What is Digital Marketing?
Digital marketing, alternately known as online marketing or internet marketing, simply refers to the process of of growing your business using the web. It is a catch-all phrase for all of the various techniques utilized by professional web marketers and entrepreneurs to get noticed by, spark the interest of, and receive contact from prospective clients. In short — it’s what we do best.
How Does Digital Marketing Work?
Here’s a secret: digital marketing is no different from any other kind of marketing! Marketing is applied psychology; that is to say, it is a strategy or strategies, based on how your customer thinks, to obtain their business. Online technology merely makes this process more efficient and tracks results much more accurately, but the underlying concepts are as old as markets themselves.
Outbound vs. Inbound Marketing
There are two types of marketing, whether traditional or online:
- Outbound marketing, which essentially “pushes” your products or services onto the customer through interruptive means. Outbound marketing methods include television ads, telemarketing, billboards and posters; online methods are banner ads, spam email, and Pay-Per-Click Advertising. You go to them.
- Inbound marketing, which “pulls” prospective clients to your business by aligning with their interests. Inbound marketing methods include Search Engine Optimization, newsletter signup, social media marketing, quality content creation, and referrals. They come to you!
Dear Robert. Before I leave for the 3 day weekend, I wanted to just write a letter of reference for you. What can I say, other than you have got to be one of the most talented, hard-working, devoted consultants with whom I have ever worked. You’re professional, and a true perfectionist – no one less than you could have delivered half of what you have done for my internet presence. Your company is as good as it gets in my book.
Remember those early days of working together? I kept on telling you: don’t tell me you can do that, I just don’t believe it given my prior experiences with website optimizers. Well, Robert – you told me and it really came true. I am recognized as one of the three most prominent hair transplant specialists on the web, with a lot of that exposure due to you.
I also think it’s great that I have become the leading provider of eyebrow transplantation in the United States – something I didn’t even focus on before working with you. When you suggested moving aggressively, I didn’t know what to make of it. Now, I perform multiple eyebrow cases every week. As far as I’m concerned, you created an entire new niche for me.
Surgeries are up from 300 to over 500 procedures per year. 50% of my patients now come from the Internet, six procedures directly from the web per week. To me, these results are nothing short of spectacular.
Please have anyone contact me directly if they have any further questions. And it is a pleasure to write this, for I cannot praise you enough.
Location, Location, Location! The Necessity of Good SEO
A smart marketing campaign will use a mix of both inbound and outbound marketing, as fits their needs. But there is no doubt that the internet is tailor-made for inbound marketing like no other medium before. People no longer wait to find the best surgeon or clinician in their area; they just do a quick search. Everyday over 3 billion searches are made on Google alone!
In order to capitalize on the volume of searches relevant to your office, you need some prime real estate on search engines. You want to show up for both quality keywords — that is, the relevant search terms that receive the most amount of queries — and quantity — the sheer amount of keywords with visible placement, sometime known as “long-tail” keywords.
Getting on page 1 of Google isn’t easy, but we know how it’s done. Learn more about SEO here
Getting Connected: Digital PR and Social Media
“Content Is King” is a common refrain in digital marketing circles, referring to the importance of creating quality, keyword-rich content that other sites would be willing to link to. But how to obtain those links? By networking. In an effort that we call ‘digital public relations’, we connect doctors to likely online allies — journalists, local organizations, and bloggers looking for the kind of expertise and industry prominence that our clients possess.
We also put you in direct contact with your clients, through the ever-expanding yet oft misunderstood waters of social networking. Creating profiles for sites such as Facebook, Twitter, and Pinterest is one thing; creating a vibrant hub where those interested in your services, your expert information, or even your brand personality can check in, engage with, and share among their friends.
Looking to get started? Let Surgeon’s Advisor show you how. Learn more about Digital PR and Social Media
Perception is Everything: The Facts about Online Reputation
Not worried about what others think about you? In life, it’s an admirable trait. Online, it can be a path to disaster. Lest you think we exaggerate, here are some sobering statistics:
- 65% of Internet users view online search as the most trusted source of information about businesses
- 79% of consumers equate online reviews and personal recommendations, and give each the same weight
- 63% of consumers will hear something 3 times — and believe it.
And whether it’s a dissatisfied patient, a disgruntled employee, or just a loose cannon, a single individual can do real damage to your online presence with the touch of a few buttons.
What can you do about it, and how can you protect yourself from future attacks? Surgeon’s Advisor is a recognized expert in the field of Online Reputation Management. Learn more about Online Reputation Management Services