digital marketing training starting at 2pm · schedule for the week (2pm every day). tuesday...

Digital Marketing Training – Starting at 2pm

17-4-2020 Hoya Corporate 3

David Roberts - Managing Director of the Yellow Marketing Programme

Worked on over 1000 marketing campaigns

First worked with Hoya over ten years ago and worked regularly together since.

Schedule for the week (2pm every day).

Tuesday – Rules of marketing & Effective social media marketing

Wednesday – Strategies and tools for improving the conversion rate of your website

Thursday – New marketing essentials in 2020 to effectively target patients your competition isn’t using

Friday – Effective patient direct marketing & a 60 day marketing plan

Sit.Be quiet.Good boy.

We are going to be going fast – Take notes!

SECTION 1THE NEW RULES OF

MARKETING(Online & offline)

MINIMUM 7 POINTS OF MARKETING

1. Email2. Direct mail piece3. Social media post4. See an advert in your window5. Press release6. Email (1 week later) 7. Phone Call

SPLIT TESTING IS THE ONLY WAY TO GUARANTEE BETTER MARKETING RESULTS

Hi John

Thanks for visiting us recently for your eye test.

We have fantastic offers on our new Tom Ford range that has just been launched.

www.acmeopticians.com/tomford

Any questions let me know.

Regards

Andrew SmithACME Opticians

Hi John

Thanks for visiting us recently for your eye test.

I think you might be interested in our brand new Tom Ford range…

CLICK HERE FOR TOM FORD OFFERS

Any questions let me know.

Regards

AndyACME Opticians

DESIGN IS NOT IMPORTANT.CONVERSIONS ARE IMPORTANT.

ONLY DEADLINES & PLACE LIMITS FORCE RESPONSES

NO ONE CARES ABOUT WHAT YOU DO.

SEGMENTATION IS KEYTO MARKETING SUCCESS

STATUS REMOVES SALES RESISTANCE

‘CORPORATE SPEAK’ IS USELESS

“ACME opticians pride ourselves on providing the highest levels of clinical excellence by

providing a variety of optical solutions using the latest technology in…”

“If you want the best frames at prices you can afford (with a quick turnaround) get in touch

today by clicking here…”

YES…

GOOD OFFLINE MARKETING = BETTER ONLINE MARKETING

YOU ARE SITTING ON A GOLDMINE

PERFECTION IS IMPOSSIBLE

UNDERSTAND LIFETIME VALUE OF A CUSTOMER

Advert costs £200. £50 offer. Only 2 takers that month = £100 loss?

Both customers come in once a month for 2 years = £2400 (£2200 ROI)

SECTION 2EFFECTIVE SOCIALMEDIA MARKETING

WHAT SOCIAL MEDIA WILL WE COVER?

3 KEYS TO SOCIAL MEDIA MARKETING

1 – Find the RIGHT audience2 – Post the right content3 – Always appear to be listening

1 - FINDING THE RIGHT AUDIENCE

REMEMBER:The amount of followers you have

is not important.The amount of interaction with

people and the traffic to your website is what is important

1 – FINDING THE RIGHT AUDIENCE

SO HOW DO WE FIND THE RIGHT AUDIENCE?

Social Growth Tools

Social Nourish

Example on Twitter…

HIGHER CONVERSION TIP 1 – PERSON NOT A

BUSINESS46

HIGHER CONVERSION TIP 2 - Update profile Bio with a REASON to

follow

HIGHER CONVERSION TIP 3 - Pin tweet you

ALWAYS want people to see first

Leave it AT LEAST a week & unfollow…

Tweet search

Next up…

Good news and bad news!

Facebook - Pay per click advertising

Facebook PPC – How to get started

INSTAGRAM ADS NOW DONE ON FACEBOOK

REMEMBER The more ads the better – one

per niche.

One of the most effective ways of getting quality followers…

Next up – LINKED IN.

Getting more connections

PEOPLE YOU MAY KNOW TOOL

Next up – LINKED IN.

