Managing Online Presence

MANAGING YOUR ONLINE
PRESENCE
Chiropractic Clinics
By Ralf Klenke, WSI - Canada

©2016 WSI. All rights reserved.
• 20+ Years of Marketing Experience
• Degree in Marketing and Foreign Trade
from Germany (FH Bielefeld) and Canada
(UofM)
• 15 years experience in Service Industry
• 15 Years in Manufacturing Industry
• Certified WSI Consultant since 2005
• National WSI License
• Member of WSI Presidents Club
• Presenter at WSI Worldwide Digital
Marketing Convention in Las Vegas
• Inbound Marketing Certified
About Ralf Klenke
Ralf Klenke
Advanced Internet Marketing
Consultant
Digital Marketing Strategist

Over 1200 offices in over 80 countries !
March 6th 2008francois@wsiuniquewebdesign.co.za 3
 World Leader in Digital Marketing
 Largest Digital Marketing Services Provider in the
World
 Over 1200 Digital Consultants worldwide
 Head Office in Toronto, Ontario
Our Corporate Partners

Award Winning Work

Your Digital Guide Book
• Digital Minds –
by WSI’s Digital Consultants
• 5 Star Rating with Amazon

Why Is your digital presence important?

The Internet is Still in its Infancy
“The Internet will grow
more in the next 5 years
than it has in the last 25
years combined!”
Ray Kurzweil
Raymond "Ray" Kurzweil is an American author, computer
scientist, inventor and futurist. Aside from futurology, he is
involved in fields such as optical character recognition, text-
to-speech synthesis, ...

Forget about “The Big Ones”
“75% of the digital
economy is delivered by
traditional companies in
traditional industries”

5 Years From NowToday *
Your Clients are being Digitized
& the pace is increasing
10 Years
Ago

...and so is Your Business
becoming digitized every day
Online
Credibility
Customer
communication
Manage
Reputation
Lead
Generation
5 Years From NowToday10 Years Ago

Preferred Communication Changing
are you ready to change?

Understanding the Landscape

Duplicate Your Real World Online
We have to change the way we do business?

•LinkedIn
•Facebook
•Twitter
•Email marketing
(permission based)
How do you get your business today?

•LinkedIn
•Facebook
•Twitter
•Email marketing

•PPC
•SEO
•Email marketing with
bought list

•PPC
•SEO
•Free Classifieds

•Video
•Photo
•LinkedIn
•Facebook
•Slideshare.net

WIN Digital Minds Book

What are 2 online equivalents to
Networking?
Facebook,
Linked In,
Twitter,
Instagram

Your WEBSITE –
Destination of all your marketing.

Digital Marketing Sales Process
WEBSITE

Double your Success
1000 Visitors
500 Interested
100 Engaged
20 Motivated
5 Contacts

Traffic Conversion Architecture

Process of Conversion – Stage 1
4.5 Seconds
First Impression – unconscious
professional, cheap, sphisticated , expensive…
Do they provide the product or service I am looking for.
What contributers to success?
• Good design.
• Images that represent product or service
• Logo
• Headline Text
INTEREST

25 Seconds
Is this a provider I would consider dealing with?
What contributes to success?
• References, and reviews
• Offered products and services
• Recognizable Brand Logos ( Image Transfer)
• Association Memberships
• Social Media Connectivity
• Experience
• Endorsements
CURIOSITY

45 Seconds
Why should I deal with you?
• Good Content
• Videos
• Detailed Reviews
• Detailed Subpages
• Special Offers
• Call To Action
• Engagement Links
CONSIDERATION

up to 4 minutes
Ok I am interested . What do you want me to do?
• CALL US to …..
• Contact us to ….
• Find us
• Make Appointment
• Book today and get…..
• SAVE $50
• Get a FREE
• Sign Up For
• Buy
• Donate
CONVERSION

Website - WHAT YOU CAN DO
1. Check against Traffic Conversion Architecture Guidelines
2. Check Speed of Your Website.
http://www.webpagetest.org/
3. Update your website at least once a week.
4. Check if your design is current
5. Are you using original content or shared content (mass
websites for Chiropractors)
6. Run a FREE Webscan on your Website
Request at
http://goo.gl/GMXkZ1 or
http://blog.whywsi.com/request-wsi-webscan

Name 3 possible Conversion Tools

DRIVING TRAFFIC

What is SEO
Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a
search engine's unpaid results—often referred to as
"natural," "organic," or "earned" results.

