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 got 50% of their new clients from 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 newsletter and 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? B: Reminders – why? 20web/Morley_reminder.jpg 20web/Morley_reminder.jpg C:Websites:

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