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The Why and How of Digital Marketing

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This presentation, as delivered by Simon Elleway of ninety four digital in Adelaide, explains (to members of the Australian Veterinary Practice Managers Association (AVPMA) how vet practices can adopt digital marketing tactics to get found online.

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The Why and How of Digital Marketing

  1. 1. Marketing your vet practice online The why and the how
  2. 2. 60% of people on Facebook use it to stalk their ex...
  3. 3. there are 5 million facebook users in Australia
  4. 4. if Facebook was a country… it would be the 5th largest in the world
  5. 5. the average computer user blinks seven times per minute... less than half the normal rate of 20
  6. 6. Google’s AdWords revenue in 2009 was US$23,000,000,000 that’s just under A$23 billion
  7. 7. you’ve got just 8 seconds to grab a reader’s attention. otherwise they’ll…
  8. 8. digital is now
  9. 9. Agenda • Who am I? • Digital marketing explained • Your Web Site • Social Media • The Punchline
  10. 10. Who am I? • I am the only Simon Elleway on the planet • Once upon a time, 5 years ago in the US… • Now, digital strategist with ninety four digital
  11. 11. Who are you? I’m guessing, one of three things: 1. What on earth is this all about? 2. I have a web site, and I vote 3. I give it a nudge (the online gig that is…)
  12. 12. Digital Marketing (DM)
  13. 13. DM - A text book definition • There are other words, mine is DM – Online marketing – Social marketing – Inbound marketing • DM is all about getting found online – What’s your Unique Selling Point? • Interrupt Vs. digital – check it • Who found who?
  14. 14. DM - Benefits • Inbound Vs. outbound • Reduce costs with improved targeting • Provide better response and alternative advice platforms • Build closer relationships through a new channel • Be available to potential customers when they need help • Provide services outside the geographical reach of your clinic • Increase customer billings at a lower cost per acquisition
  15. 15. DM - What does it comprise? 1. Search Engine Optimisation (SEO) • What’s your Unique Selling Point? 2. Search Engine Marketing (paid search, PPC…) 3. Communications (Electronic Direct Mail {EDM}, Blog) 4. Social (Facebook, Twitter, YouTube, LinkedIn, flikr…)
  16. 16. DM – What does it require? • Commitment (it won’t happen overnight…) • Time (this is not a spare time add on) • Money (it’s just another channel) • Skills (DIY Vs. outsource) • Content (it’s king) • Responsiveness (you need a pulse)
  17. 17. DM – Why do it? • Reputation? Maybe. • Brand awareness? That’s part of it. • Commercial success? Yes. The online market place is not overrun with high end vet clinic web sites.
  18. 18. The sales funnel Digital mucks about down here When people search in Google - they are “giving you permission” to talk to them
  19. 19. Q & A • How many of you have a web site? • Do you attribute sales to it? • ROI Vs. other marketing activities? • Could it do more for your business?
  20. 20. DM – Do I have to do it? • The 90%+ rule • Your DM efforts are easy to measure • Market profiling made easy • ID and own your niche • Complimentary to other methods
  21. 21. DM - A SERP tour
  22. 22. DM – Things to watch for • Organic results • Business listings • Sponsored listings • Business directory listings • Organic result paired with paid • Action oriented copy • Customer commentary (UGC)
  23. 23. DM – A live experiment • Vet clinic <<suburb>> • After hours vet clinic <<suburb>> • Emergency vet clinic <<suburb>> • Pet medicine • My dog is limping
  24. 24. Analytics • Think • Activate • Review • Repeat
  25. 25. Analytics
  26. 26. Your Website (YW)
  27. 27. YW – Hot or not? • Results against trial searches • The skin – Navigation – Copy – Functionality – Design
  28. 28. YW – Hot or not? • Under the hood – Site structure (metadata – information about information) – Analytics – Web master tools – Content management system
  29. 29. YW - 5 things it must have 1. A reasonably modern appearance 2. Strong call(s) to action (Contact Us) 3. Logical arrangement of minimal information (irreverent and friendly) 4. Properly defined metadata 5. Properly structured navigation and content (puppy school)
  30. 30. YW - Homework… • Review your site’s visibility against logical keywords • Check for metadata • Check your “cached date” • Check for Google business listing • Check for other business listings • Check for products, services, team member profiles, location information
  31. 31. Social Media (SM)
  32. 32. SM - A text book definition • Social Media is all about finding and engaging with your customer community, in a commercially viable way, online. It’s a cocktail party out there
  33. 33. SM - Business Directories • Google business listing (Google Places) • Yellowpages.com.au • HotFrog.com.au • TrueLocal.com.au • Other vet specific directories and forums
  34. 34. SM - Electronic Direct Mail • Take your current newsletter to the next level • HTML – looks good, efficient and effective • Real time feedback on open rates and interactions • A note on auto-responders (immediate and scheduled reminders)
  35. 35. SM - Blogging • Own your chosen keywords • Establish and control your reputation • Engage your community • Feel all warm and fuzzy
  36. 36. SM – The usual suspects • Facebook (Salisbury Hwy, ParaHills) • Twitter (limited vet clinic visibility) • YouTube (schools and hospitals…) • flikr • Digg • Etc…
  37. 37. The Punchline… • As a minimum… – Get yourself a solid web site – Lock in your business directory listings • Beyond that, choose your strategy carefully • Plan it • Up-skill and resource it • Activate • Monitor • Change and re-activate

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