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TRANSCRIPT
Online Marketing Mastery
For Chiropractors
1: Traffic
Online Marketing Mastery: TCR Principles & Your Online Heart
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The TCR Principles
Online Marketing Mastery For Chiropractors
The TCR Principles& The Heart of Your Online
Marketing
Goal Of This Session
The 3 fundamental principles that your online marketing needs to be built on and how they impact
the growth of your practice
What has to be at the heart of your Online Marketing strategies and what it has to do
This session = fundamentals (what you need to achieve) rest of day is on how to achieve it
What We Will Cover
The two components of Online Marketing
TCR principles – what they are and why they matter
What needs to be at the heart of your online marketing
Online Marketing Mastery: TCR Principles & Your Online Heart
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Online Marketing
To grow your practice you need to:
Be found by your prospects
Create a hungry desire for your services
Online Marketing
80+% people start their search for products and services (and solutions to their problems) online( p )
Therefore, the easiest way to be found by them is to be online with them
Online Marketing
What does it mean being online?
h h l l d h hUsing the technologies, tools and techniques that:
puts you in front of people
allows you to communicate with them
But that’s not enough …. Being there isn’t enough
Online Marketing Mastery: TCR Principles & Your Online Heart
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Online Marketing
Online Marketing
That’s what we need to do with your practice – make it desirable so that prospects want to know more about
you and become a patientyou and become a patient
That’s called marketing – so you have to be able to market yourself online
Good news: it is a science not an art and it can be achieved by following a process
Online Marketing
The extra, often missed, benefits of online marketing (in addition to the benefit of getting more business)
Speed to test and implement ideasSpeed to test and implement ideas
Cost of implementation
It can be fun!
Online Marketing Mastery: TCR Principles & Your Online Heart
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Challenges
So many things to get done
New things all the time
Hard to keep up
Limited Technical skills
Limited Marketing skills
What Doesn’t Work
Lots of random activities
Jumping from one thing to another(We all suffer from “shiny object” syndrome)(We all suffer from shiny object syndrome)
Just having a website isn't going to crack it
Just having a Facebook page isn't going to crack it
Just placing a few adwords ads isn’t going to crack it
What Doesn’t Work
Relying on techniques …
So, what is going to crack it?
Online Marketing Mastery: TCR Principles & Your Online Heart
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Principles
“Techniques are many, Principles are Few Techniques may vary, Principles seldom do”
What Do We Want To Achieve?
Sales
Prospects
Funnel
£
Sales
What Do We Want To Achieve?
SalesF l
Prospects
Funnel
£
Sales
Online Marketing Mastery: TCR Principles & Your Online Heart
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What Do We Want To Achieve?
SalesF l
ProspectsTraffic
Funnel
£
Sales
What Do We Want To Achieve?ProspectsConversions
SalesF lFunnel
£
Sales
What Do We Want To Achieve?Prospects
SalesF l
Relationships
Funnel
£
Sales
Online Marketing Mastery: TCR Principles & Your Online Heart
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TCR Principles
Traffic – attracting enough of the “right” people to want to find out more about you
Conversion – having people “take action” towards becoming a “customer”
Relationships – mutual “getting to know” each other that increases sales
Traffic
Attracting enough of the “right” people
Need to know who the “right” people are
Put ourselves in a position where they can find us easily
Need to know where the “right” people are ... And be there with them
By doing it well, we have a strong flow of new prospects
Conversion
Guide people through the “buying process”
Need to understand the steps
Need to use tool, technologies and techniques that help us to do this effectively (for us and our prospects)
By doing it well, more of our prospects become paying patients
Online Marketing Mastery: TCR Principles & Your Online Heart
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Relationships
People do business with people, not businesses
... people they Know, Like and Trust
Need to build powerful relationships with prospects and patients
By doing it well, we increase the number of paying patients and also increase the “patient value” and
create “raving fans”
TCR Principles
Principles apply equally to offline marketing as to online marketing
TCR Principles
Allow you to:
Attract more new clients
Increase the transactional value of each client
Increase the frequency that they “buy” from you
Improve 1 and you’ll experience growth
The business owner who can do all 3 will experience exponential growth
Online Marketing Mastery: TCR Principles & Your Online Heart
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Biggest Mistakes
Not understanding the importance (or existence of) the principlesp p
Focusing on techniques rather than principles
Focusing on one principle and ignoring the others
Online Marketing Assets
Creating marketing collateral – online marketing assets that will be long term assets to your business:
Website (even multiple websites)Website (even multiple websites)
Content
Traffic & Distribution Channels
Lists
KIT Marketing Campaigns
Heart Of Your Online Marketing
Your main online asset
Direct your traffic to it
h h f “ ” lAchieves the first stage in “converting” people
Starts to build relationships with people
... Your Website
Online Marketing Mastery: TCR Principles & Your Online Heart
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Website: Biggest Mistake
“B ild it d th ill ”“Build it and they will come”
Your Website Must
• Be found by relevant people
• Attract and interest somebody enough to want to remain on the site
• Differentiate you from your competitionDifferentiate you from your competition
• Encourage prospects to “take action” towards becoming a patient – and make doing so easy for them
• Position you as a trusted expert• Start to build relationships with prospects and customers
Your “Working” Website
• Your website has to work for you
• Just like your heart does
• Gone are the days of “lazy” websites!– Static never changing
– Reflect the changing world we live in
• For it to work at its optimum it has to be optimised ...
