Are you in control of your online reputation? - A Digital Marketing

and Online Communications Workshop

Simon Elleway and James Ramsden

Agenda

Introduction

Why communicate with pet owners?

What works

Online marketing techniques

How to measure

Activities

Your hosts – an introduction

Simon Elleway – digital marketing expert

James Ramsden – content and communication expert

Why communicate?Prospective clients – want to find a vet, make

the huge step to bring their pets to a particular vet

Existing clients – want you to guide them, give recommendations

WOM and Drive-by still number one

94% of all your new clients will look at your site

Flow is: WOM and Drive by – leads to online search for your clinic – leads to clinic visit

One of our clinics gets 400 unique visitors per month

One clinic surveyed got50% of their new clientsfrom the website

Prospective clients search for vets online

For existing clients: it’s a tough job

Most of your clients want to do the right thing

Most don’t

Why? It’s too hard: At least one task per month with no support Dental, Obesity, Behaviour etc.. Lots of information in only 15 minutes Clinic difficult to access Very busy lives – they don’t think about the clinic again

when they leave it….. this leads to poor compliance and loss of sales to

other outlets [vet clinic OTC parasite drop from 70% to 33% in recent survey]

The jewel that is the clinic

You must be in front of your clients every month

You have access to the best content available

Your clients want to hear from you – 95% of clients say “YES” to email newsletter and email reminders

This is an ideal situation

What clients want to hear

We’re dealing with LOVE

What messages reinforce that?

How the Pet Pack products deliver this:A: Newsletters – what articles?

http://news.petpack.com.au/newsletter.php?id=734c_0_1b6a

B: Reminders – why?http://www.admin.petpack.com.au/documents/Pet%2

0pack%20web/Morley_reminder.jpgC:Websites:

www.elthamvet.com.au

Digital marketing techniques

Search Engine Optimisation (SEO) Strategy, Plan, Action, Repeat

Search Advertising New business & market data

Electronic Communications Electronic Direct Mail (newsletters & reminders)

Social Media Discoverable UGC, engagement

Measuring digital marketing

Analytics Who is coming to your site

AdWords How they’re trying to find your site

Webmaster Tools Your site’s online reputation

Page Rank Your position against chosen keywords

Activities Survey attendees: [time: 30 mins]

What communications and online marketing are you doing? Matrix on whiteboard

Write local content – 5mins to write, 25 mins discuss [30mins]

Website review: [time: 1hr] Age – how old is your current website? Functionality – what does your website do? Design – what does your website look like? Navigation – how does a visitor navigate your website? Content – what does a visitor read and/or download while on your website? Ease of management – can you control your own content?

Social Media: [time: 1hr] Review Facebook pages of other clinics - Do’s and Do nots