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Primary ObjectiveUnderstanding more clearly the impact internet marketing has on your healthcare practice
1. Creating a website as a powerful marketing tool
Seven Key Topics:
2. SEO (Search Engine Optimization)
4. Utilizing Social Networks
6. Creating an Effective Email Campaign
7. Other Helpful Online Resources
5. Online Review Websites
3. Pay-Per-Click Advertising
Creating a Website As a Powerful Marketing Tool• On The Internet There Are Over 182 Million Website• Choosing The Right Domain Name• Website Design• Provide useful Content and information• Understanding Website Analytics
Choosing The Right Domain Name
• www.somanypeoplemakethemistakeofcreatinglongcomplicateddomainnametobecreativebutinfactalltheyredoingisconfusingpotentialandexistingclients.com
• .com not .net, .biz, .info
• Easy to remember, easy to type and absolutely NO hyphens
• www.dotster.com, www.godaddy.com
Website Design
• Hire a Professional! One that follows market trends
• Do your homework before your first initial meeting and provide samples. (manage – WordPress)
• Communicate and Respond
• White Space is Your Friend – Keep it simple
• Opinion Overload
Bad Website Design Samples
Great Website Design Samples
Provide Useful Content and Information
• Make it easy for them to contact you• Articles, Promotions, and Links
• Have A Solid About Us Page
(Content is King)
• Hire a Copyrighter or Editor• Simplify Your Homepage
• Testimonials and Awards
• Content should say less of “Look at me” and more of “This is how we can help you”
What Is Analytics?The tasks associated with analyzing activity on your website
Understanding Website Analytics
What Does It Measure?
• Visitors, Page Views, Avg. Time on Site, Map, Source, Browser
• Reports by Day, Week, Month, or Year
• www.google.com/analytics or www.omniture.com
How Can This Help My Practice?
What is SEO?Search Engine Optimization
Preparing Your Website To Be Ranked On Search Engines
SEOPreparing Your Website
What Do Search Engines Look For?
• Title Tags• Keywords and Phrases
• Alt Tags• Email Address
• URL Address
• Link Popularity• Last Updated• Response Time / Size of pages
SEOPreparing Your Website
What Will Hurt You?
• Broken Links and Pictures
• Subdomains
• Tiny Text
• Outdated Content or Articles
Who Rules the Search Engine Market?
- 2 billion global searches a day
Don’t expect your website to be listed on search engines the day it goes up. Google for example, in their fine print, estimates 6-8 months for your site to be listed.
Common Misunderstanding
Should I Hire an SEO Company?
Benefits of Hiring an SEO Company:
• They know the in-and-outs of all search engines.(software)
• They’ll keep your website keywords fresh, and up-to-date.
• Monthly Analytics Report Review
Costs:• One-Time Setup Fees: $550-$750
• Monthly Fees: $250-$350
• They speed up the listing process.
Pay-Per-Click(PPC)
• It’s an Internet advertising model used to direct traffic to your website. You pay the hosting service or search engine when your ad is clicked by a person.
• With search engines, you typically bid on keyword phrases relevant to your target market.
• The higher you bid, the higher your advertisement will be displayed in the list.
• Once your budget has been exhausted, then your ad will not display anymore.
Basic Steps to Constructing a Pay-Per-Click Campaign:
• Set A Budget - $100 or $200 a month
• Open a account with Google Adwords
• Choose Your Keywords – Keyword Tool , Traffic Estimator
• Composition of Your Headline and Description of Services.
• Free listing – Google places
• PPC – Google Boost
• Local News Stations
• Local Radio Stations
Don’t Overlook Other Websites
Free Listing/PPC
• Local Chambers
• Other Search Engines – Yahoo, AOL, MSN, Alta Vista, DMOZ
• Local Search Listings – Superpages.com, Yellowpages.com, DexKnows.com
Coupon Websites
Top 5 Most Used Coupon Sites: (SmartMoney)
In 2010, 367 billion printable coupons where distributed. That’s a 237% increase from the year before. One third of all coupons redeemed were for non food items. Coupon sites target local consumers.
• Coupons.com
• CouponCabin.com
• CouponMom.com
• RetailMeNot.com
• Groupon.com
Utilizing Social Networks
Statistics:• Twitter currently has 175m members
• LinkedIn grew 100% in one year to reach 100m professional members.
• Facebook has a half-billion members.
