How the Internet has Changed the Face of Physical Therapy Marketing!
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- Daniella Lucinda Quinn
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1 How the Internet has Changed the Face of Physical Therapy Marketing!
2 Goal! In this presentation, we are going to dive into strategies that you can use to gain exposure and results through paid search. We aren t going to spend time discussing blogging or social media. We are going to focus on paid search, but we ve done our best to make this simple and practical.. so you can leave this conference and take real steps to use online marketing to grow your clinic, BONUS: At the end that we re going to give you an inside look at a campaign that is getting 10 new patients/month and is nearly free to get started and won t cost you much time.
3 Getting Started With Pinpoint PT!
4 The Evolution of Digital Marketing! Solves the limitations of traditional marketing. Makes marketing trackable. Reduces the time needed to promote. For example, there are 2M small businesses currently advertising on Facebook. If they lose money, they d quit. It must be an effective channel but you need to know how to advertise on it.
5 What Is Your Best Paid Advertising Option?! Facebook Advertising Your audience is connected on Facebook!
6 Your Audience Is Connected On Facebook!
7 Facebook Is The Most Engaged Social Channel! Start with Facebook!
8 Why Google Adwords Don t Work In Healthcare! 1. Medical language restrictions! You have to be very cautious that you don t use words such as drugs, prescriptions because Google will trigger an automatic disapproval system.!! 2. Competition! One in 20 searches on Google are health related. This leads to very expensive keywords.!! 3. Inability to Remarket! This is probably the biggest challenge that healthcare advertisers are facing nowadays. Recently, Google adjusted their policies and no longer allows healthcare marketers to utilize remarketing tactics. Google takes this policy very seriously and also frequently disapproves any form of display advertising.!
9 Bottom Line! The best ROI for your online marketing as a physical therapist is in Facebook Advertising.!
10 Bottom Line! The best ROI for your online marketing as a physical therapist is in Facebook Advertising.!
11 How To Run An Effective PT Facebook Campaign! 1. Know Your Ideal Patient! 2. Drill down on your target! 3. Design your ads for a persona! 4. Know what types of ads to bid on! 5. Know where to place your ads! 6. ALWAYS BE TESTING.!
12 Know Your Ideal Patient! Where do 80% of your clients come from?!
13 Drill down on your target! Best Targeting Options Custom Audiences Lookalike Audiences
14 Design your ads for a persona!
15 Know what types of ads to bid on! There are 3 main types of ad bidding on Facebook! CPM, CPC, and ocpm.!
16 Know where to place your ads!
17 ALWAYS BE TESTING! Test the advertising channel! Test the ad creative! Test the targeting!! Test everything and put your money where you get the best ROI, and then keep testing new ways to improve it.!! Every market, every website, and every branding strategy could work very well on some networks and horribly wrong on others.!! You ll find out only by testing.!
18 The Truth About Facebook Advertising!
19 The Truth About Facebook Advertising! Create an interesting ad and get it in front of a highly interested audience and you ll make money on the deal. In fact, this is how all advertising works, whether on Facebook or not.!
20 Facebook Ad s That Work! Key Findings After Analyzing Over 35,000! Facebook Ads.!
21 Writing the text of the Ad! There are three text fields for the text in your Facebook ads:!! The headline, the main text, and the news feed link description.!! (screenshot of an ad with an arrow to each area)!
22 The Most Popular Headline Is Just 5 Words Long!
23 The Most Popular Headline Is Just 5 Words Long! Good! Bad!
24 Average Ad Post Text = 14 words!! Average Link Description = 18 words!
25 Ideal Facebook Ad Structure!
26 The Most Popular Word In Ads = You! Other popular words were. Free, Because, Instantly, New!
27 Call-To-Action Matches The Offer!
28 The Advertisement Leads To A Landing Page!
29 Most Companies Use A Few Ads!
30 What Tools To Use To Actually Create The Ad?! Design > canva.com!
31 What Tools To Use To Actually Create The Ad?! Editor > social-contests.com/check-image!
32 *BONUS*!! Cheap SEO For Your Clinic Marketing with Linkedin! Marketing with Linkedin! Results of Campaign - Averaging 10 new clients/month by spending $19.95/mo.
33 6 Steps To Get Started With This Campaign! Step 1 - Identify the Target Market! Where do 80% of your clients come from? The Kansas City business women s wellness expert specializing spine issues, migraines and low back pain.
34 6 Steps To Get Started With This Campaign! Step 2 - Capitalize On The Just For Me Principle! Who are the top 5 employers in the Kansas City area?
35 6 Steps To Get Started With This Campaign! Step 3 - Identify The Unique Selling Proposition! What can you offer, that takes less than an hour, that will get a businesswoman into the door and paying for a service?
36 6 Steps To Get Started With This Campaign! Step 4 - Optimize Your Linkedin Profile! Jane Doe KC Women Professionals Wellness Expert Over 232 Highly Satisfied Clients Focused on Migraines, Neck, and Spine.
37 6 Steps To Get Started With This Campaign! Step 5 - Use Autopilot for Linkedin!
38 6 Steps To Get Started With This Campaign! Step 6 - Connect And Send Message!
39 Frequently Asked Questions! Is it better to boost posts or the page?! When is it ok to boost posts?!
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