International Hearing Society
60th 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
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
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.
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
The Aging of the Internet
http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time-Update.aspx
Internet users looked online for…
http://pewinternet.org/Reports/2011/HealthTopics.aspx
Topic %
Specific disease or medical problem 66
Certain medical treatment or procedure 56
Doctors or other health professionals 44
Hospitals or other medical facilities 36
“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”
Of Those Searching For Health
Information
http://pewinternet.org/Reports/2011/HealthTopics.aspx
Demographic %
College Graduate 81%
Income 75K+ 83%
Age 50-64 58%
Age 65+ 29%
Searching on Behalf of Another 48%
Search engines & search terms
“hearing aids”, “hearing aid”, “digital hearing aids”, “discount hearing aids”
10,000,000 searches annually!
“… gain a better understanding of
how consumers were using the
different online and offline media
channels when looking for local
information.”
2008 - 31%
2010 – 33%
TMP Directional Marketing, Nov 2008 & Sep 2010, http://www.localsearchstudy.com/
2008 - 30%
2010 – 23% -8%
Primary Source Local Info By Age
18-24 25-34 35-44 45-54 55-64 65+
Print 11% 13% 22% 29% 37% 46%
Online 75% 73% 73% 64% 57% 49%
TMP Directional Marketing, Sep 2010, http://www.localsearchstudy.com/
Post Local Search Activity
Action Taken %
Contact Via Phone 38%
Make In Store Visit 36%
Contact Online (Email) 9%
TMP Directional Marketing, Sep 2010, http://www.localsearchstudy.com/
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, http://www.localsearchstudy.com/
Post Local Search Activity
Action Taken %
Contact Via Phone 38%
Make In Store Visit 36%
Contact Online (Email) 9%
TMP Directional Marketing, Sep 2010, http://www.localsearchstudy.com/
What About Social Media
http://comscore.com/Press_Events/Press_Releases/2011/4/comScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties
_for_March_2011
What About Social Media
April 2011 http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-
report/
Apr 2011
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
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
http://credibility.stanford.edu/guidelines/index.html
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
http://credibility.stanford.edu/guidelines/index.html
Look Professional
Your website is your virtual front
office. Make sure it is
professionally designed.
Web Credibility
75% of users admit make
judgments about the
credibility of a company
based on the design of its
website.
Fogg, B.J. (2002, May). Stanford guidelines for web credibility: A research summary from the Stanford Persuasive
Technology Lab. Stanford University. Retrieved from: www.webcredibility.org/guidelines
Web Credibility
Impressions of your business
from your website are made in
1/20 sec.
Lindgaard, G., Fernandes, G., Dudek, C. & Brown, J. (2006). Attention web designers: You have 50 milliseconds to
make a good first impression! Behaviour & Information Technology, 25, 115–126.
Look Professional
Your website is your virtual front
office. Make sure it is
professionally designed.
Look Professional
Your website is your virtual front
office. Make sure it is
professionally designed.
Look Professional
Your website is your virtual front
office. Make sure it is
professionally designed.
Look Professional
Your website is your virtual front
office. Make sure it is
professionally designed.
Look Professional
Your website is your virtual front
office. Make sure it is
professionally designed.
Look Professional
Your website is your virtual front
office. Make sure it is
professionally designed.
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
http://credibility.stanford.edu/guidelines/index.html
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
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
http://credibility.stanford.edu/guidelines/index.html
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
http://credibility.stanford.edu/guidelines/index.html
Post Local Search Activity
Action Taken %
Contact Via Phone 38%
Make In Store Visit 36%
Contact Online (Email) 9%
TMP Directional Marketing, Sep 2010, http://www.localsearchstudy.com/
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
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
http://credibility.stanford.edu/guidelines/index.html
Internet Video
Jan 2011
171 Million Users
14.5 Hours Per User
Avg. 5 min per Video
84% of Internet Audience
http://comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_2011_U.S._Online_V
ideo_Rankings
Look Professional
Your website is your virtual front
office. Make sure it is
professionally designed.
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