Understanding Internet Marketingfor Dental PracticesKathy HokunsonVice President Sales and Marketingkathyhokunson@site-see...
Who are we?<br /><ul><li> 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</li></li></ul><li>Fast Track 50 of CNY<br />MV Chamber of Commerce<br />3<br />4<br />2<br />Top 3<br />2007<br...
What We Will Cover<br />-Internet Marketing as External Marketing:<br />Building the foundation utilizing your website<br ...
Understanding your audience . . . <br />
A Show of Hands<br />How many of you…<br /> …are currently acquiring new patients from your website?<br />…believe you cou...
Why is the Internet relevant to growing your practice?<br /><ul><li>50% of dental patients research their dentist online b...
90% of consumers trust online recommendations from people they know.
70% trust opinions of unknown users.</li></li></ul><li>   The Internet makes an immediate and lasting impact on how patien...
Practice success depends on the next generation of patients.</li></li></ul><li>Google Trends<br />
Why has practice marketing become challenging?<br /><ul><li>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</li></li></ul><li>What patients expect to find online<br />Informati...
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</li></li></ul><li>Drive<br />Convert<br />Your Website<br />Cornerstones to a successful I...
DRIVE<br />
Search Engine Marketing (SEM)<br />SEO<br />Pay-Per-Click<br />An Internet advertising strategy used on search engines, ad...
From the emarketer digital intelligence website</li></li></ul><li>Search Engine Results Page<br />
- Google<br />
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO....
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />SEO Program – Pha...
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</li></ul>Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websi...
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />SEO Program – Pha...
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</li></ul>Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websi...
Keyword Research<br /><ul><li>What are your main objectives?
New patients
Increase revenue for particular services
General dentistry
How do your patients refer to these services?</li></li></ul><li>Keyword Selection<br />
Keyword Selection - Summary<br /><ul><li>Keywords tell the search engines what your site is about
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Intro to Internet marketing for Dental Practices

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  • Intro to Internet marketing for Dental Practices

    1. 1. Understanding Internet Marketingfor Dental PracticesKathy HokunsonVice President Sales and Marketingkathyhokunson@site-seeker.com<br />Andrea Hewlett<br />Internet Marketing Strategist<br />dental@site-seeker.com<br />
    2. 2. Who are we?<br /><ul><li> Founded in 2003
    3. 3. Corporate Office in Upstate NY
    4. 4. Offices in Bloomfield CT, Rochester, NY, New Jersey
    5. 5. Employs 20 in CNY, CT, NJ, MA, VA
    6. 6. Full Service Internet Marketing Agency
    7. 7. Search Engine Optimization Services
    8. 8. Pay-Per-Click Management Services
    9. 9. Social Media Implementation and Mgmt
    10. 10. Web Design, Development, Applications & Testing
    11. 11. Analytics</li></li></ul><li>Fast Track 50 of CNY<br />MV Chamber of Commerce<br />3<br />4<br />2<br />Top 3<br />2007<br />2008<br />2009<br />2009 Business of the Year<br />Founding Partner<br />
    12. 12. What We Will Cover<br />-Internet Marketing as External Marketing:<br />Building the foundation utilizing your website<br />Driving traffic to your website<br /> SEO, Google Local & PPC<br /> Engaging your patients – measuring for success<br />- Internal Marketing / Reputation Management<br />Measuring patient satisfaction<br /> Encouraging referrals and making it easy<br /> Reconnecting with patients <br /> Measuring ROI<br />
    13. 13. Understanding your audience . . . <br />
    14. 14. A Show of Hands<br />How many of you…<br /> …are currently acquiring new patients from your website?<br />…believe you could be acquiring new patients from your website?<br />…are not sure where to start?<br />
    15. 15. Why is the Internet relevant to growing your practice?<br /><ul><li>50% of dental patients research their dentist online before booking an appointment (less than 9% would use the yellow pages).
    16. 16. 90% of consumers trust online recommendations from people they know.
    17. 17. 70% trust opinions of unknown users.</li></li></ul><li> The Internet makes an immediate and lasting impact on how patients find, evaluate and decide on a dental practice<br /><ul><li>94% of respondents take a dentists website into consideration before booking their initial appointment.
