Spotlight on Success – We Fix Feet

Spotlight on Success – We Fix Feet

Celebrating digital marketing success

Digital Marketing Success Story

Our team of experts are passionate about what we do and work hard to make a difference to our clients.  Our mission is to get people talking about our clients’ brands and get their businesses noticed, so how effective are we?

As with most businesses we’re so busy doing, we rarely take time to reflect on our digital marketing success, so we thought it would be great to take a moment….

In this blog, we wanted to share how our team member Jonathan supports our client – We Fix Feet, so we interviewed him!

Here’s some background

We Fix Feet are award-winning professional foot healthcare service clinics. They provide a range of personalised high-quality care in the management of a range of disorders associated with the foot for adults and children. Treatments range from foot healthcare including verruca treatments, gait analysis to sports injuries.

We Fix Feet clinics are based in Beeston and Ilkeston in the East Midlands.

History – how did we get involved?

One of the We Fix Feet team, Steve, successfully completed our City & Guilds Diploma in Social Media For Business Qualification through our sister company Concise Training, he now knew what needed to happen, but didn’t have time to implement so turned to us for help.

The Challenge

Seek first to understand.  As a result of several client discussions and reviews of the digital presence of We Fix Feet, the following needs were established and agreed upon.

1. Overall Aims
a. Establish a continual flow of new customers as well as repeat customers.

2. Website
a. Build a new website with the aim to improve the integrity and speed of the original website.
b. Increase site security with fewer plug-ins.
c. Improve the customer journey, making the website more user-friendly and more focused on treatments.
d. Improve how the pages are ranked in search for key treatments and conditions.
e. Regular reporting

3. Social Media
a. Establish an organic social media presence for We Fix Feet
b. Change how We Fix Feet is positioned, from continually offering discounts to promoting quality service and being keen to help.

4. Newsletter
a. Change the regular newsletters from being discount focused to ‘added value’ focused reinforcing the values of quality and how helpful the service can be.

The Solution – What we Did

Website
o Created a mobile-friendly website with a modern look, using our client’s branding throughout designed to draw the visitor in.
o Restructured the website based on how people will search on Google either by treatment or condition.
o Added testimonials throughout the site.
o Changed the text of each page to improve SEO and to improve the customer experience.
o Updated images.
o Included call to actions of ‘Book Now’
o A monthly website performance report with suggestions for improvement

Our service provision has evolved!

Since building the initial website we now provide the following services:

● Website maintenance including publishing 2-3 blog posts each month
● Keep the website up to date – develop and add services, maintain plugins, and ensure security and the integrity of the website is maintained.  We also add new pages and content as and when required.
● Website Hosting services
● SEO – manage SEO on the site.  Optimise SEO on new and existing pages, blog posts, content. This includes keyword research.
● Compile an SEO report each month.
● Social Media Management (since April 2021)
o Regular posts with bespoke imagery to reinforce the brand and values
o Sharing helpful posts into local groups to improve brand awareness and knowledge of services offered.
● Digital Advertising
o Google ads / Facebook ads run on a monthly basis focusing on certain services to increase awareness of services, drive traffic to the website and increase bookings.

What factors do you believe are important to delivering great results for We Fix Feet?

1. We have a strong partnership with our client and have developed a close understanding of their culture, business goals, services, and customer base.

2. We work to a clearly defined Marketing plan – which outlines themes and aims for the year. This allows us and the client to organise and plan effectively.

3. Our dedicated in-house team of experts means:

o We can bring a variety of skills to the project including strategic digital marketing, technical, customer journey, branding / graphic design, and social media.
o We are agile and able to act quickly make changes as needed.
o We have the ability and skill to move with the business as it evolves.
o We have a talented graphic designer to create visually impactful bespoke images for the website and social.

Why do you enjoy your partnership with We Fix Feet?

I have a good working relationship with Steve and Darren. They are open to new ideas and suggestions and contribute their own ideas based on how they see their business evolving.   We keep in regular contact via email and aim to have a Zoom call every 6 – 8 weeks.

How do you manage to stay current?

I am in regular contact with Steve and Darren and have access to their 12-month marketing calendar so I can see what is being promoted in-store and this is reflected in the social media marketing. If anything changes or something important needs relaying, then they will contact me via email.

What results have been achieved to date – this is the good bit!

