Strategies, Tips, and Results

Web Trends: 2013

Bill Fukui

Web Trends: 2013

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Consumer Interest TrendsGoogle Search – Plastic Surgery

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Consumer Interest TrendsBreast Augmentation

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Consumer Interest TrendsLiposuction

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Consumer Interest TrendsTummy Tuck

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Consumer Interest TrendsFacelift

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Consumer Interest TrendsPlastic Surgeon Reviews

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•More Educated •More Savvy•Better Technology•More Resources•More Mobile

Consumer Trends

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Consumer Trends

•More Sophisticated•“Bigger” Image•“Bigger Websites (pages)”•More “Engaging”•More Lead-Focused•“Mobilized”

Website Trends

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Standard vs. Mobile Site

Responsive Design vs. Separate Mobile Site

• Responsive designs and dynamic display applies to all pages of your websites, not just a handful of pages, like an abbreviated mobile website.

• As more smartphones and tablet browser options increases, you only need one design to accommodate them all.

• Last but not least, Google appears to prefer responsive websites.

What Is A Responsive Design?

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Social Media Trends

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Competition•More Plastic Surgeon Websites•More Pages on Plastic Surgery•Competition Increasing•Costs Of Internet Marketing

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Competition

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•Consumer Interest Maintained• Increase in mature audiences•Need to compare surgeons•Mobile increasingly important•Social Media Not Dominant . . . yet!•Costs Rising

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Conclusions:

Starts With Self-evaluation

•Our People

•Our Protocols

•Our Resources

•Our Messaging

•Our Calls-to-action

•Our Tactics

Tip #1:

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Tip #2:

Patient-Centric Thinking

It really is not about you!

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Improving Your Website Conversions

(Traffic into leads)

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Avoid Dead-End Pages!

Anticipate “Next Step” Actions and Links

Tip #3:

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Today’s Website:Needs To Do A Lot More!

Graphic Action ItemsCalls-to-action – Try different ones – free,

instant, quick, convenient

Tip #4:

Contact Forms

•On Every Page•Stand Out•Limited Form Fields•Phone Number•Rapport-Building

Tip #5:

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Use Real PhotosAnd Personal EngagementLowers

Bounce Rate

Tip #6:

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Video• Educational• Rapport-building

• SEO Value

Tip #7:

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• Highly Trafficked Page/Section• Not About Ego, It’s About Rapport-

Marketing, Relationship-Selling• People Choose To Do Business With People

and Practices They Like, Know, Trust, etc.

Don’t Forget “About Us”

Tip #8:

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Post Search Activities

Local Post-Search Activities

Contact Business Online

11%Contact Business by Telephone

46%

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Focus on Telephone Calls!Online users are not only willing . . .

. . . Your team is better at converting them!

• Hotline/Quick Call

• Frequency – 3 times per page

• Include phone in ALL C-T-As

• Phone on All contact forms

Tip #9:

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Instant/Live Chat

Tip #10:

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Track and Test

• Heat Map Testing• Call Tracking• Email Tracking

Tip #11:

Tips To Improve Your SEO

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Re-visit How Prospects SearchKeyword Phrases

Tip #12:

•Quality Traffic, Not Just Quantity•Prioritize

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•Tools Google Keyword Planner SEO Moz Raven Tools Free Services

http://tools.seobook.com/keyword-tools/seobook/ (SEO BOOK)

http://www.wordtracker.com/ (Wordtracker) http://www.bing.com/toolbox/keywords (Bing)

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• Google Doesn’t Just Index WebsitesPagesProfilesBusiness ListingsVideosImages/PDFs, etc.

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• Focus – 1 or 2 keyword phrases/page

Tip #13:

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• Hierarchical Strategy

Main Target Pages vs. Support Pages

Avoid Cannibalizing Keyword Phrases

Tip #14:

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• Hierarchical Strategy

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Main Target Page

Tip #15:

• How To Promote Main Target Pages Internal Linking External Linking

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Tip #16:

• How To Promote Main Target Pages Social Media Promotion

- Social Sharing- Email!!- Drive Traffic- Rel=Author, Rel=Publisher

Tip #19:Tip #18:Tip #17:

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Check Your Backlinks

Tip #20:

• Using a tool like www.alex.com will help to see who’s linking to your website.

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It’s About Better Content•Blogging

(4-8+ times/mo.)

•New Pages

(1 time/2 mo. – 2/mo.)

Tip #21:

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Tip #22:

Google+ Local Optimization

•Claim all and Optimize

•NAP Citations – Local Sources

•Google Maps

•Reviews and Ratings

Tip #23:

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Better Follow up = Higher ROI!

(Intake and Follow Up Conversions)

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It’s not how many shots you take . . .

. . . It’s how many you make!

36-for-63 from the field (57%)

28-for-32 (89%)

Follow up-SalesHarvard Business School

Research2,000 companies Web-generated leads

1.25 Million Sales leads (70% B2C leads)

-37% responded within an hour

-16% responded within 1-24 hours

-24 % took more than 24 hours

-23% never responded at all

-Avg. response time was 42 hours

More Important: How Quickly Online Leads Grow Cold

• 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.

Establish a more effective response goal

Tip #24:

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Strategic Email Follow Up• LINKS!!! - Target Website Pages

• Examples: Financing, How To Compare, Safety, Questions You Need To Ask, About Your Consultation, What To Expect, About Your Surgeon (ALWAYS).

• Printable Pages-Direct them to PRINT

• Once is NOT ENOUGH

Database Marketing/ Lead Nuturing Programs MyMedLeads.com, DoctorBase.com

Tip #25+

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Web Trends 2013:Strategies, Tips, and Results

Take the Page 1 Challenge !

Bill Fukui800-916-3886

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