inbound marketing 101 for slps and audiologists

Inbound Marketing 101 for SLPs and Audiologists

Tom JelenDirector of Online Communications

American Speech-Language-Hearing Association

Twitter: @tomjelenEmail: tjelen@asha.org

Financial Relationships:I work for ASHA. They pay my salary.They paid for me to be

here.

Nonfinancial Relationships:

None

I am not a marketer by training.

I am not an SLP or Audiologist.

I have worked in the digital technology field since 1998.

I have been a health care consumer since about 1994.

I will get tired of hearing myself talk for an hour and thirty minutes.

Outdoor activities in Las Vegas?

How would I have found

outdoor activities in Las Vegas before

1995?

Travel agent?

Lonely Planet?

Any other ways I could have used to find outdoor activities

in Las Vegas before 1995?

How do I find outdoor activities in 2014?

Google and the Google logo are registered trademarks of Google Inc., used with permission.

Google and the Google logo are registered trademarks of Google Inc., used with permission.

How did we get here?

The rise of Google in 3 statistics

"Every day Google answers more than one billion questions from people around the globe in 181 countries and 146 languages. 15% of the searches we see everyday we’ve never seen before."

Source: Facts about Google and Competition. Retrieved February 21, 2014, from http://www.google.com/competition/howgooglesearchworks.html

Source: Google’s downtime caused a 40% drop in global traffic. Retrieved February 21, 2014, from https://engineering.gosquared.com/googles-downtime-40-drop-in-traffic

"Google.com was down for a few minutes… on 16th August 2013. This had a huge effect in the number of page views coming into GoSquared’s real-time tracking – around a 40% drop.”

Source: Google Analytics. Retrieved February 21, 2014.

In January 2014, Google referred 57% of the traffic to ASHA’s Websites.

Pause:

How else does Google impact your

business or practice?

What is happening to traditional advertising

ROI?

Image credit: Tom Jelen

“Based on measurements taken from hundreds of websites over 11 months, we show that up to 30% of web visitors are blocking ads, and that the number of adblocking users is growing at an astonishing 43% per year.”

Source: Beck, Cody. "The Rise of Adblocking: The PageFair 2013 Report" PageFair Blog. N.p., 21 Aug. 2013. Web. 21 Feb. 2014. <http://blog.pagefair.com/2013/the-rise-of-adblocking/>.

As of December 30, 2011,“…the Do Not Call Registry now has more than 209 million active registrations, and more than eight million new phone numbers were registered in Fiscal Year 2011.”

Source: "FTC Sends Biennial Report to Congress on the National Do Not Call Registry" Dec. 2011. Web. 21 Feb. 2014. <http://www.ftc.gov/news-events/press-releases/2011/12/ftc-sends-biennial-report-congress-

national-do-not-call-registry>.

Image credit: TiVo

“The United States Court of Appeals for the Ninth Circuit issued a landmark ruling that modern digital video recorders with the ability to automatically skip commercials are permitted under copyright's fair use doctrine.”

Source: Lee, T. B. (2013, July 24). Court says skipping ads doesn’t violate copyright. That’s a big deal. The Washington Post. Retrieved from http://www.washingtonpost.com

“Netflix is the world's leading Internet television network with over 44 million members in more than 40 countries enjoying more than 1 billion hours of TV shows and movies per month.”Source: Netflix Company Information. Retrieved February 21, 2014, from https://pr.netflix.com/WebClient/loginPageSalesNetWorksAction.do?contentGroupId=10476&contentGroup=Company+Facts

So how do you get new business

in 2014?

What is the difference between outbound and

inbound marketing?

"Inbound marketing focuses on earning, not buying, a person's attention.“

- Lauren DrellMashable

Source: Drell, L. (2011, October 30). Inbound Marketing vs. Outbound Marketing. Mashable . Retrieved from http://mashable.com/2011/10/30/inbound-outbound-marketing/

Inbound marketing is not new. The Web has simply made it much easier and cheaper.

Pre-Web Post-WebWriting a book on a topic

Writing a blog on a topic

Speaking at a community event or local conference

Delivering a webinar

Writing an article in a parenting magazine about infant hearing screening

Writing a guest post on a parenting blog about infant hearing screening

Pause:

What questions do you have about the difference

between inbound and outbound marketing?

How do you get started?

Define (measureable) success.

1. Make an Appointment2. Learn More3. Join Our Email List4. Follow Us on Social Media5. Sign Up Here

- Cortney PhillipsScrewpile Communications

Source: Phillips, C. (2013, December 3). Healthcare Inbound Marketing: The Art of the Call-to-Action. Retrieved from http://www.screwpilecommunications.com/screwpile-marketing-blog/

Top 5 Calls-to-Action Your Healthcare Organization Should Be Using

Pause:

What other calls-to-action might you have

for your practice or business?

Choose Audience

Define the Need

Create Content

Distribute and Promote Content

The entire world should not be your audience.

Choose Audience

Define the Need

Create Content

Distribute and Promote Content

What questions do people ask you all the

time?

Choose Audience

Define the Need

Create Content

Distribute and Promote Content

Remember you are an expert. Most people don’t know what you do.

