Internet Marketing for Dental Practices

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Learn the effective elements every website needs, how to market your practice on social media, and how to generate new patients with search engine optimization techniques.

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Internet Marketing for Dental Practices

  1. 1. Internet Marketing for Dental Practices Reaching the Local-Social-Mobile Audience Lance V. McCollough Founder & CEO ProSites, Inc.
  2. 2. Patients Are  Searching For  You Online Over100  Million  Americans Search  Internet for Health  Info 123,500 Searches for  “Texas Dentist” in  the Past Month 70% of Information  Influences Their  Treatment  Decisions More than  60%  Would Switch to a  Doctor with a  Website
  3. 3. What’s the most important thing you NEED to market your practice online? Q:
  4. 4. What’s the most important thing you NEED to market your practice online?
  5. 5. Be Found on Search Engines11 Patient Education Tool22 Streamline Patient Communication33 24/7 Patient Resource44 Referral Tool55 Enhances Your Professional Image66 Competitive Advantage77 88 Augments Offline Marketing Efforts 99 Dentists Who Have a Website Get More… Marketing Your Practice Online Top 10 Reasons to Have a Website
  6. 6. Patients!
  7. 7. Be Found on Search Engines11 Patient Education Tool22 Streamline Patient Communication33 24/7 Patient Resource44 Referral Tool55 Enhances Your Professional Image66 Competitive Advantage77 88 Augments Offline Marketing Efforts 99 Dentists Who Have a Website Get More (Patients) Target High-value Patients1010 Marketing Your Practice Online Top 10 Reasons to Have a Website
  8. 8. Essential Elements of Effective Websites
  9. 9. • It must look good! Essential Elements of Effective Websites You have 3 Seconds to capture a visitors attention and keep them on your website.
  10. 10. • It MUST Look Good! • Excellent Content − Include Search Keywords  Patient Education  Services and Treatment Options  FAQ’s • Text Formatting & Layout  Use white space  Bullet points  Bold headings  “Skim & Scan” Essential Elements of Effective Websites
  11. 11. • Make it Personal − Background (Doctor and Staff Bios) − Before and After Photos Essential Elements of Effective Websites
  12. 12. • Make it Personal − Background (Doctor and Staff Bios) − Before and After Photos − Contact Information  Office hours (optional) Essential Elements of Effective Websites
  13. 13. • Consistent Navigation − Max. 2 Rows of Navigation − Nest Pages • Educational Videos Essential Elements of Effective Websites
  14. 14. • It must look good! • Excellent Content • Text Formatting/Layout • Make it Personal • Consistent Navigation • Complete Contact Information • Patient Education Videos • Avoid Copyright Infrigement! Essential Elements of Effective Websites
  15. 15. Reaching the Local-Social-Mobile Audience By 2014, more people will use mobile phones to go online than PCs. 85% of consumers are searching for local businesses online. Social media accounts for 18% of all time spent online.
  16. 16. The Mobile Revolution is Here!
  17. 17. Are you ready?
  18. 18. Mobile Web is Growing Exponentially
  19. 19. Mobile Revolution 500%+ Growth in Mobile Search in the Past 2 Years Over 50% of Mobile Searches Result in a Purchase or Call to a Business 57% Won’t Recommend a Business with a Poorly Designed Mobile Site 79% of Mobile Searchers Will Leave if Not a Mobile-friendly Site There Will Be One Mobile Device for Every Person on Earth By 2015 Mobile According to Google…
  20. 20. Local Mobile Users
  21. 21. Top Elements of an Effective Mobile Website “At Google, we believe that mobile represents a sociological  shift with how users relate with both the digital and physical  world. Businesses that understand this will win.” Join the Mobile Revolution!