As with all businesses – increasing customer reach, driving revenue, and maximising Return On Investment is vital.  We are so proud to represent We Fix Feet – here’s a summary of the results we have achieved so far.

Website Change from 2020 to 2021
  Average Session Duration +33.48% increase
  Sessions +83.97% increase
 

Bounce Rate

The bounce rate measures the stickiness, i.e., how long your visitors spend time on your website. It helps you determine the effectiveness or performance of your website

+66.42%

 Bounce rate reduced significantly resulting in more relevant traffic

 

Customer Users

Nottingham

Beeston

Ilkeston

Derby

Long Eaton

 

 +93.86% change

+138.56% change

+194.98% change

+119% change

+82.95% change

 

Social Media Increase during 2021

Facebook

 

Page likes

Engagement

 +15.16% increase

+99.36% increase 

Instagram

Profile likes

Engagement

  +10.20% increase

 +120.51% increase

Jonathan, what are you most proud of?

The SEO on their website is a continual job and it was fantastic to see the website traffic grow over the past 12 months or so.

Client Testimonial – Darren, We Fix Feet

In the months we have been working with Concise Digital, they have supported us in growing our online presence and site users through their SEO, Social media campaigns.  We’ve also seen promising month-on-month growth and Mary and her team have provided great analysis, insights, and feedback in regards to our marketing strategy.  The results so far have been exceptional, and I feel like we are only just getting started.

Digital Marketing Success – Summary

We are so proud of the partnership we have developed with We Fix Feet particularly to see how the journey has evolved and the digital marketing success achieved. We look forward to supporting the next part of their journey.

Key to our success has been understanding our client’s DNA, brand values, customer base, and talk their language are vital components to helping achieve their business goals and objectives as well as bringing the knowledge from our entire team to help the client.

We understand that all business changes and the need for flexibility, ability, and open communication have never been so important.

Our values of Flexible ~ Quality ~ Knowledgeable ~ Helpful ~ Value for Money continue to underpin our approach.

Here to help you win new fans!

If you want to have a digital marketing presence to grow your business and want to achieve results like We Fix Feet – let us manage it for you.

Alternatively, you might want to take advantage of our full website development services. We work with you to plan your site around relevant keyword phrases and your customer journey and will create a beautiful website that works.

For more information, do get in touch with us here.

Alternatively, please telephone 01865 522658 or email: [email protected].

Keep a lookout for more of our client studies as we celebrate our digital marketing success stories.

How and Why Should a Small Business Conduct a Competitor Analysis?

How and Why Should a Small Business Conduct a Competitor Analysis?

Starting a Competitor Analysis – Do I Have Any Competitors?

Do you know how to conduct a competitor analysis? As a small business, you are likely to be in competition with other businesses to attract customers. You may think that the product or service you offer is so unique that no other business offers the same – but is that what your potential customers think?

If your product/service is that unique, you may have a problem finding customers who don’t know the product/service exists – but that is a whole different blog post.

Why Should I Conduct a Competitor Analysis?

I wouldn’t suggest getting too hung up on what your competitors are doing on a (say) weekly basis, but I would suggest undertaking a competitor analysis every 6 – 12 months and certainly when starting out in business. If you can understand your main competitors – from the point of view of your audience – and how they are promoting their products/services, you will be able to identify:

  1. The ways you can make your offering different – price point, customer service, added value, etc.
  2. Different content you can produce to attract your ideal audience. (Identifying your ideal audience is covered in a separate blog post).
  3. What marketing content seems to have worked for your competitors (and not worked) so you can put your own spin on it. Don’t copy ideas directly as that doesn’t do anything for your reputation, but take a concept and add your own branding/ideas and viewpoint.
  4. What social media channels they are using and which are resulting in engagement. Make sure comments/likes or not just from the same people/staff.
  5. Successful engagement will come from the audience of the business.
  6. The keyword phrases they are using on their website, hashtags, and social profiles. You might find new phrases you haven’t thought of or see they are not making use of optimisation across websites and social.
  7. The customer journey on the competitor’s websites. What ideas can you use to improve the customer journey on your own site?
  8. The language used on all their marketing content. Do you need to change the language you use?
  9. Any reviews the competitor has received – both positive and negative

Who Are Your Competitors?

From the point of view of your audience, you need to consider both direct and obvious competitors and indirect competitors.

For Example:

An independent coffee shop (Cathy’s Coffee) has just opened in my nearest town. There are direct competitors – other independent coffee shops and tea rooms as well as a global brand.

