“Technophobia is the fear or dislike of advanced technology or complex devices, especially computers.[1] The term is generally used in the sense of an irrational fear, but others contend fears are justified.” (www.wikipedia.com). I was surprised to find that technophobia is as old as the Industrial Revolution!

Many therapists are technology averse, or don’t know where to begin, or don’t know what they don’t know . . . as opposed to being actually technophobic. Don’t let that stop you from harnessing technology to your advantage. We can joke all we want about using a desensitization process, or EMDR, but the bottom line is that technology can help you in your practice.
First, ask yourself what the technology is for? What results are you seeking? Do you want a website and/or do you want technology for business use (such as billing, tracking financials, writing reports, etc.) We’ll look at websites in this article and discuss business uses separately.

Things to Consider for Your Website
Let’s break it down into small steps.

1.    So you want a website. What features do you want and why. You can have an information only website, or one that is interactive such that a client can schedule appointments, pay online, etc. Many “bells and whistles” exist so it’s important to keep focused on the results you’re seeking.
2.    What’s your budget? $500 or $5000?
3.    Can/should you do it yourself or outsource it?
4.    Finding a website provider

Consider what features you want and why you want them (this will save money). Just like writing a paper in school; answer who, what, where, when and why. I want clients and potential clients to know what I do – my areas of specialty, where I am and how to get there, how I work, my general philosophy about therapy, and to provide resources for them. I have sections specific to grief, to couples, and to Personality Mapping, including a registration form that can be printed, completed and faxed. Other options may include email contact (consider legal and ethical issues of timeliness), online payment or appointment scheduling, databases, and so on. Use technology to support your business the way you want to conduct your business.

Your Budget
What are you willing and able to spend on your website? This will help determine the features you select, whether you build it yourself or have someone else build it. Keep it simple, especially at first. Beware of “feature creep” – this can happen in any project. You begin by wanting to update your kitchen; just new knobs and paint. The next thing you know you’re tearing out cabinets and putting in granite countertops! This happens with technology all the time, too. Decide what is essential and what would be nice to have.

Can/Should You Do it Yourself or Outsource it?
There are really two parts to this question: are you comfortable enough and do you have the time to build your own website? Outsourcing is a fancy way of saying that you’re hiring someone else to use their expertise for your benefit. Trust your intuition in this decision.

Finding a Website Provider
Here are a few important tips for finding a website provider:

-    Look at sites you like; who did them?
-    Remember that when you search the internet for providers, the first providers are usually the ones that pay to be first.
-    Ask your network of colleagues for referrals to three website vendors. Check their references and be sure to ask how problems were resolved, if the site was done in a timely manner, etc.
-    How long has the provider been in business?
-    Check the Better Business Bureau
-    Check your local chamber of commerce.

There are three parts to having a website: 1) the domain name (the URL or www.yourwebsite.com), 2) hosting the website itself (a server that has your website on it), and 3) developing the website (the features and content structure – you will provide the actual content). Providers offer one, two or all three services. For example, I use Network Solutions. I was able to search for and have them register my domain names (www.chandramaanderson.com and www.personalitymap.com); my website is on their servers, and I used their simple drag and drop system to create my site with the features I wanted. One can also pay them to develop your website.

What Options Are There For Therapists?

Canned Solutions
Just like in cooking, you can buy broth for your base, or you can buy a chicken and make broth. Any feature you want for your website already exists: email, electronic commerce, appointment systems, and so on. If you feel comfortable, you can put together a website yourself by finding a provider that has drag and drop canned solutions. You select the overall look of your site, easily add content, additional pages, and so on. You should plan on spending several hours if you do it yourself. Doing the basic set up is pretty quick; it can be done in a couple of hours. If you want it to look just so, it takes time to tweak it.

Vendor Using Canned Solutions
A middle of the road solution is to hire a web developer that will take care of the three parts to having a website using existing modules. This is probably the best bang for your buck.

Vendor Personalizes a Website for Your Business
Another middle of the road option is to find a local provider that will meet with you to determine your needs. You provide the images or logos and your content, and they will build a two to three page site for you. This may cost in the $500-800 range, plus hosting, which is about $15-20/month. Anything more than two to three pages of content can start to climb over the $1200 mark, depending on design, functionality, etc.

These two types of vendor solutions are probably the choice most therapists will want to make, since it is the most cost effective (other than DIY — doing it yourself) and will provide the results you want.

Proprietary Website Development
Proprietary development means hiring a web developer that will write software code to provide the features you want. You need to know very specifically what you want, what you want those features to do, etc. A large company may have strategic reasons for wanting proprietary code; as therapists, most of us just want to provide information to make it easy for clients to find us online and at our office.

