Internet Marketing Presentation at the APA Convention 2010 in San Diego
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Internet Marketing Presentation at the APA Convention 2010 in San Diego

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Uncommon Practices presented at the American Psychological Association annual convention in San Diego in August, 2010, on the topic of "Internet Marketing for Private Practice". Joe Bavonese, PhD and ...

Uncommon Practices presented at the American Psychological Association annual convention in San Diego in August, 2010, on the topic of "Internet Marketing for Private Practice". Joe Bavonese, PhD and Mel Restum, PhD.

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    Internet Marketing Presentation at the APA Convention 2010 in San Diego Internet Marketing Presentation at the APA Convention 2010 in San Diego Presentation Transcript

    • INTERNET MARKETING FOR PRIVATE PRACTICE Joe Bavonese, PhD Mel Restum, PhD uncommon practices August 15, 2010 www.uncommonpractices.com 800 940 0185
    • Agenda
      • Why Internet Marketing?
      • Websites
      • Search Engine Optimization (SEO)
      • Pay Per Click Advertising
      • Social Media
      • Video Marketing
      www.uncommonpractices.com 800 940 0185
      • Joe has gotten at least 40 referrals / month for his therapy practice from Online Sources, every month for the past four years
      Why Internet Marketing? www.uncommonpractices.com 800 940 0185
      • Searches for Information
        • Google: 2 billion searches daily; 93% use regularly; Google gets 72% of all searches
        • 72% of People Use the Internet First When Searching for a Professional Service
      Why Internet Marketing? www.uncommonpractices.com 800 940 0185
      • Therapist Directories
        • Good Therapy: 1.2 million searches per month
        • Psychology Today: top 0.02% of all websites for traffic
      Why Internet Marketing? www.uncommonpractices.com 800 940 0185
      • Social Media
        • Facebook passed Google in Daily Visits, March 2010
        • Facebook: 500 million active users; 150 million access via cell phones
        • Average Visit on Facebook: 20 minutes, longest of any website
      Why Internet Marketing? www.uncommonpractices.com 800 940 0185
      • Video
        • YouTube: 2 billion videos viewed every day
        • YouTube: 3 rd in overall web traffic after Facebook and Google
        • More Video is uploaded onto YouTube every 60 days than all three major TV networks created in 60 years
      Why Internet Marketing? www.uncommonpractices.com 800 940 0185
      • You Need Traffic!
        • Free Organic Search
        • via Search Engine Optimization (SEO)
        • Paid Advertising
      Websites www.uncommonpractices.com 800 940 0185
      • You Need to Convert
      • Traffic to Phone Call
      • or Email
        • Structure of Content
        • Call to Action
      Websites www.uncommonpractices.com 800 940 0185
      • You must always be aware of very short attention span on Home Pages (usually <30 seconds)
      • Home Page must be about Potential Client’s Issues/Problems in their language (not DSM) – NOT ABOUT YOU OR YOUR TRAINING
      Websites www.uncommonpractices.com 800 940 0185
      • Media
        • Increase levels of engagement:
        • Text  Picture  Audio  Video
      • Formatting
        • Avoid visual monotony
        • Use graphics, bullet points to break up text
        • Laptop sales > desktop sales now: Note Screen Size
      Websites www.uncommonpractices.com 800 940 0185
      • Show Potential Clients that You Can Help Them with Their Specific Problem/Challenges
      • Avoid Animations and Flash on Site
      • Include a Call to Action – Tell the Reader What You Want them to Do Next
      Websites -KEY TAKEAWAYS- www.uncommonpractices.com 800 940 0185
      • SEO – free, organic search
        • Meta tags
        • High Search Keywords for Your Area of Specialization
        • Domain Name
        • Inbound Links
      Search Engine Optimization www.uncommonpractices.com 800 940 0185
      • Meta Tags
        • View Source in your browser to see them all
        • -Title Tag most important (up to 70 characters)
        • -Description Tag 2 nd most important (up to 160 characters)
        • -Keyword Tag is WORTHLESS
      Search Engine Optimization www.uncommonpractices.com 800 940 0185
    • Search Engine Optimization www.uncommonpractices.com 800 940 0185 Sample Meta Tags – VIEW SOURCE In your Browser
      • Get High Search Keywords with
      • Google Keyword Tool
      • -Find the link for this took by searching in Google for “keyword tool”
      Search Engine Optimization www.uncommonpractices.com 800 940 0185
      • Sample Keyword Research Results
      Search Engine Optimization www.uncommonpractices.com 800 940 0185
      • Domain Name
        • There’s an SEO Benefit if High-search Keywords are in Your Domain Name - such as www.anxietycounselingchicago.com
