Elements of a Successful Marketing Plan Part 1 Inbound Marketing Strategies
What is Inbound Marketing? Inbound marketing is when a patient finds your office on their own (through search, social media, PR, etc.) Outbound marketing is when you invade their lives to grow your business (print/radio/tv ads, billboards, direct mail, etc.)
Why Inbound Marketing Matters Inbound Marketing Reduces Your Average Cost per Lead by $230 PER Patient. Inbound Marketing will work with your existing marketing mix (or independently if you don't market at all) to create more leads and generate more appointments.
What Does Inbound Marketing Include?
Elements of Inbound Marketing Successful Inbound Marketing Programs include: Online Reputation Management (ORM) A Content Management System (CMS) Social Media Development (SMD)
Inbound vs. Outbound 1. Television 2. YouTube
Inbound vs. Outbound To Work, Your Plan Needs: Content Communication Consistency Creativity
Online Reputation Management (ORM)
Online Reputation Management Online local/review sites allow for anyone to review your physician(s) There are no barriers to entry and few defenses against those who would use the medium to attack ORM is your first line of defense in protecting and improving your online reputation
Online Reputation Management Examples Include: www.healthgrades.com www.vitals.com www.ratemds.com
Online Reputation Management Review Sites Display Prominently on Google: Screen capture of a local dermatologist s office just below the office information
Online Reputation Management 80% of shoppers change their purchase decisions based on negative reviews
Online Reputation Management More than 92% of buyers regularly check reviews online before making a purchase or service decision
Online Reputation Management 84% of marketers agree that building consumer trust will become marketing s primary objective in the near future
How Important is Google? More than an average of 170,000,000 unique visitors head to Google each month More than 74% of their searches are for small businesses (that s you guys) Searching for healthcare information is the 3 rd most common activity on the internet
YELP The Consumer Has the Power Yelp has been called the most important site for small businesses next to Google Yelp research shows a customer whose review praises customer service is more than five times as likely to give a 5-star review than a 1-star review Every star in a rating leads to a 5-9% jump in revenue
Content Management
Content Management Content Management is More than Just Social Media
Content Management Content Management Includes: Custom Content Development Social Media Management Local Search Monitoring and Updating Video
Content Management Consistent Content Development is Crucial to Increase Search Ranking and Build Loyalty By creating content you position your doctor(s) as an expert in the field
Which Social Media Platforms do you use to promote your office? 1. Facebook 2. Twitter 3. YouTube 4. Google+ 5. Pinterest 6. Instagram 7. LinkedIn
Content Management 70% of consumers prefer getting to know a company via articles rather than advertisements
Content Management: SOCIAL MEDIA Creating a strong, structured social media plan has shown to have numerous benefits: 74% of marketers found that increased web traffic occurred with 6+ hours a week invested in social media
Content Management: SOCIAL MEDIA 61% of marketers see lead generation benefits with social media 85% of marketers indicated that social media efforts have generated more exposure for their business
Benefits of Social Media Use Reported by Marketing Professionals:
Inbound Marketing & Content Management: Local Search More than 74% of searches are for local content and small businesses Patients can t find your information if it isn t up to date and confirmed.
Inbound Marketing & Content Management: Local Search 76% of marketers plan on increasing their YouTube and/or video marketing this year (meaning if you aren t making videos, your competitors are) YouTube is the 3 rd most visited site on the web behind Google and Facebook There are more than 800 million unique users on YouTube each month
The Lifespan of Your Content A Timeline of How Your Content Impacts ORM: Create content (example: YouTube video) Use video to create article / blog post These create separate posts on your website Promote through your social media channels Increase Google listings/rankings
Quick Review
Quick Review Successful Inbound Marketing Programs include: Online Reputation Management (ORM) A Content Management System (CMS) Social Media Development (SMD)
NEXT UP: Elements of a Successful Marketing Plan Part 2