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Hitting The Target, Patrick Neeman


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Hitting The Target, Patrick Neeman

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