Online Marketing Mastery For Chiropractors€¦ · you and become a patient That’s called marketing –so you have to be able to market yourself online Good news: it is a science

Online Marketing Mastery

For Chiropractors

1: Traffic

Online Marketing Mastery: TCR Principles & Your Online Heart

For assistance: [email protected] 1

The TCR Principles

Online Marketing Mastery For Chiropractors

The TCR Principles& The Heart of Your Online

Marketing

Goal Of This Session

The 3 fundamental principles that your online marketing needs to be built on and how they impact

the growth of your practice

What has to be at the heart of your Online Marketing strategies and what it has to do

This session = fundamentals (what you need to achieve) rest of day is on how to achieve it

What We Will Cover

The two components of Online Marketing

TCR principles – what they are and why they matter

What needs to be at the heart of your online marketing



Online Marketing

To grow your practice you need to:

Be found by your prospects

Create a hungry desire for your services

Online Marketing

80+% people start their search for products and services (and solutions to their problems) online( p )

Therefore, the easiest way to be found by them is to be online with them

Online Marketing

What does it mean being online?

h h l l d h hUsing the technologies, tools and techniques that:

puts you in front of people

allows you to communicate with them

But that’s not enough …. Being there isn’t enough



Online Marketing

Online Marketing

That’s what we need to do with your practice – make it desirable so that prospects want to know more about

you and become a patientyou and become a patient

That’s called marketing – so you have to be able to market yourself online

Good news: it is a science not an art and it can be achieved by following a process

Online Marketing

The extra, often missed, benefits of online marketing (in addition to the benefit of getting more business)

Speed to test and implement ideasSpeed to test and implement ideas

Cost of implementation

It can be fun!



Challenges

So many things to get done

New things all the time

Hard to keep up

Limited Technical skills

Limited Marketing skills

What Doesn’t Work

Lots of random activities

Jumping from one thing to another(We all suffer from “shiny object” syndrome)(We all suffer from shiny object syndrome)

Just having a website isn't going to crack it

Just having a Facebook page isn't going to crack it

Just placing a few adwords ads isn’t going to crack it

What Doesn’t Work

Relying on techniques …

So, what is going to crack it?



Principles

“Techniques are many, Principles are Few Techniques may vary, Principles seldom do”

What Do We Want To Achieve?

Sales

Prospects

Funnel

£

Sales


SalesF l

Prospects

Funnel

£

Sales




SalesF l

ProspectsTraffic

Funnel

£

Sales

What Do We Want To Achieve?ProspectsConversions

SalesF lFunnel

£

Sales

What Do We Want To Achieve?Prospects

SalesF l

Relationships

Funnel

£

Sales



TCR Principles

Traffic – attracting enough of the “right” people to want to find out more about you

Conversion – having people “take action” towards becoming a “customer”

Relationships – mutual “getting to know” each other that increases sales

Traffic

Attracting enough of the “right” people

Need to know who the “right” people are

Put ourselves in a position where they can find us easily

Need to know where the “right” people are ... And be there with them

By doing it well, we have a strong flow of new prospects

Conversion

Guide people through the “buying process”

Need to understand the steps

Need to use tool, technologies and techniques that help us to do this effectively (for us and our prospects)

By doing it well, more of our prospects become paying patients



Relationships

People do business with people, not businesses

... people they Know, Like and Trust

Need to build powerful relationships with prospects and patients

By doing it well, we increase the number of paying patients and also increase the “patient value” and

create “raving fans”

TCR Principles

Principles apply equally to offline marketing as to online marketing

TCR Principles

Allow you to:

Attract more new clients

Increase the transactional value of each client

Increase the frequency that they “buy” from you

Improve 1 and you’ll experience growth

The business owner who can do all 3 will experience exponential growth



Biggest Mistakes

Not understanding the importance (or existence of) the principlesp p

Focusing on techniques rather than principles

Focusing on one principle and ignoring the others

Online Marketing Assets

Creating marketing collateral – online marketing assets that will be long term assets to your business:

Website (even multiple websites)Website (even multiple websites)

Content

Traffic & Distribution Channels

Lists

KIT Marketing Campaigns

Heart Of Your Online Marketing

Your main online asset

Direct your traffic to it

h h f “ ” lAchieves the first stage in “converting” people

Starts to build relationships with people

... Your Website



Website: Biggest Mistake

“B ild it d th ill ”“Build it and they will come”

Your Website Must

• Be found by relevant people

• Attract and interest somebody enough to want to remain on the site

• Differentiate you from your competitionDifferentiate you from your competition

• Encourage prospects to “take action” towards becoming a patient – and make doing so easy for them

• Position you as a trusted expert• Start to build relationships with prospects and customers

Your “Working” Website

• Your website has to work for you

• Just like your heart does

• Gone are the days of “lazy” websites!– Static never changing

– Reflect the changing world we live in

• For it to work at its optimum it has to be optimised ...



