Want to know more of what not to do with your online presence? Here’s the remainder of our list of 10 do’s and 10 don’ts to keep your online activities on the right track in 2013.
Don’t: Hide your contact information away in an obscure spot or buried page.
Do: Present your contact information (address, phone number, email address) and other critical details noticeably on your website. No need to go overboard and plaster it in 60 point type everywhere either – that does not send the message you are looking for, does it? Make certain it is in one primary spot, then use the footer or text-based references to sprinkle it throughout the site. The same thing applies to listings, social media profiles, and any other online space that you have created. Be sure to check for accuracy and consistency across your entire online presence, it will help search engines recognize and elevate your business in local search rankings.
Don’t: Disregard the fact that happy customers are your best promoters.
Do: Share positive reviews and comments from some of your best customers. It is up to you how elaborately you want to do this – whether written or via video clips. Video can be impromptu personal video camera quality, or professionally shot and edited, however you choose and whichever your budget allows. Use them on your website, social media pages, and/or company blog to establish credibility for your practice. This process ensures you are paying attention to feedback from your customers and provides a “voice” of your patients for others to gauge. That voice needs to be authentic and real, not prescribed and contrived – consumers can tell the difference.
Don’t: Assume you are immune to criticism, or take your reputation for granted.
Do: Create a plan for monitoring and managing your online reputation. Set up notifications, like Google Alerts, to be aware of what consumers are saying about you online. Also, follow up on any negative comments in a timely and professional manner. Do not engage in an online debate with an unhappy customer, take your actions offline and address them immediately. Be certain to recognize and thank customers who leave positive feedback.
Don’t: Go unlisted online, or fail to extend your presence.
Do: Claim business listings on Google+ Local, Yelp, and other business directories. The term ‘free directory listings’ applies to local search engines, internet yellow pages, local vertical search engines, special directories (like free 800 listings), and consumer review websites that focus on local businesses rather than products,. By claiming your business listings in these places, you can ensure your information is current and accurate. Plus, by updating and optimizing your listings, you increase the chances that consumers will find you as they search online.
Don’t: Ignore or underestimate your online marketing campaigns.
Do: Just like in traditional direct marketing you must create smart, effective ads with strong calls to action (CTAs). In this market an online ad can be part of your customers’ research and possibly the first impression of your business, so make it a strong one. As in offline marketing, you need to actively monitor your campaign performance to see what works. Monitor campaigns frequently to assess the source for the most leads and adjust your efforts in real time. The key benefit of online marketing is the ability to make on-the-fly adjustments. Be sure to keep any online incentives, offers, or specials listed in your ads (or on your website/social media pages) up to date.