Most professionals enjoy those aspects of their job that are intrinsically related to their professional training but feel pressure when it comes to sales. This is despite the fact that sales is quite contained within the context of a professional practice.
Rather than investing in one off marketing activities, you could select a line up of marketing opportunities for their ability to work in synergy with each other to deliver on your unique practice development goals.
Let’s take a look at a couple of our clients who recently launched their websites within a well orchestrated marketing plan, also supported by an authentic marketing strategy:
Example #1: Footcare Place
This foot care clinic required a marketing plan that would complement its existing systemized approach and set the stage for growth.
The marketing plan accounted for a website optimized for individual treatments and products, an e-newsletter designed to generate loyalty and referrals on a regular basis and a blog to house newsletter articles. Together, these marketing activities are a turnkey system that makes the clinic both accessible to and proactive in reaching active, mature adults across the Greater Toronto Area.
Before it even hit the marketplace, the marketing strategy for Footcare Place generated interest from the media for its creative reference to the clinic’s authentic, fresh, contemporary, energetic and optimistic approach.
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Example #2: Susan Mallin, Investment Advisor
This investment advisor required a marketing plan that would do away with the need to make cold calls and instead showcase her skill to make investing understandable and relevant to individual investors across the Greater Toronto Area.
The marketing plan accounted for a website, blog, e-newsletter, press release and postcard brochure. Sue leveraged the blog to demonstrate her talent as a communicator. Her blog articles turn the industry on its head! Instead of being predictably boring, dry and difficult to understand, they are quirky, irreverent and, believe it or not, even funny! Combined with a press release, the blog carves the way to future media engagements.
The direct mail piece serves to announce the recent launch of her practice within MGI Securities, allowing time for the website to rise on the search engine charts.
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Consider your practice development goals and what you would most like to change about your sales process. A well orchestrated marketing plan and authentic marketing strategy can help you to avoid cold calling, maintain a lean practice, improve close rate and generate inquiries well aligned with the direction of your practice. It can help you to take the heat off sales and focus on your profession.
Understand, however, that a well orchestrated marketing plan will not, in and of itself, build your practice. It must be supported by a marketing strategy that communicates the authentic and valued difference offered by your practice.
A well orchestrated marketing plan combined with an authentic marketing strategy, helps to ensure that not only will your practice be found, but that by the time prospective clients walk through your door, they are so well acquainted with the true character of your practice that they are, essentially, already sold.
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