Chiropractors, just like other industries can capitalize on the landing page strategy by integrating it into their marketing mix.
First step is to pick a focus.
Yes, a chiropractor can help patients/clients with many different ailments. That is a given. But when you are marketing you want to target your marketing and not try to be all to everyone. Picking a focus gives you a marketing edge. Perhaps your favorite clients are allergy sufferers or back pain or fibromyalgia or chronic headaches. Each are worthy of targeting.
Right now, you are probably marketing to everyone about everything and HOPING that it sticks. And it does stick for a few!! That is great. But what about all of the others that were not ready to buy, but are searching for the right provider. They saw your ad — wherever, they visited your website and they bounced off.
The landing page strategy has you focus that ad on one group.
Second, create a compelling call to action that is NOT buy now!
Your call to action needs to draw people to your landing page. You need to solve a problem that they have, that they do not want. The goal of your ad is to build your list, not to make that immediate sale. This is different from what you have most likely been taught and what your web designer told you would happen.
In the digital age, marketing has changed and your website is good to verify who you and that you are a legitimate business. People can do some research there. And yes, some people will call. Those are the people that are in so much pain that they need help right now! The rest aren’t there yet. The people that are not ready to call are the people that YOU want on your email list.
The call to action brings people to your landing page to get your complimentary report on solving their problem. It gives you a chance to build rapport, relationship and credibility with the prospect, so that when they are ready to buy, YOU are the person that they think of.
Third, you need to develop a report, white paper, or guide that solves their problem.
Many people do not know that a chiropractor can help their allergies or their concussion or their headaches. They think chiropractor and then they think back pain and cracking.
There are hurdles to over come and you do that through education. A two or three page paper about how chiropractic can help each of these, without medication is important information. Of course, you can tell people about it. But when you are in bed and they are up with a headache, your ad and your landing page are pre-selling your service.
So, what is the landing page strategy?
The landing page strategy is a focused website that is where you send your advertising traffic. When you spend money on ads, it is a waste to send them to your main site and hope they stick. Most will not. Just look at your bounce rate.
The landing page strategy provides an opportunity for the prospect to get vital information about the solution to their pain — neck, head, whatever.
They download a special report after they opt into your email list.
Now your email is providing automated information to them that continues to educate them about chiropractic services that you provide. This is called a drip campaign. And drip campaigns are part of the conversion strategy for your ads.
Putting it all together is the key. Perhaps you will decide to use the landing page strategy for multiple ailments — and then you have segmented your list based on how they came into your program. If you decide to do a special for allergies or you are hosting a workshop on allergies and chiropractic, you know exactly who is interested in that and can email that targeted list, without bothering the back pain group.
It all just helps your business operated smoothly.
To learn more about our platform for building the landing page strategy out visit HERE
To discuss how this might fit into your business and the profitability impact schedule a time with me at MeetWithDonna.com
Do You Ever FAIL to Follow-Up?
Have you ever handed your card to someone and said — “I need your service”? I have. I have outright said to a business owner — “I want to do business with you”. In essence, I am saying: “I AM a BUYER!” The reaction was positive, a handshake and then NEVER another word.
You go back to your office and you wonder — did they hear me? Did they lose my card, my contact info?
I have experienced this more than once and my assessment is this: People FAIL to follow up effectively!
I’ve done it. You’ve probably done it.
But if YOU are trying to build your business, grow your business, you HAVE to follow up. You need to develop a system for following up with each person that comes in contact with your business.
It is about the system!!
Create a step by step follow up strategy.
If you are running ads or attending a networking meeting or showing a trade show, you must have a strategy laid out.
Goal #1: Get the person into your system. If the people visiting your table are NOT blatantly saying I want to buy from you, then you want their contact info. Online — it s a squeeze page. In person, it is a special offer that gets them to opt-into your list legally. You want to be able to follow up.
Goal #2: Set up a step by step follow up system. It might be a phone call, a personal note and emails or it could be email sequence. Whatever it is, you need to use it!!
Goal # 3: Educate people that opt-into your list about YOU, your product and services and what is in it for them, How do they benefit from buying from you and why on earth are you the best choice!
Failing to follow up and educate new leads is the biggest mistake that small businesses make. When you attend a trade show and have no follow up system, what do you do with the 100 new business cards in your fishbowl? Throw them in the box with hundreds or thousands of other business cards.
When you host an event, and then do nothing with your new contacts, you just wasted time and money.
Be efficient. Systems save you time and money. They also increase your conversion rates. When someone says — I WANT YOU — do not ignore them. Take action!!
