Hvala što ste danas sudjelovali na webinaru!

Što svaki stomatolog mora znati u svijetu predvođenim digitalnom tehnologijom...

Želim da porazgovaramo o lokalnom marketingu. Svi znamo da su se stvari promijenile!

Zahvaljujući brzini otkrivanja informacija, vaši kupci znaju daleko više o vašem poduzeću prije nego uopće kroče na vaš prag.
To znači da kupci znaju točno ono što žele prije nego uopće dođu do vas!

U 2019. 93% kupaca koristilo je online resurse (pretraga, video, aplikacije) dok je 83% američkih kupaca koje je posjetilo trgovinu prethodno koristilo online pretragu. (Izvor: Google/Ipsos, Global Retail Study, Feb. 2019)
Ali, što točno mislim kada kažem "odluke o kupnji"?
Prije interneta i mobilnih uređaja, vaši kupci su otkrivali vaše poduzeće na vrlo jednostavan način!

Prvo, inicijalni stimulans bi privukao pažnju vašeg kupca - nešto poput radio reklame, televizijskog spota, ili kupona u telefonskom imeniku.

Zatim, ukoliko je to potaknulo njihov interes, oni bi se momentalno uputili prema vašem poduzeću. Kupili bi proizvod ili uslugu koja ih je zainteresirala i iskusili bi "Prvi trenutak istine".

Nakon toga bi spoznali odgovaraju li njihova očekivanja stvarnosti. Svidjelo im se iskustvo? Mrze to što su kupili? Često, kupci dijele loša iskustva sa prijateljima i obitelji; vrlo je važno imati to na umu...

… pogotovo zato što su se stvari promijenile.

 Ljudi istražuju vaše poduzeće prije nego se pojave na vašem pragu!

Trenutak u kojem ljudi donose odluke događa se ONLINE. Google to naziva Nultim-trenutkom-istine. I to se događa svaki dan!

Izvor: https://www.thinkwithgoogle.com/marketing-strategies/micro-moments/zero-moment-truth/


Budući da 93% kupaca koristi online resurse i odluke o kupnji donosi u nultom-trenutku-istine...

...kakva je izvedba vašeg marketinga?

Tipično putovanje kupca izgleda ovako...

SVJESNOST (Awareness)

Još uvijek sve započinje s Interesom i sviješću. Televizija, radio oglasi, reklamne ploče ne nestaju u potpunosti ... ali sada se nadopunjuju digitalnim stimulansima. Kao što su online oglašavanje, e-mail marketing, SMS marketing i YouTube video oglasi.
Pitanje: Što trenutno radite kako biste potaknuli svijest i interes novih i postojećih klijenata?

DOSTUPNOST (Findability)

Nakon što postanu svjesni vašeg poduzeća, potrošači počinju otkrivati više pomoću pretraživanja.

Postoji više mjesta nego IKAD, gdje ljudi traže tvrtke. Nije samo Google! Postoje aplikacije, direktoriji, glasovno pretraživanje, GPS ...  i još mnogo drugih mjesta...

Pitanje: Znate li koliko se lako vaše poduzeće pronalazi na internetu? Za koja ste mjesta čuli?

UGLED (Reputation)

Nakon pronalaska vašeg poduzeća, potrošači vide vaše recenzije. Zapravo je to često prva stvar koja se prikazuje u rezultatima Google pretraživanja.

Kada se potrošač koristi ocjenama, recenzijama i preporukama kako bi mogao usporediti više poduzeća iste ponude, to utječe na Nulti trenutak istine - što će odabrati i od koje tvrtke će kupiti.

Pitanje: Koja je vaša prosječna ocjena recenzija? Imate li negativne recenzije? Kako brinete o njima?

KONVERZIJA (Conversion)

Sljedeći korak na putovanju potrošača konačno je povezivanje s vašom tvrtkom. Potrošači traže brze i jednostavne načine kako rezervirati termin, izvršiti narudžbu, ugovoriti sastanak, kupiti itd.
Pitanje:Je li vaša web stranica optimizirana na način da korisnici lako i jednostavno postanu  vaši stvarni kupci?

