GET THE MOST OUT OF THE DIGITAL WORLD. How to make your shop more visible online and drive more customers.

Transcription

1 GET THE MOST OUT OF THE DIGITAL WORLD How to make your shop more visible online and drive more customers.

2 AGENDA Introduction The Modern Consumer Getting the Basics Right Attracting Visitors Retaining Customers Questions and insights from you

3 INTRODUCTION Morten Ellegaard Hessellund ebusiness Director, Widex Global Joined Widex on May 1, Past: - Head of Global Online & Georg Jensen - Global Digital Marketing GN ReSound - Nordic Marketing

4 THE NEXT 45 MINUTES Inspiration and recommendations to getting more out of the digital world. How to use digital tools to drive more end users to your shops. Focus on free/almost-free, easy-to-use low-hanging fruits.

5 THE MODERN CONSUMER How changes in consumer behavior open up for digital opportunities.

6 WE ARE IN THE AGE OF THE CUSTOMER

7 HEALTHCARE COMMUNICATION: WE ARE MOVING FROM PATIENTS TO CONSUMERS Patients receive care, while consumers make daily decisions that have huge implications on their health, more so than even their genetics or environment. As costs are shifting to individuals (e.g., high cost deductible health plans), people are starting to behave more like true consumers seeking more information, taking greater responsibility for their health and shopping for health goods and services. Source: Forbes, Communicating With The 'Consumer' v. The 'Patient' In Healthcare, April 2016

8 TODAY S DIGITAL FIRST CONSUMERS

9 TODAY S DIGITAL FIRST CONSUMERS 19 Boomers spend 19 hours per week online

10 TODAY S DIGITAL FIRST CONSUMERS 19 Boomers spend 19 hours per week online 4/5 Use the Web to research health information

11 TODAY S DIGITAL FIRST CONSUMERS 19 Boomers spend 19 hours per week online 4/5 Use the Web to research health information 2/3 65+ adults are active on Facebook

12 INSIGHTS FROM WIDEX.COM 31% 69% 49% 61% of visitors are 60+ years old 37% 14%

13 THE DIGITAL OPPORTUNITY Attract Convert Retain

14 THE DIGITAL OPPORTUNITY Attract Convert Retain

15 THE BASICS: YOUR WEBSITE

16 YOUR WEBSITE Convenience, relevancy and purpose why does the user come to your site Means of contacting you: Phone number Online form or ? Booking system List your expertise areas Shop? Communicate the offer Make sure it works on mobile phones Search engine optimization? Keep it simple and professional! Facebook can be used as alternative.

17 5 WEB DESIGN NO-NOS IN Intro or splash page 2. Flash and/or forced music 3. Difficult to use or creative navigation 4. Using graphics for text (no SEO) 5. Animated gifs

18 5 WEB DESIGN NO-NOS IN Intro or splash page 2. Flash and/or forced music 3. Difficult to use or creative navigation 4. Using graphics for text (no SEO) 5. Animated gifs

19 TRACK YOUR VISITS Free tool: Google Analytics ( Anonymous data on visitors, advertising channels, behavior on the site. Tracking can help you improve your website. Advanced tracking of conversions - Goals in Google Analytics

20 TRACK YOUR VISITS Free tool: Google Analytics ( Anonymous data on visitors, advertising channels, behavior on the site. Tracking can help you improve your website. Advanced tracking of conversions - Goals in Google Analytics

21 TRACK YOUR VISITS Free tool: Google Analytics ( Anonymous data on visitors, advertising channels, behavior on the site. Tracking can help you improve your website. Advanced tracking of conversions - Goals in Google Analytics

22 TRACK YOUR VISITS Free tool: Google Analytics ( Anonymous data on visitors, advertising channels, behavior on the site. Tracking can help you improve your website. Advanced tracking of conversions - Goals in Google Analytics

23 TRACK YOUR VISITS Free tool: Google Analytics ( Anonymous data on visitors, advertising channels, behavior on the site. Tracking can help you improve your website. Advanced tracking of conversions - Goals in Google Analytics

24 TRACK YOUR VISITS Free tool: Google Analytics ( Anonymous data on visitors, advertising channels, behavior on the site. Tracking can help you improve your website. Advanced tracking of conversions - Goals in Google Analytics

25 ATTRACT VISITORS TO YOUR WEBSITE AND YOUR SHOP

26 GET ON THE MAPS GOOGLE MAPS Add your business to Google MyBusiness to show up in searches in Google and Google Maps Goto business.google.com and login with your Google Account (create one if you do not have one already) Add all your store details including Category. Click through the instructions and accept the verification mail notification.

