Xantildea Winans President

Golden Proportions Marketing

From First Call to Closing the

Case

Brand Building

Branding

SignageLocation

Magazines

Newspaper

Radio

Television

Direct Mail

Billboards

Public Relations

Web Search

PPC

Web Display Ads

Community Presence

ReputationWord of Mouth

More than a logo itrsquos your hellip

Brand Development

bull A Brandhellipndash Is more than a logo

ndash Is an extension of yourself

ndash Speaks for you when you cannot

ndash Is communicated through written verbal and visual communication

bull Greensburg Family Dentistrybull Carolina Smile Center

bull Flossbull Smile Savers

bull Dr Larry Winansbull Dr Lawrence J Winans DMD FACD MAGD PC

Your Branding Statement

A literal statement of your USP often your tag line

Your smile means the world to us

Wersquore known for our smiles

The thing about us is wersquore all about you

The difference is the dentistry

Your Logo

Styles can bendash Textualndash GeographicNaturendash Artisticndash Abstractndash ClassicElegantndash ContemporaryTech

How Does This Logo Make You Different From Any Other Dentist

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Brand Building

Branding

SignageLocation

Magazines

Newspaper

Radio

Television

Direct Mail

Billboards

Public Relations

Web Search

PPC

Web Display Ads

Community Presence

ReputationWord of Mouth

More than a logo itrsquos your hellip

Brand Development

bull A Brandhellipndash Is more than a logo

ndash Is an extension of yourself

ndash Speaks for you when you cannot

ndash Is communicated through written verbal and visual communication

bull Greensburg Family Dentistrybull Carolina Smile Center

bull Flossbull Smile Savers

bull Dr Larry Winansbull Dr Lawrence J Winans DMD FACD MAGD PC

Your Branding Statement

A literal statement of your USP often your tag line

Your smile means the world to us

Wersquore known for our smiles

The thing about us is wersquore all about you

The difference is the dentistry

Your Logo

Styles can bendash Textualndash GeographicNaturendash Artisticndash Abstractndash ClassicElegantndash ContemporaryTech

How Does This Logo Make You Different From Any Other Dentist

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

More than a logo itrsquos your hellip

Brand Development

bull A Brandhellipndash Is more than a logo

ndash Is an extension of yourself

ndash Speaks for you when you cannot

ndash Is communicated through written verbal and visual communication

bull Greensburg Family Dentistrybull Carolina Smile Center

bull Flossbull Smile Savers

bull Dr Larry Winansbull Dr Lawrence J Winans DMD FACD MAGD PC

Your Branding Statement

A literal statement of your USP often your tag line

Your smile means the world to us

Wersquore known for our smiles

The thing about us is wersquore all about you

The difference is the dentistry

Your Logo

Styles can bendash Textualndash GeographicNaturendash Artisticndash Abstractndash ClassicElegantndash ContemporaryTech

How Does This Logo Make You Different From Any Other Dentist

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Brand Development

bull A Brandhellipndash Is more than a logo

ndash Is an extension of yourself

ndash Speaks for you when you cannot

ndash Is communicated through written verbal and visual communication

bull Greensburg Family Dentistrybull Carolina Smile Center

bull Flossbull Smile Savers

bull Dr Larry Winansbull Dr Lawrence J Winans DMD FACD MAGD PC

Your Branding Statement

A literal statement of your USP often your tag line

Your smile means the world to us

Wersquore known for our smiles

The thing about us is wersquore all about you

The difference is the dentistry

Your Logo

Styles can bendash Textualndash GeographicNaturendash Artisticndash Abstractndash ClassicElegantndash ContemporaryTech

How Does This Logo Make You Different From Any Other Dentist

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

bull Greensburg Family Dentistrybull Carolina Smile Center

bull Flossbull Smile Savers

bull Dr Larry Winansbull Dr Lawrence J Winans DMD FACD MAGD PC

Your Branding Statement

A literal statement of your USP often your tag line

Your smile means the world to us

Wersquore known for our smiles

The thing about us is wersquore all about you

The difference is the dentistry

Your Logo

Styles can bendash Textualndash GeographicNaturendash Artisticndash Abstractndash ClassicElegantndash ContemporaryTech

