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Pride Institute webinar for Sesame Communication
1.
Understanding SEO vs.
SEM Sesame Webinar 1 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute Understanding SEO vs. SEM Presented by: Laura J Nadler, Pride Institute w w w . p r i d e i n s t i t u t e . c o m
2.
Understanding SEO vs.
SEM Sesame Webinar 2 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute The Role of Online Marketing Awareness Search Research Buy
3.
Understanding SEO vs.
SEM Sesame Webinar 3 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute 74% of patients say having anytime online access to information makes them more likely to stay with their doctor. Build a sense of community and brand identity. Give patients something to talk about! Research shows that when patients search online:
4.
Understanding SEO vs.
SEM Sesame Webinar 4 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute • 79% of American adults use the Internet. (Internet User Demographics, Pew Internet, April 2016) • 84% of consumers age 30 to 49 use the Internet. (Internet User Demographics, Pew Internet, April 2016) • Worldwide smartphone usage will top 2.6 billion in 2015. (Mobility Report from Ericsson, June 10, 2015) • 72% of Internet users looked online for health information within the last year. (Health Online 2013, Pew Internet, January 2013) • 34% of smartphone users do most of their online browsing on their phone, rather than a computer or other device. (Cell Internet Use, Pew Internet, September 2013) • In September 2013, Americans conducted 12.5 billion searches on Google. (U.S. Search Engine Rankings, comScore, October 2013) • Google has 71% of worldwide search engine market share. Yahoo! has 11.3%. (U.S. Search Engine Rankings, comScore, October 2013)
5.
Understanding SEO vs.
SEM Sesame Webinar 5 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute See Think Do People who may need your services soon People who are researching your types of services People who want to make an appointment now Who Are the People We Want to Attract? Care People who have been to see you already
6.
Understanding SEO vs.
SEM Sesame Webinar 6 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute See Think Care Do Direct mail BillboardsRadio PrintTV Where Does Traditional Marketing Fit? Direct mail Direct mail
7.
Understanding SEO vs.
SEM Sesame Webinar 7 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute See Think Where Does Digital Marketing Fit? Display Online Video Internet Radio Reviews Social DisplaySearch DisplaySearch DisplaySearch Email Email Do Care Social
8.
Understanding SEO vs.
SEM Sesame Webinar 8 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute
9.
Understanding SEO vs.
SEM Sesame Webinar 9 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute Even if you participate in insurance, you must utilize the web. The Patient Path: Insurance Book Five Closest Google Website
10.
Understanding SEO vs.
SEM Sesame Webinar 10 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute Taking Charge of Your Online Presence 1. Search Engine Optimization 2. Search Engine Marketing
11.
Understanding SEO vs.
SEM Sesame Webinar 11 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute 1. Search Engine Optimization is the art and science of making a website rank higher in search engine results organically — without paying Google for placement – but you will pay.
12.
Understanding SEO vs.
SEM Sesame Webinar 12 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute • Search Engine Optimization techniques change frequently and it pays to have experts to monitor and edit your website to keep up. • Improve the volume or quality of traffic to your website from search engines via “natural” or un-paid “organic” methods. • Make the search engine “like” your website because of its freshness, relevance, originality and authority. • Video, video, video! Search Engine Optimization Do’s
13.
Understanding SEO vs.
SEM Sesame Webinar 13 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute 2. Search Engine Marketing is the business of paying “per click” for placement in search engine results, usually on an auction basis, based on several criteria – not just money.
14.
Understanding SEO vs.
SEM Sesame Webinar 14 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute But, Laura, I don’t click on the ads. The Google Heat Map 85% of “buying” searches click on the top 3 spots. Most organic listings show up “below the fold”. Paid ad listings allow you to customize your message.
15.
Understanding SEO vs.
SEM Sesame Webinar 15 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute 1. Share of Voice/Impression Share – How often will my ad show up in searches? Expressed as a percentage 2. Ad Position – Where will my ad show on the page? “The top” and “high” are not an answers. 3. Management fee – How much of what I pay you will actually go toward my ad spend? This should be spelled out in your contact 4. Ad Copy – Can you customize my ad to respond to search terms? You don’t want a generic “call for an appointment” message if someone searches “what are veneers?” 5. Changes– How often will you make changes to my campaign? Will I be charged? Who monitors this? 6. Do You Speak Dental?– If they also handle the pizza place up the street, they may not be your guy. 6 Things to Ask Your SEM PROVIDER
16.
Understanding SEO vs.
SEM Sesame Webinar 16 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute Search Engine Marketing Do’s
17.
Understanding SEO vs.
SEM Sesame Webinar 17 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute Search Engine Marketing Do’s
18.
Understanding SEO vs.
SEM Sesame Webinar 18 4/6/17 Sesame SEO v. SEM Webinar © 2017 Pride Institute The first step is attend Pride Institute’s Smart Marketing Solutions seminar taught exclusively by Laura J Nadler, Senior Marketing Specialist and Trainer To learn about this seminar or special pricing, call Pride Institute at 1-800-925-2600 or visit www.prideinstitute.com. Columbus, OH May 12, 2017 Boston, MA August 4, 2017 Los Angeles, CA December 1, 2017 Smart Marketing Solutions: A Dentist’s Guide to Thriving in Today’s Modern Marketing Landscape
19.
Smart Marketing Solutions 19 1/23/17
v2 © 2016 Pride Institute Give us a call for more information: (877) 653-5193
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8 0 0
- 9 2 5 - 2 6 0 0 events@prideinstitute.com www.PrideInstitute.com Question Time! GEW@sesamecommunications.com www.sesamecommunications.com 877·633·5193
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N E W R u l e s o f D e n t a l M a r k e t i n g 3/3/11 21 Thanks for Attending!
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