Uh-Oh! The Big 4-0!

Guess who’s turning 40.

For years I have asked clients and course attendees to describe their perfect patient.  Besides, “one who pays”, the biggest qualifier is age.  Typically practices are looking for someone between 35 and 55, which makes sense – someone who likely needs work and can pay for it.  Well guess what: that now includes a demographic we used to ignore as “too young” – Millennials!!

That’s right, defined as being born from 1980 to 1994, next year the oldest ones turn 40!  That means they are already our “ideal” patients, we just haven’t been marketing to them.

Let’s talk about what makes these folks, who I prefer to call Digital Natives, different from the prior generations.

I assume that if you’re reading this article you have already added digital and social marketing to your practice.  Let’s make sure that what you’re doing in those paces speaks to these folks.

  • 90% state that they trust recommendations over claims made by a business – How do your reviews look? Do you have more than 30? They need user generated “proof”
  • They are 3 times more likely to be influenced by blogs and social media sites – Are you keeping these up to date?
  • They make up 37% of adult consumers – this makes them a HUGE buying block!

It may seem crazy to still have to say this in 2019, but make sure your website is responsive across all devices and operating systems. Just because it looks good on YOUR iPhone, doesn’t mean it looks good on THEIR newer and way cooler Google Pixel.  And if they can’t see who you are and what you’re about on their favorite device (checked an average of 43 times per day), they’re never going to come see you.

Once they do call  – or text if you’re set up for that – get them in quickly.  They’re busy and used to “now”.  Remember that if they found you on line, and you can’t accommodate them, they’re one click away from finding your competition.

Still think you don’t need to worry about them?  Here’s the most compelling argument yet:  They spend.  In fact, it is estimated they will spend 1.4 trillion (with a T!) a year by 2020.

That’s one big 40th birthday bash!

To learn more about digital marketing and how to use the internet to advance your practice, click on “Talk”.  We’d love to hear from you.

Update to Google+ Sundown

Google+, we hardly used thee

Hey, Marketing Friends!

Just wanted to post a quick update to a previous article about Google’s decision to end Google+.  Back in October they told us to get our affairs in order because they would be ending the service for private users in October of 2019.

Well, those crazy kids issued a press release on January 30th to tell us “time’s up”.  Google+ will cease to be (outside of corporate environments) on April 2nd.

My guess is that most of you will never notice because really, a lack of users is what prompted the move. Do make sure though that you no longer have links on your site to your Google+ profile.  Also be aware that on February 7th they will cease to support links to reviews on the platform, so again – if your site has them, now’s the time to have your “web guy” clean that up.

As ever, if you have questions about this, or any of your practice marketing needs, WorkingCat is here to help.  Just click on “Talk”.

 

Does Your Blog Sing?

Are You Writing Music?

I know, I know – writing a blog every week or two can be a drag.

  • What to write about?
  • Who’s going to write it?
  • Who’s even reading it? (Is this thing on??)

As healthcare professionals we often think the main purpose of our blog is to educate.  I’ll give you that educating patients is a noble pursuit and definitely in the top 2-3 things your blog should do. But it’s main purpose is to engage.  I could have copied the text of this image and explained all the fun out of it, but Gary’s right, and music is better experienced first hand.

So yeah, MY word count is only 159, but Gary played for you so you could work to improve your writing, and engage your patients.  That’s good stuff.

If you need help with your blog or any area of practice marketing we’d love to hear from you.  Hailing frequencies open.

See you on the internet!

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.