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How to Consistently Attract New Patients into Your Practice

How to Consistently Attract New Patients into Your Practice

Although dentistry is a fairly stable market thanks to strong demand, the vast number of dentistry practices give consumers plenty of options. According to AreaDentist, there are over 200,000 dentists actively practicing in the US. The site also notes that around 600 dentists begin their […]

6 Reasons Shopify is Perfect for Ecommerce

6 Reasons Shopify is Perfect for Ecommerce

Have you ever heard of “digital-influenced retail sales”? This is the term marketers use to identify the intricate role that digital retail spaces play in driving offline sales. And indeed, for those brick and mortar stores with both an online and offline presence, a large […]

6 Ways Custom Home Builders Can Digitize Their Marketing

6 Ways Custom Home Builders Can Digitize Their Marketing

There’s something uniquely special about a custom built home. Not only does it reflect the character and personality of the buyer, but it’s also a calling card for the design company behind it. As a custom home builder, every home you design and build should attract more business, both through organic word-of-mouth advertising from the buyer and from the inescapable curb appeal your homes deliver to passersby. 

However, you can’t expand your market quickly if you only rely on word-of-mouth and “in plain sight” advertising. That limitation will become glaringly clear if you custom build homes in rural locations, or in comparatively small housing developments. 

To better expand your business regionally, you need to a wider set of advertising. You could blanket the streets with postcards promoting your business, or go old school with highway billboards. However, many potential buyers interested in custom builds spend more time online and are more likely to trust companies that offer an interactive online presence. 

Here are a few digital avenues you should explore to help expand your reach to new customers interested in custom built homes.

Content Writing

Google is a difficult monster to navigate, but online marketers have learned something about how Google operates over the years: content is among the most important tools you can use. We’re not just talking about a few landing pages, either.

If you want to expand your digital presence, you need high-quality content that solves problems and answers questions. 

There are a few ways to go about developing must-read content for potential clients. The tried-and-true method is to develop an active and engaging blog section on your business website to help drive traffic. However, that’s only a small part of an effective content strategy.

You’ll also want to consider marketing your content through social media platforms and through guest posting to other, related websites that have decent traffic and audiences who may be interested in what you have to say on custom built homes.

Additionally, note that consumers are particularly sensitive to sales materials. If all of your content feels like a sales pitch, potential buyers will probably lose interest. You can deliver an effective call to action in your content, but make sure the meat of the content you deliver answers questions consumers have about custom built homes. Your content should provide information that gives potential buyers genuine help in some kind of way.

SEO (Search Engine Optimization)

Great content is important, but if nobody can find your educational blog posts about the cost of custom homes versus production homes, you’ll be spending money on content that isn’t actually serving a purpose. This is where SEO or “search engine optimization” comes in. 

Google is constantly changing its ranking algorithms in ways that can make it difficult to get your content on the first or even second page of a Google search. However, you can optimize your website and your web content to make them more competitive, more appealing to Google’s algorithms, and more likely to get listed on the first page.

SEO is a bit of a guessing game sometimes as Google keeps its algorithm pretty secret. However, the search engine giant acknowledges there are a few SEO rules that every site must follow to even stand a chance of ranking. Those include:

To note, there are dozens of different SEO tweaks you can make to your website. This is why many small, medium and large businesses either hire SEO specialists or SEO agencies to help regularly monitor website traffic, rankings and other factors and to implement regular SEO tweaks and strategies. 

Backlinking, in particular, is still among the most important SEO tools your business can use, but quality backlinks are also the most difficult to obtain. Developing and marketing high-quality content is one of the best ways to build those backlinks. 

You should consider basic site tweaks followed by a solid content strategy as your best starting point before diving into a backlinking strategy.

Google Ads

Wouldn’t you know it, Google sells advertising space in its search engine results, as well as on-page advertisements through its Google AdSense service.

Even if you’re a small custom build designer, you can get listed at the top of Google searches for specific keywords by purchasing the rights through Google. If you want to target searches from a specific geographic area, Google lets you do that as well. How much you spend depends on the volume of the keyword and the number of other custom builders also trying to purchase the rights to that ad space.

