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P R E S E N T S
F I V E D E A D L Y M A R K E T I N G S I N SThese are the most common and detrimental mistakes that medical
businesses make, and how to easily remedy them.
N E E D M O R E G R O W T H ?
M I S T A K E # 1 Not knowing your true data & user behaviour
Know your figures, know your business.
These points are just as crucial as you knowing your financial data – as they affect
your sales and bottom line directly.
If you don’t know these, you’re flying without instruments.
Do you know quantifiable increases/
decreases of conversion rate (users
> enquiries) changes/additions on
your website are making?Do you know what percentage your
traffic increases/decreases due to
seasonal fluctuation and are you
using this to predict ahead of time?
Do you know the month on month,
quarter on quarter, and year on
year increases/decreases of each of the above?
Do you know what the conversion rate of
visitors to enquiries is across each traffic
source? IE- what percentage of your
website visitors are actually enquiring?Do you know what portion
of your traffic is coming
from which source?
Do you know which pages on your website that users
are most frequently exiting your site from?
The chances are you already have Google Analytics. But, do you actually use it or know how to use it properly?
Google Analytics is one of the best tools you can use for monitoring
traffic to your website.
You can see all of the figures right there in front of you; how many
website visitors you’ve had, where they are coming from and most
importantly, the percentage of those visitors that are enquiring in
your business.
You may think you can answer all of the above questions without using Google Analytics. But, you will find that most people are surprised when it comes down to the real figures. What you thought you knew goes completely out the window.
A lot of people underestimate what knowing your true figures can
do for a business. When it comes to monitoring the exact number of
people coming to your website and the percentage that are enquiring
into your business, Google Analytics is going to be your best friend.
Common misconceptions.
2
M I S T A K E # 1 | Not knowing your true data & user behaviour CONTINUED
These aren’t just “cool figures” — this is data that evaluates what
marketing initiatives are working for you and which ones are not.
Crucially, they show you where your sources of new client acquisition
are and where you should be focusing on for the future.
All these numbers might sound complicated to calculate, but it
is all done for you and with only a few minutes of attention each
week, you can gain an invaluable insight into online acquisition and
the behaviour of your website users. Without Google Analytics, all
figures are just guesswork and that is not what business is about.
For example, in May 2017, a clinic was adamant to us that the majority of their traffic and enquiries came from social media. In fact, the real data showed that 69.1% of visitors came from Organic Search Traffic and only 3.4% came from social media — their gut feeling of where their clients were coming from couldn’t have been more wrong.
We have found that after dealing with hundreds of clinics, over 95
per cent of them do not monitor their website figures and statistics;
in fact, an amazing 80 per cent have never even logged into Google
Analytics before. If you don’t have the time or ability to look at these
figures by yourself, all is not lost. You can get someone who has the
time and knowhow to do it for you.
So, the questions to ask yourself is where do most of your leads
come from? Is it your social media and your SEO or perhaps it is
your magazine ads and referrals? If you don’t know the numbers with
accuracy, it is time you start using Google Analytics.
The Google
analytics
dashboard
Here is a real example of how this tool can help your business. We were engaged by a clinic in Perth to use our
expertise to increase their level of enquiries. They had implemented highly aggressive SEO strategies, as well as
paid marketing measures, though they had a lot of room for growth. The measures they had in place were successful,
but there was still a lot more opportunity.
By using Google Analytics and closely observing user behaviour, we were able to map out a “critical path” that
users could follow to convert. By implementing the best conversion practice measures into their new website,
created using actual user activity and behavioural data, we more than TRIPLED the clinics enquiries overnight.
It is all about using real data, not your gut feelings.
Real-world example
3xincrease in enquiries
Don’t rely on the reports you receive from your agency - know the figures for yourself.
We’ve seen our fair share of horror stories of clinics receiving reports that have an endless list of green arrows and ticks- when in fact the true figures
show minimal to zero (sometimes negative) growth.
3
It’s a figure that rivals your traffic count in terms of importance. Why isn’t this being focused on? Why isn’t it front & centre of clinic marketing focus?
Your website can generate all of the traffic and views to be the most
popular site on the web. But, without an optimal conversion rate, all
people are doing is visiting then leaving.
You have got to implement the right marketing measures to make
them stay and encourage customers to enquire with you when they
are on your website. This way, traffic results in revenue- not just
visitors.
