managing online presence

MANAGING YOUR ONLINE PRESENCEChiropractic ClinicsBy Ralf Klenke, WSI - Canada

• 20+ Years of Marketing Experience• Degree in Marketing and Foreign Trade

from Germany (FH Bielefeld) and Canada (UofM)

• 15 years experience in Service Industry• 15 Years in Manufacturing Industry• Certified WSI Consultant since 2005• National WSI License• Member of WSI Presidents Club• Presenter at WSI Worldwide Digital

Marketing Convention in Las Vegas• Inbound Marketing Certified

About Ralf Klenke

Ralf KlenkeAdvanced Internet Marketing Consultant Digital Marketing Strategist

Over 1200 offices in over 80 countries !

March 6th 2008francois@wsiuniquewebdesign.co.za

World Leader in Digital Marketing Largest Digital Marketing Services Provider

in the World Over 1200 Digital Consultants worldwide Head Office in Toronto, Ontario

Our Corporate Partners

Award Winning Work

Your Digital Guide Book

• Digital Minds –

by WSI’s Digital Consultants

• 5 Star Rating with Amazon

Why Is your digital presence important?

The Internet is Still in its Infancy

“The Internet will grow more in the next 5 years than it has in the last 25 years combined!”

Ray Kurzweil

Raymond "Ray" Kurzweil is an American author, computer scientist, inventor and futurist. Aside from futurology, he is involved in fields such as optical character recognition, text-to-speech synthesis, ...

Forget about “The Big Ones”

“75% of the digital economy is delivered by traditional companies in traditional industries”

5 Years From NowToday *

Your Clients are being Digitized& the pace is increasing

10 Years Ago

...and so is Your Businessbecoming digitized every day

Online Credibility

Customer communication

Manage Reputation

Lead Generation

5 Years From NowToday 10 Years Ago

Preferred Communication Changingare you ready to change?

Understanding the Landscape

In 2014

Duplicate Your Real World OnlineWe have to change the way we do business?

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

•LinkedIn•Facebook•Twitter•Email marketing (permission based)

How do you get your business today?

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

•LinkedIn•Facebook•Twitter•Email marketing

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

•PPC•SEO•Email marketing with bought list

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

•PPC•SEO•Free Classifieds

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

•Video•Photo•LinkedIn•Facebook•Slideshare.net

WIN Digital Minds Book

What are 2 online equivalents to Networking?

Facebook, Linked In,

Twitter,Instagram

Your WEBSITE – Destination of all your marketing.

Digital Marketing Sales Process

WEBSITE

Double your Success

1000 Visitors500 Interested

100 Engaged

20 Motivated

5 Contacts

Traffic Conversion Architecture

Process of Conversion – Stage 1

4.5 Seconds

First Impression – unconscious professional, cheap, sphisticated , expensive…

Do they provide the product or service I am looking for.

What contributers to success?• Good design. • Images that represent product or service • Logo• Headline Text

INTEREST

25 Seconds

Is this a provider I would consider dealing with?

What contributes to success?• References, and reviews• Offered products and services• Recognizable Brand Logos ( Image Transfer)• Association Memberships• Social Media Connectivity• Experience• Endorsements

CURIOSITY

45 Seconds

Why should I deal with you?

What contributes to success?• Good Content• Videos• Detailed Reviews• Detailed Subpages• Special Offers• Call To Action• Engagement Links

CONSIDERATION

up to 4 minutes

Ok I am interested . What do you want me to do?

What contributes to success?• CALL US to …..• Contact us to ….• Find us • Make Appointment • Book today and get…..• SAVE $50• Get a FREE • Sign Up For • Buy• Donate

CONVERSION

Website - WHAT YOU CAN DO

1. Check against Traffic Conversion Architecture Guidelines

2. Check Speed of Your Website. http://www.webpagetest.org/

3. Update your website at least once a week. 4. Check if your design is current5. Are you using original content or shared content

(mass websites for Chiropractors) 6. Run a FREE Webscan on your Website

Request athttp://goo.gl/GMXkZ1 orhttp://blog.whywsi.com/request-wsi-webscan

WIN Digital Minds Book

Name 3 possible Conversion Tools

DRIVING TRAFFIC

What is SEO

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.

Based on Google’s assessment of your website based on:

• Content• Titles, • Descriptions• Tags• Images• Videos• Directories• Incoming Links• and much more

Organic Listing Results

IF YOU HIRE SOMEBODY..

Starts at about $1800PLUSabout $250/month

SEO - WHAT YOU CAN DO

1. Go to Incognito browsing (untainted results)2. Google yourself – your Business 3. negative mentions ? reputation .com

4. Make a list of your 10 most important Keyword terms1. Chiropractor Winnipeg2. Chiropractor River Hights, 3. Family Chiropractic Westwood4. Chiropractic Clinic Downtown 5. Etc

5. Run the searches and see who comes up. 6. If you see your competitors you know they will get the business. 7. If you want to see yourself you have to optimize your website for

local searches!! 1. Do it yourself2. Hire a professional3. Will take 6-12 month for solid results

SEO Tools you can use

FREE• Keywordspy.com and keywordspy.ca• SEMrush.com • Google Keyword Planner • Smallseotools.com• Tools.seobook.comhttps://searchenginewatch.com/sew/opinion/2303494/21-best-free-seo-tools-for-on-page-optimization

PROFESSIONAL• Wordtracker.com• Keywordoptimizerpro.com• Zerys.com – Content Creation

PPC Marketing

IF YOU HIRE SOMEBODY..

Starts at about $250 /month budget for Search EnginesPLUSabout $100/month management of ads

SITE REMARKETING

SEARCH REMARKETING

Are You Ready for Television?