Consider Google Ads to be just one part of your marketing strategy. If you have the money to spend on Google Ads, it’s a good way to get your brand name right at the top of a Google search, or on websites where it makes sense for your ad to appear. Combine that with quality content, and you may be able to drive more traffic and sales to reap some good ROI. 
Google has tools in place to help companies manage their ad spending as well. If you have a tight ad budget, you can easily avoid overspending. In many cases, the best way to navigate Google Ads is to hire an agency that specializes in digital ads and other forms of digital marketing.

YouTube

YouTube has over 1 billion users worldwide. You can work this amazing video platform to your favor in a few ways.

First, you can start up your own YouTube page and start delivering unique, shareable video content to help drive leads. As a custom home builder, there’s a large amount of interesting video content you can produce that consumers would love to see: behind the scenes in custom build design, how custom builders develop sketches and models, interviews with architects, and more. Authoritative and informative content more easily leads to sales.

You can also hedge your bets on YouTube by creating and selling advertising on other people’s videos. YouTube has a cost-per-view model, and you can run your ads on videos related to your business. Because YouTube is owned by Google, you can create video ads to run on YouTube using the same Google Ads platform.

Finally, if you’re developing a YouTube content strategy, make sure it’s integrated with your social media channels. Many YouTube users never go directly to YouTube these days. Instead, they view YouTube’s content through social media platforms, like Twitter and Facebook, or on website articles. 

If you’re developing a written content strategy, you can pair those articles with your video content for better engagement, or share your content directly to audiences and encourage social media shares.

Instagram

Custom builds are all about the visual impact. To better increase the visual impact of your business, you’ll find a presence on Instagram makes perfect sense.

Instagram began as a social media website purely for sharing artistic pictures. It’s currently owned by Facebook, but still maintains an image- and video-centric approach. And as you might expect, heavily-curated and artistic content still does best there. As a custom builder, that’s a great match.

You can set up an Instagram page that highlights your unique designs, and encourages others to like and share. Because it’s owned by Facebook, you can easily share your Instagram posts to your Facebook page as well.

As with Facebook, YouTube, and Google, you can also run ads through Instagram. You can purchase ads through Facebook and run them across both platforms. Facebook has fairly strict standards for image- and video-based ads. You may need to do a fair bit of tweaking to get it right before Facebook approves your ads.

Testimonials

As we stated in the beginning, a great custom built home will get buyers talking without any extra effort on your part. But you don’t have to settle for just organic word-of-mouth advertising. If you have past buyers who loved your designs and build work, ask them to share their testimonials on your website via a dedicated testimonials section, through other content on your site, in your advertisements, or on review sites like Yelp, Houzz, and Angie’s List

There’s a lot of power in testimonials. Consumers are often skeptical of sales copy, but testimonials strengthen your trust with them. As long as potential buyers believe the testimonials are real, unscripted, and not paid for, they’re likely to be far more interested in exploring your custom builds.

Keep in mind that those three points—real, unscripted, and not paid for—are incredibly important for successful testimonials. If consumers exploring your business suspect you’ve created or paid for inauthentic testimonials, you can actually do more damage to your brand than if you had no testimonials at all. 

Fake independent reviews on websites like Yelp can do your business real damage and can even cause Google to lower your rankings or de-list your website. In some states, it could also be illegal and get you fined.

Great testimonials can significantly boost your business, but don’t dive into the dark side of fake reviews, either on your site or on review sites. If you build a great brand and do exceptional work, you’ll have no problem getting testimonials from happy clients. In most cases, all you need to do is ask.

If you’re ready to enhance your brand and expand your business with a strong social media presence, Google ads, and optimized web content, Madison Ave Media’s team of experts is here to help! Contact us today for a complimentary consultation.

