Marketing is an essential tool for your business, as it creates growth and longterm profitability. Sadly, though, when times are tough, this is the first item to be cut from the budget.
It has been said that at least 5% of your profits should be spent on marketing your business – and that is just to maintain current levels of profitability. If you wish to experience growth, you should be spending even more.
Partnership
Working with your marketing company is of the utmost importance. By using strategic marketing techniques, they achieve brand awareness, create interest, gain trust and bring you targeted leads. It is then up to you to engage with these leads and convert them into loyal, paying patients. You need to monitor how your new patients come to hear of your services, which can be done by asking the right questions on your consultation form. Be specific, for example: “Where did you hear about us? Website, Facebook, Twitter, Instagram, newspaper, magazine, billboards, friend, other (specify)” – this is obviously dependent on the type of marketing you are currently doing for your business.
Furthermore, assign one of your staff members the responsibility of keeping records of this information, so that your marketing company gets a clearer indication of where to steer your campaign.
Marketing is dynamic and ever-changing, especially with the rise of online platforms. Adapting and changing strategy on a regular basis in relation to current trends and business practices is what will get you noticed above your competitors.
Spend time with your marketing team – you are the one that knows most about what is happening at your practice – share the news, monitor the interests, get testimonials from your patients, take before-and-after pictures, video treatments. If you have time constraints, appoint one of your staff members to actively be involved in the marketing strategy.
This story is from the A2 TRADE Complimentary Magazine (Issue 2) – 2017 edition of A2 Aesthetic and Anti-Ageing Magazine.
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This story is from the A2 TRADE Complimentary Magazine (Issue 2) – 2017 edition of A2 Aesthetic and Anti-Ageing Magazine.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
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