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Semelhante a Google socialhi5 workshop for dentists
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Google socialhi5 workshop for dentists
- 1. Confidential + ProprietaryConfidential + Proprietary 2018 Dental Advertising Workshop Apr 27, 2018
- 2. Proprietary + Confidential SOCIALHI5 // GOOGLE PARTNERSHIP ● Technical troubleshooting ● Tag implementation ● Policy & trademark issues ● Billing set-up or questions ● Merchant Center support ● Google My Business ● Analytics issues ● 3rd party ad serving SUPPORTING TEAMS SHAIL CHOKSI Agency Development Manager ✔ New business development ✔ Strategic growth planning ✔ Sales training ✔ Acquisition & pitch partnership JOSH WILLNER Agency Account Strategist ✔ Existing business growth ✔ Account strategy ✔ Tailored optimization insights to meet client goals ACCESS: Betas, industry insights, case studies, benchmarks, estimates, & exclusive trainings. YOUR GOOGLE AGENCY TEAM
- 3. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Why Am I Here Today? What Do I Want To Get Out Of This?
- 4. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Winning the Undecided Dental Patient
- 6. Proprietary + Confidential We’re living in a world of moments
- 8. 150x So many moments! consumers unlock their phones per day
- 9. 87% of smartphone owners turn to search first in a moment of need Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, US smartphone users 18+ = 1000, Responses = 14,840, Needs = 10,540
- 10. How Can I Make The Most Of These Moments? Awareness Consideration Sales Usage/ Loyalty Establish Your Brand Grow Your Customer Base Drive Revenue For Your Business Drive Customer Loyalty
- 11. Be There Be Useful Be Quick Connect the Dots Getting Your Dental Practice Chosen
- 12. Confidential & Proprietary After word of mouth, online search is the most common way to find a dentist Source: Rebuild Group 2017 How did you hear about your current dentist?
- 13. Confidential & Proprietary Confidence in dental networks is low, so how are we educating potential new patients? Source: Google Consumer Survey Would you trust a national dental brand as your provider (i.e. Aspen Dental, Heartland Dental)
- 15. You get a shot at your competitor's customers Many consumers aren’t brand committed Being there drives brand awareness Showing up gets your practice in the game Showing up in mobile search ad results can increase unaided brand awareness by an impressive 6.9 percentage points, or 46% of smartphone users have discovered a new company or product when conducting a search on their smartphones smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it
- 16. Provide Your Patients With Useful Information Be There Be Useful Be Quick Connect the Dots
- 19. of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand of smartphone users have gone to a brand other than their intended one because the information provided was useful of smartphone users say they're more likely to buy from companies who customize mobile information to their location Without utility in the moment, not only will consumers move on, they actually might not ever come back
- 20. Confidential & Proprietary “With AdWords, we had the reach we needed, but what was our selling point? We decided to record patient testimonials, upload them to our YouTube channel, and post them on our site. Since then, conversion rates doubled. When we ran a survey, new patients said the videos were a major factor in leading them to trust and select us.” Mike Navid Marketing Director, Walnut Creek Dental 20 Walnut Creek Dental delivered twice the smiles with YouTube 2X Number of new patients per month doubled after launch of YouTube videos featuring satisfied customers
- 21. Confidential & Proprietary There is a huge market education problem. More people should be going to the dentist more frequently. Source: Google Consumer Survey “...30–35% of the population still doesn’t see a dentist...there’s plenty of care that needs to be delivered” Mark Latta, D.M.D., M.S., Dean of Creighton University School of Dentistry
- 22. Give Potential Patients Information Faster Be There Be Useful Be Quick Connect the Dots
- 23. If speed thrills, friction kills
- 24. ACTION: Load like Lightning “This-is-the-one” moments Find out how well a website works across mobile and desktop devices. testmysite.thinkwithgoogle.com
- 26. Dentists Need A Comprehensive Digital Strategy Be There Be Useful Be Quick Connect the Dots
- 27. Measure more than just app installs Account for multi- device behavior Make sure mobile gets credit for call conversions Connect the Dots 40% of smartphone users who research on their mobile device go on to purchase on a desktop Action: Measure Across Screens
- 28. Confidential & Proprietary Key Questions to Bring it together Who is my Ideal Patient? What makes my practice unique? What is my Elevator Pitch? If I’m a client, what would I look for before making my decision? Knowing the above, what can I change?
