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Hitting The Target, Patrick Neeman
 

Hitting The Target, Patrick Neeman

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    Hitting The Target, Patrick Neeman Hitting The Target, Patrick Neeman Presentation Transcript

    • Hitting The Target: A Simple But Successful Approach To Market A Small Business On The Web
      Patrick Neeman, Usability Counts
    • Patrick Neeman, the Principal of Usability Counts, has over ten years of experience with major brands like MySpace, eBay, Disney Shopping, MGM Home Entertainment, Comcast, Technicolor, but today we’re going to talk about…
      About the presentation
    • About Bob The Chiropractor
      Dr. Bob Benaderet
      Background in Marketing
      Worked with bob at a local marketing firm: one of the clients was spending close to $4 million a year in keyword advertising and lead generation
      Family has a history of starting up small, local service businesses
      Opened his business in March 2008
    • But isn’t Bob a small business?
      Yes, but…
      The lessons in here apply to all websites and marketing programs, large and small
      Some clients who are spending millions don’t go thorough these steps
      Establish target audience
      Establish call to actions
      Applied many of the concepts we used from the $4 million per year client to his site
    • Know your audience
    • Target audience
      Everyone
      Middle class
      Local demographics
      Clients who have health insurancethat doesn’t cover chiropractors
      Looking for a lower cost solution
      Open mind to chiropractors
      Local to office
      Build a relationship with the patients
    • New clients
      Why they’re contacting Bob
      Solution to their pain the next day
      Chiropractor closer to home
      Chiropractor that’s more affordable
      Bob’s first visits around $40 compared to $200 for other chiropractors
      Where do the clients live
      Within 10 miles of the office
      Like using Long Beach businesses
    • Design to your audience
    • The design process
      Don’t reinvent the wheel
      Use a predictable design
      Limit the amount of copy so the site is easy to maintain
      Keep calls to action clear and easy to find
      Audience isn’t technologically savvy
      Use the colors for branding purposes
      Black, blue
    • BobTheChiropractor.com
      • Friendly look, not slick
      • Lighter shades
      • Personal touch
      • FAQs, testimonials to establish reputation
    • BobTheChiropractor.com
      • Large Buttons
      • Corporate 3-Column (Plus 1) Design Pattern
      • Hyperlinks are hyperlinks
      • Active words through site
    • Call to actions
      • GestaltTheory
      • Elements of a similar size
      • Elements grouped
      • Multiple call to actions
    • Call to actions
      • Blurring the page:Even blurred, call to actions should be easy to find
    • Form design
      • Clean design
      • Large targets
      • Almost no validation other than required fields
    • Testimonials
      Famous stars:
      Add credibility to chiropractic medicine as a legitimate method of medical care
      Illustrate the health benefits and how it improved their life
      Bob’s track record not long enough to establish reputation
    • Market to your audience
    • Primary marketing methods
      Keyword advertising
      Google, Bing
      Aim toward edges and localized search
      Long Beach Chiropractor, chiropractor (
      Like remnant advertising, more qualified leads
      Organic search engine optimization
      Stripped down site
      ROI does not justify extended work to SEO: A few hours of time usually blows his advertising budget
      Strong branding
      Long domain name isn’t a bad thing
    • Secondary Marketing
      Yelp!
      Monitor user reviews
      CitySearch
      Monitor user reviews
      Local events
      Long Beach Armada
      Belmont Shore events
      East Village events
      Facebook
    • Irrelevant marketing
      Blogging
      Too much time to maintain a presence well
      Didn’t want to use canned content
      Twitter
      Clients aren’t technologically sophisticated
      Targeted email campaigns
      Exactly one response during email newsletters
      Local newspapers
      Good for branding; poor for lead generation
    • The results
    • Lead generation
      Monthly SEM budget
      $100 - $200
      Clients generated goal per month
      20
      Leads from site per month
      ~12 – 20 submitted / ~10 – 30 phone
      Very few leads error out
      30 - 60 new clients per month
      150% - 300% over goal
    • Google Analytics March 2009
      • Average Page Views Per Visitor: ~4 Pages
      • Average Time On Site: 2 Minutes
      • Home Page Bounce Rate: 36%
      12%
      14%
      11%
      11%
      1%
      11%
      6.3%
      3%
    • Google Analytics March 2009
      • Form conversions: 16
      • Calls: 20
      • Conv. Rate: 10%
      • Cost per new client: ~$2 to $3
    • Before & After
      May 2008
      10 leads a month from the site
      No leads from print advertising
      Few leads from events
      June – July 2008
      20 to 40 leads a month from the site
      Patients per week doubled
      Higher return rate of patents
    • Business goals
      First year goals:
      Patients per week – Met after three months
      Five-year goals:
      Patient charts – Met after first year
      Office Expansion:
      Doubled space within the first year
    • The takeaways
    • The Takeaways
      Define your audience
      Who are you aiming at? (Not everyone)
      Design to your audience
      Don’t reinvent the wheel
      Keep it basic (no Flash)
      Use people
      Prioritize marketing channels
      Assign a value to each channel, and determine return on investment