We get it. This year has been completely nuts and has sucked longer than anyone thought. It has been full of ups and downs and lots of unknowns. It has been a year filled with fear and anxiety. Like you, we have reason to be excited for 2021 and want to help you prepare to be as successful as possible and dominate your market in 2021.
With the vaccine beginning to be released nationwide, consumer confidence is increasing. Now is the time to take massive action and update your marketing to ensure that you are ready to ride the big wave coming in 2021.
We have put together ten things you can do to prepare today for the wave of renewed consumer confidence that is coming. If you follow these instructions, you will come out of this stronger, better, and ready to take market share from your competition.
Let’s do this!
1) Review Generation
Have your staff go through your last six months or more of visits. Call each person you saw, and check-in and see how they are doing. Once you confirm the client is happy with your office, ask them if they will give you a review. Ask your customers to post reviews to Google, Facebook, and other platforms. Over 90% of consumers say that they trust online reviews when choosing a business.
Your staff can tell them that reviews are critical to your practice and that you know how busy people get. You were hoping they could share their thoughts on your business with your community. Have your staff offer to send a link to your Facebook page. This way, you do not have a lag in reviews, and you can pick up a lot of great reviews while your competitors are stagnant. You can also use this time to find a testimonial to use on your website.
- Also, invest the time to respond to your reviews, especially the positive ones! So many practices take customer reviews for granted. They have an enormous referral potential, and Google will notify them when you have commented with a link to it. When you can, responding to reviews also sends strong signals to Google that your GMB has excellent activity and engagement, which inevitably leads to a higher ranking and more new clients.
2) Content Creation
Q&As are essential for increasing your Google rankings. It would be best if you had them on every procedure page. Take this opportunity to write at least ten Q&A’s a day. Once you have around 50, you will want to send them to your team at Advice Media, along with the page they belong to, so we can upload them to your website. Continue to do this every day, and you will create a ton of valuable content for free. Try and write the type of questions clients ask because the way they ask you the questions is the same way they asked Google the questions. Your answers should be what you would say to a client in your office. That way is it is your voice, your philosophy, and your vibe. This unique, original content is what Google wants.
3) Photo Gallery (where applicable)
Now is a great time to create or update your before and after gallery with new B&A photos. Clients always tell us that they wish they had the time to get through their backlog of pictures and edit them for their websites. B&As galleries are highly trafficked and tremendously help conversions. Aside from the homepage, it is the most visited page on every website. If you do not have a B&A gallery on your website, now is a great time to get started.
4) Office Vibe
Now is a great time to enhance the vibe of your office. You want to create a fantastic experience that clients will see, hear, smell, and feel when they walk in your door. I have even seen offices with music in the parking lot. Pick a great playlist on Spotify, place vanilla diffusers all around, add some plants, enhance your lighting. Create a space where as soon as people enter, they feel they are in the “right place.” You want to wrap your prospective clients up in a warm blanket of comfort instantly, so they don’t look anywhere else and spend more money with you!
5) Q&A Videos
Make a list of the top ten questions you get for each service you offer. Find the right setting, set up a camera or phone, use a good microphone and lighting, and start answering questions. Each Q&A can be a video for you to upload to YouTube and then imbed in a video gallery on your website and post on FaceBook, Instagram, etc.
Remember, slow down a little when you speak on camera. Your audience is a potential client, not another doctor or attorney, so your vocabulary and explanations should be aligned with the viewer. Let your normal personality come through. By keeping it ‘real,’ you will be able to establish a ton of confidence with your prospective customers.
All of the spoken content in YouTube videos is digitized for closed-captioning. Google then uses the words from your videos to rank your videos in search results.
6) Plan your social media strategy
We have created a video tutorial to help practices understand social media psychology for clients that also gives you some easy strategies and tactics you can begin implementing right away.
Social media is about consistency and engagement. Google loves to see your consistent posts, and the more engaging your posts become the larger your general audience. Avoid selling, posting specials, and showing too many testimonials until you have created a connection with your customers.
Be sure to include information about your enhanced safety protocols. Even though the vaccine is now in distribution, it could take up to 6 months to reach the general public for the effects of herd immunity to work.
7) Email Marketing
Create an email template and start sending out helpful/fun/interesting/funny emails to your customers. Right now, everyone is spending more time than ever on their devices. Your emails are much more likely to get read. Email is a great way to maintain a relationship with your clients and let them know you are real. Let them know about your practice changes and why it is safe for them to see you. You are reading this, aren’t you?! Set up an email flow to stay in touch now and then, include promotions, and to maintain top of mind awareness.
8) Specials (where applicable)
Create some fantastic specials customers can lock in now. Offer some crazy prices that people can only get by putting down a deposit now, even if they do not use it until the Spring. Getting people in the door is critical. When they come in, you can up-sell them, book their next procedure, or sell products. Posting this type of special offer on social media is also a great way to capture emails and generate leads. One of our clients did this on Friday, and on Monday, someone booked $4,000 in procedures at her med spa for a future date. Your offer could be a ‘Vaccine Special.’ Let them know you are as excited as they are for the pandemic to be over and for a sense of ‘normalcy’ to return.
9) Virtual Consults
It is still a great time to go virtual. While virtual was much more necessary in March, April, May, There are still many people who are nervous about going out in public, either because they are at high risk or they around high-risk individuals. Virtual consultations are a fantastic way to connect with prospective and current clients alike. Make sure to put this front-and-center on your website, social media, and emails.
10) Digital Do-Over
Now is an excellent opportunity to up your marketing game. Some practices have been in survival mode since March, and others have recovered well and followed much of what we shared in our original Covid Comeback Document.
Practices that took the opportunity to create a genuinely impactful web presence have already seen the results. It isn’t too late. Those practices that make essential changes with their website and online marketing today will gain market share and skyrocket as the consumer spending returns and exceeds expectations in 2021.
In March and April, we commented that no one had a crystal ball on how long this would last. Regardless, those who use this time to put their practice in the best portion will come out of this and winners, and those who hide will lose customers, market share, and livelihood. Take this time to do a deep dive into how your digital marketing and to strategize with your account management team at Advice Media.
Advice Media has prepared for this situation for years. We are 100% in the cloud, and all of our 125+ employees are working virtually. We have been financially responsible for years to be able to handle a downturn in the economy. It is business-as-usual for us. We are here for whatever you need, even if you just want to talk.
Now is the time to put your plan in place, so you are poised to dominate your market in 2021! Contact us to get your 2021 Marketing Strategy planned today!