Are you in control of your online reputation? - A Digital Marketing and Online Communications Workshop

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Are you in control of your online reputation? - A
Digital Marketing and Online Communications
Workshop

• Simon Elleway and James Ramsden

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Agenda

• Introduction
• Why communicate with pet owners?
• What works
• Online marketing techniques
• How to measure
• Activities

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Your hosts an introduction

• Simon Elleway digital marketing expert
• James Ramsden content and communication expert

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Why communicate?

• Prospective clients want to find a vet, make
  the huge step to bring their pets to a particular
  vet
• Existing clients want you to guide them, give
  recommendations

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Prospective clients search for vets online

• WOM and Drive-by still number one
• 94 of all your new clients will look at your
  site
• Flow is WOM and Drive by leads to online
  search for your clinic leads to clinic visit
• One of our clinics gets 400 unique visitors per
  month
• One clinic surveyed got50 of their new
  clientsfrom the website

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For existing clients its a tough job

• Most of your clients want to do the right thing
• Most dont
• Why? Its too hard
• At least one task per month with no support
• Dental, Obesity, Behaviour etc..
• Lots of information in only 15 minutes
• Clinic difficult to access
• Very busy lives they dont think about the
  clinic again when they leave it
• .. this leads to poor compliance and loss of
  sales to other outlets vet clinic OTC parasite
  drop from 70 to 33 in recent survey

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The jewel that is the clinic

• You must be in front of your clients every month
• You have access to the best content available
• Your clients want to hear from you 95 of
  clients say YES to email newsletter and email
  reminders
• This is an ideal situation

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What clients want to hear

• Were dealing with LOVE
• What messages reinforce that?
• How the Pet Pack products deliver this
• A Newsletters what articles?
• http//news.petpack.com.au/newsletter.php?id734c_
  0_1b6a
• B Reminders why?
• http//www.admin.petpack.com.au/documents/Pet20pa
  ck20web/Morley_reminder.jpg
• CWebsites
• www.elthamvet.com.au

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Digital marketing techniques

• Search Engine Optimisation (SEO)
• Strategy, Plan, Action, Repeat
• Search Advertising
• New business market data
• Electronic Communications
• Electronic Direct Mail (newsletters reminders)
• Social Media
• Discoverable UGC, engagement

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Measuring digital marketing

• Analytics
• Who is coming to your site
• AdWords
• How theyre trying to find your site
• Webmaster Tools
• Your sites online reputation
• Page Rank
• Your position against chosen keywords

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Activities

• Survey attendees time 30 mins
• What communications and online marketing are you
  doing?
• Matrix on whiteboard
• Write local content 5mins to write, 25 mins
  discuss 30mins
• Website review time 1hr
• Age how old is your current website?
• Functionality what does your website do?
• Design what does your website look like?
• Navigation how does a visitor navigate your
  website?
• Content what does a visitor read and/or
  download while on your website?
• Ease of management can you control your own
  content?
• Social Media time 1hr
• Review Facebook pages of other clinics - Dos and
  Do nots

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(No Transcript)