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© 2015 All rights reserved. Eric D. Garcia
Optimizing Your Digital Presence – Featuring Real Case Studies by Real Veterinary Practices
Several Ideas
You don’t have to do it all right away
Pick one thing
You will have notes
Take your time
Continue to build on your one thing
© 2015 All rights reserved. Eric D. Garcia
Not Generation Specific Anymore
Googleì All generations
Social Mediaì People aged 55+ are driv ing the force of social media
We Are Always Connectedì 65% of adult mobile phone users s leep with the phone either on or next to
their bed
Search for Businessesì Baby boomers turn to Google to search for new businesses
Email Communicationì 91% of Internet users are between the ages of 18 and 64 and send email
© 2016 All rights reserved. Eric D. Garcia
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Attracting New Clients: How Many of You…
Search for businesses online
Utilize Facebook personally
Use the phone book frequently
© 2015 All rights reserved. Eric D. Garcia
Case Study: Yellow Pages
Practice: Gold Coast Animal Hospital
Location: Chicago, IL
Marketing: Print Yellow Pages, Online Yellow Pages, Yelp Premium Listing, Client Referral Incentive Program
© 2015 All rights reserved. Eric D. Garcia
Case Study: Yellow Pages
Problem Presented: $55,632/yr with Yellow Page Solutions ì $1,488/mo for Search Engine Optimization ($17,856/yr)ì $3,148/mo for YP.com banner, 3 Print Listings ($37,776/yr)
New Client Needed to Obtain ROI: 389/yr (w/$145 ACT)
Actual New Clients from Contract: Unknown
Average from Most Practices: 6-10/yr
© 2015 All rights reserved. Eric D. Garcia
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Case Study: Yellow Pages
Solution: Cancel Entire Contract, Focus on Local Print Marketing, Google AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquis ition Program, Pet Portals, Targeted Marketing Campaigns…
Logic: 2010 US Census Data & Digital Marketing/Advertis ing Statisticsì 63.8% of population between 20 – 64 years oldì 10.4% between 65 – 85 & over
Case Study Time Period: May 1, 2013 – June 30, 2014
New Client Numbers:ì Steady increase reported Q3 of 2013 and Q1 & Q2 of 2014ì Q4 of 2013 new clients down but not abnormal compared to 3 year historical trendì March was a record month (5 years)ì June was a record month (3 years)
© 2015 All rights reserved. Eric D. Garcia
Determine The Cost of Investment
Simple Break Down Method
Add the total of each contract including web advertisingì Local Contract 1 (The “Big” Book)ì Local Contract 2 (The “Local” Book)ì Web Contract (Premium Listing + SEO)
Add Up Cost of Advertising PER MONTH
x 12 months = TOTAL CONTRACT COST PER YEAR
© 2015 All rights reserved. Eric D. Garcia
Cost of Client Acquisition
Do the math
Total yearly spending from Yellow Pages
Total number of new clients from Yellow Pages
Total Cost per New Client© 2015 All rights reserved. Eric D. Garcia
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Critical to Track Client Referral Sources
You Must Track Where Your New Clients Are Coming From!
© 2015 All rights reserved. Eric D. Garcia
New Client Referral Sources
Internet (Google/Bing/Yahoo/Yelp/Website)
Yellow Pages
Community Ad
Existing Client/Word of Mouth
Community Event
© 2015 All rights reserved. Eric D. Garcia
Actual Contract Review: Yellow Pages ROI – ABC Animal Hospital – Napa, CA
Local Contract 1 (White Pages Listing): $25
Local Contract 2 (Yellow Pages Ad): $484
Cost of Advertising Per Month: $509
x 12 = Total Cost of Advertising: $6,108
© 2015 All rights reserved. Eric D. Garcia
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Actual Contract Review: Yellow Pages ROI – ABC Animal Hospital – Napa, CA
The Math:
Total Yearly Spending from YP: $6,108
Average Client Transaction: $133.15Number of New Clients to Reach ROI: ~46/yr
Actual Number of New Clients: 4Acquisition Cost per Client:$1,527
© 2015 All rights reserved. Eric D. Garcia
YP Online Was Never Alive
We have an online solutions!
