[UPDATED] 2020 Independent Pharmacy Internet Marketing Plan – JanuaryJanuary 23, 2020
COVID-19 Digital Action Plan for Independent PharmaciesMarch 25, 2020
Join us on this month’s webinar as we unpack the key things you need to be doing with your pharmacy website to achieve maximum conversion.
On this webinar, I’ll be going deep on the topic of Conversion Optimization and how to set up your Pharmacy Website to win in today’s environment.
Getting this right will have the ripple effect of making every other marketing tactic you employ even more effective.
I’ll be sharing how to Maximize Conversion (from visitor to caller) on your Pharmacy website and specific tweaks that can be made to ignite the number of customers you are getting from your website.
Welcome to the pharmacy marketing profits podcast the show that reveals how to take your independent pharmacy to the next level hear from professionals in the industry as they share their stories of success and inspire you. You’ll also discover how to attract more customers with effective digital marketing strategies. Here is your host, Shane Gebhards.
Alright, welcome everyone to the how to optimize your website for maximum conversion and sales webinar. Glad you could be with us today.
Thank you for setting aside this time, happy to have you here. So we’ve got everyone on board. Let’s go ahead and dive in and, and get this thing started. So
wanted to share with you real quickly. We’re going to be doing webinars every month. Last month we did our 2020 pharmacy internet marketing plan, how to ignite your pharmacy growth online. So that was a great webinar. We did it last month. There’s a replay available if you’d like to see that. If that’s the case, just shoot me a message and I’ll be happy to get that to you.
And send you that link. So you can check that out. But that’s something you definitely gonna want to take a look at it really unpacks how how to set up your marketing plan for the for the year for 2020 what you need to focus on how to craft your marketing message, who you need to market to, and everything there. So definitely something you want to take a look at. So like I said, if you want to just just shoot me a message and be happy to share that link with you. So
wanted to share this quick slide here is what we call our digital dominance method. But I like sharing the slide because it’s it’s a good overview of
the the overall 360 degree approach that needs to be taken when it comes to your digital marketing.
There’s a lot of factors, there’s a lot of things that go into it. Today, we’re going to be covering your website, but when we unpacked the 2020 method, we really kind of took a broad view and that’s kind of this view right here and kind of incorporated a lot of what you see on the screen.
But these webinars that we do each month, we’re going to do a deep dive into each one of these topics specifically. So this month, you know, we’re talking about websites, how to maximize the conversion by optimizing everything properly. So, you know, next month will be SEO and you kind of can see where we’re going with this around the circles. So these are things are all important. They’re all key factors, they all lead back to business for your pharmacy channels, if you will. But today, you know, we’re going to be focusing on on the website portion of things and, and really, you know, go from there so, so let’s dive in.
few housekeeping things, turn off your cell phones, turn off Facebook, you know, kind of kind of be here. Don’t be checking things back and forth and losing focus because you might miss a key thing, a key nugget that could really help you take your your website to the next level and ultimately your business to the next level. So if you’re serious about doubling or tripling the business that you pull from your pharmacy website and be here for the next 60 minutes
And be be involved. Ask questions if you have questions and and really take advantage of this time so you just kind of blocked it off already. So be here and be be in the moment. So
who am I? Why should you listen to me? My name is Shane Gebhards. I’m the founder and CEO of pharmacy night.
I’m the author of The Complete Guide to internet marketing for pharmacies, how to ignite your pharmacy growth online that’s available on Amazon or you can get it through a link on our website for free.
We work with independent pharmacies like I said owning pharmacy tonight we work with independent pharmacies across the country and on widely accepted as one of the premier experts in internet marketing for independent pharmacies. This is what we do. You know, this is this is day in and day out. We’re doing digital marketing for independent pharmacies like yours. And you know, this is this is our bread and butter. So, so that’s we’d like to share you know what’s working, you know, what we see being effective in the
The current space. So, um,
so basically, you know, what’s the problem? The problem ultimately is you have a website, maybe you do don’t have a website, but if you do, you have a website that, you know, is is a big investment in your marketing, you know, you might have put a lot of money into it thousands, sometimes 10s of thousands in some cases, and, and maybe it’s getting you the business that you want, maybe it’s not, you know, that’s what we’re going to look at today. But ultimately, you know, you’re getting traffic to your website one way or the other.
You know, your pharmacy exists, it’s a business. So people are checking out the website. But you know, maybe you’re not getting enough leads from your website. So that’s what we’re going to look at today. Maybe you’re not getting enough customers enough business from your website, from that big investment that you made. So we’re going to show you how to how to really optimize that to get the maximum conversion.
