1<br />CREATING A REFERRAL-GENERATINGWEBSITE<br />Joe Bavonese, PhD<br />uncommon practices<br />March 26, 2011<br />march...
2<br />INTERNET MARKETING ROCKS!!!! <br />march 2011<br />www.uncommonpractices.com<br />
3<br />Agenda<br /><ul><li>Why Internet Marketing?
Websites
Search Engine Optimization (SEO)
Pay Per Click Advertising
Social Media
Video Marketing</li></ul>march 2011<br />www.uncommonpractices.com<br />
4<br />Why Internet Marketing?<br /><ul><li>2 billion Internet usersworldwide; 266 million inNorth America
Internet Usage Continues toIncrease by 14% Per Year</li></ul>march 2011<br />www.uncommonpractices.com<br />
5<br />Why Internet Marketing?<br /><ul><li>Joe has gotten at least 45 referrals / month for his therapy practice from Onl...
Many Private Practitionershave Filled up their Practiceswith Mostly Internet Referrals</li></ul>march 2011<br />www.uncomm...
6<br />Why Internet Marketing?<br /><ul><li>Searches for Information
Google: 2 billion searches daily; 93% use regularly; Google gets72% of all searches (and 98% of</li></ul>	all mobile searc...
7<br />Why Internet Marketing?<br /><ul><li>Email
294 billion sent daily;
480 million new users every year
40% of Emails Now Read on Mobile Devices</li></ul>march 2011<br />www.uncommonpractices.com<br />
8<br />Why Internet Marketing?<br /><ul><li>Therapist Directories
Good Therapy: 1.2 million searches per month
Psychology Today: top 0.02% of all websites for traffic</li></ul>march 2011<br />www.uncommonpractices.com<br />
9<br />Why Internet Marketing?<br /><ul><li>Social Media
Facebook passed Google in Daily Visits, March 2010
Facebook: 600 million active users; 200 million access via cell phones
Average Visit on Facebook: 20 minutes, longest of any website</li></ul>march 2011<br />www.uncommonpractices.com<br />
10<br />Why Internet Marketing?<br /><ul><li>Video
YouTube: 2 billion videos viewed every day; 200 million ofthose on mobile devices
Number of videos uploaded to Facebook every month: 20 million
YouTube: 3rd in overall web traffic after Facebook & Google</li></ul>march 2011<br />www.uncommonpractices.com<br />
11<br />Websites<br /><ul><li>255 Million as of December 2010
 21 million new sitesadded in 2010</li></ul>march 2011<br />www.uncommonpractices.com<br />
12<br />Websites<br /><ul><li>For your site to be more than an online brochure,</li></ul>	You Need Traffic!<br /><ul><li>F...
13<br />Websites<br /><ul><li>Without Traffic, the Best Website in the World Will Just Sit there andDo Little for your Pra...
14<br />Websites<br /><ul><li>You Also Need to </li></ul>Convert Traffic to <br />Phone Calls or Emails<br /><ul><li>Struc...
Call to Action</li></ul>march 2011<br />www.uncommonpractices.com<br />
15<br />Websites<br /><ul><li>You must always be aware of very short attention span on Home Pages (usually <30 seconds)</l...
16<br />Websites<br /><ul><li>Home Page must be about Potential Client’s Issues/Problems in their language (not DSM)
NOT ABOUT YOU OR YOUR TRAINING</li></ul>march 2011<br />www.uncommonpractices.com<br />
17<br />Websites<br /><ul><li>Media
Increase levels of engagement: </li></ul>		Text - Picture - Audio - Video<br /><ul><li>Formatting
Avoid visual monotony
Use graphics, bullet points to break up text
Laptop sales > desktop sales now: Note Screen Size
Smartphones & Tablets – 3 to 10 inch screens</li></ul>march 2011<br />www.uncommonpractices.com<br />
18<br />Websites-KEY TAKEAWAYS-<br /><ul><li>Show Potential Clients that You Can Help Them with Their Specific Problem/Cha...
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Joe Bavonese Psychotherapy Networker presentation March 2011

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Joe Bavonese, PhD presentation at the Psychotherapy Networker Symposium March 2011

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Joe Bavonese Psychotherapy Networker presentation March 2011

  1. 1. 1<br />CREATING A REFERRAL-GENERATINGWEBSITE<br />Joe Bavonese, PhD<br />uncommon practices<br />March 26, 2011<br />march 2011<br />www.uncommonpractices.com<br />
  2. 2. 2<br />INTERNET MARKETING ROCKS!!!! <br />march 2011<br />www.uncommonpractices.com<br />
  3. 3. 3<br />Agenda<br /><ul><li>Why Internet Marketing?
