Intro to Internet marketing for Dental Practices
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Intro to Internet marketing for Dental Practices

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Intro to Internet marketing for Dental Practices Intro to Internet marketing for Dental Practices Presentation Transcript

  • Understanding Internet Marketingfor Dental PracticesKathy HokunsonVice President Sales and Marketingkathyhokunson@site-seeker.com
    Andrea Hewlett
    Internet Marketing Strategist
    dental@site-seeker.com
  • Who are we?
    • Founded in 2003
    • Corporate Office in Upstate NY
    • Offices in Bloomfield CT, Rochester, NY, New Jersey
    • Employs 20 in CNY, CT, NJ, MA, VA
    • Full Service Internet Marketing Agency
    • Search Engine Optimization Services
    • Pay-Per-Click Management Services
    • Social Media Implementation and Mgmt
    • Web Design, Development, Applications & Testing
    • Analytics
  • Fast Track 50 of CNY
    MV Chamber of Commerce
    3
    4
    2
    Top 3
    2007
    2008
    2009
    2009 Business of the Year
    Founding Partner
  • What We Will Cover
    -Internet Marketing as External Marketing:
    Building the foundation utilizing your website
    Driving traffic to your website
    SEO, Google Local & PPC
    Engaging your patients – measuring for success
    - Internal Marketing / Reputation Management
    Measuring patient satisfaction
    Encouraging referrals and making it easy
    Reconnecting with patients
    Measuring ROI
  • Understanding your audience . . .
  • A Show of Hands
    How many of you…
    …are currently acquiring new patients from your website?
    …believe you could be acquiring new patients from your website?
    …are not sure where to start?
  • Why is the Internet relevant to growing your practice?
    • 50% of dental patients research their dentist online before booking an appointment (less than 9% would use the yellow pages).
    • 90% of consumers trust online recommendations from people they know.
    • 70% trust opinions of unknown users.
  • The Internet makes an immediate and lasting impact on how patients find, evaluate and decide on a dental practice
    • 94% of respondents take a dentists website into consideration before booking their initial appointment.
    • Practice success depends on the next generation of patients.
  • Google Trends
  • Why has practice marketing become challenging?
    • Hard to break old habits
    • The options are changing & expanding rapidly
    • We are in a technology revolution
    • Patient behaviors and expectations have changed
    • Your website has to act as a 24 hour patient referrer
  • What patients expect to find online
    Information relevant to your patient:
    • Do you offer the dental services I need?
    • Where are you located?
    • What do other people think about your dental practice?
    • Do you make it easy to be your patient?
    • Practice hours
    • Online appointment requests
    • Email appointment confirmations
  • Drive
    Convert
    Your Website
    Cornerstones to a successful Internet marketing strategy
  • DRIVE
  • Search Engine Marketing (SEM)
    SEO
    Pay-Per-Click
    An Internet advertising strategy used on search engines, advertising networks, and content websites, such as blogs, where advertisers bid on keywords to achieve ad placement.
    The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results.
    • In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006.
    • From the emarketer digital intelligence website
  • Search Engine Results Page
  • - Google
  • Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    Let’s define SEO...
    Search Engine Optimization or SEO is a multi – phase process.
    • To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.
    Two Phase Approach
    Phase 1: Website Structure
    Phase 2: Ongoing SEO Efforts
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    SEO Program – Phase 1
    The Basics
    • Keyword Research and Selection
    • Title, Header, Keyword, Description, Alt Img
    • Content rewrite - keyword density
    • URL Structure
    • Navigation
    • Organization of code and link structure
    • XML sitemap
    • Robots.txt
    • Webmaster tools accounts
    • Analytics and conversion funnels
    • Establish a baseline
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    SEO Program – Phase 1
    The Basics
    • Keyword Research and Selection
    • Title, Header, Keyword, Description, Alt Img
    • Content rewrite - keyword density
    • URL Structure
    • Navigation
    • Organization of code and link structure
    • XML sitemap
    • Robots.txt
    • Webmaster tools accounts
    • Analytics and conversion funnels
    • Establish a baseline
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • Keyword Research
    • What are your main objectives?
    • New patients
    • Increase revenue for particular services
    • General dentistry
    • How do your patients refer to these services?
  • Keyword Selection
  • Keyword Selection - Summary
    • Keywords tell the search engines what your site is about
    • Don’t let the website designer pick your keywords
    • Use words and phrases that your customers use
    “Keyword”
  • On-Page Elements of SEO
    Meta Data
    • Title Tag (65 – 70 characters)
    • Description Tag (20 – 25 words: sentence structure)
    • Keyword Tags (15 – 20 words)
    Page Content
    • Header Tag (H1) (primary keyword/phrase)
    • Keyword/phrase as close to beginning as possible
    • Alt Image Tags
    • Keyword density
  • Content Writing for SEO
    • Not the same game
    • 250 – 500 words
    • Use bullets
    • Use common language
    • One subject per page
    • Create Keyword Rich Content
    • Body
    • Headings
    • Image tags
    • Meta data
  • Content Writing for SEO
    Break apart content
    This is bad
    Our Dental Services
    Services
    Loremipsum dolor sit amet, consectetueradipiscingelit, seddiamnonummynibheuismodtinciduntutlaoreetdolore magna aliquameratvolutpat. Utwisienim ad minim veniam, quisnostrudexercitationullamcorpersuscipitlobortisnislutaliquip ex ea commodoconsequat. Duisautemveleumiriure dolor in hendrerit in vulputatevelitessemolestieconsequat, velillumdoloreeufeugiatnullafacilisis at veroeros et accumsan et iustoodiodignissim qui blanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.
