The Business of Dentistry From Employee to Entrepreneur External Marketing.
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Transcript of The Business of Dentistry From Employee to Entrepreneur External Marketing.
Slide 1
Thomas Larkin DDSThe Business of DentistryFrom Employee to Entrepreneur
External Marketing
13 Areas of Focus in External Marketing1. Location2. Farming3. Internet Marketing2LocationDemographic AnalysisTraffic Counts
Location-Visibility-Convenience3Location
4
5AnchorsVerizonStarbucksPanera
Consistent high volume walk in traffic
6Practice Name/LogoPersonal Branding or Business BrandingA personal decision7Logomyway.com
8FarmingMailing to a designated geographic area9New NeighborsYou should have an ongoing new neighbor packet program in place10
11Farming a radiusYou should do a minimum quarterly mailing to your farm radius
Creates top of mind name recognition in farm areaConsistent exposure establishes you as a neighborhood expert12Demographic MailingBased on Niche criteria13Thomas Larkin DDSDirect Mail & Landing Pages
14Direct Response Internet Advertising I prefer predominately DIRECT-RESPONSE Oriented ADS Both web and snail mail
Ask for someone to do something and you incentivize them.
15Landing PagesDirect Response, Direct Mail campaign using Landing pages16Landing PageA standalone web page designed for a single focused objectiveA web page where traffic is sent to specifically to prompt an action or result17Landing Page Design
18Landing page mydentist.com/facebook
19Diabetes
20Diabetes
21Dental Implants
22Dental Implants
23Dental Implants
24Bad Breath
25Bad Breath
26Reactivation
27Reactivation
28Welcome to the neighborhood
29Welcome to the neighborhood
3090%+ of your External Marketing Budget is Internet BasedWeb Site / 30% of projectGoogle Organic/SEOGoogle Local Business Google 7 Pac/places/+Youtube/GoogleYOUR ONLINE REPUTATION31Internet Strategy DevelopmentDomain Name StrategyWeb Site Look and FeelContent DevelopmentSEOGoogle PlacesIncorporating VideoSocial MediaLinkedinReputation ManagementGoogle Analytics32Thomas Larkin DDSDomains
33Domain NameHow to utilize an SEO friendly domainPrimary DomainSecondary Domain (re-direct)
LexingtonKyDentist.comLarkinfamilydentistry.com34PrinciplesLimited SizeHeavy on Video / Light on CopyGraphically compellingCall to action35Thomas Larkin DDSConstructing A Web Site
36Web Site - Woman CentricFemale Demographic 80-90% of consumer decisionsSite needs to be professionally designed with your audience in mind!37Woman Centric
38Woman Centric
39
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43Look and FeelWoman Centric
44Woman Centric
45Content DevelopmentDr BioReviewsStaffProcedures46
47Thomas Larkin DDSSEO Search Engine Optimization
48Your Web SiteYou must be in the google mixThe Internet consumer is has a time constraint and is looking for 3 quick things1. Do you know what you are doing2. Do you do what Im interested in3. Show me some sizzle to get me to act(fill out form or call you)49
50SEO Breakdown on/off page42% Quantity and quality of inbound links26% Keyword usage7% Social Media Links7% General brandingDomain ageHow often content updatedVolume of traffic
51Google Seo(SERP) search engine ranking performance2. Backlinks (inbound links) other peoples view of you52Keywords & Keyword Phrases
53SEO Quake
54SEOquake Google Returns
55SEOQuake Toolbar
56
57The weighted inbound link
58PageRank PRPageRank is a numeric value that represents how important a page is on the web. Google figures that when one page links to another, it is effectively casting a vote for the other page. The more votes that are cast for the other page, the more important it must be.59Anchor Text
60Link Numbers
61Types of Links
62Relevance
63Deep Linking
64Link Velocity
65Thomas Larkin DDSGoogle Places/+
66Google Local Business- 7 Pac
67Google.com/local/add
DO NOT! Under any circumstances add multiple listings68Violation of Term of Servicehttp://youtu.be/4dXvXNWlVac69
70
71Secrets to the 7 pac10 photos5 videosSearch term in titleAs many reviews as humanly possible72Yahoo Local BusinessListings.local.yahoo.com73Yahoo Local Business
74Yahoo Local Business
75Thomas Larkin DDSIncorporating Video
76The evolution of sizzle1996 - page content < than 100k1997 - flash introduced streams image load2008 - video becomes viable2011 - hd video/broadband ubiquitous 77VideoYoutube (google owns) the most google friendlyViddlerVimeo78Video Dont make this hard(Logitech)Webcam records directly to providerVideos of Patient TestimonialsVideos for Web siteVideos for email newsletter
One Video serves a multitude of purposes and is fully SEO compatible if titled correctly
79The Title tagUnderstand the use of the title tagEvery title of everything you post includes a keyword phrase 80
81
82Thomas Larkin DDSIncorporating Social Media
83Social Media for dentists??? Use twitter once in the morning and once in the afternoon. There are several resources online for articles to which you can link. Get to know your community. Post things about what you are doing.You want to build up local traffic. Have your staff tweet or post to facebook. Use dental students or retired dentists to write blogs for you. You can actually conduct a great campaign in as little as 10 minutes a day dental economics may 201084Social Media VelocityIt took Radio 38 years to reach 50 million listenersIt took TV 13 years to reach 50 million viewersThe Internet took 4 years to reach 50 million peopleIn 9 MONTHS Facebook added 100 million users85
Facebook Trending Demographics86No Cavity Club
87Smile Gallery
88TwitterAllows you to disseminate information instantaneously to an unlimited audience anywhere89Twitter
90Facebook AdvertisingFacebook.com/advertising
91Hyper TargetsMale/FemaleAgeHigh SchoolSome CollegeCollege StudentCollege GradGrad StudentPost GradSingle/DivorcedRecent BreakupIn a relationshipRecently EngagedEngagedRecently marriedMarriedNo kidsExpectingJust gave birthProud parent92Facebook - Split Test
93Heat Map Tracking Clicktale.com
94Heat Map
95
96Facebook Advertising Factors
Jeremy Schoemaker case study July 201097Titles
98Body
99CTR Click Thru Ratio
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102Landing page mydentist.com/facebook
103Long tail keyword phraseLong tail keywords are keyword phrases from 3 to 5 words used to refine search terms to something highly specific. There is generally very little competition for these phrases and they are easier to position.104Linked in
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