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Page 1 Solutions LLC
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Learn more about the many ways in which our social media team can help your practice with all aspects of your social media marketing strategy! https://bit.ly/2ShKGhH
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Learn more about the many ways in which our social media team can help your practice with all aspects of your social media marketing strategy! https://bit.ly/2ShKGhH
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New Blog Post: An Interview with Dana Fox: On September 28, 2018, Page 1 Solutions announced the acquisition of Strategic Edge Partners, a boutique marketing agency for aesthetic medical practices. Dana Fox, former President and CEO of SEP, has joined Page 1 Solutions as the Vice President of Practice Development, bringing her 30 years of industry experience to the clients we serve. I sat down with Dana to learn a little more about her and the expertise she’s gained over the years. Saralyn Ward: First off, welcome to Page 1! I would love to hear a little bit more about your background, and how you arrived at this point in your career. Dana Fox: Well, I have always worked in marketing, in some capacity, throughout my entire career. I have a background in art and I love to write. So there were a lot of natural things that led me into marketing, I started in skincare and nutrition and moved into medicine in 1993, because I had a passion for cosmetic surgery, and knew I was going to avail myself to services at some point. So for me, aesthetic medicine was a natural curiosity and that’s how my career in medical marketing started. The first specialty that I worked with was oral and maxillofacial surgery – at the time I knew nothing of surgical specialties or medical specialties. I knew nothing of turf wars and nothing about plastic surgeons versus facial plastic surgeons, so all of that was brand new. I started by bringing aesthetic medicine into oral maxillofacial practices, and then very quickly started working with plastic surgeons, and then ultimately with all specialties that could offer aesthetic medicine. Eventually I was endorsed by the American Society of Plastic Surgery, so from then on, the vast majority of Strategic Edge clients were plastic surgeons. Saralyn: In your experience, what sets a successful aesthetic practice apart from those that are underperforming? Dana: Well, I have a statement that I make routinely from the podium and in working with practices: It is never the what, it is always the who. Who is going to be the guiding force in a practice? Who understands that there that there are accountabilities that go along with good marketing and good practice management? The practices that are highly successful have a very clear vision about what they want to accomplish. They have written goals, they have a plan of attack, and they also can assess what they're not good at. They can decipher, here's what we know really well, and here are the things that we don't know so well. Then they decide, “we're going to hire a consultant or an expert in that area to bring us full circle.” Saralyn: That's a great skill. And speaking from the patient side, what do patients look for in a practice? Dana: Patients rarely – if ever – make decisions about where they're going to have their surgery or procedure based on what physicians think. Patients make their buying decision entirely at the emotional level. Now, that doesn't mean that they are not logical, and that they don't research. But to make a decision for someone to cut into your body or to laser your face, you are making a decision at a very emotional level. The vast majority of patients have to like the provider. They have to like the doctor. If they don't like the doctor, they are not going to write a check for fifteen- or twenty-thousand dollars for a procedure. Patients have to like the doctor first, and then they have to trust them. It's not the other way: they don't trust them first, and then like them. They have to like them first. Saralyn: How do you help a doctor who struggles with that component? Dana: Well, if you have a doctor that does not have good people skills, perhaps they are a brilliant scientist or a brilliant surgeon but are lacking communication skills. Especially if it’s a male provider to female patient – if that doctor is smart, he will surround himself with people that will be honest, and will let him know, “You know, you really are not good at this, let us buffer your communication and explain you to the patient.” Then, his job is to not overwhelm his patients with his vast scientific knowledge and all of the potential risks of the procedure. A surgeon’s job is to connect with their patient on an emotional level and get them to like him. I always ask them, can you do that? If you can't do that, then we want him to talk to the patient as little as possible. And we want him to surround himself with very, very strong nurses and very strong patient coordinators. One of the providers in a medical practice whose value is not always fully understood, is an RN. Nurses are next in line in importance after the physician. In any kind of research or surveys that we've done, nurses are