Tag Archives: strategy

SEO is Building Trust

Below are the slides from a recent presentation given to plastic surgeons and practice managers titled “SEO is Building Trust.”

Effective SEO strategy for any size market is centered around trust, in two ways:
  1. Trust built with Google
  2. Trust built with patients considering your services

There are so many different ideas about what SEO is out there and so many different ways of doing things. It’s important to understand that we from the perspective that every internet marketing activity you take on has to have be looked at through the same lens, which is that the primary goal is to increase conversions.

A good strategy does not rely on any single tactic; rather it relies on a variety of high quality sources of traffic so that if one tactic becomes irrelevant, the house isn’t a house of cards and it doesn’t fall down.

And most importantly, your main measure of success should not be by total number of visitors or how many keywords you have #1 rankings,only by conversions.  If you’re #1 for all kinds of things, but those aren’t things that patients actually care about, or worse, they land on your site and don’t get what they are looking for, then you’re investing time and money toward tactics that don’t have a good return.

The thing that’s hard to see about SEO is that a lot of SEO is “janitorial” in the sense that you clean stuff up, follow a technical protocol or a process – and just about anyone can do that part of it. It’s the part that has to do with building trust and getting conversions that can’t be done by just anyone. As surgeons, you certainly can relate to the concept that even if all of you do a surgery with the same basic technique, it may not turn out exactly the same way because the talent and skill of the person doing it really matters.

In person, trusting the doctor is pretty easy to do, but we’re not talking about in person here. We’re talking quite literally about getting a bunch of code and some words to convince Google to trust you, and we’re also talking about what appears on a computer screen or a mobile phone to build trust between you and a potential patient who is a complete stranger who hasn’t even had the opportunity to meet you in person yet.

It’s hard to read reports, it’s hard to dive into Google analytics and figure out what ‘s going on. You know what’s not hard to do anymore? You can have tracking data delivered right in the body of your website contacts that tells you exactly where the person came from, what they searched for, how many pages on your site they viewed, whether they read reviews or not… this is easy to get and over time you will see patterns and understand what’s working.

But most importantly, forget what you think you know and remember that you are what you publish and you get back what you put on the web.

6 tips for maximizing peak web traffic in January

Did you know that web traffic peaks for aesthetic practices in January?

2011-year-resolution-400x400Maybe it’s all those New Year’s resolutions. Consumers are very active in January. It happens every year, but most practices are not aware of the increase because surgical schedules are often quiet at this time.

What can you do to take advantage of this increase of attention on the web?

1. Answer your emails quickly.

Consumers are on the move and you should be ready and responsive. There are big scheduling advantages for practices that respond promptly and effectively to contact forms and other email leads.

Make sure your consult strategy is consistent with your goals. Remember there’s a direct correlation between the number of consults seen and the amount of surgery you’re going to do. If your goal is to fill your surgical schedule, try to remove consult barriers.

  • If you charge for consults, you can temporarily waive consult fees as a special to increase the number of consults you see.
  • If you don’t charge for consults, you need to vet patients well. Make sure that your consult slots are filled with serious patients. You can help patients get pre-approved if they’re going to need a payment plan.

2. Test new consult times.

Do you have consult times that really work best for your patients? This might be a good time to try some new appointment times earlier or later or different days of the week. You might want to add some evening appointments or Saturdays to accommodate working women. Announce the extended hours online and through social media.

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3. Let your patients help you tell your story.

As consumers do their research, they are using ratings and reviews to vet practices. Do everything you can to be sure the story they’ll find on the web is a positive one.

  • Being open and transparent with the comments and experiences of your past patients sends a strong signal to prospective patients. They need to know you care about the surgical outcome, but also about each patient’s surgical experience.
  • You can accomplish this by posting patient thank you notes and sharing patient comments you receive. You can also increase credibility with third party help. (Many practices leverage the on-going feedback of patients generated with RealPatientRatings™.)

4. Plan a fun email marketing campaign to engage your mailing list.

Remember that breast and body procedures are the prime subjects for this time of year. Offer a special promotion for every interest: surgery, Botox® and fillers, cellulite, and skin care. Then coordinate the email campaign with social media.

5. Hold an event or open house at the end of January or in early February.

This gives you several weeks to attract guests and build excitement. Topics might be Mommy Makeovers or breast alternatives that will help your patients be ready to celebrate Valentine’s Day. This might also be a time to test group or seminar consults. Be sure to include happy patients among your attendees.

6. Plan your social media strategy for the month!

Maximize the above ideas with a specific plan for Facebook. Keep your message in front of your audience longer by promoting a post – the cost is usually just $10-20.

Not sure what to do? Talk to Monique Ramsey at Cosmetic Social Media, our favorite social media expert.

We hope you find these ideas helpful and that they spur you on to great thoughts of your own. Happy new year!!