Are You Sick & Tired of Burning Thru Money With Weak Ads?

It’s not your advertising; it’s your content, it’s weak so your ads fail!  Learn 3 proven tips for creating a killer message.

 

Patient attraction is EVERYTHING in business! As such, you’re going to learn how to transform your clinic into a patient magnet via improved content marketing strategies!

The goal, however, isn’t to be good at content—it’s to be good at business because of your content.

Before proceeding much further, let’s define what content means from a marketing prospective.  According to the Content Marketing Institute:  “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent messaging to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Like every piece of targeted communication, the only job that content marketing has is to create behaviors among target audiences that benefit the business.

Interestingly, if you research content marketing on line, much of what is written is a very superficial and nebulous.  This means that many who write about content marketing don’t fully understand it themselves.  Hence, the lack of detail and nuance.

So, it’s no mystery that there is great confusion about the subject.  Often you find ethereal definitions describing “content marketing” as a means of communicating that elicits emotions in your reader.  For example, content marketing makes you laugh, makes you cry, makes you angry, etc.

Though it is true that good communication relates with it’s readers on multiple levels.  The purpose is to provide a deeper message that doesn’t necessarily focus on the product or service you provide but solves needs.

The ultimate goal is to attract more patients to your practice.  You want to be seen as the “go-to” resource for medical answers within your discipline.  To become a patient magnet you need to understand your patients.  You need to identify who, within your clinic, is your ideal target market, where do they hang out, what do they read, and so on.  You need to know things, like:

  • What details can you tell about your chosen target market?
  • Who are the top influencers in the markets your patients seek; for example, bloggers, websites, podcasts Content or social media giants?
  • Are you receiving email newsletters from the influencers in these markets?
  • What are the latest marketing trends regarding their [your patient’s]needs?

Only when you understanding their needs can you create interesting, relevant and compelling messages which speaks their needs.  This article is designed to teach you how to focus your practice’s message to achieve winning marketing strategies. Continue reading Are You Sick & Tired of Burning Thru Money With Weak Ads?

Are Tired of Your Ineffective & Expensive Promotional Efforts?

If you don’t know what to say or who you’re targeting, you’re shooting blind and your ads are in trouble.  This article teaches you   proven tips for producing better ads!

 

There isn’t much debate when it comes to business success; if you can’t communicate effectively your practice will suffer!  All of your promotional efforts provide you with exceptional opportunities to connect and impart your knowledge with your patients.  As you read on, you will learn proven strategies for producing better and more profitable ads!

Let’s face it, everyday medical practices close their doors and doctors must then practice their skills for a medical group that isn’t theirs, that has a different vision and a contrasting flow.  There are many reasons why this occurs, but clearly two of the biggest and most often sited are the lack of sufficient patients, and the practice’s inability to compete against rival doctors’ daily marketing to their existing patients!

Universally, every business school around the world will teach you that there are three primary components to business success. They are: increased traffic, convert prospects into patients, and retain those patients as long-term continual business opportunities.

A key element to these three components is that everything you say to them [patients] must draw them towards you.

If the content of your message is off your entire promotional strategy is in jeopardy. Further, you can’t possibly write compelling content if you don’t know what your patients want.

If your practice can’t communicate effectively, your patients’ willingness to stay with you is tested. Every day, with every ad, your competitors are attempting to woo your patients away from you. The only purpose of advertising is to attract more business. Where do you think that business comes from?

The best and most profitable business comes from people who already believe in your service!

Recently, author Dave Delaney, wrote a great article for The Tennessean (part of the USA Today network), that speaks directly to the specific needs of medical practices!

Mr. Delany writes that “…using a blog can drive a considerable amount of traffic to Producing better adsyour site, which can result in more revenue and a stronger bond with your patients and your business contacts (your venders) and their staff.”

Mr. Delaney’s statement goes right to the heart of understanding your patient’s wants and needs. An effective method for figuring out what each patient wants is to sort them by ailment. If you find that the majority of your patients see you for TMJ, plantar fasciitis, or breathing problems, etc. that is what you will write about in your blog. Continue reading Are Tired of Your Ineffective & Expensive Promotional Efforts?

Ninja Video Marketing Secrets Revealed!

In an ever-changing world, business owners are seeing that video marketing increases engagement, conversions, brand loyalty, and provides a far greater customer experience. *

 

It was Sun Tzu that wrote (in The Art of War), “Thus those skilled in war subdue the enemy’s army without battle…. They conquer by strategy.” Video marketing is proving to be a formidable weapon in the daily skirmish for business dominance!

