Lspb marketing your practice escrs - vienna 2011 - low res
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Transcript of Lspb marketing your practice escrs - vienna 2011 - low res
Marketing your practice
AgendaTopic Time Duration
Positioning and competition 9:00 30mDeveloping a website 9:30 1hBreakout 1: Healthcare websites that sell 10:30 30mInternet marketing 11:00 1hMeet the experts 12:00 1hConversion optimisation 13:00 30mBreakout 2: The 6 Ways to Grow Your Business 13:30 30mGetting more enquiries 14:00 45mBreakout 3: Optimising for web conversion 14:45 15mGetting more appointments 15:00 45mBreakout 4: Mystery Call Evaluation 15:45 15mGetting more patients and more referrals 16:00 45mBreakout 5: Wrap 16:45
AgendaTopic Time Duration
Positioning and competition 9:00 30mDeveloping a website 9:30 1hBreakout 1: Healthcare websites that sell 10:30 30mInternet marketing 11:00 1hMeet the experts 12:00 1hConversion optimisation 13:00 30mBreakout 2: The 6 Ways to Grow Your Business 13:30 30mGetting more enquiries 14:00 45mBreakout 3: Optimising for web conversion 14:45 15mGetting more appointments 15:00 45mBreakout 4: Mystery Call Evaluation 15:45 15mGetting more patients and more referrals 16:00 45mBreakout 5: Wrap 16:45
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Positioning &
competition
What’s your biggest marketing and sales
challenge today?
Too much time is wasted worrying about problems
‘out there’.
Instead, focus on what you can control.
Market positioning and competition
Market positioning and competition
•What’s everyone else saying?
Market positioning and competition
•What’s everyone else saying?
•What business are you in?
Market positioning and competition
•What’s everyone else saying?
•What business are you in?
•What’s the message you’re sending?
Market positioning and competition
•What’s everyone else saying?
•What business are you in?
•What’s the message you’re sending?
• Can you prove it?
Market positioning and competition
•What’s everyone else saying?
•What business are you in?
•What’s the message you’re sending?
• Can you prove it?
• Can you deliver?
Market positioning and competition
•What’s everyone else saying?
•What business are you in?
•What’s the message you’re sending?
• Can you prove it?
• Can you deliver?
• Are you willing to do what it takes? Even if it’s uncomfortable?
We’ll do whatever it
takes!
We get you in and out!
We’ll do whatever it
takes!
We’re a hospital.
We get you in and out!
We’ll do whatever it
takes!
We’re a hospital.
Our stuff is the best!
We get you in and out!
We’ll do whatever it
takes!
We’re a hospital.
Our stuff is the best!
We take the time to get it
right!
We get you in and out!
We’ll do whatever it
takes!
We’re a hospital.
Our stuff is the best!We’re cheap!
We take the time to get it
right!
We get you in and out!
We’ll do whatever it
takes!
We’re a hospital.
Our stuff is the best!We’re cheap!
We take the time to get it
right!
We get you in and out!
We’ll do whatever it
takes!
We’re close to you!
We’re a hospital.
Our stuff is the best!We’re cheap!
We take the time to get it
right!
We get you in and out!
We’re a one stop shop!
We’ll do whatever it
takes!
We’re close to you!
We’re a hospital.
Our stuff is the best!We’re cheap!
We take the time to get it
right!
We get you in and out!
We’reeverywhere!
We’re a one stop shop!
We’ll do whatever it
takes!
We’re close to you!
We’re a hospital.
Our stuff is the best!We’re cheap!
We take the time to get it
right!
We get you in and out!
We’reeverywhere!
We’re a one stop shop!
We’ll do whatever it
takes!
We’re close to you!
Our surgeons arereally good!
We’re a hospital.
Our stuff is the best!We’re cheap!
We take the time to get it
right!
We get you in and out!
We’reeverywhere!
We’re a one stop shop!
We’ll do whatever it
takes!
We’re close to you!
Our surgeons arereally good!
We’re huge!
Where is your niche?
Where is your niche?
Focus
Where is your niche?
Where is your niche?
Where is your niche?
The greater the differentiation, the more reasons you are giving someone to choose you over your competition, and the less chance of needing to
compete on price
Asking the right Questions
Asking the right Questions
Asking the right Questions
“If I had an hour to solve a problem and my life depended on the answer, I would spend the first 55 minutes figuring out the proper questions to ask. For if I knew the proper questions, I could solve the problem in less than 5 minutes."
You must ask yourself the tough questions
You must ask yourself the tough questions
• Questions about
You must ask yourself the tough questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
You must ask yourself the tough questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
You must ask yourself the tough questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
• Your competition
You must ask yourself the tough questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
• Your competition
• Your value
You must ask yourself the tough questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
• Your competition
• Your value
• Your approach to value creation
You must ask yourself the tough questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
• Your competition
• Your value
• Your approach to value creation
• Your marketing and communications
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
1
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
21
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
2
3
1
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
(low quality / low price)
Price (high)
Quality (high)
2
3
1
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
5
(low quality / low price)
Price (high)
Quality (high)
2
3
1
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
3
1
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
3
1
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
3
1
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
31
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
31
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
31
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
6
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
31
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
6
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
31
4
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
6
5
(low quality / low price)
Price (high)
YOU
Quality (high)
2
31
4
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What do customers really care about?
What do customers really care about?
/ Price
What do customers really care about?
1. Customer service
/ Price
What do customers really care about?
1. Customer service
2. Convenience
/ Price
What do customers really care about?
1. Customer service
2. Convenience
3. Perceived quality / Price
What do customers really care about?
1. Customer service
2. Convenience
3. Perceived quality
4. Perceived surgical skill / Price
What do customers really care about?
