Newsletter 1 – Creating Lead Generating Websites

Pink Trumpet Media Newsletter: Summer 2014

Web Sales Leads Best Practices Series #1:

Lead generation has evolved in recent years due largely to new online and social marketing techniques. the “informed buyer” can get product and services information online and other customer opinions are just a click away

To be competitive, you need the right web presence and know-how to leverage the new ways to develop and qualify leads to maximize your sales engagement

That’s all good, but ….

What if they can’t find you, or your competition is able to generate more clicks and impressions. What if you’re ready for more business, but not only can’t potential customers find you, but when they do, your web site is unreadable on their mobile device?

What if you’ve built the web­site yourself, and its not clear on what you do, who you are, and why should customers buy from you? And, just maybe you’re getting little or no site traffic. Sound familiar? Sadly there is no shortcut or magic wand, but there is a right path

Pay attention to creating the right content for your website first! Its your modern calling card, and first impressions on the web are magnitudes greater than any other medium. Content that establishes you both as a thought leader in your field, and provides your customers with a basis for trusting your judgement or products is the key to building web credibility

Successful lead generation requires “Smarts”

This newsletter is the first in a series of best practices for building your web business from Pink Trumpet Media, the first digital agency exclusively for small to medium enterprises, bringing together methods employed by the biggest companies in ways that small businesses can achieve success

We look forward to hearing any feedback you may have and your own web experiences

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Web of complexity

In a space of a few years, the internet has literally become a “Web” of complexity for businesses of all sizes ­ worse yet for a smaller business with fewer resources

To be truly successful as a business today, you can’t avoid it any longer

Your customers expect to find you there, and if they do, their impression of you is determined by how you present your business, what others have said about you, and your responsiveness to their online needs and questions

tip: web lead generation is constantly evolving, and search engines continue to reward legitimate searches based on legitimate content = your future growth depends on key best practices

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Building a lead generating website

Let’s face it, the single most important part of your overall business web marketing plan is lead generation, win a new customer, and make the sale

Having a good looking “brochure” website might have been fine 10 years ago, but in internet-­time today, you need effective and systematic on­line lead generation, and the right tools and methods to sustain your online presence

As an “expert” in your business (no amount of leads will help you if you’re not :0), all of your online efforts will be in vain if you never master website lead generation

The best content wins in the search engine game, ultimately leads customers to your website, and keeps them there

tip: Anyone can publish feature-­focused brochures and other product­-related content. But the trusted vendors—the ones that rise above the noise—are those focused on helping their target audience with their “pain or pleasure”

Here’s a tried and proven formula for your website efforts, used by many digital agencies, web marketing teams, internet startups, and others. Follow these steps regardless if you are doing this in­-house or outsourcing to an agency. Our best practices series will focus on the following key processes:

1. PLAN AND BUILD
2. RUN AND GENERATE LEADS
3. GROW AND RETAIN

Screen Shot 2014-06-24 at 3.33.01 PM 1. PLAN AND BUILD

The very first place you need to begin online lead generation with any small to medium sized business is your website marketing plan

Like a strong roots for a tree, your website sets the stage for your entire lead generating strategy

Marketing Plan -­ Understanding and delivering what customers want =­ “Pain or Plex

1. Customers are motivated to take action by two emotions. Your business will be successful if you are understanding and solving their pain, or having a product or service that satisfies their need and delivers pleasure

2. Understanding these basic motivations, will help you refine your offering, and clearly communicate on your website

3. Does your product or service satisfy their need?

4. Are those products available online or at some location?

5. Understanding your target audience; demographics, web usage, do they research online and buy offline, the other way round or all one way?

6. What is their online behavior, are you selling more to Generation X, Y or across the board. Matching your web marketing to your target customers’ online behavior will help put your message in front of them when they’re actually online

7. Are they technically challenged, or judge you on your web-­savvy and social media presence

Screen Shot 2014-06-24 at 3.32.53 PMWebsite Audit
Does it say what you do, and do you do what you say At the end of the day, no amount of website traffic will help your business if your product or service isn’t up to par. Assuming you’ve got that part right, a simple automated test on things like your Meta Tags and submissions or other basic web practice will tell you where you standSearch for your own business on Google using common search terms like “Dentist in Santa Monica”. Be your own worst customer when it comes to testing your website

Run Google’s Developer Tools ­ could be an interesting “hobby” but you probably have better things to do. Or contact your favorite website agency, and ask them to give you the short “audit” It would take an experienced agency no more than 10-­15 minutes to do a quick scan of your site and offer a couple of valid suggestions (BLATANT PLUG: or just call Pink Trumpet Media today)

SEO (Search Engine Optimization) services (on­page and off­page). ­ Without a good website, you may be wasting your money by outsourcing to a 3rd party to tweak your current site SEO. There is very little a dedicated SEO firm can do without looking at your overall website (and all its pages), without also looking at links. Worse yet, don’t plan on significantly increasing your web traffic if you build your site, then consider SEO as an afterthought

