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Here it is your weekly
Chiropractic Marketing Newsletter (week 19)
-Revealing all of the “SECRETS” free of charge
SPECIAL INTERNET MARKETING EDITION
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Although Mr. Murphy (You know the guy who makes sure things go wrong) was around this week during our conference call with Roger Hall I have to just move on and make lemonade from the lemons.
Because of technical problems I was 10 minutes late on the call, something that has never happened and I promise will never happen again. Then during the call we lost Mr. Hall and myself, see I told you Mr. Murphy was in town. Nonetheless, the call was extremely interesting and informative. If you have signed up to receive the free CD’s that are sent of these calls then you should receive it in about 2 weeks or less.
The main point from this call that I want to stress is the need for each and every one of you to have a web presence, YOU MUST have a website and it should be informative yet not overwhelming.
On the call Roger spent a great deal of time speaking about the landing page of your site. This is NOT or should NOT be the home page. According to Roger this is the biggest mistake that people make. You will hear more about this from the call.
Roger also discussed how a landing page should be set up, you will note that his instructions are very similar to those we have been touting when setting up any type of advertising. The point here is that there is in fact a method to grab the reader’s attention and it is crucial if you want to keep the reader on your site that it be set up correctly.
The amount and detail that Roger gave was at times overwhelming and because of the technical difficulties encountered on the call he has set up a special web page just for my members. You can go to: http://www.37adwordssecrets.com/chiro
Where you will find a great deal of FREE information.
Here are some of Rogers’s main recommendations, don’t just look at it read it:
Don’t allow yourself to suffer the humiliation of having a great Google ad, only to fall down when your prospect arrives at your landing page.
Recent studies suggest that over 55% of your Google AdWords campaign’s Return On Investment (ROI) depends upon how effective your landing page is. That’s huge. Especially when you consider the 55% landing page figure is way more than your Google ad’s headline influence in ROI - at around 33%.
Most people are in the dark about all this.
As I discuss in my new book, here’s the chance to put the odds on your side. Why struggle to deliver prospects to your landing page, only to have them leave, because there’s a simple fault on your page that’s turning them off?
Here are three simple ways to increase your landing page conversion rate. All great landing pages typically include these three elements;
1. Make it Personal
The first way in which you can increase your conversion rate is through making your page personal. This can be done by providing a photo of yourself at the top of your page (make sure it’s of good image quality and so on).
Place your photo in the top left-hand corner of your landing page, where people will start to read your copy.
Total time invested; about 5 minutes (10 minutes if you don’t already have a photo you can use).
2. Give Something Away
The second way you can gain trust is by offering something for free. This is generally what you’ll do if you’re using a squeeze page to generate leads; offer a free PDF report or a seven-day email course, and then use that to generate leads, which you can later ‘upsell’ to. Or, to generate revenue via affiliate sales.
Why is this technique so effective? Simply because it allows your visitor to judge your work and ideas, before they actually have to pay for them. It also builds trust.
Total time invested: depends on what you’re giving away, but you’ve likely got something ready to use that’s already been produced.
3. Be Proud and Sign The Darn Thing!
The third easy way to boost your conversion rate is to add your signature to the bottom of your landing page. How?
The best and easiest way I’ve found is to use Microsoft Word and type your name - with the same initials or first and last name you’d use in your regular signature. Select the text you’ve just typed, then make the text a blue color. Next, select a flowing script-type font that looks somewhat similar to your regular pen signature.
Finally, use a simple tool like SnagIt (you can download a free trial from Download dot com) to take a screen-shot of the area of the document you’ve just been working on. Crop your signature image in SnagIt, save it as a .gif (better image quality than a .jpg when it comes to doing this) and you’re ready to insert it into your web page.
I have decided to make this a special issue that deals exclusively with internet marketing. This is a medium that is grossly under utilized by chiropractors in there marketing efforts, yet it is very inexpensive and growing in use at a tremendous pace on a daily bases. You need to be prepared NOW, even if you only get 2-3 referrals a year from having a web presence and doing a little bit of marketing work it paid for itself. However I can assure you that over the next 48 months the shift to internet use for seeking chiropractic care will explode, you need to be ready to take advantage of this, you need to be ahead of your peers, your competition in this particular sphere of advertising. The person who is ready will reap huge rewards.
