If you feel like you’re doing the same things over and over – you’re saying the same things, you’re using the same images, you’re doing the same tactics, you’re constantly posting on social media, you’re sending out the same type of emails, it can feel sooooo boring.
So here are five marketing tactics that you could introduce today to freshen things up a bit.
Testimonials, success stories, happy clients – whatever you want to call them, these are stories from your past clients who’ve seen a transformation as a result of working with you. These stories are gold and can be used in a huge number of ways…
The first thing to do with happy clients once they start to see a difference as a result of your work, or once you’ve finished working with them, is to ask them if they can leave a review on your Google listing and/or Facebook page.
If you’ve built a good relationship with a client, ask them if you can spend 10-15 minutes with them and ask them about their experience. Ask them questions about:
- what their life was like before working with you
- what prompted them to work with you
- their experience of working with you, and
- what their life is like now.
You want to be able to show a transformation in your client and how you’ve contributed to that. You can then use these on your website, social media and emails, and these stories will do a lot of the selling for you.
The next level for using testimonials is to send them to the media – newspapers, magazines, radio and tv.
Let’s imagine you want your client to be in your local magazine. These publications love stories about people and transformation, so if you have a good story written up that shows a brilliant transformation, send it to your local magazine or newspaper and emphasise how you’re a local business that’s helped a local person. The local angle is important here for a local publication.
The one caveat with sending testimonials to the media is that the transformation has to be significant. Helping someone to lose weight is good but not of interest to the press. Your client needs to have had a radical change for it to be of interest. If they’ve lost weight, and now have a new confidence that’s meant they’ve since set up a charity – that’s a good story. In my previous job we had a lady who had painful varicose veins, she had them treated and went onto complete several marathons, and she was featured in her local media.
You’ll also want to have photos to go with your story that you send to the media.
Then once you’ve got your media coverage, you can use this on your website, on your sales pages, in your emails and on your social media – “As featured in XXXX”
2) Ask for referrals
If you want some new clients quickly, ask your current or past ones to recommend you or see if you can put together a referral scheme for your clients.
Hairdressers are great at running refer a friend schemes, so have a think about what you could do.
- Could you offer a discount to each person?
- Could you give shopping vouchers to the client who’s referred you?
- Could you offer a free sample of a product to each person?
- Could you give a free session to the current client?
There are many ways to run this scheme. But, check your healthcare association before you do this. Some healthcare associations, especially in the US, do not allow you to incentivise your clients for referrals.
3) Work with a local blogger
This is a good one! In your local area, you will probably have several local bloggers – people who write a blog about their life in your community. Often these bloggers are mums, but sometimes they’re people who write about diet and fitness, or they write about their lifestyle, or a business blogger. You get the picture – there are all sorts of bloggers!
To find your local bloggers go to Google and search “blogger and your local area”. Ask in local Facebook groups, “Does anyone know of any local bloggers that are worth following?” See what kind of results you get and then read these local blogs. See what they’re writing about and see if it’s worth inviting them to come to you and to sample your product or service.
You could ask them to a free appointment, they could attend the class, they could try your four week programme. Think about what you offer and what you’d be happy to offer for free (bloggers will expect your service for free at a minimum).
Then invite that blogger to experience your product and ask them to write it up in their blog. They will probably be receiving offers like this quite a lot, so emphasise what you have in common – you’re a local business, you really enjoy what they’re writing, you love their perspective on such and such, you thought their blog on xyz was hilarious or brilliant and you’d love to invite them to come and experience what you do.
The worst that’s going to happen is you don’t get a reply. That’s literally the worst thing that will happen. But they might reply, and say yes!
They’ll then write up their experience with you which will go out to their readers, and should go out to their email list too.
