Download - Trends and tips 2013
Strategies, Tips, and Results
Web Trends: 2013
Bill Fukui
Web Trends: 2013
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Consumer Interest TrendsGoogle Search – Plastic Surgery
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Consumer Interest TrendsBreast Augmentation
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Consumer Interest TrendsLiposuction
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Consumer Interest TrendsTummy Tuck
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Consumer Interest TrendsFacelift
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Consumer Interest TrendsPlastic Surgeon Reviews
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•More Educated •More Savvy•Better Technology•More Resources•More Mobile
Consumer Trends
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Consumer Trends
•More Sophisticated•“Bigger” Image•“Bigger Websites (pages)”•More “Engaging”•More Lead-Focused•“Mobilized”
Website Trends
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Standard vs. Mobile Site
Responsive Design vs. Separate Mobile Site
• Responsive designs and dynamic display applies to all pages of your websites, not just a handful of pages, like an abbreviated mobile website.
• As more smartphones and tablet browser options increases, you only need one design to accommodate them all.
• Last but not least, Google appears to prefer responsive websites.
What Is A Responsive Design?
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Social Media Trends
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Competition•More Plastic Surgeon Websites•More Pages on Plastic Surgery•Competition Increasing•Costs Of Internet Marketing
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Competition
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•Consumer Interest Maintained• Increase in mature audiences•Need to compare surgeons•Mobile increasingly important•Social Media Not Dominant . . . yet!•Costs Rising
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Conclusions:
Starts With Self-evaluation
•Our People
•Our Protocols
•Our Resources
•Our Messaging
•Our Calls-to-action
•Our Tactics
Tip #1:
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Tip #2:
Patient-Centric Thinking
It really is not about you!
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Improving Your Website Conversions
(Traffic into leads)
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Avoid Dead-End Pages!
Anticipate “Next Step” Actions and Links
Tip #3:
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Today’s Website:Needs To Do A Lot More!
Graphic Action ItemsCalls-to-action – Try different ones – free,
instant, quick, convenient
Tip #4:
Contact Forms
•On Every Page•Stand Out•Limited Form Fields•Phone Number•Rapport-Building
Tip #5:
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Use Real PhotosAnd Personal EngagementLowers
Bounce Rate
Tip #6:
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Video• Educational• Rapport-building
• SEO Value
Tip #7:
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• Highly Trafficked Page/Section• Not About Ego, It’s About Rapport-
Marketing, Relationship-Selling• People Choose To Do Business With People
and Practices They Like, Know, Trust, etc.
Don’t Forget “About Us”
Tip #8:
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Post Search Activities
Local Post-Search Activities
Contact Business Online
11%Contact Business by Telephone
46%
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Focus on Telephone Calls!Online users are not only willing . . .
. . . Your team is better at converting them!
• Hotline/Quick Call
• Frequency – 3 times per page
• Include phone in ALL C-T-As
• Phone on All contact forms
Tip #9:
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Instant/Live Chat
Tip #10:
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Track and Test
• Heat Map Testing• Call Tracking• Email Tracking
Tip #11:
Tips To Improve Your SEO
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Re-visit How Prospects SearchKeyword Phrases
Tip #12:
•Quality Traffic, Not Just Quantity•Prioritize
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•Tools Google Keyword Planner SEO Moz Raven Tools Free Services
http://tools.seobook.com/keyword-tools/seobook/ (SEO BOOK)
http://www.wordtracker.com/ (Wordtracker) http://www.bing.com/toolbox/keywords (Bing)
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• Google Doesn’t Just Index WebsitesPagesProfilesBusiness ListingsVideosImages/PDFs, etc.
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• Focus – 1 or 2 keyword phrases/page
Tip #13:
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• Hierarchical Strategy
Main Target Pages vs. Support Pages
Avoid Cannibalizing Keyword Phrases
Tip #14:
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• Hierarchical Strategy
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Main Target Page
Tip #15:
• How To Promote Main Target Pages Internal Linking External Linking
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Tip #16:
• How To Promote Main Target Pages Social Media Promotion
- Social Sharing- Email!!- Drive Traffic- Rel=Author, Rel=Publisher
Tip #19:Tip #18:Tip #17:
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Check Your Backlinks
Tip #20:
• Using a tool like www.alex.com will help to see who’s linking to your website.
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It’s About Better Content•Blogging
(4-8+ times/mo.)
•New Pages
(1 time/2 mo. – 2/mo.)
Tip #21:
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Tip #22:
Google+ Local Optimization
•Claim all and Optimize
•NAP Citations – Local Sources
•Google Maps
•Reviews and Ratings
Tip #23:
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Better Follow up = Higher ROI!
(Intake and Follow Up Conversions)
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It’s not how many shots you take . . .
. . . It’s how many you make!
36-for-63 from the field (57%)
28-for-32 (89%)
Follow up-SalesHarvard Business School
Research2,000 companies Web-generated leads
1.25 Million Sales leads (70% B2C leads)
-37% responded within an hour
-16% responded within 1-24 hours
-24 % took more than 24 hours
-23% never responded at all
-Avg. response time was 42 hours
More Important: How Quickly Online Leads Grow Cold
• Responded in less than an hour = 7 times more likely to qualify lead (meaningful conversation with key decision-maker) than those even just an hour later.
• 60 times more likely than those that waited 24 hours or longer.
Establish a more effective response goal
Tip #24:
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Strategic Email Follow Up• LINKS!!! - Target Website Pages
• Examples: Financing, How To Compare, Safety, Questions You Need To Ask, About Your Consultation, What To Expect, About Your Surgeon (ALWAYS).
• Printable Pages-Direct them to PRINT
• Once is NOT ENOUGH
Database Marketing/ Lead Nuturing Programs MyMedLeads.com, DoctorBase.com
Tip #25+
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Web Trends 2013:Strategies, Tips, and Results
Take the Page 1 Challenge !
Bill Fukui800-916-3886
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