Based on Google’s assessment of your website based
on:
• Content
• Titles,
• Descriptions
• Tags
• Images
• Videos
• Directories
• Incoming Links
• and much more

Organic Listing Results
IF YOU HIRE SOMEBODY..
Starts at about $1800
PLUS
about $250/month

SEO - WHAT YOU CAN DO
1. Go to Incognito browsing (untainted results)
2. Google yourself – your Business
3. negative mentions ?  reputation .com
4. Make a list of your 10 most important Keyword terms
1. Chiropractor Winnipeg
2. Chiropractor River Hights,
3. Family Chiropractic Westwood
4. Chiropractic Clinic Downtown
5. Etc
5. Run the searches and see who comes up.
6. If you see your competitors you know they will get the business.
7. If you want to see yourself you have to optimize your website for local searches!!
1. Do it yourself
2. Hire a professional
3. Will take 6-12 month for solid results

SEO Tools you can use
FREE
• Keywordspy.com and keywordspy.ca
• SEMrush.com
• Google Keyword Planner
• Smallseotools.com
• Tools.seobook.com
https://searchenginewatch.com/sew/opinion/2303494/21-best-free-seo-tools-for-on-page-optimization
PROFESSIONAL
• Wordtracker.com
• Keywordoptimizerpro.com
• Zerys.com – Content Creation

PPC Marketing
IF YOU HIRE SOMEBODY..
Starts at about $250 /month
budget for Search Engines
PLUS
about $100/month
management of ads

SITE REMARKETING

SEARCH REMARKETING

Are You Ready for Television?

The Un-Skippable Ad

Display Ads and Video Ads are HIGHLY
TARGETED and affordable for Local
Business
• By Location down to 5 miles
• By time of day
• By keyword
• By browsing behavior
• By socio-graphics
• By device
• By interest

WSI Video Broadcast Network

1. Go to Incognito browsing
2. Make a list of your 10 most important Keyword terms
1. Chiropractor Winnipeg
2. Chiropractor River Hights
3. Family Chiropractic Westwood
4. Chiropractic Clinic Downtown
5. Etc
3. Run the searches and see who comes up in the ads section.
4. If you see your competitors you know they will get the business.
5. Determine if you want the exposure these ads provide.
1. Do it yourself
1. Create an account with Google
2. Take online training courses
2. Hire a professional
3. Budget should $250 plus (Threshhold)
Search Marketing (PPC) - WHAT YOU CAN DO

PPC Tools you can use
• FREE Tools
• Google Keyword Tools, Google Suggest
• Bing Ads Intelligence
• Uber Suggest
• Keyword Wrapper
• Phrase Builder
• more
https://searchenginewatch.com/sew/how-to/2333362/26-free-
must-have-tools-for-ppc-success
• Professional Tools
• WSI Reach Local
• KeywordSpy
• Wordstream
• Accquiso

Relaxation Break

Who should use eMail Marketing?
• 91 percent of US adults like to receive promotional emails from
companies they do business with (MarketingSherpa, 2015)
• Email is almost 40 times more effective than Facebook and Twitter
combined in helping a business acquire new customers. (McKinsey, 2014)
eMail Marketing is your BEST channel if
• You have repeat business
• You have recurring seasonal demand
• Your products are fast developing
• You have a relationship with your customer

