Internet Marketing for Dentists

INTERNETMARKETINGFOR DENTISTS

Brooke FranksMarketing Communications and Social Media Manager

WHERE AREPATIENTS

LOOKING FOR YOU?

WEBSITE

Why Do You Need a Website?

• Hub of your online marketing efforts• Generates online referrals• Educates patients• Enhances your professional image• Simplifies communication with patients• Helps target high-value patients

WEBSITE

http://www.google.com/intl/en/insidesearch/howsearchworks/thestory/

WEBSITE

Geolocation Service

SEO is the processof strategicallyimproving your visibility on searchengines.

WEBSITE

Content Matters“Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.”

WEBSITE

Format Your Content Appropriately

1 2

WEBSITE

Personalize Your Website

WEBSITE

Pay Attention to Page Titles

• Use relevant keywords• Use those words

within the page’s content

WEBSITE

Give People a Reason to Link to Your Website

Possible Link Sources:

• Dental Associations• Study Clubs• Peers/Referral Partners• Vendors• Educational Institutions• Social Media Profiles• Community Forums• Local Chamber of Commerce• Better Business Bureau (BBB)

WEBSITE

WEBSITE

Use a Good Meta Description

• Brief• Descriptive• Grammatically

correct• Includes location

WEBSITE

Should You Decide to Hire a SEO Firm to Handle Your Site’s Optimization…

Red Flags:• Promising first page results• Purchasing links• Poorly written content• Won’t explain their process

and tactics• Don’t have references• Unwarranted solicitors

HOW MANYOF YOU

USE AT LEAST ONE OFTHESE SOCIAL NETWORKS?

SOCIAL MEDIA

72% of Americans who go online, use Facebook. 33% of Consumers cite

social networks as theprimary way they discovernew services.

Facebook, Twitter, and Pinterest drive the mostwebsite referrals of all the social networks.

SOCIAL MEDIA

Creating a Business Page

SOCIAL MEDIA

Next Steps

https://www.facebook.com/cdafanhttps://www.facebook.com/nobelbiocareamericas

SOCIAL MEDIA

Next Steps

Dr. Digirati provides general and cosmetic dentistry to patients in Anaheim and surrounding areas. Their entire staff is dedicated to providing you excellent care!

www.beverlyhillssmileinstitute.com

Dental Office

Set the Category to “Dental Office” or a specialty you want to be known for.

SOCIAL MEDIA

Optimize Your Page

SOCIAL MEDIA

Posting Images and Status Updates

• Studies show that when patients comment on your page, they expect a response within 1 hour.

• Frequent posts will get more engagement.

• Images and video are the most commonly shared types of content.

• Adding your location to the status update will improve your local optimization

• Schedule posts ahead of time for convenience

WHAT SHOULD YOU SHARE?

SOCIAL MEDIA

LINKS TO YOUR OTHER SOCIAL PROFILES

LINKS TO BLOG ARTICLES YOU’VE WRITTEN

CURRENT PROMOTIONS INDUSTRY NEWS

STAFF INTRODUCTIONS

BEFORE AND AFTER PHOTOS

AWARDS AND ACHIEVEMENTS

EDUCATIONAL FACTS

IMAGES OF PRODUCTS YOU RECOMMEND

SOCIAL MEDIA

Resources for Facebook Posts

• Pagemondo – Create “pretty” post images, cover photos, custom page tabs, and manage contests

• Canva – Free Facebook template site; edit images, create posts

SOCIAL MEDIA

Creating a Twitter Account

SOCIAL MEDIA

Optimizing Your Twitter Profile

SOCIAL MEDIA

Tweeting

• 140 character limit• Use #Hashtags

• Shorten links using Bitly (www.bitly.com)

• Use proper grammar• Partake in

conversations• Respond to mentions• Thank those who

retweet

• Overly promote yourself

• Ask strangers to follow you

• Post controversial opinions

• Start a Twitter war• Post excessively

SOCIAL MEDIA

Tweeting Tips

SOCIAL MEDIA

Creating Your Google+ Local Pagewww.Google.com/+/business/

SOCIAL MEDIA

Creating Your Google+ Local Page

SOCIAL MEDIA

Creating Your Google+ Local Page

SOCIAL MEDIA

Select Your Practice or “Not Found?”

SOCIAL MEDIA

Input Your Address and Select “Dentist” Category

SOCIAL MEDIA

Link to Your Website

SOCIAL MEDIA

Edit Your Cover Photo and Add a Profile Image

SOCIAL MEDIA

Optimize the “About” Section

SOCIAL MEDIA

Input Additional Categories

SOCIAL MEDIA

Start Sharing Updates

SOCIAL MEDIA

Resources for Social Media Management

ONLINE BUSINESS LISTINGS

ONLINE BUSINESS LISTINGS

WHYCLAIM YOUR BUSINESS LISTINGS?

