Internet Marketing for Dentists 101

Internet Marketing 101(For Pediatric Dentists)

Sponsored by…

INTERNET MARKETING 101

About Smile Savvy A sister company of Dentists4kids.com,

founded in 2000. Smile Savvy provides Websites, Social Media, Internet Marketing and Print Materials for Pediatric Dentists

www.SmileSavvy.com

Scott Childress

• Social Media & Internet Marketing Expert

• Began marketing on MySpace in 2004• Facebook member since 2005• Twitter user since 2007• Began work with Smile Savvy in 2012• Currently manage over 477 social

media accounts

INTERNET MARKETING 101

1968

Welcome to the Internet:Inception

Welcome to the Internet:Infiltration

2014

Welcome to the Internet:Influence

AP Hacked, April 22, 2013

Traditional Marketing is dying:Some of it is already dead.

The Internet & Your Practice



• How prospective patients find you has changed

• Consumer research has changed• Scheduling appointments, patient

reminders has changed• Patient follow-up has changed

The Internet has changed the “Purchase Process” at every step.

Internet Marketing 101You Will Learn…

GETTING FOUNDEasily and On Top

• Your Website• Local / Maps / Directories• Discovering Social Media

PATIENT RETENTIONBuilding Relationships Online

• Telling Your Story• The Three Rules of Social• Becoming Your Patient’s Fan

STAYING CURRENTBeyond the Regular Appointment

• Keeping Your Website Fresh• Frequent Social Media Posting• Engaging with Events &

Contests

PATIENT ACQUISITIONBuilding a Presence that Attracts

• Branding• Establishing Your Voice• Reputation Management• Becoming an Authority• Use Pictures & Video

GETTING FOUNDYour Website

• Considered “primary source” by Google.• Social media, blog, map listings, directories

all lead back to your website.• Websites promote trust from prospective

patients by making you look established

The center of your online presence.

Your Website is Still Most Important

• Who will own your domain?• Are they established/trusted?• What are their SEO results? • Is there an extra charge for SEO?• Will there be content guidance?• Do they know your specialty?• What is their editing policy?• What is the customer support like?

When choosing your web designer:

Look For Experience & Results


• May not use the most recent design practices

• All websites are not DENTAL websites• Will he build it and forget it?

Letting your cousin’s brother-in-law design your website is a bad idea.

Choose a Designer You Can Trust


• Good coding• Easy to navigate• Informative• Useful / Interactive• Mobile & tablet friendly• Attractive

Website Essentials

Build a Website You Would Want to Visit


• 60 Trillion individual pages• Pages crawled by search engines• Pages are sorted & ranked• Stored in an index• Filtered for spam• Results in less than 1/8 of a second

How search works:

Search Engines Focus on Returning Relevant Results

GETTING FOUNDYour Website: What is SEO?

Digging Deeper:What is SEO?

• Keyword stuffing• Hidden text• “Link farms”• Irrelevant

content

SEO Then:

SEO Now:

• Relevant Content

• Blogs• Accurate info• Alt tags• Engaging sites

Websites Are For People, Not Machines


• “Spamdexing”• Sites focused on

search engines, not people

• Beware “Page One” promises.

Avoid “Black Hat” SEO:

Beware of Companies With Big Promises


Remember: Content is King

• A Keyword Rich Domain Name• Easy Navigation/No Flash• Keywords in Text & Tags• Photos (with Alt-Tags)• Convenient Features• Social Media Links• Clickable Phone Number• Google Map that links to your Google listing• Fresh Content (Blog)


How to improve your SEO:

GETTING FOUNDLocal / Maps / Directories

• 74% of smartphone owners use location based services.

• 85% of users have used the internet to find a local business

• 82% of online local searches result in in-store follow up.

Source: http://listedlocally.com/faqs/surveys-statistics-on-local-search/

The power of local search:

You cannot afford to ignore local search.


• Search where you want to be found

• Sign-up & claim existing listings• Establish new listings• Be prepared for verification

Claiming / Establishing your listings:


Focus on highest traffic & free listings first.

• Be consistent with NAP info• Be thorough, complete each

listing• Use relevant keywords• Encourage Reviews

Optimize your listings:


Work to get all of your info the same.

• Use an email address that gets checked.

• Always respond to reviews

• Check for accurate information

• Look out for duplicate listings.

Monitor your listings:


Directory listings constantly change.

GETTING FOUNDDiscovering Social Media

• 1971 - The first email is sent.• 1994 – Geocities is created.• 2002 – Friendster is launched.• 2003 – MySpace launched• 2004 – Facebook begins for

Harvard students, opened to college students by 2005 and everyone with an email address by 2006

• 2006 – Twitter is launched.

The Rise of Social Media:

Social Media is the #1 activity on the web.

• Social media is the #1 activity on the web• 70% of adult internet users are active on social media• 40% of consumers say that info found on social media

affects their health decisions• 20 % of parents use Facebook to seek medical answers

online

Key social media stats:



http://youtu.be/TXD-Uqx6_Wk


• Largest social media site: 1.15 Billion total users

• 95% of Facebook users log into their accounts every day

• 23% log in 5 times a day• 70% of business to consumer

marketers have acquired a customer through Facebook.

Understanding Social Sites: Facebook


Facebook is still the #1 SM site you need to be on.

Understanding Social Sites: Facebook


https://www.facebook.com/drbroom

• 228 million active users• Over 400 million tweets sent per

day• 53% of twitter users recommend

products or services in their tweets.

