Mastering Online Reputation: A Digital Marketing Workshop

1. Are you in control of your online reputation? - A Digital Marketing and Online Communications Workshop Simon Elleway and James Ramsden

2. Agenda • Introduction • Why communicate with pet owners? • What works • Online marketing techniques • How to measure • Activities

3. Your hosts – an introduction • Simon Elleway – digital marketing expert • James Ramsden – content and communication expert

4. 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

5. Prospective clients search for vets online • 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

6. 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]

7. 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

8. 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%20pack%20web/Morley_reminder.jpg • C:Websites: • www.elthamvet.com.au

9. 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

10. 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

11. 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