Web Marketing with Bill Fukui

I have the pleasure and opportunity to speak with the board and membership of the Windsor National Associates, during their Fall meeting in New York.

This is a group of some of the most influencial and leading ophthalmology providers and practices accross the country. The meeting will go from October 24-25, 2008.

I also noticed some very credible and reputable presenters and courses, including Kevin Corcoran (President, Corcoran Consulting) and Dave Harman (President, Marketscope). Pretty good company, I would say.

As the Internet grows to reach its second Billion users, and more and more people gravitate and use the Web, it is becoming more important to make sure your Web marketing is addressing and focusing on different niche audiences.

At the recent American Academy of Opthalmology meeting in New Orleans, there were several courses and mention of cross generational marketing. No longer is it just baby boomers, we now have Genartion X, Generation Y, Generation i, Silver Surfers, etc.

Websites need to be designed to meet the needs of all these audiences. How your website is layed out, organized, layered, written, etc. will all make an impact on how these target audiences view and respond to your site.

Images, graphics, video, animation, text size, usability are all important considerations when designing your site and which sections need to address each audience.

What generation are you?

Bill
Page 1 Solutions

As the Internet grows to reach its second Billion users, and more and more people gravitate and use the Web, it is becoming more important to make sure your Web marketing is addressing and focusing on different niche audiences.

At the recent American Academy of Opthalmology meeting in New Orleans, there were several courses and mention of cross generational marketing. No longer is it just Baby Boomers, we now have Genertion X, Generation Y, Generation i, Silver Surfers, etc.

Websites need to be designed to meet the needs of all these audiences. How your website is designed, organized, layered, written, etc. will all make an impact on how these target audiences view and respond to your site.

Images, graphics, video, animation, text size, usability are all important considerations when designing your site and which sections need to address each audience.

What generation are you?

Bill
Page 1 Solutions

To follow up on my earlier comments about video on websites, I wanted to share some thought on why video can help, and how to use it on your website.

Why include video on my website:
1- Video, at this point, is primarily valued as a "convertion" element that helps you develop more rapport with visitors than just text and photos.
2- It projects a high-tech image when done well and can communicate more complex ideas and concepts.
3- Allows you to project more emotion and passion that can connect with consumers.
4- High speed Internet connection has expanded to the point where video is now a natural for the Web and online users.
5- Videos can be optimized to contribute to your link popularity and search engine positioning results.

Some strategies on using video on your website include:
1- Don't just shoot one long, chest-pounding, long winded video of yourself saying what great things you do. Rather, use different "digestible" videos on multiple pages of your website. Some important pages to have custom videos are your "home" page, your "about us" page and the "contact us" page.

2- Use patient/client testimonials. Let your satisfied customers help tell your story. Don't just pat yourself on the back. This also includes staff members talking about what a great place they work.

3- Avoid using rolling scripts and teleprompters for people to read from. Good videos are responses that are genuine, passionate, emotional, and heart-felt. Get the person comfortably talking before getting into the "meat" of the questions so they are real. Make your videos appear to be very conversational.

4- Get still photographs during the "shooting" of your video as well as all b-roll footage. Much can be used for you other advertising. For the first time, your other marketing can be synergistic with your website! For many, if not a majority of our clients, the Web is their #1 marketing source for new business.

5- Don't break the bank just to get video. Every marketing investment needs to deliver a ROI. Video can do that, but it will take some time to trickle into revenue, so don't shoot your entire Web Marketing budget ($10,000 or $20,000) simply to get a video.

Call me if you would like to know more about getting affordable video on your website.

Bill
Page 1 Solutions
800-916-3886

There has been much chatter about video on the Web and confusion about what it means, how it should be used and will the Internet and Search Engines all convert everything into video, leaving text in its wake.

Well, I don't profess to have the crystal ball on what the Internet will be in the next year, two years, or the next five years. But I do not encourage my clients to always shoulder all the financial risks when it comes to investing in new gadgets and widgets to build their business and practice.

