Everything You Need to Know About Targeted Marketing Campaigns

What are Targeted Marketing Campaigns?

Targeted Marketing Campaigns (TMC) are digital marketing campaigns offered by our sister company, Obelis Media. They are designed to generate leads via the Internet. We use a combination of social media advertising and search engine advertising to generate a significant increase in new traffic to your site. More traffic means more leads.

Target Marketing Campaigns will provide you with immediate results that are quantifiable and can be acted on immediately.

AdWords, Facebook Ads, Google Display Ads, etc. can be complicated. We know how to manipulate the variables including:

• choice of keywords/key phrases
• content of the landing page
• geographical reach
• choice of ad venue (Facebook, Twitter, Google…)
• device type (mobile, desktop…)

We make frequent, sometimes daily, adjustments based on our analysis of your data. Our job is to get the right people to your website to produce the leads you’re looking for while conserving as much of your advertising budget as possible.

What to Expect From TMC

Generate leads

The primary purpose of most advertising campaigns is to generate leads. Efficiency and economy of scale allow our system to generate leads while keeping the cost per lead well below the industry average.

Provide immediate and consistent traffic

As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.

Provide an increase in the efficient delivery of your product or service to the intended consumer

The delivery of the campaign can be determined by any number of factors including, but not limited to:

• geography (by town, state or distance from a particular town or zip code, etc.)
• demographics (age, race, religion, gender, etc.)
• interests (hiking, photography, fishing, etc.)
• Increase in the efficiency of campaign development
• The same ad can be tested in using differing criteria to assess the effectiveness of the ad from market to market. Known as split testing we can quickly change the parameters of each campaign to maximize the CPL.

Our campaigns are designed to easily integrate with offline marketing

The ads used in your targeted campaigns can be provided to you in a PDF format. The ad can be used in print media campaigns to allow coordination between your offline and online marketing campaigns. Print ready artwork can be provided for an additional fee.

Allow for a more effective allotment of advertising resources

Your ads will be analyzed daily to assess the effectiveness. The ads, target markets, budget and so on can be instantly reconfigured to provide the optimal cost per lead (CPL).

Produces campaigns that are measurable

Our proprietary dashboard will allow you to see the effectiveness of every ad campaign run by Obelis Media. We make it as easy as possible for you to determine the return on investment (ROI) of each ad campaign by providing you with the data needed to determine your cost per lead (CPL).

What Can TMC Do for You? – Real Results

Instead of just telling you what TMC can do for you, we’d rather show you real-life results. Below we have numbers from an Ohio-based audiology practice. We tracked the practice numbers before and after beginning a Total Marketing Campaign (TMC).

In the month prior to beginning TMC, their results were as follows:

screen-shot-2016-09-22-at-12-15-54-pm

The main results we’re looking at here are calls received and top traffic sources. They received 0 calls within the month and their top referral sources were referring little to no traffic, meaning web visitors were having to find the practice via search engine or organically. They were not putting their practice right in front of their target demographic.

In the month after beginning TMC, their results were as follows:

screen-shot-2016-09-22-at-12-16-25-pm

After running one Facebook marketing campaign for only one month, they saw drastic results. Their website visits went up almost 400%, they received 13 calls from online marketing, and their top referral source was the marketing medium on which we ran the campaigns.

Their results 5 months later are still consistent and growing:

screen-shot-2016-09-22-at-12-19-54-pm

The number of website visits has remained consistent, but the number of calls has almost quadrupled as a result of constant monitoring and campaign tweaks to reach the optimal audience. Facebook (the campaign platform) is consistently the highest traffic referral source.

Targeted Marketing Campaigns puts your practice in front of your target audience and keeps you there. With the lengthy sales cycle of hearing aids, it is important to have contact with potential consumers – early and often. TMC keeps you in your demographic’s minds eye, so that when they are ready to purchase, you’re the business they trust with their purchase.

