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The Beauty of Landing Pages

By

Amelia Dale

On today’s Reach, Dan Parscale talks with Amelia Dale from Audigy’s Paid Search team about landing pages. What are they? Why are they crucial for your paid search campaigns and how you get started with landing pages is discussed.

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DAN PARSCALE: Welcome to Reach, a podcast for audiologists, ENTs, and other hearing care professionals who want to reach more patients and maximize their marketing potential.

My name is Dan, and each week I’ll bring you interviews from industry experts who are specialized in marketing to the hearing care industry. Reach is a production of the Attainable Podcast Network. Visit attainable.fm for more information or to access a transcript of each show.

Today on Reach, we’re going to talk with Amelia Dale about landing pages. How much thought have you been putting into your first impressions from a PPC campaign? Listen in and learn tips that will help you identify ways to improve your PPC results. OK. How are you doing today, Amelia?

AMELIA DALE: I’m doing fantastic. How are you, Dan?

DAN PARSCALE: I am very good, thank you. We’re going to be talking about landing pages today, and I wonder if you can give us a brief synopsis of what your team’s philosophy is on landing pages, why they’re useful and just how you categorize them usually.

AMELIA DALE: That’s a great question. And for you listeners out there who don’t really know what a landing page is, you think, oh is it like a website? Well it is. It’s kind of like a website. It’s like a mini website. Landing pages are a fantastic way for us, the paid search team, to narrow your patients down into specific calls to action.

So a call to action is something like hearing aids. If someone types in a Google, I’m looking for hearing aids in Tulsa, Oklahoma, you want a landing page to pop up at the top that specifically talks about your practice, the kind of hearing aids you sell, the services you offer associated with hearing aids, and the awesome technology that’s out there. Those landing pages are a great way to get your patients into your practice immediately, rather than have them spending hours searching the internet looking for hearing aids.

Landing pages on our team are a fantastic way to highlight different features in your practice. Let’s say you really want to focus on getting those free hearing screenings, consultations, or tests, you’re running a better hearing event. Landing pages are a great way to just dial your patients in to what they’re actually looking for.

DAN PARSCALE: What are the primary components that go into a landing page that make it different than a standard page on a normal website?

AMELIA DALE: There are a lot of components, actually that go into a landing page, but the number one that we like to focus on is form submission. So there’s going to be a little form box on your landing page that says please write your name as the patient. You know, I would write Amelia Dale. You’d include contact information, cell phone number, email, et cetera, and then what you’re looking for.

So if you’re looking for those hearing aids, you could say, I’ve had hearing aids for 10 years. I’m looking to update my technology. Can I schedule an appointment? Those form submissions are where you convert landing pages from just awesome websites to something that actually drives revenue for your practice.

DAN PARSCALE: Are there any other components that are different? I’m thinking about like comparing it to a home page, for instance, where you would have maybe the initial call to action but you might also have a whole list of other services and things like that. What else is essential on a landing page that might not be present on a home page, for instance?

AMELIA DALE: Something that landing pages really have to have to succeed is a single call to action. Those home pages can get a little busy sometimes. They’re great sources of information for your patients, but sometimes people don’t want to sift through everything. They just want to see one thing, you know about hearing aids or about tinnitus or what else they might be looking for.

So those landing pages really dial in what your services are. Like if you’re offering a free hearing screening, we are definitely going to list the four-step hearing screening process on your landing page. So your patients know what to expect when they come in. They’re going to have an interview, a diagnosis, an exam, and recommendation for technology.

DAN PARSCALE: One of the things that it sounds like to me is that your landing pages that you’re building are really just they’re hyper-specific to the needs of the person who’s landing on them, right?

AMELIA DALE: Absolutely.

DAN PARSCALE: So that’s different from a home page or any other website, because who knows what they were looking for when they landed on a home page. They could have been looking for any of the things that you just mentioned. I would imagine that that’s one of the primary reasons that you would use a landing page for an AdWords campaign for instance.

AMELIA DALE: Definitely. And another great thing about landing pages, thanks for bringing that up Dan, is that when someone types in a search query into Google, a lot of things can pop up. Google’s trying to understand what you’re searching for. They’re looking for relevance in a bunch of websites, landing pages, ads, et cetera. And by having a quality landing page, your page should pop up at the top of people’s search results, which is a great way to drive people to your practice.

DAN PARSCALE: So one of the words that you used is relevance. And when I’m thinking about relevance in let’s say an organic search, then I’m thinking about how good the content is on that page so that it will show up for whatever that person is searching about. But with the landing page, you’re talking about something that is so hyper-specific that it’s only relevant to one kind of query, for instance. So for instance, if it’s about a specific kind of hearing aid, the landing page is going to reflect the keywords that are in that search almost identically, I guess might be the way to put it? Is that accurate?

AMELIA DALE: Definitely. Those home pages on your website are a great way to get a general understanding of what your practice is offering, which is great for patients who are looking for maybe a new provider, a good opportunity to gather more information. But those people who are ready to convert, ready to make appointments, get technology, those landing pages are a great place to dial them in.

DAN PARSCALE: Let’s talk a little bit about the actual content that you’re building out for these pages. Let’s start by looking at a call to action, because we’ve talked about that already. I have in my mind some of the things that have been convincing calls to action, for landing pages I’ve hit personally in the past. How do you determine whether a call to action is really what it should be?

AMELIA DALE: Calls to action are really important to be specific. So you wouldn’t want to just say, get more information. You would want to say, schedule your tinnitus appointment today. That call, that action is dialed in. People wouldn’t get confused about what they’re looking for or what they’re contacting your practice about. And we do a lot of A/B testing with our landing pages. And for people out there who are a little iffy on A/B testing, it basically means, something I like to use to describe it is build your favorite sundae. It has ice cream, it has sprinkles, maybe even like whipped cream and a cherry on top. Oh, but someone else’s favorite sundae, chocolate ice cream, butterscotch syrup, and a bunch of nuts. So they’re both sundaes but they’re both different.

A/B testing is kind of like that, but let’s say your ice cream is the same flavor and maybe you both have sprinkles but one has a cherry on top and one doesn’t. So when we A/B test your landing pages, that’s what we’re doing. We’re building two identical pages but changing one key element and then competing them against each other for a length of time, which is about three to four months, to see how your patients and your community are responding to your planning pages to see which sundae they prefer better.

And so when we go forward, we decide oh you know, the sundae with the cherry on top performed really, really well. So next quarter, we’re going to keep the cherry on top and maybe this time we’re going to add chocolate syrup and see what happens. And from there, we’ll continue to improve your landing pages over the year and then compare and contrast going forward to see what we can do to better convert those pages.

