Trends and tips 2013

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  • It’s not competitors stealing your business. Their advertising, their marketing, their pricing . . .
  • It’s not competitors stealing your business. Their advertising, their marketing, their pricing . . .
  • Trends and tips 2013

    1. 1. Web Trends: 2013 Strategies, Tips, and Results Bill Fukui
    2. 2. Web Trends: 2013 ASPS Booth #1042
    3. 3. Consumer Interest Trends Google Search – Plastic Surgery ASPS Booth #1042
    4. 4. Consumer Interest Trends Breast Augmentation ASPS Booth #1042
    5. 5. Consumer Interest Trends Liposuction ASPS Booth #1042
    6. 6. Consumer Interest Trends Tummy Tuck ASPS Booth #1042
    7. 7. Consumer Interest Trends Facelift ASPS Booth #1042
    8. 8. Consumer Interest Trends Plastic Surgeon Reviews ASPS Booth #1042
    9. 9. Consumer Trends •More Educated •More Savvy •Better Technology •More Resources •More Mobile ASPS Booth #1042
    10. 10. Consumer Trends
    11. 11. Website Trends •More Sophisticated •“Bigger” Image •“Bigger Websites (pages)” •More “Engaging” •More Lead-Focused •“Mobilized” ASPS Booth #1042
    12. 12. Standard vs. Mobile Site
    13. 13. Responsive Design vs. Separate Mobile Site What Is A Responsive Design? • Responsive designs and dynamic display applies to all pages of your websites, not just a handful of pages, like an abbreviated mobile website. • As more smartphones and tablet browser options increases, you only need one design to accommodate them all. • Last but not least, Google appears to prefer responsive websites. ASPS Booth #1042
    14. 14. ASPS Booth #1042
    15. 15. Social Media Trends ASPS Booth #1042
    16. 16. Competition •More Plastic Surgeon Websites •More Pages on Plastic Surgery •Competition Increasing •Costs Of Internet Marketing ASPS Booth #1042
    17. 17. Competition ASPS Booth #1042
    18. 18. Conclusions: •Consumer Interest Maintained • Increase in mature audiences •Need to compare surgeons •Mobile increasingly important •Social Media Not Dominant . . . yet! •Costs Rising ASPS Booth #1042
    19. 19. Starts With Self-evaluation Tip #1: • Our People • Our Protocols • Our Resources • Our Messaging • Our Calls-to-action • Our Tactics ASPS Booth #1042
    20. 20. Tip #2: It really is not about you! Patient-Centric Thinking ASPS Booth #1042
    21. 21. Improving Your Website Conversions (Traffic into leads) ASPS Booth #1042
    22. 22. Tip #3: Avoid Dead-End Pages! Anticipate “Next Step” Actions and Links ASPS Booth #1042
    23. 23. Tip #4: Graphic Action Items Calls-to-action – Try different ones – free, instant, quick, convenient Today’s Website: Needs To Do A Lot More!
    24. 24. Tip #5: Contact Forms • • • • • On Every Page Stand Out Limited Form Fields Phone Number Rapport-Building ASPS Booth #1042
    25. 25. Tip #6: Use Real Photos And Personal Engagement ASPS Booth #1042
    26. 26. Tip #7: Video • • • ASPS Booth #1042 Educational Rapport-building SEO Value
    27. 27. Tip #8: Don’t Forget “About Us” • • • Highly Trafficked Page/Section Not About Ego, It’s About RapportMarketing, Relationship-Selling People Choose To Do Business With People and Practices They Like, Know, Trust, etc. ASPS Booth #1042
    28. 28. Post Search Activities Local Post-Search Activities Contact Business Online 11% Contact Business by Telephone 46% ASPS Booth #1042
    29. 29. Tip #9: Focus on Telephone Calls! Online users are not only willing . . . . . . Your team is better at converting them! • Hotline/Quick Call • Frequency – 3 times per page • Include phone in ALL C-T-As • Phone on All contact forms ASPS Booth #1042
    30. 30. Tip #10: Instant/Live Chat ASPS Booth #1042
    31. 31. Tip #11: Track and Test • Heat Map Testing • Call Tracking • Email Tracking
    32. 32. Tips To Improve Your SEO ASPS Booth #1042
    33. 33. Tip #12: Re-visit How Prospects Search Keyword Phrases • Quality Traffic, Not Just Quantity • Prioritize ASPS Booth #1042
    34. 34. • Tools     Google Keyword Planner SEO Moz Raven Tools Free Services  http://tools.seobook.com/keyword-tools/seobook/ (SEO BOOK)  http://www.wordtracker.com/ (Wordtracker)  http://www.bing.com/toolbox/keywords (Bing) ASPS Booth #1042
    35. 35. • Google Doesn’t Just Index Websites  Pages  Profiles  Business Listings  Videos  Images/PDFs, etc. ASPS Booth #1042
    36. 36. ASPS Booth #1042
    37. 37. Tip #13: • Focus – 1 or 2 keyword phrases/page ASPS Booth #1042
    38. 38. Tip #14: • Hierarchical Strategy Main Target Pages vs. Support Pages Avoid Cannibalizing Keyword Phrases ASPS Booth #1042
    39. 39. • Hierarchical Strategy Main Target Page ASPS Booth #1042
    40. 40. Tip #15: • How To Promote Main Target Pages  Internal Linking  External Linking ASPS Booth #1042
    41. 41. Tip #16: Tip#18: #17: #19: • How To Promote Main Target Pages  Social Media Promotion - Social Sharing Email!! Drive Traffic Rel=Author, Rel=Publisher
    42. 42. ASPS Booth #1042
    43. 43. Tip #20: Check Your Backlinks • Using a tool like www.alex.com will help to see who’s linking to your website. ASPS Booth #1042
    44. 44. Tip #21: #22: It’s About Better Content •Blogging (4-8+ times/mo.) •New Pages (1 time/2 mo. – 2/mo.) ASPS Booth #1042
    45. 45. Tip #23: Google+ Local Optimization •Claim all and Optimize •NAP Citations – Local Sources •Google Maps •Reviews and Ratings ASPS Booth #1042
    46. 46. Better Follow up = Higher ROI! (Intake and Follow Up Conversions) ASPS Booth #1042
    47. 47. It’s not how many shots you take . . . . . . It’s how many you make!
    48. 48. 36-for-63 from the field (57%) 28-for-32 (89%)
    49. 49. Follow up-Sales Harvard Business School Research 2,000 companies Web-generated leads 1.25 Million Sales leads (70% B2C leads) -37% responded within an hour -16% responded within 1-24 hours -24 % took more than 24 hours -23% never responded at all -Avg. response time was 42 hours
    50. 50. Tip #24: More Important: How Quickly Online Leads Grow Cold • Responded in less than an hour = 7 times more likely to qualify lead (meaningful conversation with key decision-maker) than those even just an hour later. • 60 times more likely than those that waited 24 hours or longer. Establish a more effective response goal ASPS Booth #1042
    51. 51. Tip #25+ Strategic Email Follow Up • LINKS!!! - Target Website Pages • Examples: Financing, How To Compare, Safety, Questions You Need To Ask, About Your Consultation, What To Expect, About Your Surgeon (ALWAYS). • Printable Pages-Direct them to PRINT • Once is NOT ENOUGH Database Marketing/ Lead Nuturing Programs MyMedLeads.com, DoctorBase.com ASPS Booth #1042
    52. 52. Web Trends 2013: Strategies, Tips, and Results Take the Page 1 Challenge ! Bill Fukui 800-916-3886 ASPS Booth #1042

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