Internet Marketing for Dentists
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INTERNET MARKETING FOR DENTISTS Brooke Franks Marketing Communications and Social Media Manager
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When you're just starting out, it's tough to know what forms of marketing are going to give you the most bang for your buck. This presentation covers the essential elements of Internet marketing for the new dentist.
Transcript of Internet Marketing for Dentists
INTERNETMARKETINGFOR DENTISTS
Brooke FranksMarketing Communications and Social Media Manager
WHERE AREPATIENTS
LOOKING FOR YOU?
WEBSITE
Why Do You Need a Website?
• Hub of your online marketing efforts• Generates online referrals• Educates patients• Enhances your professional image• Simplifies communication with patients• Helps target high-value patients
WEBSITE
http://www.google.com/intl/en/insidesearch/howsearchworks/thestory/
WEBSITE
Geolocation Service
SEO is the processof strategicallyimproving your visibility on searchengines.
WEBSITE
Content Matters“Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.”
WEBSITE
Format Your Content Appropriately
1 2
WEBSITE
Personalize Your Website
WEBSITE
Pay Attention to Page Titles
• Use relevant keywords• Use those words
within the page’s content
WEBSITE
Give People a Reason to Link to Your Website
Possible Link Sources:
• Dental Associations• Study Clubs• Peers/Referral Partners• Vendors• Educational Institutions• Social Media Profiles• Community Forums• Local Chamber of Commerce• Better Business Bureau (BBB)
WEBSITE
WEBSITE
Use a Good Meta Description
• Brief• Descriptive• Grammatically
correct• Includes location
WEBSITE
Should You Decide to Hire a SEO Firm to Handle Your Site’s Optimization…
Red Flags:• Promising first page results• Purchasing links• Poorly written content• Won’t explain their process
and tactics• Don’t have references• Unwarranted solicitors
HOW MANYOF YOU
USE AT LEAST ONE OFTHESE SOCIAL NETWORKS?
SOCIAL MEDIA
72% of Americans who go online, use Facebook. 33% of Consumers cite
social networks as theprimary way they discovernew services.
Facebook, Twitter, and Pinterest drive the mostwebsite referrals of all the social networks.
SOCIAL MEDIA
Creating a Business Page
SOCIAL MEDIA
Next Steps
https://www.facebook.com/cdafanhttps://www.facebook.com/nobelbiocareamericas
SOCIAL MEDIA
Next Steps
Dr. Digirati provides general and cosmetic dentistry to patients in Anaheim and surrounding areas. Their entire staff is dedicated to providing you excellent care!
www.beverlyhillssmileinstitute.com
Dental Office
Set the Category to “Dental Office” or a specialty you want to be known for.
SOCIAL MEDIA
Optimize Your Page
SOCIAL MEDIA
Posting Images and Status Updates
• Studies show that when patients comment on your page, they expect a response within 1 hour.
• Frequent posts will get more engagement.
• Images and video are the most commonly shared types of content.
• Adding your location to the status update will improve your local optimization
• Schedule posts ahead of time for convenience
WHAT SHOULD YOU SHARE?
SOCIAL MEDIA
LINKS TO YOUR OTHER SOCIAL PROFILES
LINKS TO BLOG ARTICLES YOU’VE WRITTEN
CURRENT PROMOTIONS INDUSTRY NEWS
STAFF INTRODUCTIONS
BEFORE AND AFTER PHOTOS
AWARDS AND ACHIEVEMENTS
EDUCATIONAL FACTS
IMAGES OF PRODUCTS YOU RECOMMEND
SOCIAL MEDIA
Resources for Facebook Posts
• Pagemondo – Create “pretty” post images, cover photos, custom page tabs, and manage contests
• Canva – Free Facebook template site; edit images, create posts
SOCIAL MEDIA
Creating a Twitter Account
SOCIAL MEDIA
Optimizing Your Twitter Profile
SOCIAL MEDIA
Tweeting
• 140 character limit• Use #Hashtags
• Shorten links using Bitly (www.bitly.com)
• Use proper grammar• Partake in
conversations• Respond to mentions• Thank those who
retweet
• Overly promote yourself
• Ask strangers to follow you
• Post controversial opinions
• Start a Twitter war• Post excessively
SOCIAL MEDIA
Tweeting Tips
SOCIAL MEDIA
Creating Your Google+ Local Pagewww.Google.com/+/business/
SOCIAL MEDIA
Creating Your Google+ Local Page
SOCIAL MEDIA
Creating Your Google+ Local Page
SOCIAL MEDIA
Select Your Practice or “Not Found?”
