Digital Marketing Strategy Workbook Your Practice s Path Towards Digital Success

Transcription

1 AAHA Veterinary Management Series Digital Marketing Strategy Workbook Your Practice s Path Towards Digital Success Bill Schroeder InTouch Practice Communications

2 1 Exercise... 2 Conversation Notes... 3 Website and Digital Analysis... 4 Market Threats / Competitor Research Market Threats / Competitor Research Market Threats / Competitor Research Trophy Keywords and Phrases... 8 Local Keywords... 9 Conversions Mediums and Resources Practice Contributors Vendor Resources Conversion Funnels Funnel Recovery and Retargeting Leveraging Unique Value Propositions Defense Plan January Theme February Theme March Theme April Theme May Theme June Theme July Theme August Theme September Theme October Theme November Theme December Theme Password Management... 37

3 2 Exercise Spend fifteen minutes thinking about how you would speak to someone who just moved to your community and is looking for a veterinary practice. Think about the actual conversation and key points that you will want to convey. Try to weave these key points and unique value propositions your practice offers into normal dialogue. Use the below workspace to list your practice s unique value propositions. Value Propositions Pair with someone in the class and have a 10-minute talk with them about your practice. Then, switch roles so that you each have an opportunity to spend 10 minutes speaking about your practice. Switch workbooks with them and have them utilize the next page to take notes. Following both conversations, spend ten minutes evaluating the effectiveness of the conversation and how well you related your unique value propositions. Work together to explore alternative ways that your message can be conveyed.

4 Conversation Notes 3

5 4 Website and Digital Analysis Responsive website Y N Overall professionalism and appearance of website: Poor Fair Good Excellent Google My Business Page Optimized? Y N Am I proud to send people there? Y N Clear calls to action on website? Y N Reviews on website? Y N Google review # / star score Yelp review # / star score Facebook review # / star score What are the positive themes that are present in reviews? What are the negative themes that are present in reviews? Facebook # posts in last 3 months Custom? Y N Engagement with followers? Y N Instagram # posts in last 3 months Custom? Y N Engagement with followers? Y N What keywords and phrases are being used regularly? What services or features do they offer that you do not? Why would pet owners choose them over your practice?

6 5 Market Threats / Competitor Research 1 A significant amount of information can be obtained by reviewing and regularly monitoring the offerings and impact that a competing brand has on your market. Take this opportunity to identify three competitors and document how your brand can leverage opportunities within the space. Competitor Web Address Responsive website Y N Why are they a threat? Overall professionalism and appearance of website: Poor Fair Good Excellent Google My Business Page Optimized? Y N Clear calls to action on website? Y N Reviews on website? Y N Google review # / star score Yelp review # / star score Facebook review # / star score What are the positive themes that are present in reviews? What are the negative themes that are present in reviews? Facebook # posts in last 3 months Custom? Y N Engagement with followers? Y N Instagram # posts in last 3 months Custom? Y N Engagement with followers? Y N What keywords and phrases are being used regularly? What services or features do they offer that you do not? Why would pet owners choose them over your practice?

7 6 Market Threats / Competitor Research 2 A significant amount of information can be obtained by reviewing and regularly monitoring the offerings and impact that a competing brand has on your market. Take this opportunity to identify three competitors and document how your brand can leverage opportunities within the space. Competitor Web Address Responsive website Y N Why are they a threat? Overall professionalism and appearance of website: Poor Fair Good Excellent Google My Business Page Optimized? Y N Clear calls to action on website? Y N Reviews on website? Y N Google review # / star score Yelp review # / star score Facebook review # / star score What are the positive themes that are present in reviews? What are the negative themes that are present in reviews? Facebook # posts in last 3 months Custom? Y N Engagement with followers? Y N Instagram # posts in last 3 months Custom? Y N Engagement with followers? Y N What keywords and phrases are being used regularly? What services or features do they offer that you do not? Why would pet owners choose them over your practice?

