In Part I of our “Finding Clients for Your Private Practice or Nutrition Business” series, we discussed traditional marketing tactics for growing your clientele. These included promoting that you are an in-network provider, seeking physician and healthcare professional referrals, and including your business in health databases such as HealthProfs, ZocDoc and Healthgrades.
In this post, we’ll take a look at online and digital means of marketing your services to attract clients. Having an online presence – everything from your website to blog to LinkedIn to Instagram – is important so that your clients-to-be can find you, learn about you, and book your services while you’re top of mind. Let’s take a look at a few online marketing methods, including:
Google Business Profile: If you don’t yet have your free “Google My Business” profile, it’s time to set one up, lickity split! Where do people do the majority of their online searching? Via Google, of course. Therefore, make sure your business is search-able on the search engine. Google promises you’ll “Attract new customers with your free Business Profile.” The profile appears as people are searching for your nutrition business on Search and/or Google Maps.
Lead Generation and List Creation: Start building your client and prospective client contacts list – the sooner, the better! Invite sign-ups on your website. As an example, entice them with free access to a resource in return for signing up to receive your monthly newsletter. Or, create a lead magnet that providers site visitors with access to a webinar or video training in exchange for their contact information.
E-Newsletters: While there are many vendors for creation and distribution of e-newsletters and e-blasts, we recommend taking a look at MailChimp. We’re biased, but we use it ourselves, and we know many RDNs who use it as well! Build a campaign and upload your target client lists in no time. The company offers a free plan that provides many of the tools provided in the for-pay plans.
Social Media: It isn’t necessary to be on every social media platform. But it is important to be on the social media platforms where your future clients spend their time. Whether it’s Twitter plus Facebook, or Facebook plus Instagram, do your homework so that you can learn where to best reach your target audience(s).
Online Engagement and Conversation: When on social media, you’ll want to share content that your followers will find interesting. It might be newsworthy, or it might highlight a seasonal promotion that you’re running. It might provide them with details about a new service offering, or it might inform them of the next webinar you’re hosting. But in addition to sharing or “pushing” content, you’ll want to listen, engage and converse with your followers. Comment on their posts. Like their posts. Provide suggestions and offer advice. They will appreciate it and will remember you.
LinkedIn: Lastly, brush up your LinkedIn profile, and make sure it is current. Then, use LinkedIn as the social engagement platform it is becoming to share content and comment on others’ posts. Establish yourself as the thought-leader that you are!
How are you maximizing online and digital tactics for marketing your business?