Create optimized pages for specific keywords. If you don’t, you could be wasting your efforts in creating content (see “DESCRIPTION” below). Moreover, you need to make sure you don’t have hundreds or thousands of pages of semi­empty pages or pages that have the wrong keywords

Screen Shot 2014-06-24 at 3.32.44 PM Website Makeover

Making a few smart decisions early on can make a big difference in your site’s position in search engine (the key to generating web leads)

Regardless on whether you chose to outsource your website work to an agency like Pink Trumpet Media and focus on your core business, or build your own website, here are some key actions to ensure you increase your customer traffic

Being found by search engines. Is your site indexed? Is it registered in the various directories like Yahoo! or Open Directory Project, on Google or Bing? If not, your won’t be found easily. Or worse, the search engines are ignoring your site because you have a poor navigation structure or poorly created dynamic pages or too many re­directs…..sound like “Jargon”? Its become a science and worse

Are you pages readable? million of website pages simply cannot be read my search engines. Surprised?

Picking the right keywords. The words that people use to find your product or service can have a direct impact on how well you are found

Under the covers, your DESCRIPTION or TITLE tags, or the way search engines make sense of the contents of your page may inaccurately describe your business. Its like adding a football player to your soccer team….interesting things can happen

Avoid animations, especially Flash­based, and the content of your flash file or .pdf is ignored by the search engine

Links Links Links ­ linking your site using relevant keywords instead of your company name makes all the difference. To get a high rank in a competitive space even locally, you may need hundreds or thousands of links to rank well

Do you have an XML site­map, and have you submitted it to Google?

Do you have enough content, especially if you’re in a competitive market. Some websites have thousands of pages of content, how many pages do you have today? We won’t discuss this in this newsletter, but video content can significantly push up your rankings, and create a personal touch to you and your business (just take a look at Youtube around any skill or service) Our next newsletter will cover content in depth

tip: content is the root of all social networking techniques on Twitter, Facebook LinkedIn, Google+ and others. To make matters worse, you need to refresh your content frequently or Google, for example will lower your rankings if your competitors provide newsworthy updates and if your industry is information sensitive

If you’re selling real estate, you need to add local news about the market and issues that affect home prices, not so much for someone selling T­shirts. A Content Management System (CMS) is absolutely critical to keeping your site fresh and rank-­ready

Mobile ready. Simply said, if your website is not mobile responsive, you’ll be dropped immediately from consideration if that customer is browsing on the go. over 60% of Facebook users only use their mobile device to access their profile. A multi­device capable website that is both responsive and reactive (reactive to the type of device) would be the ultimate goal, but at minimum, your web designer has to do this without you asking. tip: TEST ­ look at your own website with a smartphone. If it takes more than 3 seconds to load or if you’re missing navigation or see weird things, its over (this newsletter is mobile responsive can be read on your mobile device)

Lastly, and where we started our discussion, your positioning and messaging are key to creating an effective online marketing campaign. If customers don’t understand your business, who cares about search engine spiders. Communicating your ideas, your successes, your recommendations on a community site can help tremendously in creating an aura of credibility for your business

tip: Avoid spending too much time on color, layout, images or fonts when what you really need is to be judged “useful” or delivering immediate satisfaction with content relevance, especially when viewed on a mobile device

These are some of the simpler things to do to get noticed by the search engines. Speak to your website professional for more details and specific actions needed to improve your visibility to your customers. Your website designer should design these and more best practices into your site without your asking. If not find someone else!

To increase your ranking and ultimately generate more qualified leads, there are really no short­cuts, but there are some very clear practices that can make sure you rank as high as possible, and over time with hard work (search engine optimization or SEO) and making this a business priority, you can get into a top spot. If your competition is getting a higher rank than you, they have likely taken the next step and created more or better content, optimized their links pointing to their site

Starting to get interested? Creating a great website that can be found by your customers is only the beginning when it comes to generating qualified, target leads for your business

In our next Newsletters, coming soon

Screen Shot 2014-06-24 at 3.33.29 PM 2. RUN AND GENERATE LEADS

Assuming you have built a website that can both be found and also provide some useful insight to customers (like a plumber giving free preventative maintenance advice on his website), then your main expectation is that some of the visitors will translate into customers. To transition from “look” to “buy”, requires that you also pay attention to how leads are generated and converted into actions

Leads that matter
Technologies that matter
Cost of entry ­ – why outsource

Screen Shot 2014-06-24 at 3.33.37 PM 3. GROW AND RETAIN

Once you have the basics down, a lead generating website and you’ve built in web marketing into your business operations, you can focus on growing and retaining your customers. Understanding how to leverage social media to enhance your web image, and to leverage the latest technologies and web­trends to stay ahead of your competition. We’ll focus on

generating more leads ­ social media techniques and ROI
retaining more customers ­ 360 degree customer relationship management
web analytics ­ doing, insights, actions

Pink Trumpet Media > 323­-813­-5889 > 2500 Broadway, Building F Suite F­125, Santa Monica, CA 90404, United States

Glendale CA Dental Practice – Competitive Analysis on SEO Keywords

glendale-CA-dentist-SEO-keyword-cloud-SERP20

SEO Keyword Frequency Cloud for Dental Offices in Glendale CA
Note:  the FONT Size represents the frequency of the word used by Glendale Dental Offices in their SEO efforts
I was curious as to what SEO keywords are currently used by Dental Practices in Glendale California.  I gathered a sample of 100 dental offices in Glendale from several online directories, and searched for their websites.    Out of the 110 entries , about 50 dental practices had a website.  I collected keywords data for the 50 websites and analyzed what I found.

