Advanced Web Marketing
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Slides from the course "Advanced Web Marketing for the Seasoned Pro" presented at Plastic Surgery 2009 in Seattle, Washington.

Slides from the course "Advanced Web Marketing for the Seasoned Pro" presented at Plastic Surgery 2009 in Seattle, Washington.

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  • We’re going to talk about the economy and what’s unique about marketing right now and I’ll give you my rules for internet marketing We will discuss what elements need to be included for a website to convert people who are just researching into contacts We will try to give you a glimpse into what Google’s placing the most value on now in terms of SEO I will go in depth into email marketing, pay per click, social media And briefly cover reputation management, what to do if there are bad reviews written about you on the internet So where are we?
  • We have undergone a major shift from a mass media culture, to a niche media culture Everyone here remembers when we had 3 or 4 tv channels and one newspaper in each city, Now 900 cable channels, many niche channels, video on demand, movies on demand, high speed internet, a wii, an ipod, a blackberry, an iphone – virtually limitless entertainment choices all vying for our attention At the same time, advertising in traditional media sources is way down Newspaper advertising down 50%, although people’s appetite for news is up NY Times website is getting 1.9 million visitors per day Circulation of People magazine is 3.5 million, and we consider it to be a MASS publication Circulation of the New Yorker is 1 million, but it’s considered a NICHE publication Seems to me that the “Mass” isn’t as big as we might think While many of the MASS products are struggling or failing, niche media is thriving Especially in radio, the top 3 national daily radio programs are “niche” broadcasts NPR has doubled in audience size in under ten years Rush Limbaugh – avg of 14 million per day Morning Edition on NPR – avg of 13 million per day All Things Considered on NPR in the evening We are lucky in a way, in plastic surgery, because we already understand the nature of the niche – You already know how to focus on specific types of procedures and have been working to carve out a competitive niche for your entire career Many of the most successful plastic surgeons have marketed themselves as specialists, not generalists
  • How does the idea of niche marketing affect us, in plastic surgery? Well we started out in a service economy where businesses and individuals provided a service for each other and our economy functioned this way for many years In the 90’s we moved into a bit of an “experience economy” – sell the “sizzle” not the steak – paying for the brand We pay $3 for a cup of coffee because of the experience you have when you go there to drink that coffee All of this noise and the infinite number of entertainment choices have led us to where we are, which is called the attention economy As plastic surgeons, you have to maintain all three – You still have to provide the actual service, And have to try to give them a good experience, which is the standard in luxury sales But now, in order to even be able to provide your service and wow them with the experience, you have to first get their attention
  • So how do you market a plastic surgery practice in this “Attention” economy? Let’s explore some of the ways you can capture your prospective patient’s attention This might require a shift in thinking but that’s why you’re here. If you haven’t already, It is time to figure out how to incorporate 2 way communication into your marketing You’re not just putting advertising out there and waiting for the phone to ring anymore This means, at the most basic level, you’re using email marketing to communicate with your patient base on a fairly regular basis, On a more involved level, you are blogging, you are on Facebook, and people are able to ask you questions through your website without having to schedule a consultation and drive to your office. While you are doing all of these things, you cannot abandon your other marketing initiatives, but you do need to be cautious with where and how you spend money. Remember that you’re trying to find the niche where your consumer is already spending their time so that you can get their attention
  • My 4 rules for internet marketing Rule #1 Throw spaghetti at the wall There are no dumb ideas – with the web, you have the power to change your website instantly and if something isn’t working the way you intended, it can be gone in a heartbeat. You might be surprised at the kinds of things that will make the phone ring. Rule #2 Fail cheaply and fail often Some of our best tactics came from silly ideas that were extremely simple to implement. One of those ideas was born from a client needing to fill up her esthetician’s schedule during slow weeks. We invented “Secret Specials” so that we wouldn’t have to decide what they were going to be until we needed them. People could sign up for the secret specials and then we’d email a really good deal on a Monday morning when she saw that the appointment book was light. When the schedule was full, the special was over. Missed it? Well you should sign up for the secret specials… more on this later Rule #3 Always measure your response – Email blast programs like Vertical Response and Constant Contact will give you great statistics. Your website statistics or Google Analytics should also be accessible for you to monitor response. We will go into more depth on email marketing later. Rule #4 Favor data over anecdotal evidence Don’t Google something obscure and then call your web company up and say “I’m not showing up on page one for “calf implants” Use actual reports to determine what’s working and to identify areas for improvement. SO let’s start with the anatomy of a successful website
  • The first question you need to ask yourself is, do you have the content that a buying patient is looking for? A person who is ready to schedule consultation is looking for photos, information about financing, and hoping for a good deal along the way Then, do you have ways to connect with a researching patient, who isn’t ready to buy but wants to keep you on their list Do you have low-commitment ways to connect with these people? Can they sign up for your email list? Do you have an event or informational session they can come to? If you force these “not ready” readers to provide too much information, such as the procedure they’re interested in or their full mailing address, they won’t hand over their email address which is what you really want. So on pages other than your Contact Us page, ask only for Name, Email, and Phone but do not make phone a required field. Do you have interesting, clickable features? The more fun things you have for them to read or look at, the longer they will stay – and the better chance you have of getting their email address out of them In our experience, the top three topics people seek on a plastic surgery website are the before and after photos Then cost information And Specials information about the doctor is usually up there in the top too In your before and after photos, do have more information?
