Which type of health professionals can benefit most from a dedicated marketing "funnel" to fill their practice?
As a functional medicine marketing technologist, it's one of the most frequent questions I get.
And just to define what I mean by funnels... marketing "funnels" are merely a set of web pages and emails/SMS arranged in a strategic order to mirror the patient journey from awareness through nurture all the way into enrolling as your client.
You can liken that process to buying a car. You don't just go to a dealership and buy a car... there is a series of steps that precedes the actual purchase and every single buyer will go through them without fail!
In this video, I want to share my experience working with hundreds of integrative, naturopathic and functional medicine providers on how we help them attract, nurture, and enroll the right clients through marketing funnels.
If you picture the top part of the funnel, this is the awareness stage where you put out content that captures the attention of those consumers that could potentially become paying clients. In essence, we want our audience to make a mental note to dig deeper into what you've got to say on the topic.
Most consumers will only be "problem-aware" at this stage, so it's beneficial to meet them where they're at. Lead with symptoms or what they've been diagnosed with, and activate their curiosity that there may be a different, dare I say better, way to finally resolve those symptoms for good. I'll go into more detail in the video on the exact content you should be featuring in your social media, website, and emails.
Continuing the patient journey, people move from awareness stage into the engagement stage. Your goal is get your audience to know, like and trust you enough... so you become top of mind expert on the given topic. What typically happens in this stage is helping your prospects understand why you are the expert, and how your approach is so different from what they've tried before.
In the video, I'll go deeper on the type of content and "call to actions" (CTAs) that you should be feature in your content, such as inviting them to join your Facebook group, register for webinars, watch your YouTube videos, or visit your website to engage deeper with your prospective clients.
As we get to the bottom of your marketing funnel, prospects already trust you and they start actively entertaining the idea to partner with you on their health journey. That's why your content at this stage should primarily focus on reducing resistance to working with you (and I'll go deeper in my video on the type of content and CTAs to use).
But the best conversion vehicle is inviting them to a discovery call or health assessment to explore with them potential options.
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