Your Optimised Website

Search engine optimised

Setting up and using your website in a way that g p g y yencourages search engines such as Google to find and

display your site at the top of its results

cover this today


Social media optimised

Including your business in conversations that people g y p pare having on social media sites and include other

people into conversations that you are having on social media sites

cover this today


Human Being Optimised

To engage human beings, to capture their attention, g g g , p ,convert them and build relationships with them

We’ll return to this on days 2 & 3



Online Marketing System

Ultimately you need a system that will allow you to create and grow these assets

By the end of the 3 seminars you will have a system founded on sound principles that you can use to grow

your business

Your Mission

What have you learned?

How will you use this?

Questions?

Online Marketing Mastery: Foundations of Traffic



Foundations Of Traffic


Introduce the 3 types of traffic you can attract

Google “Page 1”: The power and the myths

Why and how to do keyword research

Three Main Types Of Traffic

Organic

Paid

Social Media



Organic Traffic

Traffic which comes from unpaid listings in search engines or directories or other websites

Search engines: Google, Yahoo, BingSearch engines: Google, Yahoo, Bing

The biggest is Google (92% of people in the UK use Google)

Directories: upmystreet, yell, ...

Other websites: BCA, ...

Paid Traffic

You pay to advertise your website, either for a set period of time, for a number of “impressions” or per

“click”

Search engine Pay Per Click (PPC): Google Adwords (or others)

Banner (or other placement) advertising

Social Media: Facebook, Linkedin

Discount sites: Groupon, LivingSocial

Social Media Traffic

Your social media conversations and other people’s conversations include links back to your website



Other Traffic Sources

Leverage some giants:

Ebay

AmazonAmazon

Gumtree – free & paid advertising

Forming/joining Meet up Groups

Mobile – apps, text messages

Offline sources

Traffic Sources

Every day there’s something new

We are going to focus on the 3 main sourcesWe are going to focus on the 3 main sources

Time constraints & the risk of brain overload!

Focus on some specifics in each one of these

Traffic Sources

Being in the “right” location is important

We’ll start where most people start ...

Google’s search engineGoogle s search engine

“Page 1” – become synonymous with people selling traffic solutions

Who’s heard that?



Google “Page 1”

The first page of results for a specific search term

EEg ....

38.2%21.7%

8.0%5.0%2.5%

11.9%6.4%5.4%4.5%3.8%2.9%1.6%2.6%

Source:Organic = Brand Softech

(excl. Google Places)

Adwords = Accuracast



Keywords

Search term (eg “chiropractor London”) = “Keyword”

How do you find the “right” keywords to appear for?

Buying Process

Identify a problem

Understandthe problem

Possible solutionssolutions Consider

optionsDiscover your

business Match their problem with

your solutions Believe in

your solution

Buy!

Main Buying Stages

Type 1: Looking for information

Info gathering stage

Type 2: Uses or already paying to solve this kind of problem

Fi i h d hi

Type 3: in Buying mode

Looking for a service by

Mostly we are solving problems for people

Haven’t decided to get rid of their problem yet

Finished researching their problem

Proved a willingness to spend money on their problem

More likely to buy than Type 1 prospect

name



Keyword Research

“Keyword” = a search term eg “chiropractor cardiff”

Research = finding the best keywords for you to attract traffic on

Keyword Research

What problems do people have when they come to you?

What concerns do they have?

Wh t ti th ki th l ?What questions are they asking themselves?

The answers will give you clues as to where they are in the buying process

More on this in session 2

Keyword Research Steps

Decide what problems you are solving (eg back pain)

Identify people’s questions at each stage (eg what causes back pain?)

Identify search terms for each question (eg “back pain causes”)Identify search terms for each question (eg “back pain causes”) = keywords (“seed” keywords)

Expand this list with keyword tools

Narrow the list with location and longer keywords

Sort the results to find the most popular (relevant) keywords

Determine the competition on your “top” keywords



Keyword Research Tools

Firefox:http://www.mozilla.org/

SEO4Fi fSEO4Firefox:http://tools.seobook.com/firefox/seo‐for‐firefox.html

Google External Keyword Tool:https://adwords.google.co.uk/select/KeywordToolExternal

Your Mission


How will you use it?

Questions?

Online Marketing Mastery: Getting Started With SEO



Getting Started With SEO

Goal of This Session

Search Engine Optimising your website:H tHow to

How NOT to

It’s easier than you think!

Why Try To Outwit Google?

