Washington State Dental Association s 2015 Pacific Northwest Dental Conference. Presents

Transcription

1 Washington State Dental Association s 2015 Pacific Northwest Dental Conference Presents Rising Above the Competition: An Online Marketing Roadmap to Increasing Practice Growth and Profitability Rachel Mele Thursday, June 11, :30 a.m. 11:30 a.m. 2:00 p.m. 5:00 p.m. (Repeat) Official Disclaimer Neither the content of a program nor the use of the specific products in courses should be construed as indication endorsement or approval by the Pacific Northwest Dental Conference or Washington State Dental Association

2 Rising Above the Competition An Online Marketing Roadmap Presented By: Rachel Mele, AC, AL

3 YouTube username and password for hands-on session: Username: Password: Sesame!! To receive additional resources mentioned in this lecture, visit 2

4 Search Engine Optimization Open an Internet browser 1. Open Google.com 2. Type your name into the search box What is the result? See Your Results *Search results will vary. To receive accurate ranking data, contact your SEO or web company or call Sesame for a review of your online presence. 4. Type in practice name and your city What is the result? 5. Use other search variations such as city, state dentist, your name, dentistry, etc. What is the result? 6. What is your meta description? 7. What is your title tag? 3

5 Google My Business (Google+ page) Look at Your Google+ Local Listing Have you claimed your listing? Use the margins in this handbook to write down important details you want to remember later. 1. Open plus.google.com/+googlemaps 2. Enter your telephone number in the search field example (555) Find and click on the result for your practice 4. Is the listing complete? YES NO 5. Is it branded? YES NO 6. Does it have a picture(s)? YES NO 7. Does it have a description? YES NO 8. Is the Web address listed? YES NO 9. Do you have Reviews? YES NO 10. Have you listed your hours of operation? YES NO 11. Is the information correct? YES NO 12. Do you have a duplicate listing(s)? YES NO Get 365 of Social Media Post Ideas & More Visit Sesame Booth #131 4

6 Healthgrades 1. Open healthgrades.com 2. Click the Find Dentists tab and enter your zip code into the second search box and click the magnifying glass. 3. What position on the page does your profile show up (1, 2, 17, 18, etc.) Do you have a Standard Profile? Use the margins in this handbook to write down important details you want to remember later. 4. Enter Doctor s Name in the Dentist Name or Specialty search box and your zip code in the second search box and click the magnifying glass. 5. Is your picture in your profile? YES NO 6. Are you a Featured Provider? YES NO 7. Click the link to view your Healthgrades profile. 8. How many total reviews have been posted by patients? 9. What is your star ranking (1-5)? 5

7 How to Get More Facebook Likes Please jot down a few additional ideas that come up during the workshop. Do you have a Facebook icon and Facebook web address on your practice website? Do you have the Facebook icon and Facebook web address on your business cards? Do you have the Facebook icon and Facebook web address on your office stationery? Do you have the Facebook icon and Facebook web address on your financial reminders? Do you have the Facebook web address on all reminders and blasts? Do you include a link to your Facebook web address within the signature block of all your outbound s? Do you link to Facebook on your practice promotion newsletter (including enewsletters)? Do you ask patients to like you on Facebook from their smartphones while they are in the chair? Do your team and patients suggest your practice s Facebook business page to their friends? Do you have Facebook signage up in the office? Is everyone on your team talking about the practice Facebook page in the office and the community? Have you joined Facebook groups that are relevant to your practice Facebook business page? Do you offer patients incentives for becoming a Facebook fan? Brainstorm 5 specific ideas for your practice to implement:

8 Keeping Facebook Fresh & Interesting 1. Follow associations like your state/regional association on Facebook and repost 2. Respond to all posts. Facebook is all about interaction 3. Post photo/videos when a patient starts treatment 4. Post photo/videos when a patient completes treatment 5. Post full face photos of before and after shots 6. Introduce new office team members via Facebook 7. Discuss new dental techniques, equipment and technology 8. Post what you learned at a CE course you attended 9. Ask engaging questions of the practice s Facebook followers using the words should, would, and who 10. Share important news about the practice (births, office construction, etc.) 11. Comment about patients in the news and link to the news article within the post 12. Ask the office s most loyal patients to get involved in posting on the practice Facebook page 13. Ensure the office team is actively commenting on the practice Facebook page To receive 365 days of Facebook posts, visit the resource link on page 2 of this workbook. Brainstorm 5 specific ideas for your practice to implement:

9 Create and Upload a YouTube Video YouTube is owned by Google Using your smartphone, take a 30-second video describing what you like about this presentation, then upload the video to YouTube. iphone 1. Download the YouTube Capture app from the Apple App Store 2. After installing the app, sign in using the YouTube username and password found on the second page of this handbook 3. If you already have a YouTube account, sign out and then back in using the YouTube address and password on the second page of this handbook 4. To record a new video, rotate your iphone and press the red button 5. Enter title, description and tags, so it s easy to find 6. Click Publish at the top Android 1. Update your YouTube app to the latest version. You can find the newest version in the Google Play store 2. Sign in to your YouTube app using your Gmail address (other addresses such as Hotmail and Yahoo are not supported in the YouTube Android app) 3. After taking the video, select it in the Gallery and press the Menu button 4. Select Share and then YouTube 5. If you already have a YouTube account, sign out and then back in using the YouTube address and password on the second page of this handbook 6. If you do not have a YouTube account, enter the YouTube username and password found on the second page of this handbook 7. When you sign in to the provided YouTube account, uncheck any options that ask to set up or contacts 8. Give the video a title before uploading so that it s easy to find 9. Press Upload 8

10 Responsive Websites 1. Using your phone, log on to flossinlajolla.com (this site is mobile enabled) How easy is it to read and navigate this site? Is the practice phone number and address on the home page? Is the phone number click to call? Is there a click to call button on each page of the site (when you click the telephone number does it start the process of calling)? How many clicks (scrolling, pinching, expanding) to find the map to the practice? For a complimentary evaluation of your website s usability on a smartphone, visit the resource link on page 2 of this workbook. 2. Using your phone, log on to your website Is your site mobile enabled? If you have scroll or zoom, the answer is no How easy is it to read and navigate your site? EASY NOT EASY Is your practice phone number and address on the home page? EASY NOT EASY Is your phone number click to call? EASY NOT EASY Is there a click to call button on each page of your site (when you click the telephone number does it start the process of calling)? 9

11 Creating a Patient Appealing Website Please jot down a few additional website ideas that come up during the workshop. 1. Open your practice website 2. Review each checkbox below that applies Warm and personable color picture of the doctor(s) in normal clothing (no scrubs) Meet the Doctor video Doctor biography that directly states his/her warm, caring feelings towards patients Warm and personable color pictures of team members (preferably individual) in normal clothes (no scrubs) Short team biographies that emphasize their warm, caring feelings and how they interact with patients Emotionally impactful photos of happy, smiling people throughout the entire site First visit or new patient page that makes a warm, compelling case for why prospects should choose your office FAQs page that answers most key patient questions in warm and friendly language No splash intro page, auto-play music or dead links Quickly loading site Simple, easy-to-use navigation Phone number highly visible on all pages of the site Before and after gallery of 3-6 compelling full-face photos of the practice s own cases No gimmicky text that appears to be an attempt at trying too hard to gain new patients If the practice offers a free first visit, add the words Free Visit or Complimentary Consultation to the main navigation or prominently on the home and first visit pages Specific payment options and insurance information worded in a patient-friendly way No under construction or coming soon pages on your site 10