Read time: 3.5 minutes
Think about the days when marketing was all about distributing flyers, printing ads in the newspaper, and adding your business to the yellow pages. Good days, right?
You need to market your business digitally with almost everything relying on technology. It’s pretty simple: the better you do it, the more clients you get.
What makes the digital marketing of your therapy business effective is the plan. Like the foundation brick, a solid plan paves the way to successful marketing campaigns.
A plan is a cohesive strategy that will help you understand the best ways to move forward. It enables you to weave all your marketing activities together and be consistent, in presence and message.
A marketing plan enables you to identify the people looking for you and craft messages that resonate with them. Did you know it takes at least six to eight touchpoints for your target audience to remember your company?
According to Salesforce, "The six to eight touches it takes to qualify a lead are crucial components of the lead nurturing process, allowing marketing the opportunity to educate and inform prospects as they move through each stage in the buying journey."
Without a strategy, reaching your ideal clients in the time needed for them to remember your business can be hard. So, let’s break down what a marketing plan or strategy should entail:
What to include in a marketing plan?
- Clearly define your ideal client and your niche
- Identify three or more problems that you can solve for your ideal client
- Identify the existing solutions that clients use to solve their problems
- State why your solution is better than the existing solutions
- Identify how your solution will make a lasting change
- Identify the best avenues for sharing your unique message with prospective clients
Why do you need a marketing plan?
Here are three reasons your therapy practice needs to consider a marketing strategy.
- Marketing is the blueprint for your strategy
It’s true that marketing may not be your field of expertise; your area is to help people with their therapy needs. However, you must tell your story to keep your practice running and to get more clients. A marketing strategy helps you do just that.
There’s no one better than you who knows what you can offer; now, frame a story around it. For instance, if you are an audiologist, tell people how you improved someone's life with the right hearing aid.
Don't just talk about your services. Everyone knows that already. Tell them things that they don't know.
For instance, how Mr. Brown has returned to work with no pain after your occupational therapy sessions. Talk about a journey where you took a client from A to B. Place them as the hero of the story, the client's problem, the antagonist, and you (the guide).
With a blueprint of your offerings and a story in place, incorporate it into every marketing activity so that every effort has an objective. Whether building a website, writing a blog, or having active social media accounts, having a strategy to promote your business is necessary.
2. Marketing strategies help you be specific
3. Marketing helps generate relevant leads
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