Learn the top 10 online marketing tips to make sure new patients can find your practice online and how your website can convince these patients to choose you. This presentation by Search Influence CEO Will Scott is designed to walk attendees through 10 practical steps aimed at maximizing your website and social media to elevate your dental office’s online presence. These insider tips will help to attract new patients—even for elective services such as cosmetic dentistry. - Dental SEO: Attracting new patients using search engine optimization strategies (3 easy steps) - Content marketing 101: How your website can win over potential patients (3 easy steps) - Social media tips and tricks to engage current patients and attract new ones (2 winning strategies) - Dr. Google: Optimizing your online doctor profile to increase patient leads (1 easy step) - Seeing is believing: Using before-and-after galleries and patient testimonials to attract new visitors to your website (1 winning strategy) Find more tips on medical online marketing on our blog: http://www.searchinfluence.com/category/medical-industry/

1. DR. GOOGLE
10 steps to attract new patients with your website & social media

2. ABOUT SEARCH INFLUENCE
● 85 full-time employees
● 100 contract writers
● 25 “white-label” partners
● More than 700 clients
● 2014 Best Places to Work
● 2012 & 2013 Inc. 5000 honoree
● 2011 Inc. 500 honoree
● Recognized leader in search and social for local business

3. COURSE OBJECTIVES
● Why online marketing? What makes a great website?
● Dental SEO | 3 EASY STEPS
● Seeing is believing | 1 WINNING STRATEGY
● 15-minute break

4. COURSE OBJECTIVES
● Dr. Google and online reviews | 1 WINNING STRATEGY
● Content marketing 101 | 3 EASY STEPS
● Social media tips and tricks | 2 EASY STEPS

5. WHY ONLINE
MARKETING?

6. 60%
of all organic clicks go to the
organic top 3 search results.
WHY ONLINE MARKETING?

7. 75% 56% 40%
of Americans
use search
engines on a
regular basis
of Americans
use search
engines
every day
of searches
are for local
businesses
and services

8. 62%
of smartphone owners used their phone to
search for information about a health condition,
according to the Pew Research Center.
PATIENTS ARE LOOKING
FOR YOU ONLINE

9. YOUR WEBSITE = YOUR DIGITAL ID

10. WHAT MAKES A
GREAT WEBSITE?

11. WEBSITE EXPECTATIONS
Website Owner
● Cool, wow factor
● Pride, opinion
● Marketing jargon
● Lots of traffic
Website Visitor
● Helpful, easy, intuitive
● Professional, trustworthy
● Practical, utility, accessible
● Just help me

12. IT’S ALL ABOUT YOUR USER
● Clear navigation options and labels
● Calls to action / next steps
● Clear headings and content structure
● Contact info right up top (& bottom)
● Usable on all device types

13. WEBSITE TIP
Compile the
top 10 questions
you or your staff are
asked. Does your
website answer
all 10?

14. WEBSITE DESIGN
● Quality of design for most is an opinion, stick to facts
● Your web design should enable, not get in the way
● Professional, clean and makes a great first impression
● Clean navigation, good font sizes, structure
● Spacing is ALWAYS your friend–let your content breathe,
don’t have text touching photos
● Crop and compress photos correctly

15. WEBSITE TECHNOLOGY
● CMS: Wordpress is a strong choice for SMBs due to cost,
features and search engine friendliness
● Others exist: Concrete5, Joomla, Squarespace
● Accessible to Google and Bing
● Responsive web design: all devices

16. SHARK ATTACK!
51 percent of small businesses have websites, but
many are not built for success.
CUSTOMERS CAN’T FIND WHAT THEY’RE LOOKING FOR

17. WHAT IS SEARCH
ENGINE OPTIMIZATION?
Search engine optimization, or SEO, is the process of influencing a
website’s visibility in a search engine’s search results.
Why is search engine optimization so important?
In 1998 when Google was first launched, there were 500,000 searches
per day. Now, there are more than 2 million Google searches every
second.

18. SEARCH ENGINES
FIND STUFF BEFORE YOU DO
Engines crawl to find Web sites and webpages, moving from link to link.

19. SEARCH ENGINES READ WEBPAGES
Webpage text is “read” and other page elements are factored in to
determine what EACH page is about.

