7. Convert Search Engine Exposure
Pay-Per-Click Advertising - Convert More PPC
Today’s Website:
Needs To Do A Lot More!
8. PPC Conversions – Exposure Into Clicks!
Keyword Research – Bidding
• Open-ended Keyword Phrases
• Geo-targeted/Local Search
• Exact-Match vs. Broad Match
• Not Just About Traffic (in most cases)
• Keyword Psychology – “Surgeon/Doctor” “Cost”
10. Conversion Tracking
Key Performance Indicators (KPI) to go beyond
clicks and costs.
Track your Goal Conversions!
•Should be limited to the thank you, or
confirmation page after checkout, form
submissions, etc.
12. Other SE Conversion Considerations
Pay Per Call
http://www.google.com/ads/innovations/bidpercall.html
(CPP-cost per phone call) Requires use of a Google forwarding number
SEO
Convert Organic Searches, 1st-page exposure, top-page exposure, Google Places when displayed.
DESCRIPTIONS – NEED TO BE CUSTOM PER PAGE
Google Marketing Webinars
http://www.google.com/ads/experienced/webinars.html
19. Don’t Forget “About Us”
• Highly Trafficked Page/Section
• Not About Ego, It’s About Rapport-
Marketing, Relationship-Selling
• People Choose To Business With People
and Practices They Like, Know, Trust, etc.
20. Post Search Activities
Local Post-Search Activities
Contact Business Online
11%
Contact Business by Telephone
46%
21. Focus on Telephone Calls!
Online users are not only willing . . .
. . . Your staff is better at converting
them!
• Hotline/Quick Call
• Frequency – 3 times per page
• Include phone in ALL C-T-As and contact forms
22. Instant Chat
Today’s Website:
Needs To Do A Lot More!
24. Mobile Website
•82 percent of Smartphone users research
and read the news through their phone
•81 percent browse the Internet
•77 percent use search engines
(Google Research)
As much as 20 percent of visitors are
viewing your website in a mobile browser
•Focus on Phone Calls
•Thumb-friendly
•Max 7
•85% of Smartphone users email through
mobile device
25.
26. Conversions Through The
Sales Process
Assume- they are shopping/comparing – you are not
the only practice they have called/emailed!
Stand Out! “Connect” with Visitor
27. Follow up-Sales
Harvard Business School Research
2011 – over 2,000 companiesWeb-generated leads
-37% responded within an hour
-16% responded within 1-24 hours
-24 % took more than 24 hours
-23% never responded at all
Today’s Website:
-Avg. response time was 42 hours
Needs To Do A Lot More!
28. More Important:
How Quickly Online Leads Grow Cold
1.25 Million Sales leads (70% B2C leads)
•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.
Today’s Website:
Needs To Do A Lot More!
29. Strategic Email Follow Up
•LINKS!!! - Target Website Pages
•Examples: Financing, How To Compare, Safety,
Questions You Need To Ask, Your Consultation -What
To Expect, About Your Surgeon (ALWAYS).
•Printable Pages-Direct them to PRINT
•Once is NOT ENOUGH
Programs
Today’s Website:
Database Marketing/ Lead Nuturing
MyMedLeads.com, DoctorBase.com
Needs To Do A Lot More!
30. Strategic Email Follow Up
•Positive Reviews and Ratings – Powerful Conversion Tool
•Keep in mind, many of your follow up emails are going to
Smartphones! – Great Opportunity to Convert Emails into
phone calls!
31. Secret Shopping
“I am interested in lasik surgery. I have
astigmatism too. How much do you charge for
lasik surgery?”
32. Thanks for considering my practice for your lasik
procedure. We charge between $1000 and $1400 per eye.
This covers all pre and post op visits and a lifetime
warranty. Go back to my web site for more information
and then call the office for the free consultation
appointment. We can meet and see if lasik is right for you.
Thanks for your time, Dr. Brand
30 min.
33. Hello Gary:
Thank you very much for reviewing our website. The cost of
Lasik varies between $4000 to $6200 depending on
procedure performed. Please feel free to make an
appointment for a free Lasik consultation and discuss with
eye surgeon Sanjay N. Rao, MD what procedure would
best suit you.
Thank you.
Ernesto Carrasco
45 min.
Lakeside eye Clinic
O: 312-553-1818
www.lakesideeyeclinic.com
34. Our LASIK fees range from $4260 to $4660. The fee
includes the evaluation, bilateral surgery, 1 year of
follow up visits, and an enhancement if needed
within the year.
May I schedule your appointment with Dr. James
Katz?
Thank You,
3 hours
Andrea
The Midwest Center For Sight
35. Hi Gary,
Thank you for your email. Our pricing for Laser Vision Correction varies
depending on the type of procedure you have. We determine what procedure
is safest for your eyes based on Dr. Kraff's recommendation at the initial
consult. Without that information I can give you a range of price; the cost
can go from $2800-$3200 per eye (before pricing adjustment based on vision
insurance, how you heard about us, your employer, etc.). If you have any
other questions or would like to schedule a consultation, please give us a
call at 312-338-1234.
Warmest regards,
Sarah Stradone
Refractive Counselor
Kraff Eye Institute 7 Days
25 E Washington St, Suite 606
Chicago, IL 60602
www.kraffeye.com
312-338-1234
36. Hi Gary,
We would be happy to see you for a free lasik consultation. For a
limited time we are offering a special for our Custom/Bladeless
Lasik procedure. 3495.00 for both eyes.
Please let me know your availability, our next appointment is
Wednesday 3-21st, I have a 12;00pm or a 3:00pm.
Looking forward to your reply,
Joyce Wolter
4 hours
Sloane Vision Center
1301 W. 22nd St
Suite 305
Oak Brook, IL 60523
630.368.6100
37. Hi Gary:
My best price is $3790 for both eyes for custom,
wavefront, intralase lasik.
Please let us know if you are interested.
Sincerely,
Stuart Sondheimer, M.D.
9150 Crawford Avenue 35 min.
Suite 201
Skokie, IL 60076
847.677.2794
38. Dear Gary, Second Follow Up
Thank you so much for contacting Dr. Stuart P. Sondheimer regarding
your
interest in a Lasik eye procedure. I invite you to contact our office to
discuss Lasik and schedule you for a free consultation. If you are just
interested in price for lasik, we are offering a discounted price now of
$3790 for both eyes.
The office staff can be reached Monday - Friday, 9:00 a.m. to
5:00 p.m. at 847-677-2794.
Looking forward to seeing you.
Sincerely,
60 min.
Marcia
Patient Advisor
39. Hi Gary, Third Follow Up
We wanted to touch base and see if this was a better time
to schedule your lasik consultation.
Please let me know your availability, and we will do our
best to work within your schedule.
Looking forward to your reply,
Joyce Wolter
Sloane Vision Center
1301 W. 22nd St
3 Weeks
Suite 305
Oak Brook, IL 60523
630.368.6100
It’s not competitors stealing your business. Their advertising, their marketing, their pricing . . .
There have been major changes in the Web, yet we still implement the same way we did when we built our first website! If we don’t make a conscious effort to improve, how can we expect anything more than we are currently getting?
Can’t evaluate these things in a vacuum. They need to developed in a dynamically changing environment. The most important change you need to focus on is not technology, or Google (although it is very important!). Actually, the most important change that you must consistently stay on top if is your PROSPECTS!