You know you need an online presence to maintain your relevance. But, where do you invest your time and money? Which types of healthcare advertisements are worth it right now when there are endless options?
Should you invest in Facebook ads, create an eCourse, or maybe a webinar?
Do you need a lead magnet, website, blog, or an email list?
Things have changed.
In this blog post, I’ll share with you the must-have strategies that work right now and the time wasters that don’t work anymore.
What has changed?
Truth is, the online marketing world has made a sharp left turn. If you want to effectively connect with your ideal clients online, you need to follow the direction they’re going.
Good news is that never before has online marketing aligned so perfectly with the way most doctors, healers, and coaches prefer to make connections – through authentic conversations.
Online healthcare advertisements are becoming surprisingly low tech and high touch.
A big reason for these changes is the shift in the marketplace. Millennials are now the largest and most influential generation to date. They have the most buying power compared to other generations.
As a result, millennials are constantly bombarded with ads and content. They’ve developed their own system for utilizing the online world to make purchasing decisions.
If you want to stay relevant in today’s marketplace, it’s not enough to be online. Now, you also need to understand how the people you’re looking to reach are interacting with your content, marketing, and offers so that your efforts generate the results you want.
I’m giving you everything you need to get results in different kinds of healthcare advertisements:
- Lead Magnet
- Paid Ads
>>> If at any point you get overwhelmed reading everything you need to do to get results in each of the healthcare advertisements that I review with you below, simply click here for a pot of gold waiting for you. Something that will let you scratch each healthcare advertisement in this blog post off your list, to focus on just one, low tech, high touch revenue-producing strategy. <<<
Healthcare Advertisements #1: Website
Gone are the days when websites functioned as glorified, online brochures about you and your services. For your website to be effective you want it to be ALL about the people visiting your site. The average website visitor stays for no more than nine seconds before they leave to never come back. So, you better make sure you have relevant information that lets them know they’re in the right place and you can help them right on the top of your home page.
Each page and piece of content on your website should have a purpose and lead your visitors to take the next step with you. You don’t need a 20-page website or spend thousands of dollars to get it built. You just need a 5-page website that strategically positions your services as the solution to turn visitors into clients.
Here are the only 5 pages your website needs:
1. Your Home Page
Your home page is where the magic happens on your website! Your home page is by FAR the most important page of your whole website.
It’s the place your visitors land first and where they, within nine seconds, decide if it’s worth diving deeper into your content or bounce. For every visitor to your site that stays for nine seconds, another will “ghost” you within the first second.
On average, a healthcare business bounce rate is 52%. This means that 52% of visitors to your website will leave without clicking on anything at all. A bounce rate under 40% is excellent. One over 70% isn’t so good. You can find your website bounce rate inside your Google Analytics – usually located in your WordPress site dashboard.
But all of this just means that you need to have a really awesome home page if you want to turn visitors into clients.
Here are the components of a really awesome home page:
- A SOLID promise lets your visitors know that they’re in the right place right from the start. It draws them in and gets them curious to find out more.
- Relevant content that relates to your promise. If your visitors find that the content does not back up your promise they’ll leave. And fast.
- Invitations for all three types of visitors. If your home page only focuses on visitors that are ready to buy now, you’re leaving behind 99-97% of them. Sure, they may poke around on your website some, but they won’t become clients. That’s because you’re asking them to make too much of a leap when they’re not yet ready! You have to meet your visitors where they’re at!
- Social proof that your services deliver on the promises that you’re making. Share client success stories that are relatable and lets visitors know you can help them too.
2. Your Conversion Page
The key to creating a successful website that turns visitors into clients is to cater not only to the people who are ready to say “YES!” to your offer right now, but also take into account the visitors that are skeptical and curious to find out more about what you do.
Your conversion page is specifically created for your curious visitors. The potential clients that are aware of you, maybe even have followed you for a little bit, and now want more information.
The information you give them really matters because the question they’re really asking is: ‘Can they trust you?’ So, any information you share with them needs to build trust.