So ultimately, you’re ended up ending up with a low ROI. You know, if you spent $5,000 on a website, you can’t attribute any sales to it. You know,
You’re not getting the return on investment that you that you expected. So, just having the website is not enough, you know, we want to make sure it’s optimized and converting. Because otherwise, what’s the point? Right? So really, you know, it’s a fail, if it doesn’t generate enough leads for the investment and can’t grow, then then it’s not doing its job, right? You want you want to pay, you know, a couple thousand dollars for a website and you want to make 10s of thousands, you know, you want one of, you know, 10 x return is the ideal, you know, scenario. So, so that’s what we’re going to focus on today. You want a great site that’s built to convert, I mean, it’s great if you have a site that looks great, but really, ultimately what it comes down is you want it to look great and convert. It’s not an either or thing you want both, right. So you want to have a good looking site clean, crisp, to a point, easy to navigate, which leads to better conversions. Okay, that’s what we’re going to, we’re going to unpack here so you want it to consistently convert visitors to callers and and leads or refer or
customers for your pharmacy. You know, you can see the graphic on the screen, you know, your advertising your SEO, social media blog, the content, that’s all part of the website, right? That’s all. Everything’s funneled to the website or through the website, ultimately. So it creates that momentum and that consistent growth that you’re looking for, right? It’s it’s a machine, if you dialed in properly, that can be selling for you. It can be generating new business for your pharmacy 24 hours a day, seven days a week, right? So it’s going to create that momentum and that consistent growth for you to really, you know, scale and grow your business. So a successful website gets the phone brain gets the pharmacy full and it gets business booming and revenues growing, right. So that’s what we’re looking for. That’s the whole idea.
And so your website is the hub, right? I’ve said that a few times already. But really, it’s the best way to think about it in terms of its your core and your nucleus. Everything funnels through it feeds through it relates back to it in some way or another you know, your Facebook has a link to
Twitter has the link to it. LinkedIn has it linked, you know, they all have spots on there for you to include your website, you know, Google, obviously, people are going to your website from Google, because that’s what they’re looking for YouTube, you know, it’s all it’s all intertwined. It’s all working together. But ultimately, it flows through the website. So having a properly optimized website is what you’re going to want to focus on.
Um, so why is conversion so important? So this is this is going to be pretty interesting for you to see, I really like showing this but we’re going to paint a couple scenarios here and really break down
why it is so important to have a high converting website. So if you have a website, excuse me, scenario one, and you get 1500 visitors per month, and you get 5% conversion. So you’re getting 75 calls or form fill outs. So a conversion is is if someone makes a phone call to the click to call, they fill out a form, you know, they take an action and they convert on to another action. That’s that’s what we’re looking for. Um, you know, if you if you get 5% of that 1500 you get 7500
Right, if you’re getting a 30% conversion rate on those calls, because every not everybody’s going to become a customer or, or whatnot without filling out a form or, or, or making a call, right? So we’re going to be conservative, we’re going to say a 30% conversion rate, right? You might be doing 60 7080, I don’t know. But we’re just going to be conservative to the scenario. That’s 22 new customers, and we’re just going to use it for around $150 average transaction value. That’s that’s what you would make for the transaction. That’s 30 $300, right in scenario one for that month, based on your website. Now, let’s up that in scenario to same amount of visitors. But let’s up that to a 15% conversion. So we’re tripling it right? We now have 225 conversions between the forms and calls. And we’re going to convert 30% of those. So we’re ultimately left with 67 new customers. So you can do the math, same transaction value now looking at $10,000. So we’ve tripled the revenue from your website with the same amount of traffic, right? That’s why this is
So important. That’s why it’s so critical to have this dialed in. Because without it, I mean, you can see the numbers here, it’s a no brainer. So tripled customers and revenue just off of getting your conversion factors, right.
So what again, why is your getting your website built to convert important to you, you know, we’re going to show you how to optimize your website for maximum conversion on this webinar, we’re going to dive in and, and really give you the nuts and bolts, you should have gotten an email that lays out
the workbook, or send you the link and you can get the workbook that lays out what we’re going to cover here. If you haven’t gotten there already, you’re going to want head over that link right there. It’s Bitly bi t.ly slash three, seven, the letter L, F, E p. I didn’t make that up. It just randomly generates that. But it’s it’s a short URL, so it’s a lot easier to remember and type in. So jump over there, grab that, save a copy to your Google Docs, your Google Drive. That way you
can resort back to it later. But that’s, that’s definitely a workbook you’re gonna want to have. So you can keep up with this webinar and really get the most amount amount of value out of this. Okay?
