Healthcare Digital Marketing insights with Gold Medical Marketing Founder Daniel Goldberg

In this week’s podcast, I had the honor of interviewing Daniel Goldberg, Founder and CEO of Gold Medical Marketing.

Daniel Goldberg is widely regarded as a pioneer in Medical Marketing and Public Relations and was an integral part of the transition to Direct to Patient Marketing. Daniel’s unique knowledge of the business of healthcare and patient behaviors allow him to create marketing and public relations campaigns that reach specifically targeted audiences that maximize ROI. His ability to identify markets for potential patients allows GMM’s clients to penetrate new audiences and increase patient volume exponentially. Daniel has also lectured both nationally and internationally on the topic of Medical Marketing at some of the most esteemed medical conferences.

Daniel founded Gold Medical Marketing in 2012 after serving as the Director of Marketing and Business Development in a private orthopedic / spine practice and ASC. In the process, GMM has grown to be one of the most successful medical marketing firms and represents medical practices across the country.

In this interview with CEO and founder, Daniel Goldberg, we focused on web design, brand awareness initiatives, and transactional marketing efforts for the Orthopedic, Spine or Neurosurgery Practice. We covered:

  • How Inbound Marketing, Web design, and traditional marketing work for orthopedic brands.
  • Current trends or wellness practices with digital marketing in 2019.
  • Why you should create a Quarterly marketing budget for your health center rather than an annual budget.
  • The top 3 things that a wellness center should be doing online to see a return from their SEM efforts.
  • The top strategy that should be followed, but often marketing teams get wrong.

Learn more about how to use Digital Marketing for your Healthcare center.

I had a couple of great takeaways from this health care marketing interview and I’m sure that you will as well for your own medical practice.

Setting Goals for your Orthopedic, Spine or Neurosurgery Practice Marketing Campaigns

First and foremost, it is ever important to make sure your team understands the goals of the marketing programs that you are running.

Are your campaigns geared towards one time transactions and getting somebody in the door the first time they search for a specialty?

Are they built around branding and brand recognition?

Once this is clearly defined, you can have a greater understanding of how each campaign actually affects your customer acquisition cost and patient growth.

Understand How Your Patient Journey is Reflected in On and Off-line Marketing Campaigns

The next takeaway is to take the steps towards better understanding your patient journey.

It’s not just what happens online, but also their experience within your office. For example, if a prospect sees language online that grows enough confidence in your expertise to give your practice a call, is the front desk knowledgeable about the services that you offer?

Can they answer simple questions about the process, the physician, and generally show they place the patient first?

Are you making a good first impression with your website, with your social media, with that first phone call?

Set your Healthcare Marketing Budget Quarterly Rather than Annually

And then lastly, and I think that this is the most important, is thinking about your marketing budget, not as an annual budget, but rather on a quarterly basis.

If a campaign is working well for bringing clients in the door and yields a positive ROI from digital marketing for your practice, you do your practice a disservice if the budget for that campaign can’t be scaled over time. Conversely, if you are testing a new marketing campaign with A/B testing and optimization, you can’t decide after a week that the campaign is a failure. Work the systems, work the processes, and, if after 90 days you still aren’t seeing a return, find another avenue to reallocate and test your health center marketing budget.

Rather than thinking about your marketing budget as an annual budget, we recommend putting it into three-month increments and doing a quarterly assessment of how your campaigns have either allowed you to reach your marketing goals or where they leave room for improvement.

Please be sure to subscribe to the Social Speak Podcast for more interviews with experts in digital marketing for health and wellness businesses.

To learn more about Gold Medical Marketing visit: GoldMedicalMarketing.com

Listen to the Healthcare Marketing Podcast Interview

Watch the Digital Marketing for Orthopaedic Centers Interview

 

Complete Transcript for Interview

The Hello, I’m Caitlin McDonald, and welcome to the newest episode of The Social Speak Network podcast.

Today, we are joined by Daniel Goldberg, the founder and CEO of Gold Medical Marketing.

Daniel Goldberg is widely regarded as a pioneer in medical marketing and public relations and was an integral part of the transition to direct-to-patient marketing. Daniel’s unique knowledge of the business, of healthcare, and of patient behaviors allow of him to create marketing and public relations campaigns that reach specifically targeted audiences that maximize ROI.

His ability to identify markets for potential patients allows Gold Medical Marketing’s clients to penetrate new audiences and increase patient volume exponentially.

Daniel has also lectured both nationally and internationally on the topic of Medical Marketing at some of the most esteemed medical conferences. Daniel founded gold Medical Marketing in 2012 after serving as the Director of Marketing and Business Development in a private orthopedic practice. In the process, Gold Medical Marketing has grown to be one of the most successful medical marketing firms and represents medical practices across the country.

So please join me in welcoming Daniel, to our podcast.

Caitlin: Daniel, we are so excited to have you on the show today.

Daniel: Thank you so much for having me, it’s a true pleasure.

C: First to kick things off, tell us a little bit about your background in digital marketing for orthopedic centers.

D: I’ve run a gold medical marketing for about eight or nine years. My background in digital marketing started when I was working within a private spine practice, it was about 10 years ago. I was really at the pivotal point where Google Adwords and even social media started to become patient acquisition tools and there was a shift from traditional marketing. I learned, I guess, on the fly about SEM and about social media marketing and the power of those tools for patient acquisition. So shortly after I worked in that practice, I started this firm. We’ve grown ever since, and it’s been a fun journey.

C: Awesome, awesome. Isn’t that interesting how most people who run agencies got their start in digital marketing and social media just on the fly, you had to learn it while you were in it.

D: It’s funny to talk to some of our employees or some of the people who either majored in in college or are new to it, and they’ve done things like Google tutorials and stuff to learn it and they have a good grasp on, but they don’t.

It’s interesting to discuss with them some of the changes that have happened over the past five or ten years where what they’re looking at it historically how it worked, and it was a lot more difficult to track things like successes in patient acquisition. Now the data and the data tools are so much more advanced than they were even five or eight years ago.

C: I mean, even three years ago.

D: Yeah, absolutely, the more data that those tools include, the easier it is to work with clients and report meaningful data.

C: Great, well let’s talk a little bit about your practice and your view of digital marketing. So your business, Gold Medical Marketing really takes a holistic approach to marketing. You not only help manage social media or advertising campaigns, but you also encourage a review of website design for healthcare, and analysis of what happens off-line, which a lot of agencies don’t really pay attention to.

Can you describe how your process to digital marketing for healthcare centers differs from traditional digital marketing?

D: As you know, the patient experience, or the patient journey, is different. You have to understand this when you build your website to creating digital marketing campaigns. You have to understand how the patient thinks, how the decision-making process works, and then how to cater to that patient story.

How does your Orthopaedic Website Increase your bottom line?

Something with web design, a lot of times practices will have a website that they like or that they think is the best for them, but whether is it the mobile experience, or the content doesn’t suit the patient, is not what the patient’s looking for, aesthetically and outwardly for you as a practitioner.

Your site can look nice, it could be what you wanted, but the navigation is difficult to understand, the calls to action aren’t there, and those are the things that increase conversion.

So we have to look at things from a branding perspective of the practice, but also integrate the best practices for patient traffic and everything for us starts usually with the website. Whether it’s social media traffic, Google traffic, or even offline things like print and magazine ads, those calls to action on the ads are always going direct back to the website.

The front door of your practice is now your website.

We want to make sure that if we’re spending money, either in traditional marketing, or digital marketing, that we are bringing the potential patients to a place that has a high likelihood of actually acquiring that patient. That’s why we always look at the website first and say, “Okay from mobile perspective, is your website mobile responsive?”

Google started penalizing sites that were not mobile responsive, about five years ago, and still to this day, I’m shocked at the amount of practice sites that we look at that aren’t mobile responsive.

That has a huge influence on your organic SEO or cost per click for Google ads, just the overall patient experience. We need to look at those things plus the content and calls to action, first before we start any sort of marketing program.

Marketing with a Patient Journey in Mind is More than Content Marketing Online

C: And then can you talk about how the patient journey transcends offline again, back to when the person at the front desk is answering that call and scheduling that initial appointment?

D: So, we can you talk about how you bring language kind of all through that process. We’ve worked a lot with orthopedic centers to neurosurgeon practices. In those instances, patients have an inherent fear of seeing the surgeon because they’re going be told, they think they’re going to be told they need head surgery, so a lot of them try to delay seeing a surgeon as long as possible. They try other means, and finally get to a point where they know that they need to see a specialist.

When they’re calling and they’re doing the research, whether they’re getting a recommendation from a friend or family member, they’re recalling an ad, whether is a print or online, they’re going to do their research. They’re going to look at the physician and practice themselves, they are going to view the website.

You need to help these prospects understand that the practice understands their concerns, understands their some of the fears or potential misconceptions. It’s important once that patient is even comfortable enough to then call then the front desk, the reception staff, that’s the front line. The call is the first interaction that the patient has with your practice. So the willingness of the reception staff to be accommodating – to understand, to listen and to not rush the patient – is very important.

