Advanced Web Marketing

October 24, 2009

Advanced Web Marke.ng for the Seasoned Pro

What we’ll cover

• Where are we? •  Rules of Internet Marke=ng

•  Elements of successful websites

• What does Google want now? SEO update

•  Email marke=ng

•  Social Media

Where are we? •  ShiF from mass to niche •  “One size fits all culture” is gone •  Infinite entertainment choices

•  Newspaper adver=sing down 50%, but appe=te for news is up

•  NY Times – 1.9 million visitors per day •  Failure of the model, not the interest in the product

How is this shi= from mass to niche affec.ng us?

•  Service economy

•  Experience economy – sell the “sizzle” not the steak

•  $3 cup of coffee •  Now so much noise, we’ve entered the “aBen.on economy”

How do you market your prac.ce in the “aBen.on” economy? •  Incorporate 2‐way communica=on, aka “social media”

•  Reach out instead of always wai=ng for pa=ents to reach in to you

•  Can’t do it all on the web •  You need other sources too, but in the right niche

4 Rules of Internet Marke.ng

1. Throw spaghe] at the wall

2. Fail cheaply and fail oFen

3. Always measure response

4. Favor data over anecdotal evidence

Anatomy of a successful website

•  Give both types of people what they want – serve the pa=ent who is ready, and the one who isn’t

•  Do you have interes=ng, clickable features? The more you have for them to do, the longer they will stay

•  Top 3 pages on most cosme=c sites: Before & AFer, Financing/Cost, and Specials

•  Include notes about each pa=ent •  Looking for similar body type •  Include lots of details •  Try to tell the pa=ent’s story

Before and a=er photos

•  Include notes about each pa=ent •  Looking for similar body type •  Include lots of details •  Try to tell the pa=ent’s story

Before and a=er photos

•  Cost and financing informa=on is cri=cally important

•  High search volume •  Is someone in your office good at helping people get financed? Can you feature that person on the financing page as the “expert”?

•  Do you offer a cash discount? •  Do you include pricing informa=on on each procedure page?

Financing and cost informa.on

•  Use the specials from Allergan, Medicis, J&J, etc. – contact your rep for more informa=on

•  Keep specials simple

Do specials, but do them well

Make your content a priority •  Analyze your exis=ng content with real data •  Sort by bounce rate and improve systema=cally

•  Original content has a las=ng impression on your pa=ent

•  Similar content is okay, but iden=cal is not good

Your voice needs to be heard in the text

The “Ajen=on” Economy

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Search Engine Op.miza.on

SEO directly addresses the need for a website to ajract new and targeted visitors, who in turn will convert into buying customers.

What is Search Engine Op.miza.on?

` Any and all ac=vi=es designed to improve your conversion rate

In reality, SEO has many defini.ons

Not necessarily to make you #1 in Google

•  There is no school for it •  Learned by trial and error, ins=nct •  Became successful by ability to iden=fy pajerns and maximize

•  Defini=ons and language aren’t always standard

The unique challenge of SEO

•  Links are like “votes” •  Quality more powerful than quan=ty

•  Best kind of link is the one your compe=tors can’t get

•  Linking out to others is also a signal that you’re “real”

•  It’s a myth that linking to other websites can hurt you

MOST IMPORTANT SEO FACTOR: Number of quality links – to AND from you

•  Algorithmic scale from 1‐10, assigned by Google

What is Page Rank?

•  Most plas=c surgeons’ will never rank higher than 3

•  Very few will reach 4 •  CNN 10, Facebook 9, WSJ 8 •  Plas=csurgery.org has a PR of 6 •  WARNING! Do not fixate on this number! •  Use it as a tool to iden=fy good sources of links •  Find your page rank with Google Toolbar or go to hjp://www.seomoz.org/toolbox/pagerank

Page Rank in our world


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Check your traffic sources

•  Google Webmaster Tools •  Yahoo Search •  Enter link:h'p://www.yourdomain.com/

How many links do I have?

•  Google Webmaster Tools •  Yahoo Search •  Enter link:h'p://www.yourdomain.com/

How many links do I have?

How do I get more links?

•  ASK for them!

•  Link out and you’ll find others linking back in to you •  Build great pages that can serve as resources to others and they will naturally link to you

•  An old domain name appears to be more “trusted” •  Look up the age of a domain using whois.domaintools.com

Age of domain name

•  An old domain name appears to be more “trusted” •  Look up the age of a domain using whois.domaintools.com

Age of domain name

User sta.s.cs becoming a factor •  The sta=s=cs related to how much your users like your site are

becoming more important

•  Bounce rate, =me on site

User sta.s.cs becoming a factor •  The sta=s=cs related to how much your users like your site are

becoming more important

•  Bounce rate, =me on site


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SEO MYTHS

& MISCONCEPTIONS

“I need lots of domain names”

MYTH #1

TRUE

But only to protect yourself

“I need keywords!”

MYTH #2

TRUE, but

Only within the context of your content, which should aim to be the best resource possible

“I need to submit my site to the search engines”

MYTH #3

FALSE

No longer needed or necessary

“I have to update my content all the <me”

MYTH #4

FALSE

If it ain’t broke, don’t fix it

“I have to be first!”

MYTH #5

FALSE

A realis=c expecta=on of success is a mix of first and second page results and mul=ple sources

and it’s constantly changing

#1


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Strategy #1 Email Marke.ng

•  Connect with your pa=ents regularly to keep their ajen=on

•  Are you asking for email addresses in the office and on your website?

