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 GETTING  STARTED    

WITH  ONLINE  MARKETING  PART  I  

FEATURING  REAL  CASE  STUDIES  FROM  REAL  VETERINARY  PRACTICES  

Eric D. Garcia, IT & Web Consultant Simply Done Tech Solutions

About  Me…  o  Business Management Team at Large Practice in

Tampa, FL

o  Former VP of Veterinary Exclusive Web Marketing Firm

o  IT & Web Marketing Consultant – Founder of Simply Done Tech Solutions & Working 1 on 1 with Over 100 Practices

o  VetPartners Member Consultant

o  International Speaker: USA, Canada, Europe, Turkey

o  Author of 15 Chapters in the Newly Revised 5-Minute Veterinary Practice management Consult on Technology and Web Marketing

How  Many  of  You…  

o  Search for businesses online o  Utilize Facebook personally o  Use the phone book frequently

How  Pet  Owners  Find  You  

o  Consumers search for businesses online o  Search Engines, Yelp, Vetstreet.com, AVMA,

Veterinarians.com (Formerly LocalVets.com), Email campaigns, Online Reviews

o  Businesses search for consumers o  Vetstreet new client acquisition program

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Where  Are  A  Majority    Of  Pet  Owners  Not  Looking?  

o  Practice: Gold Coast Animal Hospital o  Location: Chicago, IL o  Marketing: Print Yellow Pages, Online Yellow Pages, Yelp

Premium Listing, Client Referral Incentive Program

CASE  STUDY:  Yellow  Pages  

o  Problem Presented: $55,632/yr with AT&T Yellow Page Solutions via Dex o  $1,488/mo for Search Engine Optimization ($17,856/yr) o  $3,148/mo for YP.com banner, 3 Print Listings ($37,776/yr)

o  New Client Needed to Obtain ROI: 389/yr (w/$145 ACT)

o  Actual New Clients from Contract: Unknown o  Average from Most Practices: 6-10/yr

o  Practice: Gold Coast Animal Hospital o  Location: Chicago, IL o  Marketing: Print Yellow Pages, Online Yellow Pages, Yelp

Premium Listing, Client Referral Incentive Program

CASE  STUDY:  Yellow  Pages  

o  Solution: Cancel Entire Contract, Focus on Local Print, Implement SEO Strategies, Community Involvement, Vetstreet New Client Acquisition Program, Vetstreet Pet Portals

o  Logic: 2010 US Census Data & Digital Marketing/Advertising Statistics o  63.8% of population between 20 – 64 years old o  10.4% between 65 – 85 & over

o  Case Study Time Period: May 1, 2013 – August 10, 2013 o  New Client Numbers: Unaffected

How  to  Determine  ROI  with  YP  

o  Simple break down method

o  Add the total of each contract including web advertising o  Local Contract 1 (The “Big” Book) o  Local Contract 2 (The “Local” Book) o  Web Contract (Premium Listing + SEO)

Add Up Cost of Advertising PER MONTH x 12 months = TOTAL CONTRACT COST PER YEAR

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Determine  Your  Yellow  Pages  ROI  

o  Do the math

Total yearly spending from Yellow Pages

Total number of new clients from Yellow Pages

Total Cost per New Client

CRITICAL  TO  TRACKING  YOUR  ROI  

You Must Track Where Your New Clients Are Coming

From!

New  Client  Referral  Sources  

o  Google o  Yahoo/Bing o  Yelp o  Website o  Yellow Pages o  Social Media o  Affiliation Website o  Community Based Print Advertising

Actual  Contract  Review:    Yellow  Pages  ROI  –  ABC  Animal  Hospital  –  Napa,  CA  

o  Local Contract 1 (White Pages Listing) $25 o  Local Contract 2 (Yellow Pages Ad) $484

Cost of Advertising Per Month $509 x 12 = Total Cost of Advertising $6,108

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Actual  Contract  Review:    Yellow  Pages  ROI  –  ABC  Animal  Hospital  –  Napa,  CA  

o  The Math:

Total Yearly Spending from Yellow Pages: $6,108 Average Client Transaction: $133.15 Number of New Clients to Reach ROI: ~46/yr Actual Number of New Clients: 4 Acquisition Cost per Client: $1,527