To learn more,

visit obelismedia.com

9 Ways Digital Marketing Improves Healthcare Campaigns

While digital marketing has become a mainstay in many different industries, healthcare has been hesitant to adopt digital strategies. But now that more and more medical professionals are seeing the advantages of digital healthcare marketing, many see that it’s high time to embrace a more digital direction. To show healthcare marketers the value of diving into digital marketing, HealthworksCollective.com treated them to these nine key reasons.

1. Reduces Cost per Patient Acquisition (CPA)
Did you know that digital outreach can slash overall costs by as much as 50%, down to $149 per patient? Compare this to the cost of TV media, which averages $348 per patient. In addition, digital marketing consistently reduces total marketing spend and increases ROI in practically every industry.

2. Targets Patients with Certain Conditions
Digital marketing lets physicians target patients in a variety of ways, including by their condition, gender, age, and zip code. And BIA Kelsey research shows that 97% of consumers use the Internet for local shopping. By optimizing search terms in real time, physicians can yield better results and ROI.

3. It’s Modern Medicine
According to McKinsey research, 75% of people want to use digital healthcare services. With patients spending more time online and using mobile resources on a daily basis, digital is the modern way for physicians to practice medicine.

4. Brings Better Decisions with Better Data
While traditional marketing methods tend to be hard to track, digital strategies are rather easy to monitor and measure, thanks to a wealth of data-driven technologies. This data allows physicians to make more effective and efficient marketing decisions.

5. Helps Brands Stand Out in Search Engines
Marketing Land reports that around 20% of Google searches are health related and more than 70% of these searches result in a first-page click. But ensuring that your brand appears on the first page demands savvy SEO strategies and well-placed paid advertising campaigns targeted to your audience.

6. Allows for Personalized Marketing Messages
Digital marketing allows for personally targeting people, rather than sending a general message to the mass media audience. This lets physicians target prospective patients with just the right message, in the right context, at the right time.

7. Improves Patient Retention
Having a digital presence makes it faster and easier for patients to locate and reach a physician’s website, digital patient portals, and important information. Patients appreciate this convenience when taking control of their healthcare. In addition, patients also value a physician’s social media presence. In fact, PwC research showed that 41% of patients said that social media engagement will determine their choice of physician and medical treatment facility.

8. Increases Patient Referrals
More and more physicians are finding that digital marketing strategies help increase their number of prospective patients, as well as lower the cost of connecting and engaging with them. Plus, digital options make it easy for patients to access and engage physicians, which increases their satisfaction and frequency of referral.

9. Enhances the Patient Experience
Along with easing and expediting patient access, digital marketing improves the patient experience at every step and stage of their journey. Digital tracking systems make it simple to send regular appointment reminders, as well as respond to patient needs with relevant blog articles, and enhance their overall experience with patient satisfaction surveys.

By using digital healthcare marketing strategies, physicians can treat both their patients and their practice to a superior level of care.

How to Go from Clicks to Calls

If your brand is targeting older adults online and your ultimate goal is to get foot traffic to your “brick and mortar” location, it can sometimes be challenging to turn those website visitors into in-person visits. If you aren’t seeing the conversion results you’d like to see from your online campaigns targeting seniors, start by considering a few things.

First, are your marketing efforts effectively reaching your target audience, or are you, perhaps, targeting too broadly?

Second, are you reaching your audience at all stages of the sales funnel – from initial awareness to decision time?

Third, are your website visitors taking the desired action? Are you effectively getting that “in-store foot traffic?”

Let’s take a look.

The Right Traffic

The first step toward turning web traffic (visitors) into in-person visits is to ensure that you’re generating awareness with the right audience. After all, if you’re driving the wrong crowds to your site, all they’ll do is leave.

Oftentimes, when it comes to generating awareness, you’re starting from scratch. Users aren’t yet aware of your product or service, or don’t yet know that they need it. This is what we refer to as the “top of the funnel.” As a brand new senior living or active adult community, for example, you’d need to start by making those in your city aware of your new community.

One way to do this is by using Google Customer Match. You can upload your existing list of email addresses (at least 1,000) to create a custom user audience that is similar to your existing email subscribers. This helps you to reach users with similar demographic and online behavior.