The “bundle” trick or “free” online advertising
Tricked into spending money with their online advertising solutions – don’t be fooled! Read the legal termsì “Hidden” ad management fee is based on up to 35% of your
YP online budget ì On average 80% of the your budget is spent with yp.com
and 20% with outside search engines
© 2015 All rights reserved. Eric D. Garcia
The Study Says…
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Actual Contract Review: Yellow Pages Online – USA Animal Hospital
YP online advertising $500 per month ($6,000 per year):ì 90% YP.comì 5% Google ì 3% Yahoo ì 2% Bingì 25% in Management Fees ($1,500 per year)
© 2015 All rights reserved. Eric D. Garcia
What is the Leading Search Engine?
© 2016 All rights reserved. Eric D. Garcia
Prepare Your Website:Top 5 Website Optimization Tips
Mobile compatibility
Update your website
Get involved with your reputation
Claim & optimize your online listing
Refresh your content
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#1. Mobile Compatibility
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Responsive Website
© 2015 All rights reserved. Eric D. Garcia
#2. Update Your Website
97% of consumers search for a local business online 1
Review Your Contentì Ensure our content is fresh and up-to-date ì Describe your servicesì Provide 3-5 bullet points about the Simply Done Vet Clinic
difference
Most visited pages and most time spentì Our Veterinarians/Team/Staffì About Usì Our Services
1 http://www.google.c o m/b usin ess /pl ace sfo rb usin ess /fr ee -fe at ur es/© 2015 All rights reserved. Eric D. Garcia
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The Art of Storytelling
Storytelling is the conveying of events in words, sound and/or images, often by improvisation or embellishment.
© 2016 All rights reserved. Eric D. Garcia
The Facts & Data…
A recent study in Science magazine adds more support to the idea that stories can help people understand others, determining that literary fiction “uniquely engages the psychological processes needed to gain access to characters’ subjective experiences.” ì Source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”ì Source: http://leanin.org/education/harnessing-the-power-of-stories/
© 2016 All rights reserved. Eric D. Garcia
The 3 Elements of The “Perfect” Narrative
Set the Scene: ì Where were you? ì Who were you with?ì What was the struggle and hope?
What Happened? ì Challenges ? ì What is the outcome?ì Include details!
The Tie Back: ì How does this relate to the owners concern?
© 2016 All rights reserved. Eric D. Garcia
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Making Recommendations Stick
Routine Blood Test Recommendationsì Can you recall of a case recently where you would have
been able to prevent a sick pet if you established baseline blood test results?
Heartworm & Flea Recommendationsì Can you recall of a recent case of a heartworm positive dog
you treated? How did the owners react? What was the dogs demeanor?
© 2016 All rights reserved. Eric D. Garcia
The Rules of Storytelling
Don’t tell a story with every recommendation
It must be a true story
Go into it with strategyì Always have your tie back
Don’t include personal details ì (i.e. pet name, owner name, etc.)
© 2016 All rights reserved. Eric D. Garcia
People Don’t Trust Brands…They Trust People.
About Us: Top Most Visited Page
The Brand: ì Simply Done Veterinary Clinic is a full service animal hospital. We
offer state of the art care and advanced diagnostics.
The People:ì Dr. Garcia founded Simply Done Veterinary Clinic on the core
belief that by enriching the lives of pets, we enrich the world around us. The staff and veterinarians at our practice take immense pride in this philosophy, bringing this belief to action by implementing compassionate veterinary care.
© 2016 All rights reserved. Eric D. Garcia
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Our Veterinarians
Our Veterinarians: Top Most Visited Page
General:ì Dr. Garcia was born in Tampa, Florida. He graduated from the
University of Florida in 2000. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!
Enhanced:ì Dr. Garcia knew from a young age that pets were his passion. The
joy and wonder of a happy pet immediately inspired Eric to pursue a career in veterinary medicine after completing his undergraduat e degree. Now, as the founder of a successful veterinary practice, Dr. Garcia does what he loves each and everyday. Stop by soon, because Dr. Garcia can’t wait to meet you and your pet!
