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8/24/16 1 ì © 2016 All rights reserved. Eric D. Garcia Advanced Marketing Workshop Developing a Profitable Digital Marketing Strategy About Eric Garcia Management Team at Large Practice in Tampa, FL Former VP of Veterinary Exclusive Web Marketing Firm IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions VetPartners Member Consultant International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, S.E. Asia, Austria [Q4 2016] Published Author ì Blackwell’s Five Minute Veterinary Practice Management Consult ì AAHA Trends ì Veterinary Practice News ì Veterinary Team Brief ì CareCredit Tips Sheets © 2016 All rights reserved. Eric D. Garcia Additional Resources Provided © 2016 All rights reserved. Eric D. Garcia

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Page 1: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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ì

© 2016 A ll rights reserved. Eric D . Garcia

Advanced Marketing Workshop – Developing a Profitable Digital Marketing Strategy

About Eric Garcia

Management Team at Large Practice in Tampa, FL

Former VP of Veterinary Exclusive Web Marketing Firm

IT & Digital Marketing Consultant – Founder of Simply Done Tech Solutions

VetPartners Member Consultant

International Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines, S.E. Asia, Austria [Q4 2016]

Published Authorì Blackwell’s Five Minute Veterinary Practice Management Consultì AAHA Trendsì Veterinary Practice Newsì Veterinary Team Brief ì CareCredit Tips Sheets

© 2016 A ll rights reserved. Eric D . Garcia

Additional Resources Provided

© 2016 A ll rights reserved. Eric D . Garcia

Page 2: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Several Ideas

You don’t have to do it all right away

Pick one thing

You will have notes

Take your time

Continue to build on your one thing

© 2016 A ll rights reserved. Eric D . Garcia

Survey Results

Primary Role: Owner

Marketing Team: Majority have one

Email Address Collection: Yes. Average: 73%

Time Spent on Marketing: Most 0-2 hours per week

Marketing Budget: Most 1%

© 2016 A ll rights reserved. Eric D . Garcia

Survey Results

Offline Marketing:ì Most with yellow pagesì Some with local magazinesì Most involved with community outreach

© 2016 A ll rights reserved. Eric D . Garcia

Page 3: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Survey Results

Online Marketing:ì All on social media ì Most SEOì All have a websiteì Most Pet Portalì Some advertise with Google

© 2016 A ll rights reserved. Eric D . Garcia

Survey Results

Tools to Track Successì Almost all use Google Analytics

Biggest Objective with Workshopì Most effective marketingì Having a planì What’s new? What should I try?

© 2016 A ll rights reserved. Eric D . Garcia

Case Study: Yellow Pages

Practice: Gold Coast Animal Hospital

Location: Chicago, IL

Marketing: Print Yellow Pages, Online Yellow Pages, Yelp Premium Listing, Client Referral Incentive Program

© 2016 A ll rights reserved. Eric D . Garcia

Page 4: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Case Study: Yellow Pages

Problem Presented: $55,632/yr with Yellow Page Solutions ì $1,488/mo for Search Engine Optimization ($17,856/yr)ì $3,148/mo for YP.com banner, 3 Print Listings ($37,776/yr)

New Client Needed to Obtain ROI: 389/yr (w/$145 ACT)

Actual New Clients from Contract: Unknown

Average from Most Practices: 6-10/yr

© 2016 A ll rights reserved. Eric D . Garcia

Case Study: Yellow Pages

Solution: Cancel Entire Contract, Focus on Local Print Marketing, Google AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals, Targeted Marketing Campaigns…

Logic: 2010 US Census Data & Digital Marketing/Advertising Statisticsì 63.8% of population between 20 – 64 years oldì 10.4% between 65 – 85 & over

Case Study Time Period: May 1, 2013 – June 30, 2014

New Client Numbers:ì Steady increase reported Q3 of 2013 and Q1 & Q2 of 2014ì Q4 of 2013 new clients down but not abnormal compared to 3 year historical trendì March was a record month (5 years)ì June was a record month (3 years)

© 2016 A ll rights reserved. Eric D . Garcia

Determine The Cost of Investment

Simple Break Down Method

Add the total of each contract including web advertisingì Local Contract 1 (The “Big” Book)ì Local Contract 2 (The “Local” Book)ì Web Contract (Premium Listing + SEO)

Add Up Cost of Advertising PER MONTH

x 12 months = TOTAL CONTRACT COST PER YEAR

© 2016 A ll rights reserved. Eric D . Garcia

Page 5: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Cost of Client Acquisition

Do the math

Total yearly spending from Yellow Pages

Total number of new clients from Yellow Pages

Total Cost per New Client© 2016 A ll rights reserved. Eric D . Garcia

Critical to Track Client Referral Sources

You Must Track Where Your New Clients Are Coming From!

