The Online Marketing Checklist

Website and Setup

• Website set up and design
• Google Analytics
• Google Webmaster
• Google Accounts (youtube pages etc)
• Google Pages
• Facebook page
• Bing Webmaster
• Google Adwords
• Bing Adwords
• Video Ad Campaign Set up
• Lead Generation System (aweber, mail chimp, infusionsoft)

Month two (Traffic Generation)

• Video shoot
• Video Rankings
• Fiverr Purchase (video ranking only)
• Start PPC campaigns
• Testing and optimization of Campaigns
• Start Testing Facebook Campaign
• Keyword Research
• Website SEO (title tags etc)
• Blog Schedule is set up (3 per week)
• 100 citations are ordered
• Order Hoth links ($250 to $350 packages)

Month 3 (email sequence)

• Blog schedule (3 per week)
• Create infographic and 1 guide
• Video Shoot
• 12 email sequence (
• Start Retargeting Campagins
• Slideshare
• Optimize PPC campaigns

Month 4 (Scaling, adjustments, Monitoring, etc)

• Buy More Hoth links
• Create Video 3
• Create Guides, blogs and infographics according to results

Facebook

• Facebook Page Set Up
• Custom Facebook Cover and Icon (message or great headline)
• Facebook Ad Set Up
• Facebook Tracking Pixel on Website
• Custom Facebook Audience website visitors
• Create 3 Different Audiences on top of the website Custom Audience
• Upload any lists. (CRM, Patients, Email Lists etc)
• Create 3 Ad (1 has to be Dark Post)
• Create 3 Different Audiences on top of the website Custom Audience
• 3 custom Facebook Ad Image (1200 x 628)
• Place conversion pixel

Monthly  Update, Task, and Monitoring

• Give the client a weekly update on Clicks and traffic
• Monitor the ads and make adjustments as needed
• Test and try different images, messages, and audiences
• Scale up when you hit the sweet spot

Instagram

• Instagram Page Set Up
• Custom Instagram Cover and Icon (message or great headline)
• Instagram Ad Set Up (have to use power editor)
• Facebook Tracking Pixel on Website
• Custom Facebook Audience website visitors
• Create 3 Different Audiences on top of the website Custom Audience
• Upload any lists. (CRM, Patients, Email Lists etc)
• Create 3 Different Audiences on top of the website Custom Audience
• Create 3 Instagram Ads
• 3 custom Instagram Image Ad Image (1080 x 1080)

Monthly  Update, Task, and Monitoring

• Give the client a weekly update on Clicks and traffic
• Monitor the ads and make adjustments as needed
• Test and try different images, messages, and audiences
• Scale up when you hit the sweet spot

Marketing Package ($1500 a month)

Video Marketing and YouTube

• YouTube Page Set Up
• Custom YouTube Cover and Icon (message or great headline. Don’t forget branding)
• Attach Website to YouTube Channel
• Link up Analytics and Adwords account to YouTube Channel
• Upload Video
• Optimize Video for Keyword (title description tags and fiver gig)
• Create YouTube Cards, Annotations and Notes on video
• Create Remarking Audiences in Adwords
• Place google Analytics pixel on Website and create remarking audiences
• Create Instream Ad for Placements, Remarketing, Topics and Interests
• Keywords Research
• Placements: Search first 5 pages of YouTube for placements
• Keywords (Display network only)
• Topics (be very careful on budget with Topics and Interest it can go quick)
• Interest
• Remarketing (run video ads to your remarking lists)
• Place conversion pixel

Monthly  Update, Task, and Monitoring

• Give the client a weekly update on Clicks and traffic
• Monitor the ads and make adjustments as needed
• Test and try different videos, lists, annotations, messages, and audiences
• Scale up when you hit the sweet spot

Email Marketing Campaign

• Setup up or use the clients CRM system (infusionsoft, mail chimp, Constant contact etc)
• Place forms on site
• Create Lists
• Create emails
• 1. Introduction email
• 2. Soap Opera Sequence
• 3. Seinfeld Email Sequence
• Automate delivery

Monthly  Update, Task, and Monitoring

• Give the client a weekly update on Clicks and traffic
• Monitor how well the emails are doing and make adjustments as needed
• Test and try different messages
• Segment lists for better results.

SEO is a 6 month to a Year Process

• Make sure blog is set up and are SEO friendly
• Install right plugins
• Google Webmaster, Analytics, Bing Webmaster are in place
• Do Keyword research
• Create 1 2500+ article 1 time per month
• Create 1 Blog per week. (more if possible
• Purchase The Hoth Press Release
• Purchase the Hoth Guest Post
• Purchase the Hoth Blitz
• On Page and Off Page linking
• Social Media is linked up
• Post all articles on social media

Monthly  Update, Task, and Monitoring

• Give the client a weekly update on Clicks and traffic
• Monitor how well the articles and how rankings are doing
• Test and try different keywords

You’re Getting Bombarded!

