International Hearing Society
60
thAnnual Convention & Expo
September 15-17, 2011
Taking Advantage of
Online Marketing Tools
for Your Business
Paul Dybala, Ph.D.
President, AudiologyOnline
audiologyonline.com
Overview
1. Internet Marketing
•
Shift Your Center
2. Online Marketing Trends and Tools
•
Demographics & Trends
•
What to Use
3. Managing your Marketing / Reputation Hub
Internet Marketing
What is Marketing?
Marketing is the same thing as
advertising right?
Internet Marketing
•
Advertising:
The paid, public, non-personal
announcement of a persuasive message by an
identified sponsor; the non-personal
presentation or promotion by a firm of its
products to its existing and potential customers.
•
Marketing:
The
systematic planning
,
implementation and control of a
mix
of business
activities intended to bring together buyers and
sellers for the mutually advantageous exchange
or transfer of products.
Internet Marketing
•
Advertising:
is something you do
•
Marketing:
is what you are
Internet Marketing
Internet Marketing
• Not changing who you are
• Changing what you do!
Internet Marketing
The way you manage your
marketing message / your
Overview
1. Internet Marketing
•
Shift Your Center
2. Online Marketing Trends and Tools
•
Demographics & Trends
•
What to Use
3. Managing your Marketing / Reputation Hub
The Aging of the Internet
Internet users looked online for…
http://pewinternet.org/Reports/2011/HealthTopics.aspx
Topic
%
Specific disease or medical problem
66
Certain medical treatment or procedure
56
Doctors or other health professionals
44
“Paging Dr. Google!”
“Reliance on the Internet is so
prevalent, said the report’s
author, Susannah Fox, the
associate director at Pew, that
“Google is the de facto second
opinion”
for patients seeking
further information after a
Of Those Searching For Health
Information
http://pewinternet.org/Reports/2011/HealthTopics.aspxDemographic
%
College Graduate
81%
Income 75K+
83%
Age 50-64
58%
Age 65+
29%
Search engines & search terms
“hearing aids”, “hearing aid”, “digital hearing aids”, “discount hearing aids”
“hearing aids”, “hearing aid”,
Search Engines
and Local Search
Local Search is
where you need
Search
Search Engine Secrets
Search Engine Secrets
Search Engine Secrets
Search Engine Secrets
Search Engine Secrets
All searches on
$54M Disposal $9M Recycling
“… gain a better understanding of
how consumers were using the
different
online and offline media
channels when looking for local
information.”
2008 - 31%
2010 – 33%
TMP Directional Marketing, Nov 2008 & Sep 2010, http://www.localsearchstudy.com/
2008 - 30%
Local Search
TMP Directional Marketing, Sep 2010, http://www.localsearchstudy.com/
Primary Source Local Info By Age
18-24
25-34
35-44
45-54
55-64
65+
11%
13%
22%
29%
37%
46%
Online
75%
73%
73%
64%
57%
49%
Post Local Search Activity
Action Taken
%
Contact Via Phone
38%
Make In Store Visit
36%
Contact Online (Email)
9%
Local Search Trends
“
Online search is the preferred method
for information about local businesses.”
“With the introduction of mobile and social
media,
search engines
have been
tested, yet stand resolute as the
preferred choice among consumers
”
Search Engine Secrets
How can people find me?
Post Local Search Activity
Action Taken
%
Contact Via Phone
38%
Make In Store Visit
36%
Contact Online (Email)
9%
What About Social Media?
What IS Social Media?
What About Social Media
http://comscore.com/Press_Events/Press_Releases/2011/4/comScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties _for_March_2011
What About Social Media
What About Social Media
April 2011 http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/
Overview
1. Internet Marketing
•
Shift Your Center
2. Online Marketing Trends and Tools
•
Demographics & Trends
•
What to Use
3. Managing your Marketing / Reputation Hub
The more credible you
are the more likely the
user will contact you
for services.
If you want to convert
your
visitors
into
patients
, engage them
and get them to trust
Stanford Guidelines for Web Credibility
1. Make it easy to verify the accuracy of information on your website
2. Show there’s a real organization behind your site
3. Highlight expertise in your organization and in the content and services you provide
4. Show that honest and trustworthy people stand behind your site
5. Make it easy to contact you
6. Design your site so it looks professional 7. Make your site easy to use and useful
8. Update your site’s content often (or at least show that it has been reviewed
Stanford Guidelines for Web Credibility
1. Make it easy to verify the accuracy of information on your website
2. Show there’s a real organization behind your site
3. Highlight expertise in your organization and in the content and services you provide
4. Show that honest and trustworthy people stand behind your site
5. Make it easy to contact you
6. Design your site so it looks professional 7. Make your site easy to use and useful
8. Update your site’s content often (or at least show that it has been reviewed
Look Professional
Your website is your virtual front
office. Make sure it is
You have a physical
front office and a
virtual front office.
