Internet Marketing and your Practice  Presented by
Why should you care about Internet Marketing? <ul><ul><li>New Patient Acquisition </li></ul></ul><ul><ul><li>Increased pat...
Websites SEO/SEM Blogging Social Media Location Based Services  
Websites  
How can a website help your Practice?     <ul><ul><ul><li>Internet visibility to potential new patients </li></ul></ul></u...
A Typical Dental Website
SEO vs. SEM <ul><li>Search Engine Optimization (SEO) vs. Search Engine Marketing (SEM) </li></ul><ul><li>Case Study: A pot...
An Example
Search Engine Optimization <ul><li>Based on Google's estimation of how relevant you are to the keywords </li></ul><ul><li>...
SEO Keywords <ul><li>Google Keywords Tool (free): </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal ...
Search Engine Marketing <ul><li>This is paid search traffic </li></ul><ul><li>Use Google Adwords (http://adwords.google.co...
Metrics and Analytics <ul><li>Metrics are Key </li></ul><ul><li>You need to know </li></ul><ul><ul><li>How many people vis...
Google Analytics <ul><li>Free, Powerful </li></ul>
Domain Purchase and Hosting <ul><li>  </li></ul><ul><ul><li>Look for a URL related to the keywords you're targeting </li><...
Clinicbook  
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Internet Marketing and Your Dental Practice

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Internet Marketing and Your Dental Practice

  1. 1. Internet Marketing and your Practice  Presented by
  2. 2. Why should you care about Internet Marketing? <ul><ul><li>New Patient Acquisition </li></ul></ul><ul><ul><li>Increased patient retention and patient engagement </li></ul></ul>
  3. 3. Websites SEO/SEM Blogging Social Media Location Based Services  
  4. 4. Websites  
  5. 5. How can a website help your Practice?     <ul><ul><ul><li>Internet visibility to potential new patients </li></ul></ul></ul><ul><ul><ul><li>Reduced call volume from existing patients </li></ul></ul></ul><ul><ul><ul><li>Overall appearance of professionalism </li></ul></ul></ul>
  6. 6. A Typical Dental Website
  7. 7. SEO vs. SEM <ul><li>Search Engine Optimization (SEO) vs. Search Engine Marketing (SEM) </li></ul><ul><li>Case Study: A potential patient is looking for a new dentist and turns to google. They search for “Vancouver Dentists” </li></ul><ul><li>There are two types of results on these searches: </li></ul><ul><ul><li>Paid (achieved through SEM) </li></ul></ul><ul><ul><li>Unpaid (achieved through SEO) </li></ul></ul>
  8. 8. An Example
  9. 9. Search Engine Optimization <ul><li>Based on Google's estimation of how relevant you are to the keywords </li></ul><ul><li>How do they determine this? </li></ul><ul><ul><li>Content on your site </li></ul></ul><ul><ul><li>Correctly configured page titles, meta descriptions, URLs </li></ul></ul><ul><ul><li>“ References” (inbound links) from other valuable sites (articles, blogs etc) </li></ul></ul>
  10. 10. SEO Keywords <ul><li>Google Keywords Tool (free): </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>See how many people search for a specific keyword or phrase </li></ul><ul><li>See suggestions on similar keywords </li></ul><ul><li>Check competition levels for those keywords </li></ul>
  11. 11. Search Engine Marketing <ul><li>This is paid search traffic </li></ul><ul><li>Use Google Adwords (http://adwords.google.com) </li></ul><ul><ul><li>Pay Per Click </li></ul></ul><ul><ul><li>Bid “Per Click” to get impressions </li></ul></ul><ul><ul><li>Daily maximum budget </li></ul></ul><ul><ul><li>Requires a decent website to get a good ROI </li></ul></ul><ul><ul><li>Measure carefully with analytics </li></ul></ul>
  12. 12. Metrics and Analytics <ul><li>Metrics are Key </li></ul><ul><li>You need to know </li></ul><ul><ul><li>How many people visited your site </li></ul></ul><ul><ul><li>How many pages they viewed </li></ul></ul><ul><ul><li>How they arrived at your site (Organic, SEM, Social Media, Referrals, Direct Visits) </li></ul></ul><ul><ul><li>How long they stayed on your site </li></ul></ul><ul><ul><li>Where they are geographically </li></ul></ul><ul><ul><li>Try and track conversion to new patients </li></ul></ul><ul><ul><li>Landing and exit pages </li></ul></ul>
  13. 13. Google Analytics <ul><li>Free, Powerful </li></ul>
  14. 14. Domain Purchase and Hosting <ul><li>  </li></ul><ul><ul><li>Look for a URL related to the keywords you're targeting </li></ul></ul><ul><ul><li>There are ongoing costs for a website. Hosting and Maintenance </li></ul></ul>
  15. 15. Clinicbook  
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