In marketing talk, a conversion rate is the percentage of your website
viewers who are fulfilling a “goal” that is set; most of the time this
means enquiring and booking an appointment, or even calling you to
find out more about your services. In other words, conversion rates
are the most important figure when it comes to successful marketing.
“I don’t need to know my conversion rate, we’re getting enough enquiries” Wrong!
“Traffic levels are
more important than
conversion rate”
Wrong!
“I want more enquiries,
the first thing I should look
at is getting more traffic”
Wrong!
“The most important thing for our clinic website is for it to be beautiful” Wrong!
M I S T A K E # 2 Not being aware of, or not working towards increasing website conversion rate
Conversion rate is the most crucial figure that dictates how good your ROI is on
your marketing.
Having traffic on your site with a low conversion rate is like having a store filled with people who aren’t
buying anything.
Do these sound like you?
4
Clinic A had spent several times as much on online marketing (and several times the traffic) than Clinic B had done, yet Clinic B gained more enquires because they paid great attention to their conversion rate.
Market smart, not hard.
(Clinic A) that has not had CRO performed before who has over 10,021
monthly visitors, but only a 0.8% conversion rate.
Real Clinic A
10,021 Visitors
0.8% Conversion of
10,021 visitors
80 Enquiries p/mth
Real Clinic B
(Clinic B) who has had CRO done to their website has only 2,996 monthly
visitors to the site and but has a 3.4% conversion rate.
2,996 Visitors
3.4% Conversion of
2,996 visitors
102 Enquiries p/mth
Improving your conversion rate is by far the quickest and easiest
way to increase your inbound enquiries.
In regards to website conversion rates, we have seen it all. We have analysed the data and
statistics for hundreds of clinics, so we are knowledgeable on what benchmarks for conversion
rates look like. We see conversion rates for clinic websites ranging from 0.05 per cent (extremely
poor) up to eight per cent in some cases (incredible). There are a variety of contributing factors for
this, including traffic relevance and acquisition source through to website speed and content.
But, the commanding factor is website design and the use of best practices when it comes to
conversion rate optimisation (CRO).
We have observed old and bland websites that produce amazing conversion rates, just as we have
seen stunning websites create horrendous rates. It is apparent that very few agencies know the
ropes when it comes to CRO. That is why it is important to find someone qualified and experienced
to do this for you, if you don’t know a lot about conversion rates yourself.
Not sure how to work out your true website conversion rate?
Ask us and we’ll perform a conversion analysis free of charge for you with a
full report & action list of how to make improvements.
0%—1% 1%—2% 2%—3% 3%–4% 4+%
Extremely Poor Average Good Fantastic Exceptional
where do you sit?
M I S T A K E # 2 | Not being aware of, or not working towards increasing website conversion rate CONTINUED
Conversion rate example Real clinics, Real examples.
5
M I S T A K E # 3 Slow Enquiry Response Time
You know what they say; strike while the iron is hot. This also applies to your website and your enquiry response time. Just five minutes can be the difference between a client looking and a client booking.
When we have asked clients about their enquiry response time, a
lot of them respond with something along the lines of; “we always
contact our leads within five to ten minutes”. Yet, when we use our
tracking systems to capture the average response time on their
website, it is never accurate. In fact, it’s rare to see an average
enquiry response time of less than 30 minutes for clinics which don’t
have tracking systems in place to gather these metrics.
Be the first responder.
Whether you like it or not, potential new clients are shopping around and most often
enquiring with multiple clinics.
“Do you want the best chances of converting them into a patient? Be the
first responder, not the 2nd or 3rd”
6
A study conducted by the sales acceleration program insidesales.com
with Dr James Oldroyd, discovered that:
From this you can see that timing really is everything.
If you do not have measures in place to track your response time
data, there are countless products available online and many of them
are free. This can track inbound and outbound responses and the
time between them, which will give you an accurate and transparent
internal report. You have got to make sure your statistics are
measured, not estimated.
It is important to remember that SEO, SEM and social media
campaigns are great at producing leads. But, the trust cost per new
client acquisition far exceeds what it should be unless those leads
are given the attention that they deserve.
M I S T A K E # 3 | Slow Enquiry Response Time CONTINUED
The odds of successfully getting in contact with a lead decreases by over ten times in the first hour of receiving their online inquiry.