27 GET ON THE MAPS GOOGLE MAPS Add your business to Google MyBusiness to show up in searches in Google and Google Maps Goto business.google.com and login with your Google Account (create one if you do not have one already) Add all your store details including Category. Click through the instructions and accept the verification mail notification.

28 GET ON THE MAPS GOOGLE MAPS Enrich your profile by adding photos, logo, opening hours, additional categories, etc. After verification (often sooner), your shop will show up in Google Maps and in Google Searches. Price: Free!

29 GET ON THE MAPS GOOGLE MAPS Enrich your profile by adding photos, logo, opening hours, additional categories, etc. After verification (often sooner), your shop will show up in Google Maps and in Google Searches. Price: Free!

30 GET ON THE MAPS GOOGLE MAPS Enrich your profile by adding photos, logo, opening hours, additional categories, etc. After verification (often sooner), your shop will show up in Google Maps and in Google Searches. Price: Free!

31 GOOGLE SEARCH 1 1. Paid Search results (AdWords) Organic Search results (SEO) 3. Google Maps (location-based) 1

32 GOOGLE ADWORDS Paid advertising to get to the top in Google Search results. Cost-per-Click (CPC) you only pay when a user clicks on your ad. Cost is auction based Rule of thumb: $1-2 USD per click Can be targeted geographically Use the Keyword Planner to identify keywords Free to use, but you pay per click

33 GOOGLE ADWORDS Paid advertising to get to the top in Google Search results. Cost-per-Click (CPC) you only pay when a user clicks on your ad. Cost is auction based Rule of thumb: $1-2 USD per click Can be targeted geographically Use the Keyword Planner to identify keywords Free to use, but you pay per click

34 GOOGLE ADWORDS Paid advertising to get to the top in Google Search results. Cost-per-Click (CPC) you only pay when a user clicks on your ad. Cost is auction based Rule of thumb: $1-2 USD per click Can be targeted geographically Use the Keyword Planner to identify keywords Free to use, but you pay per click

35 GOOGLE ADWORDS Paid advertising to get to the top in Google Search results. Cost-per-Click (CPC) you only pay when a user clicks on your ad. Cost is auction based Rule of thumb: $1-2 USD per click Can be targeted geographically Use the Keyword Planner to identify keywords Free to use, but you pay per click

36 GOOGLE ADWORDS Paid advertising to get to the top in Google Search results. Cost-per-Click (CPC) you only pay when a user clicks on your ad. Cost is auction based Rule of thumb: $1-2 USD per click Can be targeted geographically Use the Keyword Planner to identify keywords Free to use, but you pay per click

37 GOOGLE ADWORDS Paid advertising to get to the top in Google Search results. Cost-per-Click (CPC) you only pay when a user clicks on your ad. Cost is auction based Rule of thumb: $1-2 USD per click Can be targeted geographically Use the Keyword Planner to identify keywords Free to use, but you pay per click

38 GOOGLE ADWORDS DO S AND DON TS Do s Be very focused to get your message through within the character limits. Don ts Don t pick too broad keywords just to get more traffic. Create and optimize landing pages on your website for campaigns. Test and track to adjust campaigns. Consider getting local expert assistance Promotions, discounts, freebies work well Don t try to outbid your competitors. Don t define location too broad. Do not bid as high as Google suggests. Don t forget to use a negative keywords list.

39 OTHER FORMATS Google Shopping Ads (Product Listing Ads) Requires quite detailed product information, including price Pay-per-click Remarketing ads through the Google Display Network Ads are being displayed to users who have visited your website Pay-per-click

40 OTHER FORMATS Google Shopping Ads (Product Listing Ads) Requires quite detailed product information, including price Pay-per-click Remarketing ads through the Google Display Network Ads are being displayed to users who have visited your website Pay-per-click

41 OTHER FORMATS Google Shopping Ads (Product Listing Ads) Requires quite detailed product information, including price Pay-per-click Remarketing ads through the Google Display Network Ads are being displayed to users who have visited your website Pay-per-click

42 OTHER FORMATS Google Shopping Ads (Product Listing Ads) Requires quite detailed product information, including price Pay-per-click Remarketing ads through the Google Display Network Ads are being displayed to users who have visited your website Pay-per-click

43 FACEBOOK ADVERTISING Great for reaching people in the discovery phase. Lower conversion rates, but bigger opportunity compared to Google AdWords. Great targeting opportunities. Budget fixed per day or for the campaign.