• Tweets are made up of only 140 characters

• Twitter users are active and dedicated

• The network has changed journalism.

Understanding Social Sites: Twitter


Twitter users are highly engaged.

Understanding Social Sites: Twitter


https://twitter.com/FWPediatricDent

• 343 million active users on Google+

• 80% of users log in once a week, 60% login every day.

• 70% of brands have a presence on Google+

• Google+ log in required to post on YouTube

• Google+ users generally united by common interests

Understanding Social Sites: Google+


Google+ cannot be ignored. It isn’t going away.

Understanding Social Sites: Google+


https://plus.google.com/+Shorechildrensdentalcare/posts

• 70 million users• 97% of Pinterest users are female• 25% of online US women use

Pinterest• Most popular item on Pinterest:

Recipes• Why should dentists be on it?

Because that’s where your target audience is.

Understanding Social Sites: Pinterest


Pinterest users are active sharers.

Understanding Social Sites: Pinterest


http://www.pinterest.com/wildsmilestn/

• 2nd largest search engine• YouTube reaches more US adults

aged 18-34 than any cable network• There are 700 YouTube links shared

every minute.• 500 years worth of video is

watched on YouTube every day.• Google favors websites that include

video.

Understanding Social Sites: YouTube


Record video. It doesn’t have to be professional.

Understanding Social Sites: YouTube


http://www.youtube.com/user/CDofworcester

• 200 million members• Every second two new members

join LinkedIn.• There are 1.5 million LinkedIn

groups.• Over 3 million LinkedIn Company

Pages• LinkedIn focuses on networking

and professional development

Understanding Social Sites: LinkedIn


You don’t have to be active on LinkedIn for it to be effective.

Understanding Social Sites: LinkedIn


Understanding Social Sites: Other Notable Networks

Instagram Vine tumblr


Do something different than your competitors.

Vine



https://vine.co/v/hEua0Pg0jgl

Vine



https://vine.co/v/hteQnv7lEnB

Vine



https://vine.co/v/hdrHFTW6AAm








Contests



• Branding• Establishing your “voice”• Reputation management• Becoming an authority• Using pictures & video

PATIENT ACQUISITIONHaving a Presence that Attracts

• Express “who” your practice is• Reflect your office environment• Simple• Easy to recognize• Unique but relevant

Your Branding Should be Distinctive.

PATIENT ACQUISITIONBranding

Your branding can be a theme OR a logo.

• Your website is “home base”• All accounts should mirror this

design• Match colors, font, style as much

as possible• “About” section should be

consistent across all channels

Your Branding Should be Consistent.


Your Branding Should be Consistent.


http://www.wildsmiles.us/

• Your branding• Style of writing• Type of content you post • The way you use pronouns

Your voice displays who you are through:

Social Media demands that you are:

• Professional but personal• Be careful what you share• Be careful what you DON’T share,

Don’t let fear hold you back.

PATIENT ACQUISITIONEstablishing Your Voice

• Own your listings by claiming them• ALWAYS respond to negative reviews• Monitor your presence, know what is

being said about you:• Socialmention.com, Google Alerts,

places.google.com, reviewtrackers.com

“Putting your best foot forward”:

PATIENT ACQUISITIONReputation Management

Know what is being said about your practice.

• Break news• Become the go-to source• Don’t fear over exposure

– Facebook posts: 3 hours– Tweets: 7 minutes

PATIENT ACQUISITIONBecoming an Authority

Be an authority by:

• Pictures on Facebook generate 53% more likes than the average post and 104% more comments.

• New patients want to see what you look like and what your practice looks like

• Online video accounts for 50% of all web traffic

• 52% of consumers say that watching product videos makes them more confident in online purchase decisions.

PATIENT ACQUISITIONUse Pictures & Video

Never just post text if you can post a picture.

PATIENT ACQUISITIONUse Pictures & Video

http://youtu.be/ylsFSyTBs74








Contests



• Let people know YOU– Your hobbies & interests– Family & relationships– Volunteering & charity events

• Showcase your staff– Birthdays & special events– Fun facts & hobbies– Employment anniversaries

• “In the club”– Let people see behind the scenes– Show off your office culture– Help people feel like they are part of your

practice

PATIENT RETENTIONBUILDING RELATIONSHIPS ONLINE

Telling Your Story

• Don’t post & forget• Respond to comments• Ask questions

Listen. Listen. Listen.


Three Rules of Social Media

Empower a staff member to manage your social media.

• Post pictures of patients (with permission)

• Congratulate their accomplishments

• “Cavity Free Club”

Become Your Patients Fan.









Contests



• Keep a “fresh” website• Stay active on Social

Media• Engage your “audience”

STAYING CURRENTBEYOND THE REGULAR APPOINTENT

• Keep your website up to date• Recent coding (website over 3

years old?)• Periodically update content• Get a blog


Keep a “Fresh” Website.

Stop thinking of your website as a static document.

• How often should you post?

• Don’t let your audience forget about you

• Don’t be boring.


Stay Active on Social Media.

Worry more about under-posting, not over-posting.

• Awareness Campaigns

• Social media contests• Candy Buy Back• Holidays & Seasonal


Engage your Audience.

Next Steps:

• Review your website.• Examine your local

listings• Get started with social• Begin building

relationships

Follow Our Blog:

www.SmileSavvy.com/blog

http://www.smilesavvy.com/blog/