Opticians website masterclass

Transcript

1. Great to meet you At our unique opticians website masterclass
2. We asked you… What do you love about running your practice? And what do you hate?
3. What do you want to achieve with your business? And what’s holding you back?
4. Welcome The marketing mistakes that hold back your practice’s growth Independent Practice Growth UK works with 55+ practice owners, guaranteeing growth in their business
5. Welcome The marketing mistakes that hold back your practice’s growth Richard Pakey FBDO Paul Green
6. 4,550 practice owners & managers now have a paperback copy
7. Clare Spittle Head of done for you Our done for you team Ben Smith Growth consultant Ryan Zasada Lead web designer James Lyon Writer Stacey Fletcher Writer Sorcha Exworthy Writer Andy Armstrong Web designer Josh Batley Web designer
8. Your marketing and website need to be urgently improved Let's put some context on this urgency...
9. Toughest market ever known for independents Every week 2 more close down or flip into franchise
10. The latest official market share figures Mintel optical goods and eyecare report Feb 2013 (report updated Feb 2014)
11. The Wealthy 500 will be those who get better at marketing and actively growing their business
12. Based on sales of optical goods Specsavers 34% market share Up from 23% in 2010 Vision Express 11% market share Flat: 11% in 2010
13. Based on sales of optical goods Boots Opticians 14% market share No figure reported in 2010 data Optical Express 6% market share No figure reported in 2010 data
14. Based on sales of optical goods Tesco & Asda 2% market share No figure reported in 2010 data Pureplay internet (no bricks & mortar stores) 5% market share No figure reported in 2010 data
15. Based on sales of optical goods 28% market share Down from 41% in 2010 Independent practices
16. And the independent share of the sector is still shrinking...
17. Fast forward a decade or so, and we believe there will only be 500 owners of independents left (We call these the Wealthy 500)
18. The Wealthy 500 will be those who get better at marketing and actively growing their business
19. Business Growth Model Turnover & profit Time in business Natural growth ceiling Manic startup Fun growth Reap the rewards Deep frustration Which stage are you at? Advanced growth Plateau & decline
20. Only 3 ways to grow a business 1) Get more new clients (10%) 2) Get them to buy more often (10%) 3) Get them to spend more (10%) You need to focus on all three at the same time to get 33% increase in turnover
21. Today is all about how to get more new clients, primarily using your website
22. Marketing you should no longer do Buy adverts in the paper Rent billboards Sponsor roundabouts or sports teams
23. These methods are all known as interruption marketing That was fine for 100 years. But there is a better way of getting new clients today
24. The most reliable way to find new clients is to put yourself in the way of people who are already looking for you
25. Google already knows who your new clients are
26. Question How well does your current website perform? Quality traffic New clients Upselling existing clients
27. wth Improve your website to get more traffic, then convert it into new client enquiries
28. Welcome The marketing mistakes that hold back your practice’s growth The internet is the single biggest marketing opportunity you have ever had (and probably ever will have)
29. Welcome The marketing mistakes that hold back your practice’s growth 57m people use the internet in the UK 89% of the population
30. Welcome The marketing mistakes that hold back your practice’s growth Just over a billion websites online (in 2013 alone that number grew from 630m to 850m)
31. Welcome The marketing mistakes that hold back your practice’s growth In the last second... Google processed 40,000 search queries 6,000 tweets were tweeted
32. Google Keyword Planner In the UK: optician, opticians, optometrist, optometrists, eye test, eye tests An average of 52,880 searches a month This figure excludes area-specific searches such as “opticians Cardiff”... overall, there are an estimated quarter of a million searches a month for an opticians in the UK 28% of searches are on mobile devices
33. Welcome The marketing mistakes that hold back your practice’s growth The figures will keep getting bigger We're in the middle of a communication and information revolution...
