DR. GOOGLE10 steps to attract new patients with your website & social media

ABOUT SEARCH INFLUENCE

● 85 full-time employees● 100 contract writers ● 25 “white-label” partners ● More than 700 clients

● 2014 Best Places to Work● 2012 & 2013 Inc. 5000 honoree ● 2011 Inc. 500 honoree ● Recognized leader in search and social for local business

COURSE OBJECTIVES

● Why online marketing? What makes a great website?

● Dental SEO | 3 EASY STEPS

● Seeing is believing | 1 WINNING STRATEGY

● 15-minute break

COURSE OBJECTIVES

● Dr. Google and online reviews | 1 WINNING STRATEGY

● Content marketing 101 | 3 EASY STEPS

● Social media tips and tricks | 2 EASY STEPS

WHY ONLINE MARKETING?

60%of all organic clicks go to the organic top 3 search results.

WHY ONLINE MARKETING?

75% 56% 40%of Americans

use search engines on a regular basis

of Americans use search

engines every day

of searches are for local businesses

and services

62%of smartphone owners used their phone to

search for information about a health condition, according to the Pew Research Center.

PATIENTS ARE LOOKING FOR YOU ONLINE

YOUR WEBSITE = YOUR DIGITAL ID

WHAT MAKES A GREAT WEBSITE?

WEBSITE EXPECTATIONS

Website Owner● Cool, wow factor

● Pride, opinion

● Marketing jargon

● Lots of traffic

Website Visitor● Helpful, easy, intuitive

● Professional, trustworthy

● Practical, utility, accessible

● Just help me

IT’S ALL ABOUT YOUR USER● Clear navigation options and labels

● Calls to action / next steps

● Clear headings and content structure

● Contact info right up top (& bottom)

● Usable on all device types

WEBSITE TIP

Compile the

top 10 questions

you or your staff are

asked. Does your

website answer

all 10?

WEBSITE DESIGN

● Quality of design for most is an opinion, stick to facts

● Your web design should enable, not get in the way

● Professional, clean and makes a great first impression

● Clean navigation, good font sizes, structure

● Spacing is ALWAYS your friend–let your content breathe,

don’t have text touching photos

● Crop and compress photos correctly

WEBSITE TECHNOLOGY

● CMS: Wordpress is a strong choice for SMBs due to cost,

features and search engine friendliness

● Others exist: Concrete5, Joomla, Squarespace

● Accessible to Google and Bing

● Responsive web design: all devices

SHARK ATTACK!

51 percent of small businesses have websites, but many are not built for success.

CUSTOMERS CAN’T FIND WHAT THEY’RE LOOKING FOR

WHAT IS SEARCH ENGINE OPTIMIZATION?

Search engine optimization, or SEO, is the process of influencing a website’s visibility in a search engine’s search results.

Why is search engine optimization so important?

In 1998 when Google was first launched, there were 500,000 searches per day. Now, there are more than 2 million Google searches every second.

SEARCH ENGINES FIND STUFF BEFORE YOU DO

Engines crawl to find Web sites and webpages, moving from link to link.

SEARCH ENGINES READ WEBPAGES

Webpage text is “read” and other page elements are factored in to

determine what EACH page is about.

HOW IT WORKS

The engines bring your data back to their servers and store it in a giant

library called an “index.”

It is ALREADY applied the search engine’s algorithm to rank your site /

page / content.

HOW IT WORKS

When a user does a search, the engine looks into its library to find and

display the BEST, most authoritative resources.

DENTAL SEO3 steps for your dental practice

STEP 1

CHECK YOUR WEBSITE

SHARK ATTACK!

● Sign #1 Your website pages have no title tags.● Sign #2 Your website pages have no meta

descriptions. ● Sign #3 There’s no call to action.● Sign #4 Your website is harboring broken links.● Sign #5 Ideal topics and keywords are not

reflected.

5 SIGNS YOUR WEBSITE IS LOST OUT TO SEA

SIGN #1 YOUR WEBSITE PAGES HAVE NO TITLE TAGS

SIGN #2 YOUR WEBSITE PAGES HAVE NO META DESCRIPTIONS

SIGN #3 THERE’S NO CALL TO ACTION

SIGN #4 YOUR WEBSITE IS HARBORING BROKEN LINKS

SIGN #5 IDEAL TOPICS & KEYWORDS ARE NOT REFLECTED● Title tags● Meta descriptions● On-page headings● On-site content

WEBSITE HEALTH CHECK #1

WEBSITE HEALTH

CHECK #1

WEBSITE HEALTH

CHECK #1

WEBSITE HEALTH CHECK #2

WEBSITE HEALTH

CHECK #2

WEBSITE HEALTH

CHECK #2

WEBSITE HEALTH CHECK #3

STEP 2

BECOME A BARNACLE

OPTIMIZE LISTINGS● Yelp, ● Angie’s List, ● Yellow Pages, ● White Pages, ● Foursquare, ● Google+, ● Avvo (for lawyers), ● HealthGrades and● even TripAdvisor.