20. HOW IT WORKS
The engines bring your data back to their servers and store it in a giant
library called an “index.”
It is ALREADY applied the search engine’s algorithm to rank your site /
page / content.

21. HOW IT WORKS
When a user does a search, the engine looks into its library to find and
display the BEST, most authoritative resources.

22. DENTAL SEO
3 steps for your dental practice

23. STEP 1
CHECK YOUR WEBSITE

24. SHARK ATTACK!
● Sign #1 Your website pages have no title tags.
● Sign #2 Your website pages have no meta
descriptions.
● Sign #3 There’s no call to action.
● Sign #4 Your website is harboring broken links.
● Sign #5 Ideal topics and keywords are not
reflected.
5 SIGNS YOUR WEBSITE IS LOST OUT TO SEA

25. SIGN #1 YOUR WEBSITE PAGES
HAVE NO TITLE TAGS

26. SIGN #2 YOUR WEBSITE PAGES
HAVE NO META DESCRIPTIONS

27. SIGN #3 THERE’S NO
CALL TO ACTION

28. SIGN #4 YOUR WEBSITE IS
HARBORING BROKEN LINKS

29. SIGN #5 IDEAL TOPICS &
KEYWORDS ARE NOT REFLECTED
● Title tags
● Meta descriptions
● On-page headings
● On-site content

30. WEBSITE HEALTH CHECK #1

31. WEBSITE
HEALTH
CHECK #1

32. WEBSITE
HEALTH
CHECK #1

33. WEBSITE HEALTH CHECK #2

34. WEBSITE
HEALTH
CHECK #2

35. WEBSITE
HEALTH
CHECK #2

36. WEBSITE HEALTH CHECK #3

37. STEP 2
BECOME A BARNACLE

38. OPTIMIZE LISTINGS
● Yelp,
● Angie’s List,
● Yellow Pages,
● White Pages,
● Foursquare,
● Google+,
● Avvo (for lawyers),
● HealthGrades and
● even TripAdvisor.

39. WHY ONLINE
DIRECTORIES?
These trusted directories provide
customers information that can’t be found
as quickly on a their’ website.
The directories are tuned to what users
need when they’re mobile.

40. OWNING THE TOP
OF THE PAGE
“Dentists in Miami” top organic Google
search results:
● Yellow Pages
● Yelp
● Whitepages
● Angie’s List

41. CONSISTENT NAP
Your name, address and phone number should be in each of these places:
● Website
● Social media pages
● Business directories
The number of business directory listings is important, but consistency is
MORE important.

42. ANATOMY
OF A NAP

43. YOUR LOCAL SEARCH FINGERPRINT

44. STEP 3
GET MOBILE FRIENDLY

45. 46%
admitted they can’t live without their smartphones,
according to the Pew Research Center.
SMARTPHONE ADDICTION

46. 97% 90% 80%
of those ages
18 to 29 use
smartphones
for Internet
use
of those ages
30 to 49 use
smartphones
for Internet
use
of those ages
50+ use their
smartphone
for getting
online
ages
18-29
ages
30-49
ages
50+

47. MOBILE-FRIENDLY WEBSITE TEST
Check your website using Google’s handy mobile friendly test:
https://www.google.com/webmasters/tools/mobile-friendly/

48. MOBILE = LOCAL
● Google “near me” searches have
increased 34 times since 2011
● Google “near me” searches have
doubled since last year.
● 80% of “near me” searches occur on
mobile devices.

49. RECAP
● STEP 1 Check your website
● STEP 2: Become a barnacle
● STEP 3: Get mobile friendly

50. ANY
QUESTIONS?

51. SEEING IS BELIEVING
1 winning strategy

52. IMAGES ARE THE NEW HEADLINES

53. WHY VISUAL CONTENT?
Visual language:
● Aids in decision-making
● More persuasive
● Leaves longer impression

54. 60%
of consumers are more likely to consider or contact
a business that has an image show up in local search results.
IMAGES MAKE
YOUR BUSINESS STAND OUT

55. 37%
say images grab their attention and, as a result,
they give that business more consideration.
IMAGES GRAB ATTENTION

56. ONE
BEFORE-AND-AFTER GALLERIES
STRATEGY

58. TOP VIEWED
The smile gallery is the second most -viewed
page on the entire website, only behind the homepage.
CASE STUDY: DENTIST IN MI

59. 770%
increase in visits to the Smile
Gallery since the practice has
been a client with Search
Influence
CASE STUDY: DENTIST IN CA

60. RECAP
● Images are the new headlines.
● Images make your business stand
out.
● ONE STRATEGY: Before-and-after
galleries

61. ANY
QUESTIONS?

62. 15-MINUTE BREAK

63. ONLINE REVIEWS
1 winning strategy

64. 70% 57%
of Americans look
to review sites
before making a
major purchase
review
sites
social
media
say they also
seek out
recommendations
on social media.

