managing online presence

129
MANAGING YOUR ONLINE PRESENCE Chiropractic Clinics By Ralf Klenke, WSI - Canada

Upload: wsiwpg

Post on 16-Apr-2017

162 views

Category:

Business


0 download

TRANSCRIPT

Page 1: Managing Online Presence

MANAGING YOUR ONLINE PRESENCEChiropractic ClinicsBy Ralf Klenke, WSI - Canada

Page 2: Managing Online Presence

©2016 WSI. All rights reserved.

• 20+ Years of Marketing Experience• Degree in Marketing and Foreign Trade

from Germany (FH Bielefeld) and Canada (UofM)

• 15 years experience in Service Industry• 15 Years in Manufacturing Industry• Certified WSI Consultant since 2005• National WSI License• Member of WSI Presidents Club• Presenter at WSI Worldwide Digital

Marketing Convention in Las Vegas• Inbound Marketing Certified

About Ralf Klenke

Ralf KlenkeAdvanced Internet Marketing Consultant Digital Marketing Strategist

Page 3: Managing Online Presence

Over 1200 offices in over 80 countries !

March 6th [email protected]

3

World Leader in Digital Marketing Largest Digital Marketing Services Provider

in the World Over 1200 Digital Consultants worldwide Head Office in Toronto, Ontario

Our Corporate Partners

Page 4: Managing Online Presence

Award Winning Work

©2014 WSI. All rights reserved.

Page 5: Managing Online Presence

©2016 WSI. All rights reserved.

Your Digital Guide Book

• Digital Minds –

by WSI’s Digital Consultants

• 5 Star Rating with Amazon

Page 6: Managing Online Presence

©2016 WSI. All rights reserved.

Why Is your digital presence important?

Page 7: Managing Online Presence

©2016 WSI. All rights reserved.

Page 8: Managing Online Presence

©2016 WSI. All rights reserved.

Page 9: Managing Online Presence

The Internet is Still in its Infancy

“The Internet will grow more in the next 5 years than it has in the last 25 years combined!”

Ray Kurzweil

©2014 WSI. All rights reserved.

Raymond "Ray" Kurzweil is an American author, computer scientist, inventor and futurist. Aside from futurology, he is involved in fields such as optical character recognition, text-to-speech synthesis, ...

Page 10: Managing Online Presence

©2016 WSI. All rights reserved.

Forget about “The Big Ones”

“75% of the digital economy is delivered by traditional companies in traditional industries”

Page 11: Managing Online Presence

©2016 WSI. All rights reserved.

5 Years From NowToday *

Your Clients are being Digitized& the pace is increasing

10 Years Ago

Page 12: Managing Online Presence

©2016 WSI. All rights reserved.

...and so is Your Businessbecoming digitized every day

Online Credibility

Customer communication

Manage Reputation

Lead Generation

5 Years From NowToday 10 Years Ago

Page 13: Managing Online Presence

©2016 WSI. All rights reserved.

Preferred Communication Changingare you ready to change?

Page 14: Managing Online Presence

Understanding the Landscape

©2014 WSI. All rights reserved.

Page 15: Managing Online Presence

In 2014

Page 16: Managing Online Presence

©2016 WSI. All rights reserved.

Page 17: Managing Online Presence

Duplicate Your Real World OnlineWe have to change the way we do business?

Page 18: Managing Online Presence

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

•LinkedIn•Facebook•Twitter•Email marketing (permission based)

How do you get your business today?

Page 19: Managing Online Presence

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

How do you get your business today?

•LinkedIn•Facebook•Twitter•Email marketing

Page 20: Managing Online Presence

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

How do you get your business today?

•PPC•SEO•Email marketing with bought list

Page 21: Managing Online Presence

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

How do you get your business today?

•PPC•SEO•Free Classifieds

Page 22: Managing Online Presence

WORD OF MOUTH

NETWORKING

COLD CALLING

ADVERTISING

FACE TO FACE

How do you get your business today?

•Video•Photo•LinkedIn•Facebook•Slideshare.net

Page 23: Managing Online Presence

©2016 WSI. All rights reserved.