- 29. Confidential & Proprietary Search: Drive growth through new keyword strategies Where are your competitors winning? What describes your business the best? Accepted insurance plans Emergency services Cosmetic Services Other?
- 30. Confidential & Proprietary Drive Growth across both different segments in 2018 Segment Problem Action Results New patients Existing Patients Growth rate of volume needs to be higher Same store revenue lower than hoped. Retention rate too low. Return cycle too high. New patients Incremental loyal patients
- 31. Be There Be Useful Connect the Dots Be Quick ❑ Tap into Your Audience’s Passions ❑ Create Snackable, Educational Content ❑ Use Location Signals ❑ Provide How-To Video Content ❑ Empower Purchases on All Channels and Devices ❑ Identify your Moments ❑ Understand your Share of Intent ❑ Eliminate Steps ❑ Anticipate Needs ❑ Load like Lightning ❑ Measure Across Screens ❑ Measure Across Channels ❑ Nix Team Silos Micro-Moments Checklist Customize with your client’s site
Notas do Editor
- POINT: Back then, a computer sat in one place, had no sense of context, and was cold/impersonal Think back to the desktop era. Your PC probably sat in your basement or living room. Unless you were a gamer who lugged your PC to friend’s houses for LAN parties, it probably never left that exact spot. And even if you did carry your desktop PC around, the context of a Starcraft party doesn’t leave much room for innovation. And I still remember the sound of dialed internet connecting. It was when we got internet at home, and I was probably 7. Look where we are right now. The internet has transformed our lives. It’s opened us up to newer experiences, brought the world closer, more aware and changed how we lived. In fact it’s what gave me the ability to take the leap and move countries without knowing anyone We carry our whole lives in our pockets, and we look at these devices more than 150 times a day. And that information was measured before Pokemon Go.
- Today, more and more aspects of our lives are powered by mobile and digital. We love our devices, of course, but what we really love is the POWER our devices give us. The power to get exactly what we want, instantly and effortlessly. To have our needs not just met, but anticipated. Today, We’re seeing a fundamental shift in consumer behavior. -- story on cars and connect to micro moments--- Devices have fractured the consumer journey into hundreds of real-time, intent-driven moments. Our attention span is shorter. We take unscripted, non-linear paths to purchase. Brand loyalty is waning as we become more loyal to our needs in the moment. In those I-want-to-buy, I-want-to-know, I-want-to-do moments, we care about satisfying our need above all else.
- The moments that really matter: micro-moments At Google, we call these micro-moments. They’re the moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now. Here’s a little video we made to show you more about micro-moments .... [Play Anthem Video] -- UPDATED JULY 2016 --
- As marketers, we understand the need to respond to this shift. Today, converting customers takes more than just knowing who the right people are. We need to reach the right people in the right moments with relevant messages, in order to shape their decisions and preferences. We know this. The problem is that consumers check their phones 150+ times per day. How can we keep up? Which of these moments really matter?
- But more importantly, people turn to search to get things done - in those critical micro-moments when they need to know, go, do or buy. In fact, 87% of smartphone owners turn to search first in a moment of need, with Search at least twice as likely as any other online or offline source to be used to help people get things done.
- Marketers obsess over “being there” for their consumers. Whether it’s share at the store shelf or share of voice on TV, these are metrics used to judge how present a brand actually is. But what about on mobile, where there are billions of micro-moments happening every day? Are you devoting the same amount of thought to your mobile marketing strategy and being there whenever consumers' needs arise? When someone picks up their mobile device, chances are they want to learn, do, find, or buy something right now. Whether in the form of searches, app interactions, mobile site visits, or even YouTube video views, these micro-moments happen constantly. You need to be there for them.