    18. 18. Practice success depends on the next generation of patients.</li></li></ul><li>Google Trends<br />
    19. 19. Why has practice marketing become challenging?<br /><ul><li>Hard to break old habits
    20. 20. The options are changing & expanding rapidly
    21. 21. We are in a technology revolution
    22. 22. Patient behaviors and expectations have changed
    23. 23. Your website has to act as a 24 hour patient referrer</li></li></ul><li>What patients expect to find online<br />Information relevant to your patient:<br /><ul><li>Do you offer the dental services I need?
    24. 24. Where are you located?
    25. 25. What do other people think about your dental practice?
    26. 26. Do you make it easy to be your patient?
    27. 27. Practice hours
    28. 28. Online appointment requests
    29. 29. Email appointment confirmations</li></li></ul><li>Drive<br />Convert<br />Your Website<br />Cornerstones to a successful Internet marketing strategy<br />
    30. 30. DRIVE<br />
    31. 31. Search Engine Marketing (SEM)<br />SEO<br />Pay-Per-Click<br />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.<br />The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results. <br /><ul><li> In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006.
    32. 32. From the emarketer digital intelligence website</li></li></ul><li>Search Engine Results Page<br />
    33. 33. - Google<br />
    34. 34. Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO...<br />Search Engine Optimization or SEO is a multi – phase process. <br /><ul><li>To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.</li></ul>Two Phase Approach<br />Phase 1: Website Structure <br />Phase 2: Ongoing SEO Efforts<br />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]<br />
    35. 35. Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />SEO Program – Phase 1<br />The Basics<br /><ul><li>Keyword Research and Selection
    36. 36. Title, Header, Keyword, Description, Alt Img
    37. 37. Content rewrite - keyword density
    38. 38. URL Structure
    39. 39. Navigation
    40. 40. Organization of code and link structure
    41. 41. XML sitemap
    42. 42. Robots.txt
    43. 43. Webmaster tools accounts
    44. 44. Analytics and conversion funnels
    45. 45. Establish a baseline</li></ul>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]<br />
    46. 46. Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />SEO Program – Phase 1<br />The Basics<br /><ul><li>Keyword Research and Selection
    47. 47. Title, Header, Keyword, Description, Alt Img
    48. 48. Content rewrite - keyword density
    49. 49. URL Structure
    50. 50. Navigation
    51. 51. Organization of code and link structure
    52. 52. XML sitemap
    53. 53. Robots.txt
    54. 54. Webmaster tools accounts
    55. 55. Analytics and conversion funnels
    56. 56. Establish a baseline</li></ul>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]<br />
    57. 57. Keyword Research<br /><ul><li>What are your main objectives?
    58. 58. New patients
    59. 59. Increase revenue for particular services
    60. 60. General dentistry
    61. 61. How do your patients refer to these services?</li></li></ul><li>Keyword Selection<br />
    62. 62. Keyword Selection - Summary<br /><ul><li>Keywords tell the search engines what your site is about
    63. 63. Don’t let the website designer pick your keywords
    64. 64. Use words and phrases that your customers use</li></ul>“Keyword”<br />
    65. 65. On-Page Elements of SEO<br />Meta Data<br /><ul><li>Title Tag (65 – 70 characters)
    66. 66. Description Tag (20 – 25 words: sentence structure)
    67. 67. Keyword Tags (15 – 20 words)</li></ul>Page Content<br /><ul><li>Header Tag (H1) (primary keyword/phrase)
    68. 68. Keyword/phrase as close to beginning as possible
    69. 69. Alt Image Tags
    70. 70. Keyword density </li></li></ul><li>Content Writing for SEO<br /><ul><li>Not the same game
    71. 71. 250 – 500 words
    72. 72. Use bullets
    73. 73. Use common language
    74. 74. One subject per page
    75. 75. Create Keyword Rich Content
    76. 76. Body
    77. 77. Headings
    78. 78. Image tags
    79. 79. Meta data</li></li></ul><li>Content Writing for SEO<br />Break apart content<br />This is bad<br />Our Dental Services<br />Services<br />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.<br />Service 1<br />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.<br />Service2<br />
    80. 80. Content Writing for SEO<br />Break apart content<br />This is good<br />Dental Service 1<br />Service 1<br />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.<br />Service 1<br />Service 2<br />
    81. 81. Crucial Elements of SEO – XML Sitemap<br /><ul><li>Generate a sitemap </li></ul> - www.xml-sitemaps.com<br /><ul><li>Upload to your website.