10xfirst hour
in
7
Sending reports with jargon and green arrows that don’t actually represent any real progress.
Disclosing all figures in an Adwords campaign OTHER than the most important which is COST PER ACQUISITION (which if they aren’t emphasising on it, they’re hiding it).
Performing hopeless campaigns in
general, which the only true gains are a
small handful of non-competitive and low
volume keywords (which are magnified in
reports to give the appearance of success)
“Our online marketing agency is telling us that
our campaigns are doing really well”
Have you done your own figures to support this and quantify
lead costs for each acquisition source?
“We get 100 enquiries a month with a online
marketing spend of $2000 a month, this
means our cost-per-lead for our online
marketing is $20 a lead.”
Wrong
Claiming natural clinic growth from
referrals and other ATL advertising to be
caused by them.
Don’t trust your agency - (This may sound odd coming from us, an agency).
We see TOO MANY reports which clinics show us that put them under the impression that
they’re kicking goals… when in fact it’s quite the opposite.
M I S T A K E # 4 Not knowing your true cost-per-lead, and the true success your online
marketing agency is producing for you.
This doesn’t scratch the surface. Clinics are getting ripped off by digital agencies left and right every day, being fed reports
that give a false sense of success.
Know your figures.
Do you think the cost per lead is accurately calculated by dividing your marketing spend by the amount of leads you receive? Well, unfortunately this is wrong.
Read on to see a real-life example of what you should NOT do.
8
This year, we encountered a reputable and
well-known clinic paying a major, national
marketing agency $30,000 per month for
PPC/Adwords marketing, or $360,000 per
year.
In return, they performed 15 specialised
procedures each month. The clinic
quantified their CPA (cost per acquisition/
procedure) at $2,000 per patient.
Aside from the fact that for a cost per lead
to be this exorbitant- the campaign would
have to be running at an EXTREMELY poor
efficiency, here is what they didn’t consider
in this equation.
They are the best-known clinic in their
field, as well as in the country and their
name is synonymous with the procedure,
with search volumes in the hundreds each
month. In addition, they receive referrals
from patients very frequently. These
two points would provide enquiries of
an extremely high converting nature and
would most likely produce the majority of
enquiries which eventuate into procedures.
Long story short, the clinic was under the impression that all of their procedures were a result of this campaign, when in fact most of them would have resulted from the clinics stellar reputation.
With the above points taken into account,
how many of those 15 procedures per
month would have originated via referrals
or would have found the clinic based on its
stellar reputation? A conservative estimate
would be 10, meaning that five came from
the Adwords advertising (an extremely
poor performing campaign) giving a true
CPA of $6,000 per procedure. We can all
agree that this is too expensive.
That is why it is important to accurately
break down your true CPA and segment
costs based on marketing initiative. Always
know the difference between your SEO
CPA, PPC CPA and FB CPA. Balance the
figures and know what each lead truly
costs you.
Aside from what this clinic SHOULD have
been paying per-lead ($50-$100), they
didn’t know their true cost-per-lead for
their campaign. Adwords is a powerful
and incredible tool if used correctly- if not
used correctly, money can be wasted at an
alarming rate.
$
Note: A cost per lead and a cost per client are 2 different figures. Ensure you’re calculating these independently.
If you would like a confidential, comprehensive, complimentary and honest
analysis and appraisal of your online marketing.
Contact Azuri and we’ll do it on the house. No cost, no obligation.
We see it all to often- online marketing agencies taking
advantage of the fact that you’re not an online expert (and usually
taking advantage via direct debit).
M I S T A K E # 4 | Not knowing your true cost-per-lead, and the true success your online marketing agency is producing for you. CONTINUED
* Before performing any analysis on a clinic's figures, we execute an NDA to ensure confidence of the security of all clinic's data. Your figures are safe with us.
9
M I S T A K E # 5 Not knowing that the devil is in the detail.
If you think that small adjustments and minor changes are not worth your attention, you are very wrong. In fact, it can make a monumental difference.
Any improvements to a call to action (CTA) colour or placement,
variation of adjective choice or tense for a header phrase can make
a difference for your website. In addition, the inclusion of new
features such as live chat, click to call functions, translation tools or
improving your load time all account for between a 0.01 per cent and
0.75 per cent conversion increase. If this doesn’t sound like much to
you, consider this; if a 1.5 per cent conversion rate is increased by
0.75 per cent that means your enquiries rise by 30 per cent.