WHY ONLINE DIRECTORIES?

These trusted directories provide customers information that can’t be found as quickly on a their’ website.

The directories are tuned to what users need when they’re mobile.

OWNING THE TOP OF THE PAGE

“Dentists in Miami” top organic Google search results:

● Yellow Pages● Yelp● Whitepages● Angie’s List

CONSISTENT NAP

Your name, address and phone number should be in each of these places:

● Website● Social media pages● Business directories

The number of business directory listings is important, but consistency is MORE important.

ANATOMY OF A NAP

YOUR LOCAL SEARCH FINGERPRINT

STEP 3

GET MOBILE FRIENDLY

46%admitted they can’t live without their smartphones,

according to the Pew Research Center.

SMARTPHONE ADDICTION

97% 90% 80%of those ages 18 to 29 use smartphones for Internet

use

of those ages 30 to 49 use smartphones for Internet

use

of those ages 50+ use their smartphone for getting

online

ages18-29

ages30-49

ages50+

MOBILE-FRIENDLY WEBSITE TEST

Check your website using Google’s handy mobile friendly test: https://www.google.com/webmasters/tools/mobile-friendly/

MOBILE = LOCAL

● Google “near me” searches have increased 34 times since 2011

● Google “near me” searches have doubled since last year.

● 80% of “near me” searches occur on mobile devices.

RECAP

● STEP 1 Check your website

● STEP 2: Become a barnacle

● STEP 3: Get mobile friendly

ANY QUESTIONS?

SEEING IS BELIEVING1 winning strategy

IMAGES ARE THE NEW HEADLINES

WHY VISUAL CONTENT?

Visual language:

● Aids in decision-making● More persuasive● Leaves longer impression

60%of consumers are more likely to consider or contact

a business that has an image show up in local search results.

IMAGES MAKE YOUR BUSINESS STAND OUT

37%say images grab their attention and, as a result,

they give that business more consideration.

IMAGES GRAB ATTENTION

ONE

BEFORE-AND-AFTER GALLERIES

STRATEGY

TOP VIEWED The smile gallery is the second most -viewed

page on the entire website, only behind the homepage.

CASE STUDY: DENTIST IN MI

770%increase in visits to the Smile Gallery since the practice has

been a client with Search Influence

CASE STUDY: DENTIST IN CA

RECAP● Images are the new headlines.

● Images make your business stand out.

● ONE STRATEGY: Before-and-after galleries

ANY QUESTIONS?

15-MINUTE BREAK

ONLINE REVIEWS1 winning strategy

70% 57%of Americans look

to review sites before making a major purchase

reviewsites

social media

say they also seek out

recommendations on social media.

DR. GOOGLETRUST HIM. HE’S A DENTIST.

13%of consumers considered dentists via ratings and reviews sites, according

to the Local Search Association.

TOP REVIEW SITES● Yelp● Healthgrades● Angies List● Google +● Facebook

142M 2.1Maverage monthly

unique visitors on Yelp

claimed local businesses on Yelp

1M+per day use

Healthgrades

3M+members onAngie’s List

GOOGLE+

FACEBOOK

1 2 3Google Facebook Yelp

MOST POPULAR REVIEW SITES

Majority female

reviewers

Majority male

reviewers

GENDER DIFFERENCES

FACEBOOK YELP

CASE STUDY: DR. WARNOCK

100+Five-star reviews in

just five months.

These reviews are now featured on Warnock’s website to showcase to potential patients.

CASE STUDY: DR. WARNOCK

57Positive reviews on Healthgrades.com

Through this outreach, several patients also decided to leave outstanding online reviews on other top online review websites.

CASE STUDY: DR. WARNOCK

23%increase in organic

website traffic during the period when

online reviews were posted

Those positive reviews may have translated to potential patients visiting his website as evidenced by an increase in traffic.

ONE

ASK. RESPOND. POST.

STRATEGY

ASK FOR REVIEWS

RESPOND TO NEGATIVE REVIEWS

POST POSITIVE REVIEWS

RECAP

● 70% look to review sites before purchase.

● Top review sites for you are:○ Yelp○ Healthgrades○ Angies List○ Google +○ Facebook

● ONE WINNING STRATEGY: Ask, respond, post, repeat.

ANY QUESTIONS?

CONTENT MARKETING 1013 steps to make the most of custom content

A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire

a clearly defined audience with the objective of driving profitable customer action.

WHAT IS CONTENT MARKETING?

90% 80%of all organizations

use content in marketing efforts

believe custom content should be

the focus of marketing efforts

WHAT’S THE POINT?

