Monthly Archives :

August 2017

The Importance of a Marketing Strategy Session

The Importance of a Marketing Strategy Session 900 600 WildFigAdmin

Good marketing makes the company look smart, great marketing makes the customer feel smart. – Joe Chernov

32% of B2B marketers say they have a documented content marketing strategy. (Content Marketing Institute, 2015) Marketing Strategy Sessions are a great way to be proactive with your efforts and ensure your marketing is delivering the results you want.  In this video, Kari talks about why it’s important to have a marketing strategy and how our Marketing strategy Sessions can help! Book yours today: http://bit.ly/2voQJVZ

Taking the Patient Experience from “Ow!” to “Wow!”: An Automagic Case Study

Taking the Patient Experience from “Ow!” to “Wow!”: An Automagic Case Study 900 600 WildFigAdmin

We all love earning new business. When a new patient entrusts their health to a new health care provider, it’s particularly exciting. That’s what Wild Fig Marketing discovered when we worked with a local chiropractic clinic. With a staff of 25, the clinic had a lot opportunities to make sure its patient onboarding system crossed its “t”s and dotted its “i”s. But there was a lot of opportunity for details to slip through the cracks. It was time for some automagic!

An Automated, On-boarding Campaign Designed to Turn “Ow!” to “Wow!”

After a comprehensive consultation with the clinic, we uncovered several opportunities for the clinic to stay in touch with new patients and even cross-sell products and programs that would help patients improve their health. We built an automated, new patient on-boarding campaign that began with a simple online form the clinic’s front desk staff would complete when a new patient booked an appointment. Once they filled out the form and clicked submit, the following sequence would automagically begin:

  1. Immediately: Welcome email sent to the patient with a personalized note from the doctor they’d be seeing along with an appointment reminder, a map to the office, and links to forms to complete along with instructions.
  2. 1 Week after Appointment: Follow-up email sent after the patient’s first appointment that addresses expectations and communicates the keys to a successful treatment plan.
  3. 5 Weeks after First Appointment:  After 6 weeks of treatment, patients typically start feeling better and their visits become sporadic. To curb this behavior, the sequence sends an email 5 weeks after treatment that addresses the benefits of completing the program. It includes testimonials from other patients who did not complete their program and had to start their treatment program all over again taking them longer to heal.
  4. 8 Weeks after First Appointment: This follow-up email features the clinic’s other programs and products that can assist patients in living healthier lives.
  5. 12 Weeks after FIrst Appointment: This email includes  a built-in survey to help improve patient retention.  If the survey is positive, the clinic asks the patient to post a review online. If the survey is not positive, the clinic is notified via email so they can follow-up personally.

This campaign has become a powerful patient retention tool for the clinic.  The system could be applied to many different industries, from chiropractic clinics to accounting firms. If you’d like to explore how a campaign like this could improve your customer retention, please contact us!

How to Choose the Best Social Media Platforms For Your Business

How to Choose the Best Social Media Platforms For Your Business 900 600 Amy Judge

We’re in a social media revolution, and there’s no telling what the future will bring.

Think back to 2006, when both Facebook and Twitter were launched: over the past 11 years, they’ve had a phenomenal and unexpected impact on marketing and commerce. New platforms are introduced every year: some will evolve into “the next Instagram” and others will fail to take off.

You know a strong presence in social media is essential today, but the sheer quantity of platforms is so overwhelming that paralysis sometimes sets in.

Here’s some good news: experts agree that the best strategy is to pick two or three platforms and devote your digital strategy to mastering them and attaining a strong presence. It’s not realistic to achieve mastery of multiple platforms–the bandwidth and resources requires are too great. The prevailing wisdom is to craft a social media presence that’s deep and thorough on the few platforms which are best suited to your needs, rather than to generate a shallow and ineffective presence on many.

So how do you choose the right platforms for your business? Consider the strengths and weaknesses of each platform: B2B vs. B2C, highly visual vs. service oriented, brief vs. in-depth.

Also, consider your goals. Forbes.com offers these top ten benefits of social media marketing: http://bit.ly/2wgqGUX

  1. Increased brand recognition
  2. Improved brand loyalty
  3. More opportunities to convert
  4. Higher conversion rates
  5. Higher brand authority
  6. Increased inbound traffic
  7. Decreased marketing costs
  8. Better search engine rankings
  9. Richer customer experiences
  10. Improved customer insights

While all of those goals are worthy, you’ve got to prioritize. A younger company in a competitive field may prioritize increased search engine rankings, whereas a high-touch business like a restaurant or tour company may consider richer customer experiences or improved customer insights more important.

Where will you get the most traffic? It’s tempting to pursue the platforms with the highest numbers. According to Wikipedia, as of April 2017 these were the top five, based on active use accounts:

  1. Facebook: 1,968,000,000 users
  2. WhatsApp: 1,200,000,000 users
  3. YouTube: 1,000,000,000 users
  4. Facebook Messenger: 1,000,000,000 users
  5. WeChat: 889,000,000 users

However, what’s more important than total users is demographics. Where are your customers hanging out? Research the demographics of the platforms you’re considering. Only 9% of Facebook users are between 18-24, so that’s not the platform for you if your audience is young. Snapchat, however, is a perfect target for young consumers: 60% of users are under 24 and 100 million users consume 30 minutes of content daily. LinkedIn is an excellent platform if you’re offering B2B products or services: with its business-focused membership, sharing content here is a great way to establish credibility.

