Presents. The Lemala Dental Master Digital Growth Plan 2018

Transcription

1 Presents The Lemala Dental Master Digital Growth Plan 2018 By

2

3 In simplicity Organic website content designed to be found in search Funnels to capture conversions from the various hooks we set Clear aligner app avoid the dentist positioning through FB Invisalign Funnels (FB/Search/Content Marketing) Implant Funnels recommended due to high margin / emotional cases PR Articles released in the media showing process Video creation for use in paid campaigns & organic Reputation build 200+ in 6 months.

4 Lemala Dental Digital 2018 The Foundational month plan 1. Targeted Lead Funnels (Invisalign & Aligner App). (6 month) 2. Lemala rebrand positioning for virtual dentistry (12 months) 3. Organic Search Local Optimization Re-Brand (12 month) 4. Reputation Optimization (Rate MD, Google, FB) (3 month) 5. PPC FB & Search optimized (3 month) 6. Content Marketing Media / Website articles & video (12 month) 7. Aligner App Avoid the dentist campaign 8. Treatment App Virtual Dentistry campaign

5 Lemala Dental Digital 2018 The Problems Identified 1. Summerhill original launch and redirect to lemala (affected conversion rates during discovery phase) 2. Lemala brand to be disassociated with Summerhill (redirect in google during search to lemala now fixed). 3. Organic presence required for retargeting (content driven marketing). 4. Recent google change showing ads in apps and games. This requires a 6-8 weeks to settle and learn. 5. Need to differentiate messaging from clear aligners vs Invisalign 6. Due to recent flip from Summerhill in order to run FB ads this needs to be switched from Summerhill to avoid confusion. 7. Authority positioning during nurture phase. (Media articles / web content).

6 THE BREAKDOWN

7 1. SEO broken out by local service and content based 2. Content marketing for multiple results in local search 3. Targeted organic long tail keywords on page lead generation 4. Pause Google & Activate Facebook Display Invisalign Funnels (need page) 5. Media Newswire article leading to Invisalign landing page. 6. Calls going to person not answer service (different mindset) 7. Video Marketing - local Webinar series for share across mediums 8. Reputation build for new brand (included) 9. Bizi 360 Twitter Lead Generation (10Km listening radius) To Discuss: Implants are HIGH MARGIN & a quick sales cycle that is NOT driven by price. This patient will liquidate the rest of your ad spend for the year.

8 THE CURRENT SUCCESSES

9 Lemala Dental Digital 2018 The Success implant inquiries + 17 Invisalign package claims + 12 direct calls (call recordings avail). 2. Over 300 patients downloaded Lemala s guide. Brand positioning and share is over 70% 3. Brand presence and positioning has been in learning phase for first 60 days. Publications for conversions are optimized based on this knowledge, hence why this is looked at over a period of months. 4. Organic presence required for retargeting (content driven marketing). change showing ads in apps and games. This requires a 6-8 weeks t 5. Recent google o settle and learn. 6. Need to differentiate messaging from clear aligners vs Invisalign 7. Due to recent flip from Summerhill in order to run FB ads this needs to be switched from Summerhill to avoid confusion. 8. Authority positioning during nurture phase. (Media articles / web content).

10 High conversion over a short period of time, however implant always outperforms Invisalign due to the nature of the service. UNDER THE HOOD

11 INVISALIGN LEADS

12 UNDER THE HOOD

13 UNDER THE HOOD

14 Losing money on confusion here. Especially when advertising. We will help you fix this. UNDER THE HOOD

15 UNDER THE HOOD

16 IMPLANT LEADS

17 IMPLANT LEADS #24 - Cannot smile or chew properly. Buying within 90 days. Volume of high restorative through ad spend and Invisalign through organic and Facebook.

18 Extremely high conversion rate for implant vs Invisalign (Invisalign is a quick, price based sale that needs to be driven by organic search positioning / articles and mediums like FB. UNDER THE HOOD

19 As you can see from the # s time equals math. The more eyeballs that land on the page requires longer than 40 days. These campaigns need to be evaluated over a 6-12 month timeframe due to natural serving of ads over time. UNDER THE HOOD

20 Keyword Planner Google AdWords Example of display in a similar population that shows cost vs conversion over a period of 5 months. Same eyeballs for less than 5% of search cost with X conversions.

21 The general ROI on an implant patient to cover the rest of your advertising spend (making every other patient profit) Dental Implant Funnel 600+ inquries at an avg of $6,000 (low) $20,000 (high) conservatively. Appx 3.6+ million in patient pipe 1 reconstructive surgery over 12 months = break even total on ad spend + retainer. Appx 5% conversion rate on appx 3M in pipleline. We like to keep it simple

22 Audit and overhaul existing page structure for keyword optimization (where do clicks go and why?) (what is the action and is there a downsell?) Placements, keyword targeting and impressions data will be gathered during SEO audit and matched to high performing keywords only. Monitor and cut ad spend where possible while increasing organic visibility and decreasing wasted clicks. Convert those we feel would be better served with Display Ads (lower CPC) to high converting funnels for Invisalign while keeping minimal spend for acquiring high margin implant patients (these can be outsourced or downsold). list built for autoresponder and segmentation across markets for those who need more education vs those who can be potential clients within 2-3 months if put through a proper funnel landing page system. Focus on high margin services and downsell to lower margin. (instead of other way around. Sell services that liquidate your transactional services instead of giving away free. Implement conversion strategies designed to take patients through a consistent decision cycle.

23 CONVERSIONS

24 Reputation & Brand Build

25 1. All practices have local landing button on local page to capture negativity 2. Indexed review page for negative reviews 3. Rate MD / Facebook (in addition to Google) all 100+ positive 4. Case studies marketed through Bizi360 platform and shared to increase trust 5. Training and oversight key to success. 6. Organic content based optimization is the key to long term success.

26 ORGANIC SEARCH & MEDIA

27 ORGANIC SEARCH You need to dominate this keyword in the Toronto market. Content, Links &Video are the 3 top strategies in order to compete organically with intense competition during a rebrand.

28 As you can see this person was ORGANIC SEARCH ranked for answering this question through an article. This will make millions. What are virtual aligners? Lemala article.

29 ORGANIC SEARCH These are the related money keywords that people are searching. This is the easy and simple way to find long tail keywords. You need to rank for these and be in the area for clicks.

30 ORGANIC SEARCH Sound familiar? We need to release this right away for massive results

31 ORGANIC SEARCH Sound familiar? We need to release this right away for massive results

32 1. Local pages optimized to convert direct calls to practice within 30 seconds (Callpage.io) 2. Local pages optimized for search 3. Local pages optimized for live chat questions online (various options) 4. Local pages optimized for qualified form fill (squeeze page similar to implant funnels) 5. Sales process optimized in house through sales training and policy and direct calls to person not machine. 6. Walk in conversions through organic article targeting 7. MONITOR Competition and outrank through gathered Bizi360 data

33 Thank you and looking forward to massive online results in 2018!