Are you ready to take 2020 by storm? Do you have a clear plan of attack as it relates to your Internet marketing & online strategy? Have you put together an updated plan based on all the the changes in the Online Space?
On this training video, we’ll be unpacking “Your 2020 Internet Marketing Plan” and what you need to do to IGNITE your growth via the internet in your Pharmacy going into the New Year.
– Discover the latest trends – The Internet marketing space is constantly changing. We will outline the most important trends and what you need to do to stay ahead of the curve.
– Increase your online visibility – We will uncover the proven methods to maximize your visibility online for customers looking online for your services.
– Dominate your local market – We will show you how to dominate your local market for the Pharmacy related services in your area.
Get your checklist here: https://www.pharmacyignite.com/cheat-…
Alright, great. Well welcome. This is gonna be your 2020 pharmacy internet marketing plan webinar. Glad you guys are here. Look really looking forward to getting getting into this stuff with you and sharing some great stuff. So I’m, we’re going to go ahead and get started and, and kick this off. So what we’ll be covering is a few things, but we’re going to set up goals for 2020 how many leads you need to hit your targets, you know, we’re going to do a deep dive into that and really uncover and unpack the things that you need to be focused on going into 2020 to really take care of pharmacy marketing to the next level, we’re going to look at the three fundamentals of pharmacy success. So that’s the three areas that really are crucial to getting getting your your internet marketing correct so that you can really, really go to the next level in 2020 and then how to optimize your website for conversion in 2020 and beyond. So we’re going to unpack steps to make sure that when you get someone to your website that you have them there, land them on your website and then convert them into someone that’s going to call or, or come into your pharmacy, you know, take the actions that you want them to take, and, you know, become a customer ultimately, or switch their prescription over. So that’s what we want. Next, we’re gonna look at the big picture of of all the online marketing channels that you should be tapping into, to ignite your growth online. So most people think, you know, just having a website is enough, or just having a Facebook page is enough. And that’s not the case anymore. There’s so many different avenues and different roads that all lead back to your website that you really need to be taken advantage of. So we’re going to tap into those and unpack those as well so you can have a clear bird’s eye picture of what you need to focus on. Going forward. With that. We’re going to look at the latest trends for 2020. And what’s what’s Becoming the necessities. As opposed to items that you might just be exploring or just dabbling with, we’re going to look at some stuff that you really need to be taking advantage of, to start winning online in 2020. And, you know, we’re gonna develop a custom action plan based on where you are now and what you need to do to go forward. So really a lot of stuff to unpack here. So we’re going to dive right in and get started. First thing I need your attention, you know, turn off your cell phones, turn off Facebook, you know, be here for the next hour. So if you’re an independent pharmacy owner, and you’re serious about getting better results in 2020, and now the next 60 to 90 minutes, change your life. So really want to make sure you know, you’re taking advantage of this time and you know, really getting the most out of this time. So if you stay to the end, I’ve got a few things for you as well. So I want to make sure you know, you you get your hands on the One of them is going to be our pharmacy checklist that’s really going to help you map out a lot of what we’re going to cover here today. And you know, help you make sure that you’re, you know, taking, taking the proper steps to get your marketing to the next level. The other one is kind of our bird’s eye view marketing matrix. It’s our digital dominance graphic. And that really highlights the bullet points gives you that bird’s eye view of what you could be focusing on, maybe areas that you’re lacking, you know, in your online marketing and what you need to focus on in 2020. Some things maybe you want to implement, and get your team on board with those that can really lay that out really nice for you and help you help you get a clear picture on that. Okay. So I’m actually going to put this in presentation view here. It was given me some problems earlier, but we’re gonna try this real quick. Okay, there we go. So that should have made it full screen for you guys. So I got a couple screens here. So I just want to make sure this is working properly before I dive in. So give me one second here. Okay. All right, perfect. Okay, so who am I? And why should you listen to me? So I’m the author of The Complete Guide to internet marketing for pharmacies, how to ignite your pharmacy growth online. I’m CEO and founder of pharmacy ignite and that’s an internet marketing agency dedicated to independent pharmacies been doing this for over a decade. So have a lot of real world experience. We currently work with independent pharmacies all across the US. So we know what’s working. Right now. We’re not just basing it on theory. This is really Real World, you know, tactics and strategies that we’re deploying every day for our current clients that are all over the country. So, you know, widely accepted as one of the premier experts in internet marketing for the pharmacy space. So, you know, with that experience, I like to share my experience and really help people you know, who are lacking in certain areas with their marketing, take it to the next level. So what I’d like to start with first is, you know, asking you guys, What’s the hardest part about marketing your pharmacy online, so take a little bit of time to think about this. It could be, you know, getting more customers, it could be getting more customers through the website, getting more reach on social media. It could be maximizing, if you’re already doing some marketing, it could be how to maximize, you know, your ad spend, how to make sure you’re not wasting those dollars. So I’m just going to give you about 30 seconds here. You know, to go Some thought to that and kind of get clear on you know, really what you’re having a hard time with marketing your pharmacy online. Okay, perfect. Perfect. So looks like we’ve had some time to think about that. And if you want to share some of those in the comments, turning ads into actual online sales is one that just popped into the chat. Absolutely. Yeah, we see that a lot. We get get a lot of conversations with pharmacies all over the country that struggle with you know, knowing Okay, I’m spending this much on my on my ads or this much on my my digital marketing, but how to correlate that into actual sales or actual prescriptions or actual new customers for your farm. So that’s, that’s a perfect one that we can unpack here on this webinar and help you get clear on so I’m glad someone shared that. Thank you. So really, the first thing to think about is setting clear goals. Okay? So just having goals is one thing, but having clear goals is a completely different thing. And so, really having goals for 2020 is really what’s going to, you know, steer your ship in the right way. You know, if you’re familiar with Brian Tracy, really well known self motivation expert, someone who’s been around for a long time, you know, he has a great, great quote that’s, you know, successes, his goals all else is commentary. And I truly believe in that because having a goal materialize in front of you writing it down, making it you know, making it real on paper. It does something to the mind it takes takes you to the next level as far as the commission It requires to achieve that goal. So, I like to use this graphic right here. But, you know, not having goals is just kind of equates to being a sailboat, you know, out in the ocean with with no wind, no motor, you know, you’re just kind of drifting about no real sense of direction, you can’t really control what’s happening or which direction you’re going and you’re just kind of hoping for the best and, and hoping you go in the right direction ultimately, so, you know, clear goals, equal wind in your sails, you know, that’s, that’s the lifeblood of your entire strategy is knowing where you want to go reverse engineering it and then figuring out okay, to get to that goal, here’s what we need to do. Here’s what we need to accomplish here that the monthly steps daily steps, you know, really piecing it down into bite sized chunks, you know, you can’t eat the elephant you know, all on one sitting it takes bite after bite after bite, you know, that’s an old saying That that a lot of people use. So it’s true with your goals as well. So there was recently a Harvard or not recently there, but there was a Harvard study done back in 1979. And what they did is they interviewed a bunch of grads, and they asked everybody, do you have goals? Well, 84% of them had no specific goals. 