  4. 4. Websites
  5. 5. Search Engine Optimization (SEO)
  6. 6. Pay Per Click Advertising
  7. 7. Social Media
  8. 8. Video Marketing</li></ul>march 2011<br />www.uncommonpractices.com<br />
  9. 9. 4<br />Why Internet Marketing?<br /><ul><li>2 billion Internet usersworldwide; 266 million inNorth America
  10. 10. Internet Usage Continues toIncrease by 14% Per Year</li></ul>march 2011<br />www.uncommonpractices.com<br />
  11. 11. 5<br />Why Internet Marketing?<br /><ul><li>Joe has gotten at least 45 referrals / month for his therapy practice from Online Sources, every month for the past six years
  12. 12. Many Private Practitionershave Filled up their Practiceswith Mostly Internet Referrals</li></ul>march 2011<br />www.uncommonpractices.com<br />
  13. 13. 6<br />Why Internet Marketing?<br /><ul><li>Searches for Information
  14. 14. Google: 2 billion searches daily; 93% use regularly; Google gets72% of all searches (and 98% of</li></ul> all mobile searches!)<br /><ul><li>84% of People Use the InternetFirst When Searching for a Professional Service</li></ul>march 2011<br />www.uncommonpractices.com<br />
  15. 15. 7<br />Why Internet Marketing?<br /><ul><li>Email
  16. 16. 294 billion sent daily;
  17. 17. 480 million new users every year
  18. 18. 40% of Emails Now Read on Mobile Devices</li></ul>march 2011<br />www.uncommonpractices.com<br />
  19. 19. 8<br />Why Internet Marketing?<br /><ul><li>Therapist Directories
  20. 20. Good Therapy: 1.2 million searches per month
  21. 21. Psychology Today: top 0.02% of all websites for traffic</li></ul>march 2011<br />www.uncommonpractices.com<br />
  22. 22. 9<br />Why Internet Marketing?<br /><ul><li>Social Media
  23. 23. Facebook passed Google in Daily Visits, March 2010
  24. 24. Facebook: 600 million active users; 200 million access via cell phones
  25. 25. Average Visit on Facebook: 20 minutes, longest of any website</li></ul>march 2011<br />www.uncommonpractices.com<br />
  26. 26. 10<br />Why Internet Marketing?<br /><ul><li>Video
  27. 27. YouTube: 2 billion videos viewed every day; 200 million ofthose on mobile devices
  28. 28. Number of videos uploaded to Facebook every month: 20 million
  29. 29. YouTube: 3rd in overall web traffic after Facebook & Google</li></ul>march 2011<br />www.uncommonpractices.com<br />
  30. 30. 11<br />Websites<br /><ul><li>255 Million as of December 2010
  31. 31. 21 million new sitesadded in 2010</li></ul>march 2011<br />www.uncommonpractices.com<br />
  32. 32. 12<br />Websites<br /><ul><li>For your site to be more than an online brochure,</li></ul> You Need Traffic!<br /><ul><li>Free Organic Search </li></ul> via Search Engine Optimization (SEO)<br /><ul><li>Paid Advertising</li></ul>march 2011<br />www.uncommonpractices.com<br />
  33. 33. 13<br />Websites<br /><ul><li>Without Traffic, the Best Website in the World Will Just Sit there andDo Little for your Practice </li></ul>march 2011<br />www.uncommonpractices.com<br />
  34. 34. 14<br />Websites<br /><ul><li>You Also Need to </li></ul>Convert Traffic to <br />Phone Calls or Emails<br /><ul><li>Structure of Content
  35. 35. Call to Action</li></ul>march 2011<br />www.uncommonpractices.com<br />
  36. 36. 15<br />Websites<br /><ul><li>You must always be aware of very short attention span on Home Pages (usually <30 seconds)</li></ul>march 2011<br />www.uncommonpractices.com<br />
  37. 37. 16<br />Websites<br /><ul><li>Home Page must be about Potential Client’s Issues/Problems in their language (not DSM)
  38. 38. NOT ABOUT YOU OR YOUR TRAINING</li></ul>march 2011<br />www.uncommonpractices.com<br />
  39. 39. 17<br />Websites<br /><ul><li>Media
  40. 40. Increase levels of engagement: </li></ul> Text - Picture - Audio - Video<br /><ul><li>Formatting
  41. 41. Avoid visual monotony
  42. 42. Use graphics, bullet points to break up text
  43. 43. Laptop sales > desktop sales now: Note Screen Size
  44. 44. Smartphones & Tablets – 3 to 10 inch screens</li></ul>march 2011<br />www.uncommonpractices.com<br />
  45. 45. 18<br />Websites-KEY TAKEAWAYS-<br /><ul><li>Show Potential Clients that You Can Help Them with Their Specific Problem/Challenges
  46. 46. Avoid Animations and Flash on Site
  47. 47. Include a Call to Action – Tell the Reader What You Want them to Do Next</li></ul>march 2011<br />www.uncommonpractices.com<br />
