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 bran...
About Bob The Chiropractor

   Dr. Bob Benaderet
     Background in Marketing
     Worked with bob at a local
      mar...
But isn’t Bob a small business?

   Yes, but…
     The lessons in here apply to all
      websites and marketing
      p...
Know your audience
Target audience
   Everyone
   Middle class
     Local   demographics
   Clients who have health insurance
    that do...
New clients
   Why they’re contacting Bob
     Solutionto their pain the next day
     Chiropractor closer to home

   ...
Design to your audience
The design process
   Don’t reinvent the wheel
     Use  a predictable design
     Limit the amount of copy so the site...
BobTheChiropractor.com
                        Friendly
                         look, not
                         slick...
BobTheChiropractor.com

                        Large
                         Buttons
                        Corporate...
Call to actions
                     GestaltTh
                      eory
                     Elements of a
           ...
Call to actions
                     Blurring
                      the page:
                      Even
                ...
Form design
                 Clean
                  design
                 Large
                  targets
           ...
Testimonials
   Famous stars:
     Add   credibility to chiropractic
      medicine as a legitimate
      method of medi...
Market to your audience
Primary marketing methods
   Keyword advertising
       Google, Bing
           Aim toward edges and localized search
 ...
Secondary Marketing
   Yelp!
     Monitor   user reviews
   CitySearch
     Monitor   user reviews
   Local events
  ...
Irrelevant marketing
   Blogging
     Too much time to maintain a presence well
     Didn’t want to use canned content
...
The results
Lead generation
   Monthly SEM budget
     $100   - $200
   Clients generated goal per month
     20

   Leads from s...
Google Analytics March 2009
                                          Average
             14%   12%     11%
            ...
Google Analytics March 2009
                       Form
                        conversions: 16
                       C...
Before & After
May 2008                June – July 2008
 10 leads a month       20 to 40 leads a
  from the site        ...
Business goals
   First year goals:
     Patients   per week – Met after three months
   Five-year goals:
     Patient...
The takeaways
The Takeaways
   Define your audience
     Who   are you aiming at? (Not everyone)
   Design to your audience
     Don...
Online Marketing Summit: June 16, 2009
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Hitting The Target: A Simple But Successful Approach To Market A Small Business On The Web

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Online Marketing Summit: June 16, 2009

  1. 1. Hitting The Target: A Simple But Successful Approach To Market A Small Business On The Web Patrick Neeman, Usability Counts
  2. 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. 3. 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
  4. 4. 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
  5. 5. Know your audience
  6. 6. 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
  7. 7. 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
  8. 8. Design to your audience
  9. 9. 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
  10. 10. BobTheChiropractor.com  Friendly look, not slick  Lighter shades  Personal touch  FAQs, testi monials to establish reputation
  11. 11. BobTheChiropractor.com  Large Buttons  Corporate 3-Column (Plus 1) Design Pattern  Hyperlinks are hyperlinks  Active words through site
  12. 12. Call to actions  GestaltTh eory  Elements of a similar size  Elements grouped  Multiple call to actions
  13. 13. Call to actions  Blurring the page: Even blurred, c all to actions should be easy to find
  14. 14. Form design  Clean design  Large targets  Almost no validation other than required fields
  15. 15. 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
  16. 16. Market to your audience
  17. 17. 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
  18. 18. Secondary Marketing  Yelp!  Monitor user reviews  CitySearch  Monitor user reviews  Local events  Long Beach Armada  Belmont Shore events  East Village events  Facebook
  19. 19. 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
  20. 20. The results
  21. 21. 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
  22. 22. 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%
  23. 23. Google Analytics March 2009  Form conversions: 16  Calls: 20  Conv. Rate: 10%  Cost per new client: ~$2 to $3
  24. 24. 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
  25. 25. 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
  26. 26. The takeaways
  27. 27. 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
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