  • Most people are hunting for photos that look like themselves, to see how you were able to improve a similar patient’s condition Include as many details as you can Height, weight, age, implant size, implant shape, implant manufacturer Tell as much of the person’s real story as you possibly can This is from ohio plastic surgeon Dr. Paul Vanek’s website – he includes age, height, weight, gender, post-op timeline, implant type, implant detail, volume, and then a full written description. And, if you click on View more details, it goes to a full page with all three angles. This is a terrific user experience. After photos, they are looking for cost information
  • People have always been interested in cost information but now they demand to know what they’re getting into before they come to your office You will save yourselves a lot of time and energy by providing the most comprehensive cost and financing information that you can on your financing page and on each procedure page Is someone in your office good at helping people get financed? Can you feature that person on the financing page as the “expert”? This creates a personal connection that gives people the feeling that they have an “in” Do you offer a cash discount? Do you include pricing information on each procedure page? While sometimes pricing may be too complicated to include, you can always post a range and on non surgical procedures like fillers, Botox, laser treatments, you should definitely post your prices and specials whenever possible. If you’re not doing specials, you’re missing a good opportunity to connect with people and should add them as soon as you can.
  • Specials are very popular – you need to feature them and you don’t even have to think them up yourself if you don’t want to Even Allergan, Medicis, and J&J are on to the idea and have been doing $50 rebates for a while now – The 50 dollar botox rebate from this summer was so successful they extended it through the end of the year And Evolence has a $50 rebate running through the end of the year too Once you’ve these three important elements in place – before/after, financing, and specials -- take a good hard look at your content
  • If your site has been around for a while, you could probably use a review – but it’s hard to know where to start It’s very important to know what your users think of your content, and you can use Google Analytics to find out Although it isn’t perfect, you can use Bounce Rate data to get a pretty good feel for what’s not working To find this information in Google Analytics, first I went to the “Top Content” report, then sorted it as you can see in the dark grey column by bounce rate CLICK IN THE RED ARROW [Explain what Bounce rate is] Bounce rate is the number of people who land on a web page and immediately click back out This number can give you a general feel for the least popular pages on a website In this case, I see that the page called Payment Options is not doing so well, so I went to look at the actual page on this website and found that the only info there was that they offered Visa MasterCard and Amex… clearly not enough information for those interested in financing their procedure. This is a 30 day report, I would probably look at 6 months to a year if I were analyzing a site that I did not know well Since learning this, we have updated the page with much more comprehensive info and will check the data again in 30 days to see if it has improved. You can’t take the bounce rate number as gospel truth. But you can use it as a guideline to improve your content. Another good way to find out what your users like is with the Site Overlay tool
  • This is a plastic surgeon from Fairfax, Virginia You would think by looking at this home page that the three image buttons at the top of the page were interesting to people, but in fact, these buttons got very few clicks. Less than 1 percent of the users of this website clicked on those button, so we took them out. CLICK IN THE OVERLAY I learned that with the Overlay tool. This tool is also part of Google Analytics, called Site Overlay. And it shows me how many clicks each button on the home page receive, in this case it is set on a 30 day span There is a percentage over each button, and when you roll the mouse over a button, you can see the number of clicks In this case, the home page received 83 clicks, 14 % of the total clicks on the home page That doesn’t mean only 83 people clicked on the gallery, just that it was their first choice from the home page If you were to use the Overlay tool on other pages, the percentage going to the gallery may be even higher Equally as interesting are the buttons which do NOT get clicked on, because that tells you where NOT to focus your energy
  • Those of you who have original content that you wrote have likely had the experience of a patient meeting you for the first time and already knowing what you’re going to say, or have made the decision to see you based on something you wrote on your website Remember the attention economy, that if you are able to get your patient’s attention you will already be ahead of the game – having great content is one of the best things you can do for yourself
  • Are you starting to feel like you’re on a hamster wheel? SEO is confusing, expensive, frustrating, and necessary
  • Let’s remember the definition of SEO SEO directly addresses the need for a website to attract new and targeted visitors, who in turn will convert into buying customers.
  • In reality, SEO has many definitions and no one web company is “right” This work encompasses any and all of the activities designed to improve your conversion rate CLICK UP THE NEXT SENTENCE Not necessarily to make you appear on page one in Google
  • What is unique to the challenge of doing this job is that There is no school for it All of the good SEO’s out there learned by trial and error, good instincts, good problem solving skills Became successful by ability to identify patterns and maximize Definitions and language aren’t always standard We do have a very active online community which shares information and studies trends So much of what we do is based on a community consensus of what works and what doesn’t work These days one of the biggest challenges we face in SEO is the importance of getting good links – Where to get good links and the daunting task of asking for them and making sure they are
  • Links are like “votes” A vote from a high quality source has more power than a whole bunch of low quality links This is sometimes called “link juice” You can tell how good the “link juice” will be by the Page Rank of the website you are hoping to get a link from – I will get to Page Rank in a moment Best kind of link is the one your competitors can’t get It’s a myth that linking to other websites can hurt you Linking out to others is also a signal that you’re “real” Basically, the thinking on Google’s end is that if you link to spam, you’re a spammer too But if you link to good stuff, you must be trying to be a good resource How do you identify a “quality” link?
  • One of the measurements we use to identify a potentially good link is Page Rank Page Rank is an algorithmic scale from 1-10, assigned by Google Ten being the most powerful Your PageRank increases as other pages link to it. Google assumes that each page on the internet is controlled by a human, and that humans link to important pages. So, pages with the highest PageRank should represent what humans consider to be the most important. Google officially states in their corporate information that PageRank is important, but in true Google style, they don’t actually explain how PageRank affects rankings.
