Tag Archives: PPC

More of: Do This, Not That (Part 2)

19 Feb

Want to know more of what not to do with your online presence? Here’s the remainder of our list of 10 do’s and 10 don’ts to keep your online activities on the right track in 2013.

Don’t: Hide your contact information away in an obscure spot or buried page.

Do: Present your contact information (address, phone number, email address) and other critical details noticeably on your website. No need to go overboard and plaster it in 60 point type everywhere either – that does not send the message you are looking for, does it? Make certain it is in one primary spot, then use the footer or text-based references to sprinkle it throughout the site. The same thing applies to listings, social media profiles, and any other online space that you have created. Be sure to check for accuracy and consistency across your entire online presence, it will help search engines recognize and elevate your business in local search rankings.

customers

Don’t: Disregard the fact that happy customers are your best promoters.

Do: Share positive reviews and comments from some of your best customers. It is up to you how elaborately you want to do this – whether written or via video clips. Video can be impromptu personal video camera quality, or professionally shot and edited, however you choose and whichever your budget allows. Use them on your website, social media pages, and/or company blog to establish credibility for your practice. This process ensures you are paying attention to feedback from your customers and provides a “voice” of your patients for others to gauge. That voice needs to be authentic and real, not prescribed and contrived – consumers can tell the difference.

Don’t: Assume you are immune to criticism, or take your reputation for granted.

Do: Create a plan for monitoring and managing your online reputation. Set up notifications, like Google Alerts, to be aware of what consumers are saying about you online. Also, follow up on any negative comments in a timely and professional manner. Do not engage in an online debate with an unhappy customer, take your actions offline and address them immediately. Be certain to recognize and thank customers who leave positive feedback.

pushpinsDon’t: Go unlisted online, or fail to extend your presence.

Do: Claim business listings on Google+ Local, Yelp, and other business directories. The term ‘free directory listings’ applies to local search engines, internet yellow pages, local vertical search engines, special directories (like free 800 listings), and consumer review websites that focus on local businesses rather than products,. By claiming your business listings in these places, you can ensure your information is current and accurate. Plus, by updating and optimizing your listings, you increase the chances that consumers will find you as they search online.

Don’t: Ignore or underestimate your online marketing campaigns.

Do: Just like in traditional direct marketing you must create smart, effective ads with strong calls to action (CTAs). In this market an online ad can be part of your customers’ research and possibly the first impression of your business, so make it a strong one. As in offline marketing, you need to actively monitor your campaign performance to see what works. Monitor campaigns frequently to assess the source for the most leads and adjust your efforts in real time. The key benefit of online marketing is the ability to make on-the-fly adjustments. Be sure to keep any online incentives, offers, or specials listed in your ads (or on your website/social media pages) up to date.

Intro to Digital Marketing

7 Jun

AHAA’s recommended digital marketing strategy is centered on the development of highly relevant and flexible websites built upon a Content Management System (CMS) platform. CMS websites allow the user (Associate) to make routine changes or updates to their own website (e.g.: store hours, employee bios, headshots, newsletters, blog posts, etc.) These sites are rooted in consumer intensive content and communicate the Associates’ clinical service message. The results of this approach are sites optimized for search engines (Google, Yahoo, Bing, etc.) helping to drive traffic to their website.

Search Engine Optimization (SEO)

Search Engine Optimization improves page ranking.

An important addition to any website development is the incorporation of Search Engine Optimization (SEO). Focusing on Search Engine Optimization (SEO) through content, keywords, and tagging (keywords inserted within the code for the site) encourage search engines to find and competitively rank your website higher than competitors relative to specific search terms. Different search terms will have different results rankings. Optimization improves the search results for several key words or phrases by emphasizing those words within the content or structure of the site. This type of SEO is known as organic and helps raise website page rankings and remain at or near the top of the search listings. Using organic optimization requires continuous SEO management and is necessary to keep a viable online presence.

Another optimization strategy is Search Engine Management (SEM) and a tactic known as Pay-Per-Click (PPC) web managers help businesses increase their online presence. Paid links appear as the first few search results from the search engines (usually in a shaded box) and also in a narrow, vertical column along the right-hand side of the results page. PPC requires a monthly budget as the advertiser is charged a fee each time a consumer clicks on a paid link. Keyword fees are negotiated and bid upon by multiple advertisers, with highly sought after words drawing higher rates. This type of optimization is best added to a website once a strong organic SEO methodology is implemented.

AHAA has created a website development program that allows Associates to create a new site, revise an outdated one, or supplement their current site with additional services and support.  Contact AHAA Marketing at 800.984.3272 to discuss your goals and objectives or speak with your Associate Manager to get more details and pricing.  A capabilities presentation and a portfolio of websites are also available.