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Your Optimised Website
Search engine optimised
Setting up and using your website in a way that g p g y yencourages search engines such as Google to find and
display your site at the top of its results
cover this today
Your Optimised Website
Social media optimised
Including your business in conversations that people g y p pare having on social media sites and include other
people into conversations that you are having on social media sites
cover this today
Your Optimised Website
Human Being Optimised
To engage human beings, to capture their attention, g g g , p ,convert them and build relationships with them
We’ll return to this on days 2 & 3
Online Marketing Mastery: TCR Principles & Your Online Heart
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Online Marketing System
Ultimately you need a system that will allow you to create and grow these assets
By the end of the 3 seminars you will have a system founded on sound principles that you can use to grow
your business
Your Mission
What have you learned?
How will you use this?
Questions?
Online Marketing Mastery: Foundations of Traffic
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Online Marketing Mastery For Chiropractors
Foundations Of Traffic
Goal Of This Session
Introduce the 3 types of traffic you can attract
Google “Page 1”: The power and the myths
Why and how to do keyword research
Three Main Types Of Traffic
Organic
Paid
Social Media
Online Marketing Mastery: Foundations of Traffic
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Organic Traffic
Traffic which comes from unpaid listings in search engines or directories or other websites
Search engines: Google, Yahoo, BingSearch engines: Google, Yahoo, Bing
The biggest is Google (92% of people in the UK use Google)
Directories: upmystreet, yell, ...
Other websites: BCA, ...
Paid Traffic
You pay to advertise your website, either for a set period of time, for a number of “impressions” or per
“click”
Search engine Pay Per Click (PPC): Google Adwords (or others)
Banner (or other placement) advertising
Social Media: Facebook, Linkedin
Discount sites: Groupon, LivingSocial
Social Media Traffic
Your social media conversations and other people’s conversations include links back to your website
Online Marketing Mastery: Foundations of Traffic
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Other Traffic Sources
Leverage some giants:
Ebay
AmazonAmazon
Gumtree – free & paid advertising
Forming/joining Meet up Groups
Mobile – apps, text messages
Offline sources
Traffic Sources
Every day there’s something new
We are going to focus on the 3 main sourcesWe are going to focus on the 3 main sources
Time constraints & the risk of brain overload!
Focus on some specifics in each one of these
Traffic Sources
Being in the “right” location is important
We’ll start where most people start ...
Google’s search engineGoogle s search engine
“Page 1” – become synonymous with people selling traffic solutions
Who’s heard that?
Online Marketing Mastery: Foundations of Traffic
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Google “Page 1”
The first page of results for a specific search term
EEg ....
38.2%21.7%
8.0%5.0%2.5%
11.9%6.4%5.4%4.5%3.8%2.9%1.6%2.6%
Source:Organic = Brand Softech
(excl. Google Places)
Adwords = Accuracast
Online Marketing Mastery: Foundations of Traffic
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Keywords
Search term (eg “chiropractor London”) = “Keyword”
How do you find the “right” keywords to appear for?
Buying Process
Identify a problem
Understandthe problem
Possible solutionssolutions Consider
optionsDiscover your
business Match their problem with
your solutions Believe in
your solution
Buy!
Main Buying Stages
Type 1: Looking for information
Info gathering stage
Type 2: Uses or already paying to solve this kind of problem
Fi i h d hi
Type 3: in Buying mode
Looking for a service by
Mostly we are solving problems for people
Haven’t decided to get rid of their problem yet
Finished researching their problem
Proved a willingness to spend money on their problem
More likely to buy than Type 1 prospect
name
Online Marketing Mastery: Foundations of Traffic
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Keyword Research
“Keyword” = a search term eg “chiropractor cardiff”
Research = finding the best keywords for you to attract traffic on
Keyword Research
What problems do people have when they come to you?
What concerns do they have?
Wh t ti th ki th l ?What questions are they asking themselves?
The answers will give you clues as to where they are in the buying process
More on this in session 2
Keyword Research Steps
Decide what problems you are solving (eg back pain)
Identify people’s questions at each stage (eg what causes back pain?)
Identify search terms for each question (eg “back pain causes”)Identify search terms for each question (eg “back pain causes”) = keywords (“seed” keywords)
Expand this list with keyword tools
Narrow the list with location and longer keywords
Sort the results to find the most popular (relevant) keywords
Determine the competition on your “top” keywords
Online Marketing Mastery: Foundations of Traffic
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Keyword Research Tools
Firefox:http://www.mozilla.org/
SEO4Fi fSEO4Firefox:http://tools.seobook.com/firefox/seo‐for‐firefox.html
Google External Keyword Tool:https://adwords.google.co.uk/select/KeywordToolExternal
Your Mission
What have you learned?
How will you use it?
Questions?
