managing online presence
TRANSCRIPT
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MANAGING YOUR ONLINE PRESENCEChiropractic ClinicsBy Ralf Klenke, WSI - Canada
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©2016 WSI. All rights reserved.
• 20+ Years of Marketing Experience• Degree in Marketing and Foreign Trade
from Germany (FH Bielefeld) and Canada (UofM)
• 15 years experience in Service Industry• 15 Years in Manufacturing Industry• Certified WSI Consultant since 2005• National WSI License• Member of WSI Presidents Club• Presenter at WSI Worldwide Digital
Marketing Convention in Las Vegas• Inbound Marketing Certified
About Ralf Klenke
Ralf KlenkeAdvanced Internet Marketing Consultant Digital Marketing Strategist
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Over 1200 offices in over 80 countries !
March 6th [email protected]
3
World Leader in Digital Marketing Largest Digital Marketing Services Provider
in the World Over 1200 Digital Consultants worldwide Head Office in Toronto, Ontario
Our Corporate Partners
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Award Winning Work
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Your Digital Guide Book
• Digital Minds –
by WSI’s Digital Consultants
• 5 Star Rating with Amazon
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Why Is your digital presence important?
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The Internet is Still in its Infancy
“The Internet will grow more in the next 5 years than it has in the last 25 years combined!”
Ray Kurzweil
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Raymond "Ray" Kurzweil is an American author, computer scientist, inventor and futurist. Aside from futurology, he is involved in fields such as optical character recognition, text-to-speech synthesis, ...
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Forget about “The Big Ones”
“75% of the digital economy is delivered by traditional companies in traditional industries”
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5 Years From NowToday *
Your Clients are being Digitized& the pace is increasing
10 Years Ago
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...and so is Your Businessbecoming digitized every day
Online Credibility
Customer communication
Manage Reputation
Lead Generation
5 Years From NowToday 10 Years Ago
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Preferred Communication Changingare you ready to change?
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Understanding the Landscape
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In 2014
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Duplicate Your Real World OnlineWe have to change the way we do business?
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WORD OF MOUTH
NETWORKING
COLD CALLING
ADVERTISING
FACE TO FACE
•LinkedIn•Facebook•Twitter•Email marketing (permission based)
How do you get your business today?
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WORD OF MOUTH
NETWORKING
COLD CALLING
ADVERTISING
FACE TO FACE
How do you get your business today?
•LinkedIn•Facebook•Twitter•Email marketing
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WORD OF MOUTH
NETWORKING
COLD CALLING
ADVERTISING
FACE TO FACE
How do you get your business today?
•PPC•SEO•Email marketing with bought list
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WORD OF MOUTH
NETWORKING
COLD CALLING
ADVERTISING
FACE TO FACE
How do you get your business today?
•PPC•SEO•Free Classifieds
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WORD OF MOUTH
NETWORKING
COLD CALLING
ADVERTISING
FACE TO FACE
How do you get your business today?
•Video•Photo•LinkedIn•Facebook•Slideshare.net
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WIN Digital Minds Book
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What are 2 online equivalents to Networking?
Facebook, Linked In,
Twitter,Instagram
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Your WEBSITE – Destination of all your marketing.
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Digital Marketing Sales Process
WEBSITE
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Double your Success
1000 Visitors500 Interested
100 Engaged
20 Motivated
5 Contacts
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Traffic Conversion Architecture
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Process of Conversion – Stage 1
4.5 Seconds
First Impression – unconscious professional, cheap, sphisticated , expensive…
Do they provide the product or service I am looking for.
What contributers to success?• Good design. • Images that represent product or service • Logo• Headline Text
INTEREST
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Process of Conversion – Stage 2
25 Seconds
Is this a provider I would consider dealing with?
What contributes to success?• References, and reviews• Offered products and services• Recognizable Brand Logos ( Image Transfer)• Association Memberships• Social Media Connectivity• Experience• Endorsements
CURIOSITY
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Process of Conversion – Stage 2
45 Seconds
Why should I deal with you?
What contributes to success?• Good Content• Videos• Detailed Reviews• Detailed Subpages• Special Offers• Call To Action• Engagement Links
CONSIDERATION
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Process of Conversion – Stage 2
up to 4 minutes
Ok I am interested . What do you want me to do?