  • Most plastic surgeons’ websites will never rank higher than 3, and very few will reach 4 So again I will plead with you not to microanalyze your page rank but to always hold the number of contacts you receive as the highest value statistic CNN has a PR of 10, Facebook is a 9, and the Wall Street Journal is an 8 I will warn you now – do not fixate on this number! I think we should invent something called “patient lead rank” for ourselves and have scale where you are ranked based on conversions. I have websites with a page rank of 1 or 2 that receive 40+ new patient leads per month You can find your pagerank if you’ve got Google Toolbar installed, or by going to this link where there’s a free tool for finding your page rank PlasticSurgery.org is a 6 Do not obsess with your page rank, it is just a guide. Your focus should be on obtaining good traffic – where are your patients already reading? – then try to get a link from there. How do you find out how many links you have? First take a look at where your best links are now
  • Check your top traffic sources to see where your best links are This report is from a plastic surgeon in San Francisco, one of the hardest markets to crack in the US Facebook was the top source of traffic after Google, then PR Web, because we did a press release during this month, Then RealSelf.com, which sent 35 visitors And Yelp.com sent 18 visitors, and Love Your Look.com sent 6 You always want to pay attention to the Time on Site and Bounce rate numbers on this report, because it will give you a clue about the quality of the visitor The bounce rate for visitors from Real Self was a very low 14% And the bounce rate for visitors from the PR Web press release was 71 % That tells me that PR web isn’t sending prospective patients, but Real Self is The visitors from RealSelf also spent an average of 4 minutes reading this website which is very good With this data, you can assess how effective your internet marketing is away from your own website and decide which pieces you will continue or maximize in the future
  • There are a few other ways to find out how many links you have Two of the more scientific ways are through Google Webmaster Tools or Yahoo Site Explorer, both are free programs designed to help webmasters improve websites The easiest way to get a list of the links to you is to go to plain old regular Yahoo Search and enter Link: full web address This search trick does not work in Google Here is what that looks like I tested it with plasticsurgery.org and found that they have over 75 thousand links to them and then there’s a list
  • Best way to get links is to ask for them! Help each other by linking to your friends and colleagues For your SEO company, link building is complicated and you should try to work together to identify other websites where you can get links This is also where a lot of shortcuts have been taken in the past, with things like link farms and spam. It is only a matter of time before Google catches up and those tactics lead to a penalty [Conclude link section] While you’re here at the meeting, talking with colleagues and friends, it might be a good idea to ask each other about trading links. It will have a meaningful impact on your SEO and it’s not the kind of thing you’ll remember to do when you get home. If you’re not familiar with this cat photo, this is from a website called I can haz cheezburger.com – which has a Page Rank of 7 It’s a fun and slightly ridiculous example of the power of links because the whole website is made up of goofy cat photos and people just link to them like crazy And the site makes money by running lots and lots of ads next to the cats [On to the next SEO factor – age of domain]
  • Lately it has seemed that the oldest sites are far outranking newer ones – I would suspect many of you have run into this An old domain name appears to be more “trusted” – But this is problematic because the OLDEST website isn’t necessarily the BEST website If you know anyone retiring or have access to an old domain, it could be valuable If you are building a website, keep your domain name If you buy another practice or business with an old domain, keep it and use it to your advantage Try not to move domains around and transfer them – these are signals that could be seen as less trustworthy If you do not own your domain account yourself, you should definitely try to make that happen – they are business assets and should be treated like it If you’re curious, you can look up the age and owner information for any domain using a tool called WHOIS As an example I looked up plasticsurgery.org and learned that it was registered in 1996, has moved a few times over the years, and is hosted on a dedicated server So you can find out a lot with this tool and this is all public information
  • Bounce rate is the percentage of people who land on a page and leave right away – a certain amount of bounce is inevitable and I have seen this number range from as low as 14% to as high as 95% CLICK TO BRING THE ARROW IN The acceptable range for your own website should be under 40% and ideally in the 20-30% range This graph is an extremely good example and I have long pondered why their bounce rate is so low – what he have done with this website is really against the normal principles of home page design because there is no content on the home page. CLICK IN THE HOME PAGE We instead make the user choose where they want to go to read more, and to be honest, if someone asked me for this design today for a new website I would probably recommend against it. If this practice was really struggling to rank for their major keywords, I would definitely redesign this home page to include text But in fact, they aren’t having any trouble at all. I think what makes it okay is that the rest of the hundreds of pages on this website are extremely content-rich and the full menu is accessible from the left column of every page, it’s also a very old domain, and the Twin Cities is a relatively small market compared to many others So the moral of the story is really that your user’s experience is more important than following all the rules of SEO CLICK OUT THE HOME PAGE Two other factors you want to pay attention to The amount of time on site – the average ranges from 2 to 5 minutes – you want to see your time on site continue to go up as your site ages And pages per visit – theirs is low compared to a website with before and after photos, which will have a much higher number of pages per visit and therefore will have a longer time on site number
  • There are still many misconceptions about SEO – we are asked questions all the time Usually these myths are a result of unethical or uninformed sales people telling folks they need something that they do not need
  • Myth number 1 – I need lots of domain names CLICK IN THE TRUE This is based on the idea that people would just guess your domain name and type it in, but we know that’s not how it works, most people are using a search engine to find you However, if you don’t own all of the variations of your own name, you should If your name is dr richard kimball You should own drrichardkimball.com richardkimballmd.com and so on
  • Myth number 2 – I need keywords CLICK IN THE TRUE Google has officially declared that they do not index meta keywords We have known this for years and for a long time kept them in there just in case but there really is no need Where are your meta keywords? They are normally placed in the source code of your website at the top of the code
  • Myth number 3, I have to submit my site to the search engines CLICK IN THE FALSE In the early 90’s this was true but wasn’t a scalable process and was abandoned completely by the search engines almost ten years ago This no longer an issue If an SEO company tells you they will “submit your site to the search engines” please be careful with your credit card
