Power Up with Galderma

Digital Engagement with Different Generations

It can be difficult to know how to speak to customers that span different generations. This webinar provides insight, advice and tips on understanding your audience, social media targeting, the power of content marketing, optimising email marketing to close sales, and customer journeys.

Understanding your audience

Social media advertising

The power of content marketing

Optimising email marketing

Social media advertising tips
  • Create specific and narrow audiences to target
  • Have a specific metric to measure success (e.g. form submissions, follower growth)
  • Run campaigns for a minimum of 3 months
  • Review and refine campaigns, weekly and then monthly
  • If an ad is successful, don’t turn it off (it’ll keep getting shared)
  • Re-allocate your budget to what works
  • Create specific and narrow audiences to target
  • Have a specific metric to measure success (e.g. form submissions, follower growth)
  • Run campaigns for a minimum of 3 months
  • Review and refine campaigns, weekly and then monthly
  • If an ad is successful, don’t turn it off (it’ll keep getting shared)
  • Re-allocate your budget to what works
Content marketing tips
  • Quality is important. Spend time writing your content well
  • Write a personal, professional message to your customer, from you to them
  • Write about subjects where you are knowledgeable and experienced
  • SEO optimise – use headlines, tagged images, page descriptions
  • Consider getting a professional writer to help you
  • Quality is important. Spend time writing your content well
  • Write a personal, professional message to your customer, from you to them
  • Write about subjects where you are knowledgeable and experienced
  • SEO optimise – use headlines, tagged images, page descriptions
  • Consider getting a professional writer to help you
Five email tips
  • Email your database of patients at least once a week and stay in touch with them consistently
  • Send nurture emails, not just sales emails. Show patients you care and offer help and advice
  • Incorporate a narrative. Don’t be afraid to write at length – when your emails are relevant and interesting, patients will read them
  • Talk to patients over email like you would talk to them in clinic. Be natural, warm and empathetic – not overly formal or corporate
  • It’s ok to sell. But be sensitive to patients’ current reality and focus on their needs, not your product
  • Email your database of patients at least once a week and stay in touch with them consistently
  • Send nurture emails, not just sales emails. Show patients you care and offer help and advice
  • Incorporate a narrative. Don’t be afraid to write at length – when your emails are relevant and interesting, patients will read them
  • Talk to patients over email like you would talk to them in clinic. Be natural, warm and empathetic – not overly formal or corporate
  • It’s ok to sell. But be sensitive to patients’ current reality and focus on their needs, not your product
To Be Interesting To Your Customers, Be Interested In Your Customers
  • List what's unique about your clinic or service
  • Decide what emotional need is being met
  • Identify what your competitors cannot imitate
  • Create phrases about your unique service that are short and clear
  • Answer your customers' primary question: 'What's in it for me?
  • List what's unique about your clinic or service
  • Decide what emotional need is being met
  • Identify what your competitors cannot imitate
  • Create phrases about your unique service that are short and clear
  • Answer your customers' primary question: 'What's in it for me?
Customer Journeys
Customer Journeys
Top tips for engaging different generations
  • Learn from your current customers
  • Define your customers beyond demographics, understand their wants and needs
  • Choose the digital channels based on where they are
  • If you try to talk to everyone the same way, you don’t talk to anyone meaningfully
  • Write about their concerns and dreams
  • Design specific customers journeys and measure results
  • Learn from your current customers
  • Define your customers beyond demographics, understand their wants and needs
  • Choose the digital channels based on where they are
  • If you try to talk to everyone the same way, you don’t talk to anyone meaningfully
  • Write about their concerns and dreams
  • Design specific customers journeys and measure results