intro to internet marketing presentation for patterson dental

© 2010 Site-Seeker, Inc.www.site-seeker.com

Understanding Internet Marketingfor Dental Practices

Kathy Hokunson

Regional Sales Manager,

Site-Seeker, Inc. \\

http://www.site-seeker.com/


• Founded in 2003

• Corporate Office in New Hartford NY• Satellite offices in Bloomfield CT & Boston MA, New Jersey

• Employs 20 in CNY, CT & MA

• Full Service Internet Marketing Agency• Search Engine Optimization Services• Pay-Per-Click Management Services• Social Media Implementation and Mgmt• Web Design, Development, Applications & Testing• Analytics

Who are we?



Fast Track 50 of CNY

2007 2008 2009

3 4 2

MV Chamber of Commerce

Top 3

2009 Business of the Year

B2B Twitterer of the Year

@KatieHoke



-Internet Marketing as External Marketing:

Building the foundation utilizing your website

Driving traffic to your website

SEO, Google Local & PPC

Engaging your patients – measuring for success

- Internal Marketing / Reputation Management

Measuring patient satisfaction

Encouraging referrals and making it easy

Reconnecting with patients

Measuring ROI

What We Will Cover



Understanding your audience . . .



A Show of Hands

How many of you…

…are currently acquiring new patients from your website?

…believe you could be acquiring new patients from your website?

…are not sure where to start?



• Hard to break old habits

• The options are changing & expanding rapidly

• We are in a technology revolution

• Patient behaviors and expectations have changed

• Your website has to act as a 24 hour patient referrer

Why has practice marketing become challenging?



Information relevant to your patient:

• Do you offer the dental services I need?

• Where are you located?

• What do other people think about your dental practice?

• Do you make it easy to be your patient?

• Practice hours• Online appointment requests• Email appointment confirmations

What patients expect to find online



Your

Websi

te

Cornerstones to a successful Internet marketing strategy

Drive

Convert



DRIVE



SEO

The process of improving the

volume and quality of traffic to a

website from search engines via

“natural” (“organic” or “algorithmic”)

search results.

An Internet advertising strategy

used on search engines,

advertising networks, and

content websites, such as blogs,

where advertisers bid on

keywords to achieve ad

placement.

Pay-Per-Click

Search Engine Marketing (SEM)

• In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006. • From the emarketer digital intelligence website



Search Engine Results Page



- Google



Search Engine Optimization or SEO is a multi – phase process. • To have a successful SEO program you must think of SEO in terms of ongoing

and in constant motion.

Let’s define SEO...

Two Phase Approach

Phase 1: Website Structure

Phase 2: Ongoing SEO Efforts



SEO Program – Phase 1

• Keyword Research and Selection

• Title, Header, Keyword, Description, Alt Img

• Content rewrite - keyword density

• URL Structure

• Navigation

• Organization of code and link structure

• XML sitemap

• Robots.txt

• Webmaster tools accounts

• Analytics and conversion funnels

• Establish a baseline

The Basics



• What are your main objectives• New patients• Increase revenue for particular services• General dentistry

• How do your patients refer to these services?

Keyword Research



Keyword Selection



Google Trends



• Keywords tell the search engines what your site is about

• Don’t let the website designer pick your keywords

• Use words and phrases that your customers use

“Keyword”

Keyword Selection - Summary



Meta Data• Title Tag (65 – 70 characters)

• Description Tag (20 – 25 words: sentence structure)

• Keyword Tags (15 – 20 words)

Page Content• Header Tag (H1) (primary keyword/phrase)

• Keyword/phrase as close to beginning as possible

• Alt Image Tags

• Keyword density

On-Page Elements of SEO



• Not the same game• 250 – 500 words• Use bullets • Use common language• One subject per page

• Create Keyword Rich Content• Body• Headings• Image tags• Meta data

Content Writing for SEO



Break apart content


Service 1

Service 2

ServicesLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Our Dental Services

This is bad



Break apart content


Service 1

Service 1

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Dental Service 1

This is good

Service 2



• Generate a sitemap - www.xml-sitemaps.com

• Upload to your website.

• Tell Google, Yahoo, and Bing to Read It - google.com/sitemaps - siteexplorer.search.yahoo.com - bing.com/webmaster

Crucial Elements of SEO – XML Sitemap



• Create a Robots.txt file - Can be done right in Google Webmaster tools - Prevent spiders from accessing portions of your site - Prevents duplicate content

• Upload it to your website.

