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Guide to Plastic Surgery SEO and Digital Marketing

Guide to Plastic Surgery SEO and Digital Marketing

In the field of Plastic Surgery, first impressions mean everything. The entire basis of plastic surgery is for people to improve how the world sees them so that they can make a better first impression. That same principle holds true when it comes to marketing your plastic surgery practice. You only have one chance to make a first impression and that impression matters.

Consider that between 75% and 95% of users don’t look beyond the first page of search results and that 94% of a user’s mistrust of a medical website is based on their impression of various design elements and you can begin to see how important it is to ensure the effectiveness of your marketing approach.

With the competitive nature of the plastic surgery field and the wide range of individual services available, it is particularly important to have a marketing approach that makes your practice stand out and properly highlights your particular services.

 With that in mind, we’re providing this updated guide to help answer your basic questions and give you some “pro tips” about effective digital advertising for your plastic surgery practice. The guide includes several “tactics” that we use for plastic surgery lead generation that we feel can help you market your services more effectively.  

1. Integrated Marketing Strategy

Integrated marketing strategy is the process of ensuring a unified and omnipresent marketing approach. The most effective marketing plans are not just a website or SEO or just utilizing paid ads. An integrated marketing strategy delivers a consistent message that helps develop brand awareness across multiple channels and targets an audience wherever they are online. 

That means implementing everything from pay per click ads to social media, display, and your website so that your prospective customers will remember your name when the time is right. This can be the key difference between initially drawing a customer’s interest and converting that interest into a sale, which is the ultimate goal of any successful marketing strategy.

2. SEO

SEO, or search engine optimization, is one of the most powerful forms of online marketing when done effectively. SEO means following Google’s best practices to get your website ranked in the top search results. An effective SEO strategy starts with keyword research and understanding what relevant terms people are searching for in your area and designing your website content around these keywords. There are two basic types of SEO, “on-site’, which improves your marketing approach by optimizing the use of various elements on your own website, and “off-site”, which involves building your online presence besides your own site.  Off -site SEO is a lesser used tactic by inexperience SEO’s but it influences a large part of how Google ranks websites.

Pro Tips: 

1. Make sure your website loads in under 3 seconds and is secured.

2. To grow rankings make sure your website has a depth of content on each subject you want to rank for.

3. Utilize digital PR or “link building” to get your website linked from relevant articles around the web to grow your websites authority.

SEO

3. Link building

Search engines like Google use a variety of elements in order to rank websites on their results pages. While keywords are certainly important, links are also a valuable marketing tool and one that often gets overlooked in digital marketing strategies. Clickable links, which can be embedded in the text of one page to direct users to another page, are the digital equivalent of a word of mouth recommendation. As a successful plastic surgery practice, you undoubtedly understand the importance of good word of mouth. By placing your website link on their page, a site is telling their readers that your business is worth checking out and that can help to dramatically increase traffic to your site.

Search engines pick up on these links and use them to discover new websites and to determine how well an individual site should rank in their results.  While the content of your site is an important factor in determining search engine results, the number of quality links pointing to it from other websites is equally important. With a strong network of links, you improve your chances of drawing the attention of both search engines and potential customers. Google’s algorithm uses “backlinks” to determine just how authoritative your site is on a certain topic. 

Pro Tip: If you find that your website is ranked low on page one or page 2, link building could be the secret sauce to increase your rankings.

4. PPC/Google Ads

When it comes to advertising in the highly competitive plastic surgery field, pay per click ads such as Google Ads can be an extremely effective marketing tool.  Google Ads can help to position your business at the top of search engine results, an advantage that cannot be emphasized enough.

Brand awareness is certainly important for any practice but it is only the first step in the digital marketing process. It is also crucial to ensure that potential customers are being directed to your website through search engines and Google Ads is one way to achieve this. Google’s #1 revenue producer is search ads and if you are not running google ads you are most likely missing out on a large percentage of market share.

As with any type of marketing avenue, though, the ultimate value of Google Ads depends on how effectively they are used. Google Ads carries a fairly high cost per click for plastic surgery related keywords, which translates to a high cost per lead. As such, you need to be sure that you are getting the most return on that investment.