We make two landing pages on the same subject for the same member, for the same location, and we run maybe different images on them or we’ll run different calls to action for the form submissions. So there are a variety of ways that we can improve our calls to action, but those actionable statements I guess you could say, where you say, schedule your appointment, call us today, contact our practice now. Those are the best for getting patients into your front door.

DAN PARSCALE: What kind of imagery tends to go well with this? Or does it really even matter that much? Can I just put a picture of anything on the page, or what’s your thought process?

AMELIA DALE: It really depends on what the landing page is addressing. If we are talking about hearing aids, nine times out of 10 we’re going to put a picture of technology. You know, we’re going to put the AGX9. We’re going to put the AGX7, or whatever we can to help the patients better understand what the page is about.

If it’s about consultations, we usually put an image of a provider talking to a patient or maybe a patient talking to a spouse, thinking about their options that are available to them. But those are a lot of really high-quality images that we cycle through and figure out what works for what region best, because every part of the country is different, every practice is different. And every patient is different. You have to figure out what brings them in, what hooks them.

DAN PARSCALE: So the last qualifier you just tossed out there was that every patient is different. Is there a limitation on how specific you can make this landing page? Like for instance, you can talk about A/B testing for a region, but can you really do A/B testing for a specific patient? Or do you? It is it worthwhile?

AMELIA DALE: We have not found that it’s really been effective to go that specific with the landing pages. I feel like it’s more practice driven. We get a better understanding of the general population, but to get so specific for individual patients, I really feel like that’s where the handoff happens between getting someone to fill out a form submission on the landing page and contact the practice. And from there, the front office staff will better be able to address that specific patient’s needs.

DAN PARSCALE: So if we’re going to be looking at this from the practice level then, are you just kind of A/B testing till you find that sweet spot? Or does the branding of that particular practice play a part in this also?

AMELIA DALE: The branding definitely plays a big part. We in the past have built a lot of landing pages based on high conversion rate. We’ve really specified in our own best practices what works and what doesn’t as far as landing page development goes, but having the brand on the landing page as far as colors and logo and having images of your staff on there, that is so important for getting patients in the front door, because it makes you human. It makes your business human and makes people want to trust you and get to know you and work with you going forward.

DAN PARSCALE: Does it matter if your button is red or green or if you have a certain order to the way that things are laid out on the page? Or are those things that you take into consideration, too, and why are they important if they are?

AMELIA DALE: Absolutely. We have found that if the form is not in the top third of the page, people won’t find it. If a landing page doesn’t load within a certain amount of time, or a website, for instance, people will leave because we like things fast here. Technology has improved a lot in the last 10 years, landing pages included, and those forms really need to be at the top of the page.

Having an image of your provider in the top of the page is also really important. Putting a face to the practice rather than just a name. And having the phone number for your practice actually listed all over the landing page. We usually list it about three to four times, just so there is no miscommunication about how to contact you. It’s very important.

DAN PARSCALE: Something that you just said really interested me. And that was that if the form isn’t in the first third of the page, it’s less likely to be seen, right. So that makes me wonder as an analytics guy, what kinds of metrics are you paying attention to here, and what can you determine when you’re analyzing these? And then what’s the most important stuff to pay attention to there, too?

AMELIA DALE: One of the number one things we look at with our landing pages is actually the clickthrough rate. So it’s if somebody sees our ad for paid search pop up in their search query in Google and they click on the ad and go to the main page, that’s a clickthrough. It means that they saw it. They liked it enough to click on it, and they looked at your information. Maybe they don’t convert just yet. Sometimes the cycle for patients converting can be a little bit longer, maybe a couple of days, a week, a month, depending on what level of service they’re looking for. If they’re buying new technology, usually takes a little longer to convert them.

But another metric we look at when assessing quality landing pages are impressions. Those are just when your ads pop up. How many people have seen them? Because it’s actually really effective if your brand and your message are being projected to your community on a consistent basis and say 30,000 people in your area saw your ad and saw your landing page. That’s a lot of people saying, oh you know I’ve heard of them. Word of mouth gets around. Your branding starts becoming part of the community in that way.

The third metric we look at when we’re assessing the quality of landing pages is conversions. When your patients fill out those forms and they call your practice, want to contact your practice to schedule an appointment, that’s really a way for us to decide if the landing page is successful or not because the more patients you get in your door, the more patients you can help. And that means we’re doing our job better.

DAN PARSCALE: Some of the feedback that we will get from time to time about landing pages is that it doesn’t represent a practice’s brand in the same way as their website does. How would you respond to criticism like that?

AMELIA DALE: Landing pages have their own kind of beauty. They really divide your patients into two groups, the ones that are ready to convert, ready to make appointments, ready to purchase technology, and already know that they have a hearing loss or know that they need help.

And patients that are just getting information, maybe not even for themselves. It’s surprising how many people go through this process for a parent, a sibling, a significant other, anybody, just to get more information. So these landing pages, they’re templated and have been tested to convert, because those patients are ready.

DAN PARSCALE: So let’s consider the conversion funnel and where in their journey people are in terms of really taking action on their hearing. Are you building out landing pages and running ad copy that are for people who are ready to start educating themselves on services and technology as well has people who are ready to make their first appointment, and people who are also ready to make their second or third appointment or how deep into that are you going?

AMELIA DALE: When we construct a paid search campaign, one of the things we do for landing pages is we like to highlight four key areas of your practice. And this can be specific for any member, so give or take a couple of pages depending on what they want to focus on. We always build out an audiologist or provider hearing instrument specialist page to have your patients understand what of people work in the practice that they’ll be meeting and working with and getting care from. Then we build out a tinnitus page. That’s very common. We build a hearing aids page, and we build out a free screening consultation or test page.

Patients that come in looking for more information nine times out of 10 are headed towards hearing aids, because they want to talk about what kind of technology they can get for their lifestyle. If you have a more sedentary lifestyle, maybe you don’t need the highest brand of technology because your favorite things to do are to sit at home and hang out with your grandkids and read books and have a really relaxed life. Or vice versa, if you’re very active and you like going out to a lot of football games and concerts and stuff, you might want a different kind of piece of technology.

People who are looking for information usually also go to the audiologist provider HIS page because they want to get to know, like I said earlier, those people that they are going to be meeting when they come in to your practice.

On the opposite end of the coin, people who are ready to convert, who are like I’m dialed in, they schedule those free hearing screenings and consultations and tests. And they usually know that they have tinnitus or that they need a tinnitus appointment.

