For several years, I have been a strong proponent of tracking telephone numbers. These are unique numbers that route electronically to your phone number, capturing all the critical data about the call. When you use these unique numbers on specific locations, you can measure who is calling from which of your marketing strategies. For years, our clients have received critical data from tracking numbers, allowing them to make important decisions on what is working and how it is working.
After some transition with our tracking number vendor, we now have a new, stable plan in place for our clients to begin ordering tracking numbers once again. Prices and terms are the same at only $480/year per number with no additional fees. Reporting will be delivered around the first of each month detailing the calls generated from each number. The data includes number of calls, call times, length of calls, whether or not the call was answered and any Caller ID information that is available. We recommend placing tracking numbers on your web site and on all print ads or direct mail pieces. If you are not doing this and want this kind of information, please contact me right here to get it set up.
One of my coaching clients took our advice at this time last year and put a tracking number on all of their media buys and web site. Unique numbers were placed on newspaper advertising, magazine advertising, web site and yellow pages ads. We reviewed the results periodically as part of our coaching sessions but seriously broke everything down toward at the end of the year. More than 800 calls were generated from the web site while less than 100 calls were generated from the vastly expensive print advertising they were doing. These results were instrumental in the refining of their media plan. Major expenses that resulted in a low flow of calls were reduced to appropriate expenditures and the money was then put into more web-driving traffic such as billboards and a higher commitment to Pay Per Click.
The bottom line is that with the knowledge of real, objective results, the client was much more empowered to act. Over the years, tracking numbers have given us data that have given clients the courage to drop Yellow Pages ads they felt pressured to maintain, drop expensive advertisements that they wondered whether or not they were working and redirect funds into more productive endeavors.
We are now pushing this full force. I am getting lots of feedback on good clients having good months all over the place. As the economy comes back, I really want to see our market break the cycle of uninformed media purchases. We are calling this initiative Project Watchdog. If things are still slow or tentative for you, using this sort of call tracking will help you sharpen the sword. If things are recovering for you or if you are just starting out, this sort of call tracking will help you avoid mistakes you made in the past by offering you specific measurement on responses.
Project Watchdog - know your call responses for all your marketing expenditures. Contact me today if you want this knowledge.
Tuesday, January 27, 2009
Tuesday, January 20, 2009
New Web Site by Dog Star Media
The Technology Firm is one of our oldest clients, dating back to the early days of Dog Star Media. We are glad to bring their site up to date, complete with video commentary on their packages from the owner, Tony Raburn. You can see their new site at technologyfirm.com.
Click on any of the services “Up” packages on the upper left to see the video commentary. This is a great example of how video can make a broad service application easier to understand on the web. There are some things that are just better when they are explained. Services, expectations and quality are in that group. It is possible to describe them in writing, but nothing quite beats hearing about it in real language from a credible source.
The Technology Firm offers technology-based operational and marketing services. What? Exactly. I can try to describe it all day but this not really a good medium for that detailed an explanation. And, summarizing in writing can be tricky. In a minute or two on each of the package pages, however, Tony can get to the benefits quickly and easily because he appears on video. It is such a superior method of communicating.
The bottom line is that the bar on the web has been raised. And, you have to ask yourself, what not only give me an image of difference, but what makes me clearly a better choice for consumers. If you are not speaking... in person... to your audience on your web site, about what you do, about how you do it, about what makes you different, about the difference in quality you offer, then you are not doing everything you can. This is an excellent example of how to use the right medium to convey the proper message. For all you cosmetic dentists and cosmetic surgeons out there, this is a HUGE point. If you want to discuss how to add this sort of upgrade to your web site or, better yet, build your site around this sort of medium, just email me at donald@dogstarmedia.com.
Click on any of the services “Up” packages on the upper left to see the video commentary. This is a great example of how video can make a broad service application easier to understand on the web. There are some things that are just better when they are explained. Services, expectations and quality are in that group. It is possible to describe them in writing, but nothing quite beats hearing about it in real language from a credible source.
The Technology Firm offers technology-based operational and marketing services. What? Exactly. I can try to describe it all day but this not really a good medium for that detailed an explanation. And, summarizing in writing can be tricky. In a minute or two on each of the package pages, however, Tony can get to the benefits quickly and easily because he appears on video. It is such a superior method of communicating.
