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Internet Marketing for Dentists 101
- 2. Internet Marketing 101 (For Pediatric Dentists) Sponsored by…
- 3. INTERNET MARKETING 101 About Smile Savvy A sister company of Dentists4kids.com, founded in 2000. Smile Savvy provides Websites, Social Media, Internet Marketing and Print Materials for Pediatric Dentists www.SmileSavvy.com
- 4. INTERNET MARKETING 101 Scott Childress •Social Media & Internet Marketing Expert •Began marketing on MySpace in 2004 •Facebook member since 2005 •Twitter user since 2007 •Began work with Smile Savvy in 2012 •Currently manage over 477 social media accounts
- 5. Welcome to the Internet: Inception 1968
- 6. Welcome to the Internet: Infiltration 2014
- 7. Welcome to the Internet: Influence AP Hacked, April 22, 2013
- 8. The Internet & Your Practice Traditional Marketing is dying: Some of it is already dead.
- 9. The Internet & Your Practice
- 10. The Internet & Your Practice The Internet has changed the “Purchase Process” at every step. • How prospective patients find you has changed • Consumer research has changed • Scheduling appointments, patient reminders has changed • Patient follow-up has changed
- 11. Internet Marketing 101 You Will Learn… GETTING FOUND PATIENT ACQUISITION Easily and On Top Building a Presence that Attracts •Your Website •Local / Maps / Directories •Discovering Social Media PATIENT RETENTION Building Relationships Online •Telling Your Story •The Three Rules of Social •Becoming Your Patient’s Fan •Branding •Establishing Your Voice •Reputation Management •Becoming an Authority •Use Pictures & Video STAYING CURRENT Beyond the Regular Appointment •Keeping Your Website Fresh •Frequent Social Media Posting •Engaging with Events & Contests
- 12. GETTING FOUND Your Website The center of your online presence. • Considered “primary source” by Google. • Social media, blog, map listings, directories all lead back to your website. • Websites promote trust from prospective patients by making you look established Your Website is Still Most Important
- 13. GETTING FOUND Your Website When choosing your web designer: • • • • • • • • Who will own your domain? Are they established/trusted? What are their SEO results? Is there an extra charge for SEO? Will there be content guidance? Do they know your specialty? What is their editing policy? What is the customer support like? Look For Experience & Results
- 14. GETTING FOUND Your Website Letting your cousin’s brother-in-law design your website is a bad idea. • May not use the most recent design practices • All websites are not DENTAL websites • Will he build it and forget it? Choose a Designer You Can Trust
- 15. GETTING FOUND Your Website Website Essentials • • • • • • Good coding Easy to navigate Informative Useful / Interactive Mobile & tablet friendly Attractive Build a Website You Would Want to Visit
- 16. GETTING FOUND Your Website: What is SEO? How search works: • • • • • • 60 Trillion individual pages Pages crawled by search engines Pages are sorted & ranked Stored in an index Filtered for spam Results in less than 1/8 of a second Search Engines Focus on Returning Relevant Results
- 17. Digging Deeper: What is SEO? SEO Now: SEO Then: • • • • Keyword stuffing Hidden text “Link farms” Irrelevant content • • • • • Relevant Content Blogs Accurate info Alt tags Engaging sites Websites Are For People, Not Machines
- 18. GETTING FOUND Your Website: What is SEO?
- 19. GETTING FOUND Your Website: What is SEO? Avoid “Black Hat” SEO: • “Spamdexing” • Sites focused on search engines, not people • Beware “Page One” promises. Beware of Companies With Big Promises
- 20. GETTING FOUND Your Website: What is SEO? How to improve your SEO: •A Keyword Rich Domain Name •Easy Navigation/No Flash •Keywords in Text & Tags •Photos (with Alt-Tags) •Convenient Features •Social Media Links •Clickable Phone Number •Google Map that links to your Google listing •Fresh Content (Blog) Remember: Content is King
- 21. GETTING FOUND Local / Maps / Directories The power of local search: • 74% of smartphone owners use location based services. • 85% of users have used the internet to find a local business • 82% of online local searches result in in-store follow up. Source: http://listedlocally.com/faqs/surveys-statistics-on-local-search/ You cannot afford to ignore local search.
- 22. GETTING FOUND Local / Maps / Directories
- 23. GETTING FOUND Local / Maps / Directories Claiming / Establishing your listings: • • • • Search where you want to be found Sign-up & claim existing listings Establish new listings Be prepared for verification Focus on highest traffic & free listings first.
- 24. GETTING FOUND Local / Maps / Directories Optimize your listings: • • • • Be consistent with NAP info Be thorough, complete each listing Use relevant keywords Encourage Reviews Work to get all of your info the same.
- 25. GETTING FOUND Local / Maps / Directories Monitor your listings: • Use an email address that gets checked. • Always respond to reviews • Check for accurate information • Look out for duplicate listings. Directory listings constantly change.
- 26. GETTING FOUND Discovering Social Media The Rise of Social Media: • • • • • 1971 - The first email is sent. 1994 – Geocities is created. 2002 – Friendster is launched. 2003 – MySpace launched 2004 – Facebook begins for Harvard students, opened to college students by 2005 and everyone with an email address by 2006 • 2006 – Twitter is launched. Social Media is the #1 activity on the web.
