The document summarizes a marketing webinar presented by Your Easy Web Solutions & Practice Results. It discusses setting goals, marketing basics like branding and building trust, comparing Google Ads and SEO, common mistakes like directing all traffic to the home page, current trends like COVID-19 adaptations, and presents a case study of how they helped a dental business improve their marketing. The webinar provides tips and strategies for health businesses to grow their client base and convert more leads through digital marketing.

1. Health Businesses
Marketing Webinar
By YEWS and Practice Results
Google Premier Connect 2020

2. About us
Your Easy Web Solutions & Practice Results
Digital marketing company with offices in Brisbane and Melbourne. Specialising in
web design, digital advertising and consulting. Established in 2007, we service
hundreds of customers nationally and are proud to hold the distinctive Google
Premier Partners badge.
Alexei Kouleshov
I am the managing director at Your Easy Web Solutions and
Practice Results.
I look after strategy and innovation to make sure we deliver
the best solutions to our clients. My objective
is to provide outstanding support and outside-the box
solutions for our customers.

3. Some of our clients

4. Presentation Agenda
• Goal Setting
• Marketing Basics
• Google Ads vs SEO
• Common Mistakes
• Marketing Trends
• Case Study

5. What are you goals?
• Get more clients?
– How many exactly?
• Better leads?
– What is a good lead?
• Build a list?
Tip: be specific and measure

6. Ways to Grow Your Business
• Get More Leads
– New avenues / opportunities
– Improve ongoing campaigns
– Newsletter / Optin
• Improve Conversion Rate
– Sales process
• Get Repeat Clients / Old Clients / Referrals
– Systems / CRM

7. Marketing Basics
Fundamentals

8. Basics
• Know
– Brand
– What you do
• Like
– Research / Reviews
• Trust
– Enquiry
– Sale
– Referral

9. Questions
• Why do big companies spend $$$ on brand
advertising?
• When users find your ads will they take action
straight away?
• Will users need to be followed up?

10. Marketing Funnel

11. Consideration

12. Contact Details
Facts
• 84% of consumers trust online reviews as much
as a personal recommendation
• 92% of consumers read online reviews before
visiting a business
• Online reviews impact 90% of purchasing
decisions
• 74% of consumers say positive reviews make
them trust a local business more

13. Actual Journey

14. Contact Details
Customer Intent
• Top of the funnel isn’t meant for conversions
– Focus is reach, brand awareness and education
• Consider user commitment and funnel stages
– The more you ask user to provide the less likely they
are to do anything
• Not all keywords are equal
– E.g. dentist near me vs dentist

15. Google Ads vs SEO
Tactic differences

16. Google Ads
• Almost Immediate
– Ads come up almost immediately
• Full Control of Ad Placement and Targeting
– You choose who gets to sees your ads and who doesn’t
• Budget Driven
– Cost per click model
– Limited by budget
• Full Tracking Available

17. Search Engine Optimisation
• Takes Time
– Given the right setup, the results still take a while
• Content and Relevance Driven
– Content is king, any manipulation is penalised
• Maximum Exposure
– Anyone can find your website
– Can’t always control intent
• Complicated but is a long term strategy

18. 1+1=3
• Some Users...
– Some users avoid Google Ads and go to organic results
• Google Business as a gate
– Google Business listings combines SEO with Google Ads
• Google Ads and SEO
– Users who run both tend to get triple the results (reach
and traffic)
• Multiple Listings in Google with both

20. Tips to Optimise Google Business
Google Business Optimisation
– NAP
– Categories
– Images
– Complete profile
– Reviews
– Confirming sites (Facebook, TrueLocal, Yelp etc)
Website On-Page SEO
– Unique content
– Structure

21. Common Mistakes
You are not alone!

22. Mistake #1
• All Traffic to Home Page
– Can’t be relevant to everything
– Low QS and high CPC for some keywords
– Results in low conversion rate
– Too many call-to-actions (hard to follow)
– Navigation causes distractions
• Avoid DIY websites (another subject)
• Use Landing Pages

23. Landing Page Example

26. Mistake #2
• Limited or No Tracking
– Must track
• Phone calls
• Form submissions
• Newsletter optins (if available)
– Easy to setup and no extra costs with Google Ads
– Result - can’t fully implement AI tools

27. What Can You Measure?
• Bookings
• Calls
• Walk-ins
• Live chat
• Online sales
• Email enquiries
• Website visitors
• Website user behaviour

28. Google Ad/Business Conversions

29. Walk-ins

30. Mistake #3
• Adwords Express
– Very little control
– Dynamic ads from your site content (not always good)
– General campaigns

31. Mistake #4
• Same Ads as Competitors
– Similar offers
– Similar call-to-actions
– Similar headlines
– Price games

34. Tips
• Ads
– User numbers
– Dominate more space
– ACUA
• Destination
– Relevant to ad
– Customer wants
– Fast to load

35. Marketing Trends
What’s Happening Now

36. Current Trends

37. Current Trends

38. Current Trends

39. Current Trends

40. COVID-19 Adaptation
• Website notifications (hellobars, pop-ups)
• Online Consultations (sales process)
• E-Commerce (Gift vouchers and products)
• Email Marketing
• List Building

41. Business Support
• Offering flexible payment options
• Blog content
• Strategic future planning
• Helping businesses adapt business models
• Keeping updated

42. Case Study
Crestmead Dental

43. Case Study
• Business Overview
• Marketing Challenges
– Doing everything themselves
– Unsure what to do
– Wasted $2000 per month doing ads himself
• Starting Point (June 2018)
– Landing page
– Google ads campaign

44. Recent Results

45. Do you like what you see?

46. Expressions of Interest Form
• Account review
• Strategy session
• Website critique
• Google Business setup review
Apply via www.yews.com.au

47. Reasons Why Clients Choose Us
• Tailored Strategy
• No contracts
• Dedicated Manager
• Ongoing Support
• Results-Based Campaigns
• Over 12 Years Experience
• Local Team

48. What Our Clients Say

49. Questions?

50. Contact Details
Web: www.yews.com.au
Email: alexei@yews.com.au
Phone: 07 3117 2568 / 03 9018 9468
Office: Level 2/755 Stanley Street
Woolloongabba QLD 4102