Orthotown August 2017 - 62

* People use these listings to find your business, read reviews and
make their ultimate decision. If your address is wrong or your
hours are inaccurate, you could lose business.
* Search engines such as Google see these listings as "trust signals"
that your site is in good standing. Listings and profiles will contain
links back to your website, and Google likes important backlinks.
* These listings build a protective wall when someone searches
your brand. When someone searches your company name in a
search engine, they'll find results you control.
This is one of the most overlooked components of a business's
online presence. My company runs through the most important
directory listings as part of every website launch, but many other
places don't specialize in this ... and you may have launched your
website and never looked back.
Treat these directories as extensions of your website rather
than secondary aspects of your marketing. When potential
customers search for your services, they want to fi nd consistent
hours and an accurate address and phone number no matter
where they look.
This step is critical if you haven't reviewed this information
since you launched your website or if you recently moved your
business. Don't overlook online directories, because they relate
to organic rankings-and increased conversions.

How do I track the results
of my online marketing?
You can't push forward in your online marketing efforts
without tools in place to help you measure effectiveness. It
can be tough to decide where to put your marketing dollars, so
before you even make that decision you need a mechanism to
track and evaluate the results you're getting. I recommend using
a combination of the following tracking tools.

Google Analytics
This tool reports how much traffic your website gets on a
daily, weekly, monthly and yearly basis-for free. It takes only
a few minutes to set up the most basic aspects; we often do this
for free for potential customers because the information is so
valuable. If you're being charged hundreds of dollars to simply
add Google Analytics to your website, you're getting charged
too much.
You can take this technology further by tracking conversions.
I recommend first understanding the data and its basic trends:
Do you know your busiest web traffic day each week? Do you
know what time of year drives the most web traffic? You should
know the answers to these questions.

62

JULY/AUGUST 2017 // orthotown.com

Phone tracking
If you're running AdWords, Yelp advertising or any other paid
marketing, you should be tracking and recording calls, which is
easier than ever.
Why is this important for your office? You're probably like
most busy professionals-the phone rings while you're with a
patient, and you may have a new receptionist or several different
staff members answering the phones.
You should have a lock-step process for answering phones
to get important data such as name, phone number and email
address early in the conversation. Your marketing efforts can get
the phone to ring, but handling the calls is just as critical.

Conclusion
Most important, don't let your website and online marketing
overwhelm you and your office. Take all of this in steps:
1: Check your website. It's the foundation of your online
marketing, so make sure it's up to date and working properly.
2: Track your marketing. Have something in place to evaluate
how your website is performing.
3: Try new promotions. Start experimenting with different
online marketing efforts (see "Signals and Drivers" sidebar) and
keep a close eye on the numbers.
And if you decide to get the help of a web professional, get
at least two or three quotes so you can fi nd the right fit to guide
your marketing to the next level.

Have your plug-ins
or other add-ons
been updated
to help prevent
potential security
breaches?


http://www.orthotown.com

Table of Contents for the Digital Edition of Orthotown August 2017

Orthotown.com Highlights
Embrace Progress: The Standard of Care (Records, Anyone?)
Industry News
New Products
Message Board: Girl with Systemic Lupus Erythematosus
Message Board: Inverted Impacted Teeth, Patience is a Virtue
Office Visit: What's Up Doc?
The Speed of Light
What's Your M.O?
Untangling Web Marketing
Ad Index
Orthotown August 2017 - Cover1
Orthotown August 2017 - Cover2
Orthotown August 2017 - 1
Orthotown August 2017 - 2
Orthotown August 2017 - 3
Orthotown August 2017 - 4
Orthotown August 2017 - 5
Orthotown August 2017 - Orthotown.com Highlights
Orthotown August 2017 - 7
Orthotown August 2017 - Embrace Progress: The Standard of Care (Records, Anyone?)
Orthotown August 2017 - 9
Orthotown August 2017 - 10
Orthotown August 2017 - 11
Orthotown August 2017 - Industry News
Orthotown August 2017 - 13
Orthotown August 2017 - New Products
Orthotown August 2017 - 15
Orthotown August 2017 - 16
Orthotown August 2017 - 17
Orthotown August 2017 - 18
Orthotown August 2017 - 19
Orthotown August 2017 - Message Board: Girl with Systemic Lupus Erythematosus
Orthotown August 2017 - 21
Orthotown August 2017 - 22
Orthotown August 2017 - 23
Orthotown August 2017 - Message Board: Inverted Impacted Teeth, Patience is a Virtue
Orthotown August 2017 - 25
Orthotown August 2017 - 26
Orthotown August 2017 - 27
Orthotown August 2017 - Office Visit: What's Up Doc?
Orthotown August 2017 - 29
Orthotown August 2017 - 30
Orthotown August 2017 - 31
Orthotown August 2017 - 32
Orthotown August 2017 - 33
Orthotown August 2017 - 34
Orthotown August 2017 - 35
Orthotown August 2017 - The Speed of Light
Orthotown August 2017 - 37
Orthotown August 2017 - 38
Orthotown August 2017 - 39
Orthotown August 2017 - 40
Orthotown August 2017 - 41
Orthotown August 2017 - 42
Orthotown August 2017 - 43
Orthotown August 2017 - What's Your M.O?
Orthotown August 2017 - 45
Orthotown August 2017 - 46
Orthotown August 2017 - 47
Orthotown August 2017 - 48
Orthotown August 2017 - 49
Orthotown August 2017 - 50
Orthotown August 2017 - 51
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Orthotown August 2017 - 53
Orthotown August 2017 - 54
Orthotown August 2017 - 55
Orthotown August 2017 - 56
Orthotown August 2017 - 57
Orthotown August 2017 - 58
Orthotown August 2017 - 59
Orthotown August 2017 - Untangling Web Marketing
Orthotown August 2017 - 61
Orthotown August 2017 - 62
Orthotown August 2017 - 63
Orthotown August 2017 - Ad Index
Orthotown August 2017 - Cover3
Orthotown August 2017 - Cover4
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