What contributes to success?• CALL US to …..• Contact us to ….• Find us • Make Appointment • Book today and get…..• SAVE $50• Get a FREE • Sign Up For • Buy• Donate
CONVERSION
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Website - WHAT YOU CAN DO
1. Check against Traffic Conversion Architecture Guidelines
2. Check Speed of Your Website. http://www.webpagetest.org/
3. Update your website at least once a week. 4. Check if your design is current5. Are you using original content or shared content
(mass websites for Chiropractors) 6. Run a FREE Webscan on your Website
Request athttp://goo.gl/GMXkZ1 orhttp://blog.whywsi.com/request-wsi-webscan
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WIN Digital Minds Book
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Name 3 possible Conversion Tools
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DRIVING TRAFFIC
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What is SEO
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.
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Based on Google’s assessment of your website based on:
• Content• Titles, • Descriptions• Tags• Images• Videos• Directories• Incoming Links• and much more
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Organic Listing Results
IF YOU HIRE SOMEBODY..
Starts at about $1800PLUSabout $250/month
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SEO - WHAT YOU CAN DO
1. Go to Incognito browsing (untainted results)2. Google yourself – your Business 3. negative mentions ? reputation .com
4. Make a list of your 10 most important Keyword terms1. Chiropractor Winnipeg2. Chiropractor River Hights, 3. Family Chiropractic Westwood4. Chiropractic Clinic Downtown 5. Etc
5. Run the searches and see who comes up. 6. If you see your competitors you know they will get the business. 7. If you want to see yourself you have to optimize your website for
local searches!! 1. Do it yourself2. Hire a professional3. Will take 6-12 month for solid results
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SEO Tools you can use
FREE• Keywordspy.com and keywordspy.ca• SEMrush.com • Google Keyword Planner • Smallseotools.com• Tools.seobook.comhttps://searchenginewatch.com/sew/opinion/2303494/21-best-free-seo-tools-for-on-page-optimization
PROFESSIONAL• Wordtracker.com• Keywordoptimizerpro.com• Zerys.com – Content Creation
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PPC Marketing
IF YOU HIRE SOMEBODY..
Starts at about $250 /month budget for Search EnginesPLUSabout $100/month management of ads
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SITE REMARKETING
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SEARCH REMARKETING
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Are You Ready for Television?
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The Un-Skippable Ad
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The Un-Skippable Ad
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Display Ads and Video Ads are HIGHLY TARGETED and affordable for Local Business• By Location down to 5 miles• By time of day• By keyword• By browsing behavior• By socio-graphics• By device• By interest
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WSI Video Broadcast Network
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1. Go to Incognito browsing2. Make a list of your 10 most important Keyword terms
1. Chiropractor Winnipeg2. Chiropractor River Hights3. Family Chiropractic Westwood4. Chiropractic Clinic Downtown 5. Etc
3. Run the searches and see who comes up in the ads section. 4. If you see your competitors you know they will get the business.5. Determine if you want the exposure these ads provide.
1. Do it yourself1. Create an account with Google 2. Take online training courses
2. Hire a professional3. Budget should $250 plus (Threshhold)
Search Marketing (PPC) - WHAT YOU CAN DO
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PPC Tools you can use• FREE Tools
• Google Keyword Tools, Google Suggest• Bing Ads Intelligence• Uber Suggest• Keyword Wrapper• Phrase Builder • morehttps://searchenginewatch.com/sew/how-to/2333362/26-free-must-have-tools-for-ppc-success
• Professional Tools• WSI Reach Local• KeywordSpy• Wordstream• Accquiso
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Relaxation Break
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Who should use eMail Marketing?• 91 percent of US adults like to receive promotional emails
from companies they do business with (MarketingSherpa, 2015)
• Email is almost 40 times more effective than Facebook and Twitter combined in helping a business acquire new customers. (McKinsey, 2014)
eMail Marketing is your BEST channel if• You have repeat business• You have recurring seasonal demand• Your products are fast developing• You have a relationship with your customer
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What Proper eMail Marketing can do for your business.• 1. Build credibility• 2. Boost sales• 3. Strengthen relationships• 4. Learn what works• 5. Reach people on any device• 6. Look professional• 7. Get immediate results• 8. Generate leads• 9. Promote services• 10. Attract new clients
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1. Sign up with a professional eMail Marketing system like Constant Contact. (We can get you a 30 trial – talk to me)
2. Upload all your current contacts. 3. Segment them as much as possible4. Define your goals for your mailing campaign
(previous slide)5. Make plan how often to mail. 6. Create a mailing content plan based on your
goals. 7. Maintain and update your lists 8. Grow the list9. STICK WITH IT.