WIN Digital Minds Book

Page 24: Managing Online Presence

©2016 WSI. All rights reserved.

What are 2 online equivalents to Networking?

Facebook, Linked In,

Twitter,Instagram

Page 25: Managing Online Presence

©2016 WSI. All rights reserved.

Page 26: Managing Online Presence
Page 27: Managing Online Presence
Page 28: Managing Online Presence
Page 29: Managing Online Presence

©2016 WSI. All rights reserved.

Your WEBSITE – Destination of all your marketing.

Page 30: Managing Online Presence

©2016 WSI. All rights reserved.

Digital Marketing Sales Process

WEBSITE

Page 31: Managing Online Presence

©2016 WSI. All rights reserved.

Double your Success

1000 Visitors500 Interested

100 Engaged

20 Motivated

5 Contacts

Page 32: Managing Online Presence

©2016 WSI. All rights reserved.

Traffic Conversion Architecture

Page 33: Managing Online Presence

©2016 WSI. All rights reserved.

Process of Conversion – Stage 1

4.5 Seconds

First Impression – unconscious professional, cheap, sphisticated , expensive…

Do they provide the product or service I am looking for.

What contributers to success?• Good design. • Images that represent product or service • Logo• Headline Text

INTEREST

Page 34: Managing Online Presence

©2014 WSI. All rights reserved.

Page 35: Managing Online Presence

©2016 WSI. All rights reserved.

Page 36: Managing Online Presence

©2014 WSI. All rights reserved.

Page 37: Managing Online Presence

©2016 WSI. All rights reserved.

Page 38: Managing Online Presence

©2014 WSI. All rights reserved.

Page 39: Managing Online Presence

©2014 WSI. All rights reserved.

Page 40: Managing Online Presence

©2014 WSI. All rights reserved.

Page 41: Managing Online Presence

©2016 WSI. All rights reserved.

Process of Conversion – Stage 2

25 Seconds

Is this a provider I would consider dealing with?

What contributes to success?• References, and reviews• Offered products and services• Recognizable Brand Logos ( Image Transfer)• Association Memberships• Social Media Connectivity• Experience• Endorsements

CURIOSITY

Page 42: Managing Online Presence

©2016 WSI. All rights reserved.

Process of Conversion – Stage 2

45 Seconds

Why should I deal with you?

What contributes to success?• Good Content• Videos• Detailed Reviews• Detailed Subpages• Special Offers• Call To Action• Engagement Links

CONSIDERATION

Page 43: Managing Online Presence

©2016 WSI. All rights reserved.

Process of Conversion – Stage 2

up to 4 minutes

Ok I am interested . What do you want me to do?

What contributes to success?• CALL US to …..• Contact us to ….• Find us • Make Appointment • Book today and get…..• SAVE $50• Get a FREE • Sign Up For • Buy• Donate

CONVERSION

Page 44: Managing Online Presence

©2014 WSI. All rights reserved.

Website - WHAT YOU CAN DO

1. Check against Traffic Conversion Architecture Guidelines

2. Check Speed of Your Website. http://www.webpagetest.org/

3. Update your website at least once a week. 4. Check if your design is current5. Are you using original content or shared content

(mass websites for Chiropractors) 6. Run a FREE Webscan on your Website

Request athttp://goo.gl/GMXkZ1 orhttp://blog.whywsi.com/request-wsi-webscan

Page 45: Managing Online Presence

©2016 WSI. All rights reserved.

WIN Digital Minds Book

Page 46: Managing Online Presence

©2016 WSI. All rights reserved.

Name 3 possible Conversion Tools

Page 47: Managing Online Presence

©2016 WSI. All rights reserved.

Page 48: Managing Online Presence

©2016 WSI. All rights reserved.

DRIVING TRAFFIC

Page 49: Managing Online Presence
Page 50: Managing Online Presence

©2016 WSI. All rights reserved.

What is SEO

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.

Page 51: Managing Online Presence

©2016 WSI. All rights reserved.

Based on Google’s assessment of your website based on:

• Content• Titles, • Descriptions• Tags• Images• Videos• Directories• Incoming Links• and much more

Page 52: Managing Online Presence

©2016 WSI. All rights reserved.

