New Facebook Advertising Feature For Local Business

Do you have a business that targets customers in a local area?  For example a dentists, plumber or a restaurant.

Lets say you're a dentists, instead of waiting and hoping for new patients to find you by accident, you can go out and get new patients living in your local community using a new advertising feature on Facebook.

In the past, you probably thought of Facebook as just a way to connect with existing customers and get as  many LIKE's as you can.

This new local advertising feature makes it easy to promote your business in your local area where it really matters.

 

FACEBOOK LOCALISED ADVERTISING

Facebook allows business to advertise to achieve many different outcomes.  In particular for Dentists, being able to REACH PEOPLE LOCATED NEAR YOUR BUSINESS.


 

  • Now a dental practice can advertise on Facebook to people that live within a few km of the practice.
  • Your advertisement show up right in their news feed so they don’t miss it.
  • By adding a "Send Message" button, customers can contact you directly from your advert, enhancing results and bookings.
  • Your ad features a photo and message and a call to action to encourage bookings.
  • This type of advertising costs significantly less than Google or any other form of advertising.  So you’ll spend less money by reaching more people in your area.
  • Create local awareness adverts directly from your Facebook Page. All you need to do is set a small daily budget and the area you want to reach.

 


You can see the results of your local awareness adverts on your Page in the Notifications panel. Here are two things you’ll want to look for.

  • People reached:  This is the number of people you reached in and around your local area.
  • Clicks:  If you selected "Send Message" as your call to action, we’ll tell you how many people clicked on the button in your advert.

 

SET YOUR ADVERTISING TARGET AUDIENCE

Facebook provides the biggest membership website available in Australia and they have a profile on each of their members.  So they know exactly who lives in each community.

You can focus your targeting on everyone in your area or just a specific group of people living in your area.  For example if you know the profile of your 20 most profitable patients, you can advertise to other people just like them.

For example if your best patients were female, living in a certain geographical area, aged between 30-50 years of age and are self-employed, you can easily set your ads to only show to people that have this exact profile.

You can watch a short (2 minute) video on Facebook ad targeting, click here.

 

GET ATTENTION BY GIVING SOMETHING AWAY

Facebook advertising is a tactic known as interrupt marketing.  So your Facebook ad has to firstly get the prospects attention.  So make sure your ad pops, so the prospect definitely looks at it.  This is why Facebook ads are very visual, incorporating eye-catching photos or videos, that pop out at the user.  This is a very different strategy to Google Advertising which is just text.

Give something away on Facebook to GET ATTENTION and get them to TAKE ACTION and make a booking.  You have to get new patients into your practice, then you can sell them on what they need and evolve them into being a profitable, loyal patient.

 

LAW OF RECIPROCITY

So you get a new patient in through a special offer.  You’ve given generously to get this new patient in your dental chair.  Now will they reward you with repeat business?

Chances are they will.

You see when someone does something nice for you, you will have a deep-rooted psychological urge to do something nice in return.  This is called “The Law Of Reciprocity”.  So the new patients, due to their human psychology,now have an uncontrollable urge to give back to you.

 

USING IMAGES IN FACEBOOK ADVERTISING

All ads on Facebook have to have an image.  Adding the right image is one of the most powerful factors in determining the success of your ads.

Text Message On Image
Text on the image statistically works best, but Facebook does not allow you to have text dominating the image, text must take up no more than 20% of the image.

Add Multiple Images
When you create an ad set, you can select up to 6 images.  Can I suggest add at least 3 different images to your ad campaign.  Facebook will split test the different images for you to see which one performs the best at getting the target audience to take action.

What Size Should The Images Be?
The best size image to upload depends on the type of ad you're creating.
Desktop adverts size: 1,200 x 628 pixels

 

USE HOT BUTTONS

Most dentists don’t make their advertising interesting and emotional.  So once you get the prospects attention with your image, then you have to tell them using text how you can help them using their “Hot Buttons”.  This is also referred to as patient pain points.  You have to point out the prospects problems OR the outcome they really want, and present yourself as the solution, the answer to their preys.

 

INEXPENSIVE TEST

Spend a $200 advertising with Facebook as a test to see if this tactic works for you.
You can set a daily or a lifetime budget for your advertising campaign.

Let’s say you got 1 new patient from your $200 Facebook advert campaign, and you know that the average lifetime value of a patient is $700.  This would be a successful advertising campaign with a positive return on investment.