Alright, so what we’re going to cover are the 12 critical elements to enhance conversion. Okay, number one, we’re going to speak to your target avatar, okay, we covered this in the 2020 webinar. But basically, it’s really about dialing in who your target customer is, without knowing that it’s going to be very hard to craft your message and really enhance the overall effectiveness of your website, right and get the get the desired effect that we’re going for. So what are their fears and frustrations? Why should they choose you, you know, are we really speaking to their pain points, that’s going to be critical. So we’re going to dive into that be real, you know, we’re going to want to use authentic images of your team on the homepage and throughout the website, you know, this is going to be critical in terms of being transparent being real and authentic. We’re going to want to we’re going to dive into how you can use video and more
Media elements to engage different modalities. Have a welcome welcome website, video videos for each of your services and a video explaining why someone should contact you versus the competition.
We’re going to dive into leveraging social proof, showcase your online reviews prominently on the homepage with a tool like for an eye review bus will dive into that and kind of explain that get the basics in order phone number at the top, ensure there’s a web form, add credibility with authority symbols, we’re going to unpack all this. We also want to ensure we have clear calls to action on each page and speak to your customer Avatar and tell them exactly what to do next. Okay. Want to make sure they know so they’re not guessing
around pack how you can use special offers and coupons that match the service they’re in need of. We’re going to talk about how you can make sure your websites mobile optimized with some easy click to call functionality. This one’s a no brainer, but a lot of people still missed the boat on this in this day and age. We’re going to talk about how you can leverage live chat. This is one we get a lot of questions about a lot of confusion in this area that we’re
We’re gonna we’re going to really dive into and clear some things up for you and how you can use this. And then we’re gonna start giving the clients the option to book online. If you offer any kind of services as far as stuff that can be booked, you know, and make an appointment like a mid sink where you sit down and review medication or something along those lines, then then you’re gonna want to create that option for people on the website, let’s say or you might do hormone stuff or something along those lines, create the option for people book that
we’re going to talk about site speed, which is very important. We’ll unpack that. And then we’re gonna unpack how you can engage people via SMS and phone with marketing automation will make your life a lot easier. So that you can really leverage your overall effectiveness and how you’re how you’re handling these these clients and customers.
So we had a lot to cover, but what is the one element that will have the biggest impact on the results of your overall internet marketing efforts, okay.
And that’s going to be conversion. So we want to think about
How do we optimize for conversion,
SEO and website optimization they go hand in hand because with SEO, you know that’s a buzzword a lot of people talk about SEO, a lot of people might be confused as to what that means but ultimately they both go through the same funnel is actually in this graphic, which ultimately leads to someone picking up the phone or filling out a form or you know, converting like we want them to. Okay. So, a couple examples here, you know, take a look at your own website. But here’s a few examples we’re going to go through here’s your website setup to convert visitors to callers or ultimately, visitors to visitors in this sense with pharmacy of you know, people coming into the pharmacy and using your pharmacy. So, Hubbard m pharmacy calm, this is a good one you can check out they kind of check all the boxes, as far as conversion factors and everything having everything in line. Another one you can look at is the pharmacy RX calm. Again, very good one phone number, a lot of stuff we’re going to cover buttons to make it easy to
Switch. So very straightforward website with easy navigation. And then HDR calm is another good one, they got, you know, same thing up top, they got to view our location with Google Maps, like people can pop that in and get the easy directions. So it’s just it’s a really good setup as far as making things easy and checking all the boxes. So Alright, so how can we get your website to convert like those? First you can download our cheat sheet. This is a free resource for you guys that we provide go to pharmacy ignite calm slash cheat sheet and grab that and the first part of it is really about you know, the key things checkboxes for your optimizing your website and then it goes, it goes on further than that into more SEO, social media, other aspects, but it’s definitely a great resource for you guys that we provide free of charge so you can work your way through that and get things optimized and dialed in.
Alright, so I really liked the statement. I use
This a lot, but it goes, if you can see Joe Jones to Joe Jones eyes, then you can sell what Joe Jones buys. So ultimately what that means is that just comes down to knowing your customer, right? That just comes down to understanding how your customers or potential customers view and see the world and you tapping into that viewpoint and crafting your marketing and your message to speak to them, right. Because if you can understand what they’re looking at and how they view things, you can speak to them on a level that nobody else can. And you they will feel as if you you’re speaking directly to them because you are and they will they will get you will get them they will get you and it will just it will sink right. So very very good way to approach a lot of this you know, digital realm is thinking about it from your customers point of view and that goes for more than just marketing. I mean, that goes for for a lot of things in your business, but you know, marketing that’s that’s a key component. So, I always like to share that. Um, so you know, that brings us to your avatars
goals and frustration. So this is a cool little thing that we like to do, where, you know, you break down what your ideal customer avatar is. We did this on the last webinar and actually sat down and mapped it out. But you know, here’s kind of some examples of demographics. That could be you know, this is just hypothetical they could be a homeowner 35 years old, typically female occasionally male married with a couple kids head of the household, you talk about, you know, their income, their family oriented, you know, factors may get that into your messaging, but what’s their pains and frustrations. So this is this is really going to be a crucial thing to understand that you know, what is their current pharmacy just not working out form they just unhappy overall and they waiting too long for prescriptions, current pharmacies maybe too far away, maybe you know, you’re closer and you can be a better fit. Or maybe they’re just too busy to deal with having to come through and get their medication. Maybe if you offer delivery, that’s something that will appeal to them because then you could deliver to their their home or work.