Because one of the things we focus on in our ad copy in either what you see on the Google search query or on the landing page itself is, do you have ringing in your ears. And that’s something that people really struggle with. It’s uncomfortable and they need care almost immediately when they decide that there are options out there for them. So they’re more likely to convert directly from that tinnitus page.

DAN PARSCALE: If I’m looking to add landing pages to my web presence, what do I have to do?

AMELIA DALE: That’s a great question. It’s actually pretty simple. You have to be on the page search program, but it’s a really easy program to sign up for. All you need to do is contact your marketing manager or contact our team directly. Our contact person is Eric Kammer, and you can contact him at ekammer@audigy.com, Eric Kammer. Or you can look him up on our website, actually. He’s a pretty great guy.

And what you do is you sign up for a monthly fee with paid search. And it’s whatever you designate. If you decide you want to put $400 a month towards your paid search ads or if you want to put $1,000, it’s up to you. But those landing pages are free. We do not charge you to build more. We do not charge you to A/B test them, and we will constantly be optimizing your campaigns throughout the time you’re on our program.

It’s a fabulous setup, and we can have monthly calls with you, quarterly calls with you, whatever you want so that we can better understand what you want on your site and how we can convert your patients for you.

DAN PARSCALE: OK Amelia, we are at the point in the show where we’re going to wrap things up with our top three takeaways. What are the most important things that people should remember about landing pages?

AMELIA DALE: Number one, landing pages make an average website extraordinary. They allow your patients to access the information they need immediately. Number two, landing pages are a fantastic way for practices to directly address patients who are in a different part of their hearing journey, whether they’re ready to purchase technology and commit to an appointment or just searching for more information either for themselves or for a loved one. The third and final point that you guys should take away from this podcast is to A/B test your landing pages. Even the smallest change can dramatically increase your effectiveness.

DAN PARSCALE: Thank you, Amelia, so much for helping us to understand landing pages. There’s a lot to cover here, and I think we covered a great deal of it in this short period of time. I really appreciate your time.

AMELIA DALE: Thanks for having me, Dan.

DAN PARSCALE: Thank you for listening to Reach. As always, make sure to subscribe to our show via iTunes or Google Play. Access full transcripts for every show by visiting attainable.fm/Reach or just say hello by dropping me a line at Dan@attainable.fm. We’d also appreciate your feedback on Reach by leaving us a review on iTunes or Google Play. Did you learn something new today? If so, let us know by leaving a review. It’s quick and easy, and it helps us to improve.

Should You Consider a PPC Campaign For Your Practice?

By

meghan-kelly1

On today’s Reach Dan welcomes Meghan Kelly to the show to talk about Paid Search Marketing, or PPC. How can audiologists and ENTs take advantage of paid search to drive more opportunities to their practice? Meghan Kelly, Audigy Group’s Director of Media, explains how PPC can be both an effective AND affordable way to generate flow. Dan and Meghan also touch on Audigy Group’s PPC program and how it differs from other digital agency’s (hint: it’s built around the needs of audiologists and ENTs!)

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DANIEL PARSCALE: On today’s show, Meghan Kelly walks us through the initial stages of setting up a PPC campaign. If you’re thinking about including PPC in your marketing strategy, you’ll learn about how to ask the smart questions to set you up for success. Good morning, Meghan. How are you?

MEGHAN KELLY: Good morning. I’m good, thanks.

DANIEL PARSCALE: Good. Thanks for joining us again on Reach. We are going to talk about PPC, which, well, want don’t you tell us a little bit about your involvement with PPC here at Audigy so we can get some.

MEGHAN KELLY: PPC stands for pay per click. And it’s essentially just in a nutshell, when someone does a search on, let’s say, Google, they’re searching for audiology, you will see search results. And pay per click of ensuring or hoping to ensure that when someone is searching for a hearing care related service that your business would show up as an option.

DANIEL PARSCALE: So with all that in mind, could you maybe tell me a little bit about the history of the PPC program here at Audigy? I know it’s kind of new. And you have an interesting back story on why you thought this would be an important program for us to offer.

MEGHAN KELLY: Yeah. I can, I would love to talk about that. So when I first started working at Audigy in 2008, I was hired as like a first media buyer. And all that I was purchasing, primarily what I was purchasing, was traditional media. So that would be like newspaper, radio, television, all stuff that’s like really important and viable to our membership.

But we didn’t have anyone on the media team who was skilled in managing our paid digital. So we were outsourcing that to a vendor. And we found this big national vendor.

And we were sending all of our member business to them. We were funneling it there and making that experience for the member a lot easier. We got some discounted rates because of that.

And we could get averages in terms of like our results and share that across the membership. There were some benefits to sending all the business there. But one of the big, big drawbacks was we didn’t have any transparency as to how our budgets were being spent. No one at the agency would share with us if a member was spending $1,000, how much of that $1,000 was actually being spent on search and how much of that was being pocketed as a fee.

We didn’t have any transparency into at the AdWords platform, where the campaigns were actually being run. They didn’t give us that transparency. They gave us a login into their proprietary platform, which was just really convoluted and did not match up to what you would have seen if you actually were looking in the platform, where the purchasing was actually made if you were actually looking in the AdWords platform. And a lot of our campaigns were not performing well.

And we would get poor results. And our results were in conflict with what the agency was reporting back to us. So when you are in a position, when you’re a company like Audigy and it is your job to be the best steward of a member’s marketing budget, but you don’t have the transparency into determining if one of your vendors is using that money wisely, you don’t feel good about making that recommendation. And it got to the point where I felt really bad about sending business here because I didn’t know if this was something that was working well.

And when it wasn’t working well, when I knew it wasn’t working well, I didn’t know how to fix it. There was nothing I could do to help it. So at that time we had had a man, his name was Eric Kammer. He had just been hired.

He was going to be a marketing manager. But he had come from a digital agency. And he was someone who was a great resource in terms of search and best practices. And this agency just was not following those best practices. So he and I came up with a plan to start to manage our members’ campaigns in-house.

And we started really small because we certainly didn’t want to mess this up. And we brought on three members. And we managed their campaigns. And we set goals for ourselves.

If we can get these results– we set a cost per call, cost per prospect, and cost per appointment goals– if we can get these results, then we know that we’re headed in the right direction and we could bring some more members onto the program. And that was in March of 2014 when we launched that beta with those three members. And then we slowly things were working well.

We added three more members. I think that over the next three months, results improved. The bigger our pool got, the more results that we had to share, the more data that we could use to make member campaigns work better. So we got to the point where we are right now, where we have I think we have 106 audiology based campaigns running for 106 private practices across the US.

DANIEL PARSCALE: And you provide the transparency and the ROI that you set as goals with each of these members. And so you’ve really solved that problem.

