Electronicmarketing presentation 3.19.11_final (2)


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  • The one who gave you their e-mail address. Deepening relationships with existing customers, clients, and members so that you are doing more and more with them.What is electronic marketing? Boost customer communicationEmail newsletters are fast and inexpensive to create. So you can send them more regularly than paper ones. And email marketing1 puts you in customers' inboxes more accurately than regular email. So you'll avoid spam filters and be seen by more people. And you'll stay top of mind with people who want to hear from you. Talk to them with targetingWant to increase the impact of your email newsletters2? Segment your database and create smaller customer lists based on their interests. Then send more relevant and targeted messages to them. They'll be more likely to respond – and more likely to act on your emails. Get more referrals, more easilyEmail newsletters are easy to forward to other people. So your loyal customers can give their friends – new prospects for you – a risk-free peek at your business or organization. It's easy for these prospects to sign up for your mailing list3 when you put our "Join My Mailing List" button on your web site. And through regular communication, you'll turn those interested prospects into additional loyal customers.Get immediate response and actionIt's quick to send emails, and it's quick to see results with real-time reports4. You can even schedule email delivery for when your audience is most likely to check email, so you'll increase the likelihood they'll read it and take action. Track who reads and respondsSee who opened your emails, who forwarded them to friends, and even who you need to resend them to. You can also tell who clicked on which links in your emails, allowing you to understand what people are interested in reading about, and tailor your content to get the best response and most business. Save on paper and postageConstant Contact Email Marketing is affordable for any small business budget — prices start as low as $15/month! You can send as many permission-based email newsletters as you want. It's still the same low price. There's nothing to print, no stamps to buy, no envelopes to stuff, and no paper cuts.
  • What is electronic communication all about?It’s the new way you can communicate with your best #1 new potential patient – It’s about using your internal data base – the one you’ve been collecting emails on, sending out e-blasts with your monthly newsletter that contains upcoming events, specials , maybe new products, invitations to a seminar or maybe you’re now offering extended hours one night a month – it’s an ongoing communication with your beat new patient – the one you’ve already treated – who keeps coming back for more , the one you give Botox or Sculptra to, the one who comes to your spa. The one who has an on-going with list of procedures they would like to have.. It’s using email which is now utalized by 92% of the population or by engaging in social media – Facebook or Twitter , Facebook now has 600 million users or . It is targeted – going to people who have had some form of contact with you whether they’ve had a procedure or thinking about having a procedure and have actually given you their email address. It is cost efficient – how else could you send out 1,000 to 10,000 pieces of information for practically nothing And the reason I call them new is because they always have the choice of going to your competitor instead of coming back to you. I live in a big neighborhood and we have numerous events every month. Someone is always talking about how they would like to have some type of face lift, tummy tuck, liposuction, lip injections, or have you heard about the new fat freezing liposuction. Women in my age group are walking, talking testimonials of what’s on their mind right now, how can I loose weight or have it sucked out or how can I not look so tired and old. They want information about how to fix these things and it better be coming from you . There’s always the chance that one of these neighborhood girls One of their friends may talk about their plastic surgeon and forward a Facebook entry for their spa night instead of your patient forwarding their friends an invitation to one of your seminars.
  • How are you doing at collecting email addresses – growing your list?Is it a priority with your staff? Are they trained to ask for it ?The primary aim of your marketing efforts is to establish and maintain relationships. Today, it’s easier and cheaper than ever before – through electronic marketing. However, in order to do that – you have to have a good data base, of real potential patients, who have real friends, relatives, people they work with, go to church with…It all starts with the initial contact and goes from there – but you first have to get the information, key it in, store it in a reliable place and begin using it. It’s amazing how fast it will grow!List needs to continue to grow if you want to keep growing your business from itKeeping your patient coming to you instead of losing them to a competitorGetting them to tell their friends – a living testimonial who stays connected to you
  • Ask them to sign up everywhere on your web site, home page all the way to the last page. Let them know you won’t share their information – make them feel they’re safe with you!While you can and should include a contact form on your website in case people are so intrigued by what they find there that they willingly volunteer this information, it is generally more effective to ask for an email address after you have done something for them. In the brick and mortar world, for example, best practice suggests collecting email at the point of sale (“Would you like to receive news about upcoming events and in-store specials? Sign up for our mailing list)
  • I was recently in a women’s retail store and I don’t know why but I had some time to kill – I think it was New year’s eve and didn’t have anything that had to be done and I admit, I love to shop – just lookAnyway, I was close to the check out area, I they had some beautiful costume jewelry and I was just looking and of course could hear the check lady asking very diligently (she obviously had attended a training session offered by her company) “Would you like to sign up for our newsletter?” Just about every person immediately said ”NO” After hearing this over and over , I finally made up my mind and was checking out. Again, another lady was checking out in the next lane and the clerk says again, “Would you like to sign up for our newsletter?” Again, an immediate “NO” I could stand it no longer – I turned to the lady, showed her my VIP card and said “You know they send you all these coupons, notices of upcoming sales events – even this VIP card giving you an automatic %5 off every purchase – it’s really great”! Of course the lady says – oh yeah – sing me up! While the store had been good to get the clerk to at least ask they didn’t go far enough – with a reason of “What’s in it for me” Give people good reason to give you their email address ... there should be concrete benefits ...
  • What do you put in your newsletter each month? That’s usually not the problem – it’s narrowing it down to what do they really want to know – what will compel them to open and read – Start with a good subject lineMake sure they know it’s from you
  • With all the e-mails people receive everyday – will your subject line jump out at them will they feel compelled to open! Ask questions, make an offer
  • Post on your website the same piece you e-blast to your patients.Has the highest click to and patients stay on it longer than any other page.
