ONLINE MARKETING AND WEBSITE ASSESSMENT

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?