You know, so there’s there’s different angles to this.
But understanding the avatar, you know, and here’s spiritual implications, and then goals and desires, you know, so don’t want to really spend too much time on this because we did this on the last webinar, but you know, getting this correct, you know, will will make your marketing understanding your marketing and understanding your customer a lot easier. So you can speak to them on a on a more specific level. Okay.
Um, so once you understand that you can now craft messaging works. All right, and these are some examples of, of messaging that we know works. Everybody has their own spin on things, but, you know, one is names, not numbers don’t be just another number in their system. Right. This is kind of a play on on the CVS is the Walgreens, you know, as opposed to your independent pharmacy. You know,
sending the message that you know, you’re not just gonna be another number in the system, you know, we’re going to know your name. We’re going to be personable we’re going to care about you is a good good angle. It was messaging to take some classics or you know, district
Pricing upfront pricing satisfaction guaranteed, trustworthy, experienced, more efficient, less wait time, you know, those kind of angles as well. These are all, you know, good marketing messaging that we know works. So definitely something to, to consider there. But you don’t want to speak to your ideal customer. This is a great example of one off of a car calm. You know, they’re really speaking to their ideal customer here. They’re, they’re, you know, talking about the complex insurance landscape and the pace of the modern world with some barriers to prescription care. They work with doctors and their patients to overcome these barriers and, and they have a commitment to Clinical Pharmacy care and managing the out of pocket costs. So really, they’re hitting on a lot of stuff there. But you know, it’s it’s crucial to that person who’s really worried about insurance and how much is it going to cost out of pocket if they’re on some high dollar medication. So they’re, they’re really kind of driving home which is going to going to be a big factor when it comes to
Someone on their website considering should I use these guys for my pharmacy So, so they did a good job there. So that’s, that’s what you want to kind of think about is how you going to speak to that ideal customer.
Alright, so you’re gonna want to be real and authentic. Right So here’s an example again of Hubbard young. But this is this is a spot on example of, you know, using employee spotlight each month, meet the team section, got a picture of Melanie here and got a little bit of BIOS and when you click through you can see that about her and you know, this goes a long way because it’s it’s going to help
your customers or potential customers get familiar with your team and get familiar with you guys as a as a pharmacy in general. So this is very crucial. I always tell people have this, it’s very easy to pick one of your employees every month, and just work through them one by one, and, and really, you know, showcases because these are the people that make make your pharmacy
In your business go, they’re the ones that are dealing with customers day in and day out. They’re the people that the customers see. So highlight them on the website and you’d be amazed at how many people comment when you know when you post this on social media. Oh, I love coming to see Melanie, she’s fantastic. She’s my favorite. You know, it’s, it’s going to get a lot of engagement, lots of shares. Because these are people, right, we all resonate with people we know. So it’s, it’s really going to be going to be a good thing to to leverage that on your website. Okay.
leverage video and multimedia. Okay, this is this is a big opportunity in our day and age because it’s never been easier to leverage video. Okay. I mean, it’s, we all have these things in our pockets, these phones that have incredible cameras on them, right? You know, these they’re capable of recording and 4k. So, you know, here’s a good example of Hubbard young, leveraging video on their homepage. They had this really great video made that really showcases their pharmacy and their town.
Clemson, South Carolina which is a cool, neat, close knit little town, but they had the drone aspect that’s that took advantage of that. It’s just a really cool video. And he didn’t even have to go crazy with this. It’s not like some super high end production, you don’t have to make some cinematic movie, you could simply just do a welcome video here in the spot on your homepage. Just welcoming, welcoming people to your website, it could be the owner of the pharmacy manager, you know, maybe the lead pharmacist, you know, whoever someone that the customers are going to resonate with is always the best choice. So, you know, take advantage of that video, put that on on your website, and watch people consume that at a much higher rate and get to know you. It’s the it’s the most easily consumable content there is. So next you’re going to want to get the fundamentals right. So you’re going to want to make sure you know, I keep using Hubbard young, but it’s a great example. You know, they have everything dialed in here as far as phone number
Email. And then two of the most common things transfer prescription and refill a prescription right. And then obviously, you can click through to the rest of stuff. But
what we find is those are the most important things. And then at the bottom of the page, you can have the,
the maps to your address, like your Google Maps so people can find your pharmacy if that’s what they’re trying to do as well. So definitely want to get the fundamentals right. And make sure you have this stuff up top, in very plain plain view above a is called above the fold. So people don’t have to scroll. It’s whatever they see right when they land on the site above the fold before they start scrolling.
