Health Practice Marketing That Makes you Smile

Health Practice Marketing that

makes you smile!

1© 2012-2015 Caroline McCullough. All rights reserved.

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Breakdown1. How marketing has changed in last 5 years

2. What consumers are looking for before they buy

3. How lead generation works now (as opposed to 5 or 10 years ago)

4. What elements support the lead generation cycle

5. How to add rocket-fuel to your marketing

Twitter: @casmccullough Hashtag: #cmworkshop

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How Marketing Has Changed

Traditional (outbound) Marketing:

• Casting a wide net- Broadcasting• Manipulating a response• Short-term rapid growth• Controlled by gatekeepers• Expensive per lead• Only get traction

for $$

Inbound Marketing • Highly targeted,

narrowcasting.• Building relationships

- helping• Longer term growth• You are the publisher• Relatively inexpensive

per lead• Adds value over time

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What consumers are looking for before they buy

Top 3 Marketing Sources Consumers Trust:

• Recommendations from people they know 84%• Branded websites 69%• Consumer opinions posted online 68%

Source: Nielsen Global Survey of Trust in Advertising Q1 2013.

© 2012-2015 Caroline McCullough. All rights reserved.

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How lead generation works now

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You publish compelling, relevant content. What happens next?

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Quality content attracts and is shared.

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Quality content is sought after

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Subcribers are most likely to buy!

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Happy customers refer you to others on social media

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Insights and analytics show you how well you’re performing

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What Elements Support the Lead Generation Cycle

10 Essential Marketing Elements




The 10 essential elementsyou must have in place


















http://bit.ly/idgapsnow

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How to Add Rocket-fuel to Your Marketing

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1. Focus on the Right Audience

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3. Use Facebook Ads (Judiciously)

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• Drive traffic to your website so you can retarget on Facebook

• Use Power Editor (or hire someone to do your ads for you)

• 80% of the time advertise valuable content, not the sale offer

1. Advertise to draw “likers” to your Page

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2. Track Website Visitors

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3. Advertise Your Core Content

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4. Create a value-laden subscriber offer and advertise it to people who have already visited

your site

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5. Nurture your new leads toward the sale via email

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4. Create Binge-worthy Content on your own platform

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Content and APRA

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5. Use Online Tools to Save Time

Use Canva

Meet Edgar

BuzzSumo

Use Writally


The tip of the iceberg

http://bit.ly/idgapsnow

© 2012-2014 Caroline McCullough. All rights reserved. 48

Health & Medicine

Health Practice Marketing That Makes you Smile