Online Marketing Analysis Prepared For: Date: September 05, 2017 Prepared By: Chris Pistorius Overview This analysis goes through and details your current online marketing campaign. Each section details a specific marketing strategy and details how you are doing. Report Objective The objective of this report is to examine and identify the online marketing challenges that are unique to your practice. Once those challenges are identified, the next step is to explain what needs to be done in order to improve the marketing for each identified item. The last step is to outline an action plan that includes, goals and benchmarks.
Your Market Opportunity The graph below is from a tool that Google provides to show how many searches happen in local markets for specific industries. This demonstrates how people are looking for a dentist in the HR area, it also shows the amount of potential new patients that you are missing out on each month. Number of Searches Per Month Avg. Monthly Searches (past 12 months) 2200 Searches Last Month 2625 Competitive Analysis In order to make smart decisions in your local marketing campaign you need to know what your competition is doing. You need to have a good understanding of who your top competitors are online, even though you may not think of them as actual competition. Here is who we show as your top online competition: Competitor HR Family Dental Aspen Park Dental HR Family Dentistry Website yourhighlandsranchdentist.com aspenparkerdentalhr.com rysnerdental.com
How Great Is Your Website? Your website is the "marketing hub" of all of your marketing activity, even for your offline marketing efforts. If you send out postcards, buy a billboard, do a newspaper ad, or even (heaven forbid) buy a yellow pages ad, people are still going to go to your website to check you out. Your website should be great and be a platform that converts clicks into new patient leads. Are you adding new content to your website on a consistent basis? Is your website mobile friendly? Are you using Google Analytics to track your website visitor behavior? Is your website connected to Google Search Console? Does your website pass the Google Speed Test? Does your website have a strong call to action? Do you have request an appointment forms on every page? Do you have easy to find contact info on every page of your site? Are you using actual photos of your office and staff on the site? Do you have a page dedicated to each service that you offer? Is your home page, service pages and contact us page all titled correctly? Do you have patient reviews on the site, streaming directly from the source? YES YES YES Retargeting Are you targeting people that have already been to your website with ads as they browse the Internet? Google Facebook
Online Visibility (Organic) There is no question that new patients are using Google to find local dental practices like yours, it is absolutely critical that you have great visibility in the organic sections of Google. Are you ranking on the first page of Google in both the local maps section (Google My Business) and the regular organic section for competitive keywords in your local market? Keyword Regular Organic Ranking Google My Business Ranking cosmetic dentist highlands ranch 4th NE family dentist highlands ranch 6th NE best dentist in highlands ranch NE NE Online Visibility (Paid) Is your practice utilizing paid ads to drive targeted traffic to your website? Google AdWords Facebook Ads Yelp Ads Online Reputation There is no question that potential new patients are looking you up everyday to see what others think of you, even people who have been referred to you by a friend or family member. If you have a great online reputation then you will convert more new patients. Are you getting enough reviews, on different properties? Are you getting good reviews? Are you getting consistent reviews? 20+ Reviews on Google? 20+ Reviews on Yelp? 20+ Reviews on Facebook? Avg. Rating on Google Avg. Rating on Yelp Avg. Rating on Facebook 4.2 5.0 5.0 Recent Google Review Recent Yelp Review Recent Facebook Review YES
Local Listing Visibility Your practice should be listed in over 100 local directories scattered across the Web. The problem is that they could have incorrect information on them, or inconsistent information. Not only is this confusing for your potential new patients, but it also hurts your organic website rankings with Google. The other problem is that it is a HUGE time commitment to try to fix all of these listings and keep them consistent. Here is what we found when checking your practice on some of the top directory listings online: This list goes on for 100+ more listings, this is just a few of them.
Audit Summary and Recommendation The purpose of this audit is to give you a picture of how KickStart Dental Marketing is currently appearing online as market conditions and competition are always changing. The goal is to identify specific areas of concern and turn them into opportunities to grow your practice. Based on your audit, here are a few areas that we can help to grow your practice and maximize your revenue opportunity to the potential patients who are actively looking for your products and services each month: Your Website Is The Hub - It Has To Be Great Your website really needs to be redone, it is outdated and not competitive in your local marketplace. You have some good concepts on the site that can be carried over, but the overall look and fell is dated. There is also some technical issues with the site that my be causing search engines like Google to ignore it. Our Recommendation: Rebuild your website using a custom Wordpress design, making is easy to edit. Use lots of office, staff photos, office tour, etc. Create a compelling call to action to make people want to take action and call you. Are You Found When People Look For Your Products and Services? As you saw in the market opportunity section of the audit, there are lots of people looking for dentists in the Phoenix/Fountain Hills area and when they do dentist related searches you are not showing up to them. Our Recommendation: Start SEO and pay per click marketing campaigns to increase online visibility. Is Your Online Reputation Helping You Get Chosen? You have good reviews online, but you don't have enough. You need at least 20 reviews on Google, Yelp and Facebook. You also need ongoing current reviews to show people how great you and your staff are. Our Recommendation: Install a system that will allow patients to easily leave reviews for you online, and market those great reviews on your website, social media profiles and more.
Is Your Listed Information Correct? Your listings could use some work, you really need to make sure that your name, address & phone number is as consistent as possible on these 100+ listings. Our scan showed at least 60 errors that need to be fixed. Fixing these will also help your search engine rankings. Our Recommendation: Fix all of the current errors and check weekly to ensure that there are no new errors. Also, add photos, videos and other information to as many of these listings as possible. Ready To Get Your Internet Marketing Right & Grow Your Practice? Contact Me! Chris Pistorius - 303-500-7991 chris@kickstartdental.com