        • Don’t Use your Own Name www.drmarkjones.com
        • We Want People to Find You Who Don’t Know You
      Search Engine Optimization www.uncommonpractices.com 800 940 0185
      • Inbound Links
        • Get Your Site Listed on as Many High-Traffic Sites as Possible
        • This Is a Crucial Part of Your Google Page Rank
      Search Engine Optimization www.uncommonpractices.com 800 940 0185
      • Optimize the Title and Description Tag with High Search Keywords
      • Get as many Inbound Links as you Can
      Search Engine Optimization -KEY TAKEAWAYS- www.uncommonpractices.com 800 940 0185
      • Paid Advertising
        • Google AdWords
        • MS Adcenter (merging
        • with Yahoo Search Marketing in Fall 2010)
      Pay Per Click Advertising www.uncommonpractices.com 800 940 0185
      • Google AdWords
        • Get on Page 1 in 1 day
        • Only Pay for Clicks
        • Control Amount of Traffic
        • You Can Pause/Stop Ads at Any Time
      Pay Per Click Advertising www.uncommonpractices.com 800 940 0185
      • Google AdWords
        • Expect to Spend 2-3 Months on a New Campaign
        • Immediate Daily Feedback Allows you to Revise and Optimize Your Ad Campaigns
        • Always Split Test Ads to Improve Click Through Rates
      Pay Per Click Advertising www.uncommonpractices.com 800 940 0185
      • 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
      Pay Per Click Advertising -KEY TAKEAWAYS- www.uncommonpractices.com 800 940 0185
      • Facebook
      • LinkedIn
      • Twitter
      Social Media/Social Networking www.uncommonpractices.com 800 940 0185
      • User Generated Content
      • Lists of Friends/Contacts/Followers
      • Messaging Between Contacts
      Social Media/Social Networking www.uncommonpractices.com 800 940 0185
      • Facebook
        • Privacy Concerns
        • You can Establish a Purely Business Profile
        • Fan Pages are Worthless
      Social Media/Social Networking www.uncommonpractices.com 800 940 0185
      • Facebook
        • Best Chance of Referrals: Facebook Pay Per Click Ads
          • Advantages over Google AdWords include targeted profile; lower price per click; only one ad shows up at a time; and more words in ads
      Social Media/Social Networking www.uncommonpractices.com 800 940 0185
      • Twitter
        • Despite Massive Hype, It’s Not Ready for Prime Time as a Referral Source for Private Practice
        • Can’t Hurt to Register Twitter Names <= 20 characters in case Search Capabilities Become More Widely Used
        • @chicagoanxiety or @bettermarriage
      Social Media/Social Networking www.uncommonpractices.com 800 940 0185
      • LinkedIn
        • Like This Convention, Emphasis is on Business Networking
        • Good for Business to Business Referrals such as Supervision or Clinical Training
        • Also Good to Ask Clinical Questions and Get Support for your Practice
      Social Media/Social Networking www.uncommonpractices.com 800 940 0185
      • Register Free Profiles on Facebook, Twitter and LinkedIn for the Valuable Inbound Links
      • Experiment with Facebook Pay Per Click ads
      Social Media/Social Networking -KEY TAKEAWAYS- www.uncommonpractices.com 800 940 0185
      • Video Marketing Has Five Big Advantages:
        • Videos Get Indexed in Google Faster than Anything Else
        • Videos Can be Keyword Tagged for Search
        • In Search Results, Video Shows up a Thumbnail Image, not a Line of Text:
      Video Marketing www.uncommonpractices.com 800 940 0185
      • Video Marketing Has Five Big Advantages:
        • Video is the Most Engaging Medium Available
        • High Resolution Video is Very Inexpensive To Produce and Free to Put Online
      Video Marketing www.uncommonpractices.com 800 940 0185
      • Create a YouTube Channel
      • 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
      Video Marketing -KEY TAKEAWAYS- www.uncommonpractices.com 800 940 0185
    • Conclusions
      • For Many Specialty Areas, It Is Difficult to Succeed in Private Practice without a Solid Internet Marketing Component
      • Internet Marketing as a Source of Private Practice Referrals Will Continue to Increase
      • More Search Results Will Come from Cell Phones in the Future, Especially iPhone & Android OSs
      • Create a Successful Online Presence Now to Stay Ahead of the Curve
      www.uncommonpractices.com 800 940 0185
    • www.uncommonpractices.com 800 940 0185
    • Further Resources
      • http://www.uncommonpractices.com/apa2010.html
      • Free Follow-up:
      • Join Joe’s Next “Ask the Geek” Q & A Call on Friday, August 27 th at 12 noon Eastern, 9 am Pacific
      • Call 712-432-0175 Access Code: 944943#
      www.uncommonpractices.com 800 940 0185
    • Thank You! Joe Bavonese, PhD Mel Restum, PhD uncommon practices www.uncommonpractices.com [email_address] 800 940 0185 www.uncommonpractices.com 800 940 0185