© 2016 A ll rights reserved. Eric D . Garcia

New Client Referral Sources

Internet (Google/Bing/Yahoo/Yelp/Website)

Yellow Pages

Community Ad

Existing Client/Word of Mouth

Community Event

© 2016 A ll rights reserved. Eric D . Garcia

Page 6: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Actual Contract Review: Yellow Pages ROI – ABC Animal Hospital – Napa, CA

Local Contract 1 (White Pages Listing): $25

Local Contract 2 (Yellow Pages Ad): $484

Cost of Advertising Per Month: $509

x 12 = Total Cost of Advertising: $6,108

© 2016 A ll rights reserved. Eric D . Garcia

Actual Contract Review: Yellow Pages ROI – ABC Animal Hospital – Napa, CA

The Math:

Total Yearly Spending from YP: $6,108

Average Client Transaction: $133.15Number of New Clients to Reach ROI: ~46/yr

Actual Number of New Clients: 4Acquisition Cost per Client: $1,527

© 2016 A ll rights reserved. Eric D . Garcia

YP Online Was Never Alive

We have an online solutions!

The “bundle” trick or “free” online advertising

Tricked into spending money with their online advertising solutions – don’t be fooled! Read the legal termsì “Hidden” ad management fee is based on up to 35% of your

YP online budget ì On average 80% of the your budget is spent with yp.com

and 20% with outside search engines

© 2016 A ll rights reserved. Eric D . Garcia

Page 7: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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The Study Says…

© 2016 A ll rights reserved. Eric D . Garcia

Actual Contract Review: Yellow Pages Online – USA Animal Hospital

YP online advertising $500 per month ($6,000 per year):ì 90% YP.comì 5% Google ì 3% Yahoo ì 2% Bingì 25% in Management Fees ($1,500 per year)

© 2016 A ll rights reserved. Eric D . Garcia

Yellow Pages

What is your experience?

© 2016 A ll rights reserved. Eric D . Garcia

Page 8: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Take a Team Approach

Don’t force anyone to get involved on your marketing teamFind the employee who feels “stuck”

Administrator and/or Ownerì Associate Veterinarian

ì Technicianì Receptionistì Veterinary Assistant

© 2016 A ll rights reserved. Eric D . Garcia

Use Your Marketing Team

Website updates

Social media

Reputation management

Email campaigns/promotions

Lapsing client calls/messages/email

Blogging

© 2016 A ll rights reserved. Eric D . Garcia

Allocate TimeEntire teamì Up to 1 hour a week per person on teamì Schedule timeì Respect time!

© 2016 A ll rights reserved. Eric D . Garcia

Page 9: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Monthly Marketing Meetings

Meet monthly for 1 hourì Brainstorm on projectsì Plan aheadì Bring perspective from all areas of

the hospitalì Set deadlines

© 2016 A ll rights reserved. Eric D . Garcia

Provide Job Titles & Descriptions

Sample Titlesì Social Media Coordinatorì Content Marketing Managerì Email Marketing Manager

© 2016 A ll rights reserved. Eric D . Garcia

Social Media Coordinator:Sample Responsibilities

Write editorial content to educate and engage

Actively participate in activities like blogging, face book and emails

Actively participate in online community participation and demonstrate leadership

Prepare a social media strategy with partners and management that will increase visibility and traffic, converting visits and fans into clients

Monitor social media feedback, tools and trends to measure the impact of the social media efforts, compiling reports to show ROI results

Build online following, portraying and branding the practice(s) as aligned with business strategy

Implement client online reviews and monitor ratings, responding accordingly to comments

Identify threats or negative situations in content, reporting content to management and applying conflict resolution principles to mitigate issues

© 2016 A ll rights reserved. Eric D . Garcia

Page 10: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Workshop: Create Your Marketing Team?

Spend a few moments outlining your marketing dream team.

