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Developing  a  Reputa/on    

Management  Strategy  

Eric  D.  Garcia,  IT  &  Digital  Marke8ng  Consultant  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

About  Eric  Garcia  

Business  Management  Team  at  Large  Prac8ce  in  Tampa,  FL   Former  VP  of  Veterinary  Exclusive  Web  Marke8ng  Firm   IT  &  Web  Marke8ng  Consultant  –  Founder  of  Simply  Done   Tech  Solu8ons    

VetPartners  Member  Consultant  

Interna8onal  Speaker:  USA,  Canada,  Europe,  Turkey,   Thailand,  Philippines  [2015]    

Author  of  15  Chapters  in  the  Newly  Revised  5-­‐Minute  

Veterinary  Prac/ce  Management  Consult  on  Technology   and  Web  Marke8ng  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Notes  Will  Be  Provided  

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What  is  the  Leading  Search  Engine?  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Word  of  Mouth  Top  Referral  Source  

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The  

UNDERUSED

 Marketing  Tool  

“Veterinarian  in  Sea+le”  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Where  Would  YOU  Go?  

All  veterinarians  in  the  same  community  &  Google  search  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Case  Example  

Jan  23,  2015:  I  was  just  taking  a  minute  to  update  you.    We've  seen  a  huge  spike  in  new  clients.  I'm  ecsta8c  with  the   increase  in  new  clients.  I  had  no  idea  it  would  be  so  significant.  I  figured  one  or  two  a  month,  but  we're  seeing  2-­‐4   extra  per  week.    It's  definitely  obvious  the  new  website  impresses  people  more.  I  also  having  good  reviews  is  making  a  

huge  difference  as  well.  I  think  it  makes  people  skip  the  old  bad  reviews  because  they  see  new  good  reviews.  

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The  Simply  Done  5  Step  Approach  

 

Simplifying

 The  Management  of  

Your  Online  Reputa8on  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Step  One:  Claim  Your  Online  Listings  

Claim  your  online  lis8ng  with  Google,  Bing,  Yahoo/Yelp    

ì  Search  for  your  business  on  Google,  Bing,  and  Yahoo/Yelp  

ì  Click  on  “Is  This  Your  Business”  or  “Claim  Your  Lis8ng”  

ì  Verify  by  automated  phone  call  or  postcard    

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Merchant  Centric  –    

Listing  Management  Tool  

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Merchant  Centric  

Step  Two:  Brand  Your  Google+  Listing  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Step  Three:  Monitor  Reviews    

Save  all  of  your  online  lis8ng  websites  in  a  “favorites”  folder  in   your  browser  

Monitor  1-­‐2  8mes  weekly    

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Step  Three:  Monitor  Reviews    

Free  –  

ì  MerchantCentric.com  (Paid  but  WELL  worth  it)  

ì  Google.com/Alerts  UPDATE  

How  Google  Alerts  work  

ì  You  type  in  search  queries  (i.e.  name  of  your  prac8ce,  owner  and  

associates)  

ì  When  informa8on  matching  any  of  the  terms  in  your  search  

queries  is  posted  online  you  will  immediately  be  no8fied  by  email    

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Merchant  Centric  

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Step  Four:  Engage  with  Reviews  

Extension  of  your  customer  service  efforts  

The  average  veterinary  prac8ce  receives  1  review  a  month  on   the  largest  search  engine  Google  

Reply  to  Posi8ve  Reviews  

ì  “Thank  you  for  your  kind  review!  We  appreciate  you  as  one  of  

our  most  valued  clients.”  

ì  Call  and  thank  the  client  

ì  Send  Thank  You  card  

 

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Google  Review  Fact  

Reviews  on  Google  are  important  to  your  business  

Google  takes  on  over  65%  of  the  search  engine  market  share  

ì  Bing  &  Yahoo  take  on  13%  of  all  searches  

Google  reviews  can  no  longer  be  lek  as  “A  Google  User”   Only  reviews  by  Google  users  can  be  lek  on  Google   Non-­‐Google  reviews  are  not  syndicated  directly  on  Google  

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Step  Five:  Solicit  Positive  Reviews  

What  are  you  currently  doing?  

 

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Step  Five:  Solicit  Positive  Reviews  

At  checkout  the  recep8on  team  should  ask  visibly  happy  clients  if   they  would  mind  leaving  the  prac8ce  a  review.  

Sample  script:  "Mr.  Garcia,  we  appreciate  you  as  a  client.  Would  you   mind  leaving  us  a  review  online?  We  want  happy  clients  like  you  to  be   able  to  find  us  online  easily.".  If  client  says,  yes.  "Thank  you!  May  I   have  your  email  address  so  I  can  send  you  a  friendly  reminder  at  the   end  of  the  week.  