THERE IS NO SUCH THING AS FAILURE.
THERE ARE ONLY RESULTS.
YOU ALWAYS PRODUCE A RESULT.
Thank you for the time you have put into, and will put in the future, to help other chiros out. Here’s to Purpose!
Dr. Scott E. Brunengraber
Thanks Scott
Lenny,
I appreciate all that you do!!! Thank you!
Dr. Jeffery A. Russell
Pine Mountain Chiropractic Center
Thanks Jefff
Thank you for putting the effort into this great web-site. I have been in practice for over 10 years now and suffering with this business. I still am amazed that the chiro colleges still do not implement some sort of business/marketing training. I have a family with 3 kids and it is impossible for me to spend thousands on a seminar only to find out it will take thousands to implement their process. I am not stupid, just point me in the right direction with things that are proven to work without fumbling and making numerous mistakes. My faith in chiropractic has been slowly eroded, you have lit a candle. There are chiropractors who care for each other.
Dr. Olsen
Thanks doc!
“Everyone is gifted - but some people never open their package”
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BIG BUSINESS ENCOURAGES INTERNET USE FOR HEALTH ISSUES
You all know the Verizon brand for its home and wireless phone services, but when it comes to simplifying its employees’ health care experiences, the phone is obsolete.
Listen carefully to this statistic 96% of Verizon Business Employees Log on for Health Benefits Transactions.
The Web site enables employees to share benefits information with their families, print temporary ID cards in seconds, self-educate on health care topics. Going online to get claims data, research health care topics, find physicians and perform other health benefits transactions has become second nature for employees of Verizon, and will soon be the standard in every major company.
Employees who log onto the company’s Intranet, for instance, are greeted with the message, “Did you know that you can locate doctors in your health plan by clicking here?” Usage data shows that the most popular transactions to date among Verizon Business employees are claims, eligibility and finding physicians.
Employees also are starting to use the online Personal Health Record (PHR) on the Web site. The Verizon management expects the PHR to become more popular as employees realize it provides an automatically populated summary of their medical conditions, medication history, significant medical interventions and laboratory results, and allows them to track personal details such as allergies, immunization status, blood pressure and family history. Wow, talk about power to the people, but guys, this is where it’s heading, be prepared.
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HEALTH ISSUES ATTRACTING USERS TO THE WEB
USA Today reports that almost 70 percent of people who have surfed the Web have researched a disease or a medical condition. The most common conditions researched are depression (19 percent of surfers), allergies or sinus problems (16 percent), cancer (15 percent), and bipolar disorder (14 percent). Other common areas of interest are arthritis/rheumatism, high blood pressure, migraine, anxiety disorder, heart disease and sleep disorders. One report states that almost 30% of web useres have searched on line for Alternative treatments or medicines.
About 8 million American adults, searched forinformation on at least one health topic on a typical day in August 2006. This places health searches at about the same level of popularity on a typical day as paying bills online, reading blogs, or using the internet to look up a phone number or address. Thirty Nine percent (39%) say the information changed the way they cope with a chronic condition ormanage pain.
Some 80 percent of internet users said they went online to research health information in 2004 - roughly the same proportion as in 2002, when 79 percent did, according to a report released this week by Pew, reports MediaPost. However, 51 percent of online consumers last year used the web to research diet or nutrition, compared with 44 percent in 2002 - and 42 percent in 2004 sought information on exercise, versus 36 percent three years ago. This 4% increase shows the increased interest in natural health care. Do you have nutritional information on your web site?
Most internet users start at a search engine when looking for health information online. Very few check the source and date of the
information they find.
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INCREASING YOUR WEB SITE RESPONSE RATE
Use pictures. Effective pictures can triple your response rate. A
picture tells a thousand words.
On a website, it’s a no brainer. It doesn’t cost ANYTHING EXTRA to put full color, HUGE pictures on your site. You’re not paying forink. You’re not paying for space. Use pictures everywhere.