1. Customer service
2. Convenience
3. Perceived quality
4. Perceived surgical skill
5. Brand equity/ Price
What do customers really care about?
1. Customer service
2. Convenience
3. Perceived quality
4. Perceived surgical skill
5. Brand equity
6. Scope of service
/ Price
Benefits over Price = Value
• How do you set your prices?
Benefits over Price = Value
• How do you set your prices?
•What is psychological pricing?
Benefits over Price = Value
• How do you set your prices?
•What is psychological pricing?
•What are the two main pricing strategies?
Benefits over Price = Value
• How do you set your prices?
•What is psychological pricing?
•What are the two main pricing strategies?
• How to increase or decrease your prices without killing your profits?
Benefits over Price = Value
• How do you set your prices?
•What is psychological pricing?
•What are the two main pricing strategies?
• How to increase or decrease your prices without killing your profits?
•What’s the difference between price, cost and value?
Benefits over Price = Value
• How do you set your prices?
•What is psychological pricing?
•What are the two main pricing strategies?
• How to increase or decrease your prices without killing your profits?
•What’s the difference between price, cost and value?
Make sure you request our Pricing White Paper. It’s on
www.liveseysolar.com/escrs2011
Benefits over Price = Value
Developing a website
Developing a website in 2011
Developing a website in 2011
•What you need to know when you commission a website
Developing a website in 2011
•What you need to know when you commission a website
• 12 things your website should be and do
Developing a website in 2011
•What you need to know when you commission a website
• 12 things your website should be and do
• 22 tips to hire a good website designer
Developing a website in 2011
•What you need to know when you commission a website
• 12 things your website should be and do
• 22 tips to hire a good website designer
More available online
80% of website design is a waste of time and money. Stop that.
Focus on the 20% that’s really important.
What is the most important factor in the design of a website?
Easy to find what I wantCutting edge interactive experienceBeautiful visual designOther
n=174 (Do not work in marketing or advertising)
What is the most important factor in the design of a website?
76%
Easy to find what I wantCutting edge interactive experienceBeautiful visual designOther
n=174 (Do not work in marketing or advertising)
What is the most important factor in the design of a website?
10%
76%
Easy to find what I wantCutting edge interactive experienceBeautiful visual designOther
n=174 (Do not work in marketing or advertising)
What is the most important factor in the design of a website?
9%
10%
76%
Easy to find what I wantCutting edge interactive experienceBeautiful visual designOther
n=174 (Do not work in marketing or advertising)
What is the most important factor in the design of a website?
5%9%
10%
76%
Easy to find what I wantCutting edge interactive experienceBeautiful visual designOther
n=174 (Do not work in marketing or advertising)
12 things you want your website to be and do
12 things you want your website to be and do
1. Compete well and generate enquiries
12 things you want your website to be and do
1. Compete well and generate enquiries
2. Look good
12 things you want your website to be and do
1. Compete well and generate enquiries
2. Look good
3. Allow you to add, edit, delete pages and posts
12 things you want your website to be and do
1. Compete well and generate enquiries
2. Look good
3. Allow you to add, edit, delete pages and posts
4. Be multi-media ready
12 things you want your website to be and do
12 things you want your website to be and do
5. Have an analytics package attached
12 things you want your website to be and do
5. Have an analytics package attached
6. Be fully standards-compliant (mobile ready)
12 things you want your website to be and do
5. Have an analytics package attached
6. Be fully standards-compliant (mobile ready)
7. Not require “rebuilding”
12 things you want your website to be and do
5. Have an analytics package attached
6. Be fully standards-compliant (mobile ready)
7. Not require “rebuilding”
8. Allow multiple authors and location independent
12 things you want your website to be and do
12 things you want your website to be and do
9. Be blog and social media ready
12 things you want your website to be and do
9. Be blog and social media ready
10.Inexpensively support new functionality
12 things you want your website to be and do
9. Be blog and social media ready
10.Inexpensively support new functionality
11.Inexpensive and quick to build
12 things you want your website to be and do
9. Be blog and social media ready
10.Inexpensively support new functionality
11.Inexpensive and quick to build
12.SEO friendly at launch
1.Your website has to sell the goals
1.Your website has to sell the goals
•What’s the goal?
1.Your website has to sell the goals
•What’s the goal?
• A phone call or
1.Your website has to sell the goals
•What’s the goal?
• A phone call or
• a form submission
1.Your website has to sell the goals
•What’s the goal?
• A phone call or
• a form submission
• contact me, blog subscription, info download, newsletter subscription
1.Your website has to sell the goals
•What’s the goal?
• A phone call or
• a form submission
• contact me, blog subscription, info download, newsletter subscription
• Demo: London Vision Clinic
2. Your website has to look good - and by that we mean “simple”
2. Your website has to look good - and by that we mean “simple”
• Choose an off-the-shelf theme and customise it
2. Your website has to look good - and by that we mean “simple”
• Choose an off-the-shelf theme and customise it
• Usability is more important than design
2. Your website has to look good - and by that we mean “simple”
• Choose an off-the-shelf theme and customise it
• Usability is more important than design
• Stick to standards
2. Your website has to look good - and by that we mean “simple”
• Choose an off-the-shelf theme and customise it
• Usability is more important than design
• Stick to standards
• Keep it simple
2. Your website has to look good - and by that we mean “simple”
• Choose an off-the-shelf theme and customise it
• Usability is more important than design
• Stick to standards
• Keep it simple
• Demo: A or B - which performed better?
A
A
B
B
B performed significantly better than A
B performed significantly better than A
• +8.83% more visits
B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
• +5.88% more Average Pageviews
B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
• +5.88% more Average Pageviews
• -5.45% lower Bounce Rate
B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
• +5.88% more Average Pageviews
• -5.45% lower Bounce Rate
• -2.32% lower new visits / +2.32% more repeat visitors
B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
• +5.88% more Average Pageviews
• -5.45% lower Bounce Rate
• -2.32% lower new visits / +2.32% more repeat visitors
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3. Your website has to be easily updatable
3. Your website has to be easily updatable
•Why?