Here are my findings:

  • 61  Dental Practices did not have websites out of 111 total dental offices on my list.    55% of dental offices do not have a website.  That could mean offices that are new,offices that already have client based that didn’t need a website, or perhaps dentists that share the same office or moved away.  Basically half of the dentists do not have websites.
  •  Out of the 50 offices that had websites ,  12 of them did not have any keywords landing on the top 20 position of Google search results.   That’s 24% of them not having keywords results on the 1st and 2nd pages of Google search results.
  • A national dental practice that had a huge amount of keywords on top 20 result positions.  They had 1700+ keywords with many landing on the first page of the search results.
  • Out of the 50 offices that had websites ,  12 of them did not have any keywords landing on the top 20 position of Google search results.   That’s 24% of them not having ANY keywords on the top 20 of Google search results.
  •  There were 1426 keywords used by the remaining 37 dental offices (excluding national practice)
  • 127 Unique keywords are used by Glendale dental practices resulting on the first page of results
  • Top THREE dental offices have an average of 38 keywords showing on the top 20 results with a total of 115 keywords (excludes national office)

 


 The Top Four Glendale CA dental practices based on keyword count is listed here

 

Dentist 1

24 Keywords on top 10

are veneers expensivelaser frenectomy cost
frenectomy laserlaser labial frenectomy
frenectomy recovery timelaser lingual frenectomy
front teeth veneersmouth breather symptoms
front tooth veneermouth breathing problems
front tooth veneersnatural dentistry
front veneerssmall lateral incisors
how celebrities fix their teethupper labial frenum surgery
how expensive are veneer front teeth
how much are veneers for front teethveneers for front teeth
laser frenectomyveneers front teeth
laser frenectomy childrenveneers on front teeth

Dentist 2

21 Keywords on top 10

cosmetic jaw surgery before and aftermaxillofacial jaw surgery pictures
orthognathic surgery before aftermaxillofacial surgery before after
orthognathic surgery before and aftermaxillofacial surgery before and after
orthognathic surgery before and after photosjaw surgery images
orthognathic surgery before and after picturesmid face lift photos
orthognathic surgery photosoral surgeon in glendale ca
before and after orthognathic surgeryjaw surgery pics
jaw surgery before and after photoscorrective jaw surgery before and after
jaw surgery photosjaw surgery before and after pictures
orthognathic surgery picturesmaxillofacial surgery photos
before and after jaw surgery

Dentist 3

13 Keywords on top 10

glendale dentistdentists glendale
dentist glendaledentists glendale ca
dentist glendale cadentists in glendale
dentist in glendaleglendale cosmetic dentist
dentist in glendale cakids dental place glendale ca
glendale dentistsglendale ca dentist
cosmetic dentist glendale

Dentist 4

11 Keywords on top 10

ear jaw and neck painneck ear and jaw pain
ear jaw neck painneck jaw and ear pain
ear neck and jaw painpain in jaw and head
face and neck paintherasol oral antiseptic
head and jaw paintooth repair options
head neck and jaw pain

Top 12 Dental Offices By Keywords on Top 20

NameKeywords
Dental Office - W1586
Dental Office - S40
Dental Office - C39
Dental Office - S36
Dental Office - M31
Dental Office - D22
Dental Office - O21
Dental Office - C20
Dental Office - L16
Dental Office - D9
Dental Office - D9
Dental Office - C8

Conclusion:

About 30 percent of the dental offices are getting some Organic search traffic from Google with handful of dental offices having 30+ keywords. Dental offices who do not have a web presense or who have not performed SEO on their website are obviously disadvantaged. Leveraging the web to obtain customers can boost your bottom line.    The most common keywords used by Glendale dentists are in the form of  “Dentist in Glendale CA”  others reach into the creative genius and tie that back to what customers are looking for to come up with unique keywords to maximize web traffic  (ex: “how celebrities fix their teeth”).  No matter what you do the most important thing is to make sure you have a well built and functional website for you existing and incoming patients.

If you are a dentist in Glendale CA needing SEO services, there are various SEO companies that can help you locally or on the Internet. Pink Trumpet Media is in the business of providing quality SEO analysis and services for Glendale businesses.   To receive a free SEO report of your website please click on the button below.

send me the report

 

Note: This is not a scientific analysis since various approximation and sample have been taken.  Google search data and SERP changes also constantly.