always the most trusted people in the practice. So a lot of physicians say, we don't want to spend the dollars for an RN salary. But that is a big mistake. The compensation difference is so worth that additional level of education and care, if for no other reason than patient satisfaction. Saralyn: What makes you excited about joining forces with Page 1? Dana: Page 1 has that technical SEO and social media expertise, and a command of all the hard sciences, if you will, of marketing. And I, I'm going to bring the expertise of practice development, as well as a touch of creative visual branding that they did not offer previously. The strengths of our brands are so complementary. I think our joining forces will be a really good marriage of our companies’ strengths. Now Page 1 is a true force to be reckoned with.     Reach the next level of your success with Dana Fox's consulting services. Saralyn: Now, I’d love to ask you some personal questions, to get some insight into what makes you tick. How do you start your day? Dana: I start my day with a trip to Starbucks for a grande dark roast and a walk around my little town. If I'm on the road, I will try to find an area around the hotel that's safe and has some attractive component to it to explore. After my coffee, I hit the gym. I always use the Stairmaster, I lift weights and I work with a personal trainer two days a week. I try to take good care of myself so that at the end of the day I can also enjoy a cocktail. Saralyn: My kind of girl! To what do you attribute your success? Dana: I have the tenacity a bulldog. I do not give up. I keep going – whether it’s around, over, or under, I make certain that I just keep moving forward. And I do not let negative feedback define my success. I like to take negative experiences, learn from them, and then get over it - just go on to the next thing. I don't hang onto disappointments – I've learned discipline from them. I’ve also learned that when you're dealing with the personalities in this industry – plastic surgeons, dermatologists and MDs – you're dealing with high performing people that are extremely well-educated and are generally the smartest people in the room. Taking those things into consideration, they may not necessarily value advice beyond hard medical science. And yet, by teaching them some of the soft sciences of personal connection, management of staff, and branding for patient satisfaction and loyalty, they will be more successful than they have ever been. Saralyn: That statement is a great lead-in to my last question, which is: In your mind, what is the value that your consultation brings to a practice? Dana: When I work with a medical practice (whether it's a solo practice or a group), I'm invited in to help them improve. My job is to improve something that they have defined:  either staff development, internal marketing, or conversions. Maybe there's sufficient traffic coming to the website or through the phone, but once they get into the practice, something goes awry – something doesn't happen that needs to happen. When I bring my 30 years of experience into that environment, within a very few hours, I can quickly assess what I believe either needs to change or improve, or something that they need to do more of. Rarely do I leave a practice where I have not found five or six things that will really help their bottom line and help them personally. It's not my job to come in and just thrash and burn and fire people. That is never a good idea. But you can see where there are specific people within a practice that might be in the wrong role. They might be in a in a phone capacity, for example, but maybe phones are not their best strength. Maybe they would be far better in a patient coordinator role where they are not necessarily the client’s first point of contact or first impression, but they are better at building relationships, for example, with patients. At the end of a consultation, when I go back to my office, and I spend four or five days evaluating what I saw and heard, I start making my recommendations. It just flows onto the page. And very rarely do I have a practice that says, gosh, this was not what we hoped for. I would say that out of the 1,500 practices that I have physically visited and consulted with, there have probably only been three times where I have perhaps misread what the expectations were. I think that's a pretty darn good track record. To learn more about consulting and practice development opportunities with Dana Fox, speak to your IMC or call 800-368-9910. Category: Other Marketing
An Interview with Dana Fox
An Interview with Dana Fox
page1solutions.com
