aappm 022516 - Foster Web Marketing

How To Survive & Flourish in the
New Internet Age
9 Things To Know
So You Don’t Wreck your Practice
Just 9 Things To Think About!
z
1. 
Your website is the foundation and the funnel for all of your marketing
2. 
Understanding The Power of Your Brand
3. 
Producing Content That Will Help Your Website Convert
4. 
How To Get Relevant and Powerful Links
5. 
How to Make Your Website Work Better
6. 
Local Search is Critical for Podiatrists
7. 
Your Website is an extension of Your Brand
8. 
How Patient Experiences Affect Your Online Presence & Reviews
9. 
Create a sustainable Review Strategy
www.FosterWebMarketing.com
Tom Foster, Founder & CEO
•  Since 1997
•  300 clients worldwide
•  50 employees - all USA
•  Low attrition
•  Creator of DSS
•  Legal Websites
•  Medical Websites
www.FosterWebMarketing.com
www.FosterWebMarketing.com
www.FosterWebMarketing.com
It’s NOT a Sprint!
www.FosterWebMarketing.com
It’s NOT A Marathon…
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It’s a Journey
www.FosterWebMarketing.com
1. Your Website Is the Center of Everything
—  Does it suck? Is it User Device Responsive?
—  Stop Guessing - You Need to Know What’s Going On!
—  Do You Know About and Read What Is Being Published to Your
Website?
—  Do You Know What Is Being Posted About You and Your
Business on the Web?
—  Do You Know Where Your Patients Are Coming From, or just
guessing?
—  Consider Marketing Software & Tools to Facilitate!
www.FosterWebMarketing.com
Device/User Responsive Website
www.FosterWebMarketing.com
Website UI “Must-Have’s” Checklist
—  Site is “easy on the eyes”
—  Black or dark text on white background
—  Easy to find phone and contact information on
every page
—  Clear and easy to navigate
—  Consistent formatting and color palette
—  Headers are engaging for users not search
engines
—  Grammar, punctuation!
—  Proper Calls to Action
www.FosterWebMarketing.com
2. The Power of Your Brand
—  Brand Is a Perception
—  Brand Building Is Deliberate
—  People search by brand
—  People search by name
www.FosterWebMarketing.com
3. Content Google Will Eat Up
How To Think About Content & Write Like An Expert
http://www.fosterwebmarketing.com/library/how-to-write-great-web-content.cfm
www.FosterWebMarketing.com
Call-to-Action Options
—  Book an Appointment now
—  Link to More Relevant Content
—  Make Them an Offer
—  Encourage Social Media Sharing
—  Provide Contact Information
—  Request Comments or Feedback
—  Subscribe for More: Videos, Content, Newsletters, & Offers
www.FosterWebMarketing.com
4. The Importance of Backlinks
—  Backlinks Are Still One of the Biggest Factors in
SEO Today
—  Backlinks Should Be
Relevant and Natural
—  Quality Over Quantity—
Just Like Content
—  Today it’s About Backlink Earning and Not About
Backlink Building
www.FosterWebMarketing.com
Best Kinds of Links To Get
—  Relevant to podiatry or your business
—  From other trusted websites
—  Those that send referring traffic
—  The anchor text is embedded in the content
—  NOT paid or simply reciprocal (back and forth)
—  With other high quality links in the content
—  Fewer from a variety of domains and not just
many from one domain
www.FosterWebMarketing.com
5 Ways To Get Awesome Backlinks
—  Get listed on podiatry other medical directories
¡  6 Best Directories for Doctors and How to Get Listed
http://www.fosterwebmarketing.com/blog/the-best-places-for-doctors-to-be-listed-online.cfm
—  Produce Effective “Link Bait” content
¡  How To Think About Content & Write Like An Expert
http://www.fosterwebmarketing.com/library/how-to-write-great-web-content.cfm
—  Be a Guest Blogger
—  Get involved in your community
—  Link out to others
www.FosterWebMarketing.com
#5 How To Make Your Website Work Better
—  Work with trustworthy and knowledgeable
people, not just the cheapest
—  Be transparent, partner-up
—  Constant tweaking and improvement
—  Keep up with design trends
—  Use software to update frequently
—  Measure and analyze
—  Do stuff that works, stop doing stuff that
doesn’t
www.FosterWebMarketing.com
Easy To Use
Marketing
Software
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Add content
Add testimonials
Add before/after
Add video
Attract patients
Get new patients
Nurture your list
Measure results
Take Care of your
website!
