Taking Advantage of Online Marketing Tools for Your Business

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1 International Hearing Society 60 th Annual Convention & Expo September 15-17, 2011 Taking Advantage of Online Marketing Tools for Your Business Paul Dybala, Ph.D. President, AudiologyOnline audiologyonline.com Download presentation slides at www/ihsinfo.org/convention

2

3 Schulenberg, Texas

4 Intro Audiology Online

5 Overview 1. Internet Marketing Shift Your Center 2. Online Marketing Trends and Tools Demographics & Trends What to Use 3. Managing your Marketing / Reputation Hub Web Credibility

6 Internet Marketing What is Marketing? Marketing is the same thing as advertising right?

7 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.

8 Internet Marketing Advertising: is something you do Marketing: is what you are

9 Internet Marketing Insert additional slides as needed

10 Internet Marketing Not changing who you are Changing what you do!

11 Internet Marketing

12 Internet Marketing The way you manage your marketing message / your reputation is changing!

13 Overview 1. Internet Marketing Shift Your Center 2. Online Marketing Trends and Tools Demographics & Trends What to Use 3. Managing your Marketing / Reputation Hub Web Credibility

14 The Aging of the Internet

15

16

17 Internet users looked online for Topic % Specific disease or medical problem 66 Certain medical treatment or procedure 56 Doctors or other health professionals 44 Hospitals or other medical facilities 36

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19 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 diagnosis

20 Of Those Searching For Health Information Demographic % College Graduate 81% Income 75K+ 83% Age % Age % Searching on Behalf of Another 48%

21 Search engines & search terms hearing aids, hearing aid, digital hearing aids, discount hearing aids 10,000,000 searches annually!

22 hearing aids, hearing aid, digital hearing aids, discount hearing aids

23 Search Engines and Local Search

24

25 Local Search is where you need to focus

26 Search Personalization

27 Search Engine Secrets How can people find me?

28 Search Engine Secrets How can people find me?

29 Search Engine Secrets How can people find me?

30 Search Engine Secrets How can people find me?

31 Search Engine Secrets How can people find me?

32 All searches on Google are local!

33

34

35 ?

36

37 $54M Disposal $9M Recycling

38 TMP Directional Marketing, Sep 2010,

39 gain a better understanding of how consumers were using the different online and offline media channels when looking for local information.

40 % % % % -8% TMP Directional Marketing, Nov 2008 & Sep 2010,

41 Local Search 77%!! TMP Directional Marketing, Sep 2010,

42 Primary Source Local Info By Age Print 11% 13% 22% 29% 37% 46% Online 75% 73% 73% 64% 57% 49% TMP Directional Marketing, Sep 2010,

43 Post Local Search Activity Action Taken % Contact Via Phone 38% Make In Store Visit 36% Contact Online ( ) 9% TMP Directional Marketing, Sep 2010,

44 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 TMP Directional Marketing, Sep 2010,

45 Search Engine Secrets How can people find me?

46 How can people find me??

47 Post Local Search Activity Action Taken % Contact Via Phone 38% Make In Store Visit 36% Contact Online ( ) 9% TMP Directional Marketing, Sep 2010,

48 What About Social Media? What IS Social Media?

49

50

51

52

53 What About Social Media _for_march_2011

54 What About Social Media

55 What About Social Media

56 What About Social Media

57 What About Social Media Apr 2011 April

58 What About Social Media

59 What About Social Media

60 Overview 1. Internet Marketing Shift Your Center 2. Online Marketing Trends and Tools Demographics & Trends What to Use 3. Managing your Marketing / Reputation Hub Web Credibility

61 The more credible you are the more likely the user will contact you for services.

62 If you want to convert your visitors into patients, engage them and get them to trust you!

63 Data based over 3 years of research on 4,500 people

64 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

65 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

66 Look Professional Your website is your virtual front office. Make sure it is professionally designed.

67 You have a physical front office and a virtual front office. Which one is more important??

68 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:

69 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,

70 Current Marketing Focus

71 Look Professional Your website is your virtual front office. Make sure it is professionally designed.

72 Look Professional Your website is your virtual front office. Make sure it is professionally designed.

73 Look Professional Your website is your virtual front office. Make sure it is professionally designed.

74 Look Professional Your website is your virtual front office. Make sure it is professionally designed.

75 Look Professional Your website is your virtual front office. Make sure it is professionally designed.

76 Look Professional Your website is your virtual front office. Make sure it is professionally designed.

77 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

78 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 Personalized driving directions

79 Convert Through Content Screen shot of video player

80 Convert Through Content Screen shot of video player

81 Convert Through Content Screen shot of educational video

82 Convert Through Content Screen shot of educational video

83 Convert Through Content Screen shot of educational video

84 Convert Through Content Screen shot of educational video

85 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

86 Convert Through Content Screen shot of video player

87 Convert Through Content Screen shot of video player

88 Convert Through Content Screen shot of video player

89 Convert Through Content Screen shot of video player

90 Convert Through Content Screen shot of video player

91 Convert Through Content Screen shot of video player

92 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

93 Post Local Search Activity Action Taken % Contact Via Phone 38% Make In Store Visit 36% Contact Online ( ) 9% TMP Directional Marketing, Sep 2010,

94 Physical Address Phone Number All Pages - For Print Outs Have Number that People Answer Optimizes for Local Search Make It Easy to Call/Find You

95 AO Website Demo AO Website Program - Demo

96 AO Website Demo AO Website Program - Demo

97 What About Social Media

98 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

99 Pictures of Staff Lets Them Know Who to Look For Professional Qualifications

100 AO Website Demo AO Website Program - Demo

101 AO Website Demo AO Website Program - Demo

102 Internet Video You are the most effective marketing piece you have! Internet video delivers!

103 Internet Video Jan Million Users 14.5 Hours Per User Avg. 5 min per Video 84% of Internet Audience ideo_rankings

104 AO Website Demo AO Website Program - Demo

105

106 Look Professional Your website is your virtual front office. Make sure it is professionally designed.

107

108 Overview 1. Internet Marketing Shift Your Center 2. Online Marketing Trends and Tools Demographics & Trends What to Use 3. Managing your Marketing / Reputation Hub Web Credibility

109 Questions?? Please complete the seminar evaluation form!

110 Thank you! Taking Advantage of Online Marketing Tools for Your Business Paul Dybala, Ph.D. President, AudiologyOnline audiologyonline.com Download presentation slides at www/ihsinfo.org/convention

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