• 50% of active users log into Facebook each day. This means at least 250m users every 24 hours.
• More than 30bn pieces of content is shared each month on Facebook, which is an average of 7bn pieces a week.
• More than 24 hours of video is uploaded to YouTube every minute.
• 85% of companies use Facebook as part of their marketing strategy.
How Can Social Networking Help My Practice?
• Builds Brand Loyalty With Existing Customers
• Shows you’re on top of new technology and methods
• Draws Traffic to Your Website
• Broader Customer Reach
• Helps Increase Search Engine Ratings
• It’s Free
Getting Started
• Sign Up under Practice Name• Use Company Logo for Profile Picture• Upload Photos of Office/Staff• Create Quality and Unique Content• Create “How to” or “Tips from the Experts” videos• Keep It Updated• Spread The Word – staff, family, and friends
Online Review WebsitesYelp! & Angie’s List
• As of November 2010, more than 39 million people per month visits Yelp.
• Yelpers have written over 17 million local reviews, 83% of them rate a business 3 stars or higher
• In addition to reviews, you can use Yelp to find events, special offers, lists and to talk with other Yelpers
• Every practice can setup a free account to post offers, photos, messages, and respond to there customers
• Yelp was founded in 2004 to help people find great local businesses
• List of consumers pay for a subscription to hire companies and write reviews about them
• More than 1.5 million consumers nationwide use Angie's List to find reliable professionals in their area
• You can list your practice for free – Free Account
• Reviews are based on an A-F rating – which determine your placement on the list
• You have the ability to respond to reviews
• Each report submitted is reviewed by staff members for fraudulent or malicious reviews.
Using Good Reviews to Help your Practice
• Actively keep a collection of your reviews
• Include reviews on marketing materials
• Post reviews online – Facebook, Twitter, etc.
• Encourage clients to go online to write reviews
• Good reviews builds brand loyalty
How to Handle Bad Reviews
• Be Nice – Don’t take it personal
• Research before you respond – Find out whether or not its true.
• Address the issue positively – Assure your reviewer you plan on fixing the problem.
• Keep it short – To long and it appears you’re covering up
• Remember - Feedback is helpful.
Effective Email Campaigns
Benefits:
• Affordable
• Fast
• Generates Immediate Response
• Targeted
• Proactive
• Builds Brand Loyalty
• Generates New Clients
Most Popular Email Clients
The Secret to a Successful Subject Line
Always set your readers expectations of what they will be reading. When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.
Top 3 Successful Subject Lines:
• [practice name] Newsletter [month]
• [practice name] Invites You
• [practice name] Upcoming Events!
Designing for the Preview Panel
• Design should not exceed 600 pixels wide.
When it comes to viewing an email, most people will read them in their preview panel.
• Logo should appear in top left-hand corner• Call-to-action or promotion should appear above the fold
• Use alt-text for graphics – most everyone will have images turned off
• Do not use images for important information, use text.
• Never have more graphics than text
Email Campaign Content
• Announce New Employees
• Articles/Tips for Education
• Related News Articles or information
• Promotions and/or Discounts
• Upcoming Events
• New Equipment or Technology
• Helpful Links
• Testimonials
Content is King
Timing Is Everything
• Nearly 1/3 will open within the first hour of sending
• The Majority(53%) will open within 6 hours
• 78% will have opened within 1 day
• Within 1 week, 95% of openers will have opened
• Within 30 days all will have opened it.
Timing Is Everything
• Make sure your email list is women
• Tuesday or Wednesday mornings before nine
• Newsletter – Send once a month
• Event – Send three weeks before, then once every week before event. Then a reminder the day before event.
Great Examples of Email Campaigns
1. Create a Website – Domain name, design, great content, and apply analytics (moxzee)
Where To Begin!
3. Hire an SEO Company (moxzee)
4. Sign Up for Free Services – Yelp, Google places, Coupons (You)
5. Creating an Effective Email Campaign (moxzee)
2. Create a Facebook and Twitter Account (You)
6. Create Pay-Per-Click Campaign – if applies (moxzee)
Questions and Answers
Online ResourcesStock Photography• Istockphoto.com• Bigstockphoto.com
Forms For Your Website• Wufoo.com
What People are Saying About You• Yelp
Email Campaigns• MailChimp
SEO (Search Engine Optimization)• GetFoundFirst.com
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