Carl Bennett | Buzzazz Advertising & Marketing Agencyhttp://buzzazz.com Tampa Bay's # 1 Marketing FirmThu, 08 Jun 2017 22:37:02 +0000en-UShourly1What the Hell is Search Engine Optimization anyway?http://buzzazz.com/advertising-and-marketing/clearwater-search-engine-optimization http://buzzazz.com/advertising-and-marketing/clearwater-search-engine-optimization#commentsTue, 22 Nov 2016 20:18:06 +0000http://buzzazz.com/?p=4546And the most confusing of all is Search Engine Optimization. It’s really quite brilliant, the marketing of confusion can assure an established book of business for years to come. In today’s information age its more competitive than ever to retain clients no matter the industry. So why not confuse them and have them pay hundreds of dollars a month for this elusive thing called Search Engine Optimization?

The post What the Hell is Search Engine Optimization anyway? appeared first on Buzzazz Advertising & Marketing Agency.

]]>

What the hell is search engine optimization anyway?  And what does it mean for my business?

This is the question I hear all the time, and what is surprising is that most business owners here in Clearwater are too afraid to ask!  “How can I win clearwater search engine optimization?”  In all reality, you shouldn’t be afraid to ask this question, I tell my clients all the time that the best marketing for marketing companies is the marketing of confusion!  Confused yet?  Yea me too…..

And the most confusing of all is Search Engine Optimization.  It’s really quite brilliant, the marketing of confusion can assure an established book of business for years to come.  In today’s information age its more competitive than ever to retain clients no matter the industry.  So why not confuse them and have them pay hundreds of dollars a month for this elusive thing called Search Engine Optimization?

Its no secret that if you win on the internet your business will succeed!  Many billionaires have been made by leveraging the power of the internet.  But how?  It’s not as complicated as “What came first the chicken or the Egg?”  It’s as simple as people need to find you… yea, your thinking “Duh”!  But if it were that easy you would be doing it right.  What if I told you that its actually pretty simple and you don’t need to “trick” the internet or Google.  And an even crazier thought… what if you could do it without these long-term contracts and outrageous monthly fees?   Do I have your attention yet?

So let’s start with what Search Engine Optimization means: “the methods used to boost the ranking or frequency of a website in results returned by a search engine, in an effort to maximize user traffic to the site” as defined on Dictionary.com.   So let me break this down, Google is undeniably the authority on internet searches and they make over 75 billion dollars per year on their revenue just from Google AdWords.  They want to protect this and continue to grow the number every year so they want to be sure that the 40,000 searches being made every second worldwide go through their website.  To ensure that people come to their site they want to be positive that when you search for something that you will find the most relevant information on the first page.  Since statistically speaking only 30% of the online traffic click on an ad they need to be certain that those search numbers stay high.  So, if you want to win Clearwater Search Engine Optimization you will need to offer the most relevant information on that subject.

This breaks down into a few steps provided you want to do this the right way;

  1. Offer unique content on the subject, in this case Clearwater Search Engine Optimization.
  2. Site Architecture; page keywords, html code, titles, etc…
  3. Trust, Authority, and site identity
  4. Link Building and ranking
  5. Traffic

When your site is built out properly this is very easy for a business owner to manage with a little time.  If your site’s architecture isn’t designed properly it could be nearly impossible to make head way.  You must also be aware that other businesses are trying to win “Clearwater Search Engine Optimization”.   And it can be tempting to want to use trickery or just pay someone money every month to do this for you but those aren’t the only options!

It is important to remember that just like your business, what works for others will not necessarily work for you.  So be creative!  If you want to win “Clearwater Search Engine Optimization” you are going to need to really want it!

So if you are intrigued to learn how your products or services can be found online for very little cost contact me for a 100% FREE and commitment free consultation!

Comment below with a question about Search Engine Optimization and how you can do it yourself! 

 

 

Carl Bennett

Strategic Marketing & Advertising Expert – Clearwater Search Engine Optimization Expert

Buzzazz Business Solutions

Clearwater, Fl

 

 

The post What the Hell is Search Engine Optimization anyway? appeared first on Buzzazz Advertising & Marketing Agency.

