ReShape Social Media and Digital Advertising Tool Kit

Transcription

1 ReShape Social Media and Digital Advertising Tool Kit 1

2 Table of Contents This tool kit was developed to help ReShape practices understand the value of online marketing through digital and social channels. A pragmatic guide to selecting digital and social platforms, developing ads, and optimizing placements, we ll walk you step-by-step through the process to help you get started. Before You Begin... 3 The ReShape Nationwide Advertising Campaign... 3 Why Advertise on Digital and Social Media... 3 Is Your Website Ready... 4 Marketing Strategy: Content Marketing... 5 Section One: Digital Marketing... 7 Search Engine Advertising... 8 Banner Ads...11 Retargeting Ads...14 Online Radio...18 Section Two: Introduction to Social Marketing Facebook and Instagram Twitter Section Three: Best Practices Website Best Practices Engaging Call to Actions Patient Conversion Continued Outreach

3 Before You Begin The ReShape Nationwide Advertising Campaign To support your marketing efforts, ReShape Medical is currently running a nationwide online advertising campaign. All advertising in this campaign features a prominent call-to-action that directs prospective patients to the ReShape website (ReShapeReady.com). On the website, patients can learn more about the procedure, view before and after photos, hear testimonials, and understand if they are a good candidate for the ReShape Procedure. We are regularly expanding our online outreach to grow awareness and attract more patients. To connect prospective patients with practices in their area, the website features both a Physician Finder and 24/7 Live Chat. To date we ve already connected hundreds of patients with practices! Why Advertise on Digital and Social Media Digital and social media channels offer practices opportunities to reach highly targeted audiences. Targeted audiences help practices reach their relevant prospective patient by focusing their advertising efforts towards specific demographic groups, psychographic (behavioral) profiles, and geographic areas. It s possible to try a number of digital channels at once without a major upfront investment to determine which works best for you. Because digital channels typically provide metrics associated with your campaign (tracking clicks on an ad, for example), it can be easier to determine the optimal mix for your practice. Marketing Activities: Lead/Cost Matrix Investing in marketing helps drive prospective patients to your practice, but costs can scale quickly. The chart below shows the relative costs of different marketing tactics and the expected return on investment (in patient leads). Because costs and leads are highly variable by region, specific dollar amounts and projected returns are not included. A local marketing agency or media contact can provide specific recommendations for your area. Number of Leads (Anticipated) Updated Website Existing Patients Referral Source Marketing Digital Public Relations Geotargeted Advertising Broad Awareness- Driving Advertising Minimum $ Investment Maximum $ Investment Web Copy Images Videos Banner Ads and Touts Patient Seminar Video Referral Patient Introduction Letter Template Tri-fold Referral Brochure Referring Physician Introduction Letter Template Tri-fold Referral Brochure Social Media and Online Advertising Tool Kit Facebook / Instagram Twitter YouTube Yelp Pandora SEO Overview SEA Keyword List and Sample Ads Banner Ad Templates FAQs Issues Overview Customizable Press Release Procedure Animation Video News Release B-roll and Images Print Ad Templates Billboard Templates Online Radio Ad Scripts Print Ad Templates Billboard Templates Live Read Radio Ad Scripts 3

4 The Challenge of Going Online Although online campaigns offer a number of benefits to practices, the multitude of options can be overwhelming. This guide is a great starting point to help you get your marketing campaign up and running on several primary digital platforms. If you are ready to expand beyond the options included here, it may be helpful to talk to a local marketing agency with digital expertise to help guide your online efforts. Please note: This guide is intended to provide an overview, instructions, and considerations to help your practice implement an online marketing campaign. This guide does not guarantee campaign performance. Additionally, the various platforms included in this guide are frequently updating their offerings. If an option or suggestion listed in the guide is no longer available, please let us know by ing marketing@reshapemedical.com. Is Your Website Ready for an Online Marketing Campaign? If you implement a successful online marketing campaign, the prospective patients you attract are highly likely to visit your practice website. Make sure that patients can find the information they are looking for easily and get in touch with your practice to schedule a consultation. What does a good website look like? The practice should seem credible and experienced the web design looks current and site navigation is easy There are clear, direct opportunities to contact your practice on the home page, and throughout the site The practice phone number is prominent and ideally, there is an option to the practice For more advanced practices: live chat and/or online appointment booking is available ReShape is added prominently on the home page Ideally, you can see ReShape without scrolling down the page If included in a slider (rotating panels at the top of the web page): oo A good rule is to limit the number of sliders to 3-4 oo Make sure ReShape can be seen somewhere else on the home page, since sliders can be easily missed Banners/buttons: Adding a permanent banner or button that links to the ReShape page will help site visitors find the content they are looking for A ReShape section or page should be created within the navigation This can be added under procedures but ideally would stand alone It will be confusing to patients looking for a non-surgical option if ReShape is added in a menu under surgical procedures The ReShape page should contain multimedia assets, such as patient testimonials, animation, and content Financing options should be clearly identified on the site 4

