OPTIMIZING YOUR DIGITAL PRESENCE FEATURING REAL CASE STUDIES FROM REAL VETERINARY PRACTICES. Post Meeting Resource Center.

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1 OPTIMIZING YOUR DIGITAL PRESENCE FEATURING REAL CASE STUDIES FROM REAL VETERINARY PRACTICES Eric D. Garcia, IT & Web Cnsultant Simply Dne Tech Slutins Pst Meeting Resurce Center Hw Many f Yu Search fr businesses nline Utilize Facebk persnally Use the phne bk frequently Prgrams That Wrk Each prgram has been thrughly vetted All case studies are independent At least 80% f practices that have used these prgrams have achieved success

2 Hw Pet Owners Find Yu Cnsumers search fr businesses nline Search Engines, Yelp, Vetstreet.cm, AVMA, Veterinarians.cm (Frmerly LcalVets.cm), campaigns, Online Reviews Businesses search fr cnsumers Vetstreet new client acquisitin prgram Where Are A Majrity Of Pet Owners Nt Lking? Yellw Pages CASE STUDY: Yellw Pages Practice: Gld Cast Animal Hspital Lcatin: Chicag, IL Marketing: Print Yellw Pages, Online Yellw Pages, Yelp Premium Listing, Client Referral Incentive Prgram Prblem Prblem Presented: $55,632/yr with AT&T Yellw Page Slutins via Dex $1,488/m fr Search Engine Optimizatin ($17,856/yr) $3,148/m fr YP.cm banner, 3 Print Listings ($37,776/yr) New Client Needed t Obtain ROI: 389/yr (w/$145 ACT) Actual New Clients frm Cntract: Unknwn Average frm Mst Practices: 6-10/yr CASE STUDY: Yellw Pages Practice: Gld Cast Animal Hspital Lcatin: Chicag, IL Marketing: Print Yellw Pages, Online Yellw Pages, Yelp Premium Listing, Client Referral Incentive Prgram Slutin Slutin: Cancel Entire Cntract, Fcus n Lcal Print, Implement SEO Strategies, Cmmunity Invlvement, Vetstreet New Client Acquisitin Prgram, Vetstreet Pet Prtals Lgic: 2010 US Census Data & Digital Marketing/Advertising Statistics 63.8% f ppulatin between years ld 10.4% between & ver Case Study Time Perid: May 1, 2013 January 1, 2014 New Client Numbers: Trends nt changed

3 Hw t Determine ROI with YP Simple break dwn methd Add the ttal f each cntract including web advertising Lcal Cntract 1 (The Big Bk) Lcal Cntract 2 (The Lcal Bk) Web Cntract (Premium Listing + SEO) Add Up Cst f Advertising PER MONTH x 12 mnths = TOTAL CONTRACT COST PER YEAR Determine Yur Yellw Pages ROI D the math Ttal yearly spending frm Yellw Pages Ttal number f new clients frm Yellw Pages Ttal Cst per New Client CRITICAL TO TRACKING YOUR ROI Yu Must Track Where Yur New Clients Are Cming Frm New Client Referral Surces Ggle Yah/Bing Yelp Website Yellw Pages Scial Media Affiliatin Website Cmmunity Based Print Advertising

4 Actual Cntract Review: Yellw Pages ROI ABC Animal Hspital Napa, CA Lcal Cntract 1 (White Pages Listing) $25 Lcal Cntract 2 (Yellw Pages Ad) $484 Cst f Advertising Per Mnth $509 x 12 = Ttal Cst f Advertising $6,108 Actual Cntract Review: Yellw Pages ROI ABC Animal Hspital Napa, CA The Math: Ttal Yearly Spending frm Yellw Pages: $6,108 Average Client Transactin: $ Number f New Clients t Reach ROI: ~46/yr Actual Number f New Clients: 4 Acquisitin Cst per Client: $1,527 Yellw Pages Online WAS NEVER ALIVE We have an nline slutins The bundle trick r free nline advertising Tricked int spending mney with their nline advertising slutins dn t be fled Read the legal terms Ad management fee is based n up t 35% f yur budget (i.e. if yu spend $500 n clicks and SEO, yu will pay $500 fr the cst f advertising plus $175 fr ad management leaving $325 f an actual budget. Spending up t $2,100 in management fees 80% f the average budget is spent with yp.cm and 20% with utside search engines The Study Says.