]]>
http://buzzazz.com/advertising-and-marketing/clearwater-search-engine-optimization/feed5
Why Your Business Should Have Its Own Mobile Apphttp://buzzazz.com/advertising-and-marketing/why-your-business-should-have-its-own-mobile-app-marketing-strategies http://buzzazz.com/advertising-and-marketing/why-your-business-should-have-its-own-mobile-app-marketing-strategies#respondThu, 10 Mar 2016 17:27:04 +0000http://buzzazz.com/?p=3259Why should your business have its own Mobile App? How its an important part of your marketing and how it will increase new business & customer engagement.

The post Why Your Business Should Have Its Own Mobile App appeared first on Buzzazz Advertising & Marketing Agency.

]]>
Why Your Business Should Have Its Own Mobile App

Today I would like to have a conversation about mobile apps for your business, and why you should think about investing into a mobile app for your own company.

If you think that mobile apps are exclusively for big name businesses like Walmart and Chase Bank, you are wrong! More small and midsize businesses are jumping on the mobile trend bandwagon every day, understanding that a successful mobile strategy involves more than just a responsive website.

Honestly, these days you will notice that many small businesses you intermingle with in your everyday life have their own mobile app, whether it’s the local coffee shop or the restaurant downtown. It’s these companies that are ahead of the curve by taking their local marketing to the next level.

In case you are still not aware why anyone would want to build their own mobile app, here are the top seven benefits of making this happen sooner rather than later.

1.Be Visible to your Customers at All Times

Statistics have shown that on average a person spends more than two hours a day on their mobile device. While most likely only a few apps make up the majority of this usage, it doesn’t change the fact that each user has to unlock, scroll, and scan their device for the apps they’re looking for. By just being “in the way” it can be a huge benefit to your company, as the mind unconsciously records every image, text, or well-made app icon it comes across, even if it happens unnoticed.

2. Create a Direct Marketing Feed

Apps can offer many functions: they can provide customer information, pricing, booking abilities, search features, user accounts, direct contact functions, news feeds, and much more!

One of the most important benefits of having a mobile app is that all the information you would want to share with your customers; including specials, promotions, events, or news is readily available right at their fingertips. When using push notifications you’re getting a direct interaction, and can simply remind customers about your goods and services whenever it makes the most sense.

3. Creating Value for Your Customers

Talking about relevant information, how about simplifying that loyalty program you have in place? Instead of holding unto that out dated point-collection card, make it easier for your customers to collect their rewards using your mobile app. The result? More downloads and more returning customers. Increasing your visibility and resulting in an increase in referrals.

4. Build Branding and Company Recognition

A mobile app for your business can substantially add to your brand awareness. I would like to break this subject down into two aspects; the grouping of these will make your app a success:

  • Branding: A mobile app is like a billboard sign. You can do what you want with it, you can make it trendy, stylish, functional, outrageous, or informative. But what you really have to do is create an app that has features your customers will care for, at the same time it should be well branded and skillfully designed.
  • Company Recognition: The more often you can get customers engaged with your app, the faster they will buy your product or service. In marketing this is called the “effective frequency”: as a general rule, hearing or seeing your brand roughly 20 times is what will make you remembered.

5. Increase Your Customer Engagement

It doesn’t matter if you are selling cars or spa services, your customers need a way to get in touch with you. Having a Contact Us or help desk feature within your app can make a big difference in how you correspond with your customers. Think about it: For example OpenTable, built its entire business model around this idea. Instead of calling a restaurant for a table and waiting on hold, you can book it with fewer than five clicks on their app. Now think about that…. How many customers would prefer to speak with you using text rather than speaking over the phone?

6. Stand Out From Your Competition

Even today mobile apps at the small business level are still uncommon, and this is where you can take a huge competitive advantage over your competitors. Be the first in your area to offer a mobile app to your customers. They will be astonished by your cutting-edge approach!  And even when your competitors catch up you will be remembered as a trend setter!

7. Develop Customer Loyalty

Lastly but certainly not least, probably one of the most important reasons why you should think about developing your own mobile app is customer loyalty. With all the racket out there roadside banners, billboards, TV commercials, newspaper ads, flyers, coupons, websites, website banners, Facebook ads, email marketing, and the list just keeps going on…. we are slowly losing the impact on customers because of the enormous amount of advertising surrounding us all. It’s time to go back to making a proper and genuine relationship with your customers, and making them a faithful follower of your product or service. I am not claiming that a mobile app is going to save your business, but it can be a way of staying closer to your customers, and always being just a “fingertip” away.