Crucial Elements of SEO – Robots.txt



How will you measure the effectiveness of your website?

• Increased visitors to the site

• New patient appointment requests

• Patient referrals

• Phone Calls

Establish Baseline & Benchmarks



SEO – Phase 2

• Research and develop inbound links

• Create Authority - Create Content Pages for:

• social media

• micro sites

• 301 redirects from alternate domains

• Vertical search

• Addressing website performance, strengths and weaknesses as identified in GA reporting.

Ongoing SEO Efforts



SEO Programs...

Ongoing process that requires• Monitoring for cause and effect• Modification of actions to increase ROI.

Many factors affect strength and positioning• Addressed a priority basis• Look for biggest ROI opportunities• Stay abreast of changes

Are NOT a one time deal.



Google Local



Get Listed - Step 1



Get Listed - Step 2



Local Search



Local Search - Summary

• Free

• Easy

• Trackable

• Gets you there with little to no effort



Pay-Per-Click

(PPC)

DRIVE



• Keyword research• Create negative words

• Establishing a budget• Create budget parameters: Maximum spend by day, week or month

• Create effective display parameters• Content Network?• Time of day and days of week?

Getting Started



Account Campaign

Ad GroupAd 1Ad 2Ad 3

Basic Pay-Per-Click Structure



- Google



Convert & Measure



On Page Engagements



On Page Engagements – What’s Missing?



Web Analytics Is...

- Wikipedia

“Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.”

the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.



Short Form Submission

October 2009

120 Long Forms Submitted142 Short Forms Submitted

262 Total

114.75%



Month Unique Visitors

% Change Compared to Previous Year

May (before) 1,349

May (after) 2,122 57.3%

Jun (before) 1,320

Jun (after) 1,966 48.9%

Approximately 53% more traffic since new site was launched

April new site published

Site baseline: May-June New site data:

May - June



May-June Search Terms

“Name" Non “Name”

Old Site 394 861

New Site 396 1674

Additional Traffic

(Visitors)2 813

% Increase 0.5% 94.4%

# of Visitors that searched by NAME – stayed the same

Client Found for “Name” Searches



May-June

Search Terms

“Name" Non “Name”

Old Site 394 861

New Site 396 1674

Additional Traffic (Visitors) 2 813

% Increase 0.5% 94.4%

95% increase in prospect group traffic

Client Found for “non-name” Searches



Visitors that searched by name are now finding more value and staying on site longer.

May-June

Sticky Rate Visitors Staying On Site

“Name"Non

“Name“Name"

Non “Name”

Old 43.40% 20.30% 170 175

New 54.3% 28.7% 215 481

Additional Visitors Staying On Site 45 306

% Over Pervious Year 26.5% 174.9%

Stickiness



When you combine the site’s ability to engage users

and increase traffic the results can be dramatic.

May-June

Sticky Rate Visitors Staying On Site

“Name" Non “Name “Name" Non “Name”

Old 43.40% 20.30% 170 175

New 54.3% 28.7% 215 481

Additional Visitors Staying On Site 45 306

% Over Pervious Year 26.5% 174.9%



Internal Internet Marketing Strategies:Adding value and ramping up ROI



A Site-Seeker, Inc. Strategic Partner



Save time and reach patients with the right message at the right time

• Seamless Integration with Existing Practice Software

• Email/Text Confirmations

• Automated Continuing Care Reminders

• Online Patient Referrals

• Thank You messages

• Newsletters and custom marketing

• Integrated online appointment requests

Patient Communications



Over 180,000 certified reviews submitted to date

• Manage your online reputation on Google

• Demandforce certified reviews integrate into Google Local

• Gain exposure when people search for a dentist in your area

• Turn your online exposure into new patients

Reputational Marketing



Do more of what works and less of what doesn’t

• Measure patient satisfaction

• Compare practice against peers

• Measure results generated every month

• Demandforce GUARANTEES to deliver $3 in value for every $1 spent, every month!

Reporting & Analytics



Measuring Results In Dollars - Referrals



Measuring Results In Dollars – By Promotion



Measuring Results In Dollars – Month Over Month



Measuring Results In Efforts



Measuring Results In Google



Bringing it all together . . .

Effective Practice Marketing

Is all about

ROI

Measure, Modify, Move forward



Search Engine MarketingKathy Hokunson

Regional Sales Manager,

Site-Seeker, Inc. \\

[email protected]

Thank You!


intro to internet marketing presentation for patterson dental

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