88%

88%

87%

Customer retention/loyalty

Engagement

Brand awareness

WHAT’S THE POINT?77%Sales

69%Customer evangelism

69%Lead generation

61%Lead nurturing

50%Upsell/cross-sell

TYPES OF CONTENT

● Photos and other images● Videos● Product or service descriptions● Blogs● White papers, guides and ebooks● Press releases ● Social media posts

STEP 1

CREATE CONTENT

CONTENT TAKES MANY FORMS

50%of all Facebook posts are

made up of photos

GO VISUAL

GO INFORMATIONAL

12% 800%

Publishers who use infographics grow website

traffic 12 percent faster than those with no

infographics.

The popularity of infographics has surged in

recent years—increasing by 800 percent from

2010 to 2012

FASTER SURGE

13Xincrease in ROI, year after year

START A BLOG

82%of marketers who blog daily

gained customers using their blog

START A BLOG

SHARK ATTACK!

● 48% of moms with kids under 13-years-old are using social media in the car.

● Half of adults ages 25-34 use social media at work.

● 44% of young adults ages 25-34 social network around the restaurant table.

● Young adults ages 18-24 are twice as likely to use social media in the bathroom.

4 REASONS YOUR CUSTOMERS ARE DISTRACTED

STEP 2

START A CONVERSATION

START A CONVERSATION

2M 80%active

advertisers on Facebook (and most are small

businesses)

of Facebook’s new advertisers

started by paying for

promoted posts

a day is the average spent

by small businesses on

Facebook

$5-$50

PAY TO PLAY

DOES IT WORK?

STEP 3

MAKE THE CONVERSION

MAKE THE CONVERSION

MAKE THE CONVERSION

RECAP

● Number one goal of content marketing: customer retention/loyalty

● STEP 1: Create content○ Go visual.○ Go informational.○ Start a blog.

● STEP 2: Start a conversation● STEP 3: Make the conversion

ANY QUESTIONS?

SOCIAL MEDIA TIPS & TRICKS2 steps to making time for social media

25%of businesses say social media is the

most effective channel for keeping customers

KEEP CUSTOMERS

74%of online adults use

social networking sites

PATIENTS ARE ON SOCIAL MEDIA

71% 28% 28%of online

adults use Facebook

of online adults use LinkedIn

of online adults use Pinterest

26% 23%of online

adults use Instagram

of online adults use

Twitter

WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR PATIENTS?

Defining your target market:● Do your customers fall into a certain income class?● Are your services specifically for men or women?● What is your typical customer’s age?● Married? Family? Who makes the purchasing decisions?

WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR PATIENTS?

Defining what makes your customers tick:● What are your customers likes & dislikes?● What types of television shows do they watch? ● What are their values? What lifestyle do they lead?

WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR PATIENTS?

● Facebook’s audience skews younger.● Twitter is primarily a news source for its users.● Pinterest is great for family or parenting content.● Instagram’s audience is primarily female ages 18-44.

FACEBOOKFacebook still skews significantly female.

Facebook is still the top used social network for U.S. teens.

INSTAGRAMWhile it’s not the top used among U.S. teens,

it is the most prestigious. U.S. teens describe Instagram as “the most IMPORTANT” social network.

LINKEDINLinkedIn is more popular than Twitter among U.S. adults.

TWITTERTwitter’s users are majority male.

YOUTUBEYouTube reaches more adults

ages 18 to 24 than any single TV network.

STEP 1

MAKE A SOCIAL MEDIA PLAN

SOCIAL MEDIA GOALS

● What types of content will you post and how often?● Who will create the content?● Go beyond likes & retweets by focusing on leads.● Sentiment or website traffic generated.

SOCIAL MEDIA AUDIT

● What social media networks are you on?● Who is connecting with you via these social networks?● How does your social media presence compare to your

competitors?

CREATE & IMPROVE

● If you’re not already on your target social media networks, it’s time to open an account.

● If you’re on your target social media networks, refine & update them.

STEP 2

PUT IT ON THE CALENDAR

FACEBOOK

Post between 1-4 p.m.Peak time is Wednesday at 3 p.m.

Limit posts on Facebook to once per day.

LINKEDIN

Best days to post are Tuesdays – Thursdays.Peak times are noon and 5-6 p.m.

Worst times to post on LinkedIn are Mondays and Fridays 10 p.m. to 6 a.m.

TWITTER

Good times to post are Mondays through Thursdays from 1-3 p.m.

Worst times to post are any day after 8 p.m. and Fridays after 3 p.m.

FACEBOOK SCHEDULER

THERE’S ALSO HOOTSUITE

A LITTLE EXTRATRACK YOURSELF

SOCIAL MENTION

TOPSY

ARE YOU INFLUENTIAL?

RECAP

● 74% of online adults use social networking sites.

● STEP 1: Make a social media plan○ Set goals.○ Audit your social media.○ Create and improve.

● STEP 2: Put it on the calendar

ANY QUESTIONS?