We get it…We know you’re bombard daily with people trying to earn your online business. Doctors, Dentist, and Orthodontist are the perfect target.

You have money and can afford to pay online marketing companies a nice chunk of change. Or at least, that is what everyone assumes.

Here is the big tragedy.

Most of you have ended up purchasing a horrible service that will will not get you any results!

It’s not your fault. How are you supposed to know what is working or what isn’t? How are you supposed to know which online marketing company is legit?

Here’s how 95% of online marketing companies work: A pushy salesman presents to you $199 product, you buy it, and you never hear from them again.

This guide is going to help you prevent this from happening. Here are the questions you should ask, and the things you should be doing online.       

WHAT IS THE LIFE TIME VALUE OF A PATIENT?

The lifetime value of a Patient is one of the most important questions you should ask. This will determine your ROI. This will also determine how much you can spend online to obtain a customer.

We know that if a patient has a good experience, statistically speaking they will refer 5 other people. We also know that 18 months after their first visit they will typically return for comprehensive care. 

So how much can you really spend to obtain a customer?

A lot!

Dentists and Orthodontists who understand this concept will not have a problem scaling up their advertising budgets. Everything they spend, will give them a nice ROI.

TO BE OR NOT TO BE ON USING SOCIAL MEDIA?

Social media is one of the best investments you can make for your practice.

We love Facebook ads, Instagram ads, and YouTube ads.

Think about it this way.

Social media has spent billions of dollars to create platforms for advertisers. I can narrow down your target audience to Soccer moms 35 to 40 years within a 10 mile radius of a certain zip code. That’s powerful.

Where else can you put your message in front of your exact target audience in a matter of minutes?

It’s amazing and it is only going to get better. If you are not participating, you will be left in the dust.

HOW MUCH SHOULD YOU EXPECT TO PAY A GOOD ONLINE MARKETING COMPANY?

Like you, online marketers get paid for their expertise. The good ones, are extremely educated and make a lot of money. They know what works and are results oriented.

If you’re like 99% of Dentists, you have a bunch of different of little web marketing service. A web person, a social media person, a google reviews person, an email person, a content person, etc.

You’re totally comfortable with spending $150 a month for 30 different services. But you can’t bare the thought of cutting a $2500 dollar check to one person who will do it all for you.

Think about it…How much work are you willing to do for a $150 dollars a month? Maybe 20 minutes? That is the amount of time you are going to be allotted.

Do not expect to get results.

In my option, a good Online marketing company will charge you $2500 to $6000 a month depending on what you want done.

**Caution there are a lot of online marketing services that charge huge fees and don’t get results. Just because you pay a lot, doesn’t mean they are giving you a good service. Track their results**

HOW LONG DOES ONLINE MARKETING TAKE TO SEE RESULTS

6 Months until you start seeing traction. 1 to 2 years until you start seeing massive results.

This doesn’t mean you will not be getting patients along the way. A lot of times you will see an increase on month 1 but I want to prepare you for the long haul.

A good marketer will win because he outlasts everyone else. It’s hard not to see results right away, but the reward goes to the one who is persistent and patient. So be patient and do not quit too soon.

**A good marketing company will keep you posted every step of the way. You will see a lot of progress. They will track everything and will show you their numbers. Make sure you ask for them.**

HOW DO I KNOW IF I HAVE HIRED THE RIGHT COMPANY

This has to be the hardest questions because there are a lot of factors that go into a successful campaign. Here are a couple of things to look for.

1. Is your website ranking on the first page of Google?
2. Is your website optimized and user friendly?
3. Are you getting leads, Patients, and an ROI?
4. Do you have an Email Marketing Campaign in place?
5. Is your Facebook, Instagram, YouTube, bringing you customers?
6. Are you having Bi-Monthly marketing meetings?
7. When you call them, do they pick up the phone? Are they available?
8. Are they transparent? Do they discuss problems or hide them?
9. Do patients comment on how effective your advertising is?
10. Are you making more money?

Online marketing works and will get you massive results if done correctly. Don’t be fooled.

Thanks you for taking the time to reading our Guide. We hope it helps

1.Beginner

2.Novice

3.Amateur

1. Write long-form content. (Beginner)

There is a correlation between longer content (2000+ words) and high rankings. Think about topics that are particularly relevant to your target audience, then create in-depth blog posts that cover every angle of that subject. Several studies have been done on how long  your content should be to rank. All have show that to rank in the top 10 pages of Google, you should have at least 1100+ words on the page.

2. Upload a sitemap for Google. (Amateur)

An XML sitemap shows Google exactly what’s on your site. You can easily create and upload one to your site using XML Sitemap Generator.

