Episode Details

In this episode, Barbara and Ryan Cote discuss: 

• Using various online platforms to drive traffic to your website and build authority in your field. 
• How to best integrate print and digital marketing to expand local outreach.
• Various ways to improve your website ranking and SEO for Google.

Key Takeaways: 

• Use Facebook’s advertising platform and its targeting options to niche your audience. 
• Create content that is optimized for the keywords that are searched for by your target audience.
• Make sure your practice is listed in Google My Business.

 
“Small business marketing does not equal small ideas.” —  Ryan Cote.
 

Transcription

Barbara Hales:             Welcome, everyone. This is your host, Dr. Barbara Hales,  with another great episode on marketing tips for doctors.

Today we have the privilege of interviewing Ryan Cote. He’s the director of digital services and partner at Ballantine, a third generation family owned direct mail and digital marketing company based out of Fairfield, New Jersey. With Ballantine since 2003, a family owned business started in 1966 by his great uncle, Ryan now manages the growing digital marketing division.

Welcome, Ryan.

Ryan Cote:                  Hey Barbara. So happy to be here. Thank you.

Barbara Hales:             What a lot of our professionals are struggling with is how to find their target audience online. They say that you should concentrate on the social media platform where your audience is, but a lot of professionals don’t know where that is. So how would you recommend they find them?

Ryan Cote:                  There’s a couple of different ways you can find your audience online. There are slight nuances with the medical field, but we can talk through that. Really, there’s two ways: there’s through social media, like you mentioned, social accounts; and then also keywords, like what keywords is my audience using?

Facebook has gone through so many changes recently that there’s not as many interest selects available in Facebook, but there are still things that we can target. So, the first way would be going through Facebook, Instagram, and browsing through the different advertising selects. You know? Facebook has their advertising platform, and that’s what markers like us take advantage of. And even though they’ve stripped down what selects you have available, there is still plenty of interests that we can target. So that’s the first, that’s the first way, is building a presence on Facebook and taking advantage of their advertising platform and the different interests and various targeting selects so you can advertise your ads to. Facebook owns Instagram, so you can do the same thing on Instagram.

There’s LinkedIn too; I think, for the medical fields, probably less relevant. That said, maybe not because with LinkedIn you can advertise to … You have different job titles and different industries, things like that, like more of a business to business type advertising platform, but also you can advertise to people that are part of specific groups. So maybe if there’s a group that is targete