There is also the importance for the reception staff to be able to answer some preliminary questions. So, I call your practice and I say, “how does your doctor do this type of procedure” if the reception staff says, “Hold on, let me check. I’m not sure” that sort of lack of confidence translates to the entire patient journey. Now the patient starts to lose confidence in that practice.

A lot of patients are looking at in multiple different practices in the area. They’re calling and polling different practices. And in most cases are going to go see the doctor whose staff made that patient feel the most comfortable and feel like they’ve come to the right place.

That’s a very important part of marketing that I think is overlooked.

You can bring traffic to a site and increase calls to the staff, but if the staff can’t capture them or aren’t confident in making that patient aware that this is where they should be, then you’re spending money, but not getting anything out of it.

C: I think it’s so important that we don’t ever view, and I think we’ll talk about this a little bit later, but that we won’t ever view digital marketing just in its own little bubble. It really is integrating your practice from that first click to the website through to scheduling an appointment.

Digital Marketing Trends in 2019 for Orthopedic, Spine or Neurosurgery Practice

So Daniel, what current trends are you seeing for health centers and medical practices with digital marketing in 2019?

D: So those practices now have acknowledged the relevance and the importance of social media. A lot of them were late, they were concerned about some of the information they were conveying from a clinical ethical standpoint, what they can say, what they couldn’t say, how to deal with things. I’m sure you’ve experienced negative patient feedback, how to deal with those things.

We really try to position social media as a valuable tool in patient acquisition through Facebook and Instagram advertising platforms, then the organic side. Having an active and engaging presence where you’re not just posting content from The New York Times, The New Yorker, or from a Medical Journal each week. Your healthcare practice should be posting true work, and content that speaks to the patient about your experience, your opinions on certain things – that’s very important.

On the organic side, on the paid side it’s using the behaviors using the data that Facebook aggregates about people in the area to target, people who don’t already know about you.

That’s one thing we’ve seen a lot of practices come around to.

The second is with hospitals of absorbing more smaller private practices, and thus increasing the competition for market share, a lot of smaller private practice are saying, “We need to have a marketing budget and a marketing plan, a holistic plan to compete and to stay competitive and independent from the larger health and hospital systems.”

A lot of the small practices will never out spend a multi-million hospital marketing budget, but we have to tell them how they can be more agile, and how they can spend better than some of their competitors, but not necessarily more.

And the last trend I see is a lot of practices were exploring things like TV and print again.

They’re looking at publications that are specifically suited to certain demographics. If you’re talking about what Jonathan a reader of Style magazine who watches TV certain times of day-to-report TV, those initiatives are more brand awareness focused.

I think what healthcare centers are seeing the difference between transactional marketing initiatives like search engine marketing, and more brand awareness initiatives like TV and radio, and even things like YouTube pre-roll ads, social media, and more brand awareness concepts.

C: Gotcha, so these practices are paying attention to what they want those KPIS and the goals of each of these verticals to be, and then finding the way to reach the audience to reach those goals.

D: I think as a sure you will know it’s important for them to understand the anticipated results, the anticipated KPIS from each vertical not every pollution is the same. So something like Google Search Ads is more transactional. You are going see an ROI quicker and the sole intention is to garden new patient.

Other things like traditional media, social media, display advertising, YouTube pre-roll advertising, those are more brand awareness.

Brand awareness may take the longer time to convert a patient.

It’s important for us as marketers to clarify those distinctions, so that our clients have the right expectation. We don’t want them to think that social media and Google Ads, produce the same results in the same period of time. That’s important to them to understand. So when I think that’s something that either their understanding better themselves or us as agencies are better explaining to them.

C: That is so important, to make sure that we’re having that clear communication and that conversation about what to expect with each of the different strategies.

D: I think that you and I both know that we see people in the digital marketing space who sort of over-promise. They tell clients what they should do and how beneficial this will be for them. And that they’ll see an instantaneous return. And that’s sort of for us, true health care marketers, sort of sets us up that if a client has been with a less than truthful company in the past, they have an inherent bad taste in their mouth for marketing because it failed the first time. The reason it failed the first time, was because the expectations and the goals weren’t clear.

So, as true health care marketing agencies, it’s our job to better distinguish what the goals are and what the intentions of each platform are.

Top Three Marketing Tactics a Medical Practice Should Be Doing Online

C: What are the top three things that medical practice should be doing online to see a return from their digital marketing efforts?

D: That comes down to understanding the patient journey.

Whether it be at the start with engine marketing, you’re looking at patients your area who are looking for you right now. So, they’re searching orthopedic surgeon near me or plastic surgeon. What they’re telling you is they want to find a provider right at this moment, it’s an easy sort of one-to-one transaction.

Understanding your cost per acquisition and understanding how much you cost to acquire a new patient and then what the revenue derived from that patient is over 3, 6, 9, 12 month period is really going help you determine your ROI.

The other thing is brand awareness so not every patient makes decisions instantaneously.

Some people have a medical problem, but they choose to either self-manage them or they choose to better, I guess, better to ignore them. And have using data, and using behaviors, you can target those patients with things like display as peril ads, and social media.

We know that we might be need of our services. And you’re constantly showing them the plan.

When they find the point of decision making, the brand recall sets in… So now they’re not searching cosmetic surgeon any more. They’re searching for your name. When they search for your name, your cost per acquisition will always be cheaper.

Because it’s your name, that’s an important thing that they have that a practice needs to understand. Not every patient makes a decision that morning, sometimes takes three or six months to make that decision.

Then the most important part is ROI tracking for your healthcare practice, so clicks and impressions and shares, are very important.

But for most physicians, they’ll always say I’m black and white and I want to know what I spent, what I paid, and what I got after the call.

Having call tracking or form tracking in place on the website where it’s new patient tracking or new form tracking, it’s very important to say not all of your clicks translated to a patience of your website. Got 10,000 clicks month, don’t think that was 10,000 patients, right?

That’s not a fair measurement. Having things in place to track new patient calls, have a compliant or new patient forms, is really going to say, okay, for the money you spend, this is what your return was. Here are your new patient acquisitions, here was the cost, and then let’s talk about the bill charges and the receivables over a course of months. But a lot of marketing is destined to fail or not to perform as well as it could if there’s no ROI tracking.

You’re spending money now, but you don’t know what you’re getting for it, so, I’m sure you… Well now after three to six months, people, your clients are going to want to answer truly what the black and white data is, and if we can’t provide it to them a lot of times they see it as waste or intangible, so that’s important that we have those metrics in place so that they understand. Here’s actually what you’ve got for the money you spent.

C: Yes, I absolutely, absolutely it’s so important to always be paying attention to that data and really seeing what it means, compared to those pre-establish goals that you’ve already said for that marketing channel.

I love how you keep on going back to, in the short-term successes and then also the long-term branding that will lead to successes, but it just sees time.

So, this continuing to bring it back to that not all marketing is created with the same goal in mind.

D: Yeah, absolutely, there’s room for brand awareness, there’s one for transaction, it’s about to get the expectation of what each initiative is and what that initiative is going to produce. So that’s very important for us to be able to communicate it up.

The top digital marketing strategy that should be followed but often, marketing teams get wrong

C: Yes, definitely. So what’s the top strategy that should be followed but often, marketing teams get wrong?

D: So I think it with marketing teams, and one physician to discuss marketing what their internal team or external teams, it’s becoming locked into a budget per year. So practice was that okay, we’re only going to spend this budget per year.

It helps from a fiscal perspective and it helps from the financial planning perspective, but it doesn’t help when you have a campaign or something you were doing that’s working very well, but you can’t forgo that or you can’t add to that because you’re locked into this amount. You were spending $500 a month in Google ads and it was performing incredibly well and it was working very well and you were getting a free ROI on that.

So if you have a yearly budget, you can’t add to that because you are already allocated your money for 12 months. So your social campaigns are incredibly engaging and they’re incredibly effective and generating traffic, which is translating to new patients. You can’t then spend more money and that’s get more engagement and more brand awareness because you locked yourself into only spending a certain amount of money over the course of 12 months. So I think what practices need to look at is quarterly, the data that they’re getting from their internal external teams, what it means, what their ROI is, and then projecting another three-month.

For a lot of things as well, at it takes time to accumulate. So especially with brand awareness and social we want look at that data and that engagement over more than just 30 days, or 30 days, 45 days, 60 days, and then make strategic decisions based on the data we you’ve gathered, right?

So, it we will run an ad two weeks through on a Facebook ad and made a decision off the data. We have a limited range and limited impressions, and thus limited data. It’s helpful if we can say, “Okay, for 90 days, we’re going to run these two ads against each other, we’re going to test these different creatives or we’re going to test these different ad copies and then at the end of 90 days, we’re going to explore what the data said and then make decisions based on that.”

But it’s hard when we know the next day that we have the exact same amount of money.

If we knew that something was producing and we knew that something was effective, and it was producing an ROI. Why not poor gas into that fire? I think a lot of partition restructure is how they look at their marketing budgets. January first, your budget shouldn’t be allocated through December 31st, it should be a quarterly strategy.