ADVOCACY

Napokon, važno je učiniti sve kako biste potaknuli sretne kupce da se ponovo vrate i drugima pričaju sve najbolje o vama.
Pitanje: Jeste li ih potaknuli da vam napišu recenziju, da objave svoje iskustvo na društvenim mrežama i, naravno, jeste li ih pozvali da se opet vrate.

Dakle, ovdje su svi kanali, tradicionalni i digitalni, koji mogu utjecati na potencijalne kupce ...

… i, važno je pobijediti u svakom koraku.

POGREŠAN PUT...

 Recimo, potrošač (pacijent) se kreće kroz lijevak (postupak prodaje) za posao A (vaša stomatološka ordinacija).

Zainteresirali su se nakon što su vidjeli vaš oglas na Facebooku, zatim su potražili vašu tvrtku i pronašli vas ... ali bilo je podosta negativnih Googleovih recenzija na koje nitko nije odgovorio! I vrlo je vjerojatno da potrošač neće imati povjerenja u vaše poduzeće!
Što ovaj potrošač radi? Pa, budući da je već duboko u fazi istraživanja, vrlo je vjerojatno da će ići izravno u sljedeću fazu, ali s vašim konkurentom!

POGREŠAN PUT 2

To znači da su marketing tvrtke A (vaš marketing) i plaćeni oglas potisnuli tog potrošača izravno u ruke vaše konkurencije i dalje niz lijevak (prodajni postupak) što povećava šansu za prodaju!

Prodaja i vjeran kupac za konkurenta!

VRIJEDI I OBRNUTO!

Osiguravanjem da vaše poslovanje može biti pronađeno, pouzdano i preporučeno, možete postići da novac za oglašavanje vašeg konkurenta radi za vas!

Najbrži način za povećanje proračuna vašeg poslovanja je korištenje tuđeg.


Dakle ... nadamo se da ste se zamislili i da ste uzbuđeni da nešto poduzmete.
Puno je različitih mjesta za početak - pitanje je koje je najpametnije mjesto za početak?

Gdje započeti?

Evo logičnog redoslijeda postupaka u lokalnom poslovnom marketingu..

1. Provjerite je li vaša točka konverzije atraktivna i dobro podešena. Za većinu tvrtki to je web stranica.

2. Zatim se usredotočite na utjecaj u nultom trenutku istine, s popisima i reputacijom. (Recenzije, Video svjedočanstva, Dijeljenje na Facebook-u...)

3. Konačno, povećajte interes i svijest pomoću digitalnog oglašavanja (FB & Instagram objave, oglasi, e-mail marketing)

Kako vam ide?

Da vidimo, pogledajmo vaš snapshot izvještaj zajedno, i otkrijmo kako vam ide po svim točkama.

SVE UKLJUČENO U SMILE 4 ALL DENTALNU POSLOVNU PLATFORMU

AWARENESS

FINDABILITY

REPUTATION

CONVERSION

ADVOCACY

Thanks for joining me on today’s presentation!

What every dentist needs to know
in a digitally powered world...

I’d like to talk to you about the state of local marketing. We all know that things have changed!

Thanks to how quickly we can discover information, your customers know way more about your business before they set foot in your front door.
This means your customers often know exactly what they want before they visit you!

In 2019, 93% of shoppers say they’ve used online resources (search, video, apps) while 83% of U.S. shoppers who visited a store said they used online search before going in. (Source: Google/Ipsos, Global Retail Study, Feb. 2019)
But, what exactly do I mean by “buying decisions”?
Before the internet and mobile devices existed, your customers discovered your business pretty simply!

First, an initial Stimulus would catch the attention of your customer -- something like a radio ad, television spot, or a coupon in the phone book for your business.

Next, if this sparks their interest, they immediately head to your business. They buy the product or service they were interested in, and experience a “First Moment of Truth.”

Then, afterwards, they see if expectations match reality. Did they love their experience? Hate whatever it is they bought? Often, consumers share bad experiences with friends and family; that’s important to keep in mind...

… especially because of how things have changed.

People research your business before they enter your front door!

The moment people are making decisions is happening ONLINE. Google calls this the Zero-Moment-Of-Truth. And it’s happening every single day for your business.

Source: https://www.thinkwithgoogle.com/marketing-strategies/micro-moments/zero-moment-truth/


Since 93% of shoppers say they use online resources and buying decisions are made at the Zero Moment of Truth,...

