I have been getting this question a lot lately. For some reason, everyone wants to know what everyone else is doing. Well, here is the answer.
Right now, I am seeing a lot of yellow pages and print advertising canceled or not being renewed. Part of this is a trend coming from my coaching and retainer clients. I regularly recommend using tracking telephone numbers on print ads so that it is easy to see the direct response activity that comes from print ads. In the year end evaluations, many of my clients were surprised at the huge difference between calls being generated from their web sites as opposed to their print ads. I was not surprised but they often need to see it in black and white. Normally large mass media expenses are not justified. They feel good but Internet-based marketing is much more productive. This has led to a huge run in Pay Per Click campaigns in our clients recently.
These new bolstered Pay Per Click campaigns work really well with our low-cost Keyword SEO program. This is becoming a model that we are seeing over and over both in cosmetic dentistry and surgery. I have always recommended some sort of pay per click but, even today I was informed that the Pay Per Click campaigns we were running were so targeted and effective that they were beginning to impact some clients’ organic optimization. This has to do with relevant traffic being driven specifically to our client sites. Bottom line here, our approach is augmented even further through a stronger Pay Per Click campaign. This is also a trend we are seeing.
Finally, we have had a run recently on new, upgraded designs in web sites. In the next 2-3 weeks, we will be debuting some new web sites for cosmetic surgeons. I would definitely put these projects into the “high-end” category. Yes, we are getting a lot of requests for web sites for this time of year. People are re-tooling their web strategies, adding video and trying to distance themselves from those who are sitting and waiting. That is the third trend we are seeing: new, updated web designs.
So, when you go back to work after the new year turns, what is at the top of your agenda. Please let me know what we can do to help. Just email me at donald@dogstarmedia.com. And, happy new year to all.
Tuesday, December 30, 2008
Tuesday, December 16, 2008
Web Sites and New Partnership
I am happy to announce that Dog Star Media has been selected as one of handful of media design companies to participate in a new pilot program with a top national pay-per-click company. We will be offering web design, video and other creative services. Details will be released in the near future. It’s a pretty big honor and I am fairly certain that the reason we were chosen was because of our excellent media design for high-end small businesses such as cosmetic surgeons and cosmetic dentists.
As I was preparing online materials for their RFP interface, I came across this video which illustrates your options for web design. It is worth watching, even if you have seen it already.
I thought it was a good reminder for all of you how you can be more competitive on the web. Now more than ever, prospective patients are going to your web site. If it gives a bad impression, it is just as bad as
1) Not taking their call when they call you.
2) Treating them poorly in your reception room or in your practice.
3) Ignoring their requests for more information.
4) Giving them the impression that you have enough business and do not care whether or not they become your patient.
Hard facts but true. These are first impressions you never want to make in person. Why would you want to make a bad first impression on the web? A web site that is lacking undercuts everything you are doing in marketing your practice. If you need it and you need a break in paying for it now, let me know. I will work with you. The worst thing you can do right now is to not have a great design or be working toward making your site more compelling. It is expected on the web by now.
As I was preparing online materials for their RFP interface, I came across this video which illustrates your options for web design. It is worth watching, even if you have seen it already.
I thought it was a good reminder for all of you how you can be more competitive on the web. Now more than ever, prospective patients are going to your web site. If it gives a bad impression, it is just as bad as
1) Not taking their call when they call you.
2) Treating them poorly in your reception room or in your practice.
3) Ignoring their requests for more information.
4) Giving them the impression that you have enough business and do not care whether or not they become your patient.
Hard facts but true. These are first impressions you never want to make in person. Why would you want to make a bad first impression on the web? A web site that is lacking undercuts everything you are doing in marketing your practice. If you need it and you need a break in paying for it now, let me know. I will work with you. The worst thing you can do right now is to not have a great design or be working toward making your site more compelling. It is expected on the web by now.
Tuesday, December 9, 2008
Optimized Site with New Design by Dog Star Media
Way to upgrade your web strategy! Congratulations to Mark Weiser, DDS with the launch of his newly designed, highly optimized new web sites.
You can see them at SantaBarbaraDDS.com and Boutique-Dental.com.
Dr. Weiser gets it. From a design point of view, these sites are graphically very good, offer plenty of video with lots of topics (the tour video is a Dog Star Media production), the Cosmetic Channel and plenty of content.