  22. 22. • Not just your current “desktop website” loading on a smartphone • Different Medium. Different Approach. Mobile Websites
  23. 23. Elements of Effective Mobile Websites Quick Load Times Simple Navigation Thumb-Friendly Good Color Contrast Easy-To-Read Text Mobile Compatible Images HTML 5 Videos And…
  24. 24. Elements of Effective Mobile Websites Conversion Features Click to Call Appointment Request Contact Form Click for Map Bookmarking Feature
  25. 25. Elements of Effective Mobile Websites Tap for App
  26. 26. Elements of Effective Mobile Websites 552 Million Daily Active Users 1 Million New Accounts Created Daily +1 Button Used 5 Billion Times Daily 1 Billion+ Photos Uploaded Your Patients are Social 25 Million+ Users
  27. 27. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Facebook Each Day Users Spend 10.5 Billion Minutes (almost 20,000 years) on Facebook -Facebook S-1 Filing, March 27, 2012
  28. 28. Create a Business Page Your Patients are Social: Facebook
  29. 29. Complete the Steps • Use a professional image of you or your practice. Your Patients are Social: Facebook
  30. 30. Complete Steps • Description: Short overview about your practice Your Patients are Social: Facebook Dr. Digirati provides general and cosmetic dentistry to patients in Anaheim and surrounding areas. Their entire staff is dedicated to providing you excellent care! • Drive traffic: Include your website address www.beverlyhillssmileinstitute.com Dental Office • Category: Dental Office or Specialty
  31. 31. Complete the Steps • Facebook Web Address: Make it easy to remember. Your Patients are Social: Facebook
  32. 32. Optimize Your Page Your Patients are Social: Facebook
  33. 33. Add Cover Photo • Convey a professional image of your practice • Pricing and promotions not allowed on cover photo • Tip: Create a unified brand Your Patients are Social: Facebook
  34. 34. Add a Cover Photo Your Patients are Social: Facebook
  35. 35. Posts and Status Updates • Post Frequently • Images/Videos Attract More Attention • Post Between 3pm-11pm • Include Location Your Patients are Social: Facebook
  36. 36. IDEAS: What should you post about? Your Patients are Social: Facebook Awards and Achievements Before and After Photos Promotions and Special Offers Industry News Educational Topics Images of Products You Recommend New Staff Photos
  37. 37. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Twitter 33% of Twitter Followers Share Information About Companies They Follow
  38. 38. Create Your Account Your Patients are Social: Twitter digiratidds@gmail.com digiratidds@gmail.com
  39. 39. Create Your Account Your Patients are Social: Twitter Dr. Digirati is a general and cosmetic dentist.
  40. 40. Create Your Account Your Patients are Social: Twitter
  41. 41. Setup Complete! Your Patients are Social: Twitter
  42. 42. Posting on Twitter • 140 Character Limitation • Use #Hashtags − Users can search by topic (#TexasMeeting) • Use @Handles − When mentioning other users (@JohnDigirati) Your Patients are Social: Twitter
  43. 43. Do’s & Don’ts • Post regularly • Check grammar • Be conversational • Respond to mentions • Share images and video • Use #hashtags and @handles • Overly promote yourself • “Beg” people to follow you • Post more than 3x a day • Post personal opinions (e.g. politics, religion) • Get involved in Twitter wars Your Patients are Social: Twitter
  44. 44. Other Tips & Tricks • Post Between 1pm – 11pm • Shorten Links at www.bitly.com • Encourage “Retweets” by Keeping Posts <120 Characters Your Patients are Social: Twitter
  45. 45. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Instagram Images have a 50% higher rate of interaction than plain text posts.