MEGHAN KELLY: Yeah. So the relationship that we have with our members, we succeed when they succeed, which is something that’s a little bit different than like any type of agency or like purchasing directly through a media rep. Those are sales-based positions. And I don’t want to bash that industry because that’s not what I’m trying to do.

But when you have a goal and you are working on like bringing in a certain amount of revenue, that can sometimes encourage overselling. It certainly doesn’t encourage you to go back to a client and say, hey, I know that you said you have a $2,000 budget, but we really only need $1,200 of that to be successful. And we do do that.

Sometimes we start a member’s campaign. And we’ll start it at $2,000 because we need a starting place. And we need to start to draw data from that market. And then we see, you know what, really the only available traffic here, the traffic that’s available here is closer to a cost of $1,200. And so we would actually recommend a budget decrease in some cases.

So what I like about our in-house program is it’s very honest in those ways. The interests are very, very aligned. And I feel good about what our team offers members in the way of an honest search strategy.

DANIEL PARSCALE: One of the questions that we like to include in all the shows is, why is this important? Why does this matter? And I think that sometimes, for me anyway, the confusion seems to mostly lie with, what’s the difference between PPC and, let’s say, your SEO campaign or how they overlap? So could you maybe just clarify for us why it’s important to have this in addition to these other digital services.

MEGHAN KELLY: Sure. So PPC is pay per click. And SEO is search engine optimization. And so those are two really important digital focuses. And they complement each other, but they aren’t the same thing.

So SEO is ensuring that when someone does a search that your website shows up. And you can’t guarantee any of that, but PPC is paying for your ad to show up as an option. And so, I guess I would say that PPC is important because the top Google search results are paid. And you can guarantee, you can almost guarantee, that you will show up as an option if you’re willing to invest in the paid.

Another big benefit of investing in the paid is you get a lot more data and analytics on what your consumers’ journey has been in terms of what they’ve been doing online that has brought them to you. And we can use that data and analytics in very thoughtful ways to ensure that we get more prospects delivered to our digital efforts, our digital campaigns. And we can also take that data and ensure that we use it for our marketing that isn’t happening online.

DANIEL PARSCALE: From the SEO side, where I work, we can use that same data too to get an idea of where there’s overlap in strategy or maybe an opportunity or even a hole in the strategy so you can really have more cohesive reach for your branding.

MEGHAN KELLY: Exactly.

DANIEL PARSCALE: So this is definitely one piece in that, one extra– what would you say– spoke in the wheel, I guess.

MEGHAN KELLY: Yep. Yeah.

DANIEL PARSCALE: OK. So with that as a little bit of background, let’s talk about maybe, well, today’s show, we want to really discuss what a PPC campaign looks like in the very beginning stages. So let’s start with day 1, you stretch your arms, you get out of bed, you’re going to start a PPC campaign, what’s the very first thing that you want to think about in terms of your future plans for your PPC?

MEGHAN KELLY: So in terms of goals, that’s a really easy conversation. And that’s what we do with any member who would be interested in PPC. The very first thing that we want to discuss is, what does success look like? If this thing works really, really well, if this investment works really, really well, what do those results look like? And is that something that we can agree on before we launch this campaign?

It’s something that’s really important to grant before you launch any campaign so there are no surprises, right, like you don’t want to work with someone, create this campaign. You as the owner and the agency that’s running the campaign is feeling like, yeah, this is going really well. This is working great.

And your client is like, well, this is awful. This is not what I expected at all. So step 1 is discussing, what does success look like? And that’s where my team can be incredibly helpful because they run over 100 campaigns for private practice audiologists. And so we can take a look at how these campaigns are performing and transfer those expectations and success and just tactics to someone who is just initiating a new campaign.

DANIEL PARSCALE: So what are some of the things that they would look for if they wanted to measure that success? I know that in conversations that we have on SEO side, it’s the initial thought is, I want to rank for every keyword under the sun in my field. And that of course, is a little bit more ambitious than anybody can promise to do. But like what’s a reasonable expectation that you should have when you’re setting those goals?

MEGHAN KELLY: Well, when you’re doing paid search advertising, you’re investing money, I mean, that’s the paid part. That stuff costs money. So you want to make sure that the return on your investment is something that makes sense.

So at Audigy, we use call tracking software that records all of our phone calls and then we use a third-party vendor to score those calls as, obviously like we have a total call volume, total prospects. A prospect is someone who called. And based upon the call scoring criteria, they’ve been labeled as someone who is a prospect to purchase hearing technology and then also appointments. So we want to make sure that our cost per call, cost per prospect, and cost per appointment are all figures that make sense for the practice.

DANIEL PARSCALE: So what kind of audiologists or ENTs should be considering PPC for their marketing strategy?

MEGHAN KELLY: I think everyone should consider PPC. I think that you’re going to get different results depending on the marketplace that you’re in. Some market places are really, really competitive. And we might find out like, hmm, our cost per appointment is just not where we want it to be. I will say that we hardly ever see that. But anyone who is looking to bring more patients into their practice is a viable PPC prospect.

DANIEL PARSCALE: So generating leads is, obviously, the first thing that comes to mind for me. There’s other things that we could use it for as well, such as just testing an idea to see if it’ll work.

MEGHAN KELLY: Totally. Yeah. Our creative team has in the past used paid search to test two creative concepts, where they run two creative concepts and they determine which concept, which direction they’re going to go based upon how their target, how people online engage with those two concepts, one, message does better. One message gets more engagement, get more clicks, so they decide that they’re going to develop creative based upon that message.

DANIEL PARSCALE: OK. So it can really just set the groundwork for the rest of your strategy with a greater guarantee that there will be interactions with it in the first place.

MEGHAN KELLY: Totally. You can use it for business intelligence. And it’s really quick, you can get those results really, really fast, and they’re super accurate. Rather than maybe in the past, you would have done a focus group. And you would have looked around your community for people who fit this very specific profile.

We don’t have to do that any longer. We can run a national campaign, target people really, really specifically, age, income, where they live, what kind of car they drive. We can get super, super granular if we want to and get those results in a day. So it’s a real efficient way of getting good data.

DANIEL PARSCALE: And maybe we could even talk about using this for branding, like maybe if it’s a brand new location, maybe you have a new location and you’re an existing brand or you’re a new brand altogether, you could use this for exposure, where SEO would require more time for you to gain that that organic foothold.

MEGHAN KELLY: Yeah. Yeah, you’re exactly right. So let’s say you’re a new business, you’re a new audiology practice, and you are looking to make yourself known in that marketplace. And you want to do it as efficiently and quickly as possible so you can start making some money because very important, right? So you can’t just launch a website and wait for traffic to show up.