When you opened your clinic, you opened it to be triumphant!  Unfortunately, it’s not easy to have a successful clinic.  Prosperity requires a lot of energy, work,  diligence, and a strong yet engaging tactics.

What if you could increase the effectiveness of your email campaigns by nearly 20%? Does that seem like a bold and unrealistic claim? According to  Business2community.com, using the word “you” in an email subject line open rates of that email by 19%!  Further, according to Infographixdirectory.com, eight out of 10 website visitors who watch an online video view the advertisement in full, 26% looked for further information on the business and 15% visited that business.

How would your tactical tool case benefit from having such a weapon at your disposal? What an essential strategic component a 19% boost in your email and 80% ad readability be towards your goal!   Your promotional platform would be profoundly enhanced!

At the end of the day, your aim is to access as many viable and profitable options as possible. Your goal is to find the best marketing option which yields maximum influence and provides an excellent return on investment (ROI).

A well thought out strategy also requires that you continually remind your Video Marketing Secretscurrent patients that you are the best resource.  Like most doctors, you need to overcome patient anxiety concerns; which mean, you must put future patients at ease.  There are many patients that are completely unnerved by the cracking and popping. You must find a way to address that feeling and move past it as quickly as possible. Simple words on a page do not convey the same message as an empathetic voice on the screen!

*  According to Forbes, 59% of executives would rather watch a video rather than merely reading a lot of text.

Your video allows those people that don’t know you to engage and emotionally connect with you.

More importantly, your video marketing allows you to place emphasis on your unique and highly skilled services. For example, if you treat a lot of patients with fibromyalgia you should include brief videos from satisfied patients. Likewise, if your practice deals with chronic headaches and migraine relief, that too should be highlighted in your video.

Let’s discuss the readership within your advertising. According to Ragan.com, shoppers who viewed videos were 174% more likely to purchase than viewers who did not.

The statistics that we have been talking about are compelling and impressive. However, your video must have a very targeted message. You don’t want to play around with videos that are either so boring they don’t get shared or so vague they don’t connect with your viewers. Focus your video around clear objectives and calls to action.  Create an environment where patients know what they’re supposed to do and can easily take the next step.

The good news is that you don’t have to spend a small fortune to get exceptional quality videos. Current technology allows for a lot of options without a huge expense. In fact, depending on the model, your phone has impressive video capabilities.   All you would really need is a tripod and some basic lighting tips (available on YouTube).  You could then submit that video to a company who could do your video editing for a very reasonable price.

If video editing is your concern and your anchor, then allow me to introduce a brilliant company to you.   Like many of you, I am not very technical.  Many of my projects were being put off while I either learned how to do something or hired someone.

Learning how to do something, though self-gratifying, ruins your timelines. Unfortunately, the danger with hiring an unknown entity is that you have no assurance of the quality of their work. Without further ado, allow me to recommend **Fiverr.   The company’s platform is based on contracting technical professionals who will do your finish work for you. The work they do is provided in $5 “gigs”  (hence the name). More importantly, Fiverr features reviews from past clients of all the professionals that work for them — thus eliminating any trepidation.   So, you submit your video to a company like Fiverr who could do your video editing for a very reasonable price.

DreamGrow.com (which is a source of social media and content marketing information) states that videos can make you some serious money. Adding a product video on your landing page can increase conversions by 80%.

Continue reading Ninja Video Marketing Secrets Revealed!

How to Use Your Branding to Get Genuine Practice Dominance!

“When you look at strong branding, you see a promise!” — Jim Mullen

What if every time you send a promotional piece to your patients, that message gets received with great excitement?  It is possible to attain genuine dominance of your marketplace; and, it’s only a few key steps away.  An essential aspect of fruitful and predictable marketing begins with superior branding.

A properly developed brand identifies you as the absolute “go-to” doctors in the area.  Excellent branding allows you to accurately achieve your reward with stable, dependable, and genuine, programmable response and communication rates.

Think of your marketing promotion like a three-legged stool.  You need each leg to be sturdy, or the stool will fall. In this case, the legs of your stool represent your niche, your content, and your credibility.  Therefore, to achieve great branding, you must also focus heavily on the content of your message.  You must spotlight that segment of your market (your niche) for which you want to be known.  For example, prenatal care, make it your mission to provide fresh, innovative, and helpful information that compels Moms to read.

In fact, in an article written for the Balance.com, author Laura Lake says,

There is a lot of confusion around branding, there are multiple definitions, so what is branding?  Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. The brand was identified of the elements that differentiated the goods and or service from the competition.  Today brand is a bit more complex, but even more important in today’s world of marketing.