5 Marketing Strategy: Content Marketing What is it: A strategic marketing approach focused on creating and distributing valuable and relevant content to attract the target audience Communicating with your target audience in a way that does not feel like selling, but rather providing information that helps inform or educate the audience Why pursue content marketing? Content marketing is a more subtle, less intrusive, and less salesy approach to marketing. In this marketing channel, the primary objective is to communicate to the end user that you re the expert and therefore providing them with valuable information. Content marketing can incorporate many marketing channels, such as social media posts, newsletters, videos, webinars, or in-person seminars and events. Think of content marketing as more of an approach to reaching potential patients, as opposed to one specific tactic. Getting Started The most successful online and social media campaigns are centered on providing quality content to the end user. As you develop your marketing plans, it s important to understand your audience, goals, and how you want your brand to be portrayed. Based on consumer research, the most likely ReShape patient has the following profile: Female, between 22 and 44 years old, with BMI Higher household income (> $85,000) Educated (Bachelor s or higher) Actively looking online Ready to act immediately (will want to move quickly to have the procedure once he/she knows it s available) Generally just as interested in the procedure if offered at $6,000 or $9,000, especially if the payments can be financed to a lower monthly charge With this patient profile and your own goals and objectives in mind, you can start to develop a plan for contentbased marketing. When developing this plan, it s important to consider the resources you have available and the commitment you re willing to make. For example, will you be able to dedicate a member of your staff to push new content out once a day, once a week, once every other week? Based your resources, pick tactics that you know you can consistently deliver on. Based on level of consistency, ideas you can pursue include: Consistency Required Less Consistency Needed Consistency is Not Required Social Media (i.e., Facebook or Twitter) Blog (on your website) enewsletters or eblasts Webinars (i.e., online patient seminars) Videos Newsletters (i.e., patient success stories, weight loss/healthy living articles) In-person events (i.e., patient seminar) After selecting the tactics you want to pursue, put together a list of topics you want to cover as well as a calendar for execution. 5

6 Native Ads Native Ads are a type of advertising where the user experience matches the platform in which they are placed. Common examples of native ads are Search Engine Advertising (SEA), such as Google AdWords, or promoted posts on Facebook. With Google AdWords the ads appear at the very top of the page, just before other search engine results. In Facebook, the ads appear within the Facebook Newsfeed. Since native ads are integrated with actual web page content, they offer a higher level of reader attention. In fact, a recent study shows that native ads appear to receive two times more visual focus than banner ads. 1 When developing native ads, the ad text, keywords, and logos are critical. Given the nature and placement of native ads, users are more focused on the text in native ads than the thumbnail image. 1 As you develop your ad copy, keep in mind that the text and logos used in your ads not only represents your brand, but can also subconsciously influence brand perception. Make sure that you re strategic in your word choice, selecting key words that you want the audience to associate with you and your practice. Additional details on incorporating the common forms of native advertisement, such as SEA and sponsored Facebook posts, are included in Sections 1 and 2 of this guide. Tracking In the next few sections of this guide, we ll review key metrics for each deliverable. Below is a general overview of metrics you should be reviewing upon implementation of an online marketing strategy. Google Analytics: Use Google Analytics to track which pages and posts are generating the most traffic. Based on this information you ll know what your audience is most interested in and you can tailor your content to match. Social Media Data: Similar to Google Analytics, you ll want to track which topics are being liked or shared on your social media platforms. For additional detail on social media tracking, refer to Section 2 of this guide. Webinar/Seminar Attendance: Track the number of people that register for and attend your webinars/seminars. 1. Sharethrough. (2015). A neuroscience perspective: Assessing vital focus, message processing & the ability to strengthen associations through mobile native advertising. San Francisco, CA. 6