You may believe that building trust is about showing off your cool diplomas, telling them about how amazing the work you do, or sharing exactly how your healing modalities are different from anything they’ve tried before. But doing that will actually repel your curious clients because all of that is about you, not them. It will feel like you’re trying to convince them to work with you, rather than naturally building their trust for you.
So, instead, you want your conversion page to focus on them.
Here are the components of a really awesome conversion page:
- Speak to their known and unspoken pain points. The stuff that they know is a problem, but they may feel embarrassed or ashamed to share with anyone else. When you acknowledge the underbelly of your dream clients’ most pressing concerns, they feel like you really get who they are and understand what they’re going through. That builds tons of trust.
- Offer a shift in perspective. Don’t jump into talking about the HOW right away, instead focus on WHAT needs to change to see a lasting transformation. Bring a change of perspective, an ‘aha’ moment to your potential clients.
- Place an offer in front of them. Once you’ve built trust, place a clear, low-end offer in front of them that they simply can’t resist.
3. Your Offer Page
Your offer page is where most doctors and healers put all the stuff you’re offering. You list all the modalities, all the different packages, workshops – the whole laundry list of the amazing work you do in the world.
But wait… it’s all about you again!
Of all the mistakes I see doctors and healers make with their website, this is the biggest one, using your website as a brochure to tell the world about who you are and what you offer. I know, I know. It seems this is exactly what your website is there for, to let people know about you, but it’s not. Not if you want to turn visitors into clients.
If you want to turn your website into a conversion machine, you need to shift your perspective to make your website all about letting your visitors know how you can help them, the problems you solve for them, and what benefits they can expect from working with you. And to do that, you need to turn your attention to them and away from you.
Here is how to create a really awesome offer page:
- Focus on ONE offer. What is the ONE specific offer that is the gateway to all your other offers?
- Zero in on your dream clients’ top pain points. What are the pain points your clients are aware they have and are actively looking to resolve? Focus on how your ONE offer relieves those pain points.
- Invite them to take the next step with you. End your offer page with a specific call to action to get them started working with you.
4. Your About Page
Is your about page filled with a long resume-like bio? Followed by a cute list of hobbies? And the perfect headshot?
If so, you’re not using your that prime real estate on your website to turn your visitors into clients.
Your about page needs these three things to be effective:
- A storytelling bio. Instead of a laundry list of all your accomplishments, your bio should let the reader know who you help, what problem you solve for them, and why you’re uniquely equipped to help them. Sweet and simple.
- A real photo. Instead of the perfect professional headshot or some luxury lifestyle photo, use a photo that’s warm and captures your essence. Let people see who you truly are. That builds trust.
- A next step. Don’t leave your reader hanging after they’ve learned a little bit about you. Instead, invite them to take the next step with you. Direct them to the action you want them to take to get them closer to becoming a client in your practice.
5. Your Publishing Page
If you want to be known as an expert in your field, you need to publish content that positions your authority.
You may believe that you need to be a writer to have a rocking’ publishing page on your website. But that’s not true at all. There are tons of different ways to share your message of health and hope, and all of them can be repurposed for your website publishing page.
There are many, many ways to share your message. Here are a few different ideas using different broadcasting channels:
- Video – like a Facebook live “quick tip” video or a YouTube “How to…” video. Videos can be transcribed for as little as 1 cent per minute and turned into a blog post in no time flat.
- Audio – as a podcast guest or a podcast host. Audio can be transcribed just as easily as video and then the text can be handed off to your team to be edited and published to your website.
- Written – like an author of your own book, a guest blogger, or article contributor. Written is easy to publish to your website.
- Speaking – as a keynote guest speaker or running your own workshops out of your office. Even your speaking events can be filmed with just your mobile phone and then transcribed for your website.
The most important thing to consider when you pick your broadcasting channel is:
- Do you like doing it?
- Are you good at it?
- Can you do it consistently?
And here’s the thing, you don’t have to do all of the different broadcasting channels, or even three or four of them. Just pick ONE and stick with it!
