September 2014: New ways to handle your Internet marketing strategy
New ways to handle your Internet marketing strategy
You may recall that in 2005 a book was published called Freakonomics. Written by Steven D. Levitt and Stephen J. Dubner, this book became wildly popular and, more importantly, widely read. The authors followed it with SuperFreakonomics, which also became a best-seller. Now, they have completed the trilogy with Think Like a Freak, a self-help manual that provides a step-by-step guide to thinking outside the box.
Why should you care? Because this new way of thinking can be successfully applied to anything — including your Internet marketing strategy. Here are the cliff notes:
Embrace Your Inner Child
Children are without preconceived notions, and frequently ask questions that cut right to the chase. Apply these principles when building your online brand. Instead of strictly following “ancient” SEO dogma (i.e., loading your articles with keywords and links), ask yourself “child-like” questions such as “Why don’t you have patients displayed prominently on your website saying nice things about you?” “Why is that other doctor’s website so much prettier than yours?” There are a number of other examples, but the bottom line is: Asking yourself “child-like” questions is an exercise that can provide clarity and direction.
It’s OK to Say that You “Don’t Know”
No one likes to admit that they don’t have all the answers. But when it comes to search engine optimization and Internet marketing, admitting that you don’t know and seeking help is often better than pursuing a strategy with only half the information.
Search engine algorithms have become much more sophisticated in the last few years. (Google changed its algorithm over 600 times last year alone — approximately twice a day.) There is no longer one “right” way to ensure your website ranks for the searches you want it to rank for. Search engines can (and do) now detect all of the nuances of your website structure — as well as links (internal and external), content and your citations — and base your visibility accordingly. Even if your website appears to be “just like Dr. X’s site” that ranks well, there is no guarantee that your website will, too.
In today’s environment, there isn’t always an immediately obvious answer. Acknowledging this makes it possible to learn from people who do know what to do and how to do it. Outsource what you don’t know to trustworthy, knowledgeable, and reputable partners.
Motivation Is the Key
According to the Freakonomics authors, incentives rule our world. If you want your staff to be more motivated, incentivize them. If, for example, you want more consultations and surgeries, incentivize your staff by instituting a bonus plan for leads that turn into consultations and for consultations that turn into surgery. If you want more positive online reviews, you might consider rewarding staffers if the number of positive reviews increases by a significant percentage.
The Tortoise Really Does Beat the Hare
Unlike in the early days of the Internet, today’s successful online strategies are built one step at a time. Abrupt and/or drastic changes are rarely (read: never) a good idea. If you feel that your online strategy isn’t working, it’s far better to make changes more methodically and, based on the results of these changes, titrate future actions.
Leave No Stone Unturned
While it might be your rankings, traffic, or website design that is impeding your online visibility, it also could be the way the leads are handled in-house. Secret-shop your own practice, and evaluate the quality of the responses from your staff. The results may surprise you. Many secret-shopper studies show that 40% to 50% of email leads in medical practices go unanswered. Sometimes the problem is closer to home than we would like to admit.
Know When to Give Up
In today’s world of severe Google penalties, sometimes it’s better to just start over. Hire a reputable SEO company to evaluate your backlinks, perhaps give link removal a try and then ask Google to lift penalties — it’s worth a shot. However, if after a few attempts this is still unsuccessful, in most cases you are better off changing your domain name and starting fresh.
Contact Ceatus to find out how you can cruise into the new season with a sleek and high-performing new website.
Ask the experts
Q How can I see what pages on my website are indexed?
A It’s as easy as performing a Google search for your site (www.YOURDOMAIN.com). The pages that are indexed will appear in the results of your search.
Events: Maximize Your Internet Strategy
Come by the Ceatus booth for a FREE website evaluation!
Join Ceatus CEO David Evans for a panel discussion on Web trends, social media and converting patients online. See you there!
