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Local-Mobile-Social Internet Marketing for Dentists

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Learn how to attract new patients with proven Internet marketing strategies, including: social media marketing, mobile website optimization, and local search engine optimization.

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Local-Mobile-Social Internet Marketing for Dentists

  1. 1. Internet Marketing for Dental Practices Reaching the Local-Social-Mobile Audience Lance V. McCollough Founder & CEO ProSites, Inc.
  2. 2. 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.
  3. 3. The Mobile Revolution is Here!
  4. 4. Are you ready?
  5. 5. Mobile Web is Growing Exponentially
  6. 6. 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…
  7. 7. Local Mobile Users
  8. 8. 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!
  9. 9. • Not just your current “desktop website” loading on a smartphone • Different Medium. Different Approach. Mobile Websites
  10. 10. 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…
  11. 11. Elements of Effective Mobile Websites Conversion Features Click to Call Appointment Request Contact Form Click for Map Bookmarking Feature
  12. 12. Elements of Effective Mobile Websites Tap for App
  13. 13. 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
  14. 14. 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
  15. 15. Create a Business Page Your Patients are Social: Facebook
  16. 16. Complete the Steps • Use a professional image of you or your practice. Your Patients are Social: Facebook
  17. 17. 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
  18. 18. Complete the Steps • Facebook Web Address: Make it easy to remember. Your Patients are Social: Facebook
  19. 19. Optimize Your Page Your Patients are Social: Facebook
  20. 20. 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
  21. 21. Add a Cover Photo Your Patients are Social: Facebook
  22. 22. Posts and Status Updates • Post Frequently • Images/Videos Attract More Attention • Post Between 3pm-11pm • Include Location Your Patients are Social: Facebook
  23. 23. 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
  24. 24. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Twitter 33% of Twitter Followers Share Information About Companies They Follow
  25. 25. Create Your Account Your Patients are Social: Twitter digiratidds@gmail.com digiratidds@gmail.com
  26. 26. Create Your Account Your Patients are Social: Twitter Dr. Digirati is a general and cosmetic dentist.
  27. 27. Create Your Account Your Patients are Social: Twitter
  28. 28. Setup Complete! Your Patients are Social: Twitter
  29. 29. Posting on Twitter • 140 Character Limitation • Use #Hashtags − Users can search by topic (#CDApresents) • Use @Handles − When mentioning other users (@JohnDigirati) Your Patients are Social: Twitter
  30. 30. 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
  31. 31. 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
  32. 32. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Instagram Images have a 50% higher rate of interaction than plain text posts.
  33. 33. 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
  34. 34. Create Your Account Your Patients are Social: Instagram
  35. 35. Update Profile Your Patients are Social: Instagram
  36. 36. Upload Images Take a new photo Choose photo from your gallery Your Patients are Social: Instagram
  37. 37. Choose a Filter Your Patients are Social: Instagram
  38. 38. Add Caption, #Hashtags, Location, and Link Social Media Your Patients are Social: Instagram
  39. 39. 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
  40. 40. 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
  41. 41. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Foursquare Over 30 Million Users and 1 Million Businesses
  42. 42. 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
  43. 43. Create an Account Your Patients are Social: Foursquare
  44. 44. Claim Your Business Listing Search for Your Business Your Patients are Social: Foursquare
  45. 45. Claim Your Business Listing Visit Foursquare.com/search from desktop. Find your practice and click “Claim here”. Your Patients are Social: Foursquare
  46. 46. 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
  47. 47. 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
  48. 48. Top Elements of an Effective Mobile WebsiteYour Patients are Social: Google+ 625,000 People Join Google+ Every Day
  49. 49. Google Maps + Google Places + Google+ = Google+ Local (Confusion) Your Patients are Social: Google+
  50. 50. 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+
  51. 51. Create Google+ Local Page www.Google.com/+/business/ Your Patients are Social: Google+
  52. 52. Create Google+ Local Page Pick the Category Your Patients are Social: Google+
  53. 53. Create Google+ Local Page Input Your Practice Phone Number Your Patients are Social: Google+
  54. 54. Create Google+ Local Page Select Your Practice or Click “Not Found?” Your Patients are Social: Google+
  55. 55. Create Google+ Local Page Input Address and Categories Your Patients are Social: Google+
  56. 56. Create Google+ Local Page Add Link to Your Website Your Patients are Social: Google+