>>>> If you want my help to guide you step-by-step how to create your very own client attraction website, you can purchase my ‘Turn Visitors Into Clients 5-Day Website Challenge’ for just $37. I could easily sell it for $497 and it would be totally worth it. But now it’s a steal at $37. Grab it while you can! <<<<
Healthcare Advertisements #2: Lead Magnet
A lead magnet is an ethical bribe of something that your potential clients find valuable enough to give up their email address to download. It could be an eBook, a cheat sheet, a guide, or a video training.
The most important part of a lead magnet is that it provides quick and actionable advice that your prospects can use right away while introducing them to your signature system.
I recommend having a lead magnet to start building relationships with your ideal clients. Once they’re on your email list, you can continue to offer them valuable content and stay top-of-mind until they’re ready to work with you.
What makes a great lead magnet?
1. Great Title
You’ll need a great results-oriented title that grabs your prospects attention. The best titles (and lead magnets) focus on solving your prospect’s most pressing concern.
Here are some examples of great lead magnet titles:
- “Ketobiotic Reset for Women: The Quick Start Guide”
- “3 Grounding Techniques to Instantly Relieve Anxiety”
- “5 Lies You’ve Been Told About Menopause”
2. Short and Actionable
With your lead magnet, less is more. Giving someone 100, 25, or even 10 steps or tips is overwhelming. The whole idea is for your prospects to download your lead magnet, consume it within minutes, learn something new, and take action.
3. Positions Your Services
The best lead magnets prepare your prospect for the service you offer. Think about what your clients need to understand before they begin to work with you. What paradigm shift can you offer them to help them see you as the solution?
The more value your lead magnet delivers, the more likely your potential clients will pick you as their healthcare provider. Don’t be afraid to give away your best advice and resources. It will come back to you ten-fold.
4. Leads to Next Steps
Throughout your lead magnet, sprinkle links to take the next step with you. Links to relevant blog posts, your Facebook Group (if you have one), or to book a consult with you are all great options.
Dedicate the last page of your lead magnet to give your prospects a ‘call to action’ to take the next step with you. Make sure you let them know what benefit they’ll receive for taking the action you want them to take. Answer the question: “What’s in it for them?”
Healthcare Advertisements #3: Blog
Educating your potential clients on the value your services can bring them is key to building that know, like, and trust factor. One of the most effective ways to do that is by creating super valuable content they can learn from. A blog is a great way to accomplish both.
Sharing value-packed content is great. But unless you already have a large following to send to your blog, the likelihood of anyone actually seeing the awesome stuff you publish on your blog is pretty slim. You’ll need a strategy to get eyeballs on your blog.
Search Engine Optimization (SEO) does just that by having your blog post show up when people search online. Implementing solid SEO strategies takes time and some know-how.
Here are some really great free and low-cost resources to help you get started:
- Kate Toon offers a free SEO course and several low-cost SEO courses if you want to learn and implement on your own.
- Leesa Klich is a nutritionist turned health and wellness blogger and SEO specialist. I work with Leesa personally and I have brought her in to support my VIP clients when needed. She delivers results and makes the techy part of SEO seem easy. Her blog is filled with free resources and training to get you started. And if you need help along the way, Leesa can do the whole thing for you, do parts of it, or simply steer you in the right direction.
Healthcare Advertisements #4: Email
You’ve created your lead magnet and now you’re collecting emails. But what are you supposed to send your prospects hanging out on your email list?
Should it be an eNewsletter? An email inviting them to book a consult with you? Or what, exactly?
When someone first signs-up to be on your email list they’re excited and happy they’ve found you. You want to make sure that as they hang out on your email list you give them more reasons to congratulate themselves for making the decision to connect with you.
Check out the graph below.
The blue line is what happens to a prospect interest as time goes on. They’re excited when they first sign-up. But that excitement quickly wears off if there’s no real value being delivered in the emails they’re receiving. Instead, you want to give the experience of the green line to your email list.
- Increase the number of leads on your email list by offering a really amazing lead magnet.
- Keep their interest by giving away your best stuff in your first couple of emails.