- 27. GETTING FOUND Discovering Social Media Key social media stats: • Social media is the #1 activity on the web • 70% of adult internet users are active on social media • 40% of consumers say that info found on social media affects their health decisions • 20 % of parents use Facebook to seek medical answers online
- 28. GETTING FOUND Discovering Social Media
- 29. GETTING FOUND Discovering Social Media
- 30. GETTING FOUND Discovering Social Media Understanding Social Sites: Facebook • Largest social media site: 1.15 Billion total users • 95% of Facebook users log into their accounts every day • 23% log in 5 times a day • 70% of business to consumer marketers have acquired a customer through Facebook. Facebook is still the #1 SM site you need to be on.
- 31. GETTING FOUND Discovering Social Media Understanding Social Sites: Facebook
- 32. GETTING FOUND Discovering Social Media Understanding Social Sites: Twitter • 228 million active users • Over 400 million tweets sent per day • 53% of twitter users recommend products or services in their tweets. • Tweets are made up of only 140 characters • Twitter users are active and dedicated • The network has changed journalism. Twitter users are highly engaged.
- 33. GETTING FOUND Discovering Social Media Understanding Social Sites: Twitter
- 34. GETTING FOUND Discovering Social Media Understanding Social Sites: Google+ • 343 million active users on Google+ • 80% of users log in once a week, 60% login every day. • 70% of brands have a presence on Google+ • Google+ log in required to post on YouTube • Google+ users generally united by common interests Google+ cannot be ignored. It isn’t going away.
- 35. GETTING FOUND Discovering Social Media Understanding Social Sites: Google+
- 36. GETTING FOUND Discovering Social Media Understanding Social Sites: Pinterest • • • • • 70 million users 97% of Pinterest users are female 25% of online US women use Pinterest Most popular item on Pinterest: Recipes Why should dentists be on it? Because that’s where your target audience is. Pinterest users are active sharers.
- 37. GETTING FOUND Discovering Social Media Understanding Social Sites: Pinterest
- 38. GETTING FOUND Discovering Social Media Understanding Social Sites: YouTube • 2nd largest search engine • YouTube reaches more US adults aged 18-34 than any cable network • There are 700 YouTube links shared every minute. • 500 years worth of video is watched on YouTube every day. • Google favors websites that include video. Record video. It doesn’t have to be professional.
- 39. GETTING FOUND Discovering Social Media Understanding Social Sites: YouTube
- 40. GETTING FOUND Discovering Social Media Understanding Social Sites: LinkedIn • 200 million members • Every second two new members join LinkedIn. • There are 1.5 million LinkedIn groups. • Over 3 million LinkedIn Company Pages • LinkedIn focuses on networking and professional development You don’t have to be active on LinkedIn for it to be effective.
- 41. GETTING FOUND Discovering Social Media Understanding Social Sites: LinkedIn
- 42. GETTING FOUND Discovering Social Media Understanding Social Sites: Other Notable Networks Instagram Vine tumblr Do something different than your competitors.
- 43. GETTING FOUND Discovering Social Media Vine Do something different than your competitors.
- 44. GETTING FOUND Discovering Social Media Vine Do something different than your competitors.
- 45. GETTING FOUND Discovering Social Media Vine Do something different than your competitors.
- 46. Internet Marketing 101 You Will Learn… GETTING FOUND PATIENT ACQUISITION Easily and On Top Building a Presence that Attracts •Your Website •Local / Maps / Directories •Discovering Social Media PATIENT RETENTION Building Relationships Online •Telling Your Story •The Three Rules of Social •Becoming Your Patient’s Fan •Branding •Establishing Your Voice •Reputation Management •Becoming an Authority •Use Pictures & Video STAYING CURRENT Beyond the Regular Appointment •Keeping Your Website Fresh •Frequent Social Media Posting •Engaging with Events & Contests
- 47. PATIENT ACQUISITION Having a Presence that Attracts • • • • • Branding Establishing your “voice” Reputation management Becoming an authority Using pictures & video
- 48. PATIENT ACQUISITION Branding Your Branding Should be Distinctive. • • • • • Express “who” your practice is Reflect your office environment Simple Easy to recognize Unique but relevant Your branding can be a theme OR a logo.
- 49. PATIENT ACQUISITION Branding Your Branding Should be Consistent. • Your website is “home base” • All accounts should mirror this design • Match colors, font, style as much as possible • “About” section should be consistent across all channels
- 50. PATIENT ACQUISITION Branding Your Branding Should be Consistent.
- 51. PATIENT ACQUISITION Establishing Your Voice Your voice displays who you are through: • • • • Your branding Style of writing Type of content you post The way you use pronouns Social Media demands that you are: • Professional but personal • Be careful what you share • Be careful what you DON’T share, Don’t let fear hold you back.
- 52. PATIENT ACQUISITION Reputation Management “Putting your best foot forward”: • Own your listings by claiming them • ALWAYS respond to negative reviews • Monitor your presence, know what is being said about you: • Socialmention.com, Google Alerts, places.google.com, reviewtrackers.com Know what is being said about your practice.