7 SECTION ONE Digital Marketing Search Engine Advertising Banner Ads Retargeting Ads Online Radio 7

8 Section One Digital Marketing Search Engine Advertising Search Engine Advertising (Also known as: SEA, Pay-per-click, PPC) What is it: SEA ads appear at the top and bottom of the search engine results page and look very similar to non-paid search results, but they are indicated by a small Ad symbol or type preceding the result Each advertiser bids on the amount they are willing to pay per click Your ranking on the page within the ad listings is determined by the amount you bid, as well as the relevance of the content on your site Note: The more content related to popular search terms that appears in the content of your site, the higher your ad will rise. For this reason (and many others), it is critical to update your practice website with information about the ReShape Procedure and gastric balloons. The difference between SEA and SEO: If you have considered search engine advertising (SEA) in the past, you may have also heard the term Search Engine Optimization or SEO. Although this term is also related to search engines, SEO is simply the organic results that appear under the ads. Your placement within these results is primarily based on the relevance of the content on your website. Your goal should be to appear on the first page of results, as close to the top as possible. The best way to improve your position within the organic search results is to ensure your site offers robust content related to ReShape, gastric balloons, and weight loss. Tip: Multiple options for ReShape content can be found in the ReShape Marketing Resource Center. Why pursue Search Engine Advertising? SEA is one of the most cost-effective marketing channels that a business can use to drive web traffic to their website. Much of online activity begins at a search engine, even if the web address is already known or familiar. Search engines have worked to make the advertising more streamlined within the organic results, and paid results are the first results visible within a web search. Although there are many search engine options, Google is by far the most popular, with nearly 70% of computer-based and over 95% of mobile search traffic. Getting Started: Getting your Google Search engine advertising account started is a fairly simple, streamlined process. Start here: Google will walk you through the steps of initiating your account: 1 2 Provide basic contact and website address Define ad parameters 8

9 Section One Digital Marketing Search Engine Advertising Daily budget Location: Enter your city, state, or region. By clicking on Advanced search, you can access Radius Targeting to select all areas within a certain distance of your practice. Networks: Click here to deselect Display Network if you do not wish for your ads to appear on Google content sites. 9

10 Section One Digital Marketing Search Engine Advertising Keywords: Add search terms here. A list of suggested keywords are provided in the ReShape Marketing Resource Center. 3 Set your bid: Google will do this automatically for you Write your ad Enter your billing information Review your campaign Tip: Free support is available at: for all campaigns over $10/day. Monitoring Your SEA Program Google provides detailed dashboards to help you optimize your campaign. During the first month of your SEA campaign, you should review the dashboards once a week to review your ad performance. You will be able to see how your ads rank compared to others bidding on the same keywords. You can also see which keywords and ads are most effective at attracting clicks to your site. You can adjust the amount that you spend on each keyword and refine your ads to improve performance in your market. After the first month, you should only need to check your ad metrics every other week to make sure that your ads are still performing well. 10

11 Section One Digital Marketing Banner Ads Banner Ads (Also known as: Display Ads) What is it: Banner ads are ads that display for your product/practice on other websites Ads can be purchased from the website owner directly, however, due to the sheer number of websites, this approach is challenging and unrealistic for most practices The Google Display network offers ad placement on 2 million websites (including YouTube), videos, and apps Sites within the display network reach more than 92% of internet users Settings within the network ad tool enable targeting of site visitors with specific likes and interests (based on keywords lists and topics) Banner costs based on impressions; text ads are cost per click (CPC) Why Pursue Banner Ads Banner ads are typically inexpensive, but keep in mind that click through rates are typically under 1%. Generally, these ads are more effective at driving awareness among prospective patients than direct clicks. 11

12 Section One Digital Marketing Banner Ads Getting Started: The easiest way to start running banner ads is to add a campaign to your existing Google AdWords account. Start here: Google provides step-by-step instruction to create a campaign. Create a new campaign: 1 Start in your Google AdWords Dashboard 2 Select the new campaign, and select Display Network Only 3 4 Name your campaign, e.g, ReShape Display Marketing objectives Ideally, you want prospective patients to take action on your website if you have a contact form on the site, or call your business The selections you make in this section will impact how you pay for ads and the settings offered. For example, if you choose a goal from the drive action section, you will be asked to set pricing based on the cost per click. If you select Build awareness the budget will be set by vcpm, or cost per thousand impressions (views) 12

