Firstly, like all marketing activity you need to carefully plan your digital marketing activities. But before we start there are a couple of ‘tips’ I’d like to make sure we have clarified.
Tip one – This is all about marketing, not selling (that comes later). With marketing the messages are about informing a specific group of people, about a specific aspect of your business or industry, using a specific tool, in this case something online. Marketing is about raising awareness. Don’t jump too soon into selling, it puts people off.
Tip two – Marketing takes time. It isn’t a one-off activity that you just do and forget about, or that you can do every now and then. If you want a steady flow of leads for your practice, then there has to be a steady flow of digital marketing activity.
So before you plan your Digital Marketing you need to know the answers to three key questions:
- 1. What am I marketing?
- 2. Who I am marketing it to?
- 3. How am I going to market it – digitally?
So let’s take a look at each of these in turn.
Question 1 – What am I marketing?
This should be a pretty easy one to answer. This, on the whole, will be the products and services your business provides.
List down everything that generates an income for your business. Then decide, as part of your digital marketing plan which key products/services you wish to tell people about. This might be the services that generate the greatest profit margin (you should know this too!), or a new area of business you are expanding into. Focusing on just one or two areas would be ideal. I would keep it limited to no-more than three during any one campaign, and a campaign might last for 3–6 months.
So by now you have a list of all the services and products you provide, and you have identified your key 1 or 2 services/products you wish to market in your digital marketing plan.
Question 2 – Who am I marketing it to?
Who is your customer? Please don’t say everyone! Do you know who your customer is? If not profile them. You should have data on their age, gender and location. That’s a great starting point losartan potassium 50 mg. Gather as much information as you can on your customers. What sports do they play? How did they hear about you? What prompted them to get in touch with you in the first place? Are they married? Do they have children? What’s their profession? What are their hobbies and interests? What social media do they use? What’s their email? Their mobile number? Get as much as you can.
How much are they worth to your business? Do you know the life-time value of your clients? Do you know what products or services of yours they have bought? This is all information you should know within your business.
Once you’ve profiled your customer you can then start to target people who are like them. Or more specifically profile the customers who are already buying the products/services you identified in step one. Platforms like Facebook make targeting audiences really easy to do.
So by now you know what you are going to market and who you are going to market it to.
Question 3 – How am I going to market it – digitally?
The answer to this will very much depend on the response to questions one and two. You need to know where your customers, and likely customers are – Facebook, Instagram, Email etc. You need to know what interests them and then get your messages to include what they might be interested in.
One of the many wonderful things about digital marketing is that it is generally a little easier to track what’s working with regards to your marketing, as in what links were clicked, what had most shares, likes etc. You can then build up a profile of what interests your customers and do more of that. Remember to keep it focused on what they like and what they might be interested in and not too much of what you want them to buy!
If you want to know more information about profiling your customers and building a focused digital marketing plan, then please get in touch.
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