internet marketing presentation at the apa convention 2010 in san diego

American Psychological Association

INTERNET MARKETING INTERNET MARKETING FOR PRIVATE PRACTICEFOR PRIVATE PRACTICEINTERNET MARKETING INTERNET MARKETING FOR PRIVATE PRACTICEFOR PRIVATE PRACTICE

Joe Bavonese, PhDMel Restum, PhD

uncommon practices

August 15, 2010

www.uncommonpractices.com 800 940 0185


Agenda

Why Internet Marketing? Websites Search Engine Optimization (SEO) Pay Per Click Advertising Social Media Video Marketing



• Joe has gotten at least 40 referrals / month for his therapy practice from Online Sources, every month for the past four years

Why Internet Marketing?Why Internet Marketing?



• Searches for Information

o Google: 2 billion searches daily; 93% use regularly; Google gets72% of all searches

o 72% of People Use the InternetFirst When Searching for a Professional Service




• Therapist Directories

o Good Therapy: 1.2 million searches per month

o Psychology Today: top 0.02% of all websites for traffic




• Social Media

o Facebook passed Google in Daily Visits, March 2010

o Facebook: 500 million active users; 150 million access via cell phones

o Average Visit on Facebook: 20 minutes, longest of any website




• Video

o YouTube: 2 billion videos viewed every day

o YouTube: 3rd in overall web traffic after Facebook and Google

o More Video is uploaded onto YouTube every 60 days than all three major TV networks created in 60 years




• You Need Traffic!

o Free Organic Search

via Search Engine Optimization (SEO)

o Paid Advertising

WebsitesWebsites



• You Need to Convert

Traffic to Phone Call

or Email

o Structure of Content

o Call to Action

WebsitesWebsites



• You must always be aware of very short attention span on Home Pages (usually <30 seconds)

• Home Page must be about Potential Client’s Issues/Problems in their language (not DSM) – NOT ABOUT YOU OR YOUR TRAINING

WebsitesWebsites



• Media– Increase levels of engagement:

Text Picture Audio Video

• Formatting– Avoid visual monotony– Use graphics, bullet points to break up text– Laptop sales > desktop sales now: Note Screen Size

WebsitesWebsites



• Show Potential Clients that You Can Help Them with Their Specific Problem/Challenges

• Avoid Animations and Flash on Site

• Include a Call to Action – Tell the Reader What You Want them to Do Next

Websites-KEY TAKEAWAYS-

Websites-KEY TAKEAWAYS-



• SEO – free, organic search

o Meta tags

o High Search Keywords for Your Area of Specialization

o Domain Name

o Inbound Links

Search Engine OptimizationSearch Engine Optimization



• Meta Tags

o View Source in your browser to see them all

-Title Tag most important (up to 70 characters)

-Description Tag 2nd most important (up to 160 characters)

-Keyword Tag is WORTHLESS






Sample Meta Tags – VIEW SOURCEIn your Browser


• Get High Search Keywords with

Google Keyword Tool

-Find the link for this took by searching in Google for “keyword tool”




• Sample Keyword Research Results




• Domain Name

– There’s an SEO Benefit if High-search Keywords are in Your Domain Name - such as www.anxietycounselingchicago.com

– Don’t Use your Own Name www.drmarkjones.com

– We Want People to Find You Who Don’t Know You




• Inbound Links

– Get Your Site Listed on as Many High-Traffic Sites as Possible

– This Is a Crucial Part of Your Google Page Rank




• Optimize the Title and Description Tag with High Search Keywords

• Get as many Inbound Links as you Can

Search Engine Optimization-KEY TAKEAWAYS-

Search Engine Optimization-KEY TAKEAWAYS-



• Paid Advertising

o Google AdWords

o MS Adcenter (merging

with Yahoo Search Marketing in Fall 2010)

Pay Per Click AdvertisingPay Per Click Advertising



• Google AdWords

– Get on Page 1 in 1 day

– Only Pay for Clicks

– Control Amount of Traffic

– You Can Pause/Stop Adsat Any Time




• Google AdWords

o Expect to Spend 2-3 Months on a New Campaign

o Immediate Daily Feedback Allows you to Revise and Optimize Your Ad Campaigns

o Always Split Test Ads to Improve Click Through Rates




• Don’t Use Home Page as Landing Page

• What to Expect: 1 new client/month for every $5 of your Daily Budget

• Avoid Companies that Try to Sell You One Keyword for a Flat Rate – you Need a List of Many Keywords to Succeed

Pay Per Click Advertising-KEY TAKEAWAYS-

Pay Per Click Advertising-KEY TAKEAWAYS-



• Facebook

• LinkedIn

• Twitter

Social Media/Social NetworkingSocial Media/Social Networking



• User Generated Content

• Lists of Friends/Contacts/Followers

• Messaging Between Contacts




• Facebook

– Privacy Concerns

– You can Establish a Purely Business Profile

– Fan Pages are Worthless




• Facebook

– Best Chance of Referrals: Facebook Pay Per Click Ads

• Advantages over Google AdWords include targeted profile; lower price per click; only one ad shows upat a time; and more words in ads




• Twitter

– Despite Massive Hype, It’s Not Ready for Prime Time as a Referral Source for Private Practice

– Can’t Hurt to Register Twitter Names <= 20 characters in case Search Capabilities Become More Widely Used

@chicagoanxiety or @bettermarriage




• LinkedIn

– Like This Convention, Emphasis is on Business Networking

– Good for Business to Business Referrals such as Supervision or Clinical Training

– Also Good to Ask Clinical Questions and Get Support for your Practice




• Register Free Profiles on Facebook, Twitter and LinkedIn for the Valuable Inbound Links

• Experiment with Facebook Pay Per Click ads

Social Media/Social Networking-KEY TAKEAWAYS-

Social Media/Social Networking-KEY TAKEAWAYS-



• Video Marketing Has Five Big Advantages:– Videos Get Indexed in Google Faster than Anything Else– Videos Can be Keyword Tagged for Search– In Search Results, Video Shows up a Thumbnail Image,

not a Line of Text:

Video MarketingVideo Marketing



• Video Marketing Has Five Big Advantages:

– Video is the Most Engaging Medium Available

– High Resolution Video is Very Inexpensive To Produce and Free to Put Online

Video MarketingVideo Marketing



• Create a YouTube Channel

• Start Making 1-2 minute Videos about Your Areas of Expertise

• Embed Videos on your Website and Put on as Many Video Sharing Sites as Possible

Video Marketing-KEY TAKEAWAYS-

Video Marketing-KEY TAKEAWAYS-



Conclusions• For Many Specialty Areas, It Is Difficult to Succeed in Private Practice without a Solid Internet Marketing Component

• Internet Marketing as a Source of Private Practice Referrals Will Continue to Increase

• More Search Results Will Come from Cell Phones in the Future, Especially iPhone & Android OSs

• Create a Successful Online Presence Now to Stay Ahead of the Curve



Further Resources

• http://www.uncommonpractices.com/apa2010.html

• Free Follow-up:

Join Joe’s Next “Ask the Geek” Q & A Call on Friday, August 27th at 12 noon Eastern, 9 am Pacific Call 712-432-0175 Access Code: 944943#



Thank You!

Joe Bavonese, PhDMel Restum, PhD

uncommon practices

www.uncommonpractices.com

[email protected]

800 940 0185


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