The captivating part of this is that these points mentioned are only
scratching the surface when it comes to conversion rate optimisation.
There is so much more that can be done to improve your website.
“A 1% to a 2% increase of my website conversion rate doesn’t
sound like much.”Wrong, this will double your
current enquiries. How achievable is this? Simple.
10
The above actions and results far exceed
the benchmark of doubling the number of
enquiries received. By initially optimising
Google text (wording that appear when
a Google search is performed and your
website displayed) it can easily grow the
click through rate (a conversion of viewers
who view the ad to clicking the ad) from 10
per cent to 15 per cent, increasing traffic
from the ad by per cent.
The remaining basic adjustments to the
website deliver a combined 75 per cent
increase in on-site conversion rates of
viewer > enquiry.
To improve the success of your website,
make sure that someone attends to these
conversion points, as well as the hundreds
of other contributing conversion rate
optimisation factors that can be used. This
is proven to grow your business instantly
By employing a comprehensive, yet precise approach to marketing,
you can identify opportunities for improvement. This can be
achieved by breaking down each aspect into a granular form.
Below is a hypothetical, but realistic example (using common
benchmarked figures in a conservative capacity) of how dramatic
improvements can be if every factor is taken seriously:
M I S T A K E # 5 | Not knowing that the devil is in the detail CONTINUED
Conversion rate example
Web Traffic (Per/Month)
Conversion Rate
Enquiries (Per/Month)
1000 1.5% 15 epm
2000 1.5% 30 epm
3000 1.5% 45 epm
4000 1.5% 60 epm
5000 1.5% 75 epm
Before Optimisations
Speed Optimised
CTA Optimisation with AB testing
Intro of automated conversion aids
Click Through Rate Increase
17 epm 19 epm 23 epm 35 epm
34 epm 37 epm 46 epm 70 epm
51 epm 56 epm 70 epm 104 epm
68 epm 74 epm 93 epm 139 epm
84 epm 93 epm 116 epm 174 epm
Enquiries After Optimisations
Live chat introduced to website
1.5% 2% Website Conversion Rate
Website speed optimised
2% 2.25% Website conversion rate
Call to action optimisation based on AB testing
2.25% 2.5% Website conversion rate
Google listing A/B-tested & optimised for to discovered data
10% 15% Click through rate
Note: epm = enquiries per month
Conversion rate of
users seeing your ad/
listing, to clicking on
your ad/listing
1Conversion rate of
users visiting your site,
to users enquiring on
your site
2Conversion rate of
enquiries that eventuate
into bookings.
3
2%
Bad
2%—4%
Average
5+%
Fantastic
15%
Bad
15%-50%
Average
50+%
Great
2% – 3%
Good
1% — 2%
Average
0% — 1%
Extremely Poor
3% — 4%
Fantastic
4+%
Exceptional
The 3 conversion pointsFrom initial impression to lead acquisition.
11
©2018 All content copyright Azuri Group. All Rights reserved
All it will cost is a few minutes of your time to provide us the logins we need. We do the rest.
Visit
www.azurigroup.com.au/truthto begin the process
STEP 1
Azuri signs a Non-Disclosure Agreement to ensure any information or insights we discover remains confidential and safe
STEP 2
We are given access to your Google Analytics, copies of your previous marketing reports, and a breakdown of your current marketing initiatives.
STEP 3
We analyse the information and data provided in great depth, using the vast amount of information provided by Google Analytics, our own analytical tools- and our years of experience.
STEP 4
We extrapolate successes, weaknesses, opportunities, and threats with your marketing from the data and information at hand.
STEP 5
We give you an honest and comprehensive appraisal of the initiatives undertaken by your agency
STEP 6
We provide you with a true cost-per lead for your various procedures.
STEP 7
We provide you with a comprehensive list of opportunities for improvement, and the to-do list to execute them.
We’ll give you an honest, comprehensive, transparent and confidential appraisal of your marketing figures and data to give you some true insights — and it won’t cost you a cent.
We’ll analyse and give an honest opinion on the progress of all your marketing efforts - for as long back as your data allows us to.
Find out the truth behind your figures