Once you’ve run a test you’ll know exactly how much it costs to get a new patient via Facebook.

 

FACEBOOK ADS HAVE TO BE APPROVED

When you first setup a Facebook ad, it does not automatically go live.  It will be pending until a real Facebook employee checks your ad to make sure it meets the Facebook advert guideline.  Typically, ads are reviewed within 24 hours, although in some cases it may take longer.  When your ad is approved and starts running, you’ll receive and email from Facebook to let you know.

 

CONCLUSION

Using Facebook local advertising could be the next big step forward for your practice.  It’s easier and cheaper than you would think, so consider giving it a test run.

 

 

To your success,

Luke Hayes

www.LukeHayes.com.au
Web Design and Marketing Strategy

Be Honest, Does Your Website Need To Be Re-Designed?

If you know your old website is out-of-date and not performing the way it should, then read on.  Because your website should be your most important marketing tool.

Follow these 6 steps to make sure your website is working hard for your business:

 

1.  STAY FOCUSED
Be clear exactly what your ideal outcome/benefit is that you want your website to achieve.
- Sales Enquiries
- Online sales
- Subscribers
- Sell Advertising
- Etc

Make sure your web designer clearly understand what you want to achieve.  Make sure your web designer is suggesting and offering strategies to make your website effectively deliver the right results.

 

2.  LOCAL ADDRESS
If you are targeting local residents and people that work in the area, then location marketing is critical.

Make sure that your website clearly states your address for websites visitors to see and for Google to know exactly where you are located.

Get a Google MyBusiness account, this is the basis of being in the new Google local directory.  Very important.

 

3.  PHONE NUMBER
Have your phone number displayed prominently on the top right of your website.

This makes it easy for visitors to call you, shows that you are service orientated and ready to help, and it has been proven to persuade visitors to take action and contact you rather than just browse.

 

4. MAKE IT EASY
One of the most common website mistakes is over-crowding and over-complicate the site.

Web users expect quick and easy navigation.  They want to find the relevant information and answers with ease.  Your contact details should be available so they can make an enquiry or make a booking.

 

5.  MOBILE FRIENDLY
Every website needs to be mobile friendly.

When choosing a web designer look at several of the sites they have designed on a mobile phone to make sure that they look excellent and work well.

 

6.  DON’T BE AFRAID TO IMITATE
There are thousands of excellent websites to look at and take ideas from, you just have to invest some time to look.

Before you start designing your own website, spend an hour looking at competitor sites.  Look at websites from around the world.  Any time you see a site you like a design, or a feature note it down and discuss it with your web designer.

 

 

To your success,

Luke Hayes

www.LukeHayes.com.au
Web Marketing Strategy

Who Owns and Controls Your Website?

DID YOU KNOW THAT COPYRIGHT AUTOMATICALLY GOES TO THE WEB DESIGNER?

A business hires a web developer to setup and design a website.  The business owner assumes that because they paid the web developer and because the website is for their business, that they own the copyright on their website.

Unfortunately this is wrong.

Hiring a web designer or commissioning any kind of creative work does not automatically grant you ownership of the rights.

 

WHY IS THIS SO IMPORTANT?

Copyright ownership is important because the owner is entitled to control all use of the copyrighted material.

So make sure that you own the copyright on your website and not the web designer.  If you are the copyright owner then you have the rights to:

  • You can modify your website, whenever you want, in any way that you want.
  • You are not locked in to using the original web designer to edit your website.
  • No business can copy your website design or content without your permission.
  • If you wish to sell your business, you will have no trouble as the copyright owner.

 

WHAT SHOULD YOU DO?

You simply need a copyright transfer agreement.

So make sure that when you hire a web designer, you get them to state in writing or an email message that you will own the copyright on your website.  This officially transfers the copyright ownership from the web developer to the business owner.

The Transfer Agreement should state:
“{web developers name} transfers all copyright ownership and rights in the design of the website to {business name}”

 

WHEN SHOULD YOU GET THE TRANSFER AGREEMENT?

I recommend that you discuss copyright ownership in the original negotiations and get the copyright transfer agreement stated in writing in the original quote and/or in the website design contract.  This clarifies the copyright ownership up-front, before the project gets underway.

If the web designer doesn’t formally transfer the copyright ownership, then ownership of copyright automatically goes to the web designer.