The bottom line is that the bar on the web has been raised. And, you have to ask yourself, what not only give me an image of difference, but what makes me clearly a better choice for consumers. If you are not speaking... in person... to your audience on your web site, about what you do, about how you do it, about what makes you different, about the difference in quality you offer, then you are not doing everything you can. This is an excellent example of how to use the right medium to convey the proper message. For all you cosmetic dentists and cosmetic surgeons out there, this is a HUGE point. If you want to discuss how to add this sort of upgrade to your web site or, better yet, build your site around this sort of medium, just email me at donald@dogstarmedia.com.
Tuesday, January 13, 2009
How a Keyword Audit works and why you should do it.
One of the new features we have added to our Keyword SEO program is a new auditing software and process. It yields remarkably clear instructions on what to do to improve your keyword content and how to do it. And, yes, it is another reason why Dog Star Media’s Keyword SEO program is the easiest to understand.
In the audit, you receive action points for making improvements. It is allowing us to be very clear with our objectives and actions to improve clients’ rankings. I think the best part is that you understand what is being done. Clearly, SEO is the most misunderstood part of Intenet marketing. There are a lot of ways to do it, much of which relies on hands-on work. As you know, we narrowed down our offering to Keyword SEO only. Why? Because it is measurable and objective. Our monthly report tells you if you are using effective keywords and the audit tells you what to do with those words to be more competitive. We simply follow the instructions. By doing this at a regular interval each month, market conditions are taken into consideration and adjustments can be made in a way that allows for regular site updates. This is understood as universally beneficial to SEO.
Over the past few weeks, I have heard a lot of people tell me that they continue to be confused by SEO. One company recommends one thing and another recommends another. One company criticizes another company and the client becomes confused over what is right. No one seems to agree on anything other than the basics. There are apples being compared with oranges and uncertainty is certainly part of most people’s SEO experience. This is all part of the reason we chose clarity and simplicity for our clients. And, the results are there. You need patience to be in an SEO program, no matter who offers it. We are no different. But the clients that have been patient have watched their sites become more optimized and they know what is being done specifically.
If you are ready for greater understanding of your Keyword SEO strategy, why not contact me today? You can reach me at donald@dogstarmedia.com. Oh, and did I mention that our program is only $300 per month. That’s another benefit of a focused activity, the cost can be low.
In the audit, you receive action points for making improvements. It is allowing us to be very clear with our objectives and actions to improve clients’ rankings. I think the best part is that you understand what is being done. Clearly, SEO is the most misunderstood part of Intenet marketing. There are a lot of ways to do it, much of which relies on hands-on work. As you know, we narrowed down our offering to Keyword SEO only. Why? Because it is measurable and objective. Our monthly report tells you if you are using effective keywords and the audit tells you what to do with those words to be more competitive. We simply follow the instructions. By doing this at a regular interval each month, market conditions are taken into consideration and adjustments can be made in a way that allows for regular site updates. This is understood as universally beneficial to SEO.
Over the past few weeks, I have heard a lot of people tell me that they continue to be confused by SEO. One company recommends one thing and another recommends another. One company criticizes another company and the client becomes confused over what is right. No one seems to agree on anything other than the basics. There are apples being compared with oranges and uncertainty is certainly part of most people’s SEO experience. This is all part of the reason we chose clarity and simplicity for our clients. And, the results are there. You need patience to be in an SEO program, no matter who offers it. We are no different. But the clients that have been patient have watched their sites become more optimized and they know what is being done specifically.
If you are ready for greater understanding of your Keyword SEO strategy, why not contact me today? You can reach me at donald@dogstarmedia.com. Oh, and did I mention that our program is only $300 per month. That’s another benefit of a focused activity, the cost can be low.
Tuesday, January 6, 2009
Great New Web Site from Dog Star Media
Congratulations to Drs. Jay Appurao and Trent Fogelman on the opening of LaBelle Center for Cosmetic Surgery, their new cosmetic surgery practice in Lafayette, Louisiana. And, congratulations on the launch of their new web site LaBelleCenterforCosmeticSurgery.com.
This is a great new site complete with video introductions from the doctors under the About Us section and video overviews from the doctors in the procedures area. It is part Flash, part HTML allowing us lots of room to optimize the site, while still having the glamourous aesthetic of Flash. And, the video is so important for creating that image of difference in a first impression and starting to build that trust. For everyone who is serious about sharpening up their web site’s effectiveness, this is the kind of site that really works.