13% of them had goals, but they hadn’t written them down. And only 3% had clear, written goals and plans to accomplish them. They’ve actually sat down and mapped it out. And, you know, had that plan laid out so that they knew exactly how to get those goals accomplished, right. So the results after two years, they came back took a look at everybody from those that graduating class, the 13% of the class who had goals were earning on average twice as much as the 84% who had no goals at all. Alright, so that’s pretty, pretty alarming stats right there. Even more staggering the 3% who had Clear written goals were earning on average 10 times as much as the other 97% put together, that’s 10 times as much for that 3%, who just took the time to sit down, write the goals and map out the plan to accomplish them, which is what we’re going to work on here today. So, being in that 3% is everything I can that can change your entire business for next year. So the goal setting framework that we’re going to look at, you need to have written goals and plans, right. You know, this is very clear with looking at that case study or that that’s survey that they just did. You need to set at a minimum a one year goal, a quarterly goal, a monthly goal, okay? breaking that down into chunks really makes the brain have an easier time to understand. Okay, here’s what we need to do this month, this quarter this year to achieve that five year goals. So working backwards on those daily tasks weekly, monthly on up really helps the brain process that And materialize it in a way that it can understand otherwise, it just seems so daunting that that you’re not going to be able to, to fathom how to achieve that goal. Right? So you must have a stopping point at the beginning of of each new year and end of each quarter to reflect on how you did. So how did you do based on on what you set for your goals? What are you going to do moving forward? Why did you miss the mark. So looking back at that, and reflecting on that will help you get clear on what it takes going forward to actually accomplish that goal if you didn’t reach it in the first place. So that leads me to ask you, what are your goals for 2020? What is your revenue target? How much is that monthly? How many customers or prescriptions will that require? What is your average transaction value? You know, knowing these numbers, let me go back real quick. I apologize. Knowing these numbers will help you get clear on that on that goal. So, you know, starting with that revenue target, let’s say you want to do two and a half million in your pharmacy next year, 3 million, whatever the number may be, let’s say you’re already doing that. You want to take it to 5 million knowing that is great. That’s a good starting point. So then breaking that down monthly, how much do you need to do monthly to reach that goal? Simple math divided by 12. All right, and then if take that, and if you know how many how much on average a customer spends with you, or a lifetime value of a customer, you can divide that into that number as well. So that you now know, okay, here’s what I need to do to accomplish this goal. If I want to do $5 million next year, my pharmacy or $10 million, okay? So knowing that average transaction value will help help you see the big picture and say, Okay, now we know how many how many customers we have to go get or how many prescriptions we want to add. Okay, now, once we’ve established that now, how are we going to do it and that’s what’s next. So I want to ask you, What’s your goal for 2020 take about 30 seconds write this down. You can do that quick math if you want or you can do it after that’s up to you. But you know, have that goal in mind for you know, what you’re going to want to do. 2020 for for revenue for your pharmacy and how many customers will you need to monthly to get there? And you know how many on top of what you already have. So we already know you know, you have a customer base, but how many more do you need to add to that to get to that goal? Okay, so take about 30 seconds and, and if you want to pop that in the chat and share it with us, that would be fantastic. Okay, it says, Hey, Shane, I’m seeing a blank static screenshot with your working document side by side makes it difficult to read your slides. Okay, so maybe it’s showing the wrong screen here. Thank you for bringing that to my attention. Let me let me exit this. I was having problems with this. That’s why I was worried about I was having problems with PowerPoint earlier. might have to just stick to this version. Do you see PowerPoint now Where? Where it says goals and then the slides coming down this side? Yeah. Okay. All right. Let’s just stick with this version then. Actually, let me try one thing real quick. I think I might know what actually caused that. I apologize guys just bear with me here. We’re going to get this situated. I think it has something to do with swapping my slides here. How about that? Did that change it? Worse, okay, well, that’s not good. Okay, all right. That’s all right. We’ll just go back to this version here. Okay, so now you see what we had just a second ago. That’s good. Okay, perfect. All right, thank you for bringing that to my attention. So I apologize for that. I was having issues with PowerPoint all morning. And so we’ll go with it this way. So, we learned to adapt. All right. So um, alright, so yeah, we took we talked about your goals. And, you know, really getting clear on that how many customers or prescriptions it will take monthly to get there. So, so we really, you know, unpack that. So now let’s talk about the fundamentals. Okay. So these are the three fundamentals Marketing and success in marketing. Okay, so what? Who, how? All right message marketing media. Okay, so updating your marketing message, all right? Who is your ideal customer? Now what that means is really diving in and knowing, you know, who is your ideal customer avatar? What are their pains and frustrations? What are their goals and desires, fears and implications, dreams and aspirations. You know, not a lot of owners take the time to do this, to really get clear and understand, you know, who their ideal customer really is, you know, they might think, Oh, it’s women between the ages of 35 and 45. And leave it at that, okay. But to really understand your customer, knowing their pains and frustrations makes your message that much more impactful because you’re hitting on pain points that will relate to them and really pull them in and pull them into your message because you’re you’re going to solve the pain that they have. Okay, so taking a few minutes to actually map out your ideal customer avatar, you know, with the demographics, are they a homeowner, this is just an example of what I put together. But if they’re a homeowner, 35 years old or older, typically female, occasionally male, married two to three kids head of the household, maybe they have a certain annual household income that they like, or that they need. family oriented, reliable lives within, you know, three to five miles of the pharmacy takes an interest in their community, you know, all that stuff, even though it doesn’t sound like you know, something like them taking an interest in their community would be important to you. It actually is because they’re going to invest their money in their community. And if you’re the pharmacist in the community, if you’re that local, independent pharmacy, then they’re going to want to invest their money and stay local with you as opposed to going to the CVS, the Walgreens, the big box stores. You know, really keeping that money in their community is is important