Knowing Your Next Move In Marketing

• 00:00:00 – Treat Your Business Podcast Introduction.
• 00:02:02 – Knowing your next move in marketing before you dive in.
• 00:04:09 – Why you need to have separate marketing campaigns for each type of patient.
• 00:06:58 – What we’re doing now is saying your problem exists and these are the costs to your health of that problem.
• 00:09:15 – Decide on your niche.
• 00:11:00 – What are the types of people who come into the clinic?
• 00:13:33 – How to drive people into your community and show them you are an authority.
• 00:16:06 – How to get more clients.
• 00:17:36 – How to get more clients in one day with our new course.

You’re listening to treat your business with Katie Bell, the podcast for health and wellness business owners that want and need to give their business the treatment plan it deserves and needs so that you can create more time back in your lives to give you the income you deserve and work hard for and to create more freedom and flexibility in your lives to enjoy the things you love to do. Whether you are a physiotherapist and osteopath, a sports therapist or maybe a Pilates studio owner, I’m determined to share with you bite sized episodes full of tried and tested tips from my own real experience of growing a successful physiotherapy and wellness clinic and from working with many businesses to do the same. So if you’re tuning in and feel like you’re on a hamster wheel of patients admin, life constantly juggling working and being with the family, and feel like you’re doing a rubbish job at both not making the income you thought you would by running a business and generally feeling overwhelmed with everything that you have to do, then keep listening. The treat your business podcast is sponsored by Jane. Jane is an all in one practice management software with helpful features like online booking, admin scheduling, integrated payment processing, and charting. But there’s more to Jane than you might think. The team at Jane cares a lot about the problems you face as a practitioner. One of those problems is the prevalence of no shows and late cancellations in practices. So they’ve made it easy for you with a few simple tools built right into Jane. That includes the ability to implement an online booking payment policy, send out unlimited text and email reminders, and enable waitlist management features to fill those last minute gaps that were preventable. Come and see Jane in action at Jane app. And if you know you’re ready to sign up, then you can mention the code Thrive one M O for a one month grace period on your new Jane accounts. Hello, hello, hello. Welcome to our next episode in the treat your business podcast. And as promised, this is going to be all about your marketing, knowing your next move in marketing. Now before we dive into it, and I tell you exactly what I think you should be doing to go out and get more inquiries and more more customers more patients through the door. We need to have some basic principles in place first, and it really he books me actually, when we dive into marketing courses, and we invest in marketing courses and we don’t cover and people don’t cover the basic principles because that’s when marketing fails. That’s when marketing feels expensive. That’s when people you know will say to me, Oh, well, it didn’t work for me. And marketing doesn’t work. For me. It’s really expensive. It’s really hard. I don’t really know what I’m doing. And it’s often because we we haven’t spent the time getting those basic principles in place. Now, our previous podcasts have talked about these, these basic principles. But in summary, you’ve got to know your why. Okay, people buy into you, they buy into your story. They don’t buy your qualifications they are not interested in whether you’re a physio with a BSc honours first class, whatever with a PhD and a MSc and all these other letters after your name. People buy into you they buy into your story they buy into why you do what you do, they don’t buy into what you do. We’ve got to know our why we’ve got to understand what we’re doing this for, and how many people we are looking to try and help within our business. So those businesses that want to grow, and just so I just want to get bigger and bigger and bigger, we’ll buy how much what what’s the target? What are we aiming for? Where are we driving this car to? Or what map are we following? We’ve also got to think about who Who exactly are you talking to? Because marketing often fails when we try and talk to everybody. When we try and think about being everything to everybody, rather than being the master at something. So we’ve got to define who exactly we’re trying to talk to and in many of our businesses because we run multidisciplinary businesses. In my business, I have a women’s health section, I have a Pilates section, I have an MSK section. We have an NLD therapist, like I can’t market all of those things on one thing, so we have to have very different separate marketing campaigns. Because each of those patients problems are different and therefore they have a different conversation in their head that I need to talk to. Now, everybody in your market falls into one of three buckets, okay? They’re either in the fast lane, they’re in the slow way, the slow lane or they’re on the sidewalk or on the pavement. Now the pavement the sidewalk is they are people that aren’t ready to buy yet. Okay? They they’re not people we need to ignore, but they’re not even aware that they have the pain or the problem that you help solve of now, what’s probably happening is their symptoms are showing up in their life in their health in, you know, particularly for us, there will be some impact. But what they haven’t connected with or they’ve not thought about is that that problem that they have is something that can be solved. So they may have a belief that they have resigned themselves to, this is just what this is just what I’m like, I’m just gonna have to deal with this forever. Okay, so they’re either on the sidewalk, they’re not thinking, or they’re thinking that’s how they have to be forever. So when we are marketing, we’ve got to talk to your sidewalk as you slowly walk as any Fastlane walkers and then tell you when it’s up. So your sidewalk people, they need education. They need insight, they need revelation, they need to see your marketing and go, Oh, my goodness, that’s me. And that person has the same problem as me. And this sounds like there is a solution. Or it might be that we need to start educating people, let’s take a really common example that people believe that they have a slipped disc, okay. Well, we know there’s health professionals, but actually slip desk. So when people are resigned to the fact that they slipped a disc, and that’s just how it’s always going to be, they