If you are not sure how you can use online marketing to grow your business it’s helpful to remember that it all boils down to just 3 ways. It’s often considered the digital marketing trifecta.
Think of them as 3 online strategies for building your brand. Understanding them gives you a solid starting point in working out your own digital strategy.
Here is what they are:
Owned media includes your website and blog but also your social media profiles. The good thing about this is that you get to control it. By creating valuable and relevant articles, videos or podcasts you can increase the reach of your brand.
The drawback is that you need to be quite strategic for this strategy to become an effective “stand alone” method of generating leads for your business.
Still, owned media is important and I recommend any health practitioner to regularly publish quality content. Over time, your reach will increase and your content will build the “know, like and trust” factor.
This alone can make the difference between someone surfing away from your site and clicking the “book appointment” button.
This simply means you pay for your ad to be seen by your ideal client based on what they are interested in. Platforms like Facebook, LinkedIn and Google are popular choices.
As opposed to owned media, paid media will give you instant access to your selected target audience. On the flip side, like a tap you turn on or off, the moment you stop paying for the ads, your reach disappears.
I use paid media strategically. For example, if I want to quickly reach a specific target audience. It is also useful for promoting time-limited offers or events.
Paid advertising has become more complex over the past 2 years and it makes sense to educate yourself before “jumping in”. Always start off with a small budget and test your ads and audiences to see what works and what doesn’t.
This is the holy grail of digital marketing. The digital version of word of mouth if you like.
An example is one of your happy customers singing your praises on social media and recommending you. It could be someone writing a blog post about their positive experiences with your brand. Or it could be a positive review on a comparison site.
The beauty of earned media is that it is free. Also, consumers highly value and trust friends' and family’s opinions. So this is enormously powerful.
On the flipside, we don’t control what feedback others leave for us. So it is essential to think this through and have a response plan in the event leaves us negative feedback. Negative feedback is something we all fear. However, provided it is managed well, this can actually positively affect your brand positioning.
Where to start?
So which one is the right one for you? Well, hopefully from reading this you realise that you really need to cover all three. An easy way to get started is with your website and your blog and, if you have some budget available, start to dabble in paid media. However if you are entirely new to paid media I would recommend starting with a small budget, enroll in a course or find someone to help you get started.
If you are ready to start building your strategy you might like to download my eBook "How to Create a Digital Marketing Strategy". It's a practical guide for health and wellness professionals that takes you from the basics to completing your first full strategy.