So are you convinced yet? Now that you have gotten a just a small taste of the many benefits of having your own business mobile app, where are you going to start? There are usually only two options:

Either way you go, a mobile app is becoming a standard element of any business in the future. The choice you make today could set the foundation for the future of your business. It’s up to you to decide whether you want to be the trend setter or the follower?

The post Why Your Business Should Have Its Own Mobile App appeared first on Buzzazz Advertising & Marketing Agency.

]]>
http://buzzazz.com/advertising-and-marketing/why-your-business-should-have-its-own-mobile-app-marketing-strategies/feed0
Politics and Marketing: A time for change?http://buzzazz.com/advertising-and-marketing/politics-and-marketing http://buzzazz.com/advertising-and-marketing/politics-and-marketing#respondTue, 23 Feb 2016 05:39:18 +0000http://buzzazz.com/?p=3013Politics and Marketing: A time for change? In November, Americans will get to apply one of the most basic and valued of democratic freedoms… the right to vote. As we get closer to the end of another election, it’s clear we are in the middle of one of the most animated and costly elections of […]

The post Politics and Marketing: A time for change? appeared first on Buzzazz Advertising & Marketing Agency.

]]>
Politics and Marketing: A time for change?

In November, Americans will get to apply one of the most basic and valued of democratic freedoms… the right to vote. As we get closer to the end of another election, it’s clear we are in the middle of one of the most animated and costly elections of our generation. We are hopefully witnessing the last extremes of a style of politics and campaigning that came into being during the 60s, and that should have gone out of existence by now.

I am not making a statement of support here, and I am not commenting on any candidate or their politics in particular. I am talking about how politicians from all parties go about marketing themselves to get elected. In particular, I see room for improvement in both the implementation and the message of politics. There’s a lot of debate about how the government needs to run more like a business. I agree and think both parties could learn a few things from marketing professionals.

In November, a record-breaking amount of money will dispense into campaign funds across the country. Political analysts are reporting that these midterms will be the most costly in American history. Up a shocking 40% from 2008. Beyond the justifiable dispute about how all this cash in politics may be demeaning the democratic process, I think the rate at which the funds are getting spent shows how much our politicians aren’t staying up with the times.

This is proven by the fact that there’s not been a lot of originality or improvement in the marketing strategies most politicians use to get elected. For example, the Wall Street Journal reports that a staggering $3 billion will go to TV ads, easily breaking the record for TV ad spend established four years ago. If political campaigns were implemented like business marketing campaigns, you’d see a lot more imagination and carefulness in marketing selections.

Businesses of all types and sizes have embraced, through necessity, more creative forms of communication while challenging the ideas of the past by using TV and print. While a few of the candidates are trying their hand at social media and other techniques in this election, I feel the excessive amount of the money flowing in and a lack of guts have most campaigns looking as if they came straight out of a 60’s advertising agency.
To see where the campaign is headed concerning marketing, an innovative campaign manager may want to look at predictions showing incredible rise in interactive marketing. Smart businesses know that mass marketing is outdated and target marketing is working.
As disappointing as the media mix is for politicians, I’m even more drained by the message. Negative is in. Telling others what you stand for in a positive way is not “cool” anymore. It’s disappointing that so many seem to think negative marketing works. A look through your local newspapers or flip through your local channels negative ads suggests that most of the citizens think they are effective. Seriously? We’ve had enough. Negative marketing may be a quick fix, but it always hurts in the long run.

Businesses, for the most part, understand this. I learned early on that trash talking the competition was not only bad business, it doesn’t work. It definitely doesn’t work today where real time outlets give every customer the ability to easily scrutinize claims and assumptions. Wouldn’t it be nice if our politicians showed us a little respect and the recognition that goes along with being in the know?

Sure, it’s much more difficult to create a message about what you actually believe in and why we should care, but it’s time that politicians gave it a shot. Here’s an idea….. Approach your political campaign as a long term business where creating trust and building relationships are the goals.
But to be fair, politicians on both sides are already growing their strategies and message. Some are also starting to realize that the technology and tools that successful businesses use in marketing themselves may be a better way.  I believe they do!

