Marketing Automation for Beginners – Lesson 4

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Now what?  

You decided to take the plunge and set up a digital marketing automation strategy … but what happens next?  

Let’s always start with creating a solid foundation before building out the infrastructure.  

Blueprint to Digital Marketing Automation

What Are Your Goals?

What do you want to happen?

This sounds basic, but think of this as the destination point you are aiming for before getting into your car.  And without a destination point, then you and your GPS will aimlessly drive through the streets with nowhere to go.

Do you want to generate more leads, more potential patients?

Do you want to engage current patients to make them aware of your other services or products?  In other words, drive up the value of each patient?

Do you want to build a following so you can market a book you have been writing?

Each goal or destination requires a unique strategy or route in order to be accomplished, so it’s always important to start with, “What Are Your Goals?”

Who Is Your Target Audience?

“To attract the perfect patient for the services or products you provide, then you must get clear on WHO your perfect patient actually is, where they are hanging out, what their goals and needs are, and what their biggest challenges are, etc.”

Digital Marketer MD, 2017

So much about running a successful practice is working with people you love, and that includes patients.  Taking the time to define who your ideal patient is will boost your digital marketing efforts and make you happier in the process.

Think of this like going to a party.  There will be people you are looking forward to seeing and you will meet new people that you enjoy spending time with.  But there are also people that you don’t want to see.  Your practice is your party and we want to send invitations (via Search Engine Marketing; Google Adwords; Facebook Ads etc.) to people you want to spend time with.

Where Is Your Target On Her Patient Journey?

You know what your goal is and you know who you want to attract as an ideal patient, now it’s time to map out your Patient Journey as discussed in Part II of this series.

Are you having trouble attracting new prospective patients? 

Then focus on the first impression you are providing. 

Are you using an appropriate traffic source?

Does your website need a rebuild?  

Does it have a CTA?  

Is your landing page optimized for conversions?

Or, perhaps you have great lead generation but are struggling to convert prospective patients into paying patients.

What is your offer? 

Do your prospective patients want it?

What is the nurturing / messaging process?

The most successful practices spend the time to create services and products that appeal to all their target patients, wherever they may be on their own patient journey.

Map The Pathways

Think of your marketing as a living and breathing organism and each piece of digital marketing automation will have different goals, different call-to-actions that you want to have happen.  Thus, it is important to map out each of these pathways.

For example, if prospective patient Lilly discovers your services by conducting a Google Search and clicking on a Google Ad, then it is likely she is already somewhat familiar with the services you provide.  She may be looking for more information or may be looking specifically for someone to provide that service … she may be looking for you!

The conversation with Lilly will be very different from prospective patient Gabby who is learning about the service you provide for the very first time.  Gabby needs more nurturing; she needs a different conversation.

This is called personalization and it’s important to meticulously map each of these pathways and conversations to receive the best results.

Segment and Rate Your Prospective Patients

This is where digital marketing automation gets fun.

You have mapped out different pathways depending on where your prospective patient is on her patient journey.  Digital marketing automation allows you to move a prospective patient from one pathway to another pathway based on her behavior.  It's like organizing them into unique buckets.

For example, if someone purchases a service or product, then she is moved to a new pathway (or bucket) that starts a new conversation.

This is also where online and offline congruency takes effect.

In a recent Chiropractor Facebook Campaign we just ran, two prospective patients download a voucher for an amazing offer we advertised for, however, they did not automatically book an appointment.  These were really hot leads, but something interrupted their taking the final step to book an appointment.

So we called them and they both gladly booked.

The digital marketing automation process separated these two specific prospective patients out of 1000+ prospective patients, and based on their behavior we could identify them as hot leads!

Much better to call hot leads than cold ones.

Build Your Database

As mentioned above, your prospective patient may or may not be ready to purchase your services or products depending on where she is on her patient journey.  That’s why it is important to continually build a database and offer great content.

This is called “nurturing” your database and it helps to build the know, like, and trust factors so that when your prospective patient is ready to purchase, she purchases from you!

In Closing

Before building your awesome digital marketing automation plan, it’s important to spend time building out a blueprint.  Define the goals you want to achieve.  Identify the perfect patients you want to work with and where they are at along their patient journey.  Map each of these pathways / conversations out and segment your database.  And always be building your database!

We recently launched our Business Ascension Blueprint … click the button below to schedule an appointment to learn more!

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