- When you give value in your regular emails, that initial interest drop is not as drastic.
- Make offers that engage your email list to create interest spikes periodically; like a free online challenge or new training.
- Continue to nurture the prospects on your email list by creating value-packed emails.
When you do this well, your prospects on your email list will turn into clients in your practice. But you have to be patient. It’s not unusual for prospects to hang out on your email list for over a year before they are ready to take you up on your offer.
It’s important to realize that only about 15-20% of the people on your email list open your emails, and even fewer people actually read your email.
There is another similar method you can use that might work even better for you.
Facebook messenger or other social media direct messaging platforms can get 90-98% of prospects to open and read your message.
I still use email to give value to my prospects, but I make all my offers over direct messaging.
>>> Keep reading, because I’m about to share with you the exact steps I take to connect, converse, and convert with potential clients. And if you’re impatient like me, just click right here on this text and I will take you right to the good stuff!
Healthcare Advertisements #5: Paid Ads
Have you considered investing in Facebook ads or Google ad words? Or maybe, you’ve already invested, but you’ve noticed that the ads that used to work for you are no longer working as well.
Here are two reasons why there is a major shift in paid healthcare advertisements:
- People are sick and tired of being sold to. Pop-up and newsfeed ads are becoming the norm, and people don’t like it. How often have you clicked on an article to read online only to be unable to get to it because of the onslaught of pop-up ads? Pretty frequently, I’m guessing. Or maybe, the last time you jumped on Google to research a new tent for your family’s summer camping trip (for example), you inadvertently started seeing ads for tents in your Facebook newsfeed. These constant ads are making people tune out. In a recent survey conducted by Hubspot, 64% of users now use a pop-up blocker to avoid ads altogether.
- There are not enough people to target with your ads to go around. Over the last decade, more and more businesses are going online to spend their marketing dollars. But the size of the audience has remained largely the same. The ratio of marketers vs. buyers has grown significantly. It’s increasingly hard to capture the attention of the people you can help the most with a quick ‘click here to book a session’ kind of ad.
There is still a time and place for paid healthcare advertisements, but if you want a return on your investment you need to know how to warm up your audience.
How to warm up your audience
When you’re out and about sharing your message of health and hope – be it online or at a local speaking or networking event – you encounter three different kinds of potential clients: Skeptical, Curious, and Committed:
- Skeptical leads may be aware of you, but they don’t yet like or trust you.
- Curious prospects know and like you, but they don’t yet trust you.
- Committed potential clients already know, like, and trust you, and they’re ready to buy.
At any given time only about 1-3% of all the people you get in front of fall into the ‘committed’ category. That means 97-99% of the people who see your ads are not yet sure if they can trust you. Throwing an ad in their face is not going to change how they feel about you.
Only an experience with you will build trust with your skeptical and curious leads.
You create that experience by sharing valuable and educational content with your audience. Don’t be afraid of giving away your best stuff.
I received this message from a nutritionist after I sent her my eBook “3 Simple Steps to Turn Your ‘Friends List’ Into Clients.”
>>> This happens to me all the time because I’ve embraced the strategy of giving my best stuff away for free which builds trust with potential clients. (I share the exact strategies I use in the eBook “3 Simple Steps to Turn Your ‘Friends List’ Into Clients.” If you want a copy, message me ‘friends list’ on Facebook.) <<<
Once you have a warm audience – people who already know and like you – you can target them with your paid healthcare advertisements and get a great return on your investment.
Have a system to turn leads into clients
You see, Facebook ads are not designed to get your clients, they’re designed to get you leads. Once you have a lead, you need to move that lead from skeptical, to curious, to committed.
The biggest mistake I see doctors and healers make with paid healthcare advertisements is they don’t have a proven system that turns the leads captured from the paid ads into committed, paying clients in their practice.
You do that by having authentic, simple conversations and building real relationships.
But don’t jump right into offering your services quite yet. That’s the mistake that spammers make. You don’t want to come across as desperate.
You want to build rapport. Begin with commenting on your potential clients’ posts and responding to their comments on your posts.