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New Blog Post: Use Screen Time Limits to Your Advantage on Social Media: Today, people are deciding to be more conscious of the amount of time they spend on their mobile devices in general and social media apps in particular. In fact, Apple's newest iOS update features new screen time tools that are designed to give users a better idea of just how much time they look at their phones and what apps occupy the most time spent staring at a screen. This new screen time feature also gives you the option to create notifications that make it easier to limit the time you spend on certain apps. So what does this mean for your social media marketing? Don’t lose all hope just yet; heightened screen time consciousness just may work in your favor. Purpose-Driven Social Media Time As more and more people intentionally limit their screen time, users will start to spend their dedicated time on social media wisely. What was once mindless scrolling is now purpose-driven research, whether that be about friends, colleagues, politics, products, services, etc. Social media: What's the point? Read Our Blog to Learn Why Social Media Is Vital to Your Marketing! Social media users will now digest information, as opposed to just being on social media to kill time. While their time on social media is decreasing, their attention span just increased. Use this fact as an advantage for your practice. You want your prospective clients to digest your content, especially if you are utilizing Facebook advertising. Send clear and concise messages that resonate and are easy to remember. Limited Social Media Time = Less Competitor Saturation We have distractions everywhere we go that prevent us from making buyer decisions, especially with the saturation of advertising and marketing. People will put off scheduling a consultation because they feel overwhelmed by the amount of choices that they have. If you advertise optimally to your target social media audience, your name will stay top of mind. With limited time on social media, it is more likely someone will take the time to finally schedule that consultation because their mind is no longer saturated with offers from your competition. Be consistent and steadfast. What Happens in Facebook Doesn’t Always Stay In Facebook Facebook has a really incredible ad targeting option called “Audience Network” where your ads will be shown outside of the Facebook platform based on keywords and other targeting tactics. This means that even if people are spending less time on Facebook and Instagram, your advertising efforts can follow your audience when they visit other websites in the ad network. Get your practice seen across the web: Read about Our Online Display Advertising Services. All updates in the social media realm should be seen as progress. While every new thing you hear about social media may leave you feeling like you should ditch your efforts, don’t! Social media is and will always be one of the best way to advertise who you are and what you practice is about. The tactics you and your agency use to market your practice, however, will never stay the same across the board, and they shouldn’t. Human consciousness is one of the best tools in aiding where your social media efforts go next. For more information about how you can optimize your branding, promotion, and advertising efforts on social media, please call Page 1 Solutions at 800-368-9910 today for a complimentary review of your website and online marketing. Category: Social Media
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New Blog Post: Tips to Look, Feel, and Sound Your Best During a Video Shoot: By Andrea Kalan, Internet Marketing Consultant Video is essential in any marketing strategy for brand exposure and search engine optimization. This engaging content is the most interesting way to show and tell your story, answer questions from your clients or patients, or promote a new event, service, or discount offer. If you'd like to learn more about the benefits of video marketing and how to get started, read my blog Video Blogs: Should You Hire Help or Do It Yourself? When you invest a lot of time, resources, and money into planning a video shoot, you want to make sure you're prepared so that you get the best results. Depending on your personality and previous experience, you may have different strengths and areas of concern. Some people love the spotlight and shine on camera, and some of us sweat just thinking about it. The good news is that anyone can do it with a few simple tips and some practice! Look Good Just like a photo shoot, you want to make sure you look your best during a video shoot. When you look and feel great on camera, your audience will be able to focus on what you're saying (and not your wrinkled shirt). Remember to give yourself ample time to get ready. If you're nervous or anxious, you don't want to worry about time and add running late to your stress! * Style your hair and make sure to bring some product or hair spray with you to easily fix flyaways during your shoot. If you wear makeup, consider adding a bit more than usual, as the bright lights can wash out your face. Bring a small bag of powdered foundation, blush, and lipstick for touch ups. To reduce distracting shine on your face, a few sweeps of matte powder is recommended for everyone. * It's tempting to wear your favorite shirt, but consider what will look best on video. Light colors can look dull and small patterns are hard to see and can look blurry (plaid, stripes, dots, paisley, etc.). White is too bright under lights and overexposes highlights, creating too much contrast. Beware that black can accentuate shadows on your face. Keep it simple with a well-fitted shirt in a deep color or flattering jewel tone. Long sleeves are the most flattering for arms, unless you have a physique you want to show off! * As for accessories, wear