When a person goes on a Journey we think of a trip that has multiple stops and extends over a period of time. Other times we use the word “Journey” to mean a process that is an every changing that allows us to grow and develop. It is time to think of your marketing program as a “Journey”. A process that involves more than one “stop” and is every changing and every growing. Why? Because frame of mind is everything to embracing a process. If you are still in the mentality that you check the box once a year on your marketing and then go back to medicine, then your business has a higher chance of not maintaining and gaining new relationships. Lack of maintaining relationships could mean less customers and that would be suboptimal.
For your marketing Journey there are a few essentials to sneak into your travel back pack that will be your roadmap and guide along the way. Every aspect of your marketing should fall into these guidelines.
Guideline number one is your marketing must get your found. If pet owners cannot find you then they are unable to utilize your business. Your website needs to be found in search on Google, Yahoo and Bing in local and organic search as well as other areas such as Facebook, Twitter, blogs and more.
Guideline number two is to educate your consumers. Right now other companies such as Pet Meds, Walmart, Kruger grocery stories are educating pet owners that veterinarians are expensive and a hassle to use. In fact, they are starting to build relationships with your customers through education. Your edge is you already have a relationship with your clients. You are their trusted source of information. Provide education about your services and products through content rich marketing to keep a strong relationship with pet moms and dads.
Guideline number three is engagement and interaction. Every single aspect of your marketing program needs to elicit two way conversations between you and your pet owners. In fact this communication has a name. It is called “InBound Marketing”. Examples of engagement are, leaving thank you notes when people write your business a review or forms on your website where people are able to sign up to be a client. Social media marketing needs to ongoing and daily with conversations happening between you and your viewers. Today’s standards on the Internet is the expectation that we can build and have a relationship with your business 24/7/365.
Guideline number four is connectivity. Every aspect of your marketing should connect with every other aspect of your marketing. Think of a spider web and how the points of the web connect with the other points of the web to make a single whole. Everyone uses a different “door” when they are searching for information on the Internet. Some people start with Google, others look at online reviews like Yelp or places like Facebook, Twitter, Blogs, Pinterest and more. Regardless of where a person starts their search they need to be able to find your business easily and quickly on other places of the Internet.
While we are on this marketing journey remember the rules of the road that people have come to expect when using the Internet. If you violate these rules of the road you either will cause frustrated users or just won’t be used at all.
Give me what I want when I want it. Meaning if I want to find information I as a searcher expect to pick up my device (phone, laptop, computer, tablet etc) make a quick search and find a satisfying result immediately.
Do not make it wait for it. I want it NOW. Slow pages, having to hunt for information causes frustration from the searcher. This starts your relationship off to a bad start with your current and future consumers.
Do not make me work for it. Minimal effort is what we have been trained to use when finding information. In fact if it takes to much effort to find what we are searching for we just all give it up.
The next stage of your journey is deciding what “stops along the way you need to be making. Next month we will be covering the “must see and be” places for your marketing journey. It is time to start your adventure.