It’s the perception that a consumer has when they hear or think of your Brandingcompany name, service or product.   That being said, the word ‘brand’ or ‘branding’ is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers; it is influenced by the elements, words, and creativity that surround it.”

As you can see, to create a successful brand, you must understand the needs and wants of you patients!

You must also establish your credibility.  In a crowded market, where your patients have a lot of choices, you must stand out as a leading expert.  Incidentally, this would be the complete opposite of mass marketing.  You will never be an expert if you try to be all things to all people!

As stated earlier, credibility starts by targeting your market and developing your reputation as a great resource.  In essence, becoming a mini-celebrity to the right people because you’re trustworthy, knowledgeable, and close at hand.

Because of your status, everything you send must be excellent and incomparable.  You must position yourself as the best and only solution! Think about it; you’re not breaking new ground, organizations like the Mayo Clinic and Johns Hopkins set a masterful blueprint.  You too can achieve similar results, if you dedicate your brand to that level of preeminence.

*I would invite you to discover more about our unique strategy to develop your Authority Brand.  Read our article on becoming a “resident expert” in your field.  Learn how to create division (from a patient’s perspective) between you and every other chiropractor in town. Continue reading How to Use Your Branding to Get Genuine Practice Dominance!

The Secret to Success: Branding

Branding:  Don’t be scared to present the real you to the world, authenticity is at the heart of success.

 

Branding is one of the most important aspects of any business, large or small, retail or business to business (B2B).  An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?

Your brand is that ADHESIVE image you carry, that has the ability to STICK to the minds of people you meet physically or otherwise. Brand yourself positively because whoever gets to know you when passing by takes your image along!” ― Israelmore Ayivor, Daily Drive 365

Recently, John Williams wrote in a very informative article in Entrepreneur Magazine, titled the Basics of Branding.  He points out that simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Now that you know what branding is, how do you attain it?  How do you form it?  How build your business off of it?

The first place to begin is to look in the mirror.  Who are you?  Who is the principle patient?  What is your specialty?  If you don’t know, you will need to do some soul searching.  Figure out where your passion lays.  Maybe your answer is right in front of you?  Do an inventory of your entire patient base and establish each patient’s unique need.  Clarity may be closer than you think.

The next step is to figure out your practice’s mission.  Based on that information establish the unique benefits and features of your services.  Now build off of that Brandingby establishing what your patients think of your service.  Finally, determine what qualities you want patients to associate with your practice.

Congratulations, you have just determined your unique selling proposition (U.S.P).  In short, that unique benefit, essence, appeal or promise that you hold out to the patient (one that no other doctor offers).  It must be a clear, concise, compelling reason that makes your patient aware of what your practice can do for them. Continue reading The Secret to Success: Branding

Important Lessons – How Online Marketing Won 2016 Election

Online marketing is real, and it won the 2016 election!

Regardless of which side of the political aisle you sit on, the facts are in, and the brilliant use of online marketing won the day!  This should by a classic lesson for every Chiropractor wishing to attract more and better patients!

Let’s face it, the current economic conditions haven’t been kind, and have touched everyone.  To overcome, succeed and excel, you need to adopt better marketing techniques.  Further, if you are using online promotion, you will want to read this blog and upgrade what you’re doing.

The online phenomena was first mastered and seen four years ago during the Obama-Romney race.  Actually, we saw it at its earliest stages during the Obama-McCain run.

According to noted marketing and sales strategist, David Meerman Scott, author of “News Jacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.”:

“We live in a 24/7/354 world, second-by-second news environment!  The most prosperous and savvy operators realize there are new ways to generate media attention.

The rules have changed.  The traditional PR model—sticking closely to a pre-set script and campaign timeline—no longer works as before. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.

To be effective, you must launch your business ahead of the competition and attract the attention of highly-engaged audiences. You do this by taking advantage of breaking news.  Additionally, you do that by generating attention and growing business in a real-time world.

Our always-on, web-driven world has new rules for competing and growing business. ‘Advance’ planning is out and agile is in! Those who embrace new ways will be far more successful than those who stay stuck and afraid to change.”

Recently, he wrote and interesting piece and an accompanying video on th 2016 Campaign.  The piece is titled: How Inbound Marketing and Sales Decided the 2016 US Election.  He believes that Donald Trump won because he understood his buyer personas better than the Clinton campaign.  He passed that information via his online domination.

