Eye Focus June 2017 - Page 17

"Determine what your definition of success looks like. In marketing lingo, we refer to this as a conversion." Skip ahead to present day and we have all of those platforms still in existence (some more prominent than others), but now we’ve added all of these digital options as well. That same person, while still seeing those same ads men- tioned above, can now be exposed to e-mail marketing, social media content and ads, search engine ads, display banners, video ads, and the list goes on and on. With more avenues than ever before, measuring the effective- ness must be an impossible task for marketers, right? Wrong. Determine what your definition of success looks like. In marketing lingo, we refer to this as a conversion. What is your conversion? A conversion might be a phone call to book an appointment (remember, there are many mitigating factors that affect whether or not your prospects actually booked an appoint- ment or not – schedule availability anyone – and it’s the job of your mar- keting efforts to generate those opportunities and should be evaluated assuch), an online form submission or walk-in-traffic to your dispensary. One of the amazing aspects of digital marketing is the ability to track the effectiveness of advertising plat- forms, campaigns and even keywords within a campaign. Every visit to a website, every eyeball on an ad, every phone call or online sale made – can all be tracked. As internet users, we all leave behind trails of our journey, called cookies. These cookies can be traced and your entire online visit can be tracked. Marketers now know how many times it takes for you to see an ad before you will take action towards a purchase. We also know which social media sites are more likely to convert buyers based on age, income and geography. As marketers, we know so much more than ever before. Do a Google search for Call Tracking Software and invest in one (it’s not expensive). They will ask you to install a code onto your website which will swap tracking numbers with your regu- lar phone number. This will allow you to track how many phone calls are being generated by your marketing and from which platforms/campaigns. On top of call tracking software, look at Google analytics to track your form submissions or map interactions. Almost everything can be tracked. Let’s bring this back to you and your eye care business. How can you imple- ment a system which allows you to track the return of your marketing investment? Follow these steps and you’ll be set. Once you know how many leads or opportunities you are generating, multiple them by a projected closing rate (if 10 people called to make an appointment, how many actually showed up in the end) and then multiply that again by your average patient value. Divide that total number by your original marketing investment and you’ve just calculated your overall return on marketing investment. Sub-divide this out by platform and campaign to see which ones are working for you and which ones need some attention. All of this can be implemented your- self – it just takes some time to sit down and set it all up. Once you have it in place, you’ll be able to evaluate which marketing initiatives are worth re-investing in and which ones should be eliminated immediately. As a business owner, it’s a nice change of pace to make impactful decisions with proper information in front of you. It all starts with a conscious decision to value tracking and a dedication to implement it. Kevin Wilhelm is the President of Marketing4ECPs. To learn more about his company, please visit: www.marketing4ecps.com EYE FOCUS | June Digital 2017 17