The Most Important Question in All of Digital Marketing: Will I create more patients by driving more traffic to my site or increasing conversion on it? Learn the most effective strategies for increasing traffic and the best methods to create more patients from the traffic coming to your site.

1. THE MOST IMPORTANT QUESTION
IN ALL OF DIGITAL MARKETING
WILL I CREATE MORE PATIENTS BY DRIVING
MORE TRAFFIC TO MY SITE OR INCREASING
CONVERSION ON IT?
Dave Spannhake
Founder & CEO | Reunion Marketing

2. WE SPEND A LOT ON
ADVERTISING

3. ARE YOU MEASURING
YOUR MARKETING COST
PER NEW PATIENT?

4. TRADITIONAL VS DIGITAL?
Many Marketers Are Still Lumping Advertising into These
Buckets

5. THINK DIFFERENTLY
Every channel has a
unique purpose.
FOLLOW-UP AT THE
PRACTICE

6. THE QUESTION TO ASK TO INCREASE
PATIENTS:
TRAFFIC OR CONVERSION?

7. GOOGLE ANALYTICS
Are You Measuring Just Clicks (Traffic) or
How Users are Accomplishing Your Site
Goals (Conversion)?

8. PROPER GA SET-UP PINPOINTS
YOUR GREATEST OPPORTUNITIES
For Both Traffic & Conversion Strategies

9. LET’S START WITH INCREASING
TRAFFIC
How People Making Decisions is Known Today…
Be found where demand exists.

10. YOUR MARKET’S SEARCH DEMAND
Do You Know What Your Patients Want?

11. YOUR MARKET’S SEARCH DEMAND
Do You Know What Your Patients Want?

12. CONTENT MARKETING
IS MORE THAN JUST AN OLD
BUZZWORD
You Won’t Show up in Searches if You Aren’t
Marrying Intent

13. HOW DO YOU SHOW UP IN SEARCH?

14. HOW DO YOU SHOW UP IN SEARCH?

15. HOW DO YOU SHOW UP IN
SEARCH?
NOT ALL SERPS ARE CREATED
EQUAL

16. KEYWORD TRACKING ISN’T
DEAD
Just Be Sure
You are
Prioritizing
Based on
“Winnability
” & Intent

17. TECHNICAL SEO
META-TAGS QUALITY CONTENT STRUCTURED DATA
PAGESPEE
D
NO DUPLICATE CONTENT
URL
STRUCTURE
DIRECTORY OPTIMIZATIONMOBILE
FRIENDLY
PHOTOS | ALT TEXTLINK BUILDING
Build Your Site Using Best Practices

18. CLICKS ARE JUST CLICKS
IF THE USER ISN’T TAKING
ACTION.
Do you have a
plan for your
website?

19. STARTING WITH THE
HOMEPAGE
The purpose & the behavior

20. HOW EFFICIENT ARE YOU IN YOU
SITE’S DESIGN TO FIND AND MAKE
DECISIONS?

21. PEOPLE AREN’T SITTING
AROUND ON THE HOMEPAGE
WAITING!

22. REMEMBER ONE VERY IMPORTANT
RULE ON YOUR SITE
Every Extra Click Means a
Percentage of Your Traffic
Leaves

23. WHAT CONVERSION SHOULD WE BE
MEASURING?
☛The pages where the majority of your phone calls,
scheduled appointments, forms, and the contacts are
made
☛Success rates in terms of channeling traffic to these
highest priority pages (your on-site click-through-rate)
☛Conversion rate for each of your goals by traffic source
(Google organic, Google paid search, display, social,
direct traffic, and so on)
☛Conversion rate by device type – do you need mobile or
desktop optimization?
☛Remember with every page on your site – it should have
a purpose and we should be measuring the effectiveness
in how we are accomplishing that purpose

24. A FAREWELL CHALLENGE TO
YOU…☛ Be Sure You Are Using all of Google’s (free) Tools!!
☛ Google Analytics
☛ Google AdWords (integrated with Google Analytics)
☛ Google Search Console (integrated with Google Analytics)
☛ Google My Business (and all other directories with consistent
citations)
☛ Check your Goals – are you properly set up?
☛ Find your Click-Through-Rate on your website – how do you
compare?
☛ What search queries should you be winning and build a plan to
increase your visibility – how much are you losing opportunities?
☛ What pages on your site are getting pageview volume but are not
accomplishing the purpose of the page?
☛ Challenge your digital partners to use their data to provide you

25. THANK YOU!
Dave Spannhake
Founder & CEO | Reunion Marketing
dave@reunionmarketing.com
919.999.8876