minimal jewelry or one statement piece. You don't want to take attention away from your face. If you wear glasses and are getting glare on the lenses, try bringing them up higher on your ears and tipping them down; the angle will remove it. * You or your videographer should tidy up the area of the shoot, removing anything that would be distracting. By keeping the background simple and neat, you'll help keep your viewer's attention on you and not wandering around your room. Feel Good Similar to giving a presentation, you will feel better about your video shoot if you know your material well. Make a list of your video topics and talking points ahead of time and spend time practicing. * Ask a friend of family member to ask you about the topics and tell them about it like you would talk to your client or patient. If you don't have a helper or prefer to prepare in private, you can record yourself with your phone's video camera. No one will ever have to see this, but it's a way to simulate the real shoot so you can get comfortable speaking to a camera and not being able to check your notes. You'll learn ahead of the actual shoot what trips you up so you can smooth it out. * Watch videos and get inspired! Looking at examples can give you ideas on how you want to sit or stand and your preferences for energy level, tone, facial expressions, and your conversational tone. Will you have a signature greeting or sign-off? What will you do with your hands? Do a little research so you have a rough plan. * Take it seriously, but have fun -- it will show! Being well-prepared doesn't mean you'll get everything perfect, but it does mean that you'll seem more comfortable and hopefully be able to smile while you're doing it. Sound Good If you are shooting first thing in the morning, give yourself plenty of time to wake up and warm up your voice. You want to sound like yourself and appear approachable and conversational. As you're getting ready at home, talk to your significant other, children, or pets until your morning voice wears off. * Minimize background noise in your location. Turn off your phone, unplug loud appliances, and let others know they need to be quiet in the area. It's amazing how far sounds travels, and it's better to eliminate it during the shoot than to try to edit it out later. * It feels better to have a safety net, but don't rely on a teleprompter -- you'll say all the right words, but they'll lose all meaning. Don't become a robot. Talking to your audience is much more authentic and interesting. * To keep your throat from getting dry and losing your voice, stay hydrated. Drink plenty of water the night before, and have water or hot tea nearby during your shoot. Listen to your volume and speed and adjust as necessary. You may have to speak up more than you normally do. Most of us have a tendency to speak faster when we're nervous. SLOW down so that your message is clear and doesn't feel rushed. Wondering how many videos you should make? Read our blog How Often Should You Be Publishing New Videos?   I hope these tricks help you with your next video shoot. You'll get better and quicker each time you do it! Have any questions about shooting video or how to optimize the use of video marketing in your practice? Feel free to contact one of our consultants at 1-800-368-9910 for recommendations. Category: Video
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New Blog Post: Client of the Month: The Law Offices of Humberto Izquierdo, JR., PC: Humberto Izquierdo has been with Page 1 Solutions since April 2017. During this time, Humberto has been latching onto any and all recommendations both for his current website as well has his internet marketing on how to improve his business. Most recently, The Law Offices of Humberto Izquierdo, JR.,PC  have decided to add a Spanish website to the mix so that he is able to better serve those in his community. “I am thrilled to be able to work with Humberto and his team. Humberto is always looking for ways to be able to provide his services to those in need.  You will not find a law office who is more hungry to get justice for their clients! “ From everyone here at Page 1 Solutions, we would like to congratulate the Law Offices of Humberto Izquierdo, JR.,PC for being named Client of the Month!   Category: Other Marketing
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New Blog Post: Why Your Plastic Surgery Website Content Doesn’t Get Leads: For plastic surgeons, med spas, and other aesthetic practices, appearance is often the foremost consideration when building a website. After all, your practice works in the visual realm, so visuals are important – from before-and-after pictures to banner images to the overall color scheme. However, investing in premier visuals while ignoring the content on your practice area pages is a big mistake. If you love the look of your website but feel like something is missing when it comes to content, Page 1 Solutions can help. Anyone Can Write about Procedures: Why Are You Different? In the course of evaluating many websites for plastic surgeons and other cosmetic doctors, one of the most common issues I see is uniformity. Most websites don’t rely on pages upon pages of duplicate content, or text copied wholesale on other domains and