2 – POSTING THE RIGHT CONTENT

DON’T SELL TOO MUCH!

Your website is for selling – your social media is a tool for getting them there.

So what content should I post then?

= Trust building & Problem solving content

LISTS WORK GREAT – ‘7 tips for….’ ‘6 ways to….’ etc

• ‘Advice for how to save money on your frames’ sounds like a long article

• ‘6 ways to save money’ sound like it can be read quickly (and that’s what people prefer)

1. Come up with points to discuss – ‘10 ways to save money on XXX ’, ‘6 ways to improve XXX’, ‘8 ways to find the best XXX for you’,.

2. Work out bullet points for each point – don’t script3. Record your explanation of each point into your phone

– in car on way to work / at home / during breaks4. Send audio to a transcriber - (I’ll explain where)5. Get transcription back and edit into book/article

format.6. BOOM – An blog or ebook

NO TIME TO WRITE CONTENT ?

INTRODUCING FIVERR.COM

‘BUT HOW WILL I GET SALES?’

REMEMBER Social media tickles their interest and your website closes the deal.

‘What do I post In between articles / lists?’

Use hashtags – E.G. #OPTICIANS

Real time social media marketing

3 – ALWAYS APPEAR TO BE LISTENING

FINALLY… ALWAYS APPEAR TO BE LISTENING.

• Answer questions• Solve peoples problems – ‘does anyone know’• Reply to comments on your posts• Ask questions to get response• Be controversial – Always gets responses!• Don’t just reply once – keep asking questions and

get a conversation going

3 – ALWAYS APPEAR TO BE LISTENING

USE GOOGLE ANALYTICS TO FIND MOST POPULAR POSTS – THEN START WRITING MORE ONES LIKE IT.

ANY QUESTIONS?

SECTION 3IMPROVING YOUR

WEBSITE

2 POINTS TO REMEMBERABOUT WEB CONVERSION:

IMPROVING WEB CONVERSIONS

POINT #1 – Design is not important. Conversions are important

POINT #2 – 90% of web designers know NOTHING about marketing

THE YELLOW WEBSITE CONVERSION CHECKLIST

BE HONEST WITH YOURSELF!

LETS GET STARTED…(Write these down)

1. If I just changed the name & branding could a competitor

actually use it?

2. Are all the benefits of the service / products explained quickly?

3. Are all the benefits of theusing you over a competitor clear?

4. Do I answer all the questionscustomers usually have?

5. Is the navigation of the site easy to follow?

6. Are contact details seen on every page?

7. Will any single page confuse the user?

8. Is the checkout / booking process simple?

9. Do you clearly explain the value for money you offer?

(not price)

10. Is the headline attention grabbing?

11. Do graphics help explain benefits or are they a distraction?

12. Can we humanise the site more? (intro video, social links, meet the team, photos of team,

less corporate speak)

13. Do we have PROOF we are trustworthy?

14. Are my claims ‘fluff & hot air’ or are they believable?

(check headline & bullets)

15. What are our competitors doing right?

16. What are our competitors doing wrong?

17. Is there a believable ‘urgencyTactic’ I can use? like limited

stock or time?

18. Am I clear about the main purpose of the page

(is there a call to action on EVERY page)

19. How can I take away the risk of purchase away from

the customer?

20. Do we have a data capture form on our website to help

grow our database?

NEXT – THE 2 MOST EFFECTIVE TOOL AVAILABLE

FOR WEB CONVERSION…

# 1 VIDEO – PROOF OF JUST HOW GOOD YOU ARE

IMPROVING WEB CONVERSIONS - VIDEO

VIDEO ON A LANDING PAGE

NEXT TO A ENQUIRY FROM

GUARANTEES BETTER WEB

CONVERSION!

WHAT TO INCLUDE IN YOUR VIDEO:

• What makes you special and how that makes a difference to your customer

• What your competition CANT do.• Introduce your team so you not a faceless

company• Testimonials – so people don’t have to take

your word for it.

