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.

The Increasing Influence of Instagram

The Photo Sharing App Exceeds Facebook for Engagement

Instagram has become the most engaged social platform for brands, with more than 7% percent of users interacting with each post. Twitter is the least engaged platform, with less than two out of one thousand followers (<.2%) engaging with each post. Facebook falls between the two, and continues to decline after a year of bad PR.  7% may not seem like a lot, but in our world of constant stimuli, it’s a huge share.

For many years, Facebook had been the primary platform for social media marketing.

In 2018, Instagram not only caught up to it’s parent company, but has sped right past mom and dad to capture the attention of an even broader audience.

Instagram ad placement is also increasing, reaching 43% of dollars spent with the company in March 2018. This means that out of all the ads businesses placed on Facebook and Instagram, almost HALF were on Instagram.

So what has made Instagram the go-to location for marketers?

The answer is  simple – Instagram engagement.

Instagram might not have the biggest audience size (in terms of monthly users) or highest activity volume (in terms of daily posts), but it is the biggest major interactions driver for businesses.

According to Instagram, 80% of users say they follow at least one business on the app, with 60% hearing about a product or service through their feed. As of March 2017, over 120 million Instagram users visited a website, got directions, called a business, emailed or direct messaged a business.

More importantly, at least 30% of Instagram users have purchased a product or service they first discovered on Instagram.

Every one of these activities shows a level of interest, so in many ways, these Instagram “interactors” should be considered as prospective patients.

 

How Important is Video in My Marketing Mix?

If you want to be found, it’s becoming the MOST important part.

Video, and especially using it on YouTube, is one of the biggest topics we talk to clients about.  Some people love the idea, a larger group would rather avoid it, and many just don’t see the point.  They ask, “How does having videos actually help my practice?”  We’d like to share some data to show just how relevant video is to ANY marketing strategy.

Alphabet, the parent company of Google and YouTube, released some interesting stats last month.

There are more than 66,000 Google searches every second throughout the world. That’s a whole lot of searching. Can you guess how many YouTube Videos are watched every second? Even more – 74,000.  In addition to that being a HUGE number, here’s how that translates to engagement:

  • Video keeps them on your site longer. The average user spends 88% more time on a website with video. (Source: Mist Media)
  • Video inspires action. Of the 80% of internet users who watched a video ad, 46% took some sort of action after viewing the ad. (Source: Video Brewer)
  • Video sparks interest. About 46% of people say they’d be more likely to seek out information about a service after seeing it in an online video. (Source: Eloqua)
  • Video improves your ranking. Having a video on the landing page of your site makes it 53% more likely to show up on page 1 of Google SEO. (Source: Mist Media)

Tackling your first videos may seem daunting, but once you get a few “in the can” you and your team will find that you really are natural movie stars!

If you need help with your marketing or more information about how to handle producing, posting and tagging our videos, contact us at WorkingCat.  Better business together – it’s what we do.

 

Welcome to the Blog

Hello, Dental Friends!

Welcome to WorkingCat’s blog.  This space will provide tips and thoughts about effectively marketing your dental practice.  I’ll be posting here weekly, just like I tell my amazing clients to do.  Just like those amazing clients, I may miss a week now and then, so don’t panic if you don’t see something. Some things you can expect to read:

  • Tips for using Social Media
  • Becoming a YouTube star
  • How to write Blogs that get found and read

To make sure you don’t miss a single thing, click on that “Subscribe” box over there on the right.

Then you’ll get an email notification each time there’s a new blog post.

Let’s be better together!