eMail Marketing - WHAT YOU CAN DO
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E-Mail Marketing Tools• FREE Tools
• ReachMail
• Professional Tools• Constant Contact ( WSI Partner)• Mail Chimp• Hubspot ( WSI Partner)• Vertical Response • StreamSend
• USE A PROFESSIONAL PLATFORM TO ENSURE COMPLIANCE WITH “CASL” , the Canadian Anti Spam Legislation
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Magnet vs. Megaphone
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BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM
Integrations
Social MediaSmart-Calls-to-
ActionEmail
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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Inbound Tracks Everything.
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Who Uses Inbound Marketing
Source: stateofinbound.com 2015
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Who Uses Inbound Marketing
Source: stateofinbound.com 2015
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Inbound Marketing
Starts at $2000/ month and can be as much as $10,000/ a month
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Know the impact of your activities
analytics.google.com is FREE
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Setup and Track your Goals
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Track your rankings
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• What percentage of total Internet time did the average user spend on a Smartphone in 2014?
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“OVER 93%OF SITESNEED TO BERE-DEVELOPEDFOR MOBILE
“
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Mobile• Required - Responsive or Adaptive site
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Mobile• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)
• Not just same navigation on different devices
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Mobile• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)
• Not just same navigation on different devices• Native apps
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Mobile• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)
• Not just same navigation on different devices• Native apps• Geo-fencing
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Google Mobile
• https://www.google.ca/webmasters/tools/mobile-friendly/
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FREE MOBILE Site Conversion
www.dudamobile.com
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Social• Have you claimed your properties?
• Consistency of content – critical for SEO• Twitter • Google+• Pinterest• LinkedIn• Facebook
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Social• Have you claimed your properties?
• Consistency of content – critical for SEO• Twitter • Google+• Pinterest• LinkedIn• Facebook
• Monitoring properties• Sentiment analysis• Harnessing your happy customers• Reputation management
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Social• Have you claimed your properties?
• Consistency of content – critical for SEO• Twitter • Google+• Pinterest• LinkedIn• Facebook
• Set up monitoring• Sentiment analysis• Reputation management• Facebook Insights
• Social Selling• Lead generation shift• Take a Social Selling Course
• Create a Content Plan for 12 months
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Download our Free Social Media Strategy Guide
http://blog.whywsi.com/request-wsi-social-media-strategy-kit
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Begin with Strategy
• Business leaders often choose Action before Strategy
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Begin with Strategy
• Business leaders often choose Action before Strategy
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Ready Fire Aim
The digital equivalent to this in the offline world
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Or this…
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Or this…
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Or this…
©2014 WSI. All rights reserved.
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Summary
• Realize how important for your business a good Digital Strategy really is.
• Understand The Digital MAP and it’s connection Points
• Know where you are• your business• your customers• understand your processes• Know where you are going – create goals for your
digital activities• Figure out how to get there ( get a guide)• Pick the right digital channels• Make sure you are on the right track (Analyze) • Adjust if necessary
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WIN !!!
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• Name 3 Streams that drive traffic.
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Thank YouMarch, 2016
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ABOUT WSI
WSI is the world leader in digital marketing and we’re equipped to implement a full suite of Internet solutions. But, of course, we’ll work with you to determine which tactics are best-suited to accomplish your business goals. For more information on the WSI team, check out www.wsiworld.com.
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Contact Details
Ralf KlenkeAdvanced Internet Marketing Consultant Digital Marketing Strategist
http://whywsi.com
http://blog.whywsi.com
http://www.linkedin.com/in/ralfklenke
http://facebook.com/wsi.wpg
https://twitter.com/wsiwpg
1.204.294.9974
huckyklenke
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