It’s about time for a refresher course!
I’m sure you’ve realized by now that when it comes to marketing, you’re never finished. If you really want to stay ahead of the competition, you have to be constantly analyzing and fine-tuning your marketing pieces. Now, I know what you’re thinking… “Constant change? Jay, that sounds like a lot of work and a whole lot of money!”
Well, I’m not going to claim it’s EASY… I AM going to share a few simple steps to help you get the best return on your marketing investment and make the process a little easier for you.
The rules are simple and easy to remember:
1) Test it
2) Track it
3) Tweak it
4) Scale it
Just in case these aren’t sounding familiar, let’s do a brief recap of each step.
Trial and error is the name of the game, but you need to start off with some solid research to make sure you’re headed in the right direction. Research your target audience, and the content and media they are attracted to. Take a look at what ideas have worked in the past–for your Practice AND the competition. Gather these “swipe files” of designs/copy that you think could be repurposed. Don’t try to reinvent the wheel, but DO be creative! Try looking at marketing as a “problem” that you need to examine from different angles to find the best approach.
Imagine you’ve decided to lose twenty pounds. If you don’t step on the scale every few days, how the heck are you going to measure your success? How are you going to know which eating habits are melting off the pounds and which fad diets just aren’t working? Having a system of measurement is crucial when you’re trying to decide which marketing pieces are worth an increased investment, and which ones need to be pulled.
You should be assigning all of your marketing campaigns with an individual tracking number and email address. 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: custom URLs, separate phone numbers, landing pages, surveys… The sky is the limit!
Remember, if you don’t track your campaigns, you won’t have a CLUE which campaigns you should continue to fund and which ones are bottomless money pits!
Once you’ve analyzed the tracking data, it’s time for the real fun to begin. Tweaking. 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 might find that patients are suddenly interested in the same offer that you sent them last week! However, not ALL tweaks will produce positive results… Don’t let these failures get you down! Use your “flops” as springboards for new, enhanced ideas!
Once you’ve tweaked your piece to the point where it is getting consistently great results, it’s 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 can be reused automatically.
Even after scaling a successful campaign, you should keep testing, tracking and tweaking 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 the improve the results of your marketing—and your bottom line!!
If you’d like to learn more about our award-winning marketing trainings, give us call at 866-917-2808!
Until next time,