Online Marketing Mastery: Getting Started With SEO
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Online Marketing Mastery For Chiropractors
Getting Started With SEO
Goal of This Session
Search Engine Optimising your website:H tHow to
How NOT to
It’s easier than you think!
Why Try To Outwit Google?
“chiropractor London”Page 1, pos 1 may deliver 1,400 visitors a monthPage 1, pos 1 may deliver 1,400 visitors a month
Page 2, pos 1 may deliver 24 visitors a month
An industry has been formed attempting to outwit Google
Online Marketing Mastery: Getting Started With SEO
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“Black-hat Techniques”
Keyword Stuffing
Backlink Farms
Article Spinning
Content Generators
Content Leeching
Invisible Content
Cloaking
Link Exchanges
Traffic Exchanges
Doorway Pages
Spamdexing
Google Bowling
Misspellings
Duplicated websites
“Throw away” domains
Scraping
“Black-hat Techniques”
“Black‐hat” Techniques work!
To some extent
For a limited time
“Black-hat Techniques”
But they all eventually fail
Sometimes with painful results
Online Marketing Mastery: Getting Started With SEO
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Google’s Mission
To give people the best quality results possible
Google: What Do We Know?
Secret algorithm
f200+ factors
Constantly evolving
3 or 4 major changes each year
A Suggestion ...
Don’t try to fight Google
Instead:
Give Google what it wants!
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What Google Wants
Quality Results:
Quality Content
Quality Links
Quality Activity
Quality Content
Relevant
Fresh
Deep
Specific
Local
Quality Links
Volume
Respectedp
Relevant
Online Marketing Mastery: Getting Started With SEO
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Quality Activity
Traffic
Updatesp
Comments
Quality Content
Today’s focus is content for traffic
At least as important is creating content for converting prospects into patients and for building relationships –
we’ll return to that on days 2 & 3
How To: Quality Content
Keyword rich domain name
Focused website
Keyword rich pages (articles/blog posts/news i / / l )items/reports/newsletters)
Focus on one keyword per page
Never delete or change, always add
300 – 600 words/page
“Hidden” content – Tags
It doesn’t need to be your content
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How To: Quality Content
Keyword to be in:• Page title (meta tag) – 65
characters• Bold text
• Links• Page description (meta tag)
– 150 characters
• Page headline (h1 tag) –plus benefit
• Other headlines (h2, h3, ...)
• Body text
• Image (alt tag)
• Page footer text
• Keyword tag?
These should all be easily editable using your website management software
Content Tips
• Identify your target audience – Create content that will hit home. Offer solutions to people’s problems
• Send the right message & generate attraction– Demonstrate your value & position yourself as an expert by delivering truly
useful content
C t l & ll t ti• Create a clear purpose & call to action– Tell people where to go & what to do next
– You must always drive them to your website. Give them a good reason why
• Compelling title:
– Use a question to generate curiosity e.g. Did you know this about chiropractic?
– Create a controversial title that turns people’s head e.g. Is back pain caused by alcohol?
– Imply value e.g. 5 tips for back pain sufferers.
Content Tips
Reposition
Don’t Duplicate
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How To: Quality Links
Good News!
Note: as at 2009/2010 – changed now!
How To: Quality Sites
• Directories: Dmoz, Qype, Freeindex, Yell, ...
• Local directories: ?
• Article directories: Ezine Articles, GoArticles, ArticlesBase, ...
• Press release distributors: Webwire, PRWeb, PRLeap, ...
• Social bookmarks: Del.icio.us, StumbleUpon, Digg,
• Forums: Yahoo! Answers, Google Groups
• Reviews: Amazon
• Blogs
How To: Offsite Content
• Articles– Educate, inform or entertain
– Weekly
– 250 – 600 words
– Keyword rich headline and contenty
– Valuable content
– Keep to a single topic
– Signature block directs people back to your site with an “offer” or benefit
– Can “spin” to submit to multiple article directories
– Suggest using http://ezinearticles.com
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How To: Offsite Content
• Press releases– Announcing a service/event/news etc.
– Monthly
– 250 – 1000 words
– Keyword rich headline and contenty
– 4 parts:• Title: Attention grabbing with prime keyword
• Summary: 2 – 4 sentences in length
• Body: give enough information without going into too much detail
• Call to action: go to your website for more info
– Suggest using http://webwire.com (£)
How To: Quality Blog Links
1. Find quality sites (relevant, high PR, news, reference)
2. Confirm that you can leave a comment and that it can include your URL
3. Leave a VALUABLE comment (adding a keyword in to the name field*)name field*)
4. Being controversial often works well
5. You can also invite people to read more on your website
6. Don’t use “spam” phrases (“great post”, “thanks for sharing”, ...)
7. Ping it (eg Pingler.com)
*WARNING: Don’t overdo it!