Pro tip: To maximize your return, put your emphasis on the specific keywords that are generating the most leads and ignore lower performing keywords. With the competitiveness of the plastic surgery market, you have to do everything you can to make your practice stand out and to generate leads. By increasing the percentage of clicks that ultimately lead to phone calls and form fills, you’ll see dramatic results in your bottom line.

5. Responsive Web Design

Statistics show that a majority of adults are using mobile devices to do their web searching and this makes it extremely important to focus on mobile web design. Responsive web design simply means a website design that translates successfully on mobile devices, so that if a potential customer is accessing your site on their phone or tablet, they have a smooth, easy experience. It’s interesting to note that Google favors mobile-friendly sites over non mobile-friendly sites, so a responsive design can translate into higher rankings.

 

Even if you draw traffic to your site through other marketing tools, if potential customers are faced with a site that is difficult to read and navigate, they are more likely to lose interest and that means losing potential conversions.

You can avoid this problem by employing design elements such as CSS media queries, layouts and grids properly so that your website looks its absolute best on every type of device.

6. Facebook + Instagram Ads

Any effective advertising campaign begins with identifying and approaching your target audience. For the plastic surgery field the largest segment of that audience is women aged 35-60+, who can often be most effectively approached through paid ads on Facebook, Instagram and other social media.

While daily posts can help to boost your “organic” social media presence, the importance of paid ads cannot be emphasized enough. As a matter of fact, when used properly as part of an overall digital marketing strategy Facebook can be one of your best ROI tools in terms of lead generation.

You can help to maximize your use of Facebook by keeping these specific points in mind:

  • Know your audience. Again, Facebook ads are particularly effective for reaching the female audience aged 35-60+, which is the primary audience for most plastic surgery procedures, so your ads should lean heavily toward this group.
  • Put together a compelling offer. In order for your Facebook ad to stand out and grab people’s attention you need to ensure that it is as compelling as possible. This is particularly true on Facebook, where users are regularly inundated with a glut of ads.
  • Make every word/picture count. Traffic on Facebook can be quite congested and statistics show that most users will spare only a couple of seconds for any individual ad so you have very little time to grab their attention. In light of this fact, it is crucial that you make sure every single element of your ad is as effective as possible so that you can grab that fleeting attention and draw your target audience in.
  • Keep your eye on the conversions. Drawing the attention of an audience is only half the battle. The ultimate goal is ensuring that those clicks convert to sales. When gauging the success of your Facebook ads, don’t make the mistake of equating “likes” to conversions. Likes may be nice, but they don’t always equate to sales.   

 

It can be difficult to make your plastic surgery practice stand out from the rest but if you want to make a great first impression you need to maximize your digital presence. Brandlift can help with our free thirty minute digital marketing consultation as well as a free SEO Audit. Contact us if you have any questions and we’ll help your practice put its best face forward.

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Guide to Dermatology SEO and Digital Marketing

Guide to Dermatology SEO and Digital Marketing

The dermatology field is a booming one, currently valued at about $7 billion. Those kinds of profits translate into a very large audience of prospective patients. In order to remain competitive in the market it takes more than just medical expertise.

An effective dermatology digital marketing strategy can take a dermatology practice from referral based to being able to generate patients on demand, and that’s where Brandlift can make a huge difference. We understand the intricacies of SEO and digital marketing and how to utilize various marketing tools to help your practice stand out from the competition.

One of the things that makes marketing a dermatology practice a tricky prospect is the fact that dermatologists actually serve two distinct client bases: those requiring dermatologic procedures for medical purposes and those seeking them purely for cosmetic reasons. An effective marketing plan has to reach both of these groups and draw them in to your website in order to turn those clicks into sales.

We’ve had particular success working with OC Dermatology, one of the top cosmetic dermatology practices in Southern California. Since we began handling their digital marketing in 2016, we’ve been able to grow thier practice revenue by over 100%. In one campaign for CoolSculpting they have gone from $34K to $82K per month in CoolSculptingsales and $988K in annual sales. That’s a significant difference and we can put those same strategies to work for your practice to help you see similar gains.

With that in mind, we’ve put together this updated guide to help answer your basic questions and give you some “pro tips” about effective digital marketing for your dermatology practice. We have included several “tactics” that we use for dermatology lead generation that we feel can help you market your dermatology services more effectively.