...how is your marketing performing?

The typical customer journey looks like this...

AWARENESS

It still starts with Interest & Awareness. Television, radio ads, billboard aren’t going away completely… but they’re now being supplemented by digital stimulus. Things like online advertising, email & text marketing, and YouTube video ads.
Question: What things are you currently doing to generate awareness and interest from new & existing clients?

FINDABILITY

After becoming aware of your business, consumers start discovering more with search.

There are more places than EVER where people are searching for businesses. It’s not just Google either. There are apps, directories, voice search, GPS… lots of places.
Question: Do you know how findable your business is online? What places are you aware of?

REPUTATION

After finding your business, consumers see your reviews. In fact, it’s often the first thing showcased in Google search result.

When a consumer uses ratings, reviews, and recommendations to help them compare choices, this affects the Zero Moment of Truth – where they choose which business they're going to buy from.
Question: What’s your average review score? Do you have any negative reviews that you’re aware of? How have you taken care of them?

CONVERSION

Next step in the consumer’s journey is finally connecting with your business. Consumers are looking for quick, easy ways to make a booking, make an order, make an appointment, etc.
Question: Is your website making it really easy to convert and for people to become your customer?

ADVOCACY

Finally, it’s important to do everything you can to encourage happy customers to return again, and tell other about you.
Question: Did you let them know to write you a review, post on social media, and of course, invite them back.

So here are all the channels, both traditional and digital, that can influence potential customers…

… and, it’s important to win in each stage.

WRONG WAY...

 Let’s say the consumer is making their way along the funnel for business A.

They became interested after seeing a Facebook ad, then looked up that business and found them... but there were multiple negative Google reviews that hadn’t been responded to. Now, they likely won’t trust this business!
What does this consumer do? Well, since they’re already well into their research stage, it’s very likely that they’ll go directly to the next stage but with a competitor!
This means that business A’s marketing and advertising dollars pushed that consumer directly into the hands of their competition, and further down the funnel which increases the chance of a sale!

A sale, and loyal customer, for the competitor!

The opposite is also true. By ensuring that your business can be found, trusted and liked, you can have your competitor’s advertising dollars work for you!

The fastest way to increase your business’ budget is to use someone else’s.

So… now I hopefully have you thinking, and excited to take action.
There’s a lot of different places to start – question is, what’s the smartest place to start?

Where is the smartest place to start?

Here’s the logical order of operations in local business marketing.

1. Make sure your conversion point is fantastic and well tuned. For most businesses, this is your website. And later your DENTAL OFFICE / RECEPTION DESK
2. Next, focus on being influential at the zero-moment-of-truth, with listings & reputation. (Reviews, Video Testimonials, FB Sharing...)
3. Finally, increase interest and awareness with digital advertising.
(FB & Instagram post, Ad's, Email marketing)

How are you performing?

With that said, let’s review your snapshot report together, and discover how you’re performing at these different key areas of focus.
CUSTOM JAVASCRIPT / HTML

OPEN YOUR SNAPSHOT REPORT AND ACTIVATE SOFTWARE!

The key stages of how people become your customers. Choose a stage for strategies to earn more customers.
ALL INCLUDED IN SMILE 4 ALL DENTAL BUSINESS PLATFORM

AWARENESS

FINDABILITY

REPUTATION

CONVERSION

ADVOCACY

INCLUDED IN ALL PACKAGES

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UKLJUČENO U SVE SMILE 4 ALL PAKETE

ZA VIŠE PAKETA (KLIKNITE OVDJE)

Naša misija

 Smile 4 All Agencija za digitalni marketing sa dr. Slovšom na čelu pruža online marketing usluge drugim stomatološkim ustanovama kako bismo zajedno prebrodili teška vremena uzrokovana pandemijom koronavirusa.

Naša je misija pomoći stomatolozima iz cijeloga svijeta kako bi povećali prisutnost na internetu i potaknuli online promet s ciljem da online korisnike konvertiramo u prave kupce.

ŽELIM VAM PUNO USPJEHA!

Dr.sc. mr. sc. MOM Darko Slovša dr.med.dent.

za više informacija kontaktirajte nas putem emaila: [email protected] ili telefona: +385-91-2898072