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.

4 Things To Remember When Planning A Website.

4 Things To Remember When Planning A Website.

We have compiled some website planning top tips.Perhaps you have recently started a new business (congratulations) and need a website or perhaps it is time for a refresh of your current website. In either case, it is important to carry out some basic planning before you get going. Even if you have a trusted website designer, you know your business best and we would recommend you get involved in the planning.

How do you choose the right domain name when planning a website? (if a new website).

When choosing a domain name for your website – and if appropriate, the name for your business – we would recommend you:

  1. Keep the name as short as possible and ensure it is easy to pronounce/spell.
  2. Avoid hyphens – It can be difficult for customers to remember to add hyphens to your domain name and they can be associated with spam.
  3. Check whether the .co.uk version is available? Unless you are an international business, .co.uk is going to be the easiest for people to remember. You might also want to buy any associated domains (.com, .net, .uk) to protect your brand.
  4. Use keywords in your domain name if possible.
  5. Search for the name to see what else is out there. You don’t want to end up competing against an established business.
  • Do a trademark search to make sure you won’t get into trouble with other brands.
  • Check on Companies’ House to see if the name has already been registered.
  • Check on social media channels to see if the name is available. It can confuse your audience to use a different social media username than your     domain name.

How do you know which keywords/keyword phrases to use?

We cover this whole subject in much more detail in our Introduction to Search Engine Optimisation course but here are some starting points:

  1. As you know, a keyword is a word that is entered into search engines to find your product or service. Ideally, you want your product/service to appear on page 1 of the results.
  2. We would recommend creating a list of keyword/keyword phrases and then design your website pages around the most important keyword phrases rather than designing the website first.
  3. Your keyword research should:
  • Include words your audience will use to find you – this might not be the same words your team use internally.
  • Look at what keywords your competitors are using. We use the Mozbar Chrome extension to make this easier.
  • Use tools like Uber Suggest, Google Keyword planner, or Keywords Everywhere to help you research keywords to include on your website.
  • Identify the main phrases that will form the structure of your website and make a list of phrases to use in future blog posts.
  1. Each page on your website should focus on a different keyword phrase and the phrase should be added to the places on your site search engines would expect to find them. You may find you need more pages than you first thought.
  2. Decide whether to include a location in your keyword phrase to make it easier to find the website in your local area.

What functionality should I include on my website?

  1. Be clear about what functionality you require on your website. Do you need a simple brochure site or do you need to have an e-commerce element?
  2. Are you wanting to create links to newsletter sign-up forms, landing pages with downloads, membership functionality? What can be included in a ‘phase 1’ and what can be included later?
  3. Experience has shown, it is often better to get the basic elements working and live and then add to it rather than trying to get all the functionality working immediately.
  4. The beauty of content management systems, like WordPress, is that you can bolt on additional functionality using plugins relatively simply so you don’t need to develop all aspects of the site at once. However, I would plan the full functionality required to ensure the customer journey remains correct.

What is the customer journey?

A customer journey describes each of the types of audience you want to attract (personas) and identifies all the touchpoints they have with your business. You can plot the journey and make sure the journey they are taking is achieving the overall objectives for the business.

When you are planning a website, you need to consider how people will enter the individual website pages and what you want them to do next. You only have a few seconds to tell people what the next step is so you need to make it clear.

Don’t forget about the journey on a mobile device. When looking at a website on a mobile device, most people won’t use the menu. You need to have clear buttons or a call to action to tell people what to do next.

If you want to create a website yourself, Concise would suggest our WordPress for Websites bundle. This bundle includes our SEO, images, and WordPress courses together with a free development area to create your website before you need to purchase hosting to make it live.

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.

Are you planning a website? Do let us know how you get on in the comments section below.