9 to 950 Top Marketing Mistakes - Simply Done Tech Solutions · 12/9/2017 · Top Marketing Mistakes & How You Can Fix Them About Eric Garcia Management Team at Large Practice in

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Eric D. Garcia, IT & Digital Marketing Consultant

© 2017 All rights reserved. Eric D. Garcia

Top Marketing Mistakes &How You Can Fix Them

About Eric GarciaManagement Team at Large Practice in Tampa, FL

Former VP of Veterinary Exclusive Web Marketing Firm

IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions

VetPartners Member Consultant

AAFP Advisory Board Member

International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, Austria

Published Author:ì Marketing Columnist for Today’s Veterinary Businessì 15 Chapters in the the 5-Minute Veterinary Practice

Management Consult, AAHA Trends Magazine, Veterinary Practice News, DVM360, and more


Thanks to Our Sponsor


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Marketing Mistake:Creating Unofficial Facebook Offers


Marketing Mistake:Creating Unofficial Facebook Offers


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Facebook Offers


Boost Offer: Audience


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Boost Offer: Budget


Boost Offer: Duration


Marketing Mistake:Not Having a Mobile Friendly Website

https://search.google.com/test/mobile-friendly


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How Do You Rank?https://search.google.com/test/mobile-friendly


Responsive Website


PageSpeed Insights

Website loading speed is a priority for the overall user experience

One of the hundreds of SEO ranking factors

If your website isn't loading fast enough, you'll lose potential customers


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How Do You Rank?

https://developers.google.com/speed/pagespeed/insights/

Good: The page applies most performance best practices and should deliver a good user experience.

Needs work: The page is missing some common performance optimizations that may result in a slow user experience. Please investigate the recommendations below.

Poor: The page is not optimized and is likely to deliver a slow user experience. Please prioritize and apply the recommendations below.


Not Having a Secure WebsiteSSL Certificate


Having Duplicated Content on Your Website


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Marketing Mistake:Not Creating a Referral Program


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!


Develop Client Referral Program


Reward Dragon

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Reward Clients Who Refer

How do you reward clients?ì Say Thank Youì Send Handwritten Note

Credit toward pet account

Gift card to local pet shop (endorsed by the practice)

Gift card to local business

After X referrals in 1 year client receives a nice dinner at a local restaurant


Marketing Mistake:Not Using a “Tracking Coupon”


Difficulty in Tracking Return: Print Ads

Publication Website Social Media


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Difficulty in Tracking Return: Community Event

Event Google Website


Find the Right “Tracking Coupon” for Your Practice

Free bottle of shampoo

Heartworm/Flea Prevention Discount

Free “Gift”

$X off of your overall visit


Using CallRail to Track Success


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CallRail


CallRail


CallRail


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Marketing Mistake:Only Tracking New Client #s

New Client Numbers

vs.New Client Revenue


7 clients 14 clients

Mistake: Sharing Boring Content on Social Media

A Tale of 3 Practices


Practice A.) 500 Followers


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Practice B.) 800 Followers


Practice C.) 950 Followers


Marketing Mistake:Allowing Employees To Take Pictures with Personal Devices


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Marketing Mistake:Using “Free” Images from Google!


Marketing Mistake: Not Having a Retention Strategy


It’s what you do to keep clients coming back

Marketing is not just about new client acquisition

What are you doing to secure your 1-3% marketing budget investment?

Retention marketing is a critical component to your overall marketing strategy

The Client Experience

Beforeì Send reminders, prepare medical records, review schedule

Duringì Provide excellent medicine and superior service

Afterì Call backs (maybe?), continue discussions on social media,

pet portalì How did the visit go? How did the client feel?


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Retention Mistake: Not Measuring Client Satisfaction


We Often Find Out This Way


Solution: Measure Client Satisfaction

Send post visit survey within 72 hours of client visit

Automated surveys make it easy

Clients will only receive survey once within 6 months to a year

Make sure the survey is short and to the point


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Case Example: The NEW Associate

Scenario: ì Small solo doctor practiceì Hired new associate to

takeover seeing most patients

ì Survey results started to change

ì Upon further investigation the new associate was failing to properly engage clients


Retention Mistake: Failing to Appreciate Brand Advocates


Missing Reply

Missing Reply

Missing Reply

Solution: Appreciate Brand Advocates


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Call new clients & random existing clients ì Studies find that thanking

new & existing acquaintances make them more likely to see ongoing relationships

ì People who are thanked are more willing to provide better assistance

ì Couples who say thank you to one another more than 5 times weekly are less likely to be divorced


Dr. Eddie Garcia of Veterinary Medical Clinic in Tampa, Florida


Send Thank You email with personalized note



Send Thank You email with personalized note


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Happy Client on Instagram!


NO... You Can’t Over Thank Someone


Retention Mistake: Only Sending Postcard Reminders


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Solution: Include Text Reminders


97% of Americans use texting at least once a day on their cell phones. ì Text messages have a 98% open

rateì Text messages have a 45%

response rate

Ask for mobile number instead of home number

Obtain client permission on registration & drop-off forms

Text reminders allow clients to act instantly – reducing phone calls and saves money

Most portal/reminder program services offer this service at no additional cost

http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

Retention Mistake: Forgetting About Lapsing/Lapsed Patients


Solution: Develop Ongoing Lapsing Patient Marketing Campaign


Target clients who have not visited the practice in 18+ months

Consider 3rd or 4th reminderì Email campaignì Postcard/letter

Reach out to client ì Telephone call between 6:30p –

8p

Track success, learn from clients, and clean up your practice database

Automated Tools: IDEXX’s Petly, Vetstreet (coming soon), Retriever

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IDEXX Pet Health Network


Retriever


Text Campaign with Video


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An Important Message from Our Medical Director


Thanks to Our Sponsor


THANK YOU! Stay Connected with Me


Facebook: facebook.com/EricGarciaFL

Instagram & Twitter: @EricGarciaFL

Notes: simplydonetechsolutions.com/tgavc17

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9 to 950 Top Marketing Mistakes - Simply Done Tech Solutions · 12/9/2017 · Top Marketing Mistakes & How You Can Fix Them About Eric Garcia Management Team at Large Practice in