Inbound Marketing 101 for SLPs and Audiologists

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The marketing landscape has evolved dramatically over the past decade. Health consumers are far more in control of the traditional "outbound" marketing messages they see than ever before. DVR, Caller ID, and Internet radio have all disrupted traditional marketing techniques. At the same time, there are growing opportunities to reach health consumers online. According to the Pew Research Center's Health Online 2013 Survey, "72% of internet users say they looked online for health information of one kind or another within the past year." Learn how you can position your practice or business to thrive in this new "inbound" marketing landscape.

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<ul><li> Inbound Marketing 101 for SLPs and Audiologists Tom Jelen Director of Online Communications American Speech-Language-Hearing Association Twitter: @tomjelen Email: tjelen@asha.org </li> <li> Financial Relationships: I work for ASHA. They pay my salary. They paid for me to be here. Nonfinancial Relationships: None </li> <li> I am not a marketer by training. </li> <li> I am not an SLP or Audiologist. </li> <li> I have worked in the digital technology field since 1998. </li> <li> I have been a health care consumer since about 1994. </li> <li> I will get tired of hearing myself talk for an hour and thirty minutes. </li> <li> Outdoor activities in Las Vegas? </li> <li> How would I have found outdoor activities in Las Vegas before 1995? </li> <li> Travel agent? </li> <li> Lonely Planet? </li> <li> Any other ways I could have used to find outdoor activities in Las Vegas before 1995? </li> <li> How do I find outdoor activities in 2014? </li> <li> Google and the Google logo are registered trademarks of Google Inc., used with permission. </li> <li> Google and the Google logo are registered trademarks of Google Inc., used with permission. </li> <li> How did we get here? </li> <li> The rise of Google in 3 statistics </li> <li> "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 weve never seen before." Source: Facts about Google and Competition. Retrieved February 21, 2014, from http://www.google.com/competition/howgooglesearchworks.html </li> <li> Source: Googles 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 GoSquareds real-time tracking around a 40% drop. </li> <li> Source: Google Analytics. Retrieved February 21, 2014. In January 2014, Google referred 57% of the traffic to ASHAs Websites. </li> <li> Pause: How else does Google impact your business or practice? </li> <li> What is happening to traditional advertising ROI? </li> <li> Image credit: Tom Jelen </li> <li> 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. . </li> <li> 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. . </li> <li> Image credit: TiVo </li> <li> 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 doesnt violate copyright. Thats a big deal. The Washington Post. Retrieved from http://www.washingtonpost.com </li> <li> 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&amp;contentGroup=Company+Fa cts </li> <li> So how do you get new business in 2014? </li> <li> What is the difference between outbound and inbound marketing? </li> <li> "Inbound marketing focuses on earning, not buying, a person's attention. - Lauren Drell Mashable Source: Drell, L. (2011, October 30). Inbound Marketing vs. Outbound Marketing. Mashable . Retrieved from http://mashable.com/2011/10/30/inbound-outbound-marketing/ </li> <li> Inbound marketing is not new. The Web has simply made it much easier and cheaper. </li> <li> Pre-Web Post-Web Writing 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 </li> <li> Pause: What questions do you have about the difference between inbound and outbound marketing? </li> <li> How do you get started? </li> <li> Define (measureable) success. </li> <li> 1. Make an Appointment 2. Learn More 3. Join Our Email List 4. Follow Us on Social Media 5. Sign Up Here - Cortney Phillips Screwpile 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 </li> <li> Pause: What other calls-to-action might you have for your practice or business? </li> <li> Choose Audience Define the Need Create Content Distribute and Promote Content </li> <li> The entire world should not be your audience. </li> <li> Choose Audience Define the Need Create Content Distribute and Promote Content </li> <li> What questions do people ask you all the time? </li> <li> Choose Audience Define the Need Create Content Distribute and Promote Content </li> <li> Remember you are an expert. Most people dont know what you do. </li> <li> SEO in 4 Easy Steps </li> <li> Step 1: Create high quality content This update is designed to reduce rankings for low-quality sitessites which are low-value add for users, copy content from other Websites or sites that are just not very useful. - Amit Singhal, Google Fellow Matt Cutts, Google Principal Engineer February 24, 2011 Source: Singhal, A. &amp; 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 </li> <li> 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 Fellow Matt Cutts, Google Principal Engineer May 6, 2011 Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html </li> <li> 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: </li> <li> 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 youd 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: </li> <li> Step 2: Write good headings </li> <li> Step 3: Write a meaningful meta title and description </li> <li> Step 4: Create a meaningful URL http://www.asha.org/public/speech/disorders/dysarthria/ </li> <li> Choose Audience Define the Need Create Content Distribute and Promote Content </li> <li> Stay focused. </li> <li> Twitter </li> <li> 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 </li> <li> Source: Jack Dorseys Flickr account: http://www.flickr.com/photos/95728450@N00/182613360/ </li> <li> 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 </li> <li> In August 2013, Twitters 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/ </li> <li> A Tale of Two Baby Photos </li> <li> Clara Margaret Jelen July 17, 2005 Image credit: Tom Jelen </li> <li> Image credit: Tom Jelen </li> <li> Valerie Katherine Jelen May 28, 2009 Image credit: Tom Jelen </li> <li> Image credit: Tom Jelen </li> <li> "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/ </li> <li> 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 </li> <li> In January 2014, Facebook referred 30x more traffic to ASHA.org than NIH.gov. Source: Google Analytics. Retrieved February 21, 2014. </li> <li> 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 </li> <li> 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 </li> <li> Lets see it in action. </li> <li> 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 </li> <li> 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 </li> <li> Now you try. </li> <li> Choose Audience: Define the Need: Create Content: Distribute and Promote Content: </li> <li> However beautiful the strategy, you should occasionally look at the results. - Winston Churchill </li> <li> How do you measure results? </li> <li> Conversion Conversion Funnel: Step 1 - ? Landing Page </li> <li> Conversion: Email subscription form complete. Conversion Funnel: Step 1: Fill out email subscription form. Landing Page: Blog Post </li> <li> Conversion: Orde...</li></ul>