to them. You know, so pains and frustrations, really tapping into that with your message. What don’t they like about their current pharmacy, do they not like that? having to go to CVS and Walgreens and just be another number. Do they want to have a local pharmacist that they know? You know, do they not want to drive all over town again, it goes back to how close the pharmacy is today to their neighborhood to their home. Once a pharmacy that knows their names more personal, like I said, Not another number in the system with you know, someone that doesn’t really care to talk to them, and just not a fan of the big box pharmacies that we like to call them. Just doesn’t want to be in business with someone like that as opposed to having someone local that they know they trust they they feel comfortable asking questions about and getting answers from. So that’s that’s important to think about that. fears and implications being ripped off or overcharged you know, are they feeling like the the the current pharmacy there with is overcharging them paying too much for something they could have gotten elsewhere? having to wait too long for their prescriptions? That’s a giant one. I’m sure you guys hear that all the time with you know, With your customers or people that you guys get in, you know, hey, I come I came to you guys because I got tired of waiting over at CVS for for too long. You know, their their fears also could include, you know, will this be more than I can afford, you know, with with the insurance side of things, you know, stuff like that tapping into that crafting your message around that is going to go a long ways because you’re going to really speak to them on a different level. And then next their goals and desires having a reliable pharmacy, you know, somewhere that they know will give give them the treatment group give them the service that they’re looking for peace of mind having a well kept home, taking care of their family, more income, money wealth. So you know, I can run through all these but you get the point, you know, those are their goals and desires. So, really, again, catering that message to speak to them on these different levels will just have a night and day difference in your message and your marketing because now you’re not trying to be everything to everyone. You’re actually speaking to someone carved out exactly who you’re talking to. So it’s going to go a lot farther as opposed to you just having a generic Hey, this is who we are, where we are. Come see us for for your prescriptions. Okay? So this is a great, great quote right here, if you can see Joe Jones through Joe Jones eyes, then you can sell what Joe Jones buys. Okay? So if you can see your customers through their own eyes, you can sell them what they want to buy, right? So that’s getting inside getting that message clear getting inside the mindset of what it takes to, to speak their language to speak them to them on that level. So craft your message. What is your message? You know, what, what is the message of your pharmacy? Why Why should someone choose to do business with you versus the competition? You know, three things, what are the three things so take a couple. Take 30 seconds here write down three things as to why someone should choose to do business with you guys versus the CVS or Walgreens or Rite Aid. Do the Walmart pharmacies. And feel free to share this in the in the chat. Bear with me as well, I’m, I’m getting over a cold and I lost my voice earlier this week. So if I clear my throat a lot, I apologize, but so I’m trying to stay hydrated. The next story, but What benefits do you offer that your target customer avatar will resonate with. So take you know, another 30 seconds, write down three things, you know, if you know some of those benefits that you can offer, that that target customer will, will will resonate with, you know, crafting your message around that is going to be crucial because again, you’re going to speak their language, you’re really going to draw on stuff that they’re actually interested in. You know, we can all think about the times I mean, think about how many commercials or how many ads you see a day that don’t catch your attention. And that’s hard to actually think about because they’re not catching your attention. But think about the ones that do grab your attention. That’s most likely because the message of the ad resonated with you there was something that let’s say you’re an avid golfer and you know Tiger Woods pops on to talk about Buick, you know, that would catch your attention, as opposed to just any random guy or any other celebrity might not have the same effect because you’re not as into into that sport as you are into golf. And when you see Tiger it resonates. So, you know, things like that are stuff you need to think about. Okay. So messaging that works. This is some stuff that I can can share with you, but names, not numbers. You know, a lot of the pharmacies that we see around the country are using them the messaging centered around names, not numbers. So getting away from the CVS is the Walgreens where you’re just another number in their system and come over to our pharmacy you know, XYZ pharmacy where will remember your name You know, we’ll we’ll get to know you on a personal level, as opposed to, you know, just another number in our system, straightforward pricing or Satisfaction Guaranteed. You know, a lot of people, you know, really, really care about the fact that they want to know, okay, they want to know that you care, they want to know that you’re not just going to sell them something and Okay, on to the next, you know, move on. So satisfaction guarantee trustworthy pharmacy, or trusted pharmacy or experience really tapping into those. It goes a long way as well. Because when it comes to stuff, like medication and the world that you know, you guys deal with every day, you’re the expert, so people are coming to you wanting to know Okay, are you experienced, are you can I trust you? You know, how much experience do you have? How long have you been doing this? So including some of those things in your messaging. It’ll always work. You know, you’re always safe doing stuff like that. So you can make the case for fast for prescription refills, money saving offers great service, guaranteed You know, some of the best pharmacies that I’ve seen some of our clients, some of the ones that we work with, you know, they have raving fans, because of the service that they provide to their customers, people that will never leave them, because they ultimately, one of them even tells me says I want to be the chick fil a of pharmacy was I want that experience to be so good, that they don’t even consider going anywhere else, you know, so having that service that speaks, you know, that reputation that precedes you, that’ll get you more customers, then you’ll even know what to do with but then once you have that in place, then taking that message and using it in your online marketing will just 10 X that and just amplify everything, you know, tenfold. So take a minute, think about what’s your message, you know, you’ve probably already started putting some ideas together based on what we’re talking about here. But you know, putting together you know that message as far as what are you going to use, you know, going forward as your marketing In 2020, and making sure that’s included and you know, making sure your team knows, okay, this is our message, this is what makes us different. This is what’s going to resonate with our ideal customer and making sure that your customers know, okay, this is what they’re about. So now that we have that, now we can look at media, okay? So, media comes down to essentially what we’re going to talk about, for the most part here, but that’s your website. That’s your social media, that’s, you know, your email marketing, that’s anything media wise, even outside of the online space, you know, if you run TV ads, if you’re on billboards, if you run print, maybe have local magazines, and if you know, newspapers, stuff like that, you know, that’s the media that’s the how, how you’re going to get this message in front of your target market. Okay. So that leads us right into to what we call your hub, which is your website, you know, making sure your hub converts. All right. So your website is the hub. And this is a great graphic that I like to include, but it just shows you You know, everything that goes back to your website