Yellow  Pages  Online  WAS  NEVER  ALIVE  o  We have an online solutions! o  The “bundle” trick or “free” online advertising o  Tricked into spending money with their online

advertising solutions – don’t be fooled! Read the legal terms o  Ad management fee is based on up to 35% of your

budget (i.e. if you spend $500 on “clicks” and “SEO”, you will pay $500 for the cost of advertising plus $175 for “ad management” leaving $325 of an actual budget. Spending up to $2,100 in management fees!

o  80% of the average budget is spent with “yp.com” and 20% with outside search engines

The  Study  Says….…   Actual  Contract  Review:    Yellow  Pages  Online    –  Suburban  Animal  Clinic  Columbus,  OH  

o  YP online advertising $399 per month ($4,788 per year): o  90% advertising with yp.com (average position

2.1) o  5% Google SEO (average position 4.8) - $359 /

year o  3% Yahoo SEO (average position 5.6) - $11.97 /

year o  2% Bing SEO (average position 4.4) - $7.98 /

year o  $1,680 per year in management fees

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Sometimes  Businesses  Can  Find  You  

o  Vetstreet New Client Acquisition Program

May 2013 Highlights Hospital ID: 1795

Vetstreet.com - The fastest-growing pet-owner destination on the web.

Unique Visitors Page Views Page Views per Visit Avg. Length of Visit

1,994,710 5,185,704 2.33 5:07 min.

Page Views from Page Views from Page Views fromOrganic Traffic Paid Search Traffic Paid Advertising Traffic

1,396,011 29,486 554,862

Emails Sent to Email RecipientsPotential Clients Visiting Your Practice

11,956 28

Searches for: Views of YourTampa, FL & 33629 Profile

5 29

*Source: New Clients Campaign Metrics, May 23,2012 - April 3, 2013**Source: Webtrends, July 1, 2012 - May 31, 2013Compiled: 8/7/2013

Veterinary Medical Clinic, Inc.

We use both paid and unpaid traffic drivers to steer pet owners to vetstreet.com. Our collective buying power and reach enable us to promote local practices more efficiently and effectively.

Vetstreet targets pet owners new to your area and introduces them to your practice via email.

Vetstreet's online veterinarian directory showcases your practice for pet owners looking to "Find a Vet."

Vetstreet  New  Client  Acquisition  ¨  What is it? How does it work?

¤  Vetstreet acquires contact information for pet owners that move into your practice’s geographical area (name, address and email address)

¤  An email is sent to pet owners welcoming them to the area with your practice information

¤  Vetstreet integrates with your PIMS to verify if any of the leads have come into your practice

¤  Reports of client match backs are provided to the practice

Email from Vetstreet Prospective Pet

Owner YOU

Sample  Email  CASE  STUDY:  Put  Yourself  In  Front  of  Potential  Clients!  Vetstreet  New  Client  Acquisition  Program  

Independent study completed by Simply Done Tech Solutions, LLC.

§  Practice Name: Veterinary Medical Clinic §  Location: Tampa, Florida §  Case Study Time Period: ~11 Months §  Program Cost: $1,100 ($1,200 yearly) §  Total Number of New Clients: 50 §  Revenue Generated on Initial Visits:

$11,622.29 §  Total Revenue Generated from New

Clients (as of 9/2013): $27,018

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§  Practice Name: Animal Hospital of Berlin §  Location: Kensington, CT §  Case Study Time Period: 3 Months §  Program Cost: $300 ($1,200 yearly) §  Total Number of New Clients: 14 §  Total Revenue Generated from New Clients (as of

7/2013): $3,100 §  Update as of 11/2013:

§  New client numbers from the program have increased by 10 for a total of 24 new clients in a 5 month time period

§  Working to sort out initial visit vs. returning visit revenue

Independent study completed by Simply Done Tech Solutions, LLC.

