Hitting The Target: A Simple
But Successful Approach
To Market A Small Business
On The Web
Patrick Neeman, Usability Counts

About the presentation
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 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 insurance
that doesn’t cover chiropractors
 Lookingfor a lower cost solution
 Open mind to chiropractors
 Local to office
 Build a relationship with the patients

New clients
 Why they’re contacting Bob
 Solutionto their pain the next day
 Chiropractor closer to home
 Chiropractor that’s more affordable
 Bob’sfirst 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, testi
monials to
establish
reputation

BobTheChiropractor.com
 Large
Buttons
 Corporate
3-Column
(Plus 1)
Design
Pattern
 Hyperlinks
are
hyperlinks
 Active
words
through site

Call to actions
 GestaltTh
eory
 Elements of a
similar size
 Elements
grouped
 Multiple
call to
actions

Call to actions
 Blurring
the page:
Even
blurred, c
all 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
14% 12% 11%
Page Views
Per Visitor:
~4 Pages
11%  Average
Time On
1%
Site: 2
11% Minutes
 Home Page
Bounce
Rate: 36%
3% 6.3%

Google Analytics March 2009
 Form
conversions: 16
 Calls: 20
 Conv. Rate: 10%
 Cost per new
client:
~$2 to $3

Before & After
May 2008 June – July 2008
 10 leads a month  20 to 40 leads a
from the site month from the site
 No leads from print  Patients per week
advertising doubled
 Few leads from  Higher return rate of
events 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’treinvent the wheel
 Keep it basic (no Flash)
 Use people
 Prioritize marketing channels
 Assign a value to each channel, and determine
return on investment