With Dog Star Media, all designs are custom designs. We do not use templates. So formatting is important. Certain formats have specific qualities and we mix them in a customized way to make sure all of the client’s goals are met. I have talked to a lot of doctors who are surprised that this is even possible. The fact is, that we begin with the end in mind BEFORE we start designing. And, we don’t fit you into a box. If you want a site that can be optimized and still have the aesthetic beauty of Flash, then... ok. Why not? When you custom design you can have it all.
If you are sharpening your web strategy this year, why not look into how we approach custom design. It is a good way to get everything you want. Feel free to ask questions by emailing me at donald@dogstarmedia.com.
This is a great new site complete with video introductions from the doctors under the About Us section and video overviews from the doctors in the procedures area. It is part Flash, part HTML allowing us lots of room to optimize the site, while still having the glamourous aesthetic of Flash. And, the video is so important for creating that image of difference in a first impression and starting to build that trust. For everyone who is serious about sharpening up their web site’s effectiveness, this is the kind of site that really works.
With Dog Star Media, all designs are custom designs. We do not use templates. So formatting is important. Certain formats have specific qualities and we mix them in a customized way to make sure all of the client’s goals are met. I have talked to a lot of doctors who are surprised that this is even possible. The fact is, that we begin with the end in mind BEFORE we start designing. And, we don’t fit you into a box. If you want a site that can be optimized and still have the aesthetic beauty of Flash, then... ok. Why not? When you custom design you can have it all.
If you are sharpening your web strategy this year, why not look into how we approach custom design. It is a good way to get everything you want. Feel free to ask questions by emailing me at donald@dogstarmedia.com.
Tuesday, December 30, 2008
Want to know what everyone is doing?
I have been getting this question a lot lately. For some reason, everyone wants to know what everyone else is doing. Well, here is the answer.
Right now, I am seeing a lot of yellow pages and print advertising canceled or not being renewed. Part of this is a trend coming from my coaching and retainer clients. I regularly recommend using tracking telephone numbers on print ads so that it is easy to see the direct response activity that comes from print ads. In the year end evaluations, many of my clients were surprised at the huge difference between calls being generated from their web sites as opposed to their print ads. I was not surprised but they often need to see it in black and white. Normally large mass media expenses are not justified. They feel good but Internet-based marketing is much more productive. This has led to a huge run in Pay Per Click campaigns in our clients recently.
These new bolstered Pay Per Click campaigns work really well with our low-cost Keyword SEO program. This is becoming a model that we are seeing over and over both in cosmetic dentistry and surgery. I have always recommended some sort of pay per click but, even today I was informed that the Pay Per Click campaigns we were running were so targeted and effective that they were beginning to impact some clients’ organic optimization. This has to do with relevant traffic being driven specifically to our client sites. Bottom line here, our approach is augmented even further through a stronger Pay Per Click campaign. This is also a trend we are seeing.
Finally, we have had a run recently on new, upgraded designs in web sites. In the next 2-3 weeks, we will be debuting some new web sites for cosmetic surgeons. I would definitely put these projects into the “high-end” category. Yes, we are getting a lot of requests for web sites for this time of year. People are re-tooling their web strategies, adding video and trying to distance themselves from those who are sitting and waiting. That is the third trend we are seeing: new, updated web designs.
So, when you go back to work after the new year turns, what is at the top of your agenda. Please let me know what we can do to help. Just email me at donald@dogstarmedia.com. And, happy new year to all.
Right now, I am seeing a lot of yellow pages and print advertising canceled or not being renewed. Part of this is a trend coming from my coaching and retainer clients. I regularly recommend using tracking telephone numbers on print ads so that it is easy to see the direct response activity that comes from print ads. In the year end evaluations, many of my clients were surprised at the huge difference between calls being generated from their web sites as opposed to their print ads. I was not surprised but they often need to see it in black and white. Normally large mass media expenses are not justified. They feel good but Internet-based marketing is much more productive. This has led to a huge run in Pay Per Click campaigns in our clients recently.
These new bolstered Pay Per Click campaigns work really well with our low-cost Keyword SEO program. This is becoming a model that we are seeing over and over both in cosmetic dentistry and surgery. I have always recommended some sort of pay per click but, even today I was informed that the Pay Per Click campaigns we were running were so targeted and effective that they were beginning to impact some clients’ organic optimization. This has to do with relevant traffic being driven specifically to our client sites. Bottom line here, our approach is augmented even further through a stronger Pay Per Click campaign. This is also a trend we are seeing.
