90 10 Clinic Marketing Blog
What's really important to understand here is that, for local businesses such as your clinic, running a successful Ad campaign is very different compared Ad campaigns for bigger companies, i.e Nike, Coca Cola, McDonald's etc. The reason being is because established brands have larger social omnipresence compares to smaller brands, for this reason, customers have a greater affinity with the brand. Brand image plays a huge roll in return on investment for big brands, however, this doesn't work the same way for local businesses. In this post, we take a look at what you NEED to be doing to run a successful Ad campaign and scale your clinic like crazy. If you find this post useful, feel free to share it with anyone you think might benefit from it. So without further ado, let's dive into it! As a clinic owner, your brand presence is likely quite small, even as an established business, local businesses have a smaller radius when it comes to brand awareness. Think about it, the market doesn't know you, there they don't trust you. So what's the alternative? You have to promote a heavily discounted offer. This is always going to be the best way. Yes, build a relationship with your audience through content and social presence, but most importantly, if you want to elicit instant results, you need a jaw-dropping offer. If not, your Ads will not convert and people are not going to come into your clinic.
The one thing for clinic owners to understand is that the whole point of a Facebook Ad is not to get an instant return, is to sell your target audience on the back end. All your selling should be made on the back end, that is where you should make most of your profits, as a clinic owner or any local business owner, all your money should be made in the back end. The initial front-end offer, you should break even on. As a good clinic owner, you should be able to upsell and cross-sell your clients on to relevant packages/treatments. This will not happen at the Ad level, because the audience doesn't trust you yet. Instead, it will happen at the clinician - client level, where you can build relationships and trust with your customers, without this, your audience will not convert and you will likely make a loss.
So when a lot of clinic owners show resistance to Agency fees and Ad spend, you have considered the LTV (Long Term Value) of your customer. Because if you are not confident in your services or your sales abilities and you are not willing to promote a jaw-dropping offer to get more people into your clinic, then you will almost definitely be outcompeted by another clinic in your area who will.
Be open to promoting new offers, get people to walk into your clinic, be confident in your services and upsell/cross-sell at the clinic level when relevant. Follow these points and you will surely grow your clinic to the next level and experience a higher volume of footfall into your clinic. If you enjoyed this post, be sure to share it and if you want to learn even more about how Facebook Ads can help your clinic, click this link to visit our main page for more info. Or maybe if you are interested in speaking directly to a specialist, click this link to book a call.
Account director at 90 10 Marketing