Dr. Google: 10 Steps to Attract New Patients with your Website and Social Media
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Transcript of Dr. Google: 10 Steps to Attract New Patients with your Website and Social Media
ABOUT SEARCH INFLUENCE
● 85 full-time employees● 100 contract writers ● 25 “white-label” partners ● More than 700 clients
● 2014 Best Places to Work● 2012 & 2013 Inc. 5000 honoree ● 2011 Inc. 500 honoree ● Recognized leader in search and social for local business
COURSE OBJECTIVES
● Why online marketing? What makes a great website?
● Dental SEO | 3 EASY STEPS
● Seeing is believing | 1 WINNING STRATEGY
● 15-minute break
COURSE OBJECTIVES
● Dr. Google and online reviews | 1 WINNING STRATEGY
● Content marketing 101 | 3 EASY STEPS
● Social media tips and tricks | 2 EASY STEPS
75% 56% 40%of Americans
use search engines on a regular basis
of Americans use search
engines every day
of searches are for local businesses
and services
62%of smartphone owners used their phone to
search for information about a health condition, according to the Pew Research Center.
PATIENTS ARE LOOKING FOR YOU ONLINE
WEBSITE EXPECTATIONS
Website Owner● Cool, wow factor
● Pride, opinion
● Marketing jargon
● Lots of traffic
Website Visitor● Helpful, easy, intuitive
● Professional, trustworthy
● Practical, utility, accessible
● Just help me
IT’S ALL ABOUT YOUR USER● Clear navigation options and labels
● Calls to action / next steps
● Clear headings and content structure
● Contact info right up top (& bottom)
● Usable on all device types
WEBSITE TIP
Compile the
top 10 questions
you or your staff are
asked. Does your
website answer
all 10?
WEBSITE DESIGN
● Quality of design for most is an opinion, stick to facts
● Your web design should enable, not get in the way
● Professional, clean and makes a great first impression
● Clean navigation, good font sizes, structure
● Spacing is ALWAYS your friend–let your content breathe,
don’t have text touching photos
● Crop and compress photos correctly
WEBSITE TECHNOLOGY
● CMS: Wordpress is a strong choice for SMBs due to cost,
features and search engine friendliness
● Others exist: Concrete5, Joomla, Squarespace
● Accessible to Google and Bing
● Responsive web design: all devices
SHARK ATTACK!
51 percent of small businesses have websites, but many are not built for success.
CUSTOMERS CAN’T FIND WHAT THEY’RE LOOKING FOR
WHAT IS SEARCH ENGINE OPTIMIZATION?
Search engine optimization, or SEO, is the process of influencing a website’s visibility in a search engine’s search results.
Why is search engine optimization so important?
In 1998 when Google was first launched, there were 500,000 searches per day. Now, there are more than 2 million Google searches every second.
SEARCH ENGINES FIND STUFF BEFORE YOU DO
Engines crawl to find Web sites and webpages, moving from link to link.
SEARCH ENGINES READ WEBPAGES
Webpage text is “read” and other page elements are factored in to
determine what EACH page is about.
HOW IT WORKS
The engines bring your data back to their servers and store it in a giant
library called an “index.”
It is ALREADY applied the search engine’s algorithm to rank your site /
page / content.
HOW IT WORKS
When a user does a search, the engine looks into its library to find and
display the BEST, most authoritative resources.
SHARK ATTACK!
● Sign #1 Your website pages have no title tags.● Sign #2 Your website pages have no meta
descriptions. ● Sign #3 There’s no call to action.● Sign #4 Your website is harboring broken links.● Sign #5 Ideal topics and keywords are not
reflected.
5 SIGNS YOUR WEBSITE IS LOST OUT TO SEA
SIGN #5 IDEAL TOPICS & KEYWORDS ARE NOT REFLECTED● Title tags● Meta descriptions● On-page headings● On-site content
OPTIMIZE LISTINGS● Yelp, ● Angie’s List, ● Yellow Pages, ● White Pages, ● Foursquare, ● Google+, ● Avvo (for lawyers), ● HealthGrades and● even TripAdvisor.
WHY ONLINE DIRECTORIES?
These trusted directories provide customers information that can’t be found as quickly on a their’ website.
The directories are tuned to what users need when they’re mobile.
OWNING THE TOP OF THE PAGE
“Dentists in Miami” top organic Google search results:
● Yellow Pages● Yelp● Whitepages● Angie’s List
CONSISTENT NAP
Your name, address and phone number should be in each of these places:
● Website● Social media pages● Business directories
The number of business directory listings is important, but consistency is MORE important.
46%admitted they can’t live without their smartphones,
according to the Pew Research Center.
SMARTPHONE ADDICTION
97% 90% 80%of those ages 18 to 29 use smartphones for Internet
use
of those ages 30 to 49 use smartphones for Internet
use
of those ages 50+ use their smartphone for getting
online
ages18-29
ages30-49
ages50+
MOBILE-FRIENDLY WEBSITE TEST
Check your website using Google’s handy mobile friendly test: https://www.google.com/webmasters/tools/mobile-friendly/
MOBILE = LOCAL
● Google “near me” searches have increased 34 times since 2011
● Google “near me” searches have doubled since last year.
● 80% of “near me” searches occur on mobile devices.
WHY VISUAL CONTENT?
