Your Campaign Resource Hub – Jan-Mar 2021

Ready to kick off your Back to School & New Year campaigns? Let’s go!

Your How-to Marketing Schedule

Your How-to Marketing Schedule is designed to help you plan your campaign execution over the Jan–Mar period. Understand your audience, prepare your digital assets and touch base with current and lapsed patients for a successful campaign.

Reach new patients on Social Media

We know that after a database focused EOYHF campaign, existing customers can become less responsive to a New Year or Back to School message. The January to March period is therefore a fantastic opportunity to focus on new customer acquisition, alongside your usual recall process. Both the New Year and Back to School campaigns focus primarily on attracting new prospective patients through a strong digital focus.

We’re here to guide you through how to achieve this, step by step.

Step 1. Nominate a social media person at your practice

With the support of ProVision’s resources and instructional videos, this person will be responsible for:

• planning your social media content for January-March
• selecting from ProVision’s post suggestions, images and video that are most aligned with practice ethos/values/demographic
• generating unique content and leveraging the wider team’s input
• scheduling and boosting posts
• setting up click to web advertising
• reviewing the effectiveness of the advertising and making adjustments as required

Step 2. Consider who your ideal audience is

The beauty of social media is that you can reach different segments of your local community with targeted content that will appeal to their unique interests and pain points. That’s why it’s important to consider what kind of customer you want to attract and select/share content that will be relevant to them for greatest engagement.

Step 3. Campaign Content Libraries

Your campaign content library (available for both campaigns) is your content go-to, with links taking you to our campaign Dropbox for easy access to images and video content developed by ProVision. In this library you will find:

• Tab 1: ProVision Suggested Posts and Images
• Tab 2: Practice DIY ideas for generating your own unique content relevant to your audience
• Tab 3: Advertising copy to go with your click-to-web ads
• Tab 4: Content Planner Template to help you plan, and then schedule your content over the 3-month campaign period

Step 4. Select content that aligns with your Practice & resonates with your ideal customer

The content library has been designed as a resource to help you plan your campaign content calendar – utilizing content ProVision has developed in conjunction with your own unique content (see DIY idea tab). Developing content around content themes or topics allows us to:

• Keep our audiences engaged by evolving the messaging over the 3-month campaign period so it doesn’t get repetitive or stale
• Educate our audiences about our positioning and points of difference (why choose us)
• Appeal to different segments of our audience by sharing a diverse range of themes that will resonate differently with each segment

While ProVision content is a great base to kick-start your content creation, the content you create yourself based on real-time events, your unique flavour and expertise and your team, is what will have the highest engagement with your audience. So, get the team together and brainstorm how the themes in the Content Library apply to your practice. Let the collective creative juices flow!

Step 5. Plan your content

Once you know which content is right for your practice based on your values, ethos and the customers you wish to attract, you can begin planning your content. You will find the Monthly Content Planner template within the Content Library, in the fourth tab.

Allocate each piece of content to a particular date in your content planner (we recommend 3-4 posts per week for high engagement) and watch your content plan take form! For more information on when and how often to post content, see this guide here.

Step 6. Boosting your content to your ideal customer, at the right time

The key is to boost your content to your ideal local customer by creating a custom audience and scheduling it at the right time so they see it. How do you do this?

• Create content that resonates with your ideal customer as in Step 4.
• Create a Custom Audience in Social Media and boost your content to your ideal patient
• Schedule posts at the ideal time your custom audience is on Social Media. E.g. 7am or possibly at 8pm for Gen X females
• Schedule 4 weeks’ worth of content in one sitting

 Euan from our Marketing Team takes you through how to Schedule & Boost content, and create custom audiences. 

Step 7.  Set up Facebook Click-to-Web ads to reach your ideal customer

Step 8. Measure your social media campaign

Measuring the effectiveness of your Social Media advertising is key.

Setting up a Facebook Pixel can be a key way to measure the effectiveness of your Facebook Advertising

Reach new patients with traditional advertising

As well as Social Media and digital advertising there is still room for traditional advertising to drive new patients.

Think about your ideal local patient. Which local communication channels do they use regularly? Consider:

• Radio
• Local publications
• Local sporting clubs or community organisations
• Local schools
• Local websites

Once you have identified the appropriate channels for you, contact them to assess their advertising rates and see how you can best advertise and provide relevant content or editorials to help you reach your ideal customer.

Radio scripts, newspaper templates and blog articles (that can be adapted for editorials or newsletter submissions) are available on the campaign Dropbox to support you in this area.

Staying in touch with your current database with ProMarket

Don’t forget that staying in touch with your database will maintain loyalty to you practice and drive appointments to complement your customer acquisition efforts.

The following templates are available for order in ProMarket:

Email Summer E-Newsletter
Order our free Summer e-newsletter template on ProMarket to stay in touch with your database and stay front of mind with a soft communication.

SMS
Use the SMS templates to reach lapsed patients or remind those with renewed optical extras to book an appointment.

• Renewed optical extras
• SMS – Reminder patients to use gift vouchers issued in 2020
• SMS – Remind parents to book overdue children for an eye test

Questions? Please don’t hesitate to contact the ProVision marketing team

P      03 8544 3900
E      marketing@provision.com.au