5 Actual Cntract Review: Yellw Pages Online Clumbus, OH YP nline advertising $399 per mnth ($4,788 per year): 90% advertising with yp.cm (average psitin 2.1) 5% Ggle SEO (average psitin 4.8) - $359 / year 3% Yah SEO (average psitin 5.6) - $11.97 / year 2% Bing SEO (average psitin 4.4) - $7.98 / year $1,680 per year in management fees Smetimes Businesses Can Find Yu Vetstreet New Client Acquisitin Prgram Vetstreet New Client Acquisitin What is it? Hw des it wrk? Vetstreet acquires cntact infrmatin fr pet wners that mve int yur practice s gegraphical area (name, address and address) An is sent t pet wners welcming them t the area with yur practice infrmatin Vetstreet integrates with yur PIMS t verify if any f the leads have cme int yur practice Reprts f client match backs are prvided t the practice frm Vetstreet Prspective Pet Owner Sample YOU

6 CASE STUDY: Put Yurself In Frnt f Ptential Clients Vetstreet New Client Acquisitin Prgram Practice Name: Veterinary Medical Clinic Lcatin: Tampa, Flrida Case Study Time Perid: ~11 Mnths Prgram Cst: $1,100 ($1,200 yearly) Ttal Number f New Clients: 50 Revenue Generated n Initial Visits: $11, Ttal Revenue Generated frm New Clients (as f 9/2013): $27,018 Independent study cmpleted by Simply Dne Tech Slutins, LLC. CASE STUDY: Put Yurself In Frnt f Ptential Clients Vetstreet New Client Acquisitin Prgram Practice Name: Animal Hspital f Berlin Lcatin: Kensingtn, CT Case Study Time Perid: 3 Mnths Prgram Cst: $300 ($1,200 yearly) Ttal Number f New Clients: 14 Ttal Revenue Generated frm New Clients (as f 7/2013): $3,100 Update as f 11/2013: New client numbers frm the prgram have increased by 10 fr a ttal f 24 new clients in a 5 mnth time perid Wrking t srt ut initial visit vs. returning visit revenue Independent study cmpleted by Simply Dne Tech Slutins, LLC. Hw t Determine Yur ROI Use match back reprt Search fr the client in the PIMS Verify client inf Verify client came in as new client during specified time frame Sme clients may nt have cme in as a new visit but were either past clients r current emplyees Calculate Revenue Revenue frm first visit Ttal lifetime revenue Did the service pay fr itself? Mnthly Cst: $100 r $250 Yearly Cst: $1,200 r $3,000 Hw Pet Owners Search fr Yu 97% f cnsumers search fr lcal businesses nline 1 Where d general searches happen? Ggle Free Ggle Places, Ggle Search Results Paid Ggle AdWrds Where d pet wners search? Vetstreet.cm 2,938,066 Unique visitrs 7,412,953 Page views 5:28 Avg. Length f Visit #5 Pet-Centric Website 1 Ggle.cm

