Just about everything in marketing can be commoditized.
99.9% of everything you do to grow your private practice can be replicated. Your competition can come in and copy exactly what you do.
They can make a great website. They can create awesome videos. They can write amazing content.
Get you to rank high on Google search. They can do everything you can do and maybe even better.
BUT, what is the one thing your competition can’t copy?
Your competition can copy everything you do but the 1 thing they cannot copy is your brand. That is, they cannot copy your voice. They can’t copy YOU.
When I start working with a client we always go over the basics of identifying your ideal client, getting your website up to speed.
But we spend a lot of time working on developing your brand message and marketing strategy- that is, how do we get your voice out there in the community so it rings loud in clear into the ears of those who need your services.
It’s kind of like a moat.
Your brand is a castle and the goal is to build a HUGE moat around it so it’s WAY more difficult for competitors to cross and take over your castle.
You want to make it as wide and as scary to cross. Your moat is your position in the market. It’s your brand awareness.
Just look at Nike, Apple, and Tesla. There’s a lot of businesses that will copy everything they do, but most people will still prefer to buy from Nike, Apple, and Tesla.
Their competitive moat is huge because their brand awareness is so powerful. Other businesses copy their products, but most consumers will choose the one with the most brand power.
Imagine what it would do for you if your private practice could become that #1 trusted brand in the community in which everybody knows about you and refers clients to?
Others may try to copy you, but at the end of the day, people go to you because they trust your voice.
They trust your brand.
So, if you want to grow a strong brand, there 3 basic essentials you need to deploy in your private practice.
1. You need a good website. This is a no-brainer. But you need a website that reflects your brand and is the central connection point between your brand and potential clients. It needs to, at minimum, look good, work on mobile phones, and get you new clients. If your website isn’t getting you new clients, then I’d love to help.
2. You need to have relevant content. I’ve had clients write blog posts about their pets. Don’t write about your pets. Write about the problems you solve for people. People are coming to your website because they have a problem that needs solving. Write content about that. Also, if you can, use video. Video is the fastest way you can earn someone’s trust. Your content should always be building trust. Video is the best way to do that.
3. Grow your email list. This is how you distribute your content and grow your brand. Email gives you direct access to your ideal client. You can have social media, but FB owns that traffic. If they shut down, you’ll loose access to those people. With email, you own that traffic. A marketer once said that you don’t have a business until you have an email list. Now, that’s not entirely true, but when it comes to growing your brand, email is essential. So, grow your email list.
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So what’s the first step you need to take to grow your brand awareness?
Is it your website? Do you need to create some content?
Do you need to focus on growing your email list?
If you need to get going on this, I’ve created a free video training series where I walk you through the basics on growing your private practice through clarifying your ideal client, clarifying your brand message, and your clarifying marketing strategy. It’s short. It’s free. And I know it will help you.
Click on the link below to get started.
