Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06

MARKETING 101

KICKSTART WEBSITE, SOCIAL MEDIA

AND BLOGGING

Randall V. Wong, M.D.

AAO 2017 | New Orleans | SPEO6

Financial Disclosure

• I have the following financial interests or relationships to disclose:• Co-Founder:

• Medical Marketing Enterprises, LLC

• RussandRandy.com

Goals for Today

• Every Website should be a Blog

• Types of Websites

• Components of Website

• Content Marketing is the only way to achieve and

maintain high rankings

• What is SEO?

• What Needs to be Optimized

Marketing

Solving the problems or answering the needs of your

customers/patients

“Needs”

• Patient Education

• Health Information

• Information about doctor

• Business transparency

• Personal transparency

• Items of relevance

Website | “Looks Great”

• Static

• Navigation

• Coded for Appearance (HTML)

• Graphics

• Logos

• “Website” is based upon design – no ability to rank.

Blog

• Customized Design

• Coded for Optimization (SEO)

• Dynamically add content, add function gradually

• Has Marketing Value (i.e. ranks with Google)

• ALL websites in 2017 should be constructed on

“blogging software” – best ability to rank

Content Management System (CMS)

• aka “Blog”

• Has turn-key design, fully customizable

• Templates, inexpensive

• Mobile responsive

• Best of 2 worlds

• Design

• Optimization

“Blogs”

• Ability for user to add content

• Question/Comment

• Allows website owner to add content (the doctor)

• Server Based

• Easily add content from anywhere

• Can you use a word processor?

• Mobile phone

Wordpress.ORG

• Best CMS

• Largest

• Inexpensive

• Most function

• Free

• Extreme flexibility

• Best for SEO

• Plugins

• Open-source

• Limitless Design Templates

Wordpress.ORG

Caution

• Wordpress.com

• Blogger/Blogspot

• Wix

• SquareSpace

Hosted vs. Self-Hosted

• Wordpress.org: The most popular CMS

• Self-hosted

• GoDaddy, Bluehost, Host Gator

Hosted Programs

• Wordpress.com

• Blogger

Managed Hosting

• Hosting

• Backups

• Security

• Updates

• SSL

• Malware and Viruses

3 Types of Websites

• Resource (Static, No SEO) – can’t rank

• Marketing (Dynamic, SEO) – high rankings

• Interactive (Dynamic, SEO, “Blog”) – ranks & engages

• Websites differ based upon content…….

Goal of Website

• Rank

• Grab attention – Engage patient

• Provide Value

• Build Trust

• Make an appointment

…this takes time, yet when done well, is the key to

growing your practice

Design

• Visual Appeal

• Colors

• Graphics

• Video

• Logos

• Ease of Navigation?

• Mobile Responsive?

• Website design is obsolete – it has no value for

Google rankings.

Best Website?

• Self Hosted

• CMS – e.g. Wordpress.org

• Design

• Content – Optimized (marketing value)

• CMS or “Blogs” offer both design….and the best for

SEO.

Therefore, the “Best” website has customized

designed and is optimized (i.e. gets high rankings

Search Engines.)

What is Optimization?

• Search Engine Optimization (SEO)

• The process of translating the content of your web page

to a format easily understood by search engines (Google,

Bing, Yahoo)

• SEO only applies to websites with content.

• SEO only applies to content marketing.

• SEO is fundamental to anyone marketing a service or

sales.

• Optimization allows your webpage to get ranked so it

may serve as a marketing tool!

What Gets “Optimized?”

• Web site

• Web page (each article)

• Off-Page

• Social Media

• Local Search

• Review Sites

Factors Increasing SEO

• Content

• Title Tag

• Backlinks

• Perceived authority

• Outbound links

• Download speed

• Analytics, Sitemap

• Age of Domain

• Keyword Tool

• Social Media

• Mobile Responsive

Quality Backlinks

• Inbound

• Higher Authority

• Same/Similar Industry

• Best Endorsements

• Google (Bing, Yahoo) have separate algorithms for

ranking webpages (SEO algorithm).

• …..all use relevance as a primary variable.

3 Rs of Great Copywrite

What to Write About?

• Answers to health related questions

• Explanations given routinely

• E.g. “Causes of Red Eye”

• Don’t make treatment recommendations

• Observe HIPAA

• Editorial and Opinion are most valuable!

The Article

• Length

• Sub-headers

• Bullets

• Images

• Break up visually into paragraphs

• Write in 1st person

• Write to level of 8th grader

• Pretend your patient is in front of you.

“About” You

Who?

• 1st Person

• Hobbies

• Family

• Sports

What?

• 1st Person

• Elite college

• Elite medical school

• Elite training

• Elite diseases

• ..still awake?

Social Media

• Website up?

• Website up to date?

• “Always under construction”

• ….Social media is not necessary for a medical office,

but can be an effective way to increase your

marketing outside of ‘search’

Platforms

• Facebook

• Google Plus

• Healthgrades (aggregators)

• Yelp

• Angie’s List

• Linked In?

• Twitter?

Healthgrades

• Aggregator

• Claim

• Use Healthgrades to your advantage for SEO

Local Search – Off Page SEO

• Aggregators

• Local Search

• Reputation

• Improve SEO

• Improve local SEO

What is Local Search?

Board Certified Ophthalmologist

vs.

Board Certified Ophthalmologist 70130

Personal Website

• Increase your brand

• Differentiate yourself from partners

• Portable

• Efficiency of Work

YouTube

• Video

• 2nd largest search engine

• Appeals to different learners

• Cost effective (cheap)

• Personal

• Avoid Professional Production

Podcast

• Appeals to different

learners

• Audio

• Very portable

• Grow exposure

Webinar

• Easy

• Record audio

• Record video

• Repurpose

• Educational

• Anywhere

• Demio

• GotoMeeting

Take Homes

1. Start website – without a website you do not exist

2. Social media, review sites all draw attention to website

3. Home, About, Contact

4. Claim review sites – NAP, link to website

5. Social media only if you want – finish whatever you start

6. Dynamic websites improve SEO (Rank)

7. Engaging websites are best: Value, trust

8. Slow and steady wins the race – get started

9. Own your own zip code

10. Under Construction

AAO 2017 | Schedule

Monday | November 13, 2017

4:30 – 5:30 PM | 475 | 291

“Live Website Analysis: Critique Your Own Website”

Thank You

and

To Your Success!

Randall V. Wong, M.D.

www.MedicalMarketingEnterprises.com

[email protected]

Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06

Marketing

Transcript of Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06