C: Yeah, and you know you hear about this much more with e-commerce sites that are selling products. It’s easy, very easy to measure with that first purchase, dollar in dollar out if you’re getting that dollar and dollar-out with follow-up, purchases afterwards, adding to the customer lifetime value. It’s easy to scale, but with medical practices often having that set budget. And it’s holding you back in the long run. And because if you’re getting client in and it’s a it’s converting well and that ratio between customer acquisition costs, and lifetime value is working in your favor, keep pushing that, absolutely.

D: And a lot of times, especially in healthcare, a patient acquisition has different values of or a simple example, if a patient comes in with a season position one time for an acute injury or A to condition the provider may be 200 or 100-500. So if their class probation, a patient was 40, and their return was 150, it’s about three to one for the… That needs to undergo a complex surgery that the bills are not tens of thousands of dollars.

Well, that’s a whole different metric now.

We have to look at one e-commerce where everything has a flat rate, a flat sort of cost, produce, and then your income, all of that medical practices don’t have.

It’s so much in what the revenue generated, it’s been from the procedure itself, the insurance company to everything. There are so many variables that you can’t just sort of say, “Okay here’s your flat ROI for every new acquisition. Some acquisitions have a three-to-one is some 300-1 ROI. That’s why quarterly we need to look at things like revenue and bills charged to us to say, “And here’s what it’s actually produced in which is important.”

C: Actually, in a previous podcast episode, we were talking about how when you’re creating these marketing campaigns and thinking about the customer journey, or that prospect journey think about those follow-on services. If you’re fixing the knee, then it might be the hip, then it might be the other hip.

So, it’s one attention to all those other services and surgeries and things that your practice will be beneficial for in the future.

D: Absolutely, and then also translates to outside of just the pet practice, but any type of practice, there’s also the intangible of if you provide a good service to a patient, the referrals that will come from that patient that’s almost impossible to measure because that patient might help five with our friends to go see you and you may not be able to track that or you might not know it’s how that patient found you, but that’s ROI, as well that you can track what is important to understand. So there’s tangible ROI and there’s the intangibles as well.

There’s also the idea that if you’re a primary care provider, or you’re a dentist or you’re even someone who sees acute conditions. I have a seven-year-old son so they take my son’s the same primary care position as I see because I like him. That’s value as well to the loyalty to that practice, that’s a lifetime value. They have to look at that as well.

C: Yeah, yeah, that is so important to the tangible and the intangible and really how the network of revenue that your practice could be bringing in could stem from one person in particular and just grow out from there.

D: It’s why I think years ago, a lot of physicians went door to door to all the referring physicians, offices to solicit or for all to get there, their follow-ups are there, the things they couldn’t treat, that was the intention.

Now that’s often done a patient side where if the patient is happy you’re providing conservation good offers the patient, they’re the ones we’re going to spread the word. They are the ones who are going to refer people to you. So again, it’s an intangible that sort intangible is difficult for us to digest because we want to see the data and we want to know at everything that’s happening, but in the community, it’s very important.

Gold Medical Marketing – a top ranked agency for healthcare and medical practices

C: Great, great. So, Daniel, your business is Gold Medical Marketing and you are a top ranked agency for healthcare and medical practices and tell us a little bit about your company, and your services.

D: So we do everything from traditional digital marketing whether that be web, design Google pay-per-click, SEO content creation, social media management marketing video production a graphic design, really, the whole gamut of services for a practice. We pride ourselves and being so one stop shop for orthopedic spine neurosurgery practices, we understand that for Brand messaging and brand consistency having everything in-house is important.

I think one of our bigger distinctions is the understanding of ROI and how to quietly track ROI, and tie that down, to revenue to show a practice true growth from a financial perspective, not just from a digital perspective.

You want to take the digital data and translate that into financial data for them, so they can really understand their marketing program, and what’s being done for them. So I think we are the only from the country we specialize is solely in those three fields.

We’ve spent about 10 years figuring out not just the clinical side, but also the patient’s perspective. We like to tell a lot of our marketing around the thousands of interviews we’ve done with patients to understand how they think and then translate that to a practice, so that practice can be positioned to understand the patient and thus acquire more patients.

C: Yes, I great, awesome. And then lastly, are there any digital marketing strategies that your team is currently testing that you don’t think many other agencies are implementing for their clients?

D: I think one of the things we’ve come around to a lot more recently is display advertising. Google Adwords has gotten a lot better at where it puts this by advertising how the display network works, and we’re starting to understand better that as we mentioned earlier that not every transaction is instantaneous especially with orthopedics.

People delay seeing a specialist or delay a procedure for extended periods of time, but because of the data aggregation on Google and with Facebook as well, those brand awareness initiatives are really important.

So when that patient does make the decision were top-of-mind and then the cost per was its cheaper. I think a lot of agencies focus a lot on just search, just so just Google searches or Facebook searches. We realize that not every patient wakes out one day and says, “Okay I’m going to have surgery.” There’s a journey there.

So, it’s understanding that journey, and then using brand awareness to capture that patient is something that we’ve really… I think, one, we perfected over the last year.

C: So, rather than only targeting people at that end of the funnel, when they’re ready to make that decision, it’s about capturing them at the top of the funnel, and being there every step of the way, so that when they’re ready to finally give you a call on your practice a call, you’re already top of mind, they already know your phone number by heart.

D: That’s what we’ve seen the social for a lot of what we see the social it is very transactional we are seeing patient acquisitions, come immediately from social ads on the other side were also seen as a brand awareness tool so data we’re getting from social say, here’s the ads or the audiences that are immediately transactional and here’s the ones where they’re focused on brand awareness. It’s important differentiate those too because we do see a lot of ROI received ROI on social media marketing. It’s just depending upon what the target is, what the service line is what the focus is, that’s what we’re saying that I think for you explain it, I’m sure as you explain to your clients that not everything is instantaneous.

Yes, here’s what we’re focusing on for and warms perspective clients, here’s what we’re focusing on from a transactional perspective.

C: You have, absolutely, absolutely Daniel. Is there anything else that I forgot to ask?

D: Not that I can think of.

C: Great, great, well, thank you so much for joining us today on the social speak podcast. I loved hearing your perspective and I know it for a fact, that you guys over at gold Medical Marketing are doing a fantastic job of your clients. So thank you for being on the show today.

D: Thank you. It was a privilege to be on the show and I can’t thank you enough.

C: Wow, that was such a pleasure having Daniel on our show today.

Now, I had a couple of great takeaways from this and I’m sure that you did as well for your own medical practice. The first thing is to make sure that you understand the goals of the marketing programs that you’re running. Are your campaigns geared towards one time transactions or getting somebody in the door, right when they’re ready to come on in or are they built around branding and brand recognition, and then also understanding how these campaigns actually affect your customer acquisition cost.

The next takeaway I had is understanding your patient journey. So it’s not just what happens online in the language that they see online, but also how that translates to their experience within your office. And when they’re talking with somebody to schedule an appointment, are they knowledgeable about the services that you offer? Are you making a good first impression with your website, with your social media, with that phone call?

And then lastly… And I think that this is the most important, is thinking about your marketing budget, not on an annual basis, but rather on a quarterly basis if a campaign is working well in bringing clients in the door and that customer acquisition cost to lifetime value, or even first time value, is it leading to a positive return for your practice, you want to continue to scale that, over time. So rather than, again, thinking about your marketing budget as an annual budget, we recommend putting it into three-month increments, and doing a quarterly assessment of how your campaigns have either led your goals. Or they need where they leave room for improvement.

So thank you again, Daniel for joining our show today, and if you’ve enjoyed this podcast, please subscribe to the Social Speak Network, we are on iTunes and PodBean, and I look forward to seeing you in our next episode.

Healthcare Digital Marketing insights with Gold Medical Marketing Founder Daniel Goldberg
Social Speak Podcast John McAlpin

John is a technical SEO expert who’s deeply engaged in the local and national SEO community. With over 15 years of web management experience, John has led digital strategy for many enterprise healthcare companies such as Epic Health Services, Aveanna Healthcare, Cornerstone Healthcare Group, and more!

Founded in 2009, Cardinal Digital Marketing has been ranked the #1 fastest growing agency in the Southeast (The Agency 100). In addition, they have been consecutively named on the Inc. 5000 list of fastest growing privately-held US companies in 2014 and 2015. The agency has also been a multi-year recipient of the Atlanta Business Chronicle’s Pacesetter Awards as well as selected as one of the 101 Best and Brightest Companies to Work For®.

Cardinal keeps pace with rapidly shifting trends in Digital Marketing, and develops engagement strategies that are not defined by a platform or a category, but leverage the best marketing vehicle to solve every unique challenge. They approach every situation with the client’s customer in mind and measure success not by increased traffic or impressions, but instead higher client profits.

Services offered include Search Engine Optimization, Pay Per Click Advertising, Social Media Management, Web Design & Development, Mobile Marketing, Online Reputation Management, Web Analytics, and more. What are your specialties?

In this interview we focused on SEO and search marketing for health and wellness businesses. We covered:

  • The difference between SEO and Search Marketing and how this differs from other types of digital marketing.
  • Current trends are you seeing for wellness practices with SEO marketing in 2019.
  • Tactics that were expected to perform well or had a lot of hype, but failed to take hold in 2018.
  • The top 3 things that a wellness center should be doing online to see a return from their SEM efforts.
  • The top strategy that should be followed, but often marketing teams get it wrong.
  • Marketing strategies your team is currently testing that you don’t think many other agencies are implementing for their clients.

