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