How do you advertise to get new customers? Is it word of mouth, yellow pages, google? Whatever your strategy may be, you need to have a plan with a budget set out. Now is a great time of the year to review the last 6 months and plan for the year ahead. Advertising changes month to month but the principles remain the same. Good quality marketing advertising your USP (Unique Selling Point) will attract your ideal client. It’s all about being consistent and sticking to your plan (if you have one), so this week I’d like to share a quick marketing plan I did recently. Feel free to copy it to suit your needs but please note you will need to adjust the plan to suit your needs depending on your demographics.
As you can see from my marketing plan it’s pretty basic. However everything is accounted for, including the hours of work (which I bill at €100/hour)
- Time – 12 hours a month
- Investment €300 actual money
- Investment €1500 actual money plus time
- ROI €5400 (€3900 profit)
- The ROI is based on projected profits given the average customer will have at least 4 consults over a year.
This template is forever changing with new methods of advertising coming out all the time. Don’t rely on just one form of advertising (word of mouth), try as many different types as possible. When your new clients come into the clinic, record how they heard about your clinic. Then over a three month period analyse where most of your new clients came from and put your budget into this area, for example if you know most of your clients are coming from facebook, invest time in facebook ads. If you haven’t had a single client come from your newspaper ad, either change it or re-invest this money elsewhere. What works one month may not work the following month so always keep up with the trends. Remember it’s all about quality and a clear message, get across the right information i.e. how to book an appointment. You don’t need a massive budget for this type of plan, in the above example it only costs me 6 client visits over a month with a potential return of 110 appointments.
A lack of money is no excuse for a poor marketing plan, most of it’s free! A lack of money should make you more creative and get you thinking outside the box on how to stay in touch and connect with new clients. PracticeNav can help with your marketing plan. Take our Online Audit which gives you instant results. This can help build your business in order to progress to the next steps in your exit strategy. Contact PracticeNav via email on firstname.lastname@example.org or take our Free business audit to find how we can help. Feel free to ask any questions in relation to this.