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Marketing in an Online WorldStrategies Businesses Should Embrace

Marketing in an Online WorldStrategies Businesses Should Embrace

1. Explain how your goals should drive your marketing decisions

2. Identify Strategies to effectively market your practice

3. Give you an industry perspective

Presentation Goals

1. Founded in 2008 and based in Baltimore, MD

2. We specialize in executing internet marketing programs for our clients

3. We work with dentists, doctors and specialized service businesses

About Ads Next

Embrace the Online World

The idea that our ideal customers have access to the Internet and use it to make buying

decisions

So What is The Online World?

Understanding key statistics

Internet usage has grown astronomically since 1990

What does it mean to your dental practice?

Ads Next asked 100 people questions about using the internet and its role in finding a dentist

People Surveyed Were Limited to the Ideal Profile

Resided in middle to high income areas

42 Men and 58 Women

65 were married

All were between the Ages 19 to 72

89 had seen a dentist within the last two years

Ads Next Internet Study

Some Key Stats Included:Owns a computer- 94/100 (14% above the National Avg)

Uses the internet- 95/100

(17% above the national avg)

Uses search engines- 92/100 (16% above the national avg)

Hours Spent Per Week- 15 plus (national avg is about 13, Teens spend 31)

Bought something on Internet- 88/100

(14% above the national avg)

Internet Usage FindingsAmong the ideal profile, key internet usage stats rose well above national averages.

THE ONLINE WORLD

90% of IDEAL patients are using the internet every day

What Did We Learn?

Out of 100 People Surveyed:

81 said would visit a dentist’s website before they scheduled an appointment

82 said the web would be the best way to find a dentist other than a referral or insurance provider

79 said a dentist’s website would influence whether they would schedule an appointment

88 said they would use the website to locate the phone number of their current dentist

68 said they would “like” their dentist on Facebook

i

Dental Specific Findings

The internet was a strong factor in finding a new dentist

Over 80% of IDEAL patients will use the web to find a dentist

What Did We Learn?

Evolve the way you think about marketing

Look beyond traffic, rankings and leads and adapt your marketing program based on Revenue, New Patients and ROI.

Example

March 2012New Patients- 30New Patient Value-$6k (Est. between $2,500 and $50k)New Patient Revenue Value- $180,000.00Monthly Marketing Budget- $5,000.00ROI- $175,000.00

Your Goals Should Drive

Your Marketing Efforts

Step 1- Results Should Drive DecisionsFocus your efforts and investments on converting new ideal patients.

Example

Understand what Key Word rankings generate ideal patients

Annapolis Cosmetic Dentist- 25 New PatientsBaltimore Dentist- 2 New Patients

NOTE: If you rank on the first page for your practice’s primary searches, it may be time to work on other parts of your website. Broadening your market may negatively impact you in the long run

Step 2- Coordinate Marketing Efforts

Coordinating your marketing can help your entire approach become more effective

Effectiveness is Improved by:

Increasing the value of traditional adsIntroducing the target to entire practiceExpanding shorter messages in other adsImproving ability to capture qualified leadsIncreasing the visibility of your practiceAllowing you to track other advertisingDeveloping a more consistent brand

NOTE: Avoid putting all your eggs in one basket

Step 3- Develop a Program for Success If your goal is 30 patients per month, what do you have to do to get there?

Like Exercise, Success In Marketing Depends on:

PlanProgramMotivationCommitmentTimeResources

NOTE: Constantly track new patient and revenue numbers. You can do this automatically or manually. This will help you adapt.

Understand Google for better optimization

Google’s Mission Statement

“Google’s mission is to organize the world‘s information and make it universally accessible and useful.”

Quote from Co-Founder Larry Page

“The perfect search engine would understand exactly what you mean and give back exactly what you want.”

Understanding Google’s Results Page

Tying it Together For Strong Optimization

It’s Important to

Build a quality siteWrite clean codeRegister for your local listingTitle PagesDescribe PagesAsk Google to Index the SiteBuild Backlinks for popularityBUILD RELAVENT CONTENT TO YOUR TARGET SERVICES AND PATIENTS

Learn From Recognizable Corporations

What can your dental practice learn from Coca Cola and the worlds largest corporations?

Question:Describe an ideal website

Follow Corporate Marketing Trends

Large corporations have nearly unlimited marketing budgets to perfect their approach. A dental practice can benefit adapting some of their best practices.

Best Practices of Corporate Websites. :

Function over Animation Banners to create connectionTraditional Nav Calls to actionStrong user interactionStrategic use of videoClear branding

NOTE: 2006 saw a tremendous shift in website philosophy

The world’s most recognizable corporations

Notice the similarity in their approach as they try to connect with visitors.

Website Comparison

Compare two high ranking dental websites

http://flossdental.com http://www.lspindeldds.com/

Your website should reflect your business

Establish a connection with website visitors….

A website that reflects your practice separates you from your competition.

An Online Window to Your Dental Practice

A website that reflects the practice:

Feels like your practice

Is consistent with colors and logos

Communicates strengths

Reflects core values

Details Services

Establishes expertise

Showcases best work

Connects with potential patients

Question:How does your website Reflect your practice

Include Video, Work Examples and TestimonialsThese are the sections that your patients are most interested in because they can identify with them

Without good content, who are you?

Content is essential for turning your website in to a lead machine.

The Benefits of Content

Optimal Search Engine RankingsProvides detailed informationDifferentiates you from othersEstablishes credibilityBuilds a connection

Sites that effectively reflect a practice

1. Embrace the Online World

2. Evolve the way you think

3. Improve SEO by Understanding Google

4. Learn from Corporations

5. Make your site reflect your practice

Strategies Recap

www.adsnext.com

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