Internet Marketing for Dentists 101
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Transcript of 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
The Internet & Your Practice
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
GETTING FOUNDYour Website
• 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
GETTING FOUNDYour Website
• Good coding• Easy to navigate• Informative• Useful / Interactive• Mobile & tablet friendly• Attractive
Website Essentials
Build a Website You Would Want to Visit
GETTING FOUNDYour Website
• 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
GETTING FOUNDYour Website: What is SEO?
• “Spamdexing”• Sites focused on
search engines, not people
• Beware “Page One” promises.
Avoid “Black Hat” SEO:
Beware of Companies With Big Promises
GETTING FOUNDYour Website: What is SEO?
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)
GETTING FOUNDYour Website: What is SEO?
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.
GETTING FOUNDLocal / Maps / Directories
• Search where you want to be found
• Sign-up & claim existing listings• Establish new listings• Be prepared for verification
Claiming / Establishing your listings:
GETTING FOUNDLocal / Maps / Directories
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:
GETTING FOUNDLocal / Maps / Directories
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:
GETTING FOUNDLocal / Maps / Directories
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:
GETTING FOUNDDiscovering Social Media
GETTING FOUNDDiscovering Social Media
GETTING FOUNDDiscovering Social Media
• 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
GETTING FOUNDDiscovering Social Media
Facebook is still the #1 SM site you need to be on.
Understanding Social Sites: Facebook
GETTING FOUNDDiscovering Social Media
• 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
GETTING FOUNDDiscovering Social Media
Twitter users are highly engaged.
Understanding Social Sites: Twitter
GETTING FOUNDDiscovering Social Media
• 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+
GETTING FOUNDDiscovering Social Media
Google+ cannot be ignored. It isn’t going away.
Understanding Social Sites: Google+
GETTING FOUNDDiscovering Social Media
• 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
GETTING FOUNDDiscovering Social Media
Pinterest users are active sharers.
Understanding Social Sites: Pinterest
GETTING FOUNDDiscovering Social Media
• 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
GETTING FOUNDDiscovering Social Media
Record video. It doesn’t have to be professional.
Understanding Social Sites: YouTube
GETTING FOUNDDiscovering Social Media
• 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
GETTING FOUNDDiscovering Social Media
You don’t have to be active on LinkedIn for it to be effective.
Understanding Social Sites: LinkedIn
GETTING FOUNDDiscovering Social Media
Understanding Social Sites: Other Notable Networks
Instagram Vine tumblr
GETTING FOUNDDiscovering Social Media
Do something different than your competitors.
Vine
GETTING FOUNDDiscovering Social Media
Do something different than your competitors.
Vine
GETTING FOUNDDiscovering Social Media
Do something different than your competitors.
Vine
GETTING FOUNDDiscovering Social Media
Do something different than your competitors.
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
• 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.
PATIENT ACQUISITIONBranding
• 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
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
• 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.
PATIENT RETENTIONBUILDING RELATIONSHIPS ONLINE
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.
PATIENT RETENTIONBUILDING RELATIONSHIPS ONLINE
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
• 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
STAYING CURRENTBEYOND THE REGULAR APPOINTENT
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.
STAYING CURRENTBEYOND THE REGULAR APPOINTENT
Stay Active on Social Media.
Worry more about under-posting, not over-posting.
• Awareness Campaigns
• Social media contests• Candy Buy Back• Holidays & Seasonal
STAYING CURRENTBEYOND THE REGULAR APPOINTENT
Engage your Audience.
Next Steps:
• Review your website.• Examine your local
listings• Get started with social• Begin building
relationships