Advanced Internet Marketing: Five Strategies (That Actually Work)AACSJanuary 15, 2011
Search engine optimization (SEO) is the process of improving the visibility of a web site via the "natural" or un-paid ("organic" or "algorithmic") search results. A better definition… Any and all activities designed to improve your conversion rate
5 SEO/SEM Strategies That Work Links Local Search Email marketing Social media Reviews
STRATEGY #1:Number of quality links – to AND from you
3 most important places to submit your NAP data These data providers fuel wide variety of local search websites, business directories, GPS, map software Localeze - localeze.com InfoUSA- expressupdateusa.com/home.aspx Axciom - databyacxiom.com
Moving up in the maps Citations NAP data = Name, address, phone Number of reviews & star rating Link YouTube videos Use your contact page as the website link Distance from the centroid Authoritative Google account
2 Great Local Search Blogs David Mihm (Getlisted.org) davidmihm.com/blog Mike Blumenthal blumenthals.com
Don’t forgetBing & Yahoo Local Bing = only other local search engine Bing Local Listing Center Yahoo Local
Strategy #3 Email Marketing The “Attention” Economy
Reaching out with email Connect with your patients regularly to keep their attention Are you asking for email addresses in the office and on your website? Not everyone wants to request a consult right now, but they might want to hear about your specials and events in the future Must have permission, illegal to buy lists Build and segment your list over time
Cost is minimal Cost of sending is low, $15 per 1000 emails or monthly subscription fee Must use a 3rd party system like Vertical Response, Constant Contact, Campaign Monitor Do not use your office email system!
7 Rules of Email Marketing Keep it short, sweet, and interesting Try to place the “hook” in the top half of the design If you need to provide a lot of information, put it on your website and link the eblast to that page Best time to send is Tuesday-Wednesday-Thursday morning. Make sure someone is there to answer the phone! Send 2-3 weeks before an event and again a few days before (don’t send too early) Don’t abuse your list Always send something with value
Strategy #4 Social Media The “Attention” Economy
1. Does anyone within your practice regularly blog in some way about any aesthetics-related topics? 2. Does your practice have a Facebook business page (or any other social network)? 3. Give yourself another point if you or a staff member posts every day on the Facebook page, or if you have designated a staff member to be responsible for posting. 4. Do you know how many reviews Google has aggregated under your profile? 5. Is Web publishing available to many in your organization? 6. Are you aware of your engagement statistics, such as conversion rate and time on site? 7. Does your practice reward patient social media involvement? 8. Has anyone recently checked on the accuracy of your local listings in Google, Bing, Yahoo? 9. Do you regularly ask your patients to write reviews? 10. Do you have a Google Alert set up on your own name to notify you when something is published on the internet about you?
7-10 “yes” = consumers are top-of-mind 1-3 7-10 4-6
Benefits of social media No monetary cost to you, just time More informed consumers More engaged consumers, active in process Looking for a conversation with someone, and it should be YOU Less likely to come back to your website over and over than follow your updates Mobile devices have an easier time with Facebook and Twitter
Rules of Social Media Don’t try to fake it. Everyone can tell. 2. Listen, don’t just talk 3. Measure
Facebook More than 500 million active users 50% of active users log in to Facebook on any given day There are more than 150 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
Use Facebook wisely You can and should separate business and personal Start with your personal profile, get the hang of it, then build a business page Don’t communicate with patients from your personal account Share business page admin with your staff Don’t try to do a personal page for the business – Facebook will kick you out Can’t do ads with a personal page or a group facebook.com/pages/create.php
Facebook advertising Most targeted PPC you can find Still relatively inexpensive Example: women ages 38-50, ten mile radius around the office, with the keyword “wrinkles” on their profile Click is approx $1.50-$2 vs. $5-15 on Google, and higher quality
Twitter Fastest news source Real time communication in large groups Get your name! Consumer barometer
Bad and fake reviews happen What do you do when a negative review or comment surfaces? See bad reviews as an opportunity, monitor and respond politely ONCE Two ways to go – surround it with real positive reviews, or try to force it down in the results
How to Respond Step 1: Own the issue. Step 2: Describe how future patients will not have this issue. Step 3: Offer to fix the issue.
Avoid Overreacting to a bad review Paying too much attention to it online Taking legal action against a patient
#1 Review tip Offer a good product and offer astonishingly good service
Buying awareness/traffic is so 2009 Trade off reach for deeper, direct engagement Invest where there are the richest prospects Spend more on activating advocates vs. buying attention Accept that money can’t change the fact that a brand or service is defined by actual customer opinions (shared via social media)