If you are a health professional marketing your business online then chances are that you have made one of these mistakes (don’t worry, I have too)!
Below I have highlighted the six biggest marketing mistakes that I see health professionals commonly make when promoting their businesses online, along with some insight into how to fix them so that you can market you business online with ease.
Your brand is what makes your business easily identifiable and recognisable to consumers. It is the culmination of your business name, logo, values, how you sound, how you look, and how you make people feel.
For example, you may recognise my brand by its visual identity of the bright pastel pinks and purples that you see on my website, Instagram and LinkedIn, the cocktail theme that runs throughout my whole brand, and perhaps my brand voice which is quite familiar and feels like a friend is talking to you rather than sounding formal.
These things are not a coincidence, they are all intentional and are each included in my brand strategy.
A brand strategy is a plan that you develop to help you achieve the long-term goals of your business and ultimately place you ahead of your competitors in the minds of your customers.
It includes things such as your:
Uncovering your unique twist is arguably one of the most important components of a brand strategy because it answers the question of why someone should work with you over your competitors – a point that many health practitioners struggle to communicate.
Because there are so many health professionals online now, there is more competition than ever before meaning that businesses really need to work harder to attract and convert clients.
One of the ways that you can do this is by having a really strong and consistent brand that positions you as the irresistible choice in the mind of your ideal customer and this is exactly what a brand strategy provides.
Without a clear brand message, you will not attract customers to your business because people will essentially be unsure whether you are the right person to support them in their health journey.
Marketing is an exercise in communication, so if you are a good communicator then you can also be a good marketer.
And if communication isn’t your strong suit, then I would recommend developing and nurturing this skill because being able to communicate your message clearly and consistently in a way that resonates with your ideal customer is essential in order to grow a profitable business.
As a health professional, you are taught how to maintain a “professional” front during your tertiary studies and whilst this is a valuable skill in the industry, I believe that there needs to be a middle ground between showing up as the stereotypical image of a health professional and showing your audience who you are as a human being.
The reason for this is because when you maintain too much of a professional front online, you actually make it harder for your audience to connect with you. And connection is important when marketing your business as it is through this that trust is built, which will then lead to sales.
Consumer behaviour has changed significantly over the past few years. It is no longer enough for you to offer a service and expect that people will buy from you. The rise of digital media means that people can access health information on demand and social media, in particular, has completely changed that game.
And because people have so much choice and are being influenced by so many different digital channels, consumer expectations have changed. Customers are looking for connection and they are looking for brands that they trust as part of their decision-making process. So, in order to market your business effectively and attract more people to your business, you need to find a way to connect with and relate to your audience and one of the ways you can do this is by showing them that you are human too.
Humans are multi-dimensional, we all have a life, interests and desires outside of work, so sharing elements of this online is a great way to make you more relatable to your audience.
Social media marketing is a fantastic way to connect with your customers and build a community of supporters around your brand, but it shouldn’t be the ONLY way that you market your business – it should just be one of the marketing tools you use.
The reason for this is because you don’t own your social media audience.
And if your social media platform of choice was to disappear tomorrow, then so too would your audience and that is incredibly problematic if you rely heavily on social media to generate revenue in your business.
So if you are currently putting all of your marketing efforts into one basket, social media, then I encourage you to start thinking about how you can diversify the marketing channels you use within your business.
The three foundational marketing channels that I recommend you set up within your business are:
By doing this you will be implementing a far more sustainable digital marketing system in your business, therefore setting your business up for a profitable future.
Creating content without any strategy or purpose behind it is only going to set you up for disappointment.
Business owners often talk about the time burden of creating content, for social media in particular, and the lack of results that they are seeing from their time input.
But effective content marketing isn’t just about creating content, it is about creating that serves a strategic purpose in moving you closer towards achieving your wider business goals.
So, if you want to get serious about growing your business, then you need to develop a content marketing plan.
Being inconsistent, in all its forms, can hinder the growth of your business.
This applies to being inconsistent:
Consistency is something that will aid your audience in developing trust with your brand. Being consistent online doesn’t mean that you have to show up and post every single day for as long as your business exists.
It means showing up for your audience consistently in a way that feels right for you (hint: this will be guided by your brand strategy).
Good marketing is also about being consistent in the things that you say and the way that your business looks across all of your online channels. You don’t want to be chopping and changing your visual brand identity all the time or contradicting what you say on different platforms.
Instead, you want to show up online with one consistent and cohesive brand so that regardless of where people come across your business, they are all going to be getting the same picture and receiving the same messages from your brand.
Marketing your business online doesn’t have to be hard, confusing, and time-consuming. By shedding light on some of the biggest marketing mistakes that health professionals make, my hope is that you can avoid making the same errors and feel more confident in marketing your business online.
Having a brand strategy and implementing a modern-marketing system (that spans beyond social media) to consistently market your business online is key to the long-term growth of your business.
If these marketing mistakes is something that you are struggling with and need help implementing some changes to really elevate your brand and grow your business, then I would love to invite you to join Markerita.
In this twelve-week marketing experience, you will learn the exact ingredients you need to build a modern-marketing system that converts your *dream clients* like a breeze and sets your business up for success in a way that feels good to you. Learn more.
August 5, 2022
I help entrepreneurial health professionals market their businesses online with ease through digital courses, resources and services that support them in building a profitable and scalable business.
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