IMPROVING WEB CONVERSIONS - VIDEO

#2 - LIVE CHAT

ADD LIVE CHAT TO YOUR WEBSITE ASAP!

77% A study FurstPerson found that as many as 77% of customers won’t will not leave details on a website if there’s no live chat option available.

www.tawk.to

SECTION 4Tracking the success

Of your marketing

ANY QUESTIONS?

17-4-2020 Hoya Corporate 137

David Roberts - Managing Director of the Yellow Marketing Programme

Worked on over 1000 marketing campaigns

First worked with Hoya over ten years ago and worked regularly together since.

SECTION 5MARKETING IN 2020

What’s working.

EMBRACING MOBILE

THINGS TO ACTION

• All digital marketing needs to be thought of with mobile FIRST.

• Your website has to be VOICE optimised.

YOUTUBE PPC ADS

YOU TUBE PPC ADVERTISING

ITS SO CHEAP FOR SUCH A HUGE ONLINE PRESENCE

REMARKETING

• Display / banner advertising on the Google display network (websites, newspapers, magazines etc – choose the websites to advertise on)

• Facebook advertising• LinkedIn advertising• YouTube advertising• Instagram advertising

Remarketing available in:

ADVERT DESIGN

• Offer something the public haven’t seen

• The purpose of the ad is to click the advert - NOT TO SELL THE SERVICE.

FRAMES ONLY – NO

MEDICAL CONTENT

USING EMAIL ADDRESSES FOR MORE

THAN EMAILING

• Facebook advertising• LinkedIn advertising• YouTube advertising• Instagram advertising• Google ads (if you have spent over £50,000)

Custom audiences available in

USING EMAIL MARKETING AS A

INDICATOR

DIRECT MAIL

WOW! WHAT A NEW CONCEPT!

If you stick to these rules:1. Send to a list of people who have

actually heard of you2. Rule of sevens3. Split test early mailings4. Follow up with email and phone

calls for higher returns

NEWSLETTERS WORK GREAT.

TEXT MARKETING

CONTACTING PROSPECTS PROPERLY

FINALLY A BIG ONE…

FACEBOOK MESSENGER ADS & MESSAGES

Once people ‘subscribe’ with you, you can send them personal

messages.

They ‘subscribe’ by replying to a message.

A study conducted by Hubspot compared using

Messenger for content delivery vs. email.

Messenger had an 80% open rate and 13% click-

through rate.

It also outperformed email by 242% and 619%,

respectively.

3050 subscribers 84% open rate

35% click through rate

1067.5 people weekly

If you have an email list that isn’t working.

1) Upload list to custom audiences

Live example

BOT ‘STORIES’ INCREASE LEADSAMAZINGLY…

Live example – lots of traffic from NO’s too!

EMAILS CAN NOT CONVINCE PEOPLE.

THIS DOES.

How to get ‘subscribers’ & produce stories?

1. Encourage people to message you in posts & ads (egcompetitions, free advice, info requests etc)

2. Automatically send message to comments to encourage to reply (that’s only when they subscribe).

3. Send weekly messages to subscribers.

MANYCHAT

WHY THESE WORK SO WELL…PEOPLE WANT TO STAY ON THE

PLATFORM THEY ARE ON.

SECTION 6GETTING FOUND ON

GOOGLE IN 2020

GOOGLE ADWORDS

SEO vs AdWords

GOOGLE ADWORDS

SEO vs Adwords

GOOGLE ADWORDS

SEO vs AdWordsDo both!

GOOGLE ADWORDS

A quick note on SEO Companies

GOOGLE ADWORDS

Search ‘Google support – setting up AdWords account’

GOOGLE ADWORDS

HOW TO GET MORE SUCCESS IN ADWORDS…

GOOGLE ADWORDS

1. MULTIPLE CAMPAIGNS – Getting you quality clicks NOT quantity

ADWORDS - Multiple ads for each niche

REMEMBER:‘Lots of campaigns with a

handful of keywords each will always perform better than a

handful of campaigns with lots of keywords.’