10 Actionable Steps for Small Business Brand Building

10 Actionable Steps for Small Business Brand Building

In today’s competitive business environment, one of the best ways of standing out is by building your brand. Small business brand building will help you go toe to toe with companies that have larger marketing budgets. Remember that your brand is your identity and it’s […]

Top Trends in Dermatology for 2019

Top Trends in Dermatology for 2019

The demand for dermatology keeps growing in the United States and around the world. Dermatology is a multi-billion dollar market, and all projections point to continued growth. With good management and effective marketing, most practices can stay as busy as they want to be. The […]

What She Said — A Female Founders Panel

What She Said — A Female Founders Panel

On April 24, 2019, Bumble Bizz and Dames Collective hosted its “WHAT SHE SAID” event at Sandbox Venue in San Diego, California. The panel featured female founders who shared their personal entrepreneurial stories. Panel speakers included: Whitney Eckis (Eckis Marketing), Sara Brooks (COVET PR), Andrea Van De Vart (Shop Van De Vort), Cortnie Purdy-Fausner (The Venue Report), and Miranda Luebkeman (CTZN FEM). The panel was moderated by Jessie Donahue, a Dames Collective San Diego Member.

Bumble Bizz is Bumble’s fresh take on networking, with an emphasis on finding professional opportunities over job hunting. Bumble Bizz is the first to bring the “swiping” and “women first” experience to professional connecting. Users can instantly find others who are looking to network, connect professionally and mentor. Adding to Bumble’s vision of becoming the ultimate social network for people you don’t yet know, Bizz is powered by the notion that one connection can lead to the opportunity of a lifetime.

At Bumble, we envision a world free of misogyny where all relationships are equal. As San Diego’s Community Marketing Manager, I’m responsible for building and supporting a community of individuals who live out our mission of kindness, respect, equality, and accountability in their everyday lives through hosting events and bringing Bumble to real life. I was so excited to work with Dames Collective on the ‘WHAT SHE SAID’ event. We wanted to create a safe space where women and male allies could learn about the different obstacles women can face in the first years of running a business. We also wanted to provide a physical space where the audience could cultivate professional connections. Rather than having men and women compete for seats at the table, we wanted to bring more to the table.

Special thanks to our wonderful event sponsors!

Event Styling: Mac Mini Design 

Florals: Fox and Flora 

Venue: Sandbox

Juice: Suja Juice

Rosé: Bev

Charcuterie: Punchdrunk Platter Co.

Panelist Seating: Stecklair Events

Photographer: Meg Marie Photo

Dessert: Night Owls Baking Co.

Videographer: Future’s Past

Signage: Happily Ever Etched

A Dermatologist’s Guide to Digital Marketing Acronyms

A Dermatologist’s Guide to Digital Marketing Acronyms

Every industry has its acronyms, and digital marketing is no different. SEO, PPC, B2C… You’ll definitely come across these terms as you work on putting together a digital marketing strategy for your dermatology practice. What does it all mean? Why should you care? Glad you […]

Lead Attraction and Lead Management for Dermatology Practices

Lead Attraction and Lead Management for Dermatology Practices

Turning potential patients into actual patients is an art and a science. Gathering and analyzing data is just one part. Just as important is what you do with that information. There are a lot of tools in the marketer’s toolbox for finding viable leads, and […]

Smart Social Media Marketing for Dermatology Practices

Smart Social Media Marketing for Dermatology Practices

When developing a marketing strategy for your dermatology practice, be careful not to underestimate the value of social media in attracting new customers and growing your business.

Simply having social media pages is not enough. You have to manage your online presence carefully, because it’s the first impression many potential customers will have of your practice.

Creating your social media marketing plan starts with understanding a bit about how the major social platforms work, and how they differ from one another.

Social Marketing on Instagram

They say a picture is worth a thousand words, and Instagram is all about images. The key to Insta-marketing is catching people’s eyes as they scroll through their timeline, which is easier said than done. There’s a lot to compete with, so you have to stand out.

First, keep it interesting. Mix things up and don’t share the same type of content every time you post. Consider sharing before and after shots of procedures or treatments you offer, or some creative shots of your office. Always, always use very high quality photos. Grainy selfies and cheap stock photos don’t cut it on Instagram.

Another thing you need to know about Instagram is that the influencers are in charge. Influencers are those people who have thousands, if not millions, of followers on Instagram. When they post something, people see it. You can leverage this phenomenon by striking up a deal with one of them. Think about reaching out to an influencer who is local to your area. Maybe you could offer a service or product in exchange for some help expanding your reach.

