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Your website is the gateway by which many of your new patients come to know you.  Knowing who is viewing your site and what they like about it is key to attracting new visitors. Using Analytics to track visitors to your site is a great way to see who your web page appeals to most and what you can do to bring in more patients.

Location

The first way you can track visitors to your page is by their location. This helps you to see where your visits are coming from.  This can give you valuable insight to help  with other marketing efforts. If, for example, you realize that most of your traffic is coming from a particular area, you might decide to do some offline marketing there.  This is also beneficial for practices with more than one location because they can see their more popular locations and then study what they’re doing so they can make the necessary changes at their other practices.

Most popular pages

This is one of the most important aspects for you to study because it lets you know what your patients want most from you based upon the pages they are spending time on and how much time they spend there. You can also use these pages as examples or templates for new pages. You already know that visitors respond well to the page, so keeping something along those lines will make it more likely that patients will continue visiting your site and referring their friends and family to your practice.

Traffic Source

Looking at how your prospects make their way to your site can provide you a wealth of information.  Did they come in from paid advertisements or via the search engines?  If they found you via a search engine, what were they searching for?  Which search engine did they use to find you?  Which browser did they use?  Did they use a computer or a mobile device?  There is a tremendous amount of market intelligence available from the traffic that is currently coming to your website.  You can see trends, determine more specifically who your target market is and make better marketing decisions as a result.

These are just a few ways you can track your prospects and patients to better understand what they want from your website and your practice. Taking the time to look over information like this is a great way to help improve your practice and patient relationships.

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Online video is continuing a meteoric rise in popularity in recent years. Online video marketing is becoming vital to medical practices today because of its ability to convey information in a simple and engaging way. With so many sources of video content available online, it is critical that you keep the videos you post well produced and as precise and to-the-point as possible. The trick is making sure they appeal to your audience. Read ahead for three questions to ask yourself to help you produce engaging and relevant online video.

What’s your point?

Make sure your video is as direct and informative as possible. Think about what you want the outcome of your video to be.  Do you want your viewer to better understand a concept or procedure at the end?  If so, be sure to teach them clearly in your video.  Do you want your viewer to take action?  If so, tell them exactly what you want them to do and give them a reason to do it.  You don’t want to leave people wondering what they just watched, or, worse, feeling like they wasted their time. To avoid this, outline the most important things you want to convey and cover them in order of importance directly and clearly.

Why should I care?

Something else patients look for in videos is whether it makes them excited about what they just watched. Be sure to give them tangible examples and, if possible, before and after images so that they can get excited about what’s possible and envision themselves with the same results.  With so much competition in the medical marketplace, you need to find a way to engage the prospective patients and make an impression on them so that they choose you over your competitors.  You can do this by studying your market or talking with existing patients to find what most appeals to them so that you can tailor your videos accordingly.

What are you talking about?

Finally, make sure your videos are easy to understand. This is especially important if you are posting descriptive information, such as pre-procedure instructions or other things of that nature. Remember that people often become frustrated if they don’t understand what they’re watching and will just try to find another source of information rather than taking the time to decipher an unclear or confusing video. A great test exercise is to have a non-medical person such as a family member or friend watch the video and answer a brief questionnaire with specific questions about the content of the video.  If they can’t answer the questions easily, then you need to do more work on your video to make it easier to understand.

These tips will help you understand what your existing or prospective patients are interested in seeing and help keep your videos on point.  Follow these simple steps and you’ll be on your way to video marketing success for your practice.

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Remarketing is the practice of repackaging or reintroducing a product or service to your target market. In online marketing, this type of marketing has taken on a very specific meaning — the practice of sending ads to customers who have previously visited a web site, but did not purchase anything from that web site.

The technology works by tagging consumers who visit a certain site but do not purchase. Many opponents of the technique say that it is invasive, but the remarketing technology works without having to take any personal information: all that is recorded is the fact that a certain web site was visited by a particular visitor.

Many top independent third party researchers have found that remarketing is among the most underutilized, if not the most underutilized, marketing technique available for wide use today. These companies base this assertion around the fact that many advertisers can realistically expect a 400 percent increase in consumer response to their ads once they have implemented the technique.

Opponents of the marketing technique quote its relatively low return on investment as compared with other marketing techniques. However, proponents counter that one must entertain a much more long term view when dealing with ads that are repeated to a consumer. It takes an average of 12 exposures to an ad for a click to take place, these proponents argue, and so conversion will naturally take a longer time depending on the ad cycle that any one particular ad is a part of.

If you’re interested in adding a new tool to your long term marketing strategy, talk to an experienced Internet marketer to find out if remarketing is right for your business.

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Since 1998, Google has been making a name for itself. From it’s humble beginnings as the brainchild of Stanford graduates Larry Paige and Sergey Brin, Google has grown into the the most popular search engine in the entire world. Unlike its peers, however, Google has not become complacent and works to constantly upgrade previous applications with new twists. One such feature is the Google local listing which appears when a search is performed.