  • Myth number 4, I have to update my content all the time CLICK IN THE FALSE This is the old myth of “if I update my content Google will come back” but they come back anyway in less than a week If it’s out of date, yes of course you should update it, You can add content as often as you like But you don’t need to update just for the sake of updating Use your analytics data to make good decisions about when to improve your content
  • Myth number 5 - I have to be first! CLICK IN THE FALSE I am worried that there will be a day in the not so distant future that first page results are not even achievable anymore – the current algorithm favors older sites, and it’s not a stretch to imagine a time when the sites indexed for specific terms have such a strong hold on the rankings that a new site will not be able to compete Or easily compete, without spending thousands of dollars and many years trying to climb up there And what will we do then? We have to be prepared for a time where internet marketing may require a lot more creativity than purely achieving first page Google results This means finding good web traffic other ways, or creating web traffic by other means in the real world by asking people to visit your website and giving them reasons to go there One of the easiest and most effective ways to do that is with EMAIL MARKETING
  • If you’re not reaching out to your patients with email yet, you need to start
  • Email marketing serves the patients who aren’t ready for or interested in surgery yet and keeps your botox and injectables and any non-surgical sales moving The goal of email marketing is to connect with your patients regularly to keep their attention This is not just a list of people who you think will have surgery in the next 3 months but is a proven strategy for growing all of the areas of your practice 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 A couple of rules Must have permission, illegal to buy lists Build and segment your list over time
  • This example is one of my favorites – the specials are very diverse – there is something for everyone - and the center special invites a click through to the breast augmentation gallery Suburban Chicago practice, two surgeons, bedroom community, about 17,000 people Difficult Google search because Frankfort Illinois, the actual town where they are, is very small and we don’t think people are googling “plastic surgeon frankfort” And they’re just far enough from Chicago that focusing on Chicago is not a good strategy either But they have a large mailing list with over 1000 names We did this email campaign earlier this year, in late June This email was sent to 1009 addresses It was opened 297 times for a 30% open rate 188 of those 297 people clicked on one of the 5 buttons in the message 69 of them clicked on the breast augmentation gallery button I could then download a list of the names of the 69 people who clicked on the breast augmentation gallery If you have a savvy patient coordinator, that list can be worth a fortune because it may contain names of people who are on the fence or need a nudge, and you can then pick up the phone But I wouldn’t say to them when you call “We noticed that you clicked on the breast augmentation gallery…” Just make it a funny coincidence
  • So here’s what the report looks like This was the first time we had sent anything to their list, so there were 149 bounces and 28 unsubscribes, but the next time those numbers were almost nothing You can also suppress names from the list if you’re sending a special for surgery and don’t want patients who have already scheduled surgery to get the special I will warn you though, if they find out about the email some other way, just give them the special and avoid any conflict
  • This is another Chicago area practice, actually in northwest Indiana – it doesn’t feel like a Chicago suburb The object was to put a very attractive price in front of their list and run the special pricing all summer What shocked all of us about this eblast was that it was sent to a list of 256 people, was only opened by 80 of them, but the office scheduled 6 surgeries as a result We had not begun collecting email addresses from the website at the time we sent this, so my theory is that their list was made up of people who they had already seen in the office for consultation or other reasons, and the prices were good enough to push them over the edge We ended up sending it two more times over the entire summer and they scheduled a total of 12 surgeries from it The point is, you don’t have to have a big list to have success with email marketing, you just have to figure out what to put in front of that list to make them act All of these concepts began over a year ago with one idea, which
  • This is again the dermatologist in Minneapolis – In the beginning I talked about the client who needed to fill her estheticians empty schedules and this is how we did it Started as a 20 th anniversary promotion for this dermatology practice in the Minneapolis area Used it to fill her estheticians schedules in a slow week, so we’d do $20 microderm and we used it to sell injectables in danger of expiring Some specials flopped and some were incredibly successful We are currently on #17 and will finish by the end of this year, then start over with 20 new ones This is a perfect example of “fail cheaply and fail often” The list has doubled in size in one year, is nearly 3000 names and grows by about 200 names per month I have adapted and re-used this concept on nearly every website we manage, and found that the contacts doubled or tripled as soon as we incorporated a form like this
  • We have 3 more to do before the end of the year and then we’re starting over #17 is the last one and 18 through 20 will be happening in the next 2 months
  • Keep it short, sweet, and interesting Try to place the hook in the top half of the design If you need to give a lot of information, put it on your website and link the eblast to that page Best time to send is Tuesday morning between 10-12 Send 2-3 weeks before an event and again a few days before Don’t abuse your list
  • Email marketing is so inexpensive The cost is pennies per email I will warn you not to ever use Outlook or your regular email to do this though – that is the quickest way for your ISP to flag you as a spammer and disable your mail altogether My preference is Vertical Response because it’s so easy to use but there are plenty of equally good programs to do this, like Constant Contact, Campaign Monitor and others
  • Here are a few more examples of eblasts we have done in the last year [BOO TOX is the last one]
  • Another way to get more web traffic without depending entirely on SEO is to pay for it Pay per click is a bit of a necessary evil Over the years the cost has gone from cheap to very expensive and many of you have decided it’s not worth it and stopped The whole thing has been very complicated for a long time, and hard to know what it actually costs to get a contact through your website using paid versus organic But there’s a sweet spot and if you take the time to find it you can get a very good return on investment Two things to know
  • Much easier to track paid versus organic traffic now than in the past CLICK IN THE ARROW Google added this little tool in the upper right corner to help divide the types of traffic So you just have to click the box for “paid traffic” and it will show you two graphs instead of just one – the blue is your total traffic and the orange is your pay per click traffic This client received 16 contacts from their pay per click, and they spend about $1800 per month From here you can divide [the number of pay per click visitors who completed your contact form] by [the amount of money you spent on pay per click] As long as that number is $100 or lower you’re in good shape – I have seen these numbers reach $200 dollars and that’s okay as long as your comfortable with that and you’re getting surgery patients this way, not Botox patients Doing pay per click this way requires a fair amount of management – please make sure you are getting this kind of information and analysis or you will never be able to make decisions about whether or not it’s a worthwhile form of advertising for you
