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Advanced Internet Marketing: Five Strategies (That Actually Work)
AACS
January 15, 2011
Search engine optimization (SEO) is the process of improving the visibility of a web site via the "natural" or un-paid ("organic" or "algorithmic") search results.
A better definition…Any and all activities designed to improve your conversion rate
5 SEO/SEM Strategies That Work
1. Links 2. Local Search3. Email marketing4. Social media5. Reviews
STRATEGY #1:Number of quality links – to AND from you
• Links are like “votes”
• Quality more powerful than quantity
• Best kind of link is the one your competitors can’t get
• Linking out to others is also a signal that you’re “real”
• It’s a myth that linking to other websites can hurt you
How many links do I have?
Google Webmaster Toolsgoogle.com/webmasters/tools/
Yahoo Search type link:http://www.yourdomain.com/
Best tool: Open Site Explorerhttp://www.opensiteexplorer.org/
How do I get more links?
• ASK for them!• Link out and you’ll find
others linking back in to you
• Build great pages as resources to patients/others and they will naturally link to you
• Press releases
Strategy #2Local Search
2 Independent Google Systems
PPC or Sponsored Search
Hybrid Organic/Local
Google Tags ($25/mo)
Coming soon… Google Boost
Phone number = Thumbprint
• Business phone number is #1 authenticity signal, like your social security number
• Avoid tracking numbers!• Hide web tracking phone
numbers in images or un-indexable javascript
3 most important places to submit your NAP data
These data providers fuel wide variety of local search websites, business directories, GPS, map software
• Localeze - localeze.com• InfoUSA - expressupdateusa.com/home.aspx• Axciom - databyacxiom.com
Moving up in the maps• Citations• NAP data = Name, address, phone• Number of reviews & star rating• Link YouTube videos• Use your contact page as the website link• Distance from the centroid• Authoritative Google account
Places Profile Tips
What are QR Codes?
2 Great Local Search Blogs
David Mihm (Getlisted.org)• davidmihm.com/blog
Mike Blumenthal• blumenthals.com
Don’t forgetBing & Yahoo Local
• Bing = only other local search engine• Bing Local Listing Center• Yahoo Local
The “Attention” Economy
Strategy #3Email Marketing
Reaching out with email
• Connect with your patients regularly to keep their attention
• Are you asking for email addresses in the office and on your website?
• Not everyone wants to request a consult right now, but they might want to hear about your specials and events in the future
• Must have permission, illegal to buy lists
• Build and segment your list over time
Case Study #1 – Why not a newsletter?
Most successful email collection campaign
Case Study #2
Sept 2008 = 1314 email addressesJan 2011 = 3751 email addresses
The “Attention” Economy
Cost is minimal
• Cost of sending is low, $15 per 1000 emails or monthly subscription fee
• Must use a 3rd party system like Vertical Response, Constant Contact, Campaign Monitor
• Do not use your office email system!
7 Rules of Email Marketing
1. Keep it short, sweet, and interesting
2. Try to place the “hook” in the top half of the design
3. If you need to provide a lot of information, put it on your website and link the eblast to that page
4. Best time to send is Tuesday-Wednesday-Thursday morning. Make sure someone is there to answer the phone!
5. Send 2-3 weeks before an event and again a few days before (don’t send too early)
6. Don’t abuse your list
7. Always send something with value
Groupon & Living Social
The “Attention” Economy
Strategy #4Social Media
1. Does anyone within your practice regularly blog in some way about any aesthetics-related topics?
2. Does your practice have a Facebook business page (or any other social network)?
3. Give yourself another point if you or a staff member posts every day on the Facebook page, or if you have designated a staff member to be responsible for posting.
4. Do you know how many reviews Google has aggregated under your profile?
5. Is Web publishing available to many in your organization?
6. Are you aware of your engagement statistics, such as conversion rate and time on site?
7. Does your practice reward patient social media involvement?
8. Has anyone recently checked on the accuracy of your local listings in Google, Bing, Yahoo?
9. Do you regularly ask your patients to write reviews?
10. Do you have a Google Alert set up on your own name to notify you when something is published on the internet about you?
7-104-61-3
7-10 “yes” = consumers are top-of-mind
Benefits of social media
• No monetary cost to you, just time• More informed consumers• More engaged consumers, active in process• Looking for a conversation with someone, and it
should be YOU• Less likely to come back to your website over and
over than follow your updates• Mobile devices have an easier time with Facebook
and Twitter
Rules of Social Media
1. Don’t try to fake it. Everyone can tell.
2. Listen, don’t just talk
3. Measure
• More than 500 million active users • 50% of active users log in to Facebook on any
given day • There are more than 150 million active users
currently accessing Facebook through their mobile devices.
• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
Use Facebook wisely• You can and should separate business and personal• Start with your personal profile, get the hang of it, then
build a business page• Don’t communicate with patients from your personal
account• Share business page admin with your staff• Don’t try to do a personal page for the business – Facebook
will kick you out• Can’t do ads with a personal page or a group• facebook.com/pages/create.php
Facebook advertising• Most targeted PPC you can find• Still relatively inexpensive• Example: women ages 38-50, ten mile radius
around the office, with the keyword “wrinkles” on their profile
• Click is approx $1.50-$2 vs. $5-15 on Google, and higher quality
• Fastest news source• Real time communication in large groups• Get your name!• Consumer barometer
Social media case study David Robinson, MD
Strategy #5Reviews
70% trust online opinions
Source: Nielsen
-Nielsen, July 2009
“Reviewing is the new advertising.”----Trendwatching
“The answer to bad speech is more speech”
--Matt Cutts, Google
Bad and fake reviews happen
• What do you do when a negative review or comment surfaces?
• See bad reviews as an opportunity, monitor and respond politely ONCE
• Two ways to go – surround it with real positive reviews, or try to force it down in the results
How to Respond
• Step 1: Own the issue.• Step 2: Describe how future patients will not
have this issue.• Step 3: Offer to fix the issue.
Avoid• Overreacting to a bad review• Paying too much attention to it online• Taking legal action against a patient
#1 Review tip
Offer a good product and offer astonishingly good service
Tips for getting more reviews• Ask for them - make solicitation part of an everyday office process. “I’ll be looking for your review tonight!”• Make it easy for users to write reviews• Ask in Email campaigns – but don’t fish with dynamite!• Avoid sending people to Yelp
Buying awareness/traffic is so 2009
Trade off reach for deeper, direct engagement
Invest where there are the richest prospects
Spend more on activating advocates vs. buying attention
Accept that money can’t change the fact that a brand or service is defined by actual customer opinions (shared via social media)
Questions?
800-800-8314yourstrategicedge.com