might need education drip fed in as to why that is actually not even a thing. And how we can change our language and how we can look at it in a different way and have a real understanding of what’s actually happening to that herniated disc. So part of our marketing part of your social media plan needs to be education, it needs to have insights, it it needs to have revenue revelations in, it needs to have messages that they can resonate with that describe people like them. So what we’re doing now is we’re saying your problem exists. And these are the costs to your health of that problem. So this is what you might be suffering from, you know, when people say to you, I’ve just been waking up every night with like pins and needles in my arm. They don’t even know that that’s coming from their neck, and they don’t even know that they could probably do something about it. So we’ve got to educate, we’ve got to give them insights now then you’ve got the slow lane people. Now these humans. In fact, all humans are hardwired to problem solve, okay, but your slow lane walkers are truly aware of a problem. And they are receptive to receiving messages about the potential solution. So they’re looking for things that have worked for other people. They’re looking for, like that process, or that method, or that solution that’s out there. For the problem that they know they’ve got, but they don’t know what it is they need to fix the problem that they’ve got, okay? They’re looking for authority, they’re looking for credibility, they’re also looking for inspiration. And then you’ve got your Fastlane. Now, these Fastlane people, they understand what they’ve got, they are looking for the solution. They’re looking to see that viable solution. Okay. They are the people actively doing the research. They are the people that are typing into Google, I need a physiotherapist in Sheffield. They are they already know. Now, interestingly, you fast lead people are only 3% of the market. So if we only focus on shoving that solution in their face, saying that we can offer acupuncture and que tape and massage and Pilates classes, that’s just the solution. So you’re talking to 3% of the market, the 3% of your market that either have been to see you before or somebody else had no, that’s what they need, or have been told by somebody, you need to go and see Joe at the physio because I’ve seen him and he fixed my back problem. Only 3% of the market. So we’ve got to think about marketing to your sidewalk, your slow lane, and the fast lane. Deciding on your niche is thinking about who you are, what you have to offer. And being very clear in that and when we try and be everything to everybody. We’re nothing to nobody. And that’s often why marketing fails. And we all are another big reason why marketing fails because we don’t know how many customers we actually need from our marketing. So we just shouldn’t fly out there and we just think well ours, you know, I’ll just do 100 of them. Okay, flyers have a really low percentage return on them. So you’re looking usually around between one and 3% on flyers. Okay, so tiny proportion. So you’re going to do a flyer campaign, you should go big. Okay, you need to go big if you need 10 new clients or 20 new clients. And you also need to track more Putting has to be tracked, everybody that visits your clinic in the most simple way possible, get them to fill in on their medical form where they heard from you. And if they don’t fill it in, ask them, because you will start to see patterns of where people are, are hearing about you where people are picking up your leaflets where people are connecting with you. And then you can rinse and repeat that and do it on a bigger scale. So thinking about some easy ways to get your marketing out there. Most of you are running local businesses, most of you are running bricks and mortar businesses that you are the face of you might have team but you generally are the face of your business. So where are your clients? Where are those fishes? Where can we go? What pond Can we go and fishing. And some ideas that came to me when I was thinking about what I was going to talk to you about on this kind of knowing your next movie marketing, we have just ran a really successful workshop in our clinic and it was called Forever fit. It was for people over the age of 60, who are starting to notice that they can’t do the things they want to do. For example, jumping up and down off the floor after the grandkids bowling playing golf, they are people that are active, they want to stay fit, but they’re just noticing that the body is starting to say no. They might have experienced trips or falls which have led them to have some injuries. And they don’t want their balance to get worse. So these types of people are wanting to stay fit and active, they are heading into retirement, they might already be in retirement, they want to make the most of their retirement, they want to be the healthiest version of themselves. Okay, very clear who we were targeting. And we run a forever fit workshop in our clinic it was completely free to attend. And in that workshop, we had three separate sections, which was all about bone health, osteoporosis prevention, and kind of what their what their week needs to look like. Because a lot of our clients will just go off, they’ll just go five times a week they’ll cycle they will walk but they won’t necessarily do. The types of exercise we need. We know they need to do to prevent osteoporosis as they as they get older osteopenia or fractures or osteoarthritis how they manage their bone health better. So we have three separate little workshops running. We invited everybody to arrive at seven we work them through the workshops, we have stuff in each room, there is a fizz on arrival. And at the end of it, we did an upsell into a forever fit assessment like an MOT where they got a bespoke tailored approach to to them. Okay, well, we had an assessment process that we’re going to work through, we gave everybody a QR code, there was that a deadline of when they had to sign up. And that was our upsell. Now what that meant is we had some people who were existing clients that got value out of the workshop, we had then clients that bought friends, that meant we got new people coming into the client into the into the clinic, and we’ve got people that had never been to us before. Okay. And we were also dealing with sidewalks slow lane and Fastlane. We’ve got people there that knew what they needed. That was what they needed, they needed to come to a workshop on how to improve their bone health. We also had slow lane people that who knew they have a problem that they might have early onset of osteoarthritis in their knee, but they are looking for that viable solution. They’re looking for that method of what they