That’s not a good strategy. Launching a website and adding some paid search to get some traffic to that website, analyzing that traffic and seeing how people engage with that website can help you to not only get that brand presence much, much quicker than you would have achieved had you not employed PPC, but it will get you the metrics that are necessary in order to determine what type of content you might want to add to your website as you continue to build it out and refresh it. Because everyone’s website should be something that’s this living, breathing thing that’s constantly changing. It’s not the static piece of information.

DANIEL PARSCALE: OK. So those are just a couple of the reasons that you might be using PPC as part of your strategy. You can go into that with all kinds of different expectations. But what would you say are some realistic ones that can be set?

MEGHAN KELLY: What we do here with our in-house team is we set a cost per call goal, a cost per prospect goal, a prospect is simply someone who has– we use a third-party vendor to review all of our phone calls. And we give them some criteria to score those calls based upon the caller’s propensity to purchase hearing aids. So a prospect is someone who has a high propensity to purchase.

And then cost per appointment, which is obviously someone who calls and says, yeah, book me for an appointment. And that’s scheduled right over the phone. So we set those goals.

What does that look like? What are some benchmark metrics that we can set for those three KPIs– cost per call, cost per prospect, and cost per appointment– that would make me feel good about this investment? Step 1. And if we can’t agree on that, then we can’t move forward.

DANIEL PARSCALE: So we obviously have our benchmarks across multiple different practices that are of different sizes, different locations, et cetera, et cetera. Is there anything that you could say is a benchmark, like obviously you’re not going to reach every single person that you want to with one campaign or one keyword on this. But what are some of the reasonable things that you should use to temper your expectations?

MEGHAN KELLY: So when someone says I want to rank for everything, I would respond to that by saying, you have to ensure that you have the full picture when you are setting that expectation that you want to rank for everything. And what I mean by that is let’s say you want to rank for you’re an ANT. And you want to rank for balloon sinuplasty in Reno, Nevada. And you take a look at one of the things that we have access to on the paid search side, on the paid search team is how many people historically in Reno, Nevada, have searched for that specific term.

And maybe we find out that three people over the last three months have searched for that term. So does it really matter? Do you want to focus and invest on that keyword? Does it really make sense?

Do we want to build out creative and do we want to focus there? Or do we want to focus on where the search volume actually is? Because obviously, the bigger the pool, the more opportunity there is to catch a fish.

DANIEL PARSCALE: OK. I’m following you, though, like you really want to make your goals based off of the situation you’re in, your needs. And then also like really refine those based off of the best chance that you’re going to have to see a good ROI from that is what you’re saying.

MEGHAN KELLY: What I meant to say is you want to fish in a stock pond. That’s what I meant to say.

DANIEL PARSCALE: Got it.

MEGHAN KELLY: That was a bad analogy.

DANIEL PARSCALE: I was trying to think of places to fish in Reno. And I was like, I don’t know if I know of any.

MEGHAN KELLY: But, yeah, I would assure that anyone who was looking to launch a PPC campaign was just looking at you don’t need to understand all the technical things. We get a lot of people– I shouldn’t say a lot of people– a handful of people that get concerned because they’re not ranking for a certain keyword. And my response to them would be, I guess all that they need to be concerned with is if they are getting the results.

That’s how I would measure. I wouldn’t measure– it’s not that I don’t want to explain the technical side. But in terms of campaign success, I would go back to, this is what we agreed that success looked like. Let’s make sure that we’re continuing to reach those benchmarks that we set for ourself and not get distracted by we’re not ranking for this.

DANIEL PARSCALE: So that’s another great reason to set those goals early on is so that when things don’t make sense, you can say at least it makes sense in the context of what my goals were or my expectations were. OK. So let’s move forward a little bit with this.

And you’re right, you don’t necessarily have to have all the technical understanding of this, especially if you’re working with someone who’s managing it for you, like us for instance, that’s what we do. So let’s say that you’re in a relationship with that, you’re an ENT, and you’re talking to us, for an example. What kinds of things should you be looking forward to in a conversation where you’re really setting that?

For instance, I’m thinking about, how do you figure out if you’re getting a good cost for this? What is your fee going to? What kind of terminology is going to be involved in that conversation? First time you’re touching base.

MEGHAN KELLY: So if I’m a private practice owner and I’m talking to someone who wants to run a paid search campaign for me, what are some questions that I want to ask? And how do I vet this relationship? The first thing, I guess, that I would ask would be success metrics.

Like how are you going to report success back to me? I’d want to make sure that makes sense to me. I would want to make sure that they’re going to report back to me in some type of like– a lot of agencies won’t go as far as to record and score the calls, that’s something that’s unique and really valuable, I would say, to our organization. But I would make sure that they were, at least, going to report back to me in terms of cost per call.

And then I would take a look at that and say, like, all right, are these connected calls? Are they calls that are duplicates included? Do I have transparency into the reporting platform where these calls are pulled from?

Or are they just going to come to me in some type of random report where I can’t check it against something, I guess? What else would I ask for? I would ask for, what percentage of the amount that I am paying them is actually going to be spent with a search engines? And what percentage is going to be kept for a management fee?

That’s an important question. If I don’t spend my entire budget, because remember that we can only buy as much traffic–

DANIEL PARSCALE: As being clicked on.

MEGHAN KELLY: Yeah. So you can’t always like spend your entire budget. So if I don’t spend my entire budget, what happens to that? Would it roll over? Like in our case that we roll it over to the next month. So what happens to budget if it goes unspent?

We actually on one other little pitch for our team is we would recommend a decreased budget if we’re not able to spend all of a member’s budget. A lot of agencies just like take that as they pocket that. So that’s kind of an important question to ask is, where does unused budget go and how am I made aware of that? I would ask is they’re a Google partner.

What is your partnership with Google? Google requires that all Google partners provide transparency to their clients on how their campaigns are being run, which just in a nutshell means that they can login to the AdWords platform and just see exactly how much is being spent. The AdWords platform is a little bit complicated, but just knowing that you have access to that just would give me a little bit of confidence that the campaign is being run correctly. And I can get in there and look at it or share it with someone who can look at it for me.

I would ask if you’re going to be sending, where’s the traffic go? When someone clicks on one of my ads, where do they go? So some agencies will send all the traffic right to the homepage of someone’s organic website. And I’ll tell you that that’s not a best practice.

Because if you’re searching for, let’s say you’re clicking on an ad about you’re looking to the ad copy says something about like, are you suffering from tinnitus? And you click on the ad and you go to this homepage of a website that says, it’s hearing focus but it says nothing about tinnitus. So that’s not a good user experience.