Collect  email  addresses  and  at  the  end  of  the  week  (or  during  any   down  8me)  send  a  mass  email  by  placing  each  collected  email   address  in  the  BCC  sec8on  of  a  new  email.  

Copy  and  paste  the  template  and  send.   ©  2015  All  rights  reserved.  Eric  D.  Garcia  

Email  Template  

Dear  Valued  Client,  

We  really  appreciate  you  trus8ng  us  with  your  pet’s  veterinary  care!  As  a  small  business  we   need  as  much  help  as  we  can  get  to  help  us  with  our  online  presence.  Would  you  mind  giving   us  a  review  on  Google?    It  really  helps  happy  clients  like  you  to  find  us.  

To  do  so,  you  just  need  to  go  to  this  link  and  click  on  the  Write  Review  bupon:  

Insert  Google  LisFng  Link  Here  

You  will  probably  find  this  site  really  helpful  when  pos8ng  a  Google  review:  Click  Here   We  greatly  appreciate  your  willingness  to  leave  us  a  review  online!  We  look  forward  to  serving   you  in  the  future  with  your  pet’s  health  needs.  

Warm  Regards,  

The Doctors and Staff of Simply Done Vet Clinic  

 

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Solicit  Reviews  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Smart  Survey  System  

Recommenda8on  

ì  Vsmart  (A.C.T.)  

ì  Vetstreet  (via  Reputa8on  Engagement)  

ì  IDEXX  (via  Petly)  

Posi8ve  Survey  Results  

ì  Asks  clients  to  leave  reviews  on  Google,  Yelp,  Facebook,  etc.  

Nega8ve  Survey  Results  

ì  Pushed  to  a  custom  closing  message  

Other  Op8ons  

ì  SurveyMonkey.com  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Vetstreet  

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©  2015  All  rights  reserved.  Eric  D.  Garcia  

   

©  2015  All  rights  reserved.  Eric  D.  Garcia  

   

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Vsmart  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Team  Meeting  

Why  client  emails  are  important  

Discuss  importance  of  online  reviews   Review  smart  survey  system  

Review  effec8ve  ways  to  ask  clients  for  reviews  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Yelp  Reviews  

Rarely  recommend  

adver8sing  

ì  Does  not  rank  in  top  10  of   places  where  people  search   for  businesses  

ì  No  ROI  for  most  my   prac8ces  

Having  an  ad  with  Yelp  does   not  change  anything  

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Yelp  Reviews  

Displayed  Reviews   ì  User  profile   ì  User  ac8vity   ì  User  compliance   Hidden  Reviews  

ì  Lack  complete  profile  

ì  Lack  ac8vity  

ì  Violate  terms  &  

condi8ons    

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Yelp  

Facebook  Reviews  

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Positive  Facebook  Reviews  

Comment  back    

Provide  a  personalized  response  

Send  a  Thank  You  card  or  call  and  thank  the  client  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Facebook  Page  Moderation  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

Negative  Reviews  

STOP  –  Do  NOT  respond  right  away!  Review  the  comment.   CONTACT  THE  PERSON  –  Pull  a  medical  record  and  pick  up  the  phone.    

Sample  Reply:  “We  apologize  about  your  experience.  We  have  not  been  able  to  reach  you   by  telephone.  We  would  like  to  make  this  situa<on  right  with  you.  Please  call  our  medical   director  directly  at  (813)  545-­‐3044.”    

Sample  Reply:  “We  apologize  about  your  experience.  Due  to  client/pa<ent  confiden<ality   laws  we  are  unable  to  discuss  this  medical  case  in  a  public  forum.  We  highly  encourage  you   contact  us  to  discuss  this  case  on  a  one  on  one  basis  with  our  medical  director.  We  would   like  to  review  your  pets  medical  record  and  review  this  case  in  further  detail.  Our  medical   director  can  be  reached  at  (813)  545-­‐3044”    

FIND  OUT  WHAT  WENT  WRONG  –  Discuss  with  the  appropriate  departments.  Ask   yourself…  can  you  learn  from  this?  

 

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Your  Turn!  

Claim  your  online  lis8ngs  

ì  Google  

ì  Bing  

ì  Yelp  (links  to  Yahoo)  

Setup  alerts  

ì  Merchant  Centric  

Solicit  a  minimum  of  3  new  reviews  from  clients  on  Google  or  Yelp   Reply  back  to  all  posi8ve  &  nega8ve  reviews  

©  2015  All  rights  reserved.  Eric  D.  Garcia  

THANK  YOU!  

Resources:  www.simplydonetechsolu8ons.com/acvim2015   Subscribe:  Subscribe  to  my  NEW!  newsleper  

 

Follow  me  on  Facebook:  facebook.com/EricGarciaFL  

Check  me  out  on  TwiSer:  @EricGarciaFL  

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