Hitting The Target: A Simple But Successful Approach To Market A Small Business On The Web
Patrick Neeman, Usability Counts
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
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 Looking for a lower cost solution Open mind to chiropractors
Local to office Build a relationship with the patients
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
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, testimonials to establish reputation
BobTheChiropractor.com
Large Buttons
Corporate 3-Column (Plus 1) Design Pattern
Hyperlinks are hyperlinks
Active words through site
Call to actions
Gestalt Theory
Elements of a similar size
Elements grouped
Multiple call to actions
Call to actions
Blurring the page:Even blurred, call 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
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 Page Views Per Visitor: ~4 Pages
Average Time On Site: 2 Minutes
Home Page Bounce Rate: 36%
6.3%
12%14% 11%
11%
3%
11%
1%
Google Analytics March 2009
Form conversions: 16
Calls: 20 Conv. Rate: 10% Cost per new
client: ~$2 to $3
Before & After
May 2008 10 leads a month
from the site No leads from print
advertising Few leads from
events
June – July 2008 20 to 40 leads a
month from the site Patients per week
doubled Higher return rate of
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’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
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