- 53. PATIENT ACQUISITION Becoming an Authority Be an authority by: • Break news • Become the go-to source • Don’t fear over exposure – Facebook posts: 3 hours – Tweets: 7 minutes
- 54. PATIENT ACQUISITION Use Pictures & Video • Pictures on Facebook generate 53% more likes than the average post and 104% more comments. • New patients want to see what you look like and what your practice looks like • Online video accounts for 50% of all web traffic • 52% of consumers say that watching product videos makes them more confident in online purchase decisions. Never just post text if you can post a picture.
- 55. PATIENT ACQUISITION Use Pictures & Video
- 56. Internet Marketing 101 You Will Learn… GETTING FOUND PATIENT ACQUISITION Easily and On Top Building a Presence that Attracts •Your Website •Local / Maps / Directories •Discovering Social Media PATIENT RETENTION Building Relationships Online •Telling Your Story •The Three Rules of Social •Becoming Your Patient’s Fan •Branding •Establishing Your Voice •Reputation Management •Becoming an Authority •Use Pictures & Video STAYING CURRENT Beyond the Regular Appointment •Keeping Your Website Fresh •Frequent Social Media Posting •Engaging with Events & Contests
- 57. PATIENT RETENTION BUILDING RELATIONSHIPS ONLINE Telling Your Story • Let people know YOU – Your hobbies & interests – Family & relationships – Volunteering & charity events • Showcase your staff – Birthdays & special events – Fun facts & hobbies – Employment anniversaries • “In the club” – Let people see behind the scenes – Show off your office culture – Help people feel like they are part of your practice
- 58. PATIENT RETENTION BUILDING RELATIONSHIPS ONLINE Three Rules of Social Media Listen. Listen. Listen. • Don’t post & forget • Respond to comments • Ask questions Empower a staff member to manage your social media.
- 59. PATIENT RETENTION BUILDING RELATIONSHIPS ONLINE Become Your Patients Fan. • Post pictures of patients (with permission) • Congratulate their accomplishments • “Cavity Free Club”
- 60. Internet Marketing 101 You Will Learn… GETTING FOUND PATIENT ACQUISITION Easily and On Top Building a Presence that Attracts •Your Website •Local / Maps / Directories •Discovering Social Media PATIENT RETENTION Building Relationships Online •Telling Your Story •The Three Rules of Social •Becoming Your Patient’s Fan •Branding •Establishing Your Voice •Reputation Management •Becoming an Authority •Use Pictures & Video STAYING CURRENT Beyond the Regular Appointment •Keeping Your Website Fresh •Frequent Social Media Posting •Engaging with Events & Contests
- 61. STAYING CURRENT BEYOND THE REGULAR APPOINTENT • Keep a “fresh” website • Stay active on Social Media • Engage your “audience”
- 62. STAYING CURRENT BEYOND THE REGULAR APPOINTENT Keep a “Fresh” Website. • Keep your website up to date • Recent coding (website over 3 years old?) • Periodically update content • Get a blog Stop thinking of your website as a static document.
- 63. STAYING CURRENT BEYOND THE REGULAR APPOINTENT Stay Active on Social Media. • How often should you post? • Don’t let your audience forget about you • Don’t be boring. Worry more about under-posting, not over-posting.
- 64. STAYING CURRENT BEYOND THE REGULAR APPOINTENT Engage your Audience. • • • • Awareness Campaigns Social media contests Candy Buy Back Holidays & Seasonal
- 65. Next Steps: • • • • Review your website. Examine your local listings Get started with social Begin building relationships
Editor's Notes
- The captain of the ship looked into the dark night and saw faint lights in the distance. Immediately he told his signalman to send a message: "Alter your course 10 degrees south." Promptly a return message was received: "Alter your course 10 degrees north." The captain was angered; his command had been ignored. So he sent a second message: "Alter your course 10 degrees south--I am the captain!" Soon another message was received: "Alter your course 10 degrees north--I am a seaman third class Jones." Immediately the captain sent a third message, knowing the fear it would evoke: "Alter your course 10 degrees south--I am a battleship." Then the reply came: "Alter your course 10 degrees north--I am a lighthouse." There are plenty of voices shouting at us through the fog. We need the clear and solid voice of a lighthouse in our lives – a friend who is there with the right advice about where to go and how to get there. - Sometimes staying the course isn’t the best option – especially if the seas are unlear
- Interface Message ProcessorThis is a router, built for ULCA
- Kids in practices with iphones & ipadsCES – internet connected devicesThe democrditization of information – from scientist & programmers to kidsThe internet has changed everthingHow we get info-how we communicate with one another (cell phones?)How businesses communicate with one anotherHow we make purchasing decisions
- A full page ad in Manhattan can cost $92,0000 a year.Read Internet/ Technology statsLitterally the first time in history when you can get the very first moment of a persons waking day and the very last.
- Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.First, buyers are no longer paying much attention. Several studies have confirmed that in the “buyer’s decision journey,” traditional marketing communications just aren’t relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.
- Read quotes from Logo Design Love