© 2016 A ll rights reserved. Eric D . Garcia

Remember

Don’t force anyone to get involved on your marketing team

Find the employee who feels “stuck”

Administrator and/or Ownerì Associate Veterinarian

ì Technicianì Receptionistì Veterinary Assistant

Marketing Cycle

Pick an Educational

Topic

Educate Team

Members

Create Awareness

Engage in Discussion

© 2016 A ll rights reserved. Eric D . Garcia

Sample Monthly Marketing Plan

© 2016 A ll rights reserved. Eric D . Garcia

Page 11: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Key Elements of a Marketing Strategy

Budget

Branding

Key Marketing Opportunities

Tools to Track Success

Client Retention

© 2016 A ll rights reserved. Eric D . Garcia

Marketing Budget

General: ì .5-3% of gross revenue

Most Common: ì 1% of gross revenue

Newer Practices:ì Varies based on local market

© 2016 A ll rights reserved. Eric D . Garcia

Workshop: Budgeting

© 2016 A ll rights reserved. Eric D . Garcia

Page 12: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Workshop: Budgeting

Look at your budget and current marketing programsì What challenges do you have with it?ì What confidence do you have in your marketing?

© 2016 A ll rights reserved. Eric D . Garcia

Key Elements of a Marketing Strategy

Budget

Branding

Key Marketing Opportunities

Tools to Track Success

Client Retention

© 2016 A ll rights reserved. Eric D . Garcia

The Art of Storytelling

Storytelling is the conveying of events in words, sound and/or images, often by improvisation or embellishment.

© 2016 A ll rights reserved. Eric D . Garcia

Page 13: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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The Facts & Data…

A recent study in Science magazine adds more support to the idea that stories can help people understand others, determining that literary fiction “uniquely engages the psychological processes needed to gain access to characters’ subjective experiences.” ì Source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”ì Source: http://leanin.org/education/harnessing-the-power-of-stories/

© 2016 A ll rights reserved. Eric D . Garcia

The Theory

© 2016 A ll rights reserved. Eric D . Garcia

There’s an animal near that tree, so don’t go over there!

My cousin was eaten by a malicious, scary creature that lurks around that tree, so

don’t go over there.

Case Example: Soul Carrier

© 2016 A ll rights reserved. Eric D . Garcia

Page 14: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Missed Opportunity

Where did she have an

opportunity to tell a story?

© 2016 A ll rights reserved. Eric D . Garcia

Case Example: Soul Carrier

© 2016 A ll rights reserved. Eric D . Garcia

Is This Your Brand?

© 2016 A ll rights reserved. Eric D . Garcia

As you watch this think about your practice:ì Does your

content sound like this?

ì Do you have a similar type video?

ì Do you think this message is unique?

Page 15: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Case Example: Tipp City Veterinary Hospital

© 2016 A ll rights reserved. Eric D . Garcia

People Don’t Trust Brands…They Trust People.

About Us: 1st Most Visited Page

The Brand: ì Simply Done Veterinary Clinic is a full service animal hospital. We

offer state of the art care and advanced diagnostics.

The People:ì Dr. Garcia founded Simply Done Veterinary Clinic on the core

belief that by enriching the lives of pets, we enrich the world around us. The staff and veterinarians at our practice take immense pride in this philosophy, bringing this belief to action by implementing compassionate veterinary care.

© 2016 A ll rights reserved. Eric D . Garcia

Our Veterinarians

Our Veterinarians: 2nd Most Visited Page

General:ì Dr. Garcia was born in Tampa, Florida. He graduated from the

University of Florida in 2000. He has 2 dogs by the name of Elvis and Penny. Dr. Garcia is excited to meet both you and your pet!

Enhanced:ì Dr. Garcia knew from a young age that pets were his passion. The

joy and wonder of a happy pet immediately inspired Eric to pursue a career in veterinary medicine after completing his undergraduate degree. Now, as the founder of a successful veterinary practice, Dr. Garcia does what he loves each and everyday. Stop by soon, because Dr. Garcia can’t wait to meet you and your pet!

