Today I want to talk to you about a topic that can sometimes really get on my nerves. People are trying to market, or sell or attract, patients (weight loss patients or surgical patients) but they forget the most important thing on their social media posts. Often times their print ad is their call to action. What is your CTA (call to action)?
Have you ever gone by and seen a billboard where it’s just a physician’s picture and why they are the best? That’s great. But as a person who might be seeking those source of services, that’s really helpful but I want to know more about what you can do for me, not just all about you. I want to know how it’s going to affect me and what your outcomes are like. I want to know how I can get a hold of you. I know on a billboard you have to have something quick. You have to have something on that billboard that people will remember. You want to make sure that no matter where it is that you’re marketing you have to have some sort of a call to action.
If it’s something you’re doing on line, don’t just post videos that lead back to a generic web site. Don’t just post quotes from somebody else. Make sure that everything you post has a way for whoever it is you’re trying to reach, how it speaks to them and how they can get in touch with you.
For example if we’re doing our Transformational Tuesdays (which everyone loves), and we have a before and after of patients, we want to make sure that the link to the transformational Tuesday goes somewhere where if someone is interested in having services they can find us. So it will go back to our website where you can see an on-line webinar or a seminar. You want to make sure you put something in there like, “If you want to have similar results, contact us at ______.” Make it as simple as possible. You really need to tell people what to do. They’re bombarded with information all the time. The simpler you can make things, the better it’s going to be.
For example if you have an ad out there where you take them back to a website that is so busy you don’t know where to look, it would be better to take them to a simpler landing site within your website or landing page where they can actually do one thing. They can go to one page and get what they need and reach out to you within one to two clicks. I just want you to think about that. Go back to your marketing efforts and look and see if the Call to Action is really clear. If someone is looking at the ad, do they know how to reach you? Do they know what you want them to do with your publication? You want to have more education versus straight sales, but if you’re going after sales you’ve got to make very clear the path you want them to take.
So take a peek at what you have out there. If there’s something you want me to take a peek at reach out to me at: firstname.lastname@example.org
Keep doing the awesome job that you’re doing with regards to helping patients. Take a peek at your marketing and make sure that it’s really super clear. In the meantime, have a great day! Thanks so much.