Meerman-Scott says that Trump created a strong, memorable message from the moment he announced his candidacy in 2014. “Make America Great Again” (#MAGA) captured his promise to buyer personas. People all over the country knew the slogan. Trump used inbound marketing to make himself the 45th President of the United States. Continue reading Important Lessons – How Online Marketing Won 2016 Election

5 S.E.O. Tactics You Must Start Doing IMMEDIATELY!

We’ve all heard it, if you want to attract more patients, you MUST improve your SEO!

 

To begin with, for those readers that are less tech savvy than others, Search Engine Optimization (SEO) is the process of improving the visibility of your website in an organic (“natural” or unpaid) way.

Therefore, the above statement is fine and well, but how exactly is that optimization achieved?  In our many conversations with Chiropractors, we find that it falls upon many of these doctors to generate new business.  Actually, we have similar conversations with doctors in other disciplines as well such as Dentists, Veterinarians, or Pediatricians and they too tell us that they are the ones who write their sites blogs and articles to attract more patients.

At the end of the day, there is an undeniable fact that a medical practice is a business.  As such, it is subject to the same realities of every business — if you don’t get more patients, you go out of business!

Whether you are the person responsible for blogging or not, your content must attract patients!  Moreover, it must draw those patients from a finite geographical pool.

Therefore if your content doesn’t draw patients in, your advertising is reduced to the equivalent having a billboard in the middle of the desert.

When we refer to “Content Marketing,” we mean creating and sharing valuable information to attract and convert prospects into patients.  Additionally, impress them enough so that they emerge as repeat buyers of your service.

The type of content you share is closely related to the service you provide.  In other words, you’re educating patients so that they know, like, and trust you enough to do business with you.

Examples of this would depend on your particular specialty, such:

  • If your specialty is in sports medicine: Treat Your Own Rotator Cuff
  • If your specialty is veterinary chiropractic care, you may wish to write something like: Where Does My Horse Hurt?  Consider writing a blog providing a hands-on guide to evaluating pain and dysfunction.
  • If your specialty deals with pediatric chiropractic care, write about that, etc.

According to Whatisseo.com, “A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords.   Then the ‘on-page’ optimization will be designed to make prominent for search engine algorithms.  SEO is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).” Continue reading 5 S.E.O. Tactics You Must Start Doing IMMEDIATELY!

10 Secret Benefits of Instagram for Your Medical Practice

How do you stay in front of your patients throughout every lives’ cycles?  Highly successful marketing requires that you stay in touch with your patients during the course of the year — enter Instagram.

 

Few doctors realize that the sales process has multiple levels of opportunity; even less (those who do realize it) do anything about it.  So how do you stay in front of your patients has their lives evolve?  Moreover, how do you do it cost-effectively, efficiently, and reach as many people as possible?  The answer may lay in an area you are currently overlooking, social media, specifically Instagram.

Incidentally, the multiple levels of opportunities are referred to as a patient’s unique buying cycles.  In this case, these cycles are considered secret benefits because to those doctors that can tap into these key and specific points, there are very lucrative benefits.

“There was a time when social media was considered by some as a passing fad. Something that “the kids” were using that business could never really benefit from. Over time, the skeptics were proved wrong. There are over 3 billion internet users—and over 2 billion of them have active social media accounts.”

Popular social platforms have become marketing giants, offering businesses valuable data about their customers and a (mostly) free way to reach them. The jury has spoken: social media for business is no longer optional.

Recently, Emily Copp wrote an excellent article for Hootsuite.com, titled “10 Benefits of Social Media for Business.”  For all those readers who believe that social media has no place in their marketing, please read on!

Ms. Copp points out that today, most of our social interactions are infused with visuals – snapping a quick photo to text to a friend, posting a selfie at a bar, or killing a few minutes scanning through newsfeeds filled with photos and videos.

The impact of the rise of visual content on social networks is most apparent on Instagram.  As a result, many medical practices are scrambling to understand how to best use Instagram benefits.

Instagram’s rise has been astronomical – and understandably so.  We’re visual creatures, which is why content like photos, videos, and gifs have such great engagement rates.

And Instagram is so huge because building a social network that connects people solely through visual elements is a powerful way to capture – and sustain – our attention.

Brands and marketers have raced to capitalize on the immense growth of the social platform and many are successfully learning how to sell on Instagram.

Brands that excel in mastering social commerce trends like this know something that companies who flop don’t: Instagram photos convert.  Additionally, you’re not getting the full benefit of Instagram because you don’t know the real secret to using these photos for marketing! Continue reading 10 Secret Benefits of Instagram for Your Medical Practice

Powerful Headlines Equal Advertising Success!