Google local listings are comprised of a small map which usually appears in the top right had corner of a browser once something specific to a locality has been searched. An example of this would be if someone typed in “Miami painters” in their Google search bar. Not only would the top search results appear as normal which could be clicked to open up individual pages, but also the local listing map would be available for use. If the user simply clicks on this local listing map the Google maps application will load with locations and contact information for all available paint companies who registered with the application in the Miami area. Just waiving the mouse over the red dots on Google maps will then show contact information for the businesses. One a target is selected and clicked, driving directions can then even be accessed.

One of Google’s founding principles has always been ease of use. The simplicity of add-on applications like the local listing is what helps to set Google apart from its competitors. To list a business all someone has to do is open an account and fill out the information requested in the Google Local Business Center. If the business is already listed then all they have to do is claim it.

With ease of use and especially ease of setup in mind, it just makes sense to take advantage of some of the tools offered by Google. Whether you are a business looking for a customer or vice versa, the Google local listing can keep you connected.

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Video marketing will give your business a marketing boost by grabbing the viewer’s attention and setting you apart from the competition. You are more likely to sell your product or service to someone who has already had a chance to “meet” you via video when they walk through your real or virtual door. Good video marketing can help you add a human element to your market interaction that allows your prospects to connect with you in a deeper way than most other media.

ONE: Design an appropriate theme for the video

A good online video has a theme or topic. Consider angles such as myth busting, “secrets” of the product or trade or how to guides. Be sure that you have a clear purpose in mind for making the video. Of course, your video is going to do its best to market your product, so pick a topic or theme that suits your product or service well, such has top ten tips for using your product.

TWO: Create a fantastic video

Online videos can often be created with a high quality home video camera. Consider using a tripod to reduce shakiness in the video. Additionally, shoot the short video several times from different angles to create professional looking shots. A three minute video shot entirely from the same angle is actually quite boring to a modern audience, so mix it up. Utilizing natural light can also help to give your video a realistic feel. If you decide to film indoors be sure to brighten the room up and put makeup on your actors so they don’t look extremely pale under your bright lights.

After you’ve taped the promotional video several times you can use your computer’s video editing software to splice the different angles together, clean up basic lighting issues and place your logo into the shot. It’s not necessary to buy video editing software because most new computers come with something already installed.

THREE: Publish and promote your video

Lastly you have to put your online video onto your business’ website. You might also consider uploading your video to other social networking sites and video pools, such as youtube. Be sure to include keywords when uploading your video so people will be able to find it. To aid in the publicizing of your video let people know that it’s out there by adding a link to twitter and facebook directing people to your video. Additionally, email your friends about it, either through an online newsletter or under the signature line in your email.

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• 9 Experts Answer “What Makes an Online Video Worth Sharing?” (customerthink.com)

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When someone searches for a business or service on Google, there are three distinct places that populate the front page. At the very top and along the right side are the paid advertisements. Completing the bulk of the page are the natural listings, brought up according to their relevance and popularity. The last, directly below the paid ads and directly above the natural listings are the local listings. Here are three reasons that you should claim your Google local listing immediately:

It’s Quick and Easy – The first reason to claim your Google local listing is that it is quick and easy to do. If you have a website for your service or business, you can submit it for your local listing through the Google front page. The process takes about ten minutes and involves providing Google with your phone number or other information. Choosing to allow them to call you is the most expedient way to input your business or service.

It Provides Premium Placement – Considering where the local listings are placed proves to be another reason. Over ninety percent of browsers are going to display the local listings directly at eye level. Because each listing also provides their location on a map in front of the viewer, there is less worry about ranking within these searches.

It’s Free – The third and most important reason to claim your local listing as soon as possible is because they are free. Popular theory, supported loosely by claims made by Google themselves, is that soon they will begin to charge for local listings. Simply submitting your website to them does gain you access to their natural listings but it can be tough to gain ranking. So many other sites have already gained more relevance. Obtaining your local listing has become a more effective way to appear on the first page, raising your chances to gain a higher natural or paid listing.

Google is the most used search engine in the world and is an integral place to be if you own a business or provide a service. With the constant increase of small business owners, it is important to single yourself out from the competition. Gaining your local listing is an easy, effective and economical way to do so.

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As smartphone use continues to rise, correlating marketing trends are changing the ways that businesses interact with consumers. One such trend is the 2d barcode or QR Code.

2d barcode marketing is still in the early stages of development and adoption and we’re seeing the first applications of this new technology in the market. Here are a few examples of QR code marketing that add value to the customer by speeding up or improving their experience or giving them an advantage over other customers without access to the QR code info, in effect creating a VIP club of sorts for QR code users.

Some major food chains have begun to tie in 2d barcode marketing to their national sweepstakes. The most common scenario is that the barcode is found in the restaurant. Once it is scanned, the consumer gains entrance to the competition. No forms to fill out and mail in – just instant access. This is effective for the restaurant to track which locations are seeing the most business and which of those locations caters to a higher majority of technology users.