© 2016 All rights reserved. Eric D. Garcia
Enhance Your Website
© 2015 All rights reserved. Eric D. Garcia
#3. Get Involved with Your Reputation
“Veterinarian in Seattle”
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#4. Claim Your Online Listings
Googleì https://www.google.com/business/
Bingì https://www.bingplaces.com/
Yahoo/Yelpì https://biz.yelp.com/
© 2015 All rights reserved. Eric D. Garcia
Optimize Your Listings
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Optimize Your Listings
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Optimize Your Online ListingsBefore Business Listing Optimization
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• Duplicate Pages• Missing Images• Missing Description
After Business Listing Optimization
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• Improved Visualsü Cover Photoü Profile Photoü Content Images
• Detailed Descr iption
Business Listing Optimization
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Case Example: ABC Animal Hospital
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Category: Kennel
#5. Optimize the Content on Your Website
Veterinarian, Veterinary Hospital, Veterinary Clinic, Animal Clinic,
Animal Hospital, Local Communities
© 2015 All rights reserved. Eric D. Garcia
Optimize the Content on Your Website
Since its foundation in 1980, Simply Done Tech Veterinary has grown and expanded to offer a comprehensive menu of veter inary services. As hospital members of the American Animal Hospital Association (AAHA), we are dedicated to providing quality medical care for your pet. We meet the AAHA's high standards for veterinary services, and are routinely evaluated by trained consultants.
Simply Done Tech Veterinary provides each patient with the following services:
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Optimize the Content on Your Website
Veterinarian, Veterinary, Veterinary Hospital, Veterinary Clinic, Animal Clinic, Animal Hospital,
Local Communities
Since our establishment in 1980, Simply Done Tech Veterinary has grown remarkably in both scope and vision. We now offer more veter inary services than ever before in order to give your pet the most comprehensive care possible. As an American Animal Hospital Association (AAHA) accredited animal clinic, we take pride in being Champions for Excellent Care and are dedicated to providing the highest caliber service possible for your pet.
Simply Done Tech Veterinary is proud to provide the following veter inary services at our animal hospital:
We proudly serve the following communities: Aberdeen, Ocean Shores, Westport, Grayland, Montesano, Elma, Cosmopolis, and Grays Harbor communities.
SEO Expectations
SEO takes timeì 2-4 month average
If you have limited visibility online now…ì Now: Google AdWords with Larger Budget & SEOì Later: Reduce Google AdWords Budget
© 2015 All rights reserved. Eric D. Garcia
Google AdWords
Instant
No contract required
You set the budget
You set the target radius
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© 2015 All rights reserved. Eric D. Garcia
Google AdWords: Choose Your Target Audience
© 2015 All rights reserved. Eric D. Garcia
What About Your Lost Clients?
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Numbers of Inactive Clients are Steadily Increasing
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Sample Pet Owner Email
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2014 Pilot Response Rates
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VetSuccess
© 2016 All rights reserved. Eric D. Garcia
Develop Client Referral Program
© 2016 All rights reserved. Eric D. Garcia
Reward Dragon
Reward Dragon
Will send survey post client visitì Does not integrate yet
Positive testimonials will be shared on your website
Clients can share their endorsement via unique link and friends can grab a savings couponì Tell Your Friends About Us & We’ll Reward Youì Clients given unique URL
Friends save on their first visit and you reward the your client how you’d like – very easy to keep track of!
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Develop Client Referral Program
© 2016 All rights reserved. Eric D. Garcia
Reward Dragon
Sample Referral Rewards
How do you reward clients?
Credit toward pet account
Gift card to local pet shop (endorsed by the practice)
Gift card to local business
© 2016 All rights reserved. Eric D. Garcia
THANK YOU!
Resources: www.simplydonet echs olutions.com/sv c16
© 2015 All rights reserved. Eric D. Garcia
Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Twitter: @EricGarciaFL