4) Facebook Stories and Instastories
You’re most likely already on Facebook, so take a look at doing Facebook stories, and Instastories if you’re on Instagram. These are short videos that disappear after 24 hours. You can do Facebook stories so you can start doing little videos where you talk on your phone where you give:
- Quick tips
- Snippets of information
- Say how your day has gone
- What you’ve learned today
- A breakthrough you’ve had with a client
- And so on…
You can add stickers, graphics and gifs onto those to liven them up. If it’s not your style adding those extras then you don’t have to, but that’s just something that you can do.
I’ve heard Facebook and Instagram gives priority in the newsfeed to people who do stories, so if you start doing those, you should see an increase in your reach and engagement.
5) Get featured by the media
This is one people often don’t even consider, but it’s a great way to reach a large audience, fast.
There are lots of ways to get your name or face onto radio, TV, magazines and newspapers but one of the quickest is to go to Twitter and search #journorequest.
There you’ll find the stories journalists are working on right now and need help with. They might need help with research or they might be looking to quote someone.
Take a look and see if anyone’s writing about your area of expertise. You can narrow your search too, so if you’re a yoga teacher search “#journorequest, yoga” or if you’re a nutritionist search “#journorequest, nutritionist” and so on.
So, if you feel like you’ve tried everything to market and promote your business, there are always new things to try, and here are just five ideas.
On 11th March 2019 I held the Health and Wellness Business Accelerator, a 3 hour livestream with four other amazing co-hosts – Leesa Klich, Madeleine Silva, Amy McDonald and Kylie Malcolm.
It was the first time I’d ever collaborated with anyone (I know, I started with an easy one – 4 other people and three hours long!) and I learned a lot from doing it.
So, what did I learn?
Everything takes ages the first time
Everything had to be built from scratch. The emails to go out to find co-hosts, the registration page, the thank you page, the emails for the co-hosts to send to promote the event, all the social media graphics for me and the co-hosts to use, the follow up emails, and so on.
The registration page took me the longest of all the tech issues! At one point I spent 45 minutes on a button as a could not get it to format how I wanted. 45 minutes on a button?!?! *holds head in hands*
Finding the co-hosts was undoubtedly what took me the longest time overall. I had to work out who would be best for my audience, and think about who I knew already that I could work with. I reached out to people I didn’t know, and most of the time I heard nothing back.
Things happened outside my control
I have two sons – a four and two year old. My four year old came down with chicken pox just as I was reaching out to find my co-hosts. Chicken pox lasts a week, then two weeks later my two year old got it.
This meant they could not go to nursery so they were at home with me, and I lost several days’ work, so I was catching up in the evenings and grabbing a few hours when I could. It was a little stressful, but I focused on the essential things that needed doing, and got there in the end.
Use your connections
I often think I don’t know that many people, but I know now that I knew enough people to get the Business Accelerator off the ground.
The first thing I needed to do was find four other people to be my co-hosts. I knew Leesa Klich through my group. She’s shared her amazing blog posts before and I knew she’d be great. I asked her to get involved and she said yes!
A friend from the mastermind group I’m in referred me to her friend, a fertility specialist and she introduced me to Madeleine, and she said yes too!
Then it was onto reaching out to people I didn’t know. I contacted 23 people in total asking if they wanted to be involved. Most didn’t reply. Some were initially interested, but then decided it wasn’t for them. Fortunately Kylie and Amy liked what they heard, we chatted and they said yes too.
And I had my four co-hosts. Getting that part done felt great, and I felt very humbled that these amazing women wanted to collaborate with me.
I had to keep emailing and messaging people asking them to be involved. Some days I would hear nothing, but I knew I had to keep going and that my co-hosts were out there. Somewhere. I just had to find them.
On the day of the livestream I was practising my talk, but I didn’t have as much time as I wanted to practise, so that felt a bit stressful.
Then, 30 minutes before we went live, I went to get my blouse and top I wanted to wear and I realised the top was sitting inside my washing machine. Wet. I quickly had to find something else, but that was a stress I could have totally avoided. Next time I’m getting the outfit ready a week in advance!
On the livestream
Prior to the livestream I had imagined myself sitting down with 30 minutes to go, running through the final checks and getting settled.