65. DR. GOOGLE
TRUST HIM. HE’S A DENTIST.
13%
of consumers considered dentists via
ratings and reviews sites, according
to the Local Search Association.

66. TOP REVIEW SITES
● Yelp
● Healthgrades
● Angies List
● Google +
● Facebook

67. 142M 2.1M
average monthly
unique visitors
on Yelp
claimed local
businesses on Yelp

68. 1M+
per day use
Healthgrades

69. 3M+
members on
Angie’s List

70. GOOGLE+

71. FACEBOOK

72. 1 2 3
Google Facebook Yelp
MOST POPULAR REVIEW SITES

73. Majority
female
reviewers
Majority
male
reviewers
GENDER DIFFERENCES
FACEBOOK YELP

74. CASE STUDY: DR. WARNOCK
100+
Five-star reviews in
just five months.
These reviews are now
featured on Warnock’s website
to showcase to potential
patients.

75. CASE STUDY: DR. WARNOCK
57
Positive reviews on
Healthgrades.com
Through this outreach, several
patients also decided to leave
outstanding online reviews on
other top online review
websites.

76. CASE STUDY: DR. WARNOCK
23%
increase in organic
website traffic during
the period when
online reviews were
posted
Those positive reviews may
have translated to potential
patients visiting his website as
evidenced by an increase in
traffic.

77. ONE
ASK. RESPOND. POST.
STRATEGY

78. ASK FOR REVIEWS

79. RESPOND TO NEGATIVE REVIEWS

80. POST
POSITIVE
REVIEWS

81. RECAP
● 70% look to review sites before purchase.
● Top review sites for you are:
○ Yelp
○ Healthgrades
○ Angies List
○ Google +
○ Facebook
● ONE WINNING STRATEGY: Ask, respond, post, repeat.

82. ANY
QUESTIONS?

83. CONTENT
MARKETING 101
3 steps to make the most of custom content

84. A marketing technique of creating and distributing valuable,
relevant and consistent content to attract and acquire
a clearly defined audience with the objective of
driving profitable customer action.
WHAT IS
CONTENT MARKETING?

85. 90% 80%
of all organizations
use content in
marketing efforts
believe custom
content should be
the focus of
marketing efforts

86. WHAT’S THE POINT?
88%
88%
87%
Customer retention/loyalty
Engagement
Brand awareness

87. WHAT’S THE POINT?
77%Sales
69%Customer evangelism
69%Lead generation
61%Lead nurturing
50%Upsell/cross-sell

88. TYPES OF CONTENT
● Photos and other images
● Videos
● Product or service descriptions
● Blogs
● White papers, guides and ebooks
● Press releases
● Social media posts

89. STEP 1
CREATE CONTENT

90. CONTENT TAKES MANY FORMS

91. 50%
of all Facebook posts are
made up of photos
GO VISUAL

92. GO INFORMATIONAL

93. 12% 800%
Publishers who use
infographics grow website
traffic 12 percent faster
than those with no
infographics.
The popularity of
infographics has surged in
recent years—increasing by
800 percent from
2010 to 2012
FASTER SURGE

94. 13X
increase in ROI, year after year
START A BLOG

95. 82%
of marketers who blog daily
gained customers using their blog
START A BLOG

96. SHARK ATTACK!
● 48% of moms with kids under 13-years-old
are using social media in the car.
● Half of adults ages 25-34 use social media
at work.
● 44% of young adults ages 25-34 social
network around the restaurant table.
● Young adults ages 18-24 are twice as likely
to use social media in the bathroom.
4 REASONS YOUR CUSTOMERS ARE DISTRACTED