How Does This Logo Make You Different From Any Other Dentist

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Your Branding Statement

A literal statement of your USP often your tag line

Your smile means the world to us

Wersquore known for our smiles

The thing about us is wersquore all about you

The difference is the dentistry

Your Logo

Styles can bendash Textualndash GeographicNaturendash Artisticndash Abstractndash ClassicElegantndash ContemporaryTech

How Does This Logo Make You Different From Any Other Dentist

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Your Logo

Styles can bendash Textualndash GeographicNaturendash Artisticndash Abstractndash ClassicElegantndash ContemporaryTech

How Does This Logo Make You Different From Any Other Dentist

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

How Does This Logo Make You Different From Any Other Dentist

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Signage and Location

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Location Location Location

bull 80 of patients come from a 5-6 mile radius

bull How dense is the competition

bull BEFORE YOU MOVE Research population growth and demographics (CLRSearchcom)

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

One of 100

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Work-Live Retail Space

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Home or Office

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Is Print

Really Dead

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Itrsquos ALIVE

Long term tangibility

Perceived credibility

Visual medium for a visual product

Reader actively engaged with the media

Loyal audience

Higher message retention rate

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Do You Trust the Advertiser

Print TV Internet0

10

20

30

40

50

60

70Trusted Media

VTT Re-search March 2013

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Branding

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Action

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

RADIO SPOTS

The Theater of the Mind

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Radio reaches 95 of all Adults Ages 35-64

Targets affluent adults

947 from 75K+ HHI listen 25 hoursday

Average person listens to 145 hours of radiowk

Intrusive medium with a highly targeted reach

Radio sells everywhere ndash car work home beach office online

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Go Beyond FM

AM ndash Sports and News

NPR Sponsorships

Online ndash the new ldquolisten at workrdquo

Pandora ndash 762m listeners

Find highly targeted local advertising

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Make A Movie in Their Minds

>

null

Other

60054375

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Live Reads and Talent

Live reads imply personal endorsement

Canned reads from on-air talent get lost with everything else they record

Mix live reads with branding spots

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

TV COMMERCIALS

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Make it Relatable

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

>

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

DIRECT MAIL

You Hate It at Home

Yoursquoll Love It At the Office

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

42

38

35

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

ListOffer

Creative

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

60Saturation or Targeting

Age ndash Income ndash Education - Home Value Interests ndash Zip Code or Radius -

Children

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

30No offer Donrsquot go to the mailbox

FREE is better than a discount

Screenings are better than a consultation

Donrsquot bury the offerBe visually BOLD

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

10

Message

Design

Creativity

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Itrsquos Called DIRECT for a Reason

Short paragraphs words with 5 letters or less

Donrsquot waste time with warm up copy

Use bullets bold and italics ndash people SKIM

Dramatize the value of the product

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Itrsquos Not About What YOU Think Is Important

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Itrsquos About Solving THEIR Problems

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Patience Is A Virtue

1 AFTER 4-6 x mailing

9-12 months to see true results

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Building a Powerful Internet Presence