44 FACEBOOK ADVERTISING Great for reaching people in the discovery phase. Lower conversion rates, but bigger opportunity compared to Google AdWords. Great targeting opportunities. Budget fixed per day or for the campaign.

45 FACEBOOK ADVERTISING Great for reaching people in the discovery phase. Lower conversion rates, but bigger opportunity compared to Google AdWords. Great targeting opportunities. Budget fixed per day or for the campaign.

46 FACEBOOK ADVERTISING Great for reaching people in the discovery phase. Lower conversion rates, but bigger opportunity compared to Google AdWords. Great targeting opportunities. Budget fixed per day or for the campaign.

47 FACEBOOK ADVERTISING Great for reaching people in the discovery phase. Lower conversion rates, but bigger opportunity compared to Google AdWords. Great targeting opportunities. Budget fixed per day or for the campaign.

48 FACEBOOK ADS DO S AND DON TS Do s Dertermine your objectives and metrics before launching your campaign. Don ts Don t write too much or make it too complex. Facebook users attention span is very short. Make sure the image stands out. Use targeting to reach a relevant audience. Create landing pages on your website that matches the look and feel of the ad. Don t try to sell people something right away unless you have an exclusive offer for them. Don t use an image that is more than 20% text. Use the Facebook Text Overlay Tool to verify. Don t forget to proofread your ads. You message should resonate with your audience and have a clear call to action.

49 BANNER ADVERTISING Also called Display Advertising. Some standard formats, but often defined by the publisher. A lot of creative possibilities. Different price models: Cost per thousand impressions (CPM) Cost per click (CPC) Cost per action (CPA) Fixed price Clickthru rates (CTR) are usually very low (less than 1%) Drivers: Promotions, bundles, special offers Banner advertising can lead to more searches.

50 BANNER ADVERTISING DO S AND DON TS Do s Have a clear call to action like Book an appointment or Claim your offer. Have a clear message and use an easy-to-read font and make the ad stand out visually. Create landing pages on your website that matches the look and feel of the ad. Ask the site publisher for data on traffic, demography, avg. clickthru rates and geographical coverage. Don ts Don t get too flashy. Moderate animation is fine. Don t place your ad on just any site, but consider the relevance for your target group. Be careful with looping banners. They tend to be perceived as annoying. Don t place your banners on crowded websites or on sites with poor credibility. Do the math! Are you getting a good deal?

51 AM I GETTING A GOOD DEAL? Calculation Example Campaign Budget $10,000 USD CPM (Cost per thousand impressions) 20 No. of ad impressions 10,000/20*1, ,000 Est. clickthru rate (CTR) 0.1% No. of clicks (=visits) 0.1% of 500, Cost per click (CPC) / visit to website 10,000/500 $20 USD Visit-to-customer conversion (estimate) 5% No. of new customers 5% of Cost per new customer 10,000/25 $400 USD

52 YOUTUBE The World s second largest search engine. Owned by Google. Consumers are actively searching for information and reviews as part of their research. An opportunity to showcase skills and competencies while communicating directly with consumers. Opening your own channel requires a Google Account (free). Be prepared to reply to comments.

53 RETAINING CUSTOMERS How to ensure that customers come back to buy accessories, batteries or their next hearing aid.

54 MARKETING Cost-efficient channel. Opportunity to increase re-purchase and/or upsell e.g. accessories and batteries. Use an service like MailChimp ( to ensure your s do not end up in spam filters. Be as personal as possible and communicate relevant offers, promotions, etc. Make catchy subject lines.

55 FACEBOOK / SOCIAL MEDIA Use your Facebook Page to stay in contact with your customers. Communicate offers, upgrades, event, etc. Make sure your page is updated with opening hours, phone number and other relevant information. Be prepared to receive comments from users and answer them quickly. Use Facebook advertising to promote your posts. Free channel, but can be time-consuming.

56 SUMMING UP The modern self-researching consumer opens up new opportunities for digital communication. Start by ensuring your website and/or Facebook Page is updated and ready to convert visitors to customers. Attract visits to your site through reach channels like Google AdWords and Facebook. Make sure you track and test to improve. Stay connected to your customers through marketing and/or social media.

57 QUESTIONS? Morten Ellegaard Hessellund ebusiness Director, Widex Global