Wow, is it just me or did this year fly by? Of course, I do say that every year! With the end of the year fast approaching many business owners are turning their attention to next year and creating their marketing strategy. I am. You probably are too.
Doing all I can to make my business a success is a gift that provides joy all year long and not just for me either, but for my family, employees and the charities I give to.
So to get the most out of all my efforts I am continually looking for ways to maximize the assets I already have, you should be to. I know from experience, though, many practice owners and insurance agents don’t.
In my business I deal with doctors and insurance agents. I know, it’s an odd mix, but I create newsletters for those niches.
Even though they are very different niches, there are many similarities in the marketing philosophies, both good and bad, of each group.
One of the most common missteps I see is that they spend all their marketing time and money on acquiring new business. While that’s not a bad thing in and of itself, it does become a problem if they miss out on the huge opportunities that their current customers (patients) represent!
If they don’t continually reach out and build trust and loyalty with their current customer base they are missing out on a huge opportunity, and here’s why:
It’s simple marketing — it’s always easier to re-sell a product or service to an existing customer (patient) than it is to acquire new ones. This makes a lot of sense when you think about it. After all, who is more likely to trust you to provide them with the services they need — someone who has already trusted you or a stranger?
When you create your marketing plan for next year, make sure you cover all your bases – online and offline as well as new and existing customers or patients.
It’s the best way to get the most out of all your marketing efforts.
A monthly newsletter is the easiest way to continually grow your relationship with existing customers and patients but only if it’s done properly…
1. Make sure your newsletters are written in an easy to follow manner. Avoid jargon or technical terms when possible. Talk in a conversational tone like you would talk with a friend.
2. The topics of the articles should be on topics of interest to your reader and that may not be topics that are strictly in your wheelhouse. For example, a chiropractor might include articles on health and wellness issues that aren’t directly related to chiropractic but that are of interest to their readers.
This is important because your newsletters will only be effective in building trust, loyalty and increasing referrals if your readers enjoy reading them and find the information helpful. If the articles sound like a long string of advertisements your readers will tune out and you may actually create negative feelings about you. That’s the last thing you want!
3. It’s a good idea to include photos. This helps to catch the readers eye and will keep them engaged. It also breaks up the text so the newsletter doesn’t look it will be “hard” to read.
4. There are different ideas but I think you should send out a newsletter monthly. I think weekly is too much and quarterly isn’t often enough. Remember, you want to stay top of mind so they think of you when they need you and they think of you when their Aunt Ginny needs you!
I hope you all have a wonderful Holiday Season and a prosperous and happy New Year.