How To: Quality Blog Links
site:.co.uk inurl:blog "post a comment" ‐"comments closed" ‐"you must be logged in" "ADD YOUR KEYWORD"
site:.com inurl:blog "post a comment" ‐"comments closed" ‐"you must be logged in" "ADD YOUR KEYWORD"
site: ac uk inurl:blog "post a comment" "comments closed"site:.ac.uk inurl:blog post a comment ‐ comments closed ‐"you must be logged in" "ADD YOUR KEYWORD"
site:.gov.uk inurl:blog "post a comment" ‐"comments closed" ‐"you must be logged in" "ADD YOUR KEYWORD"
Repeat for "powered by expressionengine“
Repeat for “Powered by BlogEngine.NET” inurl:blog "post a comment" ‐"comments closed" ‐"you must be logged in
Online Marketing Mastery: Getting Started With SEO
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How To: Quality Activity
• Traffic (extra value if focused through Google’s own tools? Adwords, Places, Feedburner, Google +, Chrome)
• Site updates (every few days, add a new “page”)
• Make sure that Google knows you’ve made an update (ping)
E• Encourage comments
• Always reply to every comment ... spaced out
3 Steps To Take
1. Content– 10 + pages of keyword rich content
– Plus new content at least weekly
– Use multiple formats to multiply the content value
– Publish offsite for extra backlinks (videos to multiple sites?)( p )
2. Start building activity– Use social media and paid advertising
– Encouraging traffic and comments
3. Then start adding links– Steadily added over time
Make sure it is a “natural” process
CMS
To make it easy for you to update your website,use a Content Management System
Fast, easy, inexpensive, secure, scalable, SEO “friendly”
E il d dEasily updated
Joomla, Drupal, Wordpress
http://Wordpress.org
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How Long To Page 1?
It depends ....
Current position
Competition
Factors you cannot influence (eg site age)
Time spent on SEO activities each month
But ... 3 to 6 months is usually achievable for “sensible” keywords
Your Mission
What have you learned?
How will you use it?
Questions?
Online Marketing Mastery: Google "Extras"
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Online Marketing Mastery For Chiropractors
Google “Extras”
Goal Of This Session
Google Places for a local traffic boost
Google Analytics to track your traffic
placesplaces
Online Marketing Mastery: Google "Extras"
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Why Google Places?
better positioned
independent and respectedp p
relevant and targeted
instant credibility
promotions or offers
Display TypesGoogle chooses different display layouts:
You cannot influence which layout is used but you can influence whether Google has full information about you to display
To Set Up Google Places
• Go to http://maps.google.co.uk
• Search to find your business
• If you find it:– Go to the Places Page and check the top right
Click to claim the listing You already claimed this?
Online Marketing Mastery: Google "Extras"
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To Set Up Google Places
If you cannot find an entry:
Go to http://google co uk/placesGo to http://google.co.uk/places
Set up a new entry noting ...
Optimum Google Places Entry
Description: Include keyword and benefit
Category: 1 or 2 only – prime keyword
Images: Upload 10 if possible
Videos: Show your infomercial plus 4 others
Coupons: Watch this space!
Google seems to prefer Places entries with more information
Reviews
People prefer looking at Places with reviewsTherefore, ask your patients to submit a reviewGoogle also seems to rank Places pages with reviews higher
Online Marketing Mastery: Google "Extras"
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Note
Results layouts are changing often
Reviews shown now exclude non‐Google reviews
Testing & Measuring
Fundamental to your marketing success
If you don’t measure, you cannot know what to y , yimprove
Google helps us here ...
We’ll return to testing & measuring again in sessions 2 & 3!
Google Analytics
Visitors:• How many
N t i
Traffic sources:• Direct
S h i
Content:• Top pages
L di• New or returning• How long• How many pages• Device
• Search engines• Adwords• Keywords
• Landing pages• Exit pages
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Key Things To Monitor
Visits (increasing over time)
Pageviews (increasing)
Page/visit (increasing)Page/visit (increasing)
Bounce Rate (decreasing)
Avg Time on site (increasing)
New visits (increasing)
Monitor at least monthly and daily after key changes
Traffic Sources
Online Marketing Mastery: Google "Extras"
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Content
Google Analytics
Identify traffic sources
Identify keywords that are popularIdentify keywords that are popular
Identify pages that are of interest
How To Set It Up
Google.co.uk/analytics
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Your Mission
What have you learned?
How will you use it?
Questions?
Online Marketing Mastery: Getting Your Message Across Effectively
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Getting your marketing
Online Marketing Mastery For Chiropractors
Getting your marketing message across effectively
Matthew Bennett DCVice President BCA
Most marketing fails
We are bombarded with up to 3000 messages a day
Sensory overload
We are busy and distracted
We take short cuts to make decisions easier
Traditional Marketing AIDA
Attention Interest Desire Action
Strong, E.K. (1925). "Theories of Selling".Journal of Applied Psychology 9: 75-86.
Online Marketing Mastery: Getting Your Message Across Effectively
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Here It Is
Your message must stand out
Clear instructionsClear instructions
Must answer WIFM
What’s In it For Me?
Health care has changed
Old Analogue Model
• I can help
• Here is the solution
• If you don’t like it‐ go
New Digital Model
• Do you want my help
• Here are the possible solutionsy g
somewhere else
Fits with “Doctor knows best”
• If you don’t like it how can I change it?
Fits with patient choice
Also for quinsy, diabetes, St Vitus’s Dance, epilepsy, dyspepsia, diarrhoea, coughs and colds, asthma, pleurisy, whooping cough, consumption, ruptures, sciatica, paralysis, rheumatism tic douloureuxrheumatism, tic douloureux and kidney problems.