This one’s pretty obvious, but you know, make sure it’s mobile friendly. We still see a lot of websites out there that are not mobile friendly. I still think it’s it’s close to 40 maybe 50%. Last time I saw the number which is astounding. I mean 4.8 billion people now own mobile phones. Three out of five consumers search for local businesses on the
So you know, there’s your 65% right there on mobile. So you want to make sure your site’s mobile friendly. So you can see here, phone number, email, transfer, prescription, refill a prescription, you know, all front and center, Google reviews, you know, right there. So we’re hitting, you know, a lot of the touch points right away. Google reports that 40% of mobile consumers turn to a competitor’s website after a bad mobile web experience, right. So what that essentially says is they landed on a website didn’t like what they saw, took too long to load, and they hit the back button and went to a competitor, just like that. I mean, you lost that opportunity, just as fast as you got it. So that’s 40% of the traffic. That’s not for, that’s 40 so that’s, that’s a big deal.
So we’re going to want to make sure you know you have clicked to call where it needs to be. That’s, that’s become a go to staple. You know, just like Hubbard young has here. It’s right there front and center.
At the top, can’t miss it. Um, another big thing you’re gonna want to consider live chat. So I kind of want to unpack this a little bit. We get a lot of questions in the spot, as far as people saying, Well, I don’t have someone that can sit around all day and you know, answer answer questions and be just sitting here waiting on people to come in. And that’s not the case anymore. You actually can, can automate this slash use artificial intelligence. So, the best way to do this is to
set up one that allows for you to if you’re not currently you can have it turned on and when messages come in, they can, you know, be answered be be answered right away. But let’s say you step away from the computer, you can set it so that when someone asks a question, it sends a text message or an email or both to a desired phone, and then the person holding that phone can be in charge of responding to these. So you know, take advantage of that. It makes it seem like you’re always on your website available to talk to people. Even if you’re
Not. Or you could go the artificial intelligence route, which is becoming more and more popular with what’s called a chat bot. And this is
essentially, your pre programming the answers. So you’re steering someone down a specific way into the conversation. So it asked him yes or no questions, it makes them answer the way it wants them to. So this can be really cool because you can really help people, you know, solve their problems very quickly with this and kind of establish what they’re there to do. So, so consider live chat. You know, we talked about this a lot with our clients, but you know, only five to 10% of the visitors on your website, take action. So that’s meaning call or fill up on your web forms. So we’re leaving 90% 90 plus percent on touch. They’re just there, nothing’s happening. So we know that they’re in the market for something you offer, and they’re in your service area because they just want your website. Otherwise, you know, if you’re in North Carolina, you’re not
Going to land on the pharmacies website in Arizona, you know, you’re going to look at a pharmacies, pharmacies website and your market so, so they check the boxes that they’re on their website for the most part. So let’s give them a chance to talk to you, you know, right away immediately and and really take advantage of them while they’re in that active search mode and trying to get some solutions to their problems. So, so consider live chat.
And you know, live chats proven increase, you know, leads by an average or conversions in this case by an average of 35%. So, I mean, that’s, that’s it right there that maybe it could be possible that your website if you added live chat could triple your revenue from your website alone. So that’s something to think about,
you know, and have this setup with a person’s face and actual picture of someone from your pharmacy or your guys’s logo. Don’t just use this stock photo that you can tell is not not a real person with this guy with a headset, but and put someone’s actual name on it that way. If they come in, if you put someone in charge of this, you know what
Say you put john who’s possibly someone in your, in your pharmacy and employee in charge of this? You know, that way when that person comes in, they’re going to say I was talking to john on the chat on the website, you can you can then turn to john and say, Hey, do you know, can you handle that one? You guys were already talking that way that person doesn’t have to re explain what was going on, they’ll already be, you know, caught up and understood where it’s at, in the process of what they’re trying to do. So it’ll just make make your life easier, make customers life easier all around.
Um, so, you know, again, reiterating these key ideas, add authentic images of your team to the homepage and throughout the website, you know, avoid these stock photos. We were too smart these days as humans, people pick up on it, they know what a stock photo is now, I mean, it’s, it’s very easy to spot one. So stand out, be different, you know, use authentic images. It sounds super basic, but you’d be surprised at how many websites are out there. They don’t have a single picture of anything really related.