CASE  STUDY:  Put  Yourself  In  Front  of  Potential  Clients!  Vetstreet  New  Client  Acquisition  Program   How  to  Determine  Your  ROI  

•  Use match back report •  Search for the client in the PIMS

•  Verify client info •  Verify client came in as “new client” during specified

time frame •  Some clients may not have come in as a new visit but

were either past clients or current employees •  Calculate Revenue

•  Revenue from first visit •  Total lifetime revenue

•  Did the service pay for itself? •  Monthly Cost: $100 or $250 •  Yearly Cost: $1,200 or $3,000

o  97% of consumers search for local businesses online 1

o  Where do general searches happen? Google o  Free – Google Places, Google Search Results o  Paid – Google AdWords

o  Where do pet owners search? Vetstreet.com o  2,938,066 Unique visitors o  7,412,953 Page views o  5:28 Avg. Length of Visit o  #5 Pet-Centric Website

How  Pet  Owners  Search  for  You  

1 Google.com

Google  Listing  –  Free!  

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Google  Places  –  Getting  Started  

www.google.com/places

Google  Places  –  Place  Page  

Google  Places  –  Map  View   Google  Places  –  Map  View    

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Google  Places  -­‐  Mobile  

First, ensure your profile is filled out 100%

Good Traffic + ANY Reputation = Win for Google

Solicit Good Reviews!

How  to  Enhance  Your  Google  listing  

Don’t  let  this  become  your  online  presence...   Good  Reviews  =  Good  Reputation  

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SIMPLIFYING  THE  MANAGEMENT  OF  YOUR  ONLINE  REPUTATION  

Step  One:  Claim  Your  Online  Listings  

¨  Claim your online listing with Google, Bing, Yahoo and Yelp ¤ Search for your business on Google, Bing, Yahoo

and Yelp ¤ Click on “Is This Your Business” or “Claim Your

Listing” ¤ Verify by automated phone call or postcard

¨  Free – ¤ www.google.com/alerts ¤ www.mention.net (more aggressive than

Google) ¨  How alerts work

¤ You type in search queries (i.e. name of your practice, owner and associates)

¤ When information matching any of the terms in your search queries is posted online you will immediately be notified by email

Step  Two:  Setup  Alerts  

¨  Save all of your online listing websites in a “favorites” folder in your browser

¨  Monitor 1 – 2 times monthly

Step  Three:  Monitor  Reviews  

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¨  The average veterinary practice receives 1 review a month on the largest search engine Google

¨  Reply to Positive Reviews ¤  “Thank you for your kind review! We appreciate you

as one of our most valued clients.” ¨  Reply to Negative Reviews

¤  “We apologize about your experience. We have not been able to reach you by telephone. We would like to make this situation right with you. Please call our medical director directly at (123) 456-7890.”

Step  Four:  Engage  with  Reviews  

¨  Reviews on Google are important to your business

¨  Google takes on over 70% of the search engine market share ¤ Bing & Yahoo take on a small portion of all

searches ¨  Only reviews by Google users can be left on

Google ¨  Non-Google reviews are not syndicated on

Google

Step  Five:  Solicit  Positive  Reviews  

¨  At checkout the reception team should ask visibly happy clients if they would mind leaving the practice a review.

¨  Sample script: "Mr. Garcia, we appreciate you as a client. Would you mind leaving us a review online? We want happy clients like you to be able to find us online easily.". If client says, yes. "Thank you! May I have your email and I will send you a link to our online listing with Google?”

¨  Collect email addresses and at the end of the week (or during any down time) send a mass email by placing each collected email address in the BCC section of a new email.

¨  Copy and paste the template and send.

Step  Five:  Solicit  Positive  Reviews   Email  Template  

Dear Valued Client, We really appreciate you trusting us with your pet’s veterinary care! As a small business we need as much help as we can get to help us with our online presence. Would you mind giving us a review on Google? It really helps happy clients like you to find us. To do so, you just need to go to this link and click on the Write Review button: Insert Google Listing Link Here You will probably find this site really helpful when posting a Google review: http://www.wsiwebspecialist.com/_blog/The_WebSpecialist_Blog/post/How_to_Leave_a_Google_Place_Review/ We greatly appreciate your willingness to leave us a review online! We look forward to serving you in the future with your pet’s health needs. Warm Regards,

