Your SlideShare is downloading. ×
0
Understanding Internet Marketingfor Dental Practices<br />Kathy Hokunson<br />Regional Sales Manager,<br />Site-Seeker, In...
Who are we?<br /><ul><li> Founded in 2003
 Corporate Office in New Hartford NY
Satellite offices in Bloomfield CT & Boston MA, New Jersey
 Employs 20 in CNY, CT & MA
 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 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 />
Google Trends<br />
Keyword Selection - Summary<br /><ul><li>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</li></ul>“Keyword”<br />
On-Page Elements of SEO<br />Meta Data<br /><ul><li>Title Tag (65 – 70 characters)
Description Tag (20 – 25 words: sentence structure)
Keyword Tags (15 – 20 words)</li></ul>Page Content<br /><ul><li>Header Tag (H1) (primary keyword/phrase)
Keyword/phrase as close to beginning as possible
Alt Image Tags
Keyword density </li></li></ul><li>Content Writing for SEO<br /><ul><li>Not the same game
250 – 500 words
Use bullets
Upcoming SlideShare
Loading in...5
×

Intro to internet marketing presentation for patterson dental

1,356

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,356
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
49
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Funnel
  • Negative Keywords:- Tooth fairy Toothbrush
  • Transcript of "Intro to internet marketing presentation for patterson dental"