In reality, I was frantically trying to find an outfit, throw on some make up, and when I sat down – thinking I had a couple of minutes to spare – I realised it was 9pm and time to start. I literally had no time to get myself sorted!
So I sat down, clicked the start button and away we went. I introduced everyone and was super excited to get it underway. Madeleine was the first person to talk and I started making notes. But as she began her presentation my hands started shaking like crazy.
My body had given itself a shot of adrenalin like nothing I’d experienced. I was totally unprepared for it. I tried tapping under my desk to calm me, and breathing too. After about 20 minutes the shaking slowed down and eventually stopped but that was something I was not expecting.
Another mistake I made was that I left my microphone on during the first break! But hey, we all do things like that sometimes, right?
Would I do it again? Absolutely. It was brilliant. I got some amazing feedback from the people who were watching, and I know it helped so many people grow their business, which is brilliant.
I learnt so much, not just from the process, but also from the co-hosts. As I’ve already done it once, the second time will be much easier. In fact, I got a message from someone last week saying they want to be a co-host next time!
So keep your eyes peeled for my next livestream!
Today we’re talking about the four things that you have to get right in your business.
These are really the four elements that you would have in a marketing strategy. The fourth one is the fun one and the one you are probably working on. But unless you’ve got the first three, don’t start working on the fourth.
You want to know who you’re talking to.
This is your ideal customer. So, apart from the obvious things like giving them a name, knowing their age, their occupation, where they live, what they do, what their family is like,the books they read and the TV that they watch etc etc.
The two things that you really want to consider about with your ideal customer is
What pain are they in?
What are they afraid of?
For example, if you are a Dietitian or if you’re a health coach, then maybe somebody is struggling to lose weight? If you’re an osteopath, it might be that somebody’s got back pain
Think about what is their fear about solving their problem? Is it cost? That they’ll be going out of their comfort zone? Do they think it’ll take a long time? Do they think that it’s not going to work for them?
Think about the things that you’ve spoken about before with your past clients and you should be able to get quite a lot of information to go into what their pain point is and what they’re afraid of.
Knowing their pain and what they’re afraid of is what you’re going to use in your messaging.
2) Your message
Your message is really important because you want to connect with those pain points and with these challenges so that you connect with your ideal customer.
What is messaging?
It’s what you write on your website
It’s your social media posts
It’s your emails
It’s your flyers
It’s any content you create that connects with the pain and the challenges that your ideal customer is experiencing. This is really important because if the two don’t marry up, then you’re not going to be reaching the people that you want to be reaching.
3) Your product or service
What product do you have that is what your ideal customer wants?
You probably have a range of products and customers so start with your biggest one. Start with the one that brings in the most money at the moment.
So what does your ideal customer want to buy from you? What does that look like? Is it a package of sessions or classes? Is it online? Is it offline? Is there a discount? How does it work?
Look at what your product is and how your product can help your ideal customers. Be aware that you may need to tweak it. (To be honest you’ll probably need to tweak all of these things because you’re not going to get it right first time.)
But the more you do it and the more you practice, then the better you’ll get.
4) Promotion and marketing
The fourth thing that you’re going to need is your marketing strategy. What marketing channels are you using to reach your ideal customer with your message, where you sell your product.
So this is the stuff where lots of us focus and spend lots of spend our time learning about.
It’s things like Facebook, the social media posts, your social media, running Facebook ads, hosting webinars, doing landing pages, setting up in person events, getting media coverage, etc etc.
There are all sorts of ways that you can reach your ideal customer.
To be honest, people are everywhere, especially the on social media. So you just pick one and once you’ve got your ideal customer, you’ve got your message and you’ve got your product right, then the rest of it will fall into place.
If you’re not getting the clients and sales that you want or desire, then a huge reason why will be because no one knows who you are and how you can help them.
Take a step back and have a think about what you are actually doing to market your business? if you are just posting on your social media this is likely not going to be enough, especially when you’re starting out.
