Marketing Manager Manual
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Marketing Manager Manual
Contents iVelocity and Our Mission ............................................................................................................................. 3
Marketing Manager Training Checklist ......................................................................................................... 4
Roles and Responsibilities ............................................................................................................................. 5
New Client Set Up ......................................................................................................................................... 7
Lead & Schedule Rate Review ..................................................................................................................... 14
Setting up an Ad on Facebook .................................................................................................................... 16
Facebook Interests ...................................................................................................................................... 21
iVelocity and Our Mission
iVelocity Marketing was started by Dr. James Roman
Marketing Manager Training Checklist
Review Marketing Manager Manual – Day 7
External Reference Articles – Day 7
o X
o X
o X
o X
Training Videos – Day 7
o Client Training Webinars
o Facebook
o Aweber
o LeadPages
o ClickFunnels
First 5 Client Review / Training Handoff – Day 14
Client Tracking Sheet Review – Day 14
Take Over Ads For First 5 – Day 14
Second 5 Client Review / Training Handoff – Day 21
Take Over Ads For Second 5 – Day 21
Third 5 Client Review / Training Handoff – Day 28
Take Over Ads For Third 5 – Day 28
Roles and Responsibilities
What is the purpose of the Marketing Manager role?
To provide the clients with exceptional service and communication that will foster a long term, growing
relationship.
Weekly Responsibilities
Facebook Ad Maintenance
o Turning ads on and off depending on the budget schedule
o Checking ad lead counts & cpc rate
See Lead Review Section
o Deleting any negative comments on ads.
Answer Client Emails & Phone Calls
o Respond within 24 business hours
Update Client Tracking Sheet
o Google Doc shared spreadsheet that tracks client’s lead count and spending budget
End of Week Stats Email
o Send client Aweber Lead Spreadsheet
o Request office stats from client
Monthly Responsibilities
Monthly Client Call
o This call will be with the doctor and office / marketing manager
o Review Raven Report
o Review Lead & Schedule Rates
o Create action plan if needed
Bi Weekly Client Call
o This call will be with the office’s point of contact, most likely the marketing / office
manager.
o Review lead & schedule rates
o Review any office promotions for the next month
Client Tracking Sheet Maintenance
o Upload finished month into Dropbox by week 1
o Create new month budget by end of month
Quarterly Responsibilities
Any quarterly goals assigned by your manager.
New Client Set Up
The process of a new client coming onboard is one of the most delicate / time sensitive projects the
marketing manager will handle. This is where multiple departments are working together all at once,
and everyone has several tasks happening at once. It is extremely important to follow the process
outlined below, as we want our new client to have the best first experience possible with our team.
DAY 1
Sales Team
Sales team closes lead and gets a signed contract back from a new client.
Actions:
Put client information into Insightly
Send out New Client Email with the Following
Type of Plan
Budget
Head of Department
Head of department starts new client project
Actions:
Assign Marketing Manager & Set Up Manager to client
Creates new project in Insightly
Load New Client Activity Set into new Insightly project
Day 2
Marketing Manager
Actions:
Insightly Task – Schedule Initial Phone Call
Call doctor or office manager & introduce self
Verify who will be point of contact and grab their email & phone number
Schedule Initial Phone Call
Insightly Task – Introduction Email
Send an email out to the client’s point of contact with your contact information
If not scheduled already, ask for times available for Initial Phone Call
Ask that any staff be that will be handling leads & telephone be on the call
Day 5
Marketing Manager
Actions:
Insightly Task – Initial Phone Call
Introduction
Explain the beginning marketing process
o Timeline
o Where we will be marketing (ie Facebook, Google Ad words etc)
o Upcoming events
Gather desired name & url
Confirm telephone number that call tracking will be forwarded to
Get Client Fax Number
Who is the point of contact?