    Service 1
    Loremipsum dolor sit amet, consectetueradipiscingelit, seddiamnonummynibheuismodtinciduntutlaoreetdolore magna aliquameratvolutpat. Utwisienim ad minim veniam, quisnostrudexercitationullamcorpersuscipitlobortisnislutaliquip ex ea commodoconsequat. Duisautemveleumiriure dolor in hendrerit in vulputatevelitessemolestieconsequat, velillumdoloreeufeugiatnullafacilisis at veroeros et accumsan et iustoodiodignissim qui blanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.
    Service2
  • Content Writing for SEO
    Break apart content
    This is good
    Dental Service 1
    Service 1
    Loremipsum dolor sit amet, consectetueradipiscingelit, seddiamnonummynibheuismodtinciduntutlaoreetdolore magna aliquameratvolutpat. Utwisienim ad minim veniam, quisnostrudexercitationullamcorpersuscipitlobortisnislutaliquip ex ea commodoconsequat. Duisautemveleumiriure dolor in hendrerit in vulputatevelitessemolestieconsequat, velillumdoloreeufeugiatnullafacilisis at veroeros et accumsan et iustoodiodignissim qui blanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.
    Service 1
    Service 2
  • Crucial Elements of SEO – XML Sitemap
    • Generate a sitemap
    - www.xml-sitemaps.com
    • Upload to your website.
    • Tell Google, Yahoo, and Bing to Read It
    - google.com/sitemaps
    - siteexplorer.search.yahoo.com
    - bing.com/webmaster
  • Crucial Elements of SEO – Robots.txt
    • Create a Robots.txt file
    - Can be done right in Google Webmaster tools
    - Prevent spiders from accessing portions of your site
    - Prevents duplicate content
    • Upload it to your website.
  • Establish Baseline & Benchmarks
    How will you measure the effectiveness of your website?
    • Increased visitors to the site
    • New patient appointment requests
    • Patient referrals
    • Phone Calls
  • Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    SEO – Phase 2
    Ongoing SEO Efforts
    • Research and develop inbound links
    • Create Authority - Create Content Pages for:
    • social media
    • micro sites
    • 301 redirects from alternate domains
    • Vertical search
    • Addressing website performance, strengths and weaknesses as identified in GA reporting.
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • Search engine marketing
    From Wikipedia, the free encyclopedia
    Jump to: navigation, search
    SEO Programs...
    Are NOTa one time deal.
    Ongoing process that requires
    • Monitoring for cause and effect
    • Modification of actions to increase ROI.
    Many factors affect strength and positioning
    • Addressed a priority basis
    • Look for biggest ROI opportunities
    • Stay abreast of changes
    Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
  • A Few Examples of Websites
    Goodwin
  • DRIVE
    Pay-Per-Click(PPC)
  • Getting Started
    • Keyword research
    • Create negative words
    • Establishing a budget
    • Create budget parameters: Maximum spend by day, week or month
    • Create effective display parameters
    • Content Network?
    • Time of day and days of week?
  • Ad Group
    Ad 1
    Ad 2
    Ad 3
    Account
    Campaign
    Basic Pay-Per-Click Structure
  • - Google
  • Convert & Measure
  • On Page Engagements
  • On Page Engagements – What’s Missing?
  • Google Places
  • © 2009 Site-Seeker, Inc.
  • Get Listed - Step 1
  • Get Listed - Step 1
  • Local Search
  • Local Search - Summary
    • Free
    • Easy
    • Trackable
    • Gets you there with little to no effort
  • We hear it everywhere…
    Social Media
    “Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)
    -Brian Solis
  • Facebook
  • Facebook Customization
  • Engagements
  • Engage, Engage, Engage
  • Engage, Engage, Engage
  • Online Reputation Management
    Personal Reviews
    • Yelp!
    • Google Places
    • Healthgrades
    • Wellness
    Relax! Manage them, don’t react!
  • Establish Baseline & Benchmarks
    How will you measure the effectiveness of your website?
    • Increased visitors to the site
    • New patient appointment requests
    • Patient referrals
    • Phone Calls
  • Web Analytics Is...
    the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
    - Wikipedia
    “Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.”
  • Bringing it all together . . .
    Effective Practice Marketing
    Is all about
    ROI
    Measure, Modify, Move forward
  • Thank You!
    Understanding Internet Marketingfor Dental Practices
    Kathy Hokunson
    Vice President, Sales and Marketing
    Site-Seeker, Inc. br />kathyhokunson@site-seeker.com
    Andrea Hewlett
    Internet Marketing Strategist
    Site-Seeker, Inc. br />dental@site-seeker.com