Make Your Digital Marketing

Efforts Profitable Presenter: Todd Hedberg, MBA Digital Marketing Manager Starkey Hearing Technologies @toddhedberg

PPC

Retargetting

Blogging

Mobile Optimized

SEO

Display Advertising

SEM Bounce Rate

Mobile Responsive Email Triggers

Web Forms

Landing Pages

Agenda

The Digital Marketing Equation

5 Campaign Opportunities

Shared Examples to Utilize

Creating On-Going Profitability

Q&A

You Have to Cast A Lot of Lines…

A Strong Presence is Critical

Purchasing Decisions Are Made Online

http://www.brafton.com/news/89-percent-of-consumers-use-search-engines-for-purchase-decisions

New Opportunities with Digital Marketing

#1 Capture & Convert Visitors into Leads

Building the ‘Hub & Spoke’ Model

Lead Capture Tools

Consumer Guides

Blog Subscriptions

Newsletter Sign-ups

Ask an Expert

Live/ Recorded Webinars

Appointment Requests

Personalized Lead Nurturing

50% Appointment Conversion Rate!

“We invest a lot of money into advertising to get candidates to contact us for more information. In the past, we would get our

leads from print advertising. Now we tend to get several of those leads from electronic means, but they are just as important and

can be just as profitable.” Jim Young

#2 Optimize for Increased Lead Opportunities

Increasing Search Visibility

“How can I increase my practice’s online search visibility?”

Local Search Is Everywhere

Search Is Going Mobile

Search Is Going Social

Create Your Keyword Strategy

Google’s Keyword Planner Tool

Optimize Your Listings

Page 1 Search Domination

#3 Drive Action with Email Campaigns

Preferred Method of Communication

http://tribesno.files.wordpress.com/2013/04/preferred-communication-channel.png

Make it Automated, Make it Personalized

#4 Hit the Mark with Targeted Ads

When to Spend Online?

Newly Launched Website

Competitive Organic Search

Traditional Marketing Diminishing

First-mover Advantage

How Should it Work?

Ads appear by keyword triggers

Billing occurs with clicks, not impressions

Multiple ads rotated & monitored (agency fee)

Each ad links to matching landing page with lead capture areas

A Poorly Executed Campaign

A Well Executed Campaign

Ad Campaign Reporting

PPC Success Results

• Yonkers, NY Market Area

- $400/ monthly ad

budget+ $149 fee

- Average 4 quality leads/

month

- Cost-per-Action (Lead) of

$137.25!

• Baton Rouge, LA Market Area

- $550/ monthly ad budget+ $149 fee

- Average 4 quality leads/ month

- Cost-per-Action (Lead) of $174.75!

#5 Grow Your Social Love

Build Your Social Media Community

Add Quality Page ‘Likes’ Database Email Event/ Office Signage

Configure Your Social Media Efforts

Facebook Strategies

Best platform for current & prospective patients

Over 50% of online Seniors use Facebook

Brand building through

Lead generation through actionable links, contests and promotions

YouTube Strategies

Highest potential for engagement

Can be utilized across website and email platforms

Build credibility through testimonials

75% of Boomer and Seniors acted upon an online video

Twitter Strategies

Best to target content to younger users that are ‘influencers’

Perfect for sharing links to your blogs, testimonials, website pages and videos.

Requires consistent activity and timely responses

Create a Social Buzz

Invite engagement, create leads Pictures submitted= 118

New Page Likes= 175

Total Engagment= 1,440 actions (likes, comments & shares)

Recap of Campaigns

#1 Create Website Lead Conversions

#2 Optimize for Increased Lead

Opportunities

#3 Build Loyalty with Retention Email

#4 Hit the Mark with Targeted Ads

#5 Grow Your Social Love