what is marketing automation and how to use marketing automation to grow your plastic surgery practice.Marketing automation is like going on a cruise. You want everything to be fun and lighthearted, carefree and stress-free. Cruise ships are designed to give their guests this kind of pleasure. There's beautiful scenery, tasty drinks, great entertainment and lots of exciting activities. You should plan your buyer's journey the same way when building your marketing automation strategy. Every little scenario needs to be outlined so that when a milestone is achieved, a new event is triggered. Through marketing automation, a series of content is offered that allows your practice to build a relationship with potential patients and educate them on what your practice can offer. The best part is that this is done automatically after your strategy is implemented. You may still be concerned about how marketing automation works and whether it will be effective to stand idly by while it takes care of everything. But what you need to remember is that marketing automation allows you to maintain full control. All that is required is that you understand the demographics of your target patients and the things that keep them motivated. Between the time a patient first comes to your practice and the time they return, they go through different stages. You need to recognize all the patterns a patient endures in these stages. This will help you create automated workflows in the future that will bring potential patients who learn about our practice to a point where they are actually considering and deciding to use your services.Let's go through these 7 simple steps together and see how we can create a successful automated marketing strategy.1) Objectives that are measurableHave you determined your priorities yet? Do you want to establish your practice in a new market and get more exposure there? Perhaps you want to grow your client base so you have a new demographic to target. Whatever your priorities are, you need to set very specific goals that are fully measurable. Let's look at an example. Let's say you want your practice to bill 10% more patients each month for the next 6 months. If $100,000 is the total amount you currently bill each month, that would mean you need to increase your billings by $10,000 each month. If $5,000 is the cost per procedure, that means you need to perform 2 additional procedures each month to achieve this goal. Let's say for every 3 consults you schedule a procedure, then you will need to target 6 consults each month. This increase of 6 consults per month is the minimum target you should set for yourself.This information will be used to guide the tactics and strategies you use for automated marketing campaigns and workflows.2) Who are your ideal patientsYou must understand who your perfect patients are to fully leverage the true potential of automated marketing. For example, if you have patients who are mothers who want a makeover, you'll want to engage them by taking into account specific characteristics such as their income level, age range and marital status. You may already know what incentivizes them to visit your practice. This particular type of lead follows a certain decision-making process that is fairly predictable. If you can understand how this prospect is motivated and influenced, you can make content and communication that meets their demands, desires, challenges and needs.3) Develop a conversion pathA conversion path is the process of converting the unknown visitor to your website into a known lead.At this point, you already know who your perfect patients are. You know how they move from the simple awareness stage to the decision making stage. Next, you want to develop pathways to help your perfect patients move from one stage to the next. If your perfect patients are those mothers who want a makeover, you can engage them by developing 4 different levels of targeted content.Procedure-specific content: How long does the procedure take? What to expect during the recovery phase? How will this procedure improve the lives of these mothers? How will it improve their self-image? Practice-specific content: Why should patients choose us? List all of your staff's credentials and any awards or other achievements they have received. Include a gallery showing before and after photos of successful patients. Discuss the values and philosophies you embrace in your practice.Patient-specific content: What is the price to the patient? Do they have to pay cash or are there financing options? If financing is available, what are the details of those options? Can mothers who undergo this makeover get their pre-pregnancy body back? Proof through social media: Post testimonials in text and video. Share the content on social media and add your listing to third-party websites that evaluate healthcare providers. Spread the information in consumer publications on the Internet as well.4) Create content that is compellingYou must create content that reads well and motivates people to take the next step. This can be content such as social media posts, blog posts, personalized e-mail messages and landing page content. In addition, you need to create content that can be downloaded to their computer or mobile device. This can be content such as checklists, infographics and e-books. In addition to creating new content, you can add content with your existing resources. For example, take content from your published articles, website content, blog posts and brochures, and use this content for your FAQ page, infographics, checklists, presentations, social media posts and podcasts. This will save you extra money and time from having to rewrite the same information for them. Not only that, but it keeps your information consistent so customers trust you more.5) Develop automated workflowsThis is the part where everything comes together. When you have a particular action that triggers a series of actions, this is known as an automated workflow. For example, if a lead visits your website and discovers your blog about mommy makeovers, this could cause them to become a lead instead of just a prospect. Perhaps send her contact information so she can download a free e-book on makeovers for new moms. Now that you have their contact information, you can communicate with them in the future.Here is an example of an automated workflow and what it could look like:Prospects are attracted to your informative content that is shared on different social media platforms and visit your blog.The visitor downloads the e-book and becomes a lead.The lead receives an email after 4 days asking if they have any questions about the information contained in the e-book. The email will contain anchor links within the content that will take them to several video testimonials from other women who have gone through the same makeover process and achieved amazing results.A second email is sent to her 5 days after the previous email. This email contains an attachment with frequently asked questions about the makeover and their answers.Seven more days pass and the woman receives a third email containing the average cost of the makeover. Numerous financing options are also mentioned.A fourth email is sent informing the woman that your staff is available to speak with her if she still has questions or if she is ready to make a decision. The email will invite her to visit the blog and subscribe to it to continue to receive special and exclusive offers. By voluntarily subscribing, the person is giving you their permission to receive future communications from you.Every time you email someone, they should have an invitation to schedule a free consultation with your staff. That's why all emails should have their contact information, as well as a link option for them to unsubscribe if they no longer want to receive emails.6) Analyze the results carefullyThe best thing about automated workflows is seeing them in action. After a lead downloads your e-book, it starts a chain of events that happen automatically. All the preparation and work that has gone into it will eventually pay off. You can use workflows several hundred or thousands of times to help guide leads through each stage. If you use professional email marketing software, such as HubSpot, you'll have an inbound marketing platform that's fully integrated with all the features you'll need to set up a workflow that encourages leads and shows you the results. You'll see the total number of opened and closed emails. You'll see how many people unsubscribed and at what stage of the workflow they unsubscribed. You'll see the number of clicks that occurred on the links you supplied and what particular type of action was taken after clicking on it. In general, the workflow has the ability to track all actions within it.7) Optimizing for the highest performanceWhenever you can track an action, you can also optimize it. For example, if you see that people have deleted your messages without even reading them, then you may want to experiment with new subject lines. If you use a generic address for your query, you may want to change it to a recognizable person's address. Does your workflow have a message that makes people want to leave? If so, fix the message or replace it with a new one. It may also be a timing issue with when messages are sent. Any changes you can make in these areas will make a big difference in the effectiveness of your campaigns and workflows. When one workflow teaches you something, you can apply your new knowledge to other workflows. This will make your effectiveness much better. September 22, 2022Recent Posts
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what is marketing automation and how to use marketing automation to grow your plastic surgery practice.Marketing automation is like going on a cruise. You want everything to be fun and lighthearted, carefree and stress-free. Cruise ships are designed to give their guests this kind of pleasure. [...]