Advanced Web Marketing for the Seasoned Pro

Dana Fox, PresidentEva Sheie, Vice President Internet Marketing

What We’ll Cover

• Raise your hand if :– You have had a website for at least 1 year. 3

years. 5 years. 10 years. – If your site was built 10 or more years ago

you have upgraded ?? times

How Advanced Is This Advanced Group?

Pop Quiz Cont’d

– You know the difference between your domain and your hosting account?

– You have a strategy for your website beyond you wanted something attractive

– Do you have more than one contact form on your website?

– Do you respond to web leads the same day?

What We Mean By “Advanced”• You have a good understanding of how various

internet systems work:• You know the difference between organic and paid• You know where your traffic comes from, you’ve seen

your analytics more than once• You proactively collect email addresses in the office

and on your website for marketing

What We Mean By “Advanced”

Social Media: – You know the difference between a Professional &

a Personal Facebook page– How to engage & convert patients online– You understand the significance of being on “1st

Page” for Google

Where are we?• Shift from mass to niche• “One size fits all culture” is gone• Infinite entertainment choices• Newspaper advertising down 50%, but

appetite for news is up• NY Times – 1.9 million visitors per day• Failure of the model, not the interest in the product

How is This Shift from Mass to Niche Affecting Us?

• Service economy

• Experience economy – sell the “sizzle” not the steak

• $3 cup of coffee

• Now so much noise, we’ve entered the “attention economy”

Marketing Your Practice in the “Attention” Economy?

• Incorporate 2-way communication, aka “social media”

• Reach out instead of always waiting for patients to reach in to you

• Can’t do it all on the web • You need other sources too, but in

the right niche

4 Rules of Internet Marketing

1. Throw spaghetti at the wall2. Fail cheaply and fail often3. Always measure response4. Favor data over anecdotal evidence

It’s all about me It’s all

about me

And one NEW rule…

Build a solid foundation.

Anatomy of a successful website

• Give both types of people what they want – serve the patient who is ready, and the one who isn’t

• Do you have interesting, clickable features? The more you have for them to do, the longer they will stay

• Top 3 pages on most cosmetic sites: Before & After, Financing/Cost, and Specials

• Is your website focused on conversions?

Before and after photos

• Easy to navigate• Include notes about

each patient• Looking for similar

body type• Include lots of details• Try to tell the

patient’s story

Financing and cost information

• Cost and financing information is critically important• High search volume• Is someone in your office good at helping people get

financed? Can you feature that person on the financing page as the “expert”?

• Do you offer a cash discount?• Do you include price range information on each

procedure page?

Do specials well• At very least, use the specials from your vendors – contact

your reps for more information• Keep specials simple• Keep the page up to date• Promote a variety of services• Note which promotions are successful and bring them

back• Don’t run longer than 3 months• Ask your fans what they want

Make your content a priority

• Analyze your existing content with real data

• Website must be current and have lots of content

• Full page for each procedure• Short paragraphs with headings• You must pay attention to it and keep it

fresh

Your voice needs to be heard

• Original content has a lasting impression on your patient

• Similar content is okay, but identical is not good

• Think about RealSelf.com content

“Well, even plastic surgeons get to say WOW at their results!”

what is SEO, really?

Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

• There is no school for it

• Learned by trial and error, instinct

• Became successful by ability to identify patterns and maximize

• Definitions and language aren’t always standard

The unique challenge of SEO

Any and all activities designed to improve your conversion rate

In reality, SEO has many definitions

Not necessarily to make you #1 in Google

Example?

More SEO Best Practices• XML sitemaps submitted to Google• No broken links• Clean, efficient code• Having Google Analytics• Having Google Webmaster Tools

what to do on the rest of the internet

Be wary of shiny objects

5 SEO/SEMstrategies 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

What is Page Rank?

• Link analysis algorithm trademarked and patented by Google• Scale from 1-10, assigned by Google• Named after a guy named Larry

Page Rank in our world

• Most plastic surgeons’ will never rank higher than 3• Very few will reach 4• CNN 10, Facebook 10, WSJ 8 • Plasticsurgery.org has a PR of 6• WARNING! Do not fixate on this number!• Use it as a tool to identify good sources of links • Find your page rank with Google Toolbar or go to

http://www.seomoz.org/toolbox/pagerank

How many links do I have?

