Revenue-Capturing Website Secrets for Entrepreneurial Physicians

Module 11: Driving Traffic to your New (or Revamped) Website — Part 2

We are nearing the end of this program and I do hope you are seeing some rays of light about websites in general, and yours in particular.

Since a website is only as good as the traffic it receives, Module 11 is the second part of this crucial topic – how to get people to stop by and see and even sample what you have to offer.

Here then are another 15 Traffic Tips for enticing visitors to your website (some online, and several offline):

Traffic Tip #16

If you have been around as a human being for a while, chances are you have a mailing list of people who you would like to share your new website and/or business with. Mailed postcards with a nice simple design and with an incentive to sign up for your ‘freebie”, your e-mail newsletter or a special “Opening Day” offer are not very expensive.

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Traffic Tip #17

Remember to collect and update email addresses from all your contacts and existing patients or clients. These should be entered accurately and as soon as possible into your contact management system.

If you are using an email/autoresponder program, such as aWeber, to handle your communications, you may need to enforce a “double opt-in” (to assure aWeber that you are not spamming people and that they agree to be contacted. This action ensures a very high email deliverability rate. as the ISPs know this is aWeber’s policy and are more inclined to trust email sent from the service).

This means that, once you have entered an email address into the system, it will send an email automatically to the person requesting that they confirm their desire to be on your mailing list. You have the option of writing your own persuasive email encouraging your new contact to confirm their subscription.

While on the topic, here are other Email Best Practices:

  • Make the “Unsubscribe” opt-out links obvious. Most email programs do that for you automatically.
  • Write your email newsletter content to be at least 75% educational or non-commercial
  • However, don’t forget (or be too embarrassed) to offer your programs and services. You have a duty to your target market and to the viability of your practice or business to make sure your readers are aware of your terrific offerings!
  • Have a Privacy policy (the equivalent of a guarantee). Keep it simple: Your email address is kept confidential. We do not sell, share, trade, or in any way reveal your private information to anyone for any reason
  • It is a CAN-SPAM (the law governing email) requirement to post your practice or company’s physical street address in all commercial messages.

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Traffic Tip #18

When you send out an email newsletter, offer the reader the option of reading the entire content in the email (convenience!) as well as accessing the articles or content online via a link in the email. This will encourage a certain percentage of your readers to return regularly to your website.

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Traffic Tip #19

Understand that those who read your blog regularly are not necessarily the same people who are on your emailed newsletter list. In fact, you typically don’t know who’s reading your blog as you are not capturing an email address in most instances.

It’s a good habit to send your email list some of your best blog posts (you can let your list know via an email containing links to the posts). Likewise, whenever you email your newsletter with informative content out to your list, you should create a blog post with that same content, for your blog readers. That way your efforts get greater bang for the buck!

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Traffic Tip #20

Article marketing is a very powerful way to get your name, expertise and website out there.

Write ten to fifteen 500-800 word articles (you can even adapt existing blog posts or contract to have them written for you – remember the outsourcing services in Module 9), and submit one or two a week to an article directory such as Ezinearticles (other sites are also listed in Module 9).

Don’t forget to have your punchy byline with a link to your website at the end of each article.

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Traffic Tip #21

Leverage the power of Amazon, by becoming a regular book (or product) reviewer in your area of specialty.

Here’s how to do it from Dr. Scott’s Business Blog (Scott Testa PhD):

Step #1. Set up an account with Amazon.

This is the easiest part of the whole task. Simply go to http://www.amazon.com and set up an account for yourself. This should only take a few minutes and is very straight forward.

Step #2. Click on your “Your Name” Store tab.

Once you’ve set up your account you should have been given a password in order to login to your account. If you’re not logged in already, login now. Now, from within the members area there should be a row of tabs at the top of the member’s area, click on the one that says “Your Name” Store

This will take you to a different area with a different sub-menu.  Click on the tab in the sub-menu that says “About You Area”.

Step #3. Setting up your “About You Area”.

Now this is where you have to pay ‘Special Attention’ because this is what people will see when they click on your ‘About You’ tab.

Assuming you are at the ‘About You Area’ you’ll notice that you have spots available to put your Picture, Name, Nickname, email Address, Real Name and About Me. Well go ahead and fill out all the area’s accepting your ‘About Me’.

