1 / 12

ONLINE MARKETING AND WEBSITE ASSESSMENT

Explore the case study of Dr. Glicksman's website, learn about measuring website ROI, capturing and converting website traffic, and new trends in SEO. Discover the importance of websites in today's marketing landscape.

wgilbert
Download Presentation

ONLINE MARKETING AND WEBSITE ASSESSMENT

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ONLINE MARKETING AND WEBSITE ASSESSMENT Matt Moskowitz & Elmer Books

  2. Overview • Case Study • Website: www.drglicksman.com • Online Marketing Update • Measuring Website ROI • Capturing and Converting Website/On-line Traffic • New Trends in SEO – “Click and Stick” • Why Websites are Important

  3. Website Case Study – www.dRGLICKSMAN.COM • Dr. wants to maximize breast augmentation and non-surgical procedures in her area. • Overview • Break into 5 Groups and Whiteboard the TOP 7 opportunities for the practice – will present 2 opportunities – 20 minutes. • Each team present 2 opportunities - must be different – 20 minutes, each team 4 minutes. • Group Work • How to present the Website Assessment to the Client – 5 minutes • Discussion

  4. Measuring Website ROI Return Rates SEO, Local Market - High PCC, Social Media – Lower Return • Tracking Real ROI • Need to track all channels - PPC, Organic, RealSelf, Social Media, etc. • Software available to clients • www.MyMedLeads.com • Lease the software • Integrates w/Nextech and other practice management software • Much more comprehensive way to track leads Measuring Website ROI • Tracking Real ROI • Secure lead – real email from the client • Simple (manual) method • Save the lead • Track lead through consult/procedure • Tabulate the data yourself

  5. New trends in SEO Top 3 SEO --- Click and Stick – Sticky Pages • Keywords (procedural and geographical) • Content is King – great pages are sticky • “Rank Brain” – Google now employs machine learning to read and understand the content of each page(Artificial Intelligence). Becoming more and more technical (page speed, mobile friendly, etc.) • Depth of Coverage: great content and Structured Data • The best approach is still providing rich/holistic content Structure Data – www.schema.org • Source Code has structured data to help the search engines understand the content on the website – helps improve Google’s interpretation of your site

  6. Keyword - Targeted Page targets a single searcher intent (and associated keyword phrases) Primary keyword phrase is the first word of the title element Primary keyword phrase appears in page URL Content is logical & comprehensive, employing related terms/phrases Keyword phrases are highlighted with bold/italic/sizing/etc as appropriate Primary keywords are used prominently in the page headline Primary keyword is found in the body content 2X+ Secondary keywords appear in headline(s)/title/body as appropriate Images on the page employ descriptive, keyword-rich alt attributes Descriptive anchor text is used in links pointing to the page 1 2 3 4 5 6 7 8 9 10

  7. Text, images, & multimedia are remarkable Content quality stands apart from the crowd by a significant margin Page would be described by 80%+ of visitors as useful, high quality, & unique Uniquely Valuable Page provides authentic, obvious value beyond self-promotion of the host site/author Searchers who visit would be unlikely to go “back” from the page to choose a different result

  8. Capturing and converting website traffic • Move the website “Researcher” to a “Buyer” • 145 days – Aesthetic buyer may visit one of your channels 4 to 6 times prior to purchase. • 75 days for Medical Dermatology patient • Capturing the Buyer • Buyer is highly interested and has the $$$$. • Researcher – blog, newsletter, social media. • Inquiry at various levels – do you have the resources to communicate with the buyer in your channels? • Any contact is good – could be 4 to 6 times prior to purchase • Get off email ASAP and on the phone with the Buyer

  9. Why are Websites important? All marketing channels are linked to website – home base. Marketing causes the practice to get emails. • Blog, Newsletter, Social Media, etc. – are all channels being covered or the channels which match your “Brand” • Yelp and Google – Law Suite. • RealSelf – 100 answers to get Top Spot • 1 Doctor: 2 or 3 Channels • 3 or 4 Doctors: 4 or 5 Channels

  10. Consumers are attracted to videos that show the device in action, feature an actual patient's perspective, and show the results in under 3 minutes.

  11. Online Promotion Ladder

  12. Thank you! Questions?

More Related