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

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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T: T: T: T: T: T: T: T: T: : T: : T: T: : T: T: T: T: : T: T: T: T: T: T: T: : T: : T: 980 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80.3 3 .3 3 .3 3 .3 .3 .3 3 .3 .3 .3 3 .3 .3 .3 .3 .3 .3 .3 3 .3 3 .3 .3 .3 3 .3 .3 .3 .3 3 .3 .3 .3 .355 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 55 5 55 55 55 55 55 5 55 55 55 55 55 5 55 55 55 55 55 55 55.0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .0 .070 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 70 709

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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