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Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
Joe Bavonese Psychotherapy Networker presentation March 2011
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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

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

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  • 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<br />INTERNET MARKETING ROCKS!!!! <br />march 2011<br />www.uncommonpractices.com<br />
  • 3. 3<br />Agenda<br /><ul><li>Why Internet Marketing?
  • 4. Websites
  • 5. Search Engine Optimization (SEO)
  • 6. Pay Per Click Advertising
  • 7. Social Media
  • 8. Video Marketing</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 9. 4<br />Why Internet Marketing?<br /><ul><li>2 billion Internet usersworldwide; 266 million inNorth America
  • 10. Internet Usage Continues toIncrease by 14% Per Year</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 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. Many Private Practitionershave Filled up their Practiceswith Mostly Internet Referrals</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 13. 6<br />Why Internet Marketing?<br /><ul><li>Searches for Information
  • 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. 7<br />Why Internet Marketing?<br /><ul><li>Email
  • 16. 294 billion sent daily;
  • 17. 480 million new users every year
  • 18. 40% of Emails Now Read on Mobile Devices</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 19. 8<br />Why Internet Marketing?<br /><ul><li>Therapist Directories
  • 20. Good Therapy: 1.2 million searches per month
  • 21. Psychology Today: top 0.02% of all websites for traffic</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 22. 9<br />Why Internet Marketing?<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 26. 10<br />Why Internet Marketing?<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 30. 11<br />Websites<br /><ul><li>255 Million as of December 2010
  • 31. 21 million new sitesadded in 2010</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 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. 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. 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. Call to Action</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 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. 16<br />Websites<br /><ul><li>Home Page must be about Potential Client’s Issues/Problems in their language (not DSM)
  • 38. NOT ABOUT YOU OR YOUR TRAINING</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 39. 17<br />Websites<br /><ul><li>Media
  • 40. Increase levels of engagement: </li></ul> Text - Picture - Audio - Video<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 45. 18<br />Websites-KEY TAKEAWAYS-<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 48. 19<br />Search Engine Optimization<br /><ul><li>SEO – free, organic search
  • 49. Meta tags
  • 50. High Search Keywords for Your Area of Specialization
  • 51. Domain Name
  • 52. Inbound Links</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 53. 20<br />Search Engine Optimization<br /><ul><li>Meta Tags
  • 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. 21<br />Search Engine Optimization<br />Sample Meta Tags – VIEW SOURCE<br />In your Browser<br />march 2011<br />www.uncommonpractices.com<br />
  • 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. 23<br />Search Engine Optimization<br /><ul><li>Sample Keyword Research Results</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 58. 24<br />Search Engine Optimization<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 62. 25<br />Search Engine Optimization<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 65. 26<br />Search Engine Optimization<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 70. 27<br />Search Engine Optimization-KEY TAKEAWAYS-<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 73. 28<br />Pay Per Click Advertising<br /><ul><li>Paid Advertising
  • 74. Google AdWords
  • 75. Google Boost
  • 76. MS Adcenter</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 77. 29<br />Pay Per Click Advertising<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 82. 30<br />Pay Per Click Advertising<br /><ul><li>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 </li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 87. 31<br />Pay Per Click Advertising<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 92. 32<br />Pay Per Click Advertising-KEY TAKEAWAYS-<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 95. 33<br />Social Media/Social Networking<br /><ul><li>Facebook
  • 96. LinkedIn
  • 97. Twitter</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 98. 34<br />Social Media/Social Networking<br /><ul><li>User-Generated Content
  • 99. Lists of Friends/Contacts/Followers
  • 100. Messaging Between Contacts</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 101. 35<br />Social Media/Social Networking<br /><ul><li>Facebook
  • 102. Privacy Concerns!
  • 103. You can Establish a Purely Business Profile
  • 104. You Can Also Create a “Fan Page” within Facebook</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 105. 36<br />Social Media/Social Networking<br /><ul><li>Facebook
  • 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. 37<br />Social Media/Social Networking<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 111. 38<br />Social Media/Social Networking<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 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. Experiment with Facebook Pay Per Click ads</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 117. 40<br />Video Marketing<br /><ul><li>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:</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 121. 41<br />Video Marketing<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 125. 42<br />Video Marketing-KEY TAKEAWAYS-<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 128. 43<br />Conclusions<br /><ul><li>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</li></ul>march 2011<br />www.uncommonpractices.com<br />
  • 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. 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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