13 Section One Digital Marketing Banner Ads 5 Location: Enter your city, state, or region. By clicking on Advanced search, you can access Radius Targeting to select all areas within a certain distance of your practice Language: Google will provide recommendations based on geographic selection Bid Strategy and Budget Select the bidding option you prefer. Often, manual bidding is easiest to control how much you want to spend per click. You can always update if you are not getting enough clicks. Next, create your ad groups Enter the ad group name, e.g. ReShape Display Ad Set your max vcpm or CPC bid Choose how to target your ads Select display keywords (you may need to click on Use a different targeting method to access this section) Enter the relevant keywords (the ReShape Marketing Resource Center provides a list of relevant keywords) You can narrow your targeting further, if you choose, but it is not necessary (if you choose to narrow your target, start with demographics, and then consider topics ) Targeting Optimization: AdWords can optimize your campaign and extend your reach (select the option that you prefer) Now, you will create your ads Select the Create Ads tab If you have an ad created, you can upload it under image ads If you do not already have an ad created, select the Display Ad Builder tab and use the Google Ad generator tool The tool will ask you to provide a website to source content and images; you can provide the ReShape page of your site, or use ReShapeReady.com Activate your campaign, and track performance Tip: Animated banner ad templates are available in the ReShape Marketing Resource Center. These can be customized by anyone familiar with Flash programming to include your practice information. Key Metrics for Banner Ads Impressions: Impressions are used in banner advertising, which often pays on a per impression basis. Oftentimes, these are measured by Cost Per Mille (CPM), where mille refers to 1,000 impressions. Click-Through Rate (CTR): CTR is the number of clicks generated per impression of a banner ad. This number is expressed as a percentage, CTR = (clicks/impressions). 13

14 Section One Digital Marketing Retargeting Ads Retargeting Ads (Also known as: Site Retargeting, Social Retargeting, Remarketing) What is it: Banner ad displays promote your practice on other websites (similar to banner ads); however, remarketing ads are shown to people who have previously visited your web page Ads can be served on sites around the web and social media sites (Facebook, Twitter) Retargeting campaigns require that you add a small amount of code to your site s programming so site visitors can be identified If running a retargeting campaign, it is best to focus the ads to visitors of specific pages on your site, e.g. your ReShape page, vs. all site traffic Why Pursue Retargeting Ads Many of your site visitors will conduct online research prior to making a decision to contact your practice for consultation. Retargeting ensures that these prospective patients are reminded of your practice and ReShape when they are ready to move forward. Getting Started Many online sources offer retargeting programs. AdRoll is one of the most popular, with easy start-up, targeting options, and comprehensive offerings. Start here: AdRoll will walk you through the steps of initiating your account: 1 Select TRY IT OUT 2 3 Provide basic contact information and your website address Add the Pixel code provided by AdRoll to the ReShape page of your practice website You will likely need to engage your website programmer to add this code to your site s programming, unless you are experienced with web programming 14

15 Section One Digital Marketing Retargeting Ads 4 Upload or create ads select Request 7 free ads to have the team at AdRoll develop your ads for you. You can also skip this step and upload ads later when you launch your campaign. To create ads with the AdRoll Team: Assets and sample banner ads are provided in the ReShape Marketing Resource Center Sample banner ads are provided in the ReShape Marketing Resource Center. Download the files to your computer, then drag and drop them into the AdRoll interface to help them get started. Click Request Ads here, or in the Add Ads section of the campaign setup. Fill in the requested information. Your ads should be ready in approximately 3 days. 5 Set campaign parameters (to serve ads on websites across the internet and/or Facebook) Budget Set daily or weekly maximum spends For websites, based on your selection, AdRoll will calculate the approximate number of unique site visitors you can expect to attract Bid Strategy (Websites Only) The easiest choice here is to have AdRoll Automatically Balance Reach and Performance AdRoll will automatically adjust your account settings to optimize the number of people that see and click on your ad. 15

16 Section One Digital Marketing Retargeting Ads If you prefer, you can manually set your bid strategy to drive clicks or drive impressions. To learn more about these options, select Learn More. Campaign Goal (Facebook Only) Select Clicks to Website to drive site traffic. Duration: the number of months your campaign will run Location By selecting Custom Locations in the drop down list, you can either enter zip codes to target or exclude, or indicate your country, region, metro, or city. Networks 16

17 Section One Digital Marketing Retargeting Ads 6 Select visitor segments Please note: If your entire website is dedicated to your ReShape offering, then simply select choose existing from the drop down menu and select all visitors in the pop up window. If your practice website is not a dedicated ReShape site, it s a good idea to create a new user segment so your ReShape retargeting ads are reaching the site visitors who are specifically interested in the ReShape Procedure. Here, you will want to make sure that you are targeting only your site visitors who have visited the ReShape-relevant pages of your site. To select these visitor segments, select create new in the drop down menu. In the window that appears, name your segment (ReShape, for example), and set the segment type and rule. It is recommended that you select URL segment, and enter the web address for the ReShape page of your website. This will ensure that only site visitors who visit your ReShape page are shown the ReShape ads. 7 Enter payment info 8 Launch campaign 9 Monitor and optimize Track your campaign performance on the AdRoll dashboards. To enhance your campaign, improve performance, or troubleshoot issues, visit the AdRoll help center at or call ADROLL Key Metrics for Retargeting Ads Lead Conversions (Cost-Per-Lead): Lead conversions are the number of leads that can be directly attributed to your retargeted ad campaign. 17