Please be sure to subscribe to the Social Speak Podcast for more interviews with experts in digital marketing for health and wellness businesses.

Podcast Transcript:

Hello my name is Caitlin McDonald, and welcome to the most recent episode of the Social Speak podcast. I am so excited, today we are joined by SEO expert John McAlpin. Now, John works for Cardinal Digital Marketing. Founded in 2009, Cardinal digital marketing has been ranked number one of fastest growing agencies in the South East. In addition, they have consecutively been named on the Inc 5000 list of fastest growing privately held companies in 2014 and 2015.

Cardinal keeps pace with the rapidly shifting trends in digital marketing and develops engagement strategies that are not defined by a platform or a category, but leverage the best marketing vehicle to solve every unique challenge. They approach every situation with the client’s customer in mind, and measure success not by increased traffic or impressions, but instead, higher client profits. Services offered include search engine optimization, pay-per-click advertising, social media marketing, mobile marketing, online reputation management, web analytics and more.

Our guest, John is a technical SEO expert, who’s deeply engaged in the local and national SEO community. With over 15 years of web management experience John has led digital strategy for many enterprise healthcare companies such as Epic Health Services, Cornerstone Healthcare Group, and more so let’s give a warm welcome to John.

Caitlin: Welcome John, we’re so excited to have you on the show today.

To kick things off. Tell us a little bit about your background in digital marketing.

John: Sure, it actually started way back when I was 11. I started building websites when I was 11. I found it interesting and saw my dad doing it So, I found W3 schools and started teaching myself how to do all that. But at a professional portion of my career I started in the corporate side, mostly in a tech field, international e-commerce, and then I moved into healthcare and fell in love immediately. I was doing full digital strategy for a healthcare company, and then from there, I transitioned to a agency life and never looked back really. I love agency life. It’s nice to get a little mix of everything.

C: Yes, it definitely is. There’s always a new project to be working on … So John a key aspect of Cardinal digital focuses on SEO and search marketing. Can you describe how this differs from other types of digital marketing?

J: Sure, on it’s own this is a really interesting topic. A lot of people get confused about the actual true definition of SEM. I even heard people consider Social media as a part of SEM and so I think it’s really important to know the difference. Search engine marketing is any type of marketing that has to deal with a search engine. Specifically people refer to it with paid search, like PPC or CPC however you want to refer it to, or SEO. And so that’s essentially search engine marketing. While things like social media channels, have a search box that’s different than a search engine. It is important to note. And so search marketing really is just another form of inbound marketing and what’s unique about it compared to other things, is you’re catching both people during the discovery phase, where there’s no intent to purchase, and during the intent to purchase phase.

C: Great, great thank you for diving into that. So what current trends are you seeing for wellness practices with the SEO and SEM in 2019?

J: What people are in healthcare are starting to do is find alternative ways for people to book appointments. Traditionally it starts with a call then developed. Now we’ve got great technology to book appointments on the website, but now it’s gonna find alternative way to give people more options, to book appointments.

Something that we’re doing is Google My business is actually having features to help integrate their platforms truly need to visit your website, to book an appointment, you can even text or even other direct links. There are some other third-party industry sites like if they’re a directory that we can book appointment straight from there. For example, in the restaurant space Yelp, you can order straight from Yelp. And so, the future is hoping to get voice functionality working out. So all you’re a home assistant, such as Alexa, to help book appointments, that’s a future hope. I don’t know if you were gonna get there, in 2019, but it’s definitely in pain that see a lot of people going towards.

C: That’s pretty incredible. So I’d just be able to say “Alexa, schedule my appointment with this center,” and to be able to do it.

J: Right. I predicted to see a specific company, not a healthcare company, but a technology company developing an application. There’s a lot of partners with it, who are trying to work together to develop this type of technology, so I see it being… You signed up with a partner and they will add you to their list, of preferred vendors, and then you would be able to use their system. That’s the place I see this going.

C: That is incredible, that’s wonderful. Now, in a previous podcast episode, and this isn’t something that we talked about previously, but in a previous podcast episode one of our guest Abby was talking about how interactive websites is actually really helping out with SEO because people have more time on site. A lot of health care centers, direct people off-site to do the scheduling and booking. Is it better to have the scheduling tool actually embedded on your website, rather than directing someone off-site?

J: So, that’s an interesting topic because there’s a couple of things that you wanna think about here. Not just your SEO interactivity, but also how you track conversion. A lot and people who have booking on their site or using an Iframe, which means that your analytics may not be able to track.

And so, really it gets to the point where Google is aimed more to the user experience and that’s where people get that time-on-site type of metric, and technically it’s better to have people to book on your site versus off because it’s less steps to take an action, but in a perfect world we be able to develop software to have booking on our site, and have our own proprietary thing. But, not everyone has those kind of resources. And so it is really however you can get the job done. An Iframe will work. Just be careful about what you’re tracking. As marketers, it is hard for us, so we don’t always have the ability to track it. Cardinal specifically does a good job of working with a whole lot of vendors to make sure that we can get the information that you need, but a lot of agencies don’t have that reach or those resources so be careful.

C: Alright, so let’s jump to the next question, are there any tactics that were expected for well or had a lot of hype, but failed to really take hold in 2018?

J: Voice. I think, voice is gonna be a big one. It’s not the future. It’s now. Some data scientists are predicting that 50% of all searches, are gonna be voice by next year. And I think this is a little confusing because people are getting confused between Voice Search and Voice Assistance.

Asking for the weather, asking certain time or something like that. It’s just those are voice assistance not voice search. And so right now we don’t really have a good way to track search. Also, it is important to note that your Search Console data, a lot of these queries can be voice and Google won’t be telling you which are voice.

I’m sure they will, but they’re not telling you right now. It’s also important to know that as far as asking questions that come from your website, all answers are first position featured snippets. They wanted to be voice focus on getting those featured snippets ranking high. And it’s important to know that feature snippets can appear anywhere in the search and only 30% are in position one.

C: Is there any way to be able to do research about how voice searches and the phrases and terminology that people are using and search differ from me typing into a search engine for something?

J: So as far as tracking or as far as optimizing?

C: As far as optimizing.

J: Sure it’s really just answering commonly add questions that you can relate to your business. Anyone can really get a question answered, but that doesn’t really lead to a conversion or help your branding at all.

So if you really wanted to optimize for voice, currently, before the future hits, it’s really answer the questions as quickly as you can. One of two sentences, the question needs to be answered. A lot of people will try to think about word count, not word quality. So they add all of these filler words. Work to really answered the question directly, in a first two sentences. The rest of that page can be or filler content.

Yeah, and those first two sentences, then you can work your brand name and according to Dr. So and So, at whatever your business name, is, the flu can be treated if caught earlier.

That was a the brand recall there. They can go and search that later or if they just are searching that question online at all, on the paper knows your name at the features on it. Oh, the that’s who I heard that from. And they can follow group.

C: I assume that that’s going to be one of the answers to this next question, but what are the top three things that a wellness center should be doing online to see a return from their SEM efforts?

J: Actually, it’s not one of the three in a lot of the…

There a more important foundational things that people need to worry about. A as far as voice, yes. One of the things I focus on Q+ A answer format. Include all of your services include all of your conditions on separate pages and have a way to inter-link them, Focus on your internal in-between them, so that they can relate and people can learn more information.

One of the first things they need to do is focus on having clean citations and for people that don’t know is a caption. That’s just your directory listing thing about Google My Business, Yelp. And then also think about your industry-specific citations.

Rate My doctor and things like that.

These directories have a huge impact on voice search and how business appear – having a consistent citations in.

So there’s a lot of tools that help it is or you can do it manually, but a lot more work, but you can pay more to have is, will do it for us if a lot of out there for it so I think the biggest factor that wellness centers and we really need to focus on is the user experience.

You can do SEO to a crap site. But if it doesn’t convert and people are turned off by it, they can’t navigate through it, it doesn’t mean anything that is so important.

Yeah, you can put a Band-Aid on it. But it’s not going lead to the results that you need in the end. And I feel as though Google with its algorithm,  says, “Well it’s ranking site’s higher that have that positive user experience. People are staying on the site longer, they’re going directly to it.”

C: And then, let’s see, what is the top strategy that should be followed but often marketing teams at these health and wellness centers get wrong or other agencies, just get wrong?

J: So SEO, technical SEO, that’s the first thing I noticed that it’s wrong, but really the biggest missed opportunity is having a holistic digital marketing strategy and having your teams to silo doing their own things, not so picking on the same goals or focus or when teams are working on different  ways to achieve different tactics towards the same goal.

Specifically, they need to be blending to the technical side of SEO, PPC, social media and their content. Repurpose your content for different channels.

C: That’s great, that’s great. You work for Cardinal digital, which is a full service agency and one of the top-ranked inbound marketing agencies in the US. Tell us about your company and your services, because you do really merge all of those different silos together for work with your clients.

