A CRASH COURSE IN MARKETING FOR MENTAL HEALTH PROFESSIONALS SURVIVING AND THRIVING IN YOUR CLINICAL PRACTICE AND CAREER BY BILL O’HANLON BILLOHANLON.COM YOURLIFEOFFREEDOM.COM
Crash Course in Marketing Slides Free copy Slides are available for No Charge Visit: billohanlon.com Press FREE STUFF Press SLIDES
Clueless in Marketing Land Few clients, little money No one taught me marketing or business principles in my mental health training This presentation will be your crash course in marketing
IDENTITY VS. IMAGE Identity vs. Image Marketing Your task is not to manipulate people or present a false, cool image, but to let them know who you are, what you offer and how to obtain your services Identify and communicate your unique abilities, niche, identity, expertise, passion, and contribution Find what moves you: Blissed or Dissed
YOUR TASK AS A MARKETER Find the people who would be interested in you, your services and your products Let them know who you are, where you are, what you offer and how to access you and your stuff; get them to access any of that they need or want When your practice is filled and you can be more selective, you have arrived Ultimately, your task is to be in places beyond your location and time put in That is, products and services that extend your reach and touch people even when you don’t know them or spend time with them
HERE’S HOW I DID IT Your path will very likely be different How I got pulled and called to something beyond Clueless but committed Speaking, then books, then web-based and distance-learning offerings Email newsletter; teleseminar; online courses; digital products My goal is to develop a workstyle that doesn’t require my presence or time and still has a positive broad impact; passive, automated income
FINDING YOUR NICHE AND DEVELOPING A REPUTATION Get known as and expert in some niche or specialty Give other people a shorthand way of remembering you Find some area or population that is underserved or hasn’t been attended to well Marketing caulk; find the gaps and fill them in Make your marketing congruent with that niche and build your reputation on it; later you can branch out Create good “word of mouth” buzz about you and your work
The 4 Ps of Becoming an Expert
The A.R.C. of Credibility
R.A.P. Relationship marketing Attention as the new currency Permission as the gateway to the prospect
RELATIONSHIP No one-shot marketing, but longer term relationship building The lifetime value of a customer People long for connection in this disconnected world Regular communication or contact Authenticity Personality Belonging to a group or community Ongoing connection Insider information Shared language or jargon
ATTENTION The Attention Economy Stand out from the crowd Funny Bizarre Entertaining Engaging High value Succinct Magnets (The Power of Free)
PERMISSION Permission Marketing The old ad model no longer works as well People are jaded There are so many ad messages we see each day we become inured But . . . We’re willing to listen to and pay attention to messages that are relevant to our needs and interests That’s why Google ads do so well Get people’s permission by only inviting people who are really interested in your message/ niche Give them an incentive to connect with you and let you send them messages
THE A.C.T. MODEL
The Attraction Process Attracting people who are interested in your work, your ideas, your products Find your potential niche audience and market Communicate with that market to let them know who you are and what you have to offer You can advertise, but most new clinicians don’t have much money; use the web and personal contacts Get an email management service that let’s you create “opt-in” lists in which people confirm their interest in receiving information from you
The Attraction Process Make an offer for free valuable information/ stuff to get permission from people to contact them by email Free report, Video, Audio, Email tips Create an opt-in box on your blog or website offering the free information or stuff Create a blog on your niche topic and writing/ making videos on the blog on a regular basis Have a presence on the major social media sites (right now: Facebook, Twitter, YouTube, LinkedIn) and communicating regularly about your niche topic
The Attraction Process Accomplish things that leave traces of success, credibility and value in the world C.A.R.V.E. Your Reputation: Connections; Accomplishments; Reputation; Visibility; Evidence) Give talks or teleseminars on your niche topic Write and publish books on your niche topic Make and publish regular podcasts on your niche topic
The Connection Process Connect with people in your niche through email, blogs, videos, audios, etc. Once people find out about you and give you permission to contact them, communicate with them regularly and provide them with entertainment, value and a sense of who you are Let them know about your accomplishments, the value you provide, and the social response you have gotten without being boastful or arrogant Use blogs, videos, audios, teleseminars, reports and any other medium you can Be authentic and generous Create products for people to get more in-depth information and help from you
The Transaction Process Help people buy from you in the easiest and most profitable ways Get an online shopping cart Get a merchant account and PayPal to take money; connect them to your bank account for automatic deposits
The Transaction Process Create a one-page website for each of your offerings Make the offer and the buying process very clear and easy (a confused person does not buy) Use bullet points Offer value-added bonuses Put an image of the product on the page Put a call to action on the page Put a link to the product in the shopping cart on the page several times (with a nice big button so people can easily find it and click it) Make the offer more compelling by creating scarcity (time or quantity, reciprocity, social proof, benefits and evidence of results
The Transaction Process Create an additional (upsell) offering for each product you offer One formula is to offer something that is half the price of the initial product Send the customer to that upsell page after purchasing the initial product and before they check out Create a thank you page for each product you sell Follow up with automated emails (autoresponders) and emails to customers who have bought your products Don’t waste their time; be brief Provide information, entertainment and valuable stuff
The Transaction Process Have great customer service Do what you say you will do Provide good value products/ services Try your purchase process and products before releasing them Correct mistakes and apologize Offer refunds and guarantees Send the person something extra if there has been a problem or misunderstanding
ATTRACTING YOUR TARGET MARKET ON THE WEB
Sources of traffic You Tube videos Blogs Pay per click ads (PPC) Viral giveaways/forwards Natural search results Social media sites Affiliate referrals Joint mailings with partners
YouTube videos Get a Google account Create a YouTube channel Put a “hot” link (clickable) as the first thing in your bio Put the site name into the video Provide something valuable Can be slide program with audio or more elaborate video Add keywords and phrases
Blogs Free; on Wordpress or your own site Picked up by Google quickly Put link to video in blog post Send out an announcemet about the new blog post/video Keywords and tags Content about your niche Useful, valuable stuff; people are busy RSS feed
Pay Per Click Ads Google, Yahoo, Facebook, Twitter or Microsoft Short ads that lead people to your site when they are searching for or have listed something related to your niche/keywords Limit the campaign; look at results Increase whatever is working to make money Keyword research
Viral Giveaways/Forwards Create ebook, report, video, audio, etc. that people want to send to others Catchy; funny; controversial; moving; shocking; stupid Think of what you have forwarded; model on that Put in your link/website/blog Useful tips on your business card
Natural Search Results Longevity Good relevant content Page or blog post titles External links Keywords and phrases Local, specific or universal (e.g. Atlanta Christian marriage counselor vs. Help for divorcing couples)
Social Media Sites Facebook, LinkedIn, Twitter Fan Page on Facebook Put in links in your bio, on your page, in your tweets Announce events
Affiliate referrals Not for clients but for products Give a great referral fee (50% of higher ticket items) Set up a referral program Do most of the work for people; make it easy Send regular reminders Send regular reports and congratulations Pay quickly and with integrity Consider a bonus for best affiliates
Joint mailings with partners Like an affiliate program, but more jointly planned and executed Designing products and launches together Mutually beneficial Complementary niches or lists Shared resources and knowledge Learn and model on each other
SocialInfluence: Using social psychology and behavioral economics to make your message more compelling
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