I know it’s so easy to feel like you are busy working on your business when you’re creating posts for Facebook, Instagram, Twitter, #insertsocialmediahere.
However this is such a small part about promoting your business, and when you are starting out or when you have a small following, this isn’t going to be enough. You need to be doing more.
So what does more look like?
There are so many ways you can promote yourself and promote your business.
Here are just 10 you can use:
1) Host an event
Think about the service you offer and how you could host an event around this. Could you do an event where you talk for 20 minutes or give a demonstration for 20 minutes, followed by some Q&A and then you can individually to your attendees?
Don’t forget to put in a pitch at the end of your talk about how people can work with you.
At the event make it easy give people the chance to sign up for a free call or face to face consultation with you.
Show the benefits of how working with you all changed your clients’ lives.
2) Host a webinar
As above instead of doing a physical event you can also host a webinar. Bear in mind that your show up rate will probably be lower and engagement will be lower too. People really connect in person when they can see you face to face, and see your personality, your mannerisms, your attitude, your approach etc so your conversion rate of signing up people will be much higher at physical event.
However, there may be greater costs web hosting an event as you will need to find a venue.
3) Create flyers and leave them at events
That are many ways you can use flyers to promote your business.
One way is to leave them at local events and fairs. There are often local markets, farmers markets, baby and children’s markets, family fun days, and all sorts of other events where you can leave your flyers.
You will have to pay a small amount of money to do this but if it’s your ideal market this is an easy low-cost way to promote your business.
One example of this is if you are an osteopath that can treat babies and children then you can create flyers for a local baby and children’s market. There are lots of markets where parents looking to buy second hand baby and children’s items, hundreds of people attend them and the stall holders will be your market too!
4) Be on your local radio
If you’re like me you don’t listen that often to local radio a lot of people do including, probably, your ideal customer.
Spend one week day listening to your local radio and listen to what shows they have. There will most likely be a phone in show and other shows where they speak to local businesses and local people about local stories. There is no reason why you cannot be one of those people that they speak to.
Once you’ve worked out what shows speak to local businesses, sit down and have a think about what your hook could be. It could be as simple as just
- Telling your story about how you have got to where you are today.
- Linking in with a health event like breast cancer awareness month.
- Or it could be to disprove an assumption everyone makes about your industry
- Or it could be too give your opinion on a recent news item that affects your industry.
It has to be interesting. Just saying you have a new website or a new blog post isn’t going to cut it. Sorry to be the bearer of bad news.
5) Get involved in Twitter chats
If you’re on Twitter do some research and find out if your County or town has a Twitter chat. It may well do that then check that it is still active, many are not.
Then commit to showing up every week at the Twitter chance and joining in with the conversation. Make sure you’re interested in everyone’s news and what they’re up to and then at the end give a pitch about how you can have people. Make sure you leave the pitch to the end, don’t do it at the beginning. No one likes Sally Salesperson pitching her product right off the bat.
6) Be a guest on a podcast
This can work well especially if you don’t need to see your clients face-to-face, as podcasts draw audiences from around the world.
Do some research and find out what podcasts your ideal customer service interview. This can be done just by posting on your social media asking “What podcast do you listen to?”
Find out if they take guests, and what the process is to be accepted as a guest.
if you are accepted as a guest you need to prepare for the interview. Whenever you speak to either a podcast or the media you always need to have your 3 key messages ready and prepared. These are the three things you want to make sure you communicate. So for example if you are a yoga teacher that could be
- The benefits of yoga
- the type of people you help
- how people can connect with you
If you’re on Twitter do this search right now. You will see what journalists are looking for. Often a journalist will be tasked with writing a story and will need to speak to an expert on that topic. Sometimes that expert can be you.
Check this regularly so that you are able to respond quickly. Responding the next day is too slow, you need to be quick off the mark. Usually within a few hours.