SOCIAL MEDIA
Input Your Address and Select “Dentist” Category
SOCIAL MEDIA
Link to Your Website
SOCIAL MEDIA
Edit Your Cover Photo and Add a Profile Image
SOCIAL MEDIA
Optimize the “About” Section
SOCIAL MEDIA
Input Additional Categories
SOCIAL MEDIA
Start Sharing Updates
SOCIAL MEDIA
Resources for Social Media Management
ONLINE BUSINESS LISTINGS
ONLINE BUSINESS LISTINGS
WHYCLAIM YOUR BUSINESS LISTINGS?
ONLINE BUSINESS LISTINGS
• 16,000,000 searches per month for dentists
• Average doctor’s name is searched 76 times per month
• Patients read an avg. of 4 online doctor reviews before choosing a provider
• Dentists are the 2nd most recommended type of local business online
ONLINE BUSINESS LISTINGS
97% Of consumers search for local businesses online
72% Trust online reviews as much as personal recommendations
76% Consider online reviews when choosing a local business
85% Are more likely to purchase if they see online recommendations
ONLINE BUSINESS LISTINGS
Added Benefits
• It’s FREE• Get notified whenever
someone leaves you a new review
• Have the opportunity to remediate conflicts privately or publicly
• Appear in local search• Improve SEO
ONLINE BUSINESS LISTINGS
Where to Claim Your Listings
http://www.google.com/placeshttp://listings.local.yahoo.com
http://www.bing.com/businessportalhttps://signup.citygrid.com/enroll
https://biz.yelp.com
ONLINE BUSINESS LISTINGS
New Review
I would not recommend this company to my worst enemy.
NOW WHAT?
ONLINE BUSINESS LISTINGS
Removing or Responding to Negative Reviews
Can be removed when:• Violates user guidelines• Advertising or SPAM• Off topic• Conflict of interest• Violation of privacy laws• Contains inappropriate or
inaccurate content
ONLINE BUSINESS LISTINGS
Contact the Website’s Administrator
www.yelp.com/contact
ONLINE BUSINESS LISTINGS
Flag the Comment as Inappropriate
www.plus.google.com
ONLINE BUSINESS LISTINGS
How to Respond:• Try to resolve any issues• Thank them for their feedback• Give your name and explain the
steps you’re taking to prevent future occurrences
• Respond promptly
ONLINE BUSINESS LISTINGS
Respond to the Review
ONLINE BUSINESS LISTINGS
ONLINE BUSINESS LISTINGS
Diminish the Impact of Negative Reviews
• Obtain new, positive
reviews
• Respond to all reviews
• www.reputation.com
CANNEGATIVE
REVIEWS BEPREVENTED?
ONLINE BUSINESS LISTINGS
YES!• Encourage feedback
in your office• Send patient surveys• Follow up phone calls
DON’T LET PATIENTS LEAVEYOUR OFFICE DISGRUNTLED.
I’M LISTENING!
MOBILE MARKETING
Is a Mobile Presence That Important?
• 25% of ALL Internet traffic comes from mobile devices
• Mobile is the best medium to attract local patients
• The mobile market is 5 times larger than the PC-based market
MOBILE MARKETING
500%+ Growth in Mobile Search in the
Past 2 Years
Over 50% of Mobile Searches Result in a Purchase or Call to a
Business
57% Won’t Recommend a
Business with a Poorly Designed
Mobile Site
79% of Mobile Searchers Will Leave if a Site is Not Mobile-
Friendly
There Will Be One Mobile Device for
Every Person on Earth By 2015
MOBILE MARKETING
MOBILE MARKETING
Elements of an Effective Mobile Website
• Quick load time• Simple navigation• Thumb-friendly• Good Color Contrast• Legible text• Mobile compatible images• HTML 5 videos• And…
MOBILE MARKETING
• Click to Call• Appointment Request• Contact Form• Click for Map• Bookmarking Feature
CONVERSION FEATURES
MOBILE MARKETING
Advertising and Optimization for Mobile
“At Google, we believe that mobile represents a sociological shift with how users relate with both the digital and physical world. Businesses that understand this will win.”
MOBILE MARKETING
• Separate mobile ads platform
• Separate algorithms for mobile search engines
• More focus on local optimization and claimed profiles on apps like Yelp and FourSquare
• Awareness of GPS is critical
Advertising and Optimization for Mobile
QUESTIONS?
TO DOWNLOAD THIS PRESENTATION, PLEASE VISITwww.slideshare.net/ProSites
CLASS ASSIGNMENT
Build Your Practice Website Using ProSites
• Visit http://www.prosites.com/free-trial/• Use Media Code LLU14• Create Your Profile Page – Add Bio or CV (optional
photo) • Add Staff to Your “Contact Page”• Add Keywords to Page Titles• Add link to LLU School of Dentistry on your “Links”
page
• Email website URL to Dr. Rogers at [email protected]