Are you suffering from tinnitus and then you wind up on this audiology website that speaks nothing to tinnitus? Wouldn’t it be a much better experience for the user if they clicked on an ad, the tinnitus ad, and they landed on a page that said, we have helped over 6,000 people treat tinnitus since 1999. And here here’s how we can help you, fill out this form for a complementary consultation.

DANIEL PARSCALE: Really optimizing the experience from viewing of the ad to the click and then the information that’s presented.

MEGHAN KELLY: Sure, yeah.

DANIEL PARSCALE: Because a homepage isn’t going to be optimized for everything. It’s not going to be the first thing that you see. It’s going to be more general.

MEGHAN KELLY: It’s the ideal place to send paid traffic in almost every circumstance.

DANIEL PARSCALE: OK. So this is a great insight to the initial thoughts on setting up your first PPC campaign. Could you maybe wrap it up into three tangible takeaways that people should remember from the show?

MEGHAN KELLY: I would say, number one is if you’re not doing paid search, you should look into it. And look into it by contacting our team. You can reach our entire team, it’s a distribution email, at paidsearch@audigygroup.com. That’s A-U-D-I-G-Y G-R-O-U-P dot com. Send an email, we’ll get back to you. We’ll give you some feedback on whatever it is that your question might be. So one is consider paid search if you’re an audiologist.

Number two, if you’re currently running a campaign or you’re thinking about running a campaign, make sure that you have a goals discussion with your agency upfront. Agree on those goals, it will save you a lot of headache down the road, I promise you, if everyone’s on the same page from the get-go. And three, I would say always use landing pages. In our experience, sending traffic to just an organic website is not a best case or a best practice. I would ensure that the agency that you work with is going to take the time to build custom landing pages for you because they convert better.

DANIEL PARSCALE: Great takeaways, Mega. Thank you again for being on the show with us. It’s always a pleasure to be able to talk with you.

MEGHAN KELLY: Oh, likewise. Thanks for having me. I had a lot of fun.

Your Patient’s Digital Journey

By

Eric Brende and Garrett Jackson on Reach

On today’s show Daniel sits down with two digital marketing experts, Garrett Jackson and Eric Brende, to discuss your patient’s digital journey. In a preview of a session at our upcoming Team Summit (see notes below for details on Audiology’s biggest team building event). The journey of a patient to your office isn’t always as straight forward as you may imagine!

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DAN PARSCALE: All right. Hey, guys. How are you doing today?

GARRETT JACKSON: Good.

ERIC BRENDE: Good. How are you doing?

DAN PARSCALE: I’m doing very well, thank you. So we’re here in the podcast room again today, and we’re going to be talking about something that you two are set to speak about at our team summit, which you’re going to be calling the digital journey. Could you give us a quick introduction to what it is you’ll be talking about? What digital journey you’re actually talking about?

GARRETT JACKSON: So let me give you an example of just how this digital consumer journey plays out over time. I just recently bought a water filter, so while I’m out hiking I can go down to a stream and pump water out and be able drink it and not die. So that’s kind of what I was hoping to get out of a water filter.

DAN PARSCALE: Good purchase.

GARRETT JACKSON: Yeah, I started there. Basically I need something that won’t kill me. So it was interesting because at first what I did is I talked to a friend who goes hiking. So–

DAN PARSCALE: You’re like, what won’t kill me?

GARRETT JACKSON: Yeah. Please tell me what will help me survive. And they kind of gave me– the lent it to us. They let us use it. I loved it. It worked great. And so I had a word of mouth referral there. So there’s an in-person interaction that I can’t quantify, I wouldn’t be able to track that online or anything.

And then I went to REI. And while I was at REI I was talking to an employee there about what I should use. He gave me a bunch of recommendations and actually showed me four or five different models and said, you need to consider– you know, inside of this one it’s actually made– it has a clay or a ceramic piece that’s inside of it that will break if it gets below a certain temperature, which is something I hadn’t really considered in the first place.

He had also talked to us about one that used little tiny straws versus a typical filter. And that it actually flushes out really easily and it works well for using muddier water and things like that. So anyways, I had a conversation with him.

So those are two offline conversations. So then I go home. I didn’t buy anything in the store that day. But I did start doing some research. So where did I go? I typed in questions about which ones work best in what type of climate. So which ones are going to survive the cold? Which ones are going to be OK in the heat? Which ones are the easiest to flush out or to clean?

So while I was doing this search, I ended up on a bunch of different websites. One of them was YouTube. I watched some videos of people actually pumping this on the stream. It was like two kids out in their backyard fly-fishing. And they’re like, check out this cool water pump and see how great it works. And I actually watched the entire thing.

So that’s one of my other recommendations I got from them. I went to Amazon’s website and looked at the reviews. I probably read three or four pages of reviews before I said, these are probably my top three options. And then I even watched videos inside of their own reviews section there.

So while I’m doing this too I’m also searching for other options outside of water filters. So I looked at using tablets that you can put in the water to purify it, how effective boiling and these other things are. So there’s just this huge series of searches that are going on around this at the beginning. I’m doing my research. I’m aware of what’s happening. I’m trying to discover exactly what I want to step into next.

So then I decide to move forward with one. It’s called the HyperFlow.

DAN PARSCALE: Whoa.

GARRETT JACKSON: And that alone was why– I mean, obviously that’s why I went with it. But when I found that one it was because a lot of people had recommended it across all these sites. I saw really positive reviews. I watched a video of someone using it. They talked about how easy it was able to pump and do these things. But the thing that was funny is I put in my cart and I forgot about it. And I just kind of left it there.

Well, the beautiful thing is that Amazon didn’t forget the fact that I had it in my cart. So next week I’m on Facebook and I see a little ad in the bottom-right corner that says, remember this is in your cart? And it shows the little Hyper-Flow right at the top in the image. It reminds me that it’s still there. I ignore it for now because I’m not ready to make that purchase yet.

And then I go to another website. What do I see? I see a banner for from Amazon that says, by the way, remember this thing that’s in your cart? So eventually we ended up moving forward. We were going to go take a hike. But I had seen that pop-up three or four more times before I actually went ahead and made that purchase. Which is interesting because I had already taken a micro-conversion step. I had put it in my cart. That’s a pretty big step. But I haven’t gone all the way through to the sale.

But they continued that message, hitting over and over again until I not only had familiarity with it, but I wanted to buy it, because it had been on my list. I saw it repeat itself over and over again. So I was able to move forward. And then I ended up purchasing it.