3. Make sure you’re using 301 redirects, not 302s. (Amateur)

301s indicate that your content has permanently moved, and that all SEO “juice” and rankings should be redistributed to the new page.

4. Don’t inadvertently block Google from accessing your site. (Amateur)

If you’re not receiving any search traffic, check the section of your site and look for something like this: . Also look through your robots.txt file for something like this:

User-agent: *
Disallow: /

Both of these directives tell the search engines not to crawl or index your site. All the SEO hacks in the world won’t help until you remove these.

Related: Don’t Be a Content Marketing Dinosaur — 5 Must-Haves to Stay Current

5. Optimize for mobile. (Beginner)

Google’s Mobile-Friendly tool can help with this. If your site isn’t mobile-friendly, you’ll need to switch to a responsive design, mobile app or dedicated mobile site. If you’re using WordPress, you can install the plugin WPTouch to automatically switch to a mobile theme for your mobile visitors.

6. Your site needs to load quickly on all devices.(Amateur)

Use Google’s PageSpeed Insights to see how quickly your site’s main pages load. If you find they’re taking too long, here is a list of 10 ways to speed up your site.

7. Use descriptive URLs. (Beginner)

Your URLs should always be static and should use descriptive keywords, not just random letters or numbers (such as you’d find with dynamic URLs). Example www.yourdomain.com/descriptivekywords

8. Use a .com domain if possible. (Beginner)

According to Searchmetrics;  84% of top-ranking pages use .com as their top-level domain (TLD). Don’t worry too much about using your keywords in your domain name; using your URL for branding purposes is much more important.

9. Use internal linking to refer users and search engines to related products or content. (Novice)

Don’t worry about artificially incorporating keyword-rich anchor text to rank for specific keywords. Instead, focus on using natural anchor text that would make the most sense to your readers.

10. Keep your most important content on your root domain. (Amateur)

Most top-ranking pages sit on a site’s root domain, rather than on a subdomain.

11. Title tags still matter. (Beginner)

Ensure each page of your site uses a unique, descriptive title tag to tell users and the search engines what the page is about. Consult the HTML Improvements report in your Google Webmaster account to see if there are any potential issues with your site’s title tags.

12. Use schema.org to show rich snippets in search. (Amateur)

By adding this markup to your site, you give Google a better sense of what your site is about, and ensure rich snippets are displayed alongside your site in the search results. Here is a great overview of what rich snippets are and how to use them.

13. Write a blog. (Beginner)

Having a basic business website is great, but regularly adding unique, relevant content to a blog on your site will give you the best chance of attracting search traffic. Find out what topics your prospects and customers are interested in, and write long-form content that addresses these issues. If at all possible, keep your blog on your business site’s root domain (e.g., www.yoursite.com/blog) rather than on a separate domain.

14. Find and use relevant keywords. (Beginner)

Keywords don’t hold the same level of importance they did even a few years ago. That said, keyword research is still a good way to find popular, relevant topics to include on your site.

15. Content marketing is key to search rankings.

Creating and distributing high-quality content via your blog (see #13), social media and email list is the key to achieving and sustaining high rankings, building trust with your prospects and ultimately, for increasing sales. Instead of focusing exclusively on optimizing your content for the search engines, take a holistic approach to create and promote excellent, well-researched content that both the search engines and your readers will love.

Credit: John Rampton

After all, in order to maximize the ROI of your digital marketing investment, a w3c compliant, mobile responsive and adaptive website that is fully optimized with the latest white hat SEO tactics, is absolutely necessary.

You want to start 2015 off with some impressive and lucrative search engine rankings, right?

1. SEO Is a Marathon, Not a Sprint

First things first. It’s important to understand that SEO is a very dynamic beast. Your SEO strategy should be looked at as part of your ongoing digital marketing strategy.

Granted, there are a few things your SEO consultant or company can do only once, and likely not have to tweak for months or years, but with the many changes in search marketing that are happening almost daily, your SEO strategy better be on point.

For example, not only do Google’s search algorithms change frequently, up to 500-600 times per year, people are changing the way they use search engine. Think of the increases in mobile search and voice search.

Users will search differently when using mobile search, due to typing on challenging mobile keypads, and when using voice search, users will be sure to use specific, targeted, long-tail phrases.

A business website SEO person needs to stay on top of these regular changes and understand how to adapt your SEO strategy quickly and efficiently.

2. SEO Cannot Exist in a Silo

In the coming year, large organizations and small to medium sized businesses will integrate their SEO strategy into their overall marketing strategy – both digital and traditional marketing. If not, the lack of cohesive effort of teams working on the same goal will show up like an nasty, oozing pimple pulsing out of your company’s bottom line.