  • For a long time, Google Adwords was really the only pay per click worth doing – it was very time consuming and required a lot of analysis to really be sure you were getting good visitors for your money – some good was coming from Yahoo too but most of it was Google Well in the last year, a few companies have come along to try and improve this situation – I recently met with a sales rep from Reach Local who gave me the full demo of their service and we’re about to start testing it While I never endorse anything until I’ve seen it in action, he did give me some highlights They work with all of the search engines – Google Yahoo Bing Ask.com They can place ads on networks that were previously too expensive for small businesses, so you can show you ad on the Wall Street Journal, TLC, Food Network, Oprah and it only shows to users in your market [CLICK IN PICTURE] They record every phone call for you to hear again You get the caller’s mailing address, so you can capture their info and keep marketing to them The cost per conversion is always available on your dashboard After enough user data has been collected, their system automatically stops spending your money in places where conversions are not happening, so the longer you do it, the better it performs These are all things we would have to do manually if we were managing it ourselves, and that’s a lot of time and math – so I am looking forward to seeing what kind of results I am able to get with their system I don’t have a lot of info about pricing but I do know that you can set your own budget and limit your keywords and topics You can get out after 4 months if you aren’t seeing results and it’s month to month after the 4 th month They will give you a free month after 12 months
  • Another way to pay for it is to depend on other websites who share the your subject matter and can send you leads There is no shortage of directory sites to sign up for – some are good and some are probably just too expensive to be worthwhile In general, you do not want a directory to compete against your own website You want coverage where it would be difficult to obtain with your own website It has to be a trustworthy source and can’t interfere with your sales process If you are considering renewal or signing up for any plastic surgery portal site there are some questions you should ask
  • Another way to pay for it is to depend on other websites who share the your subject matter and send you leads Does the site look and feel trustworthy? Does it compete with your own site? Do they track emails & phone calls for you? Do they provide a report? Is there a long term contract or can you get out? Are there others listed in your city? Do they link to you? What is the average number of contacts you can expect to receive? Remember to track the data and consider the cost per contact when you are making these decisions
  • We finally come to the hot topic for this year – social media. How do you do this right? Well here are the rules of social media
  • Officially, social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” Unofficially, it’s a way to describe all of the millions of conversations people are having online
  • Do you have to participate? No you don’t, but if you’re not going to you need to be aware of what you’re missing 75% of Americans use social technology Visiting social sites is 4 th most popular online activity (ahead of personal email) 93% of social media users believe that a company should have a presence in social media But that doesn’t mean you just need to be present… the whole point is that it’s a dialogue
  • Rule number 1, don’t try to fake it - you won’t be effective if you aren’t yourself. Rule number 2 – don’t just talk, go find a conversation and participate. Where are patients asking questions that you can answer? How can you start or continue a conversation that is already going on? Rule 3 - Measure There is no magic recipe of which websites or what order to do things in, but we should try to go to the online communities where your prospective patients are too
  • Participating in social media, whether you do a little or a lot Your participation benefits the entire online community because your perspective is the one that a lot of them are looking for No cost to you except for you time More informed consumers You are able to reache the consumer who is engaged and 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 Devices have an easier time with Facebook and Twitter than an entire website – that is to say, if someone is following you on facebook or twitter, they may see it on their phone regularly and that’s some pretty valuable exposure So where are these people?
  • Facebook More than 300 million active users – population of the US is 304 million as of 2008 50% of active users log in to Facebook on any given day Fastest growing demographic is 35 and older Founder of Facebook said if If Facebook were a country, it would be the 8 th most populated in the world
  • First thing to know about Facebook is that you can separate your personal page from your business and you should. You can set the privacy settings so that only people who you allow to see your profile can see it. Don’t try to build a personal profile for your business. Facebook will shut down pages set up for businesses in the personal section It is important to know that if you do not control your Facebook experience in a way that makes sense to you, you will not enjoy it and that means you won’t benefit from it At the beginning, I recommend only being friends on your personal Facebook page with people who you know in the real world When you allow people you don’t know to be your Facebook friend, you start to feel self-conscious about what you post and how you interact. That is not a good social media experience and you want to avoid that. When you reach a comfortable place with your personal page, you can go ahead and build a business page. The place on Facebook to set up a business page is hard to find but the link is up here on the screen. Facebook allows you to make other people administrators of the business page. I’m sure the idea of your staff going on Facebook in the office is uncomfortable for some of you, but it has to be done and should be the job of your most Facebook savvy staff member Here are some examples of plastic surgeons using Facebook
  • Here’s an example of a plastic surgeon’s personal Facebook page – He has 644 friends. He has also integrated Twitter with his Facebook page, so that anything he Tweets is automatically published to Facebook On top of that, every time he answers a question on RealSelf.com, a Tweet is automatically sent out to Twitter, which then ends up here on Facebook too CLICK IN PICTURE He also has a business page which looks similar but functions differently, where we are working to build the fan base of the practice, not just the doctor CLICK IN ARROW On a business page, you have this box in the upper right corner that says Become a Fan
  • Here is a plastic surgeon from Baltimore who only uses a Facebook business page – He doesn’t want to do Facebook but he desperately needs the exposure So we have created only a business page for his practice, not a personal page, and we don’t force him to work on it His patient coordinator and myself are both admins of this Facebook page, so we post info here as it happens. The first post is an event invitation for a happy hour in November, then a pair of videos about Vanessa Williams and Botox They have 60 fans right now and are growing quickly The best part of the Facebook business system is the advertising, which you cannot do without a dedicated business page.