The Doctors and Staff of Simply Done Vet Clinic

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 GETTING  STARTED    

WITH  ONLINE  MARKETING  PART  II  

FEATURING  REAL  CASE  STUDIES  FROM  REAL  VETERINARY  PRACTICES  

Eric D. Garcia, IT & Web Consultant Simply Done Tech Solutions

Google  AdWords  -­‐  Paid  

adwords.google.com

CASE  STUDY:  Google  AdWords  o  Practice: Urgent Pet Care of South Tampa

o  Opened November 15, 2010 o  The only veterinary urgent care facility open within a 20 –

30 minute drive o  Marketing:

o  Various local magazines advertisements, community events

o  Problem Presented on December 2: Slow/no client traffic o  Solution: $250/month Google AdWords Campaign o  Time Period: 6 months [December 1 – May 31] o  Total Program Cost: $1,500 o  New Client Referrals from Ad: 39% of Total New Clients o  Minimum Revenue Generated: $6,750 [Based on Exam Fee + # of

Clients]

o  Set your daily budget o  Avoid Guesswork – Keyword Traffic

Estimator o  Pay only per click o  Local Target Ads = Greater Control o  NO contract o  Measureable Value

Google  AdWords  

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CASE  STUDY:  Optimizing  Your  Website  

o  Practice: Undisclosed o  Location: U.S.A. o  Marketing: Vetstreet New Client Acquisition Program,

Vetstreet.com, Local Vets (now Veterinarians.com), Community Events, Local Sports Team Sponsorships, Social Media

o  Problem Presented During Q4 of 2012: Outdated Website o  New Client Referrals from Website 2010 – 2012: 15 o  Solution: New website, updated look, new client registration form, more content o  New Website: Launched end of Q4 2012 o  Total Development Cost: $3,500 o  Case Study Time Period: January 1, 2013 – August 10, 2013 o  Total Monthly Subscription Fees: $400 ($50/month for 8 months) o  New Client Referrals from 1/1/13 – 8/10/13: 18 o  New Client Revenue Generated: $3,889

Drive  Traf[ic  to  Your  Website  

97% of consumers search for a local business online 1

¨  Review Your Content

¤  Ensure our content is fresh and up-to-date ¤  Describe your services ¤  Most visited pages and most time spent

n  Our Veterinarians/Team/Staff n  About Us

¤  Review SEO data on your website n  Page Titles n  Page Descriptions

1 Google.com

Search  Engine  Optimization  (SEO)  

¨  Title – No more than 70 characters

¨  Page Description – 150 to 160 characters

¨  Keywords – Not relevant with search engines

aha, american animal hospital association, pet medical records, examination facilities, pharmacy, pathology services, radiology services, anesthesia, surgery dentistry, nursing care, housekeeping, maintenance, medical library, emergency services, comprehensive veterinary services, sand lake animal clinic, orlando, fl Since its foundation in 1980, ABC Animal Clinic has grown and expanded to offer a comprehensive menu of veterinary services. We operate a comprehensive clinic that includes an on-site pharmacy fully stocked with a wide range of drugs applicable to small animal medicine, as well as a fully functioning laboratory capable of performing diagnostic procedures accurately and quickly. Orlando, Florida.

Keyword  Actually  Placed    by  the  Yellow  Pages  Online  

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Attract  New  Clients  with    Google  Offers  

•  Free to create & list

•  Promote your offer for a minimum of $10 per month •  The more money you spend the more exposure your offer will

receive

•  You control the offer details •  How long is the offer valid for •  What days of the week can the offer be used •  How many offers do you want to make available

Google  Offers  Case  Study  

•  Practice Name & Location: Undisclosed

•  Program Time Period: 6 months

•  Google Offer: $25 off New Client Visit

•  Total Number of New Clients: 8

•  Revenue Generated on Initial Visits: $1,251.55

•  Program Cost: $380 •  $30/mo to promote for 6 months - $180 •  8 new clients redeemed the offer at $25 off - $200 •  23 people “saved the offer” - $0

