January can be a little lackluster. Reviewing those online goals can be a little depressing or it can be motivating! This year, make a resolution to generate more online conversions and then take charge and meet those goals! In this webinar, we’ll show you how, covering ten ideas you can implement this year to improve your online initiatives. Best of all: they’ll make a big impact without requiring a big investment.
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Ten Cost–Effective Ideas to Improve Online Conversions
1. THE PRICE IS RIGHT:
Ten Cost–Effective Ideas to
Improve Online Conversions
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
2. Today’s Presenter
Ben Dillon, MBA | VP & eHealth Evangelist |
Geonetric
Ben is a vice president at Geonetric. He writes and speaks
extensively about healthcare technology trends, everything from
social media strategies to accountable care organizations. Ben is
a SHSMD board member, a member of the HIMSS Personal
Health Information Taskforce chairs the eHealth Special Interest
Group, is an inaugural judge of the Healthcare Internet Hall of
Fame and has judged the eHealth Leadership Awards for the past
ten years.
He’s also a Twitter junkie – follow him at @benatgeo.
Tweet it: #GEOLIVE
4. About Geonetric
Geonetric develops the VitalSite healthcare CMS,
and provides online marketing services to
hospitals, physician practices and health systems.
Tweet it: #GEOLIVE
5. Webinar Information
• Webinar lasts one hour
• Enter questions at any time
• Recording will be posted in our webinar archive within
48 hours
• Please mute your phones
• Please take the post-webinar survey which will appear
at the conclusion of the webinar
• Follow along on Twitter using the #GeoLive hashtag
Tweet it: #GEOLIVE
6. Video Of This Webinar
Watch the Video
This year, make a resolution to generate more
online conversions and then take charge and meet
those goals! In this webinar, we’ll show you how,
covering ten ideas you can implement this year to
improve your online initiatives. Best of all: they’ll
make a big impact without requiring a big
investment.
Watch the webinar!
Tweet it: #GEOLIVE
15. TIP 1
Content, Content, Content
• Quality over quantity - but quantity still matters
• Get beyond the page
• Active over passive - Content marketing
Tweet it: #GEOLIVE
16. TIP 1
Content, Content, Content
Bariatrics
Create short video on bariatric
surgery
Create a quiz - Is surgery right
for you?
Write blog posts on benefits
of surgery
Link to appropriate pages on website
Share on Facebook, Twitter and YouTube
Participate in local weight loss forums
Buy ads and direct them to your landing page
Tweet it: #GEOLIVE
20. TIP 3
Get More Social
• Facebook/YouTube/Twitter are fairly
universal
• Pinterest/Instagram/even Vine are
growing fast
• Post more and at different times
– Topics by time of day (recipes around 3
PM, sleep center at 1 AM)
• Be social on social media
Tweet it: #GEOLIVE
22. TIP 4
Get Your Google+ On
• Google+ is required for:
– Google Authorship
– Google Publisher
– Google’s In-Depth
Articles
– Google’s Direct Connect
• Google+ is affecting
search rankings/results
Tweet it: #GEOLIVE
27. TIP 6
Pay to Play
• Google as a traffic generating platform
uses a freemium model
– They’re tweaking what the free version
provides to encourage more usage of the paid
• If you don’t have a PPC program – this is
the year to start (at least a little)
• Not just Google Adwords – lots of
options
Tweet it: #GEOLIVE
29. TIP 7
Learn to Love Landing Pages
• Most of your inbound efforts should try to convert
– Certainly any traffic you’re paying for!
• Send people to a relevant and targeted page
– Separate by channel/ad
– Consistent experience
Tweet it: #GEOLIVE
30. TIP 7
Learn to Love Landing Pages
• Headlines
• Tight content - Get to the point
• Value messages
• Quality builds credibility
• Remove the clutter
Tweet it: #GEOLIVE
31. TIP 7
Learn to Love Landing Pages
• Calls To Action (CTA) – every page should have one!