Google Webmaster Toolsgoogle.com/webmasters/tools/

Yahoo Search – type link:http://www.yourdomain.com/

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 that can serve as resources to others

and they will naturally link to you• Press releases

Strategy #2Local Search

3 Independent Googles

• Paid• Local/Maps• Organic

PPC or Sponsored Search

• Paid• Local/Maps• Organic

Lots of ways to spend money

• ```

The “Attention” Economy

Paid is much easier to track now

Divide the number of pay per click visitors who completed your contact form by the amount of money

you spent on pay per click

Local SearchGoogle Places & Maps

• Paid• Local/Maps• Organic

The “7 Pack”

Phone number = Thumbprint

• Business phone number is #1 authenticity signal

• Avoid tracking numbers!• Hide web tracking phone numbers

in images or un-indexable javascript

Moving up to the 7 pack

• 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

Submit your NAP data

Data providers fuel wide variety of local search websites, business directories, GPS, map software

• http://localeze.com/• http://expressupdateusa.com/home.aspx• http://www.databyacxiom.com/

Places Profile Tips

What are QR Codes?

Reviews on Places

• Users with Google accounts can post reviews directly on the page

• Reviews can be responded to by the page owner

• Also are aggregated from other sources• Changing quickly and constantly

If your listing is wrong…

• Update your listing, but don’t expect immediate fixes

• 30-60 days• Use the “report a problem” link• You can’t call Google, but they can call you

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

7 Rules of Email Marketing

1. Keep it short, sweet, and interesting2. Try to place the “hook” in the top half of the design3. If you need to provide a lot of information, put it on your website

and link the eblast to that page4. Best time to send is Tuesday-Wednesday-Thursday morning

between 10-12 am. 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 list7. Always send something with value

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!

Groupon & Living Social

The “Attention” Economy

Strategy #4Social Media

1. Does anyone within the practice blog in some way about an aesthetics-related topic?

2. Does your practice have a Facebook business page (or any other social network)?

3. Do you know how many reviews Google has aggregated under your profile?

4. Have you ever invited patients to share their perspective of your website?

5. Is Web publishing decentralized, available to many in your organization?

6. Do you consider engagement statistics such as conversion rate and time on site as a metric?

7. Does your practice reward social media involvement?

8. Has anyone in the practice checked on the accuracy of local listings in Google, Bing, Yahoo?

9. Do you regularly ask your patients to write reviews?

10. Have you or your team done any of the following in the past 30 days: Started/maintained the practice Facebook pagePosted to a 3rd party website for aestheticsCommented on a blog

7-104-61-3

7-10 “yes” responses = 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 Media1. Don’t try to fake it. Everyone can tell.

2. Listen, don’t just talk

3. Measure

Retail Advertising & Marketing Association Research Study 2009

Women with children at home are more likely to use:

• Facebook (60.3%), • MySpace (42.4%), and• Twitter (16.5%) than average adults (50.2%,

34.4%, 15.0%, respectively)

Facebook

• 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

Twitter

• Fastest news source• Get your name!• Consumer barometer

To blog or not?

• Blog is the foundation of your social media platform

• Requires some commitment• Should write blogs 1-3 times per week or more• Websites with blogs get 25% more traffic --Nielsen

What to blog about?

1. Q&A 2. Series: 10 things to know about breast

augmentation3. Comment on the news4. Tell a patient’s story5. What’s new at your practice

Rules of the blog

1. Keep it short (2-4 paragraphs)2. Keep it light3. Link back to your website from keywords to

procedure pages4. Include photos as often as possible5. If you’re not going to write, make it

someone’s job

Social media case study David Robinson, MD

Strategy #5

Reviews

70% trust online opinions

Source: Nielsen

“Reviewing is the new advertising.”----Trendwatching

“The answer to bad speech is more speech”

--Matt Cutts, Google

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)

#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• Know the rules for incentives• Consider how easy it is for users to write reviews• Email campaigns – but don’t fish with dynamite!• Avoid sending people to Yelp

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

Remember your goals

• To connect online and in the real world with as many prospective patients as possible, and keep their attention

• To build lasting relationships with your patient community

800-800-8314yourstrategicedge.com