“chiropractor London”Page 1, pos 1 may deliver 1,400 visitors a monthPage 1, pos 1 may deliver 1,400 visitors a month

Page 2, pos 1 may deliver 24 visitors a month

An industry has been formed attempting to outwit Google



“Black-hat Techniques”

Keyword Stuffing

Backlink Farms

Article Spinning

Content Generators

Content Leeching

Invisible Content

Cloaking

Link Exchanges

Traffic Exchanges

Doorway Pages

Spamdexing

Google Bowling

Misspellings

Duplicated websites

“Throw away” domains

Scraping


“Black‐hat” Techniques work!

To some extent

For a limited time


But they all eventually fail

Sometimes with painful results



Google’s Mission

To give people the best quality results possible

Google: What Do We Know?

Secret algorithm

f200+ factors

Constantly evolving

3 or 4 major changes each year

A Suggestion ...

Don’t try to fight Google

Instead:

Give Google what it wants!



What Google Wants

Quality Results:

Quality Content

Quality Links

Quality Activity

Quality Content

Relevant

Fresh

Deep

Specific

Local

Quality Links

Volume

Respectedp

Relevant



Quality Activity

Traffic

Updatesp

Comments

Quality Content

Today’s focus is content for traffic

At least as important is creating content for converting prospects into patients and for building relationships –

we’ll return to that on days 2 & 3

How To: Quality Content

Keyword rich domain name

Focused website

Keyword rich pages (articles/blog posts/news i / / l )items/reports/newsletters)

Focus on one keyword per page

Never delete or change, always add

300 – 600 words/page

“Hidden” content – Tags

It doesn’t need to be your content



How To: Quality Content

Keyword to be in:• Page title (meta tag) – 65

characters• Bold text

• Links• Page description (meta tag)

– 150 characters

• Page headline (h1 tag) –plus benefit

• Other headlines (h2, h3, ...)

• Body text

• Image (alt tag)

• Page footer text

• Keyword tag?

These should all be easily editable using your website management software

Content Tips

• Identify your target audience – Create content that will hit home. Offer solutions to people’s problems

• Send the right message & generate attraction– Demonstrate your value & position yourself as an expert by delivering truly

useful content

C t l & ll t ti• Create a clear purpose & call to action– Tell people where to go & what to do next

– You must always drive them to your website. Give them a good reason why

• Compelling title:

– Use a question to generate curiosity e.g. Did you know this about chiropractic?

– Create a controversial title that turns people’s head e.g. Is back pain caused by alcohol?

– Imply value e.g. 5 tips for back pain sufferers.

Content Tips

Reposition

Don’t Duplicate



How To: Quality Links

Good News!

Note: as at 2009/2010 – changed now!

How To: Quality Sites

• Directories: Dmoz, Qype, Freeindex, Yell, ...

• Local directories: ?

• Article directories: Ezine Articles, GoArticles, ArticlesBase, ...

• Press release distributors: Webwire, PRWeb, PRLeap, ...

• Social bookmarks: Del.icio.us, StumbleUpon, Digg,

• Forums: Yahoo! Answers, Google Groups

• Reviews: Amazon

• Blogs

How To: Offsite Content

• Articles– Educate, inform or entertain

– Weekly

– 250 – 600 words

– Keyword rich headline and contenty

– Valuable content

– Keep to a single topic

– Signature block directs people back to your site with an “offer” or benefit

– Can “spin” to submit to multiple article directories

– Suggest using http://ezinearticles.com



How To: Offsite Content

• Press releases– Announcing a service/event/news etc.

– Monthly

– 250 – 1000 words

– Keyword rich headline and contenty

– 4 parts:• Title: Attention grabbing with prime keyword

• Summary: 2 – 4 sentences in length

• Body: give enough information without going into too much detail

• Call to action: go to your website for more info

– Suggest using http://webwire.com (£)

How To: Quality Blog Links

1. Find quality sites (relevant, high PR, news, reference)

2. Confirm that you can leave a comment and that it can include your URL

3. Leave a VALUABLE comment (adding a keyword in to the name field*)name field*)

4. Being controversial often works well

5. You can also invite people to read more on your website

6. Don’t use “spam” phrases (“great post”, “thanks for sharing”, ...)

7. Ping it (eg Pingler.com)

*WARNING: Don’t overdo it!

How To: Quality Blog Links

site:.co.uk inurl:blog "post a comment" ‐"comments closed" ‐"you must be logged in" "ADD YOUR KEYWORD"

site:.com inurl:blog "post a comment" ‐"comments closed" ‐"you must be logged in" "ADD YOUR KEYWORD"

site: ac uk inurl:blog "post a comment" "comments closed"site:.ac.uk inurl:blog post a comment ‐ comments closed ‐"you must be logged in" "ADD YOUR KEYWORD"

site:.gov.uk inurl:blog "post a comment" ‐"comments closed" ‐"you must be logged in" "ADD YOUR KEYWORD"

Repeat for "powered by expressionengine“

Repeat for “Powered by BlogEngine.NET” inurl:blog "post a comment" ‐"comments closed" ‐"you must be logged in