• CTA “above the fold” (and below)
• Only ask for what you need
• Trackable phone option
Tweet it: #GEOLIVE
35. TIP 9
Webmaster Tools
• Check Site Messages for problem notifications, manual
actions, security issues and other alerts
• See problems with Backlinks
• Monitor Keyword performance
Tweet it: #GEOLIVE
37. TIP 10
Run Experiments
• If you never fail, you’re not trying hard enough!
• You only KNOW if you fail if you’re watching and
tracking
• The difference between experiments & just doing stuff is
1.
Know your goal
2.
Set measurements
3.
Track
4.
Act on the results
Tweet it: #GEOLIVE
42. Video Of This Webinar
Watch the Video
This year, make a resolution to generate more
online conversions and then take charge and meet
those goals! In this webinar, we’ll show you
how, covering ten ideas you can implement this
year to improve your online initiatives. Best of all:
they’ll make a big impact without requiring a big
investment.
Watch the webinar!
Tweet it: #GEOLIVE
The Price is Right: Ten Cost–Effective Ideas to Improve Online ConversionsJanuary can be a little lackluster. Reviewing those online goals can be a little depressing or it can be motivating! This year, make a resolution to generate more online conversions and then take charge and meet those goals! In this webinar, we’ll show you how, covering ten ideas you can implement this year to improve your online initiatives. Best of all: they’ll make a big impact without requiring a big investment.In this webinar, you’ll learn how to:Improve your service line and campaign landing pages to generate better resultsTake advantage of social media channels to convert visitorsAdd more sharable content to your site with videoRamp up your design without using stock images
Our current clients include small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System.
This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2014/improve-online-conversions/
http://www.geonetric.com/resources/white-papers/
Not all conversions are created equal. You should focus energy and resources on advancing the goals of the organization. Having SMART goals helps you build conversions that have higher value.
The point isn’t just to be out there. Big investment - moves consumers forward in their relationship with you - because it informs them in a way that helps them make decisions about their health – because it moves them to action.The problem with traffic is that you don’t know if what they experience is successful at accomplishing any of those things. It certainly doesn’t help you communicate the value that you’re creating to anyone else in the organization.
So we focus on conversions – trackable inflection points that add value to the relationship between you and a health consumer.Great if it’s an appointment – those are rare…catching that individual moment of time – but very valuableUsually it’s screening, class, information session, or request for more information that someone then needs to close the saleValuable – but it takes time. Even getting someone to add themselves to your email list has value – hard to purchase – expensive.
Changes from Search EnginesCreate great content/fresh content/uniquely valuable content
Quality>QuantityQuantity mattersNot just service pages-blogs/videos/infographics…Leverage the heck out of your content investment – 20 artifacts per project!
Example – BariatricGo to information sessionVideo tape and create a short, punchy vid of why bariatric surgery might be right for youCreate quiz – is weight loss surgery right for you?Write blog posts to accompanyLink these to the appropriate pages on your websiteShare on facebook, twitter, youtubePut in your personal signature for yahoo groups and participate in local weight loss forums onlineBuy ads to pull to landing page featuring these resourcesetc., etc.
There’s an overabundance of stock imagery out there today. It sets a tone to be sure – superficial and shallow…going through the motions...cookie cutter. If that’s your brand, then great, but if not – get out the camera and use it.
Take a class or just spend time online to learn technique.PracticeFind people on staff with talent to also shoot/learn from one another
Do a win/loss conversation (privately)
Google plus for logoDescription from Wikipedia – so that’s another thing – update your Wikipedia page
Pro tip – put that landing page with all of the related resources in your sig-block Starting to hear of health systems creating special landing pages specifically for traffic from particular online communities.
We went deeper into this subject in our past webinar: http://www.geonetric.com/resources/webinars/2013/using-paid-search-effectively/
Less space above the fold for traditional organic resultsTightened data sharing Shut down organic keyword toolsOptions – PaidSearch is most popular, but is best for some only certain use cases. FB ads. Consumer sites. Health-related sites. Then get creative…Pandora.
Get startedGreat intro info on GoogleReview the basic reports – Audience, acquisition, behavior and conversionsStart working out the measures you want to track your goals! Traffic by subsection of the site, conversions…learn about conversion funnels.
Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2014/improve-online-conversions/