While some experts think that even in newspaper ads, flyers, or any other ad, pictures increase response. I’m not so sure about this and some f the other people I speak to in the marketing business also have their doubts when it comes to print media, nonetheless if you do try photos in your print ads I typically don’t recommend spending the extra money on color. Instead, I’d rather put in a small black and white picture and use the money I would have spent on color for a larger ad. But hey, I’m not always right.
Pictures draw attention. If properly used, they can further tell
your story.
1. Carry a decent (not expensive) digital camera
2. Take pics of yourself giving adjustments, speaking to patients
3. Take pics of patients and get testimonials
4. Take pics of staff
Your website should have pictures of your office facility. These pictures make your company look more credible. They tell who you are and what you will do for your prospect.
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IS YOUR WEB SITE’S PROSPECTIVE PATIENT REGISTRATION PROCESS A ROADBLOCK?
Cord Silverstein, who blogs at Marketing Hipster, sets the frustrating and all-too-common scene for first-time visits to certain Web sites: “Before you can do what you went to do on the Web page, you need to register,” he writes, “and the registration form [is] longer than the Magna Carta.” If this sounds like your Web site, consider why visitors might be just as prone to hit the Back button as to proceed:
- They have no idea if your content is worth the effort. Someone interested enough to take a quick look at your site might not be willing to spend more than a few seconds on the process. (This is why Roger Hall reccomends bringing the propect deeper into the sit-a landing page with great information on it)
- The process benefits you, not the visitor. Why should they volunteer anything beyond basic details?
Although the basic rationale of using registration as a chance to collect information is a good marketing tactic, many users hesitate because they feel that there may be a secondary motive: Because many Web sites are not offering enough for a user to come back a second time, this maybe the first and ONLY time they have to get as much information out of their users as possible. This is why you need information on your landing page.
Create a Web site worthy of repeat visits, and use a registration page that captures just three basic components:
- Name
- Email address
- Zip-code
With that information, you can contact this person again, you can personalize that next communication with his or her first name, and you will know what area they live in. Don’t drive online traffic away with a cumbersome registration process that suits your needs, not those of your visitors |
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ONLY 1 SPOT LEFT…
I will be starting a new coaching class in January. The cost is $100 a month, no gimmicks, no selling you crap you don’t need, no giving you all of the “BONUS BS”. YOU KNOW THE $20 WORTH OF CRAP VALUED AT $5000. You will get 10-100 times more then your investment. If you want to be coached, but REALLY and TRULY  cannot afford the $100 a month then tell me and you can owe it to me after you make the money. But do it today. Only 74 1 slot left. Somebody better grab it now, because as my schedule gets full, I will be taking this down. Click here to secure your slot in my schedule now
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THESE NEW POSTERS ARE A MUST HAVE
I won’t rehash the value in humor and how it can impact your communication with your patients, however let me assure you from my own use and the over 50 members who have ordered these and are using them, they will get  attention. The Rascals poster is the best tool I have ever used to get parents to talk about the benefits of chiropractic for their children, and they are so inexpensive, one visit pays for all three. Dam, if you don’t like  them after trying them for a while giv’em to the kids. This is one of the best under $100 you could make. I have arranged for you to examine these at no charge, send no money
. Simply click here and leave your name and mailing address and it will be shipped out immediately. PLEASE SPECIFY IN THE SUBJECT LINE, HEADACHE, PAINLESS OR RASCALS You will be billed $35 (EACH) + $2.75 S&H. Get all 3 for $90 with free shipping. I assured them that all of my members are honest and will pay.
PS I NEED SOME FEEDBACK FROM THOSE OF YOU WHO HAVE RECEIVED THE POSTER, LET ME KNOW WHAT YOU THINK. DRVERNONCHIRO@AOL.COM
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Okay crew, until next week, Have a great healthy, safe Thanksgiving
Lenny
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This entry was posted on Wednesday, November 28th, 2007 at 4:38 am and is filed under Weekly Newsletter Archive. You can follow any responses to this entry through the RSS 2.0 feed. Comments and pings are closed.
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