A WINNING STRATEGY FOR MARKETING YOUR PRACTICE ONLINE Chris - - PowerPoint PPT Presentation

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A WINNING STRATEGY FOR MARKETING YOUR PRACTICE ONLINE Chris - - PowerPoint PPT Presentation

Aug 10, 2023 156 likes •667 views

A WINNING STRATEGY FOR MARKETING YOUR PRACTICE ONLINE Chris Ratchford Prodentite The McGill & Hill Group April 24, 2014 Continuing Education Webinar prodentite.com T: 980.355.0709 2 Todays Agenda

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prodentite.com T: 980.355.0709

A WINNING STRATEGY FOR MARKETING YOUR PRACTICE ONLINE

Chris Ratchford

Prodentite April 24, 2014 The McGill & Hill Group Continuing Education Webinar

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Today’s Agenda

Introduction SEO Basics Website Do’s & Don’ts Local Listings/Citations Reviews Social Media Wrap Up

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Introduction

  • Chris Ratchford

15 years of web design and consulting. Website design, SEO, social media management, and online reputation management.

3 Prodentite is an Internet marketing fjrm ofgering services catered exclusively to the needs of dental professionals.

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SEO Basics

  • SERPS- Search Engine Results Page

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SEO Basics

  • Specifjcally for local businesses

SEO for a local business is difgerent than SEO for an ecommerce website. 7

4 billion desktop searches per month have local intent 50% + of mobile queries have local intent

Roughly 15-20%

  • f all searches are mobile
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Website Do’s & Don’ts

  • Own your domain name

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Ask your webmaster Whois search- http://who.godaddy.com

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Website Do’s & Don’ts

  • Own your domain name

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Ask your webmaster Whois search- http://who.godaddy.com

Transfer if needed

Minimum 5 years registration

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Website Do’s & Don’ts

  • Setup Google Webmaster Tools

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www.google.com/webmasters/tools Sign up/login to Google account Add site

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Website Do’s & Don’ts

  • Use 1 Google account!

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Website Do’s & Don’ts

  • Original content

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Canned/duplicate no benefjt to reader

Hurts Google ranking

OWN YOUR WEBSITE

Minimum 200 words per page

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Website Do’s & Don’ts

  • Real pictures

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Website Do’s & Don’ts

  • Real pictures

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Real photos can increase

conversion rate up to 45%

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Website Do’s & Don’ts

  • Real pictures- smile gallery

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Headshot of patient

No blood, retractors, or any instruments

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Website Do’s & Don’ts

  • Real pictures

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Hire a PROFESSIONAL photographer Get shots of the offjce- use for local listings

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How do I fjnd a

photographer?

www.thumbtack.com

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Website Do’s & Don’ts

  • Include driving directions

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Use embed code from your Google local listing Include step-by-step directions with mentions of

  • ther local businesses and points of interest
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Website Do’s & Don’ts

  • Responsive design

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Google recommends using responsive If you do have a separate mobile site, deindex from search engines

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Website Do’s & Don’ts

  • Other do’s

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Prominent call to action Consistent navigation/ menu

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Website Do’s & Don’ts

  • Avoid these

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Audio plays without consent Adobe Flash Using graphics for phone, address

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The Not-So-Good

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Local Listings/ Citations

  • Know your NAP!

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Consistent/accurate name, address, phone

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Local Listings/ Citations

  • Find your listings

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moz.com/local/search

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Local Listings/ Citations

  • Top citation sources

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Local Listings/ Citations

  • Claim your listings

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Y ext Manually claim listings

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Local Listings/ Citations

  • Pros/cons of Y

ext

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Pros:

Easy Fast No hassle

Cons:

Cost/Annual Renewal Duplicates Cancel = lost access

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Local Listings/ Citations

  • Pros/cons of DIY

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Pros:

Free Future edits

Cons:

Time consuming Frustrating

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Review Spectrum

  • Efgectiveness of reviews

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“I love Dr. Jones!”

  • Bill S.
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Review Strategy

  • Awesome podcast

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www.takacslearningcenter.com/tds076-dr-leonard-tau

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Reviews

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Reviews

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Where to get them?

Google “dentist reviews [your city]” Google your competitors

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Reviews

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Patient Communication/ Appt. Reminders

Demandforce # 1 in review space, requires 1 year contract Lighthouse, SmileReminder, others

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Reviews

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Review-specifjc tools

Get Five Stars, iSocialReviews, FiveStar Review System

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Social Media

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Social Media

  • Another awesome podcast

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www.takacslearningcenter.com/tds077-rita-zamora

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Social Media

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Facebook

How much time and energy? Square peg, round hole

Editorial calendar

Easy on the cartoons

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Social Media

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Facebook Engage fans

Talk with, not to

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Social Media

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Y

  • uTube

Great for reviews/ testimonials Y

  • u don’t need a full production

Upload short 15 sec. review clips

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Social Media

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Google+

Great for posting content

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Knowledge Graph

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Social Media

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Other less relevant

Twitter/Pinterest not efgective Instagram/Vine= new

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Wrap Up/ Questions

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Questions

Introduction SEO Basics Website Do’s & Don’ts Local Listings/Citations Reviews Social Media Wrap Up

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A WINNING STRATEGY FOR MARKETING YOUR PRACTICE ONLINE

Chris Ratchford

Prodentite April 24, 2014 The McGill & Hill Group Continuing Education Webinar