1. Hitting The Target: A Simple But Successful Approach To Market A Small Business On The Web Patrick Neeman, Usability Counts
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… About the presentation
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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 insurancethat doesn’t cover chiropractors Looking for 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 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
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
24. 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
25. Secondary Marketing Yelp! Monitor user reviews CitySearch Monitor user reviews Local events Long Beach Armada Belmont Shore events East Village events Facebook
26. 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
28. 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
36. 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
38. 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