Which one is more
important?
Web Credibility
75% of users admit make
judgments about the
credibility of a company
based
on the design of its
website.
Fogg, B.J. (2002, May). Stanford guidelines for web credibility: A research summary from the Stanford Persuasive Technology Lab. Stanford University. Retrieved from: www.webcredibility.org/guidelines
Web Credibility
Impressions of your business
from your website are made in
1/20 sec
.
Lindgaard, G., Fernandes, G., Dudek, C. & Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression! Behaviour & Information Technology, 25, 115–126.
Look Professional
Your website is your virtual front
office. Make sure it is
Look Professional
Your website is your virtual front
office. Make sure it is
Look Professional
Your website is your virtual front
office. Make sure it is
Look Professional
Your website is your virtual front
office. Make sure it is
Look Professional
Your website is your virtual front
office. Make sure it is
Look Professional
Your website is your virtual front
office. Make sure it is
Stanford Guidelines for Web Credibility
1. Make it easy to verify the accuracy of information on your website
2. Show there’s a real organization behind your site
3. Highlight expertise in your organization and in the content and services you provide
4. Show that honest and trustworthy people stand behind your site
5. Make it easy to contact you
6. Design your site so it looks professional 7. Make your site easy to use and useful
8. Update your site’s content often (or at least show that it has been reviewed
Information Tools
• Articles / Patient Newsletters / Blog
– Start the counseling and education process.
• Take a Tour
– Refer new patients to website when make
appointment. Get to know you virtually and they
know what to expect.
• Forms
– Refer new and current patients to use website to
obtain forms to fill out and bring into office.
• Maps
Convert Through Content
Screen shot of video player
Convert Through Content
Screen shot of video player
Convert Through Content
Convert Through Content
Convert Through Content
Convert Through Content
Stanford Guidelines for Web Credibility
1. Make it easy to verify the accuracy of information on your website
2. Show there’s a real organization behind your site
3. Highlight expertise in your organization and in the content and services you provide
4. Show that honest and trustworthy people stand behind your site
5. Make it easy to contact you
6. Design your site so it looks professional 7. Make your site easy to use and useful
8. Update your site’s content often (or at least show that it has been reviewed
Convert Through Content
Screen shot of video player
Convert Through Content
Screen shot of video player
Convert Through Content
Screen shot of video player
Convert Through Content
Screen shot of video player
Convert Through Content
Screen shot of video player
Convert Through Content
Screen shot of video player
Stanford Guidelines for Web Credibility
1. Make it easy to verify the accuracy of information on your website
2. Show there’s a real organization behind your site
3. Highlight expertise in your organization and in the content and services you provide
4. Show that honest and trustworthy people stand behind your site
5. Make it easy to contact you
6. Design your site so it looks professional
7. Make your site easy to use and useful
8. Update your site’s content often (or at least show that it has been reviewed
Post Local Search Activity
Action Taken
%
Contact Via Phone
38%
Make In Store Visit
36%
Contact Online (Email)
9%
Physical Address
Phone Number
All Pages - For Print Outs
Have Number that People Answer
Optimizes for Local Search
AO Website Demo
AO Website Program -
Demo
AO Website Demo
AO Website Program -
Demo
Stanford Guidelines for Web Credibility
1. Make it easy to verify the accuracy of information on your website
2. Show there’s a real organization behind your site
3. Highlight expertise in your organization and in the content and services you provide
4. Show that honest and trustworthy people stand behind your site
5. Make it easy to contact you
6. Design your site so it looks professional 7. Make your site easy to use and useful
8. Update your site’s content often (or at least show that it has been reviewed
Pictures of Staff
Lets Them Know
Who
to Look For
AO Website Demo
AO Website Program -
Demo
AO Website Demo
AO Website Program -
Demo
Internet Video
You are the most effective
marketing piece you have!
Internet Video
Jan 2011
171 Million Users
14.5 Hours Per User
Avg. 5 min per Video
84% of Internet Audience
http://comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_2011_U.S._Online_V ideo_Rankings
