smile marketing | google adwords | facebook marketing
TRANSCRIPT
1 Coming to your practice soon
FACEBOOK SUCCESS= BUSINESS PAGES PLUS ADVERTISING
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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)
FACEBOOK ADVERTISING OVERVIEW
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COMMON MYTH – “MY TYPE OF CUSTOMER IS NOT ON
FACEBOOK..”
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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
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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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
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
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
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
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
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
ADVERTISING FORMATS – “PLACEMENT”
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Desktop News Feed
Right Hand Column
Mobile News Feed
In Facebook View “Placement”
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
-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)
GOOGLE ADWORDS – PAY PER CLICK
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ADWORDS ELEMENTS
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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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OVERVIEW
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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!
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)
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
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
TRACKING RESULTS
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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
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!?
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
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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