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Online Marketing Summit: June 16, 2009
1. Hitting The Target: A Simple
But Successful Approach
To Market A Small Business
On The Web
Patrick Neeman, Usability Counts
2. 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…
3.
4. 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
5. 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
7. 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
8. 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
10. 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
11. BobTheChiropractor.com
Friendly
look, not
slick
Lighter
shades
Personal
touch
FAQs, testi
monials to
establish
reputation
12. BobTheChiropractor.com
Large
Buttons
Corporate
3-Column
(Plus 1)
Design
Pattern
Hyperlinks
are
hyperlinks
Active
words
through site
13. Call to actions
GestaltTh
eory
Elements of a
similar size
Elements
grouped
Multiple
call to
actions
14. Call to actions
Blurring
the page:
Even
blurred, c
all to
actions
should be
easy to
find
15. Form design
Clean
design
Large
targets
Almost no
validation
other
than
required
fields
16. 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
18. 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
19. Secondary Marketing
Yelp!
Monitor user reviews
CitySearch
Monitor user reviews
Local events
Long Beach Armada
Belmont Shore events
East Village events
Facebook
20. 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
22. 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
23. 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%
24. Google Analytics March 2009
Form
conversions: 16
Calls: 20
Conv. Rate: 10%
Cost per new
client:
~$2 to $3
25. 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
26. 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
28. 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