 

NOTE:  This article provides general information only.  It is not a complete or definitive statement of Copyright Law.  The author Luke Hayes has no formal legal expertise and so you should seek formal legal advice in relation to copyright law.

 

To your success,

Luke Hayes

www.LukeHayes.com.au
Web Marketing Strategy

Is Your Website Making These Mistakes?

Use this simple 8 point website checklist to ensure your site achieves the best possible results online:

  1. Is your phone number displayed prominently on the top right of your website?
    - This is a key spot for your website visitors to take action and contact you.
    - Important for persuading and enabling customers to easily contact you.
  2. Is your physical practice address in the footer on every page of your website?
    - This is very important for Google local search.
  3. Do you have a site map on the footer on every page of your website?
    - This is important for Google.
  4. Is your website modern and uncluttered?
    - Important for Trust and Credibility.
  5. Is your current website easy to navigate and find the relevant information?
    - The easy usability of your website directly impacts the number of conversions.
  6. Does your website include a Call To Action?
    - Make it clear what you want people to do:
       - BUY NOW
       - BOOK AN APPOINTMENT
  7. Does your website have a prominent position in Google for local searches?
    - Potential new buyers are searching Google.
    - Google gives a preference to local business close to the area where the searcher is located.
  8. Is your website responsive? (automatically adjusting for perfect viewing on a mobile phone)
    - Google reports over 50% of all website page views are now on a mobile phone.

Your website is your best opportunity to attract new customers.  So make sure your site can be found,  is user-friendly,  clearly provides all the information about your business, services, products.



To your success,

Luke Hayes

www.LukeHayes.com.au
Web Marketing Strategy

Online Reputation Management

Over the past 24 months there has been a gigantic shift in how consumer behaviour.

Did you know 92% of people read online reviews before selecting a business or service?  

Statistics consistently show that reviews are the number one most influential factor.

 

ONLINE REPUTATION MANAGEMENT

What people are saying online has become a critical issue for all businesses.  It’s so important that it’s launched a new marketing discipline called “Online Reputation Management”.

A positive online reputation is an asset, while a negative reputation is very harmful.

•    What are customers saying about you online?
•    What is your online reputation rating/score?
•    Are there any negative reviews online about your business?
•    What to do to create an excellent online reputation?

We cannot completely control what people say about us online, but we can manage our online reputation and make it as positive as possible.  Encouraging happy customers  to leave us a positive review is extremely beneficial.

 

GOOGLE REVIEWS EXTREMELY IMPORTANT!

Google Reviews are the single most important online resource about your business.  Statistics consistently show that these Google Reviews are the #1 most influential factor when a person is making a buying decision.

If a person is given your name as a referral, chances are they’ll research you on Google first, before calling you for an appointment.

When a person searches for your business name on Google, they are instantly presented with an information card on the right side of the Google screen.  The focus of the information card is your Google Review ranking.
•    On a desktop computer the Information Card fills the top right corner.
•    On a mobile phone the Information Card fills the top of the screen.

The new reality for all businesses is that you need to manage your online reputation.  Make sure that when customers are online researching you, they get a POSITIVE message.  Let’s face it, these online reviews about you will either attract new patients, or send them to your competition.

 

HOW TO GET PEOPLE TO GIVE YOU A GOOGLE REVIEW?

1. Identify any customer or friend who has a Gmail email address.
2. Timing is important so impress them, care for them, give them massive value.
3. When you know the customer is feeling appreciative, ask if they're happy.
4. When they say YES, then ask them to do you a quick one minute favour.
   - Did you have a good experience today?
   - That’s so good to hear.
   - Your satisfaction is really important to us.
   - Would you mind doing us a quick one minute favour,
   - and type us a short Google review?"
5. When they say YES, thank them sincerely.
6. Make it easy and provide them with instructions on how to give you a 5 star review.
   - Create instructions that can be included in a handout or an email message.
   - If you want a copy of the instructions I provide, email me: luke@lukehayes.com.au

For the best results, the person who has the closest connection to the customer should ask them for the review.

WHAT TO DO ABOUT NEGATIVE CONTENT?

A person who wants to do damage to your reputation will find few obstacles online.  It’s very easy to post a comment or review and tarnish your good name.  I get asked all the time “how do I get rid of negative content?”

Unfortunately you can’t remove a negative rating or comment from the Internet, because you did not create it.  But there is an effective way to deal with it.  You bury the odd negative comment or review under a mass of positive ones.