  • Facebook’s advertising program is fairly new and keeps improving… even six months ago I could not do what I can do today, specifically targeting profiles with words like Botox or Juvederm. But I can do this now. You can set up ads that run just to invite people to events, for a week or two leading up to the event You can ask people to simply become “fans” of your business, which then allows your business updates to be posted to their facebook pages CLICK IN PICTURE 1 This is what the interface looks like When you set up the targeting for these ads, you can drill down to very tiny demographic groups by adding keywords to filter the ad In this example, I set the ad to run in Burnsville, Minnesota and within 25 miles of Burnsville, On profiles of women between the ages of 35 and 55, Who like Botox CLICK IN PICTURE 2 Facebook estimates how many people you will reach with your ad, and in this case it says I will reach 20 people, which is pretty small. So I know I can expand my search parameters to include more people. CLICK IN PICTURE 3 And then you set your pricing The pricing is very inexpensive and the ads can be turned on and off very quickly if you find them not to be working the way you want. Definitely falls into the throwing spaghetti at the wall category And they track everything for you too Another place where your customers are spending time is Twitter
  • Why is Twitter important? Most of the time I hear people complaining that Twitter seems worthless and no one cares what mundane activity you’re doing right now But there are some benefits and it will be fascinating to see how we’re using Twitter a year from now First, Twitter is the fastest news source we have. It was over 3 hours before Google had a search result about the death of Michael Jackson, but Twitter knew instantly In fact, the massive spike in searches related to Michael Jackson was so big that Google News initially mistook it for an automated attack. It took Google 3 hours and 17 minutes to actually index the news that Jackson was dead. During the Iran elections, no television or audio was allowed to broadcast, so the world relied on Tweets from inside Iran to construct the narrative of events happening there. Consider that if you don’t get your name, someone else may grab it and pretend to be you. Get your name, even if you never send a single Tweet Who is using Twitter??
  • Twitter Largest age group is 35-49 (44% of the audience) 53% female CLICK IN THE TEXT Who is NOT using Twitter? Age 12-24 not using at all – they think it’s stupid Another important thing to note about this age group is that they trust their online friends, even the ones they haven't ever met in real life, over people who claim to be experts. And they believe themselves to be impervious to advertising. This group is actually part of your demographic if you do breast augmentation and you need to know how to reach them If just not into the idea of Twitter, you don’t even have to sign up to get one of the best benefits
  • Good barometer of consumer opinion Excellent place to find articles search.twitter.com
  • Botox is a household name… all of the tweets about Botox are from regular people But Dysport, is just doctors and medspas tweeting You can also pick up a lot of great news by using Twitter search, especially if you’re trying to think of something to blog about How do doctors use twitter?
  • So you can see that there are a few ways to use Twitter, but really you should use it however you want to – you don’t have to tell the world what you had for breakfast or that you’re going to karate class tonight if you don’t want to Here are some plastic surgery practices on twitter Last but not least, if you are blogging, Twitter is a terrific way to drive traffic to your blog or your website - You write a great blog, then you go to twitter and tell the world to go read it – or you post new before and afters or new articles on the website, tweet about it and pick up some traffic
  • A common misconception about blogs is that its supposed to be like your personal journal where you share all your darkest secrets Really, it’s just a very versatile piece of software that you can use to communicate and contribute content to your site It has the advantage of being a less formal space than your website, you don’t have to be clinical and you shouldn’t You should be yourself On the blog, you can dash off a quick commentary on a news story or answer a patient question in Q&A format It helps your SEO and grows into a formidable resource over time What do you blog about?
  • Q&A Series: 10 things to know about breast augmentation Comment on the news Tell a patient’s story What’s new at your practice
  • Keep it short (2-4 paragraphs) – if you need to write more, make it a series and publish part one today, part two tomorrow You can even set them to autopublish on the date you choose, so you could write several blogs at once and forget about it for a week or two Keep it light and try make the subject matter fun if you can Link back to your website from keywords to procedure pages, so if it’s a blog about breast aug, link from the words breast aug back to your breast aug page Include photos as often as possible If you’re not going to write, make it someone’s job
  • Reviews are coming Already on Angie’s List And a lot of unscrupulous websites If you have a well developed social media presence, a bad review will just look like a drop in the bucket,
  • Reviews are coming Already on Angie’s List And a lot of unscrupulous websites If you have a well developed social media presence, a bad review will just look like a drop in the bucket,
  • To connect online and in the real world with as many prospective patients as possible To build lasting relationships with your patient community Find a web marketing company that supports those goals and provides you with the most transparent process Remember that successful web marketing is being invented daily and be open to trying different ideas with your website And give social media a try – you can’t really hire someone to do it for you – because you have to be you - but you can ask for help Thank you so much for being here, If you’d like a copy of the updated book chapter about web marketing from Dana’s book, A Brand Apart, leave us your email address and we’ll send you a sneak peek Please come see us in the ASPS resource center in the WebGold booth
  • Now that you know the rules, let’s look at the elements you need to include on your website to do well When we plan a new site, we sometimes use what is known as a “wireframe” to be sure we have planned for all of the important home page elements This makes the design process more efficient because we’re not discussing the elements at the same time as the look and feel of the site

Advanced Web Marketing Presentation Transcript

  • 1. Advanced Web Marke.ng for the Seasoned Pro  October 24, 2009 
  • 2. What we’ll cover    •  Where are we?  •  Rules of Internet Marke=ng  •  Elements of successful websites  •  What does Google want now? SEO update  •  Email marke=ng  •  Social Media 
  • 3. Where are we?  •  ShiF from mass to niche  •  “One size fits all culture” is gone  •  Infinite entertainment choices  •  Newspaper adver=sing down 50%, but appe=te for  news is up  •  NY Times – 1.9 million visitors per day  •  Failure of the model, not the interest in the product 
  • 4. How is this shi= from mass to niche affec.ng us?  •  Service economy  •  Experience economy – sell the  “sizzle” not the steak  •  $3 cup of coffee  •  Now so much noise, we’ve  entered the “aBen.on  economy” 
  • 5. How do you market your prac.ce in the  “aBen.on” economy?  •  Incorporate 2‐way communica=on,  aka “social media”  •  Reach out instead of always wai=ng  for pa=ents to reach in to you  •  Can’t do it all on the web   •  You need other sources too, but in  the right niche 
  • 6. 4 Rules of Internet Marke.ng  1. Throw spaghe] at the wall  2. Fail cheaply and fail oFen  3. Always measure response  4. Favor data over anecdotal evidence 
  • 7. Anatomy of a successful website  •  Give both types of people what they want – serve  the pa=ent who is ready, and the one who isn’t  •  Do you have interes=ng, clickable features? The  more you have for them to do, the longer they  will stay  •  Top 3 pages on most cosme=c sites: Before &  AFer, Financing/Cost, and Specials 
  • 8. Before and a=er photos  •  Include notes about each pa=ent  •  Looking for similar body type  •  Include lots of details  •  Try to tell the pa=ent’s story  
  • 9. Before and a=er photos  •  Include notes about each pa=ent  •  Looking for similar body type  •  Include lots of details  •  Try to tell the pa=ent’s story  
  • 10. Financing and cost informa.on  •  Cost and financing informa=on is cri=cally important  •  High search volume  •  Is someone in your office good at helping people get  financed? Can you feature that person on the  financing page as the “expert”?  •  Do you offer a cash discount?  •  Do you include pricing informa=on on each procedure  page? 