  • Send a teaser with the specials listed and then linkto your website to give all the details
  • Send a teaser with the specials listed and then linkto your website to give all the details
  • It doesn’t have to be all specials – tell them about new products you have or feature other – educate and sell!
  • What do you put in your newsletter each month? That’s usually not the problem – it’s narrowing it down to what do they really want to know – what will compel them to open and read – Start with a good subject lineMake sure they know it’s from you
  • They came for a seminar, you spoke to a women’s group, even a Rotary meeting, send them a thank you incentive to come for a consult.What about those patients who came for a consult – thank them for coming, send them an incentive to go ahead and have the procedure
  • First you have to have a great website –There’s whole session on thatSocial Media campaign – Facebook Twitter – There’s a whole session on thatThis one is dedicated to reaching out to your data base with effective marketing through monthly newsletters, specials, special event notices
  • Send a teaser with the specials listed and then linkto your website to give all the details
  • Constant Contact will give you the statistics on your eblasts – how many opens, what percentage of all your eblasts were opened. You can see which campaigns were more or less successful. You can compare yourself with other like industries – For instance Medical Services have a 16% open rate, Salon/Spa 15%Crafts has the highest at 27% - maybe we she include a craft in our eblasts!For the ones I follow they range from anywhere from 18% to 30% and usually the monthly specials notice gets the highest opens
  • Is all this work worth it?Here’s some statistics on email marketing –This ROI is referring to just general retail spending – with that the case, what do you think it could mean to you? What’s the cost of an average procedure, injection, spa treatment?Create testimonila from your e-mail base – get them to “forward to a friend”
  • Use logos
  • Every time I attend one of my clients seminars, I find my self developing this ongoing “wish list” I actually do it subconsciously. I get re-excited about something – learn about something new that was probably already in the presentation last time but it wasn’t relative to me at the time – I hadn’t developed the problem yet! But as everyone grows older – their wish list changes and grows. That’s one of the things about being human – we’re in a constant state of change. With electronic marketing you can keep changing with them – keep them updated, aware and informed by just clicking a send and off your message goes– let them know you’re having seminars every month. Cosmetic surgery is kind of like buying a new car – you always would like to have one but the timing is just not right. Only about 3 % of the population is in the market to buy a car at any given time – same thing with plastic surgery – you’ve just got to be available when the timing is right – you’ve got to have presented yourself in a positive way so that you’re the one they call and come to. Keep your loyal patients loyal – regularly let them know you think they are wonderful. Reward them for coming to you for their maintence like Botox, and other injectable – encourage to come on a day or time that’s convenient for you by offering discounts. The goal is that when they think of looking great – you are the source they depend on because you offer the latest in cosmetic procedures, you’re the one stop source for keeping youngNever before could you keep your patient base continuously engaged with your practice than today with electronic marketing. It still requires the human touch – someone has to be updating your information constantly, encouraging them to come to you – and then you still have to be you when they do come.It's the easy, effective, and affordable way to keep your audience coming back!Email marketing helps you keep customers and prospects coming back—by using attractive, professional-looking email communications to stay in regular touch with them and build strong customer relationships. It's better and more effective than regular email.
  • Electronicmarketing presentation 3.19.11_final (2)

    1. 1. Electronic CommunicationBuilding & growing yourdatabaseOnline marketing Strategy Great Web-Site Social Media E-Mail Marketing Electronic Newsletters E-Blast Monthly Specials Happy Birthday Appointment reminders
    2. 2. Building & Growing Your Database Ask for email address On your website Seminar attendees Special events Call in’s Patient information forms
    3. 3. “Contact Us/E-MailSign-Up” on yourWebsiteMake it easy for patients to signup.
    4. 4. “Contact Us/E-Mail Sign-Up” on your WebsiteGive them an incentive An enter to win A coupon for a spa serviceA reason to sign up Going to receive monthly specials Notice of new products, procedures
    5. 5. ElectronicNewsletters Specials mixed in with news, skin care tips Invitations to special events Put a menu of all that in the newsletter that skips to area of interest Link to your Facebook, Twitter – ask them to “LIKE” you Link to your website Link to other websites of interest
    6. 6. E-BlastSubject LineMake sure yoursubject line stands out
    7. 7. Post on WebsitePost the same newsletteron your website that yousend to your patients
    8. 8. Specials E-blast/Newsletter Combo Short one-liners listing all your monthly specials and events Each topic links back to your website where more information is listed
    9. 9. Specials E-blast/Newsletter Combo Links from e-blast go to a longer version on your web page All details about specials, events, new products, etc. are listed here
    10. 10. IntroduceNew Products
    11. 11. Invite patients to aseminar, specialevent, Spa Day…
    12. 12. Thank YouSend patients thank you noteswith incentives to come for aconsult, discounts onservices, etc.
    13. 13. Great Web-SiteE-Mail Marketing• Electronic Newsletters• E-Blast Monthly Social Media Specials• Happy Birthday• Appointment reminders
    14. 14. Have aFacebookContest! Invite patients to like you on Facebook Offer an incentive Easy way to build on social media
    15. 15. How can you gauge?
    16. 16. Email Marketing 56% of consumers made an online purchase in 2009 after receiving permission-based email. Research has shown that “email marketing generated a return on investment (ROI) of $43.62 for every dollar spent on it in 2009 46% of those surveyed say they rely on email to share content with others, which is exactly what you want them to do.Source: MarketingProfs, Sept. 2010
    17. 17. Services You Can UtilizeConstant ContactSmile ReminderDirectForceYour web hostingcompany
    18. 18. Online Marketing Keep them dreaming and wishing! Keep your information fresh and new! People who have had plastic surgery and more likely to have it again