Authentic about their pharmacy or their business. So, add video elements to your website, you know, the welcome video, like we talked about make a video for each of your services, though in depth, you know, people like to consume video, like we said, So, make a video about your mixing program or how your delivery program works or, you know, whatever it may be, you know, if you do, if you’re in compounding and you have specific, you know, like hormone therapy stuff, you know, that’s, that can be a confusing topic for a lot of people. So, you know, take advantage of making that easier to understand with video. You know, videos explaining why someone should contact you versus the competition. I mean, those are pretty straightforward videos. But what makes you different? Why should someone come to you instead of the CVS around the corner, right, what do you what are they going to get your pharmacy versus, versus that CVS,
showcase the online reviews, more prominently on the homepage with a tool like bird eye or review bus. These are really, really great software’s that you can utilize to showcase online reviews that you’ve gotten. Have you
Your fans raving about you to really drive in that social proof of, you know, hey, we’re know what we’re doing. We’re the, for the top, top pharmacy and area, here’s why, you know, here’s, here’s a bunch of cases of why you should come give us a shot. So that’s, that’s the definitely definite one you want to look at doing. Again, get the basics in order phone number on the top right or left hand corner, ensure that there’s a web form that customers can fill out, don’t just have just a contact form, have a web form for anything that really makes sense, you know, if you have
different things that people could fill out a form for, make a form for it. You know, that way you can collect people’s information, put it in your database, you know, there’s there’s different layers to this stuff. So data is everything. So the more data that you can collect, the better off you’ll be in the long run.
You know, add credibility with authority symbols, you know, Better Business Bureau, Angie’s List Chamber of Commerce, I mean, you name it. You’re going to want to use those on your
sites because they just add credibility to, to your business as a whole. It lets people know Okay, these guys are these guys are legit. They’re part of all these little local organizations, that that really adds that that credibility factor. So
update the calls to action on each page to ensure that they speak to your customer Avatar and tell them exactly what to do next.
You’re going to want to make sure that you’re telling people exactly what they need to do, right? Don’t just assume that people understand here’s what you need to do next, you need to make it very clear. Here’s step one here, step two here, step three. Don’t just assume again, like I said that they know because they don’t people like to be told what to do. They don’t want to have to think they don’t want to have to try to figure it out. They want it to be easy. You know, and, and straightforward. So, so make it easy and straightforward for them. Tell them here’s, here’s what you need to do. Do this, do that do this. Okay.
If you can leverage coupons and offers that match the
page that they’re on, right? So make sure you know that, that you’re doing coupons and offers that you’re not violating any rules on or anything like that. But if you can, you know, do a coupon for something like OTC over the counter or something like that, um, you know, take advantage of that, you know, people love incentivizing, being incentivized to do stuff, they like getting rewarded. So, so take advantage that when you can add the live chat, like we talked about, offer clients the option to book online, you know, that’s, that’s going to be big if, if you’ve got those services like that, like a medication review service or something where they need to make an appointment to sit down with someone, let them let them book that online. That’ll make everything a lot easier, a lot more streamlined for you guys.
So time to think about your website. Is it optimized for conversion, right? Is it are you sending people through these these touchpoints these funnels and ultimately getting them to call or come in? So
now we want to think about which of the following should you implement in your business now that will have a positive impact on your conversion.
Write pick three to implement in the next 30 days. Okay? So plain and simple write down what at what are you going to implement as a function of today’s webinar? Okay, what are the three that you think would move the needle the most or the most important to you, everybody’s in a little bit different spot with their website. Some people might have everything and maybe they just need to dial in the site speed a little bit, or some people might have none of this. And we’re starting from from scratch and need to just start at the beginning, get their messaging clear, take some photos, do a few videos, add you know, some forms and just kind of work their way down the list. So you’re going to be in a different spot than the next person but just think about what’s going to benefit you guys the most that you don’t already have in place.
Um, this is something I like to share. You know, the biggest marketing issues facing some pharmacies are unconverted website visitors. I tell people all the time. Go to your web developer, whoever built your website. Hopefully they installed Google Analytics and ask them to see the reports for the last
90 days. Alright, so what you’re gonna want to look at is how many people came to your website. And Google Analytics will tell you this because it will tell you how many visitors you had. They’ll tell you new visitor visitors versus returning visitors. You can get tons of great insight off of this. It can tell you how many sessions meaning how many, you know, how many pages, or how many times that people came to your website. It’ll tell you where they’re coming from, what traffic source, what browser they’re on, if they’re on mobile, or desktop. So you can really get a good understanding of what’s happening and where your traffic is coming from. And you might find some, some hidden gems in there. As far as a while we’re getting all most of our visitors from our Facebook page. Well, maybe we need to double down even more on that. Or maybe you’ll find something that you thought you were getting a lot of visitors from that you’re not. And you could turn that off, you know and save some money that happens all the time. People think oh, I do a lot of billboards. I know I’m getting a lot of traffic from that. Well, typically we tell people put a URL on your billboards.
