Over the weekend I’ve been at a Marketing Seminar in San Diego with some of my team – we’ve learned a lot.
One of the big take aways from the event, is this:
“Short-term Marketing – the sprint –
is a fools race”.
What I mean by that?
Let me explain:
It’s the process by which you take a sum of money, say $500, and decide to throw it at something like a few weeks of Facebook ads to “see how it goes”.
Then, judge the platform – and the likelihood of whether it’ll work for you – on the results of that $500 spend.
The reality?
Whether it does work – or it doesn’t…
…how successful you will be as a result of Facebook will not be determined by that one “ad” or $500 spend.
The real problem with this type of advertising?
More often than not – like 80% or more – it absolutely WILL fail – and when it does, you are tempted to walk away from it all together.
If it fails – does that mean Facebook (or Google, the newspapers etc) will never work for you?…
Of course not!
It just means that the ad you ran wasn’t part of a PLAN that you judge the success of over a definite period of time…
…a 12-Month PLAN that had many ads, all impacting each other, all having a compound affect on each other – and each significantly increasing your chances of success.
When you run “one-off ads” – you are hoping and praying.
When you have 3-4 things happening as part of a PLAN – you are sleeping much more soundly.
Want to know how I run all my ads?
It’s this simple:
I create a PLAN…
…I perfect the right MESSAGE to the right person…
…then I choose the PLATFORMS to run my ads on.
Next:
I IMPLEMENT the PLAN…
…then, most importantly of all – I MONITOR and ADJUST until the PLAN works.
It’s never a case of “will this work”…
…it’s ALWAYS a case of “what do we have to do/change/adjust to make this work”.
When you have a PLAN – it’s much easier to budget and forecast so that you can monitor and adjust accordingly…
When you set your business – and your Marketing Plan – up for the LONG-RUN…
…like 12 Months…
…an incredible thing happens…
You always beat the guys who forever take the short cuts trying to get to the same finish line.
And guess what?
How to create a PLAN, a MESSAGE, and choose the right PLATFORM that is perfect for your perfect patient are the subject of the next “More Patients, More Profits 2017” 3-Day Workshop:
– 10 Person, 3-Day Marketing Workshop: Alexandria, May 20-22 >
Do you need to come to this so that I can show you how to create a Marketing Plan?
If you do – here’s the link with all of the details:
– 10 Person, 3-Day Marketing Workshop: Alexandria, May 20-22 >
Seats are filling up…
This Workshop will show you how to create a Marketing Plan for a cash, In-Network or OON clinic…
…we spend two full days doing that..
…and then on day 3, I show you how to hold the conversations on the phone – and in the treatment room – so that people are happy to get on your schedule – and stay on your schedule.
Last Event sold out – this one will too.
Details here:
– 10 Person, 3-Day Marketing Workshop: Alexandria, May 20-22 >
This is perfect for clinics, who, up-until-now, have had little or no success with the “spend $500 and see how it goes” style of Marketing that I’ve just described.
Details here – application only:
– 10 Person, 3-Day Marketing Workshop: Alexandria, May 20-22 >
See you in Alexandria…?
Paul Gough
P.S Here’s some FAQ’s I’ve had about the 3-Day Marketing Workshop:
(How your 3-Day Marketing Event will look)
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Q1.) “I’m an “In-network/Cash/OON PT” – will it work for me?”:
A.) YES! if you are asking this question of yourself – then you really do need to attend this Event.
Hearing this question so many times tells me that a lot of people are confused about what Marketing even is – never mind how to make it work.
Marketing, done right, does not require you to do anything different to factor in what type of clinic you are. The patient doesn’t care.
What is the difference? You’ll find out on Day 3 of the Event:
– 10 Person, 3-Day Marketing Workshop: Alexandria, May 20-22 >
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Q2.) “Which Airport do I fly into to get there”?
A.) Ronald Regan.
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Q3.) “What time will the event finish on the Monday”.
A.) 3.15pm (…so that you can catch your flight out that night)
– 10 Person, 3-Day Marketing Workshop: Alexandria, May 20-22 >
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Q.4) “Will I get personal support from you”?
A.) YES! Every session is carefully put-together to allow me to get to know you personally – and work with you personally – so that you come away from the Event with the perfect Marketing Plan for your clinic.
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Details here:
– 10 Person, 3-Day Marketing Workshop: Alexandria, May 20-22 >
MORE RESOURCES ON THIS TOPIC:
Click here to listen to Audio Experience EP:02: Creating A Marketing Plan For The Crossfit Open >
And when you listen to the podcast and show, be sure to subscribe to the podcast on iTunes and the show on Youtube, to be notified of the latest episodes.
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For more PT Business Education Material:
- Violating Social Norms and Outdated Levels of Thinking - 22nd October 2020
- MORE from LESS: The Go To Strategy During A Financial Downturn (Like here in 2020) - 15th October 2020
- How To Confidently Sell Your Physical Therapy Services - 29th April 2020
- Telehealth: What Does The Future of PT Look Like? - 17th April 2020
- How To Get More Buy-In From Patients - 16th April 2020
- Telehealth: Have You Already Done It Without Realizing? - 16th April 2020
- Telehealth: What Is the Most Important Thing You Can Sell Right Now? - 15th April 2020
- Telehealth: Is A Marketing Funnel Needed Right Now? - 14th April 2020
- Telehealth: What Happens To Discovery Visits? - 13th April 2020
- Telehealth: How Will I Compete With “Big Box” Insurance Companies? - 10th April 2020