Next Steps
Hopefully by now you have the terminology to ask yourself what you want and need, what your budget is, and have decided whether to be a DIYer or to hire a vendor, and what to ask when you interview providers for your website. So, pick up your phone and call your trusted colleagues to ask who they used for their website. Knowledge is power; you don’t have to be technophobic no more!

When I invited participants of my food discussion group, Sietsema’s Table, to tell me what they most wanted from a restaurant’s Web site, I got an eyeful.

At the top of diners’ wish lists: descriptions of dress codes, driving instructions, the ability to make reservations online, current menus with up-to-date prices, Metro accessibility information, hours of operation, photos of the restaurant’s entrance and interior, and information regarding special needs. Is the site wheelchair-accessible? Are large-type menus available? Are substitutions allowed for those with allergies? As one poster pointed out, “With the right information, those who cannot be handled well will avoid the restaurant” instead of showing up and having a difficult meal, “then giving bad reviews to everyone they know. It’s in your interest to present your establishment honestly.”

Also telling is the stuff they don’t want to see: Flash, animations, and music. (Especially when the music “makes my co-workers think I’m on a porn site when I’m just trying to find a menu.”)

For my part, I did cover many of the mentioned items, but I didn’t really weigh the importance of accessibility or special-needs considerations. The quoted poster is absolutely right, especially since people with special requirements probably also participate in the relevant niche communities online, the impact of which I mentioned in my first “everbody’s a reviewer” entry.”

Another important thing to mention is the absolute necessity of keeping current and always showing the most up-to-date information. This goes for things that change rarely (phone numbers, parking info, etc.), but more crucially, for things that change frequently (like menu items). Not coincidentally, this is another strike against using an all-Flash Web site, or anything else that you can’t quickly and easily update by yourself (like PDF files of your menus).

In the case of something that changes really frequently — like daily specials — consider a blog: The new stuff is always on top, so it’s tailor-made for stuff that updates and expires quickly. Plus, if your specials are  part of a larger blog for your business, it always gives you something to write about, and you can use them as a hook to talk about other important elements of your business.

In short, for a restaurant, nothing should be stale — not even the info on the Web site.

Now, although this particular topic is pretty restaurant-centric, a lot of the basics apply to any other type of brick-and-mortar business. Have your own tips or pet peeves? Leave a comment below.

In Part 2 of this two part interview, we focus on they see Web 2.0 being used by potential customers and how it makes selling easier or harder.

Steve: Since many customers are using Web 2.0 tools like Zillow in addition to going to your blog, have you found it easier or harder to sell?

BC: The challenge is the internet. There are so many self proclaimed experts out there. Buyers and sellers are more educated than they ever have been with the amount of information on the internet. You have to be able to convert their search results into face to face time. There is only some much “clicking” that consumers can do before they have to actually need a real person to put it into perspective.

JR: It is definitely easier to sell plugged in people real estate. As agents we need to know that many of our clients have more information than we do. Clients today are more likely to come to me having a very good idea of what they want and what they can afford. I generally show a buyer fewer homes than I did 10 years ago because they already have eliminated neighborhoods or types of homes before we even meet.
I can also use web-based tools to help clients make a decision on a home. For example, one of the biggest problems I saw my clients having was the inability to remember homes they had seen. Once most clients see more than about 10 homes they start to run together in their mind. So I use a personalized blog for each client. Each time a client sees a home I take around 20 photos of the home and post them, along with a link to current information on the listing (so they see price changes and other information) on their own blog. My clients can go back through their blog and see each of the houses they viewed in great detail. They can also use the blog to seek advice from friends or family, even if they don’t live nearby.

Steve: Have you had customers select you as their agent because of your use of Web 2.0 and social media tools?

BC: Yes. I have local followers on Twitter that when needed will use me as their REALTOR® because I am so net savvy compared to my local colleagues.

JR: Yes.

Steve: Some small businesses might be reticent to use many tools because they think it might give away trade secrets or make them too vulnerable to competition. What are your thoughts on this?

BC: I don’t think there is a trade secret out there that you can’t find on google. In our industry there are only about 4% of the agents that utilize Web 2.0 (might have doubled this year) but it has not like they haven’t been informed by NAR (National Association of REALTORS®) or any of us that use the internet haven’t told them about it. Some people are just very reluctant to change.