Schedule Basic Information Call
Insightly Task – New Client Social Media Specialist Email
Email your Social Media Specialist about the new client
o Send phone number to be tied to tracking number
o What Gmail accounts to set up
o Any needed client info
Insightly Task – New Client Set Up Manager Email
Email the Service Manager assigned to the client about the new client
o Send desired url / name
o Any needed client info
Day 6
Set Up Manager
Actions:
Insightly Task – Domain / Hosting Set Up / Forms
Purchase desired url and set up hosting through GoDaddy
Set Up Aweber forms
Input url & login into Insightly
Insightly Task – Start Website Design / Logo Design
Send project over to programmers
Start working on 3 versions of logo
Social Media Specialist
Action:
Insightly Task – Set Up Call Tracking
Insightly Task – Set Up Gmail Account
Input all information into Insightly
Day 7
Set Up Manager
Action:
Insightly Task – New Video Set Up
Outsource project
Day 9
Marketing Manager
Action:
Insightly Task – Basic Information Call
Confirm office hours and address
o Make sure they are available to do consultations during these hours
Find out what social media accounts they have
o Get logins
Get therapy protocols
Who will be handling the leads
o Be sure to let them know, the most successful clients have one or two
dedicated people responding to leads
o Get emails for Aweber lead notifications
Review upcoming events
Go over training webinars
Insightly Task – Training Email To Client
Send the point of contact the url links for training webinars or set up training calls
o New Patient Scheduling
o Facebook Commenting
Insightly Task – Needed Social Media Accounts Email
Send the Social Media Specialist what social media accounts are needed
Set Up Manager
Action:
Insightly Task – Upload Logo
Upload the logo into Dropbox sync w/ Insightly
Day 10
Marketing Manager
Action:
Insightly Task – Add Emails To Aweber
Add all the emails that need lead notifications to Aweber
Insightly Task – Create Auto Responder Emails in Aweber
Day 12
Social Media Specialist
Action:
Insightly Task – Set Up Social Media Accounts
Set up the needed social media accounts
Insightly Task – Add To Posting Schedule
Add client to posting schedule and Hootsuite
Day 15
Marketing Manager
Action:
Insightly Task – Schedule Review Call
Call with point of contact & staff who will be handling leads
Day 16
Marketing Manger
Action:
Insightly Task – Set Up Client In Facebook Business Manager
Pull over any Facebook pages
Set up ad account
Insightly Task – Review Call
Review training webinars
Questions
Go over main points to drive home
o Time sensitive, etc.
Insightly Task – Start Facebook Like Campaign
Insightly Task – Create Monthly Budget
Add to spread sheet and break down per week / per condition budget
Insightly Task – Send Out Cookies
Day 21
Set Up Manager
Action:
Insightly Task – Website Review
Insightly Task – Set Up Google Analytics
Insightly Task – Set Up Info @ Email Account
Send log in information to Marketing Manager
Marketing Manager
Action:
Insightly Task – Create Landing Pages / Thank You Pages / Pixels
Create landing pages for each condition needed
Set up thank you pages
o For each condition landing pages
o One for the rest of the entire site
Create Facebook pixels and install onto website
o Make sure to create multiple pixels if there are multiple conditions
Day 22
Marketing Manager
Action:
Insightly – Set Up Raven Tool Reporting
Add doctor emails, office or marketing manager email, and your own to receive the
monthly report
Day 30
Marketing Manager
Action:
Insightly Task – Turn On Facebook Ads
Post / Create ads depending on New Ad Action Plan you have chosen for the client.
Day 31
Marketing Manager
Action:
Insightly Task – Review Facebook Ads
Check on how the client’s ad(s) are doing and make adjustments as needed.
Day 32
Marketing Manager
Action:
Insightly Task – Review Facebook Ads
Check on the client’s ad(s) again, making adjustments as needed.
Insightly Task – New Ads Running Check In
Check in with the client to see how they are handling the ads.
Day 37
Marketing Manager
Action:
Insightly Task – First Week Advertising Check In
After the first week of advertising check in with the client to see how they are handling
the ads.
Social Media Specialist
Action:
Insightly Task – Test Client Response Time
Fill out the Aweber form tied to the client’s Facebook ad and record the following into a
Response Time Note in the client’s Insightly profile.
o Response Time
o Did they leave a voicemail? Was it friendly?
o Did you receive a follow up email?
Insightly Task – Secret Shopper Call
Call the client using the appropriate Secret Shopper Call Script
Record results into a Secret Shopper Call Note in the client’s Insightly profile.
Day 44
Social Media Specialist
Action:
Insightly Task – Pull Call Tracking Report
Review client call recordings and record your findings. Email to the Marketing Manager.
Day 45
Marketing Manager
Action:
Insightly Task – Send Review Email to Client
Send the client a review of the first two weeks of marketing.
o Lead & Schedule Rates
o Call Tracking Report Findings
o Schedule First Monthly Meeting Call
From this point the Marketing Manager will follow the Monthly Client Maintenance Guidelines for
further interaction with the patient.
Lead & Schedule Rate Review
Reviewing a client’s lead and schedule rate will be something you do on a very regular basis. Knowing
these rates will give you an idea of how your ads are preforming, and allow you to effectively
communicate this to the client.
So what should we see with our Facebook ads?