Join Ceatus, Consumer Guide to Plastic Surgery and Breast Implants 4 You in Chicago. Stop by Booth 830 to meet the Ceatus team and see if your Internet strategy needs a facelift.
Meet the Ceatus team at Booth 2802 to learn how to maximize your Internet marketing ROI at AAO in Chicago!
Ceatus and Consumer Guide to Bariatric Surgery will be attending the The Obesity Society (TOS) and the American Society for Metabolic and Bariatric Surgery (ASMBS) Obesity Week in Boston. Come meet the Ceatus team at Booth 217!
CEATUS Internet Marketing Tip of the Month
Overcome Writer’s Block
Frequent updates to your blog and website content are essential to a well-rounded SEO strategy. It is very important that you make your website a great resource for people interested in your services — and that you show search engines that you are providing that value. However, many of our clients struggle to come up with enough compelling topics to post on a regular basis. Our advice? Stop overthinking it! The best source of great blog topics are the patients who you see day in and day out. Keep a record of some of the questions you get from patients during consultations, and address them on your blog. Blog posts that answer these sorts of questions are not only inherently great for search traffic, but also a great educational resource for your current and prospective patients. If one patient is asking the question, chances are that dozens more want to know the answer.
To increase your practice’s social media engagement, call us today and ask about the Ceatus Premium Social Media Package! 858-454-5505
Win the Day the Tailgate Way!
Tips and recipes that will help your tailgate crush the competition
Hut, Hut, Hike…
Tips to Help You Score
1. Instant Snack Bowl
Here’s a snack hack that will put you on the board! Fold the top edge inside the bag first, then begin rolling the bottom corners, up into the base of the bag, pushing the chips up as you go. You’ll end up with a custom snack bowl, with chips overflowing.
2. Condiment Muffin Tin
Use a muffin tin to store condiments and fixings. This will help you cut down on dish washing. Other tailgaters will be “washing” you do a victory dance!
3. DIY Speakers
You’ll need plastic (or paper) cups, a cardboard tube and scissors (duct tape optional). Wrap the tube in duct tape if desired. Using the phone as a guide, cut out a hole in the tube just big enough for your device. Next, make a hole near the base of the cups just big enough for one end of the tube. Repeat with the other cup. Turn the device volume up and put in the tube. Turn down for what!
4. Label Cooler
Label your coolers so time is spent grubbing and socializing instead of opening coolers to find your beverage of choice. Your friends will thank you later!
5. Football Field Table Cover
You can easily make a football field runner from placemats or some other item (a kitchen rug from Target was used in the example pictured above). Line it with white plastic electrician’s tape. Then use stick-on numbers to label the yards. (You can find numbers at Walmart or in the scrapbook supply aisle at Michael’s.) Great play! First and 10!
Now that all eyes are on your tailgate, as if it were a Super Bowl commercial, it’s time to get your taste buds in the game…
Game Day Food and Drink Recipes
Food: 5 Drinks: 2
“JIFFY” Corn Dog Muffins
- 2 pkgs. “JIFFY” Corn Muffin Mix
- 2 eggs
- 2/3 cup milk
- 4 hot dogs
Preheat oven to 400°F. Grease muffin pan or use paper baking cups.
Prepare muffin mix as directed on package. Cut each hot dog into three equal pieces. Fill muffin cups to 1/2 full. Place one section of hot dog, standing upright, in the center of each muffin cup. Gently pour equal amounts of remaining batter into each muffin cup. Bake 13 -15 minutes or until golden brown.
- 1 tablespoon olive oil
- 2 teaspoons chili powder
- 2 teaspoons ground cumin
- 2 teaspoons sugar
- 1 teaspoon curry powder
- 1 teaspoon garlic powder
- ¼ teaspoon cayenne powder
- 2½ cups dry roasted peanuts
Mix the olive oil and spices in a sauté pan over medium heat; stir until fragrant, about 30 seconds. Add peanuts and stir to coat, about 2 minutes.