Promoting Your Practice on Twitter

Twitter is where people go for the hot take. Twitter posts should be quick and quotable. Condensing your ideas into 140 characters or less can be challenging, but it’s a great way to learn how to maximize the impact of every word.

Twitter is the also the original home of the hashtag. Hashtags are like the indexing system for social media. Using them can help direct people to your posts. It’s important to harness the power of the hashtag​, but don’t go overboard. Keep them focused and relevant.

Marketing on Twitter means being aware of – and taking advantage of – trending topics. Jumping into trending discussions can get your posts more exposure. Just be very careful to choose topics that have at least some relevance to your field. Forcing your posts into conversations that aren’t at least tangentially related to dermatology will just make you look desperate – and it definitely won’t earn you any new followers.

Growing Your Dermatology Practice With Facebook

Really, you should be on all the major social media platforms if possible. If you only choose to focus on one of them, though, let it be Facebook. More than ​2 billion people​ are active on Facebook on any given day, and the average user logs in about 8 times per day to scroll through their news feed. Lest you think the social platform has reached its peak, consider that 400 new users sign up every single day.

Facebook isn’t just the place to reach younger demographics, either. Consider the following. Only 8% of people over 65 use Instagram, and Twitter’s not much better – coming in at 10%. Compare that to 62% of those 65 and older who use Facebook.

Digital marketing experts know that Facebook offers the most bang for your buck in terms of social advertising dollars. Paid Facebook ads (when done right) can provide a substantial boost in your social media engagement, driving leads right to your website. And not just any leads, either. Facebook ads are great at helping you reach a precisely targeted audience – and you get to draw on their vast bank of data to help you do it. Ads can be directed to a specific audience based on their interests, activities, friends, age, location, and pretty much anything else you can think of.

The Rules of Social Media Marketing

While each platform has its own unique attributes, there are some hard and fast rules to follow—no matter where you’re posting.

  1. Strike a balance​ between sharing things posted by others and posting your own original content. Sharing relevant articles, pictures, or posts from others can make your page more interesting and keep it from seeming overly promotional. It can also help build valuable relationships with people and businesses in your social network.
  2. Keep it professional​. No exceptions. Political rants, polarizing statements, and off-color humor have no place on your professional social media pages. Posting these things just alienates potential customers and diminishes your credibility as a professional in your field.
  3. Steer clear of controversial topics​. While it’s a good idea to post about trending stories, don’t touch the hot-button topics with a 10-foot pole. Save your thoughts on the latest divisive issue for your personal pages.
  4. Never, ever disparage a colleague​, employee, vendor, patient, rival…or, well, anyone. It’s incredibly unprofessional to blast someone on the internet, and it just makes the person posting look bad. And petty. And, did we mention unprofessional? Just don’t do it. Handle disputes and issues in the real world, not on social media.
  5. Connect your social media accounts​. Then, connect those to your website. Make sure that people can find you, and that they can easily hop from your social sites to your website.
  6. Know your target audience​. You can’t please all the people all the time, and trying to do so is just a waste of your marketing budget. It’s important to reach the right people with your posts (i.e. the ones who are likely to actually click through to your website).
  7. Be consistent ​and know your brand. Use the same logo, voice, and overall aesthetic for your website and all your social media pages.

The whole idea behind good, effective social media marketing for your dermatology practice is to establish yourself as an authority in the field. It’s to build a reputation, and to ultimately convert social media engagement into real world clients and customers. That comes from consistency and targeted efforts, not from simply getting lots of likes or followers.

Social media is only one piece of the digital marketing puzzle, but it’s an important one and shouldn’t be taken lightly. Before you start throwing money at advertising on social media platforms, ​consult with someone​ who has the experience and expertise to help you get the most out of every dollar you spend.

Bumble Bizz International Women’s Day Soirée

Bumble Bizz International Women’s Day Soirée

The story of women’s struggle for equality belongs to no single feminist nor to any one organization but to the collective efforts of all who care about human rights,” Gloria Steinem said. This past weekend, I had the honor of hosting a beautiful International Women’s […]