need to be doing. They’re looking for that inspiration. They’re looking for that authority, they’re looking for the experts. And then we’ve also got people who resonated with our marketing that was like, Oh, maybe I could do something about this like constant level that I’ve got a mini that I just thought I had to live with, because I’m just getting older. So a workshop, can you run a workshop paid? Or free? You can test both and see what works for you. And can you have some form of upsell from there. This is about driving people into your community and showing them that you are an authority, you are credible, you are inspirational, you offer great value and we lead with value. Another move in your marketing could be a resident experts slot. Now this is about finding out people in your network around you as a local business owner who have the same type of clients that you want but aren’t in direct competition with you. Okay, let’s go for if you’re a massage therapist, and then there’s a Pilates studio down the road, he basically got the same type of clients but neither of you offer Pilates or massage. Okay, but in competition. So you could say to that plus as an instructor, could I become a resident expert? So could I contribute to your monthly newsletter that goes out to clients, I can write you some content, and I’m there as a call to action for people who belong to Joe Bloggs. His plot is they get a some form of resident expert rates If they come and visit you for a massage, so thinking about where your ideal clients are, what are the businesses you can connect with? And can you run to resident experts like we used to collaborate with a dance business, she’s a very good friend of mine. And when we were very new in business, we had a lot of marketing taps on, we don’t have to do quite as much now, because we do a lot of paid marketing through Google. And we also have a big network. And we have a good level of establishment, which means we have a nice regular amount of people that come through that through the door. We collaborated with her on a resident expert slot, which meant that she had a group of people that she marketed to every month on a newsletter, we gave her some content, which was a win win for her. And we had a call to action, that meant people could use that code, or click through that link to then visit us on a paid appointment or a discounted appointment or an offer, or to visit a workshop of ours. So we got her ideal client base, it’s already there. And we just connected with those. And the third thing I would talk to you about is invitations, local resident invitations. Could you create a really beautiful looking invitation that invites them to something in your clinic? Could you go and find where those fishes are within your local network, and send those invitations out to your local community? Most people, which always blows my mind, because we are on a main road, we are everywhere all the time. And people come in to us and say, Actually, I’ve been driving past your clinic cater for seven years, and I’ve only just realised that you’re here. So you can’t ever be off. You can’t ever turn yourself off, you’ve got to remain visible all the time. So could you run a workshop? Could you look at a resident expert slot, could you create a beautiful invitation that invites people into a free Pilates class into a they get a vote with that invitation, they have a voucher to come and visit you for one of your massage programmes or for an initial assessment in your physio clinic. So three simple, relatively cheap ways that you can get more clients in your business right now. I’m going to pop a link underneath this podcast, it’s going to be a link to a session that we ran just before Christmas, which was talking about loads of different ways that you can mark it offline to your clients. Because these are often very cheap, effective ways that you can do right now. So I’m going to put that link in the show notes and you can go ahead there. Now last week, I invited you to join our waiting list to a brand new course that is going to be launching at the end of March, we’re going to have two dates. Now wait for this, we are going to be doing how to get more clients in one day, we are going to teach you it all in one day, from hopeless nine to half past three, I’m going to be asking you to step out of your clinic for one day only. We’re not going to be asking you to take reams of time out over six months to get this done. But you’re going to come in to our course in a day. And we are going to be implementing there. And then we’re going to have weeks after where you get lots more support if you want it where you can connect on some group calls with us. And you can reach out to the coaches, but we are going to deliver it all in a day. So if you feel like you don’t know your next move in marketing, if you feel like you’ve got loads of ideas, but you implement none of them. If you feel like marketing is quite scary, it costs you a lot of money. You’ve got that fear of putting yourself out there imposter syndrome, worried about what people are going to think about you. And you want to get absolute clarity on what you should be doing in your marketing right now to get more clients in your business, then head to the link in the show notes below this podcast. And there is a link for you to join our waiting list you will be the first to know about when our course launches and how you can sign up for it because there’s going to be limited places available. So head to that link. Now. Thank you for joining me on this episode where we’ve talked about knowing your next meeting marketing, go and implement just one of those ideas if you can, and I look forward to seeing you on our next episode next week. Thank you for listening to treat your business with Katie Bell, the podcast that tells you what you really need to hear and know when it comes to running a successful business in the health and wellness industry that gives you the time, money and freedom that you are wanting for access to our free workshops on how to get more clients in your business, how to make more income in the next 30 days. And to get more time back in your business and life. Head to our free Facebook group today. Treat your business or head over to thrive dash business coaching.com All of the links are available in the show notes.

Katie – Jane Team: 19:54

Hey there, this is Katie from the jane team. If you’re new to the name, I’d love to introduce you to Jane is an all in one practice management software with helpful features like online booking, scheduling, charting, and billing. You’ll also be backed by a knowledgeable support team ready to help you every step of the way. Come get to know us at dot app. We’d love to meet you and see if Jane is the right fit for your practice.