The ‘About Me’ spot is what I’ll talk about in the next step, but for now, just fill out all the other area’s and if you want to put up a picture of yourself, you can, it’s up to you.

Step #4. Setting up the ‘About Me’ section.

This is probably the single most important part of this whole process because this is where your potential customer will read about whom you are and what you and your business is all about, so do take this seriously.

Now, you have about 4,000 characters of space to write up a description about who you are and what your business is about, so it’s up to you on how long you want your description to be.

Before you start writing your description this is what you have to do first within the first 70 to 80 characters of your ‘About Me’ description and I’ll show you an example of how mine looks so you’ll be able to see this in action.

Do you see what we’ve done? I’ve incorporated my ‘Domain Name‘ in quotes into my First 70 to 80 characters of my description so when they click on my ‘About Me’ and read my profile they’ll also see my Domain Name, and if they wish to find out more about me they can either ‘Copy and Paste or Type’ my domain into there browser which will then bring them to my website where they can either ‘Subscribe’ to my newsletter or read my sale copy which will then get them to Opt-In to my newsletter.

This is where the ‘List Building’ starts to take place from the traffic sent through Amazon. Now, we’ve already established that Amazon is a High Traffic website and now that you’ve set up your ‘About Me Area’ the way I’ve outlined it above I’m now going to show you how to direct Amazon’s traffic to your website.

Step #5. Directing Amazon’s traffic to your website.

This is where the fun starts. And once you see how it’s done you’ll probably kick yourself in the butt like I did when I was shown How-To do this. What we need to do now is a little exercise so you’ll see for yourself how you’ll tap into Amazon’s traffic.

So, we know that Amazon is best known for Books, so click on the ‘Books’ tab within Amazon’s members area. This will take you to a different page. In the upper left corner you’ll see a ‘Search Books’ search box. Now, for the purpose of this exercise, just so that we’re on the same page, lets use ‘internet marketing‘ as the search term.

So, go ahead and type that in and press GO!

You should now see a bunch of listings on books related to ‘internet marketing’.

Scroll down and select the “33 Days to Online Profits” link. This will bring you to its Product Description page.

Within this Product Description page you’ll find Product Details, Editorial Reviews and most important of all, All Customer Reviews. Notice I said “and most important of all, All Customer Reviews”.

That’s right, all you need to do is ‘Write Reviews’ on books within your particular Niche and when potential customers are reviewing the book you wrote the review on and they scroll down and happen to read your review and click on Your Name to see what you’re all about, guess what they’ll see?

They’ll see your profile with your Name, Nick Name, email Address and your ‘About Me’ description with your Domain Name screaming out at them which can easily be typed into there browser.

Nifty way to share your expertise and get new traffic from people who are browsing the books you have already read in your niche!

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Traffic Tip #22

Try adding “If you know anyone who would find this newsletter useful, please forward it to them” to the end of your newsletter.

You can be even more active by adding a Tell-A-Friend (TAF) script to your “Thank you for Signing Up” web page for your newsletter or Free Report webpage. Just ask your webmaster how this can be done. You can see an example here:

http://www.entrepreneurialmd.com/thankyou/ (scroll down a little)

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Traffic Tip #23

Specialty social networks can be very good places to forge relationships and participate actively in a non-pushy way that gets you noticed.

Examples of places where you’d find physicians are:

Use the following phrase to search for your networking opportunities with specialty groups:

“social network for ….” (e.g. weight loss)

One of the best places to find a specialty network is on Meetup.

Here is an article with ideas for how to do this: Connecting with Like-minded People Meetup Groups

Finally, Ning is a fantastic tool for you to be able to set up your own private Facebook kind of environment, with your own “tribe” (similar in some ways to a Facebook Fan Page), but even if you are just looking to join groups, you will find thousands of established Ning communities in the Ning Directory.

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Traffic Tip #24

Pop-up/ pop-over boxes. Those annoying little “Sign up for our newsletter” boxes that suddenly pop up when you are looking at a website are amazingly effective at encouraging sign-ups. I guess the trick is to make them funny and compelling enough that people smile (and sign up!) rather than click away in disgust.

