The Secrets to Long-Term Success in Online Marketing

In online marketing, the phrase “long-term” is anything but sexy. In fact, the ever-expanding array of new tools and channels, as well as a dizzying pace of change with existing ones (are you listening, Google?) has conditioned us to think short term. Ironically, this has happened at the same time as search engines are increasingly emphasizing non-technical, long-term values, such as reputation and user experience. So, while they are ubiquitous, these new, shiny objects in online marketing are not where the real advantage will be had, and the fundamentals of success remain rooted in long-term objectives. Of course, advances in [...]

Website Mapping: Who Cares?

If return on investment (ROI) matters, you care; or at least you should care. The better question is, “Why should you care?” Consider some analogies. Why are blueprints helpful before construction of a new home or building? Why do engineers create schematics (electronic maps) for complicated circuit boards and integrated circuits before starting a new production line? Why do companies spend hundreds of thousands of dollars on Computer Aided Design (CAD) software programs and on professional drafts people? The obvious answer is that thoughtful planning of anything other than the most routine of activities is cost effective, delivering better project [...]

Online Marketing of Healthcare Practices: It’s a Digital World

And no, that doesn’t mean digital as in ones and zeros or bits and bytes It means online promotion is a digital world where elective healthcare practices either get ranked sufficiently high in search engines to make impressions or they don’t. A practice website is viewed by potential patient eyeballs, or it’s not. The healthcare provider receives a phone call, an email inquiry, or a newsletter subscription, or it does not. There’s no such thing as half a surgery or half a procedure. Likewise, in online medical marketing, there aren’t half impressions, half clicks, or half inquiries. When executing a [...]

Website Redesign Etiquette

That’s right, a certain decorum is required when approaching website redesign projects. Any self-employed amateur can redesign a website. It may even look good to the untrained eye.  But it takes a multi-disciplinary team of copywriters, web development, and online marketing professionals to ensure that your shiny new website doesn’t leave behind your existing visitor traffic and the authority you’ve worked so hard to build up with search engines over several years. When redesigning a website, a qualified vendor will… Look for domain forwarding, domain mirroring, or other domain hosting or registration deployments that may be confusing search engines and preventing [...]

The Value of Time

When elective healthcare practices initially interview potential Web providers so much of the conversation focuses on initial cost when true financial concerns should revolve around potential ROI. But in reality, that’s not the most critical component. The most critical component is time.  Let me explain. The path that maximizes ROI First let’s assume that you’re an elective healthcare practice so you’ve done your homework and learned effective website design, optimization and subsequent marketing initiatives returns on investment at rates of at least 8:1 or more. In many elective healthcare practices, online marketing done correctly earns hundreds of thousands of dollars [...]