18 Section One Digital Marketing Online Radio Online Radio (Also known as: Pandora, Spotify, Apple Radio, Google Radio) What is it: Online, streaming radio through multiple sources, supported through either user subscriptions or advertising Online radio is available on desktop, mobile, and automotive platforms Why Pursue Online Radio? For areas with larger populations, online radio offers affordable entry into radio advertising. Online radio advertising campaigns can also be targeted to specific counties, cities, or zip codes. Getting Started Of all online radio services, Pandora has the highest brand awareness, and highest usage at 81.1 million active monthly users. Additionally, less than 5% are paid subscribers, which means that 95% of listeners also hear ads, and that Pandora is highly dependent on ad revenue. This means Pandora is very willing to work with advertisers to create campaigns that are effectively targeted to the target demographic. 1 Contact Pandora to connect with an advertising sales representative Contact Online Visit Complete the contact form to be contacted by a representative Contact by phone or ReShape has an existing relationship with a Pandora representative who is familiar with the demographic targeting for potential ReShape customers: Natasha Hammond Account Representative Pandora 2100 Franklin St. Suite 700, Oakland, CA w m nhammond@pandora.com 2 Determine targeting You will want to work with the Pandora representative to define an optimal target audience based on your budget. The ReShape Marketing Resource Center provides an overview of the demographic profile of the most likely ReShape patient. This may help you narrow your advertising. Demographics include: Age Gender Household Income Location County, State, and Zip Codes may all be used, although using Zip Codes will increase your cost per ad Interests For display ads (banner ads), Low Fat and Diet Shoppers is the most relevant Pandora interest group 3 Determine format You can select audio, display, video, or a combination of the above Audio and video can be provided in :15 or :30 second formats 18

19 Section One Digital Marketing Online Radio 4 Develop creative Visit the ReShape Marketing Resource Center to download assets, including images, logo, and radio scripts. The ad formats you may need to create are: Radio/video ad: The team at Pandora can help you create your audio spot, if you provide a script. Talk to your representative for further details. Tile and standard banner, web and mobile Download specs here: specs-2-1.pdf Remember: Use a specific phone number to track call volume from the ad. It should be as easy to remember as possible (repeating numbers tend to work best) Repeat your phone number or website at least 2-3 times per ad 5 Activate your campaign 6 Track metrics (calls and clicks) Key Metrics for Online Radio Impressions Delivered: When an ad is fetched from the online radio ad server and is countable. Impressions are the number of opportunities a listener could interact with your ad. Clicks: The amount of listeners that have clicked on your ad. Click-Through Rate (CTR): The percentage of people that actually clicked on the ad and were directed to your web page via a hyperlink. 19

20 SECTION TWO Introduction to Social Marketing Facebook and Instagram Twitter 20

21 Section Two Introduction to Social Marketing Introduction to Social Marketing Social media platforms have grown in the last decade to become a major force to drive online engagement. They also provide accessible opportunities to promote your practice and the ReShape Procedure to highly targeted audiences. With scalable budget options and multiple ad formats, it s easier than ever to develop your social marketing campaign. Key considerations before you get started: Social media platforms were initially built specifically to encourage conversation and communication between users. As advertisers, it s important to be aware that when you post or place ads on these platforms, other users will be able to add comments, share your ad with their friends, or contact you directly. Tip: Designate a Social Media Manager Assign a staff member to monitor your social media accounts, including your advertising. They should check each platform at least once per day to review activity associated with your account. The staff member should be responsible for posting relevant content, engaging with current and prospective patients, and monitoring the accounts frequently so the online reputation of the practice is not harmed. It is encouraged that the practice creates a content calendar with preapproved content from the practice so all social media postings are valid and appropriate. Before you get started, consider how you will respond to complaints or criticisms in the event you receive them. HIPAA and Social Media The HIPAA regulations to protect patient privacy also apply in the context of social media. It s generally safest to avoid discussions about a patient s particular experience, results, or status. Consult with your legal advisor to ensure that your social media policies comply with HIPAA provisions. Remember: Do not offer medical advice online. If you receive a question, offer to have the patient contact you by phone, or to make an appointment at your office. It s a good idea to include a statement of your social media policies on your About pages. For example, you could use the wording below: Our practice cannot offer medical advice or respond to specific personal questions through social media channels. If you have a medical concern or question, please contact our office at: [your office phone number here]. If you have a product complaint, please contact the manufacturer. For emergencies or serious issues, please contact