If you get a negative review, I think it’s best to respond in a positive way because other potential customers may read the negative review.  In your response to this review state that you are committed to customer satisfaction and encourage them to contact your office to discuss or resolve the matter.


CONCLUSION:

Your online reputation is critical, because potential new customers will research for you on Google.  So start getting as many positive GOOGLE REVIEWS as you can.  Ask customers, friends and family to leave you a positive review.

To your success,
Luke Hayes

www.LukeHayes.com.au

 

 

 

 

 

 

Small Changes Can Equal A Huge Boost

 

When you think big, you tend to overlook little changes that can lead to astounding results. I’ve found that the most powerful innovation happen incrementally…that is small changes add up to really BIG RESULTS. 

QUESTION:  What small change can you make in your business that could result in major growth?

Here are some easy to implement changes I've made that made a huge difference to my business:

-  Get up in the morning 30 minutes earlier.
-  Hire help.
-  Create some systems and a checklist that everyone has to follow.
-  Start promoting.
-  Offer staff more flexibility.
-  Pick a new niche to target.
-  Start calling existing clients to see what help we can offer them.
-  Make everyone stand during the staff meeting and cut it down from 1 hour to 15 minutes.

web design & strategy
www.LukeHayes.com.au

Free Directories: Increase Your Web Popularity

Increase the traffic to your website and get more sales!!!

A simple strategy is to list your website with free online directories.  This can lead new visitors straight to your website and play a significant role in improving your search engine ranking.

Below are 25 Australian directories where you can list your site for free.  Make sure you use a free email address (Gmail, Live, Yahoo, Hotmail) to sign up to these free directories, so you don't cop a whole lot of spam in your primary email address.

www.cracker.com.au
  -  Click on "Post Ad"

www.HotFrog.com.au
  -  Click on "Add your business"

www.GumTree.com.au
  -  Click on "Post an ad"

www.truelocal.com.au
  -  Click on "Add Business"

http://sydney.craigslist.com.au
  -  Click on "Post to classifieds"

www.street-directory.com.au
  -  Click on "Add Your Business"

www.bigroo.com.au
  -  Click on "Add a Free listing"

www.turnpike.net/directory.html
  -  Click on "Add URL to Directory"

www.dmoz.org
  -  Select the category where you want to be listed
  -  Click “suggest URL” located on top navigation

www.google.com/places
- Click Get Started
- You will need to set up a Google Account

www.dlook.com.au
- Click on the button Advertise
- Click on the button Add Free Listing
- Add details of your business
- Choose Advertising Plan (Free Listing)
- Categorise your business
- Add Tags
- Add Service Hours

www.aussiepages.com.au
- Click Login Now on top right of the page
- Click Submit Listing
- Fill details to create an account
- Confirm email address
- Login to your account
- Click Add Listing and fill in your business details

www.searchmysuburb.com.au/getlisted
- Click Click Here To Register Now
- Fill details to create an account
- Confirm email address
- Login to your account
- Click Add New Business Listing on the left side of the page
- Choose Advertising Plan (Free Listing)
- Fill up the form with your business details
- Click Submit (Note: After your listing has been submitted a representative will contact you to confirm your details.)

www.startlocal.com.au
- Click Add Your Business Free on top right of the page
- Fill details
- Confirm your email
- The team will review your listing before it's being published on their site

www.FindInAustralia.com
- Click bottom right corner:  Place Your Page Now

www.ufound.com.au/SignUp/free.aspx
- Fill in the form with your and your business details
- Confirm your email address

www.aussiedirectory.com.au
- Click Submit Link on the left of the page
- Choose Regular Listing and fill in the form details
- The team will review your listing before it's being published on their site

www.livepages.com.au/free_listings.php
- Click Start Listing Setup
- Fill in the details
- Click Activate Listing
- Confirm your email address

www.aussieweb.com.au/add-listing.aspx
- Fill in the details
- Submit your listing

www.streetcorner.com.au
- Pick your city
- On the top navigation click on the link:  FIND IT LOCAL
- Then click on the sub navigation link:   BUSINESS
- The click on the link:  ADD BUSINESS

www.ineedto.com.au
- Click on the button: Advertise with us
- Choose FREE at the bottom of the page
- Fill in the details

www.ourpatch.com.au
- Click on the button:  Business Directory
- Then click on the button:  List your Business
- Choose Free
- Fill in the details

www.bondiclassifieds.com.au
- Click on the button:  POST A FREE AD
- Login / Register
- Fill in the details of you and your business
- Confirm your email

www.yellowbook.com.au
- Choose your state
- Scroll to the bottom click on:  Add New listing
- Fill in the details of you and your business
- The team will review your listing before it's being published on their site


