health practice marketing that makes you smile
TRANSCRIPT
Health Practice Marketing that
makes you smile!
1© 2012-2015 Caroline McCullough. All rights reserved.
2
Breakdown1. How marketing has changed in last 5 years
2. What consumers are looking for before they buy
3. How lead generation works now (as opposed to 5 or 10 years ago)
4. What elements support the lead generation cycle
5. How to add rocket-fuel to your marketing
Twitter: @casmccullough Hashtag: #cmworkshop
4
How Marketing Has Changed
Traditional (outbound) Marketing:
• Casting a wide net- Broadcasting• Manipulating a response• Short-term rapid growth• Controlled by gatekeepers• Expensive per lead• Only get traction
for $$
Inbound Marketing • Highly targeted,
narrowcasting.• Building relationships
- helping• Longer term growth• You are the publisher• Relatively inexpensive
per lead• Adds value over time
7
What consumers are looking for before they buy
Top 3 Marketing Sources Consumers Trust:
• Recommendations from people they know 84%• Branded websites 69%• Consumer opinions posted online 68%
Source: Nielsen Global Survey of Trust in Advertising Q1 2013.
© 2012-2015 Caroline McCullough. All rights reserved.
10
How lead generation works now
11
You publish compelling, relevant content. What happens next?
12
Quality content attracts and is shared.
13
Quality content is sought after
14
Subcribers are most likely to buy!
15
Happy customers refer you to others on social media
16
Insights and analytics show you how well you’re performing
17
What Elements Support the Lead Generation Cycle
10 Essential Marketing Elements
18© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
19© 2012-2015 Caroline McCullough. All rights reserved.
The 10 essential elementsyou must have in place
20© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
21© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
22© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
23© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
24© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
25© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
26© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
27© 2012-2015 Caroline McCullough. All rights reserved.
10 Essential Marketing Elements
28© 2012-2015 Caroline McCullough. All rights reserved.
http://bit.ly/idgapsnow
30
How to Add Rocket-fuel to Your Marketing
31
1. Focus on the Right Audience
32
3. Use Facebook Ads (Judiciously)
33
• Drive traffic to your website so you can retarget on Facebook
• Use Power Editor (or hire someone to do your ads for you)
• 80% of the time advertise valuable content, not the sale offer
1. Advertise to draw “likers” to your Page
34
2. Track Website Visitors
35
3. Advertise Your Core Content
36
4. Create a value-laden subscriber offer and advertise it to people who have already visited
your site
37
5. Nurture your new leads toward the sale via email
38
4. Create Binge-worthy Content on your own platform
39
Content and APRA
40
5. Use Online Tools to Save Time
Use Canva
Meet Edgar
BuzzSumo
Use Writally
46© 2012-2015 Caroline McCullough. All rights reserved.
The tip of the iceberg
http://bit.ly/idgapsnow
© 2012-2014 Caroline McCullough. All rights reserved. 48