How To: Quality Activity

• Traffic (extra value if focused through Google’s own tools? Adwords, Places, Feedburner, Google +, Chrome)

• Site updates (every few days, add a new “page”)

• Make sure that Google knows you’ve made an update (ping)

E• Encourage comments

• Always reply to every comment ... spaced out

3 Steps To Take

1. Content– 10 + pages of keyword rich content

– Plus new content at least weekly

– Use multiple formats to multiply the content value

– Publish offsite for extra backlinks (videos to multiple sites?)( p )

2. Start building activity– Use social media and paid advertising

– Encouraging traffic and comments

3. Then start adding links– Steadily added over time

Make sure it is a “natural” process

CMS

To make it easy for you to update your website,use a Content Management System

Fast, easy, inexpensive, secure, scalable, SEO “friendly”

E il d dEasily updated

Joomla, Drupal, Wordpress

http://Wordpress.org



How Long To Page 1?

It depends ....

Current position

Competition

Factors you cannot influence (eg site age)

Time spent on SEO activities each month

But ... 3 to 6 months is usually achievable for “sensible” keywords

Your Mission



Questions?

Online Marketing Mastery: Google "Extras"



Google “Extras”


Google Places for a local traffic boost

Google Analytics to track your traffic

placesplaces



Why Google Places?

better positioned

independent and respectedp p

relevant and targeted

instant credibility

promotions or offers

Display TypesGoogle chooses different display layouts:

You cannot influence which layout is used but you can influence whether Google has full information about you to display

To Set Up Google Places

• Go to http://maps.google.co.uk

• Search to find your business

• If you find it:– Go to the Places Page and check the top right

Click to claim the listing You already claimed this?



To Set Up Google Places

If you cannot find an entry:

Go to http://google co uk/placesGo to http://google.co.uk/places

Set up a new entry noting ...

Optimum Google Places Entry

Description: Include keyword and benefit

Category: 1 or 2 only – prime keyword

Images: Upload 10 if possible

Videos: Show your infomercial plus 4 others

Coupons: Watch this space!

Google seems to prefer Places entries with more information

Reviews

People prefer looking at Places with reviewsTherefore, ask your patients to submit a reviewGoogle also seems to rank Places pages with reviews higher



Note

Results layouts are changing often

Reviews shown now exclude non‐Google reviews

Testing & Measuring

Fundamental to your marketing success

If you don’t measure, you cannot know what to y , yimprove

Google helps us here ...

We’ll return to testing & measuring again in sessions 2 & 3!

Google Analytics

Visitors:• How many

N t i

Traffic sources:• Direct

S h i

Content:• Top pages

L di• New or returning• How long• How many pages• Device

• Search engines• Adwords• Keywords

• Landing pages• Exit pages



Key Things To Monitor

Visits (increasing over time)

Pageviews (increasing)

Page/visit (increasing)Page/visit (increasing)

Bounce Rate (decreasing)

Avg Time on site (increasing)

New visits (increasing)

Monitor at least monthly and daily after key changes

Traffic Sources



Content

Google Analytics

Identify traffic sources

Identify keywords that are popularIdentify keywords that are popular

Identify pages that are of interest

How To Set It Up

Google.co.uk/analytics



Your Mission



Questions?

Online Marketing Mastery: Getting Your Message Across Effectively


Getting your marketing


Getting your marketing message across effectively

Matthew Bennett DCVice President BCA

Most marketing fails

We are bombarded with up to 3000 messages a day

Sensory overload

We are busy and distracted

We take short cuts to make decisions easier

Traditional Marketing AIDA

Attention Interest Desire Action

Strong, E.K. (1925). "Theories of Selling".Journal of Applied Psychology 9: 75-86.



Here It Is

Your message must stand out

Clear instructionsClear instructions

Must answer WIFM

What’s In it For Me?

Health care has changed

Old Analogue Model

• I can help

• Here is the solution

• If you don’t like it‐ go

New Digital Model

• Do you want my help

• Here are the possible solutionsy g

somewhere else

Fits with “Doctor knows best”

• If you don’t like it how can I change it?

Fits with patient choice

Also for quinsy, diabetes, St Vitus’s Dance, epilepsy, dyspepsia, diarrhoea, coughs and colds, asthma, pleurisy, whooping cough, consumption, ruptures, sciatica, paralysis, rheumatism tic douloureuxrheumatism, tic douloureux and kidney problems.

The Penny Illustrated Paper 1895New York



Avoiding A Complaint

Staying out of the clutches of the ASA, Trading Standards Office and the GCCStandards Office and the GCC



Advertising Should Be ...