 

 

The post Politics and Marketing: A time for change? appeared first on Buzzazz Advertising & Marketing Agency.

]]>
http://buzzazz.com/advertising-and-marketing/politics-and-marketing/feed0
Miss Universe: The Steve Harvey “Accident” was a marketing Miracle!http://buzzazz.com/advertising-and-marketing/miss-universe-steve-harvey-accident-marketing-miracle http://buzzazz.com/advertising-and-marketing/miss-universe-steve-harvey-accident-marketing-miracle#respondTue, 05 Jan 2016 19:40:50 +0000http://buzzazz.com/?p=2707The post Miss Universe: The Steve Harvey “Accident” was a marketing Miracle! appeared first on Buzzazz Advertising & Marketing Agency. ]]>

Was it intentional or not?  Many people have theories as to who made the mistake or if it was a mistake at all!

By now you know what happened. Steve Harvey called the wrong country’s name and crowned Colombia as Miss Universe.  He scrambled to apologize and made sure you “knew” it was his mistake and the card had the correct info….. But later on his Snapchat account, Steve Harvey complains that the teleprompter had the wrong name on it.  It would make sense that he was not paying attention to the card, and just read off what the teleprompter told him to say.

 

But who and why would anyone mess with the teleprompter?  And why would he take responsibility for such an emotional mistake?  What if I told you this “mistake” was done on purpose just to make Miss Universe relevant again?   Think about it … beauty pageants are somewhat of a relic from a more sexist time.   Very few people even knew that the Miss Universe Pageant was going on.  Look over the past few years the ratings have been in a downfall.  However there was a massive surge for the 2015 pageant for a couple of reasons; Donald Trump who owned the Miss America Pageant from 1996-2015 was forced to sell it while recovering from some bad PR during his run for presidency.  And the massive amounts of PR received over Steve Harvey’s “Mistake” making this the best year since 2004.   So what are some lessons we can learn from the Miss Universe’s marketing team?  Visibility is EVERYTHING; if people aren’t talking about you they don’t know you.

 

Let’s look at some numbers!  The results for the 2014 Miss Universe pageant = 53,900,000 (with many of those being from the recent month) 2004 Miss Universe Pageant which happened to hold the highest ratings before 2015 = 16,100,000.   NOW let’s take a look at the current results for the 2015 Miss Universe Pageant = 79,300,000 and growing!

 

So what would have been just another boring Miss Universe Pageant that no one cared to watch, turned into one of the hottest worldwide topics of 2015.  If that isn’t some brilliant marketing then I don’t know what is……  But I am leaving this up to you to decide whether this was done intentionally or not!

The post Miss Universe: The Steve Harvey “Accident” was a marketing Miracle! appeared first on Buzzazz Advertising & Marketing Agency.

]]>
http://buzzazz.com/advertising-and-marketing/miss-universe-steve-harvey-accident-marketing-miracle/feed0
New Patient Acquisition and the ROI of Digital Marketinghttp://buzzazz.com/advertising-and-marketing/new-patient-acquisition-roi-digital-marketing http://buzzazz.com/advertising-and-marketing/new-patient-acquisition-roi-digital-marketing#respondThu, 31 Dec 2015 15:34:13 +0000http://buzzazz.com/?p=2693New Patient Acquisition and the ROI of Digital Marketing for Medical Professionals By Carl Bennett

The post New Patient Acquisition and the ROI of Digital Marketing appeared first on Buzzazz Advertising & Marketing Agency.

]]>
New Patient Acquisition and the ROI of Digital Marketing and Cost of marketing

New Patient Acquisition and the ROI of Digital Marketing for Medical Professionals.

BY Carl Bennett

 

What’s the return on investment ROI of digital marketing? It’s something every business wants to know.  Buzzazz Marketing works with a range of businesses looking to achieve growth through digital marketing – e-commerce retailers, non-profits, professional services firms and more – and they all want to know about ROI.

One segment Buzzazz works with a lot are professionals within the medical industry. In fact, over the years Buzzazz has worked with hundreds of practices. Many of these doctors are starting to use digital marketing, but aren’t always sure how the money they spend translates into value for them. That’s what this article will explain.