The Penny Illustrated Paper 1895New York
Online Marketing Mastery: Getting Your Message Across Effectively
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Avoiding A Complaint
Staying out of the clutches of the ASA, Trading Standards Office and the GCCStandards Office and the GCC
Online Marketing Mastery: Getting Your Message Across Effectively
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Advertising Should Be ...
• Legal
• Decent
• Honest
• Truthful
• Socially responsible
• Identifiable as a marketing communication
New ASA rules from March 2011
• Cover advertising or other
marketing communication
• Include websites and social networking sites
Eg FacebookEg Facebook
Still will not cover
• Editorial• Press releases
• Marketing of ideas or a cause
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ASA Sanction
• Told to remove advertisement
• Adverse publicity
• Will be able to order web host to remove ad
The CAP Code
• 12.1 Objective claims must be backed by evidence, if relevant consisting of trials conducted on people. Substantiation will be assessed on the basis of the available scientific knowledge.
• 12.2 Marketers must not discourage essential treatment for conditions for which medical supervision should be sought.
• 12.3 Marketers must not confuse consumers by using unfamiliar scientific words for common conditions.
The CAP Code
• 12.5 Marketers inviting consumers to diagnose their minor ailments must not make claims that might lead to a mistaken diagnosis.
• 12.6 Marketers should not falsely claim that a product is able to cure illness, dysfunction or malformations.
• 12.9 Marketers must not encourage consumers to use a product to excess and must hold proof before suggesting their product or therapy is guaranteed to work, absolutely safe or without side‐effects.
Online Marketing Mastery: Getting Your Message Across Effectively
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Prove It
• Consumer surveys won’t prove a scientific claim
• Claims to maintain health need a high level of proof including controlled and double‐blinded trials on people
• Totality of evidence is important
ie. cannot ignore negative trials
• If studies not published in peer‐reviewed journals, objective review should be done by suitably qualified expert.
Bronfort’s Evidence for Spinal manipulation/mobilization
• Back pain
• Acute whiplash
• Neck pain
• Migraine
• Tennis elbow
(golfers beware!)
• Hip OA
• Knee OA• Migraine
• Cervicogenic headache
• Cervicogenic dizziness
• Shoulder girdle pain• Adhesive capsulitis
• Knee OA
• Patella Femoral Pain
• Plantar Fasciitis
Men In White Coats
“Complicated pseudo‐scientific explanations of what a product is or how it works includingwhat a product is or how it works, including
technical diagrams and language, can mislead.”
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Avoiding Trouble
• Cautious Copy Kills Complaints
• Avoid specific diagnosis terms if not covered by Bronfort or similar. Eg.
Chiropractic cures sciaticaChiropractic cures sciatica
Chiropractic may help leg pain
ASA complaint upheld Oct 2011
Claims that birth could cause spinal problems leading to feeding and sleep problemsg p p
Chiropractic can treat colic
Complaint against a homoepath partially upheld
More positve than negative trial resultsBUT left out the 49% inconclusiveBUT left out the 49% inconclusive
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Complaint from Nightingale Collaboration upheld
“…can help people suffering from: ‐ Stress and Tension ‐Arthritis ‐ Asthma ‐Migraine g‐ IBS ‐High Blood Pressure ‐Menstrual Problems ‐Eczema ‐ Parkinson’s Disease ‐ Tinnitus ‐ and many more”
Cynical public, tired of hype
To be believable the message must be instantly credible
Claims must be:‐
• Specific
• Quantified
• Modest• Modest
Eg. We deliver excellent customer service
97 % of our customers are satisfied or very satisfied
Online Marketing Mastery: Getting Your Message Across Effectively
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Doctor Title
• Must not use any title or qualification which misleads
The ASA has ruled
Dr Matthew Bennett DCDr Matthew Bennett DC
Matthew Bennett, Doctor of Chiropractic
CAP Advice Service
• Free
• Confidential
• Fast (aim within 24 hrs)
• Help avoid problems with ASA• Help avoid problems with ASA
• They will support your case to ASA
www.copyadvice.co.uk020 7492 2100
New Code of Practice
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Session C4
You or anyone acting on your behalf must use only factual and verifiable information when publicising your work or practice. The information must not:‐
a) Mislead
b) Be inaccurateb) Be inaccurate
c) Abuse the trust of public
d) Exploit their lack of knowledge
e) Instil fear of future ill‐health
f) Put pressure on people to use chiropractic
g) Bring the profession into disrepute
• You should follow the law and ASA guidance
Online Marketing Mastery: Paid Advertising For Traffic
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Online Marketing Mastery For Chiropractors
Paid Advertising For Traffic
Goal For This Session
Learn how to quickly attract high quality, low t t ffi t b it i ti i dcost traffic to your website using an optimised
Google Adwords strategy
Paid Advertising
You pay to advertise your website, either for a set period of time, for a number of “impressions” or per “click”
Google Adwords – Pay Per Click (PPC)
Recap:
Google Adwords Pay Per Click (PPC)
Banner (or other) advertising
Discount sites: Groupon, Living locally
Social Media: Facebook, Linkedin
Online Marketing Mastery: Paid Advertising For Traffic
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Why Google Adwords?