    82. 82. Tell Google, Yahoo, and Bing to Read It</li></ul> - google.com/sitemaps<br /> - siteexplorer.search.yahoo.com<br /> - bing.com/webmaster<br />
    83. 83. Crucial Elements of SEO – Robots.txt<br /><ul><li>Create a Robots.txt file</li></ul> - Can be done right in Google Webmaster tools<br /> - Prevent spiders from accessing portions of your site<br /> - Prevents duplicate content<br /><ul><li>Upload it to your website.</li></li></ul><li>Establish Baseline & Benchmarks<br />How will you measure the effectiveness of your website?<br /><ul><li>Increased visitors to the site
    84. 84. New patient appointment requests
    85. 85. Patient referrals
    86. 86. Phone Calls</li></li></ul><li>Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />SEO – Phase 2<br />Ongoing SEO Efforts<br /><ul><li> Research and develop inbound links
    87. 87. Create Authority - Create Content Pages for:
    88. 88. social media
    89. 89. micro sites
    90. 90. 301 redirects from alternate domains
    91. 91. Vertical search
    92. 92. Addressing website performance, strengths and weaknesses as identified in GA reporting.</li></ul>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]<br />
    93. 93. Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />SEO Programs...<br />Are NOTa one time deal.<br />Ongoing process that requires<br /><ul><li>Monitoring for cause and effect
    94. 94. Modification of actions to increase ROI.</li></ul>Many factors affect strength and positioning<br /><ul><li>Addressed a priority basis
    95. 95. Look for biggest ROI opportunities
    96. 96. Stay abreast of changes</li></ul>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]<br />
    97. 97. A Few Examples of Websites<br />Goodwin<br />
    98. 98.
    99. 99.
    100. 100.
    101. 101. DRIVE<br />Pay-Per-Click(PPC)<br />
    102. 102.
    103. 103. Getting Started<br /><ul><li> Keyword research
    104. 104. Create negative words
    105. 105. Establishing a budget
    106. 106. Create budget parameters: Maximum spend by day, week or month
    107. 107. Create effective display parameters
    108. 108. Content Network?
    109. 109. Time of day and days of week?</li></li></ul><li>Ad Group<br />Ad 1<br />Ad 2<br />Ad 3<br />Account<br />Campaign<br />Basic Pay-Per-Click Structure<br />
    110. 110. - Google<br />
    111. 111. Convert & Measure<br />
    112. 112. On Page Engagements<br />
    113. 113. On Page Engagements – What’s Missing?<br />
    114. 114. Google Places<br />
    115. 115. © 2009 Site-Seeker, Inc.<br />
    116. 116. Get Listed - Step 1<br />
    117. 117. Get Listed - Step 1<br />
    118. 118. Local Search<br />
    119. 119.
    120. 120. Local Search - Summary<br /><ul><li>Free
    121. 121. Easy
    122. 122. Trackable
    123. 123. Gets you there with little to no effort</li></li></ul><li>We hear it everywhere…<br />Social Media<br />“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.)<br />-Brian Solis<br />
    124. 124.
    125. 125. Facebook<br />
    126. 126. Facebook Customization<br />
    127. 127. Engagements<br />
    128. 128. Engage, Engage, Engage<br />
    129. 129. Engage, Engage, Engage<br />
    130. 130. Online Reputation Management<br />Personal Reviews<br /><ul><li>Yelp!
    131. 131. Google Places
    132. 132. Healthgrades
    133. 133. Wellness</li></ul>Relax! Manage them, don’t react! <br />
    134. 134. Establish Baseline & Benchmarks<br />How will you measure the effectiveness of your website?<br /><ul><li>Increased visitors to the site
    135. 135. New patient appointment requests
    136. 136. Patient referrals
    137. 137. Phone Calls</li></li></ul><li>Web Analytics Is...<br />the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.<br />- Wikipedia<br />“Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.” <br />
    138. 138. Bringing it all together . . .<br />Effective Practice Marketing<br />Is all about<br />ROI<br />Measure, Modify, Move forward<br />
    139. 139. Thank You!<br />Understanding Internet Marketingfor Dental Practices<br />Kathy Hokunson<br />Vice President, Sales and Marketing<br />Site-Seeker, Inc. br />kathyhokunson@site-seeker.com<br />Andrea Hewlett<br />Internet Marketing Strategist<br />Site-Seeker, Inc. br />dental@site-seeker.com<br />
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