The Un-Skippable Ad

Display Ads and Video Ads are HIGHLY TARGETED and affordable for Local Business• By Location down to 5 miles• By time of day• By keyword• By browsing behavior• By socio-graphics• By device• By interest

WSI Video Broadcast Network

1. Go to Incognito browsing2. Make a list of your 10 most important Keyword terms

1. Chiropractor Winnipeg2. Chiropractor River Hights3. Family Chiropractic Westwood4. Chiropractic Clinic Downtown 5. Etc

3. Run the searches and see who comes up in the ads section. 4. If you see your competitors you know they will get the business.5. Determine if you want the exposure these ads provide.

1. Do it yourself1. Create an account with Google 2. Take online training courses

2. Hire a professional3. Budget should $250 plus (Threshhold)

Search Marketing (PPC) - WHAT YOU CAN DO

PPC Tools you can use• FREE Tools

• Google Keyword Tools, Google Suggest• Bing Ads Intelligence• Uber Suggest• Keyword Wrapper• Phrase Builder • morehttps://searchenginewatch.com/sew/how-to/2333362/26-free-must-have-tools-for-ppc-success

• Professional Tools• WSI Reach Local• KeywordSpy• Wordstream• Accquiso

Relaxation Break

Who should use eMail Marketing?• 91 percent of US adults like to receive promotional emails

from companies they do business with (MarketingSherpa, 2015)

• Email is almost 40 times more effective than Facebook and Twitter combined in helping a business acquire new customers. (McKinsey, 2014)

eMail Marketing is your BEST channel if• You have repeat business• You have recurring seasonal demand• Your products are fast developing• You have a relationship with your customer

What Proper eMail Marketing can do for your business.• 1. Build credibility• 2. Boost sales• 3. Strengthen relationships• 4. Learn what works• 5. Reach people on any device• 6. Look professional• 7. Get immediate results• 8. Generate leads• 9. Promote services• 10. Attract new clients

1. Sign up with a professional eMail Marketing system like Constant Contact. (We can get you a 30 trial – talk to me)

2. Upload all your current contacts. 3. Segment them as much as possible4. Define your goals for your mailing campaign

(previous slide)5. Make plan how often to mail. 6. Create a mailing content plan based on your

goals. 7. Maintain and update your lists 8. Grow the list9. STICK WITH IT.

eMail Marketing - WHAT YOU CAN DO

E-Mail Marketing Tools• FREE Tools

• ReachMail

• Professional Tools• Constant Contact ( WSI Partner)• Mail Chimp• Hubspot ( WSI Partner)• Vertical Response • StreamSend

• USE A PROFESSIONAL PLATFORM TO ENSURE COMPLIANCE WITH “CASL” , the Canadian Anti Spam Legislation

Magnet vs. Megaphone

BlogSocial Media

KeywordsPages

Calls-to-ActionLanding Pages

FormsContacts

EmailWorkflows

Lead ScoringCRM

Integrations

Social MediaSmart-Calls-to-

ActionEmail

Workflows

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Inbound Tracks Everything.

Who Uses Inbound Marketing

Source: stateofinbound.com 2015

Who Uses Inbound Marketing

Source: stateofinbound.com 2015

Inbound Marketing

Starts at $2000/ month and can be as much as $10,000/ a month

Know the impact of your activities

analytics.google.com is FREE

Setup and Track your Goals

Track your rankings

• What percentage of total Internet time did the average user spend on a Smartphone in 2014?

“OVER 93%OF SITESNEED TO BERE-DEVELOPEDFOR MOBILE

Mobile• Required - Responsive or Adaptive site

Mobile• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)

• Not just same navigation on different devices

• Not just same navigation on different devices• Native apps

• Not just same navigation on different devices• Native apps• Geo-fencing

Google Mobile

• https://www.google.ca/webmasters/tools/mobile-friendly/

FREE MOBILE Site Conversion

www.dudamobile.com

Social• Have you claimed your properties?

• Consistency of content – critical for SEO• Twitter • Google+• Pinterest• LinkedIn• Facebook

• Monitoring properties• Sentiment analysis• Harnessing your happy customers• Reputation management

• Set up monitoring• Sentiment analysis• Reputation management• Facebook Insights

• Social Selling• Lead generation shift• Take a Social Selling Course

• Create a Content Plan for 12 months

Download our Free Social Media Strategy Guide

http://blog.whywsi.com/request-wsi-social-media-strategy-kit

Begin with Strategy

• Business leaders often choose Action before Strategy

Begin with Strategy

• Business leaders often choose Action before Strategy

Ready Fire Aim

The digital equivalent to this in the offline world

Or this…

Summary

• Realize how important for your business a good Digital Strategy really is.

• Understand The Digital MAP and it’s connection Points

• Know where you are• your business• your customers• understand your processes• Know where you are going – create goals for your

digital activities• Figure out how to get there ( get a guide)• Pick the right digital channels• Make sure you are on the right track (Analyze) • Adjust if necessary

WIN !!!

• Name 3 Streams that drive traffic.

Thank YouMarch, 2016

ABOUT WSI

WSI is the world leader in digital marketing and we’re equipped to implement a full suite of Internet solutions. But, of course, we’ll work with you to determine which tactics are best-suited to accomplish your business goals. For more information on the WSI team, check out www.wsiworld.com.

Contact Details

Ralf KlenkeAdvanced Internet Marketing Consultant Digital Marketing Strategist

rklenke@whywsi.com

http://whywsi.com

http://blog.whywsi.com

http://www.linkedin.com/in/ralfklenke

http://facebook.com/wsi.wpg

https://twitter.com/wsiwpg

1.204.294.9974

huckyklenke

Scan this with your mobile device to go to get Ralf’s Contact Info

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