© 2016 A ll rights reserved. Eric D . Garcia

Page 16: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Workshop:The “Perfect” Biography

© 2016 A ll rights reserved. Eric D . Garcia

Branding: Tell Your Story

Use personalized imagery

Create a professional cover photo at fotor.com/features/facebook.html© 2016 A ll rights reserved. Eric D . Garcia

© 2016 A ll rights reserved. Eric D . Garcia

Branding: Tell Your Story

Page 17: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Practice Driven: Our Veterinarians

© 2016 A ll rights reserved. Eric D . Garcia

Practice Driven: Our Team

© 2016 A ll rights reserved. Eric D . Garcia

Practice Driven: Our Clinic

© 2016 A ll rights reserved. Eric D . Garcia

Page 18: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Copyright Infringement & Stock Images

© 2016 A ll rights reserved. Eric D . Garcia

Watermark Images via Canva.com

© 2016 A ll rights reserved. Eric D . Garcia

Key Elements of a Marketing Strategy

Budget

Branding

Key Marketing Opportunities

Tools to Track Success

Client Retention

© 2016 A ll rights reserved. Eric D . Garcia

Page 19: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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What is the Leading Search Engine?

© 2016 A ll rights reserved. Eric D . Garcia

Prepare Your Website:Top 5 Website Optimization Tips

Mobile compatibility

Update your website

Get involved with your reputation

Claim & optimize your online listing

Refresh your content

© 2016 A ll rights reserved. Eric D . Garcia

Workshop: #1. Mobile Compatibility

© 2016 A ll rights reserved. Eric D . Garcia

www.bit.do/googlemobile1

Page 20: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Responsive Website

© 2016 A ll rights reserved. Eric D . Garcia

#2. Update Your Website

97% of consumers search for a local business online 1

Review Your Contentì Ensure our content is fresh and up-to-date ì Is your content unique to your website?ì Provide 3-5 bullet points about the Simply Done Vet Clinic

difference

Most visited pages and most time spentì Our Veterinarians/Team/Staffì About Usì Our Services

1 http://www.google.com/business/placesforbusiness/free-features/© 2016 A ll rights reserved. Eric D . Garcia

#3. Get Involved with Your Reputation

“Veterinarian in Seattle”

© 2016 A ll rights reserved. Eric D . Garcia

Page 21: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Workshop:What Does Your Reputation Look Like?

Go to Google.com

Search for your practice by name

Let’s discuss what you see

© 2016 A ll rights reserved. Eric D . Garcia

#4. Claim Your Online Listings

Googleì https://www.google.com/business/

Bingì https://www.bingplaces.com/

Yahoo/Yelpì https://biz.yelp.com/

© 2016 A ll rights reserved. Eric D . Garcia

Optimize Your Listings

© 2016 A ll rights reserved. Eric D . Garcia

Page 22: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Optimize Your Listings

© 2016 A ll rights reserved. Eric D . Garcia

Optimize Your Online ListingsBefore Business Listing Optimization

© 2016 All rights reserved. Eric D . Garcia

• Duplicate Pages• Missing Images• Missing Description

After Business Listing Optimization

© 2016 All rights reserved. Eric D . Garcia

• Improved Visualsü Cover Photoü Profile Photoü Content Images

• Detailed Description

Page 23: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Business Listing Optimization

© 2016 All rights reserved. Eric D . Garcia

#5. Optimize the Content on Your Website

Veterinarian, Veterinary Hospital, Veterinary Clinic, Animal Clinic,

Animal Hospital, Local Communities

© 2016 A ll rights reserved. Eric D . Garcia

Optimize the Content on Your Website

Since its foundation in 1980, Simply Done Tech Veterinary has grown and expanded to offer a comprehensive menu of veterinary services. As hospital members of the American Animal Hospital Association (AAHA), we are dedicated to providing quality medical care for your pet. We meet the AAHA's high standards for veterinary services, and are routinely evaluated by trained consultants.

Simply Done Tech Veterinary provides each patient with the following services:

© 2016 A ll rights reserved. Eric D . Garcia

Page 24: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Optimize the Content on Your Website

Veterinarian, Veterinary, Veterinary Hospital, Veterinary Clinic, Animal Clinic, Animal Hospital,

Local Communities

Since our establishment in 1980, Simply Done Tech Veterinary has grown remarkably in both scope and vision. We now offer more veterinary services than ever before in order to give your pet the most comprehensive care possible. As an American Animal Hospital Association (AAHA) accredited animal clinic, we take pride in being Champions for Excellent Care and are dedicated to providing the highest caliber service possible for your pet.

Simply Done Tech Veterinary is proud to provide the following veterinary services at our animal hospital:

We proudly serve the following communities: Aberdeen, Ocean Shores, Westport, Grayland, Montesano, Elma, Cosmopolis, and Grays Harbor communities.