Xantildea Winans PresidentGolden Proportions

Marketing

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

If you want to get KNOWN you have to be found first

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

1 Place Page Signals

Categories

Keyword in Business Title

Proximity to the searcher

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

2 External Location Signals

NAP ConsistencyNameAddressPhone

Citation Volume Can be a mention not just links

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

3 On Page SEO

Domain Age

Title Tags

Nap Consistency

Domain Authority

Keyword Usage

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Where Do I Find Title Tags

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

The Closer the Match The Higher the Click Thought Rate

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

4 Link Signals

Inbound Anchor Text

Linking Domain Authority

Linking Domain Quality

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

5 Review Signals

Review Quantity

Review Velocity

Review Diversity

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

They MUST be Good

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

6 Social Signals

Fans Followers +1rsquos

FanFollower Engagement

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

The 5 Rules of Successful Marketing

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

1 Know Your Audience

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Words for Men

bull Hierarchy

bull Superior

bull Advantage

bull Exclusivity

bull Respect

bull Being Right

bull Individual

bull Self Reliant

bull Autonomy

bull Freedom

bull Unique

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Words for Women

bull Equality

bull Fairness

bull Friendship

bull Inclusivity

bull Trust

bull Group

bull Mutual Support

bull Interaction

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

2 Find Your Voice

Experienced Expert Friendly and Approachable

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

3 Give People What They Want

TimeComfortMoneyPopularityPraisePride of AccomplishmentSelf ConfidenceSecurityLeisureFun

PrestigeEnjoymentHealthBetter AppearanceExclusivityEnvyEgo GratificationBusiness AdvancementSocial Advancement

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Help Them Avoid Something

EmbarrassmentOffense to othersDomination by othersLoss of reputationPainCriticismRisk

WorkEffortDiscomfortWorryDoubtGuiltBoredom

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

4 Be Specific Be Focused

Be Crystal Clear

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Name Blocked to Protect the Innocent

Who Is This Woman

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

5 Watch Your Language

Forget the rules of grammar - write in the human vernacular

Use specificsSpecific BenefitsSpecific PriceSpecific SavingsSpecific Proof Specific Credentials

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Yalersquos Top 12 Power Words

Discovery

Easy

Guarantee

Health

Love

Money

New

Proven

Results

Safety

Save

Your

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Likable Websites

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

User Experienc

eVisual Design

Content StrategyInteractio

n Design

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

First Impressions Still Count

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

1 Site for ldquoChicago Dentistrdquo

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

2 Site for ldquoChicago Dentistrdquo

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Keep Brand Familiarity

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Put a Face on It

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Skimmable Content ndash 28 Read

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Write Like a Friend

ldquoHi my name is Brett Taylor If youre surfing the net looking for a new dental home you need to know this is not your average dental practice and Im not your average dentist

If youve got your heart set on visiting an average dentist (you know the type grim expression excess facial hair and the men are worse) then you are not going to be happy with us Wersquore different and wersquore happy being differentrdquo

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Get Personal And Personable

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

>

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

AACD Member

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Usable Navigation

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Are You Mobile

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Responsive Design

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Get Social

Want to be Likable

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Why is Social Networking so Popular

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

People are inherently curious and voyeuristic

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Itrsquos incredibly easy to use

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

But the Real Reason We Love

It

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

30-40 of our daily conversations center around our own

experiences

Yet up to 80 of what we post on social media is about ourselves

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Harvard Study 2012

Participants were given the choice of

Talking about themselves OR

Listening to others judge their thoughts

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

An MRI showed that the act of self disclosure lights up areas of the brain

associated with EATING and SEX

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Participantrsquos pleasure centers

lit up even more when they were told they had

an audience

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Participants enjoyed sharing about themselves so much that they

were willing to forego money for it

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Why Does Social Media Matter

bull People buy from people that theyndash KNOWndash LIKEndash TRUST

bull Gives patients a glimpse of the ldquoMan Behind the Maskrdquo

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

So Many Social Channels ndash What Do I

Post

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Whatrsquos the Magic Formula

3 informative educational posts ndash link to articles infographics videos

1-2 promotional posts ndash contest special offers

2-3 personal social posts

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Need a Few Ideas

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

bull Holidaysndash What was your favorite Christmas presentndash What did you dress as for Halloween

bull Team Member of the Monthndash Favorite dental practice memoryndash Last really good laugh and what was it

aboutndash How do you spend your weekends

bull Get LOCAL HS sports 5K races charity events

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

bull Smile Quotes

bull Special ldquoDaysrdquondash National Ice Cream Dayndash Patient Dayndash HolidayInsightscom (Bizarre amp Unique

