Published on March 5, 2014
social media & video marketing by risa goldman luksa, founder & president MEDICAL BUSINESS SOLUTIONS • LOS ANGELES, CA
why a website is critical 80% of Internet users have searched for a health-related topic online. You need to have a polished, professional website to catch the attention of people searching online. Your website is your opportunity to showcase your: • Brand / Philosophy • Content / Services • Work / Photo Gallery
your first impression Should exude the same image as your practice and your work As an aesthetic doctor, it should be beautiful! •Allows patients to find you •Convince patients to choose you Even if a patient is referred to you by a friend or another doctor, 75% will check you out online before making an appointment. 50% or more of your business should be a direct result of your website.
website development A website serves 2 purposes: •50% for people •50% for search engines When developing your website, it is key to create an aesthetically pleasing, informative site that is also SEO friendly.
people vs google People: Beautiful design User friendly layout Educational videos Interesting content Call to action Testimonials/success stories Before/After photos Search Engines: Keywords Interlinking Headlines Clean HTML code Onpage SEO Videos Images
choosing a website company Hire a company who not only builds websites but ALSO does SEO. When building a website, the foundation for your SEO campaign is set up simultaneously. •Wordpress •Server/Hosting •Ownership •Hidden fees
content is king A quality website provides users with the information they need to make an educated decision. •Highlight your main procedures •Promote specials or events •Post fresh content weekly •Encourage users to visit multiple pages by suggesting relevant content with “Next, learn about…” Must be 100% unique!!
call to action The ultimate goal of your website (and all marketing materials) is to get patients in the door. A strong call to action should be seen on every page of your website! •Phone number •Link to your contact form •Encourage patients to contact you •Make it easy for users with a “click-to-call” button
be mobile friendly With more and more people using smart phones and tablets to search the Internet, it is critical that your site work properly on all devices. A responsive design adjusts to make the website aesthetically pleasing and user-friendly on any size device.
niche websites Niche website / microsite is on one specialized topic If done correctly can be extremely effective – very high conversion rate • Not a small website (same size as your regular site) • Focused on one single topic – ie liposuction • Separate hosting account (doesn’t link back and forth to main site)
google analytics See how your website is doing – all you need is a gmail • Total traffic • Top content • Top landing pages • Referral sources (realself, yelp, facebook, etc) • % Mobile • Conversions
tips & tricks • Google alerts – for your name, practice name, procedures, competition • Don’t outsource your content to India • Write content for people, not for doctors • Every procedure/treatment should have its OWN page • Should receive at least 3,000 hits per month – top performing sites get 15,000/month+ • On-page time should be at least 1.50 seconds, over 2 minutes is ideal
search engine optimization Search engine optimization is the process of optimizing your website for search engine “crawlers” so that your site appears high on the list of Google search results. If you want to come up on the top of page 1 for ‘nashville fraxel expert’ you must be SEO optimized. • 75% of people never scroll past page 1 of search results • 75% of people only click on organic results (ie not paid ads)
search engine optimization
keyword research •You need to know what people are typing into Google so that your site ranks for the right keywords. •It's not about getting a high number of visitors to your website, it’s about getting the right visitors to your site. •Keyword research is then implemented into your content, onpage and off-page SEO strategies.
on-page seo Heading Photos Several components to a successful on-page SEO strategy: • Regularly publish unique content that utilizes specific keywords you want to rank for • Keyword-rich URL’s, title tags, and meta descriptions Links • Interlinking • Effective use of formatting (H1, H2, strong) • Videos Video and images
off-page seo Backlinks to your site are important in the eyes of the search engine to build your site’s credibility. A social media presence that is connected to your site also improves authority: • YouTube • Google+ • Facebook • Twitter, etc.
tips & tricks •Spend should be between $1,000-$3,000/month just for SEO •SEO without content or a good website is wasteful •Takes 3-6 months to see results •Should continue to improve over time even if you stop paying •Demand to see keyword ranking reports and link building reports on a monthly basis
pay-per-click advertising Google AdWords (most prevalent) • These are the ads that appear in the yellow box above organic search results or that appear on Google affiliate sites • You pay each time someone clicks on your ad and the cost varies depending on the competition for the particular keyword • It looks great to appear in the top 3 of Google ads and in the top of the organic search results. This brings credibility to your brand/practice
search network • The ads that appear in the yellow search results box • Very specific keyword and location targeting, which often results in a higher ROI • You set your bid and your ads compete against others for the top placements
well-written text ads are essential Good example: •Uses the exact keywords that the user searched (they appear in bold) •Keyword appears 4 times in ad: Heading, URL, Text, Extension •Utilizes sitelink & location extensions Bad example: •Only uses a variation of the keyword that was searched, not the exact term •No sitelink or location extensions •Doesn’t catch your attention
landing pages Ads should direct to a page 100% dedicated to the topic Unique specials can have their own landing pages just for PPC
display network • Ads that appear on Google affiliate sites • Can be text, image, or video • Less specific targeting, which generally means lower CTR • Less expensive • Good for brand recognition
tips & tricks • Because PPC ads cost per click, it is important to have a clearly defined, wellresearched strategy • Very specific, keyword focused ad groups • Hire a Google AdWords Certified Partner to set up and manage your PPC • CTR should be over 2% • CPC should be under $5
Is it working? Whatever you put into website marketing you want to get out in new patients, more procedures and ultimately gross profits • Google analytics - shows total traffic, onpage time, referral sources • Keyword ranking – show current ranking for your target keywords, and comparison to previous months • Email inquiry tracking – can be done using conversions in google analytics • Phone tracking – can you a unique phone number on your website, your PPC and other unique marketing campaigns Often times it takes multiple referral sources (friend tells them about you, then they check you out online, find you on yelp, then call)
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