© 2016 A ll rights reserved. Eric D . Garcia

Before ABC Animal HospitalTracked Keywords Compared to Competitors

© 2016 A ll rights reserved. Eric D . Garcia

Current ABC Animal HospitalTracked Keywords Compared to Competitors

© 2016 A ll rights reserved. Eric D . Garcia

Page 25: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Before XYZ Pet HospitalTracked Keywords Compared to Competitors

© 2016 A ll rights reserved. Eric D . Garcia

Current XYZ Pet HospitalTracked Keywords Compared to Competitors

© 2016 A ll rights reserved. Eric D . Garcia

Before Simply Done Animal HospitalTracked Keywords Compared to Competitors

© 2016 A ll rights reserved. Eric D . Garcia

Page 26: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Current Simply Done Animal HospitalTracked Keywords Compared to Competitors

© 2016 A ll rights reserved. Eric D . Garcia

SEO Expectations

SEO takes timeì 2-4 month average

If you have limited visibility online now…ì Now: Google AdWords with Larger Budget & SEOì Later: Reduce Google AdWords Budget

© 2016 A ll rights reserved. Eric D . Garcia

Google AdWords

Instant

No contract required

You set the budget

You set the target radius

© 2016 A ll rights reserved. Eric D . Garcia

Page 27: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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© 2016 A ll rights reserved. Eric D . Garcia

Google AdWords: Choose Your Target Audience

© 2016 A ll rights reserved. Eric D . Garcia

Boost Post: Offers

© 2016 A ll rights reserved. Eric D . Garcia

Page 28: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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© 2016 A ll rights reserved. Eric D . Garcia

Offer Examples

Dental promotions

Senior wellness package promotions

Wellness plan enrollment discounts

Microchip offers

Wellness care

© 2016 A ll rights reserved. Eric D . Garcia

Boost Posts: People who like your Page

© 2016 A ll rights reserved. Eric D . Garcia

Page 29: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Total Budget

© 2016 A ll rights reserved. Eric D . Garcia

Audience: People you choose through targeting

© 2016 A ll rights reserved. Eric D . Garcia

Internet Marketing

YP/Dex/Super Pages

Search Engine Optimizationì Discuss results often

Yelpì Proceed with caution

Veterinarians.comì Must listen to calls

Facebook Offers

© 2016 A ll rights reserved. Eric D . Garcia

Page 30: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Effective Offline Marketing

Client referral programs

Community events

Community newsletters

Apartment communities

Local print marketing

Sponsorshipsì Promote the sponsorship on website, social media, other print

media, etc.

© 2016 A ll rights reserved. Eric D . Garcia

Sample Referral Rewards

How do you reward clients?

Credit toward pet account

Gift card to local pet shop (endorsed by the practice)

Gift card to local business

© 2016 A ll rights reserved. Eric D . Garcia

Reward Dragon

Will send survey post client visitì Does not integrate yet

Positive testimonials will be shared on your website

Clients can share their endorsement via unique link and friends can grab a savings couponì Tell Your Friends About Us & We’ll Reward Youì Clients given unique URL

Friends save on their first visit and you reward the your client how you’d like – very easy to keep track of!

© 2016 A ll rights reserved. Eric D . Garcia

Page 31: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Community Events

© 2016 A ll rights reserved. Eric D . Garcia

Community Education/EventsLocal boarding & dog daycare facilities

Condo associations

Local HOA

Schools

Open House

© 2016 A ll rights reserved. Eric D . Garcia

Key Elements of a Marketing Strategy

Budget

Branding

Key Marketing Opportunities

Tools to Track Success

Client Retention

© 2016 A ll rights reserved. Eric D . Garcia

Page 32: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Which Is Best to Track?

New Client Numbers vs.

New Client Revenue

© 2016 A ll rights reserved. Eric D . Garcia

New Client # vs. New Client Revenue

Make sure your management software does not count no show clients as new clients

Consider setting up a temporary record and setup in PIMS after client comes in

Use revenue to compare against investments

PIMS: 7 new clientsActual: 6 new clients

PIMS: 14 new clientsActual: 12 new clients© 2016 A ll rights reserved. Eric D . Garcia

What is Considered Success?

Min. double your investmentì Spent $500/mo on Google?ì Min. success = $1,000

Use your judgment – will you be happy with this?ì Investment: $500ì Return: $750

© 2016 A ll rights reserved. Eric D . Garcia

Page 33: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Critical to Track Client Referral Sources

You Must Track Where Your New Clients Are Coming From!