To learn more strategies for following up and marketing your business.
Are You Using Direct Response Marketing?
Direct response marketing is a marketing that demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding, products and the reason you do what you do. Customers love this, as they are offered the opportunity to response, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.
So, what does direct response marketing look like? Well, it comes in many forms, including:
Radio and TV ads
Coupons or other incentives
Some of the advantages of direct marketing are:
- A great way to use free time during lulls in business
- Productive way to communicate and empower you to create more relationships
- Great way to up- and cross-sell to current customers
- Low cost way to rustle up new business
- Used as leverage to turn small sales into large sales
- Supplement your current marketing program
- Cost-effective way to reach target markets
- Offers measurable results
- Reach outside your local area for new business
- Increase the effectiveness of your sales force
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” Jay Abraham
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not.
Our FREE test drive can help you put together a great direct response marketing plan and get you on your way to heightened success.
Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!
Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.
Here are a couple of key elements to use to retain your current customers:
- Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
- Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
- Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
- Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.
There are three cornerstone ideas to a successful business:
- Quality product/service
- Offering useful products/services that solve a problem for or enhance the life of a customer
- Offer subjects your customers find interesting
Use this approach of educating your customers and offering them real information and insight and you will be rewarded with loyalty and success.
Stop wasting all your time on new prospects while your current customers fall by the wayside!
As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”
So, there it is! Remember, our FREE test drive can help you put together the resources and tools to do exactly that. We can help you educate your customers and you can watch the benefits pay offer many-fold.
Could Your Marketing Save Lives? Here is a Chimney Sweep Marketing Blueprint that could!
Maybe you are wondering how a chimney sweep marketing blueprint could save a life, so let me tell you the story of chimney fires this week….
This weekend there was a house fire just down the road. The damage from the outside looks like a possible chimney fire but no confirmation on that. A few miles away — the same weekend, a house burnt to the ground and it is a suspected chimney fire. Less that eight weeks ago, a few miles in the other direction, another house burned to the ground — a confirmed chimney fire.
Each chimney fire was preventable. In each of these cases, possessions were lost, houses severely damaged or totally destroyed and thankfully, no one was injured.
So, why weren’t they prevented? I want to outline a chimney sweep marketing blueprint that can increase safety for homeowners and increase business.
Preventing chimney fires is about education. It is an opportunity for every Chimney Sweep in the area.
Okay, so I am looking at this as a marketer and thinking effective marketing could have prevented these.
Let me share the Chimney Sweep Marketing Blueprint that I came up with….
So let me lay it out here:
Right now, these local sweeps could be writing articles and press releases about the ability to prevent chimney fires. Start with a headline that goes to the pain — the fear of losing your house. Sub-headline — your solution — inspect and clean your chimney every single year.
The article itself only needs a few bullet points about how a chimney inspection and cleaning prevent house fires.
Educate — Give Them More In-Depth Information
BUT — it needs to lead into that bigger report — offer people MORE information on your website. Actually, I highly recommend a landing page — that has each of these elements right there… Interrupt — Educate — Engage and Offer….
Engage — really start building that relationship.
Here is the key to marketing — connect with prospects, educate through your marketing — build relationships — KNOW, LIKE, TRUST. And as you build your credibility and rapport, you are also building your client base.
Look at the pieces — article or press release (and a blog post on your site) leads to a complimentary report. The report provides a complete picture of the top five reasons or ten reasons that they need to hire a chimney sweep and why they do not want to do it themselves.
I have already outlined this report. Complete with pictures of house fires, information, statistics to provide to the person that opts-in.
Once they have the report — then you have the opportunity to continue marketing — via email, sending them information about chimney fires, reasons they need a complete chimney inspection with a camera…. why they want a professional to clean their chimney and the increased safety it brings to their family.
Continue to educate — use your email marketing campaign to continue educating.
Offer — now you can offer your incredible services and value to them.
They know you, they like you, they are educated about WHY they need to have their chimney inspected, why your service makes sense for them, why they do not want to sweep their own chimney… they have YOUR info. Now, when you make a valuable offer to them — a package of inspect, sweep and monitor… you have a new client and you have increased their safety and your business.
Track your results. Keep track of what is working and what is not working. Fix it, repeat and keep the cycle of marketing going. Keep educating, keep engaging….
Chimney fires are preventable. If Chimney Sweeps provide educational marketing to their potential clients — they are saving lives, saving homes and families. When you start looking at your marketing as that important, then you really start marketing effectively.
This chimney sweep marketing blueprint puts the critical pieces into place for improving the marketing plan.
Who else can save lives through their marketing? Can you?