So you have hired a marketing firm to “do” your marketing. But you want to stay involved. And your marketing firm has exhorted you to be partners with them (Clients, does this sound familiar?). What are some aspects of marketing that you can take on or take a little bite of?
- Occasional writing: Perhaps you like to write, but don’t want to be obligated to write a full weekly or monthly blog or social media posts. That’s ok. We will do it for you. But adding your authentic voice to a written blog with an insightful comment or even a “like” or “retweet” helps your clients, customers, and patients know that you read the blog and are instrumental in what is published. We have had clients who have asked us to write a brief summary of a topic for them to flesh out later, or they have written a summary and asked us to expand it for the blog. We also like brainstorming with clients as to what topics they would like to see on future blogs (and what are hot topics to be avoided). Whatever writing system includes the client and creates content is a positive contribution. Each client’s “blog factory” runs at their own pace and through their own creative process.
- Visiting your own website: Nothing on YOUR website should be a surprise to you. We suggest that your website should be your home page on your computer screen (not so easy to do on a phone or tablet, but still a valid suggestion). When you get sick of a graphic or see wording that needs changing, you’ll be right on it.
- Taking pictures and posting them: No matter how simpatico you and your marketing firm are, we can’t be at your business all the time. But you are. Maybe you’re a decent photographer or maybe Shelley in accounting has an acumen for that. Get photos of products, of hanging out during the snowstorm, of getting ready for a big conference and either send the pics to the marketing firm or post them yourself.
- Commenting and hanging out on your social media platforms: It’s great to have a social media presence, but again, it needs to have your voice. Add your own posts every once in a while, comment on stuff you like, and be aware of what’s happening. When your patient mentions a post, you ought to know exactly what they’re talking about.
- Data collection: You and your staff are at the front lines to figure out which marketing endeavors are working. When you meet a new customer, client or patient, ask them how they heard about you. When you get the answer, record it. Begin to compile data from their responses, so you can figure out what aspects of your marketing plan are bringing in new “business”. But don’t forget that marketing also is a retention tool and a way to solidify a community among your loyal followers, too.