Your webmaster will be able to help create these.

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Traffic Tip #25

Cross-promotion. Team up with businesses or practices that offer services that are complementary to yours, as opposed to competitive. Rather than share email addresses (which is a no-no — after all, haven’t you told them in your Privacy Statement that you won’t do that?), find ways to introduce your readers gradually to each other. Perhaps you can do a recorded interview of each other and share it, with a link to each person’s website)with your respective audiences either as an audio interview or a written transcript.

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Traffic Tip #26

Affiliate Marketing is a step up from cross promotion. If you use a shopping cart such as those mentioned in Module 9 resources, you can invite people to be your affiliates in helping promote your product or service.

These “smart carts” will generate unique links that your affiliate can use to promote your “stuff” and you’ll be able to track how visitors and registrants come to your site.

If you create an email, blog posting, or Twitter campaign that your affiliates can send out to their lists to promote your event and if they use their unique link driving the curious person to your website or web page, they will get proper credit for any registrations.

Even if you’re holding a free teleclass, your shopping cart’s affiliate program should let you to create a special affiliate link to your teleclass registration page for your affiliates and track those registrations and credit the affiliate for any purchases made from your upsell promotion on the teleclass.

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Traffic Tip #27

Offer free teleclasses by interviewing invited guests or teaching with your own content, and encourage your list to invite others. Promote your teleclass via:

  • Twitter
  • Facebook – your Event section
  • your Facebook fan page
  • LinkedIn – Event section
  • your blog
  • your Ning group
  • an email to your list
  • a free press release (check out Resources in Module 9)

Host your teleclass on a free teleconference line such as FreeConferenceCall or  FreeConferenceCalling, along with a recording service such as AudioAcrobat (see Resources in Module 9).

You can also use a paid service such as InstantTeleseminar that offers you an array of cool tools, including a simultaneous webinar function, event reminders and event recording all built in.

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Traffic Tip #28

Create short (1-2 minute) educational videos with tips, “3 secrets to …”, helpful hints etc. and distribute them, with your business or practice name and your URL, on YouTube. Host them on your blog as well (grab the “embed code” from YouTube and add it your blog — again, your webmaster should teach you how to do this).

Use Jingproject or Animoto (Module 9 Resources), combined with Powerpoint and royalty-free stock images to make these simple videos. Mine take about 30 – 40 minutes to make (see some here at Physician Website Secrets Blog)

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Traffic Tip #29

Obtain attendee lists from conferences pertaining to your target market or membership lists of business associations you belong to that represent your target market or a referral source for your practice or business (make sure you get email addresses).

Send a well-crafted, warm, personable email to the people on the list inviting them to sign up for your newsletter/get your free report/request a free consultation etc (whatever your offer is). Do not automatically add them to your email list, as that is spam! Instead, provide a link in the email to a sign-up page on your website. If your email is compelling or intriguing enough, they may very well decide to try out your newsletter!

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Traffic Tip #30

I don’t profess to be a Google AdWords expert, but a well-designed Google ad (those “sponsored links” at the top and on the right of the Google pages) has the capacity to drive big traffic your way.

This is also referred to as Pay Per Click or PPC.

Google AdWords has become a tricky tool to use, despite its power, as there is now so much competition. However, there are many good resources to learn how to do this effectively, such as:

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Well, these 30 tips over the last 2 modules should get you started. This list is far from comprehensive, and we haven’t really touched on the highly technical topic of Search Engine Optimization (SEO). However, if you were to implement most of these tips, you’d be well on your way to generating significant traffic.

By now, I hope you have also noticed that paying attention to offline activities can produce traffic too – don’t forget to “hurl your URL” in the many places you frequent, or materials you hand out!

Here is a check list for you to use, as you begin to plan your campaign to increase your website traffic.

Physician Website Secrets Traffic Generation Checklist

Remember, you can’t do it all at once.

Think strategically, and always think about your target market – what do they read, where do they hang out, what do they care about, what excites them, what causes them anguish or frustration?

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In our final module, Module Number 12, you’ll be ready to launch your new or revamped website. I shall go over all the details you need to consider and have in place for a happy website birth!

Until then, have a great week!