JR: If an agent uses Web 2.0 tools effectively they will be copied. I know because I’ve gotten many, many ideas from agents that I’ve never met in person. But, these tools are communication devices. You cannot be successful by just copying what others are saying. You have to have something to communicate. You have to be original and be yourself. People will know the minute they meet you if you’ve been faking it online.

Steve: As we close, what are some Web 2.0 and Social Media tools that you think every small business should check out and at least experiment with?

BC: All of them, but the key is not to try and sell something. The key word is “Social” network not “Advertising” network. Build relations and business will come.

JR: Flickr is a great tool for communicating. It is much more than just a picture sharing site. It is a way to say something through writing, photos, video, and mapping that is hard to beat elsewhere. Flickr also has a huge number of loyal users who spend a lot of time adding to and interacting with the community there.
A business should also be on LinkedIn. LinkedIn is a good way to stay connected to people you have done business with in the past and to meet new clients or employees through known connections.

In Part 1 of this two part interview, we focus on they are using Web 2.0 to sell to customers and lessons they have learned.

Steve: How long have you been selling real estate?

BC: Just over 3 years

JR: I’ve been helping people buy and sell homes in Northern Virginia since 1994.

Steve: When did you start leveraging the web to market your business?

BC: Day one, I have always been a tech junky. Domain names and websites were set up within weeks of my license date.

JR: I’ve used the web in my business since the mid 90s, but that took on a whole new meaning two years ago. At that time I started to realize that there were a large number of web-based tools available to me that would allow me to communicate to customers and potential customers in a whole new way.

Steve: With the evolution of Web 1.0 to Web 2.0 we have seen tools become more about two-way communications and personal interaction. What Web 2.0 tools (e.g. blogs, podcasts, social networks) are you leveraging for your respective businesses?

BC: I author multiple blogs for various audiences. I use twitter to broadcast my blogs, meet local tech junkies, communicate with other real estate professionals across the states. That’s how I know Jeff. I have not ventured into Podcasting and Video networks yet (emphasize YET,) but you can find me on Facebook, MySpace, Plaxo, LinkedIn, Flickr, Skype, Oovoo, ActiveRain, Plinko (I just made that one up.) Just google “gotbob” and you will find me somewhere. Not that I am active on all of them, I do have a presence there. I look at it this way; whatever social network someone is comfortable using, they have the ability to find me.

JR: I base much of my output in my blog at ourfairfax.com. But obviously very few people are familiar with my little blog. So I use various social networks to add my knowledge and presence to these networks that are more commonly visited by your average person. My goal is to be where my customers will seek out information when they are looking to buy or sell a home. So I interact with people on Twitter, Facebook , Flickr, and LinkedIn. There are also real estate specific sites, such as Zillow and Trulia. My role in these sites is to bring information that would be helpful to a specific person, and to leave information about my area that would otherwise not be available. For instance if someone was moving to Fairfax and wanted information on a neighborhood, I’d want to have pictures of that neighborhood on Flickr, have answered a question about that neighborhood on Trulia, and have written a profile of that neighborhood at ourfairfax.com. Of course, I can only do all of this for neighborhoods I know well. Having that kind of information available to consumers will assist many people as they purchase homes in a neighborhood and show my familiarity of that particular neighborhood to those consumers who are looking for an agent to assist them.

Steve: Have these tools increased your opportunities or have things stayed the same?

BC: Most definitely. Google loves my blog. I get questions via email or phone all the time. Some turn out to be nothing, but it’s an opportunity I didn’t have before.

JR: These tools have increased my opportunities. They also put me in a better position to take advantage of the opportunities in front of me.

Steve: For those small businesses out there, what would you recommend to someone thinking about using these Web 2.0 tools to market their business?

BC: Yes most definitely. The more you can separate yourself from you competition and make yourself more available to people that have questions or needs the better your chance at capture their business. Today is about now and what can you do for me.

JR: In the end you need to know your customers. The main question to ask is: “Can I use Web 2.0 tools to give my customers a better experience when they do business with me?”

Next Time…

Next time in Part 2 we the other side of Web 2.0, how customers are using the tools to educate themselves.

Brand Logo

Many people when they are starting a company don’t think they really need a logo, could afford one or think a generic icon will do on their business cards. People coming to your web site most likely don’t know you and if they are ordering products online may never ever meet you. What they do need to feel confident about is that your company is an established entity and is not fly by night. A quality logo is really something that is not that expensive and worth every penny. It sets the image and tone of your company. It establishes typeset and colors you will use throughout your print and web materials.