Because the best platform depends so much on what type of business you’re in, your customers, and your marketing goals, there’s no one-size-fits-all answer. It pays to research the characteristics of various platforms, and study what the competition is doing. Search online for inspiration in “social media success-story” articles and case studies.

If you need some help with social media, contact us to schedule a marketing strategy session with one of our team members, which will include our insights into social media and guidance so you can master that side of your promotions. In the meantime, check out this handy Social Media Cheat Sheet to help you pick the best platform for your business.

Think Your List Is Tired? Think Again. It’s Time to Retarget.

Think Your List Is Tired? Think Again. It’s Time to Retarget. 900 600 WildFigAdmin

Chasing cold prospects can feel an awful lot like chasing tail, and finding qualified new prospects can be a lot of work, too. That’s why we encourage our clients to focus on the prospects right under their noses.

Your current list is already familiar with your business, whether they’re existing or former clients or customers who got cold feet during the buying process. Retargeting this group of people can reap a much better return on investment than a campaign that goes after all-new prospects does.

Why Retargeting Works
Retargeting customers often has a higher conversion rate than marketing to a cold list. Retargeted customers have already shown an interest in your product or service, which moves them farther down the sales funnel. This is true for past clients and customers who abandoned a shopping cart or visited your contact page without filling it out. It also gives you the opportunity to cross-sell products to your current clients.

How Retargeting Works
When a prospect or customer visits your website, Google AdWords anonymously tags them (the same process occurs on Facebook, too). You can use this data to place ads on websites, search, and social platforms that are hyper-focused on their interests. Because the audiences for these ads are limited to those who have been tagged, your costs are lower, while engagement and conversion goes up.

Where Retargeting Is Most Effective
Currently, Facebook ads and Google AdWords are the most effective tools for retargeting customers. Both allow you to drill down to a very specific audience for your ads, lowering your investment and increasing engagement. Both Facebook and Google AdWords allow you to use your data to create a new audience of similar prospects.

Sound Like a Lot of Work? Get Figgy with It!
It’s true that finding and interpreting your retargeting data and creating ads that cater to your retargeted list is hard work. That’s why Wild Fig Marketing recommends you automate the process. Schedule your free consultation with us to uncover the automation tools that will help you make the most of your current list. Schedule your free 15-minute marketing consultation today to get started!

5 Tips to Tracking And Measuring Your Marketing Efforts

5 Tips to Tracking And Measuring Your Marketing Efforts 900 601 WildFigAdmin

Tracking and measuring your marketing efforts is imperative to optimizing the success of your business. It ensures that your process is effective. It also allows you to quantifiably follow your business success from your mission statement through your core objectives and your marketing strategies to your bottom line. Then, if necessary, you can make the appropriate adjustments in your marketing strategies to maximize your results.

The thought of tracking and measuring your marketing can be overwhelming at first. Let’s simplify things by taking a look at 5 important tips to consider when embarking on this process…

1. Determine Your Key Performance Indicators or KPI’s
You must first determine which KPI’s best support your business goals. Choose actionable KPI’s and track them on a regular basis. For some metrics tracking them frequently is crucial – perhaps weekly or monthly. Some, however, can be tracked on a quarterly or bi-annual basis. Keep in mind, however, that actionable metrics are continually evolving and as such, can be frequently adjusted to better align with your marketing goals. Some KPI’s to consider include online conversion metrics (how well does your online audience convert into paying customers?), brand awareness metrics (how are people hearing about your brand?) and customer retention (are customers sticking with your brand or dropping off at a certain point?).

2. Enact Closed Loop Marketing
Whereas businesses often assess the success of their marketing efforts largely based on response rate analysis (click rates, requests for more information, etc.) closed loop marketing is a process in which a business tracks their customer from initial contact to the final sale. This wide angle approach gives your business a much better indication of which marketing efforts are working and which ones aren’t. How long does your customer stay with you? When does s/he drop off? How does your customer’s behavior affect your bottom line?

3. Utilize Report Generating Software
One of many great options is Google Analytics. It allows you to automate your data collection and provides you with a data snapshot at any given point in time. In addition, many social media and email marketing platforms have built-in reporting tools that are simple to use and easy to understand. These are invaluable to you as a business owner as they allow you to evaluate your marketing efforts continually and make necessary adjustments while freeing you up from the laborious process of manual data collection and organization. Best of all? Many of these tools are completely free!

4. Be Teachable and Take Initiative
What are other successful businesses in your in your field doing to track their marketing efforts? Talk to and learn from them. “To gain knowledge we must learn to ask the right questions; and to get answers, we must act, not wait for the answers to occur to us.” Anatol Rapoport

5. Consider Hiring a Data Analyst
Perhaps you see the importance of all this tracking and measuring yet feel swamped with other business priorities and tasks. Hiring a data analyst provides valuable insight and takes a load off your mind as a business owner. A data analyst can drill down into your marketing efforts and answer key questions about what is and what isn’t working, which demographic (age, gender…) responds where (social media, email, blog…) and to what product or service if your business offers multiple. They can also help quantify your ROI, or return on investment, for each marketing campaign.

There are great people, processes and software in place to assist with the sometimes daunting process of tracking and measuring your marketing efforts but if the thought of mapping out our marketing measurement efforts overwhelms you then contact us to set up a strategy session with one of our experienced team members who will help you outline a plan that will help support and track your marketing and business goals!