Welcome, welcome welcome everybody to Top Line Live at Five! My name is Brian Devine with Top Line. Today, let’s talk about search engine optimization and why it shouldn’t be your first thing to do when it comes to online marketing.
The reason I’m bringing this up today is it comes up all the time for us here at Top Line. People call because they are interested in digital marketing. They want to start getting new patients from the internet. The best way to do that they think is to be at the top of the search results in Google and that is probably not. It’s not wrong. It’s just one of the hardest things to do in these days. It used to be, “I can get you onto page one in about an hour.” And those days are gone. But Google has just completely changed that game and because Google is constantly changing that game, we like to have your search engine optimization sort of at the tail end.
Let’s get all of your other foundational stuff in place first, so, that when you are really getting busy and it’s time to start talking about search engine optimization, you’ve got this foundation that supports all the other work that we do to get your site to rank for major keywords. That means that we have to know what is that process. What is that digital on-ramp, so to speak. I’m going to show you this page here. This is what we call our digital stack. We’re kind of working through this. We’re going to have this up here for you pretty soon. But, I wanted you to kind of see what we’re what we’re doing and think through this with us. Because, this is important. It’s that we want you to think about the order in which you go about your online marketing.
So, we start with their Stage 1 and there are three strategies that you’ve got to put in place before you move on to stage two. That is that you’ve got a rock-solid website and there’s all kinds of things. I could do an entire webinar just on websites and what’s important to have in there but let’s just make sure that as long as you’ve got a rock-solid really good website and some of the basics are in place, then you’re good shape there.
Then, you make sure your Facebook page is getting constant content and that it is not dead space. So, if you have a Facebook page that hasn’t been posted to on a regular basis, start posting. Get it at least once a day if you can at the very very least, once or twice a week. We, actually, will post for you twice a day. That’s how important it is to get constant content on your Facebook page. If we don’t have that, what happens is the work that we do on our site for starting to drive phone calls to do, all this other things, it doesn’t work as well, if someone goes and checks you out your Facebook page and you don’t look like you’re active there. It makes it seem like you just don’t really exist. It’s the most bizarre thing. I couldn’t barely wrap my mind around how people think when it comes to social media but I do know how it works and how to take advantage of it. So, we want to make sure that’s in place.
Then, finally, your reputation. If we know that 97% of consumers between the ages of 18 – 34 are reading online reviews to judge a local business, we better make darn sure that your online reputation is rock-solid.
So, those are the first three things you have to have in place before you would even consider something like search engine optimization. Then, we move into Stage 2, where we talk about email, newsletters – where you are communicating with your patients on a regular basis. Then, of course Facebook ads, that’s where it starts to get fun. Because, when we’re running Facebook ads, we are making the phone ring directly. It’s not just sort of through these other things by having a solid website and Facebook and reputation. Yes, that will help you overall because people are going to find you easier. When they’re given a referral and they go and look you up, you look fantastic. So, you’re not going to lose those referrals. So, that’s what this is about. Now, when we’re doing Facebook ads, we are directly driving people to you and getting that phone to ring. That’s where it gets to be a lot of fun.
Then, of course, Stage 3, is where we start doing the really cool stuff and that’s where we play with the box and have communication back and forth between your office and the patients all automatically. Then, search engine showing up first in Google and because all those other things are in place and there’s all this activity going on, search engine optimization works even better.
Okay, so I just wanted to kind of cover that make sure that you’re thinking through that with us because we want to make sure!