  46. 46. What is Instagram? • Free mobile app for sharing photos • Edit photos with artistic effects • Easily upload photos to social media sites • Purchased by Facebook for $1 Billion Your Patients are Social: Instagram
  47. 47. Create Your Account Your Patients are Social: Instagram
  48. 48. Update Profile Your Patients are Social: Instagram
  49. 49. Upload Images Take a new photo Choose photo from your gallery Your Patients are Social: Instagram
  50. 50. Choose a Filter Your Patients are Social: Instagram
  51. 51. Add Caption, #Hashtags, Location, and Link Social Media Your Patients are Social: Instagram
  52. 52. Tips to Insta-success on Instagram • Take the ordinary and make it extraordinary • Before and after photos with #Hashtags in captions • Images from local events Your Patients are Social: Instagram
  53. 53. Tips to Insta-success on Instagram • Give an inside look at your practice • Pictures at tradeshows • Use external editors like Phonto to add text Your Patients are Social: Instagram
  54. 54. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Foursquare Over 30 Million Users and 1 Million Businesses
  55. 55. What is Foursquare? • Location based social network • Users “Check-in” • More than 2 billion check-ins Claim Your Business Listing! • Manage your listing • Post updates and events • Offer specials • Monitor foot traffic (free analytics) Your Patients are Social: Foursquare
  56. 56. Create an Account Your Patients are Social: Foursquare
  57. 57. Claim Your Business Listing Search for Your Business Your Patients are Social: Foursquare
  58. 58. Claim Your Business Listing Visit Foursquare.com/search from desktop. Find your practice and click “Claim here”. Your Patients are Social: Foursquare
  59. 59. Claim Your Business Listing Follow the steps to verify your listing. • Accept Terms of Use • Confirm Phone Number • Final Mail Verification – Expedited: $20 – Snail mail: Free, 3-4 weeks Your Patients are Social: Foursquare
  60. 60. Benefits of Foursquare • Check-ins Spread the Word • Links to Facebook and Twitter • Users can Share Photos • Users can Leave Tips/Reviews • SEO Backlink to Your Website Your Patients are Social: Foursquare
  61. 61. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Google+ 625,000 People Join Google+ Every Day
  62. 62. Google Maps + Google Places + Google+ = Google+ Local (Confusion) Your Patients are Social: Google+
  63. 63. Why Google+ Local is Important • Powerful Social Network − Create Circles (friends, patients, family, etc.) • Online Patient Reviews • Local Listings Included Within Search Results • Google+1 Button Drives Website Traffic • Good for SEO Your Patients are Social: Google+
  64. 64. Create Google+ Local Page www.Google.com/+/business/ Your Patients are Social: Google+
  65. 65. Create Google+ Local Page Pick the Category Your Patients are Social: Google+
  66. 66. Create Google+ Local Page Input Your Practice Phone Number Your Patients are Social: Google+
  67. 67. Create Google+ Local Page Select Your Practice or Click “Not Found?” Your Patients are Social: Google+
  68. 68. Create Google+ Local Page Input Address and Categories Your Patients are Social: Google+
  69. 69. Create Google+ Local Page Add Link to Your Website Your Patients are Social: Google+
  70. 70. Create Google+ Local Page Click “Pages” on the left side. Select “Switch to this page.” Your Patients are Social: Google+
  71. 71. Create Google+ Local Page Edit Your Cover Photo and Profile Image Your Patients are Social: Google+
  72. 72. Your Patients are Social: Google+ Create Google+ Local Page Edit Your Cover Photo and Profile Image
  73. 73. Create Google+ Local Page Optimize “About” Section Your Patients are Social: Google+
  74. 74. Create Google+ Local Page Input Categories Your Patients are Social: Google+ Tip: Use Google’s Pre-defined Categories
  75. 75. Create Google+ Local Page Optimize “About” Section Your Patients are Social: Google+
  76. 76. Create Google+ Local Page Write Description Your Patients are Social: Google+ Digirati Dental is dedicated to providing quality, up-to-date care. We offer a wide range of procedures and services. Some include: dental implants, root canals, teeth whitening, and more.
  77. 77. Create Google+ Local Page Get Involved! • Share: Updates, Videos, Images • Join Communities and Groups • Reply to Comments You Receive • Use #Hashtags Your Patients are Social: Google+
  78. 78. Google+ Words to Know • Communities − Groups that share interests, hobbies, or occupations • +1 Button − Similar to a Facebook “Like” • Circles − Categorize users (friends, patients, colleagues) − Share posts with specific circles Your Patients are Social: Google+
  79. 79. Google+ Local Reviews • Recently acquired Zagat − Used to “grade” a business • Users can log-in to their Google account to leave reviews on your page − Helps reduce false reviews Your Patients are Social: Google+
  80. 80. Managing Your Online Reputation
  81. 81. Managing Your Online Reputation • 16,000,000 searches per month for dentists • Average doctor’s name is searched 76 times per month • Patients read an avg. of 4 online doctor reviews before choosing a provider
  82. 82. 86% Of consumers search for local businesses online 76% Consider online reviews when choosing a local business 85% More likely to purchase if they see online recommendations 72% Trust online reviews as much as personal recommendations Managing Your Online Reputation
  83. 83. Doctors/Dentists 2nd most recommend type of local business. Local Consumer Review Survey 2011 Managing Your Online Reputation
  84. 84. Where are patients talking about your practice? Managing Your Online Reputation
  85. 85. Managing Your Online Reputation
  86. 86. Why Claim Your Listings? • It’s free! • Personalize and edit your profile • Create a link to your website • Be found online • Showcase your services • Appear in local/social apps − Foursquare, Yelp, Google Maps, etc. • Respond to feedback • Improves SEO Managing Your Online Reputation
  87. 87. https://signup.citygrid.com/enroll https://biz.yelp.com http://www.google.com/places http://listings.local.yahoo.com http://www.bing.com/businessportal Managing Your Online Reputation Where to Claim Your Listings:
  88. 88. Monitor “What’s Being Said” SocialMention (www.socialmention.com) Managing Your Online Reputation
  89. 89. Managing Your Online Reputation Monitor “What’s Being Said” Twitalyzer (www.twitalyzer.com)
  90. 90. Monitor “What’s Being Said” Hootsuite (www.hootsuite.com) Managing Your Online Reputation
  91. 91. Monitor “What’s Being Said” Google Alerts (www.google.com/alerts) Managing Your Online Reputation
  92. 92. Managing Your Online Reputation You Got a Negative Review… Now What?
