Joe Bavonese Psychotherapy Networker presentation March 2011

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

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

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