J: As a strategy partner, we use the term partner, because it really is a relationship that we try to build, we try to build long-term collaborative relationships with national enterprise healthcare companies, because not one company is the same as the other, and everyone deserves a customize strategy. There’s no recycled formula for everyone … See what works best for everyone. We also have a really strong paid media team, and extremely simple track or record merging all of our tactics that blended to re-All full welcome out strategy.

C: Are there any marketing strategies that your team is currently testing that you don’t think many other agencies are implementing for their clients?

J: Sure almost doing a lot of the same one-off tactics and traditional SEO things, and payments paid media, but one of the things that we do is that I’ve seen that I have not seen other agencies really focus on is develop cascading edge tracking software.

We’re trying to use every tool the book to make sure that we can unlock the most insights so we can do the best action because really we put the data in the hands of our clients.

This is what we’re seeing our recommendation and this is how we collaborate with our clients, so, but they are fully aware of every step and they can make the best position possible because we give them the best information possible, and that to be anything from, not just keyword tracking, but also heatmap tracking it seems… How users are actually interacting on their site, so we can have the full holistic US experience.

C: Definitely, definitely, that’s great. And then, John, is there anything that I should have asked but I didn’t?

J: Yes, a lot of questions, I don’t know. I think you have a great job…

C: Awesome, well thank you so much for joining us, has been such a pleasure learning about your experience, your take on SEO and SEM and some of what Cardinal Digital is doing for their clients. So thank you again for joining us today.

J: Thanks so much for having me.

C: Wow, thank you, thank you, thank you to John for joining us today. He shared such wonderful information and it’s no wonder Cardinal digital is such a top-ranked agency with talent like John.

We spoke today about optimizing your directory listings, including both services and conditions pages on your website, as well as how to increase your exposure for voice search by having an FAQ section on your website. All of these are simple tips that you’ll be able to implement on your wellness website to help out with SEO and SEM.

Thank you again for tuning in, thank you to our guest, John for joining us today, and I will see you on the next episode of The Social speak podcast.

Is your Content Marketing Plan Failing your Business, Editorial Calendar 2019, #nationalholidays #businessevents2019

This blog breaks down the difference between a Content Marketing Strategy and a Content Plan. It then dives into National Observances that your team should consider integrating into its content or editorial calendar.

As we’ve worked with hundreds of businesses as they work with digital marketing to reach their business goals, we’ve found that more often than not there is a disconnect between what they are trying to accomplish and what actually gets done.

The reason?

A lack of planning for how to implement the content strategy causes content to be created in a vacuum. The content is not written to achieve a specific goal.

Originally I was going to write this blog to only focus on the difference between a Content Marketing Strategy and a Content Marketing Plan, but keeping your sights on external and national events is critical to participating as a relevant source of information in the digital world.

Let’s start by diving into a Content Marketing Strategy.

What is a Content Marketing Strategy?

A content marketing strategy is the Why behind the content you are creating. It includes identifying why your team is creating content, it is the vision you have for future content that is to be created.

This strategy should also identify who you are marking content for. Are some pieces of content designed specifically for prospects, referral partners, or clients? How can you differentiate between them? What are the goals of them? How will you position and use them online?

How to Create a Content Marketing Strategy

To start creating your Content Marketing Strategy, set your goals.

We recommend thinking first about the issues you may be facing as an organization and then set the goals as a way to solve these.

For example, we’ve worked with clients in the past who wished to use digital marketing to fill their schedule. After diving deeper, we recognized that they weren’t remarketing to or rebooking current clients as effectively as they could. As a way to capture low-hanging fruit, rather than creating content to educate and gain interest from folks whom had never heard of the client, we redesigned the content marketing strategy to focus on engaging with current and past clients.

Common goals of a Content Marketing Strategy include:

  • Increasing Revenue
  • Attracting leads
  • Lower costs
  • Better customers
  • Build an audience
  • Educate

Once you have identified a need in the organization and set a goal, it is easier to recognize alternative solutions to reach the goal.

Another aspect of the Content Strategy is identifying what tone you wish to take. For small businesses with only one or two content creators this can be easy. Do you speak in the first person, do you use past or present tense, are there branded keywords you should incorporate?

The last part of the content strategy is identifying which digital marketing networks to pursue and who to target on each network.

What is a Content Marketing Plan?

A content marketing plan is tactical – these are the actual steps you will take to implement the marketing strategy. In general, we never recommend creating a digital marketing content plan without first creating the strategy.

Why? You may realize after 6 months that the content you are creating has nothing to do with the goals you are trying to achieve!

We see this often with teams.

The director states that each week a blog needs to be written and at least 3 social media posts need to be published each week. However, the marketing experts creating the content don’t clearly understand how their piece fits in with the larger marketing strategy. What is the end goal of the content?

Key aspects to a Content Marketing Plan

The content marketing plan should include topics to cover, calls to action to include, specific promotions, who is responsible to creating various pieces of content, and how content will be published.

In our work, specifically the Roadmap to Digital Marketing, we recommend formatting the bulk of a content marketing plan like an editorial calendar.

An editorial calendar for digital marketing allows your team to easily see how content fits together and what topics should be talked about at certain times during the year (hence my inclusion of the National Observances list below).

Content Strategy and Content Marketing Working Together

As described above, a Content Strategy always comes first and the Content Marketing Plan is built based on the goals identified in the strategy.

One of my favorite examples of how a strategy and a plan work together is if an issue within an organization is that the close rate for new sales is lower than the industry average. The goal here may be to increase the close rate, boosting the bottom line.

After researching and  surveying clients and prospects that decided to pursue another option, it becomes clear that the alternative tends to be a business with more name recognition.

How can content marketing help to shift the perspective and gain more trust? Here the strategy is to increase brand recognition and trust. The plan could be to create more videos with leadership and to incorporate blog posts that dive into company values.

This brings us to using relevant topics as a part of your marketing plan.

Being Relevant with your Content Marketing Increases the Effectiveness of your Digital Marketing Plan

If you are like 98% of our clients, one of the key goals identified in your content marketing strategy is to increase brand recognition and position your organization as an industry influencer.

Incorporating National Observances into your Marketing Plan is a key tactical decision your company can make to achieve this. Of course it is up to you and your team to decide which ones to highlight and how to incorporate them (podcasts, Instagram, Facebook, Youtube, promotions and sales, etc).

Some, such as New Years, Valentine’s Day, Mother’s Day, Father’s Day, the Fourth of July, Thanksgiving, and Christmas may all seem like obvious choices, but are they actually identified in a calendar?

Does someone on your team know that they are responsible for creating content 3-6 months in advance of these dates?

Then there are industry-specific days, weeks, and months. For example, if you are a health center and realize in February that it is American Heart Month, you are already late to the game.

You’ve missed the opportunity to reach new audiences by being a guest on a Podcast or having a guest blog post published in an industry journal.

Yes, you can still publish a last-minute blog to share on social media, but think of the opportunities you may have missed by not planning ahead.

National Observances to Consider for your Business

Here I’ve identified the top 3-5 National Observances for you to consider integrating into your marketing plan each month. The ones I’ve identified here are important, though some are a bit random. Our complete list of National Observances includes events for any type of business or industry.

Please enter your name and email for access to our full list of National Observances for 2019.

Download 2019 National Observances

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January Observances:

January 1: New Years Day
January 5: National Keto Day
January 24: National Compliment Day
3rd week in January: National Mocktail Week
National Blood Donor Month

February Observances:

February 4: National Hemp Day
February 14: Valentine’s Day
February 22: National Margarita Day
American Heart Month
Black History Month

March Observances:

National Employee Appreciation Day – First Friday in March
March 14: National Pi Day
March 26: National Spinach Day
Endometriosis Awareness Week – (First full week – Monday through Sunday)
National Brain Injury Awareness Month
National Women’s History Month

April Observances:

April 1: April Fools Day
April 8: National Zoo Lovers Day
April 21: Easter
National Child Abuse Awareness Month
National Parkinson’s Awareness Month

May Observances:

May 12: Mother’s Day
May 18: National HIV Vaccine Awareness Day
May 27: Memorial Day
Small Business Week – First Week in May
Celiac Disease Awareness Month
Melanoma Awareness Month

June Observances:

June 1: National Go Barefoot Day
June 12: National Peanut Butter Cookie Day
June 16: Father’s Day
LGBTQIA Pride Month
Men’s Health Month

July Observances:

July 4: Independence Day
July 12: National Simplicity Day
July 31: National Avocado Day
National Grilling Month
National Ice Cream Month

August Observances:

August 1: Respect for Parents Day
August 3: International Beer Day
August 19: National Soft Ice Cream Day
Simplify Your Life Week – First Week
Family Fun Month

September Observances:

September 2: Labor Day
September 8: National Suicide Prevention Month
September 13: National Kids Take over the Kitchen Day
September 30: National Chewing Gum Day
National Chewing Gum Day
National Suicide Prevention Month

October Observances:

October 28: National Chocolate Day
October 31: Halloween
Adopt A Shelter Dog Month
Breast Cancer Awareness Month
National Chiropractic Month

November Observances:

November 11: Veterans Day
November 22: Thanksgiving
November 24: Small Business Saturday
November 26: Cyber Monday
Adopt A Senior Pet Month
Gluten-Free Diet Awareness Month
National Alzheimer’s Disease Month

December Observances:

December 2: Chanukah
December 4: National Cookie Day
December 21: Winter Solstice
December 25: Christmas
National Human Rights Month
National Tie Month

As you build out your Digital Marketing Plan, we recommend downloading our complete list of National Observances. Start by deleting any cells or events that don’t apply to your business. Be sure, however, to think outside of the box.