presented as though it’s original material. That’s good, because duplicate content is a cardinal sin in the marketing world. However, I can’t tell you how many procedure pages on otherwise excellent surgeon, doctor, and practice website are reduced to virtually the exact same information. In most cases, this repetition is most evident in the subheads dividing aspects of each procedure into sections on: * Candidacy * What’s involved in the surgery * Aftercare * Timeline for recovery * What to expect The problem isn’t the fact that this information is on your website. These are things patients want to know, and your website should tell them that you can answer their questions. The problem, really, is the boilerplate tone and ready availability of the information at countless other sources online. Learn how good cosmetic surgery content educates patients, builds trust, and earns business Patients might know what you do and what’s involved after they read a generic page on breast augmentation, BOTOX, or BBL. What they don’t know from something so general is why they should pick your practice to get the procedure or treatment. Avoid Content That Doesn’t Convert Again, the content that I see so often is by no means poorly written. In the majority of cases, it’s grammatically correct, factually accurate, and employs accessible prose. However, countless other practices can do exactly the same thing on their websites, not to mention all the third-party educational sites and directories designed to inform consumers. Truly informing patients doesn’t mean falling back on bog-standard educational material. It requires you to integrate your branding, the heart and soul of your practice, into each piece of content that discusses your services. In order to be found online, you need to offer the best answer to a prospective patient’s question. Original, compelling content is the centerpiece of any effective search engine optimization (SEO) strategy. And, once visitors arrive on your site and see their questions answered, they are more likely to contact your practice when they decide to undergo plastic surgery or cosmetic treatment. Find out how patients discover your practice through online search If you offer the same content that patients can find on dozens, perhaps hundreds of other websites, your practice is not going to stand out, either in search results or in a prospect’s memory. You will lose the attention of the prospective patient, and ultimately their business, to a competitor that personalizes the information. So how do you elevate the content on your website? Build Better Practice Area Pages It’s only natural to have the most content on your website about the procedures you want to perform. However, from both an SEO and user experience perspective, publishing a series of relatively limited pages about various considerations of your priority services doesn’t drive traffic or leads. Instead, consolidate your knowledge of plastic surgery and med spa options into long-form page content that enables visitors to do “one-stop-shopping” to learn about the procedure. Search engines will see that your long-form page answers many different questions. Users will see the same thing, making it more likely that they will use the lead generation features on your website (the phone number, the contact page, the chat window, etc.) to schedule a consultation at your practice, rather than with your competitor. Vary Your Blogging Efforts Writing about one big practice area is a good way to centralize your expertise, but you need to support high-level content continuously on your website. By writing regular blog posts, or working with an agency with a proven track record in the cosmetic space to produce blog content, you will provide potential patients with ongoing proof that you understand their needs and goals and offer services to achieve them. Contrary to what seems like popular belief, there is no “magic formula” for blogging. You do want to write regularly, but the tone and subject matter should be unique to your practice and the patients you serve. Consider what you talk to patients about the most regarding your high-priority procedures, and work with your agency to identify how clients search for that information online. Invest in Visual Content You probably spent a lot of time on the design of your website. Keep thinking about it as part of your content marketing strategy. Learn how to personalize your practice website design Online content is more than just words. In fact, most users prefer to consume content in some type of visual format, including: * Infographics * Online slideshows hosted on platforms like Slideshare * Interactive online quizzes * Branded imagery * Videos Creating visual content can be time-consuming. However, enhancing content with strong visuals invariably leads to greater engagement, from visitors spending more time on your website to exploring multiple pages and sections. There are a variety of free tools you can use to create visual content assets, or you can collaborate with your marketing agency to design and develop original visual content that is consistent with the appearance and branding of your website. Create Original Content That Drives Leads Your website design and content should work