8 7 Market Threats / Competitor Research 3 A significant amount of information can be obtained by reviewing and regularly monitoring the offerings and impact that a competing brand has on your market. Take this opportunity to identify three competitors and document how your brand can leverage opportunities within the space. Competitor Web Address Responsive website Y N Why are they a threat? Overall professionalism and appearance of website: Poor Fair Good Excellent Google My Business Page Optimized? Y N Clear calls to action on website? Y N Reviews on website? Y N Google review # / star score Yelp review # / star score Facebook review # / star score What are the positive themes that are present in reviews? What are the negative themes that are present in reviews? Facebook # posts in last 3 months Custom? Y N Engagement with followers? Y N Instagram # posts in last 3 months Custom? Y N Engagement with followers? Y N What keywords and phrases are being used regularly? What services or features do they offer that you do not? Why would pet owners choose them over your practice?

9 8 Trophy Keywords and Phrases Most successful practices understand the importance of having the right keywords and phrases present within their digital marketing plan. Use this worksheet to list the keywords and phrases that are valuable to your practice s digital growth. Trophy Keyword / Key phrase Webpage use and position (body copy, h1, title, alt tag) Notes

10 9 Local Keywords In an effort to have impact on local pet owners, it is wise to combine words that have local value with the above listed trophy keywords. Use the space below to list and track the keywords that commonly identify the region where you practice. Pay special attention to the exact city or town where your practice is physically located. Own your immediate space first, then branch out to prime surrounding towns and cities by demonstrating the unique value propositions that may excite search engines to rank your practice for those searching outside of your city or town. What words most accurately describe your city or town? Local Keyword / Key phrase Webpage use and position (body copy, h1, title, alt tag) Notes

11 10 Conversions A conversion is the act of a web user performing the most desirable action for a particular web page. Examples of conversions are calling the practice, requesting an appointment, watching a video, downloading a form, or signing up for a newsletter. Use this worksheet to list the conversions that you value most, the web pages where you are requesting the conversion, and the net profit value for each act of conversion. Have your web provider input the value of each conversion in Google Analytics as a goal so that you are able to properly assess the effectiveness of each conversion effort. Conversion Page Net Profit Value Per Notes

12 11 Mediums and Resources Website Purpose Frequency Responsible Employee Method to Gauge Effectiveness Blog Purpose Frequency Responsible Employee Method to Gauge Effectiveness Regular Facebook Posts Purpose Frequency Responsible Employee Method to Gauge Effectiveness

13 12 Mediums and Resources Facebook Ads Purpose Frequency Responsible Employee Method to Gauge Effectiveness Review Management System Purpose Frequency Responsible Employee Method to Gauge Effectiveness Campaigns Purpose Frequency Responsible Employee Method to Gauge Effectiveness

14 13 Mediums and Resources Video Purpose Frequency Responsible Employee Method to Gauge Effectiveness Google Ads Purpose Frequency Responsible Employee Method to Gauge Effectiveness Retargeting Purpose Frequency Responsible Employee Method to Gauge Effectiveness

15 14 Mediums and Resources Instagram Purpose Frequency Responsible Employee Method to Gauge Effectiveness Mobile App Purpose Frequency Responsible Employee Method to Gauge Effectiveness Marketing Opportunity Review Purpose Frequency Responsible Employee Method to Gauge Effectiveness

16 15 Mediums and Resources Purpose Frequency Responsible Employee Method to Gauge Effectiveness Purpose Frequency Responsible Employee Method to Gauge Effectiveness Purpose Frequency Responsible Employee Method to Gauge Effectiveness

17 16 Mediums and Resources Purpose Frequency Responsible Employee Method to Gauge Effectiveness Purpose Frequency Responsible Employee Method to Gauge Effectiveness Purpose Frequency Responsible Employee Method to Gauge Effectiveness

18 17 Practice Contributors Your practice is made up of a group of employees who are extremely passionate about your practice and veterinary medicine as a whole. Many practices find success by identifying and utilizing internal resources as they share the practice brand message. Utilize this page to develop a roster of contributors and identify the messages that they will be responsible for conveying. Employee Passion / Message Medium / Channel Notes