--------------------------------------------------------

Web Marketing Strategy
www.LukeHayes.com.au

Writing Staff Profiles - Meet Our Team


There are many benefits to having staff profiles on your website:

  • Show the skill expertise and credentials of your team to customers
  • Presents the human side of your business with a real human face. Customers are more friendly and less sterile and hostile to a person if they can see they have a face.
  • Allows your customers to make a more personal connection with staff
  • Helps make your staff feel valued and more connected to your business

Get each staff person to write their own profile:

  • Must be written in the third person like a short biography
  • Provide a list of questions to help staff write their profile
  • Set a maximum word limit for each staff persons profile
    It's best if the profiles are similar in length.
  • Give staff time to think about, research and write a great profile

Provide your staff with a list of questions to consider when they’re writing their profile.  Typical questions may include:

  • When did you join the company?
  • What’s your day-to-day role?
  • What is your passion relating to your career and current role?
  • What credentials and skills do you have related to your career?
  • Is there something about your personal life you’d like to include: 
    e.g. how do you relax when you’re not at work, hobbies, kids, loves to travel, loves pets, etc.

Include a professional photo of each staff member:

  • If your staff already have professional photos you can use those.
  • Consider getting a photographer in for a few hundred dollars to take professional profile shots. If you use a professional, make sure you take the opportunity to get a group shot, recption shot, building, action shots with staff working.
  • Decide on a theme for your staff photos. So the photos all have a unified look, decide up front what you want to convey; natural, relaxed, happy, fun, professional, confident, experienced, quirky, creative, etc.

 

To your website success,
www.LukeHayes.com.au
Web Marketing Strategy

Best Selling Author of Website Masterplan

 

 

Worst Technology Predictions of All Time

Predicting the future is easy … getting it right is the hard part.


'Everyone's always asking me when Apple will launch a mobile phone. My answer is, "Never"'.
By:  David Pogue, The New York Times, 2006.  NOTE:  The iPhone came out in 2007.


‘Y2K computer systems around the world will crash and burn.’
By:  EVERYONE


'The Internet won’t go anywhere… it’s just a trendy and oversold community'
By:  Clifford Stoll, Newsweek journalist, 1995.


'Television won't be able to hold on to any market it captures after the first six months. People will soon get tired of staring at a plywood box'
By:  20th Century Fox executive Darryl Zanuck, 1946.


'There is… no chance… space satellites will be used to provide better telephone… television or radio service'
By:  Tam Craven, Federal Communications Commissioner, 1961.


‘Remote shopping online, while entirely feasible, it will flop.’
By:  Time Magazine. 1966


'Nuclear-powered vacuum cleaners will probably be a reality within 10 years.'
By:  Alex Lewyt, president of Lewyt vacuum company, 1955.


‘The Americans have a need of the telephone, but we do not.  We have plenty of messenger boys.’
By:  William Preece, British Post Office. 1876

How To Create Your Own Images For Facebook

Using interesting and attention grabbing images when you post on Facebook is critical.  Using visual content is the key to getting people to take notice.

However, not everyone has the budget or the skills to invest in software like Adobe Photoshop.

The good news is you don’t have to be a graphic designer to create great images and there are lots of free online tools that you can use.

Add text on an image
www.canva.com
www.bufferapp.com/pablo

Infographics
www.piktochart.com
www.infogr.am

Photo editing
www.picmonkey.com
www.pixlr.com

Collage
www.photovisi.com
www.fotor.com/features/collage.html

Screen Capture
www.techsmith.com/jing.html
www.evernote.com/skitch

If you are wondering what the best size is for image on Facebook:
  • Facebook Image displayed on user news-feed dimensions are 472 x 394px.
  • 16.65cm wide X 13.cm high if the image is 72 dpi which is standard for the web
  • Any larger images will be cropped or scaled down.

To your web success,
www.LukeHayes.com.au
Web Marketing Strategy

Best Selling Author of Website Masterplan

 

have a project in mind?

(02) 8003 5562

Call today for a Free consultation.   High Quality Web Solutions!

need a website?
CALL NOW