When it comes to marketing, you’re never really finished. As the world changes, so does your marketing. For this reason, it is important to constantly analyze and fine-tune your marketing efforts. Now, I know what you’re thinking… “Constant change? Jay, that sounds like a lot of work and a whole lot of money!”
But, I’m going to share a few simple steps to help you get the most return on your marketing investment and make the marketing process
a little easier for small business owners just like you.
The rules are simple and easy to remember:
1) Test it… 2) Track it… 3) Tweak it… 4) Scale it… Repeat.
It’s true that trial and error is the name of the game, but start off with some solid research to make sure you are headed in the right direction.
Research your target audience, and the content and media they are attracted to. Also, check out your competition—what are OTHER practices doing for advertising in your community? Don’t copy their stale, old ideas…Do something totally different!
You should be able to track the source of EVERY SINGLE inbound phone call, webpage visit, and walk-in. There’s a whole grab bag of options to use to track your marketing: customs URLs, separate phone numbers, landing pages, surveys…the sky is the limit!
Just remember to consistently monitor your metrics so you can determine which sources should be eliminated and which ones are promising. If you fail to track your campaigns, you will have NO CLUE which campaigns you should continue to fund and which ones are a bottomless money pit!
Once you’ve analyzed the tracking data, it’s time for the real fun to begin: tweaking your marketing pieces. Again, this process is completely trial and error. Tweak one thing at a time and then re-test and analyze the results. Some elements to tweak in a poor performing campaign may include:
– the wording of your offer
– the discount or price
– the colors, font or design
– reformatting the headline to make it more compelling
With just a few tweaks of a headline, you may find that patients are suddenly interested in the same offer that you sent them last week! However, not ALL tweaks will produce positive results, but DON’T get discouraged. The money lost on ineffective tweaks is the SAME MONEY that you would lose if you weren’t tracking your marketing pieces at all.
Once you’ve tweaked your piece to the point where it is getting consistently great results, it is time to scale up your efforts. Making your marketing efforts scalable is a great strategy to manage costs and increase New Patient numbers. You can scale your marketing by reaching a bigger audience, making your content “evergreen” so it is relevant over time, or using your content in a sequence so it will be reused automatically.
Even after scaling a successful campaign, you should continue to test, track and tweak to ensure your marketing is still resonating with your audience. As the market shifts, so will your campaigns; constant
re-evaluation is needed.
If you follow these guidelines for testing, tracking, tweaking and scaling up… you will be sure to improve the results of your marketing – and your bottom line!
For more Marketing tips to help you increase your New Patients, don’t miss The Best Marketing Seminar Ever: Ultimate New Patient Attraction Event this October! Visit www.bestmarketingseminarever.com to learn more and to sign up today!