Just to recapitulate. In part 1, I suggested the clinic receptionist talk to tenants and shoppers and give out flyers offering an incentive to visit the clinic.
In part 2, I suggested a great advert (and provided an outline of one that had worked gangbusters) in the local paper would produce results.
Now, dear reader, as you are no doubt breathlessly waiting for it, I’d better suggest they use social media. The medium I would suggest is Facebook for two reasons, because they…
- can target the market they want, and
- pay only for exposure when someone clicks on their advert.
Who and what? So, now they must choose the target market (sex, age, locality, and any other criteria Facebook offers to differentiate). Find out more about this here
Then they need to spend time thinking about the market they have chosen to decide what offer or proposition would really appeal to that market and cause them to respond (by clicking through the advert).
Download Winston’s fantastic “How to write a great advertisement” for just $40 here
They must ask themselves what they can offer the target that may not cost lots, has incredible appeal and is almost irresistibly priced. Alternatively, they may be prepared to offer something that costs lots but will give them the opportunity to turn respondents into profitable, life time patients.
Getting it happening: Once that’s figured out, the advert, with or without a graphic (picture) has to be designed. It must observe the AIDA principle… get attention, stimulate interest, create desire and stimulate action (clicking through to their web site).
The key to making things happen from there is that, when an interested person lands at the web site, they must see information that is completely congruent with the Facebook advert. There’s no point just taking them to the web site and letting them go looking for the offer!
The X factor: The best way to do this is to have a squeeze page (hidden page) that explains and enlarges on the advert in such wonderful terms that the target either clicks or phones for an appointment to take the next step. It’s called the ‘conversion page’ coz it’s where suspects get turned into prospects and hopefully buyers.
If they do it right, by getting the target market, the offer and the conversion page right, this simple Facebook approach can work really well for them.
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