Days)

bull Financial Informationndash Insurance participationhow to maximizendash Care Credit ndash links to applyndash Invisalign for only $230month

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

bull Charity Workndash Mission tripsndash Battered women smile makeoversndash Fee extraction days

bull Dental Emergenciesndash Treating a knocked out toothndash What to do with an abscess on the weekendndash Signs of an impacted wisdom tooth

bull Classic Dental Videosndash Bill Cosbyndash David at the Dentist

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

In Other Wordshellip

eLighten Up

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

4 Answer the PhoneFirst Impressions Count

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Do your patients always reach a live body

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

When they do reach your office what do

they hear

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

DRrsquoS OFFICE WHAT DO YOU WANT

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Dr Millerrsquos Can I

Help You

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Itrsquos a great day at Dr Millerrsquos office this is Jenny how can I make you smile today

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

You Certainly Called the Right Place

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

What You Need is Exactly What We Do

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Yoursquore Going to Love Dr Miller

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Letrsquos Get You Set Uphellip

Donrsquot ask ndash just state your next step

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Caller Conversion Skills

bull Bond with the callerestablish rapport

bull Stay engageddonrsquot prepare answers in advance

bull Build valuereinforce their decision to call your office

bull Avoid quoting fees over the phone

bull Never answer just ldquoYesrdquo or ldquoNordquo ndash Think Yes ANDhellip

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Teach Your Team to Say YES

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Be Accessible

bull Take calls during lunch ndash team can rotate days

bull Answering service (please test them)

bull Forward calls when you are not in the office during SOCIETYrsquos normal business hours

Mon ndash Fri 7a ndash 6p

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Put the Power of Testimonials to Work for You

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Testimonials Start Here

Be Positive

Be Passionate

Be Genuine

Be Kind

Be Humble

Listen

Compliment

Others First

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

TRUST - Do you have it

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Trust Comes Fromhellip

Keeping promises

Honoring the work (within reason)

Authenticity in message and action

Educating patients

Caring service

A culture of respect

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

AN EROSION OF TRUSTThe hygienist conducts the exam and the dentist breezes in and out

Dentist recommendations are only ldquosuggestionsrdquo with minimal consequences if ignored for several years

Dentists base decisions on finances rather than patientsrsquo health care needs

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

A WOWed New Patient

Pre first visit calls

How do you greet new patients

Check in with patients during their procedure to ensure comfort

Create the WOW experience

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Fulfilled (and Unfulfilled) Expectations of Trust

Turn IntohellipReviews

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Yoursquore Only As Good As Other People Think You

Are

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Think Reviews Donrsquot Matter

70 of people consult reviewsratings before purchasing

90 of consumers say online reviews influence buying decisions

63 more likely to purchase a product if it has product ratings and reviews

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

80 of Shoppers Change a Purchase Decision Based on

Negative Reviews

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Who Would You Call

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Negative Reviews

1 Call the patient solve their problem and ask them to remove the review

2 Write a public response to the review

3 Get 10x as many positive reviews published

4 If not your patient ask Google to remove it

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

So Many Review Sites

So Little Time

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Want to Trigger a Trial

Sweeten the Deal

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

People Want Anything Thathellip

Reduces riskavoids loss

Increases perceived value

Solves a problem

Creates exclusivity

Gives them a competitive advantage

Gives them something they donrsquot have

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Create Scarcity

bull Limited Quantityndash First 25 callersndash Fees valid for first 15 Implant cases only

bull Deadlinesndash Offer expires January 31ndash Offer expires in 30 days

bull Special Qualificationsndash New patients only

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

The New Patient Packet

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Why Do I Need Onebull New patients

rsaquo Establish expectationsrsaquo Build value for services

bull Existing patientsrsaquo Major case presentationsrsaquo Good for spouseother decision maker

bull Referral sources

bull Manufacturers brochures promote them not you

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

BE AN EDUCATOR

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

White Coat Syndrome

Speaking ndash 125 wordsminute

Hearing ndash 400 wordsminute

10 minute presentation ndash retain 50

48 hours later ndash retain only 25

Slow it down and make it visual

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Promote Financing Options

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

We accept all major credit cards

Run a variety of finance plans to see who has the best deal ndash not accepted on one but approved on another for something