Ask questions to get permission to private message them and start a private 1-on-1 conversation.
This is where you begin the qualifying process to make sure that they are, in fact, your ideal client.
Once you know you can help them, schedule a new client appointment.
>>> This is how my clients and I get three to five clients each and every week using my Connect, Converse, and Convert signature system that I outline in my free eBook “3 Simple Steps to Turn Your ‘Friends List’ Into Clients” If you want a copy, message me ‘friends list’ on Facebook.)
Healthcare Advertisements #6: Webinar
The ‘webinar funnel’ that built so many online coaches’ businesses over the last decade is no longer working either. People have come to expect that a webinar is really just a teaser with no real value that ends with an offer.
You might have attended a webinar that appeared to be happening live, but was a pre-recorded, automated webinar with a ‘fake’ chat. Nothing fake will cut it anymore.
Based on one of the top coaches, Taki Moore from the Million Dollar Coach, only 12.5% of the people who register stick around to the end for the offer and only 1.25% of the people who register for your webinar buy from you.
That means if you want to make 5 sales you would need 500 people to register for your webinar. And in order to get 500 people to register for your webinar, you would need to have 1,250 people land on your registration page because on average only 40% of the people who check your registration page out, sign-up.
It’s not easy getting to those big numbers, especially if you’re just starting out or are new to building an audience online.
Now the good news is that according to the most recent podcast episode “What’s Working Today In High-Ticket Sales Marketing” from Nicole Hirsh (the marketing genius behind Marie Forleo), you don’t need a webinar to warm your prospects up to your offer – you can move right to a conversation instead.
>>> Which is exactly what my Connect, Converse, and Convert signature system teaches doctors and healers how to do that I outline in my free eBook “3 Simple Steps to Turn Your ‘Friends List’ Into Clients” If you want a copy, message me ‘friends list’ on Facebook.)
But here’s what you can take from the outdated webinar sequence that works really well in today’s marketplace:
- Use content to educate your potential clients about your services.
The best kind of content stretches the gap between where your potential client is right now and where they want to be, positioning your services as the bridge between the two.When you share ‘stretching the gap’ content, new clients will seek you out ready to work with you. One Facebook post I did inside my Healthcare Heroes community landed me eight new clients in one day.Sharing content on social media is not just about engaging with people. You want to share content that inspires people to take the next step with you – that’s what ‘Stretching the Gap’ content will do for you.
- Use video to build your know, like, and trust factors.A webinar does have another thing going for it. It gives your potential clients an opportunity to have an experience of you. They get to see you and hear your voice. That’s an important part of building your know, like, and trust factors with new leads.But, you don’t need a webinar to create that connection with your potential clients. You can do it in a much more low tech and casual fashion doing short – no more than 2-6 minute – videos shots with your smartphone.
Here are some compelling reasons why video is such a powerful way to reach your potential clients:
- One-third of online activity is spent watching a video.
- 85% of the US internet audience watches videos online.
- Over 500 million (half a BILLION) people watch video on Facebook every day.
- Businesses who use video grow 49% faster than non-video users.
- 64% of consumers make a purchase after watching branded social videos.
- Social video generates 1200% more shares than text and images combined.
Healthcare Advertisements #7: eCourse
Today’s patients are hungry for online learning. eCourses are a great way to build that know, like, and trust factors with your potential clients. But first, make sure that you have the bandwidth to make your eCourse a success.
The biggest mistake I see doctors and healers make when it comes to eCourses is that you believe that creating an eCourse will be your ticket to making a passive income online. That it will free you up from your hands-on, brick and mortar practice. When in reality, launching a successful eCourse is very complex.
eCourses are usually positioned as a low cost, entry-point offer for curious prospect to get them ready to sign-up for your services. Making a large amount of cash from an eCourse usually takes years because you need large numbers of prospects to make it profitable.
Creating the content you’ll be teaching in an eCourse is the easy part. Filling your eCourse with the right people is time-consuming and labor-intensive. It’s important to know when introducing an eCourse will benefit you, rather than distract you.