It’s easy to remember, and see how many people actually go to that don’t put that URL anywhere else, just track it by putting it, you know, on that Billboard and see, measure the traffic on that. And then you’ll know, okay, you know, I’m spending, whatever it is on billboards. And here’s how many people I’m getting out of it. So. So that’s good. Just Just go go ask your web developer for for those for those reports, or the team that you’re currently working with, if it’s an agency, and, and sit down and review those with your team and really get familiar with that, because that’s going to be critical insight for you.
So here’s the problem
is on that point of how many people come to your website, you know, 50 60% of inbound lead unconverted and 90% of web forms fail to convert. So what does that mean? And here’s why. Visitors that are not followed up within within 15 minutes go cold, all right. Because we’re in that type of society now that it’s, you know, if I need something I’m going to I’m going to try to get it as fast as I can. So it’s
It’s how quick can you get back to me type of game. And the average customer must be followed up with five to seven times. Now that number is debatable, because up lately I’ve seen, you know, it’d be more like people are saying 10 to 15 times before you’ll, you’ll get them with follow ups. So it’s just dependent on a lot of factors, you know, what industry, what part of the country, what type of customer you’re dealing with, you know, there’s a lot of factors there. But nonetheless, even if it is just five to seven times, that’s a lot of follow up, you know, are you currently doing that? You know, if someone’s wanting to do business with you, are you following up that many times? You know, that’s something you got to ask yourself. And then today’s consumer prefers to interact via text message versus phone call or email. So are you leveraging text message? Are you leveraging it to your benefit, and really speaking to your customers through that?
So here’s the solution. You can leverage marketing automation to follow up with web forms within the first two minutes of submission via phone, email and text message. So what does that mean?
So if someone’s on your website and they fill out a form, there’s software out there that you can utilize and put in place that will allow that will automate a follow up within two minutes.
The phone, email or text message, so you can automate the follow up so that the prospect is touched five plus five or more times, and you’re able to engage in two way via text messaging to win that customer over because you’re going to win them because one of the speed of of action that you took that’s going to wow them and to because they feel like they’re getting personal.
You know, like they’re being attended to, on a personal level, like someone actually cares and this is going out of their way to to respond to them. That’s the vibe that you give off by doing it this way. So that’s, that’s the solution to converting the the traffic that you’re not converting is is one time, follow quickly automate it, and to, you know, communicate with them where they want to communicate which platforms they want to communicate on, make your life and their life a lot easier.
Alright, that makes every lead you generate more valuable. So every lead every visitor to your website is going to become more valuable if you if you deploy something like this. So let’s implement this in your business. All right? Is your website optimized convert for conversion, this is where you’re going to want to sit down, like I said, and think about what is it that your website needs. So you’re going to look at this list and click through here and load these all up again. So you can sit here and see each one of these speak to your target avatar, you know, is that messaging dialed in? You know, are you using authentic images of your team? On the homepage throughout the website, using video? Do you have any video? social proof? Are you showing your reviews? Do you have your basics in order? Maybe that should be at the top? You know, or do you have the basics of everything in order as far as where everything needs to be to make it easy on your customers? Beginning we’ve we’ve touched on all these so I don’t want to keep hammering it. But you know, figure out which one of these is going to be most important which three are
Most important for you to focus on the next 30 days and get them done. And then move to the next story and then to the next 30. So before you know it, within about 90 to 120 days, three or four months, you’ve got all these knocked out and your website is rocking and rolling, and you’re just winning more business because you’ve got everything optimized and you’re converting, you know, three times, four times, five times as much as you work before, you don’t even have to spend any more money on marketing in terms of more ads or anything like that. You’re just leveraging the traffic that you already have. Okay. So, I mean, why not take advantage of the traffic you already have.