97. STEP 2
START A CONVERSATION

98. START A CONVERSATION

99. 2M 80%
active
advertisers on
Facebook (and
most are small
businesses)
of Facebook’s
new advertisers
started by
paying for
promoted posts
a day is the
average spent
by small
businesses on
Facebook
$5-$50

100. PAY TO PLAY

101. DOES IT
WORK?

102. STEP 3
MAKE THE CONVERSION

103. MAKE THE CONVERSION

104. MAKE THE CONVERSION

105. RECAP
● Number one goal of content marketing: customer
retention/loyalty
● STEP 1: Create content
○ Go visual.
○ Go informational.
○ Start a blog.
● STEP 2: Start a conversation
● STEP 3: Make the conversion

106. ANY
QUESTIONS?

107. SOCIAL MEDIA
TIPS & TRICKS
2 steps to making time for social media

108. 25%
of businesses say social media is the
most effective channel for keeping customers
KEEP CUSTOMERS

109. 74%
of online adults use
social networking sites
PATIENTS ARE ON SOCIAL MEDIA

110. 71% 28% 28%
of online
adults use
Facebook
of online
adults use
LinkedIn
of online
adults use
Pinterest

111. 26% 23%
of online
adults use
Instagram
of online
adults use
Twitter

112. WHAT SOCIAL MEDIA CHANNELS
ATTRACT YOUR PATIENTS?
Defining your target market:
● Do your customers fall into a certain income class?
● Are your services specifically for men or women?
● What is your typical customer’s age?
● Married? Family? Who makes the purchasing decisions?

113. WHAT SOCIAL MEDIA CHANNELS
ATTRACT YOUR PATIENTS?
Defining what makes your customers tick:
● What are your customers likes & dislikes?
● What types of television shows do they watch?
● What are their values? What lifestyle do they lead?

114. WHAT SOCIAL MEDIA CHANNELS
ATTRACT YOUR PATIENTS?
● Facebook’s audience skews younger.
● Twitter is primarily a news source for its users.
● Pinterest is great for family or parenting content.
● Instagram’s audience is primarily female ages 18-44.

115. FACEBOOK
Facebook still skews significantly female.
Facebook is still the top used social network for U.S. teens.

116. INSTAGRAM
While it’s not the top used among U.S. teens,
it is the most prestigious. U.S. teens describe Instagram as
“the most IMPORTANT” social network.

117. LINKEDIN
LinkedIn is more popular than Twitter among U.S. adults.

118. TWITTER
Twitter’s users are majority male.

119. YOUTUBE
YouTube reaches more adults
ages 18 to 24 than any single TV network.

120. STEP 1
MAKE A SOCIAL MEDIA PLAN

121. SOCIAL MEDIA GOALS
● What types of content will you post and how often?
● Who will create the content?
● Go beyond likes & retweets by focusing on leads.
● Sentiment or website traffic generated.

122. SOCIAL MEDIA AUDIT
● What social media networks are you on?
● Who is connecting with you via these social networks?
● How does your social media presence compare to your
competitors?

123. CREATE & IMPROVE
● If you’re not already on your target social media
networks, it’s time to open an account.
● If you’re on your target social media networks, refine &
update them.

124. STEP 2
PUT IT ON THE CALENDAR

125. FACEBOOK
Post between 1-4 p.m.
Peak time is Wednesday at 3 p.m.
Limit posts on Facebook to once per day.

126. LINKEDIN
Best days to post are Tuesdays – Thursdays.
Peak times are noon and 5-6 p.m.
Worst times to post on LinkedIn are
Mondays and Fridays 10 p.m. to 6 a.m.

127. TWITTER
Good times to post are
Mondays through Thursdays from 1-3 p.m.
Worst times to post are
any day after 8 p.m. and Fridays after 3 p.m.

128. FACEBOOK SCHEDULER

129. THERE’S ALSO HOOTSUITE

130. A LITTLE EXTRA
TRACK YOURSELF

131. SOCIAL MENTION

132. TOPSY

133. ARE YOU INFLUENTIAL?

134. RECAP
● 74% of online adults use social
networking sites.
● STEP 1: Make a social media plan
○ Set goals.
○ Audit your social media.
○ Create and improve.
● STEP 2: Put it on the calendar

135. ANY
QUESTIONS?