1. Integrated Marketing Strategy

Integrated marketing strategy is the process of ensuring a unified and omnipresent marketing approach. The most effective marketing plans are not just a website or SEO or just utilizing paid ads. An integrated marketing strategy delivers a consistent message that helps develop brand awareness across multiple channels and targets an audience wherever they are online. 

That means implementing everything from pay per click ads to social media, display, and your website so that your prospective customers will remember your name when the time is right. This can be the key difference between initially drawing a customer’s interest and converting that interest into a sale, which is the ultimate goal of any successful marketing strategy.

2. On-site SEO

SEO, or search engine optimization, is one of the most powerful forms of online marketing when done effectively. SEO means following Google’s best practices to get your website ranked in the top search results. An effective dermatologist SEO strategy starts with keyword research and understanding what relevant terms people are searching for in your area and designing your website content around these keywords. There are two basic types of SEO, “on-site’, which improves your marketing approach by optimizing the use of various elements on your own website, and “off-site”, which involves building your online presence besides your own site.  Off -site SEO is a lesser used tactic by inexperience SEO’s but it influences a large part of how Google ranks websites.

Pro Tips: 

1. Make sure your website loads in under 3 seconds and is secured.

2. To grow rankings make sure your website has a depth of content on each subject you want to rank for.

3. Utilize digital PR or “link building” to get your website linked from relevant articles around the web to grow your websites authority.

SEO

3. Link building

In the field of dermatology, word of mouth can mean everything. Frequently, dermatologists rely on the recommendations of satisfied customers to drive other potential customers to their practice. In the world of digital marketing that kind of “word of mouth” referral comes in the form of embedded linking.

When a clickable link is embedded in the text of one page directing users to another page or another site, it tells the viewers of that site that the linked site is worth checking out. The more quality links you are able to place in other sites, the more you can expand your potential audience which is what makes this such an effective tool in an overall digital marketing strategy.

It’s not only potential customers who put these links to use however. Search engines like Google can also use these links to discover new websites and to determine where an individual site should rank in their results. With that in mind, improving your network of links can only help to improve your digital presence and may ultimately translate to increased profits down the line. Google’s algorithm uses “backlinks” to determine just how authoritative your site is on a certain topic. 

Pro Tip: If you find that your website is ranked low on page one or page 2, link building could be the secret sauce to increase your rankings.

4. PPC/Google Ads

When it comes to advertising in the highly competitive dermatology field, pay per click ads such as Google Ads can be an extremely effective marketing tool.  Google Ads for dermatology can help to position your business at the top of search engine results, an advantage that cannot be emphasized enough.

Brand awareness is certainly important for any dermatology practice but it is only the first step in the digital marketing process. It is also crucial to ensure that potential customers are being directed to your website through search engines and Google Ads is one way to achieve this. Google’s #1 revenue producer is search ads and if you are not running google ads you are most likely missing out on a large percentage of market share.

As with any type of marketing avenue, though, the ultimate value of Google Ads depends on how effectively they are used. Google Ads carries a fairly high cost per click for dermatology related keywords, which translates to a high cost per lead. As such, you need to be sure that you are getting the most return on that investment.

Pro tip: To maximize your return, put your emphasis on the specific keywords that are generating the most leads and ignore lower performing keywords. With the competitiveness of the dermatology market, you have to do everything you can to make your practice stand out and to generate leads. By increasing the percentage of clicks that ultimately lead to phone calls and form fills, you’ll see dramatic results in your bottom line. fo

5. Responsive Web Design

One of the more underestimated tools in digital marketing is responsive web design. This means optimizing your website design so that it can be easily used on mobile devices. According to current statistics, more than 58% of American adults own a smartphone and almost 60% of all website traffic is from mobile devices.

With numbers like that, it’s easy to see why it is so important to ensure that mobile users can easily access and navigate your site. Even if they are directed to your site through search engine results, if users encounter a layout that is skewed, out of proportion or impossible to navigate on their phones or tablets they could still be turned away. Also, it’s important to note that sites that are mobile friendly tend to rank better overall in the search results.

You can use various tools including CSS media queries, layouts and grids to ensure that your website looks its absolute best on every type of device, which can translate to landing more paying customers.