© 2016 A ll rights reserved. Eric D . Garcia

New Client Referral Sources

Search Engine

Website

Yellow Pages

Social Media

Community Based Print Advertising

Existing Client/Word of Mouth

Community Event © 2016 A ll rights reserved. Eric D . Garcia

Difficulty in Tracking Return: Print Ads

Publication Website Social Media

© 2016 A ll rights reserved. Eric D . Garcia

Page 34: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Difficulty in Tracking Return: SEO

Google Website Yelp

© 2016 A ll rights reserved. Eric D . Garcia

Difficulty in Tracking Return: Community Event

Event Google Website

© 2016 A ll rights reserved. Eric D . Garcia

Track Success with CallRail

© 2016 A ll rights reserved. Eric D . Garcia

Page 35: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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CallRail

© 2016 A ll rights reserved. Eric D . Garcia

CallRail

© 2016 A ll rights reserved. Eric D . Garcia

CallRail

© 2016 A ll rights reserved. Eric D . Garcia

Page 36: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Track Success with CallRail:Offline Call Tracking

© 2016 A ll rights reserved. Eric D . Garcia

Port tracking numbers to CallRail that you own

CallRail will help track callsì Legally recordedì Eliminate duplicate callersì Track calls over specific time periodì The number will indefinitely ring to you even if you cancel

the service (remember you own the #)

The “Tracking Coupon”

© 2016 A ll rights reserved. Eric D . Garcia

The “Tracking Coupon”

© 2016 A ll rights reserved. Eric D . Garcia

Page 37: About Eric Garcia · 2016. 8. 24. · AdWords, Social Media, Implement SEO Strategies, Develop New Website, Community Involvement, Vetstreet New Client Acquisition Program, Pet Portals,

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Find the Right “Tracking Coupon” for You

Free nail trim with visit over $x

Free “Gift”

$X off of your overall visit

© 2016 A ll rights reserved. Eric D . Garcia

Google Analytics: Sessions

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Google Analytics: Acquisition

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Google Analytics: Referral

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Google Analytics: Behavior

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Facebook Insights

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The Basics to Facebook Insights

Reach – The number of people who have seen your postPost Clicks – The total number of users who have clicked on your post

Likes, Comments, Shares– When someone likes, comments, or shares your post© 2016 A ll rights reserved. Eric D . Garcia

Key Elements of a Marketing Strategy

Budget

Branding

Key Marketing Opportunities

Tools to Track Success

Client Retention

© 2016 A ll rights reserved. Eric D . Garcia

Determine Your Bonding Rate

Print a list of all new clients from 18 - 24 months

Go through each new client account file and determine if they have come back for a follow up visit, medication, food, sick care, wellness, etc.

Write Y for Yes and N for N

Add up your Yes and No

Determine your rate ì Example: Say in April 2012 you received 30 new clients and only 15

come back in between April and October 2013 your bonding rate is 50%

ì Call clients or send surveys to look for trends (i.e. are you priced to high or lack of value, switched to another practice, stopped obtaining care, etc.)

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Determine Your Bonding Rate

Track bonding rates on a monthly basis to determine your trends and to set goals

Goal: 70+% is best practiceì Exception: Military or College towns

If your bonding rate is less than 70% ì Surveying is a MUSTì Do you have a new client acquisition program to fill the gap

of the non-returning clients

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VetSuccess

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© 2016 A ll rights reserved. Eric D . Garcia

Invest in Your Clients withRetention Marketing

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Retention Marketing

Providing superior customer service

Reminder programs

Survey programs

Organic social media (i.e. employee time)

Practice app

© 2016 A ll rights reserved. Eric D . Garcia

.5-1% of Gross Income

The Client Experience

Beforeì Patient/Client reminders, Prepare medical records, Review

schedule

Duringì Provide excellent medicine and superior service

Afterì Call backs (maybe?), continue discussions on social media,

pet portalì How did the visit go? How did the client feel?

© 2016 All rights reserved. Eric D . Garcia

We Often Find Out This Way

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Measure Client Satisfaction Online

Vetstreet

IDEXX Pet Health Network Pro Petly

ePetHealth

Rapport

Survey Monkey

Animal Care Technologies - Vsmart

© 2016 All rights reserved. Eric D . Garcia

Post Visit:To The Point Survey

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The “To The Point” Survey

Were you put on hold when you called for more than 1 minute?

Were you seen in a timely manner?

Did we address all of your questions & concerns?

Do you feel the team was knowledgeable, friendly, and efficient?