19 18 Vendor Resources Most practices enjoy a balanced relationship whereby some tasks are handled inhouse (such as regular social media posts) while other more complex tasks (such as website development, SEO, and pay-per-click) are handled by external agencies. Organizing vendor contact information and the tasks they handle will help prevent overlap and inefficient relationships. Vendor Phone Digital Product Managed Notes

20 19 Conversion Funnels Practices with sophisticated and deep understanding of the client behaviors necessary for conversion have the ability to manage each step of the process. By monitoring your analytics and talking with your clients your practice should attempt to understand the steps a potential client most often takes before they convert from a potential client to a client. For example, a practice might know that the following steps apply: Step 1- Prospective client realizes they have a need and searches using a geographic and trophy keyword Step 2-Prospective client visits website s about us page and views video on practice culture Step 3-Prospective client visits services page Step 4-Prospective client fills out form to subscribe to blog or mailing list Step 5-Prospective client revisits page on another day Step 6-Prospective client either requests appointment online or calls practice Can you identify your practice s steps towards conversion? Use the funnel below to explain.

21 20 Funnel Recovery and Retargeting Prospective clients who leave the funnel do so at different points in the conversion process. Is your practice using retargeting to re-engage these potential clients? Use the below funnel to identify the message that would encourage a person who left the funnel to re-engage and continue the process. On the left, list the conversion steps. On the right, list the message that should be used to re-engage the prospect. Notes

22 21 Leveraging Unique Value Propositions Both Google and the pet owners that visit your digital sites need to understand the unique aspects of your practice. By identifying these, you can begin having conversations about what sets you apart from the other practices in the area. Use the value propositions you listed on page 1 and create a plan that ensures that all value propositions are integrated on your website and ultimately in your regular digital message. Some practices appoint a team member to keep a watchful eye over each value proposition, thereby ensuring the message is heard. For example, if one of your unique value propositions is being an AAHA Accredited Practice, you might appoint someone who stays on top of AAHA news and always makes certain that the AAHA message is weaved into new practice messaging. Unique Value Prop Where will it be leveraged Employee Notes

23 22 Leveraging Unique Value Propositions Unique Value Prop Where will it be leveraged Employee Notes

24 23 Defense Plan Practices often inquire about how they can combat inaccurate negative online reviews. The common situation is that the review does not violate the terms of the particular review site and as such, although there is little or no validity to the message, it cannot be removed. In order to prepare for this situation, a practice should develop a list of the possible situations that might become topics of negative reviews such as pricing, customer service, wait times, medical knowledge, and appointment availability. Then, evergreen content should be created in the form of blogs and reviews and positioned to properly absorb the impact of the inaccurate review. This process should be ongoing and begin long before the possible negative review is posted. Use a system that gathers reviews automatically after appointments and provides you the ability to publish them directly on your website. Then, arrange the great reviews that you have received from clients and categorize them so that they can be positioned appropriately on your website. These reviews have value within the search engines and may help the opinions of happy clients be heard when negative comments are made. Use the following form to attempt to forecast negative situations (vulnerabilities) and the tools your practice will use to pour a positive foundation for each topic. Situation Type of Content Source Where will it be displayed Notes

25 24 Defense Plan Situation Type of Content Source Where will it be displayed

26 25 January Theme

27 26 February Theme

28 27 March Theme

29 28 April Theme

30 29 May Theme

31 30 June Theme

32 31 July Theme

33 32 August Theme

34 33 September Theme

35 34 October Theme

36 35 November Theme

37 36 December Theme

38 37 Password Management One of the most frustrating processes we encounter today involves management of the passwords for the websites, third party vendors, and social channels. This management sheet allows for a convenient location for your practice to store the passwords and offers a clear understanding who has access to the password in the event of a staffing change. Website/Channel Password Who has access Notes