But I think the thing that’s so interesting about that is, it’s true with every product or industry that you’re looking at. I mean, with hearing you’ve got people, yes, they’re asking a lot of questions at the beginning of it. But if they’re going to a competitor’s website, if they’re going to your website, if they’re seeing a paid search ad from a manufacturer who’s touting the best in the hearing aid technology that’s out there, and you’re seeing all these different messages, the thing that stood out to me in this example was the familiarity.

By the time I finally made that sale, I felt like I knew that product inside and out. And that made it very comfortable for me to move forward. So if you think about the way that you approach this from a branding perspective, is I want to make sure my website and my paid search add, my Facebook advertising, my Facebook messages, my post, everything are saying– it’s all the same message.

So I’m familiar with that brand to the point that when I have that trigger moment and I want to move forward, I’ve already made the decision in the back of my mind about who I’m going to work with, or who I’m going to buy this from. It’s just about making that final decision to move forward.

DAN PARSCALE: So you just described a journey where you were introduced to a product and then along the way in different steps you were reshown that product, educated on it, and then finally made your decision to make the purchase based off of a completely different channel then the steps that happened there previously. So that kind of helps to validate why our strategy is comprehensive with things like social media, posting on Facebook and Twitter, and then the website and having a message on there. And then direct mail even or news inserts et cetera. And just all the different channels that we work in– how they all tend to work together. Paid too– I won’t leave you out of here, Eric. Sorry.

ERIC BRENDE: Thanks.

DAN PARSCALE: But yeah, I mean, that’s the validation that we’re trying to really explain here. Right?

ERIC BRENDE: A lot of people, businesses, focus just on that medium or that point, that marketing medium that delivered that phone call or delivered that form submission. And so they might think that they’re, let’s say, paid search wasn’t delivered on all the phone calls this last couple of months.

So they might think, OK, well, that’s not working so I might want to cancel the paid search. But like you said before, when you’re looking at the analytics, you’ve got to look at it in the bigger picture. Because if you dive deeper you might just realize that those pay search ads were part of that awareness or attributed to that first click where they made that first touch point with your practice. And then months later they finally made that phone call and form submission from just going directly to your website or from an organic search.

So if you were to stop paid search at that point you might be using those people. And they’d be going to your competitors because your competitors are doing paid search instead of you. So when you’re looking at this whole cycle, you’ve got to look at the bigger picture and how everything is working together

DAN PARSCALE: Yeah, Eric, you know, I think when you and I were sitting down to talk about this show last week, you mentioned that you had worked with a plastic surgeon client at one point who typically had more than a dozen channel changes before the conversion actually took place.

ERIC BRENDE: Yeah. I mean it’s amazing if you look in the analytics you can see all the different touch points that people will take. So whether it’s coming from paid search, social, direct, organic, they’re moving through the funnel and you can see how each one is affecting that final phone call. So you can really see the value of each marketing medium for your practice.

DAN PARSCALE: That makes sense to me for other ways too. We’re talking now about maybe organic and paid search. Those two come to mind easily for us because that’s what we work in. But the same concept applies to direct mail or other more traditional campaigns too.

For instance, somebody might get a direct mail and see the name of your practice, and rather than just typing in the address, the URL that’s on the piece, they might actually do a search for your brand name and end up to your page organically rather than direct, even though the initial way that they heard about your brand might have been through that direct mail.

Or it might have been through something that came even before that too. So that attribution talks about a huge history that every customer has before they even decide to even inspect your brand more thoroughly.

GARRETT JACKSON: Actually Eric used this analogy today. It’s like a basketball team. You can’t take one player and just put them out there and say, yeah, take on the whole team. You can do this by yourself. You’ve got to have the assist. You’ve got to have people that are working together. And you have to have tactics that are balancing and working off of each other.

So in the way that we approach this, the beauty of having all this data versus a direct mail piece or a billboard or a small newspaper ad– we can’t track all of the impressions or all of the people that saw that. We can’t necessarily always track every single action that the user took when they saw that in print. But on the web we’re able to follow this all the way through.

So that’s where Google Analytics and running digital marketing work so well is that we can paint a picture. We can see that someone went to the website three times and then they clicked on a paid search ad, and then they decided to go back to the website and finally make their purchase.

So being able to see that and illustrate that, not only helps us as digital marketers be able to determine what’s going to work best for you, but it helps you also determine, where do I need to start this conversation? Is this conversation starting mostly on the paid side with these types of questions? Or is it happening more on the organic side? And how are you going to address those questions on each front?

DAN PARSCALE: I mean, this all makes sense to me. I imagine it makes sense to a lot of the people listening too. But what do you guys advise that people do with knowing this? I mean, for me I’m thinking, somebody comes to my website and they’re going to have to come by maybe two or three more times, maybe more, before they actually make that conversion. What’s to make sure that they’re actually going to continue to come back? I mean, how do you incentivize their return?

GARRETT JACKSON: I think that’s a great question.

DAN PARSCALE: Thank you. I thought of it myself.

GARRETT JACKSON: Well done, Dan. I think one of the problems that you run into– and I’ll speak to websites specifically– is that on a website you’ve spent so much time, money, and energy in developing this thing that you want it to say everything. You want it to talk about your history, your past, your future, everything you guys are doing, every offer, every single item in our industry. Like, every single hearing aid, every single feature that you can’t think of. We want to publish that on the website.

But ironically, when users are going through this journey, if you think about what you’re doing on Google is, you have a specific question that you’re trying to answer. When I type in a query, I am looking for something specific.

So if I end up on a website– Google sends me to your web page to find out more about hearing aids, and you’re telling me, oh, well there’s actually like 50 different models and there’s like 100 different features to choose from. And realistically there’s like 80 parts of the page that you can click on right now. So click wherever you want. You’ll end up someplace nice. You’re not guiding that user to their answer.

And what Google and what we care about as users is, I want an answer to my question. So when we build a website, really looking at, how can I simplify this message as much as possible for the user? So on my home page, instead of having 10, 20 different sliders that are going by selling different offers, instead I can focus on a single image and a single call to action at the top of the page that’s trying to guide me in the right direction.

And if I get lost along my way on the website, I’m able to look at a menu structure that can help guide me back to where I’m specifically looking for answers. So if I’m looking into tinnitus and I need to understand why I have a ringing in my ear, I can go into that page, be able to drill down, learn more, and then I have a call to action that’s specific to my particular query in question that I started this whole adventure out with.

DAN PARSCALE: I agree with you. I’d also just add that sometimes you do need to have a whole bunch of options there, like if you’re selling hearing aids for instance, and you sell more than one kind of hearing aid. It makes sense to have content related to each one of those as an option, for two reasons.