and how interchangeable and how everything is a 360. We like to look at as 360 degree approach, because you’re, you’re, you’re constantly sending people back to your website I have a lot of people tell me Well, not as many as it used to be. But I used to have quite a few people tell me, I don’t want a website, I’ll just use my social media. Big mistake, have a website, because for various reasons, but number one, you control the website, you don’t control Facebook, or you don’t control some of these other platforms. So if Facebook decides to change something, and your entire you know, online presence is dependent on that you’re going to have to adapt or maybe even have your online presence die, you don’t know. But none of us know what’s going to come down the pipeline. But a website is something that you own, something you control, you can control the entire message on it, you can control everything is fully customizable, as opposed to continuing with the Facebook example. You can’t control every little thing. on there, you can’t have, you know, this picture moved over here, change the layout or anything like that you just have to put what they want in a certain spot where they want it. Okay? So you’re at their mercy, while it’s a and you pay for them, you know, convenience because they have a platform with billions of people on it, you know, versus a website that, you know, you’re gonna have to grow yourself. So there’s some trade offs, but your websites, the hub, right, you know, you’re always going to have you know, have that asset in your, in your reservoir so that you can send people back to that. So as you can see on this graphic, you know, Twitter, Facebook, YouTube, LinkedIn, you know, everything SEO, all that adds everything runs back to your website. Okay. So is your website set up to convert visitors to callers or even visitors to people to come in, right? That’s something you need to look at with your website, you know, pull your website up, and think Okay, number one, how does this look? If I Didn’t know this business or this pharmacy? Would I pick up the phone and transfer my prescription or what I, you know, call them to see about something else that I’m in need of? Or, you know, maybe some immunizations or you know, you name it. Right? And does it make it easy to call, you know, is this one, you can see that I have this example here, you know, up in the top right corner, we have the phone numbers, you know, so we make it easy, and those are click to call. So when you’re on mobile, it actually pulls it right into the middle of the screen when you’re on mobile, which is what 65% of everybody is now. It pulls it right in the middle screen, tap it, it clicks to call, you know, we just make it easy. And then right there front and center. You know, in the graphic, it’s switched to the pharmacy today, you know, so that’s ultimately we those are the two goals. We want phone calls and we want people to switch their prescription and the easier we can make that the better conversion rates we’re going to get. So take a look at your website and see you know, is your website set up for conversion? Does it speak to your target avatar does it address their fears and frustrations? And speak to why they should choose you over CVS or over Walgreens? Does it have authentic images of your pharmacy on the homepage just like you saw on the one I just showed you, does it have pictures of your team throughout the pharmacy or throughout the website I mean, so that people can see you guys and get a sense of who you are. doesn’t include some videos you know, videos become a go to these days because you know, people are just more inclined to watch videos than they are to read text. So you know, having a website welcome video we’ve done that before. videos for each of your services so people can get an idea of you know, all the stuff you offer if you do if you do delivery you know having a great video made of your delivery service if you have a drive thru if you have you know, med sink is a great one that we’ve done. Having you know, consultation videos, you know, really breaking down having the pharmacist sit down on video and explain what you know someone is gonna Get when they do, do a concert, a med console to medicine consultation with your pharmacist to make sure you know you’re taking all the right stuff. So you kind of get the idea there, you know, a video explaining why someone should contact you versus the other guys. So you know, does your website showcase your online reviews more prominently on the homepage, we’re big on this. You can see on that last screen, we actually put a pop up in right down here that shows people that pulls the reviews over straight from Google. So we want people to see hey, this this pharmacy has stellar reviews, hundreds of them on Google and Yelp and all over the place. We want people to see that when they end up on the website. Excuse me, does it make it easy for them to take action get in contact with your pharmacy, we already touched on this, you know, having that phone number up there. So it’s easy. So it’s click to call. You know, just get the basics in order phone phone number in the top right hand corner, ensure that there’s a web form that customers can fill out on the Contact Us page and add credibility to your website. You know, are you are you listed on the Better Business Bureau? Yeah, be paid for that because that’s Got a yearly cost to it Angie’s List, you know, have your Yelp on there, you know, etc. are their calls to action on each page to speak to your customer and tell them exactly what to do next, we see a lot of people missed the boat on this one, you know, having a page with the information is great. But if someone’s going to go through all that information, give them a call to action, you know, have a button at the bottom that says you know, schedule your your free consultation or transfer your prescription, you know, whatever that appropriate call to action is for that page. Have that there so that they need to know what to do next. People like to be told they don’t want to think about it. They don’t they don’t want to have to decide for themselves. Is this the proper step that I should take? You need to tell them? Hey, you just read my my content, you just read about our services. Click here to schedule an appointment or you know, click here to transfer your prescription to us and experience our great service. You know, are you giving them the option to engage in chat You know, this is a big thing over the past couple years that’s really taken hold is you know, do they have the ability to chat with someone. And you know, a lot of people think, well, I don’t have the time to sit there on the computer all day and wait for someone to ask to chat with me. You don’t have to do that there’s, there’s these new chat services that basically will ping you. You just leave it open on a computer and it’ll ping you or send you a text message, hey, someone’s trying to chat and you can talk to them right away. So there’s different ways that you can you can do this. And you know, that ties into leveraging marketing automation, you know, you can even do chat bots now. That can be built out to where they just respond for you. So that you don’t have to, like I said, Be there the whole time waiting to see if someone wants to chat. So take a look at your website. You know, see if it’s set up for conversion, see if it’s something you know, you would if it’s a pharmacy you would do business with if you weren’t already associated with it. Okay. So the biggest marketing issues facing some pharmacies is unconverted website visitors, you would be shocked if you took a look at your analytics to see how many people probably visiting your website that are not becoming customers. You know where you’re missing the boat on that. So really getting this dialed in is going to be essential for you in 2020, because it really doesn’t make sense to spend a bunch of advertising dollars on Facebook ads or SEO or email marketing to send them back to a website that isn’t properly optimized, ready to convert. Okay, you got to start there, that’s your hub, get that dialed in, then you’ve opened up the doors for what we’re going to dive into next, which is a lot of the channels and the different ways to get people to your website to start, you know, getting them into your pharmacy to become customers. So, you know, here’s the problem. 