• Legal

• Decent

• Honest

• Truthful

• Socially responsible

• Identifiable as a marketing communication

New ASA rules from March 2011

• Cover advertising or other

marketing communication

• Include websites and social networking sites

Eg FacebookEg Facebook

Still will not cover

• Editorial• Press releases

• Marketing of ideas or a cause



ASA Sanction

• Told to remove advertisement

• Adverse publicity

• Will be able to order web host to remove ad

The CAP Code

• 12.1 Objective claims must be backed by evidence, if relevant consisting of trials conducted on people. Substantiation will be assessed on the basis of the available scientific knowledge.

• 12.2 Marketers must not discourage essential treatment for conditions for which medical supervision should be sought.

• 12.3 Marketers must not confuse consumers by using unfamiliar scientific words for common conditions.

The CAP Code

• 12.5 Marketers inviting consumers to diagnose their minor ailments must not make claims that might lead to a mistaken diagnosis.

• 12.6 Marketers should not falsely claim that a product is able to cure illness, dysfunction or malformations.

• 12.9 Marketers must not encourage consumers to use a product to excess and must hold proof before suggesting their product or therapy is guaranteed to work, absolutely safe or without side‐effects.



Prove It

• Consumer surveys won’t prove a scientific claim

• Claims to maintain health need a high level of proof including controlled and double‐blinded trials on people

• Totality of evidence is important

ie. cannot ignore negative trials

• If studies not published in peer‐reviewed journals, objective review should be done by suitably qualified expert.

Bronfort’s Evidence for Spinal manipulation/mobilization

• Back pain

• Acute whiplash

• Neck pain

• Migraine

• Tennis elbow

(golfers beware!)

• Hip OA

• Knee OA• Migraine

• Cervicogenic headache

• Cervicogenic dizziness

• Shoulder girdle pain• Adhesive capsulitis

• Knee OA

• Patella Femoral Pain

• Plantar Fasciitis

Men In White Coats

“Complicated pseudo‐scientific explanations of what a product is or how it works includingwhat a product is or how it works, including

technical diagrams and language, can mislead.”



Avoiding Trouble

• Cautious Copy Kills Complaints

• Avoid specific diagnosis terms if not covered by Bronfort or similar. Eg.

Chiropractic cures sciaticaChiropractic cures sciatica

Chiropractic may help leg pain

ASA complaint upheld Oct 2011

Claims that birth could cause spinal problems leading to feeding and sleep problemsg p p

Chiropractic can treat colic

Complaint against a homoepath partially upheld

More positve than negative trial resultsBUT left out the 49% inconclusiveBUT left out the 49% inconclusive



Complaint from Nightingale Collaboration upheld

“…can help people suffering from: ‐ Stress and Tension ‐Arthritis ‐ Asthma ‐Migraine g‐ IBS ‐High Blood Pressure ‐Menstrual Problems ‐Eczema ‐ Parkinson’s Disease ‐ Tinnitus ‐ and many more”

Cynical public, tired of hype

To be believable the message must be instantly credible

Claims must be:‐

• Specific

• Quantified

• Modest• Modest

Eg. We deliver excellent customer service

97 % of our customers are satisfied or very satisfied



Doctor Title

• Must not use any title or qualification which misleads

The ASA has ruled

Dr Matthew Bennett DCDr Matthew Bennett DC

Matthew Bennett, Doctor of Chiropractic

CAP Advice Service

• Free

• Confidential

• Fast (aim within 24 hrs)

• Help avoid problems with ASA• Help avoid problems with ASA

• They will support your case to ASA

www.copyadvice.co.uk020 7492 2100

[email protected]

New Code of Practice



Session C4

You or anyone acting on your behalf must use only factual and verifiable information when publicising your work or practice. The information must not:‐

a) Mislead

b) Be inaccurateb) Be inaccurate

c) Abuse the trust of public

d) Exploit their lack of knowledge

e) Instil fear of future ill‐health

f) Put pressure on people to use chiropractic

g) Bring the profession into disrepute

• You should follow the law and ASA guidance

Online Marketing Mastery: Paid Advertising For Traffic



Paid Advertising For Traffic

Goal For This Session

Learn how to quickly attract high quality, low t t ffi t b it i ti i dcost traffic to your website using an optimised

Google Adwords strategy

Paid Advertising

You pay to advertise your website, either for a set period of time, for a number of “impressions” or per “click”

Google Adwords – Pay Per Click (PPC)

Recap:

Google Adwords Pay Per Click (PPC)

Banner (or other) advertising

Discount sites: Groupon, Living locally

Social Media: Facebook, Linkedin



Why Google Adwords?

Page 1 Position 1

Fast to set up, test and improveFast to set up, test and improve

Low cost

Quick boost of relevant traffic

What Is (Are) Adwords?

• Way of advertising alongside Google’s search results

• Advert only appears for search terms (keywords) you chooseyou choose

• When clicked, advert takes people to your website

• You only pay when it is clicked

• Flexible advertising medium

• You control the budget



Some Terminology

Adwords Account

Campaign CampaignCampaign

Ad group

Keywords Adverts

Ad group

Keywords Adverts

Campaign

Ad group

Keywords Adverts

Usage (My Rules!)