6. Facebook + Instagram Ads

As with all advertising, the effectiveness of digital advertising relies on identifying and approaching your target audience. Facebook ads for dermatology practices are best utilized for marketing cosmetic treatments, however can be utilized for growing purely medical practices as well.

One of the best ways to do that is through paid ads on Facebook, Instagram and other social media, which tend to have a wide ranging audience that covers both genders and many age groups.  Facebook in particular can be extremely effective for ensuring a good ROI if it is properly used in conjunction with other types of digital marketing tools.

When formulating your approach on Facebook it is important to keep some specific points in mind:

  • Identify your audience.  Facebook is particularly effective for reaching the female audience aged 35-60+, but pretty much any audience can be reached via this platform.
  • Make sure your offer is compelling. Give people a call to action that requires them to take action now  and be creative on how you are packaging your services and getting people to sign up for consultations.
  • Make every word/picture count. Again, most Facebook users tend to spare only a couple of seconds for any given ad, so you have a very limited amount of time to draw them in. Fortunately, the dermatology field relies very heavily on visual results so you can use that to your advantage here by making your ad stand out visually and capturing the attention of potential customers.
  • Don’t get hung up on “likes.” On a social media site like Facebook it’s easy to get a false sense of security when you see your number of “likes” going up, but likes don’t necessarily equate to sales and in marketing sales are what really count. For this reason, you need to keep your eye on conversions, which will give you a much more reliable way of knowing just how effective your marketing campaign really is.

In the dermatology field, a good digital marketing strategy can make all the difference. At Brandlift, we offer a free thirty minute digital marketing consultation as well as a free SEO Audit to help maximize your digital marketing strategy and improve the return on your investment. Contact us if you have any questions and we’ll help you stand out from the competition and get the results you want.

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Guide to Medical Spa SEO and Digital Marketing

Guide to Medical Spa SEO and Digital Marketing

Medical spas are a steadily growing market worldwide, and with growing competition its increasingly important to have an effective marketing plan that stays up to date with changing trends in the industry.

 On the good side, the market is healthy and growing, which means more potential clients are out there. On the downside, the number of spas popping up across the country means the competition for those clients is fierce.

All of this means that having an effective digital marketing strategy is absolutely crucial if you want to carve out your niche among the competition. At Brandlift, we understand the importance of digital marketing for the cosmetic service industry, which is why we’ve made that our focus since 2015.  We’ve had measurable success with digital marketing campaigns for clients such as AOB Med Spa in Denver, where our multi-prong approach has resulted in, among other things, a better than 100% increase in organic leads.

Building on that success, we’re now providing this updated guide to help answer your basic questions and give you some “pro tips” about effective online marketing for your med spa services. The guide includes several “tactics” that we use for Medical Spa lead generation that we feel can help you market your MedSpa services more effectively.

1. Integrated Marketing Strategy

Integrated marketing strategy is the process of ensuring a unified and omnipresent marketing approach. The most effective marketing plans are not just a website or SEO or just utilizing paid ads. An integrated marketing strategy delivers a consistent message that helps develop brand awareness across multiple channels and targets an audience wherever they are online. 

That means implementing several channels from pay per click ads to social media, display, and your website so that your prospective customers will remember your name when the time is right. This can be the key difference between initially drawing a customer’s interest and converting that interest into a sale, which is the ultimate goal of any successful marketing strategy. Hire an experienced medical spa marketing company to help with your overall online strategy. 

 

2. SEO (Search Engine Optimization)

SEO is a basic element of any online campaign but in competative markets it often takes a lot of time and effort to rank high for a wide range of keywords. SEO, or search engine optimization, is one of the most powerful forms of online marketing when done effectively. SEO means following Google’s best practices to get your website ranked in the top search results.

An effective SEO strategy starts with keyword research and understanding what relevant terms people are searching for in your area and designing your website content around these keywords. There are two basic types of SEO, “on-site’, which improves your marketing approach by optimizing the use of various elements on your own website, and “off-site”, which involves building your online presence besides your own site.  Off -site SEO is a lesser used tactic by inexperience SEO’s but it influences a large part of how Google ranks websites.

