I want to talk about how to maximise the value of your marketing efforts without having to invest copious amounts of time and money. During my time in the natural health industry, I've seen how successful holistic practices market themselves, as well as some mistakes that many practitioners make. Natural health practitioners face the same challenges as any other small business, we tend to also have some unique challenges in managing our business. This is why I want to provide you with advice that is tailored to you and your practice.
The Biggest Challenges for Practitioners
- While practitioners are experts in their vocation, the business side of things can be a massive roadblock. In my experience, many practitioners are daunted by the "business" aspect of their practice - after all, our priority is to help people!
- Practitioners face unique challenges in communicating the value of their practice. Trust and credibility is a major issue in our industry. Often, you're not only promoting your business, but having to educate people on the modality itself, while "proving" your expertise. Having to market yourself like this can sometimes feel like you are compromising your values, but it doesn't have to be this way.
- The daunting digital world. In my conversations with fellow practitioners, it seems like the world of social media and digital marketing is still yet to be fully utilised and understood. This is why my focus in recent emails has been on how to maximise your online presence.
Just getting started? Check out the three top tips to boost your marketing.
- Set a clear intention. You've heard me say Unique Value Proposition (UVP) too much, but there's a good reason. I see it as the backbone of every single business decision you make. Behind every marketing strategy is a solid understanding of your values and goals. If you haven't already, check out my article that talks about developing your UVP to attract repeat clients here.
- Establish a consistent brand. A brand is the promise of value and unique benefits you make to your clients about the experience they will have with you. All your communication and activities should be in alignment with and reflect your brand values and identity. Remember that a brand is not just a logo or business name. A brand communicates the thoughts, feelings and expectations about what you offer that live in the hearts and minds of your intended audience. As you develop your brand, be sure that you are consistent in the way you communicate it.
- Create a marketing plan. Now that you've established your intentions, values and brand - it's time to plan out how you're going to communicate this. The basic things you need to include are intentions, strategies, tasks, timing and budgets. The questions you need to answer in it are: What services and products will I offer? Who needs my services, and how will they find out about me? What activities will I participate in to grow my business? What support do I need to accomplish this? How much time and money needs to be put in, and how will I measure my progress?
How practitioners are marketing intelligently on a budget
- A strong social media presence - As I've said before, a social media presence is all about building a stronger relationship with your current and potential clients. It's also a great opportunity for you to bolster your credibility by showcasing your knowledge and expertise. Learn more about social media with my 7-Step Guide to Social Media Success.
- A user-friendly website - Building a website is an expectation these days. However, it's not enough to simply have a website - but it should be user friendly, modern, and in line with your brand and UVP. For people choosing a health professional online, they may make snap judgements based simply on your online presence. A poorly-designed website won't look good for your credibility and a professional business.
- Email marketing - if you aren't already sending regular emails to your clients - it's time to start! Just like social media, this is a way to continue strengthening your connection with clients by showing you care. Stuck for ideas? I've got some to get you started:
- A weekly newsletter that educates your clients on your modality or a health tip/trend.
- Check-in on clients who haven't seen you in a while. Keeping track of this data is incredibly important, as it's much easier to regain an old client than win a new one!
- Share promotions/special deals to re-engage older clients (this can be combined with the idea above).
- Ask for feedback. This should be through an anonymous form that is sent automatically to a client's email after their visit. As healers, it's important we remember that we are continuously learning and should be open to change. Getting feedback from a client can be extremely valuable to our practice.
- Personalised communication - get personal with your clients when communicating. If you have the time and resources, sending a personalised email, text, or even making a phone call to a client shows that you care about their health. Try using the text template below, but tailor it to exactly what service you offer.
Marketing doesn't have to be a chore. I like to think of it as a way to meaningfully reach people to improve their health. After all, without marketing, you won't have as many people that you can help! You don't need to compromise your values to be a good marketer - it's important to stay true to your values and communicate this with every interaction.
Originally published on May 06, 2021