• Campaign– Group of similar keywords and geography

– Eg all chiropractic keywords for local searches

• Ad groupg p– One Ad group per keyword (for monitoring and control)

– Eg “chiropractor Windsor”

• Keywords– One keyword with its variants (we’ll return to)

• Adverts– Always TWO adverts

Preparation

Keyword research:

Who are you advertising to?

Where are they in the buying process?Where are they in the buying process?

What are they looking for?

Why would they click (promise, benefit, etc)?

Focus on their intentions

Where will they land (on your site) ‐ relevance?



Example

Advertising to people who have a sports injury and know they need a chiropractor

Late in the buying process – ready to purchaseLate in the buying process – ready to purchase

Looking for a good local chiropractor

Offering experience and 1st session at half price

Send them to a specific page on the site for first time sports injury people

Keyword Research

“Sports Chiropractic Windsor”p p

Your First Ad

• Attention grabbing headline (includes the keyword)

• 1st description line = benefit or promise

2 d d i i li f• 2nd description line = feature

• Display URL should have relevance to the ad message (CamelCase)

• Destination URL can be a different location



Your First Ad

Ad Variation

One change to test the intent

Guided Tour of Adwords

• Go to http://adwords.google.com

• Sign up for a new account (do not need a Gmail account)

b i d il• Enter basic details

• Give your campaign a name “Sports Chiro Windsor”



Geography

Networks & Devices

Bidding & Budget

Manual bidding for clicks(so you control your spend)(so you control your spend)

Budget per day (set higher to start with)



Ad Extensions

Shows extra information alongside your ads (eg dd ) t thaddress) – turn these on

Enter Your First Ad

Keyword Types

• Broad: (default) loosest (maybe too loose)

• Phrase: “” – stricter than broad match

• Exact: [] – strictest – to compete & dominate hi h i i k d & f lon high competition keywords & very useful

for testing



Broad Match

Broad match keyword: Ads may show on searches for:

tennis

tennis shoes

tennis shoes buy tennis shoes tennis shoe photos running shoes tennis sneakers

Phrase Match

Phrase match keyword:

Ads may show on searches for:

Ads won't show on searches for:

d t i h

"tennis shoes"

red tennis shoes buy tennis shoes tennis shoes photo

shoes for tennis tennis shoe tennis sneakers

Exact Match

Exact match keyword:

Ads may show on searches for:

Ads won't show on searches for:keyword: searches for: on searches for:

[tennis shoes] tennis shoesred tennis shoes tennis shoe buy tennis shoes



Keywords To Enter

Sports Chiropractic Windsor

“Sports Chiropractic Windsor”

[Sports Chiropractic Windsor]

Default Bid

• Use the “Estimate Search Traffic” button to find Google’s suggested Cost Per Click (CPC)

• The answer may be £0 for infrequently searched termssearched terms

• Enter a default bid higher than Google’s suggestion (and lower than your daily budget!)

So Far ...



Complete Setup

• Add a second Advert (test advert links)

• Change the bids (click on the grey £2.00) as follows:

E t l h d– Exact leave unchanged

– Phrase 90% of default bid (£1.80)– Broad 80% of default bid (£1.60)

This allows more exposure while taking into account that the intent of people may be different

Negative Keywords

• Stops the ad appearing for irrelevant keywords

• Use Google’s keyword tool to find keyword elements that you do not want your ads to appear for:– A long list is good!

• Enter these as negative keywords• Searches containing these keywords will not be shown

Negative Keyword Example

• Keyword = “back pain”

• However you choose not to display your ads for “ergonomic chairs for back pain”g p

• Adding a negative keyword of “ergonomic chairs” will prevent your ad from appearing for this search term



Last Step

Give Google Your Credit Card details

Adwords will start appearing very quickly

Why Bid So High?

• Want ad in position one (most clicks and higher quality clicks)

• Bid set high to always appear in position 1

• Daily budget is a safety netDaily budget is a safety net

• Long list of negative keywords means the ad will only appear when completely relevant

• Higher chance of being clicked = higher Click Through Ratio (CTR)

• Google likes ads with high CTRs and will lower your click cost while maintaining your position

Why Two Adverts?

• Want most effective ad for this keyword

• Test “intent” first

• Try different intentions until you have found h hi h C ( d l )the highest CTR (never delete past tests)

• Then optimise other parts of the ad for highest CTR

• Only ever change one thing at a time!

• Make changes after 30+ clicks



Geography?

• If your keyword includes a location (eg “sports Chiropractor Windsor”) then no geographic limit is needed

• If your keyword does not include a location• If your keyword does not include a location then limit the adverts geographically

Optimisation

• Initially monitor multiple times per day

• Low CTRs (below 1%) or low positions (below 1.5) need to be fixed fast– Extra negative keywords?

