In previous columns, we identified the Internet as a legitimate place to advertise and discussed the concept of "Change, Create, Convert" as the first step in building a Web site that converts visitors into patients in your office. Now it's time to talk about the second step in the process-getting visitors to your Web site.

Step 2-Promote, Promote, Promote

I have listed the word "promote" three times because there are three categories of promotion to drive traffic to your Web site. You must:

1. Promote from within the practice;

2. Promote with traditional advertising; and

3. Promote with non-traditional advertising.

Promoting from within the practice depends on all staff members consistently telling patients about the Web site. Make sure your site offers comprehensive information and a compelling reason for people to visit it, such as to watch a video or download a free guide.

Traditional advertising uses newspaper, direct mail, physician marketing, and word-of-mouth. Every practice owner has tried at least one of these advertising vehicles with varying results.

Unfortunately, many have noticed that the effectiveness of

traditional advertising has declined while the costs have risen. This is because more and more people are going to the Internet for information. I'm not saying to do away with all of your traditional advertising pieces, but you need to take their message a step further. Give people a reason to visit your Web site.

Motivate them with an offer such as, "Watch our award-winning video," or "Download your free special report at www.myhearingclinic.com." Just listing your Web site is not enough.

Non-traditional advertising is Internet marketing. It uses Web resources like search engine optimization (SEO), pay per click (PPC) advertising, blogging, and social media marketing to drive traffic to your Web site. Recent statistics show the importance of Internet marketing and illustrate crucial trends:

• 74 percent of consumers utilize search engines to research local products, businesses and services.

• 69 percent of all consumers will click on a Web site link on the main page of the search results.

• 7 out of 10 consumers will not visit the second page of search results.

• Only 10 percent of consumers will navigate as far as the fourth page of a search result.

To understand Internet marketing, you must understand how people use the World Wide Web to find information. Basically, the Internet user selects a search engine (like Google or Yahoo!) and types in words or phrases defining the information being sought. The search engine scans the Web and lists pages that use the submitted words, popularly known as "keywords." Anyone who has tried one of these searches knows that a keyword is capable of results that can range from relevant and targeted to irrelevant and too broad.

SEO can give your Web site an advantage by internally incorporating certain keywords that will get search engines to "see" your Web address and put it at the top of search results. SEO should be consistently updated, and you should consider getting a professional to do it for you.

PPC advertising can further enhance your site's visibility. You ask the search engine to place your ad at the top or on the right side of search results, and you then pay a fee when someone clicks on your ad, which links to your Web site. PPC can usually generate immediate results and is not very expensive to get started. If you don't have time to learn these techniques, there are experts out there who can help.

Blogging and social media sites such as Facebook are great ways to start building relationships with patients before they come to your Web site or into your office. They offer opportunities for patients to learn more about you, your skills and your practice.

These electronic social vehicles are expected to become even more popular in the years to come and likely will become a major advertising strategy.

With the Internet's immense benefits, it is sad to know that there are still many who say, "What good is it? I don't get any leads from my Web site." In the next Modern Marketing column, we will cover Step 3, "Measure, Monitor, Modify," discussing concrete ways to make your Web site work for you.

Kevin D. St.Clergy, MS, is an audiologist, founder of EducatedPatients.com, LLC and author of The Death of Audiology. For more information: 888-209-0020, kevin@educatedpatients.com, www.EducatedPatients.com, www.DeathOfAudiology.com.