Reach 75% of the leads that come in.
Schedule 60% of reached leads into appointments.
40% of leads will show up to appointment.
Step 1. Pull Aweber Stats & Gather Stats From Office
Email Leads
How many total leads?
How many of the leads were reached?
How many scheduled appointments?
How many showed up?
How many started care?
Phone Leads
How man total leads?
Was the basic information gathered?
How many scheduled appointments?
How many showed up?
How many started care?
Step 2. Review Numbers
If the lead count and schedule rates are high, then you’re good to go. You can update the client
with the numbers and work on new campaigns to diversify your marketing efforts.
If the numbers are low, follow below for reference.
Lead count is low
o Facebook numbers are bad
Adjust targeting
Location – city specific, zip codes, exclusion, radius
Age – pull ad report and see what age rage is clicking through
Interests
Ad Text / Photo
o Facebook numbers are good
Review landing page
Errors in text
Forms working
Mobile
Lead count high, but schedule rate low.
o Pull call tracking
Are they handling the calls according to New Patient Scheduling Training
o When are they contacting the leads?
First thing in the a.m.?
Every 1 – 2 hours during the day?
Call back / email to unresponsive leads?
Step 3. Create an Action Plan
Setting up an Ad on Facebook To set up an ad on Facebook, navigate to the client’s ad account on the business manager dashboard.
On their ad account page, you can click on “Create Ad” in the top right corner:
Once you click to create an ad, you’ll be given several options for what type of ad to build. If you are
starting a like campaign on a new page, for example, you would choose “Promote your Page.”
Depending on your client’s needs, you will most commonly be using “Boost your posts” or occasionally
“Send people to your website.”
After choosing your ad type, you will be prompted to select the Facebook page you are working on:
Then, if you are boosting a post, you can choose the post you would like to promote. It will
automatically place the most recent post at the top of the list:
Hit continue, and then you’ll be able to set up the targeting for your advertisement. First, it’s helpful to
name your ad to make it easier to find as you check in on the campaign:
Start with your location- this will vary based on the area you are working on and the reach of your
targeting parameters. Start by using the target city, and you can play around with the distance, although
we typically only use no radius, 10 mile, or 25 mile settings. You can also add surrounding cities as
needed to reach a healthy number of users.
Next is age. 38 and up is a good average for most of our clients. However, if they do not accept
medicare, you will want to change the age limit to 38-64.
Then you’ll move on to interests. We’ve found that certain interest levels yield the right type of
Facebook user who is most likely to become a new patient. Please refer to the Interests section of the
manual to learn more.
Each aspect of your ad targeting will affect the audience definition section, and your potential reach.
The goal is to be somewhere around 110,000- 140,000 in your potential reach. This is how you will
determine changes that need to be made with locations and interests when setting up an ad.
Here’s what the targeting dashboard will look like:
You will then choose your daily budget for the ads- this is the amount spent per day that the ad is
running, so compare this to your monthly allotted budgets for your account before setting this budget
on your ad. You can also choose a start and end date if needed. The other settings in this area typically
stay at the default selection:
Next, you’ll move on to review. Click through each tab of the ad to ensure that it looks correct across
each platform, and place your order!
Points to Remember:
Check if a client accepts Medicare/Medicaid for age targeting
Target “Potential Reach” is within 110,000-140,000
Review interests section of the manual to choose the right interests for your campaign
Double check your client budget
Review the ad before placing your order
Facebook Interests
The following interest levels have been found to be effective for the type of ads we typically run. Knee
and Disc interests can be switched around.
Knee
Fishing,
Golf
Snowboard, Cross-Country skiing, ski, skiing, alpine skiing, snowboarding
knitting, , crochet,
cycling weekly, cycling,
knee, arthritis, inflammation, pain, chronic pain
tennis, running,
gold
Disc
Arnold palmer,
fishing, hunting, hiking, camping,
surfing, water skiing
snowboarding, cross country skiing, skiing, alpine skiing, freestyle skiing
basketball,
golf, golf digest, pga tour,
cycling, tennis,
pain, chronic pain, back pain, low back pain
Weight Loss
aerobic exercise, zumba,
warrior dash, the color run,
physical fitness, working out,
diet, weight loss, dieting
Neuropathy & Diabetes
prediabetes, diabetes hands foundation, taking control of your diabetes
diabetes management, diabetes mellitus type 2 awareness, diabetes mellitus awareness
neuropathic pain, diabetes neuropathy awareness
insulin resistance awareness
Spanish
More Demographics – Spanish (ALL) or Spanish (Spanish Dominant)
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