SEO in 4 Easy Steps

Step 1: Create high quality content“This update is designed to

reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other Websites or sites that are just not very useful.”

- Amit Singhal, Google FellowMatt Cutts, Google Principal Engineer

February 24, 2011Source: Singhal, A. & Cutts, M. (2011, February 24). Finding more high-quality sites in search. Retrieved from http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites-in.html

“We aren't disclosing the actual ranking signals used in our algorithms because we don't want folks to game our search results.”

- Amit Singhal, Google FellowMatt Cutts, Google Principal Engineer

May 6, 2011Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

1.“Would you trust the information presented in this article?

2.Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?

3.Does this article have spelling, stylistic, or factual errors?

4.Does the page provide substantial value when compared to other pages in search results?

5.Is the site a recognized authority on its topic?”

Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

Amit Singhal, Google Fellow:

6. “For a health related query, would you trust information from this site?

7. Does this article contain insightful analysis or interesting information that is beyond obvious?

8. Is this the sort of page you’d want to bookmark, share with a friend, or recommend?

9. Would you expect to see this article in a printed magazine, encyclopedia or book?

10. Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?”Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

Amit Singhal, Google Fellow:

Step 2: Write good headings

Step 3: Write a meaningful meta title

and description

Step 4: Create a meaningful URL

http://www.asha.org/public/speech/disorders/dysarthria/

Choose Audience

Define the Need

Create Content

Distribute and Promote Content

Stay focused.

Twitter

“Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting.”

Source: https://twitter.com/about

Source: Jack Dorsey’s Flickr account: http://www.flickr.com/photos/95728450@N00/182613360/

In the final quarter of 2013, Twitter announced that 241 million users were active on the site in the last month.

Source: https://investor.twitterinc.com/releasedetail.cfm?ReleaseID=823321

In August 2013, Twitter’s blog reported that Twitter usually processes half a billion tweets a day.

Source: https://blog.twitter.com/2013/new-tweets-per-second-record-and-how/

A Tale of Two Baby Photos

Clara Margaret Jelen July 17, 2005

Image credit: Tom Jelen

Image credit: Tom Jelen

Valerie Katherine Jelen May 28, 2009Image credit: Tom Jelen

Image credit: Tom Jelen

"On average more than 350 million photos per day were uploaded to Facebook in the fourth quarter of 2012. Over 240 billion photos have been shared on Facebook."

Source: Facebook Annual Report 2012. Retrieved February 21, 2014, from https://materials.proxyvote.com/Approved/30303M/20130409/AR_166822/

Facebook had 757 million daily active users on average in December 2013.

Source: Facebook Newsroom: Key Facts. Retrieved February 21, 2014, from http://newsroom.fb.com/Key-Facts

In January 2014, Facebook referred 30x more traffic to ASHA.org than NIH.gov.

Source: Google Analytics. Retrieved February 21, 2014.

“Google+ Pages provides businesses, products, brands, and organizations with a public identity and presence on Google+.”

Source: https://support.google.com/plus/answer/1710600?hl=en

“Create a LinkedIn Company Page to raise brand awareness, promote career opportunities, and educate potential customers on your products and services.”

Source: http://business.linkedin.com/marketing-solutions/company-pages.html

Let’s see it in action.

Choose Audience: Parents of Toddlers that may need feeding therapy

Define the Need:When should you pursue feeding therapy for your toddler?

Create Content:Guest post on Friendship Circle Special Needs blog

Distribute and Promote Content:Facebook Page, Pinterest, Twitter, SEO

Choose Audience: Parents of Older Internationally Adopted Children

Define the Need:What are speech and language delays in internationally adopted older children?

Create Content:Blog post, Adoption Magazine article

Distribute and Promote Content:Facebook Page, Pinterest, SEO

Now you try.

Choose Audience:

Define the Need:

Create Content:

Distribute and Promote Content:

“However beautiful the strategy, you should occasionally look at the results.”

- Winston Churchill

How do you measure results?

Conversion

Conversion Funnel: Step 1 - ?

Landing Page

Conversion:Email subscription form

complete.

Conversion Funnel: Step 1: Fill out email subscription form.

Landing Page:Blog Post

Conversion:Order complete.

Conversion Funnel: Step 1: Shipping & Billing

Step 2: Payment

Landing Page:Product Page

Occam’s Razor

www.kaushik.net

Inbound Summary1. People are searching for answers online.2. Traditional advertising may not be generating the

same ROI that it once was.3. "Inbound marketing focuses on earning, not

buying, a person's attention.“ - Lauren Drell, Mashable

4. Start by defining (measureable) success.5. Follow four basic steps when creating your content:

1-Choose an Audience, 2-Define the Need, 3-Create the Content, and then 4-Distribute and Promote It.

6. Take the time to measure so you can see what is working.

“People shop and learn in a whole new way compared to just a few years ago so markets need to adapt or risk extinction.”

- HubSpot CEO, Brian Halligan

Questions

Email: tjelen@asha.org

Twitter: @tomjelen

CreditsUnless otherwise specified, all images in this presentation are screenshots from the public web or they are licensed images from ThinkStock.com.