncommonpractices.com
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FURTHER RESOURCES
april 2011www.uncommonpractices.com
www.uncommonpractices.com/cpa2011.html
FREE Question & Answer Call on April 29, 9-10 am Pacific
Call 800 940 0185 to Register or [email protected]
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THANK YOU!
Joe Bavonese, PhD
www.uncommonpractices.com
800 940 0185
april 2011www.uncommonpractices.com