hand-in-hand to help prospective patients learn about your procedures, see how those options meet their needs, and contact your practice for a consultation. If you have a beautiful website that offers the “same old” information about plastic surgery and cosmetic treatments, it’s time to think about a content upgrade. Page 1 Solutions has been developing original content for plastic surgeons, aesthetic practices, and med spas for over 15 years. Whether you’re building a new website or want to create content on an ongoing basis that drives visibility in search results and captures new leads, we can help you create a content strategy that matches the goals for your practice. Contact Page 1 Solutions today by calling 800-368-9910. Your initial marketing evaluation is complimentary. Category: Content
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New Blog Post: Snapshot: A Day in the Life of a Social Media Specialist: As a Social Media Specialist, I am often asked by friends, family members, and the occasional colleague what exactly it is I do on a day-to-day basis. In their minds, my job consists solely of Likes, Follows, funny GIFs, and dealing with the latest Facebook security breach. Much to their surprise, my role as a Social Media Specialist extends far beyond that of friend requests and cat memes. In my position, I have the opportunity to create and maintain our clients’ unique social media presence by retaining brand awareness, providing customer service, connecting with a target audience, and even generating leads through social media advertising. In reality, each day varies widely depending on our clients’ digital marketing needs. But to present a better idea of the work I provide my clients, I’ve broken down the top five job functions of a Social Media Specialist. Monitor and Respond Social media never sleeps, which is why the first thing I do in the morning is check in on my clients’ social media channels and respond to any questions or comments that may have been posted overnight, as well as look out for new reviews or recommendations. I also pass along any important messages to the Internet Marketing Consultant that may have come through for my clients that I am unable to answer without consultation from the client. In addition to monitoring my client’s profiles, I also keep on top of industry-related news, trending subjects and hashtags, and hot topics that relate to my clients’ line of work. Any stories that I believe would be relevant for my clients’ audiences are added to a social media content document as a reminder to post to their profiles. Organic Content Creation One of the most important roles of a social media specialist is to showcase our clients’ unique personalities and what separates them from their competitors. The most effective way we are able to accomplish this is by creating branded, engaging content to share with our clients’ social media audience. These posts vary from custom graphics to blog posts to shared articles, but all share the goal of entertaining and informing the audience, as well as maintaining brand awareness. Depending on the type of social media package, I publish about 2-3 posts’ on my clients social pages each week in order to keep their profiles updated with relevant information and to increase engagement on the page. Each month, we allot a paid boosted post budget for our social media clients to increase the amount of people who see and engage with specific content. Campaign Management Furthermore, I am also responsible for all aspects of social media advertising for my clients. The social media advertising process is extensive and includes many moving parts, including: * The initial ad proposal * Designing the advertisements and writing the copy * Creating a custom audience* * Establishing and planning A/B testing * Monitoring the campaign over the course of its duration * Tracking and reporting the success of the campaign. * Creating audiences for ad campaigns is arguably the most crucial and challenging aspect of my job. It’s important to identify a precise audience who will eventually be seeing and engaging with your social media ad. With the recent data breach issues, Facebook has begun reducing the amount of “Interest Targeting” categories that digital marketers can use to target an audience. Instead, we rely on creating Custom Audiences based on our clients’ website visitors, social media followers, and Lookalike audiences to build audiences of users who are willing to take action on a given advertisement. Inbound Marketing In addition to managing social media, the social media specialists are responsible for creating and overseeing all inbound marketing campaigns, which is a type of digital marketing that focuses on educating and converting your current website visitors. This includes creating the landing page and domain, designing the landing page to match the client's brand, automating the landing page with email automation platforms, advertising the campaign through social media, creating and uploading effective CTAs to the website, and tracking conversions. Communication Is Key At Page 1 Solutions, our clients’ social media strategy is tightly integrated with other aspects of digital marketing, including blog and website content, search engine