Page 1 Position 1
Fast to set up, test and improveFast to set up, test and improve
Low cost
Quick boost of relevant traffic
What Is (Are) Adwords?
• Way of advertising alongside Google’s search results
• Advert only appears for search terms (keywords) you chooseyou choose
• When clicked, advert takes people to your website
• You only pay when it is clicked
• Flexible advertising medium
• You control the budget
Online Marketing Mastery: Paid Advertising For Traffic
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Some Terminology
Adwords Account
Campaign CampaignCampaign
Ad group
Keywords Adverts
Ad group
Keywords Adverts
Campaign
Ad group
Keywords Adverts
Usage (My Rules!)
• Campaign– Group of similar keywords and geography
– Eg all chiropractic keywords for local searches
• Ad groupg p– One Ad group per keyword (for monitoring and control)
– Eg “chiropractor Windsor”
• Keywords– One keyword with its variants (we’ll return to)
• Adverts– Always TWO adverts
Preparation
Keyword research:
Who are you advertising to?
Where are they in the buying process?Where are they in the buying process?
What are they looking for?
Why would they click (promise, benefit, etc)?
Focus on their intentions
Where will they land (on your site) ‐ relevance?
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Example
Advertising to people who have a sports injury and know they need a chiropractor
Late in the buying process – ready to purchaseLate in the buying process – ready to purchase
Looking for a good local chiropractor
Offering experience and 1st session at half price
Send them to a specific page on the site for first time sports injury people
Keyword Research
“Sports Chiropractic Windsor”p p
Your First Ad
• Attention grabbing headline (includes the keyword)
• 1st description line = benefit or promise
2 d d i i li f• 2nd description line = feature
• Display URL should have relevance to the ad message (CamelCase)
• Destination URL can be a different location
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Your First Ad
Ad Variation
One change to test the intent
Guided Tour of Adwords
• Go to http://adwords.google.com
• Sign up for a new account (do not need a Gmail account)
b i d il• Enter basic details
• Give your campaign a name “Sports Chiro Windsor”
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Geography
Networks & Devices
Bidding & Budget
Manual bidding for clicks(so you control your spend)(so you control your spend)
Budget per day (set higher to start with)
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Ad Extensions
Shows extra information alongside your ads (eg dd ) t thaddress) – turn these on
Enter Your First Ad
Keyword Types
• Broad: (default) loosest (maybe too loose)
• Phrase: “” – stricter than broad match
• Exact: [] – strictest – to compete & dominate hi h i i k d & f lon high competition keywords & very useful
for testing
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Broad Match
Broad match keyword: Ads may show on searches for:
tennis
tennis shoes
tennis shoes buy tennis shoes tennis shoe photos running shoes tennis sneakers
Phrase Match
Phrase match keyword:
Ads may show on searches for:
Ads won't show on searches for:
d t i h
"tennis shoes"
red tennis shoes buy tennis shoes tennis shoes photo
shoes for tennis tennis shoe tennis sneakers
Exact Match
Exact match keyword:
Ads may show on searches for:
Ads won't show on searches for:keyword: searches for: on searches for:
[tennis shoes] tennis shoesred tennis shoes tennis shoe buy tennis shoes
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Keywords To Enter
Sports Chiropractic Windsor
“Sports Chiropractic Windsor”
[Sports Chiropractic Windsor]
Default Bid
• Use the “Estimate Search Traffic” button to find Google’s suggested Cost Per Click (CPC)
• The answer may be £0 for infrequently searched termssearched terms
• Enter a default bid higher than Google’s suggestion (and lower than your daily budget!)
So Far ...
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Complete Setup
• Add a second Advert (test advert links)
• Change the bids (click on the grey £2.00) as follows:
E t l h d– Exact leave unchanged
– Phrase 90% of default bid (£1.80)– Broad 80% of default bid (£1.60)
This allows more exposure while taking into account that the intent of people may be different
Negative Keywords
• Stops the ad appearing for irrelevant keywords
• Use Google’s keyword tool to find keyword elements that you do not want your ads to appear for:– A long list is good!
• Enter these as negative keywords• Searches containing these keywords will not be shown
Negative Keyword Example
• Keyword = “back pain”
• However you choose not to display your ads for “ergonomic chairs for back pain”g p
• Adding a negative keyword of “ergonomic chairs” will prevent your ad from appearing for this search term
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Last Step
Give Google Your Credit Card details
Adwords will start appearing very quickly
Why Bid So High?
• Want ad in position one (most clicks and higher quality clicks)
• Bid set high to always appear in position 1
• Daily budget is a safety netDaily budget is a safety net
• Long list of negative keywords means the ad will only appear when completely relevant
• Higher chance of being clicked = higher Click Through Ratio (CTR)
• Google likes ads with high CTRs and will lower your click cost while maintaining your position
Why Two Adverts?
• Want most effective ad for this keyword
• Test “intent” first
• Try different intentions until you have found h hi h C ( d l )the highest CTR (never delete past tests)
• Then optimise other parts of the ad for highest CTR
• Only ever change one thing at a time!
