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?

BUSINESS DOMINATION: Stand out and separate from the crowd

The content within your marketing message allows you to stand out in a crowded marketplace; business domination requires solid communication, your success depends on the value you provide!

 

Not enough medical practice owners treat their practice as an actual business.  Too often they [medical practice owners] don’t think about where their patients come from.  Generally speaking, most cities have a finite number of citizens living within them.  Those numbers vary a bit when you consider travel between cities (but that too is limited when adding drive-time).  However, to thrive and enjoy business domination, you must entice other doctor’s patients to come to you instead!

We often receive calls from clients who ask us how they too can stand out from the crowd.  This is the first in a three-part series of our on-going business development strategy.  Actually, it is more of a mantra (Business Domination and Strategically Confiscate Your Competitor’s Best Patients). We also teach these strategies through our report, entitled “PR Secrets Used by The Top 1% Chiropractors in America.”

An essential element that these top doctors excel in is the message that they convey to their patients; also known as the content within their message.

We have found that the desire to stand out from your competition is a universal trait regardless of profession.  For example, as a Chiropractor, what evidence do you provide that you are “the best solution in town?

If your advertising message doesn’t separate you from every other Chiropractor, you are just one more ad in a crowd!  Merely pointing to a sign in the parking lot or a generic “I fix back” in your ad won’t be enough to dominate your marketplace?

According to Robert Rose, Chief Strategy Officer for Content Marketing Institute, says that,

As content becomes an increasingly important element in business, it moves beyond being a support activity like human resources or accounting. It becomes a core activity, and joins the ranks of cost, technology, service, logistics and design as a potential source of differentiation and competitive advantage.“*

You must pay very close attention to this extremely specific, yet subtle, detail for business domination; it lays with the content within your message!  Think about it, what are you saying that compels clients to select you over every Business dominanceother provider of your service in your area — it’s a choice you know!

Essentially, desire to dominate your marketplace seems to be universal; however, actually taking that step requires a deliberate action!

If you don’t wish to lead your marketplace; then this series of articles really isn’t for you!  However, if you truly yearn to capture the lion’s share of business in your area, then you absolutely have to separate yourself from every other chiropractor in your town, county, or region.

At the risk of sounding cheesy, while driving the point home, Superman doesn’t assume his super-powers only when he puts Clark Kent to bed.

Once of the surest, most time-tested, ways to get immediate attention is to tweak your current public relations and marketing campaigns.  But what do you say and/or do to create that push?  Maybe, at this point, it is time to consult someone who can provide clarity on this subject.

Listed in this special series, are a few ideas that, even if you are already working with a PR agency or marketing company, you can implement immediately in order to separate and differentiate yourself from every other business professional in your area.

Again, the goal, through your company’s message, is to make you/the firm into the leading expert in your geographical area!

Large companies (like Coca~Cola, Toyota, or Apple Computers) aspire and carefully craft their actions towards total market domination.  Small businesses with a leading expert strategy flourish by establishing themselves within a carefully selected segment of a market; they target a market niche that they can realistically hope to dominate; often times that means displaying their unique business approach in order to create separation between all the other similar businesses in the area.

Market niches can be defined by region, by special client needs or by demographics, such as a particular ethnic or age group; sometimes just a product that’s a variation on an established one can generate a market niche.  (Interestingly, the word “niche” comes from the French meaning “nest.”)   As a small business you want to build your nest somewhere away from the hawks of big business.

How to Position Your Business as the Only Solution – In a crowded marketplace, it may not be enough just to carve out a niche.  You’ve narrowed your focus, but you still have competitors.  This is the time to distinguish yourself as a per-eminent source of solutions by refining your expertise and conveying it to your target audience.  You need to know more about something, or be better at something, than anyone else, and you have to let people in your area (geographical) know you are that person!

When you can honestly convey such a message, potential clients see you as the obvious answer to their problems and challenges, and the logical choice when they’re looking for a supplier or provider.

To conclude, if you closed your eyes to, and don’t acknowledge the fact that after you leave the presence of your client, you cannot stop your competitors from knocking on their door, calling them on the phone, or sending them an email or an Instagram message, you may be setting yourself up to be the next business owner who has their clientele stolen away by truly compelling messages from hungrier competitors; if this happens too often, then your next “best” move is to close your doors!

 

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From the desk of Steve Cox, Co-founder of StevenVonLoren Marketing Strategists; Direct: 530.492.9971; My personal eMail: stevenvonloren@gmail.com, Amazon Author Profile, Facebook, Google+, LinkedIn, Twitter

Patient Magnets Don’t Try Being Everything To Everyone.

Patient magnets learn that the content they use within their marketing is crucial; therefore, you need to understand the myriad of targeting fallacies.

 

Of late, it seems that everywhere you read in business publications all you see are articles after articles discussing “content marketing;” but, no one is saying exactly what that is.  To be sure, these authors are writing pretty lofty articles and they sure get one psyched up to go out and conquer, but little else is provided.  Until you understand what exactly content marketing is, you will have a difficult time becoming a patient magnet!

From a reader’s prospective, who may not be a marketing professional, but rather the business owner who is very interested in improving their marketing results, it is the business equivalent of buying a burger without the meat!

It’s like a business version of the Abbott and Costello’s “Who’s on first routine;” everyone speaks in circles and no definite answer is ever given.  However, in this case, it’s not funny because we are dealing with real advertising dollars and jobs are at stake!

When discussing the topic of client targeting, content is everything!  But what is content marketing?  The best and most concise explanation that I have come across came from Robert Rose when he wrote “Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one.

With all this in mind, I would like to draw your attention to a recent and exceptional article that was written on the very topic.  The most important take away is that, when it comes to audience targeting, don’t look for shortcuts for becoming a patient magnet.  Columnist Rebecca Lieb writing for Marketingland.com, explains in here excellent piece, called “Content Marketing And Targeting Fallacies,” how to tackle it the right way without skipping some essential steps. Continue reading Patient Magnets Don’t Try Being Everything To Everyone.

How to Become a Patient Magnet Via Your Content Marketing

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!

 

Become a patient magnet by understanding the latest news marketing trends and understanding what your patients want.  This article is designed to teach you how to focus to achieve winning marketing strategies.

In a recent article written by Jinger Jarrett, for the Inquisitor, he lays out Mobilemarketingwatch.com‘s 2016 marketing trends, and they believe that for this year, content marketing is the name of the game for becoming a patient magnet.  Note, this piece was originally written in eMarketer on January 13, 2016.

The article goes on to say, Mobile Marketing Watch reported that the biggest B2B marketing trend in 2016 will be an increase in content marketing. In a report released by eMarketer as stated above, the report said that content marketing will increase because it delivers results for brands.

Mr. Jarrett’s article states that: “No matter the reason, content marketing delivers results, Patient magnetespecially when it comes to the more traditional end goal: generating leads to feed the sales funnel. In a July 2015 Ascend2 study of B2B marketing professionals, 43 percent of respondents asserted that content marketing was one of the most effective tactics for lead generation.”

However, according to eMarketer, “The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

Too often the term content marketing is bantered about without any real explanation of what it actually means.  Let’s face it, advertising professionals and media personnel are getting caught in the trap of speaking in “mediaeez;” you know, the kind of talk that everyone in the company know, but no one outside understands.

Therefore, if eMarketer is correct (and there is no indication they’re not a highly reliable source), then how are we going to spend our eighteen months, or even shorten that timeline? Continue reading How to Become a Patient Magnet Via Your Content Marketing