Other businesses have found success including 2d barcode marketing in their printed media. These barcodes are often next to products the company offers. Scanning the code often takes the consumer to a relevant website containing more information, a video advertisement for the product or directly to a checkout website. Again, instant access to the product they want when they want it. This allows the business to reward it’s high tech customers with more convenience and faster service.

QR codes can also be used to provide entertainment value. In some cases, the random placement of a 2d barcode has led to a funny video or advertisement gaining viral status. This is another way of putting the smartphone user in the “inner circle” and providing them with something that the ordinary customer can’t get. The relative newness and novelty of 2d barcodes leads many consumers with smartphones to scan them simply because they can.

As more of the population continues to carry smartphones with the ability to scan 2d barcodes, the VIP effect will fade a bit, but the mass appeal will replace the exclusivity and make QR code marketing an effective strategy for small business.

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The popularity of the social web has given rise to a need to conduct online reputation management for many companies. Social networking sites, customer review websites, blogs and forums are just a sample of the sites that allow your customers to post their reviews about your company or product, and those reviews and opinions won’t always be good.

Online reputation management is the practice of monitoring where and how your company or product’s name is used, and what is being said about you. It’s also the practice of being proactive in the world-wide conversation about your brand or product and taking steps to reverse criticisms and/or improve your products or service in response to praise and criticism. The social web allows you the opportunity to be a participant in the conversations about your product instead of just a bystander, giving you the opportunity to share your message and, most importantly, become more than an anonymous corporate identity.

If you’re patient, open minded and willing to listen to your customers, even the bad reviews can be seen as an opportunity to get new customers. No company succeeds without listening to their customers, and bad reviews of a product often change that product for the better. It also gives you a chance to start a conversation about your product in some instances, and get your message to that many more people.

Online reputation management is a good idea for any company that has an online presence, be it through their own actions or the actions of others, like their customers for example. Chances are that someone’s talking about you on the internet somewhere, and that’s your chance to take part in the conversation about your brand and your company. Online reputation management is a great opportunity to let people see the real people and personalities behind the corporate facade, and if done right can be a huge boon to your business.

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Over the past few years search engines have changed the way their results are displayed. Search for a business on Google, and you’re likely to pull up a picture of a map with the locations of the businesses most relevant to your specific area along with the main results. These are called geo-targeted search results and are displayed based on where your IP address puts you on Google’s map. The technology is changing local search marketing, and this new technology should be a part of your online marketing practice, especially if you run a brick and mortar business or a website that caters specifically to a local audience such as a news site or a local nightlife website.

Back before the Internet, and specifically more advanced local searches, people used the Yellow Pages or their local phone book to find local businesses for their needs. However, with local search becoming more advanced and people being more connected thanks to laptops, netbooks and smartphones; search engines are becoming increasingly popular as the place to go for information on local businesses. It’s much easier when you’re in the car to have your passenger type in “Italian restaurant” in the phone than to call 411 or keep a phonebook in your car to search for what you want. With the convenience and speed that geo-targeted search offers, it’s popularity is going to continue to grow.

Many search engines have local listing services that allow you to build a profile for your business even if you don’t have a regular website; complete with pictures, content and even reviews from other locals who’ve used your service or bought your products. This allows people to make an educated decision as to whether or not they’d like to try your business out; and they can also get all the information they need right there, from your phone number to directions, all in one place. If you’re not already using geo-specific local search marketing as part of your strategy, you should definitely look into it.

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Social Media Marketing is a relatively new concept that has arrived with the introduction of Web 2.0 or the social internet. Social networking sites such as Facebook and LinkedIn, as well as video sharing websites and blogs have made social media marketing possible. The social media networks offer an opportunity for businesses to start a conversation or create buzz for their products and services starting with a small group of people and then spreading through their networks, which is made almost effortless with the touch of a like button, status update or wall post. Social media marketing is a potentially cheaper alternative to traditional marketing methods and can target very specific audiences.

Companies have always relied heavily on word of mouth marketing, as the most valuable endorsement that they can get is from a satisfied customer. You tell your friends what a great deal Product X is and what a wonderful job it does, and they go out and by it. Before the social web, those connections happened as you saw and talked to your friends and only if it happened to be on your mind at that time. Now, sharing your experience with Product X is as simple pushing a button or copying and pasting their link into your status update and writing a short little comment about how it made your whites whiter or your house smell better than ever. You do this, then 10 of your friends do it, then 10 of each of their friends do it, and within minutes their one simple post has spread to thousands of people, for a minimal investment.

The Social Media Marketing concept works wonderfully for two reasons. Your friends trust you much more than they trust an ad on TV that may or may not be telling the truth. The second reason is the best one for the people being marketed to: theoretically, the person that sends the message has tried and enjoyed the product. They have no reason to lie, as they’re probably not getting paid for their “share” or “Like”, and so you know you’re getting an authentic review of the product, based on personal experience.

For products that work as they’re intended, there is no better form of advertisement than the endorsement of personally known friends, and social media marketing and Web 2.0 make that connection easier and faster than ever. If you’re looking to market a product or service, you should definitely check out what social media marketing can do for your business.