Organic Listing Results

IF YOU HIRE SOMEBODY..

Starts at about $1800PLUSabout $250/month

Page 53: Managing Online Presence

©2014 WSI. All rights reserved.

SEO - WHAT YOU CAN DO

1. Go to Incognito browsing (untainted results)2. Google yourself – your Business 3. negative mentions ? reputation .com

4. Make a list of your 10 most important Keyword terms1. Chiropractor Winnipeg2. Chiropractor River Hights, 3. Family Chiropractic Westwood4. Chiropractic Clinic Downtown 5. Etc

5. Run the searches and see who comes up. 6. If you see your competitors you know they will get the business. 7. If you want to see yourself you have to optimize your website for

local searches!! 1. Do it yourself2. Hire a professional3. Will take 6-12 month for solid results

Page 54: Managing Online Presence

©2016 WSI. All rights reserved.

SEO Tools you can use

FREE• Keywordspy.com and keywordspy.ca• SEMrush.com • Google Keyword Planner • Smallseotools.com• Tools.seobook.comhttps://searchenginewatch.com/sew/opinion/2303494/21-best-free-seo-tools-for-on-page-optimization

PROFESSIONAL• Wordtracker.com• Keywordoptimizerpro.com• Zerys.com – Content Creation

Page 55: Managing Online Presence
Page 56: Managing Online Presence

©2016 WSI. All rights reserved.

Page 57: Managing Online Presence

©2016 WSI. All rights reserved.

Page 58: Managing Online Presence

©2016 WSI. All rights reserved.

Page 59: Managing Online Presence

©2016 WSI. All rights reserved.

PPC Marketing

IF YOU HIRE SOMEBODY..

Starts at about $250 /month budget for Search EnginesPLUSabout $100/month management of ads

Page 60: Managing Online Presence

©2016 WSI. All rights reserved.

SITE REMARKETING

Page 61: Managing Online Presence

©2016 WSI. All rights reserved.

SEARCH REMARKETING

Page 62: Managing Online Presence

©2016 WSI. All rights reserved.

Page 63: Managing Online Presence

©2016 WSI. All rights reserved.

Page 64: Managing Online Presence

©2016 WSI. All rights reserved.

Page 65: Managing Online Presence

Are You Ready for Television?

©2014 WSI. All rights reserved.

Page 66: Managing Online Presence

©2016 WSI. All rights reserved.

Page 67: Managing Online Presence

©2016 WSI. All rights reserved.

Page 68: Managing Online Presence

©2016 WSI. All rights reserved.

The Un-Skippable Ad

Page 69: Managing Online Presence

©2016 WSI. All rights reserved.

The Un-Skippable Ad

Page 70: Managing Online Presence

©2016 WSI. All rights reserved.

Display Ads and Video Ads are HIGHLY TARGETED and affordable for Local Business• By Location down to 5 miles• By time of day• By keyword• By browsing behavior• By socio-graphics• By device• By interest

Page 71: Managing Online Presence

WSI Video Broadcast Network

©2014 WSI. All rights reserved.

Page 72: Managing Online Presence

©2014 WSI. All rights reserved.

1. Go to Incognito browsing2. Make a list of your 10 most important Keyword terms

1. Chiropractor Winnipeg2. Chiropractor River Hights3. Family Chiropractic Westwood4. Chiropractic Clinic Downtown 5. Etc

3. Run the searches and see who comes up in the ads section. 4. If you see your competitors you know they will get the business.5. Determine if you want the exposure these ads provide.

1. Do it yourself1. Create an account with Google 2. Take online training courses

2. Hire a professional3. Budget should $250 plus (Threshhold)

Search Marketing (PPC) - WHAT YOU CAN DO

Page 73: Managing Online Presence

©2016 WSI. All rights reserved.

PPC Tools you can use• FREE Tools

• Google Keyword Tools, Google Suggest• Bing Ads Intelligence• Uber Suggest• Keyword Wrapper• Phrase Builder • morehttps://searchenginewatch.com/sew/how-to/2333362/26-free-must-have-tools-for-ppc-success

• Professional Tools• WSI Reach Local• KeywordSpy• Wordstream• Accquiso

Page 74: Managing Online Presence

©2016 WSI. All rights reserved.