With Google Customer Match, you can target users on YouTube or Gmail (under the Promotions tab). Similar audience targeting is available through the Google Display Network, where you can use display ads to target users based on demographics, interests, and more. Here, for example, if you are an assisted living facility, you could run ads across the entire Google Display Network next to content related to assisted living, health conditions, etc. And, yes, this can also be geographically targeted, so only users in a certain area would see your ads.

On Facebook, you can increase awareness by showing ads to friends of those who already like your page, or by creating custom audiences that fit your target demographic.

While it may seem obvious that, if you’re marketing to older consumers, you’ll want to gear your content and campaigns toward them, consider ways to narrow your audience around topics, interests, income, etc. There is always additional segmenting that can be done to ensure you’re optimizing your audience to reach the older adults who will find your offerings to be highly relevant.

Creating awareness with the right audience is the first step to making sure that your web traffic isn’t fool’s gold.

Remarketing to Re-engage Already-Interested Consumers

Now that users have visited your site, you’ll want them to take the next step and visit in person.

Because they’ve seen your site, either as a result of other direct marketing efforts or a search query, etc., we are able to monitor user behavior with analytics. If users spend some time on your site but do not complete a desired action (ie. Submitting a form to request more information from your retirement community), we are able to utilize remarketing to get in front of the user again. By tagging visitors with a “cookie” (a piece of code), we can essentially follow users around – showing them ads – as they browse the web. This may sound a little creepy, but it works! Why?

It’s because the people you’re remarketing to have already shown a genuine interest in your business. In cases where there is a long sales cycle or it is a highly considered purchase, it’s not unusual for a user to take his or her time moving forward in the funnel. This is why it can be very helpful to remarket to these users online to keep them engaged. Here are a few ways to do this:

Via Google Display Network

Use graphic (aka banner) ads or text ads to re-engage user. As a senior living or active adult community, a good idea would be to suggest that users return to your site to register for an upcoming event or to tour the community.

Remarketing on Google Search

You can use RLSA to show carefully crafted messages to searchers who have already been to your site, but haven’t yet converted. To re-engage, maybe invite users to view your floor plans or extensive photo gallery.

The Full Funnel Approach

From awareness to conversion, turning web visits into in-person visits requires a comprehensive approach to digital marketing. The secret is something we call the full-funnel approach. While we’ve written about this in more depth before, it’s worth mentioning again. All of your awareness generation, remarketing, and offers need to be synthesized into a cohesive, optimized strategy that reaches each customer with the right message at the right time in the sales funnel. The targeting, ads, landing page copy, and call-to-action all need to be strategically planned and work cohesively in order to generate what you’re ultimately looking for – qualified in-person visits.

3 Ways to Get Around Any Objection in Sales

When was the last time you walked away from a client meeting with no deal? Losing a deal to a competitor is not always a negative situation, but seldom is it the desired outcome.

If you could give one reason why your customer did not choose your service or product, what would it be? In most cases the answer will be rooted in one issue: The failure to overcome your prospect’s objections.

Know this: There are no magic formulas. Nothing can replace an intelligent, well-trained entrepreneur, who can overcome objections in sales or negotiations.

Objections in sales, relationships, business negotiations or other areas are imminent. It’s not a matter of whether an objection will arise but rather a question of when it will occur.

There are no special powers, and this is not rocket science. Simply put, if you want to earn more and close more sales, you need to do the following:

  1. Get in front of more prospects than your competitors.
  2. Know how to close the deal by overcoming objections.
  3. Deliver your message in a clear, straightforward manner.

Also Read: The Best Way to Improve Client Relations and Manage Employees

Of course, there are some other steps between points one and three but for simplicity’s sake, let’s focus on these.

1. Be an active listener.

Listening is one of the most underutilized skills. Active listening means we are mentally noting the objections, agreements and compromises while we continue acknowledging the person speaking.

Be genuine, and invest in learning to listen more efficiently. If we learn and master the skill of active listening, we will experience greater success in sales and in life.

