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December 2013

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Practice Marketing

5 Marketing Resolutions for Your Practice

It’s that time of year again, where everyone is scrambling, setting new goals for the new year. While improving oneself is always important, have you given any thought to improving your practice marketing? Here are five key resolutions you can implement to make for a more prosperous 2014:

1. Start Blogging – 2013 was a huge year for search algorithm changes, and one of the biggest shifts was the growing emphasis placed on content. Starting a blog can improve your website’s ranking, increase web traffic, and establish you as a respectable professional in your field.

2. Be More Active on Social Media – Along with content becoming increasingly important in 2013, having a social presence also became a critical online marketing necessity. Start 2014 off right by actively posting to your social networks and really engaging with your followers.

3. Re-evaluate Your Website – Has your website sat dormant for the past few years? Now is the time to refresh things! Add or edit content; upload some new photos; choose a new style from the pre-design gallery. A new year is the perfect time for a new look.

4. Track Your Website Leads – Are you aware of how many new patients your website generated in 2013? If not, it’s time you start asking new patients where they found your services. Knowing what avenues are most successful at bringing in new patients can help you tailor your practice marketing to reach the biggest audience.

5. Go Mobile – Mobile usage is set to surpass desktop usage, and if your practice isn’t yet mobile, now is the time to get there. Not only do patients prefer mobile websites, but studies show they prefer mobile communication as well. Establishing an email or text message recall system can free up your office staff’s time and appeal to the majority of your patients.

Do you have any creative ideas for marketing your practice in the New Year? If so, we’d love to hear it; feel free to share in the comments below.

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Website Design

9 Blogging Mistakes and How to Fix Them

Undoubtedly, a blog can improve your website’s optimization by continually updating your site with fresh, relevant content. Over time, educational content that relates to the services you provide helps establish your perceived authority on the subject matter, as well as increases your digital authority and rank in search engine results. 

Whether you’re a seasoned veteran or are new to blogging, you may be interested in maximizing the potential of your blog. If so, take a look at these common blogging mistakes and their respective solutions:

1. Mistake: Poor use of keywords within article categories and tags

Solution: Categories and tags allow you to classify your posts according to the subject matter of your article. Use terms commonly searched by your prospective patients as your article’s category and tags. This will communicate the relevance of your post to search algorithms.

2. Mistake: Inferior anchor text when linking to blog articles

Solution: Anchor text is the clickable part of the link and most often says “click here” or “learn more”. When linking to your blog from your website and vise-versa, use descriptive anchor text with your links. For example, when linking to a blog article about teeth whitening, use text, such as “Learn About Teeth Whitening”. This will fully optimize the link with relevant keywords, rather than meaningless information.

3. Mistake: Cheating with “copy and paste”

Solution: Not only does copying someone else’s content infringe upon copyrights, but it can negatively impact your website’s rank within search engines. Make sure your articles are original and informative to prevent your website from suffering a Google penalty.

4. Mistake: Using your blog as a newsfeed

Solution: All too often, businesses start to use their blog to deliver brief updates about the practice. Save these types of messages for social networking sites, such as Facebook and Twitter. Blog articles should be around 300-700 words in length in order to maximize SEO benefits. 

5. Mistake: Not spreading the word

Solution: If you have a blog and aren’t sharing its contents anywhere, it’s time to start. Promoting blog posts on your website, Facebook page, Twitter profile, etc. will give your blog maximum exposure.

6. Mistake: Being too broad

Solution: You’ll gain the most interest from potential patients when you stay on topic. Write articles that relate to the services you offer to establish yourself as an industry expert. Blogging about seemingly off topic subjects can drive once interested readers away.

7. Mistake: Not responding to blog comments

Solution: One of the main benefits of blogging is increasing the interaction between you and current or prospective patients. Ignoring readers’ input shows a lack of concern for their thoughts and ideas, making them less likely to engage with you in the future.

8. Mistake: Making your posts impossible to understand

Solution: You have to remember to write for your audience. Avoiding technical industry jargon and using “common speak” will improve readers’ experiences with your blog. It’s important to remember, if readers can’t understand what you’re saying, they won’t turn to you for future help. 

9. Mistake: Ignoring fundamental grammar mistakes

Solution: Blatantly disregarding common conventions, such as periods or misspellings, turn readers off, suggesting that you’re hurried and careless. Take extra time to review the articles you’ve written, and have another reader review your articles, when possible.

Is it time to reevaluate your blogging efforts? Use these helpful tips as a guide when writing and sharing your next post.

Want to get started blogging? Contact your website consultant today by calling 888-932-3644, to learn about our blog solutions.

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Search Marketing

How Do You Measure Up Against Competition?

A competitor analysis is one of the most important – and often one of the most forgotten – elements of an effective online marketing strategy. So what is a competitor analysis and how do you perform one for your practice? It’s easy.

The ultimate goal of a competitor analysis is to identify the strengths and weaknesses in your marketing efforts. In scrutinizing the tactics used by your competitors, you can determine what works and what doesn’t within your target market.

The following processes will help you perform a complete competitor analysis:

1.Start by investigating who your top competitors are. You can input “related:www.yourURL.com” within the Google search bar to see competing services within the vicinity of your practice.

2.Create a simple comparison chart to measure your techniques vs. your competitors.

 Competitive analysis sample chart                                                                                                         

3.Analyze the results by comparing your practice to top ranking competitors.

Want even more visibility into what your competitors are doing? Check out 13 Competitor Analysis Tools And Resources You Need To Stay Ahead >

After you determine where your strengths and weaknesses lie, you can adjust your marketing strategy accordingly. If you notice that your website needs more content, you can hire a content writer or add content to your website in your spare time. If you notice your social media profiles are way ahead of the competition, you can encourage your staff to continue their outstanding efforts.

What are you waiting for? Start using your competition to increase new website traffic and new patient referrals.

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Website Design

Using Analytics to Measure Your Dental Website’s Performance

There are many ways you can track the success your online presence has brought you – phone call tracking, questionnaires, etc; however, what you may not quite fully understand is the ways in which you can use your website analytics to gain even further success.

Using Google Analytics, a free website analytics service, you can track key metrics that will help you determine the areas in which your website can improve. We’re going to look at three of these metrics: audience location, visitor behavior, and referral sources.

Want a comprehensive website analysis and solutions today? Request your appointment with one of our experts here.

Where Are Your Visitors Coming From?

From your Google Analytics dashboard, select > Audience and > Location.

With this view, you can zoom in on your territory or state and see the exact cities in which your visitors reside. If you’re targeting visitors from a nearby town and notice you’re not receiving any traffic from that town, it may be time to rework your web content to more aggressively focus on that particular area.

What Pages Do Your Visitors Frequent?

From your Google Analytics dashboard, select > Behavior and > Overview.

From this view, you can see which pages are most frequented by Internet users. In an ideal circumstance, your top trafficked pages will be the primary services you want to be known for (i.e. dental implants or canine spay and neuter services). If your top trafficked pages are services other than your bread-and-butter offerings, consider marketing your practice differently to really attract the types of patients you want.

What Referral Sources Bring in the Most Traffic?

From your Google Analytics dashboard, select > Acquisition and > All Referrals.

Do you ever wonder how important your Yelp reviews really are? Or whether your Facebook page impacts your practice as much as you hoped? This view will show you exactly how much of your website traffic comes from these referring sites. You’ll easily be able to determine the effectiveness of each of your digital marketing efforts.

Want to get started using Google Analytics? It’s easy! Head over to http://www.google.com/analytics/ to set up your account. And, request your appointment with one of our experts to get a full analysis of your website by filling out the form below.

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