And, the sites were re-written with search engine optimization in mind. Basically, everything was done in the revision of these sites that makes them truly competitive on the web. Plus, with two different web sites, similar content is reused and repackaged for specific audiences.
This is a mature and complete Internet strategy. If you were wondering what you should be doing to be the most competitive these days, look at this site and take notes. And, to expedite it, feel free to email me. Much of what you see here came from my consultations with Dr. Weiser. If you have any questions about how to make your site more active and more competitive, please email me at donald@dogstarmedia.com.
You can see them at SantaBarbaraDDS.com and Boutique-Dental.com.
Dr. Weiser gets it. From a design point of view, these sites are graphically very good, offer plenty of video with lots of topics (the tour video is a Dog Star Media production), the Cosmetic Channel and plenty of content.
And, the sites were re-written with search engine optimization in mind. Basically, everything was done in the revision of these sites that makes them truly competitive on the web. Plus, with two different web sites, similar content is reused and repackaged for specific audiences.
This is a mature and complete Internet strategy. If you were wondering what you should be doing to be the most competitive these days, look at this site and take notes. And, to expedite it, feel free to email me. Much of what you see here came from my consultations with Dr. Weiser. If you have any questions about how to make your site more active and more competitive, please email me at donald@dogstarmedia.com.
Tuesday, December 2, 2008
See... it works
Before Thanksgiving, I visited with one of my coaching clients, Charlie Morgan, a cosmetic dentist in Frisco. I recommend to my coaching clients some basics. One of those basics is email marketing, a staple of Circle of Influence Marketing. My formula is simple. Write a blog and email market it out to your patient database on email.
I gave him a few tips on content and he used my blog as a guideline. The email marketing engine he purchased costs less than $30/month. He wrote a blog on biocompatibility in dentistry and emailed it out. Shortly afterward, he had a new $3000 case reply from the email.
I have seen this work many times but never so quickly. That is certainly not guaranteed but it does show that efforts are rewarded. Let’s break down what happened.
Charlie used one of my Circle of Influence strategies, meaning he offered access to himself and his opinions to people who already trust him. This increases the odds of the effort working by a factor of 10X. It is easier to upgrade or sell new services when a relationship already exists.
Second, he took the initiative, choosing a measurable, easy to use and technologically superior media to reach out with a minimum of cost.
Third, he focused his message on the email. There was one idea, one easy link to click. In other words it was not confusing. Just good marketing, message wise.
Fourth, he factored out luck by being active. You also do this by being consistent and smart about your message and targets. In other words follow your coaching.
If you are not using this Circle of Influence strategy, you are leaving opportunity on the table. Even in tight times, business is out there. You need to be smart about how you find it. We talk about what it takes to compete in a tough economy. This is a must. Working your Circle of Influence is vital. And, what is worse, if you are not doing it, you are leaving the door open for a competitor to gain an advantage with YOUR Circle of Influence. You could be playing offense and defense at the same time with this simple strategy.
This is exactly the sort of thing we focus upon in my coaching program. Want to know how to do this and other techniques that can help you market more smartly? Finally ready to put in a marketing infrastructure? My coaching program is only $300/month. Why not call me to enroll? Just email me at donald@dogstarmedia.com if you want to discuss it?
I gave him a few tips on content and he used my blog as a guideline. The email marketing engine he purchased costs less than $30/month. He wrote a blog on biocompatibility in dentistry and emailed it out. Shortly afterward, he had a new $3000 case reply from the email.
I have seen this work many times but never so quickly. That is certainly not guaranteed but it does show that efforts are rewarded. Let’s break down what happened.
Charlie used one of my Circle of Influence strategies, meaning he offered access to himself and his opinions to people who already trust him. This increases the odds of the effort working by a factor of 10X. It is easier to upgrade or sell new services when a relationship already exists.
Second, he took the initiative, choosing a measurable, easy to use and technologically superior media to reach out with a minimum of cost.
Third, he focused his message on the email. There was one idea, one easy link to click. In other words it was not confusing. Just good marketing, message wise.
Fourth, he factored out luck by being active. You also do this by being consistent and smart about your message and targets. In other words follow your coaching.