2. Be an effective communicator.

During your next conversation, pay particular attention to see if the other person you are talking with gives you an opportunity to respond to their statement. If you deliver your pitch without giving the other person a chance to respond to you, you are cheating yourself out of an opportunity to answer objections early on in the process.

3. Be flexible.

This applies to you only if you have the freedom to make decisions. If you are restricted from offering price concessions or customizing packages, your freedom to be flexible may be significantly hindered. But, if you do have the ability to make decisions, find a way to do it. In many cases, it is better to bend in a deal than break the whole deal down and lose it altogether.

Also Read: The Top Tactic All Successful Salespeople Use

 

from Entrepreneur.com

Is Social Media Valuable?

Still not sure about the power of social media?  Below is a series of posts that came from my personal Facebook newsfeed.  The names and identifying information have been obscured for privacy reasons.

Value-of-Social-Media

So what does this tell you?  People use social media to get information.  The person who posted the query is obviously a fan of getting information online.  She has been given two options Dr. ABC and Dr. XYZ.

The next logical step 

Rather than guess at what her next step would be, I called her and asked her what she did.  She was already online so she googled both names and looked for more information about both doctors.  She scanned (her words) their websites and read a few reviews and then chose on of those two doctors.  In essence she used social media to get an answer to a question and then “shopped” the answers all without leaving home.

Was this a scientific study, of course not, just a casual observation.  If you own a business particularly if you rely on the patronage of the “locals”, you need to be involved in social media.  Get a Facebook account and  a Twitter account if for no other reason than to stay in the loop.  Every so often, google your name and the name of your company, see what pops up.  You may be surprised at what you find.

Who Isn’t Your Customer?

Who Are You Selling To?

Or maybe a better question to ask would be,

“Who are you not?”

You’ve been taught to think that demographically hearing impaired people over the age of 50 or 55 are your target market. But how well do you track the demographics of who actually buys hearing aids from your practice? My guess is that you focus on what brought a patient to your office and you analyze what happens once they cross your threshold.

  • Did they buy?
  • How many units did they buy?
  • What was the average selling price?
  • What was the cost of goods?
  • What brought them to your office?

But there are a host of other qualitative factors that should be analyzed including,

  • Patient age
  • Discrimination score
  • Degree of loss

Who Isn’t Your Customer?

You should also be analyzing who comes into your office and not just to determine why they walked out without doing anything about their problem. Gather data on who they are,

  • Their age
  • Zip Code
  • Degree of Loss
  • Discrimination Scores

There are any number of ways to group individuals, for example, gender, race and employment status also come to mind. You may find (if you dig deeper) that your customer is a much smaller segment of your target market. If that’s the case it might be time to change things up a bit regarding your marketing. Figure out what you have that’s working and for whom. Then experiment with marketing designed for a different niche of your target market.

The ratio of people who wear hearing aids to the number of people who need hearing aids has changed very little over the past 20 years.   It’s time to look at everything you’re doing differently or 5, 10, 20 years from now you’ll still only be providing better hearing to 20% of the people who need what you do.

The Best Way to Improve Client Relations & Manage Employees

We all know how important customer service is in every business. But how do you instill the importance of respecting customers into your employees? Company culture. Your company’s culture is a large factor in the behavior of employees on the job. If you feel you must always look over your employees shoulder, or micromanage them, they may not be the ones to blame. Marissa Levin of Inc. illustrates this concept in her article about a poorly managed restaurant.

“Not many other jobs teach a strong, collaborative work ethic like waiting tables. It is an amazing training ground for future jobs. It requires servers to work with all kinds of people, to adapt quickly, to read people accurately, and to work as a team. It requires high emotional intelligence.

Every team member  – servers, hostesses, bartenders, busboys, dishwashers, cooks – impacts the overall customer experience.

Owning a restaurant is also one of the hardest entrepreneurial ventures. 60 percent of new restaurants fail in the first year; 80 percent don’t make it to five years.

Two of the main reasons restaurants fail are bad people management, and spotty customer service.