  48. 48. 19<br />Search Engine Optimization<br /><ul><li>SEO – free, organic search
  49. 49. Meta tags
  50. 50. High Search Keywords for Your Area of Specialization
  51. 51. Domain Name
  52. 52. Inbound Links</li></ul>march 2011<br />www.uncommonpractices.com<br />
  53. 53. 20<br />Search Engine Optimization<br /><ul><li>Meta Tags
  54. 54. View Source in your browser to see them all</li></ul> -Title Tag most important (up to 70 characters)<br /> -Description Tag 2nd most important (up to 160 characters)<br /> -Keyword Tag is WORTHLESS<br />march 2011<br />www.uncommonpractices.com<br />
  55. 55. 21<br />Search Engine Optimization<br />Sample Meta Tags – VIEW SOURCE<br />In your Browser<br />march 2011<br />www.uncommonpractices.com<br />
  56. 56. 22<br />Search Engine Optimization<br /><ul><li>Get High Search Keywords with </li></ul> Google Keyword Tool<br /> -Find the link for this took by searching in Google for “keyword tool”<br />march 2011<br />www.uncommonpractices.com<br />
  57. 57. 23<br />Search Engine Optimization<br /><ul><li>Sample Keyword Research Results</li></ul>march 2011<br />www.uncommonpractices.com<br />
  58. 58. 24<br />Search Engine Optimization<br /><ul><li>Domain Name
  59. 59. There’s an SEO Benefit if High-search Keywords are in Your Domain Name - such as www.anxietycounselingchicago.com
  60. 60. Don’t Use your Own Namewww.drmarkjones.com
  61. 61. We Want People to Find You Who Don’t Know You</li></ul>march 2011<br />www.uncommonpractices.com<br />
  62. 62. 25<br />Search Engine Optimization<br /><ul><li>Inbound Links
  63. 63. Get Your Site Listed on as Many High-Traffic Sites as Possible
  64. 64. This Is a Crucial Part of Your Google Page Rank</li></ul>march 2011<br />www.uncommonpractices.com<br />
  65. 65. 26<br />Search Engine Optimization<br /><ul><li>Create a Profile on Google Maps/Places
  66. 66. www.google.com/places
  67. 67. Create a Profile on Bing Maps/Places
  68. 68. ssl.bing.com/listings/ListingCenter.aspx
  69. 69. Both Profiles Needs to be Verified</li></ul>march 2011<br />www.uncommonpractices.com<br />
  70. 70. 27<br />Search Engine Optimization-KEY TAKEAWAYS-<br /><ul><li>Optimize the Title and Description Tag with High Search Keywords
  71. 71. Get as many Inbound Links as you Can
  72. 72. Get Registered on Google and Bing Maps/Places</li></ul>march 2011<br />www.uncommonpractices.com<br />
  73. 73. 28<br />Pay Per Click Advertising<br /><ul><li>Paid Advertising
  74. 74. Google AdWords
  75. 75. Google Boost
  76. 76. MS Adcenter</li></ul>march 2011<br />www.uncommonpractices.com<br />
  77. 77. 29<br />Pay Per Click Advertising<br /><ul><li>Google AdWords
  78. 78. Get on Page 1 in 1 day
  79. 79. Only Pay for Clicks
  80. 80. Control Amount of Traffic
  81. 81. You Can Pause/Stop Adsat Any Time</li></ul>march 2011<br />www.uncommonpractices.com<br />
  82. 82. 30<br />Pay Per Click Advertising<br /><ul><li>Google AdWords
  83. 83. Expect to Spend 2-3 Months on a New Campaign
  84. 84. Immediate Daily Feedback Allows you to Revise and Optimize Your Ad Campaigns
  85. 85. Always Split Test Ads to Improve Click Through Rates
  86. 86. Average Results: 1 New Client Every $5 Per Day You Spend </li></ul>march 2011<br />www.uncommonpractices.com<br />
  87. 87. 31<br />Pay Per Click Advertising<br /><ul><li>Google Boost
  88. 88. Get on TOP of Page 1
  89. 89. Higher Cost Per Click, but MUCH Simpler to Setup vs AdWords
  90. 90. No Control over Keywords
  91. 91. Setup Through Your Google Places Page</li></ul>march 2011<br />www.uncommonpractices.com<br />
  92. 92. 32<br />Pay Per Click Advertising-KEY TAKEAWAYS-<br /><ul><li>Don’t Use Home Page as Landing Page
  93. 93. Headline of Your Ad is Most Important Part of Ad
  94. 94. Avoid Companies that Try to Sell You One Keyword for a Flat Rate – you Need a List of Many Keywords to Succeed</li></ul>march 2011<br />www.uncommonpractices.com<br />
  95. 95. 33<br />Social Media/Social Networking<br /><ul><li>Facebook
  96. 96. LinkedIn
  97. 97. Twitter</li></ul>march 2011<br />www.uncommonpractices.com<br />
  98. 98. 34<br />Social Media/Social Networking<br /><ul><li>User-Generated Content
  99. 99. Lists of Friends/Contacts/Followers
  100. 100. Messaging Between Contacts</li></ul>march 2011<br />www.uncommonpractices.com<br />
  101. 101. 35<br />Social Media/Social Networking<br /><ul><li>Facebook
  102. 102. Privacy Concerns!