3. Your website has to be easily updatable
•Why?
• Fresh and compelling content is the most important thing
3. Your website has to be easily updatable
•Why?
• Fresh and compelling content is the most important thing
• Updates have to be cheap, fast and easy (or you won’t do them)
3. Your website has to be easily updatable
•Why?
• Fresh and compelling content is the most important thing
• Updates have to be cheap, fast and easy (or you won’t do them)
• Things change fast you want to be there first
3. Your website has to be easily updatable
•Why?
• Fresh and compelling content is the most important thing
• Updates have to be cheap, fast and easy (or you won’t do them)
• Things change fast you want to be there first
• Easy updates make testing much easier and cheaper too
3. Your website has to be easily updatable
•Why?
• Fresh and compelling content is the most important thing
• Updates have to be cheap, fast and easy (or you won’t do them)
• Things change fast you want to be there first
• Easy updates make testing much easier and cheaper too
• Demo: LiveseySolar Admin
Cost savings as a result of a CMS
* Based on producing 10 pages per month
Cost savings as a result of a CMS
Task Unit Cost Monthly Before CMS*
Monthly After CMS
Monthly Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month
Cost savings as a result of a CMS
Task Unit Cost Monthly Before CMS*
Monthly After CMS
Monthly Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month
Cost savings as a result of a CMS
Task Unit Cost Monthly Before CMS*
Monthly After CMS
Monthly Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month
Cost savings as a result of a CMS
Task Unit Cost Monthly Before CMS*
Monthly After CMS
Monthly Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month
Cost savings as a result of a CMS
Task Unit Cost Monthly Before CMS*
Monthly After CMS
Monthly Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month
Cost savings as a result of a CMS
Task Unit Cost Monthly Before CMS*
Monthly After CMS
Monthly Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month
Cost savings as a result of a CMS
Task Unit Cost Monthly Before CMS*
Monthly After CMS
Monthly Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month
More available online
4. Your website should be multimedia ready
4. Your website should be multimedia ready
• Today, reading text is not enough. Your visitors want
4. Your website should be multimedia ready
• Today, reading text is not enough. Your visitors want
• photos
4. Your website should be multimedia ready
• Today, reading text is not enough. Your visitors want
• photos
• illustrations
4. Your website should be multimedia ready
• Today, reading text is not enough. Your visitors want
• photos
• illustrations
• video
4. Your website should be multimedia ready
• Today, reading text is not enough. Your visitors want
• photos
• illustrations
• video
• audio
4. Your website should be multimedia ready
• Today, reading text is not enough. Your visitors want
• photos
• illustrations
• video
• audio
• animation
4. Your website should be multimedia ready
• Today, reading text is not enough. Your visitors want
• photos
• illustrations
• video
• audio
• animation
• Demo: WordPress Tutorial
5. You have to be able to analyse your website traffic
5. You have to be able to analyse your website traffic
• You cannot manage what you don’t measure
5. You have to be able to analyse your website traffic
• You cannot manage what you don’t measure
• It’s an early warning system for your business
5. You have to be able to analyse your website traffic
• You cannot manage what you don’t measure
• It’s an early warning system for your business
• Monitor your conversion rate to improve it
5. You have to be able to analyse your website traffic
• You cannot manage what you don’t measure
• It’s an early warning system for your business
• Monitor your conversion rate to improve it
• Demo: Google Analytics video
6. Your website must be standards compliant
6. Your website must be standards compliant
• How does your website look on different
6. Your website must be standards compliant
• How does your website look on different
• browsers and versions (IE, Firefox, Chrome, Safari)
6. Your website must be standards compliant
• How does your website look on different
• browsers and versions (IE, Firefox, Chrome, Safari)
• operating systems (PC, Mac)
6. Your website must be standards compliant
• How does your website look on different
• browsers and versions (IE, Firefox, Chrome, Safari)
• operating systems (PC, Mac)
• screen resolutions
6. Your website must be standards compliant
• How does your website look on different
• browsers and versions (IE, Firefox, Chrome, Safari)
• operating systems (PC, Mac)
• screen resolutions
• devices (iPhone, iPads, Blackberry, Android)
7. You’re website should not require rebuilding when adding content
7. You’re website should not require rebuilding when adding content
• Content and design templates should be separate
7. You’re website should not require rebuilding when adding content
• Content and design templates should be separate
• Both can be stored in a database
7. You’re website should not require rebuilding when adding content
• Content and design templates should be separate
• Both can be stored in a database
• Themes should be highly customisable in look and function
8. Your website should allow web-based authoring
8. Your website should allow web-based authoring
•Web-based authoring
8. Your website should allow web-based authoring
•Web-based authoring
• enables more than one author - sharing content development load
8. Your website should allow web-based authoring
•Web-based authoring
• enables more than one author - sharing content development load
• enables you to outsource your content development easily
8. Your website should allow web-based authoring
•Web-based authoring
• enables more than one author - sharing content development load
• enables you to outsource your content development easily
• enables updating from any location
8. Your website should allow web-based authoring
•Web-based authoring
• enables more than one author - sharing content development load
• enables you to outsource your content development easily
• enables updating from any location
• enables updating at any time
9. Be blog and social media ready
9. Be blog and social media ready
•Why have a blog?
9. Be blog and social media ready
•Why have a blog?
• It’s the easiest way to publish and store new updates
9. Be blog and social media ready
•Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
9. Be blog and social media ready
•Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
•Why social media?
9. Be blog and social media ready
•Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
•Why social media?