Promote 0 financingWebsiteEmailIn Office DisplaysDirect Mail

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Would You PleaseREPEAT That

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

The Average Practice Loses 50 of Its Patients Every 5 Years

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

It costs 6ndash7 times more to acquire a new customer than retain an existing one

ndash Bain amp Company

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

The probability of selling to an existing customer is 60 ndash 70 The probability of selling to a new prospect is 5-20

ndash Marketing Metrics

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

E-NewslettersTargeted E-Blasts

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Edgerank

bull An algorithm that measuresndash Affinity how closely affiliated you are to

that follower Interact more frequently with a patient get seen more often by that person

ndash Weight of type of post Photos Videos Text

ndash Time Decay The older the post the less valuable

bull Only 16 of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Go Beyond Basic Text

Photo albums - 180 more engagement

Pictures ndash 120 more engagement

Videos - 100 more engagement

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Emoticons

Something as simple as a smiley face emoticon in your postrdquo can

1 Increase likes by 572 Increase comments by 333 Increase shares by 32

- Hubspot 2013

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Posting Tip

Write your question in a ldquoblank textrdquo photo to get more engagement and

higher visibility

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

If money was not an object would you

prefer a white smile or a straight smile

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Refer The Holy Grail of Marketing

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Why Do We Refer

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Exclusivity

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Connection

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Social Currency

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Start With A System

bull Practice how to ask for a referral naturally

bull Incentivize your team

bull Choose your targets each morning

bull Use the two card system

bull Review results dailystay accountable

bull Every referral gets a handwritten note

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Are you Referral Worthy

Is Your Practicehellip

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Plain Vanilla

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Or Something Worth Talking

About

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Accountability

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Half the Money I

Spend on Advertising is

Wasted

The Trouble is I Donrsquot Know Which Half

- John Wanamaker

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

So Many Tracking Methodshellip

Offers Redeemed

Email OpenClick Rates

Facebook Insights

Google Analytics

Forwarding URLrsquos

Tracking Phone Numbers

May I Ask How You Heard About Us

(Dig Deep)

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Google Analytics

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Whatrsquos My ROI

Gross Profit ndash Marketing Cost

Marketing Cost

23 Patients $50000 production - $10000 lab = $40000 GROSS PROFIT

TV Production ($2000) and Media ($8000) = $10000 MARKETING COST

$40000 - $10000 = 3 1 ROI

$10000

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

And Rememberhellip

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Great Rank Average Traffic

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Great Rank Excellent Traffic

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Good Rank Amazing Traffic

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

What Did You Learn Today

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

Donrsquot Know Where to Start

GPMrsquos Marketing Diagnostic and Treatment Plan $1000

Yankee Attendees SAVE $500(Exp 22814)

