google trends and marketing strategies for plastic surgery
TRANSCRIPT
Google Trends And Marketing Strategies For Plastic Surgery
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends: US - 1/10 to 9/15
Google Trends Take-Aways• Consumers leaning toward more focused search strategies• Value of procedure-specific phrases increasing, such as
mommy makeover phrases & demographics• Strong seasonal opportunities particularly for body
contouring-related surgeries PPC, Display Advertising, Remarketing
• Searches for facial surgery procedures much more resistant to time and seasonal influences
• Need to start now in generating more positive patient reviews to prepare for 2016 boost
Additional Consumer Marketing Data and Trends
Evolving Consumer
Evolving Consumer
http://www.i-scoop.eu/staggering-stats-proving-time-use-social-media-now/how-people-spend-their-time-online-source/
Evolving Consumer
http://www.clublugosi.es/a-que-dedicamos-nuestro-tiempo-en-internet/
Evolving ConsumerCode Conference 2015, digital media, Infogram, KBCP, Mary Meeker
Evolving Consumer
Youth Dominated vs. All DemographicsSurfing vs. Destination-focusedDesktop vs. Mobile-Smartphone
Dominated/Limited vs. Diversified/Fragmented
Online Marketing Before And After
Advertiser vs. AuthorityPromotion vs. Education
Selling vs. Relationship-buildingSEO vs. Internet Marketing
Low Competition vs. CompetitiveCheap vs. Expensive
It Has Just Gotten Harder
What Hasn’t Changed
• Referral-Generated Patients• Consumer Interest• Value Of Quality Information• Patients Choose Who They Like/Trust• Identify & Focus On High Quality Targets
What Hasn’t Changed
• Email Is Still The Most Direct Marketing• Importance of Data Collection• Timing• Consistency
What To Expect
“Marketing’s future lies in database marketing where we know enough about each customer to make relevant and customized offers to each.”
- Philip Kotler
What Is Inbound/Content MarketingAnd How Can It Amplify Your Impact?
Inbound is about Content and Context
Content
Place Time
What is Inbound Marketing Automation?
Reach Consumers Who Are
In The Middle of The Buying Cycle
What is Inbound/Content Marketing?
(Content)
(Inbound)
(Database)
Why Is It Important?• Businesses that use marketing automation to nurture prospects
experience a 451% increase in qualified leads. (The Annuitas Group)
• 50% of qualified leads are not ready to act/purchase immediately. (Source: Gleanster)
• Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research)
• Inbound leads cost 60% less than outbound leads. (Search Engine Journal)
• Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group)
• Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)
Create attractive offers and calls-to-action that appeal to potential buyers at ALL stages of the buyer’s journey.
Convert More Visitors Into Leads
Examples:Examples:Examples:
What They Need:What They Need:What They Need:
Prospect has now decided on their situation strategy or approach. Is compiling a list of all available vendors/products and is whittling down the list to make a final decision.
Prospect has now clearly defined and given a name to their problem. Is committed to researching and understanding available approaches to solving their problem.
Prospect is experiencing symptoms of a problem. Is doing research to more clearly understand, frame and give a name to their problem.
Education Targeted Information Answers
- tip sheet- checklist- ebook- guide
- solutions focused whitepaper- advanced ebook- product spec sheet- FAQs page/video
- free consultation- ask questions- estimate or quote- coupon
Convert Visitors Into Leads
● ‘Low Commitment’ Graphic Calls-to-action● Download Premium Content - Consumer Resources
Stimulate Engagement And Drive More Leads
Website Inbound Automation Campaign
Inbound Campaign Type #1
• E-Books• Checklists• Consumer Guides• Self-help Tips• “How To” Instructions• What To Expect• Videos• Etc.
(4)Receive Receive Follow-Up
Emails with Additional Premium Content
(3)Receive Premium
Content
(1)Click on CTA
(2)Download Form
Campaign Type #1: Convert More Visitors Into Leads
Dr. Martin O'Toole
Automated Data Collection
Contact Engagement Data
Contact Engagement Data
Web Page Visit: Breast Augmentation Main
Web Page Visit: Form: Breast Augmentation E-book
Web Page Visit: Breast Augmentation Main
Build Audience / Community
Increase Credibility
SEO Results
Stimulate Referrals
Stimulate Engagement
Create Loyalty
Inbound Marketing Strategies
(Content)(Internet)(Inbound)
(PPC)
(SEO)
Photography - Evaluate the imagery of your site and social media and replace old stock photos with new custom photography.Videos For Branding and Blogging – No message type is as engaging or builds rapport faster than video. Video blogging adds YouTube and content Google and consumers value. Revisit and Re-write Existing Pages – Focus on key “Destination” pages. Can better to re-build the assets (content, photos, graphics, video, etc.) of a page that already has equity and some level of credibility.Social Media – Go beyond posting promotional or useless information. Diversity in your posts (topics, links, photos, videos, graphics, etc.) and more engagement-focused activities (sharing, inviting, liking, etc.).
15 Tips To Diversify and Improve Your Online Marketing
Reviews and Rating Marketing – Online reviews and ratings not only impacts your credibility in the eye of both Google and potential patients. Use pro-active review marketing platform that also notifies you of a potential negative review BEFORE it gets posted so you can address it.Respond to ALL Reviews – The biggest opportunity to build stronger relationships and stimulate more referrals and reviews.Database Email Marketing – Send ongoing updates, information and newsletters to your database of patients, prospects and referrers.Inbound Email Marketing Automation – Deliver the right information at the right time to the right people, automatically. Create credibility, build online “community” and generate more quality leads and patients.
Tips and Takeaways
Paid Online Advertising – Go beyond Google Adwords. Other paid platforms like Facebook, remarketing, and geo-targeted display advertising can drive higher quality traffic at a fraction of the cost.Live Chat Services – Online consumers demand instant gratification and communication; Live chat services increases lead generation by 25 percent to over 100 percent.Calls-To-Action – Developing “low-commitment”/high value engagement options is vital to breaking down communication barriers.Think “Phone-first” – Make sure to focus on generating telephone leads first; Telephone leads are not only more valuable and easier for your practice to close than email leads.
Tips and Takeaways
Think “Mobile-first” – As more Internet activity is being done through mobile devices, you need to create messages (your website, emails, newsletters, banner ads, etc.) with a mobile-first approach.Mystery Shopping/Intake Training – Monitor and improve your practice’s intake and convert more leads into consultations – Strategies for telephone and email.
Local PR – Enhance your local credibility, attract high-value incoming links and drive credible traffic. It’s important to identify contacts and develop relationships with local media contacts.
Tips and Takeaways