Spread peanuts in a large baking pan; bake until golden brown and almost dry, about 15 minutes. Season with salt.
Transfer to paper towels; cool.
Store in an airtight container at room temp.
Football Deviled Eggs
- 6 hard-boiled eggs
- 1/4 cup mayonnaise
- 1/2 teaspoon dried mustard
- 1/2 teaspoon lemon juice
- 1/4 teaspoon salt
- Pinch of pepper
- Green onions
Place eggs in a saucepan and cover with cold water. Bring water to a boil and immediately remove from heat. Cover and let stand for about 15 minutes. Pour off the hot water and rapidly cool eggs by running them under cold water (or place in ice water) until completely cooled. Peel the eggs and cut them in half, and place the yolks in a bowl. Reserve the whites on a serving tray.
Mix the mayonnaise, dried mustard, lemon juice, salt and pepper into the yolks. Spoon about 1 tablespoon into each egg white half. Add thinly sliced green onion to resemble the stitching on a football. Refrigerate until serving.
Buffalo Chicken Dip
- 2 cups finely shredded chicken or 2 (10 ounce) cans chunk chicken, drained. (For another great option, use rotisserie chicken.)
- 2 (8 ounce) packages cream cheese, softened
- 1 cup dressing (mix and match ranch/blue cheese)
- 3/4 cup hot pepper sauce (such as Frank’s Red Hot®)
- 1 1/2 cups shredded cheese (your favorite – cheddar, blue, mozzarella, Mexican blend, etc.)
- 1 (8 ounce) box crackers, pita chips, Frito Scoops (your favorite)
- 1 bunch celery, cleaned and cut into 4-inch pieces (for a light serving option)
Mix softened cream cheese until smooth.
Stir in dressing, and hot sauce, then add chicken to combine.
Heat in a skillet or microwave, until well blended and warm.
Mix in half of the shredded cheese, and transfer the mixture to a mini slow cooker.
Sprinkle the remaining cheese over the top, cover, and cook on Low setting until hot and bubbly. If you do not have a crock pot, just melt cheese in oven or microwave.
Serve with your choice of crackers – or celery sticks, if going light.
For oven-only variation: Mix all ingredients, except reserve half of the shredded cheese. Bake at 350 degrees for 15 minutes, then sprinkle remaining cheese on top and bake for five additional minutes.
What you will need:
- Pan of pre-baked brownies (use your favorite recipe, please!)
- Football cookie cutter
- Pastry bag with a small, round tip, filled with white frosting
Simply cut your footballs into your already baked brownies.
Carefully remove your football shaped brownies, brush away the crumbs, and place onto a plate.
Take the frosting and pipe some football laces onto your brownies.
- 1.75 L vodka
- 4 L lemon lime soda
- 24 fl oz frozen lemonade concentrate mix
- Sliced lemon, lime and orange for garnish
Mix all ingredients and serve chilled in your favorite drink dispenser.
Bloody Mary Bar
Have the following ingredients and fixings on hand:
- Vodka – frosty freezer-cold
- Bloody Mary mix – refrigerated
- Hot sauce
- Worcestershire Sauce
- Soy Sauce
- Lemons, limes (in wedges)
- Celery stalks
- Spanish olives
- Cherry or grape tomatoes
- Celery salt
- Cups (plastic), stir sticks
Add a description card with instructions on how to make a basic Bloody Mary:
- 1-1/2 ounce base spirit of choice – usually vodka
- 4 to 6 ounces tomato juice or Clamato juice
- 2 to 3 dashes Worcestershire Sauce
- 1 to 2 dashes Tabasco or hot sauce of choice
- Squeeze of lime
- Dash celery salt
- Dash pepper
- Salted rim
Rim glass with lime. Dip into salt. Fill glass with ice. Season ice with lime juice, celery salt, pepper and sauces. Add spirit of choice. Top with tomato or Clamato juice. Stir. Garnish as desired.