If you’re a solopreneur in private practice, creating an eCourse will often take your focus away from your #1 priority – filling your practice with your ideal clients. One client in your practice is easily worth 10-20x more than one person buying your eCourse.
Once you have a team and an automated marketing system that brings in all the clients you need to your practice, then creating an eCourse could be a great way to shorten your appointment times and offer additional value to your clientele.
Summary of What Works Now in Healthcare Advertisements
Healthcare Advertisements that Do NOT Work Now:
- Paid Advertisements > hard to get a return on investment
- Webinars > low sales numbers
- eCourses > not right for most doctors and healers
- Email > slow to convert prospects into clients
Healthcare Advertisements that DO Work Now:
- Lead Magnet > quick, actionable advice
- Website > leads prospects to take the next step with you
- Blog > sharing value-packed content for free builds your know, like and trust factor
What do the three Healthcare Advertisements that work have in common? All three are about sharing valuable content that educates your potential clients familiar about the problem you solve.
Did you notice that the complex, high tech, healthcare advertisements all got the boot?
Let’s simplify it even further.
Build a profitable and sustainable practice doing what you love with just these 2 things:
- An Irresistible Offer
Let me share with you why these are such a winning combination.
1. An Irresistible Offer
I hate to be the one to break this to you, but people don’t buy your clinical knowledge. They buy the RESULTS you offer. Your potential clients are struggling with a problem, they need a solution… not a rebalanced parasympathetic nervous system, 10 Reiki sessions, or 25 chiropractic adjustments. These things may help you deliver the results they seek, but they aren’t what your client buys.
I’ve seen too many doctors and healers offer their clinical knowledge before first understanding what results your ideal clients want. If you find your potential clients doing a disappearing act or you find yourself doing all the talking during a new client consult, PAUSE!
The key to attracting your ideal clients is to be interested in them and understand what outcome they desire. Then, you make them an irresistible offer that fulfills that desire and needs.
>>> For example, in my 60-Day Rapid Practice Growth Spurt, I guarantee a minimum of 2x the investment in the program. Imagine if you knew you would generate $12K or more from a brand-new revenue stream within the next 60-days. Message me ‘Growth Spurt’ and I’ll send you the details. <<<
Is that an irresistible offer?
And what if you could do that by committing just one hour per day to build that engine, knowing that once you create it, you would then be able to hire a team to do it for you?
When you make your offer irresistible by guaranteeing a result in the shortest possible timeframe, it becomes a ‘no-brainer’ for your clients. Then, if you offer an incentive to join now and add in a significant ‘pay in full’ reduction, it practically sells itself.
Stop ‘closing’ potential clients and start conversations.
Wait – aren’t I the long-term care plan salesperson who has sold millions of dollars in my consults? And now I’m telling you to stop closing?
Yes, because there is nothing worse than ‘trying to close’ someone. That just feels slimy, salesy, and totally obnoxious!
Have you ever been on a sales call with someone reading a script?
Because there is honestly nothing worse than using that 3S’s model…scripts, scarcity, and shame to sign-up new clients. YUCK!
There is no need for sleazy manipulation in the holistic healthcare world. In fact, the best salespeople know that relationship building and trust are the keys to massive sales growth.
So, don’t skip this step and then wonder why you can’t sign-up clients.
The focus on closing skills is ridiculous if there is no relationship, no trust, and no connection.
When you offer transformation to someone who is investing their own money, you must connect from the heart.
Here are the 5C’s I use to build relationships and trust with my 60-Day Rapid Practice Growth Spurt prospects:
- COMPLIMENT to connect through the heart.
- Strike up a CONVERSATION to build rapport.
- Exude CONFIDENCE in my ability to get the results they desire. Allow them to ‘borrow my confidence.’
- Show genuine CURIOSITY and interest in their situation. Ask deep questions. Uncover their passion, purpose, and dreams.
- Show CONVICTION so they know without a shadow of a doubt that I will lead them to the result they desire and that ‘I have their back.’