Could you celebrate National Chocolate Chip Cookie day with the office?

Does anyone on your team support organizations that rely on the exposure of these National Observances?

Once observances have been identified for your business to highlight in the Content Plan, be sure to assign the observance to an individual. Make sure they consider the goals of creating content for the observance, specific promotions related to the day, partners to approach for joint marketing efforts, etc.

Download 2019 National Observances

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And of course, if this has been helpful for you, or if you’ve considered outside the box ideas to incorporate National Observances into your content plan, leave a comment below!

Never miss an important marketing event, Is your Content Marketing Plan Failing your Business, Editorial Calendar 2019, #nationalholidays #businessevents2019

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Is your Content Marketing Plan Failing your Business, Editorial Calendar 2019, #nationalholidays #businessevents2019

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Best Content Management Technologies of 2019 #inboundmarketing #contentmarketing

With all the tools out there it can be difficult to know which content marketing strategy tool you and your marketing team should be utilizing to make sure everybody is moving in the same direction.

In this blog we take a look at the most prominent content marketing calendar apps that are available for many different sized businesses. For small businesses, including those with just one marketing manager, you can get away with organizing your ideas in a Word document or a Google sheet.

However, once you have multiple people working towards that same goal of making sure your business is found and sharing the correct message in your marketing strategy, it is important to consider upgrading to a scheduling and management interface that allows everybody to clearly see where their piece of the pie fits in with the larger content strategy.

To keep you from signing up for each of these tools, I’ve taken a look at:

  • What type of organization it is best for
  • The main features
  • How you can implement it easily into your team
  • The price point.

Many of the applications discussed including Monday.com, HubSpot, CoSchedule, and MeetEdgar have a variety of price points. Again, in our experience, if it is just you, typically you can get away with organizing your ideas on a spreadsheet.

So, let’s dive into there popular content management platforms.

CoSchedule Technology for Digital Marketing Management

The first application that we are going to discuss is CoSchedule. CoSchedule creates One calendar that allows everybody to be on the same page, it allows everybody to communicate in one place.

Additionally, with the more advanced plans of CoSchedule, you can organize everything from event planning through to email marketing, social media, and blogging. CoSchedule is incredible tool for large teams and complex marketing organization. One of my favorite aspects of CoSchedule is the ability to create ongoing follow-up social media links to blog posts in one or two clicks.

CoSchedule for Solopreneurs

For solopreneurs, CoSchedule is a little More expensive than other options. Solo plans do start at $0 to $20 per month, with most individuals looking at the $40 per month option – typically a spreadsheet along with one of the less expensive tools will do the trick.

Where CoSchedule really shines is with in-house marketing teams looking to manage full-scale campaigns.

The professional plan starts at $400 per month, and allows workflows approval flows multiple calendars and comes with a dedicated account manager. From a project management standpoint, this plan reduces the need for multiple individuals providing guidance on any given combination of marketing strategies.

Hubspot vs Coschedule for content management software

Best Content Management Technologies of 2019, Hubspot vs Coschedule for content management software, #inboundmarketing #contentmarketing

Best Content Management Technologies of 2019, Hubspot vs Coschedule for content management software #inboundmarketing #contentmarketing

Best Content Management Technologies of 2019, Hubspot vs Coschedule for content management software #inboundmarketing #contentmarketing

Best Content Management Technologies of 2019, Hubspot vs Coschedule for content management software #inboundmarketing #contentmarketing

HubSpot for Content Marketing Management

Many of us are very familiar with HubSpot. HubSpot has a combination of three tools and complete inbound marketing management resources. HubSpot places the emphasis on collecting inbound leads from your social media and digital marketing content. Though there are numerous tools that you can use to create the same systems and processes, HubSpot’s value proposition is that everything is in one place.

HubSpot for Larger Teams

Our favorite plan within HubSpot, is again there professional plan. Though the Enterprise option has much more advanced settings such as predictive lead scoring, it is a much higher investment. With the professional plan at $800/month, you have access to SEO and content strategy, social media, calls to action and landing pages.

Additionally, there is a/b testing marketing automation, smart content, and the ability to add teams.

The workflows are easy to set up, and create very systematized automation within your marketing and strategy. This tool, HubSpot, is a great option for businesses that have a marketing team, and want to make sure that every aspect of their marketing is working together. Again, HubSpot places inbound leads at the forefront of all of their software.

Next up, is Monday.com.

Monday.com to Organize your Content

Monday allows you to customize your workflow and dealt out strategies to multiple different teams. Monday is a great project management tool, however we found it a little difficult to manage a Content strategy and editorial calendar. The use of Gandt charts seems like a great idea, but it made projects difficult to understand exactly what steps needed to be completed and if we were on track. Many of our processes tend to be one or two steps, so again it seemed like a little too much for social media management.

Monday for Project Management

With plans starting at $25 per month, and unlimited boards, Monday is a great opportunity to integrate into your workflow if you need to do more project management rather than content creation and syndication. Because there is no central calendar, it can be difficult at times to see how each of the boards really work together.

Another positive for Monday, is the time tracking capabilities, so each member of your team can have a clear understanding of the time spent on each task. This allows you to easily understand if some aspect of marketing is taking much longer than others.

Additionally, Monday.com could be used for larger marketing promotions, however, most businesses need a tool that also works for day-to-day management.

The next tool we will take a look at is Edgar.

Edgar for Content Marketing Organization

Edgar is a great option for businesses looking for a simple tool to manage their social media posting. Typically, we recommend you create a database of content. The content strategy video below, provides tips for places we recommend Gathering content ideas. Once you have all of the content, click go and Edgar will talk into action.

MeetEdgar for Small Business Social Media Management

We recommend small businesses and solopreneurs look at Edgar as an option for their social media management. One issue with this, is that it does not allow you to clearly see the complete marketing strategy picture.

Each aspect of your digital marketing content calendar and content strategy still exists in its own space. Meet Edgar is a great tool for teams to use that do not have very complex marketing promotions in place. If you are one person team it can be an excellent resource for you.

Because I mentioned meet Edgar, I also should mention that for social media management, we utilize at such as Tailwind, Later App, Buffer, and HootSuite. I won’t go into it because he’s here, because they are more for just social media management.

Our blog on Social Media Content Strategy shares additional information regarding how to use each of these tools and where they fit into your social media marketing management strategy.

Create Clear Goals for What you want to accomplish with a content marketing technology

Before settling on a tool and diving into figuring out the setup and on-boarding your team, make sure you are clear about the goals you hope to achieve through using the software. Remember, choosing a tool to help keep track of marketing campaigns and content creation still requires that you understand what topics you plan to discuss and having your team actually write the content.

We have other blogs and videos that cover how to identify key topics to include in your content marketing editorial calendar, as well as a structure to follow for creating your editorial calendar. We often recommend starting with a word doc or spreadsheet rather than immediately hoping into the software you choose. Again, this helps to make sure your team is all on the same page as you move forward with your inbound marketing strategy.

For more reading please visit:

How to easily write a business blog post in 2019
How to Easily Write a Long Blog Post for your Business
Finding Topics Your Tribe Will Love [Video]
How to Use Your Values to Create Exceptional Content for Your Business
Content at your finger tips
Hubspot vs Coschedule for content management software

SEO and blogging

In this overview we review the topics covered by Social Speak in April, 2018.

Additional posts referenced in the video include:

Search Engine Optimization, Keyword Research, and Blogging for your Business, Video Overview of Blogging and SEO
how to write high quality blog posts quickly

You’ve been told that you need to write blogs for your business, you now understand these blogs need to be >2,500 words, but how do you find the time in your schedule to actually write a good blog post?

Everything in marketing always comes back to finding systems that will work for your schedule to write an educational and informative blog post quickly.

In this post I’ll be going through my top tips for writing a good blog post quickly.

If you are just tuning in, over the past few weeks we’ve been talking about how to perform keyword research and find related keywords to include in your blogs:

Ok, so let’s jump in an get started.

First and foremost, when you write a piece of web content, it should be about something you are knowledgeable about.

If you are a psychotherapist who specializes in EMDR, but have never done Brainspotting, don’t try to write a blog post explaining the intricate details of Brainspotting. (I’m not an expert in either, so for our psychotherapist clients, I pass the writing of those blog posts to one of our all-star copywriters.)

As you are creating your content strategy and your blogging calendar, try to include blogs that are timely and relevant, but make sure you feel comfortable actually sharing information on them.

A 2,500 blog post may seem daunting as you are getting started, but it really doesn’t need to be when you follow the tips outlined below.

Tip 1: Once you have your topic, see what other articles have been written about it

Before you even get in the writing zone, do a quick Google search about the topic you want to write about. Remember, you want to get a sense of what those related keywords are to include in your content anyways, so this step has a dual purpose.