34. Welcome The marketing mistakes that hold back your practice’s growth In a world where everything is Googled... Your website deserves more of your resources
35. Welcome The marketing mistakes that hold back your practice’s growth Let's look at removing the things that stop your website being an efficient way to get new clients
36. Desired outcome from a website visitor Design & content Domain name Data capture Traffic
37. Question What should a powerful website do for your practice? For prospects? For existing clients?
38. Generate new leads Pre-frame and upsell existing clients Position your practice correctly ALSO… Essential source of information Educate your audience
39. Most practice's websites don’t really achieve these things! WHY…?
40. Content is all about you, or lacks emotional impact Not sufficiently different to your competitors You obsess over the wrong details
41. Design and content Ask yourself: How does it make you feel?
42. Design and content Ask yourself: What does it tell you about the business and why you should use it (inform)
43. Your heart makes the choice Your brain justifies it
44. Design and content work together to create a feeling “This is the one for me”
45. Questions What makes you different to all of the other practices? How well does your website communicate that? How does your website make people feel?
46. The 10 most common website mistakes
47. 1) Not using compelling headlines or content Differentiate Engage Them not you
48. 2) Having the wrong domain name
49. 3) Not being very specific about what you want people to do next
50. 4) Not using data capture + follow-up Or interacting with people
53. 5) Not analysing how people actually use your website
54. Welcome The marketing mistakes that hold back your practice’s growth Google Analytics: Number of unique visitors Where they come from What pages do they land on? (& bounce) What pages do they leave on? Where they go when they leave the site
55. 6) Not split testing
56. 7) Not having a mobile- friendly site
57. 8) Not using video
58. 9) Forgetting that content is King
59. 10) Treating your website like a brochure, rather than something that's alive and needs regular care
60. Welcome The marketing mistakes that hold back your practice’s growth Question Which of these things are missing from your website? Action plan top 3 hitlist
61. Welcome The marketing mistakes that hold back your practice’s growth Website traffic QUALITY not QUANTITY
62. Welcome The marketing mistakes that hold back your practice’s growth Question What methods do you currently use to generate traffic to your website?
63. Welcome The marketing mistakes that hold back your practice’s growth Where do you find the people who will make great clients for your practice? Part 1: Who makes a great client?
64. Welcome The marketing mistakes that hold back your practice’s growth Where do you find the people who will make great clients for your practice? Part 2: Where do they hang out?
65. You need to seriously think about investing in SEO
66. 3 ways to get to the top 1) Claim your Google listing + add information (Google My Business) 2) Google reviews 3) Google Plus (Hootsuite)
67. The top seven 1) Google organic 2) Google AdWords 3) Offline advertising 4) Co-promotions 5) PR 6) Social media 7) Charity involvement
68. Welcome The marketing mistakes that hold back your practice’s growth And a few others Networking / live events Postcard marketing Commenting on local blogs and forums Not forgetting… your own marketing list (emails, newsletters, mailshots)
69. Welcome The marketing mistakes that hold back your practice’s growth Question Which of these traffic techniques should you be using in your practice?
70. It's exciting stuff! But there's a problem... you're going to get back to the practice, excited to make change happen, but...
71. THINGS ARE GOING TO GET IN THE WAY
72. What’s going to stop you getting on with this all of this in your practice? Unfortunately, we're all running out of time!
73. According to World Health Organisation stats, a person alive today has a certain life expectancy... in months...
74. It’s 953 months If you’re 30, you have 593 months left If you’re 40, you have 473 months left If you’re 50, you have 353 months left If you’re 60, you have 233 months left Gulp!
75. Which begs the question... How will you feel if you haven’t changed your business in 12 months’ time?
76. This is why we do what we do Introducing the Practice Growth Programme 55+ practice owners already trust us to help them grow their business
77. It's made up of four key elements
78. 121 mentoring You’ll work closely with optical mentors who have already achieved what you want to do Or subject-specific experts who will keep you focused on what works Accountability + motivation + someone who understands
79. Monthly implementation days Once a month you’ll meet with other non-competing practice owners for Knowledge Implementation discussions Community of like-minded opticians
80. Safety net Increase your confidence and competence Whatever you’re trying to achieve, we put you in touch with someone who’s successfully done it before
81. THE MOST IMPORTANT PART Hard work done for you Growth UK’s “done for you” team does anything they can that frees you to focus on the things that only you can do Including everything we’ve talked about today (and more)
82. Guarantee 1 Area exclusivity Guarantee 2 Return of double your investment
83. Let’s talk hello@opticiansmarketing.co.uk 01908 88 88 38 (weekdays 9am to 5pm) @opticiansgrowth on Twitter