50 to 60% of inbound lead on converted and 90% of web forms fail to convert, right? So those are pretty alarming numbers. So nine out of 10 Web Forms fail to convert. So you put a web forum somebody in front of somebody, nine out of 10 times if it’s not optimized properly, you’ll you’ll lose That person and not get a chance you got them to your website, you did the hard part. So why not make it as easy as possible for them to contact you or get the answers they need. Most of time when they’re on their website, they’re in search of something. So make it as easy as possible. And you’ll win that customer every time. All right, here’s the why to that customers that are not followed up with and, you know, within 15 minutes go cold. I know that sounds fast, but it’s a fast paced world and everybody expects online to be instantaneous, you know, that’s kind of the whole pitch of the internet is get answers now get instantaneous, Google this, Google that get the instant answers and solve your problems. Well, if they’re going to your website, and they’re sending in a form on your contact us page, and nobody’s answering that for 24 to 48 hours, there’s a good chance that they’ve moved on. The average customer must be followed up with five to seven times before transferring. So you know, they, you’ll have you always have those ones that transfer instantaneous, but the half average customer is going to have require multiple time multiple touch points before they decide to transfer. And today’s consumers prefer to interact via text message versus phone call or email. It’s just the way it is, you know, imagine how many conversations you’re having on text and When’s the last time you made a phone call? As opposed to text, you know, most people resort to that text. So utilizing that in your pharmacy is going to be crucial, you know, going forward. So here’s the solution, leverage marketing automation to follow up with web forms in the first two minutes. There’s, there’s ways and software that can be shared, that I can share with you that will help you automate that and really help you at least not lose them because you didn’t respond quick enough. So you know, it can be responded within two minutes via given them It can automatically ring them and ring you at the same time. shoot an email to me to text message to them as soon as they fill out the form. automate the follow up so that every person or prospect or potential customers touch five plus times and enabled engage into a text messaging. So, you know, that’s really gonna going to help you guys convert those, those visitors to to customers makes every lead website visitor you get generate and generate more valuable because you’re getting people to your website now but they’re not converting. So you don’t necessarily even have to think about it in terms of Oh, I’ve got to get more people to my website. Now you just got to get the same people to your website, but actually get them to convert, and you’ve effectively increased your revenue and added more customers to your pharmacy. Alright, so let’s look at how we can implement this in your business action items, you know, what are the three conversion elements that we just covered that that you want to implement on your website, you know, so take some time here, write those down. It could be simple as just adding a few more videos, maybe changing the layout, maybe it needs a redesign, adding pictures of your team, your your pharmacy, the actual building itself, you know, so What conversion elements are you going to implement on your website? For 2020? Alright, so hopefully you’ve had a chance to write those down. If anyone wants to share feel free we’ll we’ll definitely chat about those. Next, you know, takeaways, what did you learn? What did you notice? What would you like to share? Like I said, if anybody wants to share anything in the chat, feel free. But you know, put some thought to what what you just, you know, your takeaways, what did you just pick up on? What are a few things that you know, need improvement with your website with your message with maybe developing your avatar, maybe even going all the way back to where we started with your goals. Maybe you never actually sat down and and got clear on those goals. Maybe that’s what’s needed. Maybe that’s step one, going forward. So take some time, put some thought to that and, and really have that dialed in going into 2020. So, so far we’ve, you know, set a clear goal and target for 2020. Like we just talked about, we’ve got clarity around you market, your message and your media. And we’ve made sure that our website is optimized for conversion, you know, we really touched on those points and did a deep dive. So now let’s build your plan for 2020. Let’s take a look at that and dive into it. So earlier I mentioned that, you know, it’s a 360 degree approach. There’s a lot of lot of avenues that that really go into marketing online these days. It’s not enough to just have a website or just have a Facebook page. There’s there’s a lot more to it, if you want to win customers online. So this is a matrix, you know, we call it the digital dominance matrix, but it really showcases and makes it visual as to how many different things portals can send customers to your pharmacy. Okay? So you got things like website SEO, reputation social media email marketing pay per click, retargeting proximity marketing. So we’re going to dive into to some of these here now and take a look at the key trends for 2020. And where, where we see things where I see things heading in 2020. And where you really need to have some some focus. Okay? So, the three things we’re going to cover for 2020s, you got to have an all in perspective, when it comes to your online marketing. Like I was just saying, It’s not enough to just do a website and call it a day or just to, you know, SEO and call it a day. Well, those are great. You know, SEO is great paper clicks, great. Each one is great by itself, but together, it really, you know, 10 x is, you know, your efforts and get you that ROI that you’re looking for. All right. content creation is a core component. All right. There’s there’s a difference these days. Days of being, you know, a creator of content and a consumer of content, okay? 99% of the population goes online to consume content, the 1% goes online to create content. So if you can have your pharmacy being one of the ones in your space and your market, being a creator, it’s going to take you to the next level, because people are going to look at your content, they’re going to look at your have your website as a resource, and they’re going to go there for value, they’re not just going to go just to see what are your store hours or, you know, whatever it may be, they’re actually going to go for the value that you provide them, okay? And then we’re going to talk about some proximity and retargeting because in 2020, that’s really going to drive conversions. You know, everybody’s mobile, you know, so it’s very hard to get people’s attention. So we’re going to dive into some retargeting and, you know, really explain what that is. I get a lot of people that really don’t understand retargeting or even know what it is to begin with. So take a look at that. And then proximity marketing geo fencing noses. is kind of a buzzword here in the past couple of years. But for pharmacies and for this space, we’re utilizing it all the time. And it’s, it’s crucial, because it’s a it’s an effective way to pull people from those big pharmacies from the CVS and Walgreens over to your pharmacy by getting your message in front of them. Okay? So we’re going to take a look at this. And again, I’m going to hammer this home but it’s not enough to just rely on one source, right? You can’t just put up a website, set it and forget, okay, you’ve got to be doing SEO. Okay. Why have a great website? Why have a high converting website if no one knows it exists? So starting that plan of saying, Okay, how are we going to effectively get people to our website, and we looking at graphics such as this will help you understand, okay, hey, we need to be doing some SEO, we need to be doing some some keyword research to find out what people in our area are searching and what’s going to get them to our website because everybody’s using Google these days. You know, the phone books gone. We all know that everybody’s got you know, got the Phone in their pocket, you know. So we’re all using Google. And so that is the new phone