8) Partner up with another company
Take a look at other local businesses and see how you can partner up with them. For example if you are a yoga teacher could you partner up with a massage therapist and run a Yoga and Massage evening?
Or perhaps the two of you could join up with a beauty therapist and run a Pampering evening?
Or perhaps you’ll write a blog for their website
Or do shout outs on each other’s social media.
Or you can host a virtual event.
There are many ways to partner up.
9) Facebook adverts
This is an obvious way to find your target market quickly. But there is a definite art to Facebook ads, and it’s one I’m still learning, so I’m not an expert here.
The benefits are that you can be VERY specific about the type of people you want to reach, which is Ah-mazing. However, you have to be sure your message in your ad connects with your audience, and this is what will require quite a bit of testing.
10) Guest post
Try guest posting on a popular website. Depending on your business, this could be a local blog, or local news website, or it can be a website that serves people all over the world in your niche.
Find out what the process is to pitch a guest post and send them a few ideas of topics you can write about for them.
At the end of the post, make sure you link to a sign up page where people can either grab a download, or book a free call with you.
There you go.
Ten ideas to increase your visibility and stop hding. This is all good, but pur-lease make sure that whatever you choose, you have a process in place for converting the leads you’ll be generating into sales.
Because that’s what we all want.
You have a health or wellness business. You have clients or patients, but not as many as you’d like. You feel like you are doing some of the right things to promote your business, but for some reason, it’s not working well enough.
If you’re not getting the volume of enquiries you’d like, or need, it’s usually because of one of these four reasons.
1) You don’t know who you’re talking to.
Who is the person you want to treat and help get better? Is it office workers with lower back pain? Is it sports enthusiasts laid low with an injury? Is it mums-to-be who need an antenatal massage?
To understand who your ideal client is, answer these questions:
What’s their name?
Where do they live?
Do they have a family (married, children, how old are the children?
What’s their job title?
What’s their annual salary?
What’s their education? (School, uni, professional qualifications etc)
What books do they like to read?
What websites do they like to read?
What online experts do they like to follow?
What are their 2-3 business goals?
What are they struggling to achieve in their business?
What fear or frustration does your ideal client want to go away?
Why would they decide not to buy from you?
Why would they want to buy from you?
If you don’t know all the answers, make a good guess, it’ll be better than none at all, and you probably have a fairly good idea of what to answer.
I know what you’re thinking, “but I help all sorts of people! I can’t choose one!”
I know everyone can benefit from your help, and you already have a range of clients that present with different issues, but to start with, pick one. Pick the one type of person that comes to you most often. Once that is done, then move onto the next one and so on.
2) You don’t know what to say
You know who you’re talking to, but what are you saying to them in your marketing? This can be the posts you put on social media, what you say on your website or brochure, what your emails say, and any other ways you’re communicating with your clients.
Is your message connecting with them and their problem that needs solving?
What you say should be about your potential client and how you help them. Don’t talk about your experience, your products, your training, the location etc etc. Make it all about the pain your potential client is experiencing and how you help with that.
Most people can take an element of pain, but there becomes a point when it is too painful, and it is this point that you want to craft your message around.
Think about what your clients have said to you when they come to their first appointment or session. This will also give you information you can use in your emails, website, adverts and other marketing you do.
It isn’t enough to talk about what you do. You need to talk about why someone needs to see you.
People in pain long to be understood and know that an expert (ie you!) can help them. If you’re not communicating this they’ll move onto someone who is – and we don’t want that!
Oh, and use this message every time you communicate with potential clients. 😊
3) A product or service that your audience knows it needs and wants
This is pretty self explanatory. Are you offering what your potential clients want?
Do you sell packages or a group of sessions? Is there a discount if someone buys a set number of sessions? (For example, buy 10 get a 20% discount off the price).
Are you offering the same service as your competitors? What could you do to make it stand out more?
If you’re a yoga teacher, try running classes of different lengths for different clients. Offer a discount if people buy a group of sessions. There are many ways to design a product or service that meets the needs of your ideal client, and if you’re not getting the number of enquiries you’d like, this is something you can look at.