• it’s the easiest way to share your content across the web
9. Be blog and social media ready
•Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
•Why social media?
• it’s the easiest way to share your content across the web
• it enables your visitors to share your content with friends
9. Be blog and social media ready
•Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
•Why social media?
• it’s the easiest way to share your content across the web
• it enables your visitors to share your content with friends
• Both drive more visitors and more conversions
10. Your website should support inexpensive functional add-ons
10. Your website should support inexpensive functional add-ons
• An open-source system
10. Your website should support inexpensive functional add-ons
• An open-source system
• allows you to save money and time by adding free functionality
10. Your website should support inexpensive functional add-ons
• An open-source system
• allows you to save money and time by adding free functionality
• sharing, polls, navigation, plug-ins, widgets
10. Your website should support inexpensive functional add-ons
• An open-source system
• allows you to save money and time by adding free functionality
• sharing, polls, navigation, plug-ins, widgets
• keeps your functionality up to date because thousands of others are doing it for you
11. Your website should be cheap, fast and easy to build
11. Your website should be cheap, fast and easy to build
• Spend less money on design
11. Your website should be cheap, fast and easy to build
• Spend less money on design
• Spend more money on web marketing
11. Your website should be cheap, fast and easy to build
• Spend less money on design
• Spend more money on web marketing
• Get updates to market faster
11. Your website should be cheap, fast and easy to build
• Spend less money on design
• Spend more money on web marketing
• Get updates to market faster
• Reduce maintenance costs
12. Your website should be SEO friendly from launch
12. Your website should be SEO friendly from launch
• SEO isn’t hard - it just takes time
12. Your website should be SEO friendly from launch
• SEO isn’t hard - it just takes time
• Most of SEO is hatched at site design stage
12. Your website should be SEO friendly from launch
• SEO isn’t hard - it just takes time
• Most of SEO is hatched at site design stage
• Designers create obstacles to search engines all the time
12. Your website should be SEO friendly from launch
• SEO isn’t hard - it just takes time
• Most of SEO is hatched at site design stage
• Designers create obstacles to search engines all the time
• It’s all about letting the search engines find you easier
12. Your website should be SEO friendly from launch
• SEO isn’t hard - it just takes time
• Most of SEO is hatched at site design stage
• Designers create obstacles to search engines all the time
• It’s all about letting the search engines find you easier
• Then you can do it yourself
The website audit
The website audit
• Get your website audited for
The website audit
• Get your website audited for
• Conversion
The website audit
• Get your website audited for
• Conversion
• SEO
The website audit
• Get your website audited for
• Conversion
• SEO
• Design
The website audit
• Get your website audited for
• Conversion
• SEO
• Design
• Usability
The website audit
• Get your website audited for
• Conversion
• SEO
• Design
• Usability
You have requested a free website audit, right? No?
Well, go here at the break: www.liveseysolar.com/
escrs2011
Breakout: Healthcare websites that sell
Breakout: Healthcare websites that sell
• Handout and Exercise Instructions
Breakout: Healthcare websites that sell
• Handout and Exercise Instructions
• Get into partners
Breakout: Healthcare websites that sell
• Handout and Exercise Instructions
• Get into partners
• Consider what do your customers want
Breakout: Healthcare websites that sell
• Handout and Exercise Instructions
• Get into partners
• Consider what do your customers want
• Consider how can you make this EASIER to find?
Internet marketing
80% of internet marketing is B.S.
It’s easier than you think. Just start and you’ll figure
it out.
Internet marketingWhat you need to know
Internet marketingWhat you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine optimisation (SEO) Yes No No
Paid search advertising (PPC) Yes No No
Social media Yes Yes Yes
Email marketing No Yes Yes
Internet marketingWhat you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine optimisation (SEO) Yes No No
Paid search advertising (PPC) Yes No No
Social media Yes Yes Yes
Email marketing No Yes Yes
Internet marketingWhat you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine optimisation (SEO) Yes No No
Paid search advertising (PPC) Yes No No
Social media Yes Yes Yes
Email marketing No Yes Yes
Internet marketingWhat you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine optimisation (SEO) Yes No No
Paid search advertising (PPC) Yes No No
Social media Yes Yes Yes
Email marketing No Yes Yes
Internet marketingWhat you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine optimisation (SEO) Yes No No
Paid search advertising (PPC) Yes No No
Social media Yes Yes Yes
Email marketing No Yes Yes
Putting it all together
Putting it all together
Putting it all together
No, you don’t have to read this tiny print. This is a handout!!!
Putting it all together
The most important aspect of internet marketing is content development.