There is also indirect competition such as a book shop, delicatessen, a bakery and pubs that offer coffee and an antique shop. Even the curry house sells takeaway coffee during the day.

In addition, there is competition from substitute products. Particularly post Covid, drinking high-quality coffee at home is an alternative to getting your coffee from a coffee shop.

The owner of Cathy’s Coffee needs to consider each of the competitors and note down:

  • How the experience offered by Cathy’s Coffee is different.
  • What products and services are offered by Cathy’s Coffee compared to the competitors.
  • Opportunities for promotion include channels, keywords/hashtags/competitions based on what the competitors are doing/are not doing.
  • The strengths/weaknesses of the competitors compared to Cathy’s Coffee.
  • The changes that need to be implemented by Cathy’s Coffee to compete with the competition.

How Many Competitors Should Be Reviewed?

You need to be realistic about who your competitors are. If you are a local business, you can easily identify the competitors within your location. As a business offering products or services nationally you may find it harder. In my opinion, you need to identify the main competitors who will be found by the audience who will realistically also find you.

For example, Concise Digital offers web design services (amongst other things) – as do many businesses in the UK. We can look at our competitors locally – in the Faringdon / Oxfordshire area. However, since much of our business comes from personal referrals based on business networks I belong to, it would make sense to also consider website designers who also attend the same business networks.

This may still give me a long list so I would tend to select 4 – 6 competitors to identify how we can position ourselves to look different.

This Seems Like a Lot of Work

Competitor analysis can be very informative and give you lots of ideas for content and how you can position yourself for the next year. It can make a real difference to your business’s success. However, it is only worth doing if you are going to make an action list, prioritise actions based on quick wins/ most impact, and set a timeline to implement each action.

HubSpot has a competitor analysis template that you can download for free if you subscribe to their mailing list. It contains all the information for you to look for in your competitors and your own business.

Let us know if you have any questions or would like any help conducting your competitor analysis.

Are You Making The Best Use Of Your Social Media Profiles?

Are You Making The Best Use Of Your Social Media Profiles?

Are your companies social media profiles relevant and up to date?

How many of you have social media profiles for your business? Have you spent any time reviewing them recently? How do they reflect on the brand of your business?

Do you know that there are still many businesses out there who set up social media profiles a long time ago but haven’t really looked at them since?

Ever since we started Concise way back in 2008, we have always had the same mantra – use a few channels well rather than loads of channels badly.

In our qualification City & Guilds Diploma in Digital Marketing, we have a scenario in which a business does a search for a potential supplier. This supplier has empty or very old content in their social media profiles. The question we pose is “What does this say about the supplier – how trustworthy are they?” Our suggested answer is that more research would be needed before starting work with the supplier – they might not be in business anymore – or they may just not have the time and skills to keep their profiles up to date. It isn’t helpful to make your potential customers have to do more work before contacting you though – it probably isn’t the best first introduction.

How do you ensure your business profiles appear trustworthy? I would suggest at a minimum:

  • The social media profile picture should be a logo or professional photo of an individual (depending on the business/profile under discussion).
  • The bio should be complete and explain the products and services offered.
  • Accurate contact information or link to website included where possible.
  • Ideally, the cover photo (that big image behind the profile picture) if one exists should be a branded image. This is a marketing space and you can change it regularly depending on the time of the year, products/services you are promoting, or offers you want to shout about.
  • The social media profile should be active – not only post regularly but also reply to any comments. If you just post without replying, you can look like you are just a robot 😊
  • Connections – you should be building up your follower numbers. A profile not followed by anybody is unlikely to appear trustworthy!

Want to take your social media profile one step further? I would encourage you to:

  • Add branding elements to the images you post. This might be as simple as adding a logo or could take the form of creating posts around elements of your branding.
  • Focus on sharing information that is useful or added value rather than information about you and your business.
  • Use hashtags – where appropriate for the channel. This may involve posting separately to different channels. Instagram for example, can take up to 30 hashtags, this does not look right on Facebook posts.
  • Identify and develop your brand voice to ensure consistency across posts and channels to ensure you identify with your target audience and correctly represent your brand.
  • Your social media profile is how you appear to somebody when you are not in the room – don’t ignore the impression you can make.

If you need help with your online profiles, do get in touch or call on 07799 634835 or explore our social media content management packages.