Post on 13-May-2015
© 2010 Site-Seeker, Inc.www.site-seeker.com
Understanding Internet Marketingfor Dental Practices
Kathy Hokunson
Regional Sales Manager,
Site-Seeker, Inc. \\
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Founded in 2003
• Corporate Office in New Hartford NY• Satellite offices in Bloomfield CT & Boston MA, New Jersey
• Employs 20 in CNY, CT & MA
• Full Service Internet Marketing Agency• Search Engine Optimization Services• Pay-Per-Click Management Services• Social Media Implementation and Mgmt• Web Design, Development, Applications & Testing• Analytics
Who are we?
© 2010 Site-Seeker, Inc.www.site-seeker.com
Fast Track 50 of CNY
2007 2008 2009
3 4 2
MV Chamber of Commerce
Top 3
2009 Business of the Year
B2B Twitterer of the Year
@KatieHoke
© 2010 Site-Seeker, Inc.www.site-seeker.com
-Internet Marketing as External Marketing:
Building the foundation utilizing your website
Driving traffic to your website
SEO, Google Local & PPC
Engaging your patients – measuring for success
- Internal Marketing / Reputation Management
Measuring patient satisfaction
Encouraging referrals and making it easy
Reconnecting with patients
Measuring ROI
What We Will Cover
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Understanding your audience . . .
© 2010 Site-Seeker, Inc.www.site-seeker.com
A Show of Hands
How many of you…
…are currently acquiring new patients from your website?
…believe you could be acquiring new patients from your website?
…are not sure where to start?
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Hard to break old habits
• The options are changing & expanding rapidly
• We are in a technology revolution
• Patient behaviors and expectations have changed
• Your website has to act as a 24 hour patient referrer
Why has practice marketing become challenging?
© 2010 Site-Seeker, Inc.www.site-seeker.com
Information relevant to your patient:
• Do you offer the dental services I need?
• Where are you located?
• What do other people think about your dental practice?
• Do you make it easy to be your patient?
• Practice hours• Online appointment requests• Email appointment confirmations
What patients expect to find online
© 2010 Site-Seeker, Inc.www.site-seeker.com
Your
Websi
te
Cornerstones to a successful Internet marketing strategy
Drive
Convert
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO
The process of improving the
volume and quality of traffic to a
website from search engines via
“natural” (“organic” or “algorithmic”)
search results.
An Internet advertising strategy
used on search engines,
advertising networks, and
content websites, such as blogs,
where advertisers bid on
keywords to achieve ad
placement.
Pay-Per-Click
Search Engine Marketing (SEM)
• In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006. • From the emarketer digital intelligence website
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Search Engine Optimization or SEO is a multi – phase process. • To have a successful SEO program you must think of SEO in terms of ongoing
and in constant motion.
Let’s define SEO...
Two Phase Approach
Phase 1: Website Structure
Phase 2: Ongoing SEO Efforts
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO Program – Phase 1
• Keyword Research and Selection
• Title, Header, Keyword, Description, Alt Img
• Content rewrite - keyword density
• URL Structure
• Navigation
• Organization of code and link structure
• XML sitemap
• Robots.txt
• Webmaster tools accounts
• Analytics and conversion funnels
• Establish a baseline
The Basics
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO Program – Phase 1
• Keyword Research and Selection
• Title, Header, Keyword, Description, Alt Img
• Content rewrite - keyword density
• URL Structure
• Navigation
• Organization of code and link structure
• XML sitemap
• Robots.txt
• Webmaster tools accounts
• Analytics and conversion funnels
• Establish a baseline
The Basics
© 2010 Site-Seeker, Inc.www.site-seeker.com
• What are your main objectives• New patients• Increase revenue for particular services• General dentistry
• How do your patients refer to these services?
Keyword Research
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• Keywords tell the search engines what your site is about
• Don’t let the website designer pick your keywords
• Use words and phrases that your customers use
“Keyword”
Keyword Selection - Summary
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Meta Data• Title Tag (65 – 70 characters)
• Description Tag (20 – 25 words: sentence structure)
• Keyword Tags (15 – 20 words)
Page Content• Header Tag (H1) (primary keyword/phrase)
• Keyword/phrase as close to beginning as possible
• Alt Image Tags
• Keyword density
On-Page Elements of SEO
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Not the same game• 250 – 500 words• Use bullets • Use common language• One subject per page
• Create Keyword Rich Content• Body• Headings• Image tags• Meta data
Content Writing for SEO
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Break apart content
Content Writing for SEO
Service 1
Service 2
ServicesLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Our Dental Services
This is bad
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Break apart content
Content Writing for SEO
Service 1
Service 1
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Dental Service 1
This is good
Service 2
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Generate a sitemap - www.xml-sitemaps.com
• Upload to your website.
• Tell Google, Yahoo, and Bing to Read It - google.com/sitemaps - siteexplorer.search.yahoo.com - bing.com/webmaster
Crucial Elements of SEO – XML Sitemap
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• Create a Robots.txt file - Can be done right in Google Webmaster tools - Prevent spiders from accessing portions of your site - Prevents duplicate content
• Upload it to your website.