  • 11. Do specials, but do them well    •  Use the specials from Allergan, Medicis, J&J, etc. –  contact your rep for more informa=on  •  Keep specials simple 
  • 12. Make your content a priority  •  Analyze your exis=ng content with real data  •  Sort by bounce rate and improve systema=cally 
  • 13. Your voice needs to be heard in the text  •  Original content has a las=ng impression on  your pa=ent  •  Similar content is okay, but iden=cal is not good 
  • 14. Search Engine Op.miza.on  •  ```  The “Ajen=on” Economy 
  • 15. What is Search Engine Op.miza.on?  SEO directly addresses the need    for a website to ajract new and  targeted visitors, who in turn will  convert into buying customers.  
  • 16. In reality, SEO has many defini.ons  `  Any and all ac=vi=es designed to  improve your conversion rate  Not necessarily to make you #1 in Google 
  • 17. The unique challenge of SEO  •  There is no school for it  •  Learned by trial and error, ins=nct  •  Became successful by ability to iden=fy  pajerns and maximize  •  Defini=ons and language aren’t always  standard 
  • 18. MOST IMPORTANT SEO FACTOR:  Number of quality links – to AND from you  •  Links are like “votes”  •  Quality more powerful than quan=ty  •  Best kind of link is the one your  compe=tors can’t get  •  Linking out to others is also a signal that  you’re “real”  •  It’s a myth that linking to other websites  can hurt you 
  • 19. What is Page Rank?  •  Algorithmic scale from 1‐10, assigned by Google 
  • 20. Page Rank in our world  •  Most plas=c surgeons’ will never rank higher than 3  •  Very few will reach 4  •  CNN 10, Facebook 9,  WSJ 8   •  Plas=csurgery.org has a PR of 6  •  WARNING! Do not fixate on this number!  •  Use it as a tool to iden=fy good sources of links   •  Find your page rank with Google Toolbar or go to  hjp://www.seomoz.org/toolbox/pagerank 
  • 21. Check your traffic sources  •  ```  The “Ajen=on” Economy 
  • 22. How many links do I have?  •  Google Webmaster Tools  •  Yahoo Search   •  Enter link:h'p://www.yourdomain.com/ 
  • 23. How many links do I have?  •  Google Webmaster Tools  •  Yahoo Search   •  Enter link:h'p://www.yourdomain.com/ 
  • 24. How do I get more links?  •  ASK for them!  •  Link out and you’ll find others linking back in to you  •  Build great pages that can serve as resources to others  and they will naturally link to you 
  • 25. Age of domain name  •  An old domain name appears to be  more “trusted”  •  Look up the age of a domain using  whois.domaintools.com 
  • 26. Age of domain name  •  An old domain name appears to be  more “trusted”  •  Look up the age of a domain using  whois.domaintools.com 
  • 27. User sta.s.cs becoming a factor  •  The sta=s=cs related to how much your users like your site are  becoming more important  •  Bounce rate, =me on site 
  • 28. User sta.s.cs becoming a factor  •  The sta=s=cs related to how much your users like your site are  becoming more important  •  Bounce rate, =me on site 
  • 29. SEO   •  ```  MYTHS  &  The “Ajen=on” Economy  MISCONCEPTIONS  
  • 30. MYTH #1  “I need lots of domain names”  TRUE But only to protect yourself
  • 31. MYTH #2  “I need keywords!”  TRUE, but  Only within the context of your content,   which should aim to be the best resource  possible 
  • 32. MYTH #3  “I need to submit my site to the search engines”  FALSE  No longer needed or necessary 
  • 33. MYTH #4  “I have to update my content all the <me”  FALSE  If it ain’t broke, don’t fix it 
  • 34. MYTH #5  “I have to be first!”  FALSE  #1 A realis=c expecta=on of success is a mix of  first and second page results and mul=ple  sources   and it’s constantly changing 
  • 35. Strategy #1  Email Marke.ng  •  ```  The “Ajen=on” Economy 
  • 36. Reaching out with email  •  Connect with your pa=ents regularly to keep their  ajen=on  •  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 =me  
  • 37. •  ```  The “Ajen=on” Economy  Case Study #1 
  • 38. •  ```  The “Ajen=on” Economy  Case Study #2 
  • 39. Most successful email collec.on campaign  Case Study #3 
  • 40. •  ```  The “Ajen=on” Economy 
  • 41. 6 Rules of Email Marke.ng  1.  Keep it short, sweet, and interes=ng  2.  Try to place the “hook” in the top half of the design  3.  If you need to provide a lot of informa=on, put it on your   website and link the eblast to that page  4.  Best =me to send is Tuesday morning between 10‐12  5.  Send 2‐3 weeks before an event and again a few days  before  6.  Don’t abuse your list 
  • 42. Cost is minimal  •  Cost of sending is low, $15 per 1000 emails or monthly  subscrip=on fee  •  Must use a 3rd party system like Ver=cal Response,  Constant Contact, Campaign Monitor  •  Do not use your office email system! 