  103. 103. You can Establish a Purely Business Profile
  104. 104. You Can Also Create a “Fan Page” within Facebook</li></ul>march 2011<br />www.uncommonpractices.com<br />
  105. 105. 36<br />Social Media/Social Networking<br /><ul><li>Facebook
  106. 106. Best Chance of Referrals: Facebook Pay Per Click Ads</li></ul>- Advantages over Google AdWords include targeted profile; lower price per click; picture/graphic can be included; and more words in ads<br />march 2011<br />www.uncommonpractices.com<br />
  107. 107. 37<br />Social Media/Social Networking<br /><ul><li>Twitter
  108. 108. Despite Massive Hype, It’s Not Ready for Prime Time as a Referral Source
  109. 109. Can’t Hurt to Register Twitter Names <= 20 characters in case Search Capabilities Become More Widely Used
  110. 110. @chicagoanxiety or @bettermarriage</li></ul>march 2011<br />www.uncommonpractices.com<br />
  111. 111. 38<br />Social Media/Social Networking<br /><ul><li>LinkedIn
  112. 112. Like This Symposium, Emphasis is on Learning & Networking
  113. 113. Good for Business to Business Referrals such as Supervision or Clinical Training
  114. 114. Also Good to Ask Clinical Questions and Get Support for your Practice</li></ul>march 2011<br />www.uncommonpractices.com<br />
  115. 115. 39<br />Social Media/Social Networking-KEY TAKEAWAYS-<br /><ul><li>Register Free Profiles on Facebook, Twitter and LinkedIn for the Valuable Inbound Links
  116. 116. Experiment with Facebook Pay Per Click ads</li></ul>march 2011<br />www.uncommonpractices.com<br />
  117. 117. 40<br />Video Marketing<br /><ul><li>Video Marketing Has Six Big Advantages:
  118. 118. Videos Get Indexed in Google Faster than Anything Else
  119. 119. Videos Can be Keyword Tagged for Search
  120. 120. In Search Results, Video Shows up a Thumbnail Image, not a Line of Text:</li></ul>march 2011<br />www.uncommonpractices.com<br />
  121. 121. 41<br />Video Marketing<br /><ul><li>Video Marketing Has Six Big Advantages:
  122. 122. Video is the Most Engaging Medium Available
  123. 123. Videos Can go Viral (others market for you)
  124. 124. High Resolution Video is Very Inexpensive To Produce and Free to Put Online</li></ul>march 2011<br />www.uncommonpractices.com<br />
  125. 125. 42<br />Video Marketing-KEY TAKEAWAYS-<br /><ul><li>Create a YouTube Channel – it’s free
  126. 126. Start Making 1-2 minute Videos about Your Areas of Expertise
  127. 127. Embed Videos on your Website and Put on as Many Video Sharing Sites as Possible</li></ul>march 2011<br />www.uncommonpractices.com<br />
  128. 128. 43<br />Conclusions<br /><ul><li>It Is Difficult Now to Succeed in Private Practice without a Solid Internet Marketing Component
  129. 129. Internet Marketing as a Source of Referrals Will Continue to Increase
  130. 130. More Search Results Will Come from Cell Phones in the Future, Especially iPhone & Android OS
  131. 131. Create a Successful Online Presence Now to Stay Ahead of the Curve</li></ul>march 2011<br />www.uncommonpractices.com<br />
  132. 132. 44<br />Further Resources<br />www.uncommonpractices.com/networker2011.html<br />FREE Question & Answer Call on April 29, <br />12-1 pm EST<br />Call 800 940 0185 to Register or email<br />info@uncommonpractices.com<br />march 2011<br />www.uncommonpractices.com<br />
  133. 133. 45<br /> Thank You!<br />Joe Bavonese, PhD<br />www.uncommonpractices.com<br />info@uncommonpractices.com<br />800 940 0185<br />march 2011<br />www.uncommonpractices.com<br />
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