book. So having that SEO dialed in, you know, it’s going to take it to the next level, your reputation, we’re going to touch on that in just a little bit you can you get my point here, I’m not going to beat a dead horse, but it’s not enough to just rely on one source anymore. So having a plan having these these different channels crafted out, is going to be essential in 2020 for you really win customers online and ignite your growth. Okay. So here’s what you can do for SEO search for Pharmacy Plus your city. Okay. So I just did an example here of I’m in South Carolina, so pharmacy, Clemson, South Carolina, everybody. You know, if you’re a football fan, you familiar with Clemson, you know, one of the best teams in the country, but this is what you know, comes up and I’ll show you someone we actually work with this Hubbard young pharmacy, but you know, most people when they search online They do something like this, they’ll type in Pharmacy Plus Clemson or Pharmacy Plus Clemson SC, if you have a town that has, let’s say, it’s like a, like a Springfield, where there’s, you know, 10 across the country, you’re gonna want to put the state otherwise you’re going to get results from, you know, maybe a different state or something like that. So make sure you include the state in that search, but see how well you show up. You know, are you in that map pack? Which is what I’m showing you here? Or do you not even show up? Are you you know, you know, do you have to click to go to more places, you know, that link down there to even see where your, your listing shows up. Maybe you don’t even have a listing for your pharmacy. And this is called Google My Business. You know, this is something you can set up for free right away just to to start getting getting people over to your website, but but getting into that that map pack is is crucial. Underneath this, the 10 results on the first page is what’s called the organic section. See if you’re listed in there, and if you’re not, then you know, now it’s time to look Yeah, okay, Hey, is this something we need to look at for 2020? As far as having an SEO strategy? Do we need to hire someone to help us? You know, or are we already showing up here? If you are, that’s great. Maybe you’re in an extremely small area, and you already have this covered, you know, so, so do this type of search Pharmacy Plus your city, flip it around, do your city plus pharmacy, make it plural, there’s a lot of different variations, drugstore plus your city. So you know, there’s a lot of different variations here that you can search for, but just see how you’re showing up when it comes to the searches because that’s what people in your area of searching. They’re typing in pharmacy near me, that’s a big one as well. So take a look at that audit that kind of get an idea of Okay, hey, we’re not really showing up or maybe we’re showing up really well here. Next thing to look at is actually googling your name to look at your reviews. I tell people all the time, there’s two sides to to Google or to being found online when it comes to people searching. Okay, and half the battle is being found, like we just looked at Are you showing up in the top three, because people aren’t searching past the first page, right? Unless they’re looking for something specific. So half the battle is being found. The other half is once you’re found, making sure that they’re the ones you’re the one that they know they need to do business with. And what I mean by that is having such a stellar reputation with, you know, 15 to 20, you know, 30, Google reviews, all up in that 4.8 4.9 realm. So that when they click on this, they say, Okay, this is this really looks like a great pharmacy, people are speaking highly of it, you know, it, it really reassures them that this is the right choice to make, because again, if you’re showing up but you have, you know, poor reviews and you’re going to lose people, if you’re not showing up at all, then you’re just going to lose people. So there’s two sides to the coin. Okay, so take a minute, check your reviews by searching your business name, look at your profile. Make sure you’ve claimed your business profile. It’s called Google My Business. Make sure you claimed it. Make sure you control it because you’re going I want to respond to these reviews as well, you’re not going to just want to let them sit there. So if someone leaves you a five star review, you’re gonna want to make sure you say thank you. And you know, Google looks at that they look at the activity on on your listing, okay. Um, another portal that everyone’s familiar with, but it takes some planning is your social media, okay? There’s a lot of apps, there’s a lot of software out there that will help you plan out your social media strategy we like to employ is planning out month a month ahead of time. So when we sit down, we look at Okay, what would be the focus for January since we’re in the middle of December right now? You know, towards the end this month, we would start looking at January, what would be the focus for January? What kind of customers what kind of business do we want to pull in? What kind of message do we want to put out there? Is it Are we still talking about flu shots? Are we doing events, you know, planning that out, really takes the burden off of you because you have a set plan and you actually can schedule it so that it goes out? automates it in a way, you don’t want to automate it 100% because it’s not set and forget it, but you can automate it 75% of the way, that way you have content going out, that you know, your audience is going to see. And it’s going to do a lot of the heavy lifting for you. And then you can just come behind and respond to comments, or thank people for, for sharing stuff on your page, or, you know, every now and then drop in, you know, something that’s not scheduled. So really sitting down, plan that out with your team ahead of time, put somebody in charge of, you know, making sure that this gets done each month or or bringing an outside team, you know, but really having that plan in place to make sure that you get that that plan ironed out. You know, you don’t want it a lot of people struggle. They’ll they’ll go through the month and say, oh, shoot, I haven’t posted anything this week, or Oh man, it’s already Friday, and we haven’t posted it yet. I can’t tell you how many Facebook pages I see that haven’t had activity. Since you know, October and September. August are, you know, some even years ago, you know, and they wonder why they’re not making any any headway. It’s because they haven’t been consistent, you know, people, people like consistent think about some of the people that you follow online and you know that you’re going to see posts from them almost daily if not every other day, right? You come to know that. So if you can do that with your pharmacy as well, you’re going to stay top of mind and they’re going to be thinking about you every time they log in, and you’re going to effectively win more business. Okay. The next portal, start email marketing right now today, okay. This is essentially I can almost say it’s almost free for a lot of people because your pharmacy management system most likely has something built into it. And if it doesn’t, you could go find something like MailChimp, where you can upload up to 2000 contacts and start emailing, emailing them today. Just send out a monthly newsletter. Alright, just send out some updates on what’s happening in your pharmacy. You know, update them on, you know, let’s say, you guys want an award let’s say you got something new in your, you know you’re doing the CBD thing. You know, you name it, you can always find something to email them about. And I’ll actually give you some stuff you can email them here in just a minute. But start doing this today if you’re not living in your, your customer, you know, inbox and potential customers in boxes by getting them to sign up for your email newsletter on your website, then then you’re missing the boat. Okay, so that’s a portal or an avenue to start, start today. start utilizing Facebook and Instagram ads. You know, this is a completely different channel, but it sends people back to your website. We talked about this earlier, there’s billions of people’s people on these platforms. You need to be getting your message in front of them. You know, Facebook changed the algorithm. A few years well, it’s been quite a few years now but back before they