If you’re a busy health professional looking to maximise your billable hours and better manage your time, automating repetitive marketing related tasks can be a game-changer.
Through automation, you create time in your schedule to focus on the important things that will grow your business. When you spend less of your day handling marketing tasks, you’ll have more time to focus on delivering services. Plus, when your marketing automation is operating effectively, it’s almost like having a sales agent working for you around the clock.
While the initial set up does require an investment of time, once it’s up and running it virtually runs on autopilot with little to no intervention from you. So, if you’re wondering how you can use marketing automation effectively, read on to learn three ways it can help you grow your health practice.
Turn Your Web Visitors into Customers
When your website includes content that educates your ideal client, discusses their pain points and offers solutions, you have the foundations to generate web traffic and leads. But while web visitors and enquires are great, ultimately, it’s more booked appointments that will increase your business.
This is where lead nurturing comes in. Visitors to your website who download your lead magnet are often not yet ready to book in. However, when you have a bank of relevant content and an automated lead nurturing process in place, it’s easy to keep yourself firmly on their radar until they’re ready to take the next step.
For example, someone who’s suffering from stress and anxiety jumps online to research psychologists in their area. Your website offers a free ebook with tips to manage stress, so they sign up to your mailing list to get the download. This triggers your automated lead nurturing process, sending them relevant and timely emails with links to articles on your site that are also relevant to them. This way you demonstrate your expertise which builds your ideal client’s confidence and trust in you. And the best part is, it happens automatically.
Get A Better Return on Your Marketing Dollars
If you have dabbled in online marketing before, you may know that your efforts can, often, be “hit and miss”. The good news is that a quality marketing automation tool, can help you achieve significantly improved results. Most of today’s tools are very user-friendly, so you don’t need to be a marketing or tech genius to gain the maximum benefits. Once you’re set up, using proven automated methods such as A/B testing to measure the effectiveness of your marketing is straightforward. With the right tool you can quickly and easily find out what’s hitting the mark and what’s falling flat. Your marketing platform will proactively guide you to refine your methods to get better results.
Automation also helps you learn more about your leads so you can identify where they are in the buyer journey. This means you can tailor your marketing message specifically to each visitor to ensure every email is relevant and is guiding them towards the ultimate goal of making a booking.
Increase Your Customer Lifetime Value
Ultimately the experience your client has with you determines if they will book that next appointment. But even the most satisfied customer might need a little nudge or a reminder some time. You know how busy we all get, right? By automating your marketing, you can extend the customer experience beyond the consultation room, to build loyalty and trust and secure that next booking.
For example, if you’re a dental practitioner, automation makes it easy to send appointment reminders. Or if you’re a physiotherapist who also offers Pilates classes, you can use automation to inform your customers of this service, increasing the chance of cross selling. Automation is also ideal for sharing promotions to your client base, as you can chose who receives what and when. You might send a special offer to a first-time client to encourage them to come again, or to a customer who hasn’t attended your practice in a while, to persuade them to give you another try.
Positive word-of-mouth from happy customers remains one of the most effective ways to grow your business. When you provide your clients with quality service, there’s a good chance they’ll tell their friends. Add to this, some well-chosen, relevant and useful follow-up automated information, and you further increase the value of their experience - and the likelihood of them raving about you and becoming a client for life.
So How Do You Get Started?
The first step to successfully implementing automation in your health practice is to find the right marketing tool. Spend some time researching the different options and think about the features that will help you and your clients most. Understanding your focus, what makes you special and how marketing automation can improve your offers will also help you narrow it down. If you feel unsure or need extra guidance, talking to an expert will not only help you find the right tool, but also ensure you get the most out of it.Marketing Automation: How to Use It Effectively in Your Health Practice.