  57. 57. Create Google+ Local Page Click “Pages” on the left side. Select “Switch to this page.” Your Patients are Social: Google+
  58. 58. Create Google+ Local Page Edit Your Cover Photo and Profile Image Your Patients are Social: Google+
  59. 59. Your Patients are Social: Google+ Create Google+ Local Page Edit Your Cover Photo and Profile Image
  60. 60. Create Google+ Local Page Optimize “About” Section Your Patients are Social: Google+
  61. 61. Create Google+ Local Page Input Categories Your Patients are Social: Google+ Tip: Use Google’s Pre-defined Categories
  62. 62. Create Google+ Local Page Optimize “About” Section Your Patients are Social: Google+
  63. 63. 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.
  64. 64. 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+
  65. 65. 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+
  66. 66. 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+
  67. 67. Managing Your Online Reputation
  68. 68. 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 70% Trust online reviews as much as personal recommendations Managing Your Online Reputation
  69. 69. Where are patients talking about your practice? Managing Your Online Reputation
  70. 70. Managing Your Online Reputation
  71. 71. 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
  72. 72. 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
  73. 73. How to Generate More Reviews • Promote awareness in your office • Include links to review sites within your website and social media sites Managing Your Online Reputation
  74. 74. Managing Your Online Reputation What’s being said about your practice?
  75. 75. SocialMention (www.socialmention.com) Managing Your Online Reputation
  76. 76. Twitalyzer (www.twitalyzer.com) Managing Your Online Reputation
  77. 77. Hootsuite (www.hootsuite.com) Managing Your Online Reputation
  78. 78. Google Alerts (www.google.com/alerts) Managing Your Online Reputation
  79. 79. Managing Your Online Reputation You Got a Negative Review… Now What?
  80. 80. Managing Your Online Reputation Removing Negative Reviews Violates Guidelines: • Inappropriate content • Advertising and spam • Off topic reviews • Conflicts of interest • Violation of privacy
  81. 81. Contact the Site Administrator www.yelp.com/contact Managing Your Online Reputation
  82. 82. Flag as Inappropriate Managing Your Online Reputation
  83. 83. 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
  84. 84. Think before you file a lawsuit! CA Dentist pays $80,000 in attorney fees in Yelp case Managing Your Online Reputation
  85. 85. 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
  86. 86. 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.
  87. 87. 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
  88. 88. 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
  89. 89. Where Can You Promote Your Video? The Power of Video Marketing
  90. 90. Top Elements of an Effective Mobile WebsiteGetting Started on YouTube Over 4 Billion Hours of Video are Watched Each Month
  91. 91. Getting Started on YouTube Create an Account
  92. 92. Getting Started on YouTube Create an Account
  93. 93. Getting Started on YouTube Add Photo and Practice Name
  94. 94. Getting Started on YouTube Add Photo
  95. 95. Getting Started on YouTube Create a Username that Represents Your Practice
  96. 96. Getting Started on YouTube Edit Your “About” Section
  97. 97. Getting Started on YouTube Edit Your Channel Description
  98. 98. Getting Started on YouTube Add Links to Your Website and Social Networks
  99. 99. Getting Started on YouTube Uploading a Video
  100. 100. Getting Started on YouTube Uploading a Video
  101. 101. 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!
  102. 102. 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
  103. 103. Getting Started on YouTube
  104. 104. Improve Your Website’s SEO How Can Your Website Stand Out in the Crowd? Improve Your Online Visibility
  105. 105. The process of improving website visibility based on targeted keywords within search engine results pages. Improve Your Online Visibility
  106. 106. Increased Visibility More Web Traffic More New Patients Improve Your Online Visibility
  107. 107. 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
  108. 108. 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
  109. 109. 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
  110. 110. Improve Your Online Visibility
  111. 111. 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
  112. 112. 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
  113. 113. Rule #4 Use a Good Description Meta Tag • Use relevant keywords • Include city and profession (e.g. San Marcos Dentist) Improve Your Online Visibility
  114. 114. Tip: Repeat description meta tag at bottom of website Makes description meta tag 100% relevant
  115. 115. 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
  116. 116. • No Guarantees! – Google Webmaster Guidelines: • Buyer Beware! − Google Webmaster Guidelines: Improve Your Online Visibility
  117. 117. 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
  118. 118. Only Website Provider Endorsed by the CDA “The CDA Council on Endorsed Programs reviewed many website design firms, and we believe ProSites offers the best service and value for our members.” Evet Dickinson Manager Endorsed Programs

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