What Proper eMail Marketing can do for
your business.
• 1. Build credibility
• 2. Boost sales
• 3. Strengthen relationships
• 4. Learn what works
• 5. Reach people on any device
• 6. Look professional
• 7. Get immediate results
• 8. Generate leads
• 9. Promote services
• 10. Attract new clients

1. Sign up with a professional eMail Marketing system like
Constant Contact. (We can get you a 30 trial – talk to me)
2. Upload all your current contacts.
3. Segment them as much as possible
4. Define your goals for your mailing campaign (previous slide)
5. Make plan how often to mail.
6. Create a mailing content plan based on your goals.
7. Maintain and update your lists
8. Grow the list
9. STICK WITH IT.
eMail Marketing - WHAT YOU CAN DO

E-Mail Marketing Tools
• FREE Tools
• ReachMail
• Professional Tools
• Constant Contact ( WSI Partner)
• Mail Chimp
• Hubspot ( WSI Partner)
• Vertical Response
• StreamSend
• USE A PROFESSIONAL PLATFORM TO ENSURE COMPLIANCE WITH “CASL” , the Canadian Anti Spam Legislation

Magnet vs. Megaphone

Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

Inbound Tracks Everything.

Who Uses Inbound Marketing
Source: stateofinbound.com 2015

Inbound Marketing
Starts at $2000/ month and can be as much as $10,000/ a month

Know the impact of your activities
analytics.google.com is FREE

Setup and Track your Goals

Track your rankings

• What percentage of total Internet time did the
average user spend on a Smartphone in 2014?

OVER 93%
OF SITES
NEED TO BE
RE-DEVELOPED
FOR MOBILE

Mobile
• Required - Responsive or Adaptive site

Mobile
• User Interaction Analysis (UIA)
• Not just same navigation on different devices

Mobile
• Native apps

Mobile
• Native apps
• Geo-fencing

Google Mobile
• https://www.google.ca/webmasters/
tools/mobile-friendly/

FREE MOBILE Site Conversion
www.dudamobile.com

Social
• Have you claimed your properties?
• Consistency of content – critical for SEO
• Twitter
• Google+
• Pinterest
• LinkedIn
• Facebook

Social
• Twitter
• Google+
• Pinterest
• LinkedIn
• Facebook
• Monitoring properties
• Sentiment analysis
• Harnessing your happy customers
• Reputation management

Social
• Twitter
• Google+
• Pinterest
• LinkedIn
• Facebook
• Set up monitoring
• Sentiment analysis
• Reputation management
• Facebook Insights
• Social Selling
• Lead generation shift
• Take a Social Selling Course
• Create a Content Plan for 12 months

Download our Free
Social Media Strategy Guide
http://blog.whywsi.com/request-wsi-social-media-strategy-kit

Begin with Strategy
• Business leaders often choose Action before
Strategy

Ready Fire Aim
The digital equivalent
to this in the offline
world

Or this…

Summary
• Realize how important for your business a good Digital Strategy
really is.
• Understand The Digital MAP and it’s connection Points
• Know where you are
• your business
• your customers
• understand your processes
• Know where you are going – create goals for your digital activities
• Figure out how to get there ( get a guide)
• Pick the right digital channels
• Make sure you are on the right track (Analyze)
• Adjust if necessary

WIN !!!

• Name 3 Streams that drive traffic.

ABOUT WSI
WSI is the world leader in digital marketing and we’re equipped to implement
a full suite of Internet solutions. But, of course, we’ll work with you to
determine which tactics are best-suited to accomplish your business goals.
For more information on the WSI team, check out www.wsiworld.com.

Contact Details
Ralf Klenke
Advanced Internet Marketing
Consultant
Digital Marketing Strategist
rklenke@whywsi.com
http://whywsi.com
http://blog.whywsi.com
http://www.linkedin.com/in/ralfklenke
http://facebook.com/wsi.wpg
https://twitter.com/wsiwpg
1.204.294.9974
huckyklenke
Scan this with your mobile device to go to get Ralf’s Contact Info

Managing Online Presence

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