If you are not using this Circle of Influence strategy, you are leaving opportunity on the table. Even in tight times, business is out there. You need to be smart about how you find it. We talk about what it takes to compete in a tough economy. This is a must. Working your Circle of Influence is vital. And, what is worse, if you are not doing it, you are leaving the door open for a competitor to gain an advantage with YOUR Circle of Influence. You could be playing offense and defense at the same time with this simple strategy.
This is exactly the sort of thing we focus upon in my coaching program. Want to know how to do this and other techniques that can help you market more smartly? Finally ready to put in a marketing infrastructure? My coaching program is only $300/month. Why not call me to enroll? Just email me at donald@dogstarmedia.com if you want to discuss it?
Tuesday, November 25, 2008
What makes a great web site?
Last week, when I debuted WowSmileNow.com in my blog there was a pretty consistent response. Lots of people emailed and commented that they loved it. Yes, it is a great design, we agree.
And, wait until you see what we will be rolling out next. A new gold standard is about to be set for using a web site to introduce the doctor to the Internet user. Stay tuned for that but it does raise the question about the important of a great web site right now.
One of the side-effects of a tightening market is that swords get sharpened. There has been a high concentration of inquiries from clients and new prospects about increasing the strength of their Internet strategy. Something I have preached about in this blog and in my seminar presentations is becoming apparent to a lot of people. You can have a web site that just sits out there in cyberspace looking pretty or you can have an active Internet strategy. Surprisingly many over the years have been happy just to hang a site. Now, the emphasis is clearly on making it work. Why?
It is apparent that nearly all new prospects flow through the web site at some point. Either they find you on the web and it is your first impression or your web site is a validating tool. In both cases, you stand only to lose if your site is not competitive. And,the fact is that Flash is just a more rich presentation that you can make work for you. And, of course you can optimize Flash for search engines a number of ways. With more tire-kicking going on, I think a lot of people are realizing that this is an edge they need to have.
One of the most requested changes people are making now is to add video of themselves to the important part of the web site. Another is the full-scope redesign of web sites. For others who are starting practices, there is no blinking in investing in Flash web site. Anything to get that edge on the web.
This is a good sign all around. But the message is the battle on the web has shifted again, with an uptick in quality. To answer the most common questions, you can have video added to your web site in less than 5 weeks if you can prioritize your shooting. It is the quickest upgrade possible. The longest lasting, the Flash web site. It is what you see in WowSmileNow.com. And it is what doctors are doing to make sure they are properly represented on the web. If you want to make this move, please email me at donald@dogstarmedia.com.
And, wait until you see what we will be rolling out next. A new gold standard is about to be set for using a web site to introduce the doctor to the Internet user. Stay tuned for that but it does raise the question about the important of a great web site right now.
One of the side-effects of a tightening market is that swords get sharpened. There has been a high concentration of inquiries from clients and new prospects about increasing the strength of their Internet strategy. Something I have preached about in this blog and in my seminar presentations is becoming apparent to a lot of people. You can have a web site that just sits out there in cyberspace looking pretty or you can have an active Internet strategy. Surprisingly many over the years have been happy just to hang a site. Now, the emphasis is clearly on making it work. Why?
It is apparent that nearly all new prospects flow through the web site at some point. Either they find you on the web and it is your first impression or your web site is a validating tool. In both cases, you stand only to lose if your site is not competitive. And,the fact is that Flash is just a more rich presentation that you can make work for you. And, of course you can optimize Flash for search engines a number of ways. With more tire-kicking going on, I think a lot of people are realizing that this is an edge they need to have.
One of the most requested changes people are making now is to add video of themselves to the important part of the web site. Another is the full-scope redesign of web sites. For others who are starting practices, there is no blinking in investing in Flash web site. Anything to get that edge on the web.
This is a good sign all around. But the message is the battle on the web has shifted again, with an uptick in quality. To answer the most common questions, you can have video added to your web site in less than 5 weeks if you can prioritize your shooting. It is the quickest upgrade possible. The longest lasting, the Flash web site. It is what you see in WowSmileNow.com. And it is what doctors are doing to make sure they are properly represented on the web. If you want to make this move, please email me at donald@dogstarmedia.com.
Tuesday, November 18, 2008
Great new web site by Dog Star Media
My favorite domain name among Dog Star Media clients now has a great Flash web site to go it. Congratulations to LVI instructor John Pawlowicz and his team on today’s launch of WowSmileNow.com.
