health practice marketing that makes you smile
Post on 14-Apr-2017
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Health Practice Marketing that
makes you smile!
1© 2012-2015 Caroline McCullough. All rights reserved.
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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
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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
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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.
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How lead generation works now
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You publish compelling, relevant content. What happens next?
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Quality content attracts and is shared.
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Quality content is sought after
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Subcribers are most likely to buy!
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Happy customers refer you to others on social media
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Insights and analytics show you how well you’re performing
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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
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How to Add Rocket-fuel to Your Marketing
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1. Focus on the Right Audience
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3. Use Facebook Ads (Judiciously)
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• 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
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2. Track Website Visitors
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3. Advertise Your Core Content
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4. Create a value-laden subscriber offer and advertise it to people who have already visited
your site
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5. Nurture your new leads toward the sale via email
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4. Create Binge-worthy Content on your own platform
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Content and APRA
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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
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