Plan Your 2019 Social Now

I know, it’s that time of year. The stores have had their halls decked since October, and many of us will spend Friday in a food coma. It’s an easy time of year for social media posting because so many fun things are going on – gifts from specialists, holiday parties with the team, etc.  Suddenly it will be January, and our feeds will be as bare as the turkey case tomorrow night.

Since your social feeds are basically filling themselves for the next 6 weeks, now is a great time to start planning your quarterly themes for 2019.  As a reminder, try to structure your 3 quarterly themes as 2 “dentally” – service you want to promote, and one “non-dentally” – like a piece about something your team is doing in the community or a CE you’re taking.

Remember to reflect those themes in your weekly blog posts and videos that you post to YouTube. Then share those on FB, Insta and Twitter.  These should account for one third of your social feeds.  The rest should be the truly “social” posts:

  • Goofy Holidays – National Taco Day, anyone?
  • VIP patients
  • Surveys and contests – great for building FB engagement
  • Fun things you and the team are doing

Remember whenever you post for a goofy holiday to use the trending hashtag for that day to make your post visible to a wider audience.  And as always, include images with every post #PiscOrItDidn’tHappen.

If you need help managing your social media, or want to learn how to use it more effectively, contact WorkingCat.  We’d love to get to know you.

Happy Thanksgiving!

Cost Per Click (It’s Not All About Your Bid!)

It’s that time of year when we all start (really) thinking about next year’s budget, and the smart ones are planning their 2019 marketing spend by now.

I get so many questions at lectures and from clients about  SEM, also known as Pay Per Click (PPC), Google AdWords, and paid search.  Done correctly SEM is VERY effective in driving traffic to your site, and eventually your practice.

I started this with thoughts on budget because SEM is frankly, not cheap when done effectively. One click for “Cosmetic Dentist” in Indianapolis can cost $30! Let’s talk about how you can impact your cost per click (CPC).

First a few terms:

Ad Rank

Google wants its users to have a good experience, so they consider the words in your ads and the content of the page on your site that people land on to score the relevance of your ad to the term or phrase that was searched.

The more your ad matches with what’s on that page, the higher your ad rank will be.  This means you’ll show up higher in the search results and pay less for the click.

This Ad Rank is determined by multiplying your Quality Score by your bid.  Then you CPC is calculated as illustrated here:

Image credit: Netsertive

Quality Score – based on ad copy and landing page relevance to the search

That’s why landing pages on your website for each of your key services are so important.  Sending clicks to these pages will increase your relevance, and your quality score, lowering your costs dramatically.

As Google says, be relevant, be compelling and drive traffic to pages that match what you promise in your ad.

Also, keep an eye on your hosting service.  If your landing pages are taking ages to load, that’s hurting you – again looking for that “good experience”

The great news here is that the top spot doesn’t go to the practice that wants to pay the most – quality is rewarded!

Remember:

  • Fresh, relevant content
  • Ad copy that matches the search
  • Pages that deliver on what the ad says

To learn more about Digital Marketing for your practice or to connect with some of the best people in SEM, contact us.