  • 43. Strategy #2  Pay Per Click  •  ```  The “Ajen=on” Economy 
  • 44. Paid is much easier to track now  •  ```  The “Ajen=on” Economy  Divide the number of pay per click visitors who  completed your contact form by the amount of money  you spent on pay per click   
  • 45. Paid is much easier to track now  •  ```  The “Ajen=on” Economy  Divide the number of pay per click visitors who  completed your contact form by the amount of money  you spent on pay per click   
  • 46. Maybe DIY PPC isn’t cost effec.ve anymore?  •  Reach Local and others have been improving  paid search  •  Now possible to show your ads across a wide  network for a fairly reasonable cost 
  • 47. Maybe DIY PPC isn’t cost effec.ve anymore?  •  Reach Local and others have been improving  paid search  •  Now possible to show your ads across a wide  network for a fairly reasonable cost 
  • 48. Strategy #3  Directory sites  •  ```  •  Can be very expensive  The “Ajen=on” Economy  •  Many have lost rankings  •  Don’t want to compete against yourself 
  • 49. Ques.ons to ask when   considering a portal or directory  •  ```  1.  Does the site look and feel trustworthy?  2.  Does it compete with your own site?  3.  The “Ajen=on” Economy  Do they track emails & phone calls for you?  4.  Do they provide a report?  5.  Is there a long term contract or can you get  out?  6.  Are there others listed in your city?  7.  Do they link to you  8.  What is the average number of contacts you can  expect to receive? 
  • 50. Strategy #4  Social Media  •  ```  The “Ajen=on” Economy 
  • 51. What is Social Media?  Social media is “an umbrella term that  defines the various ac=vi=es that integrate  technology, social interac=on, and the  construc=on of words, pictures, videos,  and audio.”    ‐‐wikipedia.org 
  • 52. DO I HAVE TO??  •  75% of Americans use social technology ‐‐Forrester  •  Visi=ng social sites is 4th most popular online  ac=vity (ahead of personal email)  •  93% of social media users believe that a  company should have a presence in social  media     ‐‐Cone, Business in Social Media Study, 9/08 
  • 53. Rules of Social Media  1.  Don’t try to fake it. Everyone can tell.  2. Listen, don’t just talk  3. Measure 
  • 54. Benefits of social media  •   No cost to you  •   More informed consumers  •   More engaged consumers, ac=ve in process  •   Looking for a conversa=on 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 =me with Facebook and  Twijer than an en=re website 
  • 55. Where are they?  Facebook   •  More than 300 million ac=ve users   •  50% of ac=ve users log in to Facebook on any   given day   •  Fastest growing demographic is 35 and older  •  If Facebook were a country, it would be the  8th most populated  
  • 56. Facebook   •  You can and should separate business and personal  •  Start with your personal profile, get the hang of it,  then build a business page  •  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  •  www.facebook.com/pages/create.php 
  • 57. Facebook adver=sing    •  Most targeted PPC you can find  •  Example: women ages 38‐50, ten mile radius around the office,  with the keyword “wrinkles” on their profile 
  • 58. Facebook adver=sing    •  Most targeted PPC you can find  •  Example: women ages 38‐50, ten mile radius around the office,  with the keyword “wrinkles” on their profile 
  • 59. TwiBer  •  Is it here to stay? In what capacity?  •  For now, just one more tool for connec=ng  •  Fastest news source  •  Get your name! 
  • 60. Who is using TwiBer?  •  Largest age group is 35‐49 (44% of the total  audience)  •  53% female, median age is 31  Who is NOT using TwiBer?  •  12‐24 age group does not use Twijer  (and they don't use email)  •  They trust their online friends, even the  ones they haven't ever met in real life, over  people who claim to be experts 
  • 61. Twijer Search  •  Good barometer of consumer opinion  •  Excellent place to find ar=cles  •  search.twi'er.com 
  • 62. To blog or not?   •  Blog is the founda=on of your social media playorm  •  Requires some commitment  •  ```  •  Should write blogs 2‐3 =mes per week or more  •  Websites with blogs get 25% more traffic   ‐‐Nielsen      The “Ajen=on” Economy 
  • 63. What to blog about?  1.  Q&A   2.  Series: 10 things to know about breast augmenta=on  3.  Comment on the news  4.  Tell a pa=ent’s story  5.  What’s new at your prac=ce 
  • 64. Rules of the blog  1.  Keep it short (2‐4 paragraphs)  2.  Keep it light  3.  Link back to your website from keywords to  procedure pages  4.  Include photos as oFen as possible  5.  If you’re not going to write, make it someone’s job 
  • 65. All of these sources contribute to your  overall online presence and reputa.on  •  What do you do when a nega=ve review or  comment surfaces?  •  Two ways to go – surround it with real posi=ve  reviews, or try to force it down in the results 
  • 66. Remember your goals  •  To connect online and in the real world with as  many prospec=ve pa=ents as possible, and  keep their ajen=on  •  To build las=ng rela=onships with your pa=ent  community   •  Find a marke=ng company that supports those  goals 
  • 67. yourstrategicedge.com