smile marketing | google adwords | facebook marketing

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Page 1: Smile marketing | google adwords | facebook marketing

1 Coming to your practice soon

Page 2: Smile marketing | google adwords | facebook marketing

FACEBOOK SUCCESS= BUSINESS PAGES PLUS ADVERTISING

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Page 3: Smile marketing | google adwords | facebook marketing

FACEBOOK MARKETING OVERVIEW

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1. Create Facebook Page

2. Invite those who know Sunlight to Like the page

3. Define the audience you’d want to have a “dialogue” with

4. Share content of value to your audience – not just promotions

5. Promote content to Fans and target audience (Paid for)

6. Keep it Social – content of value (4 posts) versus promotions (1) i.e. Keep to a 4:1 content ratio

7. Offer content for download (Guides Tips etc.) in exchange for emails (Paid for)

8. Use email marketing to continue the dialogue (Free)

Page 4: Smile marketing | google adwords | facebook marketing

FACEBOOK ADVERTISING OVERVIEW

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Page 5: Smile marketing | google adwords | facebook marketing

COMMON MYTH – “MY TYPE OF CUSTOMER IS NOT ON

FACEBOOK..”

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Page 6: Smile marketing | google adwords | facebook marketing

ARE YOU SURE? -HAVE YOU ASKED THEM ALL!

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1.15 Billion active users

699 Mn users

per day

43% of all online consumers are

social media fans or followers

Page 7: Smile marketing | google adwords | facebook marketing

DEFINING THE AUDIENCE

Typically* Men Or Women?

Typical* Age Band?

What Brands Do They Love?

What Tv And Films Do They Watch?

What Interests Do They Have?

Use Tools To Create The Typical Practice Patient Profile https://yougov.co.uk/profiler#/

* Not ALL Patients – Aged And Gender Most Likely To Be

OR

Create Multiple Audiences Of Your Patient Base – Such As; Children , Older, Parents Etc

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Page 8: Smile marketing | google adwords | facebook marketing

PROFILE OF READERS OF VOGUE - LIFESTYLE

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Facebook advertising system has 100’s if not 1,000’s of these Interests can target by

Page 9: Smile marketing | google adwords | facebook marketing

PROFILE– READERS OF VOGUE - BRANDS

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Facebook advertising system has 100’s if not 1,000’s of Brands can target.e.g. Vogue has 6.4 Million fans on Facebook

Page 10: Smile marketing | google adwords | facebook marketing

WHO TO TARGET? – PEOPLE WHO ARE INTERESTED IN

BRANDS RELATED TO YOUR PRODUCT/SERVICE

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“Reach your audience based on their interests. This can include interests shared on their Timelines, apps they use, Pages they liked and other activities on and off of Facebook. Interests may also factor in demographics such as age, gender and location.”

1.4 Active Users Filter by 100’s of : Brands + Interests++demographics + location

Target your ideal audience

Page 11: Smile marketing | google adwords | facebook marketing

FACEBOOK FAN DIALOGUE LOOKS LIKE

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Audience researchHow Can We Help?

Free – Tips And Guides In Addition To Relevant Offers You Have

Their Needs?-Pain And Gain Points

Teeth look great =Happy confident patients

Looking after teeth

Brace options

Page 12: Smile marketing | google adwords | facebook marketing

FACEBOOK OVERVIEW – CAMPAIGN BUILDING

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Audience Research –Ideal Clients On Facebook? Quantity? Location?

Best Campaign Type For Objective?

Offers/ Resources* available/easy to create(*Guides etc.)

Creative Elements For Campaigns:ImagesCopyLanding Pages

Page 13: Smile marketing | google adwords | facebook marketing

WHO TO TARGET – PROSPECTIVE CLIENTS

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People who have visited your website or subscribed

to your email list are already prospective clients –

Facebook can help target these people

How?Website visitors – tracking code placed on site creates a Custom Audience on Facebook's ad system we can use .Email lists – load into Facebook and matches to emails used by people to logon to their FB account

Page 14: Smile marketing | google adwords | facebook marketing

ADVERTISING FORMATS – “PLACEMENT”

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Desktop News Feed

Right Hand Column

Mobile News Feed

In Facebook View “Placement”

Page 15: Smile marketing | google adwords | facebook marketing

FACEBOOK CAMPAIGNS OBJECTIVES

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Click here and goes to a page on your website

Generally Links to an existing story on Facebook page. As an advert can be targeted to reach more than just Fans of your page

Asks you to “Like Our Page” and CTA button to make easy to do just that

Page 16: Smile marketing | google adwords | facebook marketing

-What You Get

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Page Management

£195 +VAT per month*

Advertising Management

£350 +VAT per month**

Daily updates on your page containing topical information, links to your blog, special offers,

information useful to your target market

Careful analysis of your target market and existing subscribers (if applicable)

Full competitor analysisIdentification of objectives for your

campaign (more fans, signups to your email list, downloads of a report etc.)