Starting new campaigns

How NOT to do AdWords in terms of campaign targeting (But how most people do it)

Ad (Very General) Keywords (Covering everything/where)

Optician ManchesterFree Eye Tests. Expert Staff.Book your appointment now…www.acmeopticianscom

Optician didsburyOptician stockportOpticians salfordOpticians salfordOpticians didsburyOpticians stockportEye tests salfordEye tests didsburyEye tests stockport

Ads Niche Keywords

Didsbury opticianEye Tests in Didsbury. Expert Staff.Book your appointment now…www.curlupanddye.com/didsbury

Opticians DidsburyOpticians DidsburyEye tests Didsbury

Stockport opticiansEye Tests in Stockport. Expert Staff.Book your appointment now…www.curlupanddye.com/stockport

Opticians stockportOpticians stockportEye tests stockport

Salford opticianEye Tests in Salford. Expert Staff.Book your appointment now…www.curlupanddye.com/salford

Opticians salfordOpticians salfordEye tests salford

Doing it right with an ad for each niche

Multiple Campaigns / Ads (Instead of just ads for the company):

• Campaign per location – Mention location in Ad for higher conversion

• Campaign per service• Campaign per product• Campaign per sector / industry – Mention them

in Ad for higher conversion• Campaign per special offer ETC

Vistaprint - Rather than ‘printing company’ they do it via product: ‘Business cards’.

GOOGLE ADWORDS – Split testing

2. SPLIT TESTING – How to improve performance of each of your ads

SPLIT TESTING – How to improve performance of each of your ads

SPLIT TESTING – How to improve performance of each of your ads CTR – Click through rate.

More important than Clicks.

GOOGLE ADWORDS - – Split testing

CAMPAIGN SETTING – DELIVERY METHOD - ROTATE ADS

‘DISPLAY ADS EVENLY OVER TIME’

Leave until at least 20 clicks – then repeat!

3. LANDING PAGE SPLIT TESTING –Improve the web page

LANDING PAGE RULE Never send someone to your main

page – send to a page that is relevant to what they are looking

for in the ad.

Vistaprint - Rather than ‘printing company’ they do it via product: ‘Business cards’.

GOOGLE ADWORDS – radius targeting

4. LOCATION – Radius Targeting

Locations – refine to area in set up

GOOGLE ADWORDS – ad extensions

5. AD EXTENSIONS – Making your ad stand out

GOOGLE ADWORDS – ad extensions

6. NEGATIVE KEYWORDS & EXACT MATCH– Saving you money

GOOGLE ADWORDS – Negative keywords

Negative Keywords – Saving you money

EXACT SEARCH –Stopping Google trying to be helpful

• Broad: Opticians Birmingham (any order, any word, not as targeted, more clicks)

• Phrase: " Opticians Birmingham" (this order, words before and after, more targeted, OK clicks).

• Exact: [Opticians Birmingham ] (this order, no other words, highly targeted, least clicks)

• Negative: - cheap (this would not show ads for “Cheap Opticians Birmingham ")

SECTION 7How to contact

prospects effectively

EFFECTIVE DIRECT MARKETING

i.e.… Effective Email Marketing,Text / SMS marketing

& Follow-Up Direct Mail

YES – They are nothing new.

BUT – Most businesses are doing them wrong and are

wasting time & money or Ignoring them completely.

It is ten times easier and cheaperto bring in business from your database than it is to bring in

new customers

REMEMBER…

1. Legitimate interest2. Opted in

Both must have easy opt out with address & company registration number of company

QUICK MENTION OF GDPR

ONLY GET ADVICE ON GDPR FROM THE INFORMATION COMMISSIONER’S OFFICE

REMEMBER TO SPLIT TEST EVERY THING YOU SEND TO

GUARANTEE BETTER RESULTS NEXT TIME.