“The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.”  — Morris Hite

 

Every day a business entity goes out of business!  Why?  Very often it is because of a lack of new patients.  So, how do you attract more patients?  You advertise!  But what if you do advertise; yet, your ad doesn’t attract a single call?  If you want to attract more patients, your message MUST grab their curiosity and pull them in!  So how do you do that?  First, you write a compelling headline!

The power that a well-written headline adds to your advertising is immense!  The study of the effectiveness of headlines is a principle component of all advertising and marketing education!

But why is a headline so important?  According to a 2014 article in The New Yorker Magazine, author Maria Konnikova writes that “a headline determines how many people will read a piece, particularly in this era of social media. But, more interesting, a headline changes the way people read an article and the way they remember it. The headline frames the rest of the experience. A headline can tell you what kind of article you’re about to read—news, opinion, research —and it sets the tone for what follows.

Psychologists have long known that first impressions do matter—what we see, hear, feel, or experience in our first encounter with something colors how we process the rest of it. Advertising messages such as print ads and articles are no exception.

Just as people can manage the impression that they make through their choice of attire, so, too, can the crafting of the headline subtly shift the perception of the text that follows. By drawing attention to certain details or facts, a headline can affect what existing knowledge is activated in your head. By its choice of phrasing, a headline can influence your mindset as you read so that you later recall details that coincide with what you were expecting. ”

As you can see, the way you present your chiropractic services, benefits, incentives and offers set-the-tone for experience the reader can expect!  HeadlinesAdditionally and pragmatically, if your ad doesn’t grab the attention of all prospective patients reading the same ad immediately (which may be right next to your biggest competitor’s ad), your ad becomes invisible, impotent, and you wasted your advertising budget!

According to marketing legend, David Ogilvy, “Write great headlines and you’ll have successfully invested 80% of your [advertising] money.  Further, on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Continue reading Powerful Headlines Equal Advertising Success!

Secrets to How to Write a Better Ad — The value of a compelling headline

Let’s face it; everyone wants to learn the secrets to how to write a better ad.  That’s the point of advertising, to grab your patient’s attention immediately; so as to develop dependable, steady streams of new patients, and maximize your return on investment.

 

Learning “the secrets” of how to make a better ad would mean that you would never again have to play advertising roulette with your ad budget!  The key to an effective ad begins with a captivating headline!  Headlines play monumental roles in the strength of your ads.

Your goal needs to be to have predictable results every time you run an ad.  Your ad must be a salesperson in print, online, on the radio, in the television ad, etc.  A weak or non-existent headline works as a highly skilled and master saboteur against your advertising effort!

Unless your display ad convinces a patient to pick up the phone and call you or come into your office, your ads are useless.

Unfortunately, many Chiropractic display ads all look alike and say the same things, such as: “Free Consultation,” “Adjustments,” “Family Oriented Practice.” All important points on their own merits; unfortunately, in most ads, the only elements that change are the name of their practices.

To have your next patient pick up their phone and call you, your ad must stand out and be different!  Worst still, some chiropractors only state their name in their ad.  What benefit does a potential patient derive from this information? Absolutely nothing!

There is an absolute law that applies to all advertising (from the consumer’s point of view):  The client (all clients) only cares about one thing: “What’s in it for me?” (WIFM).  Otherwise defined as individuals exercising their own self-interests.

Your ad needs to quantitatively enumerate reasons why a patient “MUST” choose you over everyone else providing the same service.

There’s a secret your advertising sales representative (the person representing the particular vehicle in which you advertise) won’t tell you.  When your ad appears, or is heard, your competitor’s ad will also be seen or heard in that medium.

When you advertise, you are competing in an arena where there are multiple competitors for the available clients.  Highly successful and profitable display ads have very specific things in common, they include:

A Great Headline A Compelling Sub-Head What Makes You Unique?
Offer Specific Benefit Make a Decisive Offer Include a Call to Action

Though many media forums provide the basic elements of these key ingredients, too often, they [the media outlets] simply provide some variation of a cookie-cutter formula for “advertising success.”

* It is important to stress that there is nothing wrong with a generic advertising format; so long as it yields the intended results!  If, however, if you aren’t getting the responses you expect and need, then you must re-evaluate your message!

The importance of a headline –

Fact, up to 95 percent of all Chiropractic ads have no headlines.  Multiple marketing studies, covering several decades, reflecting consumer’s buying habits demonstrate that fully 80 percent of all potential patients only read headlines when deciding which company to use.  Further, it has been pointed out in these many studies: Continue reading Secrets to How to Write a Better Ad — The value of a compelling headline