Visual language:
● Aids in decision-making● More persuasive● Leaves longer impression
60%of consumers are more likely to consider or contact
a business that has an image show up in local search results.
IMAGES MAKE YOUR BUSINESS STAND OUT
37%say images grab their attention and, as a result,
they give that business more consideration.
IMAGES GRAB ATTENTION
TOP VIEWED The smile gallery is the second most -viewed
page on the entire website, only behind the homepage.
CASE STUDY: DENTIST IN MI
770%increase in visits to the Smile Gallery since the practice has
been a client with Search Influence
CASE STUDY: DENTIST IN CA
RECAP● Images are the new headlines.
● Images make your business stand out.
● ONE STRATEGY: Before-and-after galleries
70% 57%of Americans look
to review sites before making a major purchase
reviewsites
social media
say they also seek out
recommendations on social media.
DR. GOOGLETRUST HIM. HE’S A DENTIST.
13%of consumers considered dentists via ratings and reviews sites, according
to the Local Search Association.
CASE STUDY: DR. WARNOCK
100+Five-star reviews in
just five months.
These reviews are now featured on Warnock’s website to showcase to potential patients.
CASE STUDY: DR. WARNOCK
57Positive reviews on Healthgrades.com
Through this outreach, several patients also decided to leave outstanding online reviews on other top online review websites.
CASE STUDY: DR. WARNOCK
23%increase in organic
website traffic during the period when
online reviews were posted
Those positive reviews may have translated to potential patients visiting his website as evidenced by an increase in traffic.
RECAP
● 70% look to review sites before purchase.
● Top review sites for you are:○ Yelp○ Healthgrades○ Angies List○ Google +○ Facebook
● ONE WINNING STRATEGY: Ask, respond, post, repeat.
A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire
a clearly defined audience with the objective of driving profitable customer action.
WHAT IS CONTENT MARKETING?
90% 80%of all organizations
use content in marketing efforts
believe custom content should be
the focus of marketing efforts
WHAT’S THE POINT?77%Sales
69%Customer evangelism
69%Lead generation
61%Lead nurturing
50%Upsell/cross-sell
TYPES OF CONTENT
● Photos and other images● Videos● Product or service descriptions● Blogs● White papers, guides and ebooks● Press releases ● Social media posts
12% 800%
Publishers who use infographics grow website
traffic 12 percent faster than those with no
infographics.
The popularity of infographics has surged in
recent years—increasing by 800 percent from
2010 to 2012
FASTER SURGE
SHARK ATTACK!
● 48% of moms with kids under 13-years-old are using social media in the car.
● Half of adults ages 25-34 use social media at work.
● 44% of young adults ages 25-34 social network around the restaurant table.
● Young adults ages 18-24 are twice as likely to use social media in the bathroom.
4 REASONS YOUR CUSTOMERS ARE DISTRACTED
2M 80%active
advertisers on Facebook (and most are small
businesses)
of Facebook’s new advertisers
started by paying for
promoted posts
a day is the average spent
by small businesses on
$5-$50
RECAP
● Number one goal of content marketing: customer retention/loyalty
● STEP 1: Create content○ Go visual.○ Go informational.○ Start a blog.
● STEP 2: Start a conversation● STEP 3: Make the conversion
25%of businesses say social media is the
most effective channel for keeping customers
KEEP CUSTOMERS
71% 28% 28%of online
adults use Facebook
of online adults use LinkedIn
of online adults use Pinterest
WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR PATIENTS?
Defining your target market:● Do your customers fall into a certain income class?● Are your services specifically for men or women?● What is your typical customer’s age?● Married? Family? Who makes the purchasing decisions?
WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR PATIENTS?
Defining what makes your customers tick:● What are your customers likes & dislikes?● What types of television shows do they watch? ● What are their values? What lifestyle do they lead?
WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR PATIENTS?
● Facebook’s audience skews younger.● Twitter is primarily a news source for its users.● Pinterest is great for family or parenting content.● Instagram’s audience is primarily female ages 18-44.
FACEBOOKFacebook still skews significantly female.
Facebook is still the top used social network for U.S. teens.
INSTAGRAMWhile it’s not the top used among U.S. teens,
it is the most prestigious. U.S. teens describe Instagram as “the most IMPORTANT” social network.
SOCIAL MEDIA GOALS
● What types of content will you post and how often?● Who will create the content?● Go beyond likes & retweets by focusing on leads.● Sentiment or website traffic generated.
SOCIAL MEDIA AUDIT
● What social media networks are you on?● Who is connecting with you via these social networks?● How does your social media presence compare to your
competitors?
CREATE & IMPROVE
● If you’re not already on your target social media networks, it’s time to open an account.
● If you’re on your target social media networks, refine & update them.
Post between 1-4 p.m.Peak time is Wednesday at 3 p.m.
Limit posts on Facebook to once per day.
Best days to post are Tuesdays – Thursdays.Peak times are noon and 5-6 p.m.
Worst times to post on LinkedIn are Mondays and Fridays 10 p.m. to 6 a.m.
Good times to post are Mondays through Thursdays from 1-3 p.m.
Worst times to post are any day after 8 p.m. and Fridays after 3 p.m.
RECAP
● 74% of online adults use social networking sites.
● STEP 1: Make a social media plan○ Set goals.○ Audit your social media.○ Create and improve.
● STEP 2: Put it on the calendar