4) A way of getting your message to them
We’re at the final hurdle!
You know who you’re talking to.
You know what to say to them
You have a product or service that they need and want.
Now you need to find a way to get your message about your product to the right audience. This is the fun part!
Depending on your audience there are many different ways to reach them, including:
- Events or workshops you can host
- Facebook adverts
- Produce flyers and do a door drop
- Send regular emails
- Get featured in your local media
- Build relationships on social media
- Run a challenge online
- And so on…..
Whatever you think will work best, just get started. It’s easy to get stuck in analysis paralysis and not do anything. Pick one, give it a go, see what results you get, and think about why you got those results. (It’s so important to understand why you got those results)
Then refine it and do it again!
If you’d like to learn more about how to market your business then come and join me and four other amazing health and wellness business coaches on our three hour masterclass – The Health and Wellness Business Accelerator. Just click the image for more details (and if you can’t join us live, there is a replay!)
Are you starting to panic that you’ve not got enough clients coming through your door? Do you look at the empty appointments in your diary and wonder where your next patient is coming from?
Often times people who work in healthcare are great their jobs but marketing, less so. Sometimes promoting yourself feels awkward and uncomfortable and as a result you don’t have the flow of patients that you should have.
Here are 5 reasons why you don’t have the volume of patients that you should.
You’re not promoting yourself consistently
We all know that we need to be marketing ourselves consistently. This can be either with a regular blog post, a regular email, regularly posting on social media, holding regular events and so on. There are a lot of things that you can do regularly that will help build your profile.
Pick one thing you know you should be focusing on (you’ll know what it is. It’s the thing on your to do list you keep putting off!) and commit to doing that one thing daily, or weekly, but do it consistently!
You’re not clear on what you want potential clients to do
You may know what products or services yourself but do your potential customers? When you’re posting on social media do you tell people what you want them to do? Do you have a Call to Action? Do you say “make an appointment with me” or “click here to make a booking” or “download my top tips to find out how this can help you”? There are so many ways to ask somebody to take an action, are you asking people to do this?
If you don’t tell people what you want them to do they won’t know what to do.
There are so many ways to reach an audience. It’s tempting to try them all. So one week you’ll be posting on your Facebook page, then you’ll be tempted over to Twitter for a few weeks, then you’ll think everyone else is on Instagram so I should be there too and you’ll try that for a few weeks.
The result? You’ll end up with nothing!
Pick social media and get really good at that before you start posting on another. Most people start with Facebook and many just end there, but whichever you choose you will find potential clients and customers. People are everywhere on all sorts of social media so whatever you choose, if you stick with it and be consistent, you’ll find potential clients on there.
Who is your ideal client?
How well can you answer this question? Many people who work and health and wellness feel that everyone would benefit from seeing them. But that doesn’t mean that everyone wants to see you, all that you should be trying to target everyone. As Mark Schaefer says you’re not pizza so don’t try and appeal to everyone.
Pick one type of customer and talk to them only. Once you have got a flow of clients that match this profile then you can start to widen it. For example if you are an Osteopath then you will be helping lots of people with lower back pain, mostly caused by not moving enough and working at a desk. So think about what other characteristics these people have and talk to them through your marketing.
You don’t have a plan
Remember when you’re at school and as your exams were approaching, you would write a revision plan for all the revising you had to do in order to be ready for your exams? Or was that just me?!
Promoting your business is no different. You need to have a plan so you know what you’re doing and when. Not only does this mean that you know what’s coming up, but it makes life so much easier.
Your social media posts, your emails, your events and whatever other marketing tactics you are doing should all be in this calendar so you know what you’re saying and when.
If any of this sounds familiar and you’d like a strategy and plan to promote your business, let me know. We can set up a free 30 minute call where I’ll give you some tactics to get you going. (And if you’d like to take things further and really have someone make a difference to your business we can talk about that too!)