Digital Marketing – What is it really?

First of all, let’s look at a few key terms.

ROI is a pretty simple concept: its how much value you get back compared with what you spend on digital marketing.

Other important terms are:

  • Lead – someone who could become a patient.  This is anyone who calls your practice, fills out a form or engages with you as a result of our digital marketing strategy.
  • Cost per lead (CPL) – how much you spend for each lead you get.
  • Cost per acquisition (CPA) – how much you spend for each new patient you get.
  • Lifetime new patient value – the money that a new patient brings into your practice.

Buzzazz believes in ROI focused marketing.  For any practice, this means tracking metrics to make sure that:

  • Any marketing campaign brings in new leads who may become patients
  • The cost of acquiring those patients is lower than the lifetime value of those patients.

Another important thing for any practice to know is this: Digital Marketing drives the leads; your team handles the close. Or, to put it another way, while digital marketing can bring you possible new patients, it’s up to you to turn those potential patients into actual patients spending real money in your practice. Most practices are able to do this quite effectively!

In Buzzazz’s experience, based on auditing forms and phone calls for practices over the past fifteen years, the close rate for new patients ranges from 20%-60%. In working out ROI for most practices, Buzzazz uses the most conservative figure of 20% (you’ll need to remember this later).

There’s one more thing to do before you can work out the ROI of your digital marketing campaign. That’s to establish a baseline for the lifetime value of a new patient.  There are two ways to do this.

How to Work Out Patient Lifetime Value – The “Easy” Method

One of the easiest ways to work out the average lifetime value of a new patient is to use publicly available information. This won’t give you information tailored to your actual practice, but it can be a good starting point. Here are a couple of examples using dentists:

  • According to New Patients Inc, the lifetime value of a new patient ranges from $560-$1,100.
  • According to The Wealthy Dentist, the lifetime value of a new patient ranges from $900-$1,200.

The figures cited above range from $560-$1,200, giving an average of $880. While Buzzazz’s experience suggests that the average is even higher, the firm prefers to be more conservative. When working out ROI using third-party patient value figures, Buzzazz uses a figure of $500 per patient (the lowest estimate the firm has ever seen). You’ll need to remember that figure too.

(Of course, some sources suggest a lifetime patient value in the $10,000 to $25,000 range. That is possible, depending on your service offerings and patient retention. )

How to Work Out Patient Lifetime Value – The “Advanced” Method

If you want accurate data, then you need to use the more advanced method. This will give you data based on your actual practice rather than an industry average, and then your ROI figures will be accurate. Here’s how you do that.

  1. Export your patient data from your practice database.
  2. Work out the total revenue for each patient.
  3. Add up the total revenue for all patients then divide by the number of patients.

That will give you the patient lifetime value for your own practice.

So how does that number help you work out ROI? To really do the math, you need one more number: the amount you spend on digital marketing campaigns.

 

How to Work Out ROI

Now it’s time to put it all together and work out your ROI. Here’s a sample scenario:

Using your data, you have determined that the monthly value of each new patient is $850. Your practice has spent $3,000 on our Local Motion License this month. As usual, Buzzazz has tracked the number of leads from the marketing channels it has used and has seen how many of those have turned into patients.

As a result of the campaign, your practice has acquired 15 new patients. Based on a conservative average patient value of $850 per month, you should end up with $12,750 in new patient income per month. Here’s how the figures stack up.

  • $3,000 spend / 15 new patients scheduled = $200. That is the CPA – the cost to acquire a new patient. As you can see the monthly value of your new patient ($850) is more than the cost to acquire the patient.
  • Based on the lifetime value of your patients, those 15 patients will bring $12,750 into your business per month.
  • Subtract your original spend. That gives you $9,750 in additional monthly income.
  • Divide that by $3000 to find your ROI.
  • Your ROI = 325%. In other words, the income your practice gets is 3.25 times your original spend on marketing!

That’s a figure that most doctors can relate to. If your marketing cost is less than you’re getting in revenue, that’s money in your pocket. And that’s what it’s all about!

The post New Patient Acquisition and the ROI of Digital Marketing appeared first on Buzzazz Advertising & Marketing Agency.

]]>
http://buzzazz.com/advertising-and-marketing/new-patient-acquisition-roi-digital-marketing/feed0