GET THE MOST OUT OF THE DIGITAL WORLD

How to make your shop more

visible online and drive more

customers.

Introduction

The Modern Consumer

Getting the Basics Right

Attracting Visitors

Retaining Customers

Questions and insights from you

AGENDA

Morten Ellegaard Hessellund

eBusiness Director, Widex Global

Joined Widex on May 1, 2016.

Past:

- Head of Global Online & E-commerce @ Georg Jensen

- Global Digital Marketing Manager @ GN ReSound

- Nordic Marketing Manager @ Yahoo!

INTRODUCTION

@MHessellund

www.linkedin.com/in/mortenhessellund/

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.

THE MODERN CONSUMER

How changes in consumer behavior

open up for digital opportunities.

WE ARE IN THE AGE OF THE CUSTOMER

“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.

HEALTHCARE COMMUNICATION: WE ARE MOVING

FROM ”PATIENTS” TO ”CONSUMERS”

Source: Forbes, Communicating With The 'Consumer' v. The 'Patient' In Healthcare, April 2016

TODAY’S DIGITAL FIRST CONSUMERS

TODAY’S DIGITAL FIRST CONSUMERS

19 Boomers spend 19 hours per week online

TODAY’S DIGITAL FIRST CONSUMERS

19 Boomers spend 19 hours per week online

4/5 Use the Web to research health information

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

INSIGHTS FROM WIDEX.COM

37%

14%

49%

31% 69%

61%of visitors are

60+ years old

Attract Convert Retain

THE DIGITAL OPPORTUNITY

Attract Convert Retain

THE DIGITAL OPPORTUNITY

THE BASICS:YOUR WEBSITE

YOUR WEBSITE

Convenience, relevancy and purpose – why

does the user come to your site

Means of contacting you:

Phone number

Online form or email?

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.

5 WEB DESIGN NO-NOS IN 2017

1. 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

5 WEB DESIGN NO-NOS IN 2017

1. 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

TRACK YOUR VISITS

Free tool: Google Analytics

(www.google.com/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

TRACK YOUR VISITS

Free tool: Google Analytics

(www.google.com/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

TRACK YOUR VISITS

Free tool: Google Analytics

(www.google.com/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

TRACK YOUR VISITS

Free tool: Google Analytics

(www.google.com/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

TRACK YOUR VISITS

Free tool: Google Analytics

(www.google.com/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

TRACK YOUR VISITS

Free tool: Google Analytics

(www.google.com/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

ATTRACT VISITORS TO YOUR WEBSITE AND YOUR SHOP

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.

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.

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!

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!

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!

GOOGLE SEARCH 1

1

2

3

1.Paid Search results

(AdWords)

2.Organic Search

results (SEO)

3.Google Maps

(location-based)

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

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

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

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

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

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

GOOGLE ADWORDS DO’S AND DON’TS

Do’s

Be very focused to get your message through

within the character limits.

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’ts

Don’t pick too broad keywords just to get more

traffic.

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.

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

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

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

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

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.

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.

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.

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.

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.

FACEBOOK ADS DO’S AND DON’TS

Do’s

Dertermine your objectives and metrics before

launching your campaign.

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.

You message should resonate with your

audience and have a clear call to action.

Don’ts

Don’t write too much or make it too complex.

Facebook users’ attention span is very short.

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.

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.

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.

Do the math! Are you getting a good deal?

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.

Calculation Example

Campaign Budget $10,000 USD

CPM (Cost per thousand impressions) 20

No. of ad impressions 10,000/20*1,000 500,000

Est. clickthru rate (CTR) 0.1%

No. of clicks (=visits) 0.1% of 500,000 500

Cost per click (CPC) / visit to website 10,000/500 $20 USD

Visit-to-customer conversion (estimate) 5%

No. of new customers 5% of 500 25

Cost per new customer 10,000/25 $400 USD

AM I GETTING A GOOD DEAL?

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.

RETAININGCUSTOMERS

How to ensure that customers come back to buy

accessories, batteries or their next hearing aid.

EMAIL MARKETING

Cost-efficient channel.

Opportunity to increase re-purchase

and/or upsell e.g. accessories and

batteries.

Use an email service like MailChimp

(www.mailchimp.com) to ensure your

emails do not end up in spam filters.

Be as personal as possible and

communicate relevant offers,

promotions, etc.

Make catchy subject lines.

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.

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 email marketing and/or social media.

SUMMING UP

QUESTIONS?

Morten Ellegaard Hessellund

eBusiness Director, Widex Global