Make Your Digital Marketing Efforts Profitable › IhsV2 › Convention2014 › pdf... · Make Your...
Transcript of Make Your Digital Marketing Efforts Profitable › IhsV2 › Convention2014 › pdf... · Make Your...
Make Your Digital Marketing
Efforts Profitable Presenter: Todd Hedberg, MBA Digital Marketing Manager Starkey Hearing Technologies @toddhedberg
PPC
Retargetting
Blogging
Mobile Optimized
SEO
Display Advertising
SEM Bounce Rate
Mobile Responsive Email Triggers
Web Forms
Landing Pages
Agenda
The Digital Marketing Equation
5 Campaign Opportunities
Shared Examples to Utilize
Creating On-Going Profitability
Q&A
You Have to Cast A Lot of Lines…
A Strong Presence is Critical
Purchasing Decisions Are Made Online
http://www.brafton.com/news/89-percent-of-consumers-use-search-engines-for-purchase-decisions
New Opportunities with Digital Marketing
#1 Capture & Convert Visitors into Leads
Building the ‘Hub & Spoke’ Model
Lead Capture Tools
Consumer Guides
Blog Subscriptions
Newsletter Sign-ups
Ask an Expert
Live/ Recorded Webinars
Appointment Requests
Personalized Lead Nurturing
50% Appointment Conversion Rate!
“We invest a lot of money into advertising to get candidates to contact us for more information. In the past, we would get our
leads from print advertising. Now we tend to get several of those leads from electronic means, but they are just as important and
can be just as profitable.” Jim Young
#2 Optimize for Increased Lead Opportunities
Increasing Search Visibility
“How can I increase my practice’s online search visibility?”
Local Search Is Everywhere
Search Is Going Mobile
Search Is Going Social
Create Your Keyword Strategy
Google’s Keyword Planner Tool
Optimize Your Listings
Page 1 Search Domination
#3 Drive Action with Email Campaigns
Preferred Method of Communication
http://tribesno.files.wordpress.com/2013/04/preferred-communication-channel.png
Make it Automated, Make it Personalized
#4 Hit the Mark with Targeted Ads
When to Spend Online?
Newly Launched Website
Competitive Organic Search
Traditional Marketing Diminishing
First-mover Advantage
How Should it Work?
Ads appear by keyword triggers
Billing occurs with clicks, not impressions
Multiple ads rotated & monitored (agency fee)
Each ad links to matching landing page with lead capture areas
A Poorly Executed Campaign
A Well Executed Campaign
Ad Campaign Reporting
PPC Success Results
• Yonkers, NY Market Area
- $400/ monthly ad
budget+ $149 fee
- Average 4 quality leads/
month
- Cost-per-Action (Lead) of
$137.25!
• Baton Rouge, LA Market Area
- $550/ monthly ad budget+ $149 fee
- Average 4 quality leads/ month
- Cost-per-Action (Lead) of $174.75!
#5 Grow Your Social Love
Build Your Social Media Community
Add Quality Page ‘Likes’ Database Email Event/ Office Signage
Configure Your Social Media Efforts
Facebook Strategies
Best platform for current & prospective patients
Over 50% of online Seniors use Facebook
Brand building through
Lead generation through actionable links, contests and promotions
YouTube Strategies
Highest potential for engagement
Can be utilized across website and email platforms
Build credibility through testimonials
75% of Boomer and Seniors acted upon an online video
Twitter Strategies
Best to target content to younger users that are ‘influencers’
Perfect for sharing links to your blogs, testimonials, website pages and videos.
Requires consistent activity and timely responses
Create a Social Buzz
Invite engagement, create leads Pictures submitted= 118
New Page Likes= 175
Total Engagment= 1,440 actions (likes, comments & shares)
Recap of Campaigns
#1 Create Website Lead Conversions
#2 Optimize for Increased Lead
Opportunities
#3 Build Loyalty with Retention Email
#4 Hit the Mark with Targeted Ads
#5 Grow Your Social Love