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201

866-590-4476 XanaGoldenProportionscom

• Slide 1
• Slide 2
• Slide 3
• Brand Building
• Slide 5
• Brand Development
• Slide 7
• Your Branding Statement
• Your Logo
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Location Location Location
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Itrsquos ALIVE
• Do You Trust the Advertiser
• Branding
• Slide 25
• RADIO SPOTS
• Slide 27
• Go Beyond FM
• Make A Movie in Their Minds
• Live Reads and Talent
• TV COMMERCIALS
• Slide 32
• Slide 33
• Make it Relatable
• Slide 35
• DIRECT MAIL
• Slide 37
• Slide 38
• 60
• 30
• 10
• Itrsquos Called DIRECT for a Reason
• Itrsquos Not About What YOU Think Is Important
• Itrsquos About Solving THEIR Problems
• Patience Is A Virtue
• Slide 46
• If you want to get KNOWN you have to be found first
• 1 Place Page Signals
• Slide 49
• 2 External Location Signals
• 3 On Page SEO
• Slide 52
• Slide 53
• The Closer the Match The Higher the Click Thought Rate
• 4 Link Signals
• Slide 56
• 5 Review Signals
• Slide 58
• Slide 59
• Slide 60
• Slide 61
• Slide 62
• The 5 Rules of Successful Marketing
• 1 Know Your Audience
• Words for Men
• Words for Women
• 2 Find Your Voice
• Slide 68
• 3 Give People What They Want
• Help Them Avoid Something
• Slide 71
• 4 Be Specific Be Focused Be Crystal Clear
• Slide 73
• Slide 74
• 5 Watch Your Language
• Yalersquos Top 12 Power Words
• Slide 77
• Likable Websites
• Slide 79
• First Impressions Still Count
• 1 Site for ldquoChicago Dentistrdquo
• 2 Site for ldquoChicago Dentistrdquo
• Keep Brand Familiarity
• Put a Face on It
• Skimmable Content ndash 28 Read
• Write Like a Friend
• Slide 87
• Slide 88
• AACD Member
• Usable Navigation
• Are You Mobile
• Slide 92
• Want to be Likable
• Why is Social Networking so Popular
• Slide 95
• Slide 96
• Slide 97
• But the Real Reason We Love It
• Slide 99
• Slide 100
• Harvard Study 2012
• Slide 102
• Slide 103
• Slide 104
• Why Does Social Media Matter
• Slide 106
• Whatrsquos the Magic Formula
• Slide 108
• Slide 109
• Slide 110
• Slide 111
• Slide 112
• Slide 113
• Slide 114
• Slide 115
• Slide 116
• 4 Answer the Phone
• Do your patients always reach a live body
• When they do reach your office what do they hear
• Slide 120
• Slide 121
• Slide 122
• You Certainly Called the Right Place
• What You Need is Exactly What We Do
• Yoursquore Going to Love Dr Miller
• Letrsquos Get You Set Uphellip
• Caller Conversion Skills
• Teach Your Team to Say YES
• Be Accessible
• Slide 130
• Testimonials Start Here
• Slide 132
• Slide 133
• Trust Comes Fromhellip
• Slide 135
• A WOWed New Patient
• Slide 137
• Fulfilled (and Unfulfilled) Expectations of Trust Turn IntohellipRe
• Slide 139
• Think Reviews Donrsquot Matter
• 80 of Shoppers Change a Purchase Decision Based on Negative Re
• Who Would You Call
• Slide 143
• Slide 144
• Slide 145
• Negative Reviews
• So Many Review Sites So Little Time
• Slide 148
• Slide 149
• Want to Trigger a Trial
• People Want Anything Thathellip
• Slide 152
• Slide 153
• Create Scarcity
• Slide 155
• Slide 156
• Slide 157
• Why Do I Need One
• Slide 159
• Be an Educator
• White Coat Syndrome
• Slide 162
• Slide 163
• Slide 164
• The Average Practice Loses 50 of Its Patients Every 5 Years
• Slide 166
• Slide 167
• Slide 168
• E-NewslettersTargeted E-Blasts
• Edgerank
• Go Beyond Basic Text
• Emoticons
• Slide 173
• Posting Tip
• Slide 175
• Slide 176
• Why Do We Refer
• Slide 178
• Slide 179
• Slide 180
• Start With A System
• Are you Referral Worthy Is Your Practicehellip
• Slide 183
• Slide 184
• Slide 185
• Slide 186
• So Many Tracking Methodshellip
• Slide 188
• Slide 189
• Google Analytics
• Slide 191
• Whatrsquos My ROI
• And Rememberhellip
• Your Practice Will Not Grow By Web Alone
• Great Rank Average Traffic
• Great Rank Excellent Traffic
• Good Rank Amazing Traffic
• Slide 198
• Donrsquot Know Where to Start
• Slide 200
• Slide 201