Web Site Design Concept

This one sounds a bit out there if you are not used to marketing jargon. It is known as the web site design composition and is usually presented in the form of a ‘visual presentation’ and is supported by written draft ‘copy’. It also leverages the color and tone of your logo which is incorporated into your web site.

Core Marketing Message

You know what you do and what your company provides, but have you ever tried to say it in 30 seconds? This is what many know as the “elevator pitch” and it works. This is who and what your company is distilled into 2-3 sentences that are easy to say, easy to repeat and easy for your customers to remember. It is also the core statement(s) that keep your web site content grounded and centered.

Product and/or Service descriptions

Once you have your core marketing message you must carefully work on your product and/or service descriptions. These are the descriptions that are on each web page and in some way should support your core marketing message.

Management Bios

An important part of your web site that many overlook are the management bios on your team. In service companies people are really buying from you and if they are new to your company and are thinking about contacting you this is where they go right after they see the need to find out more or buy your product/service. For consumer e-commerce and Software-as-a-Service (SaaS) sites, the management team is usually hidden deeper but for many people it is a part of the web site they check to see if the people running and managing the site have the experience to make this successful for the long haul.

Promotion Strategy

So the brand, message and content is ready to go. The web site is greenlit for launch. So you flip the switch and nothing happens. What did you forget? You forgot that you need to someone, lots of someones. This means promotion using multiple channels. This includes traditional promotion strategies, linking strategies, fresh content strategies and search engine strategies. For a more detailed and extensive look into promotion strategies take a look at our “Marketer’s Corner” article “Web Site Promotion Strategies for a Small Business Web Site”.

It may seem like all you need to do is put up your web site and watch the customers come rushing to your door. As with any business, you must let people know that you are open for business and that you have something they want to buy. The web is a unique selling channel because it reaches so many for a very small investment. The advantage of this is that what you invest in it can not only bring a reasonable return, but in some cases a gigantic one.

So before you start, you should think through how you might be able to reach people and let them know about your business. This is what is called a “Promotion Strategy” and here are the various strategies to create one:

Traditional Promotion Strategies

There are traditional ways of advertising your website like having your website’s URL placed on all stationery, cards, and other copy. Developing a free service, such as a periodic marketing report or contest, is a very traditional advertising method that can assist your website advertising efforts. You can also take the old fashioned advertising route and place your business in newspapers, flyers and billboards. It can be extremely expensive and a waste if done wrong. But, if they are part of specific campaigns or an overall branding campaign they can effectively target a specific audience in your local area.

Linking Strategies

Linking strategies, submitting your site to directories and industries that are specific to the business and writing keyword rich content in a subtle fashion that link to your site and that other online businesses can use in their newsletters. Blogging on business sites and press releases also helps in advertising, and can work wonders when it comes to the visibility of your website.

Fresh Content Strategies

People love new content and information that helps their business. This kind of stuff keeps your brand and products/services top of mind. This transforms your web site into a direct fresh content channel. Newsletters are probably the lowest hanging fruit because you can find good lists and use your web site to gather leads to send it to subscribers. You should not send newsletters very often unless you state boldly that it would be frequent and getting information at that frequency is relevant. It should also have the ability to opt-out as easily as it was to opt-in. If not, people will start to view it as spam and that has completely the opposite effect on promoting your company. You can also offer free reports, white papers or product demos on your site in exchange for email addresses. Another popular way to keep people aware of your company and its offerings is to start a blog. This allows you to demonstrate your knowledge and expertise and also announce new releases and products in a channel people choose to subscribe to and keep coming back. It is important to note that you must not use blogs as a blatant sales pitch otherwise people will become turned off to your company and what it has to offer them.

Search Engine Marketing

Everyone these days uses search engines as their starting point when they want to find anything on the web. Google is the market leader and has built their business on essentially capturing all pages on the web and using their proprietary algorithm to make a search term or phrase relevant. In fact, according to Marketing Sherpa, almost 134 million people in the U.S. regularly use search engines when looking for information online. Of that number, 63 percent look only at the first page of results and usually the first few entries.

This means that you must be on top of your game to make your web site accessible by search engines of all types so your Search Engine Marketing strategy must be a solid part of your overall marketing plan.

Many people talk about Search Engine Marketing in very loose terms but it is essentially separated into two parts – Search Engine Optimization and Pay-Per-Click Advertising. I advise you to take a look our “Marketer’s Corner” article on Search Engine Marketing for a more in-depth look at this very hot and complex topic.

What Has Been Effective For You?

So have you tried any of these strategies that have been listed above? What has worked? What hasn’t? Are there other creative ways that you have promoted your site and seen success? Let’s hear them. That’s what the comments are for…