taking advantage of online marketing tools for your business · internet marketing •advertising:...

International Hearing Society

60th Annual Convention & Expo

September 15-17, 2011

Taking Advantage of Online Marketing Tools

for Your Business

Paul Dybala, Ph.D. President, AudiologyOnline

audiologyonline.com

Download presentation slides at www/ihsinfo.org/convention

Schulenberg, Texas

Intro Audiology Online

Overview

1. Internet Marketing

• Shift Your Center

2. Online Marketing Trends and Tools

• Demographics & Trends

• What to Use

3. Managing your Marketing / Reputation Hub

• Web Credibility

Internet Marketing

What is Marketing?

Marketing is the same thing as

advertising right?

Internet Marketing

• Advertising: The paid, public, non-personal

announcement of a persuasive message by an

identified sponsor; the non-personal

presentation or promotion by a firm of its

products to its existing and potential customers.

• Marketing: The systematic planning,

implementation and control of a mix of business

activities intended to bring together buyers and

sellers for the mutually advantageous exchange

or transfer of products.

Internet Marketing

• Advertising: is something you do

• Marketing: is what you are

Internet Marketing

• Insert additional slides as needed

Internet Marketing

• Not changing who you are

• Changing what you do!

Internet Marketing

Internet Marketing

The way you manage your

marketing message / your

reputation is changing!

Overview





• What to Use


• Web Credibility

The Aging of the Internet

http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time-Update.aspx

http://www.pewinternet.org/Infographics/2010/Generations-2010-Summary.aspx

http://www.comscoredatamine.com/2011/01/average-time-spent-online-per-u-s-visitor-in-2010/

Internet users looked online for…

http://pewinternet.org/Reports/2011/HealthTopics.aspx

Topic %

Specific disease or medical problem 66

Certain medical treatment or procedure 56

Doctors or other health professionals 44

Hospitals or other medical facilities 36

“Paging Dr. Google!”

“Reliance on the Internet is so

prevalent, said the report’s

author, Susannah Fox, the

associate director at Pew, that

“Google is the de facto second

opinion” for patients seeking

further information after a

diagnosis”

Of Those Searching For Health

Information

http://pewinternet.org/Reports/2011/HealthTopics.aspx

Demographic %

College Graduate 81%

Income 75K+ 83%

Age 50-64 58%

Age 65+ 29%

Searching on Behalf of Another 48%

Search engines & search terms

“hearing aids”, “hearing aid”, “digital hearing aids”, “discount hearing aids”

10,000,000 searches annually!

“hearing aids”, “hearing aid”,

“digital hearing aids”, “discount hearing aids”

Search Engines

and Local Search

Local Search is

where you need

to focus

Search

Personalization

Search Engine Secrets

How can people find me?

All searches on

Google are local!

$54M Disposal

$9M Recycling

TMP Directional Marketing, Sep 2010, http://www.localsearchstudy.com/

“… gain a better understanding of

how consumers were using the

different online and offline media

channels when looking for local

information.”

2008 - 31%

2010 – 33%

TMP Directional Marketing, Nov 2008 & Sep 2010, http://www.localsearchstudy.com/

2008 - 30%

2010 – 23% -8%

Local Search


77%!!

Primary Source Local Info By Age

18-24 25-34 35-44 45-54 55-64 65+

Print 11% 13% 22% 29% 37% 46%

Online 75% 73% 73% 64% 57% 49%


Post Local Search Activity

Action Taken %

Contact Via Phone 38%

Make In Store Visit 36%

Contact Online (Email) 9%


Local Search Trends

“Online search is the preferred method

for information about local businesses.”

“With the introduction of mobile and social

media, search engines have been

tested, yet stand resolute as the

preferred choice among consumers”


Search Engine Secrets



?


Action Taken %





What About Social Media?

What IS Social Media?

What About Social Media

http://comscore.com/Press_Events/Press_Releases/2011/4/comScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties

_for_March_2011


http://www.comscoredatamine.com/2011/02/2010-us-digital-year-in-review/


April 2011 http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-

report/

Apr 2011

Overview





• What to Use


• Web Credibility

The more credible you

are the more likely the

user will contact you

for services.

If you want to convert

your visitors into

patients, engage them

and get them to trust

you!

Data based over 3 years of research on 4,500 people

Stanford Guidelines for Web Credibility 1. Make it easy to verify the accuracy of information on your

website

2. Show there’s a real organization behind your site

3. Highlight expertise in your organization and in the content

and services you provide

4. Show that honest and trustworthy people stand behind

your site

5. Make it easy to contact you

6. Design your site so it looks professional

7. Make your site easy to use and useful

8. Update your site’s content often (or at least show that it has

been reviewed

http://credibility.stanford.edu/guidelines/index.html

Look Professional

Your website is your virtual front

office. Make sure it is

professionally designed.

You have a physical

front office and a

virtual front office.

Which one is more

important?

?

Web Credibility

75% of users admit make

judgments about the

credibility of a company

based on the design of its

website.

Fogg, B.J. (2002, May). Stanford guidelines for web credibility: A research summary from the Stanford Persuasive

Technology Lab. Stanford University. Retrieved from: www.webcredibility.org/guidelines

Web Credibility

Impressions of your business

from your website are made in

1/20 sec.

Lindgaard, G., Fernandes, G., Dudek, C. & Brown, J. (2006). Attention web designers: You have 50 milliseconds to

make a good first impression! Behaviour & Information Technology, 25, 115–126.

Current Marketing Focus

Look Professional





website





your site





been reviewed


Information Tools

• Articles / Patient Newsletters / Blog – Start the counseling and education process.

• Take a Tour – Refer new patients to website when make

appointment. Get to know you virtually and they

know what to expect.

• Forms – Refer new and current patients to use website to

obtain forms to fill out and bring into office.

• Maps – Personalized driving directions

Convert Through Content

Screen shot of video player


Screen shot of educational video


website





your site





been reviewed



Screen shot of video player


website





your site





been reviewed



Action Taken %





Physical Address

Phone Number

All Pages - For Print Outs

Have Number that People Answer

Optimizes for Local Search

Make It Easy to Call/Find You

AO Website Demo

AO Website Program -

Demo


website





your site





been reviewed


Pictures of Staff

Lets Them Know

Who to Look For

Professional Qualifications

AO Website Demo


Demo

Internet Video

You are the most effective

marketing piece you have!

Internet video delivers!

Internet Video

Jan 2011

171 Million Users

14.5 Hours Per User

Avg. 5 min per Video

84% of Internet Audience

http://comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_2011_U.S._Online_V

ideo_Rankings

AO Website Demo


Demo

Look Professional




Overview





• What to Use


• Web Credibility

Questions?

?

Please complete the seminar evaluation form!

Thank you!

Taking Advantage of Online Marketing Tools

for Your Business

Paul Dybala, Ph.D. President, AudiologyOnline

audiologyonline.com

Download presentation slides at www/ihsinfo.org/convention

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