Crucial Elements of SEO – Robots.txt
© 2010 Site-Seeker, Inc.www.site-seeker.com
How will you measure the effectiveness of your website?
• Increased visitors to the site
• New patient appointment requests
• Patient referrals
• Phone Calls
Establish Baseline & Benchmarks
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO – Phase 2
• Research and develop inbound links
• Create Authority - Create Content Pages for:
• social media
• micro sites
• 301 redirects from alternate domains
• Vertical search
• Addressing website performance, strengths and weaknesses as identified in GA reporting.
Ongoing SEO Efforts
© 2010 Site-Seeker, Inc.www.site-seeker.com
SEO Programs...
Ongoing process that requires• Monitoring for cause and effect• Modification of actions to increase ROI.
Many factors affect strength and positioning• Addressed a priority basis• Look for biggest ROI opportunities• Stay abreast of changes
Are NOT a one time deal.
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Local Search - Summary
• Free
• Easy
• Trackable
• Gets you there with little to no effort
© 2010 Site-Seeker, Inc.www.site-seeker.com
• Keyword research• Create negative words
• Establishing a budget• Create budget parameters: Maximum spend by day, week or month
• Create effective display parameters• Content Network?• Time of day and days of week?
Getting Started
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Account Campaign
Ad GroupAd 1Ad 2Ad 3
Basic Pay-Per-Click Structure
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On Page Engagements – What’s Missing?
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Web Analytics Is...
- Wikipedia
“Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.”
the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
© 2010 Site-Seeker, Inc.www.site-seeker.com
Short Form Submission
October 2009
120 Long Forms Submitted142 Short Forms Submitted
262 Total
114.75%
© 2010 Site-Seeker, Inc.www.site-seeker.com
Month Unique Visitors
% Change Compared to Previous Year
May (before) 1,349
May (after) 2,122 57.3%
Jun (before) 1,320
Jun (after) 1,966 48.9%
Approximately 53% more traffic since new site was launched
April new site published
Site baseline: May-June New site data:
May - June
© 2010 Site-Seeker, Inc.www.site-seeker.com
May-June Search Terms
“Name" Non “Name”
Old Site 394 861
New Site 396 1674
Additional Traffic
(Visitors)2 813
% Increase 0.5% 94.4%
# of Visitors that searched by NAME – stayed the same
Client Found for “Name” Searches
© 2010 Site-Seeker, Inc.www.site-seeker.com
May-June
Search Terms
“Name" Non “Name”
Old Site 394 861
New Site 396 1674
Additional Traffic (Visitors) 2 813
% Increase 0.5% 94.4%
95% increase in prospect group traffic
Client Found for “non-name” Searches
© 2010 Site-Seeker, Inc.www.site-seeker.com
Visitors that searched by name are now finding more value and staying on site longer.
May-June
Sticky Rate Visitors Staying On Site
“Name"Non
“Name“Name"
Non “Name”
Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481
Additional Visitors Staying On Site 45 306
% Over Pervious Year 26.5% 174.9%
Stickiness
© 2010 Site-Seeker, Inc.www.site-seeker.com
When you combine the site’s ability to engage users
and increase traffic the results can be dramatic.
May-June
Sticky Rate Visitors Staying On Site
“Name" Non “Name “Name" Non “Name”
Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481
Additional Visitors Staying On Site 45 306
% Over Pervious Year 26.5% 174.9%
© 2010 Site-Seeker, Inc.www.site-seeker.com
Internal Internet Marketing Strategies:Adding value and ramping up ROI
© 2010 Site-Seeker, Inc.www.site-seeker.com
A Site-Seeker, Inc. Strategic Partner
© 2010 Site-Seeker, Inc.www.site-seeker.com
Save time and reach patients with the right message at the right time
• Seamless Integration with Existing Practice Software
• Email/Text Confirmations
• Automated Continuing Care Reminders
• Online Patient Referrals
• Thank You messages
• Newsletters and custom marketing
• Integrated online appointment requests
Patient Communications
© 2010 Site-Seeker, Inc.www.site-seeker.com
Over 180,000 certified reviews submitted to date
• Manage your online reputation on Google
• Demandforce certified reviews integrate into Google Local
• Gain exposure when people search for a dentist in your area
• Turn your online exposure into new patients
Reputational Marketing
© 2010 Site-Seeker, Inc.www.site-seeker.com
Do more of what works and less of what doesn’t
• Measure patient satisfaction
• Compare practice against peers
• Measure results generated every month
• Demandforce GUARANTEES to deliver $3 in value for every $1 spent, every month!
Reporting & Analytics
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Measuring Results In Dollars - Referrals
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Measuring Results In Dollars – By Promotion
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Measuring Results In Dollars – Month Over Month
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Measuring Results In Efforts
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Bringing it all together . . .
Effective Practice Marketing
Is all about
ROI
Measure, Modify, Move forward
© 2010 Site-Seeker, Inc.www.site-seeker.com
Search Engine MarketingKathy Hokunson
Regional Sales Manager,
Site-Seeker, Inc. \\
kathyhokunson@site-seeker.com
Thank You!