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Hitting The Target: A Simple But Successful Approach To Market A Small Business On The Web Patrick Neeman, Usability Counts

Hitting The Target, Patrick Neeman

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Page 1: Hitting The Target, Patrick Neeman

Hitting The Target: A Simple But Successful Approach To Market A Small Business On The Web

Patrick Neeman, Usability Counts

Page 2: Hitting The Target, Patrick Neeman

Patrick Neeman, the Principal of Usability Counts, has over ten years of experience with major brands like MySpace, eBay, Disney Shopping, MGM Home Entertainment, Comcast, Technicolor, but today we’re going to talk about…

About the presentation

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About Bob The Chiropractor

Dr. Bob Benaderet Background in Marketing Worked with bob at a local

marketing firm: one of the clients was spending close to $4 million a year in keyword advertising and lead generation

Family has a history of starting up small, local service businesses

Opened his business in March 2008

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But isn’t Bob a small business?

Yes, but… The lessons in here apply to all

websites and marketing programs, large and small

Some clients who are spending millions don’t go thorough these steps Establish target audience Establish call to actions

Applied many of the concepts we used from the $4 million per year client to his site

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Know your audience

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Target audience

Everyone Middle class

Local demographics Clients who have health insurance

that doesn’t cover chiropractors Looking for a lower cost solution Open mind to chiropractors

Local to office Build a relationship with the patients

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New clients

Why they’re contacting Bob Solution to their pain the next day Chiropractor closer to home Chiropractor that’s more affordable

Bob’s first visits around $40 compared to $200 for other chiropractors

Where do the clients live Within 10 miles of the office Like using Long Beach businesses

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Design to your audience

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The design process

Don’t reinvent the wheel Use a predictable design Limit the amount of copy so the site is easy to

maintain Keep calls to action clear and easy to find

Audience isn’t technologically savvy Use the colors for branding purposes

Black, blue

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BobTheChiropractor.com

Friendly look, not slick

Lighter shades

Personal touch

FAQs, testimonials to establish reputation

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BobTheChiropractor.com

Large Buttons

Corporate 3-Column (Plus 1) Design Pattern

Hyperlinks are hyperlinks

Active words through site

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Call to actions

Gestalt Theory

Elements of a similar size

Elements grouped

Multiple call to actions

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Call to actions

Blurring the page:Even blurred, call to actions should be easy to find

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Form design

Clean design

Large targets

Almost no validation other than required fields

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Testimonials

Famous stars: Add credibility to chiropractic

medicine as a legitimate method of medical care

Illustrate the health benefits and how it improved their life

Bob’s track record not long enough to establish reputation

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Market to your audience

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Primary marketing methods

Keyword advertising Google, Bing

Aim toward edges and localized search Long Beach Chiropractor, chiropractor (

Like remnant advertising, more qualified leads

Organic search engine optimization Stripped down site

ROI does not justify extended work to SEO: A few hours of time usually blows his advertising budget

Strong branding Long domain name isn’t a bad thing

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Secondary Marketing

Yelp! Monitor user reviews

CitySearch Monitor user reviews

Local events Long Beach Armada Belmont Shore events East Village events

Facebook

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Irrelevant marketing

Blogging Too much time to maintain a presence well Didn’t want to use canned content

Twitter Clients aren’t technologically sophisticated

Targeted email campaigns Exactly one response during email newsletters

Local newspapers Good for branding;

poor for lead generation

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The results

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Lead generation

Monthly SEM budget $100 - $200

Clients generated goal per month 20

Leads from site per month ~12 – 20 submitted / ~10 – 30 phone Very few leads error out 30 - 60 new clients per month

150% - 300% over goal

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Google Analytics March 2009

Average Page Views Per Visitor: ~4 Pages

Average Time On Site: 2 Minutes

Home Page Bounce Rate: 36%

6.3%

12%14% 11%

11%

3%

11%

1%

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Google Analytics March 2009

Form conversions: 16

Calls: 20 Conv. Rate: 10% Cost per new

client: ~$2 to $3

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Before & After

May 2008 10 leads a month

from the site No leads from print

advertising Few leads from

events

June – July 2008 20 to 40 leads a

month from the site Patients per week

doubled Higher return rate of

patents

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Business goals

First year goals: Patients per week – Met after three months

Five-year goals: Patient charts – Met after first year

Office Expansion: Doubled space within the first year

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The takeaways

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The Takeaways

Define your audience Who are you aiming at? (Not everyone)

Design to your audience Don’t reinvent the wheel Keep it basic (no Flash) Use people

Prioritize marketing channels Assign a value to each channel, and determine

return on investment