aesthetics 360 web strategy webinar

Making Your Website Work!

Using WEB 2.0 with Internet Marketing

Today’s Topics• Why use the Internet for medical marketing?• Setting up your base station • The Internet Marketing Road Map• Understanding SEO• The 3C’s of SEO• Paid Search into Local Search• Lead tracking databases and web leads forums• Using Google Analytics

Are people ignoring your advertising

interrupt and researching on the

web…

Paradigm Shift

“31% of total U.S. Internet users or 55.3 million U.S.

Internet users visited a health information website during

each month of the first quarter of 2007.”

Pew Internet & American Life

So if they are researching on the web and looking for

you…

Why do we spend more marketing dollars on OLD

media?

Food 4 Thought• The customer is your new ad agency (Jeff Jarvis)• What has UGC and social media told us?• If you cannot be found on Internet? Are you findable?• How much would a conservative paid search campaign cost? • Have you tried utilizing the power of happy patients• Is your website good enough to convert leads• How do you hire an SEO company?• Have you implemented any WEB 2.0 concepts?

Setting Up Your Base Station

The Foundation•Engage patients with an experience - use web 2.0 elements•Develop a aesthetically pleasing design/ WOW!•Develop appropriate call to action •Use self tests or goals assessments•Have lead collection database on backend•Use intuitive navigation (symptom based)•Minimalist design is popular and helps with navigation•Use a search website feature•Have visible phone number•Put effort into testimonials section (people care)•Use before and after gallery where applicable

WEB 2.0 Examples• User Participation Systems• Website blogs• Self-evaluation tests and surveys• Search functionality built into the website• Robust video player modules for patient education • Use of software applications• Use of database software and lead tracking• Minimalist design

Have you ever used a goals assessment

test on your website?

Internet MarketingROAD MAP

What Percentage of Your Marketing

Budget Is based On Internet Marketing?

Search Engine Optimization

Search Engine Optimization (SEO) is the science of making adjustments and modifications to a website in order to make the site rank higher for particular search terms on specific search engines with the ultimate purpose of increasing traffic to the website. Each search engine uses complex algorithms to analyze these variables. Accomplishing your goals with search ranking can be very challenging without the help of experienced professionals.

SEO is a process NOT a project

The 3 C’s of SEO• Code• Content• Connectivity

Content• Do not use duplicate content• Over 30% duplicate content flags get raised• Develop a blend of consumer based content/tech• The more robust the content the better• Do not over use keywords • Interlink with other pages on the website• Prepare SEO according to page • Avoid keyword stuffing in title tags• Callouts work!

Connections• Seek relevant links• List in search directories (Yahoo)• Use a professional when buying links• Not all links are equal• Avoid the “NO FOLLOW” tag type link partners• Internet yellow pages (It’s the link that helps!)• Avoid Link Farms• Negotiate with LOCAL media• Buy links from trusted sources if necessary • Avoid too much outbound linking• Understanding reciprocal links (What is this?)

What NOT to do!

Paid Search• Typically produces ROI if managed correctly• Using landing pages vs. proxy sites• Leads VS. Clicks Issue• Routing Leads into backend system to measure• Computing cost per lead• Using geo-targeting by zip code•

Social Search• Low cost for set up • Requires resources to update• Established click thru value from facebook • Enables demographic and geo-targeting • Bounce rate to website typically very high• Excellent method of building a testimonial community• Ultimately, you get what you put in.

Do You Personal Have A Twitter

Page?

Does Your Practice Have A Twitter Page?

IM Suggestions• Obtain solid organic search results• Engage in conservative and geotargeted paid search• Consider demographic banner advertising• consider directory websites w/ real links• Local Search - Internet yellow pages• WEB video projects• Social Search (Facebook. Twitter)• Register for web directories• Work with local media on link building

Contact Me207.878.5900

michael@aesthetics360.com