  93. 93. Managing Your Online Reputation Removing Negative Reviews Violates Guidelines: • Inappropriate content • Advertising and spam • Off topic reviews • Conflicts of interest • Violation of privacy
  94. 94. Contact the Site Administrator www.yelp.com/contact Managing Your Online Reputation
  95. 95. Flag as Inappropriate Managing Your Online Reputation
  96. 96. Respond quickly (before others pile on)11 Managing Your Online Reputation How to Respond to Negative Reviews
  97. 97. Respond quickly (before others pile on)11 Personalize the response (give your name)22 Managing Your Online Reputation How to Respond to Negative Reviews Be firm, but polite33
  98. 98. Respond quickly (before others pile on)11 Personalize the response (give your name)22 Be firm, but polite33 Keep responses on target44 Try to resolve any issues55 Thank them for their feedback66 Do not respond in the heat of the moment77 88 Do not attack the reviewer 99 Reach out to the patient offline Do not ignore the negative review and hope it will just go away1010 Managing Your Online Reputation How to Respond to Negative Reviews
  99. 99. Think before you file a lawsuit! CA Dentist pays $80,000 in attorney fees in Yelp case Managing Your Online Reputation
  100. 100. Diminishing the Effect of Negative Reviews: • Get more positive reviews (pushes down bad reviews) • Like school grades (5 A’s + 1 D = A-) • Reputation.com Managing Your Online Reputation
  101. 101. How to Generate More Reviews • Ask immediately after their visit • Send a personalized email with links to review sites • Handout an online review card • Provide URLS to review sites • Include instructions on how to leave a review Managing Your Online Reputation
  102. 102. How to Generate More Reviews • Include links to review sites within your website and social media sites • Promote awareness in your office Managing Your Online Reputation
  103. 103. How QR Codes Benefit Your PracticeQR Codes and Your Practice
  104. 104. How QR Codes Benefit Your PracticeQR Codes and Your Practice 2011 2012
  105. 105. How QR Codes Benefit Your PracticeQR Codes and Your Practice
  106. 106. How QR Codes Benefit Your Practice
  107. 107. How QR Codes Benefit Your Practice
  108. 108. How QR Codes Benefit Your Practice
  109. 109. How QR Codes Benefit Your Practice
  110. 110. Step 1 – Find your local listing Step 2 – Copy the URL from the address box
  111. 111. Step 3 – Paste the code into MyPatientReviews.com Google Places section
  112. 112. Print your custom QR Code and display it in your office
  113. 113. The Power of Video Marketing 100 Million Number of users who watch videos online each day. 1.8 Million Words The value of a 1 minute video. 53x More likely to get a page one ranking with video.