– Higher bids?

• Every 30 clicks, pause the poorest ad and create a new one to test (one change only)

• Add extra Ad groups and reduce the monitoring frequency for performing Ad groups over time

This Should Give You

• Ads in position one

• Paying lowest possible cost per click

• Attracting highly relevant traffic

• Ads match the searcher’s intent

• Ads take people to the most relevant page (higher conversions ‐more in session 2)



Your Mission



Questions?

Online Marketing Mastery: Social Media


Social Media


Social Media

Making Friends, Making Traffic

Goals Of This Session

What makes Social Media different

3 Social Media sites you must use

How to use Social Media to drive traffic to your website:

Push from Social Media

Pull from your website

This is not the in‐depth how to use social media for relationship building – see seminar 3!

Why Social Media?

Your prospects are there

23% of “our” time online159% increase during 2007-10

Note: 2010 stats



Why Social Media?

Facebook UK users, May 2011: 29.8 million logged in, or 58% of the 51.4 million people online

March 2010: “More than three quarters of the UK's online population use social networking sites such as Facebook and Twitter”, according to research by InSites Consulting, an online market research organisation

Feb 2011: YouTube 490m users worldwide per month, 92b page views. We spend 2.9b hours on YouTube in a month - over 325,000 years. Excludes embedded videos or video watched on mobile devices!

Why Social Media?

WikipediaYouTube

Google’s Spotted It Too!

Other video sitesFacebookMySpaceTwitter

Why Social Media?

Why do people enjoy using Social Media?

Online party!Online party!

Remember: Don’t be the party bore!

Create friends ... and you’ll create patients



Three Main Sites For You

Facebook

Twitter

YouTube

Facebook

Business “friendly”

Integrated “mini‐website”

Paid advertising (interests based) – link to a business page

Fast moving, sophisticated environment (you need to keep up!)

Facebook Business Page









A mini website – branded and optimised

Full featured

Landing page with opt‐in

“Like” function is easy for people to do

70% of people looking for offers and discounts

Optimise the content for search engines

Initiate two‐way conversation

Far reaching networks


Free online services to create a basic business page (eg pagemodo.com or wix.com)

Inexpensive project for your web developer

Fill out ALL the information that you can (using keywords where reasonable)

Offer something of value for people who “like” your page

Communicate daily (talk, not tell!)

Facebook Optimisation

Greet visitors to your page with your Welcome tab

Give people a good reason to “like” your page

Keyword optimise the content

Complete all information fields with keyword rich content

Include relevant links back to your site

Distribute valuable content with links to your site

Daily status updates

Communicate daily with “friends”

“Little and often”



Facebook Mistakes

Using the wrong infrastructure

Inconsistent/infrequent communication

Not driving people back to their website

Too “salesy”

No testing and measuring

Twitter

Used by celebrities, politicians and by business

11th most popular website in the UK (amazon.co.uk is 10th) ... And most people use Twitter without using the Twitter website

so it’s true popularity is higher!

News breaks faster than on traditional media

“Twitter is being used as a social network and a means of distributing content”

And all in less than 140 characters

The Power Of Twitter

Become a celebrity

Brand yourself

Build a community

Build your KLT factor

Build your revenue!



You Must

Tweet

Build your followers

Twitter Steps

Open an account (more than one is better!)

Set up a Custom branded background and include your p g yUSP

Optimise your bio for keywords

Twitter Account



Twitter Is Different

All about conversations – based on the principle of “what are you up to?”

In the moment ‐ It happens now then it’s gone

Ask questions to initiate conversations

Faster than Facebook

Tweets

10+ tweets a day

Max. 1 Tweet to encourage people back to your siteg p p y

Look for opportunities to RT, reply, mention

Relevant valuable content plus entertaining and personal information

Followers

Based on reciprocity

Grow steadily

Geo‐target

Keyword target

Followers/following balance

Un‐follow non‐followers



Twitter Optimisation

Background graphic: appealing, USP, contact details

Keyword optimised bio

TweetingValuable tweets

Interact with others

One valuable link back to your website

Find the time of day when your prospects communicate most

Use hashtags where relevant

FollowersKeep followers and following in balance

Always be looking for new people to follow (especially if they are active followers)

Un‐follow regularly ... you can always follow again later

Twitter Mistakes

Aimless ‐ waste time

Too “salesy”

Forget that a Tweet’s life is shortForget that a Tweet s life is short

Give up

No testing and measuring

One‐way communication

Twitter Tools

Content sites (eg Popurls.com)

URL shorteners (eg Bit.ly)

h hTwitter search: Search.Twitter.com

Desktop software (eg Tweetdeck)

Twitter automation (eg Tweetadder (£))



YouTube

People love watching videos

Ford ModellingFord Modelling Agency increased its revenue by 140%

(source: Inc. Magazine)

YouTube Steps

Open an account

Brand and optimise itrand and optimise it

Use it!

