8/16/19

1

Mark Sherman and Doug Schatz

9/11/2019

Reaching and Converting the Customers You Want

Not Everyone is Your Customer

2

Population Households (2.53 people/HH)

https://w w w .iii.o rg /fact-s ta tis tic /facts-s ta tis tics-pet-s ta tis ticshttps://b toe llner.typepad.com /kcdogblog/2012/11/us-pet-ow nersh ip-s ta tis tica l-breakdow n.htm l

• Households are about 39% of population (2.53 people/household)

• Pet Ownership is about 70% of households• Dog ownership is 63% of households with

Pets (43% net)• 67% of population are homeowners• About 17% of dog owners board at Pet

Resorts (7.3%)

Identify Customer Segments

3

• Get Clean Customer Names, Addresses, Emails, Phone Numbers (not the dogs’)

• Export Customer Records to a spreadsheet• Build a transaction/revenue profile over a 2-

year period with services if possible.• Segment into Best (top 25%), Worst (bottom

25%) and Average (mid 50%)• Review records for frequency of visits, overlap

of services used, customer notes, sources, promotions, etc.

• Include Name, Zip, Revenue, Service• Your Kennel Management Software may make

this easy or hard

https://www.targetmarketingmag.com/article/cloning-your-best-customers-1-173-words-28239/all/

8/16/19

2

Audience Building

4

• Both Facebook and Google allow Audience Building based on matching Customer Records

• Data is anonymous within Google and Facebook but allows targeting of advertising to people that match the audiences

• Import Customers Records and a “Custom Audience” created where they match records with Facebook and Google Profiles

• Once Custom Audience is built, a “Lookalike Audience” (FB) or “Similar Audience” can be built and set as a Target Audience to boost and promote posts and ads

• Recommend Audiences be built that include:– Customer “Custom Audience”– Customer “Lookalike/Similar Audience”– Remarketing with people that engage on Facebook or visit

website with both Google and Facebook.

https://www.facebook.com/business/help/606443329504150

Data Audience Results

Power of Focus

5

Untargeted – 180M-210M Lookalike 1% – 2M LK1%+Age – 2M LK1%+Age+Geo – 39K LK1%+Age+Geo+Pets – 28K

• By Focusing – You can narrow down Facebook from over 200M users 500K to 1M in an areas to 50K or less that are more likely to care and engage with you.

• The Reach and Engagement doesn’t vary dramatically – but the probability of person looking more like your customer improves dramatically for the same spend

• You can set up similar audiences based on who engaged on your website – Further in the funnel

The Marketing Funnel

6

• Focus on 3 levels of promotion to build marketing funnel using multiple channels

• Brand Awareness – They see your name and know you exist – no other action – relatively inexpensive/least valuable

• Engagement – They show interest in Dogs/Cats by liking, commenting and sharing posts – moderately expensive/moderately valuable

• Website Traffic – They show interest in your services – boarding, daycare, training, grooming by visiting website – expensive/very valuable

Brand Awareness

Engagement

Website Traffic

Email

Website

Paid Media

Social Media

8/16/19

3

2019 Website Checklist

7

Modern Website “Checklist”

1. Responsive2. Content and Branding3. Performance is key!4. SSL Certificate

#1 – Going Responsive

8

Everyone Needs a Responsive Website

Responsive means your Website is built to adapt to whatever screen size is displaying it…

And responds to screen rotations!

#2 – Content and Branding

9

Seal The Deal With Your Website Content

Your Website needs to pass these 6 criteria to get a visitor to call you:

1. Image – Would a customer want your staff at their home?

2. Brand – What distinguishes you from competitors?

3. Relevance – Can you meet their needs?

4. Current – Does your site reflect seasonality? Is it updated regularly?

5. Personalize – Do your photos and testimonials represent your business?

6. Credibility – Perhaps most important… let’s dig in some more!

8/16/19

4

#3 – Performance is Key

10

Users are expecting lightning fast load speed, especially on mobile. If your site takes too long to load, users are likely to “bounce” off your site…

Every Second Counts (to clients AND Google)!

of visits are abandoned if a mobile site takes longer than 3 seconds to load.

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

Google provides a tool to measure your Website’s performance:

#4 - SSL Certificate

11

• SSL is achieved by installing a secure “certificate” on your Website. This is used to verify a Website’s identity and show your Website visitors that you are the legitimate owner of your Website.

• In other words, it’s an easy way to show your visitors that your Website qualifies as “safe,” while instilling confidence in your customers.

You MUST Have an SSL Certificate

Having an SSL Certificate will help:

- Increase customer confidence- Improve conversion rates- Rank higher in search engines

Email Marketing is Critical

• Email Marketing Purpose– Focus on marketing to people that will be

your best customers– Educate and connect – drive new client

conversions by staying in front of prospects• Email Marketing Importance

– Offers highest ROI of any marketing channel – 40x+

– Checked and used more frequently by consumers than Facebook and Twitter (90% once a day)

– Has a longer lifespan than social media –searchable in your inbox

– Allows for tailored messages to different audience segments

https://www.campaignmonitor.com/blog/email-marketing/2018/03/why-email-should-be-cornerstone-for-digital-marketing-strategy/

8/16/19

5

Tips for Successful Email Marketing

13

Email Marketing

1. Educate your audience!

2. Do not just send offers

3. Implement a 90/10 rule – 90% educational/10% promotional

4. Be consistent – in both tone and schedule

5. Avoid oversaturation

6. Don’t go too heavy on images – it will hurt effectiveness and deliverability

Tips for Successful Email Marketing

14

Client Email Marketing Prospect Email Marketing1. Data is critical - Tag each clients with

the services they have. This develops a list to market the services they don’t have.

2. If they are boarding clients, educate them on the benefits of your daycare programs with. Same with grooming/training

3. Do not email your clients more than once a month – unless you have a compelling reason to do so.

1. Send them through the funnel. What is your strategy to take them from the “awareness” level to a client

2. Use strong calls-to-action – Drive them to where you want them to go. You have to “lead them to water”

3. Successful prospect email marketing takes prospects through a workflow, creates/builds trust, and provides value. Make sure your emails do this – they can’t just be promotional!

QUESTIONS?