Finally, we have had a run recently on new, upgraded designs in web sites. In the next 2-3 weeks, we will be debuting some new web sites for cosmetic surgeons. I would definitely put these projects into the “high-end” category. Yes, we are getting a lot of requests for web sites for this time of year. People are re-tooling their web strategies, adding video and trying to distance themselves from those who are sitting and waiting. That is the third trend we are seeing: new, updated web designs.
So, when you go back to work after the new year turns, what is at the top of your agenda. Please let me know what we can do to help. Just email me at donald@dogstarmedia.com. And, happy new year to all.
Tuesday, December 16, 2008
Web Sites and New Partnership
I am happy to announce that Dog Star Media has been selected as one of handful of media design companies to participate in a new pilot program with a top national pay-per-click company. We will be offering web design, video and other creative services. Details will be released in the near future. It’s a pretty big honor and I am fairly certain that the reason we were chosen was because of our excellent media design for high-end small businesses such as cosmetic surgeons and cosmetic dentists.
As I was preparing online materials for their RFP interface, I came across this video which illustrates your options for web design. It is worth watching, even if you have seen it already.
I thought it was a good reminder for all of you how you can be more competitive on the web. Now more than ever, prospective patients are going to your web site. If it gives a bad impression, it is just as bad as
1) Not taking their call when they call you.
2) Treating them poorly in your reception room or in your practice.
3) Ignoring their requests for more information.
4) Giving them the impression that you have enough business and do not care whether or not they become your patient.
Hard facts but true. These are first impressions you never want to make in person. Why would you want to make a bad first impression on the web? A web site that is lacking undercuts everything you are doing in marketing your practice. If you need it and you need a break in paying for it now, let me know. I will work with you. The worst thing you can do right now is to not have a great design or be working toward making your site more compelling. It is expected on the web by now.
As I was preparing online materials for their RFP interface, I came across this video which illustrates your options for web design. It is worth watching, even if you have seen it already.
I thought it was a good reminder for all of you how you can be more competitive on the web. Now more than ever, prospective patients are going to your web site. If it gives a bad impression, it is just as bad as
1) Not taking their call when they call you.
2) Treating them poorly in your reception room or in your practice.
3) Ignoring their requests for more information.
4) Giving them the impression that you have enough business and do not care whether or not they become your patient.
Hard facts but true. These are first impressions you never want to make in person. Why would you want to make a bad first impression on the web? A web site that is lacking undercuts everything you are doing in marketing your practice. If you need it and you need a break in paying for it now, let me know. I will work with you. The worst thing you can do right now is to not have a great design or be working toward making your site more compelling. It is expected on the web by now.
Tuesday, December 9, 2008
Optimized Site with New Design by Dog Star Media
Way to upgrade your web strategy! Congratulations to Mark Weiser, DDS with the launch of his newly designed, highly optimized new web sites.
You can see them at SantaBarbaraDDS.com and Boutique-Dental.com.
Dr. Weiser gets it. From a design point of view, these sites are graphically very good, offer plenty of video with lots of topics (the tour video is a Dog Star Media production), the Cosmetic Channel and plenty of content.
And, the sites were re-written with search engine optimization in mind. Basically, everything was done in the revision of these sites that makes them truly competitive on the web. Plus, with two different web sites, similar content is reused and repackaged for specific audiences.
This is a mature and complete Internet strategy. If you were wondering what you should be doing to be the most competitive these days, look at this site and take notes. And, to expedite it, feel free to email me. Much of what you see here came from my consultations with Dr. Weiser. If you have any questions about how to make your site more active and more competitive, please email me at donald@dogstarmedia.com.
You can see them at SantaBarbaraDDS.com and Boutique-Dental.com.
Dr. Weiser gets it. From a design point of view, these sites are graphically very good, offer plenty of video with lots of topics (the tour video is a Dog Star Media production), the Cosmetic Channel and plenty of content.
And, the sites were re-written with search engine optimization in mind. Basically, everything was done in the revision of these sites that makes them truly competitive on the web. Plus, with two different web sites, similar content is reused and repackaged for specific audiences.
This is a mature and complete Internet strategy. If you were wondering what you should be doing to be the most competitive these days, look at this site and take notes. And, to expedite it, feel free to email me. Much of what you see here came from my consultations with Dr. Weiser. If you have any questions about how to make your site more active and more competitive, please email me at donald@dogstarmedia.com.
Subscribe to:
Posts (Atom)