• Make changes after 30+ clicks
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Geography?
• If your keyword includes a location (eg “sports Chiropractor Windsor”) then no geographic limit is needed
• If your keyword does not include a location• If your keyword does not include a location then limit the adverts geographically
Optimisation
• Initially monitor multiple times per day
• Low CTRs (below 1%) or low positions (below 1.5) need to be fixed fast– Extra negative keywords?
– Higher bids?
• Every 30 clicks, pause the poorest ad and create a new one to test (one change only)
• Add extra Ad groups and reduce the monitoring frequency for performing Ad groups over time
This Should Give You
• Ads in position one
• Paying lowest possible cost per click
• Attracting highly relevant traffic
• Ads match the searcher’s intent
• Ads take people to the most relevant page (higher conversions ‐more in session 2)
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Your Mission
What have you learned?
How will you use it?
Questions?
Online Marketing Mastery: Social Media
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Social Media
Online Marketing Mastery For Chiropractors
Social Media
Making Friends, Making Traffic
Goals Of This Session
What makes Social Media different
3 Social Media sites you must use
How to use Social Media to drive traffic to your website:
Push from Social Media
Pull from your website
This is not the in‐depth how to use social media for relationship building – see seminar 3!
Why Social Media?
Your prospects are there
23% of “our” time online159% increase during 2007-10
Note: 2010 stats
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Why Social Media?
Facebook UK users, May 2011: 29.8 million logged in, or 58% of the 51.4 million people online
March 2010: “More than three quarters of the UK's online population use social networking sites such as Facebook and Twitter”, according to research by InSites Consulting, an online market research organisation
Feb 2011: YouTube 490m users worldwide per month, 92b page views. We spend 2.9b hours on YouTube in a month - over 325,000 years. Excludes embedded videos or video watched on mobile devices!
Why Social Media?
WikipediaYouTube
Google’s Spotted It Too!
Other video sitesFacebookMySpaceTwitter
Why Social Media?
Why do people enjoy using Social Media?
Online party!Online party!
Remember: Don’t be the party bore!
Create friends ... and you’ll create patients
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Three Main Sites For You
YouTube
Business “friendly”
Integrated “mini‐website”
Paid advertising (interests based) – link to a business page
Fast moving, sophisticated environment (you need to keep up!)
Facebook Business Page
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Facebook Business Page
Facebook Business Page
Facebook Business Page
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Facebook Business Page
A mini website – branded and optimised
Full featured
Landing page with opt‐in
“Like” function is easy for people to do
70% of people looking for offers and discounts
Optimise the content for search engines
Initiate two‐way conversation
Far reaching networks
Facebook Business Page
Free online services to create a basic business page (eg pagemodo.com or wix.com)
Inexpensive project for your web developer
Fill out ALL the information that you can (using keywords where reasonable)
Offer something of value for people who “like” your page
Communicate daily (talk, not tell!)
Facebook Optimisation
Greet visitors to your page with your Welcome tab
Give people a good reason to “like” your page
Keyword optimise the content
Complete all information fields with keyword rich content
Include relevant links back to your site
Distribute valuable content with links to your site
Daily status updates
Communicate daily with “friends”
“Little and often”
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Facebook Mistakes
Using the wrong infrastructure
Inconsistent/infrequent communication
Not driving people back to their website
Too “salesy”
No testing and measuring
Used by celebrities, politicians and by business
11th most popular website in the UK (amazon.co.uk is 10th) ... And most people use Twitter without using the Twitter website
so it’s true popularity is higher!
News breaks faster than on traditional media
“Twitter is being used as a social network and a means of distributing content”
And all in less than 140 characters
The Power Of Twitter
Become a celebrity
Brand yourself
Build a community
Build your KLT factor
Build your revenue!
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You Must
Tweet
Build your followers
Twitter Steps
Open an account (more than one is better!)
Set up a Custom branded background and include your p g yUSP
Optimise your bio for keywords
Twitter Account
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Twitter Is Different
All about conversations – based on the principle of “what are you up to?”
In the moment ‐ It happens now then it’s gone
Ask questions to initiate conversations
Faster than Facebook
Tweets
10+ tweets a day
Max. 1 Tweet to encourage people back to your siteg p p y
Look for opportunities to RT, reply, mention
Relevant valuable content plus entertaining and personal information
Followers
Based on reciprocity
Grow steadily
Geo‐target
Keyword target
Followers/following balance
Un‐follow non‐followers
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Twitter Optimisation
Background graphic: appealing, USP, contact details
Keyword optimised bio
TweetingValuable tweets
Interact with others
One valuable link back to your website
Find the time of day when your prospects communicate most
Use hashtags where relevant
FollowersKeep followers and following in balance
Always be looking for new people to follow (especially if they are active followers)
Un‐follow regularly ... you can always follow again later
Twitter Mistakes
Aimless ‐ waste time
Too “salesy”
Forget that a Tweet’s life is shortForget that a Tweet s life is short
Give up
No testing and measuring
One‐way communication
Twitter Tools
Content sites (eg Popurls.com)
URL shorteners (eg Bit.ly)
h hTwitter search: Search.Twitter.com
Desktop software (eg Tweetdeck)
Twitter automation (eg Tweetadder (£))
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YouTube
People love watching videos
Ford ModellingFord Modelling Agency increased its revenue by 140%
(source: Inc. Magazine)
YouTube Steps
Open an account
Brand and optimise itrand and optimise it
Use it!