- Rebuild Group http://rebuild.group/dental-survey-marketing-insights-for-dentists/
- Build trust through Display campaign and YouTube Source: https://surveys.google.com/view?survey=sz7i226cijqdq&question=1&dataGen=58&tb=rt
- Sephora Video Case Study Here’s a real example of a brand identifying their moment. For Sephora, finding out more about their consumers’ intent within the in-store context, allowed them to be there more meaningfully on mobile. The management team at beauty retailer Sephora noticed how often customers searched on their phones while standing in the store aisles. At first the team was concerned that these customers were price comparison shopping. To find out what was going on, the team just walked up to the customers and asked what they were doing. They learned that most people were looking for reviews for the products they had in their hands or they were trying to remember which shade of makeup they’d bought last time. With these needs-based insights in hand, Sephora developed mobile website and app functionality specifically to serve shoppers in those moments.
- Sources: 51%: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+ 1 in 3: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+ 46%: Google/Ipsos MediaCT, Search for Brands Industry Research Meta-analysis, 2013–2015 Being there on mobile can drive big results and build a competitive edge for your brand. Here’s why: Many consumers aren’t brand-committed. 51% of smartphone users have discovered a new brand or product when conducting a search on their smartphones You get a shot at your competitor’s customers. One in three smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it. Your presence can drive brand awareness goals. Studies have shown that you can increase unaided brand awareness by 46% (or 6.9 percentage points) simply by showing up in mobile search ad results. Ultimately, showing up gets your brand in the game to be chosen, not just seen. By being there, your brand has the chance to address consumer needs in the moment, help move someone along their decision journey, and deepen their loyalty. That’s how brands earn their stripes with mobile. There are two important steps brands need to take to be there. First you need to identify the key micro-moments for your brand Second, you need to know and grow your share of intent
- We’ve discussed strategies on how to Be There but if you want to win the hearts and minds... and dollars of consumers in their I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy moments, you'll need to do more than just show up. You need to be useful and meet their needs in those moments. That means connecting people to what they’re looking for in real time and providing relevant information when they need it. And with mobile, doing so is both more critical and more achievable than ever. Why? With mobile we’re able to add a rich understanding of context to consumers’ underlying intent. That context provides critical insights into consumer behavior – and therefore powerful clues for how you can be truly relevant and useful for people in their moments of need.
- Adidas Case Study One brand that’s answering consumers’ I-want-to-watch-what-I’m-into moments is adidas. When the World Cup airs the excitement is practically palpable with fans around the world clamoring to be part of the action. In fact, the World Cup is the largest, most connected global sporting event. Worldwide, it has more interest on Google Search than the big game, the Olympics, and the Tour de France combined (source). To answer this surge in interest, adidas created a six-episode, live-streaming series called "The Dugout.” adidas chose several hosts from KICKTV, one of the most popular soccer channels on YouTube, for the series. Together, they nearly tripled subscriptions on the adidas YouTube channel during the World Cup and the content they created for the event earned over 1.5 billion impressions on YouTube.
- Macy’s Video Case Study Take Macy’s, which recently streamlined its marketing teams. Macy’s recently connected the dots...Because Macy’s has both physical locations and an e-commerce website, it was important that they understood people’s intent and context, so they could serve the ads that matched what their shoppers were looking for. For people searching on their smartphones, Macy’s served ads with the nearest store location and click-to-call functionality. And for people on their computers, they showed an ad for their e-commerce website. Making the consumer experience better meant breaking down the silos that once existed between their .com and physical store marketing teams so they can truly optimize their media investments based on consumer moments, not internal hierarchies. As a result, today they are seeing that for every $1 they spend on search, they are earning a $6 return in sales.