1. Split your list into demographics – ages, services requested,

products bought, locations etc

NICHE MESSAGES ARE MUCH MORE EFFECTIVE

2. Split those lists into three.Section 1 - 10%Section 2 - 10%Section 3 - 80%

3. Split test your emails and mail.

• Mail 1 – 10%• Mail 2 – 10%

• Winning mail sent to remaining 80%

Use the results of your split tests in other areas of your

marketing.

THE NEW RULESEMAIL MARKETING

RULE #1 -DON’T SEND HTML EMAIL

IF YOU WANT REPLIES

RULE #2 –NEVER SEND PEOPLE TO

YOUR MAIN PAGE

RULE #3 –SPLIT TEST EVERY CAMPAIGN

SubjectsLength

Call to actionWording on linkLanding page.

RULE #4 –IF YOU ARE NOT SENDING AN EMAIL TO YOUR LIST AT LEAST

ONCE A WEEK YOU ARE NOT DOING IT ENOUGH

RULE #5 –EMAILING SOMEONE

ONCE GETS A MINIMAL RESPONSE. YOU HAVE TO FOLLOW UP.

RULE #6 –EMAILS THAT ARE FOLLOWED UP

BY A PHONE CALL WILL GET AMASSIVE RISE IN CONVERSIONS.

(Phone people who click the links)

RULE #7 –1. THE POINT OF THE SUBJECT

IS TO OPEN THE EMAIL. 2. THE POINT OF THE EMAIL IS

TO CLICK THE LINK. 3. THE WEBSITE DOES THE

SELLING.

RULE #8 –REMEMBER = TALK LIKE YOU

WOULD TO ANOTHER HUMAN.

RULE #9 –EACH EMAIL NEEDS A DEADLINE

TO GET RESPONSES.

RULE #10 –DIRECT MAIL ACCOMPANYMENT

DRASTICALLY IMPROVES CONVERSION RATES.

QUICK NOTE ON DIRECT MAIL.

• RULE #1 - Only send direct mail to people who know you or people who click a link in your email campaign – small lists

• RULE #2 – SPLIT TEST EVERY Piece of direct mail to your segmented lists.

• RULE #3 – Have a unique URL landing page for direct mail & unique phone number on the page

EXAMPLE OF EFFECTIVE 2 MONTH EMAIL CAMPAIGN

Based in 2 parts - Building trust & Closing sale after launch

PART 1 - DEFROSTING PERIOD (NO GRAPHICS)

Email 1 – Who we are and why you should listen to usEmail 2 – Here is some helpful information that will save you money or time.Email 3 – Subject – The #1 most important thing for XXX’Email 4 – Why you should trust usEmail 5 – Success story – Subject EG - ‘300 leads in just 2 days’ Email 6 – Newsletter – a variety of stories that gets them to know the team & experts behind the businessEmail 7 (Introduction to launch) – Get on the priority email list for next weeks launchEmail 8 – You are still not on the listEmail 9 – Tomorrow is the launch, don’t miss out & get on the list!

PART 2 - LAUNCH

Email 1 – Launch email (ideally with video) explaining offer - GRAPHICSEmail 2– You still haven’t read the email / seen the video – why not?Email 3 – Here is another reason why you need to read the email / watch the videoEmail 4 – We know you are busy but you are going to miss out and it only takes XX to read / watchEmail 5 – Explaining incoming deadline to offer.Email 6 – Reminder of incoming deadline to offerEmail 7, 8, 9 - 4 DAY CASH MACHINE - Daily emails, counting down to deadlineEmail 10 & 11 – SAME DAY – Ends today.

Pass clickers of emails 7+ to sales team if possible & send direct mail at email 1 & 6.

4 DAY CASH MACHINE

1.) Send emails #1, #2 and #3 out at the beginning of each day.2.) Send email #4 at 12:01AM on the final day.