changed it used to be able to have let’s say around number 1000 people thousand followers on your page. Right. So if you would post something on your on your status or post an update, anywhere from 80 to 90%, of of your followers would see that and you wouldn’t have to pay for it because you gain those followers. Well, Facebook got smart, unfortunately for all of us, but you know, they’re in business to make money, they got smart, and they realized, okay, we can limit the reach that everybody gets, and make them want to start paying us for ads. And that’s exactly what they did. So now, your average Facebook post only reaches 10 to 15% of your audience. So if you have those thousand followers, you’re lucky if 100 to 150 are seeing your posts. What they want you to do is now start start spending money on ads, which essentially you’re just going to have to bite the bullet and do it. If you want to get in front of you know, more people. So start utilizing this, you know, you can spend as little as $1 a day like that’s, that’s the minimum so you can spend $30 a month one run one ad campaign, and it could just be a general you know, hey here, here’s who we are what we do. where we’re located, General Facebook ad, it doesn’t have to be anything specific or you can make it specific. Excuse me, uh, they, you know, you can run flu shot ads or you can run. I mean, you name it, you can, you can really come up with just about anything. So start utilizing that right away and get get your message in front of people, you know, as much as fast as you can, right. So the second trend in in 2020 is that we’re going to talk about is creating content to answer your customers questions. Okay. So this ties back into what we just covered with, with the fact of making your website a hub, making it a resource for people to come to you and actually get answers to what they’re searching for. Okay. So like we said, people are on Google for for various reasons, but they’re looking for answers to stuff. That’s the whole point of Google is to serve up the answers. So turn your website into that resource for them to get the answers. So how do you do this? Add a blog to your website, step one, okay. A lot of people have a misconception about blogs, they think it’s a, you know, a blog is someone writing about their daily, you know, ins and outs and what they’re doing. And it’s not that blogging for business is answering the questions that your customers or potential customers would have. Okay. So create that blog on your website and create a content calendar, similar to the social media counter that we just talked about, but map the content out. Okay. Talk about you know, right now we’re, we’re in flu season. Okay, so talk about the importance of getting a flu shot. Talk about, you know, the importance of vaccines. You know, we all know that there’s a lot of people out there right now that are, they’re advocating, you know, don’t vaccine, vaccinate your children, you know, talk about that. So, there’s different websites that you can go to, to find what is being googled around the web and what the most popular topics are, and I can share some of those with you. If you just send me an email after the webinar, I can pull some of those links. But you can find out okay, this is what People in my space are looking for this is what they want answers to. And Google, you know, things like top questions people have for pharmacists. And then all you got to do is start writing, you know, or find someone on your team or outsource it, find someone in the area, find someone local, that who maybe wants to make some extra money. But have someone start writing this content, or you can do it yourself, and post that content to your blog. Because now by doing that, you’ve turned your website into a resource with information that people need and want. It gives them a reason to go to your website, if you can start to develop some consistency. They will start to to expect it and they’ll start to look for it and they’ll start to go to your website expecting it. And that’s just easy traffic. And you’ll also increase the rankings for the keywords on your website. You know, if you’re writing content on your website, and consistently adding content about flu shots about vaccinations about all these different topics, your website is going to start showing up for those search terms over time. And now you’re going to get new people to your to your site when They Google, you know, how is it? How important is it for me to get this vaccination or how important is it for me to get my flu shot or, you know, whatever the topic is that you choose. So next, now you want to syndicate the content that you created. Alright, so this is how you’re going to maximize the content we just talked a little bit ago about how you need to be tapping into all these portals and social media is one of them. So you need to post the blog, the social media that gives you something else to post every month, or every week, if you can knock out one of these a week, to a month, one a month, whatever the frequency is. This gives you more stuff to post about on social media, which keeps you at the top of people’s news feeds. You now have a reason to email your customers. Like I said, I was going to show you something at least now you have a reason to email them every single month. Hey, we just finished this blog. Hey, we just wrote this article. Check this out. You know, this is some good information. We’re getting this question a lot. You know, get in their inbox, stay in their inbox, create a Facebook ad like we just talked about with the new content, drive people back Your website people that aren’t aware, you know, about you know who you guys are and what you do convert the content into audio for a podcast, this is becoming more and more popular, you know, is getting into that podcast space. So you know, you can actually convert there’s software out there to let you convert it. And you can turn it into a podcast and then upload it to iTunes and have your have your people listen to it there. share that content with partners or other businesses that you work with around town. Ask them to link back to your website. That’s so SEO one on one getting backlinks from other other people’s websites is going to move your website up up in the rankings. And then you’re going to want to retarget the people who read the content. So you’ve done all this, this work in writing the content syndicating it, and we’re about to talk about what retargeting is, but essentially, you’re going to make ads follow these people around because they clicked on your content to read it because I went to your website. So I’m going to show you that just here now. So retargeting Okay, so on this graphic you can see, you know, in my opinion the third trend for 2020 that, you know it’s really going to help pharmacies win online is retargeting and proximity. Okay, so starting with retargeting. user goes to your site, all right, how they got there is irrelevant, but what happens is they leave the site and then the ads follow them around. Okay, so that’s that’s how it works in a nutshell Amazon does this and that’s the example I always like to use because you ever put something in your shopping cart on Amazon. Well, that ad is going to follow you around, right it’s going to be there all of a sudden that pair of shoes that you put the shopping cart well there it is on the side of Facebook that’s retargeting Okay, so they’re keeping that in front of you because they know the more you see it, the more touch points you have. The more likely the higher the conversion chances that you will end up buying. Right? You know, because they know people get busy. They know the phone rings, you know the kids are screaming you know you name it. Something pulls you away from what you were doing, they’re going to do everything they can to bring back. Well, this used to be just available to Amazon and these big boys years ago, but over the past few years, it’s now attainable for local small businesses such as yours to take advantage of, right? So installing that facebook pixel on your website, getting that battle set up is a breeze. Facebook will actually walk you through that. If you don’t know anything about it, you can have your website developer do it for you, they should know pretty easily. But now by retargeting, you’re staying in front of people, you know, the whole strategy becomes create the content, use ads, use