22 Section Two Introduction to Social Marketing Facebook and Instagram Facebook and Instagram What is it: The world s largest social media platform, Facebook has over 1 billion users. Instagram has over 300 million active monthly users sharing an average of 70 million photos per day. Users are tremendously engaged with both sites, regularly sharing and accessing content. Nearly 60% of Facebook users engage with the site every day, and Americans spend an average of 40 minutes each day on the site or app. Why Pursue Social Marketing on Facebook and Instagram? Social marketing on Facebook and Instagram can be a great option for practices trying to attract potential patients. Getting started on both platforms is simple and there are options for free and paid promotions. Back end monitoring enables detailed performance evaluation, so you can track what s working best, and optimize your campaign. Getting Started Facebook and Instagram are linked (Facebook purchased Instagram), so it s easy to pull your information and updates from one platform to the other. It s easiest to start by creating a Facebook page. Start here: 1 Start by creating a Facebook account, if you do not already have one. A Facebook account is required to advertise. 2 Next, create your brand page. This is different from your personal page, and will enable you to communicate with prospective and current patients more professionally. On the Facebook landing page, scroll to the bottom of the Sign Up section, and select Create a Page for a celebrity, brand or business. 22

23 Section Two Introduction to Social Marketing Facebook and Instagram 3 From the options provided, select Local Business or Place and complete the requested information. 4 In the next pages, enter the key information about your practice, including a short description and picture (this can be your logo, or a photo of the practice physicians or team). 5 In the preferred page audience section, you can specify which type of Facebook users you are most interested in attracting. 1. Select the About tab and enter as much information about your practice as possible. 2. In the photos tab, select add photos. It s a good idea to include before and after photos from real patients. You can use: Patient photos provided in the ReShape Marketing Resource Center Balloon photos provided in the ReShape Marketing Resource Center Before and after photos from patients in your practice (make sure you have their signed consent prior to posting) Photos of your practice exterior Photos of your practice physicians, AHP, dietitians, and staff Any other photos you like 23

24 Section Two Introduction to Social Marketing Facebook and Instagram 3. In the more tab, select videos, and then add videos. Here, you can add: Patient testimonials provided in the ReShape Marketing Resource Center The procedure animation provided in the ReShape Marketing Resource Center 4. On the home page, create updates to start engaging your Facebook fans and prospective patients. Aim to post 3-5 per week with new updates, including: Before and after photos PR coverage Promotions/offers Upcoming seminars/community events Weight loss/healthy eating/fitness tips Community involvement 6 Once your Facebook brand page is up and running, it s time to start advertising! There are many options for advertising on Facebook. By setting up your Facebook ad account, you can: 1. Promote posts This is one of the easiest ways to advertise on Facebook! Every time you post, you will have the option to Boost Post. By clicking on this button, you can define the target audience to receive the post, and set a budget for that particular post. Facebook will calculate the number of people that you can expect to reach. 2. Expanded advertising options On the right hand side of your brand page, you will find a Promote button. Clicking this button opens a drop down menu with a link to Go To Ads Manager. The Ads Manager section is your dashboard for marketing on Facebook. In the ads manager, you will be asked to select an objective for your campaign. To drive patients to your practice, you may wish to select either send people to your website, collect leads for your business, or increase conversions on your website. Send people to your website: Ads in this objective get you more clicks and traffic to your website. If your website has been updated to heavily feature ReShape, and has proven to drive calls and contacts to your practices, this is the best selection. Note: By selecting this objective, your ads will automatically be added to Instagram as well. 24

25 Section Two Introduction to Social Marketing Facebook and Instagram Collect Leads: When these type of ads are displayed, a form opens with the person s contact information automatically populated based on the information they share with Facebook. People can edit their contact information before submitting the form, and then send their information to you by clicking submit. If your website has not been generating as many leads as you had hoped relative to site traffic, this may be a better selection. Note: By selecting this objective, your ads will NOT automatically be added to Instagram. Increase Conversions: This option provides a pixel to put on your website that can track conversions such as checkouts, registrations, leads, key page views. This option is best for practices with a very sophisticated web conversion strategy in place. Note: By selecting this objective, your ads will automatically be added to Instagram as well. After selecting an option, you will create your ad account. Start by entering basic information like currency and time zone. Next, create your audience oo If you have a robust database of customers that includes good candidates for ReShape, you can upload that database by selecting Create a Custom Audience, then, Customer File. Facebook will automatically identify users in your database and then target Facebook users with similar interests and profiles. oo You can also enter basic profile information, which will give you the widest possible audience; however, it s more likely that you ll reach a lot of users that are not strong candidates for ReShape. 25