This is a fantastic design for a Flash web site and is a reminder that the best web designs are custom designs. In the case of WowSmileNow.com, we designed a site that is clearly high end enough to represent high end dental services. But it is also accessible and full of information that a full range of family dental services are offered as well. Overall, just a really great presentation.
There has been a lot of chatter about what to do in this economy but I can tell you that for the last several weeks, we have had a lot of orders for web sites. Maybe it is our affordable pricing, hopefully it is our design and experience in cosmetic dentistry and cosmetic surgery, but one thing is for certain: cosmetic dentists and surgeons are evaluating their place on the web and making a move right now. We have some dramatic examples of high end sites that will be wrapping up in the next few weeks. Some of these will set the bar in their local communities and regionally. Our clients are realizing that they have a lot to gain in this temporary slowdown. When we come out of it, those who are investing in their online image and strategy now are going to be reaping the rewards for the bold move now.
If you are thinking you need to make this sort of move, email me at donald@dogstarmedia.com. We have economy-friendly payment plans for big projects. This means you can have what you need as soon as possible. It’s a good offer. Why not email me and inquire?
This is a fantastic design for a Flash web site and is a reminder that the best web designs are custom designs. In the case of WowSmileNow.com, we designed a site that is clearly high end enough to represent high end dental services. But it is also accessible and full of information that a full range of family dental services are offered as well. Overall, just a really great presentation.
There has been a lot of chatter about what to do in this economy but I can tell you that for the last several weeks, we have had a lot of orders for web sites. Maybe it is our affordable pricing, hopefully it is our design and experience in cosmetic dentistry and cosmetic surgery, but one thing is for certain: cosmetic dentists and surgeons are evaluating their place on the web and making a move right now. We have some dramatic examples of high end sites that will be wrapping up in the next few weeks. Some of these will set the bar in their local communities and regionally. Our clients are realizing that they have a lot to gain in this temporary slowdown. When we come out of it, those who are investing in their online image and strategy now are going to be reaping the rewards for the bold move now.
If you are thinking you need to make this sort of move, email me at donald@dogstarmedia.com. We have economy-friendly payment plans for big projects. This means you can have what you need as soon as possible. It’s a good offer. Why not email me and inquire?
Tuesday, November 11, 2008
The Cosmetic Channel - Season 2
Season 2 of The Cosmetic Channel™ just became more exciting. Our first Spanish language shows are just now wrapping and our we project they will be available before the end of the year. These shows feature Spanish language talent and a native Spanish speaking surgeon talking about facial surgeries. This is the beginning of a new Spanish-language initiative we are putting in at Dog Star Media and The Cosmetic Channel™ to help you expand into a new part of the market.
You can click here to see our new player and samples of all the videos we have online for both surgeons and dentists. Season 2 features a much more active set of strategies to use your video from The Cosmetic Channel™. Yes, it plays on your web site as video on demand but we also deliver the video on DVD for your reception room.
Now for the active part. Most of our clients are finally getting it about email marketing. Some are blogging and others are using The Cosmetic Channel™ as the target of their email. One of the best and most active features of Season 2 is that we will email landing pages each month with the video from The Cosmetic Channel™ for you as part of an active email marketing strategy.
The bottom line is that you are offering new content to the contacts in your Circle of Influence. It is the best value we have going right now. Season 2 subscriptions to The Cosmetic Channel are only $240/month for a year. If you have any questions, please email me at donald@dogstarmedia.com.
You can click here to see our new player and samples of all the videos we have online for both surgeons and dentists. Season 2 features a much more active set of strategies to use your video from The Cosmetic Channel™. Yes, it plays on your web site as video on demand but we also deliver the video on DVD for your reception room.
Now for the active part. Most of our clients are finally getting it about email marketing. Some are blogging and others are using The Cosmetic Channel™ as the target of their email. One of the best and most active features of Season 2 is that we will email landing pages each month with the video from The Cosmetic Channel™ for you as part of an active email marketing strategy.
The bottom line is that you are offering new content to the contacts in your Circle of Influence. It is the best value we have going right now. Season 2 subscriptions to The Cosmetic Channel are only $240/month for a year. If you have any questions, please email me at donald@dogstarmedia.com.
Subscribe to:
Posts (Atom)