All right. So again, yeah, there it is, again, the action items, what are your three conversion elements that you will implement on your website, you know, do you need to enhance the site speed, you know, maybe you’re in the boat that you need to do a complete overhaul of the website and that’s a perfect time to do all this, you know, and just implement everything all at once. Maybe your website hasn’t been touched, you know, for for five or 10 years or whatever. It has.
happens, it’s not uncommon that people have a website and they let it sit. So you know, if that’s the case, let’s look at redoing that, and you know, and implementing all this at once and really, you know, launching this thing off in a strong and powerful way. But, but if you have read on your website lately, you know, start with three things that you need to add that you don’t have on there. And, and see which conversion elements you know, are gonna are going to really move the needle for you.
this is where, you know, I like to mention, obviously, like I said, at the beginning, we do this day in, day out. So, you know, a lot of people they like getting the ideas, the strategies, the tactics, you know, the information like I’ve provided here, but you know, maybe you’re sitting here thinking to yourself, I don’t know how to implement this. So if you want some help, that’s what we’re here for. Let’s talk, you know, let’s, let’s sit down, let’s jump on a, what we call it pharmacy acceleration session. Um, and and really take a deep dive I think I have it here on the next
You’re going to go to pharmacy tonight comm slash schedule. But you know, yeah, right here the pharmacy online marketing plan review.
And let’s take a look at, you know, all these things that pertain to your pharmacy because everybody’s in a different spot, right? You know, you might be in a spot where you need to start with your website, and then move on from there and look at all the other stuff that someone might already have a brand new website, but maybe their SEO is lacking, or maybe their social media is lacking, you know, everybody’s in a different spot. So I’m offering you a free one on one strategy session, pharmacy acceleration session, and we’ll take a look at everything. And we’ll build out a custom plan for your, for your pharmacy and for your online
directions, visibility, you know, something that you can take and implement if you choose to do so. Or you can have us implement it, you know, it’s like I said, this is something we do day in and day out. So, it’s it’s kind of our bread and butter, you know, it’s what we know and, and how to get results. But, you know, here’s a kind of a bulleted list on the screen of what you’ll get, you know,
An analysis of the overall online visibility actually like a report card, you get a custom keyword lists you know which keywords you need to go after where where your customers are searching a ranking report to show you where you’re ranking for those keywords you get analysis of the online directories you know, you might have some inconsistent information out there maybe you moved your pharmacy at one point and we have some old at your old address is still showing a lot of people kind of forget about that your online reviews and reputation maybe you have some reviews out there that are that are hurting you that you aren’t aware of analysis of your social presence, you know, things you could be doing better and then you know, look at the website conversion like we’ve talked about on this webinar. So it’s a really comprehensive you know, sit down we die we deep dive, you know, I get a lot of lot of insight from you on what you guys are currently doing with your with your marketing, if anything, or if you actually have an elaborate plan, and then maybe we can fill in the gaps on the whole scene. I can show you Okay, hey, if you just added this, you know, this is what you can
Expect so. So jump over to pharmacy ignite calm slash schedule, get on my calendar and and let’s let’s jump on the call and and see what we can do to help you guys take your marketing and your website to the next level. So
again real quick just to kind of recap and drive everything home. This is the digital dominance method that I spoke about in the beginning but you know, we covered website right here, but each month we’re going to be covering different topics that you see on here, but nonetheless, everything it’s 360 degrees, you know, you got to be focused on all this and have all this working in unison to really see the results that you’re looking for online. Because it all works hand in hand. You know, your website feeds your SEO, which feeds your reputation which feeds your social media, I mean, they all feed off each other. So if you’re if you’re lacking on one, especially if you’re lacking on your website, I mean, like you said, that’s, that’s the hub, the core of everything. If that’s lacking, then the new
missing out on a lot of a lot of potential business that you could be, could be picking up so. So again, if that’s something
you’re interested in, jump on jump on pharmacy ignite comm slash schedule. And let’s do, let’s do a one on one pharmacy acceleration session and take it to the next level. So
so really going to wrap it up there. I appreciate you guys spending the time with me. If you have any questions, don’t be afraid to reach out. We can be reached at pharmacy ignite calm. We also have a book, if that’s something you’re interested in, you can get that off our website as well. But, you know, it’s it’s a deep dive book that really unpacks the website and then everything else, you know, it’s available on Amazon or you can get it through our website. You can get a free copy to our website. Actually, if you go that route, the free digital copy, I think on Amazon, we’ve got it for 1995. So, so if you want a free copy, head over to our website, you’ll it’ll
Be the first thing you’ll see there. So, um, but I appreciate you guys, you know, taking the time to sit here with with us on this webinar and and, you know, take in this information about your website, how to increase the conversion and optimize it for maximum conversion. So with that being said, we’re going to wrap up there and like I said, if you have any questions, you can, you can reach me at Shane at pharmacy, ignite calm or you can head over to our website and reach us there. So, thanks for being with us and we’ll talk soon. If you’re looking for more information on how to attract more customers to your pharmacy, go to pharmacy ignite.com and schedule your FREE pharmacy acceleration session with marketing expert and founder Shane Gebhards. You can also join our free pharmacy marketing mastermind Facebook group to learn from other pharmacy owners and managers. If you enjoyed the podcast Be sure to subscribe and leave us a five star review
Transcribed by https://otter.ai