Pro Tips: 

1. Make sure your website loads in under 3 seconds and is secured.

2. To grow rankings make sure your website has a depth of content on each subject you want to rank for.

3. Utilize digital PR or “link building” to get your website linked from relevant articles around the web to grow your websites authority.

SEO

3. Link building

Keywords aren’t the only element that search engines use in order to rank websites on their results pages.  Links from other related sites are also extremely important in terms of improving your ranking. Therefore, good link building can be a significant part of an effective digital marketing strategy.

 

Clickable links can be embedded in the text of one page to direct users to another page or even to another site. In other words, they are the digital equivalent of a word of mouth recommendation. Placing your link on their page is someone’s way of telling their readers that this is a site worth checking out.  Building good quality links can help to dramatically increase traffic to your site.

 

Search engines will use these links to discover new websites and to determine how well a site should rank in their results.  When determining their rankings, search engines look at both the content of an individual web page and how many links are pointing to it from other websites. The better your network of links, the more likely you are to draw the attention of both search engines and potential customers. Google’s algorithm uses “backlinks” to determine just how authoritative your site is on a certain topic. 

Pro Tip: If you find that your website is ranked low on page one or page 2, link building could be the secret sauce to increase your rankings.

 

4. PPC/Google Ads

Any way you look at it, using Google Ads is still one of the most effective ways to generate leads for your Med Spa business. Google Ads can help to position your business at the top of the search results, which is a proven way to gain an advantage over the competition.

Given the statistics listed above about the strength of the market, the importance of that kind of advantage cannot be overstated. While you may have already built up great brand awareness for your Med Spa, you still need to ensure that people using search engines like Google are being directed to your website and Google Ads can be the perfect way to do just that.

Of course, as with any type of marketing avenue, the ultimate value of Google Ads depends on how effectively you use them. Google Ads carry a fairly high cost per click in this industry which translates to a high cost per lead.

Pro tip: Be aware of which specific keywords are generating the most leads and don’t waste your time with the lower performing keywords. This way you can increase the percentage of clicks that lead to phone calls and form fills and ultimately you’ll see a higher ROI. Given the size of the market for Med Spas and the fact that it continues to increase, anything you can do to help your spa stand out and generate as many leads as possible is worth the effort.

5. Responsive Web Design

In a market where more and more visits from prospective customers come through mobile devices, it is absolutely crucial to focus on responsive web design. This means having a website that is optimized for use on all mobile devices.

As a prospective customer, there is nothing worse than visiting a website on your phone or tablet and having the layout look skewed or out of proportion. That’s a sure way to turn away potential business. Using CSS media queries, layouts and grids properly can result in a website that will look its absolute best on every type of device and that can ultimately translate into increased revenue.

6. Facebook + Instagram Ads

Effective advertising is all about identifying and approaching your target audience. For the MedSpa niche in particular, the largest segment of that audience is women aged 35-60+ and one of the best ways to reach this group is through paid ads on Facebook, Instagram and other social media.

Many med spa owners make the mistake of focusing their energy on daily posts to try and boost their “organic” social media presence and in the process they overlook the importance of paid ads. In fact, Facebook can be one of your best ROI tools in terms of lead generation, but only if it is used properly in conjunction with other digital marketing strategies.

Some specific points to help maximize your use of Facebook include:

  • Know your audience. As mentioned above, Facebook ads for MedSpa services are particularly effective for reaching the female audience aged 35-60+ so your ads should lean heavily toward this group.
  • Make your offer as compelling as possible. When people are faced with a glut of ads on their feed they’re more likely to tune them out so you need to ensure that your ad is compelling in order to grab their attention.
  • STOP BOOSTING POSTS. Boosted posts are one of the least targeted ways to use paid facebook ads and we have hardly ever seen good or measurable results from boosting posts. Use Facebook ads manager as way to get more bang for your buck.
  • Measure conversions, not clicks or “likes.” Likes are a major entity on Facebook but in terms of marketing vanity metrics like that don’t equate to sales. When it comes to Facebook ads keep your eye on conversions, which is the statistic that really counts.

If you’re looking for a great way to increase business and maximize your digital presence, we offer a free thirty minute digital marketing consultation as well as a free SEO Audit. Contact us if you have any questions and we’ll help you convert those clicks into satisfied customers.

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