Welcome 10/16/2015. Connect With Your Customers And Grow Your Practice Simple Marketing Strategies for Audiologists and Speech Language Pathologists

Transcription

1 Welcome Constant Contact 2015 Connect With Your Customers And Grow Your Practice Simple Marketing Strategies for Audiologists and Speech Language Pathologists Constant Contact 2015 Ken Fehner Owner- The Social Gloo Linkedin.com/in/KenFehner YouTube.com/KenFehnerJr Pinterest.com/kcfehner TheSocialGloo.com Constant Contact

2 Constant Contact 2015 Agenda 2.How to set marketing goals 4.How to get started 11 Agenda 2.How to set marketing goals 4.How to get started 12 2

3 Where are you today? 13 Is Dead? Don t believe me, check out what others have to say! 5 Reasons You Need To Increase Your Marketing Budget- Forbes Magazine, March 2015 Survey: is 40 Times More Effective Than Facebook and Twitter Entrepreneur.com Constant Contact 2015 Q. What is the #1 app on cell phones? A. More than half of all s are opened on a mobile device More people own a cell phone than own a toothbrush! Source: Litmus 15 3

4 At its core, marketing is about eliciting a physical and measureable response. 16 Physical, measurable response Click or download Visit the store/office Schedule a session Donate Call 17 Flipping the funnel Marketing then. Marketing now. 18 4

5 Engagement is the new word of mouth 19 Forward & Share are your new best friends 20 You have an advantage. You can be your authentic self. 5

6 9% focus on word of mouth focus on 1% new prospects 90% focus on current customers 22 Provide a wow! experience Entice to stay in touch SHOULD E? er whether we can pick rts OR this the story?) Engagement drives social visibility Engage people How to set marketing goals Agenda 2.How to set marketing goals 4.How to get started 24 6

7 2. How to set marketing goals Marketing goals are general Reach new customers, donors Drive repeat business, support Nurture leads and relationships Engage members, advocates, volunteers Increase donations, revenue How to set marketing goals Marketing Objectives are measurable Click or download Visit the store/office Schedule a session Donate Call How to set marketing goals Write this down. Your general marketing goals I want more website visitors We need more revenue on Monday nights Would like to increase donation dollars Set measurable objectives 500 more site visitors next week Double Monday night sales month over month Raise $2500 in donations by the end of the quarter Source: Pew Research Center 27 7

8 Agenda 2.How to set marketing goals 4.How to get started 28 What are campaigns? Pull response Push content 29 Types of campaigns An campaign 30 8

9 The difference between... and... marketing 31 is hard to beat. Lots of physical, measurable response Easy to brand with colors & logos Low cost with immediate results Helps to measure and monetize social media Reaches people wherever they are (mobile) Source: Pew Research Center 32 Types of campaigns campaigns Facebook promotions Deals or coupons Run & Promote events Online Surveys Donation Campaigns 33 9

10 What do they all have in common? & Social Drive Response Repeat & Referrals Mobile Friendly Immediate Payoff Grow Your List Track Everything How to set marketing goals What do you think? Which campaign types work best for you? What kind of content do you think might work? How will you get the word out? Newsletter/announcement Articles or News & Social Invite people to an event Promote a special deal Run a Facebook offer Details about your event Free whitepaper or download Direct Mail Donation campaign Source: Pew Research Center Photos or videos Other methods 35 Now, later or never 1. Who is your message from? 2. What is your subject / headline? 3. When do you send or post? 36 10

11 1. Who is it from? Winning the battle of priorities How will you be most recognizable? CAN-SPAM Act and CASL CAN-SPAM Act: and search CAN-SPAM CASL: fightspam.gc.ca Who is it from? The importance of consistency and recognition What is your subject? Winning the battle of priorities 2SECONDS 2WORDS 2TODAY 39 11

12 2. How to set marketing goals Let s try it. Write down a few ideas for subject lines that work with your objectives 2 Seconds keep it short 2 Words make the first two impactful Why does it matter TODAY? Source: Pew Research Center When to send & post Social media 3-5 times a week is plenty Use automated tools to help Monthly is most common When are they likely to take the action you want? When to send How to test the day and time that s best for you Day: 1.Select three different audiences 2.Select three days in the week 3.Send your and watch for the best open rate Time: 1.Use the same three audience lists 2.Select three times on the day with the best open rate 3.Send your at three different times and watch for the best open rate 42 12

13 You can do this......and you can start with a small list Make it look like you Pro Tips Place your logo left or center not right Include your business name in text Website Make it look like you Pro Tips Included useful information. Keep it brief! Website 45 13

14 46 2. Make it easy to take action Keep key action above the scroll line Try to limit choices! Less is more Source: Constant Contact Data Reveals Direct Correlation Between Campaign Effectiveness and Number of Images and Text Lines Featured, Make it easy to take action Pro Tips Make pictures clickable Include text labels Less is more Source: Constant Contact Data Reveals Direct Correlation Between Campaign Effectiveness and Number of Images and Text Lines Featured,

15 3. Make it engaging with visuals 40% of people respond to visuals more than text Videos increase clicks But remember your objective! Source: The Power of Visual Content, Market Domination Media Make it engaging with visuals Pro Tips 3 or fewer images for highest click through Try to keep videos under 90 seconds Source: Constant Contact Data Reveals Direct Correlation Between Campaign Effectiveness and Number of Images and Text Lines Featured, 2015) Make it easier on yourself Repurpose Everything 51 15

16 5. Make it mobile Avoid using too much text. 80% of users delete that doesn t look good on mobile. Source: Blue Hornet Make it mobile Pro Tips Avoid multiple columns. Clear and easy calls to action Avoid tiny fonts Use images carefully Source: Blue Hornet How to set marketing goals Apply what you ve learned. Take a few minutes to consider what you have learned here and write down one plan for a campaign. What is your objective? What kind of content? Write a subject line Decide what channels would be best Source: Pew Research Center 54 16

17 4. How to get started Agenda 2.How engagement works 4.How to get started 55 3.Campaigns that drive action If you re not measuring, You are not marketing How to get started Add Join My List to your website Add a link to signature Set up Text To Join Get them on Facebook Create a paper form Start growing your list Ask. Just ask

18 4. How to get started Next steps Get your contact list together, even if it s just five people. Follow, Fan and Link to your best customers 1 st on social media Create and send one campaign 58 Nurturing relationships. For your practice marketing is... Delivering on your promise. Getting measurable results

19 61 You really can do this! One Toolkit. One login. 63 Ken Fehner Owner- The Social Gloo Linkedin.com/in/KenFehner YouTube.com/KenFehnerJr Pinterest.com/kcfehner TheSocialGloo.com Constant Contact