Imagine my surprise when I read about the deplorable behaviors of the wait-staff at one of Arlington, Virginia’s top Asian restaurants, Peter Chang.

The waiters added disparaging comments about the customers onto the check, and then forgot to delete them when they presented the check to the customer. When caught, they were not apologetic. They found it to be funny.

That’s not the shocking part of the story.

I was stunned to read that this behavior is accepted at this restaurant, and that the leadership team does nothing to stop it. There is no accountability for offensive behavior, which basically grants approval and permission for this behavior to continue.

This incident conveys that the organizational culture tolerates customer disrespect. Manager Qien Chang said that servers had been previously warned about leaving offensive comments on checks. “They always do that. I’ve told them so many times.”

Peter Chang’s culture is not a culture of accountability. It is a culture of disrespect.

In cultures of accountability, every team member commits to meeting or exceeding the company’s goals.  Employees understand their connection to the organization’s success.

I completely understand that the servers saw no real harm in their actions. And, really, it’s not their fault. They’ve been poorly trained by a management team that did not convey the importance of customer respect. This has nothing to do with age or experience. This is a direct reflection of leadership.

Ultimately, leadership dictates the core values and the culture of an organization. They must model the accepted behaviors, and institute firm consequences for those that challenge the values system.

Customer respect is a learned behavior, stemming from the top.  Qien Chang could learn a few things from Troy Guard, chef and owner of TAG Restaurant Group in Denver, CO. One of his 7 values is Caring. “This is so important–not just for the restaurant, but for life. You need to care for yourself, care for your team, care for your guests, care for your community.

If you don’t care, why should anyone else?”

P&L: What You Should Be Looking At

The question, “What is a profit and loss statement and why do I need to look at it?” comes up often enough that a brief explanation is in order. One thing that I’m always amazed by is the willingness of hearing healthcare professionals to open a practice with very little formal business training. Your passion for helping others probably got you into this business, but your ability to run your businesses successfully is what keeps you in business.

Many owners may be in business for years before they see a profit-and-loss statement. Even if someone else is taking care of your bookkeeping or accounting, it is vital to understand this tool. It’s your gauge for knowing how successful the business is, and it provides great information for setting goals. It can show trends that warn when the business is failing. It can also give you clues about how your business can grow.

The most basic function of a profit-loss statement is to determine your gross profit and net profit. Gross profit is the difference between cost of goods sold and total sales. Net profit is the difference between your gross profit and total expenses. Net profit is the bottom-line dollar amount that the business earns at the end of the day.

A profit-and-loss statement can usually be generated electronically through accounting systems such as QuickBooks or Peachtree. Your accountant can also generate one based on the information you provide. Usually a profit-and-loss statement begins with your income. Details are helpful here. For example, you can break down each sales category separately to serve your needs. I suggest creating categories for hearing aids, hearing tests (sub categorized if your office provides specialty testing), ALDs, Ancillary Care Products, Repairs.

The next category is the cost of goods sold. This is how much you pay for your products for resale. The breakdown of your cost-of-goods-sold categories should mirror your sales categories. That way you can calculate individual gross margins for each category.

Again, subtracting the cost of goods sold from your total income will leave you with your gross profit. This is how much money you have made before expenses.

It is extremely important to list all of your expenses. Some of your basic fixed expenses will be utilities, rent and insurance. These are expenses that should remain consistent and that you have limited control over.  It is also important to have your variable expenses listed. These are expenses that in many cases you can control. Some of these would be advertising costs, travel and entertainment, and charitable contributions. By tracking your variable expenses, you have the ability to help your company be more profitable. If the practice’s gross margin declines for some reason, these expenses can be reduced.

Some of the other standard expenses that will show up on a profit-and-loss statement are labor costs, professional fees and office supplies. These again are expenses that can be reduced when the practice’s profits are not in line with the owner’s goals.

Last but not least, don’t forget to create categories for any additional expenses that come through the business such as licenses, dues and subscriptions, and postage and shipping. Interest on loans that you pay, or bad debts you can’t collect, should also be added to your profit and loss statement.