You certainly need an experienced SEO consultant to head up your SEO strategy, be sure that the SEO team integrates their strategy with your social media team, content writers, traditional marketers, and most importantly, your sales teams.

For example, a company could have a solid SEO strategy in place where they are seeing top rankings for their targeted keywords. This fact is bringing their website or landing page some serious traffic from many qualified prospects and customers.

Let’s say they also have an extremely successful PPC campaign running on Google AdWords alongside their winning organic SEO strategy. This campaign is bringing in qualified leads that are costing the company money with each click.

If the company’s teams aren’t integrated properly or if the communication between SEO and sales departments isn’t clear, think about what the company is missing out on and how they are losing out:

1. Qualified leads being driven to the website or landing page from organic search.

2. Since there is no lead generation forms or no Facebook tracking pixels have been set up by the digital marketing team, the company is losing warm leads that could be turned over to the sales team to close. The simple, sad reason for this could simply be the lack of communication between the SEO team, the digital marketing team, and the sales team.

3. Qualified leads being driven to the website or landing page from paid search. This is great news typically, but if your website isn’t mobile responsive, easy to navigate, with clear calls to action, users could leave your website without converting one of your goals (lead generation, media download or a purchase).

The SEO team would need to be monitoring the PPC/CPC campaign diligently and monitoring the number of clicks and comparing that to the number of conversions. Another reason why SEO and sales/marketing teams need better integration in 2015.

3. Think Mobile First Always — Even With SEO

The fact is, Google wants your site to be mobile responsive. Period. Good SEO starts with good website development. Good website development starts with a “mobile-first” approach. Mobile SEO is the real deal.

Google’s search ranking algorithms most definitely rank mobile responsive websites higher than those websites that aren’t “mobile friendly.” Have you noticed how Google helps users by clearly identifying websites that are mobile friendly, in mobile search?

Google now lists right in the search results page whether a website is mobile friendly or not. This should be a sign that search engines favor mobile ready websites and reward these websites with higher search rankings.

4. The One Constant In SEO is Change

Change is inevitable. If there is one thing you can be sure of in the world of search is that things will change. Often. As previously mentioned, Google’s search algorithms can change over 500 times in any given year, without notice.

It’s not even just search that changes frequently. Other aspects of digital marketing are known to change often. We’ve seen this with Facebook’s declining organic reach and the changes to their News Feed algorithm.

Instagram just started rolling out advertising from select brands to select users ion the USA and more recently the ads have made it to Canadian Instagram users. Twitter started showing us RT’s based on our followers, our interest, and our tweets.

The best thing you can do for your internet marketing strategy is to stay on top of all these important changes or hire a professional to set up and manage your digital marketing strategy.

5. Google is a Referral Engine, Not a Search Engine

When you moved to a new city or new neighborhood, you’d likely ask local friends, family or neighbors where the best place to get a haircut or groceries near by. You may inquire about where the closest gym, library or vegan cafe is in relation to your new house.

These people would like to give you the best advice — or the best referral, because you are a friend or neighbor. They wouldn’t want to send you someplace where they themselves wouldn’t go.

Google is like your most knowledgeable best friend. When you ask it a question, it wants to give you the best possible answer. This is why I say Google is better seen as a referral engine than a search engine.

If your website is built with a mobile-first approach, is responsive and adaptive to all screen sizes and website browsers, has the proper basic SEO set up, and is regularly publishing quality content that is fully optimized, Google will reward your website with top rankings over your competitors.

Why? Simply because if your competitor’s site isn’t optimized as well as yours is, why would Google — a searcher’s best friend — rank any other website higher than the best one?

It wouldn’t. The point is, make your website valuable to your target customers, easy for them to find and simple for them to navigate. You’ll be rewarded by Google and other search engines.

To Wrap Up

• SEO is a long-term strategy. Be prepared to be in it for the long run.
• Integrate your SEO with the rest of your sales and marketing team. You cash even go so far as including operations team in that mix. Internal communication is vital.
• You know we live in an increasingly mobile world, right? Are you reading this on your mobile phone right now? If not, how much content did you consume via your smartphone today? Mobile SEO is essential to your website optimization strategy.
• Be ready to turn and face the strange Ch-ch-changes. SEO is constantly eve loving. So is digital marketing as a whole, so this is nothing to be in shock and awe about. Stay on top of the changes or make sure you hire a skilled professional SEO consultant or SEO agency that can help you reach your goals.
• Treat Google like a referral engine, not just a “search” engine. If you want a referral, you need to step up your game. This means to ensure your website is user friendly. Start with an SEO audit. Take a look at your user interface (UI) and the overall user experience (UX) of your website, from a user’s perspective.

:content courtesy of semrush

Be sure to stay up to date with TolliverBell Group’s blog for more insightful marketing tools and tips.