social media, use email, send people to your website. The retargeting thing logs a cookie on their browser, and now follows them around saying, Hey, don’t forget about this, hey, don’t forget to switch your prescription to us. You’d be amazed at how high the conversion rates go. When people start seeing stuff over and over again, because those touch points that we talked about earlier, increase every single Time, which exponentially increases the conversion rate, right? It’s, it’s not rocket science, the more times people see something, the more inclined they are to buy it, unless you’re overdoing it and you can turn them off. But, you know, finding that healthy balances is crucial. Alright. The next thing to look at is proximity marketing or geo conquest thing, as we like to call it. And I always like to use the example of how we do this for our clients. But there’s various ways you can do this. So what essentially is happening is when someone goes to a certain location, so if we’re doing this to a CVS or Walgreens, whatever, when someone goes in that location, on the technical side of things, what’s happening is their phone, there’s a unique identifier number that’s being logged on their phone, and they are now being shown ads based on where they’re located. Okay, so by being in that building, they’re going to see ads such as the ones on the screen that show them ads for the other pharmacy in town that’s running. All right. So they click on it, it goes to the website, and now they’re getting a targeted, like we just talked about, and the ads are following them around this ties into the touch points and everything like that. So the power of this lies in the fact that you’re being able to target people based on where they go. Okay? So if you’re actually trying to pull people away from CVS from Walgreens over to your pharmacy, having your message, you know, say, Hey, this is this is, you know, XYZ pharmacy, save time and money on prescriptions, maybe offer them some kind of incentive, like you see here on the screen. You know, that’s going to be crucial because now you’re, you know, that you’re targeting someone who’s, who’s already using a pharmacy, who’s actually using a pharmacy near you. So that could be your ideal customer. And now you’re getting your ad in front of them, incentivizing that ad for them to click on it, getting them over to your website, and showing them that you’re different, you know, showing them then your message, your optimal your, your optimized website, like we talked about earlier, you’re going to have a better chance of winning that customer. Right? So That’s how we’re going to increase the number of eyeballs on on your website on your hub that we talked about the beginning of this, okay? All right, so we’ve unpacked a lot. And so now it’s time to build your your custom plan. Okay, so I’ve got a resource for you guys, if you head over to pharmacy night.com slash cheat sheet. If you haven’t got that already, you can actually download our cheat sheet, it’s how to market your pharmacy cheat sheet. And it really gives you that bird’s eye view overall of, you know, what you already have in place, what you don’t have in place, the areas you might need to work on. And really, you know, helps you unpack that so that you understand Okay, this is where this is what we need to implement, this is what we need to execute on. And we’re going to start to see some some better results from our online marketing. Okay, so just head over to pharmacy ignite comm slash cheat sheet and and you can pick that up there. So again, action items, what are your top three internet marketing initiatives that you need? Implement to hit your 2020 goals. Okay? Do you need to get an updated website? Do you need to work on the conversion, you know, stuff that we touched on? Do you need to implement SEO, Facebook ads, email marketing, maybe you need to do it all, maybe you don’t have any strategy in place right now. Maybe you need to refine your message. So, you know, we unpacked a lot of stuff in this webinar, but sitting down getting clear, and don’t feel like you have to do it all, you know, don’t feel overwhelmed, like you have to get everything done by January 1, or you know, 2020 is going to be a lost cause that’s not the case. Pick the most important three, start there. And then like we said in the beginning, you know, bite the Elephant, elephant, one, one bite at a time, right, you know, just slow, steady, methodical, consistent action, will get you a lot farther than trying to rush and hammer everything out all at once. So, just take some time map those three out, and then and then you know, you’ll have that plan in place. Moving Okay, so what are your takeaways? What did you learn? You know, have that? You know, what did you notice? What would you like to share? If anything? Do you have any questions? Is there anything that you would like a little bit more clarification on that I could, that I could go into a little bit further. But, you know, really knowing what your takeaways are and understanding, okay, this is this is how we’re going to get clear on our plan for 2020 really separate you, it’ll put you into that 3% of that Harvard study that we looked at, you know, writing it down, mapping it out, and then saying, okay, step one, what do we need to do? How do we execute? All right? And just to recap what we’ve covered, you know, we set goals for 2020. We said how many customers prescriptions Do we need to hit the target? We took a look at the three fundamentals of marketing success. We took a look at how to optimize your website for conversion and 2020 and beyond. We took a look at the big picture of all the online marketing channels. You should be tapping into So you can ignite your growth online. The latest trends, we just covered those and, and really developed a custom action plan based on where you are now and and what you need to do going forward. Okay. So last thing I want to leave you with is, you know, if you’d like some help with this, obviously, you know, I wanted to provide as much value as possible and really lay out what you guys needed to do. But, you know, we do this day in and day out, and I’d be more than happy to sit down with you and, and do a what we call pharmacy acceleration session, where we do a one on one call, and basically, you share some information about where you guys are at, we do our part to take a look at your overall situational situation online and do a situational analysis. And then we craft out that, that custom plan just for you. So if you’re interested in that, let’s take some time let’s talk schedule your pharmacy acceleration session on our website. You can call us at 866-237-4576 or Go to pharmacy ignite calm slash schedule and get on my calendar and that’s actually going to be me and you jumping on a zoom call just like this taking a look at all of your stuff and, and developing that that custom plan for 2020 so you guys can really take your pharmacy to the next level. I promise you guys reward so for those of you stuck around, you can get the ultimate marketing checklist like I just shared with you and the custom 2020 marketing blueprint for your pharmacy prepared by us if you just go to pharmacy ignite comm slash cheat sheet but make sure you schedule that acceleration session so we can do the custom blueprint okay, because we need to have a quick discussion. So we understand you know, where your pain points are, what you’re looking for, where you’re struggling with and and where you need help so that we can develop that plan so you can then take that plan and implement it or have us implement it for you if you really want to speed up your results. Okay, so pharmacy ignite comm slash cheat sheet and and get that marketing checklist. For you and and schedule your pharmacy acceleration session. So if anybody has any questions I’ll stay on for your for just a minute and if you want pop them into the chat, and we can cover those, if not, I appreciate your guys’s time and look forward to hopefully doing a pharmacy acceleration session with you. I really appreciate you guys taking the time to be here. So I’m not seeing any questions coming in at the moment. So I guess we’ll go ahead and wrap it up and and go from there. So I appreciate it and feel free to reach out pharmacy ignite comm slash schedule and we’ll look forward to talking with you then. Thanks, guys.
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