•  Not everyone wants to request a consult right now, but they might want to hear about your specials and events in the future

•  Must have permission, illegal to buy lists

•  Build and segment your list over =me

Reaching out with email


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Case Study #1


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Case Study #2

Most successful email collec.on campaign

Case Study #3


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1.  Keep it short, sweet, and interes=ng 2.  Try to place the “hook” in the top half of the design 3.  If you need to provide a lot of informa=on, put it on your

website and link the eblast to that page

4.  Best =me to send is Tuesday morning between 10‐12

5.  Send 2‐3 weeks before an event and again a few days before

6.  Don’t abuse your list

6 Rules of Email Marke.ng

•  Cost of sending is low, $15 per 1000 emails or monthly subscrip=on fee

•  Must use a 3rd party system like Ver=cal Response, Constant Contact, Campaign Monitor

•  Do not use your office email system!

Cost is minimal


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Strategy #2 Pay Per Click


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Paid is much easier to track now

Divide the number of pay per click visitors who completed your contact form by the amount of money

you spent on pay per click


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Paid is much easier to track now

Divide the number of pay per click visitors who completed your contact form by the amount of money

you spent on pay per click

Maybe DIY PPC isn’t cost effec.ve anymore?

•  Reach Local and others have been improving paid search

•  Now possible to show your ads across a wide network for a fairly reasonable cost

Maybe DIY PPC isn’t cost effec.ve anymore?

•  Reach Local and others have been improving paid search

•  Now possible to show your ads across a wide network for a fairly reasonable cost


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Strategy #3 Directory sites

•  Can be very expensive •  Many have lost rankings •  Don’t want to compete against yourself


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Ques.ons to ask when considering a portal or directory

1.  Does the site look and feel trustworthy? 2.  Does it compete with your own site? 3.  Do they track emails & phone calls for you? 4.  Do they provide a report? 5.  Is there a long term contract or can you get

out? 6.  Are there others listed in your city? 7.  Do they link to you 8.  What is the average number of contacts you can

expect to receive?


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Strategy #4 Social Media

Social media is “an umbrella term that defines the various ac=vi=es that integrate technology, social interac=on, and the construc=on of words, pictures, videos, and audio.” ‐‐wikipedia.org

What is Social Media?

• 75% of Americans use social technology ‐‐Forrester

• Visi=ng social sites is 4th most popular online ac=vity (ahead of personal email)

• 93% of social media users believe that a company should have a presence in social media ‐‐Cone, Business in Social Media Study, 9/08

DO I HAVE TO??

1.  Don’t try to fake it. Everyone can tell.

Rules of Social Media

2. Listen, don’t just talk

3. Measure

Benefits of social media

•  No cost to you •  More informed consumers •  More engaged consumers, ac=ve in process •  Looking for a conversa=on with someone, and it should be YOU

•  Less likely to come back to your website over and over than follow your updates

•  Mobile devices have an easier =me with Facebook and Twijer than an en=re website

Where are they?

Facebook • More than 300 million ac=ve users

•  50% of ac=ve users log in to Facebook on any given day

•  Fastest growing demographic is 35 and older

•  If Facebook were a country, it would be the 8th most populated

•  You can and should separate business and personal •  Start with your personal profile, get the hang of it, then build a business page

•  Share business page admin with your staff •  Don’t try to do a personal page for the business – Facebook will kick you out

•  Can’t do ads with a personal page •  www.facebook.com/pages/create.php

Facebook

•  Most targeted PPC you can find

•  Example: women ages 38‐50, ten mile radius around the office, with the keyword “wrinkles” on their profile

Facebook adver=sing

•  Most targeted PPC you can find

•  Example: women ages 38‐50, ten mile radius around the office, with the keyword “wrinkles” on their profile

Facebook adver=sing

•  Is it here to stay? In what capacity? •  For now, just one more tool for connec=ng

•  Fastest news source •  Get your name!

TwiBer

Who is using TwiBer?

•  Largest age group is 35‐49 (44% of the total audience)

•  53% female, median age is 31

Who is NOT using TwiBer? •  12‐24 age group does not use Twijer (and they don't use email) •  They trust their online friends, even the ones they haven't ever met in real life, over people who claim to be experts

•  Good barometer of consumer opinion

•  Excellent place to find ar=cles •  search.twi'er.com

Twijer Search


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To blog or not? •  Blog is the founda=on of your social media playorm

•  Requires some commitment •  Should write blogs 2‐3 =mes per week or more •  Websites with blogs get 25% more traffic ‐‐Nielsen

1.  Q&A 2.  Series: 10 things to know about breast augmenta=on 3.  Comment on the news 4.  Tell a pa=ent’s story 5.  What’s new at your prac=ce

What to blog about?

1.  Keep it short (2‐4 paragraphs) 2.  Keep it light 3.  Link back to your website from keywords to

procedure pages

4.  Include photos as oFen as possible 5.  If you’re not going to write, make it someone’s job

Rules of the blog

• What do you do when a nega=ve review or comment surfaces?

•  Two ways to go – surround it with real posi=ve reviews, or try to force it down in the results

All of these sources contribute to your overall online presence and reputa.on

•  To connect online and in the real world with as many prospec=ve pa=ents as possible, and keep their ajen=on

•  To build las=ng rela=onships with your pa=ent community

•  Find a marke=ng company that supports those goals

Remember your goals

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Advanced Web Marketing