    1. 1. Understanding Internet Marketingfor Dental Practices<br />Kathy Hokunson<br />Regional Sales Manager,<br />Site-Seeker, Inc. br />
    2. 2. Who are we?<br /><ul><li> Founded in 2003
    3. 3. Corporate Office in New Hartford NY
    4. 4. Satellite offices in Bloomfield CT & Boston MA, New Jersey
    5. 5. Employs 20 in CNY, CT & MA
    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 />B2B Twitterer of the Year<br />@KatieHoke<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.
    15. 15. 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 />
    16. 16. Why has practice marketing become challenging?<br /><ul><li>Hard to break old habits
    17. 17. The options are changing & expanding rapidly
    18. 18. We are in a technology revolution
    19. 19. Patient behaviors and expectations have changed
    20. 20. 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?
    21. 21. Where are you located?
    22. 22. What do other people think about your dental practice?
    23. 23. Do you make it easy to be your patient?
    24. 24. Practice hours
    25. 25. Online appointment requests
    26. 26. Email appointment confirmations</li></li></ul><li>Drive<br />Convert<br />Your Website<br />Cornerstones to a successful Internet marketing strategy<br />
    27. 27. DRIVE<br />
    28. 28. 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.
    29. 29. From the emarketer digital intelligence website</li></li></ul><li>Search Engine Results Page<br />
    30. 30. - Google<br />
    31. 31. 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 />
    32. 32. 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
    33. 33. Title, Header, Keyword, Description, Alt Img
    34. 34. Content rewrite - keyword density
    35. 35. URL Structure
    36. 36. Navigation
    37. 37. Organization of code and link structure
    38. 38. XML sitemap
    39. 39. Robots.txt
    40. 40. Webmaster tools accounts
    41. 41. Analytics and conversion funnels
    42. 42. 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 />
    43. 43. 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
    44. 44. Title, Header, Keyword, Description, Alt Img
    45. 45. Content rewrite - keyword density
    46. 46. URL Structure
    47. 47. Navigation
    48. 48. Organization of code and link structure
    49. 49. XML sitemap
    50. 50. Robots.txt
    51. 51. Webmaster tools accounts
    52. 52. Analytics and conversion funnels
    53. 53. 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 />
    54. 54. Keyword Research<br /><ul><li>What are your main objectives
    55. 55. New patients
    56. 56. Increase revenue for particular services
    57. 57. General dentistry
    58. 58. How do your patients refer to these services?</li></li></ul><li>Keyword Selection<br />
    59. 59. Google Trends<br />
    60. 60. Keyword Selection - Summary<br /><ul><li>Keywords tell the search engines what your site is about
    61. 61. Don’t let the website designer pick your keywords
    62. 62. Use words and phrases that your customers use</li></ul>“Keyword”<br />
    63. 63. On-Page Elements of SEO<br />Meta Data<br /><ul><li>Title Tag (65 – 70 characters)
    64. 64. Description Tag (20 – 25 words: sentence structure)
    65. 65. Keyword Tags (15 – 20 words)</li></ul>Page Content<br /><ul><li>Header Tag (H1) (primary keyword/phrase)
    66. 66. Keyword/phrase as close to beginning as possible
    67. 67. Alt Image Tags
    68. 68. Keyword density </li></li></ul><li>Content Writing for SEO<br /><ul><li>Not the same game
    69. 69. 250 – 500 words
    70. 70. Use bullets
    71. 71. Use common language
    72. 72. One subject per page
    73. 73. Create Keyword Rich Content
    74. 74. Body
    75. 75. Headings
    76. 76. Image tags
    77. 77. 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 />
    78. 78. 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 />
    79. 79. 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.
    80. 80. Tell Google, Yahoo, and Bing to Read It</li></ul> - google.com/sitemaps<br /> - siteexplorer.search.yahoo.com<br /> - bing.com/webmaster<br />
    81. 81. 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
    82. 82. New patient appointment requests
    83. 83. Patient referrals
    84. 84. 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
    85. 85. Create Authority - Create Content Pages for:
    86. 86. social media
    87. 87. micro sites
    88. 88. 301 redirects from alternate domains
    89. 89. Vertical search
    90. 90. 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 />
    91. 91. 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
    92. 92. Modification of actions to increase ROI.</li></ul>Many factors affect strength and positioning<br /><ul><li>Addressed a priority basis
    93. 93. Look for biggest ROI opportunities
    94. 94. 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 />
    95. 95. Google Local<br />
    96. 96. © 2009 Site-Seeker, Inc.<br />
    97. 97. Get Listed - Step 1<br />
    98. 98. Get Listed - Step 2<br />
    99. 99. Local Search<br />
    100. 100.
    101. 101. Local Search - Summary<br /><ul><li>Free
    102. 102. Easy
    103. 103. Trackable
    104. 104. Gets you there with little to no effort</li></li></ul><li>DRIVE<br />Pay-Per-Click(PPC)<br />
    105. 105.
    106. 106. Getting Started<br /><ul><li> Keyword research
    107. 107. Create negative words
    108. 108. Establishing a budget
    109. 109. Create budget parameters: Maximum spend by day, week or month
    110. 110. Create effective display parameters
    111. 111. Content Network?
    112. 112. 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 />
    113. 113. - Google<br />
    114. 114. Convert & Measure<br />
    115. 115. On Page Engagements<br />
    116. 116. On Page Engagements – What’s Missing?<br />
    117. 117. 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 />
    118. 118. Short Form Submission<br />October 2009<br />120 Long Forms Submitted<br />142 Short Forms Submitted<br />262 Total<br />114.75%<br />
    119. 119. April new site published<br />Site baseline: <br />May-June<br />New site data: <br />May - June<br />Approximately 53% more traffic since new site was launched<br />
    120. 120. Client Found for “Name” Searches<br /># of Visitors that searched by NAME – stayed the same<br />
    121. 121. Client Found for “non-name” Searches<br />95% increase in prospect group traffic<br />
    122. 122. Stickiness<br />Visitors that searched by name are now finding more value and staying on site longer.<br />
    123. 123. When you combine the site’s ability to engage users <br />and increase traffic the results can be dramatic.<br />
    124. 124. Internal Internet Marketing Strategies:<br />Adding value and ramping up ROI<br />
    125. 125. A Site-Seeker, Inc. Strategic Partner<br />
    126. 126. Patient Communications<br />Save time and reach patients with the right message at the right time<br /><ul><li>Seamless Integration with Existing Practice Software
    127. 127. Email/Text Confirmations
    128. 128. Automated Continuing Care Reminders
    129. 129. Online Patient Referrals
    130. 130. Thank You messages
    131. 131. Newsletters and custom marketing
    132. 132. Integrated online appointment requests</li></li></ul><li>Reputational Marketing<br /> Over 180,000 certified reviews submitted to date<br /><ul><li>Manage your online reputation on Google
    133. 133. Demandforce certified reviews integrate into Google Local
    134. 134. Gain exposure when people search for a dentist in your area
    135. 135. Turn your online exposure into new patients </li></li></ul><li>Reporting & Analytics<br />Do more of what works and less of what doesn’t<br /><ul><li>Measure patient satisfaction
    136. 136. Compare practice against peers
    137. 137. Measure results generated every month
    138. 138. Demandforce GUARANTEES to deliver $3 in value for every $1 spent, every month!</li></li></ul><li>Measuring Results In Dollars - Referrals<br />
    139. 139. Measuring Results In Dollars – By Promotion<br />
    140. 140. Measuring Results In Dollars – Month Over Month<br />
    141. 141. Measuring Results In Efforts<br />
    142. 142.
    143. 143.
    144. 144.
    145. 145. Measuring Results In Google<br />
    146. 146. Measuring Results In Google<br />
    147. 147.
    148. 148.
    149. 149. Bringing it all together . . .<br />Effective Practice Marketing<br />Is all about<br />ROI<br />Measure, Modify, Move forward<br />
    150. 150. Thank You!<br />Search Engine Marketing<br />Kathy Hokunson<br />Regional Sales Manager,<br />Site-Seeker, Inc. br />kathyhokunson@site-seeker.com<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×