Digital Marketing Workshop

Digital Marketing Workshop by the Eyecare Pro Team, Jonah and Russ Summary notes prepared by Jim Colley

Summary With any optometry website there are 4 big question you need to ask yourself: 1. Who are you? – can the patient easily identify that this is your practice?

2. Where are you? – is your address visible from your home page without scrolling?

3. How do I contact you – Are they able to book an appointment with you via phone, email or digital planner, without scrolling or hunting around on your website?

4. Why should I come to you? – Are your services clear and have you presented them in an easy-tounderstand way?

Content Marketing Content Marketing is an essential part of SEO and comes in many different forms.

Content Marketing includes Blogs, Articles, Webinars, Social Media presence, Video and downloadable elements such as PDFs. The content you cover can span a wide range of topics, including, but not limited to, the services you provide, education on various eye health-related topics, research around eye health, information adjacent to eye health such as childhood learning, or even fashion and style guides.

Mobile First When building your website it is critical that it is optimized for mobile devices.

With 60% of Google searches happening on mobile phones, Google takes the user experience of your website on mobile devices into account when ranking your site.

SEO/Google Rankings There are various ways you can be displayed on Google’s listing. The ideal scenario is being displayed on all 3. The 1st type of display is Google PPC or Pay Per Click ads. By paying google you are able to display your business above

all others with no additional work. His has the advantage of shortcutting your digital exposure, getting your name in front of more eyeballs.

Following google ads, google business listings in map form are often displayed next, sometimes referred to as the three pack. Google displays the top 3 map locations relevant to the search terms.

Lastly, your organic Google ranking is displayed. This organic ranking is generated through our SEO efforts. This will be a combination of your on-page SEO (coding), content marketing, social media and other elements of your digital presence.

Ideally, you want to have your practice displayed on all three, giving the person searching for an Optometrist multiple points of exposure to your practice, increasing the likelihood of engaging with your services.

Google Business Profile Your Google Business Profile Plays a big part in consumer behaviour. With 65% of people looking at your profile before making their next move and 50% of that audience continuing to your website.

Google Ads Google’s Ads or Google PPC can be a very effective tool to send qualified leads to your website.

As previously mentioned, Google ads will shortcut the competition and display on the top of google search. We can also specify who we target with our ads by homing in on key words, search terms, people’s distances from the practice, postcodes and even the time of day the ad is displayed. All coming together as an effective tool for marketing.

What is EyeCarePRO? EyeCarePROis a comprehensive service that’s done for you. Website, SEO, blogs, monthly updates to your Google Business Profile, monthly performance reports, monthly strategy meetings, and a website team to edit your website for you means you have more time to run your practice instead of managing your digital assets.

Key Take Aways 1.

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Have key contacts and services clearly visible on your website’s home page.

Content marketing plays a huge part in SEO, so make more content.

Make sure your website is optimized for mobile devices.

SEO is how you’re displayed on Google. Make sure you’re displaying in all 3 areas Google can display you in for maximized visitor results.

5. Google PPC or Paid Ads will let you cut in front of the SEO line and have your practice displayed in first place. (Recommended monthly budget of $500 a month and a time allowance of 3 months for the momentum to kick in.).

6. BONUS! - Website top tips, run lighthouse scan to check the performance, quality and content of your webpage, less is more. Ensure you are mobile-first. Include an option to book an appointment.