•  Total Return on Investment: $871.55

•  Total Revenue Generated from New Clients To Date: Unknown

Social  Media  for  Marketing  Purposes  

o  Bing provides Facebook pages with 5x more visibility

o  Stop having TOO much fun! o  Educate by developing effective marketing

postings

Optimize  Your  Facebook  

Educate Team

Members

Create Awareness

Engage in Discussion

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Create  a  Feeling   Create  Useful  Albums  &  Expand  Your  Reach  o  Client & Patient Driven

o  “ABC Veterinary Hospital Super Stars!” o  “Pet of the Week/Month” o  “Our Newest Patients” o  “Client Testimonials”

o  Educational o  “Top 10 Toxins” o  “Toxic Household Plants” o  “Case Studies” o  Dermatology o  Surgery

3  Elements  of  a  Successful  Social  Media  Marketing  Post  

Educational Topic – Include Fact/

Statistic

Marketing Mention – How Can You Help? What is Your

Recommendation?

Socialization

Sample  Marketing  Post  o  Educational Topic – Lost Pets/Microchiping: One in three pets will

become lost at some point during their lifetime. Without ID, 90% never make it home. Does this worry you? If so, a microchip is your answer. A microchip is much more reliable than a collar and tag because there is no chance that it will fall off. [Photo]

o  Marketing Mention – Recommendation: Getting a microchip placed is quick, easy and can be done at our practice during a 15 minute appointment.

o  Socialize: Share this post with your friends and reduce the rate of lost and homeless pets in our community.

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Sample  Marketing  Post  Educational Topic - Fleas: Did you know flea prevention not only protects your pets but it can help prevent an infestation that will protect you. In one day, a single flea can bite your cat or dog more than 400 times. During that same day, the flea can consume more than its body weight of your pet's blood. [PHOTO] Marketing Mention – Your Recommendation: Thanks to revolutionary products, such as XXX and XXX, you and your pet do not have to suffer. These products can kill 100% of fleas within 4 hours of the first dose Socialize: Is this something you have dealt with in the past or deal with today? Share your story, ask us a question or give us a quick like!

Social  Media  Motivates  Purchases  

Facebook  Boosted  Posts  

¨  Pay to expand your reach for individual postings

¨  One time fee … starting at $5

¨  The more money the more people Facebook will show your individual posting to

How  to  Boost  a  Post…  

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Set  Criteria  

Select: People you choose through targeting

Location: Local city

Interest: Pets, Animals

Budget: Try $5 getting started

Great  Example  of  Boosted  Post  

What  Content  You    Should  NOT  Boost  ¨  Any copyrighted images or images you do

not own ¨  Promotions

¤ Buy 1 Get 1 Free ¤ 25% off of Exams

Track  Success    

¨  Ask your team ¤ Did you receive any inquires?

¨  How many new likes did you receive? ¤ More likes are GOOD!

¨  Did you link people to your website? ¤ If so, how much traffic was sent to your

website?

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Facebook  Promoted  Pages  

¨  Pay monthly (non-contractual) to promote your Facebook

¨  Set target criteria – same as boosting post criteria

¨  Benefits ¤ Put yourself in front of prospects ¤ Targeted audience ¤ Grow your Facebook followers

n Organic SEO growth as result

Example  Facebook  Promoted  Page  

78% of Facebook users use Facebook mobile

Facebook  Page  Ad  

o  Review ALL Yellow Page Contracts – Start Saving! o  Search for your practice online o  Google

o  Claim your listing o  Solicit client reviews o  Try Google AdWords for free o  Create Google Offer

o  Implement reputation management processes o  Full Practice Website Analysis

o  Develop Content Rich Website with Meta Tags o  Make sure it is descriptive o  Add a blog

o  Social Media o  Develop marketing postings – Use 3 elements 1 – 2 times weekly o  Boost really great posts occasionally

o  Utilize Proactive Marketing Programs o  Vetstreet New Client Acquisition

Optimization  Check  List  

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THANK YOU!

Eric Garcia, IT & Web Marketing Consultant Simply Done Tech Solutions, LLC

+1 (813) 545-3044 eric@simplydonetechsolutions.com www.simplydonetechsolutions.com

Notes:

www.simplydonetechsolutions.com/wvc2014