For this post, my search was for Write a Good Blog Post Quickly.

Guess what comes up?

A blog titled 5 Ways to Write High-Quality Content – Fast

5 Ways to Write High Quality Content Fast

Hey! That looks right on the mark for my blog post.

Ehh, actually after a quick read-through, this blog doesn’t include all the information I want to, but that’s okay! I know it is highly ranked on Google for my proposed keyword and includes super basic topics:

  • Have a brainstorm of ideas you can pull from
  • Batch your time
  • Know your own self and when you are most creative
  • Write ahead
  • Keep it simple

These are great tips, but again, I want to be more technical in this blog post on easily creating systems for writing a blog post quickly.

Don’t worry, my efforts to research what other people are already writing haven’t gone to waste.

If you do find a blog post that nails your topic on the head, make a quick note of the outline they follow including:

  • The headers they use
  • What keywords or topics stand out
  • The general flow

Then … CLOSE THE WINDOW. This is your blog and you need to make sure you aren’t plagiarizing. You want to make the blog post your own not a word by word replica of what you just read.

So why is it okay to open up an article or two that just don’t include the information you want to include? Well… It could be that you want to write about something completely off the grid or it could be that nobody has actually taken the time yet to post a detailed enough guide on the topic you want to explore.

If I open up an article that just doesn’t seem to include the information I want to share, I take a moment to consider what I would include in my blog post that is missing from the blog I just read.

Not sure what Keywords to include in your Blog?

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Tip 2: Take a Moment to Write Down What is Missing from the Blog Post you just read

Let’s go back to 5 Ways to Write High-Quality Content – Fast. Though the author has some great content tips, he’s missing some major items that help me write my own blog posts effectively.

Namely, the author is missing the steps to:

  • Research what other pieces of good content are ranking on Google
  • Create an outline for your blog post
  • Transcribe audio or video to create not only great written content for your website, but also to include multimedia in your blog posts.
  • Include filler adjectives and words
  • Outsource writing for blog posts

The post also has an incorrect fact about how short, concise content is the way to go. You don’t want to ramble on and on, but you want to give valuable information that will actually benefit the reader rather than a quick 300 word blog post (I’m already at 800 words and only on tip 2 for writing high quality blog posts quickly… you better buckle up).

Creating a list of what is missing from the example blog posts will help you create an outline for the informational blog that you want to write for your website.

Tip 3: Write down an outline for the content you are writing for your blog post

You now have the list of elements that are typically included in blogs related to your chosen topic.

You also have the specifics that are missing from the posts that you would like to include in your blog post.

AND, from before you even started your blog, you have the keywords you wish to include and the related keywords from Google.

Even though you already have this information compiled, I always find it helpful to write an actual outline for your blog post.

Why?

There are a number of reasons why you should, but most importantly it is because:

  1. You are a busy professional who will get called into a meeting or be interrupted by a conference call.
  2. You are a mom (or parent) like Amber and myself who will need to change a diaper, make sure homework is getting done, or run their child to T-ball.
  3. Do you really have the focus to write 2,500 words in one sitting?

As you get interrupted, it may feel like you can jump right back into the task at hand, but in reality, it takes your brain a few moments to get back on track and figure out where you are with your blog post.

Creating an outline allows you to more easily spend 15-30 minutes here and there on the blog without out feeling like you are spending half the time rereading what you’ve already written and trying to decide where to go next in the blog post.

Having an outline also keeps you on track for the final parts of your blog. Many writers often cut their blog short towards the end because they are just over the process of writing. Having an outline allows you to take a break, but not loose focus.

This process is called Batching your time (see I am including some of the information from the blog post example).

Tip 4: Batch your time while you are preparing to write and actually writing the blog post for your website

As I just mentioned, batching your time is the process of focusing on one at a time rather than trying to multitask.

Here, it means not checking your email or jumping to Facebook while you are writing.

Each time you shift your focus, your brain needs to reorient itself.

In the process of writing your blog post for your website, there are some things you can do to help you batch your time:

  1. Focus on each step in sequence: Keyword research and finding related keywords, researching similar blog posts, creating your outline for your own blog, actually writing the blog, going back and editing the blog, finding images for your blog, writing the title of your blog post.
  2. Don’t try to edit your blog post until you’ve gotten all of your information down.
  3. If you realize you need more information to write thoughtfully on a topic, but you’ve already done your initial research and are in your writing stage, make a note and then jump to the following section that you can write about. Unfortunately, if you jump back to reading articles, trust me, your blog will take 10 times longer to write.
  4. I’m sure I have more, but because I am using this blog as a way to show my own blog writing process, I’m jumping to the next section because additional points are not coming to me at this time. I may come back and add them, but for now, I move on. 🙂

So again, you want to think of writing your quality blog post as a process. Just like anything else in business, processes help to make you efficient and effective. Batching is one way to help you write your long blog post quickly.

Tip 5: Don’t Write! Transcribe from Audio and Video to Create your Blog Post

This is one of my favorite tips for busy professionals who just don’t seem to have the time to get into a writing groove.

10 minutes of audio creates a blog that is about 2,500 words long.

So, after writing your outline for your blog post you could use an audio converter or record a video to transcribe your words to text to include in your blog post.

Some tools I recommend are Google Docs and YouTube.

Let’s take a look at Google Docs first. 

Head on over to Google Drive and click to create a new document. Better yet, you could create your outline as a Google Doc so you can add to it on the go if needed.

Under Tools, there is an option for Voice typing (Ctrl+Shift+S).

voice typing google

Click this, start talking, and your document will start filling up with words.

Now when I do this speech to text, I do find that I need to edit the text as I go. I’ll talk for about 5 sentences, stop the recording, and then edit what was written. You may be able to do the entire document based off your outline and notes, however.

The iPhone speech to text works well, as well. I’ve actually ‘written’ blogs while out for walks with the girls, but Apple will stop transcribing every couple of minutes, so you need to make sure you don’t keep talking with nothing being written down.

I’m sure there is other software you can use that also records your audio for use in a Podcast. Or you can send the audio file off to Rev.com for transcription at $1/minute. Totally worthwhile if you have spent hours trying to get into writing, but not filling the page with any content.

The other option is to use YouTube to transcribe a video.

Using your computer camera or your phone, record yourself talking through the outline you created.

When you upload your video to YouTube, you may need to first verify your account (enter in your phone number in the settings) to post videos that are over 10 minutes long.

Typically, most of our clients who generate a transcription of their blog upload their videos as Unlisted or Private, though I am all for listing these videos as Public to get more of a reach – blogs with videos perform really well, YouTube is a search engine, and you can share your video to social media (always think of how you can repurpose your content as you create it). Make sure the space you are in looks professional if you also plan to publish the video as Public and include it in your blog post.

After you have uploaded your video, click in to edit it and find the link that says Subtitles/CC.

youtube subtitles

You will be prompted to select your language (I use English though at times I’m not sure).

Then, click under Published where English is listed again.

subtitles for youtube

On the next screen you can download the subtitles created by YouTube as .srt.

save subtitles you tube

 

I’m not sure what a .srt file actually is, but all you need to do is convert it to a .txt file online and you will be able to open it with your computer. In the past I’ve used Subtitle Tools for the conversion, though a Google search for “Convert .srt file to .txt for free” will work just fine.

The text that is created will be formatted a little strangely with about 7 words per line and no punctuation. Honestly, I get a little overwhelmed by this, but the ability to create the video and written blog in one go is well worth the effort to run through your post and edit it.

Your outline makes this easier as well. 

You can work through small chunks and sections by pasting the text under the corresponding blog header. Please let me know if you often work through your transcripts, I’d love to feature more tips about converting a YouTube video into a blog post.

Again, if spending $10-$20 isn’t a problem, you can submit the video to Rev.com and utilize their transcription services.

Tip 6: Outsource your Blog Writing

We frequently outsource blog writing. I’ll keep this section short, but you can find experts in your industry who cost anywhere from $0.03 per word to $0.65 or more per word. So, depending on your budget and time you have available to provide an outline and edit your blog post, you may decide for yourself what budget for the blog writing really makes sense.

We utilize freelancers on Upwork.com and WritersAccess.com to find niche bloggers for our clients. Again, as I mentioned earlier, I’m not an EMDR or Brainspotting expert, so why would I spend hours trying to write that blog post when someone else can write it for a fraction of the cost of my time to research.

Depending on your industry, you can also probably find Guest Bloggers who would write a post on your site for free if they can include their bio and a link back to their own website.

With Guest Bloggers, just make sure their content is unique and reserve the right to edit it slightly so the headers include your focus keywords and related keywords.

I love guest bloggers because they often then will share the link to their own networks or link to it from their website, which then in turn helps get new visitors to your website and helps in SEO.

How to quickly write a great blog post for your business, #blogging #bloggingtips, learn how to write a long blog, how to blog for your business, blogging for business

How to quickly write a great blog post for your business, #blogging #bloggingtips, learn how to write a long blog, how to blog for your business, blogging for business, #business

Wrap Up

Writing a high quality, long blog post doesn’t need to be a difficult task. Depending on how you work you may find that you are better suited to transcribe and audio or video file rather than sitting down and typing.

