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


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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


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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


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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


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Email

o 294 billion sent daily;

o 480 million new users every year

o 40% of Emails Now Read on Mobile Devices


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Therapist Directories

o Good Therapy: 1.2 million searches per month

o Psychology Today: top 0.02% of all websites for traffic


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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


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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 &

Google


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WEBSITESWEBSITES

255 Million as of December 2010

21 million new sitesadded in 2010


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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


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WEBSITESWEBSITES Without Traffic, the Best Website

in the World Will Just Sit there andDo Little for your Practice


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WEBSITESWEBSITES You Also Need to Convert Traffic to Phone Calls or Emails

o Structure of Content

o Call to Action


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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


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WEBSITESWEBSITES Fortunately, we have decades of research from the

Advertising World to Help us Choose the Best One


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WEBSITESWEBSITES But before we answer that, we need to know one other

answer:

What is the Most Precious Resource

Online???


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WEBSITESWEBSITES The Most Precious Resource Online Is

o Attention!


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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!


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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


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WEBSITESWEBSITES


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


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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


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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


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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION

Sample Meta Tags – VIEW SOURCEIn your Browser


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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”


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Sample Keyword Research Results


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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


http://www.drmarkjones.com/

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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


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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#


http://www.google.com/places

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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


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PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING

Paid Advertising

o Google AdWords

o Google Boost

o MS Adcenter


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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


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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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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


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SOCIAL MEDIA/SOCIAL NETWORKINGSOCIAL MEDIA/SOCIAL NETWORKING

Facebook LinkedIn

Twitter


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User-Generated Content

Lists of Friends/Contacts/Followers

Messaging Between Contacts


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Facebook

o Privacy Concerns!

o You can Establish a Purely Business Profile

o You Can Also Create a “Fan Page” within Facebook


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Facebook

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


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Twitter

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


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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


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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


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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:


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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


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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


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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


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FURTHER RESOURCES


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]

http://www.uncommonpractices.com/networker2011.html

mailto:[email protected]

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THANK YOU!

Joe Bavonese, PhD

www.uncommonpractices.com

[email protected]

800 940 0185


http://www.uncommonpractices.com/

mailto:[email protected]

bavonese cpa internet marketing presentation april 2011

Education

internet referrals

internet usersworldwide

facebook google

innorth america internet

referrals month

ofall mobile searches

therapy practice

google gets72