#6 Local Search is Critical
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www.FosterWebMarketing.com
People Search Locally From Their Phones
www.FosterWebMarketing.com
7. Device Responsive “Branded” Website
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8. Prospect/Patient Experience
—  Fast Response
—  Consistent Follow-Up
—  Automated Thank You Emails Generated After Contact
—  Information Provided Is Consistent and Relevant to
Inquiry
—  Soft Contacts Are Automatically Added to Follow-up
Campaigns or Newsletters
—  Faster Follow-Up Yields Better Results
www.FosterWebMarketing.com
Why Client Experiences Matter
—  70% of Customers Who Leave Do So Because of
Poor Customer Experience
—  Top 3 Customer Frustrations
¡  Failure to Quickly Resolve an Issue
¡  Lengthy Hold Times
¡  Representatives Who Cannot Help
www.FosterWebMarketing.com
Waiting Is the WORST
—  Excuses Don’t Fly While Clients are Waiting
—  60% of Customers Will Abandon a Call 1
Minute After Being Placed on Hold.
www.FosterWebMarketing.com
Empower Knowledgeable Receptionists
—  Your Receptionist is Often Your Client’s First
Impression of Your Brand
—  Provide Ongoing Training and Knowledge Building
Opportunities
—  Make Sure They Are Familiar With Your Website
and it’s Resources
—  Anyone Answering the Phone or Welcoming Clients
into the Office Should be EXTRA Courteous
www.FosterWebMarketing.com
www.FosterWebMarketing.com
How Patient Experiences Affect Your Website
—  It Only Takes One Bad Review to Derail Your
Brand
—  88% of Consumers Trust Online Reviews as
Much as Personal Recommendations
—  95% of Consumers Use Reviews and 86% Say
They Are Essential When Making a Purchase
www.FosterWebMarketing.com
Why You Should Care
—  It Costs 5 Times More to Get to New Patients
Than it Does to Keep Existing Patients
—  Reducing Turnover Rate by 5% Can Lead to a
Profit Increase of 25% to 125%
—  91% of Unsatisfied Patients Who Leave Will
NEVER COME BACK
www.FosterWebMarketing.com
9. Creating a Sustainable Review Strategy
—  Be Consistent
—  Don’t Send Mass Emails Requesting Reviews
—  Request as soon as possible after providing a
service
—  Reviews Are Most Valuable When They Are
Honest and Unbiased
www.FosterWebMarketing.com
9. Creating a Sustainable Review Strategy
—  Don’t Review Your Own Business or Employer
—  Don’t Offer or Accept Money, Products, or
Services to Write Reviews for a Business, or to
Write Negative Reviews About a Competitor
—  Don’t Set Up Review Stations or Kiosks in Your
Office
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Set Up a Review Path
Send Feedback Request Email
Negative
Feedback
Positive
Feedback
Thank reviewer for
feedback. Review these
to make sure there
isn’t a bigger issue to
address or something
you can do to make it
better.
Thank reviewer for
feedback. Ask for a
review on Google+,
Yelp, Avvo, Martindale
Hubbel, or another
website.
www.FosterWebMarketing.com
Think Again
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www.FosterWebMarketing.com
Client Experience
Reviews
Content
Follow-up
Process
Backlinks
Local SEO
Social
Media
Website
Architecture
We Are Here to Help
—  Go to www.fwmdoctoranalysis.com and fill out
the form for a free website analysis
—  We will take a look at all of the different parts of
your website and make sure nothing is wrong
—  We will also give you ideas on how to improve
your website moving forward
—  No commitment, we just want to help
www.FosterWebMarketing.com