Relaxation Break

Page 75: Managing Online Presence

©2016 WSI. All rights reserved.

Page 76: Managing Online Presence
Page 77: Managing Online Presence

©2016 WSI. All rights reserved.

Who should use eMail Marketing?• 91 percent of US adults like to receive promotional emails

from companies they do business with (MarketingSherpa, 2015)

• Email is almost 40 times more effective than Facebook and Twitter combined in helping a business acquire new customers. (McKinsey, 2014)

eMail Marketing is your BEST channel if• You have repeat business• You have recurring seasonal demand• Your products are fast developing• You have a relationship with your customer

Page 78: Managing Online Presence

©2016 WSI. All rights reserved.

What Proper eMail Marketing can do for your business.• 1. Build credibility• 2. Boost sales• 3. Strengthen relationships• 4. Learn what works• 5. Reach people on any device• 6. Look professional• 7. Get immediate results• 8. Generate leads• 9. Promote services• 10. Attract new clients

Page 79: Managing Online Presence

©2014 WSI. All rights reserved.

1. Sign up with a professional eMail Marketing system like Constant Contact. (We can get you a 30 trial – talk to me)

2. Upload all your current contacts. 3. Segment them as much as possible4. Define your goals for your mailing campaign

(previous slide)5. Make plan how often to mail. 6. Create a mailing content plan based on your

goals. 7. Maintain and update your lists 8. Grow the list9. STICK WITH IT.

eMail Marketing - WHAT YOU CAN DO

Page 80: Managing Online Presence

©2016 WSI. All rights reserved.

E-Mail Marketing Tools• FREE Tools

• ReachMail

• Professional Tools• Constant Contact ( WSI Partner)• Mail Chimp• Hubspot ( WSI Partner)• Vertical Response • StreamSend

• USE A PROFESSIONAL PLATFORM TO ENSURE COMPLIANCE WITH “CASL” , the Canadian Anti Spam Legislation

Page 81: Managing Online Presence
Page 82: Managing Online Presence

©2016 WSI. All rights reserved.

Magnet vs. Megaphone

Page 83: Managing Online Presence

©2016 WSI. All rights reserved.

Page 84: Managing Online Presence

©2016 WSI. All rights reserved.

BlogSocial Media

KeywordsPages

Calls-to-ActionLanding Pages

FormsContacts

EmailWorkflows

Lead ScoringCRM

Integrations

Social MediaSmart-Calls-to-

ActionEmail

Workflows

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Page 85: Managing Online Presence

©2016 WSI. All rights reserved.

Inbound Tracks Everything.

Page 86: Managing Online Presence

©2016 WSI. All rights reserved.

Who Uses Inbound Marketing

Source: stateofinbound.com 2015

Page 87: Managing Online Presence

©2016 WSI. All rights reserved.

Who Uses Inbound Marketing

Source: stateofinbound.com 2015

Page 88: Managing Online Presence

©2016 WSI. All rights reserved.

Inbound Marketing

Starts at $2000/ month and can be as much as $10,000/ a month

Page 89: Managing Online Presence
Page 90: Managing Online Presence
Page 91: Managing Online Presence

©2016 WSI. All rights reserved.

Know the impact of your activities

analytics.google.com is FREE

Page 92: Managing Online Presence

©2016 WSI. All rights reserved.

Setup and Track your Goals

Page 93: Managing Online Presence

©2016 WSI. All rights reserved.

Track your rankings

Page 94: Managing Online Presence
Page 95: Managing Online Presence

©2016 WSI. All rights reserved.

• What percentage of total Internet time did the average user spend on a Smartphone in 2014?

Page 96: Managing Online Presence

©2016 WSI. All rights reserved.

Page 97: Managing Online Presence

©2016 WSI. All rights reserved.

Page 98: Managing Online Presence

©2016 WSI. All rights reserved.

Page 99: Managing Online Presence

©2016 WSI. All rights reserved.

