The Importance of Online Reviews & Mobile Marketing

THE IMPORTANCE OF ONLINE REVIEWS & MOBILE MARKETING FOR HEALTHCARE PROVIDERS & CLINICS JAKE AULL | ZEN FIRES DIGITAL MARKETING | [email protected] | @JAKEAULL

Digital Marketing: How Important are Reviews?

•  Chances are, you know you have some online reviews.

•  However there are probably online reviews or mentions about your practice that you didn't know existed.

•  You probably know that customers search for reviews of dentists before deciding to try that practice. And you probably know that quality and quantity of reviews can make or break your supply of new patients.

•  If you have had your practice for a while, you have probably been paying a lot of money for a scheduling-and-follow-up service to survey your customers after visits and request reviews on THEIR OWN reviews service; a service you are paying for but rarely comes up in Google searches (e.g. demandforce)

Jake Aull | ZenFires Digital Marketing | [email protected]

Digital Marketing: How Important are Reviews?

•  Regardless of how many you have, you want additional, positive, fresh online reviews in major channels such as Yelp or Google Reviews or even Facebook (separate from your practice management system-related websites).

•  What are you doing to get these vital reviews? Is it working?

•  Ideally you would have an online reviews strategy, for monitoring them all, growing more, and integrations (such as placing them on your site).


Digital Marketing: How Important are Locations Listings?

•  Reviews channels are typically the same as locations listings or "Maps" apps, such as Yelp, GoogleMaps, YP, BingLocal, Yahoo!Local, CitySearch, Foursquare, and even Facebook local business and others.

•  Did you know that the vast majority of dental practices have incorrect or missing information in these channels?

•  When was the last time you checked all these channels for the accuracy of your listings?


Digital Marketing: How Important is Mobile?

•  Not only are consumers today responding to digital marketing channels more and more, but they are even using mobile more than desktop!

•  Consumers are seeking your presence on mobile, so you have to be mobile-ready - for website, location app listings, etc.

•  But there are so many options and channels for digital marketing, and mobile, how can you know what's most appropriate for you?


Digital Marketing: How Important is Mobile?

•  One way to obtain clarity is to differentiate marketing for new prospects vs. retaining and communicating with existing patients.

•  For example digital advertising (PPC, AdWords or remarketing) targets obtaining new customers.

•  SEO can help for this as well. •  Reviews channels are also important for patients to try a new dentist. •  Email marketing (such as newsletters) helps you communicate with existing

patients, request online reviews, etc. •  Social media channels help with this as well.


Digital Marketing: Digital Reviews

•  So of course you need both, to obtain new customers and keep the ones you have.

•  The goal is to have your current patients help market to obtain new patients. Which is why reviews channels setups and strategy are so important.


Digital Marketing: Reputation Management

•  So what can you do for these digital marketing strategies? •  First off, Google your practice and dentist names for listings and reviews and setup channels like

GoogleAlerts to keep monitoring (or there are high-end tools the pros use). •  Next, go ahead and go to the major directories and proof your listings. •  Do they have all your info? Are the focuses and categories right? Is there are working website link?

Photos and full bios? •  And of course check your reviews. •  How recent are they? Do you have any good new ones you can place on your website?


Digital Marketing: Obtaining more Reviews

•  Next, how can you obtain more, positive, reviews in the major channels where you're short?

•  Have signs and even instructional flyers to request reviews of patients as they are completing their appointment (as opposed to outward-facing on the front door as they walk in).

•  Train staff to request (or even incentivize for) reviews when the patients are done or paying (for at-home patient activity).

•  And of course use your other digital marketing channels to strategically request reviews from existing patients.


Digital Marketing: Obtaining more Reviews

•  It's also important to identify how you can stay ahead of the local competition; are they doing digital advertising? Posting frequently in social media? Have a lot of online reviews?

•  But how to know what channels work best? •  As stated, for new customers, digital advertising is good. •  But if you're going to try this, either study and learn it and constantly monitor your digital advertising

effectiveness, or else hire pros to get results.


Speaker on Digital Marketing: Jake Aull

Jake Aull is Head Honcho of ZenFires Digital Marketing in Atlanta, GA, which has provided Search Engine and Digital Marketing services and consulting to various clients and companies across the U.S. – from dental and medical clients to building, furniture and other. Jake Aull wrote and started teaching Georgia State University's first course in Social Media Marketing in 2010/2011, which he continues to this day. He has also written books for Pearson-Prentice Hall, including WordPress SEO Success and the Instructors’ Manual to Pearson’s first Social Media Marketing text book. He has been a leader and speaker in social media marketing and SEO throughout the southeast. Jake has also been published and cited in publications such as Atlanta Business Chronicle and OZ Magazine and is Chair for Atlanta Interactive Marketing Association Search Marketing SIG 2015. Jake Aull Head Honcho, ZenFires Digital Marketing | [email protected]

Date post:	19-Mar-2017
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