optimization, website design, and overall branding. Our team communicates frequently to ensure we are all on the same page and working towards similar goals for our clients. The Internet Marketing Consultant relays the wants and needs of the client to our team, and we work in conjunction to create a comprehensive digital marketing strategy to meet the client’s goals. Let Page 1 Solutions Manage Your Social Media Strategy As you can see, there’s much more to social media management than meets the eye. If managing your social media marketing on your own seems overwhelming, a digital marketing agency such as Page 1 Solutions can create a comprehensive strategy that implements best practices to pursue the results you want to achieve. Call Page 1 Solutions today to learn more about how we can help you with your marketing efforts: 800-368-9910. Category: Social Media
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New Blog Post: If I'm Doing PPC, Do I Still Need SEO?: A question I’m often asked by my clients is if they should be doing SEO if they already have a PPC ad campaign running. I always say the same thing: YES! There are benefits to both forms of marketing, as I will explain in this post. Paid ads (usually run through Google Ads) and SEO are both ways to be found in searches on Google, and they both have their own unique benefits. I am of the belief that the best way to get online marketing results is to attack it from both sides. By using both SEO and PPC tactics to market your website, you will see better results. What's the Difference between PPC and SEO? Essentially, PPC is bidding on specific keywords for your ad to show in Google search results. SEO is working to make your site a good source of information so that Google will want to deliver it as a top position in organic search results. With PPC, you are charged every time someone clicks on your ad. With SEO, clicks to your site from search results do not incur charges, no matter how many clicks you get. Claim More Search Engine Real Estate One of the big reasons for doing both SEO and PPC at the same time is to claim more real estate in the search engine results. Google puts paid ads at the TOP of the search results, so this pushes the organic results below what is called “the fold,” or the point where you have to scroll to see what is further down the page. The location of ads in Google search results is very valuable: Those are the first links that your potential clients will see when looking at the search results. Being the first thing on the page is valuable, which is why so many practices consider paying for the prominence, especially for highly competitive keywords and search queries. Get Instant Results With PPC SEO is great because as it builds up and you get better and better rankings, you are not paying more for the increased traffic. However, SEO doesn’t happen overnight, and while the SEO effect is building up, PPC can get your site traffic and clicks immediately. As a result, many doctors, lawyers, and dentists choose to run heavier PPC campaigns as their SEO campaign builds up, and then choose to decrese their PPC efforts once their organic search presence is bringing in traffic. Choose When Your Ads Are Seen & By Whom With a PPC campaign, you can target specific keywords by bidding on them. You can target many keywords at the same time in order to ensure that your ad is shown for a variety of search phrases. You can also determine what phrases you don’t want to be found for by bidding on negative keywords. Another advantageous comnponent of a PPC campaign is being able to specify what time of day your ads are displayed in search results, increasing the likelihood that valuable clients will be able to find you. While you can go after specific keywords using SEO tactics, there is no guarantee that your site will show up for those terms. There is also no way to ensure what time of day users see your website in the results, and you exert less control over your association with potentially undesirable search phrases. So, PPC is a broad strategy that enables you to pursue exposure, traffic, and leads for high-visibility keywords that may be outside of your practice's geographical location; these campaigns serve as a tool for branding awareness as well as search marketing. Organic SEO, on the other hand, is most effective when your optimization is focused and hyper-localized to take advantage of the actual search behaviors of prospective clients in your area. Let Page 1 Solutions Help With Your PPC Marketing There is value in running both PPC and SEO campaigns at the same time. But, there are many variables to set up a PPC campaign, and effectively running a PPC campaign has a pretty steep learning curve. If you’re new to PPC or are not sure how to set up a PPC campaign, the experts at Page 1 Solutions can help you create your campaign and start getting traffic from it today! If you’d like to learn more, please call Page 1 Solutions at 800-368-9910 for a complimentary consultation! Category: PPC