Page 100: Managing Online Presence

“OVER 93%OF SITESNEED TO BERE-DEVELOPEDFOR MOBILE

Page 101: Managing Online Presence

Mobile• Required - Responsive or Adaptive site

Page 102: Managing Online Presence

Mobile• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)

• Not just same navigation on different devices

Page 103: Managing Online Presence

Mobile• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)

• Not just same navigation on different devices• Native apps

Page 104: Managing Online Presence

Mobile• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)

• Not just same navigation on different devices• Native apps• Geo-fencing

Page 105: Managing Online Presence

©2016 WSI. All rights reserved.

Google Mobile

• https://www.google.ca/webmasters/tools/mobile-friendly/

Page 106: Managing Online Presence

©2016 WSI. All rights reserved.

FREE MOBILE Site Conversion

www.dudamobile.com

Page 107: Managing Online Presence
Page 108: Managing Online Presence

©2016 WSI. All rights reserved.

Page 109: Managing Online Presence

©2016 WSI. All rights reserved.

Page 110: Managing Online Presence

©2016 WSI. All rights reserved.

Page 111: Managing Online Presence

Social• Have you claimed your properties?

• Consistency of content – critical for SEO• Twitter • Google+• Pinterest• LinkedIn• Facebook

Page 112: Managing Online Presence

Social• Have you claimed your properties?

• Consistency of content – critical for SEO• Twitter • Google+• Pinterest• LinkedIn• Facebook

• Monitoring properties• Sentiment analysis• Harnessing your happy customers• Reputation management

Page 113: Managing Online Presence

Social• Have you claimed your properties?

• Consistency of content – critical for SEO• Twitter • Google+• Pinterest• LinkedIn• Facebook

• Set up monitoring• Sentiment analysis• Reputation management• Facebook Insights

• Social Selling• Lead generation shift• Take a Social Selling Course

• Create a Content Plan for 12 months

Page 114: Managing Online Presence

©2016 WSI. All rights reserved.

Page 115: Managing Online Presence

©2016 WSI. All rights reserved.

Page 116: Managing Online Presence

©2016 WSI. All rights reserved.

Download our Free Social Media Strategy Guide

http://blog.whywsi.com/request-wsi-social-media-strategy-kit

Page 117: Managing Online Presence

Begin with Strategy

• Business leaders often choose Action before Strategy

Page 118: Managing Online Presence

Begin with Strategy

• Business leaders often choose Action before Strategy

Page 119: Managing Online Presence

Ready Fire Aim

The digital equivalent to this in the offline world

Page 120: Managing Online Presence

Or this…

Page 121: Managing Online Presence

Or this…

Page 122: Managing Online Presence

Or this…

©2014 WSI. All rights reserved.

Page 123: Managing Online Presence

©2016 WSI. All rights reserved.

Page 124: Managing Online Presence

©2014 WSI. All rights reserved.

Summary

• Realize how important for your business a good Digital Strategy really is.

• Understand The Digital MAP and it’s connection Points

• Know where you are• your business• your customers• understand your processes• Know where you are going – create goals for your

digital activities• Figure out how to get there ( get a guide)• Pick the right digital channels• Make sure you are on the right track (Analyze) • Adjust if necessary

Page 125: Managing Online Presence

©2016 WSI. All rights reserved.

WIN !!!

Page 126: Managing Online Presence

©2016 WSI. All rights reserved.

• Name 3 Streams that drive traffic.

Page 127: Managing Online Presence

Thank YouMarch, 2016

Page 128: Managing Online Presence

ABOUT WSI

WSI is the world leader in digital marketing and we’re equipped to implement a full suite of Internet solutions. But, of course, we’ll work with you to determine which tactics are best-suited to accomplish your business goals. For more information on the WSI team, check out www.wsiworld.com.

Page 129: Managing Online Presence

©2016 WSI. All rights reserved.

Contact Details

Ralf KlenkeAdvanced Internet Marketing Consultant Digital Marketing Strategist

[email protected]

http://whywsi.com

http://blog.whywsi.com

http://www.linkedin.com/in/ralfklenke

http://facebook.com/wsi.wpg

https://twitter.com/wsiwpg

1.204.294.9974

huckyklenke

Scan this with your mobile device to go to get Ralf’s Contact Info