Ultimate Steps for Physiotherapy Marketing Success
You’re a specialist. You may have a small business but not the expansive funds to start a gigantic marketing campaign. Even if you do have a large budget or are a household name, this is for you. This is for you if you want get into the online markets, distribute your brand and finalize some sells.
But doing this can be tricky without the right information. This is exactly why we’re providing that to you. Here’s a window of opportunity to shorten the learning curve that online marketers go through. Absorb as much as you can. This can change the trajectory of your business forever.
Brand and Reputation
To ignite a proper marketing campaign, you need the right leverage. Leverage in this sense is about communicating who you are. If you can’t do that, you can’t move forward in this process. Exposure is your sure way to get attention. But that attention will be directly related to the first impression consumers have.
What you have to do now is decide on what that identity is. Will you be a blue or white collar physiotherapist? Maybe you see your organization as a more colorful place. Maybe not. These have to be decided, so that when you get your exposure, people know immediately if you’re legitimate or not.
Do not overlook this step of conveying your identity.
Website Design, Use and Layout
Now you can begin to think about the purpose your website serves. If this site complete sales for you, it must be optimized properly. If you just want it to inform your clients about services and schedules, you have to consider this beforehand. Once you decide on your website’s role, you can choose its layout.
Starting a WordPress site, for example, can enable you to optimize it based on purpose. You just have know what that purpose is. The advantage of a WP site is that you won’t need design skills to create it. You can always hire designers, but here is where you save some money. By doing it yourself.
Content Distribution and Curation
Whether your website will sell packages or inform your consumer, we highly recommend some form of content distribution. Your simplest form will be through blog ownership. To best manage this distribution system, create a list of eight to 10 concepts in physiotherapy you feel are important.
You also want it to present you and your organization as “the” expert. The collection of titles you acquire will put you two months ahead if you release new information weekly via blog. Be sure to add at least one photo and a method to sign up to your agency’s email list for better deals and more information.
Automation and Integration
Selling online is best done with automation. Automation is described as a sequence of steps or functions that automatically occur when your consumer takes a specific action. For example, let’s say a client registers for your email list. You can pre-set emails to be sent to them.
You can program them to say whatever or sell whatever. This same automation advantage can be had should you sell offers on your site. Creating a page you use to sell can easily be set up with PayPal payment buttons. Every time a client processes a payment, you do absolutely nothing!
Your Online Community
It helps to be involved in social media as much as possible. You won’t need to be on every platform however. Facebook has a billion users, so that’s a great place to start. This social media platform enables you to present quality pictures and in a professional manner.
Pictures, specifically as your “cover photo,” need to take into consideration your brand. Representation of the services or products you offer are also necessary in as many visual ways you can think of.
Advertisement is another great option to getting your brand out there. There are two you can consider as a do it yourself project or for outsourcing. One of these options has more control than the other. The choices we recommend are between Facebook ads and Google AdWords.
With Facebook, your account will have access to more resources and less competition. The reason is that with Google, you have to manage your account based on words. Each word is auctioned based on its popularity. So if you’re not a giant in the industry, you pay premium.
With Facebook ads, you actually choose who sees it. It’s not just a random outcome. You also have more flexibility with your costs. You can get more bang for your buck with Facebook ads by setting spending limits.
These limits allow you to see progress or sales before committing larges sum into a campaign you only hope will succeed.
Sales and Copywriting
With all of your sales material, it’s important you take into consideration the type of writing you use. Sales in the written format is called copywriting. This style uses emotional context to encourage people to adopt a spending mentality. You can out source for this skill set, but it’s not entirely necessary to.
Dan Kennedy is looked upon in the copywriting industry as someone who revolutionized sales writing. He also brings this power of persuasion to the average person. You can purchase his book “The Ultimate Sales Letter” here. It teaches how to speak to readers in a way that makes them buy.
Here’s a quote from Dan Kennedy’s book that will leave you puzzled:
“Q: Who’s going to read all that copy?
A: The people most likely to respond”
Even online, this type of writing and persuasion is necessary!
Collaboration is what allows you to enter markets you couldn’t before. Take note that there are 17,312 registered physiotherapists in Canada. That’s according to Canadian Institute for Health Information’s sheet last 2009. This number continued to grow throughout the years so you really need to find an effective method to win over your competitors.
Through collaboration, you can build your network, expand your presence and enables you to be perceived as an expert even more.
For example, partnering with a physician to cover particular health concerns can validate your stance more rapidly than if you did it alone. You can collaborate by doing podcasts, guest blogging or by hosting webinars. Your collaboration is an additional way for you to get exposure, improve your brand and complete sales.