- Sources: 73%: When Path to Purchase becomes Path to Purpose, Google/TNS/Ogilvy, US, June 2014. 51%: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+ 61%: Google / Ipsos MediaCT, August 2015, N=1291 Online smartphone users 18+ Being useful in micro-moments moments matters. Especially on mobile, where people have virtually no patience. Being Useful helps you win customers and move your bottom line. Take the fact that 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand. Or the fact that 51% of smartphone users have purchased from a company or brand other than the one they intended to because the information provided was useful. Or that 61% of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location. And the consequences of not being useful are serious too. Without utility, consumers will not only move on in the moment, they actually might not ever come back. Only 9% of users say that they will stay on a mobile site or app if it doesn’t satisfy their needs (e.g., to find information or navigate quickly). Let’s dig into the 5 moments we introduced in the beginning and explore how brands can use contextual signals like device, time of day and location to meet consumers with useful content that matches their moment. Consumers who don't find you helpful will move on, pronto Consider that 82% of smartphone users say they consult their phones on purchases they’re about to make in a store, and 91% of of them turn to their phones for ideas in the middle of a task. These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends. Since we can take action on any need or curiosity at any time, the consumer decision journey has been fractured into hundreds of tiny decision-making moments at every stage of the “funnel” — from inspiring vacation plans to buying a new blender to learning how to install that new shelf.
- https://drive.google.com/file/d/0B6detahlVuPXMmo1b3RhZkVpRU5OTS14SlZiTlpmYWdCMGdJ/view?ts=58913354
- https://adeachartingprogress.wordpress.com/2014/05/15/a-dentist-shortage-maybe-maybe-not/
- “I want it NOW.” That sounds like something a toddler in the terrible twos would say, but it's also what today’s consumers are saying. They want immediate gratification, and they’re making decisions faster than ever before. People's patience for a cumbersome and clumsy mobile site or app is waning. They expect to move through a brand’s mobile experience at lightning speed. Mobile created and enabled this behavior change. Whether smartphone users are looking for local businesses, researching a product or service, or looking for instructions, not only do they have heightened expectations for speed in general, they also are often in a hurry to accomplish their tasks.
- Sources: 40%: Forrester Consulting on behalf of Akamai Technologies; n=1,048 US online consumers, September 2009. 29%: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+ 1 in 5: Akamai Technologies - 2014 Consumer Web Performance Expectations Survey If speed thrills, friction kills. Twenty-nine percent of smartphone users will immediately switch to another site or app if it doesn't satisfy their needs (e.g., they can't find information or it's too slow). In fact, of those who switch, 70% do so because it takes too long to load, and 67% will switch if it takes too many steps to purchase or get desired information. How long is too long? Suffice it to say that 40% of shoppers will wait no more than three seconds before abandoning a retail or travel site. And what’s worse, being slow can have a negative impact where 1 in 5 dissatisfied visitors will never return to a website where problems have occurred.
- Source: 47%: Akamai Technologies - 2014 Consumer Web Performance Expectations Survey The most thoughtful mobile UI in the world will still fall short if your mobile site takes too long to load. How long is too long? As mentioned earlier, 40% of shoppers will wait no more than three seconds before abandoning a retail or travel site. And 47% of consumers expect a page to load in 2 seconds or less. Meet these high expectations by keeping your technical backend up to snuff. Not a coder? No problem. You can check out the PageSpeed Insights tool to rate your site’s load time and generate custom recommendations to increase your site’s speed. Analyze the mobile performance of your site compared to your desktop site too. Share this report with your technical team to help them with ideas and concrete steps on what to improve. [sales team can customize speaking notes with client specific data]
- Walmart is a great example of how a company improved mobile performance with faster load times. In fall of 2014, visitors to Walmart’s mobile site were confronted with a blank screen for 7.2 seconds before content was loaded. A year later, the company had reduced page load time to 2.9 seconds. Walmart.com shaved more than four seconds from its load time by removing several barriers that had been impeding the page from rendering: JavaScript blocking, slow custom fonts, and unoptimized image files that had to be downloaded. In the end, for every one second of improvement, Walmart.com saw conversions increase by up to 2%. Source: State of the Union Page Speed & Performance,” Radware, Spring 2015.