The most important starting point for any blog, however, is to make sure that you create an outline. I just sat down and busted out this blog before 9am, but it is on a topic I am VERY familiar with (have you checked out our blogging course yet?).

You may not have time to finish a blog in one chunk, so be sure to batch your time to most effective and efficient.

What long blog posts are you working on writing? I’d love to check out your work!

Not sure what Keywords to include in your Blog?

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Interested in learning more? Take a look at these articles:

Blogging in 2017 – The Startling Truth About Blogging

Blog SEO Checklist

4 Reasons Why Contests Should be a Part of Your Marketing Strategy

KW Research - find related keywords

In this video I take a look at how you can find related keywords on Google to boost your position in search results.

Interested in learning more? Take a look at these videos:

Social Media Audit

Finding Topics Your Tribe Will Love 

Internal and External Goals

How to use KWFinder

We spoke briefly last week about KWFinder and how easy it was to find the correct keywords for your business. Knowing your keyword phrases, also known as long tail keywords will help you create that strategy for your blogging and SEO. Keyword Finder is a powerful tool to help you discover your niche keywords.

KWFinder helps you discover that sweet spot with keywords that many people are looking for but have a low competition level, meaning it would be easy to rank higher on Google for those mid to lower keywords.

The one thing I love about KWFinder is it simple and easy to use. For someone like me who is such a visual person I love the how they show you all the data you need, the ranking, what other sites are using those keywords and what their domain and page authority is. This tool takes the complexity out of keyword research. Be your own keyword expert!

First Step with KWFinder

This is a free tool, but you are only allowed to have 3 FREE searches per day. First thing, create an account here. If you really want to take your SEO and blogging to the next level and really want to dive deep into finding your long tail keywords, I would suggest looking at their monthly or annual pricing.   After your 3 free searches, you will have to either upgrade your plan or wait 24 hours.

The second Step Start Searching for Your Keywords

It is very simple, on the homepage of KWFinder there is a box that says “Enter Keyword” this allows you to search for the keywords you think are important to start with. You can also choose a specific location and language. If you are a local business then the location option would be very beneficial for you. When you are local you want to know what your community is searching for to make sure you re providing them the correct information. Or even if you sell online but only is the U.S. that is something to think of as well. Some of you may be ahead of the game already and have a list of keywords, maybe from an old website company, coach or just your own research, you can upload those into KWFinder, it has to be a CSV file.

One thing to remember or be aware of when you are using the location feature when you type in your keyword and the location you are wanting to search you would then click find keywords and KWFinder will show your results on a single screen. It will then display all sorts of data for you, such as the difficulty level of being able to rank for that keyword, cost per click (CPC), search volume.

The Third Thing, What does this all mean?

How hard it is to rank for that specific keyword.  You will see green, yellow and orange buttons with a number in them, ranging from 15-63 or even higher. This is really important for your strategy. If the keyword is in orange which is usually over 45 that means it is going to be very difficult to rank on Google for that keyword. Your strategy at this point should be looking for the yellow and green keywords. KWFinder shows you different keywords that are similar to the one you searched for, it is also going to tell you how many people a month are searching for that keyword or long tail keyword.

For example I searched “Social Media Online Coaching” the ranking was 47 which is yellow meaning it is possible for me to rank on Google with that keyword, but if I wrote about “Social Media Monitoring” which is a 32 it would be easier for me to get on the first page of Goole or other search engines with that long tail keyword.

Here are a few things below that each search will provide you:
* What’s trending
* Monthly Search Volume
* Cost-Per-Click (CPC)
* Pay-Per-Click (PPC)
* Google SERP results

SERP Competition Checker

Get localized Google SERP results with KWFinder. The SERP checker is a Google SERP competitor analysis tool providing 45+ SEO metrics. (SERP= Search Engine Results Page)

Another feature to look at when look at your keywords, on the right-hand side of the dashboard it will show you what websites are using those words and what the competition level is, the green, yellow or orange rankings. It will also display on each website their DA (Domain Authority) and their PA (Page Authority).

Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). …Domain Authority is calculated by evaluating linking root domains, the number of total links, MozRank, MozTrust, etc. — into a single DA score.

Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank.

Creating Your Keyword Planner

Once you have found the keywords and long tail keywords you want to use, you can create a list within your KWFinder account that you can save to help you manage your search efforts. You may want to think of different lists, categories of your keywords. For us, we may have a list that is “Social Media” and one that is “Digital Marketing Tools” the important reason about having different keyword lists is you will be writing different content on your website, think of the services you offer and how you can write blogs all around those different topics. Those are the keyword lists you need to create.

How to create a new list:

  • Select the keywords you want to add to a list
  • Then you will see “Add to List” click that button
  • Then enter your list name
  • And DONE!

This saves the list to your account, you can always add and delete keywords from that list as you need to. You can also download your list into a CSV file if you would rather do that. One thing to always remember when adding your keywords to your list, it is better to add the easy (green) and mid (yellow) to your list rather than hard (orange).

WrapUp

This amazing tool provides you a ton of powerful information to help you succeed with your SEO and Blogging strategy. In today’s digital marketing world it is important to always stay abreast of the hottest topics and trends in your industry and become even more of an expert than you already are. By utilizing KWFinder and all of its bells and whistles you will be able to find those relevant long tail keywords for you and your business, taking your digital marketing to the next level. This is an efficient way to stay on top of those trends and searches and will save you a ton of time in the long run!

Interested in learning more? Take a look at these articles:

Digital Marketing and Search Engine Optimization in 2018

Off-Site SEO

On-Site SEO

As technology continues to evolve, it may come as no surprise that the marketplace has become increasingly digital. In an attempt to capture a growing and lucrative online marketplace, business owners are beefing up existing marketing efforts with digital marketing strategies. They are doing everything they can to keep up.

Here are 3 ways digital marketing can help grow your business.

Connects you with mobile consumers

Whether you’re managing an e-commerce business or a brick and mortar store, it is important now more than ever to have a solid online presence. According to studies, 72% of consumers are already connecting with brands through their various digital marketing channels.

Having a strong online presence makes it easier for potential customers to find you. Remember, your competitors are working hard to build an online presence. If people can’t find you online, then they are likely to come across your competition.

Generate more sales

Thanks to the internet, almost everything can be done on a smart phone. It allows you to communicate with your family and friends, keep up to date with current events, do research, and even go shopping.

In the age of digitalization, more and more people prefer to shop online than visit the local stores. After all, online shopping is more convenient. Plus, all the items your purchased will be delivered right at your doorstep. With the increasing popularity of online shopping, it is important harness the power of online marketing. Not only will it get your products and services in front of potential customers; it can also help you generate more sales.

Allows you to compete with large corporations

Not too long ago, big businesses would put up billboards and create TV commercials in the hopes of reaching their audience. While there is no denying that such methods are effective, they can be too expensive for small business owners.

With digital marketing, small business owners and marketers can get the word out about their business without having to spend a huge sum of money; thus, allowing them to compete with large corporations. Since majority of their target audience is already spending most of their time online, online marketing provides a quick and easy way to reach your target audience.

SEO Myths You Should Leave Behind in 2017

SEO is always changing and evolving. With this continuous change, a lot of marketers and business owners are left in a state of constant adaption.

Thanks to the internet and blogs, it is easier now more than ever to share information. A lot of people want to share their knowledge with others. Unfortunately, not everything you read on the internet is true. Often, false ideas and wrong information gets mixed up with facts. Because of this, a lot of myths and misconceptions remain no matter how many experts debunk them.

There are lots of misconceptions about SEO that you should know about. Here are some of the biggest SEO myths you should leave behind in 2017.

Keyword stuffing is the ultimate SEO hack

Back in the early years of search engine, people used to shove as many SEO keywords as possible onto a web page to improve SEO rankings. Using keyword in your content can get your website ranked high in search engines. But overly stuffing your content with your keyword isn’t a good thing either. If you do, your content will be perceived as spam, and your site will be penalized.

When using keywords, make sure you incorporate them as seamlessly as possible into your content. Also, make sure that the keyword density doesn’t go over 5%. Otherwise, it will be viewed as spam.

Social activity doesn’t affect SEO

Google doesn’t use social metrics such as the number of shares, likes, and followers for SEO. But that doesn’t necessarily mean that your social media efforts are useless.

Each post you make will be categorized as a page. With millions of social media posts, along with other contents published on the internet on a daily basis, not everything gets indexed by Google. But when a social media post goes viral, it triggers a signal in the Google algorithm. This puts your content in front of the right users; thus, increasing engagements and driving more traffic to your site.

Social media may not directly affect search engine rankings, but it can have significant secondary effects on your SEO.

Creating high quality content is enough to rank your website

It is true that content is king. In fact, Google rewards websites that generate valuable content regularly by giving it a higher ranking in the search engine results page.

While creating well-researched and relevant content is a great starting point, it’s not enough to get you to the first page of Google. It may be impossible for crawlers to find your content if your website isn’t optimized.

You may have a blog full of good quality content and you make it a habit to publish a new one every week, but there is no point in writing great content if no one is aware of your work.