YouTube Optimisation
Short and plentiful
Include your website address and/or phone number at the end of each videothe end of each video
Put your keywords in the title of your video
Include your website address in the beginning of the description
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YouTube “Rules”
It’s Not Just YouTube
Over 30 video sharing sites
YouTube Mistakes
Not optimised (site & videos)
Thinking it’s hard (remember: reality sells)
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Driving Traffic
LeadsLeads
ProspectsProspects
Website = “Buffer”
Leadcapture
Sales
YourAutomatedMarketingSystem
Traffic
Article DirectoriesPress Release DistributorsOther Video Sharing SitesOther Social Media SitesBookmarking Sites
Website Pull
Make it easy for people to:A) follow your social media activities
B) share your content with their social media friends
Social Bookmarking
Social Bookmarking = sharing your links to things that you find of interest
Other people see your links and can click on them ... sending people to your site
Also, the search engines see the links too
Sites to use include Digg, StumbleUpon, Del.icio.us, ...
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How to Social Bookmark
Open an account with any (all?) of your chosen bookmarking sites
Log in to submit your links
Do NOT make them all self‐serving (= link spamming and your links will be worthless)
Your Mission
What have you learned?
How will you use it?
Questions?
Online Marketing Mastery: An Advanced Traffic Strategy
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An Advanced Traffic
Online Marketing Mastery For Chiropractors
An Advanced Traffic Strategy
Goal Of This Session
Learn an approach that delivers more traffic, converts higher and builds stronger relationships
A Holistic View
Identify a problem
Understandthe problem
Possible solutions
Consider options
Discover your business
Match their problem with your solutions
Believe in your solution Buy!
All Problems that you can help with ...
One Website
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Challenges With Approach
One website attempting to appeal to people at all stages of the buying processg y g p
Looking for causes of back pain
And looking to book a chiropractic appointment
Minimise That Challenge
Separate pages (or sections) of your site devoted to people at different stages
A Better Solution
Identify a problem
Understandthe problem
Possible solutions
Consider options
Discover your business
Match their problem with your solutions
Believe in your solution Buy!
One Problem (eg back pain) ...
A “Niche” Back Pain WebsiteTotalBackPainSolutions.co.uk
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The Best Solution
Identify a problem
Understandthe problem
Possible solutions
Consider options
Discover your business
Match their problem with your solutions
Believe in your solution Buy!
One Problem (eg back pain) ...
Problem Website Review Website Services WebsiteGuideToBackPain.co.uk BackPainTreatmentReview.co.uk ChiropracticForBackPain.co.uk
... repeat for other problems
What’s Next?
At each stage, people would be encouraged to opt‐in for valuable content (eg a report) – which would guide them along
to the next step in the buying process
Highly effective as this is “laser‐focused” at specific people/problems and helping them satisfy their needs
Equals more traffic, higher conversion rates and stronger relationships
Questions?
30 Ways To Jumpstart Traffic to your websiteTraffic to your website1. Post quality, interesting and compelling content that people want to read.
2. Post regularly (at least 3‐5 times per week if not more)
3. Be an expert and authority on your topic
4. Write Press Releases that are newsworthy and link back to your website
5. Ask your visitors to “Bookmark” your site with the popular social book‐marking services like digg, furl, del.ico.usand others
6. Ask your readers to link to your website and share your content on social media sites
7. Submit your site to directories
8. Encourage your readers to subscribe to RSS (use a service like feedburner).
9. Used paid advertising
10. Use video marketing to drive people back to your website. You can upload your videos to over 30 video sharing sites
11. Use video, audio and photos in your website as well as text.
12. Be a guest author/expert on other blogs and websites in your industry.
13. Link to other websites you like and share valuable information with your visitors. Expect13. Link to other websites you like and share valuable information with your visitors. Expect to get some links back!
14. Place reviews on Amazon
15. Make your website interactive by including polls, surveys , competitions and other interactivity
16. Piggyback new and exciting developments in your industry (be the first to post it!)
17 Open accounts at social media sites and link back to you website17. Open accounts at social media sites and link back to you website
18. Submit your blog to technorati.
19. Write and submit articles that point back to your website
20. Post your email newsletters on your website.
21. Sell items on Ebay
22. Comment on blogs you like very often (be sure you have something intelligent to say!)
23. Post on forums on your topic and link back to your website.
24. Encourage your readers to share their thoughts, ideas and feedback by commenting on your posts.
25. Create a mobile app
26. Add a signature to all your outgoing email with a link to your website.
27. Join MyBlogLog and add the widget. Visit other blogs when logged in to MyBlogLog.
28. Promote your RSS feed to sites that allow submissions
29. Claim your Google Places page and encourage people to submit reviews
30. Monitor how your site is used and use that information to target more traffic