Develop the following types of content:
Develop the following types of content:
• Text (300 word chunks; both static and timely)
Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
• Presentations (short and useful)
Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
• Presentations (short and useful)
• Photos (excellent quality; interesting)
Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
• Presentations (short and useful)
• Photos (excellent quality; interesting)
• Documents (valuable, information-heavy)
Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
• Presentations (short and useful)
• Photos (excellent quality; interesting)
• Documents (valuable, information-heavy)
• Audio (up to 20 mins; excellent quality; interesting)
Publish and share the content
Publish and share the contentType Publish to SEO? Twitter Facebook LinkedIn Email
newsletterEmail
follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
Video YouTube / Blog / Site
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Presentations Slideshare / Scribd / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Photos Flickr / Picasa / Blog / Site
Tag / describe Yes Yes Yes Yes Yes
Documents Issuu / Blog Tag / describe / transcribe
Yes Yes Yes Yes Yes
Audio Soundcloud / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Publish and share the contentType Publish to SEO? Twitter Facebook LinkedIn Email
newsletterEmail
follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
Video YouTube / Blog / Site
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Presentations Slideshare / Scribd / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Photos Flickr / Picasa / Blog / Site
Tag / describe Yes Yes Yes Yes Yes
Documents Issuu / Blog Tag / describe / transcribe
Yes Yes Yes Yes Yes
Audio Soundcloud / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Publish and share the contentType Publish to SEO? Twitter Facebook LinkedIn Email
newsletterEmail
follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
Video YouTube / Blog / Site
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Presentations Slideshare / Scribd / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Photos Flickr / Picasa / Blog / Site
Tag / describe Yes Yes Yes Yes Yes
Documents Issuu / Blog Tag / describe / transcribe
Yes Yes Yes Yes Yes
Audio Soundcloud / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Publish and share the contentType Publish to SEO? Twitter Facebook LinkedIn Email
newsletterEmail
follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
Video YouTube / Blog / Site
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Presentations Slideshare / Scribd / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Photos Flickr / Picasa / Blog / Site
Tag / describe Yes Yes Yes Yes Yes
Documents Issuu / Blog Tag / describe / transcribe
Yes Yes Yes Yes Yes
Audio Soundcloud / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Publish and share the contentType Publish to SEO? Twitter Facebook LinkedIn Email
newsletterEmail
follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
Video YouTube / Blog / Site
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Presentations Slideshare / Scribd / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Photos Flickr / Picasa / Blog / Site
Tag / describe Yes Yes Yes Yes Yes
Documents Issuu / Blog Tag / describe / transcribe
Yes Yes Yes Yes Yes
Audio Soundcloud / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Publish and share the contentType Publish to SEO? Twitter Facebook LinkedIn Email
newsletterEmail
follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
Video YouTube / Blog / Site
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Presentations Slideshare / Scribd / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Photos Flickr / Picasa / Blog / Site
Tag / describe Yes Yes Yes Yes Yes
Documents Issuu / Blog Tag / describe / transcribe
Yes Yes Yes Yes Yes
Audio Soundcloud / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Publish and share the contentType Publish to SEO? Twitter Facebook LinkedIn Email
newsletterEmail
follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
Video YouTube / Blog / Site
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Presentations Slideshare / Scribd / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
Photos Flickr / Picasa / Blog / Site
Tag / describe Yes Yes Yes Yes Yes
Documents Issuu / Blog Tag / describe / transcribe
Yes Yes Yes Yes Yes
Audio Soundcloud / Blog
Tag / describe / transcribe
Yes Yes Yes Yes Yes
SEO: what you need to know
SEO: what you need to know
• You must understand your customer
SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
• Type of content matters
SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
• Type of content matters
• You can do it yourself, but choosing focused keywords are difficult
SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
• Type of content matters
• You can do it yourself, but choosing focused keywords are difficult
• Must be measured (as “organic” or “non-paid” search traffic)
SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
• Type of content matters
• You can do it yourself, but choosing focused keywords are difficult
• Must be measured (as “organic” or “non-paid” search traffic)
More available online
Paid search: what you need to know
Paid search: what you need to know
• Immediate results
Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and supplement volume needs
Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and supplement volume needs
• Needs to be constantly tested (high maintenance)
Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and supplement volume needs
• Needs to be constantly tested (high maintenance)
• Must be measured (as “paid” search traffic)
Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and supplement volume needs
• Needs to be constantly tested (high maintenance)
• Must be measured (as “paid” search traffic)
• Short head and long tails
Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and supplement volume needs
• Needs to be constantly tested (high maintenance)
• Must be measured (as “paid” search traffic)
• Short head and long tails
More available online
Social media: what you need to know
Social media: what you need to know
• Social media is difficult without content
Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
• Publish on a schedule
Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
• Publish on a schedule
• Interact, don’t just push your services
Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
• Publish on a schedule
• Interact, don’t just push your services
• Must be measured (as “referral” traffic)
Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
• Publish on a schedule
• Interact, don’t just push your services
• Must be measured (as “referral” traffic)
More available online
Email marketing: what you need to know
Email marketing: what you need to know
• Must be permission-based
Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated
Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated
• Useful for enquiries and customers
Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated
• Useful for enquiries and customers
• You can really screw it up
Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated
• Useful for enquiries and customers
• You can really screw it up
•Works very well when you’re doing it consistently
Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated
• Useful for enquiries and customers
• You can really screw it up
•Works very well when you’re doing it consistently
More available online
Always be testing
Always be testing
•What would increasing your website conversion from 1% to 2% do for your business?
Always be testing
•What would increasing your website conversion from 1% to 2% do for your business?
• You can test everything
Always be testing
•What would increasing your website conversion from 1% to 2% do for your business?
• You can test everything
• Homepage, Contact Us page, Landing pages, calls to action, headlines, header images, alignment, background colours, videos and images, common page elements in sidebars, navigation labels and organisation, buttons, offers...
Website testing process (repeat)
Website testing process (repeat)1. Create a hypothesis
Website testing process (repeat)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
Website testing process (repeat)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
Website testing process (repeat)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
Website testing process (repeat)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
Website testing process (repeat)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
6. Run the test
Website testing process (repeat)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
6. Run the test
7. Decide the winner
Website testing process (repeat)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
6. Run the test
7. Decide the winner
More available online
Example for Contact Us Page
Example for Contact Us Page
Using analytics to evaluate marketing
Using analytics to evaluate marketing
• Does this particular investment pay?
Using analytics to evaluate marketing
• Does this particular investment pay?
• You can use the internet to monitor ROI on nearly everything
Using analytics to evaluate marketing
• Does this particular investment pay?
• You can use the internet to monitor ROI on nearly everything
More available online
The big picture:The content
development process
Putting it all together
Putting it all together
Putting it all together
No, you don’t have to read this tiny print. This is a handout!!!