- Brands win micro-moments by being there, being useful, and being quick. Make sure your marketing strategy is up for the challenge by reframing how you measure and breaking down silos. While all channels matter, mobile drives the digital bus today. It has become the connective tissue across the online and offline world, driving valuable actions like store visits and phone calls that directly impact your bottom line. Consider this: When people use mobile search to help make a decision, they are: 57% more likely to visit a store 40% more likely to make a phone call 51% more likely to make a purchase
- Source: 40%: Google/IAB “Our Mobile Planet”, May 2013 Most businesses still measure conversions and cost per acquisition separately for mobile devices and desktop. A full 40% of enterprises still go by first-touch/last-touch attribution when measuring marketing and media performance. When viewed in isolation, these metrics won’t show you the larger role mobile plays in your business. Don't let these traditional metrics distract you from what's really important: sales, revenues, and the bottom line. Your KPIs should measure the sum of all of your digital marketing inputs against profit contribution. In fact, 40% of smartphone users who research on their mobile device go on to purchase on a desktop. Don't just measure the immediate response to the last campaign seen before making a purchase. For example, if you test an increase in your mobile bids, look at how your account performs overall as a result of this change. The key point is to stop viewing your mobile and desktop conversions separately. Here are three ways to start connecting the dots across screens. 1) Account for multi-device behavior. As mentioned earlier, 90% of people say they use multiple screens for everyday activities such as booking a hotel or shopping for electronics. It’s critical to include this multi-device behavior in your attribution strategy. If you don’t, you risk overinvesting in the device where the final conversion occurred or missing out on opportunities to win the sale. Advertisers around the world have seen conversions rise when they pay attention to cross-device results. For example, U.S. retailers see 16% more search ad conversions when cross-device data is included. 2) Phone calls are important―don’t hang up on them. Mobile search will generate 73 billion calls to businesses in 2018, up from 30 billion in 2013, according to estimates from BIA/Kelsey. Mobile phone calls typically convert at higher rates than website visits, especially for businesses with complex products, like insurance or credit cards. Make sure that mobile gets full or partial credit for those call conversions. That includes those from clicks that led the customer to your website and then on to a call from a mobile phone. Simply put, a mobile call is a mobile conversion. 3) Measure more than just app installs. Even if their purchases don't happen on your app, your brand’s app users are high-value customers, so treat them that way. Don't just count installs and pat yourself on the back. Ask yourself how you can provide useful content and functionality to engage this user base to drive incremental transactions and sales. Even if the sale itself doesn’t happen on a mobile device, that doesn’t mean mobile didn’t play a role. Think about all the ways consumers use mobile to connect with your brand. They tend to look for prices, sizes, or reviews. Or they look to get store directions, download an app, or call a business directly. These are critical micro-moments to measure—and win—because they can ultimately contribute to a consumer’s decision to buy. Almost one trillion dollars in U.S. retail sales were influenced by mobile last year alone. To begin measuring more types of mobile conversions, start with your Estimated Total Conversions report in AdWords. It helps you measure the full impact of your digital spend across mobile and desktop, on sites and in apps, and even in stores. Measure the influence of valuable actions that go beyond the traditional online conversion—things like phone calls, cross-device conversions, and even store visits—and you can answer important questions about your ideal customers. Do they shop across online and offline channels? Do they buy more often after a specific campaign? What marketing channel does the best job of drawing them to nearby stores? Once you understand how your most valuable customers convert, you can create an organizational structure and put incentives in place to better acquire and nurture them.
- Based off our kickoff conversation we have outlined 5 areas to focus on for todays conversation.
- [sales team led discussion - can potentially check off action items brand is already doing] Mobile is our moment of truth as marketers. It’s fundamentally changed consumer behavior, raising our expectations for speed and relevance to new highs. Mobile has become our most important screen, and in the process, it’s helped open up millions of moments to connect with people in meaningful ways - at the exact moments when they need us most. Our mission is to help you win these moments that matter. Here is a checklist summarizing all the steps you can take to identify and succeed in micro-moments. We only succeed when you do, so I hope you'll use Google data to identify your moments, follow our Be There, Be Useful, Be Quick and Connect the Dots guidelines, ask us for help and let us know where we can do more.