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
“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
• Extreme flexibility
• Best for SEO
• Plugins
• Open-source
• Limitless Design Templates
Wordpress.ORG
Hosted vs. Self-Hosted
• Wordpress.org: The most popular CMS
• Self-hosted
• GoDaddy, Bluehost, Host Gator
Hosted Programs
• Wordpress.com
• Blogger
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• Website design is obsolete – it has no value for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
• 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
• Google Plus
• Healthgrades (aggregators)
• Yelp
• Angie’s List
• Linked In?
• Twitter?
Local Search – Off Page SEO
• Aggregators
• Local Search
• Reputation
• Improve SEO
• Improve local SEO
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
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 | My Schedule
I’ll be teaching several courses and will also be speaking at the Technology Pavilion
Saturday | November 11, 2017
9:30 – 10:30 AM | TECH 01 | Tech PavManaging Your Online Reputation
1-4 PM | SPE06 | Rm: 335-336
“Marketing 101 – Kickstart Your Website, Social Media and Blog ”
Sunday | November 12, 2017
11:30 - Noon | TECH 10 | Tech Pav
”Add Life to Your Website”
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
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