Putting it all together
Meet the experts
Conversion optimisation
Understanding conversion optimisation
Understanding conversion optimisation
• There are 4 hurdles to growth
Understanding conversion optimisation
• There are 4 hurdles to growth
• There are 6 ways to grow your business
Understanding conversion optimisation
• There are 4 hurdles to growth
• There are 6 ways to grow your business
• 4 of them involve selling (overcoming the hurdles)
Understanding conversion optimisation
• There are 4 hurdles to growth
• There are 6 ways to grow your business
• 4 of them involve selling (overcoming the hurdles)
• 2 of them involve are the very basics of business (maximising the multiplyers)
Understanding conversion optimisation
• There are 4 hurdles to growth
• There are 6 ways to grow your business
• 4 of them involve selling (overcoming the hurdles)
• 2 of them involve are the very basics of business (maximising the multiplyers)
•What I know for sure...
This is a business. Stop making excuses and
start selling. If you don’t want to do that, shut down your
practice and join a public hospital.
The 4 hurdles
The 4 hurdles
1. “We don’t have as many enquiries as we’d like”
The 4 hurdles
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”
The 4 hurdles
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”
3. “We don’t have as many patients /clients as we’d like”
The 4 hurdles
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”
3. “We don’t have as many patients /clients as we’d like”
4. “We don’t have as many patient / client referrals as we’d like”
The 4 hurdles
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”
3. “We don’t have as many patients /clients as we’d like”
4. “We don’t have as many patient / client referrals as we’d like”
More available online
How do I get from HERE to THERE?
6
IS... Ought
What IS the problem?
What needs to be DONE?
The problem is...
You.
Too often, we’re solving the problem that ISN’T, instead of solving the problem that IS.
Why you don’t have enough enquiries
Why you don’t have enough enquiries
• You are failing to
Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries
Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries
• provide informative alternatives to nurture less committed enquiries
Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries
• provide informative alternatives to nurture less committed enquiries
• open new healthcare marketing channels to get more referrals
Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries
• provide informative alternatives to nurture less committed enquiries
• open new healthcare marketing channels to get more referrals
More available online
Why you don’t have enough appointments
Why you don’t have enough appointments
• You are failing to
Why you don’t have enough appointments
• You are failing to
• generate enough enquiries
Why you don’t have enough appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
Why you don’t have enough appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
• convert enquiries on the telephone
Why you don’t have enough appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
• convert enquiries on the telephone
• follow-up
Why you don’t have enough appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
• convert enquiries on the telephone
• follow-up
More available online
Why you don’t have enough patients
Why you don’t have enough patients
• You are failing to
Why you don’t have enough patients
• You are failing to
• generate enough enquiries and appointments
Why you don’t have enough patients
• You are failing to
• generate enough enquiries and appointments
• convert appointments into patients / clients
Why you don’t have enough patients
• You are failing to
• generate enough enquiries and appointments
• convert appointments into patients / clients
• treat your patients / clients as they want to be treated
Why you don’t have enough patients
• You are failing to
• generate enough enquiries and appointments
• convert appointments into patients / clients
• treat your patients / clients as they want to be treated
More available online
Why you don’t get enough referrals
Why you don’t get enough referrals
• You are failing to
Why you don’t get enough referrals
• You are failing to
• be remarkable in your customer service
Why you don’t get enough referrals
• You are failing to
• be remarkable in your customer service
• remind your patients / clients that you exist, well after you’ve served them
Why you don’t get enough referrals
• You are failing to
• be remarkable in your customer service
• remind your patients / clients that you exist, well after you’ve served them
• ask for referrals from patients who want you to succeed
Why you don’t get enough referrals
• You are failing to
• be remarkable in your customer service
• remind your patients / clients that you exist, well after you’ve served them
• ask for referrals from patients who want you to succeed
More available online
Are you feeling depressed yet?
Are you feeling depressed yet?
• Repeat after me...
I am the problem.
But I can change.
Success begins at the end of your comfort zone.
Here’s how to change...
Here’s how to change...
• Understand that in order to change the output, you’ll need to change the input
Here’s how to change...
• Understand that in order to change the output, you’ll need to change the input
• Take massive action (baby steps are for babies)
Here’s how to change...
• Understand that in order to change the output, you’ll need to change the input
• Take massive action (baby steps are for babies)
• Get good models and teachers
Here’s how to change...
• Understand that in order to change the output, you’ll need to change the input
• Take massive action (baby steps are for babies)
• Get good models and teachers
• Plan a program and follow it
Here’s how to change...
• Understand that in order to change the output, you’ll need to change the input
• Take massive action (baby steps are for babies)
• Get good models and teachers
• Plan a program and follow it
• More doing, less talking
Identifying the 6 Ways
Identifying the 6 Ways1. How many enquires? (per month)
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)
• Learn more about how to calculate these numbers here
Identifying the 6 Ways1. How many enquires? (per month)
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)
• Learn more about how to calculate these numbers here
Identifying the 6 Ways1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)
• Learn more about how to calculate these numbers here
More available online
6 Ways to Grow
6 Ways to Grow
6 Ways to Grow
No, you don’t have to read this tiny print. This is a handout!!!
6 Ways to Grow
6 Ways to Grow
6 Ways to Grow
6 Ways to Grow
Breakout: 6 Ways to Grow Your Business
Breakout: 6 Ways to Grow Your Business
• Learning goals:
Breakout: 6 Ways to Grow Your Business
• Learning goals:
• get a clear picture of what the problem IS versus what it ISN’T
Breakout: 6 Ways to Grow Your Business
• Learning goals:
• get a clear picture of what the problem IS versus what it ISN’T
• understand what every lever does
Breakout: 6 Ways to Grow Your Business
• Learning goals:
• get a clear picture of what the problem IS versus what it ISN’T
• understand what every lever does
• understand the formulas
Breakout: 6 Ways to Grow Your Business
• Learning goals:
• get a clear picture of what the problem IS versus what it ISN’T
• understand what every lever does
• understand the formulas
• work out the % change and desired outcome
Breakout: 6 Ways to Grow Your Business
• Learning goals:
• get a clear picture of what the problem IS versus what it ISN’T
• understand what every lever does
• understand the formulas
• work out the % change and desired outcome
• I’ll do it with you
The big picture:The conversion process
No, you don’t have to read this tiny print. This is a handout!!!