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New Blog Post: The 3 Critical Components to Your Digital Marketing Success: Marketing is a unique endeavor because to be successful requires a combination of technical understanding, creative thinking, and an attitude of service. Few companies succeed at all three of these all the time. Even still, when designing your company’s marketing strategy, it pays to consider these three important components that will drive your brand forward and, ultimately, get you more leads. The Technical Component Marketing, by its very definition, is helping people discover and engage with your company, your mission, and your services. In order to do that, you must position yourself in front of your target audience. And where is that audience, in today’s day and age? They are online. Your prospects are no different than the rest of us: We are digital consumers of information who rely heavily on search engines and social media to inform purchase decisions. Unlike the advertising strategies of years past, such as print media, television, and radio advertising, digital marketing is driven by search engine optimization. SEO is a technical skill that, when utilized effectively, can set the wheels in motion for your brand and keep them moving forward, even when your hands-on marketing efforts have taken a back seat. In many ways, SEO is the backbone of digital marketing strategy: If your customer cannot find you online, your message will fall on deaf ears. Thus, ensuring your company’s online presence (website, press mentions, social platforms, etc.) is effectively capturing the attention of your prospective clients should be one of the first investments in your marketing budget. Aside from SEO, the other technical skill needed to execute an effective marketing strategy is data analysis. Marketing implementation is a process of: * Setup * Test * Analyze * Tweak or repeat In order to determine the effectiveness of your campaign or prove the return on your marketing investment, analytical skills are crucial to success. Tools like Google Analytics and Google Search Console track and store user data, making it possible to understand your audience demographics, user behavior, and site performance. The Creative Component Once you have positioned yourself in front of your target audience, you need to stand out. Your message and visual assets must be relevant, engaging, and evoke emotion or inquiry in your audience. Every day, your customer is bombarded with advertisements, promotions, email solicitations, content, and product recommendations. Companies big and small are hoping to win their attention and their business. Without a carefully thought-out, creative plan that takes into account the habits, aesthetics, and preferences of your target customer, you are shooting in the dark, and your message is likely to be buried or thrown out with the spam. These days it’s not enough to offer a great deal alongside a stock photo – you need to think outside the box, and meet your audience on their level. What do they like to do in their free time? Whom do they admire? What do they aspire to? Find videos and images that speak to that. If you find yourself stuck for ideas, spend some time exploring Instagram. The photo-heavy social media platform is a great way to explore what your target audience may find alluring. Search by relevant hashtags, and start following the followers. If a particular Instagram account is relevant to your business niche, market, demographics, or objectives, and if they have a large following of engaged users, you can assume that similar images would resonate with your audience. The Service Component The best marketing strategy you can employ is offering a positive and memorable customer experience. If your business consistently delivers above and beyond expectations, word will get around. Offering top-notch service pays back in spades – whether through referrals, reviews, or recommendations. Furthermore, now that Facebook has announced a change from its 5-star review system to a simple yes-or-no recommendation on business pages, your company’s service and online reputation matter more than ever. While we are still watching to see how this new ranking system will impact the digital marketing landscape, one thing is for sure: Facebook’s changes are a response to the increasing weight of online recommendations. Your customers are likely engaging in multiple Facebook groups – some with a decidedly local or regional audience – where they are both asking for and giving recommendations. Likewise, the platform NextDoor offers communities the chance to talk at length about their experiences, good or bad, with local businesses. Social media has connected neighborhoods in a way that we haven’t seen before, and word spreads fast. Stay involved in your local community, make sure your staff is trained appropriately, and, above all else, serve your customers professionally, with a smile. Digital marketing is inherently dynamic, and best practices evolve frequently with changes in technology, trends, and consumer behavior. But even so, integrating the three foundational components of marketing – technical understanding, creative thinking, and an attitude of service – will continue to make the best brands shine in any circumstance. To figure out how you can get the most out of your marketing strategy, contact Page 1 Solutions at 800-368-9910 today. Category: Other Marketing
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