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Act presentation2
- 1. presents Marketing in an Online World Strategies Businesses Should Embrace
- 2. P r e s e n t a t io n G o a ls 1. Explain how your goals should drive your marketing decisions 3. Identify Strategies to effectively market your practice 5. Give you an industry perspective
- 3. About Ads Ne xt 1. Founded in 2008 and based in Baltimore, MD 3. We specialize in executing internet marketing programs for our clients 5. We work with dentists, doctors and specialized service businesses
- 4. E m b r a c e t h e O n lin e W o r ld S o W h a t i s The Online World? The idea that our ideal customers have access to the Internet and use it to make buying decisions
- 5. U n d e r s t a n d in g k e y s t a t is t ic s Internet usage has grown astronomically since 1990 What does it mean to your dental practice?
- 6. A d s N e x t In t e r n e t S t u d y Ads Next asked 100 people questions about using the internet and its role in finding a dentist People Surveyed Were Limited to the Ideal Profile Resided in middle to high income areas 42 Men and 58 Women 65 were married All were between the Ages 19 to 72 89 had seen a dentist within the last two years
- 7. In t e r n e t U s a g e F in d in g s Among the ideal profile, key internet usage stats rose well above national averages. Some Key Stats Included: Owns a computer- 94/100 (14 % a b o v e t h e N a t i o n a l A v g ) THE ONLINE WORLD Uses the internet- 95/100 ( 17 % a b o v e t h e n a t i o n a l a v g ) Uses search engines- 92/100 ( 16 % a b o v e t h e n a t i o n a l a v g ) Hours Spent Per Week- 15 plus (national avg is about 13, Teens spend 31) Bought something on Internet- 88/100 (14% above the national avg)
- 8. W h a t D id W e L e a r n ? 90% of IDEAL patients are using the internet every day
- 9. D e n t a l S p e c if ic F in d in g s The internet was a strong factor in finding a new dentist Out of 100 People Surveyed: 81 said would visit a dentist’s website before they scheduled an appointment 82 said the web would be the best way to find a dentist other than a referral or insurance provider 79 said a dentist’s website would influence whether they would schedule an appointment 88 said they would use the website to locate the phone number of their current dentist 68 said they would “like” their dentist on Facebook i
- 10. W h a t D id W e L e a r n ? Over 80% of IDEAL patients will use the web to find a dentist
- 11. E v o lv e t h e w a y y o u t h in k a b o u t m a r k e t in g Look beyond traffic, rankings and leads and adapt your marketing program based on Revenue, New Patients and ROI. Example March 2012 New Patients- 30 New Patient Value-$6k (Est. between $2,500 and $50k) New Patient Revenue Value- $180,000.00 Monthly Marketing Budget- $5,000.00 Your Goals Should ROI- $175,000.00 Drive Your Marketing Efforts
- 12. S t e p 1- R e s u l t s S h o u l d D r i v e D e c is io n s Focus your efforts and investments on converting new ideal patients. Example Understand what Key Word rankings generate ideal patients Annapolis Cosmetic Dentist- 25 New Patients Baltimore Dentist- 2 New Patients NOTE: If you rank on the first page for your practice’s primary searches, it may be time to work on other parts of your website. Broadening your market may negatively impact you in the long run
- 13. S t e p 2 - C o o r d in a t e M a r k e t in g E f f o r t s Coordinating your marketing can help your entire approach become more effective Effectiveness is Improved by: Increasing the value of traditional ads Introducing the target to entire practice Expanding shorter messages in other ads Improving ability to capture qualified leads Increasing the visibility of your practice Allowing you to track other advertising Developing a more consistent brand NOTE: Avoid putting all your eggs in one basket
- 14. S t e p 3 - D e v e lo p a P r o g r a m fo r S u c c e s s If your goal is 30 patients per month, what do you have to do to get there? Like Exercise, Success In Marketing Depends on: Plan Program Motivation Commitment Time Resources NOTE: Constantly track new patient and revenue numbers. You can do this automatically or manually. This will help you adapt.
- 15. U n d e r s t a n d G o o g le f o r b e t t e r o p t im iz a t io n Google’s Mission Statement “Google’s mission is to organize the world‘s information and make it universally accessible and useful.” Quote from Co-Founder Larry Page “The perfect search engine would understand exactly what you mean and give back exactly what you want.”
- 16. U n d e r s t a n d in g G o o g le ’ s R e s u lt s P a g e
- 17. Ty i n g i t To g e t h e r F o r S t r o n g O p t im iz a t io n It’s Important to Build a quality site Write clean code Register for your local listing Title Pages Describe Pages Ask Google to Index the Site Build Backlinks for popularity BUILD RELAVENT CONTENT TO YOUR TARGET SERVICES AND PATIENTS
- 18. L e a r n F r o m R e c o g n iz a b le C o r p o r a t io n s What can your dental practice learn from Coca Cola and the worlds largest corporations? Question: Describe an ideal website
- 19. F o llo w C o r p o r a t e M a r k e t in g Tr e n d s Large corporations have nearly unlimited marketing budgets to perfect their approach. A dental practice can benefit adapting some of their best practices. Best Practices of Corporate Websites. : Function over Animation Banners to create connection Traditional Nav Calls to action Strong user interaction Strategic use of video Clear branding NOTE: 2006 saw a tremendous shift in website philosophy
- 20. T h e w o r ld ’ s m o s t r e c o g n iz a b le c o r p o r a t io n s Notice the similarity in their approach as they try to connect with visitors.
- 21. W e b s it e C o m p a r is o n Compare two high ranking dental websites http://flossdental.com http://www.lspindeldds.com/
- 22. Yo u r w e b s i t e s h o u l d r e f l e c t y o u r b u s in e s s A website that reflects your practice separates you from your competition. Establish a connection with website visitors….
- 23. A n O n l i n e W i n d o w t o Yo u r D e n t a l P r a c t ic e A website that reflects the practice: Feels like your practice Is consistent with colors and logos Communicates strengths Reflects core values Details Services Establishes expertise Showcases best work Connects with potential patients Question: How does your website Reflect your practice
- 24. In c lu d e V id e o , W o r k E x a m p le s a n d Te s t i m o n i a l s These are the sections that your patients are most interested in because they can identify with them
- 25. W it h o u t g o o d c o n t e n t , w h o a r e yo u ? Content is essential for turning your website in to a lead machine. The Benefits of Content Optimal Search Engine Rankings Provides detailed information Differentiates you from others Establishes credibility Builds a connection
- 26. S it e s t h a t e f f e c t iv e ly r e f le c t a p r a c t ic e
- 27. S t r a t e g ie s R e c a p 1. Embrace the Online World 3. Evolve the way you think 5. Improve SEO by Understanding Google 7. Learn from Corporations 9. Make your site reflect your practice
- 28. www.adsnext.com (410) 960-5217 Find Us on Facebook and Twitter