More available online
Getting more
enquiries
The internet is the most reliable and cost-effective method of enquiries over
time.
Maximise it.
How to generate more enquiries
How to generate more enquiries1. Set your enquiry goals
How to generate more enquiries1. Set your enquiry goals
2. Improve your SEO
How to generate more enquiries1. Set your enquiry goals
2. Improve your SEO
3. Invest in paid search marketing
How to generate more enquiries1. Set your enquiry goals
2. Improve your SEO
3. Invest in paid search marketing
4. Redesign your website
How to generate more enquiries1. Set your enquiry goals
2. Improve your SEO
3. Invest in paid search marketing
4. Redesign your website
5. Run web conversion tests
How to generate more enquiries1. Set your enquiry goals
2. Improve your SEO
3. Invest in paid search marketing
4. Redesign your website
5. Run web conversion tests
6. Provide information products
How to generate more enquiries1. Set your enquiry goals
2. Improve your SEO
3. Invest in paid search marketing
4. Redesign your website
5. Run web conversion tests
6. Provide information products
7. Engage in social media marketing
How to generate more enquiries1. Set your enquiry goals
2. Improve your SEO
3. Invest in paid search marketing
4. Redesign your website
5. Run web conversion tests
6. Provide information products
7. Engage in social media marketing
More available online
Website testing process (REVIEW)
Website testing process (REVIEW)1. Create a hypothesis
Website testing process (REVIEW)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
Website testing process (REVIEW)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
Website testing process (REVIEW)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
Website testing process (REVIEW)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
Website testing process (REVIEW)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
6. Run the test
Website testing process (REVIEW)1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
6. Run the test
7. Decide the winner
Example for Contact Us Page
Example for Contact Us Page
Breakout: Optimising for web conversion
Breakout: Optimising for web conversion
• Instructions...
Breakout: Optimising for web conversion
• Instructions...
• Name one thing on your website that could be improved
Breakout: Optimising for web conversion
• Instructions...
• Name one thing on your website that could be improved
•What would you change?
Breakout: Optimising for web conversion
• Instructions...
• Name one thing on your website that could be improved
•What would you change?
• How would you know it worked?
Getting more appointments
Give your staff the tools and training to sell on
the phone and follow up by email, and they’ll
amaze you.
How to get more appointments from your enquiries
How to get more appointments from your enquiries
• Understand the baseline
How to get more appointments from your enquiries
• Understand the baseline
• Understand why your telephone sales is worse than it could be
How to get more appointments from your enquiries
• Understand the baseline
• Understand why your telephone sales is worse than it could be
• Get a CRM system to track your enquiries
How to get more appointments from your enquiries
• Understand the baseline
• Understand why your telephone sales is worse than it could be
• Get a CRM system to track your enquiries
• Hire right
How to get more appointments from your enquiries
• Understand the baseline
• Understand why your telephone sales is worse than it could be
• Get a CRM system to track your enquiries
• Hire right
• Train your telephone sales people
How to get more appointments from your enquiries
• Understand the baseline
• Understand why your telephone sales is worse than it could be
• Get a CRM system to track your enquiries
• Hire right
• Train your telephone sales people
• Follow up with enquiries by phone, post and email marketing
How to get more appointments from your enquiries
• Understand the baseline
• Understand why your telephone sales is worse than it could be
• Get a CRM system to track your enquiries
• Hire right
• Train your telephone sales people
• Follow up with enquiries by phone, post and email marketing
More available online
Breakout 4: Mystery Call Evaluation
Breakout 4: Mystery Call Evaluation
• Handout and exercise instructions...
Breakout 4: Mystery Call Evaluation
• Handout and exercise instructions...
• Review the sheet together
Breakout 4: Mystery Call Evaluation
• Handout and exercise instructions...
• Review the sheet together
• Listen to a sample mystery call
Breakout 4: Mystery Call Evaluation
• Handout and exercise instructions...
• Review the sheet together
• Listen to a sample mystery call
• Evaluate the call as we go
Getting more
patients
Consultation training for doctors and healthcare
professionals helps convert more
appointments into patients.
How to generate more patients from your appointments
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
• Define and implement a consultation sales system
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
• Define and implement a consultation sales system
• Invest in a customer service process and training
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
• Define and implement a consultation sales system
• Invest in a customer service process and training
• Follow up with appointments by phone, post and email marketing
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
• Define and implement a consultation sales system
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
• Define and implement a consultation sales system
• Invest in a customer service process and training
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
• Define and implement a consultation sales system
• Invest in a customer service process and training
• Follow up with appointments by phone, post and email marketing
How to generate more patients from your appointments
• Use the same CRM system to monitor your appointments
• Define and implement a consultation sales system
• Invest in a customer service process and training
• Follow up with appointments by phone, post and email marketing
More available online
Getting more
referrals
Customer service training and referral
programs generate more patient referrals
How to generate more referrals from your patients / clients
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
• Survey your patients and close the loop
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
• Survey your patients and close the loop
• Follow up with patients by phone, post and email marketing
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
• Survey your patients and close the loop
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
• Survey your patients and close the loop
• Follow up with patients by phone, post and email marketing
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
• Survey your patients and close the loop
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
• Survey your patients and close the loop
• Follow up with patients by phone, post and email marketing
How to generate more referrals from your patients / clients
• Use the same CRM system to monitor your patients
• Define and implement a referral sales system
• Invest in customer service training
• Engage in social media
• Survey your patients and close the loop
• Follow up with patients by phone, post and email marketing
More available online
No, you don’t have to read this tiny print. This is a handout!!!