  114. 114. Benefits of Video Marketing • Engage patients on your website • Stand out from the competition • Stay cutting-edge • Be remembered • Drive website traffic • Show the personality behind your practice • Educates patients • Increases demand for services The Power of Video Marketing
  115. 115. Promote products, services, and brands.Sell Provide information about procedures and services.Educate Real Patients. Real Results. Builds Credibility. Showcase How Can You Use Video? The Power of Video Marketing
  116. 116. Where Can You Promote Your Video? The Power of Video Marketing
  117. 117. Top Elements of an Effective Mobile WebsiteGetting Started on YouTube Over 4 Billion Hours of Video are Watched Each Month
  118. 118. Getting Started on YouTube Create an Account
  119. 119. Getting Started on YouTube Create an Account
  120. 120. Getting Started on YouTube Add Photo and Practice Name
  121. 121. Getting Started on YouTube Add Photo
  122. 122. Getting Started on YouTube Create a Username that Represents Your Practice
  123. 123. Getting Started on YouTube Edit Your “About” Section
  124. 124. Getting Started on YouTube Edit Your Channel Description
  125. 125. Getting Started on YouTube Add Links to Your Website and Social Networks
  126. 126. Getting Started on YouTube Uploading a Video
  127. 127. Getting Started on YouTube Uploading a Video
  128. 128. Getting Started on YouTube YouTube Best Practices • Video Titles: − Important factor for ranking − Include keywords/search phrases − Include location and/or practice name − 5-7 Words/45 Characters − Be Catchy!
  129. 129. Getting Started on YouTube YouTube Best Practices • Description − Make it compelling − Include some keywords − Add a clickable URL • Duration − As required, but… − 3 to 4 minutes max. • Tags − Use 5-10 tags for each video − Examples: Practice Name, City, Product Name, Benefits
  130. 130. Getting Started on YouTube
  131. 131. Improve Your Website’s SEO How Can Your Website Stand Out in the Crowd? Improve Your Online Visibility
  132. 132. The process of improving website visibility based on targeted keywords within search engine results pages. Improve Your Online Visibility
  133. 133. Increased Visibility More Web Traffic More New Patients Improve Your Online Visibility
  134. 134. Rule #1 Content is King! Use relevant keywords and phrases in your content. "Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.” - Google Webmaster Guidelines Improve Your Online Visibility
  135. 135. Rule #2 Use Good Page Titles • Include relevant keywords • Approx. 5-10 words • List keywords in order of importance (left to right) • Use same keywords within the content of the page Improve Your Online Visibility
  136. 136. Rule #3 Get Incoming Links • Quality incoming links − Must be relevant − The higher the page rank, the better the link − The more “top level” the referring page, the better the link How to Determine Page Rank: Google Toolbar: http://www.google.com/toolbar Improve Your Online Visibility
  137. 137. Improve Your Online Visibility
  138. 138. Rule #3 Get Incoming Links • Possible Link Sources: − Associations − Study Clubs − Peers/Referral Partners − Vendors − Dental Insurance Directories − Educational Institutions (.edu domains are powerful!) − Social Media Sites − Community Forums (Yahoo! Answers) Improve Your Online Visibility
  139. 139. Rule #3 Get Incoming Links • Possible Link Sources: − Associations − Study Clubs − Peers/Referral Partners − Vendors − Dental Insurance Directories − Educational Institutions (.edu domains are powerful!) − Social Media Sites − Community Forums (Yahoo! Answers) Check Your Incoming Links: Search “link: www.yourdomain.com” Improve Your Online Visibility
  140. 140. Rule #4 Use a Good Description Meta Tag • Use relevant keywords • Include city and profession (e.g. San Marcos Dentist) Improve Your Online Visibility
  141. 141. Tip: Repeat description meta tag at bottom of website Makes description meta tag 100% relevant
  142. 142. Rule #5 Use Sitemaps Protocol • Introduced by Google in June 2005 • Contributed to Search Community • Adopted by ALL major search engines • Spoon feeds search engines using XML code Check Your Website: www.yourdomain.com/sitemap.xml Improve Your Online Visibility
  143. 143. • No Guarantees! – Google Webmaster Guidelines: • Buyer Beware! − Google Webmaster Guidelines: Improve Your Online Visibility
  144. 144. Do you follow the Google Webmaster Guidelines?11 What are your most important SEO techniques?22 How do you measure results and success?33 What is the process and what do you intend to do?44 Can you show examples of client success stories?55 Improve Your Online Visibility Questions to Ask When Hiring an SEO Firm
  145. 145. “After careful review of several website design firms, TDA Perks Program believes that ProSites is the right choice for our members.” – David Baker General Manager, TDA Perks Program Only Website Provider Endorsed by TDA Perks Program
  146. 146. Thank You! Lance’s Lecture Slides Available at: www.ProSites.com/MYPO Booth 5021

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