How Do I Create a Marketing Budget? Part 2

Internet Marketing for Attorneys, Surgeons, and Dentists

business people reviewing data to build marketing budgetWelcome back!

Last time, we went over how to build a budget for reviews, SEO, and having a social media presence to help increase revenue for your practice. These three marketing tactics help break down trust barriers between your practice and potential clients, as well as making sure you are showing up on search engine results so those potential clients can find you!

If you have questions about these and other marketing tactics, feel free to reach out to us at 800-368-9910 for your free assessment. Today we will answer questions you may have on our next three topics of conversation: pay-per-click ads, display advertising, and videos.

Pay-Per-Click Advertising

Also known as PPC or SEM (Search Engine Marketing), pay-per-click advertising is usually the first marketing tactic that comes to mind for business owners trying to increase revenue in a particular practice area. PPC ads are a fantastic way to create a temporary but high position on search engine results for the services you want to increase. Putting a large amount of money towards PPC and PPC only, however, doesn’t guarantee you the ROI you are looking for.

If you read my last blog post and have been focusing on those three items, congrats! You should see an improvement in your PPC conversions. But you’re probably asking yourself: “How do my social media presence, reviews, and placement on search engines affect my PPC performance?”

The reason is, potential clients aren’t just looking at your ads. They know they are ads, so now it’s time to gain their trust.

PPC optimizationFor example, if dozens of law firms are running PPC ads for free case evaluations for personal injury cases, which they are, how will a potential client evaluate who to call?

  • They are going to take a look at your reviews and your history as a law firm. If they see recent, positive reviews of case wins – you start gaining their trust.
  • If they can find you organically in high rankings on search results, then they know Google trusts you enough to associate your firm strongly with the terms users search to find a lawyer.
  • If they see that you highlight different case wins and are informative throughout your social media channels, you become a helping hand. In return, they may rely on you to help them win their case.

If your marketing doesn’t communicate any of these messages, why should clients go with you? Just because you put some money towards an ad? It’s 2019, and everyone knows what a paid ad is online; they are already apprehensive about calling the first ad on a search result.

One of the biggest things to keep in mind when deciding how much money to put towards your PPC campaigns is: What am I trying to sell? “Attorney” is one of the most competitive keywords for PPC, along with “insurance,” “lawyer,” “loans,” and “doctors.” Why? Google and other PPC providers know what your ROI may be if one or more consumers choose your practice to solve their problems. Another factor that goes into pricing is the competiveness of the keyword. If more and more people are searching for certain keywords, the more expensive it will be to run those ads due to the demand and competition.

You can use free tools such as Google Ads Keyword Planner to help with your assessment, or you can reach out to us. My advice? Make sure your reputation and marketing channels are up-to-date and positive before investing in PPC ads in order to optimize the success of each campaign.

Display Advertising

If you are trying to target a specific geographic area, like a certain building or university, display advertising is what you should be looking into. Display advertising populates your ad on the top 100 websites where placement is available and can target people according to interests and demographics, as well as re-target those who have been to your website.

young woman viewing display ad on her mobile phoneDisplay advertising is priced according to the number of impressions. Impressions are the number of times your ad is displayed, not clicked. It means that your content was placed on someone’s feed, whether it be on Facebook or within an article on a high-performing website like MSNBC or Yahoo! News.

Typically, when working with an agency, your contact will be able to let you know the estimated amount of clicks you’ll receive for the amount of impressions purchased. Personally, I won’t advise someone to invest in display advertising unless they have an appealing offer and the campaign consists of over 100,000 impressions.

Keep in mind, viewers can scroll past your ad at any given pace at any given time. This is why your targeting and offering is so important. If possible, I always suggest a video of some sort to catch the audience’s attention. You’ll want to offer something that someone is going to want – something like a free consultation, a free case review, or some type of incentive that is time-sensitive. The more you offer, the more appealing your ad will be. Targeting the wrong people or wrong location can be a waste of money.

Tip: If you’re a plastic surgeon offering a certain dollar or percent off a certain procedure, it would be smart to not only re-target those who have visited your website, but also to target competitors’ locations as well.

Videos

I’ve said it once and I’ll say it again: videos are everything. Videos, if used correctly, are great SEO tools to keep users on your site for longer periods of time, and they can generate many great links to your website. 300 hours of video are uploaded to YouTube every minute. Almost 5 billion videos are being watched on YouTube every single day. Do you know who owns YouTube? Google does!

friends watching video on a smartphoneVideos are highly valued in the eye of Google, and consumers these days demand them. Google now indexes more than just web pages; it is indexing videos, images, books, and more. By uploading your videos and taking full advantages of the platform's optimization features, you have more of an opportunity to rank in first-page listings of the search results.

Not only are videos great SEO tools, but they make for fantastic social media content that will engage your users – both organically and via paid ads. Video marketers get 66% more qualified leads per year vs. those with static ads (Optinmonster, 2019). And, according to Small Business Trends, 93% of marketers have gained new customers due to videos on social media.

My advice? If you’re not using videos for your business, you need to as soon as you can. What are you waiting for?

Thank you again and please let me know if there are certain strategies or tactics you’d like me to cover on future entries. If you have any questions or want a free evaluation of any of the marketing tactics I discussed today, feel free to reach out to us at 800-368-9910.

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