Replies to commenters Full competitor analysis

Weekly page optimisation (time and type of posts)

Creation of dozens of targeted Ad Groups

Monthly reporting Weekly reporting

*A setup fee of £195+VAT applies in month 1 to cover creation of your Facebook Page Cover

**A setup fee of £350+VAT applies in month 1 to cover the setup of the

targeting & creation of multiple images

Page & Advertising Management

£475 +VAT per month (Normally £545 + VAT)

Page 17: Smile marketing | google adwords | facebook marketing

GOOGLE ADWORDS – PAY PER CLICK

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Page 18: Smile marketing | google adwords | facebook marketing

ADWORDS ELEMENTS

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Page 19: Smile marketing | google adwords | facebook marketing

PROCESS

Research keywords that your customers use when searching for your services

Write advertising copy which grabs attention & encourages relevant clicks

Choose & refine a suitable web page to send traffic to, delivering what you promised.

Provide tracking codes to enable accurate measurable analysis of what’s working.

Agree which geographical area you need to cover in line with your business plan.

Determine your monthly click budget which we manage on your behalf.

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Page 20: Smile marketing | google adwords | facebook marketing

OVERVIEW

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Page 21: Smile marketing | google adwords | facebook marketing

KEYWORD RESEARCH

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Is key to Success in AdWords.Better to bid for an win “big slices of lots of small pies rather” than waste budget trying to “win a small slice of a big pie.”NB Where Pie = Keywords!

Page 22: Smile marketing | google adwords | facebook marketing

KEYWORD SEARCH FOR “DENTAL IMPLANTS”

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Looking at the initial keyword research (See sample below) you can expect to pay £3.29 per click to have your sales message seen by a audience of just under 21,000 a month. With this in mind, we recommend a monthly click budget of £250-500 per month depending on the number of Implant cases you’d like to create (per month)

Page 23: Smile marketing | google adwords | facebook marketing

AD COPY TO ATTRACTS CLICKS- BID

STRATEGY FOR POSITION

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Ask Questions

Curiosity

Be Specific – Ad Headline

Can Only Be 25 Characters!

Talk To A Need Or Want

Solve A Problem

Use Title Case As It Reads Better

Top of Page ads now attract X10 the clicks of ads on right hand side

Page 24: Smile marketing | google adwords | facebook marketing

LANDING PAGES

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Be Specific

Use Images

Strong And Easy Call To Actions

Provide Testimonials/ Credentials

Provide More Evidence And USP’s

Page 25: Smile marketing | google adwords | facebook marketing

TRACKING RESULTS

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Page 26: Smile marketing | google adwords | facebook marketing

GEOGRAPHICAL TARGETING

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Simple Radius Targeting FromYour Location

More Complex Bulk Location Targeting-E.G Good For London And Other Large Conurbations

Page 27: Smile marketing | google adwords | facebook marketing

BUDGETING APPROACH FOR SUCCESS

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What Budget Do You Want To Spend?

How Many New Clients (£P) Do Your Want To Attract?

ROI Approach – Invest £1 To Gain £5 – How Many £’s Do You Want!?

Page 28: Smile marketing | google adwords | facebook marketing

AdWords – What You Get

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AdWords Account Management

£350 +VAT per month*

Initial keyword research for your approval before we commence building full campaigns

Full competitor and market analysis

Campaigns built out for you and fully optimised depending on YOUR objectives

Mobile adverts and mobile optimisation

Full advice on your landing pages

Daily bid optimisation

Ad copy testing (Split testing)

Fortnightly reporting

Remarketing campaign to follow your potential buyers around the web

Suitable for a monthly spend of up to £2500

Clicks budget payable direct by client to Google (NB Google’s terms of service)

*A setup fee of £350 +VAT applies in month 1

Page 29: Smile marketing | google adwords | facebook marketing

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30 years marketing and sales experience, including working for three of the entrepreneurs from

Dragon's Den

Social Media Reach +

Direct Expertise= More Patients

/Treatments /Awareness

Fellow of the Institute of Direct

and Digital Marketing

4 Years Social Media Management and Paid Advertising ( AdWords and

Facebook) expertise

Joined Smile

Marketing in 2010

GRAHAM– SOCIAL AND PAID SEARCH

Page 30: Smile marketing | google adwords | facebook marketing

Thank Yout. 0845 287 3051

m. 07973 698 877

[email protected]

www.smiledentalmarketing.co.uk

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