YouTube Optimisation

Short and plentiful

Include your website address and/or phone number at the end of each videothe end of each video

Put your keywords in the title of your video

Include your website address in the beginning of the description



YouTube “Rules”

It’s Not Just YouTube

Over 30 video sharing sites

YouTube Mistakes

Not optimised (site & videos)

Thinking it’s hard (remember: reality sells)



Driving Traffic

LeadsLeads

ProspectsProspects

Website = “Buffer”

Leadcapture

Sales

YourAutomatedMarketingSystem

Traffic

Article DirectoriesPress Release DistributorsOther Video Sharing SitesOther Social Media SitesBookmarking Sites

Website Pull

Make it easy for people to:A) follow your social media activities

B) share your content with their social media friends

Social Bookmarking

Social Bookmarking = sharing your links to things that you find of interest

Other people see your links and can click on them ... sending people to your site

Also, the search engines see the links too

Sites to use include Digg, StumbleUpon, Del.icio.us, ...



How to Social Bookmark

Open an account with any (all?) of your chosen bookmarking sites

Log in to submit your links

Do NOT make them all self‐serving (= link spamming and your links will be worthless)

Your Mission



Questions?

Online Marketing Mastery: An Advanced Traffic Strategy


An Advanced Traffic


An Advanced Traffic Strategy


Learn an approach that delivers more traffic, converts higher and builds stronger relationships

A Holistic View

Identify a problem


Possible solutions

Consider options

Discover your business

Match their problem with your solutions

Believe in your solution Buy!

All Problems that you can help with ...

One Website



Challenges With Approach

One website attempting to appeal to people at all stages of the buying processg y g p

Looking for causes of back pain

And looking to book a chiropractic appointment

Minimise That Challenge

Separate pages (or sections) of your site devoted to people at different stages

A Better Solution

Identify a problem


Possible solutions

Consider options




One Problem (eg back pain) ...

A “Niche” Back Pain WebsiteTotalBackPainSolutions.co.uk



The Best Solution

Identify a problem


Possible solutions

Consider options




One Problem (eg back pain) ...

Problem Website Review Website Services WebsiteGuideToBackPain.co.uk BackPainTreatmentReview.co.uk ChiropracticForBackPain.co.uk

... repeat for other problems

What’s Next?

At each stage, people would be encouraged to opt‐in for valuable content (eg a report) – which would guide them along

to the next step in the buying process

Highly effective as this is “laser‐focused” at specific people/problems and helping them satisfy their needs

Equals more traffic, higher conversion rates and stronger relationships

Questions?

30 Ways To Jumpstart Traffic to your websiteTraffic to your website1. Post quality, interesting and compelling content that people want to read.

2. Post regularly (at least 3‐5 times per week if not more)

3. Be an expert and authority on your topic

4. Write Press Releases that are newsworthy and link back to your website

5. Ask your visitors to “Bookmark” your site with the popular social book‐marking services like digg, furl, del.ico.usand others

6. Ask your readers to link to your website and share your content on social media sites

7. Submit your site to directories

8. Encourage your readers to subscribe to RSS (use a service like feedburner).

9. Used paid advertising

10. Use video marketing to drive people back to your website. You can upload your videos to over 30 video sharing sites

11. Use video, audio and photos in your website as well as text.

12. Be a guest author/expert on other blogs and websites in your industry.

13. Link to other websites you like and share valuable information with your visitors. Expect13. Link to other websites you like and share valuable information with your visitors. Expect to get some links back!

14. Place reviews on Amazon

15. Make your website interactive by including polls, surveys , competitions and other interactivity

16. Piggyback new and exciting developments in your industry (be the first to post it!)

17 Open accounts at social media sites and link back to you website17. Open accounts at social media sites and link back to you website

18. Submit your blog to technorati.

19. Write and submit articles that point back to your website

20. Post your email newsletters on your website.

21. Sell items on Ebay

22. Comment on blogs you like very often (be sure you have something intelligent to say!)

23. Post on forums on your topic and link back to your website.

24. Encourage your readers to share their thoughts, ideas and feedback by commenting on your posts.

25. Create a mobile app

26. Add a signature to all your outgoing email with a link to your website.

27. Join MyBlogLog and add the widget. Visit other blogs when logged in to MyBlogLog.

28. Promote your RSS feed to sites that allow submissions

29. Claim your Google Places page and encourage people to submit reviews

30. Monitor how your site is used and use that information to target more traffic

Documents

Online Marketing Mastery For Chiropractors€¦ · you and become a patient That’s called marketing –so you have to be able to market yourself online Good news: it is a science