26 Section Two Introduction to Social Marketing Facebook and Instagram Detailed targeting offers an excellent opportunity to refine your target audience to identify prospective ReShape patients. oo Demographics: You can select higher income categories to reach patients with the financial means to afford the ReShape Procedure oo Interests: You can select dieting from the Fitness and Wellness category to reach people that have expressed an interest in diets oo Review other categories to determine if any are relevant to your target patient population Placements can be customized, however it is recommended to enable Automatic placements Set the Budget and Schedule according to your advertising plan 3. Finally, create your ad Facebook and Instagram offer multiple formats The ad developer will guide you through uploading images and developing text to support your ad. oo Be sure to preview your ads to make sure the images and text are properly displayed in all ad formats oo You can also utilize any of the images provided in the ReShape Marketing Resource Center oo Select Place Order to begin running ads Once your campaign is up and running, visit the Ads Manager frequently to review campaign performance and optimize your ads. 26

27 Section Two Introduction to Social Marketing Facebook and Instagram Key Metrics for Facebook and Instagram (All Metrics are shown on Ads Manager Dashboard) Ad Reach: The number of unique people who saw your ad. Campaign Reach: The number of unique people who saw any ad within your campaign. Clicks: The total number of clicks your ad received. If you re promoting a Page, event or app, clicks also include Page likes, event joins or app installs that came from your ad. Click-Through Rate: The number of unique clicks your ad or campaign received divided by the number of times it was shown (impressions). 27

28 Section Two Introduction to Social Marketing Twitter Twitter What is it: Twitter is an online social networking service that enables users to send and read short 140-character messages called tweets. Twitter has an extremely large user base, with 310 million monthly active users, and 1 billion unique visits monthly to sites with embedded tweets. Why Pursue Social Marketing on Twitter? Twitter is still an emerging platform for Social Marketing. As such, it has relatively lower competition, and it may be easier for your ads to get attention from potential patient audiences. Getting Started Twitter offers simple account setup and several advertising formats. Start here: 1 Start by creating a Twitter account, if you do not already have one. A Twitter account is required to advertise. Remember to set up a separate account for your practice, rather than using your personal account. 1. Optimize your Twitter bio: Make sure that your bio clearly defines your practice and what you do. Remember to include a brief description of the ReShape Procedure and a link to your practice website or the ReShape page on your website in your bio. 2. Aim to tweet once a day; regular tweeting is an important sign of a healthy Twitter account. Keep in mind that while regular tweets are important, providing relevant information is even more important. You ll want to post information that your followers can read, click on, retweet, and/or favorite. Tweets that may be impactful include: Before and after photos from patients in your practice (make sure you have their signed consent prior to posting) Photos of your practice physicians, AHP, dietitians, and staff Link to patient testimonial videos posted on your website (videos provided in the ReShape Marketing Resource Center) Link to the procedure animation posted on your website (video provided in the ReShape Marketing Resource Center) Link to any PR coverage your practice may have received Promotions/offers; this can be particularly impactful if you run Twitter-only promotions Upcoming seminars/community events Links to articles about weight loss/healthy living/fitness tips Community involvement Retweeting relevant weight loss/healthy living/fitness tips Reminder: Your Twitter content should complement your other digital marketing efforts. For an overview of contentfocused marketing, please see page 5 of this guide. 2 Once you have set up your practice account, take some time to select Advertise with Twitter on the right of your account page. 28

29 Section Two Introduction to Social Marketing Twitter 3 You will be directed to the advertising section of Twitter. Select Get Started to begin the process of defining your advertising. 1. First, set your campaign objective To drive patients to your practice, you may wish to select website clicks or conversions You can also select leads on Twitter, which will send you the user s ; select this option only if you have a well-established and effective marketing program in place 2. Set up your campaign by entering basic information like the campaign name, duration, your website address, and category (suggested category: Health & Fitness > Weight Loss) 3. Select your audience Select locations to target prospective patients by entering the states, regions, metro areas, or postal codes near you Gender Languages Devices, Platforms, and Carriers leave this as-is, unless you have specific rationale for changing it in your area Add keywords to target users who tweet words you enter As you enter keywords, Twitter will show you the potential audience size on the right Twitter will help you expand your reach by suggesting related terms. Select any that you think may apply. oo Additional matching options Review this section to determine if there are other criteria that may apply to your audience. There are multiple options to consider, including: Behaviors>Finance>Household Income 4. Set your budget according to your advertising plan 5. Choose your creative Enter text in the first window. You must include your practice web address in the tweet and adhere to the 140 character limit There is a check box that enables Show Replies leave this box unchecked Upload a photo from your desktop a before and after photo tends to work best, although you can experiment with different options Preview your ad to ensure it displays correctly in all formats 6. Click Launch at the top of the page to start running your advertising 4 Once your campaign is up and running, visit the Twitter Ads Dashboard frequently to review campaign performance and optimize your ads. 29