One, because they’re all products that you ultimately want to be able to sell and pique the interest of people. But also because at that stage in the buying cycle, they might still be trying to figure out what is available to them. And they might not have made their mind up yet. So seeing that there are options that can be catered to their particular needs might be the best answer to the question that they started off the journey with in the first place.

GARRETT JACKSON: Yeah, absolutely. I think that’s a really good point. The key here is not to bombard people with too many options.

DAN PARSCALE: Right.

GARRETT JACKSON: Realistically what we’re trying to do is help answer the question. So like you said, of course we want to show all of the different features that are available to them, but only when it’s answering that specific question. So maybe not putting all of that on the home page, but having that as an internal page about specific types of hearing aid styles or specific types of hearing aid features. And that way they can help find their way to those specific pieces of information.

DAN PARSCALE: So another thing that we talk about a lot internally is something that Google kind of coined, which is micro-conversions. If you’re not familiar with that term– if a macro-conversion is something like a phone call or a form submission, then a micro-conversion is going to be a smaller win along the way.

So for instance, a play on a video that you have on your page, or even just scrolling all the way to the bottom of a lengthy article which implies that they read the whole thing. Something like that– clicking on a banner that takes you to a page that you want somebody to see. Those are the kinds of things that show engagement and potentially have opportunities for them to touch base with you again in the future.

We have PDFs on our websites that patients can download to prepare them for their visit. And that’s an important micro-conversion, because even though it’s not technically scheduling the event, it is going to make them more ready for the event. And so it’s much more likely that they’re already signed up for an appointment, or they’re going to schedule one in the future.

We have videos where we have the content ready on some of our websites too, which shows that, yeah, if you are really interested in the topic of this video on this page, clicking on that it’s a good indicator that you trust this resource and that you value what they’re showing. So those kinds of things can be helpful along this journey as well, right?

ERIC BRENDE: Yeah, definitely. It’s all these different moments. Yeah, Google calls the micro-moments.

DAN PARSCALE: Micro-moments, yeah.

ERIC BRENDE: And it’s just those steps that lead to that phone call. And it’s a good way. When you see people play a video it’s good because they’re engaged with it. But maybe it’s a good way to figure out if things aren’t working. Because that’s not a bad thing. Not everything on your website is going to perform awesome at first. Maybe it’s a video that people aren’t watching all the way through.

So we can use these analytics to figure out, what is the content that people are really engaging with? And then what’s the content that people are not engaging with? And you can kind of adjust your website, adjust your content based upon that to kind of further increase things.

GARRETT JACKSON: Something to think about at the very beginning of this is, it’s incredibly important to have a marketing strategy right out of the gate before you start really investing in all of these tactics. It’s one thing to have a strong paid search campaign and a strong website, and to have these things functioning well.

But it’s a totally different thing to have a comprehensive strategy where you have a message that’s not only on your website but it’s on your paid search, it’s in your display advertising, it’s in your direct mail messaging. You’re pulling this whole conversation together across all of these mediums.

So whether they run into in a display ad and they click on it and have a limited engagement with it, and then a month later they come across it on their website. They see it there. It’s the same thing that’s reiterated to them. And then they see that paid search ad that really tries to push them forward to make a decision about this. Then they’ve already had these interactions with that same message, that same brand that’s trying to guide them in a specific direction.

So yes, all of these things have assisted in that process, but the message has been consistent from the beginning, that’s carrying them all the way through until that final decision point.

DAN PARSCALE: OK. So that makes sense to me too. What would you say is the best– what’s an example of how one of these strategies might look if you’re really trying to drive someone down this journey?

ERIC BRENDE: Different marketing mediums do different things for an audiologist or an ENT practice. So for example, maybe social media for an ENT practice– they’re running a Facebook ad campaign and they’re getting a lot of clicks to the website or their landing page, but we’re not seeing those direct phone calls come from that Facebook ad campaign.

But if we did dive deeper, like we mentioned before into their analytics, we can see that those Facebook ads played a crucial part in awareness, like that first step in the buying funnel or the intent funnel. So we can really tailor your messaging based around how each median is working.

So on the Facebook ad side, maybe instead of just directly asking for that appointment when they’re not ready, we provide Facebook ads that– it’s like a download for a hearing aid buying guide or just a guide about hearing loss– just a warm type lead to provide valuable information to the person. And then when they’re finally ready, they’re further down that cycle, they see ads, paid search ads where we have that strong call to action to schedule a free hearing consultation type of thing. So based upon how we see things work, we can really tailor your messages to based upon where people are at in that funnel.

DAN PARSCALE: Well, we’ve covered a lot of ground. Let’s wrap things up with the top three takeaways that you want people to remember about the digital journey.

ERIC BRENDE: Top three takeaways– particularly one would be, don’t always focus on what generated the phone call or the form submission. You’re got to look at everything just like Garrett’s example about his water filter. There were so many different touch points along the way. So don’t always focus on that marketing piece that generated that phone call or form submission. There’s other things that helped get that person to that point.

GARRETT JACKSON: Yeah. I think a second point would probably be to be consistent and clear in your messaging. So to make that simple and to have it go across all of these tactics. And also included in that, your message should always be answering people’s questions.

The third takeaway from today– although our team here, we use a lot of digital tools, a lot of technology to keep track of what works and want doesn’t to be able to see how these tactics worked together. We don’t expect you to necessarily have that right now at your practice.

But realistically you have a great tool and a great data set right in front view which is your patients. Your existing patients have a knowledge of the process that they’ve just gone through before they arrived at your practice, before they came into your dorm, before they were fit with hearing aids.

So at that end fitting appointment, before they’re going to brave the world out there with their new set of hearing aids, that’s a perfect opportunity to end that conversation by saying, I’d love to hear about how you determined that you had a hearing loss, where you were searching online, how did you hear about us, and how did you arrive coming to our practice?

By asking those questions, you’re able to gather that same information that we’re able to on the website in some ways, granted not the amount of quantitative data to be able to track precisely what happened. But you’re able to grab that qualitative data of, what happened in their experience, the anecdotes that drove them to finally come in and meet with you.

DAN PARSCALE: Excellent. Well, guys, thank you again for this preview to the conversation that you’re going to be having about this same topic at Team Summit. I understand that we’ll be able to put a little bit more about this online at attainable.fm. So if you’re interested in hearing more and you’re not able to attend Team Summit, go ahead and check that. Garrett and Eric, thank you again for joining us on Reach.

DAN PARSCALE: Thank you for listening to Reach. As always, make sure to subscribe to our show via iTunes or Google Play, access full transcripts for every show by visiting attainable.fm/reach, or just say hello by dropping me a line at Dan@attainable.fm.

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