FINALLY, SOMETHING TO TEST…SOLUS EMAIL MARKETING

A 60 DAY PLAN TO MEET YOU GOALS…(Could easily be 30 days)

WEEK 1 – Planning• Plan AT LEAST 7 points of marketing• Work out an urgency offer• Prepare split tests before going big• Workout budget by cost per customer / how many customers do

you need.• Plan marketing towards customers first & segment your list by

demographic• Craft message – Media / Market / Message

WEEK 2 – Improve website

• Go through your website using the Yellow Conversion Checklist• Send changes to your web designer or make changes yourself• Get quotes from video companies • Add live chat to website• Make sure your website is mobile responsive – if not…fix!

WEEK 3 – Set up Analytics

• Set up a Google Analytics account• Make sure code is on your website• Watch YouTube Tutorials on GA• Work out how you will split test your marketing through GA• Look through what content is working and what needs

improving

WEEK 4 – Set up direct marketing

• Organise all your contacts (GDPR compliant) into a spreadsheet• Split lists into demographics• Source email software – Mailchimp, Get Response etc• Write 2 month campaign – schedule out in software• Set up text marketing – Messagebird• Write & design print newsletter • Get quotes for postage and printing for newsletter• Find a partner for solus emails

WEEK 5 – Develop your social media• Use social growth tools to find target audiences and connect

with them• Set up targeted pay per click ads and test small • Come up with ‘list’ article ideas• Record multiple articles on phone and send to transcriber • Take 5 photos a week of behind the scenes • Look for upcoming events to plan real time social marketing• Use a magazine ratio for sales content

WEEK 6 – Implement new essentials

• Start targeted YouTube ads once you have video• Design remarketing ads – canva.com• Set up remarketing in Google, Facebook and LinkedIn• Set up Facebook bot stories in Manychat• Set up welcome message on Facebook page• Start writing weekly advice content to Facebook subscribers

WEEK 7 – Set up Google Ads

• Set up your Google ads account• Set up multiple ads / campaigns using the rules mentioned• Split test to understand ROI before spending more• Have specific landing pages for each campaign / ad

WEEK 8 – Get it live!

• All final touches finished.• Make sure everything is live, scheduled or ready to send.• Split tests completed and lessons spread over entire campaign• GET ALL YOUR MARKETING LIVE!

• Hour long 1-2-1 video session with me - To help plan the future of your marketing.• Website Audit – Full review AND make all changes for you• Email journey – Write and schedule 2 month campaign mapped out earlier• Set up your Google ads – Set up account and produce 3 effective search campaigns• Set up live chat on your website - With tutorial on how to use• Remarketing – Design 2 ads & Set up on Google, Facebook, Instagram & LinkedIn • Facebook, Instagram and LinkedIn targeted ads - Write and set up x 2 each• 2 blogs for your website – Researched and written• YouTube ads – If you already have video, we can set it up for you.• Facebook bot sequence – Written and automated

WANT YELLOW MARKETING TO SET UP YOUR 60 DAY CAMPAIGN?

We have a ‘GETTING BACK ON TRACK’ package that includes the following…

YOUR CAMPAIGN SET UP FOR YOU IN 60 DAYS…

Usually this would cost £3,798 & vat

But if you order by Thursday = HALF PRICE - £1899 & vat

If you order by Tuesday at 5pm = Just 4 payments of £474.50 & vat

60-day turnaround for everything.

• Hour long 1-2-1 video session with me - To help plan the future of your marketing.• Website Audit – Full review AND make all changes for you.• Email journey – Write and schedule 2 month campaign mapped out earlier• Set up your Google ads – Set up account and produce 3 effective campaigns (with

training afterwards to manage)• Set up live chat on your website - With tutorial on how to use• Remarketing – Set up & design 2 ads• Facebook, Instagram and LinkedIn targeted ads - Write and set up x 2 each• 2 blogs for your website – Researched and written• YouTube ads – If you already have video, we can set it up for you.• Facebook bot sequence – Written and automated

JUST 4 MONTHLY PAYMENTS OF £474.50 & VAT

TO APPLY = Email Andrew@yellowmarketingprogramme.com

(He will be sending you an email Monday anyway with the slides).

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