Would you refer us to your friends?

On a scale of 1-4, with 4 being very satisfied and 1 displeased. How satisfied were you with your care and service today?

Comments?

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Act on ResultsShare results with your entire team

When possible contact specific clients to review negative survey results

What did you learn about the client experience…ì Is there a problem with your customer service (front-end

team)?ì Focus on CSR training via webinars, conferences, and/or

consultantsì Is your team lacking efficiency?

ì Look at your practice workflow from check-in to check-outì Do clients see the value for the fees they pay you?

ì Are your fees comparable to your regionì Do clients receive a high level of service to justify your fees

© 2016 A ll rights reserved. Eric D . Garcia

Do You Have 100% Client Satisfaction?

“Unless you have 100% customer satisfaction…you must improve” Horst Schulz, Former Ritz Carlton President

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Learn About The Client Experience

About Our Practice

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Learn About The Client Experience

About Our Veterinarians

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Survey Inactive Clients

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Target lapsed clients 18 - 24 months

VetSuccess

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© 2016 A ll rights reserved. Eric D . Garcia

2014 Pilot Response Rates

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Call & Track Response

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How Flow Sheets Saved the Day

The overall checkout process was quick and efficient.Your wait time after you and your pet have seen the vet is entirely too long. I realize you are busy but I have seen my folder sit on the check out desk way too long.

It makes it so much easier to pay the bill from the exam room. If you have two dogs it's a pure blessing and much less stressful.

Waiting is to long when appointment is made and waiting is to long after seeing veterinarian before able to leave.

Wait time to checkout after visit is always longer than the time spent seeing the vet!!

© 2016 A ll rights reserved. Eric D . Garcia

Abrupt Decisions: We’re closed Saturdays

Pre-Decision: 68% bonding rate

Post-Decision: 39% bonding rate

What changed?

© 2016 All rights reserved. Eric D. Garcia

Text: Healthcare & Appointment Reminders

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Service Providers

Vetstreet

ePetHealth

PHN Pro/Petly

Rapport

2 Way Textingì Vetstreet – Coming Soon

ì PHN Proì Rapport

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Say “Thank You”

© 2016 All rights reserved. Eric D . Garcia

The Studies…

Studies find that thanking new & existing acquaintances make them more likely to see ongoing relationships

People who are thanked are more willing to provide better assistance

Couples who say thank you to one another more than 5 times weekly are less likely to be divorced

© 2016 A ll rights reserved. Eric D . Garcia

3 Elements of The “Perfect” Thank You

Be Specific: ì Thank the employee/client for something specifically they

did

Effort: ì Thank the employee for the effort they put into what they did

Personal: ì What does the action mean to you? How did it make you

feel?

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Example of The “Perfect” Thank You

Be Specific: ì Thank you for staying late this evening with me.

Effort: ì You really took time with each client to make them not feel

so rushed.

Personal: ì It made me happy to see how dedicated you are. I could not

have done this myself.

© 2016 A ll rights reserved. Eric D . Garcia

Example of The “Perfect” Thank You

Be Specific: ì Thank you for cleaning around the hospital.

Effort: ì There was a big mess everywhere and I know it wasn’t

easy.

Personal: ì I really appreciate how great you make our practice look.

You are a big part of our team.

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Thanking Clients

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Thank You

© 2016 All rights reserved. Eric D . Garcia

Thank YouSurprised clients

Complaintsì Even clients with negative

experiences are thankedì 90% of clients saved

Creates good feeling for clients – Taps into emotion

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WhyPride

Staying true to his missionì “…meeting and exceeding expectations”

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Call New ClientsKickin’ it old school….ì Picking up the telephone…ì Saying THANK YOU FOR SUPPORTING MY BUSINESS

Print a new client report at the end of each day

Have an owner and/or administrator call the new client

Sample Script:ì Hello Eric, My name is Eric Garcia and I’m the medical director for Simply Done Veterinary

Clinic. I wanted to take the opportunity to thank you for trusting us with your pets health care needs. If you have any questions regarding your pets health care please feel free to call us at (813) 545-3044. Should you ever experience any problems with your service at our practice please do not hesitate to reach out to me directly. You can learn more about our practice and our caring team by visiting our website at www.simplydonetechsolutions.com. Thank you once again and we look forward to seeing you in the future.

ì New Puppy/Kitten: If you ever have any questions about your new puppy please feel free to contact me and we can discuss your concerns and answer any questions you might have.

