How to market your practice online and win new clients
You don t need a website to market your practice online www but if used as a hub for all your marketing activities, a good website will save you time and effort in generating leads
What s driving people to your website? Offline marketing Referral or word of mouth Telemarketing Print advertising magazines, posters, leaflets, mailshots Business breakfasts, lunches, events and exhibitions Brochures, letterheads, comp slips, business cards Shop window or company car
5 tips to improve your offline marketing returns If your domain name is long (>20 characters), or is difficult to spell, buy a shorter version that automatically redirects to your main website Use (QR) codes. Get your own for free : google free QR code generator Use different web addresses with each offline marketing campaign you do. This applies to QR codes as well! Most magazines and newspapers are struggling to get advertisers, negotiate a free ad in their online version when buying a print ad Use your website to get more referrals
Online marketing methods Pay Per Click (PPC) Search Engine Optimisation (SEO) Google Places for Business Social Media
Online marketing methods - Pay Per Click (PPC) What is Pay Per Click? [ ] is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher [ ] when an ad is clicked. Src. http://en.wikipedia.org/wiki/pay_per_click
Online marketing methods - Pay Per Click (PPC)
5 tips to improve your Adwords campaigns Google holds 89% of the UK market while Bing and Yahoo share just below 10% between them, but Bing provides Yahoo search results (and ads) Create unique ads, ad groups and landing pages for your chosen keywords When starting a new ad campaign, bid more first to get more clicks and gradually lower your bid amount once you received enough clicks Research your keywords using the traffic estimator and use different matching mechanisms and geographical targeting to qualify clicks Always set your daily budget to be over the amount recommend by the publisher. If too high, adjust your keywords or the matching mechanisms to lower the recommended amount
Online marketing methods Search Engine Optimisation (SEO) What is Search Engine Optimisation? [ ] is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results Src. http://en.wikipedia.org/wiki/search_engine_optimization
Online marketing methods Search Engine Optimisation (SEO) What is Search Engine Optimisation? www www VAT RETURNS ON PAGE www www www OFF PAGE your www www OFF SITE
Online marketing methods Search Engine Optimisation (SEO)
5 tips to improve your website search engine rankings Avoid dilution: each page should only target one keyword / keyphrase but should contain their variations and synonyms The page title is the most important on-page ranking factor. Add your keywords to it. Internal links and link structure is vital and link context matters. Do not use click here and link from text within the main copy rather than just the navigation bar Backlinks rule! The more competitive the keyword the more important backlinks are. If you don t know where to start, check out the competition: www.opensiteexplorer.org Do not buy keyword rich domain names for SEO purposes. It only works if you have a website hosted on that domain
Online marketing methods Google Places for Business
5 tips to improve your Google Places for Business Established practices, claim your listing. New practice, register online www.google.co.uk/placesforbusiness Complete listings and listings with reviews have more chance of appearing on the result page Check that your business details are correct and using the same format everywhere they appear online Be patient and work on Search Engine Optimisation It seems possible to get your practice listed in Google Places AND unpaid listings. To have a chance of achieving this, your website homepage and an additional page need to target the same geographical keywords
Online marketing methods Social Media What is Social Media? Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Src. http://en.wikipedia.org/wiki/social_media
5 tips to improve your Social Media activity Use a picture of yourself on your social media profiles. Use the same picture on all the profiles you create Social media is time consuming. Be different, share interesting information, do not try to sell your services at every occasion, it s not what Social Media is about If you already have profiles on multiple social media websites, save time by using tools that post updates everywhere at once check out hootsuite.com / bufferapp.com If you are only getting started, focus on one social media website. Choose the one where you ideal prospects are or the one that resembles you the most Google authorship: an interesting development from http://plus.google.com
What makes a website a good website? Stating the obvious Easy to use Up to date Informative Engaging With clear call to action And measureable objectives
What makes a website a good website? 5 tips to improve your website Everything on your website should serve one purpose: converting anonymous visitors into leads Write a list of top 5 reasons why the visitor should choose you over another practice. Include this list on all your pages. Add a short contact form under it Create another area on all your pages where visitors are encouraged to register. Free newsletter or ebook download work well if they are not ready to switch accountant With the 3 rd tip in mind, set up an automated way to follow up leads. Auto responders are emails sent at pre-defined intervals without you lifting a finger Make it easy for website visitors to contact you. Offer as many options as possible
How to market your practice online and win new clients Whatever you do, measure, measure, measure!
Further information on IRIS OpenWebsite design service: iris.co.uk/website