30 Section Two Introduction to Social Marketing Twitter Key Metrics for Twitter Impressions: How many times your ads have been seen by Twitter users. Retweets: How many times a user reposts your ad on their Twitter account, which increases your ad reach. Favorite Tweets: How many times people like your ad. Click-Through Rate (CTR): The percentage of people who clicked on your ad and were directed to another link. Monitor Campaign Hashtags (#): Tracking the amount of times someone uses a campaign hashtag. 30

31 SECTION THREE Best Practices Website Best Practices Engaging Call to Actions Patient Conversion Continued Outreach 31

32 Section Three Best Practices Best Practices As you implement your digital and social media campaigns, it s important to take a step back and make sure that your practice website, selected digital marketing platforms, and practice staff are all oriented towards the same goals. Converting patients is a critical measure of how well your campaigns are doing, therefore it s important to make it as easy as possible for the patient to interact with your practice. Included below are best practices that can help your marketing efforts. Website Best Practices Memorable and Short Website URL: A memorable URL helps a patient find your website quickly and easily. If needed a vanity URL, such as WeightLossBalloon.com, is a good way to redirect patients to the ReShape section of your practice s main website, which may have a more complicated URL. Home Page: ReShape information is accessible without scrolling down the page. ReShape Procedure Section/Page: A specific section/page of your website that s dedicated to ReShape and includes multimedia assets, such as patient testimonials, animations, and content. Financing Options: Available financing options are clearly indicated and the website provides an overview of options. Contact Information: Prominently display your practice s contact information; ideally this is done in the header of the website. Contact Form: If your website has a contact form, make sure that you capture all standard contact information (Name, Address, Phone Number, etc.). You may also want patients to opt-in for future s/updates from the practice so you can continue to patients in the future. Engaging Call to Actions Regardless of the marketing platforms you select, your ads should feature engaging, action-oriented call to actions (CTA). Be Direct: Make sure that prospective patients know how they benefit from contacting your practice and exactly how you can be reached. Use Actionable Language: Use words that compel prospective patients to do what you want them to do. For example Call us today for a ReShape consultation is better than Give us a call to schedule a ReShape consultation. Create Urgency: Running time-sensitive promotions or simply using time-based language can make the CTA more effective. Use Images: Depending on the digital platforms you use, images may or may not be an option. If images are an option, make the best use of them and integrate CTA messages into your images and/or ads in a manner that s visually attractive and easy to identify. For example a CTA can be integrated into the cover photos on your Facebook or Twitter page. As you monitor your campaigns, it s also important to test and monitor your CTAs. To determine which type of CTA is impactful among prospective patients, we recommend developing a few CTAs and testing them against one another. These changes can be as simple as changing the color of the CTA button/graphic or more in-depth message changes. Once you know what s resonating and what s not you can further optimize your campaigns to match. 32

33 Section Three Best Practices Patient Conversion Every phone call from a prospective patient is a great opportunity to draw someone new to the practice. It s important to make sure that all reception staff are familiar with and comfortable explaining ReShape to prospective patients. To assist with staff training ReShape has developed tools and information to help make every phone call a wow experience. Talk Track: Includes a sample script for every stage of the conversation from the initial welcome, to qualification, education, and the close. Also included is a list of frequently asked questions with responses. First Touch Program: Designed to help new ReShape practices effectively convert phone leads into ReShape patients. This presentation walks the office staff through a ReShape Procedure overview and reviews call handling and sales skills. The training also includes tips and tricks from successful ReShape practices and role playing. The Talk Track and First Touch Presentation may be downloaded from the ReShape Marketing Resource Center. Tip: Potential ReShape patients are ready for change now! Once they reach out to your practice, they want to move quickly. To accommodate these patients, be sure to get prospective patients into the office for a consultation or seminar as quickly as possible. Continued Outreach Ongoing marketing campaigns, such as enewsletters/eblasts, are a great way to reach prospective patients that may still be undecided about the procedure. Regularly sending s help keeps ReShape and your practice top of mind. enewsletters/eblasts should be sent one to two times a month at a minimum, and can cover a variety of topics such as: Practice updates Monthly promotions Upcoming patient events Healthy living/weight loss information or tips ReShape Patient Success Stories In all enewsletters/eblasts be sure to have a prominent call to action that includes your practice phone number and links back to the ReShape section of your website. Now that you re up and running, don t forget to monitor your digital and social marketing campaign performance. Track which platforms are delivering leads, and adjust your investment in each channel according to performance. If you have any questions or need additional advice, please contact your ReShape Business Development Manager. 33