Finally, get into the habit of viewing your P&L at the beginning of the month, mid-month and at the end of the month.  Doing so will help you to use your P&L to accomplish three very important things.

  • Plan
  • Problem Solve
  • Analyze

Reading this was probably a painful process.  There’s only so much humor you can inject into any article related to Accounting.  I hope you made it all the way to the end and I hope when you’re done reading the article, the very next thing you do is go look at your P&L.

Choosing Your Keywords

Let’s say you’re in the market for a new pair of hearing aids.  You’re online and you Google “Hearing Aids”, 5,460,000,000 results pop up.  Clearly you can’t look at that many options, so you begin to refine the results.  “hearing aids Hoboken NJ” or “audiologist san francisco CA”.  These words and phrases are known as keywords.

Why are keywords so important?  The search engines will deliver a list of web pages (as a side note your website is nothing more than web pages linked together) containing the keywords.

When you build a website, you want to make sure that when customers search for keywords related to your business, your website appears as early as possible in the list of results.

Search Engine Optimization (SEO) is the science, some would say art of making sure that happens.

So what keywords should you choose?

Begin the process by thinking like your customer.  Terminology specific to your industry is probably not the way a customer will find you.  It’s also a good idea to keep your target demographic in mind.  A 40 year old male will not use the same keywords as a 20 year old female even if they are searching for the same product.

Product names are often used as keywords.  That’s great when your plan is to capture a customer searching specifically for a particular product.  But you also want to make sure you don’t miss out on customers searching for a product within that category.

For example if your keyword strategy is to focus on Jimmy Choo shoes because that’s all you sell then that’s a great plan.  However if you sell 10 other expensive brands, you don’t want to miss out on customers searching for “expensive shoes” or “designer shoes”.

Keyword selection can be tricky especially once you become an expert in your own particular niche because you tend to forgot how to behave like your customer.

Remember these 5 tips for choosing keywords:

  1. Research Your Market
  2. Analyze Your Market
  3. Make Your Keywords Specific
  4. Target Your Local Area
  5. Don’t Try to Optimize for Highly Competitive Words

Will choosing the best possible keywords for your website automatically bump it to page 1?  It’s not the only factor.  But choosing the wrong keywords can be a recipe for disaster.

First Impressions are Everything

If you think your website is just fine the way that it is, and it makes a great first impression read this to be sure.
It takes less than two-tenths of a second (that’s quicker than an actual blink of an eye) for a potential patient online to form a first opinion of your brand once they’ve perused your company’s website, according to researchers at the Missouri University of Science and Technology. And it takes just another 2.6 seconds for that viewer’s eyes to concentrate in a way that reinforces that first impression. The researchers found that specific sections attracted the most interest.
The seven sections that sparked the most interest are below:

  • The logo. Users spent about 6.48 seconds focused on this area before moving on.
  • The main navigation menu. Almost as popular as the logo, subjects spent an average of 6.44 seconds viewing the menu.
  • The search box, where users focused for just over 6 seconds.
  • Social networking links to sites such as Facebook and Twitter. Users spent about 5.95 seconds viewing these areas.
  • The site’s main image, where users’ eyes fixated for an average of 5.94 seconds.
  • The site’s written content, where users spent about 5.59 seconds.
  • The bottom of a website, where users spent about 5.25 seconds.

A customer’s first impression of you and your business used to be via the yellow pages. Their expectations were fairly low and they were never really able to form an impression about your business. The Internet has changed the potential customers “first impression” experience, and more importantly, it has changed their “first impression” expectations.
What does all this mean? You need a website. But not only do you need a website, you need a well-designed website. And not only does it have to look good, it needs to function perfectly. Along with looking and functioning great, it needs to show a visitor what they want to know without the need to search for it since the researchers found that on average, a visitor spent 20 seconds on a site. And most importantly, you site needs to leave a fabulous first impression.
If it’s been a while since you really looked at your website, take a look. What is your “first impression”?