Some website marketers are taking advantage of this emerging market by getting their clients to spend upwards of $10,000, $15,000, even $20,000 simply to put a video on their website. Although we can produce, host and build in video for your website (actually we can do it for less than half of what they are being quoted), I do encourage you to consider what roll it serves in the grand scheme of your online marketing, and will this investment give them the greatest return.

I believe video will play a growing roll on the Web and in your website marketing strategy, but it shouldn't be everything. Don't drop everything that you are doing just to jump on the bandwagon where you don't know where it is headed. Like any good marketing or long-term investment strategy, diversity is the key. If you are interested in adding video to your marketing mix, email me and I would be happy to shed some light on this topic and some affordable options.

Look for more on video coming.

Bill
Page 1 Solutions

Recently, we were asked to submit feedback on a formum discussion on home pages. The question, “What is the purpose of a home page?” is misleading in that it assumes that there is one right answer. The reality is: the purpose of an effective home page will differ from one business to the next, and even one practice to the next.

For instance, the purpose of the home page for a branded, product-focused website, like www.sony.com, will be much different than a service-based business website, like a dental provider’s site. Product marketing is much different than service marketing.

Even your target audience should impact the purpose of your home page. For instance, if your strategy is to get consumers to type in your website address after seeing your mass media advertisement or after being referred by an existing patient, the purpose of your home page is quite different than if the majority of your visitors don’t know you or your domain and simply found your site while researching on the search engines. Non-bonded visitors have a lot less patience on a website than a visitor that is already familiar with you.

The fact is there isn’t just one purpose. To take it one step farther, every home page should accomplish multiple objectives, not just one. Some objectives you should consider when developing your home page:

1. Image – It must project a high quality image that reflects the level of dental services you offer. Image is import, but it’s not everything.
2. Credibility – Your home page should also help you establish or elevate your level of credibility.
3. Transition – Many visitors are still in “scanning mode” when they get to your home page. An effective home page quickly gets visitors to realize they have reached a good destination. Only then do they slow down and transition to “reading mode.”
4. Leads – Your home page is usually the most frequently viewed page of your site. Therefore, it needs to also convert visitors into leads.
5. Brand – Home pages should further your brand and work synergistically with your other advertising efforts and messages.
6. Usability – Make sure visitors can find what they want without much work, and get them to destination pages with one click, or as few as possible.
7. Search Engines – Home page content is also important to helping your website secure top search engine placement.
8. Compelling – Your home page must motivate visitors to click deeper into the website. “Next step” links and calls-to-action are vital.

There are a lot more objectives beyond this short list. However, the point is: spend a little more time to identify your business and visitors, and you will have a home page that better meets your needs, objectives and purpose.

Bill Fukui
Page 1 Solutions

Google recently signed an agreement with Clear Channel radio, which owns the country's largest chain of radio stations. That includes 30-second spot times on all of Clear Channel’s 675 stations during all programs and all times of the day.

The search engine giant had already signed to sell radio adds for some 800 stations, but they were primarily in small media markets. This is Googles biggest step to date to penetrate the larger media marketplace, beyond the Web. This is stirring some concern among the media execs who are likely becoming wary of Google's expansion onto their turf.

Radio appears to be a better fit for Google that television, since most of TV's major revenue is tied to national advertising campaign airtime, where the bulk of each radio station's revenue come from local advertisers. However, Google also recently began selling advertisements for EchoStar Communications’ DISH Network and its 125 national satellite channels. This is in addition to launching a test to sell ads for some of the nation's largest newspapers, like The Chicago Tribune, The New York Times and newspaper chains.

Google's expansion into other areas and media, may be an effective means to diversify its revenue and broaden its media industry base and brand identity, but I can't help but think what that may mean to Google's core business, Internet search. In a world where, many times, success is based on focused energies and resources (which is how Google go to where it was to begin with), it may create an opportunity for some search competitors to gain ground.

History is littered with examples of empires (Rome, Napoleon, Japan, England) spreading itself too thin trying to cover too many fronts. Not that Google is going anywhere, at least in the foreseeable future, but it will be interesting to watch.

Bill
Page 1 Solutions