Kam is a physiotherapist based in Slough, UK. When he first came to us, Kam was struggling, with no predictable way to get new patients. We helped Kam stop doing all the outdated stuff, and did a “lite” campaign to increase brand visibility.
As a direct result of all this exposure and visibility across multiple channels, he immediately started getting a steady stream of new patients. Within 4 months, Kam was highly visible for lots of products & services, across multiple locations and he went from 1 bed at half capacity to 3 beds at near-full capacity.
So the question is, how exactly did he get those results?
The answer is simple: We helped Kam leverage big brand sites to promote specific high-value services. And then, after several months of doing this something magic happened, which I’ll explain in a minute.
So, here’s why this is good for you:
- Just like Kam, you’ll put your business in front of potential customers in your local area who are searching for the products and services you offer.
- Just like Kam, you’ll leverage big brand sites and industry-leading publications to reach new audiences in the most influential way possible.
- And just like Kam, you’ll tap into the power of the Brand Visibility Effect to attract an influx of new customers, clients, or patients.
Pretty cool, right?
But if you’re anything like most people, you’re probably thinking:
“How do I get this kind of media coverage for MY business without paying $1,000s to a PR agency?”
Well, don’t worry, there’s no need to strip your kit off, cover yourself from head-to-toe in baby oil, and pose nude on the cover of celebrity magazines!
You’ll be glad to know we’re just placing simple ads on big name sites.
Well, I’m glad you asked.
Because that brings us on to Secret #2: Go Small To Win Big.
In Secret #2, I’m going to show you how we get our clients more customers for the exact products and services they want to sell more of, and how you can do the same.
Because here’s the thing, guys:
Getting more visibility and attention is only half the battle.
Turning that attention into action is the hard part, and this is where most people go wrong.
The reason most advertising fails to produce a return is because it doesn’t speak to a specific problem the audience cares about.
Here’s what I mean:
Most local business websites list the various products and services they offer, but provide little-to-no detail about each of those services.
Let alone explain what makes them stand out from the competition!
This is a mistake because people want to know if the dentist or plumber they’re about to hire actually knows what they’re doing.
They want to know that you’re an expert in the thing they’re looking to buy, right?
If you’ve ever spent money on advertising and it didn’t work, this is probably why.
You must position yourself as a specialist, rather than a generalist.
When you do this, you’re no longer competing with everyone else.
Because people can see that you’re an expert in addressing THEIR specific needs, you stand out as the best choice.
You see, advertising specific services positions you as a specialist in that area, rather than a generalist.
This is important for you because, as you’ll come to discover, specialists always get paid more than generalists.
Let’s say you’re a dentist, for example, and you want more teeth whitening patients.
Don’t get me wrong, I’m not saying you need to stop offering all the other products and services you offer and only sell teeth whitening services.
What I’m saying is that you need to A) make it clear that you offer teeth whitening as a service, and B) publish strategic content that demonstrates your expertise in that area.
By showing you have the knowledge to solve specific problems… and offering products or services that do exactly that… you position yourself and your business as the only logical choice in your marketplace.
Let’s look at an example.
Imagine you’ve injured your wrist playing golf.
You come across two options, two “experts” who both say they can help you.
One is a “general” physiotherapist who helps anyone affected by an injury, illness, or disability.
The other is a golf injury specialist who talks specifically about their expertise when it comes to treating injured golfers.
In this situation, which of the two is the surest investment?
Even if the specialist is more expensive, they’re the one you’re going to choose, right?
Because their messaging is more specific and it speaks directly to your specific problem.
So not only do you feel like this person understands your problem, but you naturally feel as though they have the solution to your problem, as well.
This is exactly what we did for Kam for golf injuries and for many other specialist services he offers.
As a result, he began to stand out, and his practice grew rapidly!
He was the obvious choice for golf injuries, strained hamstrings from football injuries, tennis elbow and more.
Simply because we showed he knew how to solve those specific problems!
So, the secret to marketing your local business online is to focus on advertising specific services that bring in the exact type of customer you want.
In other words, you must get specific on who they are and what they’re looking for.