ONLINE BUSINESS LISTINGS

• 16,000,000 searches per month for dentists

• Average doctor’s name is searched 76 times per month

• Patients read an avg. of 4 online doctor reviews before choosing a provider

• Dentists are the 2nd most recommended type of local business online

ONLINE BUSINESS LISTINGS

97% Of consumers search for local businesses online

72% Trust online reviews as much as personal recommendations

76% Consider online reviews when choosing a local business

85% Are more likely to purchase if they see online recommendations

ONLINE BUSINESS LISTINGS

Added Benefits

• It’s FREE• Get notified whenever

someone leaves you a new review

• Have the opportunity to remediate conflicts privately or publicly

• Appear in local search• Improve SEO

ONLINE BUSINESS LISTINGS

Where to Claim Your Listings

http://www.google.com/placeshttp://listings.local.yahoo.com

http://www.bing.com/businessportalhttps://signup.citygrid.com/enroll

https://biz.yelp.com

ONLINE BUSINESS LISTINGS

New Review

I would not recommend this company to my worst enemy.

NOW WHAT?

ONLINE BUSINESS LISTINGS

Removing or Responding to Negative Reviews

Can be removed when:• Violates user guidelines• Advertising or SPAM• Off topic• Conflict of interest• Violation of privacy laws• Contains inappropriate or

inaccurate content

ONLINE BUSINESS LISTINGS

Contact the Website’s Administrator

www.yelp.com/contact

ONLINE BUSINESS LISTINGS

Flag the Comment as Inappropriate

www.plus.google.com

ONLINE BUSINESS LISTINGS

How to Respond:• Try to resolve any issues• Thank them for their feedback• Give your name and explain the

steps you’re taking to prevent future occurrences

• Respond promptly

ONLINE BUSINESS LISTINGS

Respond to the Review

ONLINE BUSINESS LISTINGS

ONLINE BUSINESS LISTINGS

Diminish the Impact of Negative Reviews

• Obtain new, positive

reviews

• Respond to all reviews

• www.reputation.com

CANNEGATIVE

REVIEWS BEPREVENTED?

ONLINE BUSINESS LISTINGS

YES!• Encourage feedback

in your office• Send patient surveys• Follow up phone calls

DON’T LET PATIENTS LEAVEYOUR OFFICE DISGRUNTLED.

I’M LISTENING!

MOBILE MARKETING

Is a Mobile Presence That Important?

• 25% of ALL Internet traffic comes from mobile devices

• Mobile is the best medium to attract local patients

• The mobile market is 5 times larger than the PC-based market

MOBILE MARKETING

500%+ Growth in Mobile Search in the

Past 2 Years

Over 50% of Mobile Searches Result in a Purchase or Call to a

Business

57% Won’t Recommend a

Business with a Poorly Designed

Mobile Site

79% of Mobile Searchers Will Leave if a Site is Not Mobile-

Friendly

There Will Be One Mobile Device for

Every Person on Earth By 2015

MOBILE MARKETING

MOBILE MARKETING

Elements of an Effective Mobile Website

• Quick load time• Simple navigation• Thumb-friendly• Good Color Contrast• Legible text• Mobile compatible images• HTML 5 videos• And…

MOBILE MARKETING

• Click to Call• Appointment Request• Contact Form• Click for Map• Bookmarking Feature

CONVERSION FEATURES

MOBILE MARKETING

Advertising and Optimization for Mobile

“At Google, we believe that mobile represents a sociological shift with how users relate with both the digital and physical world. Businesses that understand this will win.”

MOBILE MARKETING

• Separate mobile ads platform

• Separate algorithms for mobile search engines

• More focus on local optimization and claimed profiles on apps like Yelp and FourSquare

• Awareness of GPS is critical

Advertising and Optimization for Mobile

QUESTIONS?

TO DOWNLOAD THIS PRESENTATION, PLEASE VISITwww.slideshare.net/ProSites

CLASS ASSIGNMENT

Build Your Practice Website Using ProSites

• Visit http://www.prosites.com/free-trial/• Use Media Code LLU14• Create Your Profile Page – Add Bio or CV (optional

photo) • Add Staff to Your “Contact Page”• Add Keywords to Page Titles• Add link to LLU School of Dentistry on your “Links”

page

• Email website URL to Dr. Rogers at trogers@llu.edu