More available online
Breakout 5: Wrap
Breakout 5: Wrap
• Instructions...
Breakout 5: Wrap
• Instructions...
• List the 3 MOST important things you learned today
Breakout 5: Wrap
• Instructions...
• List the 3 MOST important things you learned today
• How you will APPLY it to your practice
Breakout 5: Wrap
• Instructions...
• List the 3 MOST important things you learned today
• How you will APPLY it to your practice
•WHEN you will implement
Breakout 5: Wrap
• Instructions...
• List the 3 MOST important things you learned today
• How you will APPLY it to your practice
•WHEN you will implement
• Share these 3 things with 3 different people in the room
Breakout 5: Wrap
• Instructions...
• List the 3 MOST important things you learned today
• How you will APPLY it to your practice
•WHEN you will implement
• Share these 3 things with 3 different people in the room
• (Exchange a business card)
Who are we?
LiveseySolar
LiveseySolar
You have subscribed to our free blog, right? No?
www.liveseysolar.com/escrs2011
What’s your biggest marketing and sales
challenge today?
If you ask me... it’s how you answer the phone.
Top 10 reasons why your telephone selling sucks
Top 10 reasons why your telephone selling sucks
1. Ethical debates
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
3. It’s part of another job
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
3. It’s part of another job
4. You hired the wrong people
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
3. It’s part of another job
4. You hired the wrong people
5. Lack of infrastructure
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
3. It’s part of another job
4. You hired the wrong people
5. Lack of infrastructure
6. Lack of sales process
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
3. It’s part of another job
4. You hired the wrong people
5. Lack of infrastructure
6. Lack of sales process
7. Lack of training
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
3. It’s part of another job
4. You hired the wrong people
5. Lack of infrastructure
6. Lack of sales process
7. Lack of training
8. Lack of goals and accountability
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
3. It’s part of another job
4. You hired the wrong people
5. Lack of infrastructure
6. Lack of sales process
7. Lack of training
8. Lack of goals and accountability
9. Poor pay, incentives and rewards
Top 10 reasons why your telephone selling sucks
1. Ethical debates
2. Leftovers do it
3. It’s part of another job
4. You hired the wrong people
5. Lack of infrastructure
6. Lack of sales process
7. Lack of training
8. Lack of goals and accountability
9. Poor pay, incentives and rewards
10.Too much knowledge, not enough interpersonal skills
Who wants to fix that?
Increasing Telephone Conversion Rates
Increasing Telephone Conversion Rates
Increasing Telephone Conversion Rates
Increasing Telephone Conversion Rates
Increasing Telephone Conversion Rates
No, you don’t have to read this tiny print. This is a handout!!!
Increasing Telephone Conversion Rates
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rates”}
“Increasing telephone conversion
rates”
• 1 day: November 25, 2011
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• 1 day: November 25, 2011
• London, UK}
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• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process}
“Increasing telephone conversion
rates”
• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
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“Increasing telephone conversion
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• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
• all for...
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“Increasing telephone conversion
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• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
• all for...
} !570
“Increasing telephone conversion
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• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
• all for...
} !570
“Increasing telephone conversion
rates”
• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
• all for...
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“Increasing telephone conversion
rates”
• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
• all for...
}
“Increasing telephone conversion
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• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
• all for...
} !370
“Increasing telephone conversion
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• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
• all for...
} !370Today’s Offer
“Increasing telephone conversion
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• 1 day: November 25, 2011
• London, UK
• The 3-Act Selling Process
• Everything your telephone sales person needs to improve their conversion rates on the phone
• all for...
} !370Today’s Offer
Satisfaction Guaranteed.
Questions?
Questions?
•What if I can’t make the date?
Questions?
•What if I can’t make the date?
• No problem, your credit is transferable
Questions?
•What if I can’t make the date?
• No problem, your credit is transferable
•What if I can’t afford it?
Questions?
•What if I can’t make the date?
• No problem, your credit is transferable
•What if I can’t afford it?
• If you can’t afford it, then you probably really need it!!! Think: ROI
Questions?
•What if I can’t make the date?
• No problem, your credit is transferable
•What if I can’t afford it?
• If you can’t afford it, then you probably really need it!!! Think: ROI
•What if they don’t like it?
Questions?
•What if I can’t make the date?
• No problem, your credit is transferable
•What if I can’t afford it?
• If you can’t afford it, then you probably really need it!!! Think: ROI
•What if they don’t like it?
• No worries, if you’re not satisfied you’ll be refunded
Questions?
Questions?
• I’m not sure if this is the right time...
Questions?
• I’m not sure if this is the right time...
• Can you predict exactly when you’ll need these skills?
Questions?
• I’m not sure if this is the right time...
• Can you predict exactly when you’ll need these skills?
•What if I have more than one person?
Questions?
• I’m not sure if this is the right time...
• Can you predict exactly when you’ll need these skills?
•What if I have more than one person?
• If you book at least 1 today, then we’ll hold the rate
Questions?
• I’m not sure if this is the right time...
• Can you predict exactly when you’ll need these skills?
•What if I have more than one person?
• If you book at least 1 today, then we’ll hold the rate
• I’ll get back to you, honest...
Questions?
• I’m not sure if this is the right time...
• Can you predict exactly when you’ll need these skills?
•What if I have more than one person?
• If you book at least 1 today, then we’ll hold the rate
• I’ll get back to you, honest...
•Why would you do this for nearly double the price later?
Thank you.
Thank you.You have subscribed to our free blog, right? No?www.liveseysolar.com/escrs2011