7 Ggle Listing Free Ggle Places Getting Started Ggle Places Place Page Ggle Places Map View

8 Ggle Places - Mbile Ggle AdWrds - Paid adwrds.ggle.cm CASE STUDY: Ggle AdWrds Practice: Urgent Pet Care f Suth Tampa Opened Nvember 15, 2010 The nly veterinary urgent care facility pen within a minute drive Marketing: Varius lcal magazines advertisements, cmmunity events Prblem & Slutin Prblem Presented n December 2: Slw/n client traffic Slutin: $250/mnth Ggle AdWrds Campaign Time Perid: 6 mnths [December 1 May 31] Ttal Prgram Cst: $1,500 New Client Referrals frm Ad: 39% f Ttal New Clients Minimum Revenue Generated: $6,750 [Based n Exam Fee + # f Clients] Ggle AdWrds Set yur daily budget Avid Guesswrk Keywrd Traffic Estimatr Pay nly per click Lcal Target Ads = Greater Cntrl NO cntract Measureable Value

9 CASE STUDY: Optimizing Yur Website Practice: Undisclsed Lcatin: U.S.A. Marketing: Vetstreet New Client Acquisitin Prgram, Vetstreet.cm, Lcal Vets (nw Veterinarians.cm), Cmmunity Events, Lcal Sprts Team Spnsrships, Scial Media Prblem Presented During Q4 f 2012: Outdated Website New Client Referrals frm Website : 15 Slutin: New website, updated lk, new client registratin frm, mre cntent, New Website: Launched end f Q Ttal Develpment Cst: $3,500 Prblem & Slutin Case Study Time Perid: January 1, 2013 August 10, 2013 Ttal Mnthly Subscriptin Fees: $400 ($50/mnth fr 8 mnths) New Client Referrals frm 1/1/13 8/10/13: 18 New Client Revenue Generated: $3,889 Drive Traffic t Yur Website 97% f cnsumers search fr a lcal business nline 1 Review Yur Cntent Ensure ur cntent is fresh and up-t-date Describe yur services Mst visited pages and mst time spent Our Veterinarians/Team/Staff Abut Us Review SEO data n yur website Page Titles Page Descriptins 1 Ggle.cm Search Engine Optimizatin (SEO) Title N mre than 70 characters Page Descriptin 150 t 160 characters Keywrds Nt relevant with search engines Keywrd Actually Placed by the Yellw Pages Online aha, american animal hspital assciatin, pet medical recrds, examinatin facilities, pharmacy, pathlgy services, radilgy services, anesthesia, surgery dentistry, nursing care, husekeeping, maintenance, medical library, emergency services, cmprehensive veterinary services, sand lake animal clinic, rland, fl Since its fundatin in 1980, ABC Animal Clinic has grwn and expanded t ffer a cmprehensive menu f veterinary services. We perate a cmprehensive clinic that includes an n-site pharmacy fully stcked with a wide range f drugs applicable t small animal medicine, as well as a fully functining labratry capable f perfrming diagnstic prcedures accurately and quickly. Orland, Flrida.

10 Attract New Clients with Ggle Offers Free t create & list Prmte yur ffer fr a minimum f $10 per mnth The mre mney yu spend the mre expsure yur ffer will receive Yu cntrl the ffer details Hw lng is the ffer valid fr What days f the week can the ffer be used Hw many ffers d yu want t make available Ggle Offers Case Study Practice Name & Lcatin: Undisclsed Prgram Time Perid: 6 mnths Ggle Offer: $25 ff New Client Visit Ttal Number f New Clients: 8 Revenue Generated n Initial Visits: $1, Prgram Cst: $380 $30/m t prmte fr 6 mnths - $180 8 new clients redeemed the ffer at $25 ff - $ peple saved the ffer - $0 Ttal Return n Investment: $ Ttal Revenue Generated frm New Clients T Date: Unknwn Optimizatin Check List Review ALL Yellw Page Cntracts Start Saving Search fr yur practice nline Ggle Claim yur listing Slicit client reviews Try Ggle AdWrds fr free Create Ggle Offer Implement reputatin management prcesses Full Practice Website Analysis Develp Cntent Rich Website with Meta Tags Make sure it is descriptive Add a blg THANK YOU Eric Garcia, IT & Web Marketing Cnsultant Simply Dne Tech Slutins, LLC +1 (813) Ntes:

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