ì Senior Pet: If you ever have any questions about your senior pet please feel free to contact me and we can discuss your concerns and answer any questions you might have.

© 2016 All rights reserved. Eric D . Garcia

Workshop: Say Thanks to Someone

Be Specific: ì Thank the employee/client for something specifically they

did

Effort: ì Thank the employee for the effort they put into what they did

Personal: ì What does the action mean to you? How did it make you

feel?

© 2016 A ll rights reserved. Eric D . Garcia

Celebrate Healthy Pets!

Give a heartfelt Thank You ì Look client in the eyesì You’re such a great pet owner, Mr. Garcia. I would like to

thank you for trusting us with your pet’s health needs. You should know we’re always here for you and Elvis.

Celebrate healthy lab results

Celebrate healthy pets

Attribute success with what you do as a team

© 2016 A ll rights reserved. Eric D . Garcia

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Facebook? Twitter? Instagram? Ah!?

© 2016 A ll rights reserved. Eric D . Garcia

Facebook Demands Marketers Pay for Ads

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“And on Friday, the company told marketers that if they (businesses) wanted to reach customers on Facebook, they needed to buy an ad.”

http://nytimes.com/2014/11/15/technology/facebook-to-cut-unpaid-posts-by-marketers-on-news-feeds.html

“Facebook says that it’s all for the good of the users and that creative, engaging

posts will still attract attention and bubble up into the feed.”

How Much Do We See?

The average users has about 1,500 new items they could see when they log on

Some people have as many as 15,000 according to Facebook

Facebook’s algorithm is set to show the top 300ì Avg. user sees top 100

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Always Keep This In Mind

FOCUS ON QUALITY NOT FREQUENCY

© 2016 A ll rights reserved. Eric D . Garcia

Facebook Posting Guideline

3-5 postings a weekì One or Two Case Examplesì One Shared Educational Article or Videoì Two or Three Clinic Specific Postings

Try not to post more than twice in one dayì If you do space apart by 5+ hours

© 2016 A ll rights reserved. Eric D . Garcia

Making a Case:Facts vs. Real Life Examples

Heartworm Prevention

ì According to the CDC, 1 in 74 American dogs test positive for heartworm.

vs.ì Can you recall of a recent case where you treated a

heartworm positive dog? ì How did the owners react? ì What type of emotions were involved (from pet owner and

pet)?

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The 3 Elements of a “Perfect” Narrative

Set the Scene: ì Where were you? ì Who were you with?ì What was the struggle and hope?

What Happened? ì Challenges? ì What is the outcome?ì Include details!

The Tie Back: ì How does this relate to the owners concern?

© 2016 A ll rights reserved. Eric D . Garcia

Making Recommendations Stick

Routine Blood Test Recommendationsì Can you recall of a case recently where you would have

been able to prevent a sick pet if you established baseline blood test results?

Heartworm & Flea Recommendationsì Can you recall of a recent case of a heartworm positive dog

you treated? How did the owners react? What was the dogs demeanor?

© 2016 A ll rights reserved. Eric D . Garcia

The Rules of Storytelling

Don’t tell a story with every recommendation

It must be a true story

Go into it with strategyì Always have your tie back

Don’t include personal details ì (i.e. pet name, owner name, etc.)

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3 Elements of an Effective Case Study

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Educational Topic – Include Fact/Statistic

Short Case Study

– How Did You Help?

Socialize/CTA

Sample Case Study

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Fact

Case Study

Socialize/CTA

Sample Case Study

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Sample Case Study

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Clinic Specific Postings

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Clinic Specific Postings

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Featured Feline Friday!

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An App for Your Practice

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Custom Branding

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Request An Appointment

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Order Food and Medications

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Selfie Shots

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Online Pharmacy

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Loyalty Card

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Push Notifications

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Notifications

© 2016 All rights reserved. Eric D . Garcia

Target Marketing

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Pet Sync

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Upcoming Appointments

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Automated Reminders

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App Stats: Age Distribution

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App Stats: Sessions

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App Stats: New Sessions

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“Success is the biggest deterrent

to getting better.”- Someone who heard it from someone else who read it somewhere

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THANK YOU!

Resources: simplydonetechsolutions.com/WorkshopWithNora

© 2016 A ll rights reserved. Eric D . Garcia

Follow me on Facebook: facebook.com/EricGarciaFLCheck me out on Twitter: @EricGarciaFL